8.moludos en graphics.for.business

Continued

Before&After ® XiBAmagazine.com U

Design talk 0634

FiveDesignIdeasLow-Budget Layout

Photo Grid

Visual Hierarchy Storytelling Object

Revealing Cover

DesignTalk5

2006 AgriScience Conference

2720 West Ellers Lane

Fairfield, Idaho 83330

P: 208.123.4567

F: 209.123.4568

www.agrowtechnology.com

AGROWTECHNOLOGYTHE CENTER FOR AGRISCIENCE & TECHNOLOGY EDUCATION

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Before&After ®

2 of 9 Design talk 0634

XiBAmagazine.com UDesign talk 2 of 9

Layout Narrow page makes a ‘revealing’ cover

Give your next report cover a bit of intrigue! A narrow page greets the reader with a colorful photo (the “establishing shot”) and a peek at the page beneath. Behind the cover is the introductory text. It’s a segue that’s easy to make and always engaging.

This is basically a two-page cover, so both pages should be on heavy, cover-weight stock. Note in the layout above that the text aligns with the horizon. Colored, textured stock is an inexpensive

alternative excellent for a series (above).

Reverse the sequence Headline on the cover with photo inside shifts the emphasis.




P: 208.123.4567

F: 209.123.4568





P: 208.123.4567

F: 209.123.4568


Introduction

(Left) Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but

quastic, leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape its

and behast the thin chack flasp net exating end mist of it snooling.

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

quastic, leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast,

lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is

fay of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture

and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic,

leam restart that can’t prebast. It’s tope, this is fluant chasible. Silk, shast, lape and

behast the thin chack. “It has larch to say fan.” Why? Texture and flasp net exating

ends it mist of it snooling. tnt not oogum or bont. Pretty simple, glead and tarm

that can’t fay of alm leam restart prebast.

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

larch to say fan.” Why? Elesara and order is fay of alm. A card its whint not oogum

or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of

it snooling. Spaff forl isn’t cubular but quastic, leam restart that can’t prebast. It’s

tope, this fluant the thin chack net exating chasible.

A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp

net exating end mist of it snooling. At not oogum or bont. “It has larch to say fan.”

Why? Elesara and order is fay of alm. A card is not at all whint not oogum or bont.

Pretty simple, glead and tarm. Texture and flasp net exating end mist of it. Behast

the thin chack. “It has larch to say fan fluant the thin chack net.”






Before&After ®


XiBAmagazine.com U

Layout Many photos? Display them in a grid!

Neater than a scrapbook-style collage yet just as versatile, a grid is a beautifully simple way to display a group of photos. A grid accommodates large and small photos, side by side and overlapped, yet functions as a single, easy-to-design unit.

Grid of squares Sometimes you can’t find that one perfect photo. Use many! Set up a uniform grid, then crop your pho-tos to fit a square or some multiple of squares. A 16-unit grid (above) can contain between one and 16 images. Note (right) that the grid lines remain on top.

Grid divides the page neatly into three sections; type aligns to a grid line.

Child Health & Nutrition

A bright future starts with a healthy beginning

A parents’ guide for children from birth to five

A supplement of Washington Healthcare

Image overlapping another

Design talk 3 of 9




Before&After ®


XiBAmagazine.com U

It has a strong foundaton (1) The page is first divided into three main sections. (2) Each section is divided into subsections. (3) The sub-sections are then divided again. High dark-light contrast separates section A from the other two; slight value differences then separate its subsections (2). Thus divided, the page can carry many kinds of infor-mation. Note especially that the main headlines are identi-cal in style, a unifying point among the differences.

Men.style.com’s Web page is presenting a lot of information; we count nine photos, a dozen headlines with deckheads, more than a dozen sections, a header, big stories, small stories, advertising, a search function . . . whew! Yet the result is focused, handsome and accessible. How do they do it? By paying attention to visual hierarchy. The page has objects big to small, contrasts of dark and light and differences of organic and geometric. A few pointers:

Web design Visual hierarchy is the key to handling lots of information

Straight-shooter Gyllenhaal is the unmistakable focal point. Why is his image so strong? Count the ways: 1) It’s the BIGGEST thing on the page. 2) It’s a silhouette in contrast with all those rectangles. 3) It overlaps an edge. 4) It’s dark set against white. 5) It’s a face, the most familiar of all images, and he’s looking straight at you.

