BA0614 - Distinctively Oriental PDF

Before&After
®
BAmagazine.com i U X
Distinctively
Oriental
Menu captures the flavor
of the Far East in a unique
Oriental format. Continued 
Continued  Distinctively Oriental 0614

Before&After®
Distinctively Oriental
Take-home menu captures the flavor of the Far East in a unique Oriental format
Delicious, savory, mouth-watering Chinese

cuisine—that’s what the business-lunch crowd
gets at A Taste of the Orient, a small, family-owned
restaurant inside a neighborhood shopping mall.
But you’d never know that by
looking at their menu (right), a
plain, pink leftover from the
Ming Dynasty
(14th-century
English period). It’s so nondescript! Before (above)
Just the facts, ma’am. The
A Taste of the Orient needs a menu data’s all here, but delete
that’s as beautiful as its food is the bowl, and there’s not
one visual clue to let us
tasty and that conveys its distinctive,
know this sheet is about
Chinese culture. It needs a menu Chinese cuisine. A take-out
that will be posted on the office menu needs the diner’s eyes
to do what his nose can’t—
bulletin board, not hidden in the lure him back to the restau-
bottom drawer. Let’s make one. rant. That requires beauty.
 2 of 20  Distinctively Oriental 0614

Before&After ® Distinctively Oriental 3 of 20 BAmagazine.com i U X
It’s not designed at all

The ink’s on the paper, all right, but the page is not designed; it’s just filled in.
The designer left his visual tools of scale, contrast and depth at home!
Outside spread Inside spread

(Right) The outside panel has a
focal point (the bowl), and it’s
in the right place (the center),
but it’s too small—too much
like everything else—to have an
impact. The name’s in a good place,
too, surrounded by (mainly) open
space, which makes it easy to
read, but it’s so nondescript it has
no voice. Name, location, phone
number and hours are all needed
to do business, but unlike what
the chef prepares, none of it has
been artfully presented.
Accidental design Boxes everywhere

Good design is intentional. At left, three circles and three Boxes corral the many kinds of dishes. This makes
rectangles have been arranged in two triangles around a focal sense organizationally, but the pencil-thin lines
point centered in the large circle (the platter). That’s design, have no beauty and are unnecessary, too; the
and it’s attractive. Above, the center panel is typographically open space alone is sufficient to create separation
different from the other two—a normal visual device—but for between sections. Random margin widths disrupt
no apparent reason. That’s accidental, and it’s unattractive. any possible visual rhythm.

Look. Read. Learn.

Begin the redesign by researching what Chinese looks like. Actually do the
work. Don’t rely on your memory, or you’ll end up using clichés like fortune
cookies and chopsticks.
The world of China Characters Ancient, wet

Don’t dream up images — brush, calligraphic, fluid,
you’ll get better results (more painstaking, distinctively
easily, too) if you look them Oriental
up! Research books, maga-
zines and online photo sourc- Colors Red, gold leaf
es. Visit Chinese restaurants.
What to watch for? Pay atten-
tion to physical attributes
like shapes, colors, textures;
sensual qualities like sound,
smell, touch; and hidden
intangibles, especially of his-
tory, culture and tradition.
Bamboo
Natural, elegant,
cool, spare
Mask Ancient, heroic, religious,
theatrical, colorful, multi-textured
Screen Fine furniture, inlaid,
Restaurant Neutral colors, spot historic, story-telling, seen in
lighting, intricate woodwork Fortune cookie “Moon Wok Colorful, hot, fresh, the restaurant
cakes” predate Ming Dynasty; round, aromatic
sweet, happy, circular, tan

Start with format and background

Two images can anchor the design—the folding screen because it resembles the
folded sheet, and the bamboo plant, which will make a graceful, placid background.
Screens are usually decorated with landscapes, plants With the image in place, it’s time to turn
and figures and typically have three or four panels. Con- the background into a beautiful canvas
veniently enough, the two-fold menu has three panels. on which to paint our words.
Crop the image
Like the story on a folding screen, crop the image
to span the page and fit its proportions. Note how it’s
balanced—about half image, half background.

Create a silhouette
To create the illusion of a shadow cast against the screen—or visible through
the screen—first separate the bamboo from its background.
What we’re about to do is reduce the Open the image Set the threshold Invert and clean up
full-color photo to solid black & white Change its mode to Grayscale Select Image>Adjustments> Invert black and white by selecting
with no grays. For an organic image (Image>Mode>Grayscale). Threshold, check Preview, and move Image>Adjustments>Invert. Erase any
like this one with a distinct silhou- the Threshold slider. Everything leftover spots and unwanted parts. If
ette and where precision is not vital, above the threshold is white, and necessary, use the Brush tool to paint
Photoshop’s Threshold slider is ideal. everything below is black. Adjust for and redefine some parts. Save a copy
greatest clarity, then click OK. (or a layer) of this image to use later.

Create the illusion of natural lightthe wall

Turn the black silhouette into a soft shadow by blurring and lightening.
Then paint depth and radiance onto the whole page.
1
Blur and lighten Add depth and radiance Combine
Return the image to CMYK Mode Next, mimic the dark and light qualities of natu- Set the new layer’s
(Image>Mode>CMYK). To soften, ral light. First, sample a light and dark color from blending mode to
select Filter>Blur>Gaussian Blur, and the restaurant (1 ). (This “color connection” is an Multiply, which
enter a Radius amount. What you artistic tie-in.) Create a new layer, and fill it with allows the bamboo
want is a soft but still-distinct silhou- the light color (2). With the darker color and a layer beneath to
ette, which in this case was 10 pixels. fairly large, soft brush, make a smooth, sweep- show through. The
Lighten the result by lowering the ing stroke across the page (3). result is a convinc-
opacity to about 10%. ing illusion of bam-
boo seen through
a paper screen.

Add bamboo to the foreground

With the shadow and lighting established, give the page more depth by adding
black bamboo, which yields a beautiful foreground-background effect.
3
1
Isolate
Retrieve the saved black &
white copy, move its layer to
the top, and set its blending
mode to Multiply. With the
Brush and Eraser tools, iso-
2
late a few bamboo leaves.
Separate Connect
Note that as big as the shadow is, its light value and soft Get artistic! With the Brush tool, create your own bam-
edges make it recede. Create a forward dimension by boo plant by connecting the leaves (1) and adding a
moving black leaves to the center of each panel. The con- stem (2) that anchors plant to page. Then add another
trasts of edge (hard and soft) and overlapping elements leaf (3) to serve as a downward pointer to the list of
(dark, medium, light) results in real depth. menu items that will eventually go beneath it.

Create a focal icon

The original bowl is a good, simple icon for the restaurant; it suggests eating,
chopsticks say Chinese, and steam says hot and fresh. A stamplike effect makes
it bolder and even more Chinese.
Click . . .
. . .dab . . .
1) Create the image 2) Roughen the edges 3) Sharpen, then dab

The original image can come Set the Foreground and Back- In Filter>Sharpen>Unsharp
In Chinese brush paintings, a from almost any source (ours ground colors to red and Mask, apply the following set-
stamp, which is typically red, was a scan), so in some way white, respectively. Go to tings: Amount: 100; Radius: 25;
is often used as a signature. Its get it into a Photoshop file— Filter>Sketch>Torn Edges, Threshold: 0. Click OK. Next,
imagery can be evoked by turn- Resolution 300 ppi, Color and for this size and resolu- with white as the Foreground
ing the bowl into a stamp. Mode RGB Color, Background tion enter the following: Image color, select the Spatter brush
Contents Transparent—turn it Balance: 25; Smoothness: 1; (here, number 39). Using vari-
A rubber stamp begins as a fairly into a selection, and knock it Contrast: 15. Click OK. ous brush sizes and opacities,
sharp image that degrades as it out of a shape you’ve drawn. click-dab to soften and basi-
unevenly hits the paper and more You want the results to cally mess up the edges.
as the ink soaks in. Time can further resemble the image above.
wear it down. The result is a rich,
interesting texture. Here’s how to
mimic that in Photoshop.

