Basics Design: Design Thinking

Format

Format

Format selection is the first aspect of the

implementation stage.

A range of standard formats are available for designers to choose from. ISO

paper sizes, for example, are ready and efficient to use and widely available.

People are used to using and receiving standard formats in everything from

magazines and newspapers to letters and books.

The widespread use of standard formats does not mean that a design is

restricted to following the herd. Non-standard and bespoke formats provide

ample opportunity to physically differentiate and distinguish a design from

its competitors. Producing a tiny book or a large business card, for example,

can have striking results.

Non-standard formats offer opportunities for the designer to present information

in different ways and this, in turn, provides additional opportunities for

information to be communicated to a reader. For example, use of an elongated

format for an architectural firm that designs skyscrapers could communicate the

idea that it produces tall, thin buildings. A baker could use a format with similar

dimensions to a loaf of bread, a builder could use similar dimensions to a brick,

and so on. Using different formats can help physically set a company apart from

the competition, and this may justify any additional costs involved.

Design Thinking

Implementation

The City Paper (facing page)

Pictured are spreads from The City Paper, a monthly English-language newspaper

launched in Bogota, Colombia, in April 2008. Inspired by theGuardian, the innovative

newspaper brought a new concept to Colombia, including the use of a 28 x 38.5cm

European format. This format was difficult to implement as Colombia uses US paper

sizes, which meant the printer had to trim the stock on two sides. As a consequence,

creative cutting and format choices have now become more prominent

considerations within Colombian print production.

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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