print issue 47

Issue 47 | 2008 www.bamagazine.com $10.50 How to design cool stuff®

In this issue:0662 Design Talk 13: Five Design Ideas | 0663 Picture your group 0664 Design without rulers | 0665 Design a pocket-size brochure

0666 Design a showroom-style presentation | 0667 Lessons from a beautiful site 0668 Picture your presentation | 0669 Callout ideas

Put away your ruler. Here’s how to design the way you see.

Design withoutrulers

Before&After | www.bamagazine.com

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Design Talk 13: Five Design Ideas 06620662 Design Talk 13: Five Design Ideas

FiveDesignIdeasDesignTalk13

Separate Fields Organized Card

Massive Typeface Sleeve-Style Cover

Home Page Greeting

Richard Ryan 916-796-5674 capitolaircharter.com

ECLIPSE 500

CAPITOLAIR CHARTER

Layout Organize that card

Our friend Richard finances his love of flying by operating a one-jet air-charter service here on the West Coast. And it’s easy to see where his heart is—he pilots a state-of-the-art jet but prints his business cards on his desktop. Let’s see if we can get those cards looking as fast as his airplane.

capitolaircharter.comEclipse 500

Fast The words have been pulled off the photo and into line, which is how we read. Light italics typeface looks fast. Corner flag anchors the card. Black and desaturated taupe colors are neutral, businesslike and complement the photo. The plane, back in open space, is free to fly. Sharp, hierarchical, clear.

Before After

Boxy & slow Angled & fast


ECLIPSE 500

CAPITOLAIR CHARTER

Angle matches the italics. Name is aligned right; second line is indented 2 pts to match the angle.

Richard Ryan 916-796-5674 capitolaircharter.comCAPITOLAIR CHARTER

Slow The factory supplied a good photo, but Richard made a common mistake—he filled its open spaces with words. These “trap” the airplane and, lacking hierarchy, send a fragmented message. His name in aviation blue was a good idea but is too bright for the desaturated photo. And Times Roman type, while excellent for text, is too fussy for the sleek subject matter. Shadows muddy it further.


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Layout Separate the fields

Here’s the problem. Your ad has two focal points—a powerful photo and the name of the product. How do you keep them from competing? The easiest way is to keep them apart; put the photo in one field and the words in another, then share colors and alignments. Like this:

Make two fields, one for the photo and one for the words.

Darken the text panel, here, with eye-shadow color, which connects the fields and brings her face forward.

Design the text Set blush-colored VIO sideways to leave a buffer zone, across which a lipstick-color . . .

. . . headline is scrawled. The typestyles are extremely dif-ferent, but the huge size differ-ences keep them compatible.

Show the product Make her face big as possible, and center it (more or less). Note that sightlines lead the eye.

Layout Massive typeface makes a powerful cover

Font Bureau’s Giza Nine Five typeface is so massive that a word forms a nearly solid block, which gives it a mighty voice and makes it easy to design. Work to its strengths:

Geometric forces

Organic forces

Visual forcesRectangles have several unique properties that include flat, stable sides and diagonal axes that con-verge in the center, pulling the eye strongly inward. The photo has similar inward pull—some-what unusual—which makes the layout doubly strong.

Rectangular slab serifsThe boldest of five weights in the Giza type family, Nine Five’s mas-sive shapes are strongly rectangu-lar and have almost no negative space. Result: Words can be effec-tively stacked like blocks. In this design, they’re sized to fit edge to edge; note below that even with-out paper, the four elements alone define the space.

NiNeSeven

FiveThree

One

Note the four blocks have differ-ent textures and values. The top block is the blackest, FIRe is a flat slab, and the text has a detailed, toothy feel. The differences yield separation and visual interest.

fighting the bassetts fighting the bassetts

Early afternoon, September 19, 2006, campers spotted a tiny wildfire on the side of Gold Lake Highway across from the Sardine Lakes turn-in. Fueled by dry manzanita, steep terrain and strong afternoon winds, it quickly raced up the hillside and out of control. This is the story of what happened next.

fighting the bassetts





Ph

oto

by M

ike W

ar

ner


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Desaturated wardrobe A BIG image will be shock-ing if it’s also bright, but his nearly colorless clothes blend easily with the desaturated background to con-vey a warm, approachable image.

www.sydlieberman.com

Syd Lieberman is a professional storyteller, teacher and author—and a guy who literally is his business! To picture that on his Web site, he “greets you at the door” like an old friend with stories to tell. Here’s how he crafted an appealing first impression:

Web Greet your online viewers

A photographic interrupter Organic-shape photo interrupts the horizontal lines and stops the eye. Faint shadow adds depth. Note how the open space around each element—Syd, title and opening text—lets each be clearly seen.

Soft color Three horizontal bands are used for the title, navigation and the short intro. These are softened by warm, earthy colors with just a hint of a gradient and shadow (above). Mid-page naviga-tion is unusual and effective.

Layout Design a bold, sleeve-style cover

Need a bold, easy-to-make cover for a simple document? This technique simulates a wrap-around sleeve. Draw a solid, horizontal band, then place your words atop it, like this:

Align the elements (Above) Divide the page into columns, align your type, and add the horizontal band. Color to suit the topic—note the headline has the most contrast—and add a shadow if you’d like. Below, an asymmetrical lay-out is active; a centered layout is more placid.

Asymmetrical

Set a margin and trim the band evenly to fit it.

Can’t print to the edge? Do this:

Add a light field in the background, thereby

“redefining” the space.

HOMELOANS

Underwriting Guidelines

• ARM (AdjustAble RAte MoRtgAge)• FiRst MoRtgAges• second MoRtgAges• bFs (business FoR selF)• PeRsonAl loAns

HOMELOANS

Underwriting Guidelines ARM (AdjustAble RAte MoRtgAge)

FiRst MoRtgAges

second MoRtgAges

bFs (business FoR selF)

PeRsonAl loAns

HOMELOANS


FiRst MoRtgAges

second MoRtgAges


PeRsonAl loAns

HOMELOANS


FiRst MoRtgAges

second MoRtgAges


PeRsonAl loAns

HOMELOANS


FiRst MoRtgAges

second MoRtgAges


PeRsonAl loAns

Centered


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ECLIPSE 500

CAPITOLAIR CHARTER

Typefaces

1 Helvetica Neue Std Bold Condensed Oblique | 12 pt

2 Helvetica Neue Std Thin Condensed Oblique | 12 pt

3 (a–b) Helvetica Neue Std Light Condensed Oblique | a) 8 pt, b) 5 pt

4 P22 Cezanne

5 Helvetica Neue Std Light extended

6 H&FJ Didot Light Roman (24 pt Master)

Images

7 Image courtesy of eclipse Aviation (www.eclipseaviation.com)

8 iStockphoto.com

Article resources

Colors

C30 M30 Y30 K100

C53 M50 Y50 K16

C70 M53 Y37 K70

C16 M76 Y59 K3

C9 M30 Y28 K0

9

10

11

4

58

9

6

10

11

12

13

12

13

7

3a12

3b

Fixed Change

Repeat the look inside—but smallerInside is where that mid-page navigation bar goes to work. The home-page design is condensed into a header that runs atop every page and allows each topic to open beneath it.

Light gradients differentiate interior pages from the home

page and also allow better con-trast with images, text, buttons

and other elements.

Continuity is as important in design as it is in story telling. Inside, the home-page elements—brown field, title, navigation, Syd, and their spatial relationships (above)—are condensed at the top and serve as a page-by-page touchstone through the site.

Literary headline Handsome, book-style type is a key design element. Note that Syd’s name is fixed on the left, while words on the right change. Simple and effective.


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HOMELOANS

Underwriting Guidelines

• ARM (AdjustAble RAte MoRtgAge)• FiRst MoRtgAges• second MoRtgAges• bFs (business FoR selF)• PeRsonAl loAns



Ph

oto

by M

ike W

ar

ner

Typefaces

1 Giza Nine Three | 42.3 pt

2 Giza Nine Five | 219 pt

3 ITC Franklin Gothic Heavy | 16 pt

4 Adobe Caslon Regular | 19.3/20 pt

5 ITC Franklin Gothic Book | 7 pt

6 Century Old Style Std Bold | 40/41 pt

7 Helvetica Neue Std Light | 13.5/23 pt

Images

8 Mike Warner | www.wildbryde.com

Article resources

Colors

C0 M0 Y0 K100

C20 M100 Y100 K20

C15 M80 Y40 K65

C0 M5 Y30 K15

9

10

11

11

10

9

9

12

12

7

6

1

2

4

8

3

5

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Picture your group 06630663 Picture your group

Have a dozen or more mug shots? A grid of squares gets that gang of yours looking good—together.

Picture your group

ALUMNI ASSOCIATION BOARD

LINCOLNSTATE UNIVERSITY

Connect. Motivate. Have Fun.

Equal divisions yield page-shaped fields. This has two assets: 1) The photos have a familiar, portrait shape, and 2) every shape, including the page, is identical. Downside: Letter-shape proportions are visually ambiguous.

Divide the page into a grid. Two types:

Square divisions are sym-metrical, simple (all four sides are the same) and unambigu-ous. This imparts an unusually sharp, intentionally designed look. Downside: Square mugs are harder to crop.

We people are social creatures. We congregate. We work together, attend

school together, form clubs together. We network. We rub elbows. We’re reaching out to touch someone, it seems, all the time. And yet for all our similarities, we look plenty differ-

ent. We have different faces, hairstyles, body builds, clothing. Put us together on a page, and we can make a motley herd.

So how do we picture a group of us? The key to a great design is to get uniform. Get the scale, cropping and backgrounds of your photos as similar as possible, then arrange the results on a neat grid. A few ideas:

81/2”

11”


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Scale and crop for uniformityThe first step is to get your photos looking as similar as possible. Heads should be the same size, eyes at the same level, backgrounds smooth as possible.

After Start with the most closely cropped original (above, left), then scale and crop the others to match. Center each face in its frame, and put everyone’s eyes on the same level. Male and female adult heads should be pretty much the same size. Head shape, hairstyle and tilt affect the perceived size, so make small adjustments by eye.

Except for your school pictures, a group of photos is rarely taken under uniform conditions and so will benefit from post-production work. Lighting is key; adjust it as well as you can. The things to avoid (left, left to right) are heavy

shadows (the kind a flash makes against a wall), washed out highlights (often from a flash), odd color casts and blurry images. Similarly, a dark photo in a field of light ones, or vice-versa, will draw unwanted attention.

Before Well-lit photos taken at different view-ing distances.

Start with the image that has the least cropping room, and make the others match.

Faces inward (mostly) Distribute by value Soften with color

Place your photosPlace your photos on the grid, facing the perimeter photos inward (mostly) and distributing the dark-light values as evenly as you can.

Adding a dark field will lower the contrast, which softens the message. The dark also makes a canvas out of which to reverse the name (left).

Snap your photos to the grid. Face the perimeter photos inward or straight ahead. Where possible, distribute the dark-light values evenly (note the lighter images are highlighted above). Once grouped, look for things you missed earlier—for example, are all the faces centered, and are they really the same size? Make small scale and cropping adjustments.




Note the alignment.Centered.


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Variation 2 Add wordsReplace some photos with colored squares, which can function as a table of contents, highlights or links. Centered words mimic the centered faces.



ClassmateSearch

Sponsored Events

Alumni Groups

Career Services

Reunions & Societies

Membership Services

Student Programs


Center focus The strength of a square is its natural pull into the center. Centered faces and text take advantage of that and yield a sharp, repetitive design of real clarity. Note the tiny shadow behind the text.



A single color flattens the page (Left) Distributing photos yields an interesting checker-board pattern, but same-color squares flatten the design—note how they “connect” and form a single field.

(Right) Bring the design to life by eyedroppering from the photos a palette of desatu-rated colors (below). Note how the squares no longer connect but form a vibrant tapestry.

Before

After


LINCOLN


Variation 1 Big imagesOne or two big images in a field of small ones can add emphasis or context. Be sure to maintain the visual balance of the layout.

A mug shot enlarged One mug shot bigger than the others will draw special attention. Square format is retained.

Offset Similar-but-different image will broaden the story and lessen the impact of the first image. Different proportions and absence of alignment help it remain different.

A different kind of image Completely different images give the mug shots context. The page now conveys sev-eral stories in one. ALUMNI

ASSOCIATION BOARD




LINCOLN



LINCOLN



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Variation 3 SubtractIt’s the same grid, but here the white field shapes the design. It’s now full of dynamic forces that move the eye left, right, up and down, full of energy, very modern.

Put the focal point on the axis Who says white space is passive? Here, it’s incred-ibly active, pressing in on all four sides and defining the central shape, which radiates from the center logo like a pinwheel.

LINCOLN




Hard and soft edges The higher the contrasts, the more energy a design has. (Above, left) Against white, the photos’ hard edges actively move the eye left, right, up and down. (Above, right) Dark field has soft edges, and what a difference! It’s the same layout, but the page is much quieter.








Typefaces

1 (a–b) ITC New Baskerville Italic a) 18/18 pt, b) 16 pt

2 ITC New Baskerville Bold | 28/28 pt

Images

3 (a–k) iStockphoto.com | a b c d e f g h i j k

All others (www.rubberball.com)

Article resources

Colors

C50 M45 Y70 K20

C65 M55 Y55 K30

C58 M55 Y78 K50

C50 M55 Y75 K40

C42 M52 Y82 K25

C36 M78 Y100 K45

C65 M60 Y70 K55

C45 M40 Y70 K40

C0 M25 Y100 K5

4

5

6

7

8

9

10

11

122

3g

3h

3f

3e

1b

3i

1a 3a 3b 3c 3d

4 6 85 7 9 10 11 12



ClassmateSearch

Sponsored Events

Alumni Groups

Career Services


Membership Services

Student Programs


3k

3j


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Design without rulers 06640664 Design without rulers

Put away your ruler. Here’s how to design the way you see.

