Choosing the Right Font

As a designer, one of the more difficult but simple decisions is in choosing a font. Fonts can make or break the look of a publication, and as far as fonts go, Less is More. Pick a few font families and stick with them, consistency is key for readers. Not so similar that people lose interest, but never put off viewers because the text is just too difficult to get through. Try out different combinations, print pages out and see how they read. Go with function over fashion with type; better to have the reader keep coming back than put an article down over readability. Incorporate art and unique design into your magazine in other ways than with font.

  • Know what you’re working with
    • Get educated on font styles and families, be aware of their purposes

There is an ongoing battle of serif and sans serif fonts. Serif fonts are typically easier to read in print, and sans serif is the go-to for web content. This is because printed works generally have a resolution of at least 1,000 dots per inch, whereas computer monitors are typically around 100 DPI.


Magazine Body Text

Very important, but much less talked about, the body text (or body copy), if done correctly, in a magazine should go unnoticed. It should be smooth and not interfere with viewer readability. The text should be intriguing and easy to read and not put off a reader flipping through the magazine. This information is important for any designer, and knowing the rules for magazine body text can be applied to many different projects. This information is particularly important for me to learn before beginning our magazine project in SCSU’s Art 320 class.

Keys to Magazine Body Text:

  • Choose a font that fits with your publication.
    • Don’t use a bold, design font for body copy; it is too distracting and difficult to read.
  • Increase the leading for easier readability.
  • Be consistent in layout and font.
  • Only ever use Left or Justified to align body text.
  • The paragraph just below the subhead does not have to be indented.
    • Instead, consider using a drop cap.
    • Never indent a paragraph beginning with a drop cap.
Fast Company Magazine spread, April 2013. Showing body copy layout, text wraps
Fast Company Magazine spread, April 2013. Showing body copy layout, text wraps, pull quote, caption, etc.

Werner Design Werks

Who started it? How many people work there?

Sharon Werner started the business in 1991, after working with Duffy for 7 years Werner set out to be the Founder and Creative Director for herself. Werner runs a smaller design firm than some, only having two other employees besides herself. Sarah Forss is the company’s Senior Designer, joining in 1995. After 10 years, Werner added another to their team, Abby Haddican is another company designer who interned in 2013 and joined full time in 2015.

Where are they located?

Werner Design Werks is located at 147 East Tenth Street, Saint Paul, MN 55101

What kind of work do they do?

Werner does a lot of print work for companies, from books, to bottles, and brand packaging. The product I most easily recognized was the Mrs. Meyers Clean day; my mo uses those products so it was interesting to learn that this company designed the packaging I see so often.

Duffy Design Group

Logo taken from Duffy online, all right reserved to their respected owners, 2017.

Minneapolis, Minn – Duffy is a design firm started in Minnesota. They strive to combine design and technology to solve brand challenges, grow businesses and make the world a better place. As a company they use their proven process, imagine, define, build, and activate, to get to the design. Specializing in many capabilities, Duffy can help a company in anything from brand identity and social media to sales enablement.

Who started it? How many people work there?

Joe Duffy is the Chairman and CCO of the company, and is a renowned leader on branding and design. The company has a strong, core group of team leaders helping everything to run smoothly, and make Duffy the company it is today.

Martin Davis, the company’s CEO, oversees client operations. Joseph Duffy, Joe’s son, is the EVP of Design and hopes to follow in his father’s footsteps with the agency. John Geletka is the EVP of Digital Strategy. George Hilal is the EVP of Technology. Nancy Kullas is the Director of Account Service. Alan Lousing is the company’s Creative Director. Bridget Duffy, also born into the Duffy family business, is the EVP of Business Management.

Where are they located?

Duffy has two current locations, one in Minneapolis, MN and the other in Chicago, IL.

Screen shot from Duffy website, all rights reserved to respected owners, 2017.

What kind of work do they do?

Duffy does a lot of real world design work, meaning design for not online purposes only. They have done work for brewing companies such as Golden Island, and Summit Brewing Co., they worked on a rebranding campaign for the Mall of America, and the bicycle company, Nice Ride MN.