Professional Documents
Culture Documents
SanjayRanade,HoD
DCJ,UOM
S.K.SOMAIYACOLLEGEOFARTS,SCIENCEANDCOMMERCE
TYBMM(JOURNALISM)
20092010
ElementsofNewspaperDesign
PuttingNewspaperDesignintoPerspective
Contentisstillthecarryingpoint.Readerswanttobeabletolookatthepapervery
quicklyandknowwhatthenewsofthedayisandtheydon'twanttobescaredaway.
s
RandyStanodirector,editorialartanddesignMiamiHerald
Nomatterhoworwhennewsbreaks,orhowbigastoryis,theweeklyordailypaper
servesasamajorsourceofnewsinacommunityandthenation.
Howthedesigneditorplaceselementsonthepagesguidesthereaderastowhatisthe
mostimportantnews,andwhatisnot.
Editorsofthe1980shadbecomemoreawareofgraphics,thatmanynewspapershad
hiredgraphicsspecialistsandthattheirsurveysofreadersnowfrequentlyincluded
questionsonappearanceaswellasoncontent.
Itwasfoundthatasresultsdictatedchanges,publishersbecameincreasinglywilling
toaccepttheimportanceofappearanceandallocateresourcestoimproveit.
Mosteditorswillnotputgraphicsonapageespeciallyanewspagerandomlyorforthe
sakeofdecoration.
Graphicsmustbepurposeful.
Formfollowsfunction.
Haveareasonforeverydesignelementyouuse.
Becausenewspaperstylebooksestablishguidelinesnotrulesgraphicjournalistsare
quicktorecognizethatthestandardsofoneeditorordesignerdonotnecessarilyagree
withthoseofanother.
Thereforeformfollowsfunctionmaynotbealwayspopularinnewspapersasinthe
caseofautomobileswheresomeofthebestdesignshavenotbeenfunctional.
Functiondoesnotalwayshavetoinformwhenyoutakethesebigreverselettersthat
featurepagesusetokickoffchapterheadingsasitwerethebigTdoesn'tinform
anything.Butitdoesprovidecontrastorpointsofinterestoralittlesalesmanship.
Withreferencetofashionsections,whereanattemptissometimesmadefora
breakthroughindesign,thepagessometimeshaveweirdlittleborders,orangledbars.
Thesedon'tcontributetotheinformationorunderstandingbuttheydoservethe
purposeof"salesmanship.
Thedesigneditorisfaceddailywiththeparadoxofpackaging
contentsimplybutalsothoroughlyandevenelegantly.
Everydaythedesigneditorisfacedwiththesecircumstances:
Reportershavewrittentheirstoriesphotographershavecompletedtheirassignments,
andthebestpictures,mapsandchartshavebeenselectedforprintingbythepageand
sectioneditors.Afterreporters,photographersandartistshavecreatedcontent,then
designersarefreetowork.Thequestionthenarises:
Howisthenewstobe
presentedbest?
Nomatterwhatthenewsofthedayhasbeen,thereaderanticipatesanappropriate
mixoflocal,nationalandinternationalnewsplusnewsfeatureseachpresented
accurately,clearlyandfairly.Thisexpectationshouldbecomplementedbydesign
thateffectivelyorganizesthedisplayofnewssothereaderwillbeeasilyguided
throughthepaper.
Whetherdesignisachievedextraordinarilybyaneditormakingdecisionsabout
momentousnewsorordinarilybytheoperationofroutinedesign
decisionsnewspapersachieveconsistencyandflexibilitythroughacomplexnetwork
ofdesignprinciples.
WHATTHETOTALPAGECONCEPTISANDHOWITWORKS
ThroughtheTotalPageConcept(TPC),editorsorganizeapagesothatthereadercan
easilyidentifytheimportanceofthenews.TheTotalPageConceptencompassesthe
relationshipofallthepartsorelementsneededtocreateapageinapublication,such
ascaptionsforphotos,headlinesfornewsstories,thetypeandeventhethinborders
usedtooutlinepicturesorplaceaboxaroundstoriesandadvertising.
TheTotalPageConceptarticulatesthefullestconceptofdesign,ontheassumptionthat
designsupportsverbalcontent.
ToimplementtheTotalPageConceptistodesigneachpageasanintegralunit,but
withasimilardesignstylefrompagetopageandissuetoissue.
TheTotalPageConceptbeginswithpageonethepublication's"picturewindow"
andcontinuesthroughoutallthepages,exceptthosedevotedtoclassified
advertisements.
Thefrontpageprovidesadisplayofwhat'simportantoftheday'sorweek'sevents,
withlargerheadlinesrelatingtothenewsthataffectsormaybeofinteresttothe
greatestnumberofpeople.
Newspaperreadersareinitiallyattractedtotheproductwhosetypeandwords
areeasiesttoreadandwhosepicturesandothergraphicsmosteffectively
portraythenews.
Fromthefrontpage,theaudienceisthenluredtoastoryonaninsidepagebyashort
headlinereferrala"referencenote."
Elementsinthereferralincludeastatementaboutastoryandsometimesasmall
photoorotherillustrativegraphicenclosedinabox.
Ineffect,thereferralsellsthenewsitmakestheinsidepagesappearusefulenough
forthereadertomakeatimecommitmenttothem.
Theneedforthis"selling"functionisclear:Iftheconsumerstaysonlymomentarily
withthefrontorinsidepagesofanewspaper,thenitislesslikelythatthe
advertisingwhichpaysthesalariesofallwhoareemployedatthenewspaper
plantwillberead.
TPCdesignmusthelpthereadernotonlythroughdisplay,butalsothroughtheuseof
graphicelements.
Theseelementsbecomeapartofdesigninthewaytheyaretreated.
Graphiccommunicationisaprocessofconveyingmessagesbymeansofvisual
images,whichareusuallyonaflatsurfacelikeanewspaperormagazine.
Twokindsofimagesareusedpicturesincludephotographs,paintingsand
drawings.Wordsarerepresentedgraphicallybyvariouslyshapedpatternscalledthe
lettersofthealphabet.
Lettersandthewordsthattheyformarecalledsymbolsbecausenothingabout
themcanberelatedtocertainobjectsorideasthattheysignify.
Symbolsrepresentsomethingelsebyreasonofconvention
thatis:agreementamongitsusers.
Picture,ontheotherhand,usuallyshowobjectsorthingsasmuchastheyare.
However,onoccasion,picturesmayalsobeusedassymbolsasinthecaseofspecific
days.
Bothpicturesymbolsandwordsymbolsareasarbitraryintermsofrelatingdirectly
totheirreferentsandmustbelearnedinthesamewaythatlanguageislearned.
Picturesandwrittenlanguagesharearemarkablesimilarityalthoughtheyperform
differentfunctionsingraphiccommunication
Oursenses,includingourvision,controlourbehaviourdirectly.
Forinstance,wewouldstepasideifsomethingblockedourvision.
Visualimagesmakeitpossibleforustoconsiderthings,beinplaceswhereweare
not.
Wecandealwiththeimaginary,thingsthataredivorcedfromreality.
Thereceiverofavisualmessagewhoseekstounderstandthe
messagemust
read
it.
Readingmaybedefinedasextractinginformationfromvisualimages.
Thismeansthatbothpicturesandthewordsare
read.
Thisreading,however,isdifferent.
Theeyescansalongawrittenline,makingfrequentstopstotakeinafewwords.
Onlyfourorfivewordscanbehandledateachstop.
Inorderforareadertoextractinformationfromapicture,whichisalargerarea
comparedtothefourorfivewordsoftextatatime,theeyeofthereadermustscan
apicture,makingfrequentstops.
Theinformationtakeninatthesestopsisthensynthesizedintoameaningfulwhole
toextractinformation.
Ofthetwotypesofimages,wordsymbolsaremorebasictoeffectivegraphic
communication.
Languageis,afterall,theprimarymeansofhumancommunication,andwordsplay
animportantroleinthinkinganddecisionmaking.
Thewrittenwordisanextensionofthespokenword.
However,transformingwrittenspeechintowritingbypassesfacialexpression,tonal
inflection,andgestures.
Therefore,itisnecessaryinpresentingawrittenmessagetomakeupforthislossby
puttingwordsinaseffectiveavisualformaspossible.
Printingisthemeansofreproducingvisualimagesformass
communication.
Formisinextricablyinvolvedwithmessagecontentthemeaningsorideasbeing
communicated.
Thewriterworkswithavocabularyofwordsanda
syntax,
whichreferstothe
orderingofwordsintostructuresthatshowthewordrelationships.
Thewriterhascertainideasinmindandstructuresthewordcodessothattheywill
giverisetothesamethoughtsinthereadersmind.
Thedesignerofprintedmessagesalsoworkswithavocabularyconsistingofpoints,
lines,shapes,texturesandtones.
Likethewriterthedesignercanorganisetheseelementsintoastructureorformto
directthereadersthoughtprocesses.
Theeffectivenessofaprintedmessage,then,istheresultofthewriterandthe
designerexpressinga
commonmeaning
Indifferentways,thethreemostimportantdesignsinformal,orcontrastandbalance
braceorfocusedandmodularorquadrantmanifestTPCprinciples
Informal,orContrastandBalance-
Elementsinaninformaldesignaredisplayedaccordingtotheirimportanceorreader
interest,beginningatthetopright(wheretherighthandedmajorityofreaderslook
first),thentopleft,backtoanddowntherighthandside,acrossthebottomtobottom
left,andthentothecenterofthepage.Thisarrangementfollowstheorderthatmost
readerswillusetolookatthepage,beforeexitingatbottomright.
Thegoalistobalancethetextandgraphicsawayfromthepage'scenterinvarying
distances.
Whileanattractiveinformalpagedesignisanachievablegoal,thedifficultyliesin
notcreating"walls"thatwouldsplitthepageintwoorthreesections.
Brace,orFocused
Thekeyaspectofthebracedesignconceptisasingleelementusedtocreate
immediatefocusonthemajorstory.Thetopstoryisbracedbytheotherpartsofthe
pageelementssuchasheadlinesandphotosaresetmuchsmallerthantheNo.1
story.Onallpagedesigns,theNo.1storyshouldimmediatelyarrestthereader's
attention.
Bracedesigndoesthisverywell,butproblemsariseonaroutinenewsdaywhenthere
isnostorythatwarrantsabigdisplay.Unlessjustified,thetopstory'suseasthe
dominantelementwillgiveittoomuchemphasis.
Modular,orQuadrant
Themodularpageisbrokenintomostlyhorizontalshapeswithverticalshapesto
complementthedesign.Adominantrectangleisusuallylocatedabovethepage's
midpoint,withlargephotosandillustrationsadjacent.Whitespaceisusedtocreate
abreather,especiallyaroundtheheadlines.Manyoftoday'snewspapershave
adoptedthemodulardesignbecauseitplacesthestoriesandgraphicelementsin
neatrectangularshapes.
Modulardesignallowsforboldandlightheadlinesnexttoeachother,sometimeswith
oneofthestoriessetinastandardcolumnwidthandoneinanadjacentcolumnsetina
box.Also,modulardesignencouragestheeditortoplacerelatedstoriesandgraphics
adjacenttooneanother.
Inthemodernnewspaper'sefforttohavemassappealwhilealsotargeting
metropolitanandsuburbanmarketswithdifferenteditions,avarietyofgraphic
elementsarebeingutilizedtomakeamoreattractiveproduct.
Theseincludeprintingspecialtopicpagesandsections,printingphotoslarger,a
greateruseofreferenceboxesatoppageoneandoninsidesectionpages,moreuse
ofshortdigestsofinformation,printingsmallthumbnailphotosalongwithstories,
andtheuseofsixwidercolumnsratherthaneightnarrowcolumnsperpage.
Likeanyothercompetitiveproduct,newspapersconstantlylookforwaystoappear
similartotheircompetitioninthattheyproduceavehicletoportraythenews,but
alsodissimilarsotheycanattracttheirowncommittedreaders.
Whentwonewspapersinthesamecityareproducedbythesamemanagement
group,thefactorsthatusuallybringreaderstoonepaperortheotherarethework
schedulesofthepopulationandthedeliverytimeofthepublication.
Therefore,thetwonewspapersmaybedifferentonlyintheiruseofheadlinetypeor
captiontypebutseldomtexttypewhiledesigningtheirpapersaccordingtosimilar
guidelines.Thisisaconveniencefortheeditorsanddesignersbecauseitobviateshaving
twoextremelydifferentdesignstyles.
MAKINGTHEDESIGNSYSTEMWORK
Somenewspapershaveevolvedfromaweeklytoadaily.Othersremainaweekly,buthave
grownlarger.Onallofthesechangingpublications,adjustmentsinstaffandmanagement
philosophyoccur.Eacheditorofthepaperandeachspecializedsectionsetsupadesign
identity,beginningwiththefamiliarstyleofpageone.
Dayafterday,thereaderispresentedwithanorderlypackageofnews,featuresand
storiesinsuchspecialinterestareasassports,businessandlifestyle.
Butifthepaper'stypographyandartaretolookliketheyhaveindeedbeenpublishedasa
singleentity,asubtlebutunifieddesignphilosophyshouldbeobvioustothereader.
Designisthedeliberatearrangementofobjectstoachievea
predeterminedeffect.Ingraphics,thateffectisthetwo-dimensional
representationofanabstractidea
Thenewspaperfailsasavehicleofcommunicationiftheeditorplacestheelements
onanypagebyfittingthemintoapreconceiveddesignpattern.
Itisneithercreativenorresponsivetothenewsmerelytodesignapagewithall
elementslaidintoarigidformat,thenplaceeachday'sorweek'spagesoftextand
graphicsinlocationswherethemeasurementsareexactlythesameasthedayorweek
before.
