Church Newsletter 202: Font

“Typography exists to honor content,” writes Robert Bringhurst in the designer’s bible “The Elements of Typographic Style.”

Typography, typefaces, fonts…we hear these terms often in the design world. Technically they are not all the same. For our purposes, however, we won’t go into such mundane details. Just know that the visual appearance of your words is important to your newsletter. The type you choose and how you use it can make the difference in members reading your newsletter or tossing it aside.

Church Newsletter 202: Layout

Okay, we’ve got the imagery. We’ve got the font. Now let’s lay out the newsletter.

Studies show—yes, people have actually tracked readers’ eye movements—that layout of the newsletter greatly influences its legibility. Our eyes naturally read from left to right so think of our reading pattern as a large “Z” over the page. Often a designer will place an attention-getting photo at the top left of the Z, the words following to the right, and so forth down the Z. Arrange design elements in a manner that creates visual balance throughout the page.

Church Newsletter 202: Imagery

We’ve determined newsletters play an important role in church communications. We’ve also covered the basics of creating that important newsletter. Now, let’s get into the nitty gritty of attracting those readers.

Imagery
While there are many elements of good newsletter design, first and foremost is the fact that a newsletter must be more than words. As babies, we see before we talk. As children, we look at pictures before we read. As adults, we’re drawn to photos before words.

Good images tell the story even before words do. They draw the reader into the words in search of more information.

What makes a good image? Well, what makes up your congregation? People, right? By nature, people are most interested in other people and studies show images of people capture our attention first. Narrow the field even further and we’re most drawn to faces, namely the eyes.

Church Newsletter 101

Outside Sunday bulletins, the church newsletter is perhaps the most common form of communication to your congregation. As much as churches vary from one another, so do the newsletters they publish. From electronic versions to traditional hard copies, the one common thread is that most of them aren’t getting read.

Let’s be real here.

We’re busy. We don’t read much. And we have short attention spans. The 30-3-30 rule says “Eighty percent of people will spend only 30 seconds reading your newsletter, 19 percent will spend three minutes and only one percent will spend thirty minutes.”

Form vs. Function: Churches too?

Form and function. This is a catch phrase we hear quite often, but what exactly is it? How does this worldly concept apply to our spiritual endeavors?

Form is beauty. Function is utilization. Form is a fine lace scarf. Function is how well, or not, it keeps me warm on a cold winter day (which by the way, we’re getting quite a few of here in Wisconsin).

Many argue which is holds greater value, but, in reality, they are of equal importance and dependent upon one another. This is especially true in visual communications. We need an attractive newsletter to capture the viewer’s attention. We need functional words to maintain that attention and convey our message.

Hello, beautiful world!

Yes, this is yet another blog—one of the millions found online today. In today’s world of technology and short-lived attention spans, a blog is a great way of telling a story.

Jesus Christ offers the greatest story ever told—that of salvation. Yet, the manner in which we communicate this story is often problematic. Our visual communications especially need updating, refinement and greater professionalism. And so, the mission of this blog: Communicate Christ.

Or, better yet, help you communicate Christ. 

Adunate Word & Design specializes in visual communications. Of course, I’d like you to hire me! However, when this isn’t possible, please refer to my blog for helpful insight in successfully conveying your message. Together we’ll cover proven methods used by designers, journalists and marketing gurus—methods you too can use to communicate Christ.

Bookmark this site! Check it often and join in the conversation!

God’s blessings to you.