A Scandavian publisher has claimed that poor designs are “killing” British newspapers.
Jacek Utko, design director of Bonnier claims: “We need a new type of journalism – not just news reporting, but creativity.”
Magazines and newspapers should be less news-orientated, because research showed that “every short story on the web is almost 100 per cent read, [whereas] readers read only seven per cent of newspaper stories”.
Instead print should be more focused on design and providing readers with easily digestible, bite-sized chunks of information.
He argued that design had two functions – to grab people’s attention and to help them digest the information on offer.
“Who is killing newspapers? Editors who ignore their readers and designers who act like artists. The big weakness of website design is the template,” Utko said.
Utko said the BBC’s news website looked clean but was “insensitive”, while the Times’ new design was “a nice example, clean and neat, but needs to show more emotions”.
(Source: Brand Republic)
This article appears in issue 257 of Media Digest.