Issue #19
February 23, 2006

Welcome to Inside Freelance Design (IFD), your free, bi-weekly e-letter from American Writers & Artists Inc. Every other week, you can receive this special alert with secrets, tips, and insights from AWAI's graphic design pros to help you improve your skills and reach your goal of becoming a professional graphic designer in the fastest time possible.

IN THIS ISSUE:
  • Mastering the Secrets of Magalog Success, Part 3 of 3: Using Columns, by Lori Haller
  • Quick Tip: Using Graphic Violators to Punch Up Success
  • The IFD Mailbag
  • EXTRA! EXTRA! News and Job Opportunities
Mastering the Secrets of Magalog Success, Part 3 of 3:
Using Columns
By Lori Haller

A critical aspect of magalog design is the use of columns. Using columns properly makes the difference between having an easy-to-read magalog… and one the prospect won't read.

The human eye has difficulty scanning across 7 or 8 inches of copy. Columns make the copy easier to read by decreasing the distance the eye has to scan.

An added benefit of using columns is that they make the copy look easier to read – a crucial consideration when formatting promotions.

Using 1 Column Per Page

It's not always good to break copy into multiple columns – when, for example, you're formatting the front page of a magalog that's intended to look like a letter.

If the copy starts out with “Dear Friend,” set it up so it looks and feels like a real letter from someone the prospect wants to hear from. To convey that personal feeling, I use a 1-column format on the first or opening page or on the front cover of the magalog.

Keep the width of that single-column letter thin enough so the reader doesn't have to move his eyes too much to read the copy. A good width is about 4 inches (equal to about 24 picas).

If you begin a magalog with 1 column, switch to 2 or 3 columns after a page or two. TIP: make the change on a right-hand page and use a photo or two to break up the difference in the format.

Also, use a deep enough indent at the beginning of each paragraph (like 2 picas or .33 inch) so the prospect knows where the paragraphs start.

Watch how each line breaks, and pay attention to any hyphens. I try to avoid any hyphens. But once in a while, they're necessary to keep from having a large white space at the end of a line. This can make the reader pause and possibly even put down the magalog if he feels it's hard to read. In the end, this could mean a lost sale.

When starting out with a 1-column format, think about the best typeface for it. You could use a typewriter font like Courier or Prestige Elite. American Typewriter is also a good choice. It has bold, regular, and italics – making it helpful for emphasizing words.

I also use the Times Roman family or Garamond when working with letter copy. They look friendly and are easy to read.

Use a good leading increment. Don't use 12-point leading with 12-point type. It's too tight and hard to read. Standard leading for 12-point type is 14.5 points. Most layout software (like InDesign) has an auto-leading option that will suit your needs in many cases.

Using 2 Columns Per Page

The 2-column format looks best when you allow at least 0.75 to 1 inch of white space (no copy) so the text doesn't go right up to the edge of the paper.

Give sufficient space between the columns. If the columns are too close, the reader's eyes don't know whether to keep reading across the page or go down to the next line. I like to use 1.5 picas (approximately .24 inches) between paragraphs.

Normally, I don't use justified type (where all the lines of copy are exactly the same length across the column). This can leave areas of white space within the column. It can also produce “rivers” (vertical lines of white space) in the copy. This makes the copy more difficult to read and is distracting to the reader.

However, we recently got a huge winner by using justified type. Instead of a flush left/ragged right format (like IFD), I went for a “newspapery” look and justified the copy. I also created a faux masthead – similar to the one on client's website but with more punch and a friendlier design.

The whole look and theme was a big success in the mail. And the new design is the NEW control!

Using 3 Columns Per Page

With the 3-column format, a magalog looks like a newsletter full of important information, rather than a sales letter. If you create a faux masthead for your front cover and do 3 columns, the reader will feel like he is reading a familiar, monthly newsletter that just arrived in the mail.

Be sure, in this case, to keep adequate white space around the text and between the columns. Use easy-to-read fonts as described above.

And always, whether you're working with a 1-, 2-, or 3-column design, make sure it is easy to follow, easy to read, and friendly looking.

[Ed. Note: You can access the first two articles in Lori Haller's magalog series in previous issues of Inside Freelance Design at:
http://www.thedesignerslife.com/insidefreelancedesign/]

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QUICK TIP: Using Graphic Violators to Punch Up Sales

How do you make sure that people see important information in your promotion ... information like a super-special offer or an urgent deadline?

By using a graphic violator.

Despite the unsavory name, graphic violators are useful devices for directing a reader to other parts of a publication. They are frequently used on the front cover of a promo, but they can also be used elsewhere.

Violators are eye-catching colorful shapes (starbursts, ovals, banners, and the like) that stand out on the page.

They have minimal text, such as “Free Gift – See Page 31!” or “This Cooking Oil Could Save Your Life! Page 25”

A violator often looks like a sticker that's been applied after the print job was done. This gives the impression of presenting late-breaking news that just became available.

