Acuesta and Tilo - Thesis

TRANSFORMATION BEYOND AESTHETICS:
THE ROLE OF DESIGN AND LAYOUT IN AMPLIFYING

THE PRINT PLATFORM AND AUDIENCE ATTRACTION
OF THE PHILIPPINE DAILY INQUIRER
-------------------------
A Thesis
Submitted to the
Faculty of Arts and Letters
University of Santo Tomas
-------------------------
In Fulfillment
Of the Requirements for
Thesis Defense (THESIS II)
Journalism Program
-------------------------
Acuesta, Rea Michaela M.
Tilo, John Dexter T.
April 09, 2019

CERTIFICATE OF APPROVAL FOR DEFENSE
This Thesis entitled
TRANSFORMATION BEYOND AESTHETICS: THE ROLE OF

DESIGN AND LAYOUT IN AMPLIFYING THE PRINT
PLATFORM AND AUDIENCE ATTRACTION OF THE
PHILIPPINE DAILY INQUIRER
prepared and submitted by
REA MICHAELA M. ACUESTA

JOHN DEXTER T. TILO
has been ACCEPTED and APPROVED for Oral Examination, for the fulfilment of
the requirements for the degree of Bachelor of Arts in Journalism Program.
MR. LEO O. LAPARAN II

Adviser
MR. FELIPE SALVOSA II

Thesis Coordinator, Journalism Program
ADVISER’S GRADE: ____________

(written and countersigned)
Date: _______________
DECLARATION OF ORIGINALITY
This is to declare that the content of this thesis is a product of my work despite
the assistance I have sought from other materials and persons, all of which I
have cited, in terms of content, style and presentation.
I declare that I have written this thesis with utmost faithfulness to the
Thomasian Code of Honor.
REA MICHAELA M. ACUESTA
JOHN DEXTER T. TILO
Date: _______________________
MR. LEO LAPARAN II
Date: _______________________
SAFEASSIGN RESULT
UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS ii
Abstract
In a time of newspaper decline, the owners of the Philippine Daily Inquirer (PDI),
one of the leading broadsheets in the Philippines, had a rethink of their brand in
2016 which included a change in their design and layout. This research aims to
look at whether the change in the design and layout of the PDI amplified and
increased the audience attraction of its print platform. This research utilized the
Gestalt Theory and from it a survey was conducted to 385 individuals from the City
of Manila and an interview to 12 people who were randomly chosen from the initial
respondents. Results showed a significant change between the previous and the
current layout of the PDI. The results further revealed that the audiences are more
likely to buy and read the new (and current) layout of the PDI. Based on the
findings, a change in the design and layout is a factor in amplifying the print
platform. Overall, design and layout in newspaper packaging is indeed another
factor that audiences consider in buying newspapers and it should not be
neglected in the publication process.
Keywords: preference, design, layout, Gestalt Theory, Philippine Daily Inquirer

UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS iii
Table of Contents
Chapter 1.0 Introduction 01
1.1 Statement of the Problem 11
Chapter 2.0 Theoretical Background 14
2.1 Review of Related Literature 15
Chapter 3.0 Conceptual Framework 28
Chapter 4.0 Method 31
4.1 Design 32
4.2 Selection and Respondents 33
4.3 Data Measure 35
4.4 Data Collection Procedure 36
4.5 Data Analysis 38
4.6 Ethical Considerations 38
Chapter 5.0 Results 40
Chapter 6.0 Discussion and Conclusion 61
6.1 Limitations 63
6.2 Recommendations 64
References 66
Appendix A List of Source Materials 74
Appendix B Codebook and Code sheet 75
Appendix C Questionnaire 76
UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
List of Tables
Table 01. Reading frequency of respondents towards newspapers 40
Table 02. Buying frequency of respondents towards newspapers 41
Table 03. Factors in choosing a newspaper 41
Table 04. Response of the respondents if they still buy PDI 42
Table 05. Response of the respondents if they still read PDI 42
Table 06. Awareness on the print platform of PDI 43
Table 07. Awareness of the respondents on PDI’s redesign 43
Table 08. T-Test for Equality of Means 45
Table 09. Respondents’ response on the current layout’s
visual appeal 46
Table 10. Respondents’ response on the old layout’s visual appeal 47
Table 11. Respondents’ preferences between the old and current
layout 54
Table 12. Respondents’ preferences among the elements 55
Table 13. Respondents’ preferences in buying between
the old and current layout 56
Table 14. Respondents’ preferences in reading between
the old and current layout 57
Table 15. Respondents’ response if the current layout made
them want to read the PDI 57

UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
Table 16. Respondents’ response if the current layout made
Table 17. Respondents’ response if the old layout made
them want to buy the PDI 58
Table 18. Respondents’ response if the old layout made
Table 19. Respondents’ response if the design matters
in newspaper packaging 60
UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS iv
List of Figures
Figure 01. The Inquirer Compact 02
Figure 02. Readership of different reading materials 03
Figure 03. The old and new layout of the PDI 06
Figure 04. Conceptual Framework 28
Figure 05. The August 29, 2016 front page of the PDI 34
Figure 06. The June 08, 2017 front page of the PDI 34
UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS 1
Chapter 1
Introduction
The Philippine Daily Inquirer (PDI) is one of the three leading
broadsheets in the Philippines (Forbes, 2017). PDI is known for changing
things up from Inquirer Compact in 2006 (see Figure 1) where a smaller
version of the broadsheet was introduced (CMFR, 2006) to the recent
changes done at present. In 2016, PDI redesigned their newspaper, they
not only changed the design and layout but had a rethink of their whole
brand, a “transformation beyond aesthetics” (Prieto-Romualdez, 2016). PDI
has also transitioned to the digital age and made their news available across
the media quintet (Prieto-Romualdez, 2016).
In this era of multiple platforms and pervasive access to information,
Romualdez underscored that their role in society follows a requisite
responsibility to ensure the PDI content is not just consumed, but
experienced (Prieto-Romualdez, 2016). In a recent article of Romualdez in
2016 she explained their sudden change in design and layout and said that
the challenge is to bridge the needs of readers to provide the fullness of
experience possible with every platform–enriching the stories within and
providing layers of enjoyment or angles of stories unique to every platform.
She also mentioned that a redesign project of this magnitude is
unprecedented in Philippine media. “It is not just mere changing fonts or

layout. It required adjusting processes, IT infrastructure, rebridging story
philosophy, skills upgrade of personnel and training every Inquirer and
partner to look at news differently as a multiplatform experience,” she
added.
Figure 1. The Inquirer Compact
The print media has been struggling to compete with the new media
and keep up with the digital age and newspapers that the PDI had a
redesign for the same purpose. Readership of newspapers has been
consistently declining worldwide (See Figure 2) over recent decades as the
Internet and other new media become dominant in the news market
(Crispin, 2011). The traditional form of print publication is struggling to
remain relevant in the digital age (Bear, 2018).
Figure 3. Readership of different reading materials
According to Jacek Utko in a Ted Conference “Newspapers are dying
for a few reasons.” First, readers do not want to pay for yesterday’s news,
and advertisers follow them (Utko, 2009). “Smartphones and laptops are
much more handy than newspapers on Sundays,” Utko said while he
discussed how design can save the newspaper industry (2009). Utko is a
European newspaper designer, whose works were recognized for being the
World’s Best Designed Newspapers acknowledged by the Society of

Newspaper Design (2009). The newspapers he has designed not only won
awards, but also found an increase in circulation by up to 100% such as the
newspapers he designed in Bulgaria. This was all done in Europe almost a
decade ago, and now the Philippines is picking up this newspaper
milestone.
Although, in this modern age, the relevance of newspapers is not
quite as evident. Newspapers serve a critical function in presenting a
selection of the day’s events to their communities, and each day’s news
presents a set of perspectives of the most important happenings to their
publics (Utt & Pasternack, 2003). Perhaps the most important location to
find such representations of society’s most critical events is a newspaper’s
front page. The first page of the newspaper is what grabs a reader’s
attention, thus, editors devote much energy in determining which story
elements should be placed on the most prized page of their publication
(McQuail, 2010; Singer, 2001).
PDI invited Dr. Mario Garcia, journalism’s design guru, who
convinced PDI to take the path taken by newspapers like Aftenposten of
Norway, La Voz of Argentina, Mint of India and the Gatehouse Media Group
of the US which have undergone transformation, either through format
change or a rethink (Prieto-Romualdez, 2016).

