Before and After 0623

Before&After
BAmagazine.com
i U X
FiveDesignIdeas
PATRICIA M. REILLY
DesignTalk3
Photo Graph
Modern Layout
MODERN SPACES
DESIGN IS IN THE DETAILS
Small Size, Big Impact
Focused Design
SAN JUAN UNIFIED SCHOOL DISTRICT
school board. Help return our school district to a state of excellence with a new
Personal Brochure
Continued
Design talk
0623
Before&After
Design talk
2 of 9
BAmagazine.com
i U X
Layout That personal connection

Give your next brochure face-to-face appeal! Instead of an impersonal logo or acronym, an inviting portrait creates a human connection perfect for those whose work is person to personconsultants, realtors, teachers, a political slate and so on. Simple presentation is keylots of white space; large, silhouetted images; and clear, unimposing copy.
Same-size images, uniform eye level
Cover
Inside
Text hangs from this line; 70% tint (below) softens it.
70%
Names in black stand out.
Beautifully simple cover sets an inviting tone; apple wordlessly says school. Type style, size and color are repeated inside; note no text wraps.
So real you can almost shake their hands, portraits shed the corporate faade and connect directly. The unassuming, 3-panel design conveys approachability and forthrightness. Take well-lit pictures that make eye contact, and pay attention to distancetoo close-up and youll crowd the reader uncomfortably. Lay out each panel the same.
2 of 9
Design talk
0623
Before&After
Design talk
3 of 9
BAmagazine.com
i U X
Layout Condense your design

Designing a whole page can seem dauntingtheres so much space to ll! Its tempting to scale everything up, up, up and ll it all in. But thats not design. Heres a better way to get good results easily. Think small and focused. Reduce your work area to the middle of the page and design that. Its much easier, and youll get a built-in focal point, too.
Before After
Things Wild
Phil Zackman
Phil Zackman
Things Wild
Reptile & Insect Guide for Kids
Things Wild
Phil Zackman
Things Wild

By Phil Zackman
Its big and bright but not presentedthe designer just scaled everything up until the space was full. Its orderlycentered layout makes it easy to readbut it has no visual voice.
(1) Shrink the work area, and the surrounding white space brings all attention to the center. Now the job will be easier. (2) Add the copy. A fat lizard suggests using a fat typeface (Block Heavy BQ), whose irregular edges mimic his scaly hide and which adds density to the page. (3) Place the image. This is where it gets fun. Pull the lizard out of the original photo, and set it on the page overlapping the rectangle. Its organic curves and photographic dimension contrast sharply with the at, straight-edged eld.
3 of 9
Design talk
0623
Before&After
Design talk
4 of 9
BAmagazine.com
i U X
Image Small size, big impact

On Abercrombies Web page below, the black & white image takes center stage, but its the small jacket beneath it that makes the page interesting:
HOME
MENS
WOMENS
KIDS
LIFESTYLE
A&F CHALLENGE
YOUR ACCOUNT
WISH LIST
SIZE CHART
VIEW BAG
Use color and white space to draw attention (Right) Interesting, isnt it, that the tiny jacket has nearly the same visual presence as the black & white image above it. Why? Two reasons: 1) Its the only thing in color, and 2) its the only thing in a surrounding sea of white.
Create interest using contrast The two images contrast in size and color. But all the straight lines also contrast with the jackets irregular edge (below). Note how its silhouetted form creates a tactile, organic quality that makes you want to pick it up and wear it. Nice.
Sex Appeal College Logo Fleece Ezra Fitch Supersoft Classic Polos Track Jackets Denim Jackets Outerwear Ezra Fitch The Saranac Boot The Kilburn Low Rise Boot The Porter Vintage Straight The Colden Baggy Pant Ezra Fitch Classic Underwear Belts Necklaces Bracelets Caps Flaps/Treads Cologne
www.abercrombie.com
4 of 9
Design talk
0623
Before&After
Design talk
5 of 9
BAmagazine.com
i U X
Image Design a photo graph

Charts are useful for showing trends and relationships, but ordinary rows, columns and lines are so . . . forgettable. Make your next chart engaging and memorable, too, by adding a photographic illustration behind, beside or interacting with the data.
Most difcult subject