Thenewsshouldbepackagedwithalogicalsensetothetextandgraphics
relationships,butthepackagingshouldbe
subtle
.
Newsdoeschangefrompagetopageandsectiontosection,andthedesign
shouldbealteredaccordingly.
ButiftheTotalPageConceptistobeconsistent,standardsshouldbewrittentoguide
designersintheirplacementofheads,stories,photosandillustrativematerial.
Withonenewspaper'seditors/designersnumberingasmanyas50,therearetoomany
peopleworkingtoomanyshiftstositdownanddebatehowbesttomaintain
consistentdesign.
Consistencythroughflexiblestandardsservesatwofoldpurpose:Thestaffisabletomake
designdecisions,andthereaderislikelytoseethenewspaperasauniformlycredible
product.
Tohelpthereaderinahurry,anefficientandimaginativenewspaperpackageisvital.
Elementsmustbeplacedoneachpagewithaconsciousawarenessthatthenewspaper
ispublishedtoconveythenewstothereader:localnewsinthecommunityweekly
andlocal,nationalandinternationalnewsinthedaily.Theamountofspaceallotted
fornationalandinternationalnewswillvaryforthedailynewspaper,dependingquite
simplyonthenumberofpagesavailable.
Readerslooktotheirnewspapersforinformationandeducation:toseehowtheirtax
dollarsarebeingspentorwhattheircitycouncilorschoolboardisdoing,tofollowa
sportsteam,ortoreadaboutaneventoracelebrityinanotherstateoranother
country.
Designers/editorswhocomprehendthereasonsbehindareader'sneedforputtingtime
asidetoreadthenewspaperandwhoimplementtheTotalPageConcepttoservethat
needaremorelikelytoencouragethereadertobuytheproductregularly,andits
advertisedgoodsandservicesaswell.
Thekeystosuccessinanybusinessenterprisearetoidentifytheconsumerandthe
competition,todevelopandmarkettheproduct,andtoprovideasystemfor
evaluatingalloftheabove.
Becausethenewspaperpublicationbusinessisindeedabusiness,publisherswhose
jobitistocreateasoundinvestmentworktobalancethenewseditorialneedsand
theprofitlossbalancesheet.Apublisher'sinterestistoattractandkeepthereader
whileatthesametimenotspendingmoreonproductionandfrontofficesupport
thancanbeearnedbythesaleofadvertisingcolumninchesandsubscriptions.
Publisherswhoaresuccessfulquicklylearnthatchangingtextorheadlinetypefaces
orcolumnwidths,addingasyndicatedcolumnistorbuyingacomicstripdoesnot
guaranteereaderloyaltyorreaderinterest.
ThecharactersofHaroldHillinTheMusicManandWillieLomaninDeathofaSalesman
demonstratedfullythecommandmentthatallinthenewspaperbusinessmust
comprehend:Knowyourterritory.
Theterritoryofeachnewspaperisascertainedbylookingtosee
preciselywhoitsreadersare.
Theeffectiveapplicationofdemographicsandpsychographicscanassisteditorsinpresenting
newsthatitsreadershipwantsandneeds.
WhyandHowWeRead
Inanyhumancommunicationsituationthesourceisuncertaintosomedegreeabout
theeffectthemessagewillhaveonthereceiverofthemessage.
Boththesourceaswellasthereceiverfaceproblemswithmessages.
Thesourceknowswhatistobesaid,themeaningthatistobeimparted,theideasthe
readeristoacquire,hasaverbalvocabularyandavocabularycomposedofvisual
elementsandaverbalandavisualsyntax.
Syntaxmeanstheorderingoftheverbalandvisualelementstoshowtheir
relationshipssothattheintendedmeaningiscorrectlyinterpretedbythereader.
Thereadermustfigureoutthemeaningforhimself,hisresponsesarenotpassiveor
automaticandthereaderisengagedinaprocessofdecisionmakingdecidingwhat
meaningsarebeingsignalled.
Ifanyoftheelements,visualorverbalareforeigntothereadersexperience,correct
interpretationwillbedifficult.
Theeffectofaproperlywrittenandproperlydesignedprinted
messageissynergistic.
Unlessyouknowthemeaningofproperlywritten,properlydesignedand
synergisticyouwillnotunderstandthemeaningofthestatementalthoughitisan
accuratestatement.
Oneofthemajorcontributionstowardunderstandingreadinghascomefromstudies
ofcommunicationsystemsintheformofaprecisedefinitionofinformation.
Informationtakesanumberofdifferentformsasitmovesthroughachannelbetween
thesourceandreceiver.
Informationisthereductionofuncertaintyinthemindofitsuser.
Thereaderisengagedindecisionmakingwithrespecttocommunication.
Hehastoselectfromamongalternatives.
Therelationshipbetweentheamountofinformationreceivedandthenumberof
alternativesisnotdirect.
Therelationshipbetweeninformationandalternativescanbeexpressedasa
measurementofinformationcalleda
bit.
A
bit
isequaltoonehalfthealternativesat
anytime.
One
bit
resolvestheuncertaintybetweentwoalternatives.
Two
bits
resolvetheuncertaintyamongfouralternatives.
Three
bits
resolvetheuncertaintyamongeightalternatives.
Therefore,howmanybitsareneededtoresolvetheuncertaintyamong64
alternatives?
InformationandRedundancy
Redundancyexistswheneverinformationisavailabletothereaderfromtwoormore
places.
Amessageisredundantifitcontainsmoreinformationthanitneedsto.
Intermsofinformationtheory,uncertaintyornumberofalternativescanbereduced
intwoormoreways.
Thisimpliesthatashortermessagecoulddeliverthesameinformation.
TheEnglishlanguageinprintoffersanexcellentexample.Sequencesoflettersare
redundantsomelettersshowupmorefrequentlythanothers.
Theletters
e,t,a,i,o
and
n
aremostfrequentwhereas
z
and
y
seldomappear.
Doesanyletterotherthan
u
follow
q
?
IthasbeenestimatedthatEnglishismorethan50percentredundant.
Whataboutredundancyinpictures?
Testshavecharacterisedpredictableshapesinthismanner:
Theytendtobesymmetrical
Theyinvolvestraightlinesorlineschanginginaregularmanner
Theytendtoinvolvefewangles
Amajorpurposeofredundancyistosavereaderstimeanddifficultyinunderstanding
whattheyreadbyincreasingpredictability.
Whydoweread?
Becausewemust.
Humansandanimalsareprogrammedtoa)seekoutinformation,b)selectfromthe
totalandputintoproperformwhatispotentiallyusefultomaketheirwaythrough
life,c)organizetheinformationintoamemorystoreandd)retrieveinformationfrom
memoryforuseindecisionmaking.
Theorganizationofinformationandexperienceinmemoryiscalled
cognitive
structure
.
Thebuildingofcognitivestructurebeginswithperceptuallearningwhichisthe
processbywhichwe.
Determinewhatthethingsandeventsintheworldaroundusareand
Organizethemintoourunderstandingoftheworld.
Thisprocessislifelong.Thisiswhyourworldviewisconstantlybeingchanged.
Therefore,intermsofinformationtheory,aperceptionisthe
reductionofuncertaintyaboutwhatthingsandeventsthatconfront
usare.
However,wecannotperceivetheworldasitreallyis.
Oursensesaregrosslyinadequate.
Theworldexistsasadynamicwhirlofenergyinauniverseofenergybuttheenergy
formwecalllightwavesthatoureyescandetectgivesbutlittlehintaboutwhat
thingsreallyare.
Perceptuallearningleadustotheformationofcategoriesanddiscoveriesof
interrelationshipsamongthem.
Tocallsomethingachairistonoteitssimilaritiestootherchairsandignoreany
differences.
Thesesimilaritiesarecalled
definingfeatures.
Definingfeaturesmaybevisiblefeaturessuchassizeandshape
ortheymaybesemantic.
Onecandistinguishbetweenaknifeandaforkvisually.Whenboththeseare
categorisedastablewareweknowsomethingoftheirinterrelationshipandweareat
ahigherlevelofabstraction.
Definingfiguresserveasinformationbecausetheyreduce
uncertainty.
Wordsymbolsliealongacontinuumfromtheconcretetothehighlyabstract.
Nandinicowlivestockfarmassetsassetswealth.
Wehavemovedfromanametoamoreconcretecowandfromtheretoanabstract
ideaofwealth.
Picturestooliealongasimilarcontinuum.
Photographs,especiallyincolour,wouldbethemostdirectrefeencetotherealworld
whereasillustrations,paintings,drawingsgenerallytendtobelessdirectandare
renderedinvaryingdegreesofabstraction.
Byabstractionwemeanfirsttheenhancementofthosefeaturesofacategory
thatbestidentifyit(makeitrecognisable)andsecond,thesuppressionofthose
featureswhicharenotgenerictothatis,notbasictocomprehendingit
(perceivingitsrelationshipstoothercategories)
Thecommunicatorfacesdelicatechoicesinfindingtheproperlevelofabstractedness
Willatruelifephotographservebest?
Perhapsthesubjectcanbehighlightedandthebackgroundsubduedoreliminated.
Cancirclesorpointingdevicesbesuperimposedonthereproductionofthe
photographdodrawattentiontodefiningfeatures?
Perhapsadiagramcanmoreeffectivelydeliveracomplicatedmessagethatcould
onlybepresentedverballyinadullrecitationoffactsandfigures.
TheHumanIPS
Threebasicsubsystemscharacteriseanyinformationprocessingsystem(IPS)
Input
Informationprocessing
Output
Whatiscomprehension?
Understandingthecontentormeaningofthemessage.
But,whatismeaning?
Thechieforderedthepolicetostopallgambling.
Whatisthemeaningofthisstatement?
Isthemeaningthesametoeverybody?
Meaningintermsofinformationprocessingisthereductionofuncertaintytothepoint
thatthereceiverfeelssatisfiedthatheorsheunderstands.
Ifthesourcedidhisorherjobproperlyandalluncertaintyisreducedatthereceiverend,
onlyonemeaningcanresult.
Thesourceandthereceiverwillbeofonemind.ThiswhatisenvisagedintheIndian
communicationtheoryofSadharanikaran.
Informationstoredinmemory
Ahypotheticalandpartialmemorynetworkthatrelatesthecowtootherliving
organismscanhelpusprocessinformationbetter.Forinstance,cowfourlegged
vertebrateherbivoremammallivingorganism.Informationarranged
hierarchicallyinthismannerfromlowleveltohighlevelabstractioncanbe
processedfaster.
Thestructureofstoredinformationcan,thereforebeconsideredfromthestandpointof
a)thewholeformedbytherelationshipsofsubordinatecomponentsor
b)thepartinrelationshipstothewhole.
Arecowsfourlegged?Theansweryestothisquestionwouldbefarmore
immediatethanthesameanswertothequestionArecowsmammals.
Categories,togetherwiththeirattendantfeaturesseemtobestoredinmemory.When
theprintedimageswordsorpicturesareperceived,thereisareactionwithinthe
totalnetworkofknowledge.
STM-LTM
ShorttermmemoryorSTMandlongtermmemoryorLTMarenotlocationsora
placeinthebrain.TheseareprocessesorsubsystemsofthetotalIPS.
AssoonasinformationentersthehumanIPSanabstractionprocessbegins.
InformationentersasubsystemoftheSTMcalledtheVisualSTMorSensoryStore
whereitpersistsperhapsforasecondorso.
FromtheSensoryStoryabstractedinformationmovestoSTM.
Eitheratthetimetheinformationissensedorwhileitisstillinsensorystage,visual
informationistransformedintoneuralcodes.
Pictureimages,itisbelieved,arenormallytransformedintoiconicorvisualcodes.
Wordimagesaretransformedeitherintoauditoryorsemanticcodeorvisualoriconic
code.
Somesituationsareeasiertoresolveifwordsymbolsaretransformedintoaniconic
codeallowingthereadertoimagewhatispresentedverbally.
WatchtheprocessesinyourbrainasyouanswerthisquestionHowmanystairsare
therebetweenthefirstandthesecondfloorofyourbuilding?AreyouusingSTMorLTM
toanswerthequestion?
ThedurationofinformationinSTMisrelativelybriefandthecapacityofSTMis
limitedtofivetoeightunrelatedunitssuchasrandomletters.
Whenwereadwords,theeyetakesininformationonlyatstopsorfixations.Fouror
fivemeaningfullyrelatedwords(perhaps25to30letters)canbeseen,heldinSTM,
andprocessedthatis,beinterpretedtobecuesforreducinguncertaintyinone
secondbyanefficientreader.
Thentheeyejumpstoanotherfixation.
Itisduringthesejumps,called
saccades
,thatprocessingormatchupwithLTM
informationoccurs.
Thus,processingofverbalinformationinauditorycodesproceedsserially.
Itistheorised,ontheotherhand,thatpictures,transformedintovisualcodes,can
behandledbyparallelprocessing.
Onehastomoveoneseyesalonglinesoftypewithwordsfallingwithinanareaofnarrow
focus.Informationfrompicturesisnotlimitedtothisnarrowarea.
Suchvisualimagescan
bemorequicklyrecognised.
Eachnewspaperisdifferent.
Thestaffsfornewseditorial,advertising,clericalandpressroomareunlikeanyother
paper,regardlessofthesizeofthecommunity.
Evenifthecommunityhasthesamepopulationasanother,itmayhavemoreorfewer
newspapersubscribers.
Employmentopportunitiesaredifferent,aswellastheagesandeducationofthe
people,theweatherandtheleisureactivitiesavailable.
Allthatthenewspaperfacilityhastoofferinpersonnelandequipmentandallthatthe
circulationareaitselfoffersmixtogetherasthenewspaperaimstoserveits
readership.
