Before&After ®

Continued 
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Visual simplicity transforms
a kitchen gimmick into
a useful tool
Design a
small chart
Continued 
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
Your recipe for success!
Compliments of Stacy Thomas, Realtor
.. • www.stacythomas.com
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄s cup = l0 ²⁄s tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄s cup = 5 '⁄s tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
 2 of 12 
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Design a small chart
Visual simplicity transforms a kitchen gimmick into a useful tool
You’re up to your elbows in eggs and four, the reci-
pe’s calling for a quarter cup of corn starch, and all
you can reach is a tablespoon. Quick! How many are
in a quarter cup? Smart you. Stuck to the ’fridge door
is Stacy Thomas’ handy measurement chart; one
look, and you keep cooking without missing a step.
Such usefulness is the idea behind these fat,
lightly magnetic vinyl charts; pass them out to your
customers, and you stay in their kitchens forever.
They’re great for visibility.
But, of course, to be visible, they must be kept,
and for that they must be attractive and easy to use.
The keys to this are good organization and visual
simplicity. Here’s how to transform a hard-to-read,
clip-arty gimmick into a sleek kitchen helper.
Before
After
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
Your recipe for success!
Compliments of Stacy Thomas, Realtor
.. • www.stacythomas.com
l gal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
l cup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄s cup = l0 ²⁄s tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄s cup = 5 '⁄s tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
Before&After ® Design a small chart 3 of 12
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No rhythm Stuff is
aligned left (1), right
(2), center (3).
Misdirected Unco-
ordinated lines pull
the eye everywhere.
Unfocused Absence
of a focal point leaves
the page vague.
Diluted Because
positive and negative
elements have similar
sizes, they strongly
compete, diluting
their effectiveness.
1 2
3
3
Before
Why veggies?
It’s a kitchen chart,
but the topic is
measurements,
not food.
Before: It’s festive and informative, but . . .
The original 4”x 7” magnet has the “use-me” qualities of a good promotional piece,
but it’s complicated and unattractive. That’s because the space wasn’t designed.
Before&After ® Design a small chart 4 of 12
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While excellent at headline size, Helvetica
is not the best choice for small type—its
curve strokes curl around far enough to
leave only small openings, called aper-
tures, which at small sizes tend to close up.
Lowercase letters a, e and s are
especially vulnerable to “flling
in” (right) and can be mistaken
for one another.
agc 31/2
Closes
Closes
Helvetica Medium
Closes
Full-size fractions are never a
good idea. Same-size numerals
have no visual hierarchy and can
easily be mistaken for separate
characters; they require careful
(and slow) reading to decipher.
Before
. . . the type is almost right
Helvetica is a versatile typeface, but at small sizes and low resolution it loses readability;
ink (or pixels) can obscure its fne detail and fll in small apertures.
Before&After ® Design a small chart 5 of 12
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agc 3 '⁄:
The strength of Myriad Pro is its brevity—
lines are straight, junctions are simple,
and its curves don’t “close,” the beneft of
which is clarity even at small sizes (below)
and poor resolution. Look again
at Helvetica.
Myriad Pro Regular
Open
Open
Open
After
Myriad Pro includes true frac-
tions, whose weight is pro-
portional to full-size numerals.
Numerators align with the cap
height, denominators sit on the
baseline, and the slash has a
steeper angle than the keyboard
backslash. Clear hierarchy, easy
to read at a glance.
Steeper angle
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
Your recipe for success!
Compliments of Stacy Thomas, Realtor
.. • www.stacythomas.com
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄: cup = l0 ²⁄: tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄: cup = 5 '⁄: tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
After: Start over with clearer type
A clear typeface is key to any chart. Look for simplicity—straight lines, plain junctions,
no extra curlicues—before stylishness, which can be conveyed by other elements.
Before&After ® Design a small chart 6 of 12
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Spread it out
The magnet looks like it’s about cooking, but actually it’s about numbers. To make
numbers reader-friendly, put them in columns, and spread them out.
1gal = 4 qt = 16 cups = 128 f oz
1/2 gal = 2 qt = 8 cups = 64 f oz
1/4 gal = 1 qt = 4 cups = 32 f oz
1/2 qt = 2 cups = 16 f oz
1/4 qt = 1 cup = 8 f oz
l gal ¬ 4 qt ¬ 8 pt ¬ l6 cup ¬ l28 n oz
'⁄: gal ¬ 2 qt ¬ 4 pt ¬ 8 cup ¬ 64 n oz
'⁄+ gal ¬ l qt ¬ 2 pt ¬ 4 cup ¬ 32 n oz
'⁄s gal ¬ '⁄: qt ¬ l pt ¬ 2 cup ¬ l6 n oz
'⁄:- gal ¬ '⁄+ qt ¬ '⁄: pt ¬ l cup ¬ 8 n oz
After
Aligned
right
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
Your recipe for success!
Compliments of Stacy Thomas, Realtor
.. • www.stacythomas.com
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄: cup = l0 ²⁄: tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄: cup = 5 '⁄: tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
Before: Allruntogether
The original chart was typed
sentence-style as though the
designer were typing a letter.
Elements are congested and
undifferentiated—and there-
fore hard to read.
After: Clearly visible
Clarity is what white space
creates. Spread the numbers
into rows and columns; here,
rows are equivalencies, and
columns are like kinds of
data—gallons, quarts, pints
and so on. Note columns are
aligned to the right.