In his blog, Mario Garcia told the story of the collaboration that
happened between his team in Garcia Media and the PDI team. It was the
executive team of PDI who invited Garcia in Manila to explore the ways in
which they could help newspaper (2016). Their workshop included an
“honest appraisal and evaluation of the Inquirer and how they presented
news” both visually and journalistically (Garcia, 2016). Garcia also brought
in designer, Adonis Durado, the creative director of the Times of Oman.
Durado, is one of the most award winning designers in the industry
accompanied Garcia with the project together with the PDI team. Now the
PDI that appears today displays a “contemporary and colorful look” also
appropriate to the vibrant Filipino culture (Garcia, 2016).
Editor Romualdez said that for PDI, it is not just a redesign but a
rethink and a “transformation beyond aesthetics”. She stated that PDI
“wants to evolve their content to reinforce the role of Inquirer as an essential
part of the daily habit.” PDI also wanted to give back to their readers “the
Inquirer experience—that must be consistent and it must address the needs
of their various audiences, each with different need and interests, and
overall it must be enjoyable to read.”
Garcia Media, the PDI, and Durado’s collaboration produced after
several workshops and prototypes, the PDI that appears today which
displays a contemporary and colorful look (Garcia, 2016). As shown in

Figure 3 the left front page is Inquirer before the redesign and the front page
to the right is Inquirer after the redesign.
Figure 3. The old and new layout of the PDI
In North America a broadsheet is typically — but not always — 29.5
by 23.5 inches (Bear, 2018). Most newspapers in the Philippines have
adapted this similar layout featuring the black and white paper with minimal
color and standard fonts. The new layout as described by Mario Garcia is
more colorful and contemporary. The new layout caters to the Filipino
people with the Filipino culture as the muse of the new design (Garcia,
2016).
A complex process is at play when designing a newspaper,
especially the front page. For example, the story selection is critical
(Reisner, 1992). The most important stories should be featured prominently
to entice impulsive buyers. However, stories are not the only features that
are presented on the front page. Other design elements, such as headlines
and photos, are also taken into consideration—along with typographic
decisions and graphic features—to highlight each story (Lowrey, 1999;
Shoemaker & Reese, 2013).
Frameworks and Theories connected in both journalism and
aesthetics were hard to find, but the study anchored itself to a theory
applicable from journalism and visual perception respectively, The Gestalt
Theory of Design.
In the 1920s, a group of psychologists in Germany developed a
series of theories of visual perception. The Gestalt principles or the Gestalt
Theory, as it is also known from the basis of many design rules followed
today. Gestalt’s principles are: (a) similarity, (b) continuation, (c) closure, (d)
proximity, (e) figure/ground, and (f) symmetry and order (Hampton-Smith,
2017).
Similarity is the component that looks into how unified and similar the
components of a whole are. Continuation looks into the front page that
compels the eye to move in a certain direction. Closure is the component

that looks into the parts of the front page that are packed tight and leave
empty spaces. While Proximity is the component that looks at the parts of
the front page that are placed together in a certain distance that make it
unified. Moreover, Figure or Ground looks into the part of the front page that
gives the audience a clear perspective that it is separated from the
background. Finally, Symmetry and Order, is the component that looks into
the parts of the front page that gives the readers the idea that the parts are
balanced.
The term Gestalt means 'unified whole.' These refer to the way in
which humans, when looking at a group of objects, will see the whole before
the individual parts. If newspapers collect together their design elements in
a visual arrangement using one of the various approaches or principles
stated above in the Gestalt Theory, their design and layout will feel more
connected, coherent, and complete.
A sudden change in design and layout is not something new to the
world because several newspapers abroad have had changes in their
layouts as well. James Gordon Bennett, a Scottish immigrant who founded
the modern newspaper called The New York Herald in May 1835, used a
dark cellar as his office and was the only staff. Although New York had
already more than a dozen newspapers, none had a complete outlook of a
modern newspaper and Bennett made a difference. As a proprietor and

journalist, Bennett made a number of changes in the newspaper business
that gave it both character and content (Chege, 2012).
During the 1960s Peter Palazzo, a New York based designer,
redesigned the now defunct New York Herald Tribune. He was known to
prefer working with white spaces, large photographs, and unconventional
type. It has been argued that the same 1960 issue of the Herald Tribune
could pass for a stylish publication today (Chege, 2012).
Excellence in newspaper typography and design is the integration of
words with visual elements such as type, photography, color illustrations,
informational graphics and white space. If executed properly, the resulting
blend of words and visual elements attracts the reader and conveys
information faster.
USA TODAY probably represents the single most important
development in newspaper design in the United States in the first half of the
1980s. It created an awareness of graphics, color and possibilities of editing
and design within the pages of a newspaper, unlike any before its inception.
In 1982, the newspaper created a graphic awareness that unveiled the
potential of color, informational graphics, and well-scrutinized succinct
editing work (Chege, 2012).
As newspapers try harder to engage with time-pressed readers,
visual journalism becomes increasingly important. Modern newspapers

care more than ever about photography and design, information graphics
are back in the spotlight (Porter, 2011). This is why in today’s time no one
can fault those who choose to switch things around in their newspapers
especially when it deals with their layout and design.
In their article online, PDI addressed the issue as to why they
changed their design and layout. Their editors “took a long pause” and
questioned themselves if a redesign is indeed necessary and if it would be
something that readers would want. The decision of redesigning was not
just out of a whim, it was well thought out through several rounds of
meetings and visioning discussions, “It’s more than just a redesign, it is a
rethink” (Prieto-Romualdez, 2016).
The magnitude of change in the PDI went from the font, the styles,
and the entirety of its newspaper. Its front page had a new look, with more
vibrant colors compared to the previous one.
The front page is the first page of the newspaper, containing the most
important stories of the day. Moreover, it is considered as the newspaper’s
front door. It’s the first thing a reader sees. The stories that appear there
are ones that will be talked about all day. (Newsuem.org, n.d.)
Front pages have evolved through the years. Front page and
newspaper designs are further seen as part of the overall branding of a

newspaper (Lamberg, 2015). Packaging the newspaper is like product
design that plays a role in selling the newspaper.
Through Wertheimer, Koffka, and Köhler’s Gestalt Principle, product
design may be approached directly from an understanding of how readers
perceive design and layout. Asking important questions such as whether or
not the elements present make the front page look unified enough for the
readers. The Gestalt Theory of Design is a principle that helps form a
“whole” finished composition from various unified visual parts.
Using the Gestalt Theory of Design, the study may be able to find out
if the design and layout plays a role in amplifying the front page of a
newspaper and in amplifying the audience attraction to the said paper.
Design and layout may very well be the print platform’s salvation.
The study would analyze through a qualitative analysis of the design
and layout elements through Gestalt Theory and the analysis of audience
attraction through a series of interviews using the same theory.
Statement of the Problem
Building on the Gestalt Principle, the study seeks (a) to identify the
components of design and layout of the PDI, (b) to compare and contrast
the previous and the current layout of the PDI through audience perception
and the Gestalt Principle, (c) to determine if the audience preferred the
current layout as opposed to the old layout, and (d) to determine if the
audience are more likely to buy the newspaper after PDI’s redesign.
The research aims to answer if there were changes in the design and
layout of the PDI and to identify these changes. It also seeks to find if the
change in the design and layout of PDI’s broadsheet amplified their print
platform and if the change attracted the audience more to likely read and
buy the newspaper.
It is hypothesized that the readers prefer Philippine Daily Inquirer’s
current design and layout as opposed to the previous design and layout. It
is also hypothesized that the Philippine Daily Inquirer’s new layout is in line
with the Gestalt Principle.
H1: PDI’s readers prefer and are more likely to buy and read the current
design and layout than the old design and layout.
H2: PDI’s new layout is in line with the Gestalt principle.
The study will open the door for a future visual communication theory
for the print media, so that further studies may be made about design and
layout of newspapers and even magazines.
Also, the study will bring about importance and acknowledgment
towards aesthetics and the visual specifics of a newspaper and how it is just
as important as the content.