Thebalanceofnewscontentandpresentationmustcomplementthereaders'needs.
Editorshaverealizedthroughmarketingstudiesandtheimprovementofallmedia
systemsthatpeoplearedemandingbetterproductsfortheirmoney.
Newspapersareaconsumerproduct.Lookingatnewspapersasaproductor
packagehasopenedmanyeditors'eyestothefactthatappearanceandcontent
mustgohandinhandtocompeteforconsumerattentionandmoney.
Newspapermanagement'sgoalistoreachthelargestnumberofhouseholds;toeffectthis,
managementneedstomeetthecommunity'sexpectationsandtobeconsistentinatimeof
tighteconomy.
Thesuccessfulnewspaperusesthemostsophisticatedmarketmethodsinmonitoringits
readership.
Areaderpurchasesaparticularnewspaperforavarietyofreasons,mostlyrelatedtoa
sensedinformationneedorasenseofidentitywiththecommunitythatthepaper
serves.
Thepurchasemaybeoneofconveniencethetimeofdaythatthepaperis
availableorperhapsthisistheonlynewspaperthatcoverscommunitynewsindepth.
Inaddition,thedeliveryornewsstandpricemightbelessthanthatofthecompetition,
orthereadermaylikethepaper'suseofcolor,thestories'lengthsortheamountor
qualityofphotos.
Anewspaper'ssurvivalisdirectlyrelatedtoitsseeingthevalueofastrongproductand
makingacorrectmeasurementoftheproduct'srecipients.
Ifyou'regoingtotrytosurvivewithundereducatedwritersandcorrespondents,with
lowqualityphotos,withsloppygraphics,designandpoorpresswork,you'rekidding
yourself.
Youwon'tmakeitwithadpeoplewhoaremerelypickupclerksratherthan
aggressive,innovativesalesmen.
Survivalwillbedifficultwitheditorsandreporterswhoaren'ttunedintunedinnot
onlytoyourcommunity,buttoyourarea,yourstate,countryandtheworld.
Editorsoftenmakeassumptionsaboutreadersthathavenobasisinfact.
Therefore,researchisnecessarytoestablishwhatreaderswantinapaper'sparticular
market.
Researchthatisspeciallyprepared,becausemanysurveysdealheavilywiththe
paper'scontentratherthanappearance.
Threeimportantfactorsshouldbeestablishedfromdesignresearch
thenatureofthemarketandthelifestylesandattitudesofthepeopleinit
thenatureofthenewspaperand
thenatureofthecompetition.
Readers'needsarefoundthroughdemographicandpsychographiccritiques.
Demographicsarethestatisticskeptaboutpopulationsrelatedtorecordsofbirths,
deaths,marriagesanddiseases.Psychographicsarethequantitativedataaboutthe
activities,interestsandopinionsofapopulationthatdescribesegmentsbythe
individualandcollectivelifestylesoftheirrespectivemembers.However,these
critiquesmustbedonecarefully
Thepapershouldreflectincontentwhatthereadershipwantstoread,andin
designwhateverisappropriatetothespecificaudience'sinterests.
Partoftheenticementtoreadisembodiedinthecontentofthenews:thesubjectsand
storiesthatarewrittenabout,andhowwelltheyarewritten.
Butthenewsdepartmentmustcontendwithmuchmorethanthat.
Tokeepthereaderengaged,anattractivedesignutilizingtheTotalPageConcept
mustbepresented.
Thisiswhyitiscrucialthateditorsknowtheiraudience,knowhowtomakerealistic
decisionsonwhatisrun,andplanhowstoriesandgraphicswillbedisplayedinthe
preciousspaceavailable.
UNDERSTANDINGWHATNEWSIS
Ifnewsisthepaper'scentralpurposeandthereasonreaderspurchasethepaper,thenews
staffshoulddoitsbesttoservethatpurposewithwellwrittenandtightlyeditedstoriesand
theuseofstrong,purposefulgraphics.
Peoplewhoreadthenewspaperfrequentlytakeitastheirownpersonalpossession,
anextensionofthecommunity'spersonality.Readersmakejokesaboutthe
paperaboutitsname,orthetimesome(localoroutside)personality'snamewas
misspelledorawrongphotoidentificationwasmade.
However,thelocalpaperisalsothefirstplacethatpeopletaketheirwedding
announcement,orlookfora"writeup"aboutafamilymemberelectedtoofficeina
communityorganization,orastoryaboutahighschoolorcollegeteam'soutcomein
asportsevent.
Herearesomeinterestinginsightsintowhatnewsis:
Localnewscoverage,nomatterhowyoudefineit,mustnotbeshortchanged.
Localnewsneedsstrongwritingandcapablepeopletoreportit.Itcan'tbeleftto
clerksandstringers.Goodreportersandgoodeditorsareessential.
Readersarebecomingmoresophisticatedeveryday.Theyknowwhenastoryis
coveredandwrittencorrectlyorwhenitisjustlefttoanonprofessional.
It'smorethanrunningthephotoofthehomecomingqueen.
Asthecommunitymarketandthenewspaper'spolicyaresimultaneouslyreviewed,
muchconsiderationmustbegiventowhythepublicpurchasesthepaper.Usually,the
reasongivenis:"Ican'tgetalongwithoutknowingwhatisgoingoninthe
community."
Inadditiontoreadingaboutsocialactivities,thecommunity'scitizenswanttoreadstories
about:
howtheirtaxmoneyisbeingspent
newdevelopmentsintheeducationoftheirchildren
voteroptionsforelections
meetingsofgovernmentalbodies
theeffectsofcommunitygrowthand
implicationsofthelocalcrimerate.
Inthe1520minutestheaveragereaderspendswiththepaper,only10percentto12
percentofthenewsisread.
Researchindicatesthatreadersclassifyinformationinthepaperintotwoareas:
informationthatisinterestingand/orusefuland
informationthatisnotinterestingand/oruseful.
Newspaperreadersfeelthattheirpurchaseofthepaperinvolvesanunspokencontract:The
newspaperisthevehicletheyhavechosenfordiscoveringnewscontent,butfindingit
shouldnotbeamatterofchance.
Interesting,pertinentinformation,especially"hardnews"storiesthestoriesthatreaders
shouldknowabouttobeinformedcitizensmustbecarefullywrittenandcreatively
displayed.
Designpurposemustmakesensetothereaderevenifonly
subliminally.
Excellenceinwritingisnolesscrucial,butthistoocanbehelpedbydesign.Ifthe
story'simportantpointsaremadeintheleadparagraphandseveralthatfollow,andif
subheadsareprintedboldlyenoughwithsufficientwhitespacearoundthemto
providedirection,thenthereadershouldcorrectlyperceivethestory'simportance,
catchitsmainpointsandbesatisfied.
Whetherpresenting"hard"or"soft"news,itisvitalthatreporters,editorsand
graphicdesignersrealizetheimportanceoftellingthestorycompletely.
Thisisbecausepublicationisa
onewaymedium
.Thereaderwhodoesnotunderstandthe
storyisnotlikelytopickupatelephoneandgetintoatwowayconversationwiththewriter
tohavethestoryclarifiedbutislikelytobuyanothernewspaper,ifithappenstoooften.
Editorstakeveryseriouslytheirtaskofpresentingthenewsinaformquicklygrasped
bythebusyreader.
Perhapstheyshouldthinkabouteachstorythatappearsinnewspapersasthoughthey
wouldhavetoselleachoneindividuallyataprofit,ratherthanassumepeoplewantthem
becausetheyarepartoftheentirepackage.
Newspapershavetriedmanyexperimentsontheirinsidepages,onsectionfrontsand
ontheirsofterfeaturesbut,withfewexceptions,radicalchangeshavenotbeentried
onthenewspagesthemselves.
Thisisbecausemostnewseditorsbelievethattreatinghardnewslightlymighttake
awayfromthepaper'snewsintegrity.
Nevertheless,thenewspagessetthetoneforaTPCdesignednewspaper.
Sincenewspagesmustclearlysignalstoryimportance,theyshouldhavenolessvitalityto
themthantherestofthepaper.
Onallofitspagesthenewspapermustberecognizedbyeditorsandreadersasa
visualmedium.
Themosaicofshapesandsizesinaparticularpaperwillbechosenbytheharried
readeronlyifthereisanimmediatelyunderstoodorganizationofgraphicsandwords.
Organizationmakesthenewsaccessible,anditclarifiesthe
paper'ssensitivitytoreaders'needs.
Anewspaper'sphilosophyregardingitsnewssectionscanbedeterminedby
examininghowthoroughlyitsstoriesareedited,howitsphotosandillustrativeartare
displayed,andtherolethattheartdepartmenthasplayedinmakingdecisions.
Theimportantpointisthebeginning
Integrationisachievedwhentheartandnewsdepartmentshavebothgivencarefulthought
tothefinalproductfromitsconceptiontocompletion.
If,fromtheinceptionofthestory,thedesignerisinvolvedintheprocess,hemight
say,"Whileyou'reoutgettingthestoryonthewatershortageandthelongqueues
beforemunicipaltapsperhapsyou'dwanttogetdetailsofhowwaterisconsumed,
howpeopleslivesareplannedaccordingtowhenthewaterwillcomeandgetamap
ofthecityshowingwhenthereisawatercutandwhere.
Wemightdecidenottodothetraditionalstory,butmakealistofthesuburbswith
amapsothereaderwouldgetthekindofinformationheneedsinhisdailylifefrom
thestoryratherthanwritingastoryandsimplyshowingapictureofpeoplein
queues.
Thisisastructuralapproachthathelpscomplementthenarrativeone.
InsettingupguidelinesfortheTotalPageConcept,theartdepartmentisconsidered
apartnerwiththenewsdepartment.
Theartandnewsstaffsmayhavebeenonlylikedistantrelativesatonetime,but
nowtheyareworkinghandinhandonmanynewspapers.
Thenewsdepartmenthasitsownspecialgraphicsneeds.
Papersarenowhiringillustratorswhocancreatedrawingsandmakechartstohelp
tellthenewsstories,justasphotographersareemployedtoportraythenewsin
pictures.
Amongthegraphicdesignquestionsthatdynamic,growingnewspaperstaffsmust
address,themostbasicinclude:
Doesthenewspaper'sartdepartmentactuallyserveasanadvertisingsupport
department,oraresomeartpeoplebeingintegratedintothenewsdepartment?
Isthereaplanfortrainingnewseditorsintheuseofgraphicsandinworkingwithor
asartdepartmentpeople?
Doesthenewspaperhaveagraphicseditororeditorialdesigner;and,ifso,isthis
individualpartofthenewsteam,ornewstrainedenoughtoprovideinputwhenthe
paperisondeadline?
Forapublicationtobesuccessfulinthecomputerage,itseditorialstaffmembers
needtounderstandthefunctionofart.
Likewise,theartdepartmentthattrulycomplementsthenewsdepartmenthasa
departmentheadandstafferswhoparticipateinnewsmeetingswiththenewseditors
andreportersthiskindofarrangementalsoserveswellthepurposeofthenewspaper:
toprovidethefullstory,inwrittenandgraphicterms.
NEWSPAPERDESIGNANDLAYOUT
Ofalltheprintedmediaofcommunication,theonethathasplacedtheleast
emphasisonformthroughouthistoryhasbeenthenewspaper.
Theresulthasbeenpredictable:thedevelopmentofamediumwhoseappearance
haspaledincomparisonwithmagazines,booksandotherprintedliterature.
Designersofprintedmediaforyearshavepointedtonewspapersasthemost
awkward,leastattractiveandleastreadableofthesemedia!
Whynewspapershavebeenmadeupandnotdesigned
Problemsofformat
Broadsheetsareabout15incheswideand23inchesdeep.
Theyareofconsiderablebulkwithscoresofpagesandseveralsectionsbeing
common.
Thelargesizeismoreanhistoricalaccidentandtheyarestillwithusbecausewe
haveinvestedinequipmentthatcandealwithjustthesesizes.
TheBritishnewspapersadoptedthebroadsheetsizetocircumventataxbasedon
thenumberofpages.
TheAmericansfollowedsuit.
ThedevelopmentofthePennyPressintheAmericajustbeforetheCivilWar
resurrectedasmallerpagesizetoattractanewaudienceoffactorylabourers.
Ataboutthesamesomebusinessorpoliticallyorientednewspaperswentto
extremelylargeformatstheyhadpagesthreefeetwideandfivefeetdeepand
werecalled
blanket
papers.
Heavyinvestmentinsteampoweredpressesandrelatedmachinessuchasfoldersthat
wereintroducedinthoseyearsmadeitimpossibletoexperimentwithsizeandwe
werestuckwiththenowstandardbroadsheetnewspapers.
Thetabloid,becauseitishalfthesizeofthebroadsheet,fittedthestandard
equipment,withoneadditionalfoldbeingtheonlyspecialrequirementfor
production.
Unfortunatelyfornewspaperreaders,theuseofthetabloidhasbeenlimitedbecauseit
wastarredwithalabelofsensationalismwhenitfirstcameintouseintheUS.
Letslookatthereasonswhynewspapersarenotonlyawkwardbutalsoleast
attractiveorevenunattractive!
Themeresizeofthebroadsheetmakesfunctional,attractivearrangementofelements
difficult.
Newspapersusemonotypographicheadlines(allfontsfromthesamefamily).
Stringentheadlineschedulesthatprescribelimitedtypographicalpatternshavebeenthe
norm.
Narrownewspapercolumnsandtheresultant
vertical
flowofdesignelementsthat
havebeenacharacteristicofnewspapersforyearshavealsonotbeentheresultof
merewhim.
