Stempra newsletter

FEATURE: The importance of good design

Design, in its broadest sense, means to solve problems. Corporate reports can be a big problem for graphic designers. To make something that’s full of text, numbers and charts look legible and engaging is difficult. Even more of a challenge can be persuading the client that taking a new design route rather than sticking with the conventional often gives the document more credibility and appeal.

To help you understand the issues to look out for, here’s a priceless guide from the eye of a designer:

Concept

Decide who your audience are and what you are trying to achieve with the report – is it simply to state facts, are you trying to increase funding or do you have another objective? These questions will no doubt influence the way the designer will tackle the project. The initial meeting with the designer is important. You need to have a written or verbal brief ready which will guide the designer and make them aware of exactly what you want to communicate. It is helpful to have a working title for the document other than just something like Annual Report, as this is often the basis of the design brief.

Type

Typography is the written word given a visual form. This can dramatically affect and influence the character and emotional quality of the document. Most fonts were devised for a specific medium and use, so bear in mind what you want your report to convey and let the designer know so they can decide upon the most suitable font. Consider whether the chosen typeface communicates something you do not want it to – every font style explains something. Ask yourself how you feel when you see the words on the page; what message does it send out, is it appropriate for your report? Is it legible for your target audience?

Images

Image refers to the graphic elements that can bring a design alive. Used as a main focus or a subsidiary element, they play an essential role in communicating a message. In such text- and figure-heavy documents as Annual Reports, they provide a visual break that can be key to whether the document is read or discarded. They can provide detailed information or provoke an emotional reaction, so consider what the desired impact is; who the target audience is; the desired aesthetic of the document; what function you want the image to have.

If budget permits, a professional photographer would be advisable as many science publications rely purely on stock images that have been over used and look outdated. Innovative, original photography is a valuable visual element that can be the essence of the document. Choosing the correct photographer is very important – their style needs to reinforce and compliment the design and overall feel of the document.

If images are poorly used, or are of poor quality, they can detract from or counteract the messages in the text. A typographic design solution is advisable in this case.

Layout

The design layout is the placement of elements (text/images/figures) within the document and how they are positioned in relation to each other and within the overall design concept. This will effect how the document is visually interpreted by the reader and the emotional reaction it will convey. Layout can help or hinder the information it contains – creative layouts can add value and originality but can also be less legible. Understated layouts can allow the content to speak for itself but can look dull and uninteresting. The challenge is finding the correct balance.

Paper

The stock (paper) on which the final report is printed can be fundamental as to whether the document is picked up or not. Uncoated is generally the most tactile and well received. Glossy and silk coated papers are less used as they are seen as outdated and environmentally unfriendly – though this does not have to be the case and if used carefully can really stand out from the crowd.

Hiring a designer

Yes, hiring a designer is difficult; you don’t really know what you are buying until it is delivered. Good communication is therefore vital between the two channels. Take time to meet the designer in person and let them talk you through their portfolio – you will quickly decide if their style of work and personality match what you need. The balance between client and designer is crucial – when in discussion the designer should demonstrate understanding, openness and receptivity. They should talk in a coherent, convincing and objective way, and also listen to your ideas and thoughts. Remember, it is your project, so you need to feel confident and happy with the designer you have chosen. Finally, try not to have too many preconceptions about what you want. This is why you are hiring a designer; to creatively interpret your brief and to communicate your report so that it appears original, engaging and visually dynamic.

Example: MRC Annual Review 2006/07 - People behind Discovery
The title of this report gave me the inspiration to visit laboratories alongside the photographer and document the scientists in their working environment. I didn’t want to detract from the visual impact of the images therefore kept the design and layout of the report clean and legible. The document won the CorpComms magazine ‘Best annual report - not-for-profit’ award. One judge was quoted: ‘Like all the best ideas, this one was very simple but beautifully and carefully executed.’

Example: MRC Annual Review 2007/08 - Medical research benefiting people
I worked with black and white polaroid shots, incorporating the original borders into the design and integrating the typography within the imagery. The resulting report was extremely well received due to the innovative design approach and impact of the imagery.

MRC Health and safety Annual Report 2007
A purely typographic and illustrative approach to this brief was taken due to lack of suitable imagery. I used graphic symbols from health and safety signs and worked the type around them. The heavy blocks of colour and graphics turned this fact-heavy document into something that was contemporary and humorous.

Lou Dunn
Designer
Currently working on projects for Amnesty International UK and the MRC.
loudunn@mac.com

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