nancy kay clark's centennial presentation

[-] Magazine Design[-] Magazine Design

[1] Intro[1] Intro

The role of the magazine art director and designer is to convey the editorial message and voice, and capture reader attention, with visuals including layout, typography, photography and illustration. It is more than just decoration; it goes to the core of the editorial mission.

“Design should never say, ‘Look at me.’ It should always say, ‘Look at this.’”

—Graphic Designer David Craib, Parable Communications, Ottawa

[2] Anatomy of a magazine spread[2] Anatomy of a magazine spread

Horizontal ruleSignpost or slug Gutter FP4C ad

Head (hed)

Deck (dek)

Drop cap

Close-crop photo

Folio Jump or turn

RHP

White spaceBleedVertical rule

Text (body copy)

[3] Architecture[3] Architecture

Common metaphor: The 3-course meal

Almost every magazine in the world has this architecture. Readers are intimate with it, if not conscience of it

Hors d’oeuvres:

CoverEditor’s noteLettersFront of book section (usually named)Columns

Main course:

Feature wellCover storySecondary features

Dessert:

Back of bookColumnsListingsService piecesReviewsClassifieds/small adsEnd piece

[3a] Architecture[3a] Architecture

Other metaphors:

“The classic form is quite like that of a grand opera. You whet the appetite with the overture... Next the opera may introduce us to shorter passages and fragments of melodies, building up to the climax of a great aria...”—Horst Moser

“[Neville] Brody, for instance, refers to examples from architecture, and says that he tried to base his design for The Face on town planning, guiding his reader through the magazine with signposts and, at particular points, with open spaces.”

[4] Grid[4] Grid

3-column: standard4-column: front and back more typical2-column: sometimes features

Usually dictated by the type of advertising you’ll get (e.g. partials vs full-pages, ads in competitive set)

Affects personality: 4-column faster pace,2-column bookish

A key decision: decide on grid structure early

[4a] Grid: 4-column[4a] Grid: 4-column

[4b] Grid: 3-column[4b] Grid: 3-column

[4c] Grid: 2-column[4c] Grid: 2-column

[5] Advertising: part of the visual experience[5] Advertising: part of the visual experience

Partials:• 1/2 page vertical, horizontal, island• 1/3 page vertical, island• 1/4 page• 1/6 page• Full page• Double-page spread (DPS)• Inserts, tip-ons

The advertising you can expect to get will play a big role in your architecture, not the other way around

The more partial ads, the more challenging for the designer. Can look junkier.

[5a] Advertising: part of the visual experience[5a] Advertising: part of the visual experience

Advertising voice vs editorial voice: make sure there is contrast

Advertising voice: colour, mixed typography

Editorial voice: white, white space, constrained typography

[6] Typography[6] Typography

The most important design choice

Huge factor in conveying your editorial voice and personality (along with image selection and layout)

Best Looks for FallBest Looks for FallBest Looks for FallBest Looks for Fall

Usually the first indicator of amateur vs professional design

Borrow from other magazines: everybody does it

Learn the language of typography

[6a] Typography[6a] Typography

Serif, serif, serif, serif:e.g. Century Schoolbook, Bodoni, Caslon, Times New Roman

Use serif type for body copy and also display

Sans serif, sans serif, sans serif:Meta, Helvetica, Bureau Grotesque

Display, captions, secondary copy e.g. sidebars

Sans serif type often works well for headlines

[6b] Typography[6b] Typography

[7] Anatomy of the Cover[7] Anatomy of the Cover

Skybar

Logo (sometimes called the masthead)

Starburst (disruptor)

Secondary cover line

Main cover line or sell line

Inset photo

UPC code and bipad #

Folio

Tag line

[7a] Anatomy of the Cover[7a] Anatomy of the Cover

Radical clarity over cuteness!For most magazines, cover lines must instantly communicate benefit to the reader

[7b] Anatomy of the Cover[7b] Anatomy of the Cover

Think about how your magazine will be displayed:

• On a newsstand: full face or covered up?• In a rack• In the mailbox

[8] Physical Format[8] Physical Format

• Size (standard/editorial, oversize, tabloid, digest)• Binding (saddlestitched, perfect bound, loose)• Paper (glossy coated, matte coated, uncoated, supercalendared)

Considerations:• Cost• Personality• Competitive set• Feel• Environment• Reproduction• Advertiser expectations• Distribution mode (postal, newsstand, racks, etc.)

