The Complete Graphic Designer

The Complete Graphic Designer

98

Architectural and graphic standard

guides for federal buildings are

compartmentalized into separate

volumes. A slipcase allows all piec-

es to be stored in the same place

for easy reference and portability.

Design: C&G Partners

A publication’s primary functions are to entertain,

educate, or present reference material in a logical and

easy-to-use format. Therefore, it is essential that the

design does not inhibit the reader’s comprehension

of the material. Although some publications stray

from basic rules of typography and layout, it is best to

follow traditional design conventions unless the client

requests otherwise.

Clean and consistent layouts with a logical fl ow from

page to page can be achieved through the use of a

well-structured grid. By devising visual systems for

specifi c types of information such as captions, chapter

openers, and sidebars, readers will be able to navigate

the piece with ease. It is also important to remember

that large amounts of text tend to fatigue the eyes;

therefore ample “white” or negative space, proportion-

al column width, and appropriate leading for the type

size are important things to keep in mind.

All publications, from novels and annual reports to user

manuals and magazines, have a different audience and

a different function, so each requires a unique design

solution. Depending on the amount of information and

the target audience, the designer must create a format

that will engage the audience and deliver content in an

appropriate and well thought-out manner.

Bold color and illustration

styles appeal to children. This

piece merges the function of a

foundation’s annual report with an

actual children’s book. Whimsical

illustration visually interprets the

story, while facts for adults and

information about contributors

appear at the bottom of the page.

Design: Greteman Group

Publication Design

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Common Design Jobs

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Publication Design

Considerations

Type size should be appropriate

for the audience. For a general

audience, font sizes should be no

less than 9 points in large bodies

of text, but elderly people tend to

have weaker eyesight and require

12- or 13-point text. Children that

are learning to read also require

large print to help them decipher

individual letters and sounds.

Books or publications must be easily

navigable. To help readers fi nd and

comprehend the information they

need, use sections or chapters to or-

ganize content. A complete table of

contents and an index for complex

works will clarify the structure and

increase the overall effectiveness of

the piece. Never underestimate the

value of folios (page numbers). They

are essential and should be easy to

locate on the page.

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Shelf presence

Dust jackets and covers not only

provide protection for a book, they

advertise the content. Most of the

time, only the spines of books are

visible. Incorporating vibrant color

or graphics helps the piece stand

out from others on a bookstore or

library shelf. Make sure the name

of the piece is clearly legible and

readable from a distance.

A large masthead (logo) dominates

the front of How Magazine, demand-

ing viewer attention when displayed

on magazine racks. The use of

illustration instead of traditional

photography for the cover also

helps establish shelf presence for

the publication.

Design: Pentagram

The title for Rules of the Red Rubber

Ball does not appear on the cover.

Instead, a circular swatch of red

rubber (the same used to make

playground balls) has been inlaid

in the chipboard cover above an

embossed dotted line. The simple

tactile embellishments are enough

to entice and engage viewers.

Design: Willoughby Design

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Provision-Complete Graphic Designer

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proof

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Designed with the audience in

mind, these books appeal to

graphic designers—smaller type

sizes are used in each of these solu-

tions because a clean layout and

minimal text is preferred. Simplifi ed

illustrations with large blocks of

color reinforce the content, while a

solid grid structure defi nes an easy-

to-follow visual hierarchy.

Design: Shinnoske, Inc.

Below: Willoughby Design

The Complete Graphic Designer

100

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

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