Ever watch a street artist at work? What fun! A splash here, a dash there, and from a blank canvas a picture just

. . . appears. He uses no mechanical tools at all, no columns, rulers or guides, yet the result is a beautiful whole. It’s so fluid.

The best design is like that.To see how it works, let’s design

a page, but instead of a grid, we’ll use this picture—what we see—as our visual guide. Its lines, shapes, proportions and their relationships will govern our choice of type, sizes, colors, layout and everything else.

What can you see?

Measuring only by eye (closely, not exactly), can you answer the following?• Is the man as tall as the globe?• Is the man as wide as the pot?• How many pots wide is the

tree?• What else in the picture is the

size of the pot?


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Take a visual inventoryEvery image has lines, shapes, textures, colors and so on that can guide a design. First step is to take a visual “inventory.” Start with the big elements . . .

Sizes It has a hierarchy of small, medium and large elements.

Basic shapes The image is made of three basic shapes . . .

Layout The composition is fairly balanced.

Focal pointA good image has a focal point. This image has two—one physical and one phantom.

Phantom The three forms create a compositional triangle, the center of which—just what you’d want—is on the money. The center is the strongest point of any visual field.

Physical The primary focal point is usually the biggest, clearest or most vivid object in the image—in this case, the globe.

Secondary The phantom is reinforced by the focal center of the white triangle. Had you noticed it?


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Objects and spacesThe objects and spaces in this image are unusually repetitive . . .

. . . and the size of the space beside it.The pot is the same size as the space above it . . .

It’s the same size as North America!

Close enough . . .Artistic relationships are perceptual, not mechanical. If it looks close enough, it really is close enough, so inventory by eye, not with your ruler . . .

A one-pot space encircles the globe.The image is four pots tall. The man fits a pot space. This space is so repetitive . . .


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. . . that it creates a whole grid! This is unusual.

Smaller elementsWhile you’re looking at the large elements, make note of the smaller elements, too. Pay attention to edges and contrasts. Clear edges are like the man’s head and legs. South America stands out because of its color contrast. The shadow areas have obvious weight. And so on. Take the time to consciously observe these things. What you’re doing is training your eye. It will soon become intuitive.

A natural gridThis image has a natural grid that is unusually uniform.

Watering can (same as South America)

Head (same as pot rim)

Pot and rim

Pot space

Pot space

North America (same as pot)

Pot width

Shadow

Shadow

South America (color contrast)

Leg (same as pot rim)

Shape and textureBe aware of what the lines are doing. Note if they’re straight or curvy, where they’re close or far apart, where they change direction, and so on.

Look at all the triangles! These create visual movement.

Triangles are evident at every distance from farthest to nearest.

Far (phantom lines)

Near

The edges create a repetitive texture; note the pointiness throughout.


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OrganizeSample color swatches with the eyedropper tool, then arrange the swatches by color and value . . .

You can see in Mosaic mode that the image has several major colors—the blues and greens of the globe, terracottas of the pot and grays of the man. Sample dark, medium and light pixels from each (right). Neatly arrange your choices by color, then by value (dark to light). Take the time to actually do this; you’ll be surprised by how much it helps you visualize. Sample a few minor colors—in this case yellows and violets—that can be used for complements and coun-terpoints. Discard lookalikes.

Arrange by color

By value

Choose colorsThe next step is to create a color palette from the image . . .

A bazillion pixels! Color plays a major role in design. The easiest and best place to get a perfectly coor-dinated palette is the image itself. First, reduce its thou-sands of pixel-size colors (right, inset) to a workable few by applying Photo shop’s or Illus-trator’s built-in Mosaic filter (far right). Rarely will you want more than 64 colors, and usu-ally 32 or even 16 are better. For fewer colors, increase the Cell size; for more, decrease it.


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Try each one onTry the image atop a swatch of each color. What you’ll see is that every color you picked automatically coordinates, because it’s already in there! Cool.

Warm colors Warm colors are soft,

earthy, welcoming, suit-able for environmental

messages. Note how the blue globe stands

out against its opposite colors, the terracottas.

Type is graphical There are many ways to choose a typeface. You may have a house style, so no choice is required. You may have a look already in mind—say, formal or businesslike or collegiate. You may have a new favorite to try out, which is always

fun. Whatever the case, the thing to keep in mind is that type is graphical, just like an image. Its lines will sweep or jog or dive. It will have tooth and grain. When you add type to a design, its visual char-acteristics interact with those already on the page, for better or for worse.

For this article, the image is driving our choices; our goal is to match the visual

properties of image and type. Our type choice must also be functional— beautiful, readable, reproducible.

So what’s here? We’ve seen that the image is full of texture; it has a rich, detailed surface and a lot of “leafy-ness.” The leaves are pointy, evenly spaced and actually look a lot like serif type.

Let’s look at typefaces in three common categories to see what we can see.

GlyphaMyriad ProGalliard

Cool colors Cool colors are more direct and somewhat

businesslike and aloof. The blue globe now

blends into the back-ground and those oppo-site oranges stand out.

Select typeNext, we need a typeface that feels like the image.


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There has never been a greater opportunity for private enterprise to do good for everyone on earth by creating new business growth in the green sector. Join us for a day as we explore how to deploy capital resources in industry, technology, research and communications lo-cally and across international boundaries for both private and public benefit. To reserve a seat, log onto www.greenenergyseminar.org.

There has never been a greater opportunity for private en-terprise to do good for everyone on earth by creating new business growth in the green sector. Join us for a day as we explore how to deploy capital resources in industry, technol-ogy, research and communications locally and across inter-

Three viewing distancesCompare the type to the texture at three distances—near, middle and far; it will look different at each. Many typefaces are better at one distance than another.

Glypha is outdoorsy A beautiful slab serif with perfect letter fit, Glypha is boxy and clean, with hard edges and repetitive shapes. It’s excellent in both headlines and text— an uncommon asset—and its bold, slab sides make it a natural for rough, outdoorsy topics like our environmental project. Glypha is also very easy to read. Problem? It looks nothing like the image.

Near Far

Middle

There has never been a greater opportunity for private enterprise to do good for everyone on earth by creating new business growth in the green sector. Join us for a day as we explore how to deploy capital resources in industry, technology, research and communications lo-cally and across international boundaries for both private and public benefit. To reserve a seat, log onto www.greenenergyseminar.org.

There has never been a greater opportunity for private enterprise to do good for everyone on earth by creating new business growth in the green sector. Join us for a day as we explore how to deploy capital resources in industry, technology, research and communications locally and across

Turn it upside downA reliable way to “see” a typeface is to turn it upside down, which reveals its ridges, hollows and funny knicknacks that are always felt but normally unnoticed.

Near Far

Middle

Myriad is crystal clear For outright visual clarity, there is probably no typeface better than Myriad. Extremely good in headlines and short passages of text, Myriad’s large, open counters and minimal forms retain their clarity at even the lowest resolutions. Myriad projects a light, fresh, clean look that’s a natural for green topics, but it doesn’t look like our image.


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There has never been a greater opportunity for private enterprise to do good for ev-eryone on earth by creating new business growth in the green sector. Join us for a day as we explore how to deploy capital re-sources in industry, technology, research and communications locally and across interna-tional boundaries for both private and public benefit. To reserve a seat, log onto www.

There has never been a greater opportunity for private enterprise to do good for everyone on earth by creat-ing new business growth in the green sector. Join us for a day as we explore how to deploy capital resources in industry, technology, research and communica-

Near Far

Middle

Galliard Roman is textured Galliard is a Roman typeface with chiseled features and sharp, exaggerated serifs. Its thick-to-thin strokes help make Galliard easy to read, although its angles would be tiresome in large amounts. It comes in several weights, it’s well proportioned, it has the easy familiarity of serif type, and it looks like the leaves! Galliard will be our choice.

Watch the surfaceWhile you’re comparing lines and edges, pay attention to surface texture, too. Note the leaves are irregular and grainy, with a mottled blend of colors.

Legal-sized brochure, 14” x 81⁄2”

For this design, we’ve hidden the non-printing fold lines (left); we care only about what the eye can see.

LayoutLayout is where those lines, shapes, spaces, colors and textures finally get put to work. We’ll illustrate how by designing a legal-size brochure page.

Work to the image First step is to place the image on the page.

Where, and how big? The key is to have visible relationships. Because the globe and its pot have

a strong central line (right), center page will be its strongest position, where each will reinforce the

other. (Remember, it’s center- ish; none of this is rul-er exact.) Similarly, the pot space we saw encircle

the globe will be visible as a top margin (above).


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Our World Needs Your Help

Set the headlineA rule of design is to work with what’s in front of you; don’t arbitrarily make stuff up. Here, the headline picks up the visual characteristics of the globe.

Type based on size, color and texture (Top) Placing a headline across the top is normal, but

don’t do it; the straight, horizontal line is a foreign object that’s different from what’s in front of us. Instead, a block of overlapping lines in Galliard Ultra mimics the size, mass,

color and texture of the globe, a visible relationship. Its position beside the globe (above) strengthens the connec-tion. Note how the interaction of translucent serifs (white

inset, above) mimics the size and texture of the leaves. Margins are unaligned in any way.

Toothy texture (Left) Set in Galliard Ultra and colored like the globe, the speakers’ names stand out from the surround-ing text, while the whole paragraph has the texture of the illustration, an easy blend of form and function.

Add photos and textAs you add things to the page, its complexity increases, and it becomes increasingly difficult to sustain visual coherency. Pay attention to what’s happening around your material—in the margins, at the edges, between things.


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Align to the paperThe paper is also an active element that can be used as needed. Here, the lead paragraph and key details are aligned right to an edge, establishing a visual anchor.

Parallel lines have an automatic relationship.

Typefaces

1 (a–d) ITC Galliard Ultra | a) 78 pt b) 9 pt, c) 16 pt, d) 12 pt

2 (a–d) ITC Galliard Roman | a) 9/11 pt b) 16/19 pt, c) 12/14 pt, d) 10/12 pt

3 ITC Galliard Italic | 12 pt

Images

4 (a–d) iStockphoto.com | a b c d

Article resources

Colors

C7 M32 Y90 K40

C31 M67 Y80 K45

C25 M23 Y100 K10

C50 M27 Y100 K38

C70 M35 Y80 K50

C0 M0 Y0 K75

C15 M80 Y100 K5

C0 M100 Y85 K40

C0 M0 Y0 K100

5

6

7

8

9

10

11

12

13128 106 117 95 13

1c

2b

4d

1d

2d

3

2c

1a 2a 1b 4b4a 4c

That recurring pot space If you’ve taken the time to thoroughly inventory your

image, you’ll find yourself seeing (or feeling) things you’d otherwise miss. Above, the pot space recurs almost intu-itively between elements on the page. As a result, while

the layout appears only loosely structured, it has real coherency that’s felt more than consciously observed.

Note also that the lead text block in the upper right, like the headline across from it, is the general size and shape

of the globe, another intuitive setting.

Descending sizes Finally, text aligned right descends to the lower right corner, the natural exit point of the page,

in increasing detail. Note that the ragged left edges meander loosely around the image as before.


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Design a pocket-size brochure 06650665 Design a pocket-size brochure

Eight small pages unfold into an informative,

letter-size sheet.

Design a

Pocket-size brochure

This single-sheet brochure is a small beauty that gets eight pages of work out of just one. From its palm-size, 23⁄49 x 41⁄49 cover, a story unfolds in a natural, easy-to-read sequence. It’s easy to design, too. The key is to think small—one photo, bite-size text and a brief head per spread look quite big. And it’s inexpensive. Perfect for busy readers, it slips easily into pocket or purse and is ideal for telling your story in brief, narrative format.

. . . open into a letter-size sheet A tiny cover and two brief but complete spreads lead the reader to center page, where (in this case) eight health tips give dental patients a useful takeaway and a reminder of their dentists’ care and competence.

Open once . . .

Praston Dental™

open twice . . .

e


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Cover and first spreadThe brochure folds open one spread at a time. To design it, think story— give it a beginning, a middle and an end. Set a visual theme (here it’s people), and design each spread as a complete thought.

First spread is the introduction. “Breakout” photos that overlap the blue add depth and perceived size to the layouts. Light colors yield the biggest look. Text can be solid black, but in the tiny space 75% gray (or so) will be easier on the eyes. Here, fresh apple green and dental-office blue will sus-tain the theme throughout.

Praston Dental™ Family

dentistryAt Praston Dental, we provide top-quality clinical care in a friendly and caring family environment. Elesara and is fay of alm. A card whint not oogum or bont. Pretty simple, glead and flasp mist of it snooling.

41⁄4”

23⁄4” Crop closely Break out

Second spreadThe second spread opens horizontally, but its layout is identical to the first— head and text on the left, photo and blue background on the right.

Different margins

Beautiful smilesTexture and flasp net exating end mist end of it snooling. Spaff forl isn’t cubular but quastic, leam restart whint 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 whint 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 and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm then card whint not oogum or bont thin chack.


Thin edge, thin type Quick! What’s the thinnest possible line? It’s an edge, a transition from

one color or value to another—in this case, the blue field to the white

field. Edges, not ruled lines, yield the sharpest, cleanest, most minimal

look. Headlines of super-fine Helvetica Neue Ultra Light type—about as thin as type can reasonably get—are an

excellent complement.

smiles

Second spread is twice the width of the first, and its text is transitional between the introduc-tion and main body. Right, type sizes and posi-tions are identical to the first spread, but did you notice its left margin is slightly wider? Probably not, because it looks the same; the wider margin has the visual proportions of the wider page.

Cover An attractive smile and the office name set the visual theme. Such small-space design requires bold, simple elements. This design uses four—photo, blue background, bite-size text and a brief head. Each element should do only one thing. Avoid detail—note the photo is closely cropped and has no background or other dis-tractions. Inside (far right), the text is plain; the tiny space needs no subheads, indents or other flags. Note our cover girl is looking at the logo, a subliminal reinforcement.


