Diseño editorial con Diego Areso, director de arte de El País (Mastercalass)

Introduction to the Talk

Speaker's Background and Context

• The speaker expresses gratitude for attendees, noting this is their first talk at La Casa Encendida, which differs from traditional design conferences.

• The speaker shares their interest in paper design, indicating a personal connection to the topic.

Personal Anecdotes

• A personal photo with the speaker's grandmother is shared as an introduction, emphasizing the importance of personal stories in presentations.

• The speaker reveals they are colorblind (specifically struggling with green and orange), adding a unique perspective on design challenges.

Professional Experience

Current Role

• The speaker identifies as the Art Director at El País, focusing primarily on print media such as magazines and supplements.

Previous Work Experience

• Prior to El País, the speaker worked in Mexico redesigning major magazines like Glamour and Vogue over two years.

• They reflect on their time in Mexico as a significant learning experience despite mixed results from various designs.

Diverse Design Projects

Range of Work

• The speaker discusses starting their career as an intern at Ragazza magazine in 1998 and highlights working across various types of publications.

Unique Projects

• They mention creating diverse projects including agricultural magazines and political publications for organizations like PSOE.

Aesthetic Influences

Inspirations in Design

• The speaker lists several aesthetic influences that shape their work, including notable designers from past decades who creatively used typography.

Specific Examples

• They admire Alberto Corazón’s logo for its unconventional yet effective design approach despite not adhering to modern standards.

• Discussion includes admiration for Nagrama publishing's book cover designs that prioritize publisher branding over individual book identity.

This structured summary captures key insights from the transcript while providing timestamps for easy reference.

The Evolution of Design and Typography

The Role of Color and Illustration in Design

• Anagrama's distinctive use of color, particularly its recognizable yellow background, enhances the integration of illustrations into design rather than avoiding them.

• The example of a cover design featuring water boots and waves illustrates how modern illustration can be effectively paired with traditional design elements.

Inspiration from Everyday Life

• A Portuguese designer based in New York creatively uses everyday objects as inspiration for striking posters, showcasing a blend of practicality and artistic expression.

• This designer shares his creative process on Instagram, revealing how mundane items like fried eggs can inspire impactful designs.

Understanding the Purpose of Design

• The talk emphasizes that good design should prevent confusion, using poorly designed parking machines as an example to illustrate common pitfalls in user experience.

• Effective design is crucial across various mediums—print, web, or apps—to ensure users intuitively understand how to interact with content.

Typography as a Central Element

• The speaker prefers starting with typography when designing, viewing it as foundational to effective communication rather than merely decorative.

• Large typography serves not only functional purposes but also acts as an illustrative element that can enhance visual storytelling.

Challenges in Modern Media

• Newspapers are described as content factories that must navigate the noise of information overload while maintaining clarity and identity through unique typographic choices.

• Major media outlets are increasingly adopting custom typefaces to establish their brand identity amidst challenges like misinformation and audience engagement.

Designing Typography for Media

The Evolution of Typography in Media

• Post has a version called "Postonia," which is more elegant and gives a retro personality, identifying the content visually.

• Various media outlets adapt their designs to fit different distribution channels while maintaining a common thread through corporate typography.

• The design of "El País" newspaper has remained relatively unchanged over 46 years, showcasing its revolutionary beginnings and solid design principles.

Redesigning El País

• In 2007, "El País" underwent a significant redesign that included creating a new typeface, transitioning from traditional fonts to a more corporate style named "Madrid."

• The challenge was to create an invisible yet strong design; the typography needed to be understated but still convey the newspaper's identity effectively.

Development Challenges and Solutions

• The goal was for the typography to prioritize readability over individual character flair, ensuring that words were the focus rather than decorative elements.

• Five prototype issues (zero numbers) were created during the redesign process to test various layouts and typographic styles before finalizing the new look.

Completing Typeface Design

• Upon joining in 2016, it was noted that while there was a good foundation for body text and headlines, the typeface lacked completeness with missing styles like italics or bold.

• A collaboration with designer Mario Feliciano aimed at completing the "Magerit" typeface led to improvements without altering its core identity.

