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Introduction1.1 Designing for Print


Spend just a few minutes browsing the magazine shelves of your local newsagent and the variety of styles and titles on display will confirm that the publishing industry means big business. Every subject under the sun seems to have its niche publication – there's something to appeal to every taste.

In a competitive market the pressure is always on to boost circulation figures. New readers are enticed to pick up a copy of the current issue by the title and cover design. Then, as they leaf through, their first impressions are reinforced or disappointed by the presentation and layout of the inside pages. Publishing companies invest heavily in the design of their publications and even the most successful undergo a redesign every few years to stay fresh. Content may be what readers are consciously interested in – the lead feature on the latest celebrity wedding; the article on mountain bike trails; the reviews of the newest computer game, or the movie we want to see at the weekend – but the 'packaging' is what catches our eye. Even small companies and cash-strapped charities need to dedicate a significant proportion of their budget to producing professional-looking documents that enhance their brand identity.

By association, as the public's visual awareness and expectations grow more sophisticated, we demand equally high standards of design and presentation from every publication we read, including low-budget desktop published documents such as leaflets or in-house reports.


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