Using Design to Enhance Your Image

Image is all about design. Sure, you can have great stories, witty headlines and high-profile interview subjects. But the design of your publication or website—from color to font to layout—is what conveys your identity to the outside world. And as they say, a picture is worth a thousand words.

It's All About You
First, you need to decide who, exactly, you are. Are you a cutting-edge technology company? Family-oriented? Conservative? To convey your image, your design can be hip, funky, old-fashioned, sleek, fun, modern or even a combination of these (conservative but forward thinking; avant-garde but fun). For example, a high-tech company that wants to make a big splash might employ a modern typestyle and bold colors. A hospital that services families may prefer a straightforward layout and a traditional typeface.

Your Audience
Your target audience also determines your publication's design. Are they older adults? Kids? People of a specific ethnic background? Traditionalists? Progressive thinkers? For teens, bright colors and big headlines might indicate a fun, spirited publication. For more conservative readers, a traditional typeface and a clear, logical design might be the way to go. If you are trying to reach older adults, you would want to use a larger font size and avoid references to "dude."

Show Me the Money
You should also craft your design to further more specific goals. If you're trying to increase revenue with the publication, solicitations can be included. If the goal is to expand readership or membership, you might choose to highlight a personal theme, using photos of members or readers throughout the design.

Most important, you should be comfortable with your design. Make sure it speaks to who you are. Your design is your calling card—and in this game, appearances most definitely count.