Studying the design and layout and whether or not it amplifies the
print platform will contribute to the newspaper companies and journalists in
the Philippines. This would address the audience’s perception of
newspapers today and access what further things could be done to better
the print platform so that it may compete with the new media.
Chapter 2
2.0 Theoretical Background
This chapter presented the theoretical framework of the thesis. This
research was anchored on the Gestalt Principle, which was used in
analyzing the design and layout and audience attraction of the front page of
the PDI.
This thesis analyzed the components of design and layout of the PDI.
It also compared and contrasted the previous and current layout of the
newspaper, and determined whether the new or old design is preferred by
the audience. Moreover, this thesis also looked at how design affected the
audience behavior towards the Philippine Daily Inquirer. It determined if the
audience were more encouraged to buy the newspaper after its redesign,
and if the layout editors met the expected audience behavior after its
change in layout.
The design of front pages had been an elusive topic in Philippine
research when it comes to newspapers, and PDI’s recent layout change
had brought the topic to light. This thesis aimed to contribute in formulating
more visual communication theories in the context of newspapers.
Moreover, this research contributed in starting a discourse on the effects of
design and layout on newspapers and its effects on audience behavior in
the Philippines.
2.1 Review of Related Literature
There were numerous studies about the front pages and the designs
of the front pages of newspapers. Moreover, there were varying literature
about the audience perception towards the designs of front pages. The
studies included the importance of the front page as a part of the newspaper
and the significance of design and layout as an element of the front pages.
Front Pages
Althaus and Tewksbury (2002) stated that newspapers serve an
important function in a democratic society. It communicates the news
through a display of codes that should provide the reader with information
of the world. News are expressed in the print platform through linguistic,
typographic, and graphic codes defined by the newspaper itself (Carter,
2000). They serve the critical function of presenting a selection of the day’s
events to their audiences and showing a set of perspectives of the most
important happenings to their publics (Utt and Pasternack, 2003).
Moreover, newspapers deliver collective experiences of people, common
symbolic anchors, and they share representations of society to their publics
(Althaus and Tewksbury, 2002).
Such representations of society’s most critical events and stories can
be found in the newspaper’s front page (McQuail, 2010; Singer, 2001). It
functions as the gateway to the most important stories and images of the
day (Pasternack and Utt, 1986). According to the newseum.org and The
Washington Post (2014), the stories that appear on the front page are the
ones that will be talked about the entire day.
Reines (1992) called the front page of the newspaper as the most
important page of the publication. It is the newspaper’s showcase (Utt and
Pasternack, 1984). The front page of the newspaper attracts the readers
and welcomes the reader in to the content. It is the newspaper’s front door
and what grabs the reader’s attention (McQuail, 2010 and Singer, 2001).
Aside from attracting the readers, it also informs them and then sets their
agenda for the day (Pasternack and Utt, 1986). It is the most relevant
strategic issue in newspaper management, seeing as the newspaper has
the ability to raise and steer the readers’ attentions towards certain issues
(Lopez-Rabadan and Case Ripolles, 2012).
These critical functions of the newspaper are what motivate the
editors in determining carefully which story elements should be printed on
the most prized page of the publication (McQuail, 2010; and Singer, 2001).
News audiences tend to focus more on front-page stories rather than on
stories published in the other parts of the newspaper (Min-Mid Publications,
1984). Hence, this is why Reisner (1992) said that a complex process is at
play in designing the front page.

Traditionally, the main role of the front page is to report the most
important stories of the day (Utt and Pasternack, 1984). Traditional news
values are part of the strategy that editors use and one strong trend in
choosing a certain story is if it is part of a recent ongoing story (Reisner,
1992). News organizations create routines to efficiently and profitably
manage different events from around the world. Such routines determine
the news product and how the world is made known through news (Lowrey,
1999; Reese, 2013).
While it is important that the most important stories should be
featured prominently to entice impulsive buyers, the stories alone are not
the only features presented on the front page. Design elements, typographic
decisions, and graphic features are also taken into consideration (Lowrey,
1999; Shoemaker and Reese, 1993).
Design elements on the front page are significant because it can
visually suggest to the audience what the news outlet considers are the
most important stories of the day (Reisner, 1992). Furthermore, the front
page is the newspaper’s packaging and reflects the publication’s character
and entire personality (Dosen and Brkljacic, 2018; and Ames, 1989).
Dosen and Brkljacic (2018) found that the front page completely
affects the audience’s decision to buy a newspaper and the content and
look of the front page is also taken into account. Its very appearance sells
the newspaper. Which is why, the front page of the newspaper must be
original, recognizable, and distinctive at the same time (Ames, 1989).
Front Page Design
Newspaper layout is a place in which the relationship between the
content and form of the publication becomes highly significant. The layout
determines the dynamics of the main elements on the page as studied by
Dosen and Brklajic in 2018. They said that a successful design in a product
like a newspaper is based on the appreciation of the interdisciplinary and
complex nature of design and respect for the universal principles of
organization, which is Gestalt.
Gestalt, the universal principles, visual communication and a number
of other disciplines provide a uniform understanding, awareness, and
access to the visual design of newspaper (Dosen and Brklajacic, 2018).
According to Saxena (2013), the newspaper design facilitates
communication and at the same time makes the newspaper visually
appealing. Utt and Pasternack (1984) said that innovations in design make
the newspaper not only look better, but also easier to read.
The design and layout is considered as the newspaper’s overall
branding (Lamberg, 2015) and the front page of the newspaper is
considered as its “packaging” (Dosen and Brklajacic, 2018). However, the

front page of the newspaper did not always look like what it does today. It
had evolved through the years.
Utt and Pasternack (1984) claimed that there was a design revolution
which began before the 80s and it still continues. The design revolution hit
different newspapers from the smallest to the giant publications in the
industry, knowing no circulation, ownership, nor geographical boundaries
(Utt and Pasternack, 1989). From then on, newspapers are now more
conscious about their appearances (Utt and Pasternack, 1984).
Changes in the design mostly involved the newspaper’s form, and
not the paper’s content. The front pages of newspapers had a more legible
body type and a horizontal make up. They reduced the headline decks and
also eliminated column rules. Some underwent minor changes in their
headline typeface, but some did an overhaul by redesigning their format,
adding digests, and colors, teasers, or other modern devices (Utt and
Pasternack, 1984).
Evidence of change was everywhere. A trend emerged on the
greater use of colors, information graphics, and pictures. Modular format
and offset printing began emerging. Some dailies shifted from an old
English nameplate to a modern and one, giving the newspaper not only a
new look, but also a new identity, and to some cases, a new name (Utt and
Pasternack, 1989; 1995). In effect, the changes created a greater uniformity
among front pages (Barnhurst and Nerone, 1991).
Different studies conducted in the past concluded different reasons
for the design revolution in newspapers, especially in their front pages.
Reasons include new emerging technologies, competition among media,
the rise of professionalism, and the growing sophistication among news
people about design such as the “dull” versus “modern” designs. (Barnhurst
and Nerone, 1991; Utt and Paseternack, 1986; 1995). Kenny and Lacy
(1987) elaborated that as newspaper competition increased, the number of
graphics, the percentage of front pages allocated to graphics, and the use
of color rose. Utt and Pasternack (1989) said that the emergence of graphic-
related technologies and a greater concern among most people for
appearance and content were the motivators of the design revolution. Lo,
Paddon, and Wu (n.d.), meanwhile, found that legal and political
environment was also an important factor in influencing newspaper
appearance.
Barnhurst and Nerone (1991) stated that the changes in the
newspaper front pages were influenced by different ideas, but the changes
in the front page were gradual. The changes were towards making the front
page a more efficient map of the news for readers, arguing that it was not
just economics affecting the design revolution, but also changes in design
theories and news ideologies.
In other words, the design decisions also reflected the news
organization’s values regarding what is considered to be the key news items
of the day (Lowrey, 1999). Lowrey (1999) added that as graphics and
designs became significant parts of the news as product, the pace of visual
journalism also picked up, and it is therefore important for researchers of
visual journalism to search for routines in generating visual news.
Bohle (1990) and Garcia (1987) both said that publication designers,
who introduced the changes on the front page, should showcase major
stories that can grab readers’ attention, facilitate organization, and generate
visual appeal.
Since then, from the 19th century onward, there is a noticeable
historical development on the front page of newspapers as it transitioned
from the Victorian style to modernism (Dosen and Brkljacic, 2018). The
design and redesign of newspapers reflect the characteristics of the
economic, political, and technical environment of their market during their
respective historical period (Vizcano-Laorga and Ruesta, 2018). The
appearance of newspapers evolved from the vertical gray pages to a more
open, modular, horizontal, and topically organized publications (Allen and
Carroll, 1981; Sissors, 1965; and Barnhurst, 1991).

