Yearbook Workbook 2016 by Utah Yearbooks

CREATE IT PLAN IT LOVE IT

YEARBOOK UNIVERSITY CURRICULUMâ&#x201E;¢ www.utahyearbooks.com

TAKING NOTE YOUR IDEAS ____________________________________________________________________________

LOVE IT

____________________________________________________________________________ ____________________________________________________________________________

CONTACTS ________________________________________ ________________________________________ ________________________________________

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____________________________________________________________________________ ________________________________________ ________________________________________ ________________________________________

IMPORTANT DATES ________________________________________ ________________________________________

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____________________________________________________________________________ ________________________________________ ________________________________________

USEFUL WEBSITES ________________________________________ ________________________________________ ________________________________________

________________________________________ ________________________________________ ________________________________________ ________________________________________

Taking Note www.yearbookdiscoveries.com

TEAMBUILDING UNITE YOUR STAFF q Have students identify their names with a word or sentence. Have the group stand in a circle. One by one, students give their names and a word or sentence that tells something about them (i.e., “Suzy Smith loves chocolate,” “Tommy Jones loves to ski,” “Laura Laughter,” or “Sam Shy.” Students must try to say, in order the names and words for all of the students that have gone before them.

Don’t be afraid to be yourself, because we are all different. Go ahead, MAKE YOUR MARK. What will be your mark on the yearbook? What are your talents and expertise that you can share? Make a plan, set some goals and follow through.

_____________________________________________________________________ q Make photo name badges. These are useful

_____________________________________________________________________

during ad sales and as hall passes. Name badges

_____________________________________________________________________

q Use the “Buddy System.” Pair new staffers with

will signify belonging and professionalism.

old staffers. Experienced staff members will be

_____________________________________________________________________

responsible for helping the new staff members throughout the year. This will also give new-comers an instant link into your existing yearbook family.

_____________________________________________________________________

q Create Staff T-shirts. Show your yearbook spirit. Take pride in your staff

_____________________________________________________________________ _____________________________________________________________________

and let everyone know you will be creating the book. q Have students make

_____________________________________________________________________

a list of their personal goals for the year. Keep track of the progress on

_____________________________________________________________________

these goals and reward

_____________________________________________________________________

q Make a Yearbook

_____________________________________________________________________

appropriately.

Scrapbook or Bulletin Board. Staff members will enjoy posting or pasting things like the Burger King napkin they first wrote their theme on, or photos of each other working on their deadlines in their

_____________________________________________________________________ _____________________________________________________________________

pajamas. Celebrate and treasure the memories and accomplishments. q Throw lots of parties. Deadline parties, reached ad/book sales goal, staffer of the month, birthday parties, holiday parties... it doesn’t matter, just

_____________________________________________________________________

celebrate!

THEME DEVELOPMENT DISCOVER YOUR VOICE CREATE IT

DEVELOP A THEME A Theme is a statement which clearly communicates the action, tempo, mood and personality of the students at the school during a particular year. Using a theme is an excellent way to unify the yearbook from start to finish. It is important to choose one that fits the school and defines

BRAINSTORM

the time. Theme copy should be brief, but loaded with specific details and powerful words.

List adjectives or phrases that describe your

Design the pages devoted to the theme differently from the rest of the book with a simpler and

school.

freer appearance. The visual and verbal design that you use to communicate your theme ________________________________________

make your yearbook unique.

________________________________________

THEME REQUIREMENTS Unique to the School There should be an obvious tie between your school and the theme you select.

________________________________________ ________________________________________

Unique to the Year This year will be like no other. The events may seem the same, but the individuals will not.

________________________________________

Verbal & Visual The catch phrase or words should be memorable and flexible enough to adapt for mini-themes throughout the book. Use of type, shapes, patterns, photos and colors should be consistent with your message.

TOOLS USED TO DEVELOP A THEME

TYPES OF THEMES

• • • • • • • •

Typography Photography Graphic Elements Packaging Color Alignment Book Organization Story Content

Anniversary Change Fun Location Mascot School Name School Colors Unity/Diversity

YEARBOOK TERMINOLOGY

CHECKLIST

ENDSHEETS

Heavier sheets of paper which hold the pages of the yearbook to the cover.

FOLIO

The page number and the topic of a spread placed as a unit traditionally

q Introduce the theme on the COVER, FRONT ENDSHEET, and TITLE PAGE. q Incorporate in your FOLIO design.

at the bottom left and bottom right of the spread.

q Explain and develop the theme in the

SPINE

The thin part of your yearbook that sticks out when it’s on the shelf, the part of the cover that encases the binding.

