Before&After ® XiBAmagazine.com U

Continued Picture it twice 0640

Picture it twiceUse the same image twice—differently—to fill your space beautifully. Continued

Before&After ®

2 of 9

XiBAmagazine.com U

Picture it twice 0640

Ice CreamIt couldn’t be summer without it!

UncleHappy’s

The basic technique Place the photo, reduce its opacity, then place it again—small this time—and finish by setting the type near its center of interest (right).

15% Opacity

Picture it twiceUse the same image twice—differently—to fill your space beautifully.

Next time a photo is your center of interest, try this: Use a small version full strength and a large “ghost” at light opacity. You’ll take advantage of two design principles. One is that an image communicates differently at different sizes, so you double (or more) its effectiveness. Two is that an image readily coordinates with itself , so design is easy. Let’s have a look.

Here, full-frame images echo one another, bringing the viewer back for a second—and different—look.

Before&After ® Picture it twice 3 of 9

3 of 9

XiBAmagazine.com U

Picture it twice 0640

Movable feast Note that to accommodate the different formats, the ghost moves and changes size, but the corner logotype never varies. Above, logo color comes from the pear and coordinates beautifully.

Stationery Beautifully artistic stationery is the result of very simple shapes and an extreme contrast of scale—the ghost is 20 times bigger than the small pear. It quietly fills the page like a still life on canvas, which allows the daring (and small!) corner placement of the logotype. Bold and sublime.

Envelope

Letterhead

Business card Pear

Pear Creative745 Garfield Avenue, Suite 500, Emeryville, CA 94321 • Tel 408.123.6789 Fax 123.456 • www.pearceative.net Pear Creative

745 Garfield Avenue, Suite 500, Emeryville, CA 94321

745 Garfield Avenue, Suite 500, Emeryville, CA 94321Tel 408.123.6789 • Fax 123.456 • www.peardesign.net

Pear Creative

Before&After ® Picture it twice 4 of 9

4 of 9

XiBAmagazine.com U

Picture it twice 0640

Brochure cover Two views of the same person—one from audience distance and one up close—make different but complementary impressions, one in body language, the other in facial expression. You’ve seen this effect on those huge onstage video monitors. The simplicity of her facial features and the identi-cal tilt of the heads contribute to the clear presentation.

White “floor”gives her a place to stand. Bonus: Its brightness highlights

the small but important text.

Why does the design work? Similarity of elements keeps it simple.

And one moreThe text block curves around her leg, but note what else. Text block and her face are the same size and nearly the same shape.

Tall typeface . . . stacked vertically

Tall figure Tall face

Before&After ® Picture it twice 5 of 9

5 of 9

XiBAmagazine.com U

Picture it twice 0640

CardThe different roles of size are obvious here. The bigger-than-life closeup drenches the viewer in lime, water and ice, refreshing as a waterfall. The glass on the tabletop appears life-size, cold and inviting. One view shows you the product, and the other makes you feel it.

What opacity? Ghost opacity is typi-cally 10 to 20 percent, but with so little con-trast between glass and lime, the result looks washed out (left, top). At full strength (bottom), the two images compete. In this case, 50% is just right (far left). Trust your eye.

What typeface? When you need a typeface to say clear, crisp, refreshing, reach for anything light or ultra light. Why? Because they’re mostly air, which allows maximum white to pour through. Look also for beautifully unembellished lines.

Visual punctuation To Western readers, who read left to right and top to bottom, the lower right is always the exit corner

and the perfect place for your product or logo. There it serves as visual punctuation, bringing the reader to a full stop right on your product.

Fresh lime, anytime!

Fresh lime, anytime!

Before&After ® Picture it twice 6 of 9

6 of 9

XiBAmagazine.com U

Picture it twice 0640

Visit us in our new location Santa Point Galleria | Northwest Drive # Hours – | () - | www.nauticalhobbies.com

Nautical Hobbies & MoreModel ships, nautical and marine antiques, collectibles, ship art

Go with the flow Horizontal design reinforces the horizontal format. Note the three primary lines of the ship run end to end (far left), motion that’s amplified by text in single long lines. The small ship is the focal point for three reasons: 1) It’s at full value, 2) it’s in the “exit” corner, which stops the reader, and 3) it’s facing against the flow, reinforcing the stop.

