Appropriate, Distinctive and Consistent

Skyping with Greg Breeding from his design studio was really helpful because of his initial talk about the magazine that his company designs for Ethiopian Airlines. I have been having a hard time coming up with ideas for how to make my inside pages interesting and more than just two columns of text with a photo and pull quote thrown in there. Seeing Mr. Breeding reason through all the design choices regarding photos, illustrations and placement helped me generate ideas for my own magazine. I particularly loved his firm’s decision to illustrate maps of cities so that something so bland has an editorial content and brings attitude and color to the page. I fly a lot and most companies have pretty boring in flight magazines with too much text. I always skip to the TV/movie options.

His discussion about creating a familiar experience through the use of a single collection of typefaces and the nameplate would have also been useful for the website where our pages needed to have flow. I understand his discussion about the need for a surprise but I think his argument is stronger for a surprising element inside the magazine (such as a feature) rather than using a different typeface for the lead story because I don’t know if that is something even frequent travelers would notice. They would probably notice a change in the nameplate, I don’t about a simple article title on the cover. I like his view of magazines as having a shot at redemption since they are on a cycle, although I doubt he would ever really put out a bad magazine.

The most important things I took away from class were the three words he gave us to describe good work for a client: appropriate, distinctive and consistent. Although I am going into PR, these three words are still very applicable and I will use them to guide my future work. I want to create an appropriate solution to my client’s problem, I would like my method and work to be distinctive and for there to be consistency in every campaign.


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