Tips on Designing Publications & Advertisements
Graphic design is a major consideration. You may be designing your own publication or advertisement, or you may seek the creative input of a professional designer. As you plan your project, you will want to determine the most effective format for your piece, whether to supplement your written message with photos or illustrations, where to obtain the imagery, and, most important, how much can be accomplished within the limitations of your budget.
Create an Effective Publication or Advertisement
FOLLOW RUTGERS VISUAL IDENTITY STANDARDS
- It is critical that your publication or advertisement conform to the simple standards of the Rutgers Visual Identity System.
- Minimum requirements for printed publications are available on the identity website.
- More extensive design and layout recommendations are available in Chapter 7 of the Rutgers Visual Identity Manual.
- Extra tips on designing advertisements can be found on the Advertising Review website.
PRELIMINARY DESIGN: THE “COMP”
The designer will develop preliminary designs, called "comps," that roughly approximate what the final piece will look like. Comps can be produced before the manuscript is finalized, but a well-developed draft given to the designer early will allow the designer to allot enough space for the copy, plan the pagination, determine imagery placement, and develop appropriate typography.
THE LAYOUT AND PROOFS
When the comp and the manuscript have been finalized, the designer will produce the layout with final elements in place. Layouts can go through several rounds of proofs to allow for revisions and corrections. Careful review and proofreading is critical in every phase of the layout. The person who will ultimately approve the project should sign off on every round of proofs.
Corrections made once a job goes to the printer are expensive, so have someone who has not seen the project—a final set of “fresh eyes”—review proofs before they go to print.
PHOTOS AND OTHER IMAGERY
To obtain imagery, Photo Services may have existing photography available, you may need to arrange for a photo shoot, or you may be able to use stock images or illustrations that can be purchased. For printed pieces, you will need to use hi-resolution images to ensure quality reproduction. Photo Services charges a fee for supplying hi-resolution images.
FOLLOW UNIVERSITY PURCHASING GUIDELINES IN HIRING CONSULTANTS/FREELANCERS
If you are working with a consulting or freelance designer, be sure to follow University Procurement Services guidelines before entering into an agreement with your professional services provider.
SPECIAL INFORMATION ABOUT ADVERTISING
Our Advertising Review Tips and Tools provide in-depth information on creating effective ads.
For a consultation on design and layout, contact:
Joanne Dus-Zastrow, Senior Director, Creative Services