1 2

A

www.men.style.com

3

Design talk 4 of 9




Before&After ®


XiBAmagazine.com U

Image Small objects soften the scene

Draw the reader into your story with a technique that Jeep is using—add to your page a small object or two from the scene. This softens hard edges and gives your layout an inviting, human dimension.

Warm the scene(Above) The Jeeps are big and mechanical and coming at you! By adding objects that are small enough to hold in your hand, you’ll warm the scene by giving it a human scale. Natural objects like stones and leaves serve to soften straight, artificial edges. (Right) For the most tac-tile look, remove the object from its original background, and place it right on the page! Add a hint of shadow.

www.jeep.com

Design talk 5 of 9




Before&After ®


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Layout No budget? In a hurry? Think in extremes

Small, fast, low-budget jobs are easiest to do when you think in extremes—make your image very large, or make it very small. Dip into your clip-art (or picture-font) collection, and have a look:

It’s a boy!Name: Tom Wilson Renalds Born: March 3, 2006Time: 2:15 a.m.Weight: 7 lbs 3 oz

Black & white picture font? Need color? “Type” your picture, and convert it to outlines (Type>Create Outlines). Then use the Direct Selection Tool (the white arrow) to select and fill areas with color.

Small and repetitive Generic images seem less generic when your design is helping out. Here, three small pictures in a row make a playful design in minutes. Single line of small type adds sophistication. White is the dominant design element.

Big and simple Scale a single image up, up, up, then lower its opacity, and you’ll have a cool announcement with almost no effort. Light type and image are a classy counterpoint to the goofy stork. Note the alignment (inset).

Celebrate the start of summer at our backyard bash! when: 5 / 30 / 06 @ 3 p.m. where: 1525 Stone Creek Drive, Lincoln CA

dogs burgers you

It’s a boy!Name: Tom Wilson Renalds Born: March 3, 2006Time: 2:15 a.m.Weight: 7 lbs 3 oz

Design talk 6 of 9




Before&After ®


XiBAmagazine.com UDesign talk 7 of 9


Typefaces

1 (a–d) Laudatio BQ Medium Condensed a) 20 pt, b) 230 pt, c) 95 pt, d) 10 pt

2 Adobe Caslon Regular | 12/17 pt

3 Frutiger 55 Roman | 8/14 pt

4 Frutiger 67 Bold Condensed | 24 pt

Images

5 (a–d) iStockphoto.com | a b c d

Article resources

Colors

C5 M50 Y100 K5

C40 M35 Y90 K45

C0 M0 Y0 K65

C0 M0 Y0 K75

6

7

8

9

BENEFITS

5b 5c 5d

6

7

8

9

4




P: 208.123.4567

F: 209.123.4568


Introduction

(Left) Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but

quastic, leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape its

and behast the thin chack flasp net exating end mist of it snooling.

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


lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is

fay of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture



behast the thin chack. “It has larch to say fan.” Why? Texture and flasp net exating

ends it mist of it snooling. tnt not oogum or bont. Pretty simple, glead and tarm

that can’t fay of alm leam restart prebast.


larch to say fan.” Why? Elesara and order is fay of alm. A card its whint not oogum

or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of



A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp

net exating end mist of it snooling. At not oogum or bont. “It has larch to say fan.”

Why? Elesara and order is fay of alm. A card is not at all whint not oogum or bont.

Pretty simple, glead and tarm. Texture and flasp net exating end mist of it. Behast


1a

1b

1c

5a

2

1d

3

http://www.istockphoto.com/file_closeup.php?id=764004



http://www.myfonts.com/fonts/berthold/laudatio-bq/medium/

http://store.adobe.com/type/browser/F/CASF/F_CASF-10005000.html

http://store.adobe.com/type/browser/F/FRUT/F_FRUT-10055000.html

http://store.adobe.com/type/browser/F/FRUT/F_FRUT-10067000.html





Before&After ®


XiBAmagazine.com U

It’s a boy!Name: Tom Renalds Born: March 3, 2006Time: 2:15 a.m.Weight: 7 lbs 3 oz

dogs burgers you

Child Health & Nutrition

A bright future starts with a healthy beginning

A parents’ guide for children from birth to five

A supplement of Washington Healthcare Celebrate the start of summer at our backyard bash! when: 5 / 30 / 06 @ 3 p.m. where: 1525 Stone Creek Drive, Lincoln CA