( Baskets x 100 )
78
47
56
County School District
PHYS. ED. 28% MATH 24% HISTORY 26% ENGLISH 22%
74
60
43
20
S M T W TH F S
Strawberry Sales
Lay the chart atop an image Strawberry basket illustrates what the chart is aboutmuch easier than visualizing! Red dots sustain the theme. Interact with the chart Pull! Push! Lift! Enliven plain data by showing people or objects interacting with it; in this case, the school kids illustrate what the chart is saying.
5 of 9
Design talk
0623
Before&After
Design talk
6 of 9
BAmagazine.com
i U X
Layout A look to match its name

If youre designing a book about modern interiors, you want its cover to have a modern design. Modern means minimalsimple lines, simple type and few colors. Whats fun is that its so easy to do. Look:
Before
After
N
More work than necessary Its a lively layoutfour attractive interiors in a jaunty arrangementbut its totally different from the subject matter. Lines skew this way and that, spaces are unpredictable, and brushlike Mistral typeface looks hand-drawn, not angular like the images. This layout required real effortbut its the wrong style!
MODERN
SPACES
D E S I G N I S I N T H E D E TA I L S
PATRICIA M. REILLY
M
Layout on an axis Modern means minimal. Instead of arranging the page like youd arrange furniture, simplify. 1) One horizontal and one vertical axis, 2) no borders or overlaps (which are busy), 3) one image, not ve, 4) one, hard-edged typeface (like the image), 5) text colors from the image (for continuity). The powerful result is because image and message now have the same voice.
MODERN SPACES
Bright Ideas
PATRICIA M. REILLY
Text aligns to phantom line of table corner and curtain.
6 of 9
Design talk
0623
Before&After
Design talk
7 of 9
BAmagazine.com
i U X
Article resources
Typefaces
1a
Colors
7
8
1b
5a
6a
1c
1d
6b
6c

Help return our school district to a state of excellence with a new school board.
1 (ad) New Century Schoolbook Roman | a) 20/18 pt, b) 10/11 pt, c) 11/12 pt, d) 10 pt 2 Spumoni Std | 21 pt 3 (ab) Vectora Std Black | a) 8 pt, b) 7 pt 4 Vectora Std Roman | 7 pt
C0 M0 Y0 K100 C0 M0 Y0 K70 C15 M100 Y100 K15
Iquisse conulputpat. Ut loboreet, conput praestrud tat ullutam dolum nonsctet atum venim veleim zriustrud dolorelo odipitlt in henis do consectet at volortin erci esequat umsandre volor.
10 C30 M20 Y55 K75
Thomas Whiteld
Images 5 (ab) iStockphoto.com | 6 (ac) Rubberball.com | a a b b c
5b
( Baskets x 100 )
9 10
20
S M
78
47 56
74
60 43
3a
TH
Strawberry Sales
3b
2
7 of 9
Design talk
0623
Before&After
Design talk
8 of 9
BAmagazine.com
i U X
Article resources
Typefaces
1a
1b
Colors
7
8

5
1 (ab) Clarendon Std Light | a) 11 pt, b) 39 pt 2 Clarendon Std Roman | a) 24 pt 3 (ac) Block Heavy BQ | a) 20 pt b) 79/62 pt, c) 52/46 pt 4 (ab) Futura Std Medium | a) 18.5 pt b) 59/60 pt
C92 M7 Y41 K0 C100 M58 Y9 K20 C35 M90 Y100 K40
2
7
10 C60 M40 Y100 K40

