Content design that illustrates the brand.
Content design is not an obvious publishing term. Your magazine or other periodical cannot simply rely on good content and good design. The content itself must be researched and geared toward the core audiences of your publication for purely business-centric reasons. These choices are ultimately flow from your periodical’s mission, and may impact your brand.
Content design can include many different aspects of programming (“coding”), brand research, competitor intelligence, writing, graphic design, and UI (user interface design). Together, these disciplines make up content design.
Graphic design with audience in mind.
Competitive intelligence (CI) reveals a lot about your audience’s graphic expectations.
CI can unveil how competitors within your niche are scoring points with their (and your) intended audiences. The graphic design of the periodical in print will demonstrate certain differences from online graphic design. The difference can provide insights as to how your competitor understands the imperatives of their audience.
Compare your true audience against your competitors’. This helps you to understand where their audience traits end and your own begin. A magazine about music, for example, will ultimately have differing imperatives than on on haute couture fashion, even if both presumably are focused on the same age and gender demographic. Music magazine audiences overall often venture beyond stereotypes whereas some magazine genres may appeal directly to a narrow cross-section of demographic traits.
Know the true customer profiles of your audiences. This allows the publisher to know how best to design graphic elements intelligently. Color palette should be used wisely in relation to your actual audience demographics and the predominant mood involved in their core interests. For instance, black and red are key colors used in online gaming magazines due to the competitiveness of the color red and the seriousness of the color black. Competitive seriousness are key elements of the online gamer mentality for most fast-paced action-oriented games.
Moreover, some choices like typography and spacing may impact textual content design. Silly fonts won’t go over well with a news magazine audience trying to get serious about a current issue. They might, however, work well with an alternative music magazine aimed at 18-26 middle class college students. Such visual elements can contribute to the overall tone of the articles and of the magazine brand itself.
Content aimed at success.
Like with the graphic design model, textual content can have a distinct valence, angle, and voice that clashes unexpectedly with your brand. A luxury lifestyle magazine about yachts, for example, shouldn’t be formulated from a DIY approach. It will likely be expected to focus more on luxury lifestyle consumer choices that go well with the purchase of a yacht.
The text, then, should take the subject matter of an article with this angle and corresponding demographics in view. The valence may be extremely different from say a magazine about current events with a politically partisan slant.
Textual content subject matter, tone, and valence are key factors. These can all contribute to very different graphic design choices. And likewise, graphic design may frame the text in incongruent ways. Special care must be taken to match graphic design with the textual content. Likewise, both must conform to the overall audiences developed in the brand research phase of developing your magazine or periodical.
Start on the right foot.
To begin a conscious effort to realize the best possible content design, plug Flip180 Media into the equation! We and our extended partners can plug into all aspects of your magazine or company periodical content design to create positive, empowering user experiences that bring them back for more.