Select a display type

Nothing evokes China as readily as its unique, calligraphic characters, which on the
menu must be conveyed with Western-style type. In general, you’ll see wet brush, dry
r
brush and artificial styles. Dry-brush font Ruach in this case is best.
r
Orient
Wet brush
Visigoth Regular
• Fat, slow strokes
• Fairly upright
• Soaked into the surface
• Visible paper texture
r
Orient
Dry brush
Ruach Plain
• Fast, light strokes
• Clean edges and rough ends
• Closest to handwritten
• Most like the sample
Reference character
Once you’ve found a style that Artificial
Orient
you like, note how it’s drawn.
Choc ICG Regular
Pay attention to its edges,
stroke ends, thick-to-thinness • No brush marks
and general slant or direction, • No bleeding
then look for similarities in • Clean edges and ends
Western typestyles. • Poster-like

Select a complementary text typeface

For the small type used for listings, look first for clarity and then for a complementary
line or shape. Clarity usually requires “open” letterforms and little detail.
Appetizers Appetizers Appetizers

Fried Won Ton Fried Won Ton Fried Won Ton
Egg Rolls (4) Egg Rolls (4) Egg Rolls (4)
Paper-wrapped Chicken (8) Paper-wrapped Chicken (8) Paper-wrapped Chicken (8)
Fried Chicken Wings (10) Fried Chicken Wings (10) Fried Chicken Wings (10)
Pot-Stickers (8) Pot-Stickers (8) Pot-Stickers (8)
Sans-serif Helvetica Roman serif Times Roman Calligraphic Sanvito
Although popular, Helvetica is not espe- Roman serif faces are more refined Simple lines, BIG counters, BIG aper-
cially clear at small sizes, because its and generally easier to read, because tures and a sweeping stroke yield
small apertures tend to close up. And serifs help move the eye from letter to both clarity and calligraphic style
its straight lines are too rigid to comple- letter, but they’re full of tiny detail and without the brush details. Sanvito
ment free-flowing Ruach. stylistically very different from Ruach. is a good complement to Ruach.
Tc
Too straight Too small
Tc Small, but serifs

help move the eye
Tc Sweeping
and open

Before&After
® Distinctively Oriental 12 of 20 BAmagazine.com i U X
Complement image and layout

With the bamboo already on the page, create a relationship between image, type
and layout by mimicking its spiky visual qualities.
(Left) Analyze the bamboo based on line and direction. Note that its leaves and
stems point in different directions—horizontal, diagonal, vertical—which creates
a lot of movement and tension. This action can be mimicked in the layout.
Place the seal Place the Place the contact

What size should business name information
the seal be? Gener- The bamboo leaves Since this is a take-
ally speaking, work have both size and home menu, the
with what’s in front directional differ- phone number needs
of you. Here, the ences. Mimic this to be prominent;
bamboo is govern- with two type sizes here, its size and
ing the design, so and staggered place- right offset make it
give the seal similar A taste of ment, which moves A taste of stand out. Remaining
mass, and place it The Orient the eye similarly and The Orient information aligned
directly beneath the puts tension into with the seal estab-
downward-pointing the layout. lishes continuity yet
916.922.1818
“umbrella” about 3315 Northgate Blvd. #8, Sacramento retains the staggered
Corner of Northgate & San Juan
mid-page. Open M–Sat. from 11–9, closed Sunday movement.
Dine-In • Take-Out • Catering
Aligned with seal for continuity

Organize the menu items

All those boxes on the original menu are unnecessary; the white space alone is
sufficient to separate the sections beautifully. Simple tab indents identify columnar
elements and mimic the bamboo, too.
Special Rice Plates

(Entree without shrimp 4.25)
1. Sa-tay Chicken or Pork
2. Teriyaki Chicken or Pork
3. Sweet & Sour Chicken or Pork
4. Kung Pao Chicken
5. Szechwan Beef *
Family Specials (2–3 people)

6. Mongolian Beef *
7. Curry Chicken *
8. Broccoli Beef
Family Specials
9. Sesame Chicken
Family Specials (2–3 people) 10. Lemon Chicken
Cantonese Family Special 14.95 Cantonese Family Special

Soup of the Day
14.95 11. Cashew Chicken
12. Garlic Chicken
Egg Rolls 13. Hunan Chicken
A taste of
Visual relationships
Soup of the Day Broccoli Beef
Teriyaki Chicken
B.B.Q. Pork Fried Rice
14. Vegetable Deluxe *
(Entree with shrimp 5.25)
15. Cashew Shrimp The Orient
Above, the headline x-height deter- Egg Rolls Mandarin Family Special
Soup of the Day
Fried Prawns
15.95 16. Kung Pao Shrimp
17. Szechwan Shrimp *
18. Curry Shrimp
mines the text size. Below, its overall Broccoli Beef Mongolian Beef
Sa-tay Chicken
19. Shrimp with black bean sauce
20. Shrimp with lobster sauce
B.B.Q. Pork Chow Mein 916.922.1818
height governs section spacing. Teriyaki Chicken House Family Special
Soup of the Day
16.95 3315 Northgate Blvd. #8, Sacramento
Paper-wrapped Chicken
B.B.Q. Pork Fried Rice Cashew Prawn

Open M–Sat. from 11–9, closed Sunday
Family Specials
Sesame Chicken Dine-In • Take-Out • Catering
Shrimp Chow Mein
Mandarin Family Special 15.95

Soup of the Day
Fried Prawns Tab indents rather than flush-left alignment yield text
blocks that have staggered edges similar to the bamboo
and cover layout.

Before&After
Repeat inside
What’s good for the outside is good for the inside. Create continuity easily by
repeating the background, margins, column guides and type treatment inside.
Special Rice Plates Appetizers Pork Seafood

(Entree without shrimp 4.25) Fried Won Ton 2.95 Sweet & Sour Pork 5.95 Cashew 6.95
1. Sa-tay Chicken or Pork Egg Rolls (4) 4.25 Garlic Pork (with vegetables) 5.95 Prawn with lobster sauce 6.95
2. Teriyaki Chicken or Pork Paper-wrapped Chicken (8) 4.25 Sa-tay Pork 5.95 Prawn with black bean sauce 6.95
3. Sweet & Sour Chicken or Pork Fried Chicken Wings (10) 4.25 Teriyaki Pork 5.95 Sweet & Sour Prawn 6.95
4. Kung Pao Chicken Pot Stickers (8) 4.95 B.B.Q. Pork Bean Curd 5.95 Curry Prawn (or calamari) * 6.95
5. Szechwan Beef * Fried Prawns (8) 4.95 Kung Pao Prawn (or calamari) * 6.95
6. Mongolian Beef * Fried Calamari 5.95 Poultry Szechwan Prawn * 6.95
7. Curry Chicken * Chinese Chicken Salad 4.25 Broccoli Chicken 5.25 Vegetable with Prawn 6.95
8. Broccoli Beef Almond Chicken 5.25
9. Sesame Chicken Soup Cashew Chicken 5.25 Vegetables
Family Specials (2–3 people) 10. Lemon Chicken Soup of the Day 1.50 Szechwan Chicken * 5.25 Vegetable Deluxe 5.25
Cantonese Family Special 14.95 11. Cashew Chicken Egg Flower Soup 4.25 Kung Pao Chicken * 5.25 Szechwan Bean Curd * 5.25
Soup of the Day 12. Garlic Chicken Chicken Noodle Soup 4.25 Hunan Chicken * 5.95 Braised Bean Curd 5.95
Egg Rolls 13. Hunan Chicken Beef Noodle Soup 4.25 Curry Chicken * 5.95
Broccoli Beef 14. Vegetable Deluxe * A taste of Won Ton Noodle Soup 4.25 Sweet & Sour Chicken 5.95 Fried Rice
The Orient
Teriyaki Chicken Won Ton Soup 4.25 Sa-tay Chicken 5.95 Vegetarian Fried Rice 4.25
B.B.Q. Pork Fried Rice Combination Won Ton 5.25 Lemon Chicken 5.95 Chicken Fried Rice 4.25
15. Cashew Shrimp
Hot & Sour Soup * 5.25 Sesame Chicken 5.95 B.B.Q. Pork Fried Rice 4.25
Mandarin Family Special 15.95 16. Kung Pao Shrimp
Teriyaki Chicken 5.95 Beef Fried Rice 4.25
Soup of the Day 17. Szechwan Shrimp * Combination Plates Shrimp Fried Rice 5.25
18. Curry Shrimp Garlic Chicken 5.95
Fried Prawns Combination Plate #1 5.25 Combination Fried Rice 5.25
Mongolian Beef 19. Shrimp with black bean sauce Soup of the Day
Beef
Sa-tay Chicken 20. Shrimp with lobster sauce Paper-wrapped Chicken
Broccoli Beef 5.95 Chow Mein
B.B.Q. Pork Chow Mein
916.922.1818 Broccoli Beef
Chow Mein or Fried Rice
Mongolian Beef * 5.95 Vegetarian Chow Mein
Chicken Chow Mein
4.25
4.25
House Family Special 16.95 3315 Northgate Blvd. #8, Sacramento Szechwan Beef * 5.95
Soup of the Day Combination Plate #2 6.25 Kung Pao Beef * 5.95 B.B.Q. Pork Chow Mein 4.25
Corner of Northgate & San Juan Beef Chow Mein 4.25
Paper-wrapped Chicken Soup of the Day Hunan Beef * 6.95
Cashew Prawn Open M–Sat. from 11–9, closed Sunday Fried Prawns Beef with Oyster Sauce 5.95 Shrimp Chow Mein 5.25
Sesame Chicken Dine-In • Take-Out • Catering Sweet & Sour Chicken Ginger Beef 5.95 Combination Chow Mein 5.25
Shrimp Chow Mein Chow Mein or Fried Rice Pepper Beef (with black bean) 5.95 * Hot & Spicy
Repeat the background Use the same background image