OPENING SECTION. q Relate back to the theme message on each DIVISION SPREAD. q Conclude the theme in the CLOSING

SECTION and BACK ENDSHEET.

Theme Development www.yearbookdiscoveries.com

QUESTIONS How would you describe your school using one word? _____________________________________________ What common catch phrases are heard around your school?

_____________________________________________

What changes have occurred at your school since last year?

_____________________________________________

_____________________________________________ I am

15 VOICE the

What outside influences have affected the students or school?

_____________________________________________

_____________________________________________ Identify your theme spin-off’s for dividers.

_____________________________________________

1. COVER - The “Theme” and “Graphic Design”

SPREAD - Introduces the theme concept to the reader

should be incorporated on the front lid, spine and

both visually and verbally. 6. DIVISION PAGES -

back lid. 2. ENDSHEETS - Keep the design of your

Section headers for each part of your book. Include

endsheets consistent with your cover design. 3. TITLE

“Spin Off’s from your theme. 7. YEARBOOK SPREADS -

PAGE - Should repeat the theme and include a “Ta-

Page layout designs are best designed to compliment

ble of Contents” and detailed information regarding

the cover and theme graphics. 8. INDEX - A good

your school. 4. FOLIO - Can follow a graphic pattern

index is a reader’s aide and can incorporate simple

or color pattern related to your theme. 5. OPENING

elements related to your theme.

_____________________________________________

____________________________________________

_____________________________________________

COVER & ENDSHEETS BUILD A FOUNDATION COVER REQUIREMENTS

CREATE IT

The first thing that most students notice when they receive their yearbooks are the covers. It is the first impression the staff conveys to the student body when they pass out a full year’s worth of work. It should include the following information:

COVER DIAGRAM To build a yearbook, you start with a basic

• Name of School • Volume Number

• Year’s Theme • Book Name

• School Year

piece of fiber-woven board that gives

COVER PROCESSES

strength and rigidity to the cover of hard-

There are three different types of cover applications; Silkscreen, Lithograph and Fusion. Costs vary

bound books, called BINDER

BOARD.

Depending upon the cover process selected, a COVER

MATERIAL is glued onto the

binder’s board with a specific size allotted

in each categories and one may or may not be more expensive than the other. Whichever you and your staff choose, must fit within your school budget. Consult with your representative regarding pricing.

for the SPINE, which is determined by the

SILKSCREEN APPLICATION

number of pages in your book. After the

A silkscreen cover includes a base material with applied

crash cloth, liner and optional headbands

inks. There are a wide variety of base materials and inks

are added, the ENDSHEETS are glued to

to choose from. Other optional techniques may include

the cover and the signatures or the “guts” of

embossing, grain, die cutting, foil, laser cuts or overtone ink rubs.

your book. Points to Remember: • Paint is applied as a solid color only, not shades or tints. • Registration of elements is not precise. • Use 3 point or thicker tool lines. • Small items can bleed together or be lost.

LITHOGRAPH APPLICATION Base material for a lithograph cover is typically paper BINDER’S BOARD COVER MATERIAL

ENDSHEET COVER

with semi-transparent inks applied. Several options are CRASH CLOTH LINER HEADBAND OPTIONAL

available to protect your cover including gloss, satin and matte lamination, Varnish or UV Coating. Other optional SIGNATURES

mini

QUIZ Which cover process would be best suited for the covers at right? (Silkscreen, Litho or Fusion)

1. ______________________ 2. ______________________ 3. ______________________

techniques may include embossing, grain, die cutting, foil and laser cuts.

Points to Remember: • Registration is very precise. • Perfect for small and detailed designs. • Photography can be used. • Inks may be screened from 1-100%.

FUSION APPLICATION A Fusion cover combines the detail and brilliance of four-color printing with a base material. Colors are more

4. ______________________ 5. ______________________ 6. ______________________ 7. ______________________ 8. ______________________

Cover & Endsheets

opaque than silkscreen inks so light colors pop off dark base materials with no variation in color. Designs can include fine lines, overlapping colors and tight registration.

Points to Remember: • Registration is very precise. • Perfect for small and detailed designs. • Photography can be used. • Inks may be screened from 1-100%.

www.yearbookdiscoveries.com

COVER DESIGN

APPLICATION

Sketch ideas for your front lid, spine and back lid.

ENDSHEET DESIGN Sketch ideas for your Endsheets.

