Before greedy graphic designers can plot the menagerie of type and color, image versus illustration, pace and impact, they must establish the form their work will take.

Below: Chronicle designer and production coordinator review a printer dummy of World Unfurled, an accordion-fold art book.

Format considerations include size, shape, paper, weight, tactile feel, functionality, printing techniques, and—alas—cost. The creative heads that come together for this part of the design process at Chronicle Books are called the Make Team: an editor, a production specialist, and a designer. Together they determine the best form for any given project based on its needs (narrative, functionality, mood, and target audience).

Below: printer prototyping and mock up dummy for X: The Erotic Treasury

As we decide on format, the production specialist is a vital creative asset. When discussing the format for X Erotica Treasury (prototype and mock-up above), the team wanted an object that felt special (and “fetishable”). The solution was a solid slipcase (think undressing) with a die-cut x (think peeping). Beth Steiner, our production specialist, then began working with our printer to get the case to be the right weight and the book to be the right dimensions to slip out smoothly, opening sensually in the reader’s hands.

I love our production team. At early creative meetings, we’ll crazy talk about uncoated paper, puffy covers, flocking, debossing, paper graining, spot lamination, translucent belly bands, five colors … And it’s our production specialist who has a grasp on whether any of it is attainable. Our production specialist contributes to idea generation, but is also aware of technological limitations and costs, shipping needs and retail damage (those clumsy man-hands and sticky kid-fingers).

Below: different variations that we tried out for a pull-out drawer for The Perfect Note.

We often move through rounds and rounds of dummies (unprinted versions of the projects) until we get it right.

Below: dummies for the Mini Journals:

Below: some craft dummies, spiral bound for functionality.

Format development is only part of the magic. Our production specialists are also responsible for managing the proofing galleys (bluelines), proofing color (wet or digital) and making sure our darlings get to you unscathed so that they can beckon your touch.

Suzanne LaGasa
Designer

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