I want to find pets in the same place. I don't know why that's so hard. Deborah Withey of Detroit, design consultant for Knight Ridder, says many classified managers try to create their own brand on their section and don't want to have the same look as the rest of the paper. It just complicates the image and branding of the paper. Design the classified page header with the same typography, architecture and feel as the rest of the paper, for a clean, consistent look.
Personality can come about in index and category labels.
He adds that most publishers don't want him to touch the classified section. I usually ask them to at least let me design the mast for classifieds. That was a common refrain from all the designers. Va. Univers al in Caracas, Venezuela, saved 20 percent of classified newsprint because the original typography for the section was loose and inefficient. Those logos add nothing.