Primarynewspaperfinancialsupportcomesfromadvertisingand
columninches
and
agatelines
havebeenthebasisforspaceratestoadvertisers.
Thuspracticaleconomicshasfavourednarrowcolumns:narrowingcolumnsresults
inmoreagatelinesandcolumninchesperpage,andwideningproducesfeweragate
linesandcolumninchesperpage.
Becausenewspapershavealwaystriedtosqueezeasmuchinformationintotheir
columnsaspossible,hasalwaystendedtobetoosmall.
Thesamepressurehasalsokeptadequateleadingfromhelpingthereaderandthe
long,narrowverticalcolumnshavemadereadersstrugglethroughunusuallyshort
linesastheyhavesoughtouttheirnews.
Displaytypehasbeencrowdedintopositionwithoutadequatewhitespaceforittodo
itsworkeffectively.
Whyhavenewspapersgottenawaywithit?
Asimpleruleindesignistheimportanceofgraphicdesignvariesinverselywiththe
interestofthereadergreatertheinterestthelessimportantthegraphics.
Thissituationisnowchangingbecausereadersmediaconsumptionischanging.
TimesareChangingSoareNewspapers
EffectsofTelevision
Adirectimpactoftelevisionhasbeenthatnewspapershavelosttheiradvertisingto
television.
Readertimehasbeenlosttoo.
Therehasbeenanincreasingpassivenesstowardmediathedevelopmentof
watchersratherthanreaders.
Televisionnewsismorerealtime.
Newspapersareforcedtoredesign,providegreaterdepthoftreatmentand
additionalanalysisaswellasspecializationanddepartmentalization.
EffectofMagazines
Aresurgenceofmagazines,includingtherevivalofsomegeneralconsumergreatsof
thepastbutespeciallyamongthespecializedandregionaltypes,alsoisaffecting
newspaperdesign.
Magazineshavebeenjoiningsuburbannewspapersandfreecirculationshoppersin
competingwithmetropolitandailiesforlocal,state,andregionaladvertising.
Ifnewspapersaretomeetsuchcompetitionsuccessfullytheirappearancemust
matchthehighqualityofmagazines.
EffectsofNewProductionTechnology
Offsetprintingisthemostcommonlyusedreproductionsystemforallmediaand
hasimpacteddesigninnewspapersoverall.
Withoffsetprinting,illustrationscanbehandledmoreeconomically,moreefficiently
andwithmuchbetterresults.
Arrangementofelementsonapageisnolongerlimitedtotheunbendingright
anglesofmetaltypeengravings.
Coldtypeareacompositionandperhapsmostspectacularly,paginationbycomputer
andcathoderaytubetypesettershaveforcedtotalrethinkingofnewspaperdesign
andmakeuptodevelopingcomputerassistedpagelayoutsystemsandtemplates.
DesigningNewsSpace
Thepublic'sappetitefornewsandinformationisneverfulfilled.
Thepublicwantsallthenews,thebadandthesadalongwiththegoodandtheglad.
Itwantstoenjoythebestofthenewsandlearnhowtocopewiththerestofit.
Itwantstolookbeyondthecolortothecontent,beyondthecosmeticstothe
consistency,beyondthepromotiontotheproduct,beyondtheimmediateemotionsto
thelogicalconclusions.
Itwantsitsmediatokeepupwithitsneedsandadapttoitslifestyleanditdoesnot
buytheoldwaywe'vealwaysdoneitviewsofeditorsandpublisherswhodonot
thinkanythingshouldbetriedforthefirsttime
Pagesarenotjustbroughttogetherbymagicevenbyadesigneditor.Sequence,or
theplacingofelementsonthepageinaprescribedorder,isessentialtodesigning
newsspace.
Whenadvertisementsareincludedonapage,theyareplacedfirst,bytheadvertising
department.Thenthenewsdepartmenttakesover,placingphotosandillustratedart
next,andheadlineandtexttypelast.
Thisplacementorderistherulebecause:
advertisingsizesmustbeexactlyastheyhavebeensoldtoclients
photosandheadlinescanbesizedsomewhatsmallerorlarger,buttheycannotbecut
orenlargeddrasticallytofitaspaceand
texttypecanbesettofitaspace,orthestorycanbetightenedorcontinuedon
anotherpage.
NEWSPAGEDESIGNSTRATEGIES
Newspagesparticularlyneedaspecialdesignstrategytoconveyeachstory
effectively,whichwillnecessarilyberelatedtonewsjudgment.
Thebeststoryofthedaymaynothaveorneedarttoaccompanyitthebestartmay
nothavesufficientimportancetobeonpageoneoranywhereelseamongthestraight
newspages.
Aninsignificantnewsitemorphotoshouldneverreceiveundueplayorbeslantedor
editedwithoutconsiderationfortheintegrityofthenews.
Oneofthemaindifficultieswithelevatingtheimportanceofdesignhasbeenthe
everpresentpressureofthedeadline.Theremaybeastorypartiallywrittenwithits
artyettocome,andthepageisondeadline.Abeautifulpagethatimpelspeopleto
readitbecauseofitscontentanddesignisonething,buteverynewseditoreven
despitethepleasofthestrongestgraphicseditorhastogowiththegraphicsthatare
presentatdeadline.
Areader'sresponsetostoriesisencouragedorimpairedbytheir"play"orplacementon
thepage.
Pageoneisthepagebywhichtheremainderofthenewspaperismeasuredintermsof
storiesanddesign.Itiswherethereaderinitiallybecomesacquaintedwiththepaper,
andwhileitchangeswitheveryeditionandeverydayitslookistheproduct's
instantidentity,positiveornegative.
Thecloseproximityoffrontpagetextandartcancausethemtocompetewithone
another.
Ifthedesignfailstodirectthereaderthroughthepage,hisorherinterestwillbe
redirectedtootheroptionsincludingnotreadingthenewspaperatall.
Newspapershavechangedovertheyearsaseditorshaverealizedthevalueof
incorporatingadesignconceptthatunitesthewholenewspaper.Corollarytothisis
thewayinwhichthefrontpagestorycounthaschanged.
Today,thefrontpageofmanybroadsheetnewspapersrarelyreportmorethana
halfdozenevents.Thisisareductionfromeightadecadeagoandthenumberof
typecolumnshasgonefromeighttosix,ortofiveinsomecases.
Whilehavingfewerstoriessometimesgivesusaharderdecisiononwhichstorieswe
shouldrunonthefront,italsogivesusacleanerlookingpageandtheopportunityto
morevisuallyplayupsomeoftheotherpotentialfrontpagestoriesonothernews
pages.
Segmentingastorybreakingitintosmallerunitsmakesitlessforbiddingtothe
readerthanthesamestoryrunasanashengraymassoftype,andappearinglong.
Thisisespeciallytruefornewsstoriesandnewssections.
Segmentingcanbeaccomplishedinanyoneofseveralways
Itmaybeaphotothatcatchesyoureyeorthecaptionthattellsalittlebitaboutit.
Itmaybethequoteorsplittingthestoryasthreedifferentphaseswitha14point
introexplainingwhatyouaredoing.
Segmentinggivesyoumorechancestocatchtheeyeofthereaderandgethiminterested.
Thedesigneditorisgivenmorechoicestoworkwithwhensegmentingwithina
modularmakeupisthepaper'sstyle.
Themorepartsyouhave,themorewaystoarrangethem,groupthem.Withonelong
story,theonlyoptionmightbetodoanLshapewraparoundapicture.
Anothervalueofsegmentingisthatitcansavespace.
Thoughthenewspaperisamessengerofbothgoodandbadtidings,theconsistency
ofitsdesignwillimproveitschancesofbeingreceivedfavorably,especiallyifits
contentsarewellorganizedandthereforeeasilyread,rightfromthestartonpageone.
FRONTPAGEANDNEWSSECTIONSPECIFICS
Thefrontpage,ineffect,isthecorporateidentity,itistheprimerealestatein
journalism
Pageoneistheentrywaythroughwhichthereaderapproachestheentirenewspaper.
Inordertobeworthwhiletothereader,pageonemustprovidedirectaccesstoitsowncontent
aswellastotheremainderofthenewspaper.
Primecontentandattractivegraphicsareagoodbeginningbut,goingbeyondthat,
theexistenceorlackofaneasytoreadindexandrelatedtypographicalelementswill
eitherguidethereaderintoorsteerthereaderawayfromtheinsidepages.
Aquickindexshouldbeprovidedonpageoneevenifamorecompleteindexcallit
newssummary,briefs,capsulesor"What'sInside"appearsonpagetwoorthree.
Readerswilloftenfirsttakenoticeofasummaryreferringtomoredetailsonaninside
pagethentheyreadthroughthewholenewspaper,andcheckbackwiththesummary
tomakecertainthatnothingofinteresthasbeenmissed.
Editorswhochoosetousenewssummarycolumnsandboxesmayhavethebestof
bothworlds,"Schweitzerreported.
Theymayincreasethereaderappealofthefrontpageandkeepthestorycounthighat
thesametime.
Acorollaryfactwouldbethatsummariesincreasestorycountandenhancea
moderntabloidformatwhichisnottobeconfusedwiththesensationaltabloid
newspapers.
Newssummaryitemsmaybepublishedonpagetwoorthreeoronpageoneasa
twocolumn"chimney."
Someitemsreferreaderstofullstoriesonotherpages,andotherscanbe
completeinthemselves.
Onthedayofanimportantbreakingstory,itmaybeworthwhiletoscrapthe
traditionalpageonesummaries,andtousetheentirepageforfullstoryandart
coverageofthebigevent.
Photographsofindividualfacesthumbnailsizearecommonlyusedonthefront
pageandthroughoutthepaper.
Anactionphototakenduringanewseventevenwhenitshowsfacialexpression
alonewillalwayshavemoreimpactthanaphotomadeofthesamepersonata
professionalportraitstudio.Ineverycase,thepersonshouldstillbeidentifiable
despitethephotoreduction.
Clearoropenpagesarerelativelyeasytodesignifthereareenoughstoriesandartto
use.However,whetherclearorincludingadvertisements,thepagedesignshouldhave
onedominantelementapieceofartor,ifthisisnotpossible,awelldisplayed
storytoprovideaplacefortheeyetobeginreading.
Elementsthatanchorthepagecornerswherethereisnoadvertisingarealsoimportant
forinsidepages,especiallyclearpages,andmaybedonebyavarietyofmethods:
screeningastory,runningashortinformationalbox,orprintingastandingfeatureor
column.
Whiletherestofthenewspaperchangesitscontentdisplaywitheachissue,the
opinions/editorialpageshouldprovidefromdaytoday(orweektoweek)asimilar
designformatincludingeditorials,columns,lettersandotherfeatures,sothatthe
readercancountonatleastthisonepagetolookreassuringlypredictable.
Theop/edpagemightalsocontainthenamesofthekeyeditorsandthenewspaper's
mailingaddress,phonenumberandletterspolicyplacedwheretheycanbeeasily
foundbyreaderswantingtowritealettertotheeditororotherwisecontactsomeone
atthenewspaperoffice.
DESIGNINGNEWS/ADVERTISINGCOMPLEMENTS
Insidepagesareseldomopendisplaypages.Storylengthsandgraphicelementsmust
competeforthebalanceofspaceavailablethedesignerreceivespagesafterthe
advertisinghasbeenplacedonthem.
Pageswithadvertisingespeciallywithmanyadsorafewverylargeonesneedtobe
designedsothereaderwillmissneitherthestoriesnortheadvertising.
Itfollows,then,thatabasicunderstandingofadvertisingisneededinordertodesign
newsspace.
Facingtheformidablecompetitionoftelevision'scolorandmovement,newspaper
advertisingdepartmentshavehadtochangetheiroldwaystoattractreaders.
Advertiserswhoonceexclusivelyusednewspaperstoselltheirproductsnolongerdo
so.
Today,newspaperadvertisementsmustlurethereaderimmediatelytotheadthrough
design.Thereadermustnoticesomethingintheadworthpurchasing.
Whilesomepagessuchasthefrontpage,theopinion/editorialpage,aphotosection
oraspecialsectionpagemaybeadfree,mostpageswillhaveoneormore
advertisements.Sizeanddesignarethekeystoadvertisingreadership,notpositionon
thepage.
Adsshouldalwaysbedesignedwiththeideathatadvertisingisnews,too.
Apoorlydesignedadwillnotonlyhavepoorreadership,butwillalsodetractthereader
fromtheentirepage.
Basedontheadsizesthathavebeensold,advertisementsmaybeplacedhorizontally
acrossthebottomofthepage,verticallystackedasachimneyofsamesizeadsonthe
leftorrighthandside,inaverticalpyramidorstairstepmanner(alsooneitherthe
leftorrightside)orsomecombinationofthese.
ItisuptotheAdDepartmenttodetermineifawellorpyramidrightlayoutshouldbe
used.
ButaNewsDepartmentlayoutpolicywhich,forinstance,hasabriefscolumndown
theleftsideofeachpagemustbeconsidered.
Horizontaladvertisingprovidesthebestpagedesignpossibilitiesbecausejagged
edgesaroundtheadsareavoided.However,horizontaladpagesrequirethemost
cooperationfromtheadvertisingdepartmentsincealladsorcombinationsofadsdo
notnecessarilyfitintoaperfectlylevelhorizontalline.
Ontheotherhand,whatbringspeopletoanadisnotitsplacementonthepage,but
thecontentoftheaditself.
Creatinghorizontaladlinesmayresultin"burying"anadplacingitinsuchaway
thatnopartofanynewsstorytouchesitwhichisgenerallyconsideredundesirable.
Thiswouldhappenifyouhadthreetwobyfourads[twocolumnswidebyfour
inchesdeep]andtwotwobytwoadsacrossthebottomofapage.Thetwobytwoat
thebottomwouldbe"buried."
