CRAFTING YOUR STORY – Holly Foster Media


At some point, I think it would be fun if I could deliver a seminar to give advice to people who need help starting a blog. And since I have a new logo (detailed in the post Branding a Storyteller) I decided I would mock up a test advertisement. No harm in being prepared ahead of time, yes?

I usually imagine myself speaking at my local library, predominantly because it’s free to use the space. But why not dream big? I love Manhattan, so the New York Public Library it is! If you haven’t visited, you should. They have a great tour that’s fascinating and absolutely free. But I digress — back to the ad.

Here’s what I included in my design:

  • Images and colors to attract attention.
  • A reprint of two of my best blogs to establish myself with those who aren’t familiar with my work.
  • A columnar format to make it easy to read.
  • My new logo.
  • My domain name.
  • Engagement details (name of seminar, place and time).

Using Adobe InDesign, here’s what I came up with.

“For text-heavy formats, such as publications, newsletters, government websites, and editorial websites, some designers rely on the Guttenberg Diagram to help guide the viewer” (Landa, 2019).

The Guttenberg diagram was developed by Edmund C. Arnold, who was considered to be the father of modern newspaper design. Arnold divides a page into four quadrants.

Lacey (n.d.)

In my design, the dominant element is my silhouette in the upper left hand corner, called the primary optical area. It’s the point of entry because we read from left to right — here in the West anyway. From there our eyes scan the rest of the document using a Z pattern, highlighted in the image above using turquoise arrows.

I placed my most popular blog, Run to the Rhino, in the strong fallow area. Blog number two, We Remember, lives in the weak fallow area. Finally I placed the event information, logo and website address in the terminal area to make sure I had a shot at enticing the reader to join me.

Each story has a different background color to differentiate them from each other. I also included images from the original blogs to make it more interesting.

Hopefully my design has enticed you to attend. I’d be honored if you’d join me. And don’t worry — if you get bored you can sneak out and take the library tour instead.

until nxt time …


Foster, H. (2019, February 2). Run to the rhino. Retrieved from:

Foster, H. (2019, May 26). We remember. Retrieved from:

Lacey. (n.d.). Using design rules as a guide, not a law, with regards to visual weight. [Blog post]. Retrieved from:

Landa, R. (2019) Graphic Design Solutions, Sixth Edition. Boston, MA: Cengage.

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