Design talk 8 of 9

Typefaces

1 (a–b) Adobe Jenson Pro Regular a) 46 pt, b)12/15 pt

2 DF Inspirations One LET Plain

3 PictureFonts Food and Drink

4 Expressions

5 (a–b) Hamilton Light | a) 15 pt, b) 13 pt

6 Helvetica Neue Std Thin | 27 pt

7 Helvetica Neue Std Bold | 17/19 pt

8 Utopia Italic | 12.5 pt

9 Helvetica Neue Std Light | 10 pt

Images

10 (a–h) iStockphoto.com | a b c d e f g h

Article resources

Colors

C45 M5 Y0 K0

C0 M0 Y0 K100

C0 M0 Y0 K50

C100 M40 Y0 K35

11

12

13

14

14

10f

3

1a

3 4

10a

10b

10c

10d

6

7

10e

8

1b

2

11

5a

12

13

5b 9

10h

10g




http://store.adobe.com/type/browser/F/JENA/F_JENA-10005010.html

http://www.myfonts.com/fonts/letraset/df-inspirations-one/plain/

http://www.fonts.com/findfonts/detail.htm?pid=203580&grab_id=0&page_id=9791&query=PF%20Food%20Drink

http://www.fonts.com/findfonts/detail.htm?pid=204022&grab_id=0&page_id=2652&query=Acme%20Expressions

http://www.myfonts.com/fonts/fontbureau/hamilton/light-regular/

http://store.adobe.com/type/browser/F/HLNQ/F_HLNQ-10035000.html







http://store.adobe.com/type/browser/F/UTOP/F_UTOP-10005300.html





Before&After

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®

Design talk 0634

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 directorGaye McWade Associate publisherVincent Pascual Staff designerDexter Mark Abellera Staff designer

Design advisor Gwen Amos 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.

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Be

fore

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fter | w

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1 of 5

De

sign

Talk

5: Five

De

sign

Ide

as 0634

0634 D

esig

n Ta

lk 5: F

ive D

esig

n Id

ea

s

Layout Narrow

page m

akes a ‘revealing’ cover

This is b

asica

lly a tw

o-p

ag

e co

ver, so

bo

th p

ag

es sh

ou

ld b

e o

n h

ea

vy, cove

r-we

igh

t sto

ck. N

ote

in th

e la

you

t ab

ove

tha

t the

tex

t alig

ns w

ith th

e h

orizo

n.

Co

lore

d, te

xtu

red

stock

is an inexpensive alternative excellent for a series (above).

Re

verse

the

seq

ue

nce

Headline on the

cover with photo inside shifts the em

phasis.

2006

AgriScience

Conference



P: 208.123.4567

F: 209.123.4568

ww

w.agrow

technology.com

2006

AgriScience

Conference



P: 208.123.4567

F: 209.123.4568

ww

w.agrow

technology.com

Introduction

(Left) Texture an

d fl

asp n

et exating

end

mist o

f it sno

olin

g. Sp

aff forl isn

’t cub

ular b

ut

qu

astic, leam restart th

at can’t p

rebast. It’s to

pe, th

is flu

ant ch

asible. Silk, sh

ast, lape its

and

beh

ast the th

in ch

ack flasp

net exatin

g en

d m

ist of it sn

oo

ling

.

Texture and flasp net exating end m

ist of it snooling. Spaff forl isn’t cubular it but


lape and behast the thin chack. “It has larch to say fan.” Why? E

lesara and order is

fay of alm. A

card whint not oogum

or bont. Pretty simple, glead and tarm

. Texture



behast the thin chack. “It has larch to say fan.” Why? T

exture and flasp net exating

ends it mist of it snooling. tnt not oogum


that can’t fay of alm leam

restart prebast.


larch to say fan.” Why? E

lesara and order is fay of alm. A

card its whint not oogum


. Texture and flasp net exating end m

ist of



A card w

hint not oogum or bont. Pretty sim

ple, glead and tarm. T

exture and flasp

net exating end mist of it snooling. A

t not oogum or bont. “It has larch to say fan.”

Why? E


card is not at all whint not oogum

or bont.

Pretty simple, glead and tarm


ist of it. Behast

the thin chack. “It has larch to say fan fluant the thin chack net .”

