Basics of Design

Planning -- Publications must grow out of the needs of the university, the audience and the realities of your budget. Work closely with your printer and the Post Office.

What is the purpose of the publication?

• Who is your audience? Know the numbers and their needs and wants.
• What will be in the publication? Decide on content; prepare a dummy.
• What is the publication's name? Give it an identity.
• Will you use photos?
• How much can you spend? Be aware of your budget.
• How will the publication be distributed?

Design and Format -- It must be attractive and reader-friendly.

• The masthead must fit the publication and identify it to the audience.
• The grid system is your friend. It exists to simplify design and assist eye movement through the publication.
• Photos are important to draw attention to the information and make it more interesting to the reader. Be aware of movement in photos and relative sizes of individuals within the photos.
• Know your type faces (sans serif/serif, reverses, headlines, body copy) and make them work for you.
• Use color and white space to make it reader-friendly.
• Contrast, balance, and rhythm of the elements of design are also important.

 14 easy steps toget your ideas into print

1. Plan ahead. You can never begin planning too far in advance.
2. Determine the purpose of and audience for your publication. Be sure you are not duplicating or undermining the efforts of any other university department. If your audience includes prospective students, check with the Dean of Admissions before proceeding, for example.
3. Plan distribution: quantity, how mailed (folded, stapled, etc.) and postage (bulk, second class, etc.). Include the Stetson Post Office in your planning and have a mockup ready to show them and to be tested.
4. Prepare a budget for your publication, based on Nos. 2 and 3 and funds available.
5. Refer to The University Image Program guidebook for standards. Select a format to fit your needs.
6. Contact on-campus or outside printers to obtain competitive bids based on the needs of your project. Obtain an estimated time schedule (start to finish) for pre-press preparation and printing your project.
7. Write your text, and then edit, edit, edit, and edit. Edit for spelling, grammar, factual errors, and conciseness.
8. Have your new publications/designs reviewed by the Marketing & Communications representative. Secure any necessary approvals or signatures from Purchasing or the Print Shop to pay for printing and typesetting. (The procedures are being reviewed. Check with Purchasing for new guidelines.)
9. Obtain all art work or photography.
10. Copy your word processing files to a disk for typesetting. Do not format your page in columns or any other special format. Do not justify the text. Do not set special margins. Any additional work, other than bolding characters, that you do will have to be UNDONE at the typesetting stage. In this business, time is money. Keep it simple. If you do not have access to a computer, type your text double-spaced. Write all instructions in the margin. Provide a mockup or "dummy" for the typesetter. Indicate where photos or artwork will be placed.
11. Order labels; make final arrangements for the mailing.
12. Check the typeset proof and make all necessary changes/corrections. Making changes through this stage will save you money. Do not make unnecessary changes at the blueline stage (when it has been finalized prepared for press by the printer).
13. Deliver camera-ready copy to the printer.
14. After delivery of the finished product, review and evaluate the effectiveness of the process.