COVER DETAILS

a Silkscreen a Lithograph a Quarterbound a Base Material _________________________

a Ink Colors _________________________ _________________________

a Foil _________________________

a Lamination/Varnish/UV _________________________

a Fonts _________________________ _________________________

a Optional Techniques _________________________ _________________________

COVERAGE PLAN YOUR PAGES PLAN IT

EVERYBODY HAS A STORY After the students look at the cover of the book, they open it up and look for their picture. Everybody has a story! Every student has a home-room and a locker; every student eats lunch; every student attends and changes classes. Look for the students who work “behind the scenes”; the

COVERAGE FORMULA The number of pages in your book vary from school to school based upon your

committee who organized the dance, who made the set for the play, who kept score for the basketball team.

budget. But, there is a basic formula to determine how many pages to include in

Staffs should take a good look at student’s daily lives and routines; what they do for fun and for

each section.

the community, how they earn money and spend it, what they laugh at and worry about. Don’t forget the yearbook should be fun? Look for ways to include pet peeves, dealing with boredom

FILL-IN-THE-BLANK

and student interests in music, entertainment and fashion.

• Start with the total number of pages in your book. ________________________ • Subtract the theme, index and advertising or senior tribute pages.

(_______________________)

• Use the subtotal to determine how many remaining pages should be allotted based on the following percentages:

Steve Hartman was famous for his CBS feature called, perhaps not surprisingly, ‘Everybody Has a Story.’ Hartman would toss a dart at a map, travel to that city, find a phone book, and randomly call someone in it. These people inevitably all had (you guessed it!) stories. You try it.

1 2 3

Tape a school roster to the wall. Take turns blind folding staffers. Spin them around a few times. Have them point to a name on the list and they have their next subject!

Student Life 21% ______________________ Sports 18% ______________________

YEARBOOK TERMINOLOGY

People 25% ______________________ Academics 10% ______________________ Organizations 12% ______________________ Community 7% ______________________ Note: The percentages above do NOT total 100%, this is designed to allow staffs the opportunity to add or subtract pages to individual sections as needed.

LADDER

A page-by-page listing of the yearbook’s contents. Yearbook staffs use the ladder to stay organized and to plan for deadlines.

SIGNATURE

A 16-page sheet of paper stock made up of two sides or 8-page flats. Yearbooks are printed in signatures which are then folded, stitched, trimmed, and collated.

FLAT

Eight pages on one side of a signature, ie, FLAT A is 1, 4–5, 8–9, 12–13 and 16; Flat B is 2–3, 6–7, 10–11 and 14–15.

________________________________________

SPREAD

Two facing or side-by-side pages in the yearbook such as 2–3, 4–5, 6–7, etc.

________________________________________

TITLE PAGE

________________________________________

Page one in your book. It should include the name of the book, the name of the school, the complete school address, the volume number and year. The school telephone number, Web address and enrolment may also be listed.

________________________________________

CMYK

NOTES

________________________________________

SPOT COLOR

Coverage

The four process colors (cyan, magenta, yellow and black) used in offset printing to achieve thousands of color choices. A special color usually a PANTONE® ink, used to give a spread a punch of color. It is added as a separate ink on the print run and not part of the CMYK.

www.yearbookdiscoveries.com

IDEAS

STAFF ORGANIZATION (This is only one way to organize your staff, find what works best for you and your staff.) Create your work flow. Determine who reports to whom. Make everyone accountable.

LADDER DIAGRAM

Ladders are a great tool for the entire staff. Everyone should be on the same page and

ADVISER

know exactly what will be on each spread, MANAGING EDITOR OR EDITORS MANAGING EDITOR OR EDITORS

who will be producing the page, who will be taking photos, what deadline this page will

A PHOTO EDITOR

A LAYOUT EDITOR

A COPY EDITOR

be submitted on, if it is color or black and BUSINESS MANAGER

white, if it has been submitted to the plant, if it has been proofed and if it has been

A STAFF MEMBER

STAFF MEMBER

indexed. Keep everyone in the loop. **REMEMBER It is important to note the location of Spot

A STAFF MEMBER

Color- Pantone 362C. All of the green pages are on one

A STAFF MEMBER

STAFF MEMBER

side of the signature or Flat A (ie. 1, 4, 5, 8, 9, 12, 13 and 16). Spot color is priced per flat, so you could do both sides of the flat or just one depending upon your budget. This also

STAFF MEMBER

A STAFF MEMBER

STAFF MEMBER

SIDEBAR OR COVERAGE MODULES Sidebars & info graphics can draw the reader to your page. Find ways to share a variety of story angles as well as

white or color.