Enhancements in Typography

• The redesigned typeface maintained structural integrity while expanding glyph options for better language support across different alphabets.

• Notable differences between old and new versions include adjustments in weight contrast and slight modifications in letter shapes for improved legibility.

By structuring these notes chronologically with timestamps linked directly to key insights, readers can easily navigate through discussions on typography's role in media design.

The Evolution of Typography in Media Design

Subtle Changes in Typography

• The speaker discusses minor adjustments in typography, emphasizing the importance of legibility through slight variations in color and weight.

• A comparison is made between old and new designs, highlighting that while changes are minimal, they significantly enhance readability and aesthetic appeal.

Project Development Timeline

• The typography project began in 2016 and concluded in 2018, illustrating a lengthy development process influenced by internal company dynamics.

• Concerns arose about potential leadership changes affecting the project's continuation; proactive communication with management was essential to ensure progress.

Successful Implementation

• The transition to the new typography occurred seamlessly over a weekend without drawing attention from readers or staff, showcasing effective design integration.

• Over time, this typography has been applied across various publications within the organization, maintaining consistency despite differing design needs.

Coherence Across Publications

• A unified typographic approach across all products enhances visual coherence for readers, ensuring that different sections of the publication feel connected.

Reflections on Typography Usage

• The speaker reflects on the unexpected popularity of certain typefaces like Comic Sans among non-designers, raising questions about design standards versus public preference.

• There’s an acknowledgment of a disconnect between designers' perceptions of typography appropriateness and how it is embraced by everyday users.

Challenges in Media Redesign

• Discussing redesign challenges faced upon joining a media outlet, the speaker emphasizes the need for cohesive branding across diverse sections while addressing varying audience expectations.

Redesigning Visual Identity in Media

The Challenge of Differentiation

• The speaker discusses the stark differences between family members, emphasizing that each supplement should have its own personality, yet some appear unrelated.

Design Principles for Consistency

• Three graphic design ideas are introduced: consistent use of typography across headers, maintaining the same font weight while allowing size variations.

Unifying Elements in Design

• A black underline is used to unify designs despite varying cover heights; this element is favored by the speaker for its aesthetic appeal.

Prioritizing Simplicity and Color

• Illustrators were instructed to favor solid backgrounds with bright colors over complex illustrations, aiming for a cohesive brand image.

Impactful Cover Designs

• Bright colors were chosen to create impactful covers that stand out against competitors who typically used muted tones. This strategy aimed to differentiate from traditional media aesthetics.

Evolution of "El País Semanal" Magazine

Initial Design Challenges

• The speaker reflects on their role in managing the magazine's redesign, noting that previous designs struggled with effectively showcasing multiple themes on covers.

Striving for Unique Covers

• The initial design aimed for distinctiveness but often resulted in poor photo combinations; achieving two strong images was frequently problematic.

Analyzing Past Designs

• After four years, it became clear that a redesign was necessary. Research into past magazine designs revealed patterns and longevity of various styles.

Historical Context of Design Changes

• A comprehensive review of all graphical stages since the magazine's inception highlighted how typographic choices evolved over time and informed future decisions.

Implementing New Header Designs

Redesign Process Initiation

• The redesign process began intuitively by modifying existing header elements to lighten visual weight while considering alignment with the newspaper’s logo.

Finalizing Header Choices

• The final header design closely resembles the newspaper's logo but maintains subtle differences in thickness, ensuring brand recognition without overwhelming visual similarity.

Designing a Fashion Magazine: Insights and Challenges

The Importance of Typography in Design

• The speaker emphasizes the significance of typography, questioning what would have happened if the same typeface used in newspapers was applied to a fashion magazine. They note that while it worked for hard news, it felt outdated for fashion.

• A specific retro typeface was deemed too dominant, requiring adjustments to fit the magazine's cover without overwhelming it. The balance between information and aesthetics is highlighted.

Evolution of "G Moda"

• The speaker reflects on their involvement with "G Moda," which started as a unique weekly magazine aiming for monthly depth but struggled with resources typical of weekly publications.

