before and after 0682

7/29/2019 Before and After 0682

1/21

Design a card the easy way 0682

Design a cardthe easy way

Jaynes Photography

Ater

Before

Before&After BAmagazine.com Ui X

Continued

Continued


2/21

Design a card the easy way 06822of13

When photographer Jayne Kettner sent

us her photos and asked our help making

a logo or her Web class, we had to won-

der why shed want one. Her photos were

rich, well composed and pleasing, just

what shed want the world to see. A logo

is an artifcial device used to represent

a product, service or group o people. It

would add only a barrier; when you have

the real thingi.e., Jaynes photoswhydo you need a representative?

Her request was ollowed the same

week by two other photographers in the

same situation. This, o course, gave us

a batch o great photos to work with, so

here, class, is how to design a card the

(super-) easy way.

Sketches galore! Jayne started out the right way; when youre designing a

logo, you cant make too many sketches. But her eorts were going nowhere.

Said she, I was striving or a proessional image, but kind o ended up with

more whimsical and un looks. I like the color combinations o cyan, teal, and

violet, but I also like something dramatic like red and black. I sort o mixed the

two and didnt end up with anything pleasing. This is actually common; it hap-

pens whenever a design goal is unclear or even incorrect. In this case, Jayne

doesnt need a logo at all; her photos (below) will speak or themselves.

Design a card the easy wayA photo and one block of type is all it takes to make a beautiful card.



3/21



Start with the words

Set your words in a block of ordinary typenot fancy typeand place it in theupper-left corner.

(1) Set your typebusiness name, your name,

address and contact inormationin a single block,

align let, and place it in the upper-let corner. Make

the business name bold. (2) Add a hal spaceawhole space works as wellbelow the business

name, then (3) tint the type 60% (or so) gray; leave

the business name black.

This simple block in the corner has a minimal,

intentionally designed look that leaves the white

space as the dominant element. Youll be tempted

to fll the space, but dont.

Jaynes Photography

Jayne Kettner35266 Old Homer RoadWinona, MN 55987

507-452-9300 desk507-208-1067 [email protected]

3

Jaynes Photography



2

Jaynes PhotographyJayne Kettner35266 Old Homer Road

Winona, MN 55987507-452-9300 desk507-208-1067 [email protected]

1



4/21



Add the photo

Place and crop your photo all the way to the edges. Color the type white, and youre done.

Place and crop Most business cards are horizontal.

Select a photo with open space in the upper-let corner,

place and crop. Dont be araid to crop radically, which

can yield unexpected and powerul results. Touch all the

edges (ull bleed).

Extend the photo to create a

bleed area, which is an extra 116 inch

around your card. This prevents any

white lines along the edges o the

card when its trimmed to fnal size.

Jaynes Photography



Jaynes Photography

1

16 inch bleed

Color the words Bring the words to the ront.

On a dark image like this one, fnish by coloring the

business name white and the body light gray.

That, class, is all there is to it. No artifcial graphics, no

distracting layouts. It quietly places your work, literally,

into the clients hand, simply, clearly, beautiully.



5/21



Use both sides

I your avorite photo has no room or words, use the back.

Artists canvas Without words, winter trees ll the card

like a painting on canvas, quietly speaking volumes about

your work. On the back, the minimal, gallery-style layout.

Jaynes Photography

Jayne Kettner35266 Old Homer RoadWinona, MN 55987507-452-9300 desk

507-208-1067 [email protected]



6/21



Add some background

Photo doesnt fll the space? Add an artifcial background.

Jaynes Photography

Jaynes Photography

(1) Its a beautiul magnolia, but it doesnt ll the space. When you

have a solid background like this, (2) eyedropper the color nearest the

edge and (3) ll the card behind the image. In this case, we then eye-

dropper some pink rom the fower and (4) add it to the business name,

creating a beautiully sot connection.