inside as outside, but to make space for the menu items
delete the foreground silhouettes. Carry over margins, guides
and type treatment. Note that the bamboo shadow is reversed
to create the illusion of transparent rice paper.

Before&After
Color unifies the elements

It’s time to add color. Our eyes connect similarities—this like that. Color the
headlines to match the seal already on the cover. The contrast of gold adds depth
and spices up the hot palette.

Chinese Chicken Salad 4.25 Broccoli Chicken 5.25 Vegetable with Prawn 6.95
7. Curry Chicken *
Almond Chicken 5.25
8. Broccoli Beef Soup Cashew Chicken 5.25 Vegetables
9. Sesame Chicken
Soup of the Day 1.50 Szechwan Chicken * 5.25 Vegetable Deluxe 5.25
Cantonese Family Special 14.95 Egg Flower Soup 4.25 Kung Pao Chicken * 5.25 Szechwan Bean Curd * 5.25
11. Cashew Chicken Chicken Noodle Soup 4.25
Soup of the Day Hunan Chicken * 5.95 Braised Bean Curd 5.95
12. Garlic Chicken Beef Noodle Soup 4.25
Egg Rolls Curry Chicken * 5.95
Broccoli Beef
13. Hunan Chicken
A taste of Won Ton Noodle Soup 4.25 Sweet & Sour Chicken 5.95 Fried Rice
The Orient
14. Vegetable Deluxe * Won Ton Soup 4.25 Vegetarian Fried Rice 4.25
Teriyaki Chicken Sa-tay Chicken 5.95
(Entree with shrimp 5.25) Combination Won Ton 5.25 Chicken Fried Rice 4.25
B.B.Q. Pork Fried Rice Lemon Chicken 5.95
15. Cashew Shrimp Hot & Sour Soup * 5.25 B.B.Q. Pork Fried Rice 4.25
16. Kung Pao Shrimp
Sesame Chicken 5.95
Mandarin Family Special 15.95 Beef Fried Rice 4.25
Teriyaki Chicken 5.95
Beef
Chicken Chow Mein
4.25
4.25
Phone number in gold

distinguishes it from the food
categories and adds another
level of depth.
Remember to work with your visual research; don’t pull design decisions
from a hat. Note here the gold color is from a research image ( page 4 ).

Prices are subject to change

The beauty of this simple menu is that the background—which bleeds—can
be commercially printed in large quantities, then A Taste of the Orient can update
items as needed and print fresh copies on a desktop printer.
Appetizers
Fried Won Ton Pork Seafood 6.95
Egg Rolls (4) 2.95 Sweet & Sour Pork 5.95 Cashew 6.95
er sauce
Paper-wrapped Chic 4.25 Garlic Pork (with vegetables) 5.95 Prawn with lobst 6.95
ken (8) bean sauce
Fried Chicken Wing 4.25 Sa-tay Pork 5.95 Prawn with black 6.95
s (10) n
Pot Stickers (8) 4.25 Teriyaki Pork 5.95 Sweet & Sour Praw ari) * 6.95
calam
Fried Prawns (8) 4.95 B.B.Q. Pork Bean Curd 5.95 Curry Prawn (or 6.95
(or calamari) *
Fried Calamari 4.95 Kung Pao Prawn 6.95
Chinese Chicken 5.95
Poultry Szech wan Praw n *
6.95
Salad Broccoli Chicken 5.25 n
4.25 Vegetable with Praw
Soup Almond Chicken 5.25
Soup of the Day Cashew Chicken 5.25 Vegetables 5.25
Egg Flower Soup 1.50 Szechwan Chicken * 5.25 Vegetable Deluxe 5.25
*
Chicken Noodle 4.25 Kung Pao Chicken * 5.25 Szechwan Bean Curd 5.95
Soup
Beef Noodle Soup 4.25 Hunan Chicken * 5.95 Braised Bean Curd
A taste of Won Ton Noodle 4.25 Curry Chicken * 5.95
Fried Rice
The Orient
Soup 4.25
Won Ton Soup 4.25 Sweet & Sour Chicken 5.95 Rice
Combination Won 4.25 Sa-tay Chicken 5.95 Vegetarian Fried 4.25
Hot & Sour Soup
Ton
5.25 Lemon Chicken 5.95 Chicken Fried Rice 4.25
Rice
*
5.25 Sesame Chicken 5.95 B.B.Q. Pork Fried 4.25
Combination Pla Beef Fried Rice 5.25
Com
tes Teriyaki Chicken 5.95
Shrimp Fried Rice 5.25
bination Plate #1 Garlic Chicken 5.95 Rice
Soup of the Day 5.25 Combination Fried
Beef
Chow Mein
Paper-wrapped Chic
ken 4.25
Chow Mein or Fried
Broccoli Beef
Mongolian Beef *
5.95
5.95 Vegetarian Chow
Mein
4.25
3315 Northgate Blvd. #8, Sacramento Rice Szechwan Beef * 5.95 Chicken Chow Mein 4.25
Mein
Corner of Northgate & San Juan Combination Plate
#2 Kung Pao Beef * 5.95 B.B.Q. Pork Chow 4.25
Soup of the Day 6.25 Beef Chow Mein 5.25
Open M–Sat. from 11–9, closed Sunday Hunan Beef * 6.95
Fried Prawns
Beef with Oyster Sauce 5.95 Shrimp Chow Mein 5.25
Dine-In • Take-Out • Catering Chow Mein
Sweet & Sour Chic
ken Ginger Beef 5.95 Combination
Chow Mein or Fried
Rice Pepper Beef (with black bean) 5.95 * Hot & Spicy
Pre-printed shells . . . . . . items updated, printed . . . . . . and folded for presentation.

