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7/29/2019 Before and After 0623

1/15

Continued

Before&After XiBAmagazine.com U

Design talk 0623

FiveDesignIdeasPhoto Graph Modern Layout PATRICIA M. REILLYMODERNSPACESDESIGN IS IN THE DETAILS

Small Size, Big Impact Focused Design

Personal BrochureSANJUAN

UNIFIED

SCHOOL

DISTRICTHelpreturn our sc

hool

districtto astateof

excellencewith a new

school board.

DesignTalk3


2/15

Before&After

2of9 Design talk 0623

XiBAmagazine.com U

Give your next brochureface-to-faceappeal! 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.

Layout That personal connection

Beautifully simple cover sets an

inviting tone; apple wordlessly says

school. Type style, size and color are

repeated inside; note no text wraps.

Cover

70%

Inside

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.

Text hangs

from this

line; 70%

tint (below)

softens it.

Same-size images, uniform eye level

Names in black stand out.

Design talk 2of9


3/15

Before&After


XiBAmagazine.com U

Layout Condense your design

Designing a whole page can seem dauntingtheres so much space to fill! Its tempting

to scale everything up, up, up and fill it all in. But thats not design. Heres a better way

to get good results easily. Thinksmallandfocused. 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.

Reptile& InsectGuide forKids

Phil Zackman

ThingsWild

After

(1) Shrink the work area, and the surrounding white spacebrings allattention 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 flat, straight-edged field.

Before

Reptile & InsectGuide for Kids

By Phil Zackman

ThingsWild

Its big and bright butnot 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


Phil Zackman

ThingsWild

2


Phil Zackman

ThingsWild

3

Design talk 3of9


4/15

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XiBAmagazine.com U

On Abercrombies Web page below, the black & white image takes center stage,

but its the small jacket beneath it that makes the page interesting:

Image Small size, big impact

Use color and white space to

draw attention (Right) Interesting,

isnt it, that the tiny jacket has near-

ly 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.

www.abercrombie.com

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

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 silhou-

etted form creates a tactile, organic

quality that makes you want to pick

it up and wear it. Nice.

HOME MENS WOMENS KIDS LIFESTYLE A&F CHALLENGE YOUR ACCOUNT WISH LIST SIZE CHART VIEW BAG

Design talk 4of9


5/15

Before&After


XiBAmagazine.com U

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.

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.

County School District

Most difficult subject

MATH 24%

ENGLISH 22%

HISTORY 26%

PHYS. ED. 28%

Strawberry SalesS M T W TH F S

5647

74

20

78

43

60

(Baskets x 100)

Design talk 5of 9


6/15

Before&After


XiBAmagazine.com U

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

PATRICIA M. REILLY

MODERNSPACESDESIGN IS IN THE DETAILS

PATRICIA M. REILLYBright Ideas

MODERNSPACES

DES IGN IS IN TH E DETAIL S

More work than necessary

Its a lively layoutfour attrac-

tive interiors in a jaunty arrange-

mentbut its totally different from

the subject matter. Lines skew this

way and that, spaces are unpredict-

able, and brushlike Mistral typeface

looks hand-drawn, not angular like

the images. This layout required real

effortbut its the wrong style!

MLayout 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 over-

laps (which are busy), 3) one image,

not five, 4) one, hard-edged typeface

(like the image), 5) text colors from

the image (for continuity). The pow-

erful result is because image and

message now have the same voice.Text aligns to phantom line of table corner and curtain.

N

Design talk 6of9


7/15

Before&After


XiBAmagazine.com U

Typefaces

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

Images

5 (ab) iStockphoto.com | a b

6 (ac) Rubberball.com | a b c

Article resources

5b

3a

3b

10

94

2

8

Colors

C0 M0 Y0 K100

C0 M0 Y0 K70

C15 M100 Y100 K15

C30

M20

Y55

K75

9

7

8

1a

SAN JUANUNIFIEDSCHOOLDISTRICTHelp return our school

district to a state of

excellence with a new

school board.

Thomas Whitfield

Iquisse conulputpat.Ut loboreet, conput

praestrud tat ullu-tam dolum nonsctetatum venim veleim

zriustrud doloreloodipitlt in henis doconsectet at volortin

erci esequat umsan-dre volor.

