CONNECTICUT LIBRARIES
September 2007, Vol. 49, No. 8
"I begin with an idea, and then it becomes something else." - Pablo Picasso If you have ever been involved in a creative design project, you understand exactly what Picasso means. The process of design often leads to unexpected results through inspiration, through the ideas of others and, even, through mistakes. The Layout Workbook is about the design process and the many decisions that are made from the beginning of a project to its completion.
I recently took part in a course about illustrating books with author/illustrator Lauren Mills. Our group of nine participants learned about the history of book illustration, the making of a storyboard, and techniques for watercolor painting. We learned that the author and illustrator of a book almost never meet or collaborate. Instead, a manuscript is sent to a publisher who then selects the illustrator who would be the best fit. Along with choosing the design layout, the illustrator usually decides on the typeface for the book as well.
I found the most challenging part of the book illustration process to be translating text into representative visual images. Besides choosing suitable colors, proportions, and typeface, many other decisions must be made. To be considered are the words or sentences that will be the focus of the illustrations and the most effective placement of images. The goal is to bring words to life, while making each page visually informative and engaging.
As library staff, we often are called upon to design brochures, exhibits, posters, Web pages, or signage. How do we translate our purpose into text and images viewed on a page? How do we bring design to life, while successfully conveying our information?
Cullen writes, "The basic foundation of design practice lies in the understanding and application of the fundamentals of layout." Her book does an excellent job in describing and displaying these fundamentals, starting with function, inspiration, process, and intuition. Cullen emphasizes the importance of design choices that will engage the viewer emotionally, intellectually, and visually.
The author believes an important first step in design is to establish the objective or function. This will answer the purpose of the work. Cullen writes that the function of design is not merely for decoration. She tells us, "To be more effective, design should fit the purpose of the project." The purpose may be for education or instruction, persuasion, entertainment, motivation, a request for participation, or marketing and outreach.
Important questions to consider when establishing function are presented:
The answers to these questions will help focus the development of the design.
- Who is the intended audience?
- What is the design? (Invitation, poster, Web page)
- What is the primary objective? (Invite, advertise, educate)
- What is the desired reaction of the viewer?
Cullen makes us aware of the many stages of design that might simply be thought of as automatic. It was interesting and useful to read about the methodology that the author considers so important. She begins with the details of the design process and then follows by explaining the value of intuition, structure and organization, as well as the interaction of the visual elements and typography. Her last chapter discusses design analysis. The final stage is an evaluation of the project as a whole to determine if the objective was successful.
Whether you are designing a library poster or a Web page, you will find this book beneficial to your thinking about the various stages of design. It will help you create a project that will visually communicate your intended purpose through the placement of the selected typeface, colors, and images.
The Layout Workbook is not written for those who desire quick or definitive answers as to the exact choices for a particular layout. Instead, it is a creative, yet methodical, guideline to the detailed steps of design. The questions and examples contained within will generate both an understanding of and help with the decision-making process. The author emphasizes creativity and innovation, rather than sermons on what is right and what is wrong in particular design layouts.
A very intriguing portion of the book is devoted to profiles and samples of professional graphic design work. Included within these examples are the purpose for the work and the reasoning behind the design choices made, insights not often revealed by professionals. One example is a promotional brochure that sequentially unfolds into a double-sided poster.
The reader will enjoy the many quotations found within the pages of the book. For example, graphic designer, author, and teacher Paul Rand eloquently reminds us: "To design is much more than simply to assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse."
Carol A. Reichardt, Reference & Instruction Librarian, Eastern Connecticut State University, is Liaison to the Visual Arts Department. She previously worked in the Education Department of the Wadsworth Atheneum Museum of Art and at Krieble Library of the Lyme Academy College of Fine Arts.
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