1

3

2

4



7/21



Bob Schnell Photography

A change o type Bob Schnell is a people photographer.Small change o typeace rom Benton Sans to Didoton

only the business namesotens the name suitably while

retaining the look. Classy.

Fade to black

A too-narrow image with a multicolor background requires ading.

Fade your photo in InDesign. (1) Fill the card black (in this case,

to complement his suit), then (2) place and crop the photo; note the

resulting hard edge. (3) Click to select the photo. Select the Gradient

Feather Tool (let), drag rom right to let, stopping just short o the

edge, and youre done (4). Not quite right? Drag again.

1 2

4


Bob [email protected]

www.bobschnellphoto.com

3



8/21



Get vertical

Vertical-format cards are less common but can be dramatic.


Bob Schnell804-647-3640info@bobschnellphoto.comwww.bobschnellphoto.com

Its tempting to move the

words around, but dont

do it. The upper-let cornermakes a clear, designed

statementespecially i

its consistent on all pieces.

I an image wont work

with that position, use a

dierent image.

Her asymmetrical position

activates the page.

(Right) You dont want to

lose a great shot because

it doesnt ft the space.

I you crop, we recommend

making the image square,

which looks intentional,

not ambiguous.





Classic, but too stark? . . . Soten with color.



9/21



Find color

Eyedropper colors right rom the image or a perect complement every time.









Her lips . . . Her hair . . . Her dress . . . The background . . .



10/21



Use an object

An alternative to a portolio photo is to picture an object rom your studio. Justknock out its background and place it on the page. Include its shadow.

Jaynes Photography

Jayne Kettner35266 Old Homer Road


www.jaynekettner.com

Jaynes Photography




Small is big White space is the controlling element on thesecardsnote how your eye immediately registers the images,

despite their small sizes.Small is important; i you make them

big, the objects become the story, not you. Note, too, that

although theyre predominantly black, the objects are in color,

just like youd see them in real lie.

Jaynes Photography

Jayne Kettner35266 Old Homer RoadWinona,MN 55987507-452-9300 desk507-208-1067 [email protected]

Jaynes Photography


White space is not empty but has real orce. Note above

how it pushes your eye to the let and creates a strong sense

o depth behind the studio umbrella.



11/21



Jaynes Photography

Jayne Kettner35266 Old Homer RoadWinona, MN 55987507-452-9300 desk507-208-1067 [email protected]

Create a gallery

Instead o one photo, create a tiny gallery. Make a matching Web gallery, andyoull have a direct, card-to-Web connection, useul or branding.

Jaynes Photography


Winona,MN 55987507-452-9300 desk507-208-1067 [email protected]

Jaynes Photography




Square images are harder to crop but look designed, andthey correspond to Web thumbnails and avatars, too. Background

can be white or black (below).

Make a grid . . . . . . add your photos.

Jaynes Photography




12/21



Jaynes Photography

Jayne Kettner35266 Old Homer RoadWinona, MN 55987507-452-9300 desk

507-208-1067 [email protected]

Typeaces

1 Benton Sans Cond Black | 7.5 pt

2 Benton Sans Cond Book | 7.5/9 pt

3 HTF Didot 11 Light | 10 pt

Images

Images: iStockphoto

4 (6750578)

5 (3458269)

Article resources

Colors

C0 M0 Y0 K100

C0 M0 Y0 K60

6

7

6

7

3

2

2

1 Jaynes Photography


Bob [email protected]


5

4

http://new.myfonts.com/fonts/fontbureau/benton-sans/cond-black/?refby=beforeandaftermagazinehttp://new.myfonts.com/fonts/fontbureau/benton-sans/cond-book/?refby=beforeandaftermagazinehttp://www.typography.com/fonts/font_styles.php?productLineID=100004http://www.istockphoto.com/file_closeup.php?id=6750578http://www.istockphoto.com/file_closeup.php?id=3458269http://www.istockphoto.com/file_closeup.php?id=3458269http://www.istockphoto.com/file_closeup.php?id=6750578http://www.typography.com/fonts/font_styles.php?productLineID=100004http://new.myfonts.com/fonts/fontbureau/benton-sans/cond-book/?refby=beforeandaftermagazinehttp://new.myfonts.com/fonts/fontbureau/benton-sans/cond-black/?refby=beforeandaftermagazine


