I’m not a graphic designer. I was not formally educated in that art. However, over the years, my jobs in editing and writing for books, newspapers, magazines and publishers have required me to learn the rudiments of layout, typography and design.
I am the first to admit my design talent is merely adequate. Despite that, I did absorb enough to be able to recognize egregiously bad design.
And this week, I found what may be the best example of the most egregiously bad design and layout I’ve ever encountered: the Town of Collingwood’s advertising section on pages D6-D8 of the Enterprise Bulletin, April 24, 2015.
Whoever assembled these ads has – incredibly, it seems – even less talent than I have in layout and design.
First, the size: the ads sprawl across two-and-three quarters pages when they could easily have fit in a page-and-a-half. Since we taxpayers pay for those ads, this wasteful layout is costing us money. There is no excuse for this.
Second, the type: about 99 percent of the text is set in the same sans-serif typeface – Arial or Helvetica – body and headlines, making it incredibly boring and dull to look at. Couldn’t someone had clicked the font menu and selected a serif typeface just once?
Serif fonts improve ease of reading; they have been used since Roman times. The serifs help guide the eye along the line – and the longer the line, the more they prove useful. But even if you use sans-serif for the body, it is good design to use a different typeface for the headlines. This wasn’t done: instead the pages have a monolithic sameness.
As the Creative Market site notes,
Perhaps the single most important part of graphic and web design is typography. Like color, texture, and shapes, the fonts you use tell readers you’re a serious online news magazine, a playful food blog or a vintage tea tins shop. Words are important, but the style of the words is equally essential.
So what do the fonts of the town’s ad pages tell readers? Boring, dull, unimaginative, stiff, stodgy, amateurish? All of these?
The type size, too, is unnecessarily large for body type – 12 or perhaps even 14 point. At the most, it should be 10-11 point and probably could be smaller. This oversized text is the major cause of the sprawl, too.
But the headline size has not been scaled to match the large body size, so the headlines look grotesquely small. And to compound it, the small headlines are all centred, looking orphaned amidst all that extra space.
And why are some headlines in black, some in blue, and others a mix of blue and black?
All of the body copy is justified – again adding to the boring similarity of every ad. Fully justified text like this has been proven harder to read in large blocks than ragged right text. And the full justification creates awkward gaps between words in the longer lines.
Then there’s the excess leading (the space between lines) and the embarrassingly wide distance between paragraphs (did someone hit return twice? That’s a bad habit from the typewriter era). Thick horizontal lines of whitespace mar the appearance and force the reader’s eyes to drift too far to find the next paragraph.
I won’t even begin with the issue of kerning in the headlines, except to note that there doesn’t seem to have been any effort made in that department.