How to create award-winning design on a budget
In this morning's Look Great As You Read session, Michelle Russell and Mitch Shostak, who respectively work as the editor and creative director of PCMA Convene magazine, talked about making design and editorial work together--on a budget. The result? Beautiful magazines, award-winning content and a bottom line you can live with.
One of the most important things to consider when designing your magazine is your typeface, Shostak said. "I suggest using two or three typefaces. Find a serif and a sans serif that works well for you," he added. "You can use those in various ways to save money through the publication."
Using type faces creatively is an inexpensive way to create innovative design that will draw readers in. Shostak also recommended using color palates that compliment the photographs you use. "Just make sure you use color, photography, typefaces and other items in a directional, fuctional way," he warns. "All components have to work together for the design to flow."
Conference attendees wanted to know how to choose fonts that will work hard for their publications. Shostak tips:
Russell talked about making the editorial work for the designers. "People don't have time to read through long narratives," she said. "They appreciate using blocks of text that can be designed in interesting ways. Shorten your copy and cull the most important information. This will save you money--and make your readers happy."
Both Russell and Shostak talked about the importance of using good photographers, who can aide the design and editorial with great photos. "Call photographers whose work you like," Shostak said. "With stock photography you have to pay a usage fee, so you will often have better luck hiring a photographer."
In this morning's Look Great As You Read session, Michelle Russell and Mitch Shostak, who respectively work as the editor and creative director of PCMA Convene magazine, talked about making design and editorial work together--on a budget. The result? Beautiful magazines, award-winning content and a bottom line you can live with. One of the most important things to consider when designing your magazine is your typeface, Shostak said. "I suggest using two or three typefaces. Find a serif and a sans serif that works well for you," he added. "You can use those in various ways to save money through the publication."
Using type faces creatively is an inexpensive way to create innovative design that will draw readers in. Shostak also recommended using color palates that compliment the photographs you use. "Just make sure you use color, photography, typefaces and other items in a directional, fuctional way," he warns. "All components have to work together for the design to flow."
Conference attendees wanted to know how to choose fonts that will work hard for their publications. Shostak tips:
- Choose an open font that will translate well at small and large sizes
- Look for fonts that have various weights so you can add variety to your layouts
- Try to find a unique selection. Helvetica is a great font, but it's used so often that you might want something new for your publication.
- Don't forget to work with leading when using your fonts. They give your design white space that results in a cleaner look.
Russell talked about making the editorial work for the designers. "People don't have time to read through long narratives," she said. "They appreciate using blocks of text that can be designed in interesting ways. Shorten your copy and cull the most important information. This will save you money--and make your readers happy."
Both Russell and Shostak talked about the importance of using good photographers, who can aide the design and editorial with great photos. "Call photographers whose work you like," Shostak said. "With stock photography you have to pay a usage fee, so you will often have better luck hiring a photographer."
Sounds like an amazing session, Michelle and Mitch! Wish I could have been there. Your work just gets better and better.
Hugs from an old PCMA-er!
Jamie Roberts
For MyBusiness magazine, we have a list of go-to colors we use frequently, but that doesn't mean that anytime they're used it works. I overheard our art director saying something about not wanting to create a Crayola effect. That stuck with me, and I'm always scanning pages (in MyBusiness and in other magazines) to make sure the colors used together make sense.