You’ve probably heard the saying, “Beauty is in the eyes of the beholder.” So how do you judge if your design is “good,” “bad,” or just average? If you’ve ever thought about evaluating whether or not your publication could use a facelift, here are a few general guidelines to keep in mind.
Overall Look and Aesthetic Appeal
Is your design attractive? Although completely subjective, one good way to measure your progress is to ask for opinions. Try to get feedback from your readers, as well as others who have never seen your publication before. Don’t be afraid to listen to suggestions, and consider any positive comments and constructive criticism you may receive. LPi’s graphic designers are also more than happy to provide our input as well. Just give us a call!
Photos are a great design element when used effectively. They can capture a moment in time, elicit emotions, and also help to illustrate a point better than words alone. On the flip side, if you use a cell phone to take your pictures, and/or if they are dark, out of focus, or blurry, they can ruin your reader’s perception of your design. Picasa is a great free tool you can use to lighten dark photos, remove redeye, add contrast and even experiment with fun filters that turn your pictures into “pencil sketches” and more.
Who is your publication meant for? Consider your audience’s needs in order to keep them engaged and interested in reading. Think about what your readers find most important, and be sure to place that content front and center. For example, if the Easter mass times are buried in the middle of the bulletin, perhaps it would make more sense to put them on the cover or first page where they can easily be found. Also, remember that your advertisers are most likely a source of revenue for your publication. Be sure to find a way to acknowledge, recognize, and thank them, because chances are, they are reading! Check the Art and Media Portal for ideas on how to provide an added value for the businesses that support your publication.
Your choice of colors can really affect the overall tone and feel of your publication. Are your colors readable? Black text on a dark background is never a good idea. Are your colors complementary, or do they clash? Certain colors just do not work together, while other color schemes can be stunning. If you need some ideas, visit kuler.adobe.com to see popular themes created by artists and designers, and you can use similar colors in your publication.
Do your colors fit your branding? If you have a logo, the newsletter/bulletin colors should match or complement it, and it’s also a good idea to keep your design elements consistent between your website, newsletter, letterhead and other print materials to build recognition among your patrons.
Is your type clear and legible? Even the most beautiful decorative font is completely useless if it doesn’t serve its purpose, which is to be read! Specialty fonts may look nice in theory, but before choosing them, stop and think about whether they are practical for your publication. As with bolding and underlining, special fonts should be used sparingly to draw attention and provide emphasis, but if they are overused, your reader will not know what to focus on and may lose interest. See our blog post on Using Typefaces Effectively for more info.
Layout/Use of Space
Is your information organized in a logical manner? Sections with headings can really help readers to easily search for and find the content that pertains to them. Also, white space is considered an important element in graphic design, as it brings a sense of order to your layout, and makes it appear uncluttered, which can help improve readability. Therefore, try not to cram too much information into a small amount of space. Hold some articles for future issues if necessary, in order to keep your publication clean and easy to read.
The above categories should be a good starting point to help you gauge how you are doing with your publication design. If you decide that you want a new look, keep in mind that LPi provides free design services, so if you’d like, we can work with you to come up with a different layout. Otherwise, feel free to try making some updates on your own. Sometimes just a few little tweaks, like changing a color or a font, can make all the difference in helping turn your bulletin or newsletter into a masterpiece.