Virtual Expert: Tom Sizemore Tom Sizemore of The Furrow and Homestead magazines was awarded first place in the Two-Plus Page Design - Custom category in the 2006 AAEA Design Awards Program. Thoughts on design. View the magazine as a reader. Because we are all readers, we can all be experts at determining what readers like. As a reader here are some of the things I notice: Does the page catch my eye? Does it look like something I will read? Will it be easy to read? Is it real or an advertorial? Does it look like professionals created it? The look should reflect the content. Does the magazine's appearance match the tone of the content? If it's a farm publication, why does it look like a fashion magazine? The wrong look can destroy credibility. Bad design? Bad content? An unprofessional looking magazine can create a lot of presumptions on the part of the reader. Bad design, (as well as writing) says to me, "These people are not experts on the subject. They might not even know what they're talking about. I'm busy and don't plan to read or look at anything that's not worthy of my time." Unfortunately, a professionally designed magazine can have the same effect with bad headlines, writing and uninteresting content. Images, headlines and text. Ideally, images should take up at least half of the page space. Two thirds is even better (equals can be boring). Readers browse and look at pictures more than they read. If you don't have images or the space to use them, avoid long continuous stretches of copy. Create visual breaks and info bytes to catch the reader's attention. The headline should support and complement the lead image. English and most languages read from left to right and from top to bottom. Keep that in mind when creating a page. Make sure the headline and lead image are compelling. Without this, the story probably won't get read. If your writer continually asks for more copy space, suggest they apply for a position on The New Yorker! If your publication is The New Yorker , shut up and let them write! (I read that magazine, but rarely finish the longer articles.) The bottom line? If you have good images, use them large. Work with your writer to create compelling headlines, and keep the copy as short as possible. Don't over-design. Design for design sake is a common mistake designers fresh out of college often make. A magazine is not the place to showcase your design skills unless it's in the magazines mission statement. There can be temptation to over-design when the content, images and headlines are weak. Maybe they won't notice this story is bad if I make the type 3-D and tilt the image sideways! The best design is simple. At a glance, a well-designed page should appear simple and easy to read. Avoid creating complicated shapes. If you have more than one image, group them to create simple shapes (squares rather than poly grams). Don't add graphics and ornamentation if it doesn't reinforce the story. Look at the page and squint. You should quickly see two dominate things: An image and a headline. If you're seeing a lot of other elements, you've probably gone too far. Simple organized shapes translate into pages that will appears inviting and easy to read. A simple page is also easier to design! The best design should never call attention to itself. Work with the writer. Good design is impossible without this. Create a relationship of mutual respect with your writer(s). They have talents, you have talents. Use these to your advantage! An adverse relationship will get you nowhere. Every writer has a little bit of designer in them. Every designer has a little bit of writer in them. Share your thoughts. Designers can often write good headlines. Writers can often come up with good visual ideas. The best work I've done has come as a result of teamwork and collaboration! It doesn't matter whose idea it was. All that matters is the finished product. More than just design. Take advantage of the writing and ag business workshops at the Agricultural Media Summits. The Byline and Kiplinger Agriculture Newsletter are great resources for this. A designer who understands the writing process and the subject matter is a better designer. It's also a way to build your credibility as a wise decision-maker. During my career I've been involved in many aspects of design. I've designed ads, logos, signage, posters, calendars, annual reports, books, promotional materials and audiovisual programs, even a few belt buckles! I fell into the niche of magazine design about 27 years ago and have loved it ever since. Why? Because I enjoy telling a good story much more than selling products or directing traffic. I've really enjoyed being a member of AAEA and highly recommend it to anyone beginning his or her design careers. The addition of the design competition and design workshops at the annual Agricultural Media Summits has made it a valuable tool for graphic designers in the ag media business. Through it I've been able to network with others doing the same thing and sharing the same challenges. Tom Sizemore is currently art editor of The Furrow and Homestead magazines. Sizemore received a B.A. in Graphic Design at Moorhead State University,
Moorhead, Minnesota, in 1971. He has worked as a graphic designer since
then with the following design firms and companies: |