Desk Sample Info Ladder …the details

SIGNATURE 1

include as many students as possible in your book. • He Said / She Said

• Question & Answer

• Map or Diagram

• Top 10

• Chart

• Checklist

• Quote Box

• Quotes with COB’s

• Graph or Bar Graph

• Survey or Poll

• Step-by-step Guide

• Club Info Boxes

• Time-line

• Checklist

• Scoreboards

• Personal Profiles

• Quiz with Answers

• Handwritten Notes

DESIGN IDEAS Play with color, typography, graphics and text to come up with a design for your coverage modules. Incorporate a design that is consistent throughout your book and your student body with become familiar with the style and look for it on the pages.

applies to UV Coating or if you will be printing in black and

Deadline # Due Date

Deadline # 1 - Due 1-15 Opening Spread- Power of One

Deadline # 1 - Due 1-15 Student Life Division

Deadline # 1 - Due 1-15 Summer Vacations

x x

Brooke Dawson - JC Knight

glue page

Spot Color - Pantone 362 C

Staff Members Contents of page - Headline B&W or Color or Spot Color Brooke Dawson - JC Knight

Spot Color - Pantone 362 C Melanie Nielsen - Seth Franks

Nate Young - Cheryl Scott

10 Deadline # 1 - Due 1-15

Spot Color - Pantone 362 C Nate Young - Cheryl Scott

12 Deadline # 1 - Due 1-15

Nate Young - Cheryl Scott

14 Deadline # 1 - Due 1-15

Spot Color - Pantone 362 C Nate Young - Cheryl Scott

Student Jobs

Dating Activities

Twins & Triplets

16 Deadline # 1 - Due 1-15 Community Events

glue page

Shaded pages indicate Flat A. Plain pages indicate Flat B.

Check this box if Proofed :___________________ Check this box if Indexed :___________________ PRINTED IN USA 0805NA©

HELPFUL TIPS q Organize deadlines by signatures whenever possible. q Set mini deadlines before they are actually due to the plant. q Submit pages as soon as they are finished, even if they are early. You can accumulate EARLY days! q Index as you go, don’t wait until year end. q Account for your supplement pages and renumber after insertion point.

COPYWRITING FIND THEIR STORY CREATE IT

PICK A SUBJECT MATTER Select one of the story ideas at left and interview 3 students regarding the subject matter. Identify a headline, sub headline and story for a yearbook spread.

STORY IDEAS SENIOR SECTION •

Advice: Tips to Freshmen

•

Cars: Parking Spots on Campus

•

College Attending

•

Expenses of Being a Senior

•

Favorite Memories

•

Graduation

•

Senioritis

UNDERCLASS SECTION •

Turning 16

•

Free Time; finding time to study

•

Students who look like famous people

•

____________________________________________________________________________ ____________________________________________________________________________

Collections or Hobbies

STUDENT LIFE •

Community Service

•

Fashion and Trends

•

Favorites: TV Shows, Movies, Music,

____________________________________________________________________________ ____________________________________________________________________________

Books, Restaurants •

Hangouts

•

School Spirit

•

Summer Vacations

•

Hot Spots in Town

CLUBS AND ORGANIZATIONS •

Club Traditions

•

Competitions

•

Banquets and Parties

•

Community Projects

SPORTS •

Crosstown Rivals

•

Exercising Techniques

•

College Recruiting

•

Warming up for the Game

•

Mascots

____________________________________________________________________________ ____________________________________________________________________________

ACADEMICS •

Careers

•

Academic Awards

•

Procrastination or Motivation

•

Homework

•

Pressures and Stress

•

Student’s Future Plans

Copywriting www.yearbookdiscoveries.com

APPLICATION CAPTION WRITING q Grab the readers attention in the first two to five words, this will be the caption lead-in. q Write the first sentence in present tense and identify the people and the action. q Answer the 5 W’s and H to give details. q Avoid stating the obvious. q Avoid starting with a person’s name. q Write the rest of the sentences in past tense. Provide background info. Write a caption for the following photos:

TELL THE STORY The primary function of a yearbook is to tell the story of the year through pictures and words. Pictures alone will not suffice. Your readers will want to know the details and you can share more of the story through copy than by any other means. Just remember: whatever “word presentation” chosen, you must be sure the story gets told accurately and completely. It’s very easy to tell what the layout above is discussing. You can’t help but see it in the photos, headlines and the text! _________________________________________________

COPYWRITING TIPS •

Get the facts. Be specific and use precise words.

•

Use verbs or action words that set the tone and generate excitement.

•

The first sentence must lure your reader into reading the copy.

•

Keep sentence structure simple. Be clear and concise.

•

Do NOT editorialize.

_________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________

YEARBOOK TERMINOLOGY ANGLE

A writer’s specific perspective on a broader topic.

INTERVIEW

A conversation between a reporter and a source.

LEAD

Attention-grabbing introduction that sets the tone.

