2communiqué news » content

Publishing an Award Winner

admin — Tue, 08 Jun 2010 15:46:14 +0000

What makes a magazine an award winner? At first, flashiness could be a factor—the surface design that catches a judge’s eye as he or she reviews hundreds of entries. But ultimately it takes more than that. Creating a truly worthy award winner requires a thoughtful process from beginning to end.

It all starts with the editorial content. What are the stories that will immerse the audience in the subject matter? This factor is especially important for member-based publications. The good news is you have the audience—now you just have to inform them, engage them, and tell them things they don’t already know.

If the editorial content is engaging, it is important that the visuals are as well. This means art-directing photographers to capture the meaning behind an article, whether it is through a portrait shoot or a photo essay. Take time to research and find imagery that is unexpected and spectacular. Work with illustrators to create images that add a layer to the story.

Great design grows from good content—when the designer truly connects with the edit to bring meaning to the surface. It is this synergy that ultimately engages the reader and will bring attention to your publication—including awards.

But it doesn’t end there. The quality of the final product is what makes a print publication unique. It is important that paper stock and printing are not short-changed. If the budget is an issue, the “less is more” approach should be used—less pages, more quality.

Strengthening Voice Through Visuals

admin — Tue, 28 Jul 2009 15:30:40 +0000

With deadlines getting tighter and budgets getting crunched, it seems that the concept of art directing an original image is becoming a thing of the past. But as much as type and color are part of a brand, so is imagery. When a creative team takes into consideration the value of a directed approach to photography and illustration, whether it is in a marketing brochure or a publication, the brand is strengthened. But the process requires time and teamwork. Here are some tips for a successful collaboration.
Start early. In order to have time for the creative process, it is important to start discussions with your editorial team early on. Because this means starting weeks ahead of time, not days, it usually requires reviewing copy in a rough stage and sometimes just an article outline.

Take time to conceptualize visuals. Brainstorm beyond your first idea. Think about different ways that visuals could enhance the material: For illustrations, what style would be suitable? If you’re using photography, would color be better, or black and white? Would incorporating infographics be appropriate? Uncover the theme of the material and develop ideas that will bring the core message to the surface.

Brainstorm with your team. Discuss the goals of the piece. What is the message, and how can that message be conveyed visually? Be willing to share ideas, even ones that might not come to fruition—one person’s initial thought can evolve into a well-developed concept. It can be tempting to try to come up with a final solution quickly, but it is important to remain open to ideas at this stage.

Begin the creation of imagery. If you are used to working with stock photos, creating the imagery can be a nerve-wracking process. You are now responsible for developing the perfect image, not retrofitting an existing one. You have to find the right artist to visualize your message and communicate it clearly. You don’t want to stifle the artist’s creativity, but you also want to make sure that he or she understands the editorial direction. Most illustrators share sketches, and this allows for a checkpoint on direction. But unlike stock, you can’t alter what you get in the end, so the direction needs to be clear.

Don’t forget the editorial. The collaborative process of creating imagery means that multiple creative people are bringing their talents to the project. Be open to direction and look at strengthening the piece by fine-tuning the editorial after the final imagery is delivered. It is that last touch that can take a piece to the next level.

From Pulp to Pixels

admin — Wed, 14 Jan 2009 16:16:21 +0000

In our last issue of 2connect, we reviewed five reasons to take your publication online. Once you make the decision to take your publication online, you need to consider the design, content, and usability of the site. What works in print might not work online. Accept the interactivity of the web environment and design for it—not against it.

1. Design. The design vision should be maintained as you translate the publication from print to web. Hold true to the type, color, and image directions. Resist the temptation to use new colors just because you can. Stay away from all those “shiny new web 2.0 toys” if they are not part of your original design strategy.

2. Content. It is crucial to present content in a manner that is accessible and takes advantage of the digital medium. Since reading onscreen is not the preferred choice for most readers, text should be written succinctly. Multiple images in print should be converted to a slideshow with text captions or a video.

3. Usability. The experience of reading a magazine is well defined. Readers either go through in a sequential manner or flip through the pages, stopping when something catches their interest. Reading online is a very different experience. The sequence of the reading order is determined by the user, not the designer or editor as in a print publication. Clear navigation is crucial to the success of the user experience. The readability of the type and the clarity of the images are also major factors. Sound design principles, whether it’s for print or web, are essential.

Attend the PPA conference in New Orleans to learn more about design strategies for print and web. Creative directors Kelly McMurray and Chris St. Cyr will lead the session titled “Implementing a Design Strategy.”