1b 5a 6a 6b 6c1c 1d7

10

Strawberry SalesS M T W TH F S

5647

74

20

78

43

60

(Baskets x 100)

Design talk 7of9


8/15

Before&After


XiBAmagazine.com U

County School District

Most difficult subject

MATH 24%

ENGLISH 22%

HISTORY 26%

PHYS. ED. 28%

Typefaces

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 ptb) 59/60 pt

Images

5 Photos.com

6 (ab) iStockphoto.com | a b

Article resources

Colors

C92 M7 Y41 K0

C100 M58 Y9 K20

C35 M90 Y100 K40

C60

M40

Y100

K40

C10 M10 Y30 K0

C40 M65 Y95 K85

C40 M65 Y95 K30

C25 M30 Y55 K0

9

10

11


Phil Zackman

ThingsWild

MODERN

SPACESDESIGN IS IN THE DETAILS

PATRICIA M. REILLY

4b

4a

6b

14

13

12

4a

14

13

12

3a

3b

3c

6a

11

10

9

1a

2

7

8

8

7

1b

Design talk 8of9

5


9/15

Before&After

9of9 | Printing formats

Design talk 0623

XiBAmagazine.com U

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 understand-

able, 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 [email protected]

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.

Subscribe to Before & After

Did you learn from this article? Subscribe, and

become a more capable, confident designer

for pennies per article. To learn more, go to

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E-mail this articleTo pass along a free copy of this article to

others, click here.

Join our e-list

To be notified by e-mail of new articles as

they become available, go to

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Design talk 9of9


10/15

XiBAmagazine.com UBefore&After

Back | Paper-saver format

For paper-saver formatPrint: (Specify pages 1115)

For presentation formatPrint: (Specify pages 19)

Before & After is made to fit 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.

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1of

5

DesignTalk3FiveDesig

nIdeas0623

0623DesignTalk3F

iveDesignIdeas

FiveDe

sign

Ide

as

PhotoGraph

ModernLayout

PATRICIAM.REILLY

MODERN

SPACES

DESIGN

ISINTHEDETAILS

SmallSize,BigImpact

FocusedDesign

P

ersonalBro

chure

SAN

J UAN

UN

I FI E

D

SCHOOL

DI STRI C

T

H el p

retu

rn

our

schoo

l

dis tric

tto

asta

teo

f

exc

ell e

nc

ew

itha

new

sch

oo

lbo

ard

.

D

esignT

alk3

Giveyournextbrochureface-to-faceappeal!Insteadofanimperso

nallogooracronym,

aninvitingportraitcreatesahumanconne

ctionperfectforthosew

hoseworkispersonto

personconsultan

ts,realtors,teachers,apoliticalslateandsoon.Simplepresentationis

keylotsofwhitespace;large,silhouetted

images;andclear,unim

posingcopy.

LayoutThatper

sonalconnection

Be

autifullysimplecoversetsan

inv

itingtone;applewordlesslysays

school.Typestyle,sizeandcolorare

repeatedinside;notenotextwraps.

Co

ver

70%

Inside

Sorealyoucana

lmostshaketheirhands,port

raitsshedthecorporate

faadeandconnectdirectly.Theunassuming,3-paneldesignconveys

approachabilitya

ndforthrightness.Takewell-litpicturesthatmakeeye

contact,andpay

attentiontodistancetooclo

se-upandyoullcrowd

thereaderuncom

fortably.Layouteachpanelt

hesame.

Te

xthangs

fromthis

lin

e;70%

tint(below)

so

ftensit.

Same-sizeimages,uniform

eyelevel

Namesinblacks

tandout.


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2of

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nIdeas0623

0623DesignTalk3F

iveDesignIdeas

LayoutConden

seyourdesign

Designin

gawhole

pagecanseemdauntingtheressomuchspacetofill!Itstempting

toscaleeverythin

g

up,up,upandfillitallin.Butthatsnotdesign.Heresabetterway

togetgoodresults

easily.Thinksmallandfocused.Reduceyourwo

rkareatothemiddle

ofthepageanddesignthat.Itsmucheasie

r,andyoullgetabuilt-infocalpoint,too.

Reptile

&Insect

Guidefor

Kids

PhilZackman

Things

Wild

Afte

r

(1)Shrinkthew

orkarea,an

dthesurro

un

din

gw

hitespacebrin

gsall

atten

tion

tothecenter.N

ow

thejobwill

beeasier.

