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Style, spin, and science

Every journal has a “style sheet,” a set of rules that determines what words should be used, how tables and figures are set up, and even what typefaces to incorporate. Some of these rules are intended to be visually pleasing and to make the article easier to read: size and type of font, style of figures, and formatting of tables are obvious examples—these provide a uniform reading experience so that the “look” of each article resembles another, with variations for different types of articles, each recognizable at a glance. These design features are not permanent. Our last redesign was in 2006, and we will likely have another within a few years. Designs must take into account reading on paper as well as on a screen. And periodic “freshening” of a look has advantages (without, we hope, requiring too much adjustment). For example, we eliminated the “table of contents” cover design because a graphic element translates better to small screens in our apps.