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Seeing what you get: A comparison of newspapers’ visual brand personalities and consumer perceptions
Unformatted Document Text:  standard feature, always appears in the leftmost column. In the center of the page, two stories – one labeled the cover story – are stacked on top of each other. A third story runs the full length of the rightmost column. Los Angeles Times Although clean and varied, the Los Angeles Times’ front page conforms to many of the same practices as other U.S. newspapers. Several standard features make the paper more recognizable and navigable, but do not add to the distinctiveness of the brand. Rendered in all black, the paper’s nameplate blends into the crowd of other newspapers using blackletter typefaces. Kerned slightly tighter than normal, the nameplate spans only one line. The Los Angeles Times does not run teasers near the nameplate, opting for clean whitespace around the logo. The simplicity and style immediately identify the product as a newspaper but contribute little else to the brand. In addition to color photographs, the Los Angeles Times uses a dark-khaki line to separate its header and body content. A saturated red accent color is also used sparingly, usually appearing only in the “COLUMN ONE” story. In each issue, the Los Angeles Times marks one of its stories as “COLUMN ONE.” This story moves front-page locations, but is recognizable by the red accents, title, horizontal rules and five-line drop cap. Each day, the paper also runs a four- column photo package (unrelated to a front-page story) in or near the top-left corner of the front page. Additionally, a two-column box composed of teasers, an index and a barcode runs as a standard front-page feature, guiding readers through the paper. Even with several standard features, the front page’s flexibility allows 13

Authors: Jewett, Adriane. and Reinardy, Scott.
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standard feature, always appears in the leftmost column.  In the center of the page, 
two stories – one labeled the cover story – are stacked on top of each other.  A third 
story runs the full length of the rightmost column.  
Los Angeles Times
Although clean and varied, the Los Angeles Times’ front page conforms to many 
of the same practices as other U.S. newspapers.  Several standard features make the paper 
more recognizable and navigable, but do not add to the distinctiveness of the brand.  
Rendered in all black, the paper’s nameplate blends into the crowd of other 
newspapers using blackletter typefaces.  Kerned slightly tighter than normal, the 
nameplate spans only one line.  The Los Angeles Times does not run teasers near the 
nameplate, opting for clean whitespace around the logo.  The simplicity and style 
immediately identify the product as a newspaper but contribute little else to the brand.
In addition to color photographs, the Los Angeles Times uses a dark-khaki 
line to separate its header and body content.  A saturated red accent color is also used 
sparingly, usually appearing only in the “COLUMN ONE” story.
In each issue, the Los Angeles Times marks one of its stories as “COLUMN 
ONE.”  This story moves front-page locations, but is recognizable by the red accents, 
title, horizontal rules and five-line drop cap.  Each day, the paper also runs a four-
column photo package (unrelated to a front-page story) in or near the top-left corner of 
the front page.  Additionally, a two-column box composed of teasers, an index and a 
barcode runs as a standard front-page feature, guiding readers through the paper.
Even with several standard features, the front page’s flexibility allows 
13


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