Before&After ® Design a small chart 7 of 12
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Lighten it up
Next, separate measures from quantities. Lighten the type weight and tint it gray,
which creates visual depth and yields two levels of hierarchy.
'⁄+ gal
l gal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
'⁄+ gal
Myriad Pro Light Lighter weight and value (65%) recede
All the same Contrasts add clarity
After
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
Your recipe for success!
Compliments of Stacy Thomas, Realtor
.. • www.stacythomas.com
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄: cup = l0 ²⁄: tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄: cup = 5 '⁄: tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
Well differentiated
Quantities—which change—
remain bold; measures—
which repeat—recede in gray.
Now well differentiated, the
comparisons are easy to see
and attractive, too. Note the
kinds of separation: Space
separates columns, hairlines
separate rows, and gray
separates foreground from
midrange.
Before&After ® Design a small chart 8 of 12
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The layout
Charts centered on the page are the focal point of the design. The remaining
information and images are added as supporting, not primary, elements.
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄s cup = l0 ²⁄s tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄s cup = 5 '⁄s tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄s cup = l0 ²⁄s tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄s cup = 5 '⁄s tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
The data is the message
Center the data like a picture in a
frame. A centered layout is motion-
less, so eyes can rest on the data.
Add the titles
The titles, not the data, are where
you can be typographically expres-
sive ( quietly, in this case).
Add the images
Use images that really depict the
topic. Don’t mix image styles, and
don’t vary the sizes.
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄s cup = l0 ²⁄s tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄s cup = 5 '⁄s tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
Before&After ®
 9 of 12 
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Design a small chart 0615
Design a small chart 9 of 12
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
Your recipe for success!
Compliments of Stacy Thomas, Realtor
.. • www.stacythomas.com
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄s cup = l0 ²⁄s tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄s cup = 5 '⁄s tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄s cup = l0 ²⁄s tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄s cup = 5 '⁄s tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄s cup = l0 ²⁄s tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄s cup = 5 '⁄s tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
Create difference
The sponsorship area is another
kind of information, so differentiate
it visually with a background color.
Bridge the sections
Portrait links the two sections,
yet they remain distinct. Organic
silhouette softens the hard edge.
Finish with type
Font matches (in this case) the title
font. Small type is professionally low-
key, yet the section is highly visible.
The layout
Images carefully placed draw the reader’s eye into the information, not away
from it. Note that the images are what they illustrate.
Before&After ®
 10 of 12 
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Design a small chart 10 of 12
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
Your recipe for success!
Compliments of Stacy Thomas, Realtor
.. • www.stacythomas.com
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄s cup = l0 ²⁄s tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄s cup = 5 '⁄s tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
The relationships
Always adjust to what’s on the page, not what’s on your rulers (or in your head).
Note how relationships of color, value, size and alignment unify the design.
United by size and value (Below) Glass, powder and face are the
same size and even have similar value (light-dark). This uniformity connects
the elements and at the same time simplifes the design.
Aligned
Colors from the image unify
type and background.
(Left) Note the spacing. Because they’re the same, the glass and margin
harmonize without visual tension, which allows the charts to remain primary.
Before&After ®
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Design a small chart 11 of 12
Pinch or dash = less than '⁄s tsp
DRY measures
LIQUID measures
Your recipe for success!
Compliments of Stacy Thomas, Realtor
.. • www.stacythomas.com
lgal = 4 qt = 8 pt = l6 cup = l28 f oz
'⁄: gal = 2 qt = 4 pt = 8 cup = 64 f oz
'⁄+ gal = l qt = 2 pt = 4 cup = 32 f oz
'⁄s gal = '⁄: qt = l pt = 2 cup = l6 f oz
'⁄:- gal = '⁄+ qt = '⁄: pt = l cup = 8 f oz
lcup = l6 tbsp = 48 tsp = 250 ml
³⁄+ cup = l2 tbsp = 36 tsp = l75 ml
²⁄s cup = l0 ²⁄s tbsp = 32 tsp = l50 ml
'⁄: cup = 8 tbsp = 24 tsp = l25 ml
'⁄s cup = 5 '⁄s tbsp = l6 tsp = 75 ml
'⁄+ cup = 4 tbsp = l2 tsp = 50 ml
'⁄s cup = 2 tbsp = 6 tsp = 30 ml
'⁄:- cup = l tbsp = 3 tsp = l5 ml
Typefaces
1 (a–b) Adobe Garamond Regular
a) 18 pt, b) 10.5/13 pt
2 Adobe Garamond Bold | 10.5/13 pt
3 Myriad Pro Regular | 12/18 pt
4 Myriad Pro Light | 10.5/18 pt
Images
5 (a–c) iStockphoto.com | a b c
6 Rubberball.com
Article resources
Colors
C10 M20 Y35 K65
C18 M12 Y20 K0
7
8
8 7
5b
1a
1b
1b
3
3
5c
6
4
4
2
5a
Page size: 4”x 7”
Before&After
 12 of 12 | Printing formats 
®
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Design a small chart 12 of 12
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
Vincent Pascual Staff designer
Dexter Mark Abellera Staff designer
Editorial board Gwen Amos, Carl Winther
Before & After magazine
323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
Fax 916-784-3995
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www http://www.bamagazine.com
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