DESIGN: How The Evangelist got its new look

Ms. Palilonis chatted with The Evangelist via email about her work and why the newspaper you hold in your hands looks so different now.

Q: In general, why should newspapers be redesigned?

Most readers don't actually "read" anymore. They scan the paper, and sample bits and pieces. A strong visual presentation format can help make sure that these types of readers still get all of the information they need.

We are living in a visual age. Newspapers are in competition with television, the internet and other forms of visual media. Readers have a lot of options for where to go for their information, and most readers are quite visually savvy.

Newspapers need to continue to present the important information, but in formats and design styles and structures that make the readers feel comfortable, help them digest and understand the information better, and visually attract them to the product.

Redesigns aren't just about making the paper "look better." They're about making the paper "read better" as well. They're about improving all aspects of the presentation of information.

Q: What principles do you go by in redesigning religious newspapers?

* First, you're representing the Church. The design style should reflect the nature of the organization. Sometimes, people think that means a religious newspaper has to look more conservative. I don't think so at all. One of the charges of a religious publication is to help adults remain active in their faith, and to also help educate and inform young people.

In both cases, a lively, dynamic design style is important. You want people to feel excited by and about the publication. The visual presentation can have a lot to do with this.

* Also, religious newspapers tend to have very small staffs doing a great deal of work to produce the publication from week to week. Working through the time and resource limitations of a small staff is a challenge.

But I have also found that in these small staffs, there is often a great deal of design talent waiting to take shape. Often, with a little guidance from a trained designer and a new palette, these staffs really come alive and see their individual work improve. This is really rewarding for me.

* Finally, religious newspapers are like some magazines in that they have a very focused interest group. The Evangelist is serving the Catholic Church and parishioners in the Albany Diocese. It's important to learn about some of the demographics of that community so that your design and content can best reflect their needs.

Q: Does a redesign involve more than just the look of the paper? How so?

Q: What did you like about The Evangelist?

Q: What did you immediately think needed to be changed?

Q: In your experience, was there anything unique about this paper?

Q: What was your overall aim?

Q: How do you feel about the way it turned out?

Q: How do readers usually react to a redesign?

Then there's the group that is a little less welcoming of change of any kind. Often, readers are startled by the change in the look of the paper, and react somewhat negatively at first. "Why did you change my old friend, The Evangelist," they might think. "I have been reading it for 20 years, and I liked it just the way it was."

Change is tough. But, to those readers, I usually say, "Give it a couple of issues before you pass judgment. Normally, it has nothing to do with what you 'like better' and more to do with what you're used to. Give yourself a chance to get used to the new look."

I do welcome reader comments about the new product. It's important for readers to feel a connection to their paper, and feedback after a redesign complete is very important for a newspaper staff.

(05-30-02) [[In-content Ad]]