Dorrian, 'Using DTP and Graphic Design to Improve Library Publications', LITA Newsletter v15n04 URL = ftp://dewey.lib.ncsu.edu/stacks/serials/lita/lita-v15n04-dorrian-using V15N4.DESIGN LITANEWS --------------------- Using DTP and Graphic Design to Improve Library Publications Jean M. Dorrian Despite the fact that desktop publishing technology has been widely adopted by libraries for all types of publications, the results have been a qualified success. Effective publications require an understanding of the principles of graphic design and a clear definition of the goals underlying each publishing project. These considerations form a framework with which to approach the numerous decisions that shape the final form of each published piece; ignoring them can limit, and even distort, the message conveyed. Having mastered the basics of DTP hardware and software, new desktop publishers quickly learn to appreciate the importance of graphic design and its impact on the readability of their publications. The library profession's considerable interest in this topic attracted a standing room only audience of more than 100 people for this program, sponsored by the LITA Desktop Publishing Interest Group. After a discussion of the basics of graphic design, speakers Gail Junion-Metz (Cleveland State University) and Ray E. Metz (Case Western Reserve University) focused on the practical application of these principles to specific types of library publications. Defining Your Project When you begin a new publishing project, be it a brochure, a newsletter or a fundraising piece, take a few minutes to think about your message. "Identify the three most important things that you need to communicate with your publication," advised Metz. Having defined the ideas that are central to your message, you can then review your finished piece to see how clearly you have managed to convey these points. If they are not immediately evident to you, they will be missed by the reader as well. You must also define your audience and clarify your overall purpose. Do you want to inform, instruct, advertise or influence? Although we tend to associate most library publication efforts with the first two objectives, we should recognize that publicity and public relations considerations are also important factors in our publishing efforts. Graphic Design Having defined the goals of the project, you can begin to think about the best way to design the piece to achieve the desired result. Graphic design is defined as the application of type, color and images to paper, with artistry and skill, to create a clear and effective whole. "Graphic design is not decoration," Metz emphasized. "If you do a good job, your reader should be unaware of your efforts to design your piece." The fact that project goals drive all design decisions is important when you realize that there are no absolute rules to follow in graphic design. Although there are accepted practices and preferred options, "there are times when it makes sense to break the rules." Every publication you design must compete for the reader's attention with a variety of internal and external distractions. Although you cannot control all of the factors that might interfere with the reader's attention, you can control the content and design of the publication and the circumstances under which it is displayed or made available to the reader. One of the most important ways that you can simplify the reader's job is to introduce and maintain a consistent "look" to your publications. This is also very important in defining and projecting an image of the library within the larger community. Can your reader tell at a glance that the brochure next to the workstation was produced by the library? Or might it be a Computer Services brochure? "It is important that your library have a distinctive graphic look," Metz said. "There should be a graphic design policy applied across all library publications." Reading Patterns Every publication is scanned before it is read. As readers, we are so accustomed to the practice that we rarely think about it. As desktop publishers, we need to be aware of scanning and reading patterns so that our publication layouts minimize the effort required of the reader. "Anything that makes people work--anything that interrupts this flow--stops the reader," Junion-Metz cautioned. We know that readers scan pages from left to right, top to bottom. Research shows that within this pattern the eye tends to deal with the printed page in three clearly defined segments. The top third of the page forms the focal point; the eye enters at the top left and moves to the center of the page. From here, it tracks back to the left of the middle third of the page and scans this section from left to right. The eye then shifts back to the center of the bottom third of the page, moves to the right, and tracks off the page just above the bottom right corner. "Do not put important information in the upper right or lower left corners of the page," Junion-Metz explained. "It will not be picked up in the scan." She did recommend the lower right corner of the page as an excellent location for a library logo. Designing for Readability Based on accepted graphic design principles and studies of reading patterns, the speakers offered the following specific advice: Brochures *Headlines are crucial: most brochures are discarded within three seconds; and most readers never bother to look past the headlines to determine the brochure's relevancy. *Don't neglect the back panel: of those readers that do bother to read the text, half choose to start on the front panel, but half prefer to start at the back. Newsletters *The masthead (or banner) sets the tone for the newsletter; its design should be carefully considered. *Consistency in design and layout is essential for establishing a recognizable newsletter and building a steady group of readers. *Photographs can be very effective if used judiciously. One good photo is better than several photos of marginal quality; however, none should be included unless they are clearly relevant to the publication content. Transparencies *The condensed presentation format demands attention to detail. *Be aware that a list of important points should be organized by bullets unless there is an implicit order to the items, in which case they should be numbered. *Serif or sans serif type is equally legible; however, it should be set at a minimum of 24 points. *Refrain from relying on upper case type in order to avoid "shouting" at the reader. Guides and Manuals *Anticipate the manner of display: will your cover design (and headline) be obscured by a display rack? *Be aware of the hierarchy created by the use of headlines, subheads and text, and use this order to organize your material and assist the reader in scanning the content. *Illustrations are often a good substitution for text. Annual Reports *Charts and graphs are often the first and only parts of the report that capture reader attention. Text should be minimized accordingly. *The design and content of the report is a representation of the reporting institution and should reflect its organizational structure. Striking a Balance Although graphic design is new ground for many desktop publishers, it need not preoccupy the publishing process. "If you spend 90 percent of your time on editorial content and allow 10 percent for publication design, you will achieve great results," Metz said. Fortunately, there are many guides to help both the new and experienced desktop publisher. The speakers recommended the following titles for further reading: Adler, Elizabeth. Everyone's Guide to Successful Publications. Peachpit Press. 1993 Parker, Roger C. Looking Good in Print: A Guide to Basic Design for Desktop Publishing. 3rd ed. Ventana Press. 1993. Parker, Roger C. One Minute Designer. Que. 1993. Webster, Tony and Barbara Larter. Dynamics of Desktop Publishing. M&T Publishing, Inc. 1989. Wolfgram, Douglas E. Creating Multimedia Presentations. Que. 1994. Jean M. Dorrian is Assistant to the Director, Temple University Libraries.