13/21

Design a card the easy way 0682 13of13 | Printing formats

Design a card the easy way 13of13Design a card the easy way 13of13

Beore & Ater magazine

Beore & Ater has been sharing its practical approach

to graphic design since 1990. Because our modern world

has made designers o us all (ready or not), Beore &

Ater is dedicated to making graphic design understand-

able, useul and even un or everyone.

John McWade Publisher and creative director

Gaye McWade Associate publisher

Dexter Mark Abellera Senior designer

Beore & Ater 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 2009 Beore & Ater magazine

ISSN 1049-0035. All rights reserved

You may pass along a ree copy o this article to others

by clicking here.You may not alter this article, and you

may not charge or it. You may quote brie sections

or review; please credit Beore & Ater magazine, and

let us know. To link Beore & Ater magazine to your

Web site, use this URL: http://www.bamagazine.com.

For all other permissions, please contact us.

Subscribe to Beore & Ater

Subscribe to Beore & Ater, and become a

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14/21

Back | Paper-saver format

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15/21

Before&After|www.bamagazine.com

1of7

Designacardtheea

syway0682

0682Designacardt

heeasyway

When

photographerJayneKe

ttnersent

ushe

rphotosandaskedourhelpmaking

alogoforherWebclass,weh

adtowon-

derw

hyshedwantone.Herphotoswere

rich,wellcomposedandplea

sing,just

what

shedwanttheworldto

see.Alogo

isanartificialdeviceusedtorepresent

aproduct,serviceorgroupofpeople.It

wouldaddonlyabarrier;whenyouhave

there

althingi.e.,Jaynesph

otoswhy

doyo

uneedarepresentative?

He

rrequestwasfollowedthesame

week

bytwootherphotograp

hersinthe

same

situation.This,ofcours

e,gaveus

abatchofgreatphotostoworkwith,so

here,

class,ishowtodesigna

cardthe

(supe

r-)easyway.

Sketchesgalore!Jaynestartedout

therightway;whenyouredesign

inga

logo,youcantmaketoomanysketches.Buthereffortsweregoingnowhere.

Saidshe,Iwasstrivingforaprofessionalimage,butkindofendedupwith

mo

rewhimsicalandfunlooks.Ilikethecolorcombinationsofcyan,tea

l,and

violet,butIalsolikesomethingdramaticlikeredandblack.Isortofmixedthe

twoanddidntendupwithanythingpleasing.Thisisactuallycommon;ithap-

pen

swheneveradesigngoalisuncle

arorevenincorrect.Inthiscase,Jayne

doe

sntneedalogoatall;herphotos

(below)willspeakforthemselves.

D

esigna

card

the

eas

yw

ay

Jay

nes

Photography

After

Be

fo

re
http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/


16/21


2of7

Designacardtheea

syway0682

0682Designacardtheeasyway

Addthephoto

Placeandcropyou

rphotoallthewaytoth

eedges.Colorthetypewhite,andyouredone.

PlaceandcropMostbusinesscardsarehorizontal.

Selectaphotowitho

penspaceintheupper-leftcorner,

placeandcrop.Dont

beafraidtocropradically,which

canyieldunexpected

andpowerfulresults.Touchallthe

edges(fullbleed).

Extendthephototocreatea

bleedarea,whichisanextra116inch

aroundyourcard.Thisprevents

any

whitelinesalongtheedgesofth

e

cardwhenitstrimmedtofinals

ize.

Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


Jaynes

Photography

116inchbleed

Colorthewords

Bringthewordstothefront.

