Design - Before & After - 0643 - Design Talk 7

Before&After
®
BAmagazine.com i U X
DesignTalk7
FiveDesignIdeas Healthy
Living
Three steps
to health and
fitness
100V
50~60HZ
Power connection Connect the
supplied power connector here.
120V 240V
www.audyssey.com
RS-232 PORT
USB Port (Installer use)
USB PORT
TEST PORT
IN OUT
1
2
3
4
Analog Outputs Audio
output jacks connect the unit
to the amplifier.
ANALOG OUTPUT
5
6
7
8
1/Mic
2
3
4
ANALOG INPUT
5
6
7
Outside Inside Product Callouts

RS-232 PORT USB PORT
On/Off Switch Test Port

IN OUT
(Audyssey use) Analog Inputs Audio input
50~60HZ www.audyssey.com 1 3 5 7 1/Mic 3 5 7
100V 120V 240V TEST PORT ANALOG OUTPUT jacks connect the unit to the
ANALOG INPUT
preamplifier/processor.
RS-232 Port (Installer use)
Audyssey Laboratories, Inc. 350 South Figueroa St., Suite 196, Los Angeles, CA 90071 Tel: (213) 625-4300 www.audyssey.com
Supplement of Jefferson Memorial Hospital
Price Guide Signature Logo

One-Photo Cover
06 Social Science Update
TRUMAN STATE UNIVERSITY
Continued  Design talk 0643

Before&After ® Design talk 2 of 10 BAmagazine.com i U X
Cover design Do more with less

What do you do when you have three photos available? You use them all, right? Not necessarily. One
can be more effective. Here, the campus tower alone conveys the essence of the school better than three
photos could; the headline in a single, school-colored bar quietly provides the data.
Before After
SOCIAL SCIENCE
2006 UPDATE

Less is more Campus tower
anchors the makeover. Simply cen-
(Above) He had three good photos, but to fit all three ter it and let it do the “talking,” then
into his layout the designer had to shrink, crop and push add your words. Note, above, that
each to the perimeter, where they now look alike (similar the bar is short enough to let the
masses and textures) and are difficult to “read.” He then picture flow by. Below, school colors
added a flat (and meaningless) blue field, block type in violet and tan plus the green of
three sizes and a motif of horizontal stripes. The more he the trees make an appealing, split
“designed,” the weaker the cover got; the school and its
social science program were lost in the artificial stuff. To
TRUMAN STATE UNIVERSITY complementary palette.
add insult to injury, it was too much work! Solution: Let

one image do the talking.
 2 of 10  Design talk 0643

Layout Bring the words into the picture

For the technical among us, descriptive graphics are fun to make. The key to clarity is to think
of the words as part of the picture, not as an extra to be set off to the side.
After
Before

100V
50~60HZ
120V 240V
www.audyssey.com
TEST PORT
1 3
ANALOG OUTPUT
5 7 1/Mic 3
ANALOG INPUT
5 7
(1) On/Off Switch Turns the Power connection Connect the output jacks connect the unit
unit on and off.
IN OUT
to the amplifier.
2 4 6 8 2 4 6 8
(2) Power connection The
power connector plugs
into the unit here.
(1) (2) (3) (4) (5) (6) (7) (3) RS-232 Port Used for
installation only.
(4) USB Port Used for
100V 120V 240V
installation only. TEST PORT ANALOG OUTPUT ANALOG INPUT
50~60HZ www.audyssey.com
(5) Test Port For Audyssey 1 3 5 7 1/Mic 3 5 7
use only. IN OUT
(6) Analog Output Audio RS-232 PORT USB PORT
output jacks connect the

unit to amplifier.
(7) Analog Input Audio input 2 4 6 8 2 4 6 8
jacks connect the unit to
the amplifier.
Audyssey Laboratories, Inc. Tel: (213) 625-4300 2 4 6 8 2 4 6 8
350 South Figueroa St., Suite 196, Web: www.audyssey.com
Los Angeles, CA 90071

IN OUT
www.audyssey.com 1 3 5 7 1/Mic 3 5 7
50~60HZ
100V 120V 240V TEST PORT ANALOG OUTPUT jacks connect the unit to the
ANALOG INPUT
Design complicates the message

Single-line contact
The goal of this small product guide was information echoes
simple: label the parts of the product for the horizontal motif.
the customer. But the designer lost sight Audyssey Laboratories, Inc. 350 South Figueroa St., Suite 196, Los Angeles, CA 90071 Tel: (213) 625-4300 www.audyssey.com
of that and arranged the card in a neat L

shape, product on one side, labels on the
other. Result: The product’s
tiny, the important center of
the page is empty, and the
Front and center Above, center the product as big
as possible, then put the labels in orbit around it with
straight lines to their destinations. Sans-serif type
Inputs Audio
reader must refer back and reads easily; minimal contrasts (right) are clean. No Above, one font family and size for similarity,
forth needlessly (left). numbering or indents are necessary. contrasting weight and value for difference.