11 C10 M10 Y30 K0
12 C40 M65 Y95 K85 13 C40 M65 Y95 K30
Images 5 Photos.com 6 (ab) iStockphoto.com |

4a 6b
12
14 C25 M30 Y55 K0
3a 3b 3c
PATRICIA M. REILLY
Phil Zackman
Things Wild
13 14
6a
9
10 11
MODERN SPACES
4b
4a
8 of 9
Design talk
0623
Before&After
Design talk
9 of 9
BAmagazine.com
i U X
Subscribe to Before & After Did you learn from this article? Subscribe, and become a more capable, condent designer for pennies per article. To learn more, go to http://www.bamagazine.com/Subscribe E-mail this article To pass along a free copy of this article to others, click here. Join our e-list To be notied by e-mail of new articles as they become available, go to http://www.bamagazine.com/email
Before & After magazine Before & After has been sharing its practical approach to graphic design since 1990. Because our modern world has made designers of us all (ready or not), Before & After is dedicated to making graphic design understandable, useful and even fun for everyone. John McWade Publisher and creative director Gaye McWade Associate publisher Vincent Pascual Staff designer Dexter Mark Abellera Staff designer Design advisor Gwen Amos Before & After magazine 323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995 E-mail mailbox@bamagazine.com www http://www.bamagazine.com Copyright 2005 Before & After magazine, ISSN 1049-0035. All rights reserved You may pass this article around, but you may not alter it, and you may not charge for it. You may quote brief sections for review. If you do this, please credit Before & After magazine, and let us know. To feature free Before & After articles on your Web site, please contact us. For permission to include all or part of this article in another work, please contact us.
9 of 9
Printing formats
Design talk
0623
Before&After
BAmagazine.com
i U X
Before & After is made to t your binder Before & After articles are intended for permanent reference. All are titled and numbered. For the current table of contents, click here. To save time and paper, a paper-saver format of this article, suitable for one- or two-sided printing, is provided on the following pages.
For presentation format Print: (Specify pages 19)
For paper-saver format Print: (Specify pages 1115)
Print Format: Landscape Page Size: Fit to Page
Save Presentation format or Paper-saver format
Back
Paper-saver format
FiveDesignIdeas
PATRICIA M. REILLY
DesignTalk3
Photo Graph
MODERN SPACES
Modern Layout
Focused Design
Small Size, Big Impact Personal Brochure
Layout That personal connection

Give your next brochure face-to-face appeal! Instead of an impersonal logo or acronym, an inviting portrait creates a human connection perfect for those whose work is person to personconsultants, realtors, teachers, a political slate and so on. Simple presentation is keylots of white space; large, silhouetted images; and clear, unimposing copy.
Same-size images, uniform eye level
Cover
Inside
Text hangs from this line; 70% tint (below) softens it.
70%
Names in black stand out.

Beautifully simple cover sets an inviting tone; apple wordlessly says school. Type style, size and color are repeated inside; note no text wraps.
So real you can almost shake their hands, portraits shed the corporate faade and connect directly. The unassuming, 3-panel design conveys approachability and forthrightness. Take well-lit pictures that make eye contact, and pay attention to distancetoo close-up and youll crowd the reader uncomfortably. Lay out each panel the same.
0623 Design Talk 3 Five Design Ideas
Before&After | www.bamagazine.com
Design Talk 3 Five Design Ideas
0623 1 of 5
Layout Condense your design
Designing a whole page can seem dauntingtheres so much space to ll! Its tempting to scale everything up, up, up and ll it all in. But thats not design. Heres a better way to get good results easily. Think small and focused. Reduce your work area to the middle of the page and design that. Its much easier, and youll get a built-in focal point, too.
Before After
Things Wild
Phil Zackman Phil Zackman
Things Wild
Things Wild
Phil Zackman
Things Wild

By Phil Zackman
1 2
3
(1) Shrink the work area, and the surrounding white space brings all attention to the center. Now the job will be easier. (2) Add the copy. A fat lizard suggests using a fat typeface (Block Heavy BQ), whose irregular edges mimic his scaly hide and which adds density to the page. (3) Place the image. This is where it gets fun. Pull the lizard out of the original photo, and set it on the page overlapping the rectangle. Its organic curves and photographic dimension contrast sharply with the at, straight-edged eld.
Its big and bright but not presentedthe designer just scaled everything up until the space was full. Its orderlycentered layout makes it easy to readbut it has no visual voice.
Image Small size, big impact