• Initially, "G Moda" featured an eclectic mix of design elements and numerous typefaces, creating a chaotic yet vibrant aesthetic that sometimes crossed into poor taste.

Transition from Weekly to Monthly Format

• Upon transitioning to a monthly format, the art director aimed for elegance while retaining spontaneity. This led to refined designs that maintained strong typographic elements.

• A change in direction in 2020 sought to eliminate past excesses, resulting in a more subdued magazine style that risked uniformity across issues.

Redesigning "G Moda"

• After being called back to redesign "G Moda," the speaker aimed to blend sobriety with some whimsical typographic flair from earlier editions.

• An audit revealed certain typefaces lacked refinement; thus, they decided against using competing sans-serif fonts and opted for more distinctive choices instead.

Typography Choices and Their Impact

• The decision was made to use Mario Feliciano's elegant typeface for its sophistication. It was seen as essential for conveying the magazine's desired elegance.

• While some font choices were successful (like Parnaso), others (like Se Venta) did not see much use despite initial expectations. This highlights how design decisions evolve based on practical needs over time.

Design Evolution of a Fashion Magazine

Initial Design Concepts

• The magazine's design was initially inspired by an ancient style, incorporating unique elements like dots and decorative covers, giving it a distinctive personality.

• In the early years, the magazine utilized Neutraface, an architectural font with sharp features, which was intended for its pages but later deemed too ornate for the overall aesthetic.

Redesign Decisions

• A redesign in 2021 aimed to refine the magazine's typography; adjustments were made to enhance contrast and elegance between different typefaces used.

• The new design featured smaller text sizes to allow for more prominent headings and improved visual balance throughout the pages.

Typography and Layout Innovations

• The layout incorporated large typographic elements with significant white space, creating a modern feel while maintaining traditional magazine aesthetics.

• Each issue aimed for a mix of bold headlines and refined subheadings to create dynamic visual interest across various articles.

Homage to Influential Designers

• The use of Parafina typeface allowed for effective attention-grabbing headlines even at small sizes, showcasing its strength in design.

• A tribute was paid to designer Oscar Bluevaling through typographic games reminiscent of his work, emphasizing creativity within constraints.

Celebrating Milestones Through Redesign

• The redesign coincided with significant anniversaries; it addressed both aesthetic needs and practical considerations due to rising production costs.

• Iconic changes included removing outdated logos from headers and adjusting page dimensions for better readability while retaining essential brand identity.

Practical Adjustments in Design

• Changes involved refining header designs by reducing size slightly while ensuring they remained proportionate within the overall layout.

• A shift towards vertical layouts enhanced visual appeal; designers were encouraged to utilize space creatively without compromising clarity or style.

Design Evolution in Editorial Layouts

The Chaotic Nature of Early Designs

• The initial design of the magazine was described as chaotic, with varying column widths across pages and a lack of defined typographic menus.

• Circular typeface was predominantly used in the first issue but was gradually replaced by Basis, although inconsistently applied throughout the publication.

Typography Choices and Their Impact

• Three main typefaces were established: Mario Feliciano's primary typography, Chotis Display for refined support, and Windsor for occasional use in headlines to add flair.

• A shift occurred from a more freeform cover design to a cleaner layout where titles consistently appeared at the bottom right, maintaining uniformity in typography.

Design Consistency Across Publications

• Initial mockups showcased how typography played a crucial role in differentiating magazines while ensuring each had unique elements despite being produced by the same team.

• For instance, "Icon" magazine maintained consistency by using the same font style and weight for all major story headlines.

Importance of Defined Style

• A defined editorial style is essential; examples include recognizable designs like "Hola," which despite flaws, possess strong personality traits that make them stand out.

• The discussion highlighted how even poorly designed publications can have distinct identities compared to overly polished ones that lack uniqueness.

Lessons from Historical Designs

• An example was given about "El Dentista del Siglo XXI," which imitated "Hola" magazine's design yet lost its charm over time.

• The speaker emphasized that iconic designs are often parodied; achieving such recognition is challenging but signifies success in editorial design.