Onadarkimagelikethisone,finishbycoloringthe

businessnamewhiteandthebodylightgray.

That,class,isallthereistoit.Noartificialgraphics,no

distractinglayouts.Itquietlyplacesyourwork,litera

lly,

intotheclientshand,simply,clearly,beautifully.

Startwiththewo

rds

Setyourwordsina

blockofordinarytype

notfancytypeandplaceitinthe

upper-leftcorner.

(1)Setyourtypebusinessname,yourname,

addressandcontactinformationinasingleblock,

alignleft,andplaceitinthe

upper-leftcorner.Make

thebusinessnamebold.(2)

Addahalfspacea

wholespaceworksaswell

belowthebusiness

name,then(3)tintthetype

60%(orso)gray;leave

thebusinessnameblack.

Thissimpleblockinthec

ornerhasaminimal,

intentionallydesignedlookthatleavesthewhite

spaceasthedominantelem

ent.Youllbetempted

tofillthespace,butdont.

Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


3

Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


2

Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


1


17/21


3of7

Designacardtheea

syway0682


Usebothsides

Ifyourfavoritepho

tohasnoroomforwords,usetheback.

ArtistscanvasWithoutwords,wintertreesfillthecard

likeapaintingoncanvas,qu

ietlyspeakingvolumesabout

yourwork.Ontheback,the

minimal,gallery-stylelayout.

Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


Addsomebackground

Photodoesntfillth

espace?Addanartificialbackground.

Jaynes

P

hotography

Jaynes

Photography

(1)Itsabeautifulmagnolia,butitdoesn

tfillthespace.Whenyou

haveasolidbackgroundlikethis,(2)eyedro

pperthecolornearestthe

edgeand

(3)fillthecardbehindtheimage.Inthiscase,wetheneye-

droppersomepinkfromtheflowerand(4)addittothebusinessname,

creatinga

beautifullysoftconnection.

13

24


18/21

Before&After

|www.b

ama

gazin

e.c

om

4of7

Designacardtheeasyway0682


Bob

SchnellPhoto

graphy

Achang

eoftypeB

obSchn

ellis

apeople

photogra

ph

er.

Sm

all

ch

ange

of

typefa

cefromB

en

ton

San

stoDid

oton

onlytheb

usinessname

soften

sthen

am

e

suita

blywhile

retainin

g

thelo

ok.

Cla

ssy.

Fadetoblack

Atoo-narrowimagewithamulticolorback

groundrequiresfading.

Fa

deyourphotoinInDesign.(1)

Fillthecard

bla

ck

(inthis

case,

to

complem

en

this

suit),

then(2)pla

cean

dcro

ptheph

oto;n

otethe

resultingh

ard

edge.(3)Click

tosele

cttheph

oto.

Sele

cttheGra

dien

t

FeatherTo

ol

(left),

dra

gfromrigh

tto

left,stoppin

gjustshort

of

the

edge,an

dyoure

don

e(4).N

otquite

right?Dra

gagain.

1

24

BobSch

nellPhotography

BobSchnell

804-647-3

640

[email protected]

www.bobs

chnellphoto.com

3

Getvertical

Vertical-formatcardsarelesscommonbut

canbedramatic.

BobSch

nellPhotography

BobSchne

ll

804-647-3

640

info@bobs

chnellphoto.com


Itstem

ptingtom

ove

the

word

sa

roun

d,butdont

doit.Th

eupper-left

corn

er

mak

esaclear,

design

ed

statem

e

ntespeciallyif

itscon

sisten

ton

all

pie

ces.

Ifanim

agew

ontw

ork

with

tha

tposition

,usea

differen

tim

age.

Her

asymm

etrical

position

activatesthepage

. (Righ

t)Y

oudontw

an

tto

loseagre

atshotbecause

itdoesntfi

tthespace.