Morris and Haught (2014) said that the digital revolution has ushered
in a new era of front page designs, with newspapers embracing navigation
tools and promotion. This is the influence of the Internet, which introduced
the sense of navigation, summarized information, and “some kind of tabs”
in the print industry. Garcia (2000; 2004) also added that the Internet have
led a new trend in newspaper design, which have become more refined,
direct, and visually focused. Gavranovic (2006) said that this is a process
of fresh newspaper creation and design involving changes to the format,
concept, and product approach. Requirements of the media market in the
21st century certainly pushed these innovations in the newspapers, even
more so than before. The rapid expansion in the late 20th century influenced
a cultural transition from a verbal to visual discourse (Boz, 2003). There is
now a growing awareness on the element of design as a pivotal key for the
survival in the market (Dosen and Brkljacic, 2018).
As such, designers are further encouraged to bring in an attractive
visual pattern and present the newspaper with a recognizable visual
character through the utilization of typographical style (Hodgson, 1992).
This, however, is not an easy process. Dose and Brkljacic (2018)
said that designing a daily newspaper entails a complex approach. They
stated looking at the product as a printed graphic required a “wider
understanding and appreciation of the matter, method, and logic of its

function.” One needs to know the history and the objective and production
constraints in the publication. Objective constraints include the deadline,
format, type of paper, and the printing press. Production constraints refer to
the publication profile, frequency, and rules of newspaper reporting.
Comprehension of both means adhering to them along with the universal
design principles and the Gestalt principle in order to achieve the main
goals, which are easier readability, clarity, and visibility of information.
However, as observed by George-Palilonis (2004), that there is a gap
between the visual rhetoric and newspaper (graphic) design, which came
from the historical separation between words and design as communication
and artistic tools, and the relatively young utilization of newspaper design
as a visual language. (George Palilonis, 2004).
Audience Perception
The gateway to a product is its packaging. According to Mittal (2014),
the packaging of a product triggers a reaction from the consumers once
they look at it. Consumers respond to how the packaging of the product
made them feel the moment they see it (Mittal, 2014). It brings about the
consumer buying behavior. It can be defined as the series of activities
people engage in when searching, evaluating, selecting, purchasing, using,
and disposing of products and services as to satisfy their needs and desires
(Mittal, 2014). In addition, Bloch (1995) also said that a good design attracts
consumers, communicates the product to them, and adds value to the
product by “increasing the quality of the usage experiences associated with
it.”
Research on the perception of readers towards newspapers focused
on the correlation of visual behavior of readers and the newspaper design.
Readers showed that there is a reasonable correlation between the two
(Wartenburg & Holmqvist, 2018). According to Dosen and Brkljacic (2018)
that the audience take into account the content and the look of the front
page before purchasing it.
Complex designs that use jumble of colors should be refrained as
these make reading more difficult and effect perception because this would
lead to problems in readability and perception. Utt and Pasternack (1986)
found that college students gave moderate to good rating to most of the
newspapers on most of the dimensions, further discovering that modern-
format newspapers received higher ratings than traditional designs. Matos
and Delfino (2014) said that people perceive modern newspapers as more
pleasurable and relaxing. Moreover, further research proved that complex
designs tend to distance the reader from the page rather than attract
attentions. The best design is the plainest one (Ozerkan, Kartopu & Ayar,
n.d.).
Research also revealed editor tactics on attracting young readers.
Tactics such as understanding the audience, not trivializing news, lessening
grip on traditional news production practices, and not resisting new media
(Haught, 2010).
Overall, every single element, even the smallest element of a
newspaper page can “affect the perceptual and cognitive processes as well
as the visual impact.” (Dosen and Brkljacic, 2018) Product or newspaper
acceptance depends mostly on how it sends across its aesthetic and
semantic code of the audience. After all, the main premise of graphic design
is composition, so changes can generate a different response from the
audiences (Dosen and Brkljacic, 2018).
However, despite the studies done on the correlation of newspaper
packaging and consumer behaviour, there are no recent studies in the
Philippines about it.
Visual Learning and Perception
Human beings are predominantly visual creatures, and our
computing environments reflect this (Romih, 2016). It is a thought echoed
by Harris Eisenberg in 2014 when he also stated that human beings are
visual creatures, and that organizations should start implementing new
solutions for leveraging data visualization.

The world is currently undergoing a “paradigm shift” (Gangwer, n.d.).
Gangwer said that we are moving from a period in which the language of
production and manufacturing dominated our way of seeing the world but
now, ideas about information and communication shape our discourse.
Sight is a staggeringly important sense for sighted people. The greatest
possible attention needs to be given to the visual aspects of a marketing
campaign, including how the product is presented, how it is packaged, and
how it is promoted (Carlson, 2018).
Consumer Behavior
Consumer behavior is the psychology of marketing. According to
Lars Perner from the University of Southern California, consumer behavior
is the “psychology of how consumers think, feel, reason, and select between
alternatives.” It involves the study of how people make decisions in utilizing
goods and services (Perner, n.d.).
In newspapers, Gerald Wilkinson (1972) said that there are a lot of
factors that affect newspaper readership. Such factors that affect the
consumers in terms of newspaper choices are many and complex
(Wilkinson, 1972).
In different products, brand popularity has the capacity to increase
quality, uniqueness, and esteem (Hendrasaputra & Lunarjanto, 2009). They

recommended that using brand popularity should be used as an advertising
tool for attracting more consumers.
Proximity is another identified factor in consumer behavior. Access
Development, an American-based network of merchant discounts and
rewards, said in their National Consumer Study Summary that if a retailer is
not nearby, consumers are less likely to buy a product. Proximity or
accessibility is an essential consideration in a consumer’s decision (Access
Development, n.d.).
Price is also an important decision driver in consumer selection (Stax
Inc., 2016). While consumers select other secondary factors in buying
newspapers, price can cross segments and industry verticals (Stax Inc.,
2016). Content is also a factor in consumer behavior. News writers should
create content that people should care about and would inspire people
(Olson, 2012). Credibility of the newspaper and its content is also a factor
in consumer behavior towards newspapers (Al-Oraibi, 2015). Mina Al-Oraibi
from the World Economic Forum expressed that the choice in choosing the
publication to buy or the news to share online shall rest on credibility.

Chapter 3
Conceptual Framework
The redesign of the PDI triggered a response in the readers of the
broadsheet. This brought the idea of visual communication in newspapers
as a new way of possibly helping the print industry to rise again and get
more audience engagement. With this observation, this chapter presented
a conceptual framework regarding the design and layout of newspapers and
the audience reception towards it.
Gestalt Theory of Design. Gestalt Theory of Design was utilized in
this study as a means of finding out what the audience’s reaction towards
the different components on the front page (See Figure 4).
Figure 4. Conceptual Framework

Philippine Daily Inquirer. This is the topmost part of the conceptual
framework. The PDI issued a redesign of their newspaper which was looked
at in this study through the Gestalt Theory of Design.
Similarity. This component looks at what components of the
newspaper are similar enough to make it look unified. A unified layout
pertains to the technical devices: font, pictures, font size, headlines, and
placement of the text and pictures.
Continuation or Continuity. This component looks at the elements
of the front page that compel the eye to move in a certain direction. What
was the reader compelled to look at first glance, articles and pictures in
horizontal or vertical format?
Closure. This component looks at the parts of the front page that are
packed tight and leave empty spaces. Were the readers more likely to read
newspapers that are more compact as opposed to newspapers with loose
spacing?
Proximity. This component looks at the parts of the front page that
are placed together in a certain distance to make it look unified. Were the
elements in the newspaper, such as the colored text boxes, etc., smartly
placed?
Figure or Ground. This component looks at the part of the front
page that gives the audience a clear perspective that it is separated from
the background. Would the readers be able to clearly point out the banner
story on the front page?
Symmetry and Order. This component looks at the parts of the front
page that give the reader the idea that the parts are balanced. Were the
pictures and articles evenly distributed throughout the front page?
Audience Perception. In relation to feedback, the audience
perception would look at whether the audience preferred the current or old
layout of the front page of the PDI.