Thisissomewhatofanoldfashionedidea,andnolongerseemstobethesignitonce
was.
Afterall,theideaassumedthatreadersonlyreadadsaccidentallyastheyfinished
newsstories.
Today,newsandadvertisementsaretreatedintermsofdesigninsuchamannerthat
visuallytheyappearinsynergy.
Newsandadsarenotseparatebutpartofacompositewholeideacalledthenewspaper.
Advertisementsmustnotonlyconformtospacelimitationstheymustbewritten
accuratelyandclearlyiftheirmessageistoreachthereaderandselltheproductor
idea.Poorlydesignedadsorthosewithlanguageerrorsinthemorillustrationsof
poorquality,takeawayfromnewseditorialpresentation.
Advertisementsarebuiltonthemessagethatthetypographysendstoreaders.Asa
complementtothetype,illustrations,logos,drawingsandphotosoftheproductmaybe
usedinads.
Anewspaperwithoneormorestaffartistswhospecializeinadvertisingartislikely
tohavesomelatitudewhenitcomestohowanadvertisementwillbecreated.
Theartistworksdirectlywiththeadvertisingsalesdepartment,receivesinformation
fromthesalespeople,goestothelocationoftheproducttomakesketches,or
combinesadvertisersuppliedandoriginalartwithtypeavailableatthenewspaper.
However,anewspaperwithaverysmalladvertisingstaffandaparttimeoronlyone
fulltimeartistmustworktouseeffectivelytheresourcesoftheartistalongwith
clipbooksandthematerialssuppliedbytheadvertiser.
Puristsmightsaythateditorialworkersdon'tneedtobeawareofwhatadsareona
page.ss
Let'ssayyou'reeditingacommunitynewspaperandyou'rerunningawirestory
tellingthatanautomobilecarcompanywasforcedtorecallamillioncarswithfaulty
brakes.Thestorynaturallydeservescoverage,buttherearebetterplacestorunthat
storythandirectlyontopofyourlocalcardealer'sbiggestadoftheyear.
Thisisnotfavoritism,norisitsacrificingofjournalisticethics.Itismerelygoodcommon
sense.
Thenewsandadvertisingdepartmentstaffsshouldseethemselvesasworkingtoward
asinglecommongoal:providingthebestpossiblesourceofinformationforthe
readership.
Inanidealcomplement,theadvertisingdepartmentalertsthenewsdepartmentabout
specialadvertisingneeds,anddeliverstothenewsroomontimedummiedand
proofedfinalpagesthatareofasizeindicatedonthedummiesandthathaveattractive
artandtype.
Thisrequirescoordinatedeffortfromeditorsandmanagersofthetwodepartments,
whomustcommunicatefrequentlyandmakeoccasionalcompromises.
DesigningTabloidNewsSpace
It'samistaketotreatatabloidpagesimplyasaminiaturebroadsheetpage.Whileyou
can'tfitasmuchmaterialonit,youshouldcreatetheimpressionthatjustasmuchis
happeningasonafullsizedpage.
Somenewspapershavegonetoatabloidorpulloutmagazinefortheirentertainment
stories,thetelevisionlistingsorspecialcommunitydaycelebrations.Therefore,in
discussingtabloidnewspaperdesign,itisprimarytohaveaclearunderstandingthata
tabloidisnotsimplyaminiatureorhalfsizestandardbroadsheetnewspaperturned
sideways.
Indeed,thetabloiddemandsitsownspecialTotalPageConcept(TPC)design
considerations,nolessimportantthanthebroadsheetmainpartofthenewspaper.
Manythingsthathavebeensaidaboutstandardbroadsheetsizepapersforinstance,
intermsofthesizeofartandheadlines,andstorycountarenottrueofthetabloid.
Thesmallpagesizedemandsarethinkingofdesign.Infact,regardingdesign,itcan
sometimesbeeasiertodevoteafulltabloidpagetoeachdepartmentsuchas
businessratherthanworkthesamematerialontohalfabroadsheetpage.
Thereisaconfusionsurroundingnewspapersthatpublishinthetabloidformatmany
peoplemistakenlyclassifyalltabloidsasbeinglikethesensationalpapersavailableat
thesupermarketcheckoutstands.
Ithassomethingofthefeelofamagazine,whichiswhymanybroadsheetpapers
publishsomeoftheirfeaturesectionsintabloidformat.
Atabloidissmallerandeasiertohandlethanthelargerformatwhetheronasubway
oratthebreakfasttable,itsimplyconsumeslessspacewithouthavingtobefoldedin
halvesorquarterstoberead.
Thesmallfeelofthetabloidformatcreatesanotherdesignpossibility,afeaturenot
seeninthebroadsheet:Astoryorasectionsuchassportsmaybestartedontheback
pageandjumpedinside.Thebackpagethenbecomesthebeginningpageforastory,
orasecondcoverpagewithitsownteaserstoattractthereader'sattentiontothe
inside.
Tabloidshavetheirantecedentsinthelargeurbandailiescreatedearlyinthiscentury,
withtheireyecatchingbigphotosandtheiremphasisonasinglestorytosellthe
editionaformperhapsideallysuitedtopresentthemorethoughtful,magazinestyle
storiestoday'sweekliesoftenpublish.
DISADVANTAGES/ADVANTAGES
Thelimitedstorycountonapage,particularlyonthefrontpage,isoneofthe
disadvantagesofthetabloidformat.
Buttokeepthenumberofelementsonthepageuparefer[reference]packageisrun
acrossthetopofpageone,incorporatinganindex,weatherataglancegraphicand
teasersfortwoorthreeinsidestories.
Thewayaroundtabloiddesignproblemsissimplyto"writetight."
Thepurposeofwritingtightistokeepthereaderwiththestory.Toavoidadrablook,
onehasgottorunmorethanonestorypertabloidpage,unlessthereisalotofterrific
arttogowiththatsinglestory.
Gofortwoor,better,threestoriesperpageplusart,ofcourse.
Thismeanseditorsmustrestrainreporters'naturaltendencytowritetoomuch.
Editorsmustrealizethata20inchstorymayberoutineinabroadsheet,butit'slong
inatabloid.
Furthermore,jumpingstoriesisn'ttheanswer,eitherthegraynessitpreventsonone
pagesimplygetsshovedontoanother.
Thewholestoryshouldbeononepagebecause"readershatejumps."
Thefactthatreadershatejumpshasnowbeenacceptedbyamajorityofbroadsheet
newspaperstoo.
Now,insteadofastoryjump,thestoryisbrokendownintosmallerstoriesandplaced
ontheinsidepageswithpointersonthefrontpage.
Whiletherearedistinctadvantagestousingatabloidformatsuchasthesinglepage
containmentofstoriesandtheavailabilityoffullpagesforadvertiserssomeheadlinesize
restrictionsareinevitable.
Sizesaslargeas72and60point(where72pointsequaloneinch)typeshouldbe
usedsparingly.
Theheadlineshouldserveasacomplementtothetext.
Itmustbelargeenoughtocarryorsupportthestory'slength,butnotsolargethatitis
biggerthanthestoryitheads.
Ontheotherhand,atabloidnewspaperwilloftenprintitslargestheadlineat30or
24point.
Whenthepointsizesbeginthissmall,thereisnotmuchfarthertogodown.
Thisdoesnotprovidemuchpagedesignvarietyanddoeslittletofocusreaders'
interestontherelativeimportanceofthenewsstories.
Tabloidstoriescanbepackageddifferentlythanonabroadsheetbecausethesmaller
papercanbeheldopeninbothhands,andthetwopagesthenviewedalmostasone.
Thestoryflowfrompagetopagemakesreadingthetabloidaneasyexperience.
Forpublicationswithfewerpagesthanamajormetropolitandailycollege
newspapers,forexampleatabloidhastheadditionalsubliminaladvantageofgiving
animpressionofmorebulk.It'stwiceasthickandhastwiceasmanypagesasa
broadsheetsectioncontainingthesameamountofspace.
DESIGNINGTHETABLOID
Apostercoverfrontpageorthis,incombinationwiththebeginningofasinglecover
story,areeffectivedesignoptionsforthetabloidpageone.
Thepagemightalsohave"boxcars,"orreferencenoteskeyedtothecoverstoryand
otherstoriesinside.
Afrontpagelikethiswithlargeheadlines,insidereferencesandlargephotosis
seeninseveralnewspapers,althoughcompetitionforthereader'sattentioncan
sometimesbedistracting.
Ineverycase,thedesignershould"thinkabouttheoppositepage"whenplanningout
atabloidsection.
Becausetabloidpagesaresmallereachtwopagespreadformsatighterunitthanina
broadsheet.Everypagelayoutshouldtaketheappearanceofthefacingpageinto
account.
Ratherthanstretchbannersacrossfacingpages,thedesigneditormightleadoffone
pagewithastrongoneortwocolumnheadlinenexttoastrongphoto.
Ifyouuseahorizontalphotoononepageofaspread,lookforaverticalphotoforthe
other.
Articlesontheinsideandsectionpagesofatabloidnewspaperalsohavedifferent
requirementsfromtheequivalentsectionsofabroadsheetpaper.
Becausesubjectsintheirentiretyshouldbecontainedonasinglepage,storiesmust
beeditedtofit.
Somepagesmighthavemanyshortitemsrunasnewssummariesfornationaland
internationalnews,sports,entertainmentandothertopicareas.
Tomaketheinsidepageworkfromareadershipstandpointthedesignershouldlearn
tothinkvertical:Calm,coolhorizontallayoutsarepopularinbroadsheetsthesedays,
buttoomanyofthemrobtabloidpagesofenergy.
Also,horizontallayoutsmakeforshortercolumnsoftype,forcingthereader'seyeto
jumpupanddownmoreoftenthanisideal.Strongverticalelementshelpmake
tabloidpageslooklargerandmoreactive.
Photosthroughoutshouldbeprintedlargeenoughforthereadertodiscernthesubject
immediately.
Photosandheadlinesshouldnotberunhalfsizejustbecauseatabloidpageisonly
halfthesizeofabroadsheetpage.
Withreferencetophotosinrelationshiptoeachothertheeffectivearrangementis
horizontal.
Thisrelationshipalsoknownas"doubletruck"becausefacingpagescanoverlap
acrossthemiddlecanbeveryadvantageoustothedesigner,sincenothingislostin
thecrackbetweenpages.
Thetabloidformisuniquelysuitedtothesequential,magazinelike"flow.
Abroadsheetpagedemandsvarietyvarietyofheadlines,photosandmostimportant,
subjectmatter.
Whilemanytabloidsareverydensethereisanemphasisonthepotentialofthe
tabloidformattorevealthecombinedstrengthsofbothnewspapersandmagazines.
Atabloidis,afterall,anuneasyhybridofthetwo,andwhethertolooklikeoneorthe
otherisoneofthefundamentalquestionsthatconfrontseverytabloideditorandart
director.Asaresult,everytabloidtendsto"tilt"inonedirection.Thosethatare
guidedbyastrongnewsbiastendtolooklikea"newspaper"thatis,adaily
newspaperwhile"softer"weekliesaremuchmoremagazinelikeinappearance.
ContinuityElements
Therehastobeacontinuityfromsectiontosection,pagetopage.
Regardlessofanewspaper'sformat,TotalPageConcept(TPC)continuitybeginswith
theidentifyinglogoonpageone,andflowsfrompagetopagethroughoutthe
newspaper.TherelationshipoftheTotalPageConcepttocontinuityincludesa
conscientiousefforttoplanthemixofallheadlines,topackageeachstorywith
photosandapurposefularrangementofheadlines,andthentoplanstoriesandphotos
thatcomplementoneanother.
Thedesignermustnevertakethereaderforgranted.Throughtheuseofstrong
continuityelements,anewspapercanbedesignedtomakereadingeasier.
Thisisimportantsincereadingintheageoftelevisionisvoluntaryandthereforethe
newsaudiencemustbeseducedintoreadinganewspaperbeginningatthetopof
pageonewithaboxedpackageofteasers.
TheTotalPageConceptseesallpartsofthepaperashavingonegoal:asubtlesimplicitythat
willdirectthereaderthroughthepublication
Weliveinatimeofimagescreatedbyadvertising,television,andcorporatelogo
creators.Logostodaysolidifyandunifypeople'sreactionstheyarethepositive
imagesthatadvertisersandothergroupsprojecttofosterbelievability.
Whenimagesbecomefragmented,credibilitydecreases.Thegreatertheintegrationof
imagesthroughtheeffectiveuseofalogo,thegreatertheacceptanceenjoyedbyits
associatedgroupanditsideas.
THEFLAG
Aninitialindicationoftheimportanceofcontinuityliesinhowthe"flag,""logotype"
or"nameplate"thetypethatdisplaysthenameofthenewspaperisdesignedand
placedonpageone.Inaddition,howthiselementservestocomplementthecolumn
signatureboxes,headlinetypeandinsidepagefoliosisimportant.Theflagshould
identifythenewspapersowellthatthereadercaneasilydistinguishonepublication
fromanother.
Usuallytheflagisplacedinthetopthirdofthepage
Mostoftentheflagisfoundbeneathteasers,althoughothercontentisoccasionally
foundabovetheflag.
Whilemanynewspapershavemovedtheirflagsaroundthepage,amajorityhave
retainedthetraditionaltexttypeface.
REFERENCEPACKAGES
Complementarytotheflagaretheinsidereferenceelements,usuallyacrossthetopof
pageone.Thesearesometimescalled"toppers,""boxcars,""referencenotes"or
"skylinepromoboxes."
Theybalancethehardnewsofpageoneandteasereaderstothebestinsidepage
newsandsofterfeaturestories,oftenusingartproducedbythelocalstaff.