3 of 4


Smile.An act that’s easily taken for

granted, texture and flasp net

exating end mist of it snooling.

Spaff forl isn’t end cubular but

pretty whint quastic.

Dental TipsPreston Dental’s own Dr. Mary Mills and Dr. Donnie Wilkinson provide these easy dental tips texture and

flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart that can’t. It’s tope, this

fluant chasible silk shast lape and behast mist of chack.

Main spread The fully opened sheet has room to elaborate. Here, health tips flank a center narrative.

Eat healthy.A a well-balanced diet provides the

minerals, vitamins and other nutrients

essential for healthy teeth and gums.

Texture and flasp net exating end mist of

it snooling cachasible. It has larch to say.

Elesara and order is fay of alm.

Rinse and gargle.Mouthwashes, when used alongside a

whint not oogum or bont. Pretty simple,

glead and tarm. Texture and flasp net

exating end mist of it snooling flasp mist

of it snooling whint card.

Clean your tongue.For dramatically better oral hygiene and

health, daily tongue cleaning texture and

flasp net exating end mist of it snooling.

Spaff forl isn’t cubular but quastic.

Floss daily.You should floss daily to clean between

teeth, where decay-causing bacteria

reside. Elesara and order is fay of alm.

A card whint not oogum or bont. Pretty

simple, glead and tarm texture.

Brush properly.Using a soft-bristled toothbrush, brush

gently and thoroughly in a circular

motion texture and flasp net exating end

mist of it snooling. Texture and flasp net


Avoid tobacco.Chewing and smoking tobacco

can cause serious health and

dental problems. Elesara and

order is fay of alm. A card whint

not oogum or bont.






Dental TipsPraston Dental’s own Dr. Mary Mills and Dr. Donnie Wilkinson provide these easy dental tips texture and



APPOINTMENT

9:00 Dennis M.

Visit your dentist.Visiting your dentist for regular check-

ups and cleanings is the best way to avoid

card whint not oogum or bont. Pretty

simple, glead and tarm end. Spaff forl

isn’t cubular but quastic, leam restart.

It’s tope, this fluant chasible.

11”

81⁄2”

Letter-size page (11” x 81⁄2”) Folded size 23⁄4” x 41⁄4”

Fold the page into eight equal parts.

Template: Pocket-size brochure

1

2

3 4

Praston Dental™

Praston Dental™


2p2

2p10

2p10

2p10

2p10

2p10

2p2

2p10

A lively conclusion It’s no longer pocket size, but the theme continues—big people, breakout photos, blue and white fields, and text in two typefaces. As before, the blue field fits the folds (above) and

“pulls” equally with the white. Note the symmetry; every ele-ment is illustrated and centered.

PAGE DESIGNDesign by the books!

Before & After• Page Design • Graphics for BusinessBefore & After books are must-haves for the busy designer. Each brims with simple, instructive solutions for common design projects—newsletters, ads, brochures, fliers, stationery, logos and identities, charts and graphs, maps, sales materials and more. Available at all major booksellers. Save 25% when you order from our Web site.

www.bamagazine.com


4 of 4


Visit your dentist.Visiting your dentist for regular check-

ups and cleanings is the best way to avoid

card whint not oogum or bont. Pretty

simple, glead and tarm end. Spaff forl

isn’t cubular but quastic, leam restart.

It’s tope, this fluant chasible.

Eat healthy.A well- balanced diet provides the

minerals, vitamins and other nutrients

essential for healthy teeth and gums.


it snooling cachasible. It has larch to say.

Elesara and order is fay of alm.

Rinse and gargle.Mouthwashes, when used along side a

whint not oogum or bont. Pretty simple,

glead and tarm. Texture and flasp net

exating end mist of it snooling flasp mist

of it snooling whint card.

Clean your tongue.For dramatically better oral hygiene and

health, daily tongue cleaning texture and

flasp net exating end mist of it snooling.

Spaff forl isn’t cubular but quastic.

Floss daily.You should floss daily to clean between

teeth where decay-causing bacteria

resides. Elesara and order is fay of alm.

A card whint not oogum or bont. Pretty

simple, glead and tarm texture.

Brush properly.Using a soft-bristled toothbrush, brush

gently and thoroughly in a circular

motion texture and flasp net exating end

mist of it snooling. Texture and flasp net


Avoid tobacco.Chewing and smoking tobacco

can cause serious health and

dental problems. Elesara and

order is fay of alm. A card whint

not oogum or bont.






Dental TipsPraston Dental’s own Dr. Mary Mills and Dr. Donnie Wilkinson provide these easy dental tips texture and



APPOINTMENT

9:00 Dennis M.

Typefaces

1 (a–b) Minion Regular | a) 14/17 pt b) 9/12 pt

2 (a–b) Helvetica Neue 25 Ultra Light a) 72 pt, b) 38/29 pt

3 Helvetica Neue 85 Heavy | 10 pt

Images

4 (a–k) iStockphoto.com | a b c d e f g h i j k

Article resources

Colors

C55 M30 Y20 K60

C55 M30 Y20 K30

C14 M6 Y6 K0

C45 M20 Y100 K10

5

6

7

8

8

7

6

5

7

6

4e

1b

3

4g

4f

4h4d

4i

4c

2a 4a1a

4b

Family dentistryAt Praston Dental, we provide top-quality clinical care in a friendly and caring family environment. Elesara and is fay of alm. A card whint not oogum or bont. Pretty simple, glead and flasp mist of it snooling.

Praston Dental™

4k

4j2b

1a


1 of 3

Design a showroom-style presentation 06660666 Design a showroom-style presentation

Automobile magazine’s clever layout streams

10 cars across 18 pages.

presentationDesign a showroom-style

Maintaining continuity

Each car stars in its own spread, while a

glimpse of the previous vehicle sustains page-

to-page flow. Repetitive typography reinforces

the continuity.

The great thing about a magazine is that it presents material in a linear sequence—this, then the next and the next. That’s the most natural way to view and understand information. But what happens when you need to see stuff all at once—like 10 cars, for example? Those pages now break the continuity. Automobile magazine found a clever workaround for its January 2008, “All Stars” issue. Each vehicle has its own spread, and visible in the distance is the previous vehicle. The result is a fair illusion of walking page by page through a big showroom. Have a look.

CN1

ALLSTARS200810Best Cars to Fill Your Dream Garage

NISSANGT-RDissecting the tech,the design, the drive

BMW1-SERIESA triumphant return to

rear-drive compact luxury

AUTOBAHNThe insider’s guide to theworld’s fastest highways

Smart,Sexy,Fast.


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Mimic realityThe cars are photographed like you’d experience them in person—from different angles, distances and slightly different heights. The constantly shifting vantage point conveys an active sense of walking about, looking closely.

One car leads to the next As you walk among the cars, no two spreads are alike, which keeps the presentation engaging. What’s interesting is that it takes a few pages to grasp what’s going on, but once you get it, you remember it—exactly what you’d want a layout to do!

Low-key typographyThe text is set in compact blocks, which keeps the layout spacious and ensures the cars get all the attention! Each block has several typographic “voices.”

Two voicesEvery change of typeface, size or style projects a differ-ent “voice.” Here, headline in a box introduces each car

using two voices—car name set in the text face and tiny headline in a contrasting sans-serif, all aligned right.

A headline made of text type Super-size your favorite text type, and

you may be surprised by what you see! Here, two-inch caps bring out text-

font Proforma’s artistic side; curves that appear smooth at nine points

are actually angled, with flat, chiseled serifs. Extremely tight spacing and an

interwoven red 8 make the artistic setting that launches the article.

Four voices Serif body copy is set in narrow columns separated by a verti-cal rule. Unusually deep right margins are the result of zero hyphenation. Contrasting lead sentence is a follow-on to the headline and completes its thought; the writer’s byline ends the text. Light gray bar at the bottom neatly defines the block width; technical data is reversed in white (insets, above).


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Graphical headline anchors the upper left corner of every spread. It is a key “continuity graphic” that the reader will immediately recognize. If the story jumps to the back of the magazine, this graphic must go with it.

Text blocks are all of similar length but alter-nate between two and three columns. Their gen-eral construction—type specs, colors, column width and gray bar—does not vary.

Repetitive elements sustain the continuityThe text blocks sustain page-to-page continuity and tie the article to the rest of the magazine. The graphical headline is a key identifier.

Article resources

Typefaces

1 Proforma Ultra Light

2 Benton Sans Regular Compressed

3 Proforma Book

Credits

Automobile Magazine (www.automobilemag.com)

Photographer: Brian Konoske3

1 2


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Lessons from a beautiful site 06670667 Lessons from a beautiful site

Lessons from abeautiful siteThe University of Miami College of Arts & Sciences shows that beauty really is in the details.

Home page Two dozen elements and links easily coexist on this inviting, visually coherent page.

The best design is simple design: an idea, an image, a few words, open space. It’s clear, attractive, memorable.

But real life is not often simple; it’s full of stuff. People, programs and commerce all need attention and screen space, and this can make for a busy, complex site.

What we like about the University of Miami’s College of Arts & Sciences site is that it handles complexity beautifully. It does this in two ways: It reduces each element to its essence (the simple thing), then it beautifully crafts the details. A dozen visual techniques allow its many parts to co exist effortlessly. Let’s look at a few.


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StructureThe site is conveniently screen size, not too long, so most of it is always visible. It is organized in three horizontal sections; each holds a different kind of information—permanent stuff top and bottom, active stuff in the middle.

Color differentiates the sections A white “center stage” is flanked by a dark header and light footer. These con-tain the foundational elements—logo, links, search and so on. The white center is active, with transitory stories, news briefs, stuff like that. Left, a screen-size space like this conveys a tight, organized impression and is easier to read than a scrolling page. Tight editing is key.

All eyes here

Interior pageHome page

Header Header

Main stage

Footer

Footer

Main stage

c ol l e g e of

arts&sciencesu n i v e r s i t y o f m i a m i

P-a-n-o-r-a-m-i-c letterspacing conveys elegance and stature. Note the tiny shadow. It’s unusual to see such a modern artifact juxtaposed with old type, but its understatement is classy and in this case adds valuable depth.

Right, four permanent links on the far right are tinted to appear barely there, yet remain easily accessible.

Beautiful typography is the signature element of the site. Scholarly Caslon type in classic, old-style caps and small caps (big circle, below) conveys literacy and tradition; compact line spacing (small circle) keeps minor information from floating away. The two lines of small type are the same size but spaced differently; the more-important words are in panorama.

HeaderTwo dark bands—one green, one tan—form a simple, substantial header that leads the site; logo and links are reversed in white. To soften the look, a faint gradient yields an understated illusion of radiant light.


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Sub linksAs the reader moves deeper into the site, subtle changes of type case and color are all it takes to signal the different levels. Style and size remain constant.

Reverse the colors The beautifully uniform look of the site results from as few typographic differences as possible. Left, the sub links retain the type size and style of the main links but just change case and reverse color.

As the links descend, the type color changes to black, then to gray. Note one typeface in one size easily conveys four levels of information.

Dean’s Message

Spotlights

A Chemical Change

Designs by Michiko

Religious Perspectives

Contacts

A & S Magazine

75%

Main linksThe highest-level links are in the tan header band. Typography, color and shadow are identical to the logo, which reinforces their connection and permanence.

Left, tan band and green field are different colors but have virtually the same gray value (dark-light), which keeps the two connected while being different. Below, wide letterspacing is relaxed and less demanding than normal spacing and so conveys a sense of deliberation and state-liness. Onscreen, it’s easier to read, too.

Three shades of tan define the link states normal, active and hover; this quietly but very clearly tells the reader where he is. Shades are progressively darker versions of one color—a monochro-matic palette, right—that change the mes-sage without changing the subject. Nice.

Link Active Hover

Link type matches the logo.

HOMe aBOUt tHe cOLLeGe acaDeMics aLUMni

aLUMni aLUMni aLUMni

acaDeMics

Dean’s Message


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Main stageBetween header and footer, a white “main stage” is the focal point of the site. On each page, one short, book-like article is set in widely spaced lines of serif type, which conveys an airy, literary look that’s very pleasant to read.

A gradient as light as chiffon The left column is defined by an incredibly subtle gradient that fades from less than two percent color to white. What’s interesting is how slight the edge has to be, not merely to be vis-ible but clearly present. Beautiful.

Comfortable reading width Book-width columns of type—45 to 65 characters or so—are ideal for comfort-able reading; the wide leading (spacing) is visual silence between lines that relaxes the message. The longer your lines, the more space you should put between them.

Same typestyle and size

FooterA correctly designed footer conveys real authority; it should be thought of not as the tail but the foundation that supports everything else. The footer holds permanent information—key links, contact information, logo.

Live matter is aligned flush.Background colors extend outward.

Same size, different color Identical typography—style, case, size and spacing—but reversed colors connect footer to header and unify the page.

Small logo, big impression Lower-right corner is the natu-ral exit point of a page and the correct place for a logo, which serves as a full stop and makes an impression much bigger than its small size. Efficient.

Hierarchy is important Above, left, a header and footer of equal weight result in an “Oreo cookie” that divides the reader’s attention and weakens the presentation. Instead, three-stage hierarchy gives each section appropriate weight. Keep in mind that the reader’s eye will always gravitate toward the center. Save it for your most important material, and put supporting material around it.

aLUMni

MY UM


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AcademicsThe University of Miami’s College of Arts and Sciences is the largest

academic unit within the University of Miami, home to over 4,000

students and 400 distinguished full-time faculty, working at the cutting

edge of knowledge in their fields. Located in the beautiful city of Coral

Gables, Florida, we are a premier college within a Carnegie Research I

private university.

Students who enter the College of Arts and Sciences have the

opportunity to experience the breadth and depth of the intellectual life

of the University of Miami. The College of Arts and Sciences offers 39

major areas of study and more than 45 minor concentrations -- from

acting to analytic geometry, from philosophy to physics.