Chapter 4
Method
The study, after the review of the related literature, used qualitative
method with quantified data to find out how design and layout could amplify
the print platform of the PDI. The goal was to determine the audience
perception and their preferences in the design and layout of the front page
of PDI through the Gestalt Principle. To discover such, the research was
conducted in a sequential fashion, where it first identified the elements
present in the front page using Dr. Mario Garcia’s 2016 presentation of the
PDI front page. Subsequently, the study made use of a survey to know the
reading habits and newspaper design preferences of its respondents.
Following the survey, several respondents were chosen for a focus group
discussion to further delve into the readers’ design preferences on the front
page’s design and layout. The questions presented in the survey
questionnaire were derived from previous literature, while the questions
used in the focus group discussion were grounded on the respondents’
answers and from the Gestalt Principle. In doing so, the results would
answer the question of whether or not the design and layout could help
amplify the print platform and increase reader attraction.

4.1 Design
The design of the thesis was on a comparative-exploratory scale.
The comparative aspect of the study manifested at the contrast between
the previous and current layout of the PDI through the perception of the
audience. The previous and the current layout of the PDI were compared
through their visual appeal to the audiences and the probability of the
audience in buying and reading the print platform.
The exploratory part of the thesis further examined the audience
perception towards the current layout of the PDI. It intended to explore if the
audience preferred the current layout compared to the old one or the other
way around, and if they were more encouraged to buy and read the
newspaper after the redesign.
To specifically point out the elements in the front page, Dr. Mario
Garcia’s illustration of the PDI’s front page was used as the grounds for the
identification of the elements present in the new PDI front page. Garcia, one
of the men behind the new PDI layout, cited the colors and fonts present in
the current design.
A survey was then administered in order to find out the reading habits
and design preferences of its respondents. The respondents were asked if
they know about the PDI’s redesign and if they were reading its print
counterpart. Furthermore, they were also asked to scale their attraction

towards the two front pages’ layout and design. Lastly, the respondents
were probed about their preferences in buying and reading the PDI between
its previous and current layout.
For the latter part of the study, a focus group discussion was
conducted to find out the reasoning behind the respondents’ answers. They
were randomly chosen from the survey respondents and were further
questioned about their design preferences and reading experience. The
focus group discussion also included questions on how the respondents felt
about the current layout, and their tendencies to buy and read the PDI
because of its updated design.
Results from the survey were illustrated in tables. Meanwhile,
quotations and highlights from the focus group discussion would help
establish more concrete responses.
4.2. Selection and Respondents
One copy from the previous and current front page of the PDI were
used for the study. For the previous layout of the PDI, the front page used
was from August 29, 2016 (See Figure 1). On the other hand, the thesis
utilized the front page of the PDI last June 08, 2017 (See Figure 2) to
represent the current layout of the newspaper. Both were chosen based on
content and the elements present in the layout. Both newspapers had the
same subject, which was about conflict in Marawi, to eliminate biases on
the news content. And both newspapers chosen contained the commonly
present elements usually found in the PDI broadsheet.
Figure 1. The August 29, 2016 front page of the PDI.
Figure 2. The June 08, 2017 front page of the PDI.

Both newspapers were utilized in the presentation of the front pages
during the survey and the focus group discussion, in fulfillment of one of the
objectives of the research.
There were 385 respondents chosen at random through stratified
random sampling. They vary from students to individuals in Manila who may
or may not necessarily be employed. They were also either readers or non-
readers of the PDI broadsheet. The respondents of the study did not have
any formal education and background behind visual arts and techniques.
For the latter part of the research, 12 respondents were chosen at
random from the original 385 to participate in the focus group discussion.
They were a diverse group of readers and non-readers of the PDI and had
varying answers in terms of their preferences between the previous and
current layout of the newspaper.
4.3. Data Measure
The qualitative study made use of a survey questionnaire and an
interview guide in fulfillment of the different objectives cited in the research.
Survey Questionnaire. The survey questions were derived from
reviewed literature. The questions were about the respondents’ reading
habits, such as how frequent do they buy and read the newspaper; their
awareness of the PDI and its rethink; their visual preferences towards the
current and previous layout, wherein they were asked to scale the both
layouts’ visual appeal; and their behavior in buying and reading the PDI after
its rethink, wherein the respondents were asked if they were more likely to
buy and read the PDI with the new layout. See Appendix C for the survey
questionnaire.
Interview Guide. The interview questions directed towards the
respondents were based on their answers from the survey questionnaire
and the Gestalt Principle. The groups were further probed on their
preferences between the current and previous layout, and the likelihood of
the chosen respondents to buy and read the PDI after its redesign.
Furthermore, the respondents were asked about how they felt about each
element and the overall layout of the newspaper. See Appendix C for the
interview guide.
4.4. Data Collection Procedures
The research compared the previous and current design and layout
of the PDI through the audience’s response towards them. The front pages
used were taken from news outlet’s archives in their website and were
reviewed in terms of news and design content. The chosen issues were
PDI’s front page last August 29, 2016 to represent the previous layout, and
PDI’s front page last June 08, 2017 for the current layout. Prior to the actual
survey, a pretest was conducted to ten individuals to evaluate the
cohesiveness of the questionnaire and the effectiveness of the chosen front
pages.
After the final revision of the questionnaire, a survey was
administered to 385 individuals who were residing in Manila. While
answering the survey, the respondents were presented with the previous
layout of the PDI first, followed by the current layout, and finally, both front
pages were presented side-by-side for comparison. The answers were
coded and 12 people were chosen at random to participate in the focus
group discussion.
The focus group discussions were held at different times to
accommodate to the schedule of the chosen participants. No specific time
limit had been implemented to allow more information to be shared and
follow-up questions to be asked. The 12 interviewees were divided into
groups and were interviewed separately. They were still presented with the
same front pages and were asked to further elaborate their answers from
the survey, with added questions regarding the paper’s overall look. The
answers of the respondents were recorded, transcribed, and then were
used to further concretize the study’s findings and conclusion.

4.5. Data Analysis
The responses from the survey were coded using an Excel
spreadsheet (See Appendix B). The answers were interpreted by a
statistician, Miss Virginia Arceo, from the University of Santo Tomas,
College of Commerce to accurately measure the answers and the levels in
terms of the scale-based questions. The answers were illustrated in tables
for easier comprehension of the results.
The answers in the focus group discussion were recorded and
transcribed to ensure the accuracy of the quotations. The answers were
then substantiated using the review of related literature and the Gestalt
Theory. The findings of the sequential procedures helped in identifying and
determining if the design and layout amplified the print platform of the PDI.
4.6. Ethical Considerations
The previous front pages of the PDI were looked up online from the
PDI’s website. Respondents for the survey were chosen at random and
were asked if they were willing to participate in a focus group discussion.
Twelve of those who agreed were then randomly selected and then
contacted through their given contact number and email requesting their
participation in the study.

The focus group discussion was audio-recorded for data gathering,
but the respondents had the choice to refuse to be recorded. They were
also given the free will to answer in the language they were comfortable
with, either in Filipino or in English. On the other hand, the survey
respondents also had a consent form signed saying that they agree that the
information they put were used for research purposes.

