Newspaper layout: Does design matter?

Yes it does. No doubt readability is not something that can be measured, but a well design layout proves to be able to effectively convey messages. In simple terms, good design is effective communication (Cookman B 1993, p.4).

The new layout of Toronto Sun. Jim Jenning, editor of Toronto Sun: “Our new design is not cutting edge. It’s a modern version of the design we had. We looked at content first, layering and storytelling second, and design third” (Editors Weblog, 2006).

image source: Toronto Sun

A positive proof that design does matters to newspaper readers is the success of Toronto Sun which had a circulation drop from 211,000 to 189,000 six months after a redesign was introduced (Jacobson, 2006). Toronto Sun then relaunched a new design and circulation then increased to a total of 202,000 (Jacobson, 2006).

Reading paths for newspaper front pages are less strictly coded and less fully prescribed (Kress and van Leeuwen 1998, p.205). Basically, this means that a newspaper front page is scanned and visually grasped before they are read.

However, the layout of pages can set up particular reading paths for readers. Take for example the front page of Toronto Sun; first, readers’ eyes will be drawn towards to visual of the basketball players as it is the most salient element. Secondly, readers would take notice of the headline which complements the visual.

Thus, when designing the layout of a document, the general principles of design should be taken into consideration. Design principles include balance, proportion, sequence and consistency (Reep DC 2006, p.135). The Toronto Sun shows a good example of salience, page balance and proportion with the visual “weight” in the middle, balanced with two other columns of visual on the top and bottom of the page. It also concurs with sequence, by having the masthead at the top left of the layout, a given position in which readers are familiar with the placement and it is also where they would begin reading.

Consistency in typography is another important principle when designing. Notice that in newspaper design, the typefaces used are of block letterings instead of cursive letterings as it gives a more professional look as well as enhances credibility.

The front cover of USA Today.

image source: Google Images (USA Today)

Jacobson (2006) cites USA Today, a paper with a circulation of 2 million copies, as an example to follow: “USA Today practices the kind of design that matters to readers. Here’s what it takes to redesign for results: legible bodytype and sports agate, excellent colour production, predictable layout, anchoring of regularly appearing features and simple typography.”

True enough, design is not merely a form of decoration and abstraction, but a good balance between function and form as it is a part of the business of communication (Wheildon C 1990, p.6).

Reference:

Cookman, B 1993, Desktop Design: Getting the Professional Look, Blueprint, London.

Jacobson, A 2006, Does Design Matter to Readers?, Brass Tacks Design, viewed 30 October 2007, <http://www.brasstacksdesign.com/design_matters.htm>,

Kress, G & van Leeuwen, T 1998, ‘Chapter 7: Front pages: (the critical) analysis of newspaper layout’, in Bell, A & Garret, P (eds) 1998, Approaches to media discourse, Blackwell, Oxford, pp. 186-219.

Reep, DC 2006, Technical Writing, 6th edn, Pearson/Longman, New York.

Tuohy, DL 2006, Does Design Matter to Readers?, Editors Weblog, viewed 30 October 2007, <http://www.editorsweblog.org/print_newspapers/2006/01/does_design_matter_to_readers.php>

Wheildon, C 1990, Communicating or Just Making Pretty Shapes: A Study of the Validity – or Otherwise – of Some Elements of Typographic Design, 3rd edn, Newspaper Advertising Bureau of Australia, North Sydney.