A Guide to Editorial, Web, and Advertising Design

Posted on Oct 29, 2024 in Arts and Humanities

Design: An Overview

Design is a process that leads to the realization of an image or object with functional and aesthetic lines. It involves plastic and technical criteria specific to various areas. Design is a multidisciplinary field.

There are three main types of design:

  • Editorial Design
  • Advertising Design
  • Web Design

In any of these areas, the designer must meet certain requirements:

  1. Deep knowledge of the technological, economic, and environmental aspects of communication.
  2. Complete mastery of visual language techniques and elements, along with strong communication skills.

Editorial Design

Editorial design is a planning process that integrates all phases of creating a publication, including:

  • Development design
  • Selection of content and page distribution
  • Printing and binding

This type of design should incorporate technical, aesthetic, and marketing elements to present a clear and harmonious message.

The Template

The template is used to measure and organize the spaces and elements of a balanced composition. It takes into account factors such as:

  • Number of columns per page and their size
  • Distance between columns (gutter)
  • Color of headlines and publication items
  • Font and font sizes
  • Size of illustrations
  • Defining elements of style

Once these decisions are made, the actual text is inserted. Keep in mind these points:

  • The arrangement of images within the grid
  • Use of white space
  • Avoid defects such as rivers or streets of white space that sometimes appear in the text

Web Page Design

Advanced technology and telecommunications give us access to vast amounts of information. This requires a high degree of design to organize data and allow users to access information accurately and quickly.

Graphic design and web publishing require knowledge of different fields:

  • Computer science
  • Audio systems
  • Traditional design of printed publications

Creating a website involves several preliminary tasks:

  • Defining the website’s objectives, which determines content and form
  • Structuring information
  • Designing the navigation mechanism and interface
  • Designing the graphic or visual appearance of the site

Characteristics of Web Page Design

  • HTML: Used to ensure that all documents look the same on all platforms and browsers.
  • Hypertext: Words, sentences, paragraphs, and images linked to other pages. Users can click to navigate.
  • Navigability: Refers to the ease and clarity with which users can move between items on a web page.
  • The browser: Integrates all the tools necessary to process information.

Interactivity is a fundamental aspect of a web page.

Advertising Design

Advertising design refers to how a business, product, or service is presented, promoted, or advertised. Examples include graffiti, posters, newspapers, magazines, radio, and television. There is also growing interest in other dissemination elements like brochures, catalogs, and pamphlets.

Advertising Items

Key aspects to consider in advertising design:

  • The product: The design must convey the product’s characteristics, advantages, and differences to convince the public.
  • The public or consumer: Understanding the target audience and what will convince them to buy.
  • The media: Choosing the most appropriate media to advertise the product.
  • Competition: Knowledge of competitors is useful for designing effective advertising.

The Image in Advertising

The image is a crucial element in advertising. Visual content in ads often utilizes:

  • Photographic images: Presenting the product realistically, but using resources to convey feelings and values that encourage sales.
  • Artwork: Created with computer programs, attracting attention through novelty or by representing realistic or imaginary situations.

Advertising messages are perceived quickly, making the image crucial. Here are some criteria for choosing images that capture attention:

  • Narrative photographs are more effective and arouse curiosity.
  • Familiar characters increase attention levels.
  • Simple images are more suitable because they are understood quickly.
  • Selective use of color helps define and complete the message.