Conclusion on Iconic Design Elements

• The conversation concluded with reflections on how certain design choices become clichés within modern aesthetics while others break away from these trends to create memorable visuals.

Overview of Magazine Cover Production

Volume and Variety of Covers

• The speaker mentions producing nearly 300 magazine covers annually, with a minimum of 232 covers typically created, including multiple covers for certain issues.

• In 2020, the team acquired a few new designs and worked on various supplements like "Primera," "Negocios," "Ideas," and others, indicating a diverse range of topics covered.

• The production process varies significantly; some covers are meticulously crafted over weeks while others are completed in just five minutes due to time constraints.

Design Challenges and Responsibilities

• The speaker expresses the pressure associated with cover design, emphasizing the need for quality while managing tight deadlines. They often obsess over details but must balance this with practical limitations.

• Acknowledging the complexity of designing for different themes, they highlight that each cover must effectively communicate diverse information.

Simplicity in Design Choices

• For "El País Semanal," the design is intentionally kept simple to accommodate logistical constraints unlike larger publications such as The New York Times which can dedicate more resources to cover design.

• The unpredictability of last-minute title changes complicates design efforts since titles often dictate visual elements.

Visual Diversity in Photography

• Covers feature varied photography styles—from highly stylized images (e.g., Rosalía's fashion shoot) to spontaneous shots—requiring adaptable design strategies that work across different aesthetics.

• Each photo used must resonate well within the overall layout regardless of whether it’s a posed fashion shot or an informative image.

Case Study: Cover Featuring León de Congreso

• A specific example discussed involves capturing unique angles at the Congress building, showcasing challenges faced when trying to create fresh imagery in well-photographed locations.

• An innovative approach was proposed involving using a crane for better angles on iconic subjects like lions outside Congress, illustrating creative problem-solving in photography.

Insights on Magazine Cover Design

The Importance of Unique Imagery

• The speaker emphasizes the significance of having unique images for magazine covers, sharing an anecdote about a rare photo that no one else possesses.

• They express a preference for covers featuring strong visual elements, particularly portraits, as they tend to attract more attention.

Challenges in Cover Production

• Discusses the logistical challenges faced when creating a cover, specifically referencing the time constraints and the need to find less common images.

• Highlights the difficulty of sourcing fresh imagery for significant events, such as the passing of notable figures like Isabel II.

Mixed Reactions to Cover Choices

• Shares a personal experience regarding dissatisfaction with a chosen cover image upon returning from vacation, noting its perceived lack of quality.

• Despite initial disappointment, acknowledges that unconventional choices can sometimes lead to engaging and humorous results.

Illustrated Covers vs. Photographic Covers

• Explores different styles of magazine covers, contrasting illustrated designs with photographic ones and emphasizing creativity in both approaches.

• Mentions how structured layouts (retículas) play a crucial role in achieving balance and harmony in design.

Artistic Inspirations from Museums

• The speaker shares their fascination with identifying internal structures within famous artworks while visiting museums, linking this back to magazine design principles.

• Points out specific examples from renowned paintings that demonstrate effective use of lines and composition which can inspire magazine layout strategies.

Technical Aspects of Layout Design

• Discusses technical considerations in layout design for magazines, including how elements are proportioned according to established guidelines (e.g., séptimos).

• Reflecting on past experiences where adjustments were made post-design submission highlights the iterative nature of creative work.

Cover Design Insights

The Importance of Mathematical Composition in Cover Design

• The speaker discusses how the total size of a cover is crucial, emphasizing that Pablo's photo was aligned with the grid layout, effectively dividing it into quarters and fifths to enhance functionality.

Selection Process for Cover Images

• A specific photo by Susana Vera was chosen for the 2020 summary cover, highlighting the decision-making process behind selecting impactful imagery while maintaining essential text elements.

Unintentional Design Elements

• The speaker notes that the selected photo had internal diagonals that created a perfect diamond shape, suggesting an accidental yet effective design element that contributed to its success.

Challenges in Illustration

• Reflecting on personal experiences, the speaker mentions having commissioned around 700 illustrations annually and acknowledges their lack of drawing skills but emphasizes that illustration does not always require traditional drawing abilities.