AGROW

TEC

HN

OLO

GY

THE C

EN

TER

FOR

AG

RIS

CIE

NC

E &

TEC

HN

OLO

GY

ED

UC

ATIO

N

AGROW

TEC

HN

OLO

GY

THE C

EN

TER

FOR

AG

RIS

CIE

NC

E &

TEC

HN

OLO

GY

ED

UC

ATIO

N

Give yo

ur n

ext repo

rt cover a bit o

f intrigu

e! A n

arrow p

age greets the read

er with

a co

lorfu

l ph

oto

(the “estab

lishin

g sho

t”) and

a peek at th

e page b

eneath

. Beh

ind

the

cover is the in

trod

ucto

ry text. It’s a segue th

at’s easy to m

ake and

always en

gaging.

FiveDesignIdeasLow

-Bu

dget Layou

t

Ph

oto Grid

Visu

al Hierarch

y

Storytelling O

bject

Revealin

g Cover

DesignTalk5

2006

AgriScience

Conference



P: 208.123.4567

F: 209.123.4568

ww

w.agrow

technology.com

AGROW

TEC

HN

OLO

GY

THE C

EN

TER

FOR

AG

RIS

CIE

NC

E &

TEC

HN

OLO

GY

ED

UC

ATIO

N

Be

fore

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fter | w

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2 of 5

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5: Five

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as 0634

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esig

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esig

n Id

ea

s

Child H

ealth & Nutrition

A brigh

t futu

re starts with

a health

y beginn

ing

A p

arents’ guid

e for child

ren fro

m b

irth to fi

ve

A supplem

ent of Washington H

ealthcare

Web design V

isual hierarch

y is the key to h

and

ling lots of in

formation

Grid

of sq

ua

res Som

etimes you can’t find that one perfect

photo. Use m

any! Set up a uniform grid, then crop your pho-

tos to fit a square or some m

ultiple of squares. A 16-unit grid

(above) can contain between one and 16 im

ages. Note (right)

that the grid lines remain on top.

Grid divides the

page neatly into three sections; type aligns to a grid line.

Image overlapping

another

It ha

s a stro

ng

fou

nd

ato

n (1) The page is first divided

into three main sections. (2) Each section is divided into

subsections. (3) The sub-sections are then divided again. H

igh dark-light contrast separates section A from

the other tw

o; slight value differences then separate its subsections (2). Thus divided, the page can carry m

any kinds of infor-m

ation. Note especially that the m

ain headlines are identi-cal in style, a unifying point am

ong the differences.

Men

.style.com

’s Web

page is p

resentin

g a lot o

f info

rmatio

n; w

e cou

nt n

ine p

ho

tos, a d

ozen

head

lines w

ith d

eckhead

s, mo

re than

a dozen

sectio

ns, a h

eader, b

ig stories, sm

all stories,

advertisin

g, a search fu

nctio

n . . . w

hew

! Yet th

e result is fo

cused

, han

dso

me an

d accessib

le. H

ow d

o th

ey do

it? By p

aying atten

tion

to visu

al h

ierarchy. T

he p

age has o

bjects big to sm

all, co

ntrasts o

f dark an

d ligh

t and

differen

ces of

organic an

d geom

etric. A few

po

inters:

Stra

igh

t-sho

ote

r Gylle

nh

aa

l is the unmistakable focal point. W

hy is his im

age so strong? Count the w

ays: 1) It’s the BIG

GEST thing on the page.

2) It’s a silhouette in contrast with all those rectangles. 3) It overlaps an

edge. 4) It’s dark set against white. 5) It’s a face, the m

ost familiar of all

images, and he’s looking straight at you.

12

A

ww

w.m

en

.style.com

3

Layout Man

y ph

otos? Disp

lay them

in a grid

!

Neater th

an a scrap

bo

ok-style co

llage yet just as versatile, a grid

is a beau

tifully sim

ple

way to

disp

lay a grou

p o

f ph

oto

s. A grid

accom

mo

dates large an

d sm

all ph

oto

s, side b

y sid

e and

overlapp

ed, yet fu

nctio

ns as a sin

gle, easy-to-d

esign u

nit.

Be

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3 of 5

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sign

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as 0634

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esig

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lk 5: F

ive D

esig

n Id

ea

s

Draw

the read

er into

you

r story w

ith a tech

niq

ue th

at Jeep is u

sing—

add

to

you

r page a sm

all ob

ject or tw

o fro

m th

e scene

. Th

is soften

s hard

edges an

d gives

you

r layou

t an in

viting, h

um

an d

imen

sion

.

