Without training in the reasons behind the redesign and implementation of the redesign, the redesign will fail, said Theresa Badovich, features editor for The Times. Three C s govern effective design, Reason said. The most important is consistency. A consistent look and feel for a newspaper defines it to the community. It makes the newspaper unique.
Readers also appreciate a consistent look in the newspaper s editorial material.
Reason said ads tend to look very chaotic with their many fonts and art elements. Readers look to editorial material to have a more soothing, consistent look, he said. A font palette helps a newspaper maintain consistency throughout the paper. A newspaper shouldn t use a font because it feels right for the story, Badovich said. Adjusting the leading, point size, scale and contrasts between words can add variety and adjust the tone of a headline without deviating from the font family.