Chapter 5.0
Results
Based on the findings from the survey and the interview, the
audiences said that they were likely to read and buy the current layout of
the PDI and generally preferred it over the previous one. Further
investigation showed that design did matter to the audiences and
considered it as a factor in purchasing a newspaper.
Respondents profile. The table below shows how often the
respondents read a newspaper and it showed that 48.1 percent of the 385
respondents rarely read newspapers. It also shows that 24.9 percent never
read newspapers, yet there are still 14 respondents who always read
newspapers.
Table 1. Reading frequency of respondents towards newspapers
Frequency Percent
Never 96 24.9
Rarely 185 48.1
Sometimes 62 16.1
Valid
Often 28 7.3
Always 14 3.6
Total 385 100.0

The second question that looked into the reading habit of the
respondents answered the question of how often they bought newspapers
and 49.6 percent said that they never buy newspapers. However, there are
still 124 respondents who rarely buy and 19 respondents who always buy
newspapers. (Refer to Table 2)
Table 2. Buying frequency of respondents towards newspapers
Frequency Percent
Never 191 49.6
Rarely 124 32.2
Sometimes 34 8.8
Valid
Often 17 4.4
Always 19 4.9
Total 385 100.0
The respondents were also asked to choose the top three factors
that they consider when choosing a newspaper. Based on the findings,
Credibility, Design, and the Front Page were the highest chosen factors
when picking a newspaper (Refer to Table 3).
Table 3. Factors in choosing a newspaper.
Frequency Percent
Popularity 151 13.07

Valid
Design 224 19.39
Price 127 11.00
Accuracy 195 16.88
Front Page 209 18.10
Credibility 241 20.87
Others 8 0.69
Total 1,155 100.0
The respondents also showed that 210 individuals (or 54.6 percent)
do not buy PDI from the 385 respondents, while 175 (45.5%) still buy the
newspaper. (Refer to Table 4).
Table 4. Response of the respondents if they still buy PDI.
Frequency Percent
Yes 175 45.5
Valid No 210 54.6
Total 385 100.0
In terms of reading the newspaper, 241 (62.6 percent) of the
respondents said that they read the PDI broadsheet while 144 (or 37.4
percent) percent said that they do read PDI. (Refer to Table 5).
Table 5. Response of the respondents if they still read PDI.
Frequency Percent
Valid Yes 241 62.6

No 144 37.4
Total 385 100.0
The respondent’s awareness towards PDI was also questioned.
Majority of the respondents (325 out of 385) said that they were aware of
PDI, while 60 (15.6 percent) of them said they are not. (Refer to Table 6).
Table 6. Awareness on the print platform of PDI.
Frequency Percent
Valid Yes 325 84.4
No 60 15.6
Total 385 100.0
Lastly, out of the 385 respondents, there were only 69 (17.9 percent)
people who said that they were aware of PDI’s change in design and layout
in 2016 while the other 316 (82.2 percent) of the respondents said that they
were not aware of the change. (Refer to Table 7).
Table 7. Awareness of the respondents on PDI’s redesign
Frequency Percent
Yes 69 17.9
Valid
No 316 82.2
Total 385 100.0

Components of design and layout of the PDI. Dr. Mario Garcia
(2016) wrote about the shift of the PDI to the current layout. He, alongside
Adonis Durado, creative director of the Times of Oman, and Ralph “Apiong”
Bagares led the creative team in the rethink of the PDI.
Their goal was to “create a distinct look and feel, and content, to
separate the daily edition from Sundays.” (Garcia, 2016).
The PDI shifted to a modular approach in terms of advertising, which
Garcia said was “something new and different for Filipino newspapers.”
Garcia (2016) said that the modular design brings order to the pages where
the advertisement of their clients appear.
In terms of typography, the PDI makes use of the Sindelar font for
their body, Mallory for the headlines, Druk for the section headers, while
the redesigned logo of PDI utilizes the Fritz Quadrata font. The letter “Q”
in the logo and icons for their online counterparts was worked on by Adonis
Durado.
Primary colors all appear on the front page of the PDI. According to
Garcia, “color is a key element of the Inquirer’s rethink.” The current design
of the PDI puts emphasis on “vibrant primary colors.” (Garcia, 2016)
Comparison between the previous and current layouts based
on perception. The results showed a significant difference between the old

and the new layout in terms of the perception of the audiences in the
presentation of the front pages.
This thesis made use of a 0.05 significance level. If the results of the
T-Test were higher than the declared levels, then the change is insignificant.
However, if the results were lesser than the declared level, then it means
the change is significant.
Table 8. T-Test for Equality of Means
Significance Mean Difference
Equal variances
.000 -.579
assumed
Color Scheme
Equal variances not
.000 -.579
assumed
Equal variances
.000 -.382
assumed
Font
Equal variances not
.000 -.382
assumed
Equal variances
.000 -.397
assumed
Font Size
Equal variances not
.000 -.397
assumed
Equal variances
.000 -.540
assumed
Placement
Equal variances not
.000 -.540
assumed
Equal variances
.000 -.462
assumed
Spacing
Equal variances not
.000 -.462
assumed
Equal variances
.000 -.392
assumed
Overall
Equal variances not
.000 -.392
assumed
With all of the significance level of the elements at .000, it is safe to
say that there is indeed a significant change between the old and the new
layout in terms of perception.
It can also be noted that color has the mean difference of -0.579, the
highest out of all the elements. This means that color has the biggest
change in perception in the audiences among all of the elements in the front
page of the PDI.
In terms of visual appeal, more than half of the respondents thought
that the new layout was visually appealing with 78.7 percent or 303 of the
385 saying yes. Forty respondents said they were not sure, while 42 people
said that the new layout was not visually appealing.
Table 9. Respondents’ response if the new layout was visually appealing

Frequency Percent
Valid No 42 10.9
Not Sure 40 10.4
Yes 303 78.7
Total 385 100.0
The respondents were then asked if they thought that the old layout
was visually appealing and 52 percent or 200 of the 385 said yes, while 95
said not sure, and 90 people said that the old layout was not visually
appealing.
Table 10. Respondents’ response if the old layout was visually

appealing
Frequency Percent
No 90 23.4
Not Sure 95 24.7

Valid
Yes 200 52
Total 385 100.0
Comparison between the previous and current layouts based
on Gestalt Principle. Through the Gestalt Principle components of the front
page were identified; components such as color, font, font size, pictures,
text and its placement. It was also through this principle that the researchers
were able to identify components such as the distance of the elements, the
distribution of elements throughout the front page, the organization of the
elements, and the unification of all the components as a whole.
After the survey was conducted, 12 respondents were randomly
chosen to be interviewed where questions were asked to rouse the six
principles of Gestalt through the comparison of the old and new layout. In
the interview only two out of the twelve respondents chose the old layout as
their preference while the remaining 10 prefer the new layout. Although,
there were three respondents who chose the new layout who said that they
would still read the newspaper even if it had the old layout. “It’s a
newspaper so I would read it,” the three respondents felt like if it were
“necessary” they would read the newspaper with the old layout, but if it could
be helped they would prefer the new layout. Moreover, when asked how
they felt about the old layout most answers revolved around the words
“okay”, “classic”, and “traditional” but when compared with the new layout
that had a “pop of color”, “organization”, and “sleek and clean” they would
much rather read and buy the new layout.
Similarity is the first component of the Gestalt Principle, this looks
into the elements of the design and layout of the front page and how unified
and similar they look. The elements for comparison pertains to the font, font
size, pictures, text, and placement.

