Design Strategy for Your Magazine - Part IV

Consistency in Implementation is the Key

With a fresh, well-targeted design for your publication now in place you are ready to take the steps to make the ongoing implementation consistent and streamlined. If you have been following my four-phased process for developing the design strategy for your magazine, don’t stop yet. The fourth phase is critical to the ongoing success of your publication.

Many organizations skip the development and documentation of the style guide. Don’t do it. I promise you, you will regret it later. It may be when a new designer has to take over or when your boss tells you to make the type smaller to fit in more content. At any rate, take the time to build the style guide and use it as your manual, road-map, bible, or whatever you would like to call it.

Why? The style guide is your road-map for keeping ongoing consistency in your publication. It will serve as a judge to keep the editorial and design teams working well together. Since it will be important to keep the document up-to-date, making changes to it should take more thought and be really worth it. Hopefully this will cut down on making changes on a whim to the structure of your magazine. The style guide will become a key tool and trusted source for new team member training. Making the document as detailed as possible covering all styles and concepts for the magazine will make it a very valuable asset to have.

In some cases the style guide is not final until the first new issue is complete. If you wait to finalize the style guide until then, it can include all of the smallest details of the magazine.

The first new issue is a very important one. If possible, have the designer who did the redesign complete the entire first new issue. Make sure it has exceptional content and a compelling cover. Plan on taking extra time on this first issue. You will be working out the kinks and getting used to all of the new requirements and styles. It is ok to need to make a few adjustments to the style guide after the first couple of issues.

I would also recommend getting a written critique from a reputable outside source after a few issues to see if you are staying on track.

The final style guide and master template document should be shared with the entire team. Consider having the creative team hold a walk-through presentation. This is an opportunity for the creative and editorial teams to ask questions and really understand the power that is in the details of publishing a great magazine.

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