Guiding principles

Four words guided our creative process: Before the 2001 PD redesign, I held meetings — lots and lots of meetings — with the people in the newsroom, with the people in other departments of the newspaper, and with the people who mattered most: our readers. It was important to gauge who we were and what we needed to be. We discovered a hunger for a design that communicated quickly and unambiguously, one that reflected a newspaper of serious intent, but allowed for light touches as well. And when all the conversation concluded, our design goals could be summarized by four words. And nearly ten years later, they still can.

Consistent
The most valuable design concept in creating a useful newspaper is consistency. Visual repetition of the design’s key elements gives readers valuable touchstones of recognition and familiarity. The less time our readers spend navigating the newspaper means more time for reading.

Simple
Our goal is to communicate. Period. The maxim “less is more” is a good one in reaching that goal. Do not let visual clutter reign supreme. Don’t succumb to the latest “cool technique” or “hot trend” to assuage personal creative urges. Simple, clear design makes it easy for readers to get our message quickly.

Flexible
Not all news events are equal. The visual treatment shouldn’t be, either. Our framework must be able to flex to meet the needs of the content. And when necessary, bend style. Just make sure it’s appropriate to the content, not an excuse to infuse the page with personal flourishes that degrade the overall design.

Authentic
Readers are more visually sophisticated than ever. Don’t design down to them or over-complicate the reading process, or represent something counter to the content. Understand and reflect the history of the institution, and pay respect to readers by organizing information in useful, understandable ways.