Self test: do you design for your readers?

Folio: The Magazine for Magazine Management, Nov 1, 1995 by Jan V. White

We publication-makers think our stuff is great. We are sure it is. So we fall into a trap: We cannot understand why our readers sometimes fail to see it our way, and why they don't clamor for our products.

The answer is that they don't clamor because we don't pay enough attention to showing off what we feel is excellent from their point of view. Oh, yes, we scream with stunning graphics. But too often the graphics are blustering superficial efflorescences whose purpose is to startle (and display the brilliant prowess of our art direction). But readers don't care about that; they say, "So what?" Do they buy our product for its decorative quality? Of course not. They want it for its meat, not its skin. Why do we do it that way? Because we don't think of our readers, and we don't think like our readers. But we had better, or else . . . !

The problem is that publications are complex products. We are always juggling the need for creating a product that has its own recognizable character (using unity and repetition) and the need to create excitement (using material differently).

Here's a self test to help you decide whether your magazine is designed with the best interests of your readers in mind.

Does your publication have a sense of self? It must be recognizable and unique. Its character is defined by the underlying styling system, which is a subtle mix of headlines, logos, slugs, display type, body-copy type, spacing, columns and color. Its success depends on disciplined self-control of the patterning, which fosters a sense of inevitability and causes the reader to say, "Of course, it couldn't be any other way."

Is your publication handled as a continuum? A magazine is a sequence of impressions. The best opportunity for outstanding magazine-making lies in the deliberate use of consistent flow, coordinated with planned, unexpected surprise. Pacing the issue is more valuable than clever illustrations here and there.

Is the presentation self-conscious or invisible? The best presentation is so natural and obvious that the readers are aware only of the wonders of the information they are reading about. If they are tempted to notice the design, then that design has interposed itself between the reader and the message and is therefore a failure--no matter how flamboyant or exciting or pretty. The medium is not the message. The message is the message.

Does each item have first-glance value f or the reader? Are the meaningful words noticeable and visually irresistible? Do the words and images reinforce one another's meaning? Are the readers encouraged to dip in wherever there is something interesting? Is the format appropriate to its subject?

Do headlines promise a benefit? Short and snappy is fine for a newspaper, but magazine headlines must be long enough to persuade readers of the value of the story to them--and should use as many words as necessary to say what needs saying.

Is there a starting point that will get the viewer involved on everypage? Is there a dominant image or other element that is supported by minor images or elements, creating visual contrast and intellectual interest?

Are captions exploited as the primary entry point? Pictures are the first elements that readers look at on the page. They arouse curiosity. Their explanations are opportunities to draw readers into the text, so they must do more than simply describe the picture.

Does the display type attract or repel the reader? The most user-friendly type is invisible, transparent. It must not be so self-consciously designed that it attracts attention to itself. Lower-case type is essential for ease of comprehension and reading smoothness. Flush-left is kinetic; centering is dignified but deadening.

Does the design make readers aware of your excellence? Do you use design deliberately to expose the marvels of joy, utility and helpfulness gained by reading the piece? You know how great it is, so you assume that it will speak for itself. It won't. We must clue the readers and make it all obvious with written and visual techniques.

Is everything that can be told visually turned into visuals? Statistics that are boring in words can be fascinating as charts. Locations are made clearer by using maps. Diagrams make relationships, structures and flow more comprehensible.

Is white space used to separate information units? Can the viewer recognize the elements, their relationships to one another and the length of each item at first glance?

Is audience participation encouraged by self tests, summaries and checklists? People love to get involved with hands-on activities. These devices facilitate a relationship between the reader and the magazine.

Does the magazine leave your readers with several strong impressions that they will remember? Did they notice the service that you provided? Will they feel good, fulfilled, amused and helped? The publication that gives the best service will win.