Handy Tips for Designing a Publication

A game plan for designing a publication that will help you stay sane.

Designing a publication can become overwhelming when you get into the thick of things, but it won’t bury you if you arm yourself with the proper practices and techniques. Here are eight simple tips to guide you through the design process of a publication while maintaining your sanity.

Have a Voice

The most important element when designing a publication is to keep all lines of communication open and clear. To start, it’s important to know the team is on the same page as you. Don’t make the mistake of assuming your team knows what’s going on in that mastermind of yours because chances are they are not mind readers. Keeping everyone on the same page is truly a time saver, and is really simple—you’re basically developing a game plan! All you have to do is layout the project timeline and scope, expectations, goals, responsibilities and tasks, and who’s responsible for client management and communication. By establishing the game plan there won’t be any unexpected surprises.

Do Your Homework

Invest a fair amount in the research department, and don’t slack off at this stage of the game. Get to know your client, their audience and competitors, and research other design concepts. This will help you design a stellar piece. If you decide research is lame and figure you don’t need to invest time simply because you are an all-knowing pro, then you will be doomed from the get-go.

Design Specifications

Talk to your client and ask what their expectations are for the publication and if there are any specific design elements that they want to see or not see. A design brief is the best way to communicate with the client and determine their needs and wants. I also like to get the client to include examples of designs they like. This gives insight into what kind of style and tone your client appreciates.

Know the Budget

Know the publication budget, then estimate your production time for each stage of the project. Also, it’s good to know upfront what your design restraints are. For example, you’ll waste time setting up your publication to be full-colour when your client only has a budget to print a black and white publication.

Speak to your Audience

When you’re designing a publication it’s best to brainstorm and come up with a fetching theme that will grab everyone’s attention. This can be achieved through colour application and theory, typography, images,  illustrations, etc. Spend some time brainstorming how you will convey your message to your audience.

Be Consistent

Consistency is key. You don’t want to confuse your reader by changing the style throughout the publication. The best way to stay consistent is to set up paragraph, character and table styles. Once upon a time, I didn’t establish styles, but once I witnessed the power of the styling tool, I will never design any publication without using them, again.

Become Friends with your Print House

You want to create a good relationship with the print house where you’re sending the publication to print because when you’re in a pinch they will be your lifeline. Call your contact at the print house to discuss the project in the initial stages and communicate to them the project details and deadlines. Make sure the design specifications are actually doable so they can meet the deadlines given.

Write a Debrief

Once the project is complete, it’s time to start your debrief. A debrief is basically a short project outline that will include the project objectives, goals, audience, tone, and styles used in the publication. You’ll want to also include what worked and what didn’t work. This will give you insight into your next project and help you improve your workflow process. Also, when a client calls to discuss the project details from last year, it’s handy to have that debrief in arm’s reach to review, rather than opening the file frantically on the call, trying to recall what the heck you designed a year ago.

Those are the handy tips for designing a publication while keeping you sane. Having a voice, doing your homework, knowing your design specs, the budget, keeping it consistent, building a relationship with the print house and wrapping up by writing a debrief are easy tips to follow. Let us know your game plan on Twitter or Instagram for designing a publication—include some of your tips. If you incorporate them all, well then, we think you rock!