Majority of the respondents think and feel like the old layout is “text
heavy” so much so that the main story is no longer highlighted. On the other
hand there were those who prefer the old layout because of the picture in
the front page that really captured the audiences. “At first glance,” they were
able to “see the picture and tell what the news was all about.” When asked
if the old layout present a unified look, half said yes, five people said no,
while one respondent was not sure. Those who said yes, said that the old
layout presented a unified look “in a sense that it is compact,” while those
who said no think that the fonts “varied” it was not so “organized” and it was
overall “scattered.”
In terms of the new layout, majority of the respondents liked it better
because it is more “enticing” to the readers. There were also “more colors”,
which made it “more eye-catching”. One of the elements that was looked
into the most was the difference in color. The old layout was more
“traditional with the black and white” and only displaying color through
pictures. On the other hand, the colors of the new layout is “bolder” and
“darker,” respondents think that the stories “pop” because of the emphasis
that the color gives. One particular respondent said and acknowledged that
readers are more “visual” and so their “attention” can be easily caught by
colors that were used in the design and layout. When asked if the new layout
looks unified, all 12 respondents said yes, all the elects are “tied” down to
one another, the pictures, text, color and placement “complement” each
other giving it a “cleaner” and “more organized” look as opposed to the old
layout.
Continuation is a component of the Gestalt principle that looks into
what the readers would first notice or read at first glance. Most respondents
said that they were taken by the pictures that were presented, while others
were captured by the bold and all capital letters of the banner story headline.
In comparison, when it came to the old layout it was the picture that they
first noticed and everything else seemed “scattered” but when it came to the
new layout they first identified the banner story headline. While observing
the respondents true enough most of their eyes moved in a “horizontal”
direction following the direction of the headline above. There were also
those who said that the colors of the new layout made all the difference
because the different colors enticed their eyes to look towards a certain
direction.
Closure is the component of the Gestalt Principle that looks into the
spacing of the elements and how compact the elements are from one
another. Most respondents did not like the spacing between the texts and
pictures in the old layout. “The spaces between the texts are too close
together,” that from afar it could seem like it is one story when in fact there
are a lot of stories shown. When it comes to the new layout, the respondents
found it more appealing because “the spaces are more organized compared
to the old layout.”
Proximity would look into the placement of the elements and if the
elements of the newspaper were smartly placed. This was one component
which the respondents noticed from the beginning. The differences in
placement between the old layout and the new layout is very evident.
Majority of the respondents think that the old layout is very “scattered” in
terms of “placement” they were not able to identify which picture belongs to
what story because of the poor placement. Although the picture for the
headline was praised by the respondents and commended it for its
placement. There were also respondents who said that they would read the
new layout “because of the placement of the elements.” It is more organized
with different categories for the different news. Although, the respondents
picked up that the new layout looked more like a website which was given
off by the placement of the elements. When it comes to the new layout’s
placement it has a “system” it is more unified because of the placement of
the elements.
Figure or Ground is the component that looks into the part of the
front page that gives the audience a clear perspective that it is separated
from the background. The question for this component is if the respondents
were able to point out the banner story which they were able to do so for
both the old and the new layout. In the old layout it was the picture that
distinguished the banner story for the respondents, although there were
respondents who think that the old layout is “too text heavy” that it was not
able to point out the main story. For the new layout the respondents found
it easier because it was obvious enough to point out the main story and the
other stories in the front page were organized in a way that it was separated
from the banner story.
Symmetry and Order is the last component of the Gestalt principle
this looks into the parts of the front page that gives the readers the idea that
the parts are balanced. The respondents did not feel like the old layout was
balance or organized at all, it was too “scattered” and “messy” unlike the
new layout where there was a “system” to the organization. In the new
layout, there was a “balance between the text and pictures, and the
placement of elements.” The news were compartmentalized and the reader
would know which section of the paper to go just from the front page. The
new layout was “organized” in a way that it divided and categorized but
nevertheless it still presented a whole paper.
The audience’s perception towards the old and new layout are very
clear. Although there were those who prefer the old layout, majority are still
more likely to buy and read the new layout because of its design and layout.
The respondents think that the new layout is “simpler” and it would get the
“attention” of the readers “quickly”. It is overall more appealing and it
stimulates the visual senses more due to the color, font, and placement,
especially in the morning when readers would often read a newspaper.
The respondents were also asked if they thought design is important
in newspaper packaging and all 12 respondents said yes. Design is what
the readers would first and foremost see, it is a way to “further entice
readers”. The respondents acknowledged that content is still the forefront
of the paper but design is a factor on how “the customer will perceive the
newspaper at first sight; people buy on first instinct,” and if they see a well-
designed newspaper they are more likely to buy the newspaper. One
respondent also emphasized that most people are visual learners and if
they see something that interests them like pictures and colors they are
more likely to retain information and learn from it.
The last question that was asked to the respondents was if they
though design mattered in selling newspapers and although there are those
who said that content is more important, majority of the respondents said
that design matters. “Newspaper is visual media. Appearance is connected
to the appeal to readers,” said one respondent. Design “gives a different
effect,” after all “what’s the point of newspapers, if it’s not readable?” If the
newspaper is well-designed everything else will follow, “first impressions”

are important and it is a basis when readers decide if they will buy and read
a newspaper.
Preference of the audience between the layouts. The findings
showed that the respondents prefer the current layout over the previous
layout of the PDI. Majority of the respondents (248 or 64% of the
respondents) picked the current layout over the old layout, while 91 or
23.6% said that they like the old layout more than they like the current one.
Eleven people said that they liked neither one of the layouts while 35 people
said that they liked both.
Table 11. Respondents’ preferences between the old and current
layout
Frequency Percent
Current 248 64.4
Old 91 23.6
Valid Neither 11 2.9
Both 35 9.1
Total 385 100.0
In addition, the T-Test revealed that the new layout was preferred by
the audiences in terms of the elements’ visual appeal. The current layout
utilized by the PDI has a higher level of acceptability between the two
layouts, with the color of the new layout receiving the highest level of
acceptance among all of the elements.
Table 12. Respondents’ preferences among the elements
NP N Mean
Old 385 2.71
Color Scheme
New 385 3.29
Old 385 2.67
Font
New 385 3.05
Old 385 2.49
Font Size
New 385 2.88
Placement of Old 385 2.72
Elements New 385 3.26
Spacing of the Old 385 2.63
Elements New 385 3.09
Old 385 2.82
Overall Look
New 385 3.21
Purchasing and reading probability towards the newspaper.
Majority of the respondents said that they were more likely to buy the current
layout of the PDI. Sixty percent or 231 out of 385 respondents said that they
were more inclined to buying the PDI with the current layout than the one
with the old format. Twenty-two percent of the respondents, on the other
hand, said that they were more likely to buy the PDI with the old format.
Table 13. Respondents’ preferences in buying between the old and
current layout
Frequency Percent
Valid Current 231 60.0
Old 99 25.7
Neither 19 4.9
Both 36 9.4
Total 385 100.0
Out of the 385 respondents, 246 or 63.9% of them said that the
newspaper that they would likely read in terms of layout is the new layout,
while 85 people or 22.1% of the respondents said that they would likely read
the old layout.
Table 14. Respondents’ preferences in reading between the old and
current layout
Frequency Percent
Current 246 63.9
Old 85 22.1
Valid
Neither 16 4.2
Both 38 9.9
Total 385 100.0
Separately, more than half of the respondents said that the current
layout made them want to buy the newspaper. A hundred of them (26.0%)
said that they would maybe buy the newspaper for its layout, while 47
(12.2%) said they would not buy the newspaper.
Table 15. Respondents’ response if the current layout made them want
to buy the PDI
Frequency Percent
No 47 12.2
Maybe 100 26.0

Valid
Yes 238 61.8
Total 385 100.0
There were 248 respondents who also said that the new layout made
them want to read PDI. There were 85 people who said maybe, and 52
people said that the old layout did not make them want to read PDI.
Table 16. Respondents’ response if the current layout made them want
to read the PDI
Frequency Percent
No 52 13.5
Maybe 85 22.1
Valid Yes 248 64.4
Total 385 100.0
On the other hand, the findings showed that there was a chance
where the readers would still read and buy the publication with its old layout.
Results revealed that there were 124 people who said that they would likely
buy the publication with the old layout, 186 people who said maybe, and 74
people who said that the old layout did not make them want to buy PDI.
Table 17. Respondents’ response if the old layout made them want to buy the
PDI
Frequency Percent
No 74 19.2
Maybe 186 48.3

Valid
Yes 124 32.5
Total 385 100.0

There were also 175 people who said that they would still want to
read the PDI, 143 people who said maybe, and 67 people who said that the
old layout does not make them want to read PDI.
Table 18. Respondents’ response if the old layout made them want to
read the PDI
Frequency Percent
No 67 17.4
Maybe 143 37.1

Valid
Yes 175 45.4
Total 385 100.0
Other findings. The results of the survey also revealed how
significant design is newspaper packaging and selling. According the
findings, 325 respondents (84.4%) said that design matters in newspaper
packaging. There were 25 people (6.5%) who said it did not, while 35
individuals (9.1%) said that design and layout maybe has a hand in
newspaper packaging.
Table 19. Respondents’ response if the design matters in newspaper
packaging
Frequency Percent
No 25 6.5
Maybe 35 9.1
Valid
Yes 325 84.4
Total 385 100.0

