Readers today, especially those under 40, are used to reading bullet points and blurbs on the Internet, versus body copy reminiscent of a textbook. That means designers of print matter need to be more in-tune than ever before with the nuances of fonts, white space, copy width, and visual breaks in the body copy, says Michael Kirschbaum, Director of Strategic Marketing for Unleaded Software Inc. and designer of 32 Degrees, the Journal of Professional Snowsports Instruction for members of the American Snowssports Education Association across the United States. The former publisher of the Denver Daily News and the Summit County, Colorado newspaper has spent his career analyzing readable design and applying that theory to the publication design he oversees.

"Good design in 2009 is built on readability and functionality as well as energy," says Kirschbaum, "Design that is off-putting, especially to Generation X and Generation Y readers, misses the news-mark entirely. At Unleaded Software, we are focused on marksmanship, hitting the communication target dead-on." "Bold, readable headlines that convey action attract readers' attention," says Kirschbaum, citing the cover headline of the Fall 2008 issue as a prime example of theory in practice: "Watching the Competition: What instructors can learn by seeing what the pros are throwing down" challenges readers to learn new techniques from reading the feature article in the 88-page plus cover glossy publication mailed to members homes and businesses. With five full-blown features, nine departments and columns, and a dozen news updates, the issue is chalk-full of information, albeit in a highly readable, inviting design, that is proving to dramatically improve readership. The measure of improvement in that sector is gauged by the increased complimentary emails to the editor, Wendy Schupp, and the associate editor, Joanne Carson, who work in the association headquarters at 133 S. Van Gordon St. in Lakewood, CO.

Schupp and Carson work in tandem with Kirschbaum and Unleaded Software's lead magazine designer, Nikki Lamagna, who is expert in illustration, as well as graphic design for print. Lamagna joined Unleaded Software in 2008 and is solely responsible for the design and production of the publication. The magazine is published three times a year. "As part of the strategic offering Unleaded Software brings to the design of this publication, is the understanding that not every page needs to be crammed full of black type on white paper," adds Kirschbaum. "Some of the most effective design in print is white space and punched-up photography. While this serious membership group has a lot of content that must be communicated via the group's print publication, the need to incorporate the memberships' inherent energy is one that Unleaded Software has carefully fulfilled in the redesign process."

If your association or group is seeking to revitalize the design of your publication-magazine or newsletter-contact Unleaded Software today at 720-221-7126.

Email Kirschbaum at mkirschbaum@unleadedsoftware.com for a free consultation.