Before and After 0662

Continued
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Design talk 0662
FiveDesignIdeas
DesignTalk13
HOME LOANS
ARM (ADJUSTABLE RATE MORTGAGE)
FIRST MORTGAGES
SECOND MORTGAGES
BFS (BUSINESS FOR SELF)
PERSONAL LOANS
Separate Fields Organized Card
Massive Typeface Sleeve-Style Cover
Home Page Greeting
Richard Ryan 916-796-5674 capitolaircharter.com
ECLIPSE 500
CAPITOL
AIR CHARTER
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Design talk 0662
Layout Organize that card
Our friend Richard nances his love of ying by operating a one-jet air-charter service here on
the West Coast. And its easy to see where his heart ishe pilots a state-of-the-art jet but prints his
business cards on his desktop. Lets see if we can get those cards looking as fast as his airplane.
CapitolAirCharter
Richard Ryan
916-796-5674
capitolaircharter.com
Eclipse 500
Fast The words have been pulled off the photo and into line,
which is how we read. Light italics typeface looks fast. Corner
ag anchors the card. Black and desaturated taupe colors are
neutral, businesslike and complement the photo. The plane,
back in open space, is free to y. Sharp, hierarchical, clear.
Before After
Boxy & slow Angled & fast
ECLIPSE 500
CAPITOL
AIR CHARTER
Angle matches the italics. Name is
aligned right; second line is indented
2 pts to match the angle.
CAPITOL
AIR CHARTER
Slow The factory supplied a good photo, but Richard
made a common mistakehe lled 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.
Design talk 2 of 10
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Design talk 0662
Layout Separate the elds
Heres the problem. Your ad has two focal pointsa 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
eld and the words in another, then share colors and alignments. Like this:
Make two elds, one
for the photo and one for
the words.
Darken the text panel,
here, with eye-shadow color,
which connects the elds
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. Note
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
sightlines lead the eye.
Design talk 3 of 10
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Design talk 0662
Layout Massive typeface makes a powerful cover
Font Bureaus 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:
Early afternoon, September 19, 2006, campers spotted a tiny wildre 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
P
H
O
T
O
B
Y
M
IK
E
W
A
R
N
E
R
Geometric forces
Organic forces
Visual forces
Rectangles have several unique
properties that include at, stable
sides and diagonal axes that con-
verge in the center, pulling the
eye strongly inward. The photo
has similar inward pullsome-
what unusualwhich makes the
layout doubly strong.
Rectangular slab serifs
The boldest of ve weights in the
Giza type family, Nine Fives 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, theyre sized to t edge to
edge; note below that even with-
out paper, the four elements alone
dene the space.
NiNe
Seven
Five
Three
One
Note the four blocks have different
textures and values. The top block
is the blackest, FIRE is a at slab,
and the text has a detailed, toothy
feel. The differences yield separa-
tion and visual interest.
fightingthebassetts fightingthebassetts
Early afternoon, September 19, 2006, campers spotteda tiny wildre onthe
by dry manzanita, steepterrainandstrong afternoonwinds, it quickly raced
fightingthebassetts
by dry manzanita, steepterrainandstrong afternoonwinds, it quickly raced
fightingthebassetts
Design talk 4 of 10
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Design talk 0662
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 hori-
zontal band. Color to suit the topicnote the
headline has the most contrastand add a
shadow if youd like. Below, an asymmetrical lay-
out is active; a centered layout is more placid.
Asymmetrical
Set a margin and
trim the band evenly
to t it.
Cant print to the edge? Do this:
Add a light eld in the
background, thereby
redening the space.
HOME
LOANS
Underwriting
Guidelines
FIRST MORTGAGES
SECOND MORTGAGES
PERSONAL LOANS
BANKMB HOME LOANS | 2134 LAKE DRIVE, AUGUSTA, WI, 54722 | 715-123-4567 | www.bankmbloan.com
HOME
LOANS
Underwriting
Guidelines
FIRST MORTGAGES
SECOND MORTGAGES
PERSONAL LOANS
HOME
LOANS
Underwriting
Guidelines
FIRST MORTGAGES
SECOND MORTGAGES
PERSONAL LOANS
HOME
LOANS
Underwriting
Guidelines
FIRST MORTGAGES
SECOND MORTGAGES
PERSONAL LOANS
HOME
LOANS
Underwriting
Guidelines
FIRST MORTGAGES
SECOND MORTGAGES
PERSONAL LOANS
Centered
Design talk 5 of 10
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Design talk 6 of 10
Desaturated wardrobe A BIG image will be shock-
ing if its 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 authorand 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. Heres how he crafted an appealing rst 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
elementSyd, title, and opening
textlets each be clearly seen.
Soft color Three horizontal bands
are used for the title, navigation
and the short intro. These are soft-
ened by warm, earthy colors with
just a hint of a gradient and shad-
ow (above). Mid-page navigation is
unusual and effective.
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Design talk 0662
Fixed Change
Repeat the look insidebut smaller
Inside 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 elementsbrown
eld, title, navigation, Syd, and their spatial relation-
ships (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 Syds name is xed on the left,
while words on the right change. Simple and effective.
Design talk 7 of 10
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Design talk 8 of 10
ECLIPSE 500
CAPITOL
AIR CHARTER
Typefaces
1 Helvetica Neue Std Bold Condensed
Oblique | 12 pt
2 Helvetica Neue Std Thin Condensed
Oblique | 12 pt
3 (ab) 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
5 8
9
6
10
11
12
13
12
13
7
3a 1
2
3b
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Design talk 9 of 10
HOME
LOANS
Underwriting
Guidelines
FIRST MORTGAGES
SECOND MORTGAGES
PERSONAL LOANS
by dry manzanita, steep terrainand strong afternoonwinds, it quickly raced
fighting the bassetts
PHOTO BY M
IKE WARNER
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 (ab) Helvetica Neue Std Light
a) 13.5/23 pt; b) 8 pt
8 Helvetica Neue Bold | a) 8 pt
Images
9 Mike Warner | www.wildbryde.com
Article resources
Colors
C0 M0 Y0 K100
C20 M100 Y100 K20
C15 M80 Y40 K65
C0 M5 Y30 K15
10
11
12
12
11
10
10
13
13
7a
6
1
2
4
9
3
5 8 7b
Before&After
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Design talk 0662
Before & After magazine
Before & After has been sharing its practical approach
to graphic design since 1990. Because our modern world
has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understand-
able, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Dexter Mark Abellera Staff designer

Before & After magazine
323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
Fax 916-784-3995
E-mail mailbox@bamagazine.com
www http://www.bamagazine.com
Copyright 2007 Before & After magazine
ISSN 1049-0035. All rights reserved
You may pass along a free copy of this article to others
by clicking here. You may not alter this article, and you
may not charge for it. You may quote brief sections
for review; please credit Before & After magazine, and
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For all other permissions, please contact us.
Subscribe to Before & After
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E-mail this article
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Early afternoon, September 19, 2006, cam
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Early afternoon, September 19, 2006, cam
pers spotted a tiny wildre on the
side of G
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the Sardine Lakes turn-in. Fueled
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