First off, there’s an interesting conversation going on over at Big Other. To get the whole idea, read this first, then this, then this. These people are smart and thoughtful in an exciting way: go read! Tadd and I are in the process of having a number of conversations about this topic, and other PR-related topics, with AD Jameson and amongst ourselves, so we’ll see what comes of it.
Secondly: I recently rediscovered a friend who I knew at summer camp when I was younger, Liz Tapp, and it turns out she publishes a culture magazine called Mule. I ordered a copy posthaste, and it came, and I looked at it. It is beautiful!
It also has advertisements, color ones, that are well designed. And not ads for other magazines necessarily. (Not that I love ads, but I love ads that seem like they might generate income for either the publisher or the ad-buyer.)
Which I think could be linked up to the Big Other conversation, if one wanted to make that connection. About funding, etc., and PR, and saleability, etc.
But what really stood out for me was the design. The magazine makes you want to hold it and read it, and their design is exciting, mentally stimulating, while being immensely readable (something I often find is lacking in magazines, although my copies of the New Yorker do it for me well enough).
Design has been something I’ve been thinking about a lot this week, particularly since my computer (on which I do the layout for Artifice) has become unmanageably slow, especially if I try something crazy like having Illustrator and InDesign open at the same time.
Last weekend I was working on doing a draft layout of one of the longer pieces in Issue #2, Brandon Blackburn’s “Black Sails by Sunrise,” and ended up having an actual tantrum, with tears and stomping. “Black Sails by Sunrise” isn’t typographically complex, either: it’s a longer story with labyrinthine textual notes that are kind of like footnotes but not exactly. (Sidenote: over here at Artifice we are so excited about sharing this story with you. It’s like the story equivalent of this piece of knitted 22k gold and the Infinity Room at House on the Rock.)
And because I couldn’t really work on designing Artifice, I’ve been thinking obsessively about the Artifice design.
The Artifice design is intentionally plain. I almost typed “bland,” but that’s inaccurate. It’s plain, it looks almost “undesigned,” a decision we made so that when we broke the plainness, or made a change, it would be because the designing of a certain piece demanded it. Design is in service to words, here.
Here are three sample pages from Issue #1 from Lance Olsen, Jessica Bozek, and Kyle Hemmings, as an example.
As you can see: the default setting for prose text in Artifice Magazine is left-justified. There are only two fonts in the default design: Adobe Jensen (I love Jensen-y fonts. And the Adobe Jensen has an enormous family. Very useful. In fact, it’s the font that my arm tattoo is in. It’s a Robinson Jeffers quote.) and Gill Sans.
But sometimes I get a little insecure about this. I like cool design as much as the next person. I get all fluttery when I look at Proximity or Ninth Letter or anything that featherproof books touches. And now Mule.
Because highly designed is “in.” It’s part of what makes the “celebrity culture” of indie presses run. How many times have you bought a book based on the cover design on a website?
They make me want them. All of them. They flip the consumer switch in me, which doesn’t want fancy jewelry to show off, but rather understated little jewel-books. Is that bad? It is true that I first said about them, “I love Green Lantern Press; their books are so gorgeous” rather than “I love Green Lantern Press; the authors they publish are so good.”
Is this a problem? Are presses and magazines that focus on highly designed layouts giving people the carrot in order to try and convince them to like the stick, too? I don’t know: as soon as I sat down with a couple of Green Lantern’s books, I revised my thinking. “I love Green Lantern Press; their books are so gorgeous and the authors they publish are so good.”
So: while I sit around, trying to figure out the busted-computer situation, I’m considering all this (And reading Issue #6 of Mule). Are we doing the right thing with design?