Nautical Hobbies & More

PostcardCloseup view of mast, lines, netting and other detail—impossible in the small image—will delight the hobbyist. In this case, the large image simply amplifies the small one; its “message” is basically the same. Use it like a magnifying glass whenever you want your reader to see more.

Before&After ® Picture it twice 7 of 9

7 of 9

XiBAmagazine.com U

Picture it twice 0640

Ice CreamIt couldn’t be summer without it!

UncleHappy’s 11

Typefaces

1 EF Koloss Regular | 14 pt

2 Avenir 35 Light | 8.25/10 pt

3 (a–b) Fenway Park | a) 24 pt, b) 84 pt

4 (a–b) Adobe Caslon Italic | a) 18 pt b) 12 pt

5 Adobe Caslon Regular | 12 pt

6 Pabst Oldstyle | 33 pt

Images

7 iStockphoto.com

8 (a–b) Veer.com | a b

Colors

9

10

Article resources

C15 M55 Y100 K5

C0 M0 Y0 K55

C3 M3 Y6 K0

C0 M100 Y85 K0

C20 M35 Y60 K40

C45 M90 Y92 K31745 Garfield Avenue, Suite 500, Emeryville, CA 94321Tel 408.123.6789 • Fax 123.456 • www.peardesign.net

Pear Creative

109

12

13

14

8a 4a

3b3a

(Big image: 15% opacity) (Big image: 13% opacity)

7 21

13

12

11

Visit us in our new location Santa Point Galleria | Northwest Drive # Hours – | () - | www.nauticalhobbies.com

Nautical Hobbies & MoreModel ships, nautical and marine antiques, collectibles, ship art

(Big image: 25% opacity) 64b5 8b14

Before&After ® Picture it twice 8 of 9

8 of 9

XiBAmagazine.com U

Picture it twice 0640

Typefaces

1 (a–b) Helvetica Neue Std Ultra Light a) 36 pt, b) 219 pt

2 (a–c) OL Franklin Triple Condensed a) 24/20 pt, b) 60/48 pt, c) 12.5/11 pt

Images

3 iStockphoto.com

4 Veer.com

Colors

5

6

7

Article resources

C60 M15 Y97 K5

C15 M100 Y100 K0

C0 M0 Y50 K0

(Big image: 10% opacity) (Big image: 20% opacity)

Fresh lime, anytime!

Fresh lime, anytime!

(Big image: 50% opacity)

(Big image: 100% opacity)

5

6

7

2b

2a

2c

1a

1b

3

4

Before&After ®

9 of 9 | Printing formats

XiBAmagazine.com UPicture it twice 9 of 9

Picture it twice 0640

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 directorGaye McWade Associate publisherVincent Pascual Staff designerDexter Mark Abellera Staff designer Before & After magazine323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995E-mail mailbox@bamagazine.com www http://www.bamagazine.com

Copyright ©2006 Before & After magazine ISSN 1049-0035. All rights reserved

You may pass along a free copy of this article to others by clicking here. You may not alter this article, and you may not charge for it. You may quote brief sections for review; please credit Before & After magazine, and let us know. To link Before & After magazine to your Web site, use this URL: http://www.bamagazine.com. For all other permissions, please contact us.

Subscribe to Before & After

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Paper-saver format

Be

fore

&A

fter | w

ww

.bamagazine.com

1 of 5

Pictu

re it tw

ice 0640

0640 P

icture

it twice

Ice Cream

It couldn’t be sum

mer w

ithout it!

Uncle

Happ y’s

The

ba

sic tech

niq

ue

Place the photo, reduce its

opacity, then place it again—sm

all this time

—and finish

by setting the type near its center of interest (right).

15%

Opacity

Next tim

e a ph

oto

is you

r center o

f in

terest, try this: U

se a small versio

n

full stren

gth an

d a large “gh

ost” at

light o

pacity. Yo

u’ll take ad

vantage o

f tw

o d

esign p

rincip

les. On

e is that an

im

age com

mu

nicates d

ifferently at

differen

t sizes, so yo

u d

ou

ble (o

r mo

re) its effectiven

ess. Two

is that an

image

readily co

ord

inates w

ith itself, so

d

esign is easy. Let’s h

ave a loo

k.