Concept Over Aesthetic in Illustration

• The speaker values conceptual strength over artistic skill, sharing an example of a simple yet powerful design idea involving Japan’s flag as a door symbolizing impact through minimalism.

Illustration in Publishing

The Role of Illustrators in Publications

• The speaker discusses the importance of hiring professional illustrators for publications, emphasizing the need to create an inviting environment for them to work.

• Annual traditions are highlighted, such as Miguel Ángel Camprovi's yearly illustrations for a summer book special, showcasing consistency and thematic continuity in his work.

• A specific example is given where Miguel Ángel conceptualized a cover design based on the idea of "constructing Babelia," demonstrating collaboration between editors and illustrators.

Challenges in Illustrating Sensitive Topics

• The speaker mentions a unique report on menstrual revolution that required careful consideration regarding its illustration due to its sensitive nature.

• Various illustrators were approached with an open briefing about the topic, allowing them creative freedom while ensuring diverse perspectives were represented.

• An illustration was created by Carmen García Huerta that visually explained menstruation but did not fit the final cover requirements.

Finalizing Cover Designs

• Roxandra Duro was commissioned to create a color study on menstrual flow, aiming for realism without being overly graphic or reminiscent of commercial pad advertisements.

• The final choice aimed for a balance between artistic expression and audience sensitivity, reflecting real colors rather than idealized versions.

Additional Examples of Illustrative Work

• Another publication titled "Spain: A Country Without Children" featured illustrations by Javier Jaén, who provided multiple concepts based on a free briefing approach.

• The decision-making process involved selecting an image of an oxidized swing that symbolized neglected childhood playthings; subtle adjustments in angle significantly impacted aesthetic appeal.

Creative Approaches to Complex Themes

• An intriguing cover about food and literature showcased how absurdity can be effectively illustrated through humor and creativity.

• A challenging Christmas story involving a Rider accident led to commissioning Alberto Miranda for an unconventional Santa Claus depiction, illustrating how creative solutions can emerge from complex narratives.

Illustrating with AI: The Intersection of Art and Technology

The Role of AI in Illustration

• The speaker discusses a striking illustration created using "My Journey," depicting a colorful human brain held by a robot hand, emphasizing the impressive yet flawed results produced by social media.

• Internal policies dictate that AI should only be used for illustrating topics related to artificial intelligence, highlighting the need for designers to educate readers about AI capabilities.

• A recent cover story on thinking animals prompted the speaker to request an AI-generated image of a cat styled after Rodin's "The Thinker," which was deemed publishable despite resolution issues.

Ethical Concerns and Misuse of AI

• Examples from various publications illustrate how some have misused AI-generated images, such as misleading photos that distort reality, raising ethical questions about attention-seeking tactics.

• The speaker mentions reactions to the use of AI at "El Confidencial," where initial feedback was overwhelmingly negative due to perceived mediocrity in quality.

Challenges Facing Designers

• There is concern that art directors may resort to simplistic decorative collages instead of meaningful content due to budget constraints and time pressures.

• Some initiatives encourage artists to create original works using AI tools rather than relying solely on generated images, promoting deeper artistic engagement.

Future Implications of AI in Art

• The speaker reflects on the transformative potential of AI while acknowledging its current limitations regarding originality and copyright issues, noting ongoing legal complexities surrounding image usage.

• There are significant concerns over intellectual property rights as many illustrators' works are being utilized without consent for training models, leading to potential lawsuits against companies involved.

Quality and Originality in AI Creations

• Generally, outputs from text-to-image AIs tend to be imperfect or derivative; true originality often occurs by chance when combining disparate concepts.

• Despite challenges, there is optimism that these tools can enhance creativity among illustrators if they adapt their approaches beyond mere replication.

The Role of Artificial Intelligence in Creative Fields

The Impact of AI on Creativity

• The speaker believes that artificial intelligence (AI) could replace jobs lacking creativity, particularly in illustration and writing. They emphasize the importance of adding a creative touch to work.

• Preference for human illustrators is expressed, as the speaker values the ability to communicate specific ideas to a person rather than relying on AI-generated illustrations.

