Week 08: Visual Writing
Weekly Learning Objectives
In this lecture you will watch Stuart Tolley in conversation with Darren Wall on how to:
Develop and launch your own publishing company.
Identify how to communicate with your potential audience.
Analyse innovative print and digital production techniques and recognise the importance of a close working relationship with manufacturing companies.
Take advantage of the advent of new technologies, printing on demand and the ease of self-publishing, and how they have, in recent years, enabled a greater interest in design writing.
Lecture Material - Darren Wall interview
Stuart Tolley is in conversation with Darren Wall on how to:
Develop and launch your own publishing company.
Identify how to communicate with your potential audience.
Analyse innovative print and digital production techniques and recognise the importance of a close working relationship with manufacturing companies.
Take advantage of the advent of new technologies, printing on demand and the ease of self-publishing, and how they have, in recent years, enabled a greater interest in design writing.
Darren, who is based in Barcelona, talks about how geographic location hasn’t affected his ability to work with businesses, and he is still able to organise the day-to-day running of his business, very much the same as when he used to live in the UK.
He discusses how he got into record cover designs (Hot Chip) and decided he wanted to diversify his talent into book publishing design but didn’t have any particular skill set. He started by creating book covers with an American publisher, initially called Simon & Schuster, and began by creating really ‘schlocky’ self-help book covers and crime covers, but this enabled him to start building a portfolio. From working in these publishing companies, he worked out the whole process and how it worked, from manuscript to design, and the commercial aspects of running publishers. From this knowledge, he started his own publishing company ‘Read Only Memory’.
He discusses the book-making process once he establishes a concept and the people he collaborates with. It is incredibly important to build your own network of trusted suppliers who you know are highly regarded and will produce the highest quality finish. For print, they get multiple quotes and lots of samples so they can judge how interested the printer is in working on the project. This process is all about collaboration, and it's encouraging to see what's possible with different print finishes.
With the introduction of crowdfunding, this has enabled Graphic Designers to write and publish books.
Here are his 3 top tips and advice for people wanting to launch their own crowdfunding campaign:
1. When delving into crowdfunding, it's crucial not to fall into the trap of perfectionism. Instead, prioritise presenting your idea clearly and swiftly, understanding that the essence of your concept holds more weight than a flawlessly polished campaign page. Embrace the iterative nature of crowdfunding, where feedback and engagement from potential supporters breathe life into your project. While it may feel counterintuitive, opting for a rough and ready approach initially allows you to gauge audience response and refine your project accordingly. As a graphic designer, it's natural to aspire for perfection, but remember that the heart of your campaign lies in its essence, not its visual intricacies. Focus on the pitch, allowing your idea to shine through, and save the fine-tuning for later iterations fueled by feedback.
2. Secondly, maintaining communication with your backers is paramount. These individuals are not just financial supporters; they are integral to the realisation of your vision. Keep them informed and engaged throughout the journey, acknowledging their contribution and valuing their input. Regular updates, although time-consuming, foster a sense of transparency and inclusivity, ensuring that your backers feel appreciated and informed every step of the way. While delays and challenges may arise, it's the continuous dialogue and transparency that foster trust and loyalty among your supporters.
3. Finally, seize the opportunity afforded by crowdfunding to create something truly remarkable. Embrace your autonomy and creative freedom, without constraints or commercial considerations. Unlike more traditional graphic design projects, crowdfunding allows you to manifest your vision authentically. You can be as passionate and authentic in your creation with your unique perspective and personal touch. This endeavour is not just about fulfilling a commercial brief but about realising a profoundly personal and meaningful conclusion. The power of crowdfunding to craft something extraordinary that reflects your essence and resonates with your audience. Your creativity knows no bounds, and your project becomes a testament to your vision and dedication.
Darren Wall found a niche for publishing high-quality books that document the pioneers, milestones and titles that have shaped the videogame industry.
Conclusion why crowd funding may be the answer to raising funds if I was to produce a Zine for The Repair Cafe
Crowdfunding could be a solution for raising funds to publish a zine. Not only does it offer a platform for community support and engagement, but it also aligns with the ethos of The Repair Cafe movement itself - which is connection through ‘collaboration, sustainability, and grassroots action’.
With the help of crowdfunding, I could reach individuals who share a passion for repairing and sustainability, allowing them to contribute directly to the creation and distribution of a publication that celebrates and educates on these principles. It also provides an opportunity to gauge interest and support for the project before investing significant time and resources.
Lecture 2 - Future of Publishing
Demian Conrad, graphic designer at Automatico studio and educator at HEAD
This discussion with Demian discusses the trajectory of design, sign-making, and storytelling, emphasising three transformative approaches in media design evolution. The introduction of parchment as a flexible, portable medium facilitated the dissemination of information across vast distances, heralding a new era of connectivity. Gutenberg's press innovation further revolutionised media design with the mass production of books, igniting cultural and ideological dissemination across Europe.
Cutting-edge projects, like the Center for Future Publishing, push the boundaries of technological innovation. At the same time, post-digital publishing endeavours to integrate digital mediation with physical books, utilising augmented reality (AR) and artificial intelligence (AI). Beyond traditional books, the augmentation of library spaces and the influence of social media in content dissemination illustrate the ever-evolving landscape of publishing. Despite the dominance of mega-platforms, emerging tools empower graphic designers to transcend rigid systems and reach vast audiences.
He finishes with an Introduction to Social Media and its influence on rapidly spreading content.
Read | Watch | Listen - So You Want to Publish a Magazine? Angharad Lewis
I looked at the reading material online broken down into the suggested chapters:
Chapter 06 - Getting it out there
This focuses on the crucial step of presenting your publication once it's ready. It discusses distribution channels, from traditional methods to today, highlighting the importance of understanding your target audience and tailoring your distribution strategy accordingly. The chapter explores various avenues such as direct sales, subscriptions, bookshops, and online platforms, providing practical advice on navigating each option effectively.
Chapter 08 - Money talks
This delves into the financial aspects of publishing, emphasising the need for a clear understanding of budgeting, revenue streams, and economic sustainability. It discusses funding sources ranging from personal investment to crowdfunding and advertising, providing insights into managing finances to ensure the viability of your publication.
Chapter 09 - Launch and beyond
This tackles the pivotal moment of launching your magazine and the subsequent journey of sustaining and growing it. It offers guidance on planning and executing a successful launch event, engaging with your audience, and social media and marketing strategies to maximise visibility and reach. The chapter also addresses the challenges of maintaining momentum post-launch and adapting your publication to evolving market trends and audience preferences.
Chapter 10 - Growing up “So You Want to Publish a Magazine?" by Angharad Lewis
The final chapter provides a comprehensive overview of the entire process, from conceptualisation to distribution. It covers essential topics such as editorial content, design considerations, production logistics, marketing strategies, and financial management. With insights from industry experts and case studies of successful publications, the book serves as a valuable resource for aspiring magazine publishers, from practical advice and inspiring anecdotes to guide them through every stage of their publishing journey.