10.graphics.for.business

Before&After ®

Continued

XiBAmagazine.com U

Design a wrap-around brochure 0642

wrap-around brochure

Its narrow flap creates a point of interaction with the reader. Continued

Design a

http://www.bamagazine.com

http://www.bamagazine.com/email/p8EpUV


Before&After ®

2 of 8

XiBAmagazine.com U


Design a wrap-around brochureIts narrow flap creates a point of interaction with the reader.

People are naturally curious and love stories. This simple brochure takes advantage of that. It’s a legal-size sheet with a narrow panel that’s hard to resist opening to see what’s inside. Make the most of its storytelling format (beginning, middle, end) by setting up your design in five parts, each building on the one before. Here’s how to lay it out for good visual “flow.”

There’s a story inside— and the fold-around panel invites you to open the brochure and learn what it is. Because it’s only one sheet, the brochure opens quickly, and just like that, you’ve engaged your reader.

?

A child is waiting.

CUNNINGHAM C H I L D R E N ’S H O M E




Before&After ®

3 of 8

XiBAmagazine.com U


Design a wrap-around brochure 3 of 8

A child is waiting.


The story is slowly revealed The testimonial by happy adopters is an unexpected first encounter; the cover had pre-pared us to hear about the waiting child. The juxtaposition is visual, too; the couple is tiny compared to the boy.

Invitation and opening A skillfully worded flap folds over that appealing face and beckons the reader inside. The effect is that of an open invitation; every reader will look beneath the flap.

Dual-function flap Headline is on the front, mail-in form on the back. The form clues the reader that the brochure means business, but because it’s on the flap, it’s perceived as an extra, outside of the main story flow. Note, though, that its small photo links it to the story because of its similarity to the other image.CUNNINGHAM

C H I L D R E N ’S H O M E

Interested in Foster Parenting?For more information about becoming a foster

parent, contact Stacy Griffith at (123) 456-7890,

or mail this form to the address below.

Name:

Contact:

Phone:

Email:

Address:

Comments:

Tear this form and submit to:

Cunningham Children’s Home

Attn: Foster Care Program

1405 South Cunningham Avenue

Chicago, IL 61606

Gary & Janice Johnson, Foster Parents

“We like knowing that we’re making a difference

in the life of a child.”

To get them working together, align face and

text. Note both are in the center of the page.

Always pay attention to what’s happening in the center; it’s the strongest

point in any visual field.

Contrast Dark flap atop a light field is obviously different—somewhat like a door—which invites action.




Before&After ®

4 of 8

XiBAmagazine.com U



The main story and sidebarInside, tell the main story with a central image, headline, deckhead and text; use a sidebar and the flap to supplement it. Visual and verbal contrasts keep the presentation moving.

It’s tope, this fluant chasible. Silk, shast, lape and behast the thin

chack. “It has larch to say fan.” Why? Pretty simple, glead and

tarm. Texture flasp net exating flasp net exating end.

Pretty simple, glead and tarm texture and flasp net. Texture and

flasp net exating end mist of it snooling. Spaff forl isn’t cubular

but quastic, leam prebast and order is fay of alm.

“It has larch to say fan.” Why? Elesara and order is fay of

alm. A card whint oogum or bont. Pretty simple, glead

and tarm. Texture and flasp tope, this fluant chasible

silk shast the thin black flasp exating blast.

Become a foster parentOpen your heart and your home to a child who needs a permament, loving home

Foster parents must be:

• Caring, concerned, and committed

to children and youth

• At least 21 years of age

• Available 24 hours a day to meet the

needs of the child in their home

• Able to meet State of Illinois Foster

Home licensing standards

• Able to participate in training CUNNINGHAM C H I L D R E N ’S H O M E




Name:

Contact:

Phone:

Email:

Address:

Comments:





Chicago, IL 61606

Yellow separates; crossover connects Design the page in two fields. The tinted back-ground signals a differ-ence, while the overlap-ping image (above) keeps the fields connected.

A B

Bring the outside in People in silhou- ette carry the graphical theme from the outside in. Note, above, the extreme contrasts in size. Such clear visual differ-ences are easy to “read” at a glance— the big images pull; the small images support. Right: Focal point (big image) is doubly strong because it’s in the center. Illustrated sidebar adds key

information in bullet points, a visual and verbal contrast to the gray narrative above it.

