- well-structured style sheets and templates that are based on a selected range of fonts, colors, and page furniture (including graphic icons, rules and keylines), all laid out across a well-defined grid
- it contains the most up-to-date content laid out across flexible templates on a well structured grid
The Feature well
- features are the most important textual element of a magazine's branding
- the style, content and tone of the writing and layout will make the feature stand out from competitors
- the standardized house style or look for featured: wider columns, more white space, different typefaces, larger headlines, and longer standfirsts or kickers beneath them
- If the feature begins on a spread: it will often open with a full-bleed image - a head shot, figure, or illustration facing the feature opener, which usually consists of the text (a headline, standfirst or kicker, body copy and pull-quotes)and perhaps further images that will tie the full-bleed image to the feature
Loaded
- If the feature begins on a single page facing a full-color ad, a bleed-image in black and white to contrast with the ad next to it, or judicious use of white space, can create a distinction between the two pages and draw the eye away from the ad toward the editorial.
FT The Business
Back sections
- reviews, listings, letters and horoscopes
- imagery is important
- using cutouts on white backgrounds will make an image stand out and allow the page breathing space
The role of Copy
- many of the terms used in editorial design have different names for the same thing
Cover lines
- newsstand titles will usually display a mass of these to show they have more and better content than the competition
- often appear in the left third of the cover
Taglines
- can add enormous value to a publication
- a well-worded tagline tells the readers what a title is and indicates tone and target audience
Headlines
- it is as important in persuading a reader to read a story as the layout
- it creates a strong bond between the publication and the reader
- appropriate size, positioning and treatment is vital
Kicker
- the content of the kicker is textually more important than the headline - it sets the tone, after the headline, in informing the reader of the story's intention, and acts as the bridge or link, both textually and visually, between the headline and the body copy
- it must contextualize the headline but also summarize and sell the story to the reader in a pithy, arresting way
Pull-quotes
- orient the reader and break up copy to improve readability and make the feature more enticing
- the content is pulled directly out of the copy or is a summarized excerpt
Subheads
- are useful for denoting a new section,chapter subdivision or a subject change
Bylines and credits
- to flag contributors and staff
Body copy
- if the textual content or body copy does not match expectations, sales will fall
- remain true to the brand and the brand's message
- essential to this is the strength of content, its writers and its entire staff
Panels, box copy, sidebars and infographics
-panels function as short news items or adjuncts to lengthy articles, where they are used to impart data such as facts and statistics, a case study or another element that is separate from but still relevant to the main article
- this is reflected in shorter sentences, a more factual tone, lots of snippets of information, and elements that break down continuous text into lists, points and the like.
Captions
- act as a bridge between headline and body copy, captions bridge the image and the text
Folios
- a page number, the publication's title, and in some cases a section or chapter title
Cropping an image
- cropping, magnifying, repeating or shooting an image from unusual approaches can have a huge impact on a layout and create original and unexpected perspectives
- tight close-ups can be effective as can using images to create abstract patterns and focusing on or bringing out an unusual curve, shape or aspect in an object
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