Before&After
By the way . . .
As an option, a heavy frame around each panel looks a lot like a folding screen.
Appetizers
Special Rice Plates Fried Won Ton Pork Seafood 6.95
(Entree without shrimp 4.25) Egg Rolls (4) 2.95 Sweet & Sour Pork 5.95 Cashew 6.95
ter sauce
1. Sa-tay Chicken or Pork Paper-wrapped Chic 4.25 Garlic Pork (with vegetables) 5.95 Prawn with lobs 6.95
ken (8) k bean sauce
2. Teriyaki Chicken or Pork Fried Chicken Win 4.25 Sa-tay Pork 5.95 Prawn with blac 6.95
gs (10) n
3. Sweet & Sour Chicken or Pork Pot Stickers (8) 4.25 Teriyaki Pork 5.95 Sweet & Sour Praw ari) * 6.95
n (or calam
4. Kung Pao Chicken Fried Prawns (8) 4.95 B.B.Q. Pork Bean Curd 5.95 Curry Praw 6.95
(or calamari) *
5. Szechwan Beef * Fried Calamari 4.95 Kung Pao Prawn 6.95
Chinese Chicken 5.95 Poultry Szechwan Prawn
*
6.95
6. Mongolian Beef * Salad n
4.25 Broccoli Chicken 5.25 Vegetable with Praw
7. Curry Chicken * Soup Almond Chicken 5.25
Vegetables
8. Broccoli Beef
Soup of the Day Cashew Chicken 5.25 5.25
9. Sesame Chicken
Family Specials (2–3 people) Egg Flower Soup 1.50 Szechwan Chicken * 5.25 Vegetable Deluxe 5.25
10. Lemon Chicken *
Cantonese Family Special 14.95 Chicken Noodle
Soup
4.25 Kung Pao Chicken * 5.25 Szechwan Bean Curd 5.95
11. Cashew Chicken
Soup of the Day Beef Noodle Soup 4.25 Hunan Chicken * 5.95 Braised Bean Curd
12. Garlic Chicken
Fried Rice
Egg Rolls Won Ton Noodle 4.25 Curry Chicken * 5.95
Broccoli Beef
13. Hunan Chicken
A taste of Won Ton Soup
Soup
4.25 Sweet & Sour Chicken 5.95
Vegetarian Fried
Rice
4.25
The Orient
14. Vegetable Deluxe * 4.25
Teriyaki Chicken Combination Won 4.25 Sa-tay Chicken 5.95
Hot & Sour Soup
Ton
B.B.Q. Pork Fried Rice Rice
15. Cashew Shrimp *
Mandarin Family Special 15.95 16. Kung Pao Shrimp Combination Pla Beef Fried Rice 5.25
Soup of the Day 17. Szechwan Shrimp * Com
tes Teriyaki Chicken 5.95
Shrimp Fried Rice
bination Plate #1 Garlic Chicken 5.95 5.25
Rice
Fried Prawns 18. Curry Shrimp Soup of the Day 5.25 Combination Fried
Mongolian Beef 19. Shrimp with black bean sauce Beef
Chow Mein
Paper-wrapped Chic
Sa-tay Chicken 20. Shrimp with lobster sauce ken 4.25
Broccoli Beef Broccoli Beef 5.95 Mein
Vegetarian Chow 4.25
916.922.1818 Chow Mein or Fried
Rice
Mongolian Beef *
Szechwan Beef *
5.95
5.95 Chicken Chow Mei
n
4.25
Mein
House Family Special 16.95 3315 Northgate Blvd. #8, Sacramento Combination Plate
Soup of the Day
Corner of Northgate & San Juan Soup of the Day 6.25
Hunan Beef * 6.95 Beef Chow Mein 5.25
Paper-wrapped Chicken Fried Prawns w Mei n
Open M–Sat. from 11–9, closed Sunday Beef with Oyster Sauce 5.95 Shrimp Cho 5.25
w Mein
Cashew Prawn Sweet & Sour Chic
ken Ginger Beef 5.95 Combination Cho
Sesame Chicken Dine-In • Take-Out • Catering Chow Mein or Fried
Shrimp Chow Mein Rice Pepper Beef (with black bean) 5.95 * Hot & Spicy
With the addition of the black frame, each panel becomes its own separate zone, a result similar to the original menu
in which each category was boxed in. But unlike the unattractive original, several elements tie the zones together:
1) The black silhouette spans two panels
2) The bamboo shadow spans all three panels
3) The red color repeats throughout.
An accordion fold like the screen would have been artistically truer, but the content of the menu wouldn’t permit it.

Article resources
3 Typefaces Colors
Special Rice Plates 1 (a–b) Ruach Plain | a) 43 pt, b) 16 pt 3 C0 M90 Y80 K25
4
3. Sweet & Sour Chicken or Pork 2 (a–d) Sanvito MM | a) 27 pt, b) 24 pt,
4. Kung Pao Chicken
5. Szechwan Beef *
5 c) 13/13 pt, d) 13/15.6 pt 4 C0 M40 Y90 K15
6. Mongolian Beef *
7. Curry Chicken *
8. Broccoli Beef 6
1b Family Specials (2–3 people)
Cantonese Family Special 14.95
9. Sesame Chicken
10. Lemon Chicken 5 C22 M26 Y34 K0
11. Cashew Chicken
Soup of the Day 12. Garlic Chicken
2a
Egg Rolls
2d A taste of
13. Hunan Chicken
Broccoli Beef
The Orient 6 C2 M3 Y4 K0
Teriyaki Chicken
1a
B.B.Q. Pork Fried Rice 15. Cashew Shrimp
Soup of the Day 17. Szechwan Shrimp *
Fried Prawns 18. Curry Shrimp
Mongolian Beef 19. Shrimp with black bean sauce
Sa-tay Chicken 20. Shrimp with lobster sauce
House Family Special 16.95
916.922.1818
3315 Northgate Blvd. #8, Sacramento
2b
Soup of the Day
2c
Cashew Prawn
Shrimp Chow Mein
1b Appetizers
Fried Won Ton 2.95
Pork
Sweet & Sour Pork 5.95
Seafood
Cashew 6.95
Egg Rolls (4) 4.25 Garlic Pork (with vegetables) 5.95 Prawn with lobster sauce 6.95
Paper-wrapped Chicken (8) 4.25 Sa-tay Pork 5.95 Prawn with black bean sauce 6.95
2d Fried Chicken Wings (10)
Pot Stickers (8)
4.25
4.95
Teriyaki Pork
B.B.Q. Pork Bean Curd
5.95
5.95
Sweet & Sour Prawn
Curry Prawn (or calamari) *
6.95
6.95
Fried Prawns (8) 4.95 Kung Pao Prawn (or calamari) * 6.95
Fried Calamari 5.95 Poultry Szechwan Prawn * 6.95
Almond Chicken 5.25
Soup Cashew Chicken 5.25 Vegetables
Egg Flower Soup 4.25 Kung Pao Chicken * 5.25 Szechwan Bean Curd * 5.25
Chicken Noodle Soup 4.25 Hunan Chicken * 5.95 Braised Bean Curd 5.95
Beef Noodle Soup 4.25 Curry Chicken * 5.95
Won Ton Noodle Soup 4.25 Sweet & Sour Chicken 5.95 Fried Rice
Won Ton Soup 4.25 Sa-tay Chicken 5.95 Vegetarian Fried Rice 4.25
Combination Won Ton 5.25 Lemon Chicken 5.95 Chicken Fried Rice 4.25
Combination Plates Garlic Chicken 5.95 Shrimp Fried Rice 5.25
Combination Plate #1 5.25 Combination Fried Rice 5.25
Soup of the Day Beef
Paper-wrapped Chicken Broccoli Beef 5.95 Chow Mein
Broccoli Beef Mongolian Beef * 5.95 Vegetarian Chow Mein 4.25
Chow Mein or Fried Rice Szechwan Beef * 5.95 Chicken Chow Mein 4.25
Kung Pao Beef * 5.95 B.B.Q. Pork Chow Mein 4.25
Combination Plate #2 6.25 Beef Chow Mein 4.25
Soup of the Day Hunan Beef * 6.95
Fried Prawns Combination Chow Mein 5.25
Sweet & Sour Chicken Ginger Beef 5.95
Chow Mein or Fried Rice Pepper Beef (with black bean) 5.95 * Hot & Spicy

Article resources
1a 2 Images
1 (a–d) Photos.com | a b c d
2 Photodisc/Veer.com
3 Stockbyte/Veer.com
4 (a–f) istockphoto.com | a b c d
e f
4a
1b 4b 1c 4d
4f
1d
4e
4c

Before&After
Subscribe to Before & After Before & After magazine

Before & After has been sharing its practical approach
Did you enjoy this article? Subscribe, and to graphic design since 1990. Because our modern world
become a more capable, confident designer has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understand-
for pennies per article. To learn more, go to
able, useful and even fun for everyone.
http://www.bamagazine.com/Subscribe
John McWade Publisher and creative director
Gaye McWade Associate publisher
E-mail this article Vincent Pascual Staff designer
To pass along a free copy of this article to Dexter Mark Abellera Staff designer
others, click here. Editorial board Gwen Amos, Carl Winther
Before & After magazine

