Unearthing the principles behind Readymag’s editorial design
Readymag is a full-fledged tool for designing the web without coding. Celebrating its 10th anniversary in 2023, Readymag has undergone a transformative journey from helping craft online zines to becoming a robust design tool for landing pages, editorials, presentations, portfolios and beyond.
While the team continuously expands the tool’s creative capabilities, they also produce digital editorials covering social and cultural topics. These publications have become a powerful way of upholding Readymag’s core values and showcasing its full potential to creators.
Readymag’s Design Advisor, Stas Aki, and designer, Tatiana Egoshina, have played pivotal roles in shaping the vision behind these publications, infusing them with a unique blend of creativity and visual appeal.
In this post, Stas Aki and Tatiana Egoshina offer insights into the guiding principles behind their editorial design and a glimpse into the inner workings of some publications.
Attention-grabbing enhancements for any layout
“Designers don’t just arrange elements in a layout, they also direct the flow of attention on a web page. By dynamically changing the size of elements, you can easily highlight one part of a page or draw attention to another,” believes Stas Aki. The editorial Designing Women, which investigates the gender imbalance in the design industry, serves as an example of this principle in action.
Tatiana Egoshina shares her perspective, “The editorial layout of this publication enhances readability and overall comprehension of the content. It’s not just about aesthetics, emotions, and interactivity; design significantly influences the perception of content.”
Reflecting on the role of editorial layout, Stas Aki also delves into the relationship between web pages and content, “A web page has its borders, and it is essential to consider how they interact with content. Using WYSIWYG tools, designers can easily experiment within these limitations.”
Typography as a focal point
“Expressive typography helps ensure important elements on the page are not overlooked,” says Aki. Choosing typefaces that resonate with the content and experimenting with their size and position helps enhance the visual impact of digital publications.
One of Aki’s notable experiences in editorial design dates back to 2017, when he was working on Readymag’s animation feature. During that time, he came across Leonard E. Read’s classic essay “I, Pencil”, which explores the hidden intricacies behind seemingly simple objects.
Inspired by the essay’s narrative, Aki decided to experiment with typography while animating the essay title and chapter headings. “I wanted more of a cinematic experience or cartoon, rather than a straightforward web design project. This type of animated flow not only illustrates the content, but also guides readers through the entire narrative.”
The fluidity of the web
“The web is more akin to a fluid — your website can assume any size, shape, or structure,” highlights Egoshina, emphasizing the dynamic nature of web design. Her philosophy underscores the creative freedom and limitless possibilities offered by the modern web, as well as no-code design tools.
Readymag’s editorial Design stories, which celebrates influential 20th-century designers, draws inspiration from Edward Tufte’s principles of data visualization and employs a non-linear storytelling approach. The team endeavored to embrace the profound fluidity of the web, breaking free from its constraints.
Content is king
In 2022, the Readymag team collaborated with the Type Directors Club to create “The Faces Behind Typefaces,” an editorial that brings together insightful conversations with modern-day type designers and the stories of typography pioneers like Paul Rand, Emigre, Paula Scher, Ruben Fontata and others.
Tatiana Egoshina reflects on the success of the editorial, which was nominated for a Webby Award this year. “This project gained tremendous popularity and received more media mentions in a month than we typically would in an entire year. I believe the reason behind its success is the exceptional content. I thoroughly enjoyed reading all the interviews while working on the layout.” Aki adds, “The recognition this editorial received proves that impactful design is only possible when all the ingredients are of high quality, especially the text.”
Edutainment equals engagement
“Active participation is key to perceiving information deeply and maintaining readers’ focus while consuming digital content,” says Egoshina. The Readymag team’s goal with the Debris of Attention editorial was to explore new ways of engaging readers. It takes the form of a game that allows readers to remove distracting elements and freely read the text, promoting active participation and critical thinking.
The editorial Oracle Cards of Design Manifestos is another example of edutainment design. Each click reveals a piece of design advice from luminaries such as Experimental Jetset, Paola Antonelli, and Dieter Rams. Egoshina’s inventive approach showcases how combining entertainment and education can unlock the full potential of each learning experience.
Throughout its decade-long journey, the Readymag team has evolved and grown by always walking in the user’s shoes. They’ve been creating online editorials, promoting their values, and actively contributing to the design community. With Stas Aki and Tatiana Egoshina at the helm, Readymag’s editorial projects consistently push the boundaries of digital storytelling and inspire designers and creators worldwide.