• While acknowledging that AI can create high-resolution illustrations by combining concepts effectively, the speaker refrains from using such technology out of respect for collaborating illustrators.

Ethical Considerations and Copyright Issues

• Concerns are raised about copyright issues surrounding AI-generated content, especially regarding its use in publications without clear ownership rights.

• Adobe's beta version of an AI tool is mentioned; it uses images with clear rights, alleviating some ethical concerns. However, it still does not allow users to replicate specific artistic styles directly.

Societal Changes Due to Technology

• The speaker reflects on how widespread access to photography has transformed societal interactions and perceptions, despite not eliminating professional photographers entirely.

• The ease of taking photos has significantly altered social media dynamics and self-perception among youth, leading them to believe others are happier based on curated online images.

Future Implications of AI

• Optimism exists about potential changes brought by technology; however, caution is advised due to surveys indicating a 10% belief among AI engineers that uncontrolled AI could threaten humanity's existence.

Design and Journalism Interconnection

• The relationship between design and journalism is highlighted as crucial; both must work together harmoniously within editorial contexts for effective communication.

• A distinction is made between basic newspaper designs aimed at neutrality versus more artistic magazine layouts that enhance content engagement while maintaining clarity.

• Emphasis is placed on creating legible designs with unique perspectives tailored to each medium's identity rather than conforming to generic styles prevalent across various platforms.

Optimistic Perspectives on the Pandemic and War

The Initial Optimism Post-Pandemic

• The initial cover illustrated an optimistic viewpoint during May 2020, reflecting hopes for a better world post-lockdown, despite lingering fears from the pandemic.

Shift in Perspective Two Years Later

• Two years into the pandemic, a new illustration by the same artist depicted a starkly different reality: living with the virus has become normalized, suggesting that "the virus is us."

Artistic Representation of War

• As war broke out, there was a need for timely coverage. However, logistical challenges delayed traditional reporting methods; thus, an analytical approach was taken to explore reasons and consequences of the conflict.

Diverse Viewpoints on Conflict

• An artistic representation by Sergio García Sánchez portrayed Putin's mindset filled with war imagery. This contrasted sharply with another perspective from a refugee at the Ukraine border who exhibited both defiance and confusion.

Capturing Reality Through Photography

• After one year of war coverage, numerous photographers provided insights. A careful balance in design elements was emphasized to maintain reader engagement through varied photo sizes and layouts.

The Importance of Current Events in Editorial Design

Climate Crisis as a Central Theme

• The editorial focus shifted towards climate change due to extreme weather conditions observed in April 2023. It highlighted the necessity for media to address pressing global issues.

Addressing Social Issues Through Unique Angles

• Coverage included nuanced perspectives on significant events like homophobia following Samuel's murder in Galicia. The aim was to present lateral viewpoints that challenge mainstream narratives.

Exploring Underrepresented Narratives

• Efforts were made to highlight stories from exiled individuals related to broader revolutions while avoiding typical portrayals often associated with NGOs when discussing Africa.

UNICEF Collaboration for Child Welfare Awareness

• Annual collaborations with UNICEF aimed at showcasing childhood realities worldwide resulted in impactful photography that captured critical social issues affecting children globally.

Reflections on Photography and Design

The Power of Photography

• A photo taken in Jordan is highlighted as one of the best published in two years, showcasing elements of risk, adventure, unhappiness, and social poverty.

• Other impactful images include a striking portrait of a girl named Mónica selling ice cream in Bolivia and a school in Chad. These photos emphasize the importance of storytelling through imagery.

• A final notable image features a boy near Kiev watching television with Putin on screen, illustrating the relevance and emotional weight that photography can carry.

Philosophy of Art Direction

• The speaker shares a motto from the priest who directed their residence during studies: art direction should serve others by being a path that is used and forgotten.

• Emphasizes that design should not overshadow content; it should be beautiful yet forgettable if it allows the audience to focus on the message conveyed.

• The moral takeaway stresses that while typography and photography must be well-crafted, ultimately, design's purpose is to enhance rather than dominate communication.