BEST PRACTICES
Design
Basic Guidelines for Great Design
- Keep it simple.
It might be tempting to drive home your message by underlining, bolding and using bigger fonts and large graphic elements. But in reality, you’re just overwhelming the reader, making it harder for them to absorb the information they need.
- Take some risks.
Stepping outside your comfort zone can be scary, especially if you’re in a conservative industry. But when it comes to design, readers are looking for something fresh and modern. Try to inject at least a little of that into your publication’s look.
- Have an open mind.
You might think you know exactly what your publication should look like and what your readers want, but it can’t hurt to solicit other opinions. Logitech, an electronics company, teamed with design firm Ziba in 2001, and a recently released line of design-conscious headphones helped boost their business sales 125 percent. Consult with a design professional, or take an opportunity to do a reader survey. You might be surprised what you learn.
- Look around.
Take a cue from what the major players in the media are doing. Are the top-notch magazines gravitating toward a cleaner look? Or switching to sans-serif fonts? While you don’t necessarily want to be a copycat, readers will respond to publications that look like their favorites.
- Be true to yourself.
While it’s important to keep abreast of trends, you don’t have to jump on every bandwagon. Think about which design trends will complement your message and incorporate those. Let the others pass you by.
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Michael Nott is creative director of Parthenon Publishing. He earned his fine arts degree from the University of Texas and has also served as the creative director of Hammock Publishing and the Buntin Group. Katie Dodd is staff writer for Parthenon Publishing and earned her Master's degree from the Medill School of Journalism at Northwestern University. She has worked as the assistant editor for Residential Lighting and copy editor for Country Weekly.