[9] Mix: the secret to a great magazine[9] Mix: the secret to a great magazine

Visual mix:•Photography vs illustration vs text/typography•Size (images, type, white space)•Length (articles)

Editorial mix:•Voice/voices•Story choice•Article length

Article formats:•Features•Essays•Short items: front of book•Columns•Service pieces•Illustrated pieces/infographics/photo essays•Q&A•Surveys•Signature pages/formats

[9a] Mix: Cover[9a] Mix: Cover

[9b] Mix: table of contents (TOC)[9b] Mix: table of contents (TOC)

[9c] Mix: masthead, ed note, partials[9c] Mix: masthead, ed note, partials

[9d] Mix: front of book, opener, rhp[9d] Mix: front of book, opener, rhp

[9e] Mix: front of book, columns, sidebars, lhp[9e] Mix: front of book, columns, sidebars, lhp

[9f] Mix: front of book, departments, pacing[9f] Mix: front of book, departments, pacing

[9g] Mix: feature well, DPS, pacing, white space[9g] Mix: feature well, DPS, pacing, white space

[9h] Mix: feature, recurring design motif[9h] Mix: feature, recurring design motif

[9i] Mix: feature, recurring design motif[9i] Mix: feature, recurring design motif

[9j] Mix: opening spread, slab serif, illo, rules[9j] Mix: opening spread, slab serif, illo, rules

[9k] Mix: inside page, pull-quote[9k] Mix: inside page, pull-quote

[9l] Mix: opening spread, colour, font[9l] Mix: opening spread, colour, font

[9m] Mix: inside spread, ad insert[9m] Mix: inside spread, ad insert

[9n] Mix: cover opener, special display font[9n] Mix: cover opener, special display font

[9o] Mix: cover feature, recurring design motif[9o] Mix: cover feature, recurring design motif

[9p] Mix: cover feature, recurring design motif[9p] Mix: cover feature, recurring design motif

[9q] Mix: cover feature, pacing device[9q] Mix: cover feature, pacing device

[9r] Mix: cover feature, b&w, 2-col[9r] Mix: cover feature, b&w, 2-col

[9s] Mix: cover feature, colour illo[9s] Mix: cover feature, colour illo

[9t] Mix: back of book opener, rhp[9t] Mix: back of book opener, rhp

[9u] Mix: back of book, partial ads, 3-col[9u] Mix: back of book, partial ads, 3-col

[9v] Mix: back page department, signature piece[9v] Mix: back page department, signature piece

[9w] Mix: signature piece[9w] Mix: signature piece

[10] Your magazine[10] Your magazine

Budget = physical formatPersonality = physical format

What advertising can you expect to get?

Find magazines with similar personalities and missions, borrow and adapt

Decide on grid & basic architecture (remember those ads!)

Choose 2 fonts and basic type styling: front, middle, back (borrow!) Type is your most important weapon

Choose colour palette (business colours vs playful colours)

Think about pacing esp. editorial well

Focus on cover. Think about how it will be displayed

Work with printer for best reproduction, e.g. file specs

[10a] Your magazine[10a] Your magazine

A few things to watch out for:

• Editorial photos bleeding into advertising• Advertising content/colours clashing with editorial content/colours• Tombstone headlines (depending)• Lack of contrast: mix up sizes (e.g. images), colours• Too many type styles• Choose radical clarity over cuteness

[11] Web links[11] Web links

Society of Publication DesignersSPD.org• The Process blog, lots of cover examples

Coverssells.com

MastheadOnline.com

Typedia.com