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recent Listen With Reason columns Why a column like this? Because too many web sites seem devoid of personality. Because the world of newspaper design can always use a little more dialogue. And because, hey, it's my web site. So I thought, why not create the first regular online column about newspaper design, on the first web site devoted to newspaper design? Why "Listen With Reason?" Because "Listen to ..." sounded a little too preachy. Back to home page: www.ronreason.com (more tips on newspaper design, graphics and editing). |
Finally, the
nation's top editors are asking us "why design matters." At
least, that was the question recently put to me by Detroit Free
Press Managing Editor Carole Leigh Hutton, who's preparing a report
for the American Society of Newspaper Editors. Her inquiry forced me
to think a bit harder about the topic and condense a brainstorm of
various thoughts about this question, which seems to be getting
increasing scrutiny, from copy editors to art directors to
publishers. Following is my attempt at an answer: "In addressing the question "why design matters," I
think many in the industry first need to move beyond the arty notion
of "design." To me the word "presentation" seems more neutral,
relevant, and forward-looking. This involves not only the art
department, but the copy desk, metro editors, reporters, researchers
and yes, the top editors, who above all need to send a strong signal
that this stuff matters.
Presentation is everyone's job. It means working together to package
news with invitation, with a goal of guiding and attracting the
"itinerant," or scanning, reader (which, face it, is everyone). It
includes compelling headlines, subheads, graphics, captions,
sidebars, web links, photos, all married together with precision and
intelligence.
Without these, many news stories appeal only to what I call the
"committed" reader, those with almost no choice but to read the
story - the author, the person interviewed, and (charitably,
perhaps) their mothers. Who else, I wonder, would slog through these
long gray blocks of text published in some of the papers I read?
Unfortunately, presentation requires not only an awareness of the
elements of good packaging mentioned above, but also sufficient
staffing, training, leadership and motivation of copy desks, news
desks, and art departments. Newspapers that neglect these things
look like the people publishing them don't give a damn - thus, we
should wonder, why should the reader? I feel the failure to address
these issues is one of the biggest threats to maintaining and
attracting readers today." I'd wager I'll get a fair amount
of agreement about the importance of the first few paragraphs. But I
fear the fourth - where editors are essentially asked to put their
money where their mouths are - will be the toughest area for us to
see much progress anytime soon. (Despite my ongoing
curmudgeonliness, I do appreciate Carole's inquiry, and the fact
that the editors' group has commissioned her to explore the issue. I
look forward to hearing more about this initiative, and I hope her
reporting back to them - and the example set by her own visually
aware paper - might help move the industry forward.)
Final thought: For what it's worth, the readers of this web
site feel strongly that "good design makes the difference in
attracting readers." As of the end of February, fully 81 percent
(127 votes) of those taking part in February's News Design Poll
online felt that way, vs. 18 percent (24 votes) who felt that
"papers have bigger problems than design." (To view poll results or
register your own vote, see upper right.) Coming March 5: I'll post a column that will also be published in the next SND Design magazine, answering a student's question: Are too many big papers looking the same, and if so, does it matter? Included will be an expanded web-only dialogue on the topic - be sure to share your thoughts on the topic! Back to top of page |
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Bio/Contact | About Redesigns | Skills Training & Leadership Consulting | Tips, Articles, Resources | Calendar | Home Web posted: Feb. 19, 2001. design@ronreason.com
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