(2)Addthecopy.Afa

t

lizard

suggestsu

singafa

ttypefa

ce(Blo

ckH

eav

yB

Q),wh

oseirre

gular

edges

mimichis

scalyh

idean

dwhich

addsden

sitytothe

page.

(3)Placethe

image.Thisisw

hereit

getsfun.P

ull

thelizard

out

oftheorigin

al

ph

oto,

an

dsetit

on

the

pageov

erla

ppin

gthere

ctan

gle.Its

organic

curv

esan

d

ph

otogra

phic

dim

ension

con

trastsharplywith

thefl

at,straigh

t-edgedfi

eld.

Before

Reptile&

Insect

Guidefo

rKids

ByPhilZa

ckman

Things

W

ild

Itsbigand

brightbut

notpresen

tedthe

designerjustscaled

everything

upuntil

thespacewasfull.

Itsorderly

centered

layoutmakesiteasy

toreadbutithasno

visualvoic

e.

1

Reptile

&Insect

Guidefor

Kids

PhilZackman

Things

Wild

2

Reptile

&Insect

Guidefor

Kids

PhilZackman

Things

Wild

3

OnAbercrombiesWebpagebelow,theblack&whiteimagetakesc

enterstage,

butitsthesmalljacketbeneathitthatmak

esthepageinteresting:

ImageSmallsize,bigimpact

Usecolorandwhitespaceto

drawattention

(Righ

t)In

tere

sting,

isntit,

thatthetinyjack

eth

asn

ear-

lythesa

mevisu

al

pre

sen

ceasthe

bla

ck

&whiteim

ageabov

eit.Wh

y?

Twore

asons:1

)Its

theonly

thin

gin

color,

an

d2)its

theonly

thin

gin

a

surro

un

d

ingseaofwhite.

www.abercr

ombie.com

SexAppeal

College

Logo

Fleece

EzraFitch

Supersoft

Classic

Polos

TrackJackets

DenimJackets

Outerwear

EzraFitch

TheSaranacBoot

TheKilburnLowRiseBoot

ThePorterVintageStraight

TheColdenBaggy

Pant

EzraFitch

Classic

Underwear

Belts

Necklaces

Bracelets

Caps

Flaps/Treads

Cologne

Createinterestusingcon

trast

Th

etwoim

agescon

trastin

s

izean

d

color.B

utall

thestraigh

tlin

e

salso

con

trastwith

thejack

etsirre

gular

edge(below

).N

oteh

owits

silho

u-

ettedform

cre

atesatactile,organic

quality

thatm

ak

esyouw

an

t

topick

itupan

dw

earit.Nic

e.

HOME

MENS

WOMENS

KIDS

LIFESTYLE

A&FCHALLENGE

YOURACCOUNT

WISHLIST

SIZECHART

VIEWBAG


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nIdeas0623

0623DesignTalk3F

iveDesignIdeas

ImageDesigna

photograph

Chartsareusefulforshowin

gtrendsandre

lationships,butordinar

yrows,columns

andlinesareso...forgettable.Makeyournextchartengagin

gand

memorable,too,

byaddin

gaphotog

raphicillustrationbehind,besideorinteracting

withthedata.

L

aythechartatopanimageStrawberry

basket

illustra

teswh

atthech

artis

about

much

easier

than

v

isualizin

g!R

eddotssustain

thetheme.

InteractwiththechartP

ull!P

ush!Lift!

Enliven

plain

databyshowin

g

people

o

robjectsin

tera

ctingwithit;in

this

case,thesch

oolkid

sillu

strate

wh

atthe

chartis

saying.

Coun

tySchoolDistrict

M

ostdifficultsu

bject

MATH24%

ENGLISH22%

HIS

TORY26%

PHYS.ED.28%

StrawberrySales

S

M

T

W

TH

F

S

56

47

74

20

78

43

60

(Bask

etsx1

00)

LayoutAlookt

omatchitsname

Ifyouredesignin

g

abookaboutmodernin

teriors,youwantitscov

ertohave

amoderndesign.M

odernmeansminimalsimplelines,simplety

peandfewcolors.

