- As a rule, people tend to gravitate
to things they already know and like,
so it's fairly common for a client to suggest
a specific size and format at the beginning of a project.
For example, for years,
every client asks for a four inch by nine inch brochure.
This wasn't because that was the right solution,
it was simply a format they saw a million times before.
The role of the designer is to solve the problem
and communicate it the strongest way possible.
Even though the client may be predisposed
to a four by nine brochure,
it's our job to find the best size and format,
which may lead to an entirely different size.
Before I can start laying out images and texts,
I need to ask the client certain questions.
Where will this piece be seen?
How will it be delivered?
Does it need to be mailed?
What is the printing and production budget?
If the piece will be posted in bus shelters
or on the construction barricades,
perhaps a poster size is the best solution.
If it will end up on office bulletin boards,
a smaller broadside, maybe 18 inches by 24 inches is right.
If it needs to be mailed,
I'll make sure I don't exceed size and weight restrictions
from the postal service.
And if money is tight, I'll work with a printer
to determine the most efficient size for the budget.
Next step is to start designing.
It's easy to slip into the trap
of making everything 8 1/2 by 11 or 11 by 17.
I do my best to stay away from these sizes
because they are so ubiquitous.
Even a slight shift to a more narrow proportion
will make the piece stand out
against the sea of other papers.
Sometimes smaller is better.
And the annual report that was nine by 12 and 64 pages
can be reformatted to fit in a tiny book
with twice as many pages.
But bigger can be wonderful.
I took the budget for a small invitation
and used it to create a folding poster
with a much less expensive newsletter printer.
The larger size and type that ran beyond the fold,
demanded that the recipient open and read it.
The point here is to remember
that you are in charge of the format.
Allow yourself the freedom to change your mind.
You may start off with a perfect size
and find there is simply too much copy or imagery,
in this case, make it bigger or add pages.
And try working with a completely unexpected size or form.
Surprise is a great tool for successful design.