Wa

rm th

e sce

ne

(Above) The Jeeps are big and m

echanical and coming

at you! By adding objects that are sm

all enough to hold in your hand, you’ll w

arm the scene by giving it a hum

an scale. N

atural objects like stones and leaves serve to soften straight, artificial edges. (R

ight) For the most tac-

tile look, remove the object from

its original background, and place it right on the page! A

dd a hint of shadow.

ww

w.je

ep

.com

Image Sm

all objects soften

the scen

e

Small, fast, low

-bu

dget jo

bs are easiest to

d

o w

hen

you

thin

k in extrem

es—m

ake you

r im

age very large, or m

ake it very small. D

ip

into

you

r clip-art (o

r pictu

re-fon

t) collectio

n,

and

have a lo

ok:

It’s a boy!N

ame: T

om W

ilson Renalds

Born: M

arch 3, 2006T

ime: 2:15 a.m

.W

eight: 7 lbs 3 oz

Bla

ck &

wh

ite p

icture

fon

t? Ne

ed

colo

r? “Type” your picture, and convert it to outlines (Type>

Create O

utlines). Then use the Direct Selection

Tool (the white arrow

) to select and fill areas with color.

Sm

all a

nd

rep

etitive

Generic im

ages seem less generic w

hen your design is helping out. H

ere, three small pictures in a row

m

ake a playful design in minutes. Single line of sm

all type adds sophistication. W

hite is the dominant design elem

ent.

Big

an

d sim

ple

Scale a single image up, up,

up, then lower its opacity, and you’ll have a

cool announcement w

ith almost no effort. Light type and im

age are a classy counterpoint to the goofy stork. N

ote the alignment (inset).

Celebrate the start of summer at our backyard bash! when: 5 / 30 /06 @ 3 p.m. where: 1525 Stone Creek Drive, Lincoln CA

dogsburgers

you

It’s a boy!N

ame: T

om W

ilson Renalds

Born: M

arch 3, 2006T

ime: 2:15 a.m

.W

eight: 7 lbs 3 oz

Layout No b

udget? In

a hurry? Th

ink in

extremes

Be

fore

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fter | w

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.bamagazine.com

4 of 5

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5: Five

De

sign

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as 0634

0634 D

esig

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lk 5: F

ive D

esig

n Id

ea

s

It’s a boy!N

ame: T

om R

enalds B

orn: March 3, 2006

Tim

e: 2:15 a.m.

Weight: 7 lbs 3 oz

dogsburgers

you

Child H

ealth & Nutrition

A brigh

t futu

re starts with

a health

y beginn

ing

A p

arents’ guid

e for child

ren fro

m b

irth to fi

ve

A supplem

ent of Washington H

ealthcare Celebrate the start of summer at our backyard bash!

when: 5/30/06 @ 3 p.m. where: 1525 Stone Creek Drive, Lincoln CA

Type

face

s

1 (a–b

) Adobe Jenson P

ro Regular

a) 46 pt, b)12/15 pt

2 DF Inspirations O

ne LET Plain

3 PictureFonts Food and D

rink

4 Expressions

5 (a–b

) Ham

ilton Light | a) 15 pt, b) 13 pt

6 Helvetica N

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ww

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technology.com

Introduction

(Left) Texture an

d fl

asp n

et exating

end

mist o

f it sno

olin

g. Sp

aff forl isn

’t cub

ular b

ut

qu

astic, leam restart th

at can’t p

rebast. It’s to

pe, th

is flu

ant ch

asible. Silk, sh

ast, lape its

and

beh

ast the th

in ch

ack flasp

net exatin

g en

d m

ist of it sn

oo

ling

.

Texture and flasp net exating end m

ist of it snooling. Spaff forl isn’t cubular it but


lape and behast the thin chack. “It has larch to say fan.” Why? E

lesara and order is

fay of alm. A

card whint not oogum


. Texture



behast the thin chack. “It has larch to say fan.” Why? T

exture and flasp net exating

ends it mist of it snooling. tnt not oogum


that can’t fay of alm leam

restart prebast.


larch to say fan.” Why? E


card its whint not oogum



ist of



A card w

hint not oogum or bont. Pretty sim

ple, glead and tarm. T

exture and flasp

net exating end mist of it snooling. A

t not oogum or bont. “It has larch to say fan.”

Why? E


card is not at all whint not oogum

or bont.

Pretty simple, glead and tarm


ist of it. Behast


1a1b1c

5a

21d3

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