Center




Before&After ®

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Uniformity, consistency . . . and the epilogueCarry the graphical theme—colors, images, typefaces and so on—all the way to the end. Add an “epilogue”—here, it’s contact information—to the otherwise unused mailing panel.

Ground your images Because in real life people don’t float, they shouldn’t float in your layouts, either. Always anchor people pictures to the edge of the page (above), to text blocks (right), to a rectangular background (top right) or other stable object.

Text “wall”

Text “pedestal”
























Name:

Contact:

Phone:

Email:

Address:

Comments:





Chicago, IL 61606

Cunningham Childrens’ Home 1405 South Cunningham Avenue Chicago, IL 61606 P: 123-456-7890 | F: 123-567-8901 www.cunninghamhome.net

1-800-123-KIDS For child care, foster care, and adoption information

1-800-123-3620 To report child abuse and neglect

1-800-123-SAFE For information on the Abandoned Infant Protection Act

1-800-123-3600 For information about services for the blind


Mailing panel Continue the visual story all the way to the mailing panel, which ties everything together and engages the reader no matter where he looks. This is important. Part of your story should appear on every page. Never leave the reader unattented.




Before&After ®

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XiBAmagazine.com U



14”

81⁄2”

Template: Wrap-around brochureLegal-size page (14” x 81⁄2”) Final size 51⁄2” x 81⁄2”

51⁄2” 3”51⁄2”

A child is waiting.


Add more pages Need more room for a longer story? Fold several letter-size sheets (11” x 81⁄2”) in half, insert, and staple.




Before&After ®

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Typefaces

1 (a–d) ITC Franklin Gothic Book Cond a) 8/10 pt, b) 9 pt, c) 11/16 pt, d) 9/13 pt

2 (a–d) ITC Franklin Gothic Demi Cond a) 8/10 pt, b) 11 pt, c) 13 pt, d) 9/13 pt

3 (a–b) Stempel Schneidler Bold a) 35/32 pt, b) 13/17 pt

4 (a–b) Stempel Schneidler Roman a) 19/19.3 pt, b) 11/17 pt

5 Stempel Schneidler Black | 35 pt

Images

6 (a–c) iStockphoto.com | a b c

7 (a–c) Veer.com | a b c

Article resources

Colors

C70 M85 Y10 K20

C5 M20 Y95 K5

C4 M4 Y25 K0

C5 M5 Y5 K60

8

9

10

11

9

8

10

11

A child is waiting.


1a2a

3a

6a

2b
























Name:

Contact:

Phone:

Email:

Address:

Comments:





Chicago, IL 61606

6c

1d

1d

2d

1d

7c

2c

5

4a

4b

2b

7b

1c

“We like knowing that we’re making a difference

in the life of a child.”

Gary & Janice Johnson, Foster Parents

6b

7a

1b

3b

Cunningham Childrens’ H

ome


Chicago, IL 61606 P: 123-456-7890 | F: 123-567-8901 www.cunningham

home.net

1-800-123-KIDS For child care, foster care, and adoption inform

ation


1-800-123-SAFE For inform

ation on the Abandoned Infant Protection Act

1-800-123-3600 For inform

ation about services for the blind

CU

NN

ING

HA

M

CH

ILDR

EN

’S H

OM

E

http://www.istockphoto.com/file_closeup.php?id=1724848



http://store.adobe.com/type/browser/F/FRAI/F_FRAI-70004000.html

http://www.veer.com/products/detail.aspx?image=RBP0011019



http://store.adobe.com/type/browser/F/FRAI/F_FRAI-70008000.html

http://store.adobe.com/type/browser/F/SCHN/F_SCHN-10012000.html






Before&After ®

8 of 8 | Printing formats

XiBAmagazine.com UDesign a wrap-around brochure 8 of 8


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 [email protected] 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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XiBAmagazine.com UBefore&After ®

For paper-saver format Print: (Specify pages 10–13)

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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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http://www.bamagazine.com/TOC




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fore

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wrap-around

brochureIts n

arrow fl

ap creates

a poin

t of interaction

w

ith th

e reader.

Design a

Peop

le are natu

rally curio

us an

d love sto

ries. Th

is simp

le bro

chu

re takes ad

vantage o

f that. It’s a legal-size sh

eet with

a narrow

pan

el that’s h

ard to

resist o

pen

ing to

see wh

at’s insid

e. Make th

e mo

st of its sto

rytelling fo

rmat

(begin

nin

g, mid

dle, en

d) b

y setting u

p yo

ur d

esign in

five p

arts, each

bu

ildin

g on

the o

ne b

efore. H

ere’s how

to lay it o

ut fo

r goo

d visu

al “flow

.”

