bholsen@iphouse.com
www.imaginecc.com
Producing Your Publication
1. Develop the idea
If working from an existing publication, have it critiqued before making updates.
What type of publication do you want / need?
What is the purpose of the publication?
Who are you trying to reach?
Do you have a size, style or font preferences?
Decide what graphics and text you want to include .
2. Collect information to include
3. Write or rewrite content
Use a consistent writing style throughout.
Scale back content as much as possible while keeping your message clear.
Don't repeat items. Make them easy to find and readable the first time. If the publication is lengthy, you can reference where items are located later in the document.
Keep it simple. Be concise, consistent and grammatical.
Write at a 6th grade level.
Make content benefit oriented, give people a reason to read.
Make sure all editing, proofing, spell check, and changes are made prior to submitting to your designer for layout.
4. Design your publication
Don't begin the design until you have all information to be included.
Consider trying odd size publications to add interest, but make sure they fit your audience and display needs
Your covers are your most important pages. If people like what they see, they'll pick up your publication. Then it's your job to keep them interested.
Put information in a logical order so it pulls the reader through your publication. On folded pieces (i.e. trifolds) make sure that the order still works.
If your publication has lots of body content, break it up graphically to keep it from overwhelming or losing the reader. It's worth adding a few pages if that will get the customer to read your publication.
Customers should know at a glance what your publication, and each of its sections include.
Keep a consistent look throughout
Keep in mind how your publication will be produced before deciding on design (don't use photos or screens if you plan to photocopy).
Graphics should generally face information you want to highlight.
Graphics should enhance your message and look.
Use only high quality graphics or photos.
Don't bisect pictures or graphics with folds.Try not to use more than 2 typefaces. Typefaces should complement one another.
Use 10-11 pt body type.
Don't use more than 52 characters per line.
Don't use all caps, or bolding for multiple lines.
Keep your audience in mind when choosing fonts.Tend to 30 second, 3 minute and 30 minute readers.
Always have someone else proof. A single proofer will miss 25% of the errors the first time through. The designer or writer will miss 60% of the errors.
If you decide to use a professional designer to create your publications, you can save time and money by being prepared. Have steps 1 - 3 completed prior to meeting with the designer, unless you are redesigning a document. You may want to have the designer/consultant make suggestion for changes prior to completing these steps.
Publications and narrative Copyright 2017 by Imagine Design & Creative Consulting.
All rights reserved.