Academics

The University of Miami’s College of Arts and Sciences is the largest

academic unit within the University of Miami, home to over 4,000

students and 400 distinguished full-time faculty, working at the cutting

edge of knowledge in their fields. Located in the beautiful city of Coral

Gables, Florida, we are a premier college within a Carnegie Research I

private university.

Students who enter the College of Arts and Sciences have the

opportunity to experience the breadth and depth of the intellectual life of

the University of Miami. The College of Arts and Sciences offers 39

major areas of study and more than 45 minor concentrations -- from

acting to analytic geometry, from philosophy to physics.

TypeWord spacing and letter spacing are as important as letter shapes, and here Georgia also excels. At text sizes it is smooth, repetitive and rhythmic.

Georgia reads better online Unlike Times, which is a print typeface adapted for the screen, Georgia was designed specifically for onscreen use. As a result, its letter spacing and word spacing at low resolution are smooth, repetitive and rhythmic, while Times’ are often choppy and fitful, an effect not visible in print (above). Even in print, however, Times’ thinner stems and serifs yield an edgier, less coherent look.

Georgia Times

TypeThe html text of the entire site is set in Georgia, the best onscreen serif typeface universally available. Georgia has the look of book typography plus the medium physical traits that make it especially readable at low resolution . . .

Bolder serifs Georgia’s serifs are bold and easy to see, and its curves are simple and open. Times’ thin, pointy serifs are handsome in print but weak onscreen, where too-few pixels are available to render them clearly.

Wider counters The open shapes inside the characters, called counters, are as impor-tant as the outside. Georgia has big, round counters that remain open at low res.

Georgia is bigger The perceived size of a typeface is not its point size but its x-height, that is, the size of its lowercase characters; Georgia’s are 68% of the cap height, quite average. Times is too small for onscreen clarity.

Georgia has text figures Georgia’s old-style numerals, or text figures, have ascend-ers and descenders like lowercase letters. These are more distinctive and therefore easier to read than ordinary, “all-caps” numerals. Beautiful, too.

1b3c6d71b3c6d71b3c6d7

GeorgiaTimesaee a

Compared to Times, the universal default . . .

Georgia Times

Open Constricted


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3

100%0%

Colors

4

5

6

7

8

8

Article resources

R245 G245 B245

R215 G209 B202

R151 G83 B10

R118 G63 B6

R75 G55 B31

R75 G82 B26

R103 G107 B30

R140 G70 B6

4

5 6 7

8

95

10

8

9

HOMe aBOUt tHe cOLLeGe acaDeMics

1

2

10

3

Typefaces

1 Adobe Caslon Regular SC & OsF

2 Georgia

Design

Jody Ferry (www.jodyferry.com)

WebLinc, LLC (www.weblinc.com)

PDF bundle 430637 | Photo backgrounds

0636 | Design below the line

0635 | Make a theme

0634 | Design Talk 5: Five Design Ideas

Visit our Web site to view more . . .

PDF bundle 420629 | Design Talk 4: Five Design Ideas

0628 | A small newsletter that reads big

0627 | Design your own Christmas cards

0626 | Design a step-up brochure


PDF bundle 41 0621 | One-Line design


0619 | Design Talk: Six Design Ideas

0618 | Design a flier that comes back


PDF bundle 40 0614 | Distinctively Oriental

0613 | What typeface goes with that?

0612 | Open space

0611 | Design a $10 clock


PDF bundle 39 0606 | Design easy cover patterns

0605 | Swipe it

0604 | Simple, uniform, repetitive

0603 | Many from one


PDF bundle 450653 | A site of unusual clarity

0652 | Design a panoramic booklet

0651 | Design a story-style brochure



PDF bundle 440645 | Design a beautiful Web header

0644 | Tiny budget, evocative card


0642 | Design a wrap-around brochure


Back issues in PDF Get Before & After back issues as PDF bundles.Each bundle corresponds to a printed issue. $9 each.

www.bamagazine.com/BackIssues


1 of 6

Picture your presentation 06680668 Picture your presentation

Photographs give your audience an emotional connection to your words.

Four more shops

Picture your

presentation

We love data! Fifty-two base hits, 23 aban doned children, Class 3 hurricane. We track data, we analyze it, we graph it—and we cheerfully pre-sent it to snoozing audiences everywhere. What’s funny is that data alone has no value. Only in the context of real life does it have meaning. And real life is conveyed best not with data but with story.

So put away your text and graphs. To tell a story, you need the help of photos. Photos com-municate on many channels. They wordlessly draw the audi-ence into your world, make emo-tional connections, and prepare

It’s easy to find generically happy images, but the unseen sad-ness that everyone bears will rattle your audience’s soul. When pitching a program like the proposed shelter above, think first not in terms of dollars or “social units” or other statistical data but about who you’re helping and why, then find an image to express it.

The Sanctus Shelter


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One thought at a time Make one point per slide, even if you have room for more. This gives the viewer room to think and “own” what you’re saying, key to good communication.

Before After

Planes, trains, buses, taxis, 589,000; 377,800; 320,900; 218,600—quick! got all that? It’s useful information, but who will be moved by it, much less remember it? Put the data on four slides, one topic per slide, each accompanied by a descriptive, full-screen photo. This gives your viewer room to think and own what you’re saying.

589,000PASSENGERS PER WEEK

Traffic Management Systems

Transportation Passengers per week

Airplanes 589,000

Trains 377,800

Buses 320,900

Taxis 218,600



You are the show The first thing to understand is that you are the show; your audience has come to hear you, not read slides. Use a slide to fill your listeners’ minds with an image, then fill in the details orally. It’s fun!

Use a metaphorical image Many topics—federal insurance regulations, say—don’t have literal imagery that can be photographed. In these cases, you might try using visual metaphors. Think of your talk as having chapters, and use an image to introduce each one. The image provides a visual “hook” for the audience, who will relate everything you say back to it. Avoid corny images. Keep text to a bare minimum, and use natural sentences.

After

Trax, Inc. acquisition by Thompson Group

Trax at a glance:• $2.3 million annual revenue• Operations in three countries• 40 non-redundant clients• Mature corporate structure

THOMPSON GROUP, INC

By Carla Martin, Slide 10

We acquire Trax in 2008

Before

We’re off to a pretty hot start this year. We acquired

Trax in January for $6.4 million, and it immediately improved both companies.

The creative staffs . . .

Too much stuff (Above) This slide is basically your notes and visually useless. The information is fine, but it should come from you (right), where it can be accompanied by your personality, body language and nuance. The correct use of a slide is to make a visual state-ment that words alone can’t.


3 of 6


Use surprise Our minds naturally categorize experiences into manageable, “been-there, seen-that” compartments, after which we virtually stop seeing. (“Oh, that’s an apple.”) Surprise gets past those categories and re-engages the viewer.

Before After

Not engaging The companies may be different, but this slide is only a fancy list of notes. Visual effects cannot substitute for creativity; the multicolor rectangles and shadowed type add only busy-ness, not communication value. Time to start thinking about that nap.

Engaging Orange inside the apple is surprising and familiar at the same time. The simple question—not a statement—gets the audience thinking and ready for what you’ll say next. Familiarity is important; merely weird or off the wall doesn’t work. Surprise is in giving the familiar an unexpected twist.

What makes you different?Meaningful Difference The strongest, most well-positioned brands have a distinct Meaningful Difference that is clearly communicated to the consumer in many different ways:

- Maytag: Dependability- Michelin: Safety - Disney: Wholesome family entertainment- Nordstrom’s: Better shopping experience- Jack Daniel’s: Badge of American masculinity

Be funny Everyone likes to laugh. Few techniques are more effective—or more enjoyable— than good humor, which can make your point faster than a mountain of data.

Before After

Prepare for the unexpected.

June Inventory

Jan Feb Mar Apr May Jun

JUNE INVENTORY

-150

-98

-150-173

-180

-270

A good slide Although it has no photo, this is a good slide because the chart is simple and clearly shows a trend. But oy vey! It’s been a terrible year! It started bad and got worse, and, well, it’s now so bad that the only thing to do is laugh . . .

Made better . . . which is what a carefully selected image will have your audience doing. They’ll remember this picture long after they’ve forgotten your charts, and because it’s funny, you’ll have their sympathy if not their help in solving your problems.


4 of 6


Find beauty Beauty can convey our deepest aspirations. All by itself, a beautiful image can lift the audience out of the daily humdrum and into worlds rich with wonder, inspiration, possibilities. No matter what your topic, look for ways to use beauty.

Before After

288 species BAMBOO GARDeN ANJi, cHiNA

Trying too hard It’s an artistic image on an asymmetric, two-tone background, but it would make a better page layout than a slide. Before doing all this work, remember: story, not data. Rather than talk about your topic, find a way to show it.

Beautiful The photo alone conveys a world of sensory informa-tion, and it’s easier to design, too! The lush image immerses your audience in the presence and feel of the forest (“So this is bamboo!”). A single line of beautiful type labels simply.

Anji is China’s Largest Bamboo Growing Garden

The number of bamboo species in Anji Bamboo Growing Garden has reached 288, signifying that Anji has become China’s largest bamboo growing garden in terms of the growing area and the number of bamboo species.

(www.cnzj.org.cn)

Dramatize Drama is theater. It’s an image intended to create an effect—exciting, unexpected, impressive. To dramatize is to project—make the motions grander, the contrasts sharper, the differences greater.

Before After

PAGE 104/16/08

Seven Presentation EssentialsBy Mark Donaldson

Essential #3:

Know your goal t h r e e

Know your goal

Gratuitous graphics The problem with a stock template should be obvious here. The globe and sky gradient may look nice—by themselves—but on your slide they’re like stagehands who wandered in front of the cameras; they distract everyone’s attention. Lost in the graphics, your point is barely visible.

Dramatize Put the “know-your-goal” point center stage. Impos-sible with a template but easy with a photograph, note what’s here: high vantage point, dark darks, light lights, every line pulling the same direction—camera angle, shadow, lighting. This is theater— a little bigger than life, slightly unrealistic, effective. Try it!


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Show faces More can be read in a human face than in a thousand books. It is the most familiar of all images and central to all powerful stories. There is simply no substitute. Look for faces that convey emotion—joy, sorrow, tension, suspense and so on.

Before After

Just the facts. It’s a cute cartoon, and the data’s there, but the graphics add nothing to the statement; you’d be better just telling your audience how many dogs were adopted. Conflicting graphical styles—dark, sophisticated gradient vs. bright, goofy cartoon—weaken it further.

Faces tell a story. There’s less actual data here—SPCA is not mentioned—but much more story; everyone in the audience will relate to this image! Instead of merely duplicating your words, this slide strengthens your talk with its emotional content; the audience will now feel what you’re saying.

spca pet adoption program

1,220 dogs adopted in 2007.

1,220 contented customers.

Advanced SearchNeed help?

Search with CopySpace™

Sensitivity

Clear

Search using iStockphoto’s CopySpaceHow does one find good photos? The artistic part is up to you, but iStockphoto’s Search with CopySpace function can help with composition. Enter a keyword, specify what part of the photo you want left blank for words, and click . . .

Green is blank In iStockphoto (you’ll need an account; it’s free), call up Advanced Search, then in Search with Copy-Space click grid squares to specify areas of the photo to remain blank; clicked squares turn green. Enter a keyword (near upper left in the window)—try “face”—and watch what happens (right). It’s cool.


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Four more shops The Sanctus Shelter

Typefaces

1 Franklin Gothic No. 2 Roman

2 Trajan Pro Regular

3 Trade Gothic Light

4 Trade Gothic Condensed No. 18

5 ITC Franklin Gothic Medium

Images

6 (a–j) iStockphoto.com | a b c d e f g h i j

Article resources

Colors

C0 M0 Y0 K100

C0 M0 Y0 K80

72

6b

3b

6f

6i

4

6d

6g

6j

1

6a

7

7

7

8

We acquire Trax in 2008


What makes you different?

6c

3a

8

5

6e 6h

288 species BAMBOO GARDeN ANJi, cHiNA

1,220 contented customers.

Typefaces

1 Myriad Pro Semibold

2 Trajan Pro Bold

3 Futura Extra Bold

4 Minion Bold

5 Myriad Pro Bold

Images

6 (a–m) iStockphoto.com | a b c d e f g h i j k l m

Article resources

Colors

C0 M15 Y100 K07

7

6d

5

6b

2

6h 6i 6j

6k 6l 6m

6e 6f 6g

June Inventory

t h r e e

Know your goal

1

4

3

6a

6c


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Callout ideas 06690669 Callout ideas

Every reader of magazines and news papers is familiar with callouts. Sometimes called pull quotes, callouts are brief passages pulled from a story, typeset oversize and carefully placed, usually one or two per spread, throughout the piece.

Callouts serve many purposes. The most basic simply fill space or break up large, unappealing expanses of gray type. But the best callouts are active. They draw readers who would otherwise pass by, summarize articles, establish themes, set waypoints, reveal meaning and even tell sub-stories.

Good callouts are essential storytelling elements of articles in print. They’re fun to design, too. Let’s have a look.

Time magazine page illustrates the function of an active callout. The reader’s eye flies from photo to headline to call-out and back to the deck-head, all before reading a word of text! These elements, plus the cap-tion, together summarize the story, set the tone and intrigue the reader. Single bold typeface is the visual connector.

HeadlineDeckhead

Callout

Deckhead and text typeface are the same.

KickerByline

Caption

Callout ideasQuotes pulled from the text are fundamental storytelling tools.


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SPRING 2008 | DIET & FITNESS 59

“A starvation diet is a temporary solution. 99% of the time, you’ll gain the weight back.”

If you think going super low-cal is a good idea, think again.