QUOTATION

A direct statement a reporter obtains through an interview.

STYLE GUIDE

A list of guidelines a writer uses to maintain consistent punctuation and capitalization through the book.

TRANSITION

_________________________________________________ _________________________________________________

A factual sentence a writer uses to link one quotation to another in a piece of copy.

_________________________________________________ _________________________________________________ _________________________________________________

TYPOGRAPHY EXPRESS YOUR STYLE CREATE IT

FONT CHOICES One of the most significant decisions a staff makes regarding the style of the yearbook revolve around the fonts that will be used (and how those typefaces are used on the pages). Your selec-

BRAINSTORM

tions can give your book a planned or chaotic, fresh or dated, creative or boring look. Your type

Select YOUR fonts.

should help define the tone or personality of the book. It makes the various sections distinctive and attracts the readers to the spread. There’s no one formula for success in working with type; many

DISPLAY OR THEME FONTS

schools choose a serif font (with feet) and a sans serif (without feet), others choose a single font with lots of variety in weight. Look for design ideas in books, magazines, TV advertisements, CD

________________________________________

and DVD covers, travel brochures or even menus.

________________________________________ ________________________________________ HEADLINE & SUB HEADLINES ________________________________________ ________________________________________ COPY & CAPTIONS ________________________________________

________________________________________

mini

QUIZ Identify the following techniques in the sample layouts at right. (There may be more than one.)

Adding a couple of points of extra leading gives a more readable contemporary look for body copy and captions. ________________________________________ Select “pick-up colors” to echo the content of the photos for Headlines & Sub headlines. ________________________________________ Run type over photos or graphics for a layering effect. ________________________________________

Typography www.yearbookdiscoveries.com

Our Story

BLUEPRINTS “enouGHSaid” ON TARGET Common Ground PAWS & REFLECT

typically uncommon

Up R

ar!

REPLAY A Look From Our View elemental changing focus

more than luck

draw your attention

uknighted

LIVE&LEARN

Never a Dull Moment

seekbelieveachieve

stay-connected Leaving Our Mark

INFORMATION

type MIDLINE

ASCENDER

X-HEIGHT

DESCENDER

BASELINE

SANS SERIF

SERIF

BASELINE The imaginary line upon which most letters “sit” and below which descenders extend. MIDLINE ( or MEAN LINE) The imaginary line which determines the height of lower case letters and above which ascenders extend. X-HEIGHT Height, in points, of the lower-case “x” in a font. ASCENDER Part of a letter that extends above the x-height. DESCENDER Part of a letter that extends below the baseline. SERIF Type style with serif’s or tiny “feet” at the end of each letter stroke. SANS SERIF Type style WITHOUT serif’s or tiny “feet” at the end of each letter. POINT SIZE How type is measured; one point equals 1/72 of an inch, so 72 point type would be about one inch in height. LEADING The amount of space between lines of text. KERNING Adjusting the letter spacing between pairs of letters in type. WEIGHT The stroke of the type such as light, medium, demi, bold etc.

mini

QUIZ Fill-in-the Blank 1. List all the Ascenders in the alphabet. _________________________________________________ 2. List all the Descenders in the alphabet. _________________________________________________ 3. List an AHJ Sans Serif Font. _________________________________________________ 4. List an AHJ Serif Font. _________________________________________________ 5. What is the approximate height in inches for the following point sizes. 108 pt. type = _________________________ inches 288 pt. type = _________________________ inches 36 pt. type =

_________________________ inches

PHOTOGRAPHY CAPTURE THE YEAR LOVE IT

SEVEN TIPS FOR PHOTOS THAT POP!

Get Close! Zoom In! Simplify!

SCAVENGER HUNT

• If your pictures aren’t interesting you aren’t close enough. • Fill the frame! Eliminate anything that isn’t helping your picture. Pixels are precious, so use them well. Crop in the camera, not in the layout.

Grab your camera and see how many

• Simplify! Most great pictures have only two or three elements. Zero in on what is most

items listed below you can find around campus! (You must have the item and a person in the

interesting.

photo. Each photo must have a different person.)

q Cowboy Boots q Electric Mixer q Red Permanent Marker q Soda Bottle q Road Map q 5-lb Dumbell

Compose Away from the Middle! • Pictures are more interesting when the center of interest is OFF center. Asymmetrical Balance rules! Use the Rule of Thirds!

What is Your Angle?

q Hawaiian Lei q Car Air Freshner q Soccer Trophy q Winter Hat

q Roll of Scotch Tape

• Keep your eyes open for the drama of student life, then snap it. • Capture emotion! Look at the eyes, and facial expressions that tell a story.