Join our e-list 323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
To be notified by e-mail of new articles as
Fax 916-784-3995
they become available, go to E-mail mailbox@bamagazine.com
http://www.bamagazine.com/email www http://www.bamagazine.com
Copyright ©2005 Before & After magazine, ISSN

1049-0035. All rights reserved
You may pass this article around, but you may not alter
it, and you may not charge for it. You may quote brief
sections for review. If you do this, please credit Before
& After magazine, and let us know. To feature free
Before & After articles on your Web site, please contact
us. For permission to include all or part of this article in
another work, please contact us.
 20 of 20 | Printing formats  Distinctively Oriental 0614

Before&After
®
Before & After is made to fit your binder

Before & After articles are intended for permanent reference. All are titled and numbered.
For the current table of contents, click here. To save time and paper, a paper-saver format of this article,
suitable for one- or two-sided printing, is provided on the following pages.
For presentation format For paper-saver format

Print: (Specify pages 1–20) Print: (Specify pages 22–31)
Print
Format: Landscape
Page Size: Fit to Page
Save
Presentation format or
Paper-saver format
 Back | Paper-saver format 



Distinctively
Oriental Menu captures the flavor
of the Far East in a unique
Oriental format. Continued 
Delicious, savory, mouth-watering Chinese
cuisine—that’s what the business-lunch crowd
gets at A Taste of the Orient, a small, family-owned
restaurant inside a neighborhood shopping mall.
But you’d never know that by looking at their
menu (right), a plain, pink leftover from the Ming
Dynasty (14th-century English
period). It’s so nondescript!
A Taste of the Orient needs a
menu that’s as beautiful as its food is Before (above)
Just the facts, ma’am. The
tasty and that conveys its distinctive, data’s all here, but delete
Chinese culture. It needs a menu that the bowl, and there’s not
one visual clue to let us
will be posted on the office bulletin
know this sheet is about
board, not hidden in the bottom Chinese cuisine. A take-out
drawer. Let’s make one. menu needs the diner’s eyes
to do what his nose can’t—
lure him back to the restau-
rant. That requires beauty.
0614 Distinctively Oriental Before&After | www.bamagazine.com Distinctively Oriental 0614
1 of 10

It’s not designed at all


The ink’s on the paper, all right, but the page is not designed; it’s just filled in.
The designer left his visual tools of scale, contrast and depth at home!
(Right) The outside panel has a
focal point (the bowl), and it’s
in the right place (the center),
but it’s too small—too much
like everything else—to have an
impact. The name’s in a good place,
too, surrounded by (mainly) open
space, which makes it easy to
read, but it’s so nondescript it has
no voice. Name, location, phone
number and hours are all needed
to do business, but unlike what
the chef prepares, none of it has
been artfully presented.
Accidental design Boxes everywhere
Good design is intentional. At left, three circles and three Boxes corral the many kinds of dishes. This makes
rectangles have been arranged in two triangles around a focal sense organizationally, but the pencil-thin lines
point centered in the large circle (the platter). That’s design, have no beauty and are unnecessary, too; the
and it’s attractive. Above, the center panel is typographically open space alone is sufficient to create separation
different from the other two—a normal visual device—but for between sections. Random margin widths disrupt
no apparent reason. That’s accidental, and it’s unattractive. any possible visual rhythm.
Look. Read. Learn.
Begin the redesign by researching what Chinese looks like. Actually do the
work. Don’t rely on your memory, or you’ll end up using clichés like fortune
cookies and chopsticks.
The world of China Characters Ancient, wet
Don’t dream up images — brush, calligraphic, fluid,
you’ll get better results (more painstaking, distinctively
easily, too) if you look them Oriental
up! Research books, maga-
zines and online photo sourc- Colors Red, gold leaf
es. Visit Chinese restaurants.
What to watch for? Pay atten-
tion to physical attributes
like shapes, colors, textures;
sensual qualities like sound,
smell, touch; and hidden
intangibles, especially of his-
tory, culture and tradition.
Bamboo
Natural, elegant,
cool, spare
Mask Ancient, heroic, religious,
theatrical, colorful, multi-textured
Screen Fine furniture, inlaid,
Restaurant Neutral colors, spot historic, story-telling, seen in
lighting, intricate woodwork Fortune cookie “Moon Wok Colorful, hot, fresh, the restaurant
cakes” predate Ming Dynasty; round, aromatic
sweet, happy, circular, tan
2 of 10

Start with format and background


Two images can anchor the design—the folding screen because it resembles the
folded sheet, and the bamboo plant, which will make a graceful, placid background.
Screens are usually decorated with landscapes, plants With the image in place, it’s time to turn
and figures and typically have three or four panels. Con- the background into a beautiful canvas
veniently enough, the two-fold menu has three panels. on which to paint our words.
Crop the image
Like the story on a folding screen, crop the image
to span the page and fit its proportions. Note how it’s
balanced—about half image, half background.
Create a silhouette
To create the illusion of a shadow cast against the screen—or visible through
the screen—first separate the bamboo from its background.
What we’re about to do is reduce the Open the image Set the threshold Invert and clean up
full-color photo to solid black & white Change its mode to Grayscale Select Image>Adjustments> Invert black and white by selecting
with no grays. For an organic image (Image>Mode>Grayscale). Threshold, check Preview, and move Image>Adjustments>Invert. Erase any
like this one with a distinct silhou- the Threshold slider. Everything leftover spots and unwanted parts. If
ette and where precision is not vital, above the threshold is white, and necessary, use the Brush tool to paint
Photoshop’s Threshold slider is ideal. everything below is black. Adjust for and redefine some parts. Save a copy
greatest clarity, then click OK. (or a layer) of this image to use later.
3 of 10

Create the illusion of natural lightthe wall


Turn the black silhouette into a soft shadow by blurring and lightening.
Then paint depth and radiance onto the whole page.
2
3
1
Blur and lighten Add depth and radiance Combine
Return the image to CMYK Mode Next, mimic the dark and light qualities of natu- Set the new layer’s
(Image>Mode>CMYK). To soften, ral light. First, sample a light and dark color from blending mode to
select Filter>Blur>Gaussian Blur, and the restaurant (1 ). (This “color connection” is an Multiply, which
enter a Radius amount. What you artistic tie-in.) Create a new layer, and fill it with allows the bamboo
want is a soft but still-distinct silhou- the light color (2). With the darker color and a layer beneath to
ette, which in this case was 10 pixels. fairly large, soft brush, make a smooth, sweep- show through. The
Lighten the result by lowering the ing stroke across the page (3). result is a convinc-
opacity to about 10%. ing illusion of bam-
boo seen through
a paper screen.
Add bamboo to the foreground
With the shadow and lighting established, give the page more depth by adding
black bamboo, which yields a beautiful foreground-background effect.
3
1
Isolate
Retrieve the saved black &
white copy, move its layer to
the top, and set its blending
mode to Multiply. With the
Brush and Eraser tools, iso-
2
late a few bamboo leaves.
Separate Connect
Note that as big as the shadow is, its light value and soft Get artistic! With the Brush tool, create your own bam-
edges make it recede. Create a forward dimension by boo plant by connecting the leaves (1) and adding a
moving black leaves to the center of each panel. The con- stem (2) that anchors plant to page. Then add another
trasts of edge (hard and soft) and overlapping elements leaf (3) to serve as a downward pointer to the list of
(dark, medium, light) results in real depth. menu items that will eventually go beneath it.
4 of 10

