Making business news and information light and approachable

San Francisco Chronicle designer Christopher T. Fong chatted with Matt Petty, creative director of the San Francisco Business Times, which launches their redesign today. Petty joined the weekly business publication in December 2013 after spending 13 years with the San Francisco Chronicle as art director and, most recently, head of design for an S.F. marketing/advertising firm, Dial House.

Here is an excerpt:

What are some of the successes?

I think our biggest success is the cover, which has a cleaner presentation. It really gives us an opportunity to showcase the stories in that week’s issue in a more compelling way.

The typography is such a big improvement, both in readability and aesthetics, that it really sets the stage for some great design to happen.

I’m especially pleased with the way our new “The List” section looks. We do weekly lists about different business sectors. The new design really makes the dense amount of information feel light and approachable.

The executive profile page is not only a great read, but we’re now shooting the subjects with staff, so photography can shine here. In general, we’re giving more room to the photography. We have a talented crew, consisting of Spencer Brown and Paolo Vescia, who are great and creative portrait photographers as well as accomplished photojournalists.

Read more here.