Jacek Utko: Can design save the newspaper?

TL;DR

This talk explores how redesigning newspapers with a focus on design and user experience can lead to increased circulation and success, highlighting the importance of giving power to designers.

Transcript

Newspapers are dying for a few reasons. Readers don't want to pay for yesterday's news, and advertisers follow them. Your iPhone, your laptop, is much more handy than New York Times on Sunday. And we should save trees in the end. So it's enough to bury any industry. So, should we rather ask, "Can anything save newspapers?" There are several scenari... Read More

Key Insights

• 📰 The decline of newspapers is inevitable due to changing reader preferences, limited convenience, and environmental considerations.
• 🗞️ Future scenarios for newspapers include being free, tabloid-sized, local or niche-focused, and opinion-driven, but these options can only delay their ultimate demise.
• ♂️ The speaker recounts his experience as an art director for a Swedish publisher, where he transformed boring newspapers by drawing inspiration from Cirque du Soleil and treating the entire newspaper as a composition.
• 🎨 Redesigning newspapers led to increased circulation and recognition, proving that design can have a significant impact on the success of a publication.
• 📈 The speaker's approach to design was not just about aesthetics, but also about improving the overall product and aligning content and design with a clear strategy.
• 💡 Designers have the power to change not only a product but also the entire workflow and culture of a company.
• 🌍 It is possible to achieve high-quality work and make a significant impact even with limited resources and in a small, less significant market.
• 💪 The key to success lies in finding inspiration, having a clear vision, and being determined to achieve the highest level of quality and impact.

Questions & Answers

Q: How did the speaker use inspiration from Cirque du Soleil to transform newspapers?

The speaker took inspiration from a Cirque du Soleil performance to reimagine newspapers by treating them as artistic compositions and creating visually engaging front pages.

Q: What were the results of the newspaper redesigns?

The redesigned newspapers experienced significant growth in circulation, with examples from Russia, Poland, and Bulgaria showing increased numbers of readers.

Q: What role did design play in the newspaper redesign process?

Design played a crucial role in transforming the entire newspaper, improving both the look and content, and ultimately changing the workflow and success of the company.

Q: How did the speaker's design approach differ from traditional newspaper design?

The speaker's design approach went beyond traditional newspaper design by treating the entire newspaper as one composition and focusing on creating a rhythmic and enjoyable reading experience for the readers.

Q: What was the impact of involving designers in the process from the beginning to the end?

Involving designers in the process from the beginning to the end allowed for a deeper understanding of the company's goals and a more impactful design transformation.

Summary & Key Takeaways

• The speaker discusses how he took inspiration from Cirque du Soleil to transform boring newspapers into visually engaging and artistic pieces.

• The redesign focused on treating the entire newspaper as one composition, creating a rhythmic and enjoyable reading experience for the readers.

• The results were impressive, with increased circulation and recognition for the redesigned newspapers in various countries.