On Abercrombies Web page below, the black & white image takes center stage, but its the small jacket beneath it that makes the page interesting:
HOME
MENS
WOMENS
KIDS
LIFESTYLE
A&F CHALLENGE
YOUR ACCOUNT
WISH LIST
SIZE CHART
VIEW BAG
Use color and white space to draw attention (Right) Interesting, isnt it, that the tiny jacket has nearly the same visual presence as the black & white image above it. Why? Two reasons: 1) Its the only thing in color, and 2) its the only thing in a surrounding sea of white.
Create interest using contrast The two images contrast in size and color. But all the straight lines also contrast with the jackets irregular edge (below). Note how its silhouetted form creates a tactile, organic quality that makes you want to pick it up and wear it. Nice.
Sex Appeal College Logo Fleece Ezra Fitch Supersoft Classic Polos Track Jackets Denim Jackets Outerwear Ezra Fitch The Saranac Boot The Kilburn Low Rise Boot The Porter Vintage Straight The Colden Baggy Pant Ezra Fitch Classic Underwear Belts Necklaces Bracelets Caps Flaps/Treads Cologne
www.abercrombie.com
0623 2 of 5
Image Design a photo graph
Charts are useful for showing trends and relationships, but ordinary rows, columns and lines are so . . . forgettable. Make your next chart engaging and memorable, too, by adding a photographic illustration behind, beside or interacting with the data.

( Baskets x 100 )
78
74
56
47
60
43
20
S M T W TH F S
Strawberry Sales
Lay the chart atop an image Strawberry basket illustrates what the chart is aboutmuch easier than visualizing! Red dots sustain the theme. Interact with the chart Pull! Push! Lift! Enliven plain data by showing people or objects interacting with it; in this case, the school kids illustrate what the chart is saying.
Layout A look to match its name

If youre designing a book about modern interiors, you want its cover to have a modern design. Modern means minimalsimple lines, simple type and few colors. Whats fun is that its so easy to do. Look:
Before
After
N
More work than necessary Its a lively layoutfour attractive interiors in a jaunty arrangementbut its totally different from the subject matter. Lines skew this way and that, spaces are unpredictable, and brushlike Mistral typeface looks hand-drawn, not angular like the images. This layout required real effortbut its the wrong style!
MODER N
S PA C ES
D E S I G N I S I N T H E D E TA I L S
PATRICIA M. REILLY
M
MODERN SPACES
Bright Ideas
PATRICIA M. REILLY
Text aligns to phantom line of table corner and curtain.
Layout on an axis Modern means minimal. Instead of arranging the page like youd arrange furniture, simplify. 1) One horizontal and one vertical axis, 2) no borders or overlaps (which are busy), 3) one image, not ve, 4) one, hard-edged typeface (like the image), 5) text colors from the image (for continuity). The powerful result is because image and message now have the same voice.
0623 3 of 5
Article resources
Typefaces
Colors
7 1a
1b
7
5a
8
8
6a
1c
1d
6b
6c
1 (ad) New Century Schoolbook Roman | a) 20/18 pt, b) 10/11 pt, c) 11/12 pt, d) 10 pt
C0 M0 Y0 K100 C0 M0 Y0 K70 C15 M100 Y100 K15
2 Spumoni Std | 21 pt
Iquisse conulputpat. Ut loboreet, conput praestrud tat ullutam dolum nonsctet atum venim veleim zriustrud dolorelo odipitlt in henis do consectet at volortin erci esequat umsandre volor.
3 (ab) Vectora Std Black | a) 8 pt, b) 7 pt

10 C30 M20 Y55 K75
4 Vectora Std Roman | 7 pt
Thomas Whiteld
Images 5 (ab) iStockphoto.com | a a b c b 6 (ac) Rubberball.com |
5b
( Baskets x 100 )
9
78 74
4 3a
10
47
43
56
60
20
S M T W TH F S
Strawberry Sales
2
3b
Article resources
Typefaces
1a
1b
Colors
7
8

5
1 (ab) Clarendon Std Light | a) 11 pt, b) 39 pt 2 Clarendon Std Roman | a) 24 pt 3 (ac) Block Heavy BQ | a) 20 pt b) 79/62 pt, c) 52/46 pt 4 (ab) Futura Std Medium | a) 18.5 pt b) 59/60 pt
C92 M7 Y41 K0 C100 M58 Y9 K20 9 C35 M90 Y100 K40 10 C60 M40 Y100 K40
11 C10 M10 Y30 K0
2
7 8
Images 5 Photos.com 6 (ab) iStockphoto.com |