The

re’s a

story in

side

—

and the fold-around panel invites you to open the brochure and learn w

hat it is. Because it’s only

one sheet, the brochure opens quickly, and just like that, you’ve engaged your reader. ?

A ch

ild is w

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A ch

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The

story is slo

wly re

vea

led

The testimonial by happy

adopters is an unexpected first encounter; the cover had pre-pared us to hear about the w

aiting child. The juxtaposition is visual, too; the couple is tiny com

pared to the boy.

Invitatio

n an

d o

pe

nin

g

A skillfu

lly wo

rded

flap

fold

s over that ap

pealin

g face and

becko

ns th

e reader in

side.

Th

e effect is that o

f an o

pen

invitatio

n; every read

er will lo

ok b

eneath

the fl

ap.

Du

al-fu

nctio

n fl

ap

H

eadline is on the front, m

ail-in form on the back.

The form clues the reader

that the brochure means

business, but because it’s on the flap, it’s perceived as an extra, outside of the m

ain story flow. N

ote, though, that its sm

all photo links it to the story because of its sim

ilarity to the other im

age.C

UN

NIN

GH

AM

C

HILD

RE

N’S

HO

ME

Interested in Foster Parenting?For m

ore information about becom

ing a foster


or mail this form

to the address below.

Name:

Contact:

Phone:

Email:

Address:

Comm

ents:

Tear this form and subm

it to:

Cunningham Children’s Hom

e



Chicago, IL 61606

Gary &

Janice Johnson, Foster Parents

“We like kn

owin

g that

we’re m

aking a differen

ce in

the life of a ch

ild.”

To get them w

orking together, align face and

text. Note both are in

the center of the page. A

lways pay attention to

what’s happening in the

center; it’s the strongest point in any visual field.

Co

ntra

st Dark flap atop a light field

is obviously different—som

ewhat

like a door—w

hich invites action.

The

main

story an

d sid

eb

arIn

side, tell th

e main

story w

ith a cen

tral image, h

eadlin

e, deckh

ead an

d text; u

se a sideb

ar an

d th

e flap

to su

pp

lemen

t it. Visu

al and

verbal co

ntrasts keep

the p

resentatio

n m

oving.


chack. “It has larch to say fan.” Why? Pretty sim

ple, glead and


Pretty simple, glead and tarm

texture and flasp net. Texture and


but quastic, leam prebast and order is fay of alm

.


alm. A

card whint oogum

or bont. Pretty simple, glead



Beco

me a fo

ster paren

tO

pen your heart and your home to a child

who needs a perm

ament, loving hom

e


• Caring, concerned, and comm

itted




needs of the child in the ir home



• A ble to participate in trainingC

UN

NIN

GH

AM

C

HILD

RE

N’S

HO

ME



ing a foster


or mail this form


Name:

Contact:

Phone:

Email:

Address:

Comm

ents:


it to:


e



Chicago, IL 61606

Ye

llow

sep

ara

tes;

crosso

ver co

nn

ects

Design the page in tw

o fields. The tinted back-ground signals a differ-ence, w

hile the overlap-ping im

age (above) keeps the fields connected.

AB

Brin

g th

e o

utsid

e in

People in silhou-

ette carry the graphical theme from

the outside in. N

ote, above, the extreme

contrasts in size. Such clear visual differ-ences are easy to “read” at a glance—

the big im

ages pull; the small im

ages support. R

ight: Focal point (big image) is

doubly strong because it’s in the center.Illustrated sidebar adds key inform

ation in bullet points, a visual and verbal contrast to the gray narrative above it.

Center

Be

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Un

iform

ity, con

sisten

cy . . . and

the

ep

ilog

ue

Carry th

e graph

ical them

e—co

lors, im

ages, typefaces an

d so

on

—all th

e way to

the en

d.

Ad

d an

“epilo

gue”—

here, it’s co

ntact in

form

ation

—to

the o

therw

ise un

used

mailin

g pan

el.

Gro

un

d yo

ur im

ag

es B

ecause in real life people don’t float, they shouldn’t float in your layouts, either. A

lways anchor people pictures to the edge of the

page (above), to text blocks (right), to a rectangular background (top right) or other stable object.

