Auditing Publications: Elements To Be Considered
Roland King
Vice President for Public Affairs
National Association of Independent Colleges and Universities
Editorial Content:
Interesting? Is content well-thought-out, organized, and supportive of
institutional goals? Is the writing clear, concise, engaging? Is there
a consistent editorial tone?
Design:
Is an overall plan apparent? Are pages visually interesting? Do the two-page
spreads work, with the pages supporting/playing off each other? Is the
design creative, without hurting communication?
Images to Copy Ratio:
Are visuals played large enough to be effective? Is there a good balance
between text and visual elements?
Use of Color:
Garish? Appealing? Too subdued? Is process color well-produced?
Format/Grid:
Does the designer adhere to a grid? Is it appropriate to the communications
job the publication is to accomplish?
Overall Size:
Is the physical dimension appropriate? Would a different size or shape
be more appropriate?
Cover/Nameplate/Banner:
Is the front of the publication engaging, well-designed, inviting? Does
it serve to pull the reader in the publication?
Paper Selection/Quality:
High enough quality? Extravagant? Interesting?
Printing Quality:
Good ink coverage? Halftones well-reproduced? Solid solids?
Use of Space:
Is there enough white space? Are pages inviting to the eye? Are pages
gray with too much type?
Typography (Style, Size):
Gimmicky and contrived? Overly conservative? Outdated? Is text large enough
for easy readability? Is type used imaginatively?
Photos/Illustrations:
Interesting photos or basic head shots? Heavy use of “grip and grins”?
Are illustrations professional-looking and appropriate to the publication?
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Making
the Case