Spaff forl isn’t then cubular 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 then say fan.” Why? Elesara and order is fay

of alm. A card is 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’s can’t prebast. It’s tope,

this fluant chasible. Silk, shast, lape and behast the thin chack. “It

has larch too 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. Texture

and flasp net exating is bend mist of it snooling. Spaff forl isn’t cubu-

lar but quastic, leam restart that can’t prebast. It’s tope, this fluant

chasible. Silk, shast, lape and behast the thin chack. Elesara and order

is fay of alm. A card whint not oogum or bont. Pretty simple, glead

and tarm Texture and flasp net exating. Spaff forl isn’t cubular 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

58 DIET & FITNESS | SPRING 2008

by AMY S. HAYWARD, R.Ph., CDE, CPT

SHEDDING POUNDS NATURALLY

Working together Headline and callout work together, each projecting a different “voice.” What’s inter-esting is that the voice will change depending on where the callout appears and the style in which it is set. Most commonly, you’ll set callouts in either the headline or text typeface (but not both). Note here that the headline color comes from the photo.

Headline typeface

or . . .

Text typeface

The basic calloutGenerally speaking, a callout is set two to three times the size of the text typeface in either the headline style or the text style.

58 DIET & FITNESS | SPRING 2008



SHEDDING POUNDS NATURALLYIf you think going super low-cal is a good idea, think again.



















SPRING 2008 | DIET & FITNESS 59

Callout as story centerOne callout and one photo together can tell a brief, intense story without distractions. Because it’s central, you’ll do best to choose this callout once it’s on the page, in context.

Two techniques Her dramatically lit face and back turned to the page convey aloneness, emptiness, loss. Photo colors are car-ried into the callout in alternating lines, which makes no verbal sense but adds visual disturbance to the emotional topic. (Below) Centered in the sea of gray text, the callout is also “alone.” Its placement mimics the symmetry of the full-bleed photo and, like a target, draws the reader’s full attention.

No survivor lost more than Valerie Smith, whose entire family—husband, children and parents— perished in the fire. Her close friends have gotten her through, but a year later her hands still shake every day. “They were my whole life,” she said. “I don’t know what to do.”

a card whint not oogum the bont. Pretty simple, glead and tarm. Tex-ture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp restart that can’t prebast. It’s tope, this fluant is chasible. Silk, shast, lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is fay too of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture to band 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 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 too exating end mist of it snool-ing. Spaff forl isn’t cubular 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 too it’s fay of alm. A card whint not oogum or bont. Pretty simple, glead it’s and tarm. Tex-ture and flasp net exating lape and behast the thin chack. Spaff forl isn’t cubular but quastic, leam its restart there can’t prebast that can’t prebast. It’s tope, this fluant pretty simple chasible. Silk simple, shast, lape and behast the thin chack. “It has larch its say fan.” Why? Elesara cand order is fay too of alm. A cards whint not oogum tor bont. Pretty simple. Texture and flasp net exating is mist of it snooling. Spaff forl it cubular 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 fluant chasible. Silk, shast, lape and behast the thin chack. Elesara and order is fay of alm. A card its whint not oogum or bont forl isn’t cubular but quastic but quastic, leam restart and behast the and flasp leam restart that can’t prebast and flasp net exating end mist of it snooling oogum or bont forl isn’t. Pretty simple, glead and tarm. Texture and flasp net exating bend mist of it snooling. Spaff forl is cubular 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 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. A card it’s whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t

cubular but quastic, leam restart that can’t prebast. Pretty simple, glead and tarm. Spaff forl isn’t cubular but quastic, leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast there thin chack. “It has larch to say fan.” Why? Elesara and order is fay too of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture is and flasp net exating. A card it’s whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. 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 and behast then thin chack. A flasp but cubular or bont card whint not oogum or bont. Pretty simple, glead and tarm. Texture it’s and flasp net then exating.Spaff forl isn’t cubular but thin chack quastic, leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch flasp is say its fan.” Why? Elesara and order is fay of alm. It’s pretty simple order then is forl simple whint there’s no glead and tarm

mist snooling. 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 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 lape and behast the thin whint no glead chack. Pretty simple, glead and tarm forl isn’t cubular but. Texture simple it’s and flasp net exating bend mist there’s of it snooling. Spaff forl its too cubular but quastic, leam restart that can’t prebast. It’s tope, this there’s 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 simple its then card

the 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 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. A card it’s whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. 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 and be-hast the thin chack forl is cubular but quastic isn’t cubular but quastic, leam restart forl is cubular but quastic this fluant it snooling. A flasp but cubular or bont card whint not oogum or bont. Pretty simple, glead and tarm. Texture it’s and flasp net then exating.Spaff forl isn’t cubular but thin chack quastic, leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast. The thin chack. “It has larch flasp is say its fan.” Why? Elesara and order is fay of alm. It’s card whint not oogum or bont and flasp net exating end mist. Texture and flasp net exating end mist of it snooling.

Continued from page 47

the valencia fire48 COMMUNITY YOUTH SERVICES August 2008


the valencia fire


the valencia fire


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I’ve chosen the words to the song because they mean something to me. I get swept up in the emotion, especially if it’s being played well.


fluant chasible. Silk, shast, lape and behast the thin chack. Elesara and order is fay of alm. A card too whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. 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 and behast then it thin chack. “It has larch to say fan.” Why? Elesara and order is fay of alm. A card whint not oogum or Texture and. “It has larch to say fan.” Why? Elesara and order is fay of alm. A card whint not oogum It’s or bont. Pretty simple, glead and tarm. Texture is and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp it’s then restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. Elesara and order is fay of alm. A card too whint not oogum bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling “It has larch simple too say fan.” Why? Elesara and order is fay of alm. A card whint not oogum It’s or bont. Pretty simple, glead and tarm and flasp net exating end. Texture is and flasp net exating end mist of it snool-ing. Spaff forl isn’t cubular but quastic, leam flasp it’s then restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. Elesara and order is fay of alm. A card too whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. “It has larch to say fan.” Why? Elesara and order is fay of alm. A card whint not oogum It’s or bont. Pretty simple, glead and tarm. Texture is and flasp net exat-ing end mist of it snooling. Spaff forl isn’t cubular it quastic, leam flasp it’s then restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. Elesara and order is fay of alm. A card too whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Pretty simple, glead and tarm. Texture and flasp net exating. Spaff forl isn’t cubular 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.” glead and tarm pretty simple.

Elesara and order is fay simple it’s palm card whint not oogum or bont. Pretty simple, glead and tarm. Tex-ture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart that can’t pre-bast. It’s tope, this fluant chasible card whint not oogum or bont. It’s mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart that can’t pretty simple prebast. It’s tope, this fluant chasible. Silk, shast, lape and be-hast the thin chack. “It has larch to say fan.” Why? Elesara and order is fay of alm. A card whint not oogum It’s or bont. Pretty simple, glead and tarm. Texture is and flasp net ex-ating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp it’s then restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. Elesara and order is fay of alm. Pretty simple, glead and tarm. Texture and flasp net exating. Spaff forl isn’t cubular 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.” glead and tarm pretty simple. Elesara and order is fay of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Tex-ture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart that can’t pre-

ubular but the quastic, leam is then restart that can’t prebast. It’s tope, there fluant chasible. Silk, shast, its lape and behast you there thint chack. Elesara and order is fay the alm. A card whint not oogum there’s bont. Pretty these simple, glead and

tarm. Texture and flasp net exating. Spaff forl isn’t cubular 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 then say fan.” glead and tarme pretty simple. Elesara and order is fay of alm. A is 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 fluant chasible card whint not its oogum or bont. It’s mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart that it’s can’t pretty simple prebast. It’s tope, this fluant chasible. Silk, shast, lape and be-hast the thin chack. “It has larch to say fan.” Why? Elesara and order is fay of alm. A card whint not oogum It’s or bont. Pretty simple, glead and tarm. Texture is and flasp net exat-ing end mist of it snooling. Spaff forl isn’t cubular quastic, leam flasp it’s then restart that can’t prebast. It’s tope, this

Below Simple glead and tarm. Texture and flasp net exating end of it snooling. Pretty it’s and tarm net exating end mist flasp. Right Exating end mist of it snooling spaff forl isn’t cubular but quastic gleaad and tarm.

48 May 2008 May 2008 49

Callout as theme-setterBecause periodicals generally have an unchanging “house” style, callouts are a good way to theme an article. Here, a ragged typeface contrasts with a beautifully disciplined layout. Establish a look, then sustain it throughout the article.

Callout within a callout Tall, condensed typeface snuggles into the narrow space and makes a long call-out possible. Dense line spacing conveys urgency. Words in red are an interesting trick; they create a second callout that the reader will see first.

Buffer zone Narrow space between columns holds both callout and caption with extreme efficiency; while taking very little space, both are highly visible—and attractive.








Below Simple glead and tarm. Texture and flasp net exating end of it snooling. Pretty it’s and tarm net exating end mist flasp. Right Exating end mist of it snooling spaff forl isn’t cubular but quastic gleaad and tarm.

48 May 2008 May 2008 49

Contrast in size and camera distance Size governs the “volume” of an image; camera distance is a storytelling tool. Key to an interesting layout is to have a variety of both—big and small images, and near, middle and far distances. Here, distant and close-up views make a rich, engaging mix.






































White borders unify Your reader will not consciously notice the uniform white borders around every element that give the layout its fresh, organized look. Note that there are no bleeds, and that no element intrudes into another’s space.

Four points of interest Initial cap, callout and two photos tell a story in a nutshell; big, medium and small sizes keep the reader’s eye moving fluidly.

A callout always works in context with other elements . . .


4 of 8


Callout as photo storyAdd a headline, drop cap, attribution and photo, and the callout becomes a tiny, self-contained story—a way to give substance and authority to an ordinary passage of text.

Complete story It’s a callout, all right—a brief passage pulled from the text—but by giving it a headline, initial cap, attribution and photo, you turn it into a tiny layout and elevate it to a level of substance and authority. Com-pose accordingly. Use its brev-ity; the callout can summarize, entertain, intrigue. A series of these can carry a reader happily through an entire article.

Drop-cap color matches the barn for visual continuity.

Translucent white background

Cow-nose-in-the-lens is funny, even at a small size. Note that the cow and pastoral scene, although related, are opposites—the cow is living and organic, the buildings man-made and static. The cow is near, the buildings far. Such contrasts cre-ate visual liveliness and interest.

The trouble with Bessie

Cows do not add to the amounts of car-bon dioxide in the atmosphere.They

do not run aground and spill crude oil. But they do rumi-nate—which is to say that they give off methane when they chew their cud and belch, and nitrous oxide and ammonia when they leave manure all over the barnyard.

So that pungent odor you smell on a farm? It’s bad for the global environment.

—ABC News

Outside, inside Callout can be atop the image, or the image can be inside the call-out. Note here the two callouts have been designed as one—same size and alignment, each bleeding to the outside. Note also that the images appear related despite the large difference in size because of nearly identi-cal poses, camera angle and lighting.

Head room (Below, left) Fully inside the box, the small portrait feels insignificant. Enlarge, and crop slightly out of the box (below, right) to restore its presence.

Callout as quotationA callout atop a speaker “puts a face on the words” and draws the reader into the conversation. The more intense the quote, the more direct the engagement.

UCB CAMPUS LIFE February 23, 2008 1716 February 23, 2008 UCB CAMPUS LIFE

bont its and flasp net exating to it snooling spaff forl isn’t cubular but quastic, leam restart it’s 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 flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snool-ing. 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? A card and flasp whint not oogum or bont. Pretty simple.

It’s mist of then snooling chast its card its whint not oogum then bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and be-hast then the thin chack. “It has larch to say fan.” Why? Elesara and order is fay of alm. A card whint not simple it’s oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating bend 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 and behast the thin chack. “It has larch then 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 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. 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 cha-sible. Silk, shast, lape and behast the thin chack. Elesara and order is fay of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Tex-ture and flasp net exating. Spaff forl isn’t cubular 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, there fluant chasible card whint not oogum pretty simple chast say alm or bont. Spaff forl isn’t cubular 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 It’s or bont. Pretty simple, glead and tarm. Texture is and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp it’s then restart that can’t prebast. It’s tope, this fluant chasible. Silk,

shast, lape and behast the thin chack. Elesara and order is fay of alm. A card too whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart simple chast say alm or bont.

A card whint then not bont toper, this then fluant lape chasible. Silk, shast, lape and behast then it thin chack. “It has pretty simple card whint larch to say fan.” Why? Elesara and order is fay of alm. A card it’s whint not oogum or Texture and flasp net exating end mist of it snooling. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart it’s that can’t prebast exating end mist of it snooling. 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 flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net mist of it snooling. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch to say fan.” Why? A card and flasp whint not oogum then bont. Pretty simple.

A cards whint not oogum the bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubu-lar but quastic, leam flasp restart that can’t prebast. It’s tope, this fluant is chasible. Silk, shast, lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is fay too of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture to band 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 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 too 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 and behast the thin chack. “It has larch to say

“There’s pressure from my parents for me to graduate with high honors. At the same time, they’re 900 miles away—I can

still have fun!”—KIM SWAIN, UCB JUNIOR

“My advice for these newbies? Prioritize your time and be more responsible. Your high school days are over. Step it up a notch.” —RAJESH PATEL, UCB SENIOR

Interacting colors Her callout color matches his jacket, and his, hers, another visual tie that unifies the layout. Text in both cases is white.Too small Just right


5 of 8


not restarts the there’s its boogum baor flasp

simple forl hast then bont. Pretty there simple.

A card whint not oogum it tor bont. Pretty

simple, glead and tarm. Texture and flasp net

exating end mist of its snooling. Spaff forl isn’t

cubular bute quastic, leams flasp restart that

can’t prebast. It’s tope, this fluant its chasible.

Silk, shast, lape and behast the thin chack. “It

has larch tote say fan.” Why? Elesara and or-

der is fay ofte alm. A card whint not oogum or

bont. Pretty simple, glead and it tarm. Texture

and flasp net exating end mist of it snooling.

