publications

As business communicators, our goal is typically to influence opinion or change behavior in order to achieve business objectives. To accomplish this, we must get people to interact with our message. A page of 12 point Times New Roman text is seldom compelling, so what you are left with to persuade people to read your publication is graphic design.

The introduction of color, photos, illustrations, captions and featured copy is what entices viewers to care enough to read. Design and copy hold equal importance in the communication process, but companies are more likely to have a staff writer than a designer, and the result is that design can suffer.

Why does design matter?

Design differentiates. Design clarifies an organization's identity. Design should fit the culture of your firm and should convey a genuine sense of who you are rather than who you want to be. Your visual identity creates a brand promise you need to live up to. Beware the designer who campaigns for a trendy look. Develop an identity and stick to it.

Design organizes and gives meaning. Without design, your favorite magazine would be gray text with no indication of where one article stops and the next one begins. Design should clarify the message of your article and encourage the skimmer to spend more time with it.

Design solves problems. Say you have three major points to convey in 1,200 words. The reader may never invest four minutes to read your copy. Consider cutting the story back to 400 words to free up space for a strong headline, photos or illustrations, captions and featured text that can get your point across in 30 seconds. Consider making the visual elements, including captions, tell the full story on their own. The narrative can expand on the visual for those willing to invest the time.

Design conjures emotion. To win loyalty, you need to make an emotional connection. Consumers are willing to pay US$3.75 for a cup of coffee in a well-designed café that they could brew at home for eight cents because the space makes them feel good. People feel more emotionally connected to an organization that uses good design practices.

Selecting and communicating with your designer

Designers and writers can be great partners for improving communication in your organization. Following these tips can improve your publication overnight:

Leave time in the production schedule for design. Since design is a last stop, designers are often asked to make up for lost time in the production schedule. Good design isn't easy no matter how simple the result looks. Try to leave time for your designer to read the copy and for you to clarify the message and the goals of each piece with him or her. As the content owner, it is helpful if you have been thinking visually and have secured available photos of your subject or at least cleared the path for the designer to set up photography.

Hire a designer who understands business communication. Your designer should understand how to influence behavior, solve problems and meet business objectives. There are many designers out there who are frustrated artists hoping to put pretty pieces in their portfolio. Err on the side of a communication degree rather than an art degree. You need someone who will read your copy and question your intent. If you are using an outside design firm, make sure they clearly understand the culture of the organization so they know what will work in your company.

The writer should also make efforts to better understand design and learn how to talk to a designer. Remember that design possibilities are infinite. Have an idea about what you want. Don't tell your designer, "I'll know it when I see it."

Focus on audience and outcome. What do you want someone to do as a result of this piece? This is where you should start when determining how to approach any piece you need to put together. First ask, "Is this the appropriate vehicle or venue to reach the decision makers?" Then, "What do I want the reader to do as a result of this piece?"

Simplify your message and your visual presentation. Remember two important facts: Most people live in a constant state of information overload. Because of this, people skim—they don't read. If no one reads a word of your body copy, are they still getting your story through the pictures, headlines and captions? The writer should start by ruthlessly paring needless words in his or her copy before it gets to the design phase. Sometimes your designer can help you simplify your message.

Design also needs to be simplified. Today you see many examples in which design is more about "maxing out" technology than it is about focusing on the needs of the reader or your business objectives. Just because your designer has 2,000 fonts on her system doesn't mean they all have to appear in your piece.

Understanding the value added by graphic design will help you to forge a better partnership with your designer, which will ultimately improve message delivery and help you to achieve better readership and business results.