This week’s guest blog is courtesy of graphic designer, Ben Thompson, of How About Creative Solutions.To read the first instalment of this blog on keeping publications fresh, authored by Acceleris Senior Copywriter Charley Durham, click here.
Many good newsletters and magazines are designed around a strong and sometimes dynamic template, which is a great starting point in ensuring each issue isn’t boring and predictable. However, there are many additional ways to keep up the interest. Initially, good signposting of regular features and sections are key for easy navigation. These will quickly become familiar to regular readers (and so they should) so it is here that the task of keeping the visual appeal continues.
Making accompanying imagery or illustrations work in harmony with the text, as opposed to merely sitting alongside them, shouldn’t be underestimated. Copy that flows around interesting shapes, or images that are displayed in innovative ways, can make a huge difference. Images displayed in a squared-off box still have their place of course, but that shouldn’t be the ‘be all and end all’.
Changing the pace of a newsletter helps too. A standard font size can be mixed up here and there with a punchier size and weight, or even colour (although too many colours risks cheapening the overall look). Setting up a template with column widths that can be tweaked and changed also keeps each page looking fresh.
Finally, there is no reason why copy has to flow over a white (or coloured background). Images of textured or slightly tatty pieces of paper… chalkboards or painted walls… faded imagery… the list of what copy can run over, around and beside is endless. As long as you don’t try and cram in effect after effect just for the sake of it, there are any number of ways of keeping a publication looking fresh.
Howabout Creative Solutions