Thenewspapershoulddoallitcantoguidethereaderintothepaperwithasmuch
clarityaspossible.Readers'imagesofnewspapersareusuallywrongwithreferenceto
what'sinthem.
Example:angryreaderscallinguptocomplainthatacertainstorywasn'tinthepaper
whenitreallywasthere.So,accurateandeffectivepromotionisnecessarytolet
peopleknowwhat'sinthepaperandwheretheycanfindit.
Referencenotesshouldbearrangedaccordingtotheorderofthepagesor
sectionsforinstance,A3andthenA5.Severalarrangementscanbeused:twoand
threecolumnboxcombinations,say,withorwithoutillustrations,lineshots,cutout
halftones,mugphotos,reversetypeandspotcolor.
Alsopossiblearehorizontalbarlistingseithersetbythemselvesorbalancedagainsta
calendarlisting,dailynewsbriefs,theindex,alatebreakingstory,apromotional
feature,thesportsscoreboard,stocktablesorthelocalweatherbox.
Thepublication'sissuedateshouldbeprominentlydisplayedonpageone.Itsvolume
andnumberifnotonpageonemaybeplacedonpagetwoorthreewiththe
mastheadlistingofpostalandsubscriptioninformationandthepaper'smailing
addressesallintypelargeenoughtobeeasilyread.
SECTIONTOPPERS
Whenusingsectionflags,pageheaders,labels,logosandtoppersasreaderaids,the
twomostimportantconsiderationsarethetypeselectionandtheplacementonthe
page.Thesemustbeconsistentthroughoutthenewspapersothereaderwillsense
whichpaperheorsheisreadingwhetheritbethereligionpageorthesportssection.
Thewholepapershouldcomeacrossasafamilyunitwithmanymembers,allofits
contentshavingbeenproducedbythesamestaffwiththesameTPCdesign
philosophy.
Whilesection/pagedesignationsmaybeusedforbusiness,food,fashion,leisure,real
estateandamyriadofotherpossibilities,theycanalsobecomelimitingwhennews
mustbeleftoutorcontinuedontoanotherpagebecauseitwillnotfitonthe
designatedpage.Also,regularsectionpagescreatetheexpectationthattheywill
alwaysbetheresometimes,however,theremaybenotenoughspecificmaterialto
publishawholetopicpage.
Ifthe"folio"thepagenumber,newspapernameandissuedateisnotincludedinthe
section/pagedesignation,itshouldbeplacedwhereitmaybeeasilyseen:toplefton
evennumberedpagesandtoprightonoddnumberedpages.Eventhesizeofthe
numbersthemselvesareanimportantconsideration.
SIGNATURE-COLUMNHEADLINES
Aspartofthepackagingprocess,mostbylinecolumnshavea"signature"headline
thatrunseverytimethecolumnisprinted,plusastoryheadlinetodescribethetheme
oratleastthetopitemwhenthecolumncoversseveralsubjects.Newspapersgive
thesesignatureheadlinesdifferentnames:"bugs,""columntitles,""logos,""sigs"or
"standingsigs."
Thesamecolumnheadlinetypestyleshouldbeusedthroughoutthepaper
sometimesselectedfromthesametypefamilyasthenewspaper'sflag.Alsoforthe
sakeofconsistency,columnheadlineformatsshouldbesimilarthroughout.
However,treatmentmightbesomewhatdifferentfortheregularfeatures
Throughthecreativearrangementoftheseelements,thereaderseesanorganized
presentationofthenewsfrompagetopage.Furthermore,thecredibilityoftextand
artisenhancedbythesubtlemessageprovidedbycontinuityelements.Theyprovide
thefeel,thelookandindeedtheshellinwhichthenewsispresented.
Skillfullydisplayed,thecontinuityelementskeepthereaderwiththepaperlonger.
Thoughtlesslycreatedandimproperlylaidonthepage,continuityelementsdoverylittle
fortheimmediatepageandevenlessforthetotalnewspaper.
AddingHeadlines
Theheadlineisanintegralelementofthenewspaperpage.Itdirectsthereadertothe
significantaspectofastory.
Theheadlineisnotjustalabelonastory,anidentifieroranindex.Headlinesareso
importantthatevenapicturestorypageisnotcompletewithoutatleastone.Designed
tocomplementeachotherinsizeandstyling,headlinesgivedefinitiontothe
landscapeofthenewspaperpage.
Theheadlineisthevitallinkbetweenaprospectivereaderandthenewsstory.
Therefore,headlinesshouldaccuratelyconveythestory'sessencethewho,whatand
whywhileatthesametimefittingintothecolumnorcolumnsofspaceavailable.
Whileadvertisementsandstoryartarethefirstelementsthatgrabattention,thereader
alsoreactstoheadlinetypographybeforereadingthestory.Designvariablesinclude
headlinetypefamiliesfromAvantGardetoZapf,andpointsizesusuallyincluding
12,14,18,24,36,48,60,72and84point.
Sincethesizeofheadlinesmakesthemappearsoimportantinapublication,thereader
expectsthemtobeinatypesizethatgradesthestory'simportance.
HEADLINEWRITINGANDPLACEMENT
Theheadlinemustdescribethestoryaccurately;otherwise,theeffortofthewriterisloston
thereader.Itisparticularlyimportantthat,whiledevelopingaheadlinethatwillfit,editors
becarefulnottowritea"cute"headlinethatthenneedstobequalifiedwithsubheads.
WHATAHEADLINEDOES:HOWANDWHY
Aheadline:
providesaplacefortheeyetoland.Ifalltypewere10pointtext,thenewsofthe
pagewouldbelostamidcolumnaftercolumnofgray.
callsattentiontowhystoriesarebeingpublisheditsellsthestory.
makesastatement,withasubjectandaverb,totellreaderswhatthestoryisabout.
mustbewrittenfromtheleadparagraphofanewsstory,andfromapointbeyondthe
leadinafeaturestory.
hasintegrityaccuracyinaheadisnolessimportantthaninastory.
readslikeasentenceindownstylelowercaseletters,withuppercase(capitalsor
caps)usedonlyatthebeginningoftheheadlineandforpropernouns.Somepapers
useanupstylelowercase,withcapsforthefirstletterofeachwordexceptarticles
andallorsomeprepositions.
Becausereadingnewspapersisavoluntaryexperience,anythingthatmakesthe
readingdifficultshouldbeavoided.Toquicklytestthelookoftheheadlines,the
designercanholdthecompletedpageupsidedownoratacrossangleupsidedownso
thatthetopofthepagebecomesthebottom,andthenviewitfromafewfeetaway.
Thiscausestheeyetofocusonanyunattractivewhiteorashengrayplaces,ifthey
exist.Ifthepageisattractivelydesigned,itwillbestrongwhetherrightsideupor
upsidedown.
HEADLINEPLACEMENTANDRELATIVESIZE
Headlinewritersfollowcertainwidespread,consistentdesignprinciplesthathave
beenproventoworkwellforbroadsheetformatpapers.
AdditionaldecisionsthattheyshouldmakewhendesigningaTPCnewspaper
include:
Whetherheadlinesshouldbeflushleft,centeredorflushright,andeitherupstyleor
downstyle
howtoavoidhavingtoomanyhorizontalandsometimestoomany
singlelineheadlinesonthesamepageand
justhowmuchkerning(thespacebetweenletters)willhelporhinderlegibility.
Otherconsiderationsforthepageeditorinclude:
howtodesignapagewithoutburyingheadlines
decidingwhetheraheadlineistoolarge,toosmall,oragoodsizetofitthestoryand
whetherahood(aborderoveroralongsidetheheadline)wouldhelporhinder
legibility.
NEWSGRADINGANDEVENTCHRONICLING
Thetaskofgradingthenewsalwaysbringsuprelatedconcernsastheeditorand
designerarefacedwithhowtochronicleaccuratelytheday'sorweek'sevents.While
headlinesshouldcallattentiontowhystoriesarebeingpublishedandwhytheyare
worthyofbeingread,theprimarypurposeofthenewspaperthenewsitselfwillnot
beenhancedbyimportantlookingheadlines,butonlybystoriesthatarewellwritten
andtightlyedited.
SERIF/SANSSERIFHEADS
Manyoftheearlynewspapershadonlyonetypeface,usuallyonewithserifs(fine
linesprojectingfromthestrokesoftheletters)andtheentirenewspaperstories,
headlinesandadvertisingwassetinthatface.WithBodoniandotherseriffonts,the
typeitselfwascleanandeasytoreadbecauseoftheflowcreatedbytheextra
flourishesoftheserifs.Atsomenewspaperstoday,theheadlinetypefaceissansserif
(lackingthefineseriflines)sothattheheadsareclearlydistinguishablefromthestory
type.
Typefaceselectionsometimescomesdowntoaquestionofattractivenessvs.
readability.Whateverthereasonapublicationdecidestouseatypefont,itisbestto
selectastylethatislegibleoverastylethatisattractiveorbeautifulbutharderto
read.
CONSISTENCYOFFONTS
Sincereadersliketoseethenewspaperasa"family"orcollectionofmaterialall
comingfromthesamelocation,headlineconsistencycangoalongwaytoward
creatingthisimageofcohesiveness.
Therefore,thesameheadlinefontprintingtypeofaparticularfaceandsizeor
complementaryfontsfromthenewspaper'sestablishedheadlinescheduleshouldbe
usedforallheadlines.
Inadditiontotheconsistencyfactor,thereisatleastoneotherpointtoconsider:
Headlinesshouldbebothenergeticallyboldandofcontrastingmediumtolight
typefacesifthereistobeanytypographicaldepthtothepage.
Whilethereadermaynotimmediatelyrecognizehowaheadlinecharacterizesastory
asbeingstraightnewsoranewsorlighterfeature,thesizeoftheheadlineistakenas
acluetotheimportanceofastory,atleastofanewsstory.Usuallyheadlinesthatare
24pointsorlargershouldbeusedonallstoriesexceptnewsbriefstoprovide
legibility.
CAPSANDLOWERCASE
Theterm"case"originatedwhenprintersusedtotakeindividuallettersoutofacase
orfontboxandplacetheminastockorgalleytomakeaheadline,composeastory
andthenassembleanentirepublication.
Somenewspapersuseallcapitallettersforkickerssmallersizeheadlinessetoverthe
mainheadlineorovershort,onecolumnboxedstoriesorforthewriter'snameina
standingcolumnhead.Usedsparinglyforaspecificreasonwithfiveorsixwordsthat
arenotmorethanahalfdozenletterseach,capalthoughnoteasytoread
quicklyprovidecontrasttoafullpageofotherwise"C&lc"(capitalandlowercase)
heads.
Inanycasewhetherwrittenwithallcapsorcapsandlowercasekicker,drop
(smallersizesetunderthemainheadline)andhammer(orreversekicker)headlines
musthaveauniformrelationship(halfplusonepointsizegreater,say)tothemain
headlinecombination.Forinstance,ifthemainheadlineis36pointsphotoseton37
points(allowinghalfapointofspaceforadescendingletterofthealphabeta
descenderandhalfapointofspaceforanascendingletteranascender),itwouldbe
bestforthekickerheadlineordropheadlinetobeatleast24points,setinitalicto
contrastwiththeromanofthemainheadline.
Therelationshipofsizesshouldbeestablishedinthenewspaper'sguidelines.Thesize
combinationsforthehammerheadlineactuallylargerthanthemainheadlinewould
havethehammer36pointsandthemainheadline24points(again,basedon
editor/designerpreference),inmediumfacetype.
Dropheadscontainadditionalinformationforthereaderinwhatwouldotherwisebe
wastedwhitespace.Theyarebettertousethankickersorhammerheadsbecausedrop
headsaredirectlyunderthemainhead.Carelessplacementofakickerorhammer
headaboveorbesidethemainheadcanbenonpurposefulandawasteofspace,a
preciouscommodity.Ifusedatall,kickersandhammersshouldbeonthetopofa
page,wheretheywon'ttrapwhitespace.Anyplacementworksonlyiftheeyeisn't
initiallyattractedtowhitespace.
Thepicaindentationforthemainheadlinecanbemeasuredineitherpicasorems.
(Therearesixpicasinoneinch.An"em"isthesquareofthetypesizeforinstance,
"18em"meansthatthetypeis18pointshighand18pointswide.Emisoneofthe
spacekeysonsometypesetterkeyboards.)Themainheadlineunderakickeror
hammerheadlineshouldbeindentedthesamenumberofpicaseachtimethe
combinationisused,thuscreatingaconsistentstyle.
MULTICOLUMNANDMULTILINEHEADS
Theuseofmorethanonelineofheadtypehorizontalstackingoftypebecomesa
conveniencefortheheadlinewriterandalsoprovidesrelief(airorwhitespace)onthe
page.Adesignercantellwhetherwhitespaceis"trapped"orwhetherit"givesrelief"
bydeterminingifthewhitespaceisconspicuousbyitspresenceitshouldnotbe.
Justasmulticolumnheadlinescreatehorizontalvariation,multilineheadlines
provideverticalrelief.
Imaginehowvisuallyboringitwouldbeifallheadlineswereonlyonecolumnwide
ononeline.Thereaderwouldfinditmentallyimpossibletogradethenewsvalueof
stories,andthepagewouldbelikeamassive"tombstoning"ofsidebysideheadlines.
However,inthewritingofmultilineheadlines,itisimportantthateachlinebeableto
standalonewheneverpossible.
REVERSESANDSURPRINTS
Occasionallyapagedesignwillcallforareverseheadlineorforasurprint.The
reverseheadlineisonethatappearsaswhitetypeagainstablackbackground.A
surprintheadisonethatappearsblackongray,suchasontopofaskyphoto.Both
canbeeffectiveifusedcorrectlyandnotoverused.