Whatsfunisthatitssoeasytodo.Look:

Before

A

fter

PATRICIA

M.REILLY

MODERN

SPACES

DESIGN

ISIN

THEDETAILS

PATRICIAM.REILLY

Bri

ghtId

eas

MODERN

SPACES

DESIGN

ISIN

THEDETAILS

Morework

thannecessary

Itsalivelyl

ayoutfo

ur

attrac-

tivein

teriorsina

jaun

tyarran

ge-

men

tbutits

to

tallydifferen

tfrom

thesubjectm

atter.Lin

esskew

this

wayan

dthat,spacesare

un

pre

dic

t-

able

,an

dbru

shlik

eMistral

typefa

ce

look

sh

an

d-draw

n,notan

gularlik

e

theim

ages.Thisla

youtre

quire

dre

al

effort

butitsth

ewron

gstyle!

M

LayoutonanaxisM

ode

rnmean

s

minim

al.In

steadof

arran

ging

the

pagelik

eyoud

arran

gefurniture

,

simplify.1

)On

eh

orizon

tal

andon

e

vertic

al

axis,2

)n

obord

ers

orov

er-

laps(which

are

busy),3)on

eimage,

notfiv

e,4

)on

e,h

ard-e

dgedtypefa

ce

(liketheim

age),5)tex

tcol

orsfrom

theim

age(for

con

tinuity

).

Thepow-

erfulre

sultis

becauseim

a

gean

d

messagen

owh

av

ethesam

ev

oic

e.

Tex

talign

stoph

antomlin

eof

table

corn

er

an

dcurt

ain.

N


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magazine.com

4of5


nIdeas0623

0623DesignTalk3F

iveDesignIdeas

5b

3a

3b

10 9

42

StrawberrySale

s

S

M

T

W

TH

F

S

56

47

74

20

78

43

60

(Basketsx100)

Typ

efaces

1(a

d)NewCenturySchoolbook

Roman|a)20/18pt,b)10/11pt,

c)

11/12pt,d)10pt

2Sp

umoniStd|21pt

3(a

b)VectoraStdBlack|a)8pt,

b)7pt

4Ve

ctoraStdRoman|7pt

Images

5(a

b)iStockphoto.com|

a

b

6(a

c)Rubberball.com|

a

b

c

Articleresources

8

Colors

C0M0Y0K100

C0M0Y0K70

C15M100Y100K1

5

C30M20Y55K75

9 78

1a

SANJUAN

UNIFIED

SCHOOL

DISTRICT

Helpreturnourschool

districttoastateof

excellencewithanew

schoolboard.

ThomasWhitfield

Iquisseconulputpat.

Utloboreet,conput

praestrudtatullu-

tamdolumnonsctet

atumvenimveleim

zriustruddolorelo

odipitltinhenisdo

consectetatvolortin

erciesequatumsan-

drevolor.

1b

5a

6a

6b

6c

1c

1d

7

10

CountyS

choolDistrict

Mostdifficultsubject

MATH

24%

ENGLISH22%

HISTO

RY26%

PHYS.ED.28%

Typ

efaces

1(a

b)ClarendonStdLight|a)11pt,

b)39pt

2ClarendonStdRoman|a)24pt

3(a

c)BlockHeavyBQ|a)20pt

b)79/62pt,c)52/46pt

4(a

b)FuturaStdMedium|a)18.5pt

b)59/60pt

Images

5Ph

otos.com

6(a

b)iStockphoto.com|

a

b

Articleresources

Colors

C92M7Y41K0

C100M58Y9K20

C35M90Y100K40

C60M40Y100K40

C10M10Y30K0

C40M65Y95K85

C40M65Y95K30

C25M30Y55K0

91011

Reptile

&Insect

Guidefor

Kids

Ph

ilZackman

Things

Wild

MODERN

SPACES

DESIGN

ISIN

THEDETAILS

PATRICIAM.REILLY

4b

4a

6b

14

13

124a

14

13

12

3a

3b3c

6a

11

10 9 1a2

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DesignTalk3FiveDesignIdeas0623

0623DesignTalk3FiveDesignIdeas

Before&Aftermag

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Before

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publish

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VincentPascual

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DexterMarkAbelle

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Before&Aftermag

azine

32

3Lin

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Street,R

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,CA9

567

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Telephone91

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@bam

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gazine.c

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wwwh

ttp://www.b

am

agazin

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Copyright2005Be

fore&Aftermagazine,ISSN

1049-0035.Allrightsreserved

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aypassthis

arti

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d,butyoum

ayn

otalter

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