I was talking to a client the other day about different aspects of his upcoming new magazine, and while discussing some fairly basic design gubbins, I mentioned templates, grids, and how a huge part of a magazine's look and feel comes from the basic template of standard (non-feature) editorial layouts, along with fonts, use of white space, images, blah blah blah. The typical front-of-book, single or two page stuff that's usually shorter in length, scannable, exciting to look at. I mentioned breaking up the grid with art and other elements that can be used in layout - for example, if there's a photo of a person standing with their arms extended out at 90 degrees to their body, that maybe their arms would extend beyond the rectangle of the photo box, crossing the grid lines and making interesting shapes in the text flow and/or white space of the page, and ultimately making the page more interesting.

The client looked at me like I was insane, and asked me what I was talking about. It was then I realized that we - as designers, art directors, photographers, illustrators - frequently talk about our craft as though everyone has some understanding of what we do, when in fact it's usually the opposite. They might intuitively know a nice looking page when they see one, but just because I know a nice looking car when I see one, it doesn't mean I can build an engine or talk to you about the science behind how a car battery works.

The client is not to blame for not understanding - I am. I assumed that he would know what I meant by a "grid." I just figured that when I talk about a templated page, he would know it does not mean every page using that template will look the same. Far from it. But he didn't know that, because I just went waffling on and on — instead of taking a moment to remember that the reason he and I are working together is so that I can not only design and produce his magazine, but so I can also help him understand how and - more importantly - why we do what we do. Just like he is helping me to understand his area of expertise, how and why it is important and valuable knowledge that is worth putting on paper in magazine format, so we can send it out into the world so more people can benefit from it.

Sure we can work in isolation, that's especially easy to do as a designer - and yes, the work could still be good, even great. But if we make an effort to not only understand what we are making, why, who for, but also work within a team whose members all have the same goals and same understanding, then how can we fail? I'm not saying that if you are working on Cat Shavers Monthly* you should know everything there is to know about the mechanics of a cat shaving machine and all the types of cat hair there are. I'm saying that if we all understand each others roles, what each of us bring to the table, and that we all work toward a common goal, maintaining communication and understanding, then our best work is the next piece we make together.

One more thing - here's a super simple version of what I mean by breaking up the grid. You don't have to be David Carson. Just try to make your pages interesting, even when you have a ton of copy and very little space. It's not cat shaving science.

*I have an idea for a magazine, and maybe a shaving business.