To create the “violator look,” infringe (cover) some underlying text. But don't cover up something you actually want your reader to see. Some common places to infringe are over part of the nameplate, in a banner above the headline, or in the upper right corner of the page.

Always strive for visual contrast with violators. For instance, use reversed type in a colored shape. And use no more than one per page or you will deflate the punch of this device.

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Are You Running Your Freelance Business the Right Way?

Get the answers to these and hundreds of other questions about starting and running your own profitable design business: http://www.thedesignerslife.com/getanswers/

FROM THE IFD MAILBAG…
by Kristin Schwarz

Dear Kristin,

I read in the Mailbag how to convert documents into PDF. This has proven to be a great tool. I am also learning the Acrobat program. I like that I can do text edits, underline, and add notes. My clients like it too. It gives them the option of requesting changes right in the document without sending hard copies back and forth. Here's my question. Is there a way to replace a page after I made the requested changes without losing all the notes? I'm able to delete the page and insert the corrected page, but then all the notes and links are lost.

Thanks,
James T.

Dear James,

Adobe Acrobat is a great proofing tool (for graphic designers and copywriters alike) that saves time and money. And, yes, you can keep all the notes intact when you replace a page after making corrections to it. To do this in an open document, go to Document>Replace Pages. Select your edited document in the resulting dialog. Click “Select,” and then enter the page(s) you want to replace. All original links, bookmarks, and comments will still be there. Good luck!

Hi Kristin,

It's my turn for the Final Assignment. I need help with one small point – the “CRE: Standard with or without message burst.” I'm not quite sure what a “message burst” is. I assume it means key (promo/reminder) text, or wording such as “Confidential,” complemented with optional graphic element(s).

I went back to Parts 4 & 5 and the Glossary in Part 10 to try to look it up, but no luck there. Please advise.

At this phase in my study, it's about time I started preparing for a Web Presence. Webpage design capability also adds to a graphic designer's marketability. Do you know of any commendable low-cost, or free, learning resources suitable for a beginner/layman with an ESL background?

Thanks in advance!
Anthony Y.

Dear Anthony,

CRE is the acronym for a Courtesy Reply Envelope. The return postage is at the customer's expense. (See Graphic Design Success, p. 492.)

A message burst is a short blurb of text, such as “Urgent” or “Confidential.” On an outer envelope, this is used to entice the prospect to open the envelope.

A message burst on the CRE is often used to make the envelope look important (“Process Immediately”). For non-profit organizations, you might see something like “Your stamp on this envelope will make your contribution to XYZ go even further!” You will probably find many more good examples in your swipe files.

With regards to your question on Web design: We expect to be offering an AWAI program in the near future. Meanwhile, there are many good resources in your local bookstore, including Learning Web Design – a Beginner's Guide by Jennifer Niederst and Web Design Workshop by Robin Williams.

Kind regards and good luck with your assignment.

Kristin

[Ed. Note: If you have a question or comment for Kristin, please send it to:
insidefreelancedesign@awaionline.com, Attn: Kristin Schwarz.]

EXTRA! EXTRA! News and Job Opportunities
  • GRAPHIC DESIGNERS - Over 125 ads are currently posted on DirectResponseJobs.com by marketers looking to hire AWAI Graphic Design and Copywriting students. Search and apply today at: http://www.directresponsejobs.com/
  • GRAPHIC DESIGNER FOR SUBWAY SANDWICH SHOPS - The Subway Group needs a graphic designer to join their team in Milford, Connecticut. You'll design menus, logos, banners, marketing materials, and more. You must know Illustrator, Quark, InDesign, and Photoshop. Submit your cover letter and resume to hr@subway.com. Or visit www.subway.com to fill out an online application.
  • PART-TIME GRAPHIC DESIGNER - Southern Starz, a wine retailer and import company in Huntington Beach, California, seeks a part-time graphic designer. You'll design ads, brochures, newsletters, and more for national advertising campaigns. You must know InDesign and Photoshop. An understanding of HTML will give you an advantage. Send your resume as a PDF file to sweir@southernstarz.com. Include your salary history and current employment status. Put “Graphic Designer” in your subject line.
  • EXPERIENCED GRAPHIC DESIGNER - he Boys and Girls Clubs of Huntington Valley, California is looking for an experienced, full-time graphic designer. You'll design marketing and fundraising pieces, including brochures, ads, direct mail, and newsletters. You must understand the entire design process, from concept to print. You should know PageMaker or Quark, Photoshop, Illustrator, and MS Office. Send your cover letter, resume, and five PDF samples (or a link to online samples) to lportier@bgchv.com.
COMING NEXT ISSUE:
  • Become a “Relationship Artist” to Build Your Career, by Ilise Benun
  • Quick Tip: How to Handle Photos in Magalogs
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