CHAPTER 6.0
Discussion
Design matters in newspaper packaging, that much is true for the majority
of the twelve respondents. This further strengthens the previous literature on the
studies on front pages, audience perception, and visual learning. It was previously
said that the greatest possible attention needs to be given to the visual aspects,
and this would ultimately include how a certain product, in this case a newspaper,
is presented, and how it is packaged (Carlson, 2018). The results from both the
survey and the interview showed that the respondents think that design is an
important factor in newspaper packaging. As said earlier, the gateway to a product
is its packaging. According to Mittal (2014), the packaging of a product triggers a
reaction from the consumers once they look at it. Consumers respond to how the
packaging of the product made them feel the moment they see it (Mittal, 2014). It
brings about the consumer buying behaviour, and the same could be said for the
readers of a newspaper.
There is also the case that human beings are predominantly visual
creatures (Romih, 2016). Everything that is seen affects the reader, and although
content is very important, design and layout are also factors when readers buy and
read newspapers. This result is very much a reflection of Dosen and Brkljacic
(2018) who said that the audience take into account the content and the look of
the front page before purchasing it.
From the related literature, it was found that college students gave
moderate to good rating to most of the newspapers on most of the dimensions,

further discovering that modern-format newspapers received higher ratings than
traditional designs (Utt and Pasternack, 1986). This may ultimately be the reason
why the respondents favor the new layout more than the old layout. The new layout
had more dimensions with its elements, the color was definitely “brighter” and
“enticing” and the fonts are different as well. As such, designers are further
encouraged to bring in an attractive visual pattern and present the newspaper with
a recognizable visual character through the utilization of typographical style
(Hodgson, 1992).
The new layout has a more modern feel as well and it was perceived as
more “organized” and “clean and sleek” by the respondents. Utt and Pasternack
(1986) Matos and Delfino (2014) said that people perceive modern newspapers as
more pleasurable and relaxing. Moreover, further research proved that complex
designs tend to distance the reader from the page rather than attract attentions.
This, however, is not an easy process. Dose and Brkljacic (2018) said that
designing a daily newspaper entails a complex approach. In newspapers, Gerald
Wilkinson (1972) said that there are a lot of factors that affect newspaper
readership. Such factors that affect the consumers in terms of newspaper choices
are many and complex (Wilkinson, 1972). Simple factors such as proximity,
readability, and design and layout can make or break a newspaper. This is why
such importance should be given to these factors especially design and layout.
As per the Gestalt principle, it was clear from the results from the interview
that the six principles manifested in the study. It was shown that both newspapers
had similarity, continuity, closure, proximity, figure or ground, and symmetry and
order in their own way. It was just that it was better seen in the new layout because
it was said to be “well placed,” “well-designed,” and “well-organized.”
Key Gestalt papers focused on the perception and interpretation of grouped
objects, and smaller objects located within larger objects or environments. These
largely relate to the tendency to group or organize objects which may or may not
be associated (Brownie, 2006). This reflected with the new layout and how the
different texts, pictures, and stories were categorized and grouped together, and
although divided and different from one another it was unified as a whole.
6.1 Limitations
While the research was successful in reaching its goals, there were still
some unavoidable limits to it. The sales of the PDI after its redesign was
unavailable during the time the study was conducted. Hence, looking at the
amplification from a marketing perspective was not attainable. Furthermore, the
front page of the PDI presented to the respondents were printed on a glossy paper,
size A3, not the actual size and paper of a broadsheet, which on average,
measures 749 by 597 mm (29 1⁄2 by 23 1⁄2 inches).
6.2 Conclusions
The design layout change that transformed the PDI’s front page amplified
their print platform. The current layout of the publication attracted more readers to
read and buy the newspaper. Layout, as the findings had shown, does matter in
selling newspaper. This is reflective of what previous studies concluded in the past,
where there is a correlation between newspaper design and visual and consumer
behavior. (Wartenburg & Holmqvist, 2018; Dosen & Brkljacic, 2018).
With the conclusion of this research, it can contribute to the study of the
Gestalt Principles and its timelessness in the design field. This proves that the
principles of Gestalt are still applicable in the field of visual media. This study also
contributes to the lack of research correlating design and layout and its importance
to the print platform in the field of journalism in the Philippines. Perhaps, after
knowing that design and layout does affect consumer behavior, more studies and
research would be written about this, and news outlets in the Philippines would be
more conscious of how they design and layout their front page. Furthermore, this
study ultimately contributes to the future of print journalists, wherein more attention
would be directed to how they package their newspapers and that it could help in
the salvation of print media.
6.3 Recommendations
Future researchers would want to look at the sales of the PDI after their
redesign, as this thesis only looked at the amplification through audience
perception. They might also want to compare the design and layout between two
newspapers instead of reviewing the current and previous layout between
newspapers.
The future researchers may also want to expand the scope of the study, to
explore the perception of those from outside Manila. Researchers might also want
to explore the perception of readers from rural areas where newspaper readership
is high.
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Appendix A: Data Sources
Questionnaire Pre-Test, post-test Interviews

Inquirer archives Blogs Data
Journals Books Websites
Appendix B: Code Book and Code sheet

Appendix C: Questionnaire

Acuesta and Tilo - Thesis

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TRANSFORMATION BEYOND AESTHETICS:

THE ROLE OF DESIGN AND LAYOUT IN AMPLIFYING

Faculty of Arts and Letters

University of Santo Tomas

Of the Requirements for

Thesis Defense (THESIS II)

Acuesta, Rea Michaela M.

Tilo, John Dexter T.

April 09, 2019

This Thesis entitled

TRANSFORMATION BEYOND AESTHETICS: THE ROLE OF

REA MICHAELA M. ACUESTA

MR. LEO O. LAPARAN II

MR. FELIPE SALVOSA II

ADVISER’S GRADE: ____________

REA MICHAELA M. ACUESTA

JOHN DEXTER T. TILO

MR. LEO LAPARAN II

platform. Overall, design and layout in newspaper packaging is indeed another

factor that audiences consider in buying newspapers and it should not be

neglected in the publication process.

Keywords: preference, design, layout, Gestalt Theory, Philippine Daily Inquirer

Chapter 1.0 Introduction 01

1.1 Statement of the Problem 11

Chapter 2.0 Theoretical Background 14

2.1 Review of Related Literature 15

Chapter 3.0 Conceptual Framework 28

Chapter 4.0 Method 31

4.2 Selection and Respondents 33

4.3 Data Measure 35

4.4 Data Collection Procedure 36

4.5 Data Analysis 38

4.6 Ethical Considerations 38

Chapter 5.0 Results 40

Chapter 6.0 Discussion and Conclusion 61

Appendix A List of Source Materials 74

Appendix B Codebook and Code sheet 75

Table 01. Reading frequency of respondents towards newspapers 40

Table 02. Buying frequency of respondents towards newspapers 41

Table 03. Factors in choosing a newspaper 41

Table 04. Response of the respondents if they still buy PDI 42

Table 05. Response of the respondents if they still read PDI 42

Table 06. Awareness on the print platform of PDI 43

Table 07. Awareness of the respondents on PDI’s redesign 43

Table 08. T-Test for Equality of Means 45

Table 09. Respondents’ response on the current layout’s

Table 10. Respondents’ response on the old layout’s visual appeal 47

Table 11. Respondents’ preferences between the old and current

Table 12. Respondents’ preferences among the elements 55

Table 13. Respondents’ preferences in buying between

the old and current layout 56

Table 14. Respondents’ preferences in reading between

the old and current layout 57

Table 15. Respondents’ response if the current layout made

them want to read the PDI 57

Table 16. Respondents’ response if the current layout made

them want to read the PDI 58

Table 17. Respondents’ response if the old layout made

them want to buy the PDI 58

Table 18. Respondents’ response if the old layout made

them want to read the PDI 59

Table 19. Respondents’ response if the design matters

Figure 01. The Inquirer Compact 02

Figure 02. Readership of different reading materials 03