Things designers don’t want to hear

Ed Henninger

It happens all the time at newspapers: Things we don't want to hear:

"We just lost the Hamilton account."

"Now Adobe wants us to pay a monthly subscription price for the software."

"Bob just fell off a step on the press and broke his ankle. We're gonna hafta report it.'

"Geez ... another computer meltdown?"

It's just what happens.

Another thing that happens – in newsrooms large and small and all across the globe – is poor design thinking on the part of those who don't understand design.

File the following under TDDWH: Things Designers Don't Want to Hear. And ... if you've said some of these things yourself, maybe you should wash your mouth out with soap. OK ... virtual soap.

Here are things designers don't want to hear:

• "What can we do to jazz it up?"
• "What do you mean we need a photo? Why would we need a photo?"
• "What do you mean we need a chart? Who's got the time to create a chart? It's just a budget story."
• "What do you mean we need a map? It's just a detour."
• "Of course we've been working on this story for three months! But why would you need to know that? You've got all night to get some art together."
• "I am so tired of hearing that you need a faster computer. None of the writers needs a faster computer ... why should you?"
• "How about using magenta on the headline on that breast cancer story?"
• "We're in the business of writing."
• "Of course, you can design it however you want ... but just remember you can't trim the story."
• "What do you mean we need a visual to go with the jump? The jump is only 20 inches."
• "Do you really mean you would cut that story to get in a pull quote?"
• "I know readers don't like long stories, but this one is only 32 inches and it's a great read."
• "We've never done long-term planning before. Why do we need to do that now? I thought it was your job to come up with the visual ideas."
• "Why would we need mapping software?"
• "Look ... I'm just giving the advertiser what he wants."
• "Why do you want our reporters to think about photos? They're not photographers. They're writers."
• "It's Christmas. What's wrong with running a red border and green background on that story?"
• "Wait. You'd really hold the story just to get mug shots of the candidates?"
• "We have color on that page ... can we run the headline in color?"
• "It's a story about the environment. Can we run a green color block behind it?"

Had enough? There are more ... lots more. But you get the idea. If you've ever said anything like this – or even thought it – perhaps you should search for that virtual bar of soap. 

WANT A FREE evaluation of your newspaper's design? Just contact Ed Henninger: edh@henningerconsulting.com | (803) 327-3322

IF THIS COLUMN has been helpful, you may be interested in his books: "Henninger on Design" and "101 Henninger Helpful Hints." With the help of his books, you'll immediately have a better idea how to design for your readers. Find out more about "Henninger on Design" and "101 Henninger Helpful Hints" by visiting his website: www.henningerconsulting.com

ED HENNINGER is an independent newspaper consultant and the director of Henninger Consulting. He offers comprehensive newspaper design services including redesigns, workshops, staff training and evaluations. E-mail: edh@henningerconsulting.com. On the web: henningerconsulting.com. Phone: (803) 327-3322.