Create a focal icon


The original bowl is a good, simple icon for the restaurant; it suggests eating,
chopsticks say Chinese, and steam says hot and fresh. A stamplike effect makes
it bolder and even more Chinese.
Click . . .
. . .dab . . .
1) Create the image 2) Roughen the edges 3) Sharpen, then dab
The original image can come Set the Foreground and Back- In Filter>Sharpen>Unsharp
In Chinese brush paintings, a from almost any source (ours ground colors to red and Mask, apply the following set-
stamp, which is typically red, was a scan), so in some way white, respectively. Go to tings: Amount: 100; Radius: 25;
is often used as a signature. Its get it into a Photoshop file— Filter>Sketch>Torn Edges, Threshold: 0. Click OK. Next,
imagery can be evoked by turn- Resolution 300 ppi, Color and for this size and resolu- with white as the Foreground
ing the bowl into a stamp. Mode RGB Color, Background tion enter the following: Image color, select the Spatter brush
Contents Transparent—turn it Balance: 25; Smoothness: 1; (here, number 39). Using vari-
A rubber stamp begins as a fairly into a selection, and knock it Contrast: 15. Click OK. ous brush sizes and opacities,
sharp image that degrades as it out of a shape you’ve drawn. click-dab to soften and basi-
unevenly hits the paper and more You want the results to cally mess up the edges.
as the ink soaks in. Time can further resemble the image above.
wear it down. The result is a rich,
interesting texture. Here’s how to
mimic that in Photoshop.
Select a display type
Nothing evokes China as readily as its unique, calligraphic characters, which on the
menu must be conveyed with Western-style type. In general, you’ll see wet brush, dry
Orient r
brush and artificial styles. Dry-brush font Ruach in this case is best.
r
Wet brush
Visigoth Regular
• Fat, slow strokes
• Fairly upright
• Soaked into the surface
• Visible paper texture
r
Orient
Dry brush
Ruach Plain
• Fast, light strokes
• Clean edges and rough ends
• Closest to handwritten
• Most like the sample
Reference character
Once you’ve found a style that Artificial
Orient
you like, note how it’s drawn.
Choc ICG Regular
Pay attention to its edges,
stroke ends, thick-to-thinness • No brush marks
and general slant or direction, • No bleeding
then look for similarities in • Clean edges and ends
Western typestyles. • Poster-like
5 of 10

Select a complementary text typeface


For the small type used for listings, look first for clarity and then for a complementary
line or shape. Clarity usually requires “open” letterforms and little detail.
Appetizers Appetizers Appetizers
Fried Won Ton Fried Won Ton Fried Won Ton
Egg Rolls (4) Egg Rolls (4) Egg Rolls (4)
Paper-wrapped Chicken (8) Paper-wrapped Chicken (8) Paper-wrapped Chicken (8)
Fried Chicken Wings (10) Fried Chicken Wings (10) Fried Chicken Wings (10)
Pot-Stickers (8) Pot-Stickers (8) Pot-Stickers (8)
Sans-serif Helvetica Roman serif Times Roman Calligraphic Sanvito
Although popular, Helvetica is not espe- Roman serif faces are more refined Simple lines, BIG counters, BIG aper-
cially clear at small sizes, because its and generally easier to read, because tures and a sweeping stroke yield
small apertures tend to close up. And serifs help move the eye from letter to both clarity and calligraphic style
its straight lines are too rigid to comple- letter, but they’re full of tiny detail and without the brush details. Sanvito
ment free-flowing Ruach. stylistically very different from Ruach. is a good complement to Ruach.
Tc
Too straight Too small
Tc Small, but serifs
help move the eye
Tc Sweeping
and open
Complement image and layout
With the bamboo already on the page, create a relationship between image, type
and layout by mimicking its spiky visual qualities.
(Left) Analyze the bamboo based on line and direction. Note that its leaves and
stems point in different directions—horizontal, diagonal, vertical—which creates
a lot of movement and tension. This action can be mimicked in the layout.
Place the seal Place the Place the contact
What size should business name information
the seal be? Gener- The bamboo leaves Since this is a take-
ally speaking, work have both size and home menu, the
with what’s in front directional differ- phone number needs
of you. Here, the ences. Mimic this to be prominent;
bamboo is govern- with two type sizes here, its size and
ing the design, so and staggered place- right offset make it
give the seal similar A taste of ment, which moves A taste of stand out. Remaining
mass, and place it The Orient the eye similarly and The Orient information aligned
directly beneath the puts tension into with the seal estab-
downward-pointing the layout. lishes continuity yet
916.922.1818
“umbrella” about 3315 Northgate Blvd. #8, Sacramento retains the staggered
mid-page. Open M–Sat. from 11–9, closed Sunday movement.
Dine-In • Take-Out • Catering
Aligned with seal for continuity
6 of 10

Organize the menu items


All those boxes on the original menu are unnecessary; the white space alone is
sufficient to separate the sections beautifully. Simple tab indents identify columnar
elements and mimic the bamboo, too.
Special Rice Plates
3. Sweet & Sour Chicken or Pork
4. Kung Pao Chicken
5. Szechwan Beef *
Family Specials (2–3 people)
6. Mongolian Beef *
7. Curry Chicken *
8. Broccoli Beef
Family Specials
9. Sesame Chicken
Cantonese Family Special 14.95 Cantonese Family Special
Soup of the Day
14.95 11. Cashew Chicken
12. Garlic Chicken
Egg Rolls 13. Hunan Chicken
A taste of
Visual relationships
Soup of the Day Broccoli Beef
Teriyaki Chicken
B.B.Q. Pork Fried Rice

15. Cashew Shrimp The Orient
Above, the headline x-height deter- Egg Rolls Mandarin Family Special
Soup of the Day
Fried Prawns
15.95 16. Kung Pao Shrimp

17. Szechwan Shrimp *
18. Curry Shrimp
mines the text size. Below, its overall Broccoli Beef Mongolian Beef
Sa-tay Chicken
19. Shrimp with black bean sauce
20. Shrimp with lobster sauce
B.B.Q. Pork Chow Mein 916.922.1818
height governs section spacing. Teriyaki Chicken House Family Special
Soup of the Day
16.95 3315 Northgate Blvd. #8, Sacramento
B.B.Q. Pork Fried Rice Cashew Prawn
Family Specials
Shrimp Chow Mein
Mandarin Family Special 15.95
Soup of the Day
Fried Prawns Tab indents rather than flush-left alignment yield text
blocks that have staggered edges similar to the bamboo
and cover layout.
Repeat inside
What’s good for the outside is good for the inside. Create continuity easily by
repeating the background, margins, column guides and type treatment inside.
7. Curry Chicken * Chinese Chicken Salad 4.25 Broccoli Chicken 5.25 Vegetable with Prawn 6.95
8. Broccoli Beef Almond Chicken 5.25
9. Sesame Chicken Soup Cashew Chicken 5.25 Vegetables
Family Specials (2–3 people) 10. Lemon Chicken Soup of the Day 1.50 Szechwan Chicken * 5.25 Vegetable Deluxe 5.25
Cantonese Family Special 14.95 11. Cashew Chicken Egg Flower Soup 4.25 Kung Pao Chicken * 5.25 Szechwan Bean Curd * 5.25
Soup of the Day 12. Garlic Chicken Chicken Noodle Soup 4.25 Hunan Chicken * 5.95 Braised Bean Curd 5.95
Egg Rolls 13. Hunan Chicken Beef Noodle Soup 4.25 Curry Chicken * 5.95
Broccoli Beef 14. Vegetable Deluxe * A taste of Won Ton Noodle Soup 4.25 Sweet & Sour Chicken 5.95 Fried Rice
The Orient
Teriyaki Chicken Won Ton Soup 4.25 Sa-tay Chicken 5.95 Vegetarian Fried Rice 4.25
B.B.Q. Pork Fried Rice Combination Won Ton 5.25 Lemon Chicken 5.95 Chicken Fried Rice 4.25
15. Cashew Shrimp
Beef
Chicken Chow Mein
4.25
4.25
Repeat the background Use the same background image
inside as outside, but to make space for the menu items
delete the foreground silhouettes. Carry over margins, guides
and type treatment. Note that the bamboo shadow is reversed
to create the illusion of transparent rice paper.
7 of 10