Here, full-fram

e images echo

one another, bringing the view

er back for a second—and different—

look.

Picture it twice

Use th

e same im

age twice

—d

ifferently—

to fill you

r space b

eautifu

lly.

Be

fore

&A

fter | w

ww

.bamagazine.com

2 of 5

Pictu

re it tw

ice 0640

0640 P

icture

it twice

Mo

vab

le fe

ast N

ote that to accomm

odate the different form

ats, the ghost moves and

changes size, but the corner logotype never varies. A

bove, logo color comes from

the pear and coordinates beautifully.

Statio

ne

ry B

eautifu

lly artistic station

ery is the resu

lt of very sim

ple

shap

es and

an extrem

e con

trast of scale—

the gh

ost is 20

times b

igger than

the sm

all pear. It q

uietly fi

lls the p

age like a still life o

n can

vas, wh

ich allow

s the d

aring (an

d sm

all!) co

rner p

lacemen

t of th

e logo

type. B

old

and

sub

lime.

En

velo

pe

Lette

rhe

ad

Bu

sine

ss card

Pea

r

Pea

r C

rea

tive

745 Garfield

Avenue, Suite 500, E

meryville, C

A 94321 • Tel 408.123.6789 Fax 123.456 • w

ww

.pearceative.net

Pea

r C

rea

tive

745 Garfield

Avenue, Suite 500, E

meryville, C

A 94321

745 Garfield

Avenue, Suite 500, E

meryville, C

A 94321

Tel 408.123.6789 • Fax 123.456 • ww

w.p

eardesig

n.net

Pea

r C

rea

tive

Bro

chu

re co

ver

Two

views o

f the sam

e perso

n—

on

e from

aud

ience d

istance an

d

on

e up

close—

make d

ifferent

bu

t com

plem

entary im

pressio

ns,

on

e in b

od

y langu

age, the o

ther

in facial exp

ression

. You

’ve seen

this effect o

n th

ose h

uge o

nstage

video

mo

nito

rs. Th

e simp

licity of

her facial featu

res and

the id

enti-

cal tilt of th

e head

s con

tribu

te to

the clear p

resentatio

n.

White “floor”gives her a place to

stand. Bonus: Its brightness highlights

the small but im

portant text.

Wh

y do

es th

e d

esig

n w

ork

? Sim

ilarity of elements keeps it sim

ple.

An

d o

ne

mo

reThe text block curves around her leg, but note w

hat else. Text block and her face are the sam

e size and nearly the sam

e shape.

Tall typeface . . . stacked vertically

Tall figureTall face

Be

fore

&A

fter | w

ww

.bamagazine.com

3 of 5

Pictu

re it tw

ice 0640

0640 P

icture

it twice

Card

Th

e differen

t roles o

f size are obvio

us h

ere. Th

e bigger-th

an-life clo

seup

dren

ches th

e viewer in

lim

e, water an

d ice, refresh

ing as a w

aterfall. Th

e glass on

the tab

letop

app

ears life-size, cold

and

in

viting. O

ne view

show

s you

the p

rod

uct, an

d th

e oth

er makes yo

u feel it.

Wh

at o

pa

city? G

host opacity is typi-cally 10 to 20 percent, but w

ith so little con-trast betw

een glass and lim

e, the result looks w

ashed out (left, top). A

t full strength (bottom

), the two

images com

pete. In this case, 50%

is just right (far left). Trust your eye.

Wh

at typ

efa

ce?

When you need a typeface to say clear, crisp, refreshing,

reach for anything light or ultra light. Why? B

ecause they’re m

ostly air, which allow

s maxim

um w

hite to pour through. Look also for beautifully unem

bellished lines.

Visu

al p

un

ctua

tion

To W

estern readers, who read left to right and top

to bottom, the low

er right is always the exit corner

and the perfect place for your p

roduct or logo. There it serves

as visual punctuation, bringing the reader to a full stop right on your product.

