Week 12 - Design Analysis: Printed Booklets, Brochures, or Restaurant Menus

By CRAIG KUNCE

Divide into groups of 2–4 students.

Google Research

• 1 group researches booklets, 1 brochures, 1 menus
• 10 do's and 10 don't of for your group's topic (booklets or brochures or menus)

Each group finds and presents:

• 2 Good samples: What works? Type, Art, Color, Layout, photo direction, Target Market?
• 2 Poor samples: What doesn't work? Why are these poor samples?

• Email me your findings: kuncec@westerntc.edu

• Groups are to create a visual and present their finding to the class. All must speak.

Publications

The publications category includes magazines, newspapers, tabloids, booklets, brochures, etc.

Writing copy for a publication

• Define and clarify the message (what are your saying)
  
• Define and clarify the target market (speak/write directly to them)
  
• Style (how will you speak/write to them -- jargon, slang, professional)
  
• Be clear (Headline broadcasts your intentions, and summarizes)
  
• Use impactful words (Action words -- New, Now, Today, You, Family, Taste, Safe)
  
• Succinct (no wasted words)
  
• Be accurate (check your facts)
  
• Be truthful (don’t stretch the truth to prove your point or persuade)

Structure of a publication

• Headline - Draws reader in and shouts your intent and main message
  
• Subhead - Provided an elaboration of headline. Draws reader in further.
  
• Text - Body copy. Be sure to follow publication's word limits
  
• Pull-quotes - Add interest and “teases” skim readers
  
• Photo captions - Helps explain and identify art and photos
  
• Try for 40 maximum characters per column

The Grid - Used to Design Publications

• Publication designers use a Grid to anchor their page layouts
  
• The Grid organizes all of the pages in a publication
  
• Continuity: The Grid makes sure all pages look the same
  
• The Grid gives the designer many, many options
  
• The Grid provides the reader with consistency so they know where to look for information
  
• The grid helps to organize type and art

Visual Hierarchy in Publication (Rhythm)

• All designers must lead their viewers through the information on the page.
  
• Visual Hierarchy is achieved through placement and size of the type and art.
  
• Our eyes usually start with the largest and most realistic element. (a photo or large illustration, especially living things with eyes)
  
• We then move through the page looking at elements in decreasing size.
  
• We also read/view top-left to bottom-right (western world)