Words and Pictures

How writers and designers can succeed together

Whose side are you on?

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VSCheer

the Frogs to victory!

Both!

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It takes balls.

• Don’t be combative; play nice.• Be ready to catch and throw back.• Go ahead and say it out loud.

Door prize time!

Trivia question: Where did the

name “Nerf” originate?

Non-Expanding Recreational Foam

Proof that boring words can be made fun.

The gift of GAB.

It’s really about talking (and listening).

Gather a creative team.

A writer and a designer need be present at the very beginning of any project.

Ask questions.

What is the goal? Who is the audience? What tone should it take? What is the budget, the deadline?

What’s been done already and what writing or art is already available?

Brainstorm

Be open minded and seek out fresh ideas. There are NO bad suggestions. Even seemingly dumb ideas might lead to something extraordinary.

Brainstorm

Be open minded and seek out fresh ideas. There are NO bad suggestions. Even seemingly dumb ideas might lead to something extraordinary.

Purple Carpet

Start with a goal, add “what if?” and let it take off.

Design shouldn’t happen at the end of the creative process.

• Design is not set dressing.• Get together. The sooner the better.

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Designers: Read every word.

• No skimming.• The tone and often the best visuals are waiting to be discovered in the

text.• Even better than reading: Google to learn a bit more.• Even better than reading your project: read other stuff.

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Pull quotes:The best visual

that’s not a visual.

Who chooses?

(Editors, try letting the designer pick—then you’ll know they read the text.)

And now, an internet meme.

Designer: “It's a design thing. The cat is lost in the negative space.”

Client: “We need to see the cat photo; bring it closer. Why does it look like a movie poster? We

need to know the cat is lost.”

Client:

Client (sigh): “This one will have to do.”

“My designer/writer/editor just doesn’t get it.”

Provide:

1.Training

2. Inspiration

3. Communication

Training & tools

Training: Seminars, webinars, online tutorials

Bring in a consultant or coach

CASE or USCD conferences

Tools: Current software, computer, stock

Inspiration

CASE or USCD conferences

Award shows

Field trips / retreats from the office

Don’t be afraid of the “F” word

Fun.Take time to have fun in the office.

Play a creative game. Or two.

Facile minds = fun workplace.

Bananagrams, Boggle, Caption contest, Headline Happy Hour, Google Maps fun, Pictionary. Just keep it light.

Couples counseling.

All relationships take effort. Say the little things that need to be heard.

The story meeting.

Communicators must practice what they preach. Talk about ideas / story format

assignments / tone.

Outside designer?

Skype is free.

Show and tell. It’s not justfor kindergartners.

But remember – inspiration, not imitation.

Back to that cat ad for a minute.

White space can be a frame. Its job is to direct the eye.

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White space should be used to focus the attention on the

words or content.

It’s a luxury. So use it carefully.

“There’s always way too much text for the space.”

The custody battle for picture space.

An actual task:Here are ten synopses of Oscar-

nominated films, each with a picture. There’s a column of lead-in copy, a headline and longish subhead. The

movie copy needs to be sequenced in order of likelihood of winning, with graphics for “long shot” and “most

likely.” Oh, you have a single spread.

Who chooses the visuals?

Assigning photographers / illustrations Final photo choices

Fonts should be seen.Without squinting, searching

or guessing.

Don’t reenact The Emperor’s New Clothes.

Illegible fonts are not hip, edgy or cool.

Your teenage audience can’t read them either.

“There is no art for this story.

Plus, we have no budget.”

Typography.Make art out of text.

Sometimes the words really the best visuals.

“My writers never allow me enough time to design.”

Put your time and energy into the opener.

Have a wish list of ideas and formats.

And now, we need two volunteers.

It’ll be fun, we promise.

Know and exploityour staff’s skills

and talents.

Make assignments using the best people for the job, whether it’s writers, designers, photographers, videographers or web folk.

Not every “story”requires a writer.

The value of the picture story

Flip. Check the balance

of text and pictures.

The cover is your publication’s front door. Take a walk through by flipping through. Establish a

flow all the way to the back cover and the reader will thank you.

Think outside the rectangle.

Any more pet peeves?

Thanks for being with us.

Now get back to work

and play!