before and after 0623
TRANSCRIPT
-
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
-
7/29/2019 Before and After 0623
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
-
7/29/2019 Before and After 0623
3/15
Before&After
3of9 Design talk 0623
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
Reptile& InsectGuide forKids
Phil Zackman
ThingsWild
2
Reptile& InsectGuide forKids
Phil Zackman
ThingsWild
3
Design talk 3of9
-
7/29/2019 Before and After 0623
4/15
Before&After
4of9 Design talk 0623
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
-
7/29/2019 Before and After 0623
5/15
Before&After
5of9 Design talk 0623
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
-
7/29/2019 Before and After 0623
6/15
Before&After
6of9 Design talk 0623
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
-
7/29/2019 Before and After 0623
7/15
Before&After
7of9 Design talk 0623
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
-
7/29/2019 Before and After 0623
8/15
Before&After
8of9 Design talk 0623
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
Reptile& InsectGuide forKids
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
-
7/29/2019 Before and After 0623
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
http://www.bamagazine.com/Subscribe
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
http://www.bamagazine.com/email
Design talk 9of9
-
7/29/2019 Before and After 0623
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.
Print
Format: Landscape
Page Size: Fit to Page
Save
Presentation format or
Paper-saver format
-
7/29/2019 Before and After 0623
11/15
Before&After
|www.b
amagazin
e.c
om
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.
-
7/29/2019 Before and After 0623
12/15
Before&After
|www.b
amagazin
e.c
om
2of
5
DesignTalk3FiveDesig
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
-
7/29/2019 Before and After 0623
13/15
Before&After
|www.b
ama
gazin
e.c
om
3of
5
DesignTalk3FiveDesig
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
-
7/29/2019 Before and After 0623
14/15
Before&After|www.ba
magazine.com
4of5
DesignTalk3FiveDesig
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
78
8 7 1b
5
-
7/29/2019 Before and After 0623
15/15
Before&After
|www.b
ama
gazin
e.c
om
5of
5
DesignTalk3FiveDesignIdeas0623
0623DesignTalk3FiveDesignIdeas
Before&Aftermag
azine
Before
&Afterh
asbeensh
arin
gits
pra
ctical
appro
ach
togra
phic
design
sin
c
e199
0.B
ecauseourm
odernw
or
ld
hasm
adedesign
ers
o
fusall
(readyorn
ot),B
efore
&
Afteris
dedic
atedtom
akin
ggra
phic
design
un
ders
tan
d
-
able
,useful
an
dev
enf
unfor
ev
ery
on
e.
JohnMcWadeP
ublis
heran
dcre
ativedire
ctor
GayeMcWadeA
ssociate
publish
er
VincentPascual
Sta
ffdesign
er
DexterMarkAbelle
raStaff
design
er
Design
advisorGwen
Amos
Before&Aftermag
azine
32
3Lin
coln
Street,R
oseville
,CA9
567
8
Telephone91
6-7
84-3
880
Fax91
6-7
84-399
5
E-mailm
ailb
ox
@bam
a
gazine.c
om
wwwh
ttp://www.b
am
agazin
e.c
om
Copyright2005Be
fore&Aftermagazine,ISSN
1049-0035.Allrightsreserved
Youm
aypassthis
arti
clearo
un
d,butyoum
ayn
otalter
it,an
dyoum
ayn
otch
argeforit.Y
oum
ayquotebrief
section
sforreview.If
youdothis,
ple
asecre
ditB
efore
&Afterm
agazin
e,an
d
letuskn
ow.Tofe
aturefre
e
Before
&After
article
s
onyourW
ebsite
,ple
asecon
tact
us.F
or
permis
sion
toinclu
deall
or
part
of
this
articlein
an
otherw
ork
,ple
asecontactus.
SubscribetoBefore
&After
Did
youlearnfromthisarticle?Subscribe,and
becomeamorecapable,confidentdesigner
for
penniesperarticle.Tolearnmore,goto
http://www.bamagazine.com/Subscribe
E-mailthisarticle
Topassalon
gafreecopyofthisarticleto
others,clickhere.
Joinoure-list
Tobenotifiedbye-ma
ilofnewarticlesas
theybecomeavailable,
goto
http://www.bamagazine.com/email