4a
PATRICIA M. REILLY
12 C40 M65 Y95 K85 13 C40 M65 Y95 K30
14 C25 M30 Y55 K0
3a
Phil Zackman
3b 3c
Things Wild
6b
12 13 14
6a 9 10 11
MODERN SPACES
4b
4a
0623 4 of 5
Subscribe to Before & After Did you learn from this article? Subscribe, and become a more capable, condent designer for pennies per article. To learn more, go to http://www.bamagazine.com/Subscribe E-mail this article To pass along a free copy of this article to others, click here. Join our e-list To be notied by e-mail of new articles as they become available, go to http://www.bamagazine.com/email
Copyright 2005 Before & After magazine, ISSN 1049-0035. All rights reserved You may pass this article around, but you may not alter it, and you may not charge for it. You may quote brief sections for review. If you do this, please credit Before & After magazine, and let us know. To feature free Before & After articles on your Web site, please contact us. For permission to include all or part of this article in another work, please contact us. Before & After magazine 323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995 E-mail mailbox@bamagazine.com www http://www.bamagazine.com Design advisor Gwen Amos John McWade Publisher and creative director Gaye McWade Associate publisher Vincent Pascual Staff designer Dexter Mark Abellera Staff designer Before & After magazine Before & After has been sharing its practical approach to graphic design since 1990. Because our modern world has made designers of us all (ready or not), Before & After is dedicated to making graphic design understandable, useful and even fun for everyone.
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Before&After

Small Size, Big Impact

Layout That personal connection

Names in black stand out.

Layout Condense your design

Reptile & Insect Guide for Kids

Image Small size, big impact

Image Design a photo graph

Most difcult subject

County School District

PHYS. ED. 28% MATH 24% HISTORY 26% ENGLISH 22%

Layout A look to match its name

Text aligns to phantom line of table corner and curtain.

SAN JUAN UNIFIED SCHOOL DISTRICT

C0 M0 Y0 K100 C0 M0 Y0 K70 C15 M100 Y100 K15

10 C30 M20 Y55 K75

Images 5 (ab) iStockphoto.com | 6 (ac) Rubberball.com | a a b b c

Most difcult subject

County School District

C92 M7 Y41 K0 C100 M58 Y9 K20 C35 M90 Y100 K40

10 C60 M40 Y100 K40

Images 5 Photos.com 6 (ab) iStockphoto.com |

14 C25 M30 Y55 K0

For presentation format Print: (Specify pages 19)

For paper-saver format Print: (Specify pages 1115)

Print Format: Landscape Page Size: Fit to Page

Save Presentation format or Paper-saver format

Small Size, Big Impact Personal Brochure

Layout That personal connection

Names in black stand out.

0623 Design Talk 3 Five Design Ideas

Design Talk 3 Five Design Ideas

Layout Condense your design

Reptile & Insect Guide for Kids

Image Small size, big impact

0623 Design Talk 3 Five Design Ideas

Design Talk 3 Five Design Ideas

Image Design a photo graph

Most difcult subject

County School District

PHYS. ED. 28% MATH 24% HISTORY 26% ENGLISH 22%

Layout A look to match its name

Text aligns to phantom line of table corner and curtain.

0623 Design Talk 3 Five Design Ideas

Design Talk 3 Five Design Ideas

SAN JUAN UNIFIED SCHOOL DISTRICT

3 (ab) Vectora Std Black | a) 8 pt, b) 7 pt

4 Vectora Std Roman | 7 pt

Images 5 (ab) iStockphoto.com | a a b c b 6 (ac) Rubberball.com |

Most difcult subject

County School District

Images 5 Photos.com 6 (ab) iStockphoto.com |

12 C40 M65 Y95 K85 13 C40 M65 Y95 K30

14 C25 M30 Y55 K0

0623 Design Talk 3 Five Design Ideas

Design Talk 3 Five Design Ideas

0623 Design Talk 3 Five Design Ideas

Design Talk 3 Five Design Ideas

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