• Get in the middle of the action.

q Navy Blue Jacket

q Lamp Shade

picture is as important as a good angle on your story.

Tell the Story! Capture the Moment!

q Black Frame Glasses

q Pink Sticky Notes

• Change your angle! Get low, get high. But keep the horizon level. A good angle on YOUR

Let There be Light! • Become aware of the different qualities of light. Watch for dramatic light even when you aren’t taking pictures, so you recognize it when it comes.

q English-Spanish Dictionary

• Back light, side light, contrast light, early light, late light. More than anything else, dramatic

q Calculator

light makes pictures POP!

q Skateboard q Movie Ticket Stub q Student ID q Purple Dry Erase Marker

Watch for Lines and Shapes!

q Brown Paper Lunch bag q Ping Pong Paddle q iPad q Stethoscope q Colored Pencil

verticals and s-curves. • The eye is drawn to shapes and repeating shapes make eye catching patterns.

q Glue Stick q Plastic Fork

• Lines make powerful compositions, whether they are obvious or suggested. Look for triangles,

Keep your Camera with you and Take Lots of Pictures! • The story unfolds wherever you are. If you have no camera, you will miss it! • Take LOTS of pictures, it doesn’t cost a penny more. mini

QUIZ What photo tip can be applied to each photo at right?

q Yearbook

1. _______ 2. _______ 3. _______ 4. _______ 5. _______ 6. _______ 7. _______

Photography www.yearbookdiscoveries.com

APPLICATION

RULE OF THIRDS The rule of thirds refers to a 3 by 3 grid that fits on top of any image. There are no specific sizes to the blocks – only that they are equally shaped. The grid works horizontally or vertically and helps determine how the

eye follows an im-

age or group of images. The concept helps you understand the places on an image where a person is naturally drawn when viewing an image. In theory, the most eye-catching points are where the grid lines intersect.

4 5

TRY IT “Draw” the lines on each photo and notice where your eyes go.

4 Photo Credit: Deseret News Photographers

LAYOUT DESIGN DESIGN FOR IMPACT CREATE IT APPLICATION

GOOD DESIGN Every yearbook spread contains photos, headlines, copy, captions, graphics, folios and white space. The goal of the designer is to get the reader to look at the photographs and read the copy. Good design lures the reader into looking at every element on the spread.

Identify all of the “Layout Elements” on the sample yearbook spreads below.

LAYOUT ELEMENTS 1GUTTER 2FOLIO

Where the Double Page Spread joins together. Be sure to keep faces out of the gutter.

The page number and the topic of a spread placed as a unit traditionally at the bottom left and bottom right of the spread.

BLEED

When an element extends beyond the edge of the trim line.

5CAPTIONS

Copy that describes a photo.

6HEADLINE

The title of the copy or story, usually in a large typeface.

7SIDEBAR

Alternative, quick-read or reader-friendly story packages.

8BODY COPY

The text or story on the spread. Increase leading or put in more than one column to enhance readability.

The largest photo on the spread. 4DOMINANT 9GRAPHIC PHOTO At least 2.5 times larger than any ELEMENTS others.

Lines, shapes, clip art or any design element that is added to a spread.

3 BLEED

4 DOMINANT PHOTO

7 SIDEBAR 5 CAPTIONS

6 HEADLINE

NOTES ________________________________________

8 BODY COPY

________________________________________ 2 FOLIO

________________________________________

Layout Design www.yearbookdiscoveries.com

1 GUTTER

9 GRAPHIC ELEMENTS

Even Page

School

Black Ink

Special Instructions

Job #

Includes Spot Color(s)

Process 4-Color (CMYK)

Job #

MICS61101L

MICS61101R

Black Ink

Template Template Special Instructions Includes Spot Color(s)

School

Process 4-Color (CMYK)

Odd Page

MARKETING SELLING YOUR BOOK YEARBOOK IS YOUR BUSINESS

PLAN IT eBUSINESS

You may think that writing copy, taking photos and designing cool layouts are the most important aspects of “yearbooking”, but your success will DEPEND on book sales. Assign someone to be a Business Editor to oversee all marketing activities of the yearbook. Getting a team of students involved will be key in developing a solid marketing plan. Make a list of marketing ideas that your staff should implement. Here are a few ideas to get you started.

Herff Jones’ web application that allows

CAMPAIGNS

staffs to track in-school

What has worked in the past?

and online sales, print receipts and reports, manage personalization and

________________________________________

accessory options is called eBusiness. The

It’s kind of a big deal.

database can also be used for identifying who has and who has not purchased,

________________________________________

•

sending email reminders to students, track who is in the printed book, give students access to +One as well as sell other school items.

