Didion Culinary Collection — Intro Card Design
Design specifications and refinements for the Didion Culinary Collection intro card, finalized in a working session with Diana Henry (Didion) and Melissa Cusumano (Asymmetric).
Overview
The intro card serves as the primary printed touchpoint for the Didion Culinary Collection launch. This article captures the approved design decisions, layout logic, and print specifications from the finalization session.
Related materials: [1]
Layout & Text Decisions
Headline Treatment
- "Didion Culinary Collection" is centered for visual emphasis
- Sits above the "A Celebration of Flavor" subhead
- Hard return added between "Culinary Collection" and the body copy below to give the eye a break and improve visual hierarchy
Body Copy
- Simplified QR call-to-action: "Scan to learn more" — removed longer instructional language that was cluttering the card
- QR code and "Scan to learn more" text are stacked vertically (QR above or below label)
- Widows and hanging words were addressed throughout; text blocks were adjusted to avoid single-word orphan lines
Logo & QR Code Placement
- Logo placement updated (exact position per source file version 4)
- QR code repositioned to stack cleanly with the "Scan to learn more" label
- Considered but deferred: adding a small directional arrow near the QR code for visual movement — noted as a "next round" enhancement
Typography
| Element | Spec |
|---|---|
| Minimum body font size | 10pt (9pt was flagged as too small) |
| Body text (back side) | 9.5pt to match reverse |
| General approach | Increase sizes where space allows; readability over density |
"We want a minimum of 10. I mean, 10 would I think would be the smallest we want." — Diana Henry
Print Specifications
- Bleed: 0.125" per side
- Total trim allowance: 0.25" (bleed on all four sides)
- Files exported as Adobe PDF with marks and bleeds
- Print-ready PDF saved to Google Drive → Didion Projects → Intro Card → Source Files (version 4)
File Delivery
- Melissa to share Google Drive link directly with Diana
- Diana copies file into her own shared Google Drive folder for printer access
- Preferred printer: FedEx (urgent turnaround; weekends are not available)
- Backup option: Office Depot / Office Max
"Text is probably faster as we've seen email having some hiccups so far." — Diana Henry (on notification preference when files are ready)
Open Items at Time of Meeting
- [ ] Melissa to send final intro card PDF link via Google Drive
- [ ] Diana to submit intro card to FedEx for printing (time-sensitive; avoid weekend delays)
- [ ] Logo update still pending in the working file at time of session
Related
- [1]
- [2]