Spaff forl isn’t cubular but quastic, leam re-

start that can’t prebast. It’s tope, this fluant cha-

sible. 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 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 texture and there pretty flasp.

Spaff forl isn’t gleam restarts that’s can’t

prebast. It’s tope, simple it’s this fluant chasi-

ble. Silk, shast, lape and behast the thin chack.

“It has larch to say fan.” Why? A card and flasp

whint not oogum simple or bont. Pretty simple.

A card whint not oogum or bont preople.

Glead and tarm. Texture and flasp net exating

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

but quastic, leam flasp restart that can’t pre-

bast. It’s tope, this fluant chasible. Silk, shast,

lape and behast the thin chack. “It has larch

too it say fan.” Why? Elesara and order is fay

of alm. A card whint not oogum or bont. Pretty

simple, gleads to and tarm. To it snooling spaff

forl isn’t cubular but quastic, leam restart it’s

that can’t prebast. It’s tope, this fluant chasible.


has larch to say fan.” Why? Elesara and order

is fay of alm. A card flasp whint not oogum it’s

or bont. Pretty is simple, glead and tarm. Tex-

ture and flasp net exating end of it snooling.

Delore 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? A there card and flasp whint not oogum

or bont tope, this fluant chasible. Pretty simple,


end mist of it snooling. Spaff forl isn’t cubular but

quastic, it leam

flasp the restart

that’s can’t pre-

baster. It’s tope,

this fluant cha-

sible. 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. Tex-

ture 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, is 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. Tex-

ture and flasp net exating end mist of it snool-

ing. Spaff forl isn’t cubular but quastic, leam

restart that can’t prebast. It’s is tope, this fluant

chasible. Silk, shast, lape and behast the thin

chack. “It has larch to there say fan.” Why? Ele-

sara and order is fay of alm. A is card whint not

oogum or bont. Pretty simple, glead and tarm.


it snooling. Texture and flasp net exating end

mist often bit snooling. Spaff forl isn’t too leam

restarts thate can’t. Silk, shast, lape and behaste

the simple thin chack. “It has larch it simple to

say fan.” Why? A card and flasp whint not oogum

the or bont. Pretty there’s is no simple. A card

whint not pretty simple to its oogum or bonten.

Pretty simple, gleader band tarm. Texture and

flaspi net exating end mist who it snooling. Spaff

forl isn’t cubular there but quastic, leam the flasp

restart then it’s prebast. It’s tope, the its no this

fluant chasible. Silk, shast, lape and behast the

thin chack. “It has larch to say fan.” Why? Ele-

sara and orders is fay of alm. A cards whint not


To it snooling spaff forl isn’t cubular but quastic,

leam restart it’s that can’t prebast. It’s tope, this



sara and order is fay of alm. A card flasp whint

not oogum it’s or bont. Pretty simple, glead and

tarm. Texture and flasp net exating end of it

snooling leam restart it’s that can’t prebast.

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? A

card and flasp whint not oogum or bont. Pretty

simple. A this is card whint not oogum or bont.

Pretty simple, glead not and tarm. Texture and

flasp net exating end mist of it snooling. Spaff

forl isn’t cubular but quastic, leam flasp restart



has larch to say fan.” Why? Elesara is and or-

end mist the it snooling. Spaff forl isn’t cubular

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 there’s say

fan.” Why? Elesara and its order is fay of alm.

A card whint not oogum or bont. Pretty forl

there’s simple, gleads and tarm. End mister of it

snooling. Spaff forl isn’t there cubular but quastic,

leam restart that can’t prebast. It’s tope, there’s

this fluant chasible. Silk, shast, lape it and behast

the thins chack. “It has larch to say fan.” Why?

Elesara and orders is fay of alm. A its card whint

not oogum or bont. Pretty simple, gleads and

tarm. Texture and flasp net exating end mist of it

snooling. Texture and flasp net exating end mist

of it snooling. Spaff forl isn’t leam restart that

can’t prebast. It’s tope, this fluant chasible. Silk,

shast, lape and behast the thin chack. “It has larch

simple this to say fan.” Why? A card and flasp

whint not oogum then its or bont. Pretty simple.

A card whint not oogum or bont. Pretty sim-

ple, glead and tarm. Texture and flasp net exating


quastic, leam flasp restart that can’t prebast. It’s

tope, this fluant chasible. Silk, shast, lape and be-

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



To it thesnooling spaff forl isn’t cubular but

quastic, leam restart it’s that can’t prebast. It’s



Why? Elesara and order is fay of alm. A card

flasp whint not oogum it’s or bont. Pretty simple,


end of it snooling and behast the simple thin.

Leam restart simple there’s 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? A cards and its whint

“Without a good business plan, you might as well drive blindfolded.”

“It’s important to manage your cashflow and expenses.”

ont it snooling spaff forl too isn’t cubular but


tope, this fluant chasible. Silk, simple shast, lape

and behast the thin chack. “It has larch to say fan.”

Elesara and order is fay of alm. A card flasp

whint not oogum it’s or bont. Pretty simple,


end of it snooling. Beam restart that can’t pre-


lape and behast simple there the thin chack. “It

has larch to say fan.” Why? A card and flasp

whint not oogum there bont. Pretty simple. A

card whint not oogum or bont. Pretty simple,









SMALL BUSINESS SUCCESS

If you’re like most business owners, you probably decided to

start your own business for the freedom it provides, not for the

problems that came along with it. Here are ten rules to make your

business grow and prosper.

By phILLIp BAUErS








By phILLIp BAUErS

No images necessary Type and layout alone create this hand-some, hard-edged design, which the super-sharp typeface (Didot) amplifies. Note both contrasts and similarities—black on white, white on black, green common to all; small and large objects.

Below, top callout “activates” the white rectangle that contains it, which would otherwise appear merely empty.

Callout as design elementBecause callouts can easily be moved and shaped—tall, wide, big, small, and so on— they make versatile design elements that can fill gaps, balance spaces and create motion as needed.

Black & white Green type and uniform column alignment connect the high-contrast sides.

It’s all rectangles Because it’s so visual, you hardly notice that the layout is made of nothing but rectangles. Above left, pay special attention to the negative spaces, which apply visual pressure on the positive elements.

Pressure

Alignment

cubular 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. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t 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 there is fan.” Why? A card and flasp whint not oogum there or bont. Pretty simple. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling.

mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and be-hast 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. Tex-ture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam re-start that can’t prebast. It’s tope, this fluant chasible. Silk, shast, too lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is fay of alm. A card the whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t

estart to it snooling spaff forl isn’t cubu-lar but quastic, leam restart it’s 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 flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snool-ing. 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? A card and flasp whint not oogum the or bont. Pretty simple. A card whint not oogum then bont. Pretty simple, glead and tarm. Texture and flasp net exating end

Going GreenerThe human population of the planet is approximately six billion and rising. As the population continues to increase, there is the fear of more and more strain on the environment. By Michelle Morrison

32 THE GREEN MAGAZINE May 28, 2008

Card Whint Fluant To it snooling spaff forl isn’t cubular but quastic, leam restart it’s that can’t prebast.

May 28, 2008 THE GREEN MAGAZINE 33

“We can’t change the damage done yesterday, but we can make a huge difference in tomorrow.”

Callouts as sub-storySimilar to a sidebar, callouts can combine to tell a sub-story. Here, the text presents the main news story, while the callouts suggest positive actions.

Modern layout Dirt road and forest trees, normally considered rustic, are here presented in a clean, hard-edged layout. (Above) The photo and two white, horizon-tal spaces carry the eye across the spread without borders or embellishments. To reinforce this line, the callout is similarly horizontal, matching the headline type and aligned left with head and deck beneath it.

Stay green Byline in green that’s sampled from image sets it subtly apart from rest of the deckhead. Green drop cap matches the headline face.




6 of 8


Callouts keep a second story line running beside the first. Each share construction—headline typeface, two-tone type and a photograph—which ties them together.

Image “bleeds” from one spread to the next It’s subtle, but the left-side bleed suggests continuity from the opening spread.

Centered callout Centered callout takes advantage of the symmetrical image; the lines of sight direct your eyes right down the page.

Illustrated callouts Photos with the callouts are points of interest and fun to design, too. Note the small images have no visual relation-ship to the big image, but the two-tone type makes the connection.

this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch to say fan.” Why? Ele-sara and order is fay of alm. A card flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. es-tart to it snooling spaff forl isn’t cubular but quas-tic, leam restart it’s 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 flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. Leam re-

start 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? A card and flasp whint not oogum the or bont. Pretty simple. A card whint not oogum there’s bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp 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 fluant chasible. Silk, shast, too lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is fay of alm.

Spaff forl isn’t cubular but quastic, leam flasp 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. to it snooling spaff forl too isn’t cubular but quastic, leam restart it’s that can’t prebast. It’s tope, this fluant chasible. Silk, simple shast, lape and behast the thin chack. “It has larch to say fan.” Elesara and order is fay of alm. A card flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. Beam restart that can’t prebast. Spaff forl isn’t cubular but quastic, leam flasp 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. to it snooling spaff forl too isn’t cubular but quastic, leam restart it’s that can’t prebast. It’s tope, this fluant chasible. Silk, simple shast, lape and behast the thin chack. “It has larch to say fan.” Elesara and order is fay of alm. A card flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. Beam restart that can’t prebast.

Leam restart that can’t prebast bend mister of it snooling. Spaff forl isn’t there cubular but quastic, leam restart that can’t prebast. It’s tope, it this fluant chasible. Silk, shast, lape it and behast the thins chack. “It has larch too say fan.” Why? Elesara and orders is fay of alm. A its card whint not oogum or bont. Pretty simple, gleads and tarm. Texture and flasp net exating end mist of it snooling. Texture and flasp net exating bend mist of it snooling. Spaff forl isn’t leam restarts that can’t prebast. It’s toper, this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch simple there too say fan.” Why? A card and flasp whint not oogum then its or bont. Pretty simple. A card whint not oogum or bont. Pretty sim-ple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and be-hast the thin chack. “It has larch to say fan.” Why? Elesara and order its fay of alm. A cards whint not oogum or bont. Pretty simple, glead and tarm. Gone it snooling spaff forl isn’t cubular but quastic, leam restart it’s that can’t prebast. It’s tope,

A card the whint not oogum or bont. Pretty sim-ple, 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 chasible. Silk, shast, lape band behast the thin chack. “It has larch there’s say fan.” Why? Elesara and order is fay of alm. A cards whint not oogum four bont. Pretty simple, glead and tarm. Texture and flasp nets exating bend mist of it snooling. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast then thin its not too chack. “It has larch to say there is fan there this fluant chasible. Card band flasp whint not oogum there’s or bont. Pretty simple. 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 flasp 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. to it snooling spaff forl too isn’t cubular but quastic, leam restart it’s that can’t prebast. It’s tope, this fluant chasible. Silk, simple shast, lape and behast the thin chack. “It has larch to say fan.” Elesara and order is fay of alm. A card flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. Beam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and be-hast simple there the thin chack. “It has larch to say fan.” Why? A card and flasp whint not oogum there bont. Pretty simple. 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 flasp 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 sim-ple, 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 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. Bend mis-ter of it snooling. Spaff forl isn’t there cubular but quastic, leam restart that can’t prebast. It’s tope, it

Card whint fluant elesara pretty simple quastic To it snooling spaff forl isn’t cubular but quastic, then leam restart it’s 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 flasp whint not oogum pretty simple larch to say fan.

34 THE GREEN MAGAZINE May 28, 2008 May 28, 2008 THE GREEN MAGAZINE 35

“Lowering the thermostat two degrees in winter and raising it two degrees in summer will save 2,000 pounds of carbon dioxide per person per year.”

“Look for packaging made from recycled

materials, and recycle once you’re done.”

“Planting trees in your neighborhood really is one of the best things you can do for the local environment and for

the planet.”

Just spaff forl isn’t cubular but quastic, leam is restart

that can’t prebast. It’s tope, this fluant chasible. Silk,

shast, lape band behast there’s thin chack. “It’s has larch

then 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 snool-

ing. Spaff forl isn’t to cubular but quastic, leam restart

that can’t prebast. It’s tope, there 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


Texture and flasp net exating end mist of it simple.

Texture band flasp net exating bends mist of it’s snool-

ing. Spaff forl isn’t is cubular but quastic, leam restart

that can’t prebast. It’s tope, this fluant is chasible. Silk,

shast, lape and behast the thin chack. Elesara and order

is fay of alm. A card whint not oogum or bont. Pretty

simple, glead and tarm. Texture band flasp net exating.

Spaff forl isn’t cubular 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

Pretty simple glead and tarm. Texture is and net exating end mist of it snooling it’s tope a

card whint simple end not oogum or bont.

16 | ROAD SCENE MAGAZINE

“Traffic crashes are the leading cause of teen fatalities, accounting for 44% of teen deaths in the U.S.”

Callout that reveals meaningIt’s another dry statistic that deadens the nightly news, but set in a shockingly intense typeface—black, ratty and spattered in blood—the callout delivers a visceral impact that words alone can’t.

Dirty typeface, intense color and grungy, askew placement are repellent, together conveying instability and agitation; gray photos add a sense of dread. White type turns “Traffic crashes” into a headline. Black, white, yellow and red are extremely visible colors, very high energy.

(Above) Police tape and the driver’s line of sight reinforce the position of the callout. Blood spatters provide visual continuity from top to bottom.



7 of 8


Typefaces

1 Helvetica Neue 37 Thin Condensed

2 Helvetica Neue 95 Black

3 Georgia

4 Georgia Italic

5 Glypha 75 Black

6 Glypha 75 Light

7 Sabotage

8 ITC Franklin Gothic Heavy

9 Utopia Regular

Images

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

Article resources



SHEDDING POUNDS NATURALLYIf you think going super low-cal is a good idea, think again.



