Color unifies the elements


It’s time to add color. Our eyes connect similarities—this like that. Color the
headlines to match the seal already on the cover. The contrast of gold adds depth
and spices up the hot palette.
7. Curry Chicken *
Almond Chicken 5.25
8. Broccoli Beef Soup Cashew Chicken 5.25 Vegetables
9. Sesame Chicken
Cantonese Family Special 14.95 Egg Flower Soup 4.25 Kung Pao Chicken * 5.25 Szechwan Bean Curd * 5.25
11. Cashew Chicken Chicken Noodle Soup 4.25
Soup of the Day Hunan Chicken * 5.95 Braised Bean Curd 5.95
12. Garlic Chicken Beef Noodle Soup 4.25
Egg Rolls Curry Chicken * 5.95
Broccoli Beef
13. Hunan Chicken
A taste of Won Ton Noodle Soup 4.25 Sweet & Sour Chicken 5.95 Fried Rice
The Orient
14. Vegetable Deluxe * Won Ton Soup 4.25 Vegetarian Fried Rice 4.25
Teriyaki Chicken Sa-tay Chicken 5.95
(Entree with shrimp 5.25) Combination Won Ton 5.25 Chicken Fried Rice 4.25
B.B.Q. Pork Fried Rice Lemon Chicken 5.95
15. Cashew Shrimp Hot & Sour Soup * 5.25 B.B.Q. Pork Fried Rice 4.25
16. Kung Pao Shrimp Sesame Chicken 5.95
Mandarin Family Special 15.95 Beef Fried Rice 4.25
Teriyaki Chicken 5.95
Beef
Chicken Chow Mein
4.25
4.25
Phone number in gold
distinguishes it from the food
categories and adds another
level of depth.
Remember to work with your visual research; don’t pull design decisions
from a hat. Note here the gold color is from a research image ( page 4 ).
Prices are subject to change
The beauty of this simple menu is that the background—which bleeds—can
be commercially printed in large quantities, then A Taste of the Orient can update
items as needed and print fresh copies on a desktop printer.
Appetizers
Fried Won Ton Pork Seafood 6.95
Egg Rolls (4) 2.95 Sweet & Sour Pork 5.95 Cashew 6.95
sauce
Paper-wrapped Chicke 4.25 Garlic Pork (with vegetables) 5.95 Prawn with lobster sauce 6.95
n bean
Fried Chicken Wings (8) 4.25 Sa-tay Pork 5.95 Prawn with black 6.95
(10)
Pot Stickers (8) 4.25 Teriyaki Pork 5.95 Sweet & Sour Prawn ri) * 6.95
calama
Fried Prawns (8) 4.95 B.B.Q. Pork Bean Curd 5.95 Curry Prawn (or 6.95
(or calamari) *
Fried Calamari 4.95 Kung Pao Prawn 6.95
Chinese Chicken 5.95
Poultry Szechwan Prawn
*
6.95
Salad Broccoli Chicken 5.25
4.25 Vegetable with Prawn
Soup Almond Chicken 5.25
Soup of the Day Cashew Chicken 5.25 Vegetables 5.25
e
Egg Flower Soup 1.50 Szechwan Chicken * 5.25 Vegetable Delux 5.25
*
Chicken Noodle 4.25 Kung Pao Chicken * 5.25 Szechwan Bean Curd 5.95
Soup
Beef Noodle Soup 4.25 Hunan Chicken * 5.95 Braised Bean Curd
A taste of Won Ton Noodl
e Soup
4.25 Curry Chicken * 5.95
Fried Rice
The Orient
Won Ton Soup 4.25 Sweet & Sour Chicken 5.95 4.25
Rice
Combination Won 4.25 Sa-tay Chicken 5.95 Vegetarian Fried 4.25
Hot & Sour Soup
Ton
Rice
*
Combination Plat Beef Fried Rice 5.25
Combination Plate es Teriyaki Chicken 5.95
#1 Garlic Chicken 5.95 Rice
Soup of the Day 5.25 Combination Fried
Beef
Chow Mein
Paper-wrapped Chicke
n 4.25
Chow
Broccoli Beef
Mongolian Beef *
5.95
5.95 Vegetarian Chow
Mein
4.25
3315 Northgate Blvd. #8, Sacramento Mein or Fried Rice Szechwan Beef * 5.95 Chicken Chow Mein 4.25
Mein
Corner of Northgate & San Juan Combination Plate
Soup of the Day 6.25
Hunan Beef * 6.95 Beef Chow Mein 5.25
Fried Prawns
Dine-In • Take-Out • Catering Mein
Sweet & Sour Chicke
n Ginger Beef 5.95 Combination Chow
Chow Mein or Fried
Rice Pepper Beef (with black bean) 5.95 * Hot & Spicy
Pre-printed shells . . . . . . items updated, printed . . . . . . and folded for presentation.
8 of 10

By the way . . .