Text “wall”

Text “pedestal”



ple, glead and






.


alm. A

card whint oogum




Beco

me a fo

ster paren

tO


who needs a perm

ament, loving hom

e



itted








UN

NIN

GH

AM

C

HILD

RE

N’S

HO

ME



ing a foster


or mail this form


Name:

Contact:

Phone:

Email:

Address:

Comm

ents:


it to:


e



Chicago, IL 61606

Cunningham Childrens’ H

ome


Chicago, IL 61606 P: 123-456-7890 | F: 123-567-8901 www.cunningham

home.net

1-800-123-KIDS For child care, foster care, and adoption inform

a tion

1-800-123-3620 To report chi ld abuse and neglect

1-800-123-SAFE For inform

ation on the Abandoned Infant Protection Act

1-800-123-3600 For inform

ation about services for the blind

CU

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HA

M

CH

ILDR

EN

’S H

OM

E

Ma

iling

pa

ne

l Continue the visual story all the w

ay to the m

ailing panel, which ties everything together

and engages the reader no matter w

here he looks. This is im

portant. Part of your story should appear on every page. N

ever leave the reader unattented.

14”

81⁄2”

Tem

plate

: Wrap

-arou

nd

bro

chu

reLe

ga

l-size p

ag

e (14” x

81⁄2”)

Fin

al size

51⁄2” x

81⁄2”

51⁄2”

3”5

1⁄2”

A ch

ild is w

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CU

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Ad

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ore pages

Need m

ore room for a longer

story? Fold several letter-size sheets (11” x 8

1⁄2”) in half, insert, and staple.

Be

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Type

face

s

1 (a–d

) ITC Franklin G

othic Book C

ond a) 8/10 pt, b) 9 pt, c) 11/16 pt, d) 9/13 pt

2 (a–d

) ITC Franklin G

othic Dem

i Cond

a) 8/10 pt, b) 11 pt, c) 13 pt, d) 9/13 pt

3 (a–b

) Stempel Schneidler B

old a) 35/32 pt, b) 13/17 pt

4 (a–b

) Stempel Schneidler R

oman

a) 19/19.3 pt, b) 11/17 pt

5 Stempel Schneidler B

lack | 35 pt

Ima

ge

s

6 (a–c) iStockphoto.com

| a b c

7 (a–c) Veer.com

| a b c

Article

reso

urce

s

Co

lors

C70

M85

Y10

K20

C5

M20

Y95

K5

C4

M4

Y25

K0

C5

M5

Y5

K60

891011

9 81011

A ch

ild is w

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CU

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1a 2a

3a 6a

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ple, glead and






.


alm. A

card whint oogum




Beco

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who needs a perm

ament, loving hom

e



itted








UN

NIN

GH

AM

C

HILD

RE

N’S

HO

ME



ing a foster


or mail this form


Name:

Contact:

Phone:

Email:

Address:

Comm

ents:


it to:


e



Chicago, IL 61606

6c

1d 1d2d

1d 7c2c

5

4a

4b2b7b1c

“We like kn

owin

g that

we’re m

aking a differen

ce in

the life of a ch

ild.”

Gary &

Janice Johnson, Foster Parents

6b7a

1b 3b

Cunningham Childrens’ Home 1405 South Cunningham Avenue Chicago, IL 61606 P: 123-456-7890 | F: 123-567-8901 www.cunninghamhome.net

1-800-123-KIDS For child care, foster care, and adoption information


1-800-123-SAFE For information on the Abandoned Infant Protection Act

1-800-123-3600 For information about services for the blind

CUNNINGHAM CHILDREN’S HOME

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

e design

ers of u

s all (ready o

r no

t), Befo

re &

After is d

edicated

to m

aking grap

hic d

esign u

nd

erstand

-ab

le, usefu

l and

even fu

n fo

r everyon

e.

Joh

n M

cWa

de

Pu

blish

er and

creative directo

rG

ay

e M

cWa

de

Asso

ciate pu

blish

erV

ince

nt P

ascu

al Staff d

esigner

De

xte

r Ma

rk A

be

llera

Staff design

er

Design

adviso

r Gw

en

Am

os

Be

fore

& A

fter m

ag

azin

e323 Lin

coln

Street, Ro

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10.graphics.for.business

Design

simple brochure

u design

cunningham childrens

foster parenting

home able

loving home foster parents

foster care program

main story