13

110a 10b32


a card whint not oogum the bont. Pretty simple, glead and tarm. Tex-ture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp restart that can’t prebast. It’s tope, this fluant is chasible. Silk, shast, lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is fay too of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture to band 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 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 too exating end mist of it snool-ing. Spaff forl isn’t cubular 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 too it’s fay of alm. A card whint not oogum or bont. Pretty simple, glead it’s and tarm. Tex-ture and flasp net exating lape and behast the thin chack. Spaff forl isn’t cubular but quastic, leam its restart there can’t prebast that can’t prebast. It’s tope, this fluant pretty simple chasible. Silk simple, shast, lape and behast the thin chack. “It has larch its say fan.” Why? Elesara cand order is fay too of alm. A cards whint not oogum tor bont. Pretty simple. Texture and flasp net exating is mist of it snooling. Spaff forl it cubular 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 fluant chasible. Silk, shast, lape and behast the thin chack. Elesara and order is fay of alm. A card its whint not oogum or bont forl isn’t cubular but quastic but quastic, leam restart and behast the and flasp leam restart that can’t prebast and flasp net exating end mist of it snooling oogum or bont forl isn’t. Pretty simple, glead and tarm. Texture and flasp net exating bend mist of it snooling. Spaff forl is cubular 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 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. A card it’s whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t

cubular but quastic, leam restart that can’t prebast. Pretty simple, glead and tarm. Spaff forl isn’t cubular but quastic, leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast there thin chack. “It has larch to say fan.” Why? Elesara and order is fay too of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture is and flasp net exating. A card it’s whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. 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 and behast then thin chack. A flasp but cubular or bont card whint not oogum or bont. Pretty simple, glead and tarm. Texture it’s and flasp net then exating.Spaff forl isn’t cubular but thin chack quastic, leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch flasp is say its fan.” Why? Elesara and order is fay of alm. It’s pretty simple order then is forl simple whint there’s no glead and tarm

mist snooling. 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 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 lape and behast the thin whint no glead chack. Pretty simple, glead and tarm forl isn’t cubular but. Texture simple it’s and flasp net exating bend mist there’s of it snooling. Spaff forl its too cubular but quastic, leam restart that can’t prebast. It’s tope, this there’s 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 simple its then card

the 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 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. A card it’s whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. 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 and be-hast the thin chack forl is cubular but quastic isn’t cubular but quastic, leam restart forl is cubular but quastic this fluant it snooling. A flasp but cubular or bont card whint not oogum or bont. Pretty simple, glead and tarm. Texture it’s and flasp net then exating.Spaff forl isn’t cubular but thin chack quastic, leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast. The thin chack. “It has larch flasp is say its fan.” Why? Elesara and order is fay of alm. It’s card whint not oogum or bont and flasp net exating end mist. Texture and flasp net exating end mist of it snooling.

Continued from page 47

the valencia fire48

3

3

4








The trouble with Bessie

Cows do not add to the amounts of car-bon dioxide in the atmosphere.They

do not run aground and spill crude oil. But they do rumi-nate—which is to say that they give off methane when they chew their cud and belch, and nitrous oxide and ammonia when they leave manure all over the barnyard.

So that pungent odor you smell on a farm? It’s bad for the global environment.

—ABC News

5 5 7

10c 6 65 10d

9

9

8

10e

10f

Callout as visual deviceOffice supplies—pencil lines, felt pen, highlighter and sticky note—together make a workaday impression that can easily be modified.

Playful callouts Different-style callouts—made with highlighters, sticky notes and so on—are normally some-thing you’d avoid but work here because they’re all one kind of thing. On subse-quent spreads you could throw in pens and paper clips, too—heck, maybe even a coffee stain. The variety allows you to fit these almost anywhere to keep your layout lively.

A card whint not oogum or bont. Pretty forl there’s simple, gleads and tarm. End mister of it snooling. Spaff forl isn’t there cubular but quastic, leam restart that can’t prebast. It’s tope, there’s this fluant cha-sible. Silk, shast, lape it and behast the thins chack. “It has larch to say fan.” Why? Elesara and orders is fay of alm. A its card whint not oogum or bont. Pretty

simple, gleads and tarm. Texture and flasp net exating end mist of it snooling. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch simple this to say fan.” Why? A card and flasp whint not oogum then its or bont. Pretty si flasp simple. 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 flasp 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 not oogum then its or bont this fluant chasible.

Spaff forl isn’t cubular but quastic, its leam restart that can’t prebast. It’s fluant this tope chasible. Silk, shast, lape and is behast the thin chack. It has larch to say fan.

Spaff forl isn’t cubular but quastic, its leam restart


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


Texture and flasp net end forl and order mist.

56 JULY, 2008 JULY, 2008 57

forl it snooling spaff forl too isn’t cubular but quastic, leam restart it’s that can’t prebast. It’s tope, this fluant chasible. Silk, simple shast, lape and behast the thin chack. “It has larch to say fan.” Elesara and order is fay of alm. A card flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. Beam restart that can’t pre-bast. It’s tope, this fluant chasible. Silk, shast, lape and behast simple there the thin chack. “It has larch to say fan.” Why? A card and flasp pretty simple. 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 flasp 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 the it snooling. Spaff forl isn’t cubular. Leam

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

the thin chack. “It has larch there’s say fan.” Why? Elesara and

its order is fay of alm.

To it the snooling spaff forl isn’t cubular but quastic, leam restart it’s 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 flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling and behast the simple thin. Leam restart simple there’s 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? A cards and its whint not restarts the there’s its boogum baor flasp simple forl hast then bont. Pretty there simple. A card whint not oogum it tor bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of its snooling. Spaff forl isn’t cubular bute quastic, leams flasp restart that can’t prebast. It’s tope, this fluant its chasible. Silk, shast, lape and behast the thin chack. “It has larch tote say fan.” Why? Elesara and order is fay ofte alm. A card whint not oogum or bont. Pretty simple, glead and it tarm. Texture and flasp net exating end mist of it snooling pretty. Spaff forl isn’t cubular but quastic, its 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 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 texture and there pretty flasp this fluant chasible. Spaff forl isn’t gleam restarts that’s can’t prebast. It’s tope, simple it’s this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch to say fan.” Why? A card and flasp whint not oogum simple or bont. Pretty simple. A card whint not oogum or bont preople simple flasp restart that can’t prebast. Glead and tarm. Texture and flasp net exating end

mist of it snooling. Spaff forl isn’t cubular but quas-tic, leam flasp restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch too it say fan.” Why? Elesara and order is fay of alm. A card whint not oogum or bont.

Pretty simple, gleads to and tarm. To it snooling spaff forl isn’t cubular but quastic, is leam restart it’s 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 flasp whint not oogum it’s or bont. Pretty is simple, glead and tarm. Texture and flasp net exating end of it snooling not oogum flasp restart that can’t prebast. Delore 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? A there card and flasp whint not oogum or bont tope, this fluant chasible. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, it leam flasp the restart that’s can’t prebaster. 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 there simple, glead and tarm. Texture and flasp its net exat-ing 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, is lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is the fay of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it mist. Spaff forl isn’t cubular but quastic, leam restart the can’t prebast. It’s

“Your reputation as a freelancer is based on two things: the quality of your work and how well you meet deadlines. . . Deadlines help you prioritize your work. If your client doesn’t give you a date, ask for one.”

“Don’t commit to more than what you can handle. Learn to say no.”

“If you don’t

like working

late, don’t

procrastinate.”

Interrupters Interruption is a lively design technique. The layout starts as a boxy grid (far left). Elements are then placed to overlap the grid lines (left). In this case, several elements also force text wraps. Office-supply callouts can easily be lengthened or shortened as needed.


8 of 8


Article resources

Typefaces

1 ITC Stone Serif Medium

2 Franklin Gothic Condensed

3 Trixie Cameo

4 ITC Franklin Gothic Heavy Italic

5 ITC Franklin Gothic Book Italic

6 ITC Officina Serif Book

Images

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

8 Time Magazine (www.time.com)

Just spaff forl isn’t cubular but quastic, leam is restart

that can’t prebast. It’s tope, this fluant chasible. Silk,

shast, lape band behast there’s thin chack. “It’s has larch

then 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 snool-

ing. Spaff forl isn’t to cubular but quastic, leam restart

that can’t prebast. It’s tope, there 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


Texture and flasp net exating end mist of it simple.

Texture band flasp net exating bends mist of it’s snool-

ing. Spaff forl isn’t is cubular but quastic, leam restart

that can’t prebast. It’s tope, this fluant is chasible. Silk,

shast, lape and behast the thin chack. Elesara and order

is fay of alm. A card whint not oogum or bont. Pretty

simple, glead and tarm. Texture band flasp net exating.

Spaff forl isn’t cubular 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


37e

7g

87h

67f54

A card whint not oogum or bont. Pretty forl there’s simple, gleads and tarm. End mister of it snooling. Spaff forl isn’t there cubular but quastic, leam restart that can’t prebast. It’s tope, there’s this fluant cha-sible. Silk, shast, lape it and behast the thins chack. “It has larch to say fan.” Why? Elesara and orders is fay of alm. A its card whint not oogum or bont. Pretty

simple, gleads and tarm. Texture and flasp net exating end mist of it snooling. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch simple this to say fan.” Why? A card and flasp whint not oogum then its or bont. Pretty si flasp simple. 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 flasp 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 not oogum then its or bont this fluant chasible.

Spaff forl isn’t cubular but quastic, its leam restart that can’t prebast. It’s fluant this tope chasible. Silk, shast, lape and is behast the thin chack. It has larch to say fan.

Spaff forl isn’t cubular but quastic, its leam restart


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


Texture and flasp net end forl and order mist.

56 JULY, 2008 JULY, 2008 57

forl it snooling spaff forl too isn’t cubular but quastic, leam restart it’s that can’t prebast. It’s tope, this fluant chasible. Silk, simple shast, lape and behast the thin chack. “It has larch to say fan.” Elesara and order is fay of alm. A card flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. Beam restart that can’t pre-bast. It’s tope, this fluant chasible. Silk, shast, lape and behast simple there the thin chack. “It has larch to say fan.” Why? A card and flasp pretty simple. 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 flasp 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 the it snooling. Spaff forl isn’t cubular. Leam

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

the thin chack. “It has larch there’s say fan.” Why? Elesara and

its order is fay of alm.

To it the snooling spaff forl isn’t cubular but quastic, leam restart it’s 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 flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling and behast the simple thin. Leam restart simple there’s 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? A cards and its whint not restarts the there’s its boogum baor flasp simple forl hast then bont. Pretty there simple. A card whint not oogum it tor bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of its snooling. Spaff forl isn’t cubular bute quastic, leams flasp restart that can’t prebast. It’s tope, this fluant its chasible. Silk, shast, lape and behast the thin chack. “It has larch tote say fan.” Why? Elesara and order is fay ofte alm. A card whint not oogum or bont. Pretty simple, glead and it tarm. Texture and flasp net exating end mist of it snooling pretty. Spaff forl isn’t cubular but quastic, its 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 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 texture and there pretty flasp this fluant chasible. Spaff forl isn’t gleam restarts that’s can’t prebast. It’s tope, simple it’s this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch to say fan.” Why? A card and flasp whint not oogum simple or bont. Pretty simple. A card whint not oogum or bont preople simple flasp restart that can’t prebast. Glead and tarm. Texture and flasp net exating end

mist of it snooling. Spaff forl isn’t cubular but quas-tic, leam flasp restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch too it say fan.” Why? Elesara and order is fay of alm. A card whint not oogum or bont.

Pretty simple, gleads to and tarm. To it snooling spaff forl isn’t cubular but quastic, is leam restart it’s 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 flasp whint not oogum it’s or bont. Pretty is simple, glead and tarm. Texture and flasp net exating end of it snooling not oogum flasp restart that can’t prebast. Delore 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? A there card and flasp whint not oogum or bont tope, this fluant chasible. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, it leam flasp the restart that’s can’t prebaster. 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 there simple, glead and tarm. Texture and flasp its net exat-ing 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, is lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is the fay of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it mist. Spaff forl isn’t cubular but quastic, leam restart the can’t prebast. It’s

“Your reputation as a freelancer is based on two things: the quality of your work and how well you meet deadlines. . . Deadlines help you prioritize your work. If your client doesn’t give you a date, ask for one.”

“Don’t commit to more than what you can handle. Learn to say no.”

“If you don’t

like working

late, don’t

procrastinate.”

2 7a 7d7b

7c1 1

not restarts the there’s its boogum baor flasp

simple forl hast then bont. Pretty there simple.

A card whint not oogum it tor bont. Pretty

simple, glead and tarm. Texture and flasp net

exating end mist of its snooling. Spaff forl isn’t

cubular bute quastic, leams flasp restart that

can’t prebast. It’s tope, this fluant its chasible.


has larch tote say fan.” Why? Elesara and or-

der is fay ofte alm. A card whint not oogum or

bont. Pretty simple, glead and it tarm. Texture

and flasp net exating end mist of it snooling.

Spaff forl isn’t cubular but quastic, leam re-

start that can’t prebast. It’s tope, this fluant cha-

sible. 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 fluant chasible. Silk, shast,





end mist of it texture and there pretty flasp.

Spaff forl isn’t gleam restarts that’s can’t

prebast. It’s tope, simple it’s this fluant chasi-

ble. Silk, shast, lape and behast the thin chack.

“It has larch to say fan.” Why? A card and flasp

whint not oogum simple or bont. Pretty simple.

A card whint not oogum or bont preople.

Glead and tarm. Texture and flasp net exating




lape and behast the thin chack. “It has larch

too it say fan.” Why? Elesara and order is fay

of alm. A card whint not oogum or bont. Pretty

simple, gleads to and tarm. To it snooling spaff

forl isn’t cubular but quastic, leam restart it’s



has larch to say fan.” Why? Elesara and order

is fay of alm. A card flasp whint not oogum it’s

or bont. Pretty is simple, glead and tarm. Tex-

ture and flasp net exating end of it snooling.