WHITESPACE
Whitespaceiscreatedbytheamountofspaceplacedbetweenheadlinedecksand
betweentheheadlineandthestory.Bothprovideexcellentbreathingspace.Butthe
whitespacemustbeconsistentandmustfollowthenewspaper'sdesignstylebook(for
instance,nomorethan1pointbetweendescendersandascendersinmultideckheads,
andnomorethan2picasabovetheascenderorbelowthedescenderofthehead).
Whitespaceinheadlinescanalsobemadebytheamountofspaceleftbetweenthe
mainheadlineandthekickerorhammerabove,orbetweenthemainheadlineandthe
dropheadornutgraphbelowandbetweenthemandthebylineorstory.The
"nutgraph"isusedtosummarizethestorycompletelyinasinglesentence.
Likeallotheraspectsofwhitespace,theairbetweentheheadlinesandstoriesmustbe
consistentifthereaderistofeelanorderlinessinthedesignofthenewspaper.
TextMatterElements
Newspapersarechangingtypographyeveryday...ascomputerizationandcoldtype
allowusmoreandmorefreedomandcontrol.
While headline typography and other display elements usually jump out atthereader
first, information in the stories is the underlying reason for purchasing a daily or
weekly newspaper. Therefore, to bring the predictably gray sea of text type columns
ofstoriestolife,thedesignermustarrangethetypeartisticallyandfunctionally
Readingisbeforeanythingelseanopticalexperience;readabilitydependsonasubtle
blendofformandfunctioninthetypeface.Theeditor'sselectionoftypefacestyleimpartsa
senseofthewords'meaningtothereader.Ifthestyleisserifandifthehairlinesthatare
partoftheletters'strokesdonotdetractfromtheformofthelettersthemselves,thiscan
contributegreatlytothespeedwithwhichthewriter'sthoughtsarerelayed.Butifthe
lettershaveconflictingornotenoughornamentation,thereaderwillhavetodealnotonly
withthemessageofthetext,butwiththetypefaceaswell.
Guidelinesinregardtotextlinespacing
Linespacingismeasuredinpoints.Whenthelinespaceequalsthepointsize,thetype
isconsideredtobe"setsolid."
Asageneralrule,linespaceshouldbethepointsizeplus20percentofthepointsize,
i.e.,10pointtypeshouldhave12points(10plus2)oflinespace.
Thecurrenttrend,however,istowardadding10percentofthepointsizeforbody
copy,i.e.,10pointtypewith11pointsoflinespace.
Therearemanyotherthingstoconsiderinthetreatmentofbodycopy.A
readablesizetypefacesetinunjustifiedor"raggedright"columnscanbevery
attractivetoreadersbecauseoftheconsistentletterandwordspacing.Furthermore,
basedonreadability,thenewspapercanstyleitsendoflinewordbreakseitherwithor
withouthyphens.Althoughtherehasnotbeenarushtotheuseofraggedright,
severalnewspapershavechosenitforthetextoftheirentirepublication.
Studieshaveshownragrightandjustifiedtypetobeequallyreadable.
Infact,inmostcases,readersarenotevenawarethattheyarereadingoneorthe
other.Asarule,readabilityonlysufferswhentypestylesarenothandledwithproper
care,allowingproblemstooccurinletterorwordspacing.Sometimesragright
copycancreateunattractivecontoursalongtherightmarginthiscondition,whilenot
particularlyinvitingtothereader,doesnotdetractfromreadability.
Anotherargumentforraggedrighthavingnothingtodowithreadabilityisthatcopy
changesatdeadlineareeasiertomakeonalineforlinebasis,andthiscanhavea
convincingeffectwhenlatebreakingnewsdetailsarrive.
Inadditiontoraggedright,anotherinfrequentlyusedformoftypesettingin
newspapersisblockparagraphingnoindentationfornewparagraphs.Newspapers
thatusethisvariationseparateparagraphswithonelineofwhitespace.
Don'tusetoomanydifferentwidthsononepage.Theytirereaders'eyesandcompete
witheachother.Highlightonestorywithadifferentmeasureandsettherest
uniformly.Runnewsstoriesinstandardmeasureforefficient,fastreading.Set
featuretypestoriesinwidermeasuretoindicateasortofslowingdownandeasing
up.
SUBHEADSANDOTHERGRAPHICBREAKERS
Setaboveeveryfifthorsixthparagraph,subheadscanbeeitherflushleftorcentered
andeitherallcapsorcapsandlowercase,withoneblanklineaboveandonebelow
thesubhead.Subheadsmaybethesamesizeoronepointlargerthanthetexttype
sizeifsetanylargerthanonesizeabovethetextcopy,theymightbeconfusedwith
regularheadlines.
Anotherwaytointroducevarietyintootherwisegraycolumnsistosetthefirsttwoor
threewordsofeveryfifthorsixthparagraphinboldfacetype.Thesewordswillserve
thesamepurposeassubheadswithoutmakingitnecessarytowriteadditionallinesof
typetheymaybedoneinallcapsorcapsandlowercase.
Whitespacebreathersmightbemadetocontainameaningfulphrasetheythen
organizethestoryintothoughtunitsandbecomevaluablenotonlytoenhancethe
lookofthenewspaperbutalsotoprovideguidanceforthereader.
Theuseof"breakers"alsoknownas"breakoutquotes,""quotebreakers,""quote
boxes,""quoteouts,""readouts,""pullouts,""blurbs"or"sandwiches"canbe
introducedintolongerpiecesofcopybyextractingquotesorstatementsfromthe
stories,settingthemin14or18pointtypeandstrategicallyplacingthemwithinthe
columnsoftexttype.Ideally,theseshouldprecedethequotedmaterialinthestoryso
theywillnothavealreadybeenreadwhenthereadergetstothem.Breakersmaybe
usedtoaccompanyaheadshotphoto.
Inadditiontothevariousconsiderationsformakingtexttypeoptimallyreadable,
thereareafewaccessorymethodsofstoryidentificationandreaderdirectionthatare
donewithtypography.Bylines,creditlines,cutlines,continuedorjumplines,and
tabulardisplayofinformationareallwaysbywhichstoriescanbeexpandedorgiven
moreclarity.
Creditlinestylesareestablishedatnewspapersforphotographers'andartists'names,
withthelineoftenbeingapointsizeortwosmallerthantexttype,sometimessetina
boldoritalicsansseriftypefaceandplacedjustunderonesideusuallytherighthand
sideoftheart.Allbylinesandcreditlinesshouldbesetinlegibletype,shouldnotbe
buriedinthestoryorphoto,andshouldnotbeconfusingtothereaderwhowishesto
knowtowhomcreditisdue.
Cutlinessonamedwhencaptionsweresetinmetaltypeandusedwithartwork
engravedonzincareusedtodescribeoridentifythepeopleorsubjectsinaphotoor
illustration.Theyshouldbesetwideenoughtocoverthewidthofthephotoorother
formofart,butnowiderpreferablyaccordingtouniformcolumnwidths.An
exceptiontothisruleoccurswhenthecaptionispositionedadjacenttotheart.
Foranewspage,cutlinesorcaptionsshouldalwaysbesetinaccordancewith
establishedcolumnwidths.Foraphotoordisplaylayout,thewidthmayvary,butin
anycasethepicawidthshouldbenomorethantwicethepointsize.Breathingroom
forthecaptioncanbeprovidedbysettingitapicalessthantheaccompanyingphoto
orotherart.This,too,isagooduseoftheTotalPageConceptsolongastheruleof
consistencyprevailsandthewidthisthesameforeverycaption.
Newspapereditorsknowthatusingcontinuedorjumplinesforstoriesdiscourages
readersfromfindingorlookingfortheremainderofthestory.However,those
newspapersthatdojumpstorieshavetofollowastylewhendoingso.
Thefactthatastoryhasbeencontinued,andwhere,shouldbeobvioustothereader.
Jumpsneedtobeproofreadcarefullytomakecertainthattheyfollowfromthe
originatingpagetothejumppage.Akeywordandthepagenumberareespecially
importantifmorethanonestoryhasbeenjumped.The"continuedfrom"reference
musthaveaheadlinethatmatchesthekeywordandthenbelowthatintexttype,
usuallyboldfacealinethatindicatestheoriginatingpageofthestory.
Somenewspaperstrytojumpstoriesonlyinthemiddleofaparagraph,andothers
makethejumpwhereverithappenstofall.Usuallyatleastonelineofwhitespaceis
placedbetweenthestorylineandthejumplinereference.Storieslessthan5inchesin
lengthshouldnotbejumpedrather,theyshouldbeeditedtightlytofitthespace.
CreativeDesign
Wearelivinginanageofemergingcommunicationstechnologiesthatwill
profoundlyalterthewayhumanbeingsprocessinformation.
Peoplearelearningtoprocessinformationbasedprimarilyonvisualimagesfarmore
readily.Graphicpresentationsofinformationwillprovetobeasusefulandaccepteda
meansofcommunicatingastext.
Howtodoit
LINKINGSTORIESANDART
PAGEORGANIZATION
"How"Graphics:Howithappened,howitworks,howitshouldhaveworked,howto
doit.
Writetheheadlinefirst.Ithelpstoclarifyyourthinkingandallowsyoutofocusthe
graphic.Ifyoucan'twriteacrisp,clearhead,youcan'tdothegraphic.
Makeanewsjudgment.What'sthestoryworth?Bythatjudgmentwe'llknowwhat
thegraphicisworth.Isitatwocolumnbyfiveinchgraphicorafivecolumnbynine
inchgraphic?Thesizeofthegraphicshouldbeproportionatetotheamountof
informationinit.
Makesureyouhaveallthenumbers.Notjustforgraphics,butforyourself...
Remember:interestingisn'tenough.Theencyclopediaisinteresting,butnobodyis
goingtoprintit.
MakesuretheGraphicsDepartment[people]getalltheresourcematerialtheyneed.
Theyshouldhaveaccesstothereporter,notes,photos,sketches,theeditorialVDTs
[VisualDisplayTerminals],etc.
Gettheinformationtothegraphicsdepartmentearly.Don'twaituntilthestoryis
written.Ifyouhaveagraphicidea,shareit.Don'tkeepitasecret.Letthegraphics
editororartdirectorknowaboutit.
Don'tjudgeagraphicafteritisdone.Itistoolate.It'seasytorewritealeadon
deadline.Itmaytaketwohourstoredothegraphic.Makesurethatthegraphicis
editedtothesamestandardsyouapplytoallothercopy.
Threepurposesofdesign
contentenhancement
makingthenewspaperasawholemoreinvitingandmorerichlytextured,andusing
allpossibletoolstogivethereadermoreinformationandserviceand
leveloftypographic,graphicandartisticsophistication.
UNDERSTANDINGTHEGRAPHICPOTENTIALOFAPHOTO
FacesareattheheartoftheTotalPageConcept:Theymirroreventstheytellto
whomtheeventsarehappeningtheytakeamessagetothereaderand,packaged
withstories,theyprovideawholepictureofthenewsoftheday.
Mostphotoassignmentsareroutine,butthephotographerwhoapproachesall
assignmentsasthoughtheyaregoingtoberoutinewilltakeonlyroutineand
boringphotosallthetime.Thefactthatmanyphotoassignmentsarenotexciting
providesthebiggestchallengetoeditorsontheassignmentdeskandtothe
photographersthemselves.
Whilegenericphotosabeautifulsunsetorafreshsnowfall,perhapsmayhaveall
thequalityintheworld,thesearenotexamplesofnewsphotosandshouldneverbe
substitutedfornewsphotos,althoughsometimestheyareappropriateillustrationsfor
afeaturestoryortodocumentanunusualweatherconditionlikethefirsttimeithas
snowedinanareainmany,manyyears.
Manytimesaphotographermaybetemptedtotakethatsunsetorsomeotherphoto
clichd,suchasa"fortherecord"checkpassingbetweendonorandworthyrecipient,
a"lineup"oftorsos,aspeakershotoradriver'slicensestylemug.Equally
unattractivearephotoswithpoorcompositionorpoorlighting.
PHOTOEDITINGTECHNIQUES
Thephotographercanbegintheeditingprocess"bytakingmorethanasnapshotofhis
subjectsometimesthismeansnothingmorethangettingadifferentangleofthe
subjectinsteadofstraightonmoveuponyoursubject.
Thephotographercouldusealadder,chairorcarfendertobecometallerandshootdown
onthesubject,orkneelorlaydownandshootupsotheskyprovides"asimple
backgroundfreeoftelephonewires,buildingsandthelike.
Thephotoeditororpagedesignermustbeskilledinsizing,cropping,doingmarkup
fortheprinter,proportioningandkeyingphotosforlayouts.Theseskillsaredefined
asfollows:
SizingPhotosizeshouldcomplementthestoryinsuchawaythatreadersdonot
wonderwhethertheyarelookingataphotowithastoryorastorywithaphoto.
CroppingShortofgoingtoextremes,photosshouldbecroppedtightly.Thismeans
thatthepageeditorshouldcutoutextraneouspartsofthephoto,including
unnecessarybackgroundandforegroundareasandunessentialpartsofthe
bodybeingcarefulnotto"saw"bodypartsexceptattheshouldersandwaist.
ProportioningSomephotosworkbetterashorizontalsothersarebetterasverticals.
Usinga"proportionalwheel,"thegaugeforreductionshouldbesettoincludethebest
partofaphotoforthedesiredcolumnwidth.Measuringtoenlargeapieceofartis
donebylininguptheoriginalsizeontheinnerscaleoftheproportionalwheel
adjacenttothedesiredsizeontheouterscale.Thepercentageofreductionor
enlargementwillappearinawindowopeningonthewheel.