As an option, a heavy frame around each panel looks a lot like a folding screen.
Appetizers
Special Rice Plates Fried Won Ton Pork Seafood 6.95
(Entree without shrimp 4.25) Egg Rolls (4) 2.95 Sweet & Sour Pork 5.95 Cashew 6.95
r sauce
1. Sa-tay Chicken or Pork Paper-wrapped Chick 4.25 Garlic Pork (with vegetables) 5.95 Prawn with lobste 6.95
en (8) bean sauce
2. Teriyaki Chicken or Pork Fried Chicken Wings 4.25 Sa-tay Pork 5.95 Prawn with black 6.95
(10)
3. Sweet & Sour Chicken or Pork Pot Stickers (8) 4.25 Teriyaki Pork 5.95 Sweet & Sour Prawn ari) * 6.95
calam
4. Kung Pao Chicken Fried Prawns (8) 4.95 B.B.Q. Pork Bean Curd 5.95 Curry Prawn (or 6.95
(or calamari) *
5. Szechwan Beef * Fried Calamari 4.95 Kung Pao Prawn 6.95
Chinese Chicken 5.95 Poultry Szechwan Prawn
*
6.95
6. Mongolian Beef * Salad
4.25 Broccoli Chicken 5.25 Vegetable with Prawn
7. Curry Chicken * Soup Almond Chicken 5.25
Vegetables
8. Broccoli Beef
Soup of the Day Cashew Chicken 5.25 5.25
9. Sesame Chicken e
Family Specials (2–3 people) Egg Flower Soup 1.50 Szechwan Chicken * 5.25 Vegetable Delux 5.25
10. Lemon Chicken *
Cantonese Family Special 14.95 Chicken Noodle
Soup
4.25 Kung Pao Chicken * 5.25 Szechwan Bean Curd 5.95
11. Cashew Chicken
Soup of the Day Beef Noodle Soup 4.25 Hunan Chicken * 5.95 Braised Bean Curd
12. Garlic Chicken
Won Ton Noodle 4.25 Curry Chicken * 5.95
Fried Rice
Egg Rolls
Broccoli Beef
13. Hunan Chicken
A taste of Won Ton Soup
Soup
4.25 Sweet & Sour Chicken 5.95
Vegetarian Fried
Rice
4.25
The Orient
14. Vegetable Deluxe * 4.25
Teriyaki Chicken Combination Won 4.25 Sa-tay Chicken 5.95
Hot & Sour Soup
Ton
B.B.Q. Pork Fried Rice Rice
15. Cashew Shrimp *
Mandarin Family Special 15.95 16. Kung Pao Shrimp Combination Plat Beef Fried Rice 5.25
Soup of the Day 17. Szechwan Shrimp * Combination Plate es Teriyaki Chicken 5.95
#1 Garlic Chicken 5.95 Rice
Fried Prawns 18. Curry Shrimp Soup of the Day 5.25 Combination Fried
Mongolian Beef 19. Shrimp with black bean sauce Paper-wrapped Chick Beef
Sa-tay Chicken 20. Shrimp with lobster sauce Broccoli Beef
en Broccoli Beef 5.95 Chow Mein Mein
4.25
Vegetarian Chow 4.25
916.922.1818 Chow Mein or Fried
Rice
Mongolian Beef *
Szechwan Beef *
5.95
5.95 Chicken Chow Mein 4.25
House Family Special 16.95 Mein
3315 Northgate Blvd. #8, Sacramento Combination Plate
Soup of the Day Soup of the 6.25 Beef Chow Mein 5.25
Corner of Northgate & San Juan Day Hunan Beef * 6.95
Fried Prawns
Mein
Cashew Prawn Sweet & Sour Chick
en Ginger Beef 5.95 Combination Chow
Sesame Chicken Dine-In • Take-Out • Catering Chow Mein or Fried
Shrimp Chow Mein Rice Pepper Beef (with black bean) 5.95 * Hot & Spicy
With the addition of the black frame, each panel becomes its own separate zone, a result similar to the original menu
in which each category was boxed in. But unlike the unattractive original, several elements tie the zones together:
1) The black silhouette spans two panels
2) The bamboo shadow spans all three panels
3) The red color repeats throughout.
An accordion fold like the screen would have been artistically truer, but the content of the menu wouldn’t permit it.
Article resources
3 Typefaces Colors
Special Rice Plates 1 (a–b) Ruach Plain | a) 43 pt, b) 16 pt 3 C0 M90 Y80 K25
4
3. Sweet & Sour Chicken or Pork 2 (a–d) Sanvito MM | a) 27 pt, b) 24 pt,
4. Kung Pao Chicken
5. Szechwan Beef *
5 c) 13/13 pt, d) 13/15.6 pt 4 C0 M40 Y90 K15
6. Mongolian Beef *
7. Curry Chicken *
8. Broccoli Beef 6
1b Family Specials (2–3 people)
Cantonese Family Special 14.95
9. Sesame Chicken
10. Lemon Chicken 5 C22 M26 Y34 K0
11. Cashew Chicken
Soup of the Day 12. Garlic Chicken
2a
Egg Rolls
2d A taste of
13. Hunan Chicken
Broccoli Beef
The Orient 6 C2 M3 Y4 K0
Teriyaki Chicken
1a
B.B.Q. Pork Fried Rice 15. Cashew Shrimp
Soup of the Day 17. Szechwan Shrimp *
Fried Prawns 18. Curry Shrimp
Mongolian Beef 19. Shrimp with black bean sauce
Sa-tay Chicken 20. Shrimp with lobster sauce
House Family Special 16.95
916.922.1818
3315 Northgate Blvd. #8, Sacramento
2b
Soup of the Day
2c
Cashew Prawn
Shrimp Chow Mein
1b Appetizers
Fried Won Ton 2.95
Pork
Sweet & Sour Pork 5.95
Seafood
Cashew 6.95
Egg Rolls (4) 4.25 Garlic Pork (with vegetables) 5.95 Prawn with lobster sauce 6.95
Paper-wrapped Chicken (8) 4.25 Sa-tay Pork 5.95 Prawn with black bean sauce 6.95
2d Fried Chicken Wings (10)
Pot Stickers (8)
4.25
4.95
Teriyaki Pork
B.B.Q. Pork Bean Curd
5.95
5.95
Sweet & Sour Prawn
Curry Prawn (or calamari) *
6.95
6.95
Fried Prawns (8) 4.95 Kung Pao Prawn (or calamari) * 6.95
Fried Calamari 5.95 Poultry Szechwan Prawn * 6.95
Almond Chicken 5.25
Soup Cashew Chicken 5.25 Vegetables
Egg Flower Soup 4.25 Kung Pao Chicken * 5.25 Szechwan Bean Curd * 5.25
Chicken Noodle Soup 4.25 Hunan Chicken * 5.95 Braised Bean Curd 5.95
Beef Noodle Soup 4.25 Curry Chicken * 5.95
Won Ton Noodle Soup 4.25 Sweet & Sour Chicken 5.95 Fried Rice
Won Ton Soup 4.25 Sa-tay Chicken 5.95 Vegetarian Fried Rice 4.25
Combination Won Ton 5.25 Lemon Chicken 5.95 Chicken Fried Rice 4.25
Combination Plates Garlic Chicken 5.95 Shrimp Fried Rice 5.25
Combination Plate #1 5.25 Combination Fried Rice 5.25
Soup of the Day Beef
Paper-wrapped Chicken Broccoli Beef 5.95 Chow Mein
Broccoli Beef Mongolian Beef * 5.95 Vegetarian Chow Mein 4.25
Chow Mein or Fried Rice Szechwan Beef * 5.95 Chicken Chow Mein 4.25
Kung Pao Beef * 5.95 B.B.Q. Pork Chow Mein 4.25
Combination Plate #2 6.25 Beef Chow Mein 4.25
Soup of the Day Hunan Beef * 6.95
Fried Prawns Combination Chow Mein 5.25
Sweet & Sour Chicken Ginger Beef 5.95
Chow Mein or Fried Rice Pepper Beef (with black bean) 5.95 * Hot & Spicy
9 of 10

Article resources
1a 2 Images
1 (a–d) Photos.com | a b c d
2 Photodisc/Veer.com
3 Stockbyte/Veer.com
4 (a–f) istockphoto.com | a b c d
e f
4a
1b 4b 1c 4d
4f
1d
3
4e
4c
Subscribe to Before & After Before & After magazine
Before & After has been sharing its practical approach
Did you enjoy this article? Subscribe, and to graphic design since 1990. Because our modern world
become a more capable, confident designer has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understand-
for pennies per article. To learn more, go to
able, useful and even fun for everyone.
http://www.bamagazine.com/Subscribe
John McWade Publisher and creative director
Gaye McWade Associate publisher
E-mail this article Vincent Pascual Staff designer
To pass along a free copy of this article to Dexter Mark Abellera Staff designer
others, click here. Editorial board Gwen Amos, Carl Winther
Before & After magazine
Join our e-list 323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
To be notified by e-mail of new articles as
Fax 916-784-3995
they become available, go to E-mail mailbox@bamagazine.com
http://www.bamagazine.com/email www http://www.bamagazine.com
Copyright ©2005 Before & After magazine, ISSN
1049-0035. All rights reserved
You may pass this article around, but you may not alter
it, and you may not charge for it. You may quote brief
sections for review. If you do this, please credit Before
& After magazine, and let us know. To feature free
Before & After articles on your Web site, please contact
us. For permission to include all or part of this article in
another work, please contact us.
10 of 10

BA0614 - Distinctively Oriental PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

BA0614 - Distinctively Oriental PDF

Uploaded by

Copyright:

Available Formats

Before&After

Continued  Distinctively Oriental 0614

Delicious, savory, mouth-watering Chinese

 2 of 20  Distinctively Oriental 0614

It’s not designed at all

Outside spread Inside spread

Accidental design Boxes everywhere

 3 of 20  Distinctively Oriental 0614

Look. Read. Learn.

The world of China Characters Ancient, wet

 4 of 20  Distinctively Oriental 0614

Start with format and background

 5 of 20  Distinctively Oriental 0614

 6 of 20  Distinctively Oriental 0614

Create the illusion of natural lightthe wall

 7 of 20  Distinctively Oriental 0614

Add bamboo to the foreground

 8 of 20  Distinctively Oriental 0614

Create a focal icon

1) Create the image 2) Roughen the edges 3) Sharpen, then dab

 9 of 20  Distinctively Oriental 0614

Select a display type

 10 of 20  Distinctively Oriental 0614

Select a complementary text typeface

Appetizers Appetizers Appetizers

Tc Small, but serifs

 11 of 20  Distinctively Oriental 0614

Complement image and layout

Place the seal Place the Place the contact

Aligned with seal for continuity

 12 of 20  Distinctively Oriental 0614

Organize the menu items

Special Rice Plates

Family Specials (2–3 people)

Cantonese Family Special 14.95 Cantonese Family Special

B.B.Q. Pork Fried Rice Cashew Prawn

Mandarin Family Special 15.95

 13 of 20  Distinctively Oriental 0614

Outside spread Inside spread

Special Rice Plates Appetizers Pork Seafood

Repeat the background Use the same background image

 14 of 20  Distinctively Oriental 0614

Color unifies the elements

Special Rice Plates Appetizers Pork Seafood

Phone number in gold

 15 of 20  Distinctively Oriental 0614

Prices are subject to change

Pre-printed shells . . . . . . items updated, printed . . . . . . and folded for presentation.

 16 of 20  Distinctively Oriental 0614

 17 of 20  Distinctively Oriental 0614

 18 of 20  Distinctively Oriental 0614

 19 of 20  Distinctively Oriental 0614

Subscribe to Before & After Before & After magazine

others, click here. Editorial board Gwen Amos, Carl Winther

Before & After magazine

Copyright ©2005 Before & After magazine, ISSN

 20 of 20 | Printing formats  Distinctively Oriental 0614

Before & After is made to fit your binder

For presentation format For paper-saver format

 Back | Paper-saver format 

It’s not designed at all

Start with format and background

Create the illusion of natural lightthe wall