Ifyoucro

p,w

ere

comm

en

d

makin

gtheim

agesquare

,

whichlo

ok

sin

ten

tion

al,

notam

big

uous.

Bob

SchnellPhotography

BobS

chnell

804-647-3640

info@

bobschnellphoto.com

www.

bobschnellphoto.com

BobSchnellPhotography

BobSchnell

804-647-3640

[email protected]


Cla

ssic,buttoostark?...

Softenwith

color.


19/21


5of7



Findcolor

Eyedroppercolorsrightfromtheimagefor

aperfectcomplementeverytime.

Bob

SchnellPhotography

BobSchnell

804-

647-3640

info@

bobschnellphoto.com

www

.bobschnellphoto.com

BobSch

nellPhotography

BobSchne

ll

804-647-3

640

info@bobs

chnellphoto.com



BobSchnell

804-647-3640

[email protected]



BobSchnell

804-647-3640

[email protected]


Herlips.

..

Herh

air...

H

erdress...

Thebackground...

Useanobject

Analternativetoaportfoliophotoistopictureanobjectfromyour

studio.Just

knockoutitsbackg

roundandplaceitonth

epage.Includeitsshad

ow.

Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


SmallisbigWhitespaceisthecontrollingelementonthese

cardsnotehowyoureyeim

mediatelyregisterstheimages,

despitetheirsmallsizes.Smallisimportant;ifyoumakethem

big,theobjectsbecomethe

story,notyou.Note,too,that

althoughtheyrepredominantlyblack,theobjectsareincolor,

justlikeyoudseetheminre

allife.

Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


Whitespaceisnote

mptybuthasrealforce.Noteabove

howitpushesyourey

etotheleftandcreatesastrongsense

ofdepthbehindthestudioumbrella.


20/21

Before&After|www.ba

magazine.com

6of7



Jayn

es

Photography

Jayn

eKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

jayn

[email protected]

www

.jaynekettner.com

Createagallery

Insteadofonephoto,createatinygallery.M

akeamatchingWebga

llery,and

youllhaveadirect,card-to-Webconnectio

n,usefulforbranding.

Jaynes

Photo

graphy

JayneKettner

35266OldHom

erRoad

Winona,MN55

987

507-452-9300

desk

507-208-1067

cell

jayne@jayneke

ttner.com

www.jaynekett

ner.com

Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


Squareimagesareharder

tocropbutlookdesigned,and

theycorrespondtoWebthum

bnailsandavatars,too.Backgrou

nd

canbewhiteorblack(below

).

Make

agrid...

.

.

.addyourphotos.

Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


Jaynes

Photography

JayneKettner

35266OldHomerRoad

Winona,MN55987

507-452-9300desk

507-208-1067cell

[email protected]


Typ

efaces

1BentonSansCondBlack|7.5pt

2B

entonSansCondBook|7.5/9pt

3H

TFDidot11Light|10pt

Images

Ima

ges:iStockphoto

4(6

750578)

5(3

458269)

Articleresources

Colors

C0M0Y0K100

C0M0Y0K60

67

67

32 2 1

Jaynes

Photography


BobSchnell

804-647-3640

[email protected]


5

4


21/21

Before&After|www.ba

magazine.com

7of7



Before&Aftermagazine

Before&Afterhasbee

nsharingitspracticalapproach

tographicdesignsince1990.Becauseourmodernworld

hasmadedesignersofusall(readyornot),Before&

Afterisdedicatedtom

akinggraphicdesignunderstand-

able,usefulandevenfunforeveryone.

JohnMcWadePublis

herandcreativedirector

GayeMcWadeAssoc

iatepublisher

DexterMarkAbelleraSeniordesigner

Before&Aftermagazine

323LincolnStreet,Roseville,CA95678

Telephone916-784-38

80

Fax916-784-3995

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gazine.com

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agazine.com

Copyright2009Be

fore&Aftermagazine

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aynotalterthisarticle,andyou

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