KeyingPhotoswithLayoutsPhotosandpagesmustbemarkedsothattheindividual
responsibleforplacingthephotosonthepageswillbeabletoplacethemquicklyand
accurately.
ENHANCINGTHEPHOTO
Photosmusthaveintegrity.Forhardnewsstories,cuttingawaypartsofthephotowill
weakenitscredibilityaswellasthecredibilityofthenewsitself.Photographers
seldomtakephotosforhardnewswiththethoughtthattheywillbeenhancedby
editingwithabrushorknife.
Forsoftnewssubjectsonaninsidepage,itissometimeseffectivetocutawaythe
originalbackground,creatingaphotosilhouetteagainstwhiteoragrayscreen.
Specialconsiderationshouldbetakennottocutawayarmsorlegs,therebycreatinga
contrivedappearance.Areaswheretherearedarksagainstdarksorlightsagainst
lights,orcurlyorwavyhair,mustbeexaminedclosely.
Thepersoninthephotocouldbecausedmuchembarrassmentifincorrectlygivena
crewcuthairstyleorifpartofashirtorblouseiscutawayorincorrectlyincluded,
makingthepersonlooklargerorsmallerthanheorshereallyis.Theimportanceof
learningandcarefullyexecutingthesephotoenhancementtechniquesshouldnotbe
takenforgranted.
AirbrushEditingDelicatelytouchingupwithaspecialairhoseandsprayanartist
canapplybrushstrokesofpainttocropoutunwantedpartsofthephoto.
SilhouetteEditingCreatinga"photodropout"or"popup"alsorequiresgreatcareso
asnottomutilatethephotoaknifebladeisappliedtoseparatetheusefulpartofthe
picturefromthatwhichistobethrownaway.
PrintingCompensationInsomecases,photosmayneedtobeprintedlighteror
darkertocompensateforanewspaperplantpublicationprocessthatmuddiesthe
picturesorrendersinflattoneswhatwouldotherwisebecrispprints.Otherphotos
mayneedspecialattentionbecausetheyshowlightbuildinginteriorsoradarkgray
sky."Burningin"or"dodgingout"certainareasduringprintingmayalsobeusedto
compensateforimperfectionsinsomephotos.
UseofBorderTapeOnetechniquethatwillenhanceorpointspecialattentionto
photosiscalled"keylining,""scoringlining"or"toollining"enclosingtheminside
halfto1pointblackbordertape.Thismaybedonebyapplyingtapedirectlytothe
photo,beingcarefulthatthetapedoesnotoverlaporunderlapthephotoedgeandthat
theknifebladedoesnotcutthephotoitmayalsobedonewithamechanical
applicationtothephotointhehalftoneproductionprocessoronacomputerscreen.
Aphotostoryisjustlikeawrittenstorythereaderexpectstoknowwhereto"read"
next.Theeditor'sarrangementcanguidetheflowofphotosinthemind'seyeofthe
reader.
Haveadominantphoto.Itneednotbethefirstorlastphotointhearrangement,but
thephotostorywillhavemoreimpactifthedominantphotoisthebestoneinterms
ofelicitinghumanemotion.
Foraphotostory,letthephotoscarrythestory.Trytokeepthetexttoaminimum,if
possible.Youmaywanttodothelayoutfirst,thenwritethetexttofit.
Alwaysdothewritingforapicturepagewiththephotosinhand."
Donottrapwhitespace.Donotsurroundablankareawithphotographsonallsides.
Usewhitespaceeffectively.Workyourlayoutwithphotosinthecenter,moving
outward.Becarefulalsonottoletthewhitespaceencircleyourpackageofphotos
andcopylikeafence.
Makesureallcaptionsorcutlinestouchsomeportionofthecorresponding
photograph.Donotuseonecaptiontotellallandthen,compoundingtheproblem,
placeitatthebottomofthepage.Awellplacedcutlineunderneathortothesideof
thephotographiswhatcounts.
ILLUSTRATIONS
Illustrationsareanimportantelementusedbynewseditorialstaffsaspageart.As
complementstohardnewscoverage,illustrationsusuallyprovidelesscredibilitybut
moredramathanphotos.Whethertheeditorsendsanartisttothenewsassignment
locationtodoasketchortheassignmentisfromanideaoranalreadywrittenstory,
veryspecificinstructionsshouldbegiventotheartistfordrawingaccordingtothe
editor'sneeds.
ToenhancetheTotalPageConcept,illustrationsshouldbe:
appropriatelysizedandcarefullycolored
attractiveandstrong,notcrudeorinexplicable
cleanorsimpleanduncluttered
imaginativelydrawn,notstale
informativeandcomplementarytothestory
largeanddetailedenoughtoprovideamorecompleteunderstandingofthestoryand
usedeffectivelytoexplainthefocusofthestory.
INFORMATIONALGRAPHICS
Informationalgraphicswhichcanbecharts,maps,graphs,illustrations,and
photosareusedinTPCpagedesigntoexplainthestorythroughavisualimage.
Infographicsaremosteffectivelyusedatpaperswherethenewsreportersare
continuallyanticipating,preparingandcollectingwhennotinacrisis
situationinformationthatwillbeessentialbutunavailablewhentheyareworking
againstadeadline.
Informationalgraphicsshouldneverbeusedonlyasanalternativetoaphotoor
illustration,orassomethingthrownintobreakupanotherwisegraypage.Effective
informationalgraphics(alsocalled"factgraphics"or"infographs")requirethesame
degreeofaccuracyasthestoriesthattheyaccompany.
Theinfographshouldtrulyreflectthenews,anditscontentshouldbeavailablefor
quickretrievaljustmomentsafteranewsstorybreaks.Forthistooccur,anart
stafforperhaps"infographers"mustkeepaconstantlyupdatedandcataloged
libraryofsourcematerialsthatshouldincludeadvertisinglogos,brochures,building
diagrams,charts,clipart,copyrightfreeandoriginalgraphics,floorplans,maps,page
layoutsfromothernewspapers,pamphlets,photos,postcards,referencebooksand
statisticaldata.
Allreportersshouldbeencouragedtogatherallpossibleinformationrelatedtotheir
stories,especiallyvisualinformation.Ifnotusedwiththatparticularstory,itcanbe
filedforlateruse.
Whateverygraphicneeds:
aheadlinetotellwhattheillustrationisallabout
asubheadforadditionalinformation,ifnecessary
ascalelinetotellwhattheinformationisintermsofmeasure
consistentXandYaxeswhendesigningagraph,theXaxisismorenearly
horizontalandtheYaxisismorenearlyverticaland
somesourcewheretheinformationcamefrom.
Howtoimprovegraphics
Keeptheideasimplethedrawingcanbecomplexbutnottheidea.
Usehumanelements/scale/comparisonswheneverpossible.
Typographyshouldbecleanandsimple:nomorethantwotypefonts.Useboldand
lightfaceswithinatypefonttoprovideemphasis,contrastandscale.
Getanagreementonsizefirst,andkeepthingsinproperscaletothefinishedsize:
Youcannotenlargeandreducegraphicslikephotos.
Developresourcefiles:Thekindsofimagematerialsyouneedinordertodo
informationalgraphicsaredifferentfromwhatregularlibrarieshave.
Adddepthtosimplechartsandmapsforgreaterinterest,butnottothepointwhere
theartgetsinthewayofthedata.
Understandcolortheory.Useittoconveyinformation,notjustdecorate.
Appreciatespace.Aneffectivegraphicdoesnothavetobebig.Somestoriesand
circumstancesshouldbeillustratedwithaphoto,somewitha"flavor"graphicand
somenotatall.Informationalgraphicsarenews,notfluff.
Developspeed.Computerscanhelp.
Thebestinfographs:
putthestoryintoperspectivewithtimelynewsinformation
areaestheticallyattractiveandconsistentinstyle
includepertinentinformationtoldthroughavisuallyvalidmetaphorand
enticethereaderintothestorytext.
THEMORTICE
Sometimesaportioniscutoutofapictureortextblocktomakea"mortice,"withinwhichis
setanotherpictureortextblock.Foraphotomorticetoworkasagraphicelement,the
photomusthaveanareathatlendsitselftoaninset(interiorcutoutarea)ornotch(cutout
areaontheedge).Themorticeisatemptingdevicetouse,anditcanbeeffectivewhenit
addstocommunication/clarity.Usedcarelessly,however,themorticecanresultina
graphicdisasterofphotoswithholespokedinthembyconvenienceofthedesignerwith
noconcernforcommunicationorfortheintentofthephotographerwhomadethepicture.
SCREENS
Grayscreensandspecialscreenssuchasmezzotintcanbeworkedintoadesignforeffect,
butcaremustbetakenthatthescreenisnotsuchaheavypercentageofblackthatitwill
detractfromthetextcopy.Blackagainstwhiteisthemostlegibletypographicpossibility;
placingastoryunderascreenofmorethan20percentor30percentgraydecreases
legibility.Ifadesignerbelievesitnecessarytouseascreen,itsuseshouldbeapplied
sparingly.Thedesignermustunderstandthatcolorincludinggraydisplayed
thoughtfullyreflectsinterest,butthatscreensusedpoorlyandindiscriminatelycan
discouragereadership.
Onlythemostdedicatedreaderwilltakethetimetoreadthroughacolorlikeblue,
brown,purpleorred,orthroughagrayscreenprintedat50percentor100percent.In
fact,areaderwhocandothelatterisperformingamiraculousfeat.
BORDERS
Bordersusedtoboxstoriesarecreatedbyapplyingblackcellophanebordertapeduringthe
graphicprocessorwithagraphicsprogramonacomputer.Likescreening,theirusemustbe
purposefultobeeffective.Whennewspaperschangedfromhottocoldtype,mostofthem
discontinuedtheuseofhairline(halfpoint)rulesbetweencolumns.Whiletheserulesmay
stillbenotworththedifficultyorexpenseofplacingthembetweenallcolumns,theyare
commonlyusedtodayforboxedstories.
Color
Asinglespotofcolorisbrightandsplashyandcanbeusedtoenhanceapageandto
enlightenreaders.Lineartandphotosareevenstrongerwhenthe4colorprocessis
used:cyan(lightblue),magenta(redplum),yellowandblack.Blackisaconstant
coloritispresenteveniftheotherthreearenot.
Anewspaperisnotanadvertisingcircular,acerealboxoracomicbook.
Loud,comicbookcolordoesnotlendcredibilitytotheeditorialproduct.Forthis
reason,trytousefullcolorwithcarefullyselectedscreenstoproduceasubtlepalette
ofdistinctive,notraucous,color.
Fourcolorshouldbeusedinthepaperasapartnerinthecommunicationofnews.
Differentcolorsevokedifferentemotionsredisactive,yellowallowsthemostlight
totheeye,andblueismostcalming.Redandyellowexpandonthepageblue
contracts.So,forexcitement,useredoryellowforinformationalgraphics,blueis
morerespectable.
Colorisafterallonlyoneelementindesign.Ifaphotodoesnotrenderastrongand
positiveimageinblackandwhite,itwillnotdosoin4color.Insuchasituation,it
wouldbebettertosubstituteanillustrationorsomethingelseinspotcolororblack
andwhitethatdoeswork.
Theprobabilitythatreaderswillbesatisfiedwiththecolorintheirdailyorweekly
newspaperisdirectlyrelatedtowhetheritspublisherissupportiveandwillingto
spendthemoney,andtowhetherithasexhaustivelyplannedforitscolorusagefrom
cameratopressrun,hasaccesstosuitableequipmenttodoafirstclassjob,hiresa
committedqualitycontrolstaff,andinvolvestheskillsandteamworkofeveryoneat
thepaper.
PAGINATION
Withdesktoppublishing,allorpartsofapagemaybesetintype,editedandintegrated
withgraphicsforprocessingonalaserprinter.Thisprocessofcomputerizedtypesetting
pagemakeupiscalled"pagination."Partsarebroughttogetheronthemonitorscreenand
printedon8inchby11inchsheetsofpaper.Thissizeworkswellforamagazineorother
publicationthatfitsthisformat.Forothersizes,thesepartsmaybejoinedtogetherby
literallypastingtheformattedcolumnsofsidebysidetypeontothenewspapermakeup
page.
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AbouttheAuthor
STEVENE.AMESisthedirectorofstudentpublicationsandteachesjournalismat
PepperdineUniversityinMalibu,Calif.Between1971and1978hewasajournalism
instructor/adviseratMercedCollegeinCalifornia.
Publicationsproducedbyhisstudentshavereceivedcollegiatejournalism'shighest
honorsincludingthenationalPacemakerAwardfromtheAmericanNewspaper
PublishersAssociationandtheAmericanSocietyofMagazineEditorsthenational
MarkofExcellencefromtheSocietyofProfessionalJournalistsAllAmerican
criticalratingsfromtheAssociatedCollegiatePressandGeneralExcellenceawards
fromtheCaliforniaNewspaperPublishersAssociationandtheCalifornia
IntercollegiatePressAssociation.
Dr.AmeswasnamedfouryearcollegenationalDistinguishedNewspaperAdviserby
theCollegeMediaAdvisersin1985,receivedagraphicdesignseminarfellowshipfor
fouryearcollegeprofessorstoattendthePoynterInstituteforMediaStudiesinSt.
Petersburg,Fla.in1986,andwasselectedOutstandingJournalismTeacheratthe
fouryearcollegelevelbytheCaliforniaNewspaperPublishersAssociationin1987.
HeholdsaB.A.injournalismandanM.S.inmasscommunicationsfromSanJose
StateUniversityinCaliforniaandanEd.D.inhighereducationfromNovaUniversity
inFortLauderdale,Fla.