Restrained use of color and type lead Heartfelt Giving to Gold Award in organization category."I like the white space" and "I love the typography typography (tīpŏg`rəfē), the art of printing from movable type. The term typographer is today virtually synonymous with a master printer skilled in the techniques of type and paper stock selection, ornamentation, and composition. " were two frequently heard comments at the Awards Competition judging, regarding Heartfelt Giving published by the Heart and Stroke Foundation of Ontario and produced by the perennial award-winner Ariad Custom Communications. Judges also noted the way the newsletter's mission and subtitle sub·ti·tle n. 1. A secondary, usually explanatory title, as of a literary work. 2. A printed translation of the dialogue of a foreign-language film shown at the bottom of the screen. tr.v. , "Your guide to charitable giving and estate planning Estate Planning The overall planning of a person's wealth, including the preparation of a will and the planning of taxes after the individual's death. Notes: Contrary to popular belief, estate planning involves much more than preparing a will, and it is not only for the ," was tucked to the right of the nameplate, where it supports the publication's purpose without detracting from the white space framing the nameplate. (Think how much less effective the title would be if the subtitle appeared under it.) There's something almost sensual about a beautiful serif Short horizontal lines added to the tops and bottoms of traditional typefaces, such as Times Roman. Contrast with sans-serif.  typeface The design of a set of printed characters, such as Courier, Helvetica and Times Roman. The terms "typeface" and "font" are used interchangeably, but the typeface is the primary design, while the font is the particular implementation and variation of the typeface, such as bold or italics set against a white background. Notice the character and elegance created by the lower-case f and the uppercase G in the title. In some ways, Heartfelt Giving's success is almost formulaic. There's the use of a four-column grid, with one of the columns almost empty on p. 1. Restraint is a major formula for success that Heartfelt Giving uses to its full potential. Note, for example, the way the only vertical downrule on p. 2 is used to separate a continued article from one beginning on the page. "Chunking" is another important formula for success. It's seen in the frequent use of subheads within articles to break up large amounts of text into short, bite-sized chunks. Numbering the subheads, as on p. 3, further makes complex messages easier to comprehend. The screened backgrounds in the p. 2 "Timing counts" feature and the p. 3 "Your estate planning" sidebar separate them from the primary articles on each page. Color used in this way has far more impact than when it's used for headlines or subheads. The back page (not shown here and often a last-minute, "orphan" page) is as good looking and well designed as the front and inside pages. The timeline graphic at the bottom doesn't entertain, but rather supports the point of the article at the top of the page, "How your donations are saving lives." Attention to detail, from the very beginning to the very end, sets this newsletter above the rest. Roger C. Parker is a noted author, consultant and speaker--and contributing editor A contributing editor is a magazine job title that varies in responsibilities. Most often, a contributing editor is a freelancer who has proven ability and readership draw. of The Newsletter on Newsletters. His web site, www.NewEntrepreneur.com contains numerous resources to help firms and organizations improve the quality of their print and online communicatons. Production specs (SPECificationS) The details of the components built into a device. See specification. : * 4 pages, 8 1/2 x 11" * Stock: #2 offset, 70# * Typefaces This is a list of typefaces. Serif Here you can find a graphical version of this table.
* Ink: 4/4 Editor: Cheryl Carter Designer: Carey George Publisher: Heart and Stroke Foundation of Ontario Produced by: Ariad Custom Communications, 1000-119 Spadina Ave.. Toronto, ON M5V 2LI, 416-971-9294, fax 416-971-9292, www.ariad-ltd.com. |
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