Speakers: Robert Ayers and John Johanek, Publication Design
Summary: Since 1986, Robert and John have designed 100 publications. Here is their four-point approach to award-winning design.
- Simplicity—Use clean images, pull out the color scheme of the image and use restraint when it comes to color.
- Strength—Use tight cropping and bold colors and don’t overlap your logo with a cover image unless your magazine is well established.
- Sizzle—Designers can suggest mood through typography. Cover lines need to be benefit oriented.
- Sophistication—You need to make sure all your cover lines are the same font and type size and use simplicity in fonts.
- What works well on a newsstand works well with B2B magazines .
- Use buzz words in the cover lines.
- The concept shouldn’t undermine the message.
- Logos should explain what the magazine is all about and have a strong presence.
- Logos should be on the left rather than the right.
- If possible, try not to use skyboxes or any other elements that push the logo further down on the page.
- Consider placing the mailing label on the back cover to allow for more creative design on the front cover.
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