Design DESIGN TAKES TO THE WEB

Folio: The Magazine for Magazine Management, Oct, 2000 by Tom Ernst

I don't specifically look at the Web as inspiration for my design. Being a visual person, however, I am probably somewhat influenced by what I see on the Internet, although not on a conscious level. When I look at things I take them in, process them, retain some information and discard the rest. For instance, I may notice patterns of trees or clouds that are pleasing. When designing a layout I may apply those patterns that somehow got stored in my brain to the elements on the page.

When you talk about the Web affecting how I spend my time at work, that's a whole different story. That's been a negative influence of the Web, I think, for many art directors, especially at magazines with small staffs. I had to learn the Web and take on the added responsibility of designing New Jersey Monthly's Web site after a couple of outsourcing failures. I did this willingly, though, because I wanted to learn, and it was kind of my "crash course" in Web design. After five years I learned a lot, and that was a positive influence that the Web had on me. I currently spend a couple of days at the end of our monthly production cycle designing and producing the site. There is a limit, however, to what I can do with the site in two days, and as a designer that has been frustrating.

Now, after five years, my company finally hired a fulltime staffer to design and produce our company's three Web sites: njmonthly.com, newjerseybride.com and latingirlmag.com. I can now put my focus into the magazine's design, where it really should be, and continue to do Web design on a freelance basis. The new Web designer can focus solely on the magazine's Web site and take it to the next level.

Joanne Persico, GON Publishing

The creative dynamic has completely changed. The world of spacious spreads, full-page illustrations, bleed photography and typography with god-awful power just does not exist on the Web. We have compromised our design to sans serif PC fonts, 72-dpi images, browser-safe color (only 216 of them) and slow bandwidth, although this continues to improve. But for Web users, none of that matters. They still want a great experience. Being both a print and a Web magazine designer, I'm engaged in continuous playoff of both mediums to successfully build a captive and loyal audience. It's not easy, but I think having to constantly be aware of both mediums makes me a better designer.

As magazine designers, we've all been forced to rethink how we approach print design in order to compete with offerings on the Web. As more Webzines, e-zines and dot-coin companies compete for readers' attentions, we as designers have had to focus much more on our brand and how it plays in the mediums we serve.

The Internet will continue to encroach on the magazine space. As a result, designers must focus more on new, cutting-edge designs and stay away from simply repurposing existing content that readers can get from print. Designers must integrate print and online with a single voice of authority and brand consistency.