Designing for Media and Communications

In the rapidly evolving world of digital media, crafting compelling editorial experiences is both an art and a science. Over the years, we have worked on a variety of media brands and platforms, ranging from household names to niche publications. No matter the industry, there are a few key learnings that consistently emerge when designing for media and communication platforms. Here are 5 key topics that Selma Digital considers when creating digital editorial experiences that are engaging, effective, and on-brand.

1. The Homepage: Your Digital Masthead

The homepage of a digital platform is akin to the masthead of a newspaper or the cover of a magazine. It is the first impression, the gateway through which your audience enters and engages with your content. Understanding why your audience visits your site is crucial. Are they seeking the latest updates in a specific field, market data and news, or engaging lifestyle content? The design of your homepage must address these needs and questions.

• Audience Needs: Tailor the homepage to meet the specific needs of your audience. If they come for the latest news, ensure that the top stories are prominently displayed. For lifestyle brands, focus on engaging visuals and interactive elements that capture the essence of the brand’s identity.
• Content Curation: The homepage should serve as a curated showcase of the most relevant and engaging content for your audience. Balance is key; consider the density of information versus the use of whitespace. Also consider the proportion of imagery to text — what’s appropriate for your reader? The goal is to create a visually appealing layout that guides the reader effortlessly through your most important offerings.
• Visual Hierarchy: Establish a clear visual hierarchy to direct attention to the most critical elements first. Use size, color, and placement to differentiate between primary and secondary content. Headlines, featured articles, or breaking news, for example, should stand out immediately, while less urgent items can take a backseat.

2. Consistent Editorial Imagery

Consistency in editorial imagery is vital for establishing a recognizable and professional brand identity. Imagery not only supports the written content but also conveys the tone and style of your publication. Work with your design and editorial team to find a style that distinct but appropriate for your readers and your brand.

• Develop a Style Guide: Create a comprehensive style guide that outlines the visual standards for all imagery. This includes guidelines for photography, illustrations, color schemes, and typographic elements. A consistent look and feel across all images help reinforce your brand’s identity and make the content more cohesive.
• Quality Control: Ensure that all images meet a high standard of quality. This means using high-resolution images, maintaining consistent color correction, and ensuring that all visuals align with the overall aesthetic of the platform. Poor quality or mismatched images can detract from the user experience and undermine the credibility of the site.
• Thematic Cohesion: Choose imagery that complements and enhances the editorial content. Whether it’s a news article, a feature story, or a lifestyle piece, the imagery should be relevant and add value to the narrative.

3. Organizing Content for Ease and Intuition

The organization of content is crucial for creating an intuitive and user-friendly experience. Readers should be able to find the information they seek quickly and easily.

• Logical Structure: Organize content into clear, logical categories and subcategories. This helps users navigate the site and locate specific information without frustration. Use a breadcrumb trail to help users understand their current location within the site’s hierarchy.
• Search Functionality: Implement a robust search functionality that allows users to find content efficiently. Advanced search features, such as filters and sorting, can enhance the search experience and make it easier for users to pinpoint the exact information they need.
• User-Centered Design: Conduct user research to understand how your audience interacts with your site. Use this data to inform the structure and organization of your content. Tree jacking and card sorting are two user research methods that we employ to help ascertain how most users would structure the site content. User testing can reveal pain points and areas for improvement, ensuring that the design is intuitive and aligned with user expectations.

4. Legible and Accessible Articles

Each article or news page should be designed with legibility and accessibility in mind. Clear, readable content ensures that your message is communicated to your audience.

• Typography: Choose typography that is easy to read across all devices. Consider font size, line height, and spacing to enhance readability. A serif font might instill trust from a brand perspective, but the correct serifs have to be chosen in order to be optimized for digital. Likewise, a sans serif font might be chosen to look modern, but if the font is too narrow or wide it might not work. The font you choose is the “voice” that will communicate your content. Look at pairing two fonts to have a unique look, but don’t use too many fonts due to visual confusion and increasing page load. Avoid overly decorative fonts that can distract from the content.
• Contrast and Color: Ensure there is sufficient contrast between text and background colors. This not only improves readability but also makes the content accessible to users with visual impairments. A common threshold is AA compliance as set by the W3C.
• Responsive Design: Design articles to be responsive, ensuring they are easily readable on any device, from desktops to smartphones. Mobile-first design principles can help ensure that content is accessible and legible on smaller screens, but only design mobile-first if your users really are using your content on mobile devices. Check site data to understand your audience device breakdown.

5. Unique Storytelling with Digital Technology

Digital technology offers unique opportunities to tell stories in innovative and engaging ways. Leveraging these technologies can enhance the user experience and differentiate your platform from competitors.

• Interactive Elements: Incorporate interactive elements such as animated visuals, infographics, maps, and quizzes to make content more engaging. These elements can provide deeper insights and encourage user interaction.
• Multimedia Content: Utilize multimedia content, including videos, podcasts, and photo galleries, to enrich the storytelling experience. Multimedia can convey information in ways that text alone cannot, appealing to different learning styles and preferences.
• Immersive Experiences: Explore immersive storytelling techniques such as augmented reality (AR) or personalization via AI. These technologies can create captivating experiences that draw users into the story, making them feel more connected to the content.

Conclusion

Designing for media and communication is a dynamic and multifaceted endeavor. From the homepage to individual articles, every element of a digital editorial platform must be thoughtfully crafted to meet the needs of the audience and convey the brand’s identity. By focusing on curated content, consistent imagery, intuitive organization, legible articles, and innovative storytelling, designers can create compelling and effective digital experiences that engage and inform readers. As technology continues to evolve, so too will the opportunities for creative and impactful editorial design.