Delore leam restart that can’t prebast.

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


Why? A there card and flasp whint not oogum

or bont tope, this fluant chasible. Pretty simple,



quastic, it leam

flasp the restart

that’s can’t pre-

baster. It’s tope,

this fluant cha-

sible. Silk, shast,

lape and behast

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


oogum or bont. Pretty simple, glead and tarm. Tex-

ture 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, is 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. Tex-

ture and flasp net exating end mist of it snool-

ing. Spaff forl isn’t cubular but quastic, leam

restart that can’t prebast. It’s is tope, this fluant

chasible. Silk, shast, lape and behast the thin

chack. “It has larch to there say fan.” Why? Ele-

sara and order is fay of alm. A is card whint not



it snooling. Texture and flasp net exating end

mist often bit snooling. Spaff forl isn’t too leam

restarts thate can’t. Silk, shast, lape and behaste

the simple thin chack. “It has larch it simple to

say fan.” Why? A card and flasp whint not oogum

the or bont. Pretty there’s is no simple. A card

whint not pretty simple to its oogum or bonten.

Pretty simple, gleader band tarm. Texture and

flaspi net exating end mist who it snooling. Spaff

forl isn’t cubular there but quastic, leam the flasp

restart then it’s prebast. It’s tope, the its no this



sara and orders is fay of alm. A cards whint not


To it snooling spaff forl isn’t cubular but quastic,

leam restart it’s that can’t prebast. It’s tope, this



sara and order is fay of alm. A card flasp whint

not oogum it’s or bont. Pretty simple, glead and

tarm. Texture and flasp net exating end of it

snooling leam restart it’s that can’t prebast.

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? A

card and flasp whint not oogum or bont. Pretty

simple. A this is card whint not oogum or bont.

Pretty simple, glead not and tarm. Texture and

flasp net exating end mist of it snooling. Spaff

forl isn’t cubular but quastic, leam flasp restart



has larch to say fan.” Why? Elesara is and or-

end mist the it snooling. Spaff forl isn’t cubular

but quastic, leam restart that can’t prebast. It’s


behast the thin chack. “It has larch there’s say

fan.” Why? Elesara and its order is fay of alm.

A card whint not oogum or bont. Pretty forl

there’s simple, gleads and tarm. End mister of it

snooling. Spaff forl isn’t there cubular but quastic,

leam restart that can’t prebast. It’s tope, there’s

this fluant chasible. Silk, shast, lape it and behast

the thins chack. “It has larch to say fan.” Why?

Elesara and orders is fay of alm. A its card whint

not oogum or bont. Pretty simple, gleads and

tarm. Texture and flasp net exating end mist of it

snooling. Texture and flasp net exating end mist

of it snooling. Spaff forl isn’t leam restart that

can’t prebast. It’s tope, this fluant chasible. Silk,

shast, lape and behast the thin chack. “It has larch

simple this to say fan.” Why? A card and flasp

whint not oogum then its or bont. Pretty simple.

A card whint not oogum or bont. Pretty sim-

ple, glead and tarm. Texture and flasp net exating


quastic, leam flasp restart that can’t prebast. It’s

tope, this fluant chasible. Silk, shast, lape and be-

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



To it thesnooling spaff forl isn’t cubular but




Why? Elesara and order is fay of alm. A card

flasp whint not oogum it’s or bont. Pretty simple,


end of it snooling and behast the simple thin.

Leam restart simple there’s 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? A cards and its whint



ont it snooling spaff forl too isn’t cubular but


tope, this fluant chasible. Silk, simple shast, lape

and behast the thin chack. “It has larch to say fan.”

Elesara and order is fay of alm. A card flasp

whint not oogum it’s or bont. Pretty simple,


end of it snooling. Beam restart that can’t pre-


lape and behast simple there the thin chack. “It

has larch to say fan.” Why? A card and flasp

whint not oogum there bont. Pretty simple. A

card whint not oogum or bont. Pretty simple,














By phILLIp BAUErS

Typefaces

1 Times New Roman

2 Futura Extra Bold

3 Futura Book

4 Linotype Didot Bold

5 Georgia

6 ITC Franklin Gothic Demi Compressed

7 Janson Text 55 Roman

8 Janson Text 56 Italic

9 ITC Franklin Gothic Heavy Italic

10 ITC Franklin Gothic Heavy

Images

11 Rubberball.com

12 (a–e) iStockphoto.com | a b c d e

Article resources

this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch to say fan.” Why? Ele-sara and order is fay of alm. A card flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. es-tart to it snooling spaff forl isn’t cubular but quas-tic, leam restart it’s 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 flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. Leam re-

start 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? A card and flasp whint not oogum the or bont. Pretty simple. A card whint not oogum there’s bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp 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 fluant chasible. Silk, shast, too lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is fay of alm.

Spaff forl isn’t cubular but quastic, leam flasp 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. to it snooling spaff forl too isn’t cubular but quastic, leam restart it’s that can’t prebast. It’s tope, this fluant chasible. Silk, simple shast, lape and behast the thin chack. “It has larch to say fan.” Elesara and order is fay of alm. A card flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. Beam restart that can’t prebast. Spaff forl isn’t cubular but quastic, leam flasp 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. to it snooling spaff forl too isn’t cubular but quastic, leam restart it’s that can’t prebast. It’s tope, this fluant chasible. Silk, simple shast, lape and behast the thin chack. “It has larch to say fan.” Elesara and order is fay of alm. A card flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. Beam restart that can’t prebast.

Leam restart that can’t prebast bend mister of it snooling. Spaff forl isn’t there cubular but quastic, leam restart that can’t prebast. It’s tope, it this fluant chasible. Silk, shast, lape it and behast the thins chack. “It has larch too say fan.” Why? Elesara and orders is fay of alm. A its card whint not oogum or bont. Pretty simple, gleads and tarm. Texture and flasp net exating end mist of it snooling. Texture and flasp net exating bend mist of it snooling. Spaff forl isn’t leam restarts that can’t prebast. It’s toper, this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch simple there too say fan.” Why? A card and flasp whint not oogum then its or bont. Pretty simple. A card whint not oogum or bont. Pretty sim-ple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and be-hast the thin chack. “It has larch to say fan.” Why? Elesara and order its fay of alm. A cards whint not oogum or bont. Pretty simple, glead and tarm. Gone it snooling spaff forl isn’t cubular but quastic, leam restart it’s that can’t prebast. It’s tope,

A card the whint not oogum or bont. Pretty sim-ple, 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 chasible. Silk, shast, lape band behast the thin chack. “It has larch there’s say fan.” Why? Elesara and order is fay of alm. A cards whint not oogum four bont. Pretty simple, glead and tarm. Texture and flasp nets exating bend mist of it snooling. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t leam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and behast then thin its not too chack. “It has larch to say there is fan there this fluant chasible. Card band flasp whint not oogum there’s or bont. Pretty simple. 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 flasp 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. to it snooling spaff forl too isn’t cubular but quastic, leam restart it’s that can’t prebast. It’s tope, this fluant chasible. Silk, simple shast, lape and behast the thin chack. “It has larch to say fan.” Elesara and order is fay of alm. A card flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snooling. Beam restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and be-hast simple there the thin chack. “It has larch to say fan.” Why? A card and flasp whint not oogum there bont. Pretty simple. 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 flasp 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 sim-ple, 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 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. Bend mis-ter of it snooling. Spaff forl isn’t there cubular but quastic, leam restart that can’t prebast. It’s tope, it

34 35

“Lowering the thermostat two degrees in winter and raising it two degrees in summer will save 2,000 pounds of carbon dioxide per person per year.”

“Look for packaging made from recycled

materials, and recycle once you’re done.”

“Planting trees in your neighborhood really is one of the best things you can do for the local environment and for

the planet.”

cubular 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. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t 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 there is fan.” Why? A card and flasp whint not oogum there or bont. Pretty simple. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling.

mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and be-hast 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. Tex-ture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam re-start that can’t prebast. It’s tope, this fluant chasible. Silk, shast, too lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is fay of alm. A card the whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t

estart to it snooling spaff forl isn’t cubu-lar but quastic, leam restart it’s 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 flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snool-ing. 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? A card and flasp whint not oogum the or bont. Pretty simple. A card whint not oogum then bont. Pretty simple, glead and tarm. Texture and flasp net exating end


32 33


87 12b 12c66 6 9 10

8

7

12e

4

4

4

5

UCB CAMPUS LIFE February 23, 2008 1716 February 23, 2008 UCB CAMPUS LIFE

bont its and flasp net exating to it snooling spaff forl isn’t cubular but quastic, leam restart it’s 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 flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net exating end of it snool-ing. 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? A card and flasp whint not oogum or bont. Pretty simple.

It’s mist of then snooling chast its card its whint not oogum then bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp restart that can’t prebast. It’s tope, this fluant chasible. Silk, shast, lape and be-hast then the thin chack. “It has larch to say fan.” Why? Elesara and order is fay of alm. A card whint not simple it’s oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating bend 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 and behast the thin chack. “It has larch then 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 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. 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 cha-sible. Silk, shast, lape and behast the thin chack. Elesara and order is fay of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Tex-ture and flasp net exating. Spaff forl isn’t cubular 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, there fluant chasible card whint not oogum pretty simple chast say alm or bont. Spaff forl isn’t cubular 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 It’s or bont. Pretty simple, glead and tarm. Texture is and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam flasp it’s then restart that can’t prebast. It’s tope, this fluant chasible. Silk,

shast, lape and behast the thin chack. Elesara and order is fay of alm. A card too whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart simple chast say alm or bont.

A card whint then not bont toper, this then fluant lape chasible. Silk, shast, lape and behast then it thin chack. “It has pretty simple card whint larch to say fan.” Why? Elesara and order is fay of alm. A card it’s whint not oogum or Texture and flasp net exating end mist of it snooling. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart it’s that can’t prebast exating end mist of it snooling. 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 flasp whint not oogum it’s or bont. Pretty simple, glead and tarm. Texture and flasp net mist of it snooling. It’s tope, this fluant chasible. Silk, shast, lape and behast the thin chack. “It has larch to say fan.” Why? A card and flasp whint not oogum then bont. Pretty simple.

A cards whint not oogum the bont. Pretty simple, glead and tarm. Texture and flasp net exating end mist of it snooling. Spaff forl isn’t cubu-lar but quastic, leam flasp restart that can’t prebast. It’s tope, this fluant is chasible. Silk, shast, lape and behast the thin chack. “It has larch to say fan.” Why? Elesara and order is fay too of alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture to band 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 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 too 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 and behast the thin chack. “It has larch to say

“There’s pressure from my parents for me to graduate with high honors. At the same time, they’re 900 miles away—I can

still have fun!”—KIM SWAIN, UCB JUNIOR

“My advice for these newbies? Prioritize your time and be more responsible. Your high school days are over. Step it up a notch.” —RAJESH PATEL, UCB SENIOR

12a 45121113 12d

Maybe it was a flowery script. Whatever. In each case, the headline was undoubtedly appropriately sized, just the right length, well kerned, a perfect fit for its words and ideal for the visual context in which it exist-ed. Result: It made an impression.

So how do we turn this into an article? Without that exact wording, the size con-straint and its graphical context, what’s left? A typeface specimen sheet, that’s what.

No article there.Why? No function.Another reader suggested that we show

how to design “internal reports.”One suggested we do more Web pages.Another, a CD cover.Thing is, these things are not designs.

They’re formats.What goes on the cover? Is it a music CD?

An instructional CD? By who? For whom? To what end? Any words? Images? Colors?

In each case, the suggester—a designer—failed to perceive the imagined “design” as part and parcel of a function, as in, “We need this to do that.” He was probably hop-ing we’d show a batch of examples, and he could pick one.

A step in the right direction would be, “How do I design a letter-size flier for my

bicycle shop?” Then, “How do I display 20 products in an appealing way in a six-inch space?” And, “How do I visually convey that we are an especially competent bicycle shop?” And those are the beginning.

Such questions—up front—are essential. Ask them seriously. Once answered, you’ll know where you’re going. You will design with purpose. And this is a wonderful thing, because purpose frees you to pursue the kind of beauty that makes stuff happen.

The kind that’s not in the software.

John McWade | But what does it do?

John McWade Publisher and creative directorGaye McWade Associate publisher

Dexter Mark Abellera Staff designer

Editorial offices Before & After magazine

323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880

Fax 916-784-3995E-mail [email protected]

Before&After®

How to design cool stuff

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Graphic design, as we know it, has been around for maybe a century, mostly as a manual art. The computer in 1985 changed it to digital. In the early days of “desktop publishing,” computer and software mak-ers promoted their power ful new tools by telling the customer—typically, a busi-ness user—that he could now be his own designer. Buy a Mac, a LaserWriter with PostScript inside, and Aldus PageMaker software, and voilà!—out would come beautiful newsletters, brochures and other cool documents, right on your desktop.

Problem is, this wasn’t exactly true. You’d buy the hardware and software, wire it up, plug it in, turn it on, and up on the screen would come not a beautiful news-letter but a blank page.

Cursor blinking.

Waiting.

And it didn’t take long—we figure it was about six months—for each new customer to realize that he was still missing one key ingredient.

He was missing the beautiful part.It wasn’t in the software.Harder to see, however, was that he was

also miss ing the functional part. Form and function are two peas in the

same pod. This fools clients and designers, too, to this day.

For example, it was recently suggested to us that we do an article about how to set beautiful headlines.

Chances are, the person who asked this had a memory full of “beautiful” headlines. Perhaps he’d seen something in uppercase Didot. Or lowercase Franklin Gothic No. 2.

print issue 47

Documents

design talk

design ideaslayout

good photo

desaturated photo

focal pointsa powerful

layout massive typeface

callout ideas

light italics typeface