• • • • • •

YEARBOOK ORDER CENTER Schools can accept Credit Card payments for the yearbook and/or ads using an electronic check or credit card via a toll-free number or online at www. yearbookordercenter.com. All sales are recorded for easy access and reporting within Herff Jones eBusiness.

• • • • • • • • • • • •

SALES ASSIST Boost your yearbook sales program. You’ll

•

have the ability to create a PDF to use electronically (as an email attachment) or in print. Also create, print and mail a customized flier to anyone who hasn’t already purchased the book as a result of the school-run sales promotions.

• •

School/community posters — place them at school in rest rooms, lockers, library, gym and office; place in the community at banks, post office(s), grocery stores, the mall, fast food hangouts and especially in the store windows of yearbook advertisers Principal or activity parent newsletter School radio or TV promotions Teasers in school before sale Fliers in halls, mailboxes, lockers or on local pizza delivery boxes Telemarketing as a follow-up “Don’t Forget” cards with a piece of string attached Channel One Ads — Top 10 reasons to buy a yearbook PA announcements. Use music — make them fun and interesting News releases in local newspapers, on radio or TV Ads in the school newspaper School sign boards or marquees Soft drink can stickers. Use “crack & peel” paper Balloons during passing periods and after school or during lunch Banners on the front or main entrance to the school Get your DECCA Club involved in yearbook sales, have them make it their “Marketing Assignment.” Sidewalk chalking Ads in football or basketball programs Letters to parents — Herff Jones has pre-designed ones available. Increase price after initial campaign to encourage early subscriptions. Follow-up postcards to remind parents that it’s not too late to order yearbooks Order postcards for students to complete; then invoice parents for these orders “Sneak Peak of the Week” — display posters in school with photos from yearbook!

________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ What could we try new? ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________

Marketing & Selling Your Book www.yearbookdiscoveries.com

IDEAS SELL FRIENDSHIP, BABY or SENIOR ADS

WRITE YOUR OWN SCRIPT School announcements or TV channels are a great avenue to advertise yearbook sales. Write a script that can be read to promote book sales. Be sure to include who, what, why, when, where and how.

Advertise to both your parents and students the opportunity to spotlight their student or friends within either a Friendship Ad, Baby/ Senior Ad section of the yearbook. HJ has a web

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banner to put on your school website with a link to the On-line Ad Creation where they can create and upload their ads.

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Web Banner

Online Ad Creation Templates

SOCIAL MEDIA

MARKETING MATCH Identify the following marketing related terms with their correct definition.

Create a FACEBOOK, PINTEREST, INSTAGRAM or YOU TUBE account for your yearbook. Keep it updated and active at least weekly. Post photos from school events and advertise your books as

_____ BREAK EVEN POINT _____ ADVERTISE _____ PROFITABILITY

A. A statistic characterizing human populations or segments of populations broken down by age, sex or income etc. B. Path a product takes from producer or manufacturer to final user.

_____ DEMOGRAPHIC

C. Point at which sales revenue equals the costs and expenses of making and distributing a product.

_____ FORECASTING

D. The process individuals use to decide what they will buy and from where and whom they will buy it.

_____ DEADLINE

E. The evaluation of something in terms of its price. F. The quality of affording gain or benefit or profit.

_____ MOTIVATE _____ CHANNEL OF DISTRIBUTION _____ BUYING BEHAVIOR _____ MARKET RESEARCH _____ PRICING

well as enhancements and special promotions

G. The point in time at which something must be completed.

FUN & GAMES Keep yearbook in your students minds throughout the year. Have contests, games or assemblies promoting and encouraging students to remember the year. Have a “Name that Celebrity” contest. Can you guess the celebrity’s yearbook photo?

H. A statement made about the future. I. Research that gathers and analyzes information about the moving of goods or services from producer to consumer. J. Make publicity for; try to sell a product. K. Give an incentive for action.

Answers on page 20

ALL IN THE DETAILS FINISH STRONG LOVE IT [KOL-UH-FON] A COLOPHON is a statement, placed at the end of the yearbook, recording yearbook production details. It can be as elaborate or simple as your want. See the example below, then write your own. The words in color should be changed to reflect your yearbook’s specifications.

