One of the most important lessons I learned about design was was from a free lance job I was doing for a friend of mine. He asked me to make a yellow page ad for his chimney sweep business. Eager to “show my stuff”, I spend hours on the copy, design and came up with, what I thought was an award winning ad.
As I thought, the client loved it. The challenge came when he asked me to “make some tweaks to have it fit into a (2.25″x4.5″), almost half the size that I had originally assumed (5″x7”). I couldn’t just shrink it…it was the wrong ratio. In addition, there was too much copy. I would have to start over…I had wasted all that time, simply because I didn’t know the output size I was designing for.
- Always start your DESIGN TO fit THE final output SIZE. Or as I often say to my team, “Design to the Size.”
- Design around the amount of copy you have. Sometimes you can help rewrite or reword to make the text more efficient, but if you have enough text for a 8 page booklet, you can’t make it fit into the half page template you had in mind.
Here is the final design we went with. The text was a little small for my preference, but the client was happy.