Fresh lime, anytim

e!

Fresh lime, anytim

e!

Visit us in our new

location Santa Point G

alleria | Northw

est Drive #

Hours –

| () - | w

ww

.nauticalhobbies.com

Nautical H

obbies & M

oreM

odel ships, nautical and marine antiques, collectibles, ship art

Go

with

the

flo

w

Horizontal design reinforces the horizontal form

at. Note

the three primary lines of the ship run end to end (far left),

motion that’s am

plified by text in single long lines. The sm

all ship is the focal point for three reasons: 1) It’s at full value, 2) it’s in the “exit” corner, w

hich stops the reader, and 3) it’s facing against the flow

, reinforcing the stop.

Nautical H

obbies & M

ore

Po

stcardC

loseu

p view

of m

ast, lines, n

etting an

d o

ther d

etail—im

po

ssible in

the sm

all image—

will

deligh

t the h

ob

byist. In

this case, th

e large image sim

ply am

plifi

es the sm

all on

e; its “message” is

basically th

e same. U

se it like a magn

ifying glass w

hen

ever you

wan

t you

r reader to

see more.

Be

fore

&A

fter | w

ww

.bamagazine.com

4 of 5

Pictu

re it tw

ice 0640

0640 P

icture

it twice

Type

face

s

1 (a–b

) Helvetica N

eue Std Ultra Light

a) 36 pt, b) 219 pt

2 (a–c) O

L Franklin Triple Condensed

a) 24/20 pt, b) 60/48 pt, c) 12.5/11 pt

Ima

ge

s

3 iStockphoto.com

4 Veer.com

Co

lors567

Article

reso

urce

s

C60

M15

Y97

K5

C15

M100

Y100

K0

C0

M0

Y50

K0

(Big im

age: 10% opacity)

(Big im

age: 20% opacity)

Fresh lime, anytim

e!

Fresh lime, anytim

e!

(Big im

age: 50% opacity)

(Big im

age: 100% opacity )

5

672b 2a2c

1a

1b 3

4

Ice C ream

It couldn’t be sum

mer w

ithout it!

Uncle

Happ y’s

11

Type

face

s

1 EF Koloss Regular | 14 pt

2 Avenir 35 Light | 8.25/10 pt

3 (a–b

) Fenway Park | a) 24 pt, b) 84 pt

4 (a–b

) Adobe C

aslon Italic | a) 18 pt b) 12 pt

5 Adobe C

aslon Regular | 12 pt

6 Pabst Oldstyle | 33 pt

Ima

ge

s

7 iStockphoto.com

8 (a–b

) Veer.com |

a b

Co

lors910

Article

reso

urce

s

C15

M55

Y100

K5

C0

M0

Y0

K55

C3

M3

Y6

K0

C0

M100

Y85

K0

C20

M35

Y60

K40

C45

M90

Y92

K31745 G

arfield A

venue, Suite 500, Em

eryville, CA

94321Tel 408.123.6789 • Fax 123.456 • w

ww

.peard

esign.net

Pea

r C

rea

tive

109

121314

8a4a

3b3a

(Big im

age: 15% opacity)

(Big im

age: 13% opacity)

72

1

13 12 11

Visit us in our new

location Santa Point G

alleria | Northw

est Drive #

Hours –

| () - | w

ww

.nauticalhobbies.com

Nautical H

obbies & M

oreM

odel ships, nautical and marine antiques, collectibles, ship art

(Big im

age: 25% opacity)

64b

58b

14

Be

fore

&A

fter | w

ww

.bamagazine.com

5 of 5

Pictu

re it tw

ice 0640

0640 P

icture

it twice

Be

fore

& A

fter m

ag

azin

e

Befo

re & A

fter has b

een sh

aring its p

ractical app

roach

to

graph

ic design

since 1990. B

ecause o

ur m

od

ern w

orld

h

as mad

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ers of u

s all (ready o

r no

t), Befo

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After is d

edicated

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aking grap

hic d

esign u

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erstand

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n fo

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cWa

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Pu

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er and

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ay

e M

cWa

de

Asso

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erV

ince

nt P

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esigner

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SN

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hts re

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