Highlights, Volume 32, was produced by the yearbook staff at Hilltop High School in Laguna Beach, CA and was printed by Herff Jones, Inc. in Logan, UT. The account was serviced by representative Terry Carson and customer service adviser Laurie Jones. The cover was designed by Molly Brown and Star Kendall and incorporated a three color design which was silkscreened and embossed onto the Vibra Tex Iridescent Wind color background. Applied colors/ foil included 23 Silver, 29 Peach, 11 Purple and F-25 Galaxy foil. Applied grain was Galaxy. The endsheets are printed on Fibertext Parchment Series Sky FCP-2, 80# Cover weight paper stock using Purple ink. The book’s 220 pages are printed on Bordeaux 100 pound paper stock. The

2016 TOP TEN YEARBOOK DESIGN TRENDS

1 VISUAL VARIETY

• Set up a style guide for consistent elements including type specifications, graphic elements and photo packaging. • Allow coverage to dictate the design.

2 PHOTOGRAPHY

• Shoot candid shots showing action/reaction/ emotion, cropped for center of interest • Try out popular effects: cut-outs and pop-outs, black and white, saturation, color halftones. • Choose photos that tell a story.

INTERRUPTERS

MAGAZINES

LAYERS

ENVIRONMENTAL PORTRAITS

3 TYPOGRAPHY

• Create contrast with size, weight, form, structure, direction, and color. • Don’t forget to pay attention to small type: caption starters, paragraph headers, student names. • Readability first; design second.

4 COLOR

• Use color to communicate meaning. • Use color to create visual hierarchy [60-30-10 combination]. • Choose a color scheme: limit to three per design, use various tints & shades, include neutrals. • Color should direct the reader to content.

5 ALTERNATIVE STORY FORMS

• Experiment with coverage structures: traditional, chronological, umbrella. • Include non-narrative stories: surveys, lists, quotes, stats, visual data [icons and object cut-outs], step-by-step, glossary, time lines, tables, ratings, maps • Keep your reader’s attention for all coverage on the spread.

• Heavily influenced by magazine design with oversized photos or collages with many photos. • Breaks the monotony of content spreads and contains topics with high student interest. • Know the rules and then break the rules [have some fun].

• Multiple spreads develop a unifying concept that expands the theme idea, with high student appeal and fun designs. [Sort of like a bunch of related interrupters on consecutive pages.] • Tell stories that showcase students who might not otherwise be covered in the yearbook.

• Create dimensionality using textured/full bleed photo backgrounds, type on photos, transparency. • Hand drawn elements include arrows, edits, scratches, lines, doodles, uneven spacing, tilts, multiple typefaces. • Overlap photos including cut-outs. • It has to be readable; don’t cover up important elements.

• Stage casual portraits, paying special attention to setting and lighting. • Allow the photo content to tell part of the student’s story; feature students who often get no coverage.

10 SHAPES

• Experiment with slanted edges, arrows, quadrilaterals, triangles, rounded corners. • Non-rectangular shapes create energy, excitement, disruption, surprise for the reader.

2017 volume includes 80 pages in full color and 32 in spot color, which were printed in HJ8100 Metallic Amethyst. All

YEARBOOK IS GOING

DIGITAL +ONE APP

body copy was set in 12 pt. AHJ Garamond, and captions were 10 pt. AHJ Garamond. Headline fonts included AHJ Algerian, AHJ Dustie and AHJ Modernart. Layouts were submitted to the plant using eDesign. Highlights was produced using on Apple® Macintosh® G4 computers with 512 MB RAM with 80 GB hard drives. Digital photos were taken with a Cannon Rebel. Professional portraits were provided by Maddox Photography. The 1,200 copies of the book were sold for $65.

PERFECT COMPANION

In addition to the printed volume, yearbook buyers now have access to a complete digital version that’s accessible from most smartphones and tablets. Any student who has already purchased a yearbook will have access to the digital version as long as student IDs and buyer names are current in eBusiness.

(The adviser and staff names/positions were listed separately from the colophon. The staff also included “shout outs” to people who supported and helped them with production of the book.)

All in the Details

MINI Quiz Answers: Which cover process is used for the covers at right? 1. Litho or Fusion 2. Litho 3. Litho 4. Litho 5. Silkscreen 6. Silkscreen 7. Litho 8. Silkscreen Identify the following techniques in the sample layouts at right. 1. 1, 2 & 3 2. 1,3,4,5 & 6 3. All Fill in the Blank 1. b, d, f, h, k, l, & t 2. g, j, p, q and y. 3. AHJ Function (several options) 4. AHJ Baskerville (several options) 5. a. 1.5 inches b. 4 inches c. 1/2 inch. What photo tip can be applied to each photo at right? 1. 3 2. 6 3. 1 4. 4, 7 5. 5, 6 6. 4, 6 7. 1, 4. Celebrity Photos 1. Ryan Seacrist 2. Zac Efron 3. EMINEM 4. Taylor Swift 5. Jennifer Lopez 6. Jessica Simpson