Layout Differences establish hierarchy | Page 1 of 2
Before
Hutchins Street Square Hotel Hutchins Street Square Hotel

It’s all the same! The “before” doesn’t look
R
like the hotel; it looks like e-mail—one typestyle,
125 South Hutchins Street, Lockeford, CA 95678
is a great place for conferences, Tel: 209-333-1234 x2465 | Fax: 209-123-5678
weight and color, skinny lines like you’d draw

banquets, receptions and other
Facility Facility Maximum Rental Fee Deposit Non-Profit Non-Profit with a pencil, no hierarchy, no visual guideposts
events, but no one looking at its THEATRE*
Use
Permanent
Occupancy
789 $1500 $700

Fee
$700
Deposit
$700 of any kind. They set an attractive table (below);

information flier would know KIRST HALL
Seating
Lecture 700 (Lecture) $1,400 $600 $600 $600

but the customer won’t see that unless he gets
that. It’s as bland as a bucket—
Banquet 400 (Banquet)
CRETE HALL Lecture 500 (Lecture) $850 $400 $400 $400

past this. Problem: The plain sheet makes him do
all the work of deciphering its information.
a page of words in one style, CRETE HALL

KITCHEN
$400 $200 $200 $200
one size, one weight, one color, THOMAS THEATRE Lecture

Banquet
100 (Lecture)
100 (Banquet)
$600 $300 $300 $300
lost in an ocean of white. The AMPHITHEATRE Outdoor

Theatre
250 $600 $300 $300 $300
data’s there, but no life. COTTAGE ROOM Lecture

Banquet
75 (Lecture)
35 (Banquet)
$400 $200 $200 $200
Such a modest sheet is easy PISANO ROOM Lecture

Banquet
75
35
$400 $200 $200 $200
COTTAGE~PISANO Lecture 150 (Lecture) $700 $400 $400 $400
to overlook, but keep in mind ROOMS (Combined) Banquet 75 (Banquet)
GREEN ROOM Meeting 12 $30
that for many customers it’s the ROTUNDA

(Available only when
Recptions
(No tables/
$600 $300 $300 $300
first (and maybe the last!) thing

no other facility is chairs)
rented)
they’ll see. Take the time to give * A Theatre technician will be assigned and fees will be additional and assessed according to individual needs.
Non-Profit Designation: 501(C)(3) Any group incorporated as a charitable organization with non-profit tax exemption status with the IRS.
it appeal and at-a-glance clarity.

Notes: Set-ups requiring unusually difficult formats will be reviewed and additional maintenance fees applied. Rental of facilities is subject
to availability. The Square reserves the right to deem an event inappropriate for either space or content based on technical requirements
and projected audience size. Holiday rental requests are reviewed on an individual basis and added costs will apply. Other charges will be
Here’s how to do that. quoted to renter at the time the contract is signed, fees are subject to change without notice. Certificate of Insurance required for every
event. HSS Security Guards required for evening and week-end events.

Page 2 of 2
After
The page now has visual levels of
Rental Facilities
Hutchins Street Square
Tel: 209-333-1234 x2465 | Fax: 209-123-5678 information that clue the reader to
1 what’s what.
Rental Facilities
Facility Facility Maximum Rental Fee Deposit Non-Profit Non-Profit
2 Facility Facility Maximum Use Occupancy Fee Deposit
Use Occupancy Theatre* Permanent 789 $1500 $700 $700 $700

Seating
3 Theatre* 4 Permanent 789 Kirst Hall Lecture

Banquet
700 (Lecture)
400 (Banquet)
$1,400 $600 $600 $600
Seating
5 Crete Hall Lecture
Banquet
500 (Lecture)
200 (Banquet)
$850 $400 $400 $400
Kirst Hall Lecture 700 (Lecture) Crete Hall $400 $200 $200 $200
Kitchen
Thomas Theatre Lecture 100 (Lecture) $600 $300 $300 $300
Crete Hall Lecture 500 (Lecture) Amphitheatre Outdoor 250 $600 $300 $300 $300
Banquet 200 (Banquet) Theatre
Cottage Room Lecture 75 (Lecture) $400 $200 $200 $200

Crete Hall Pisano Room Lecture 75 $400 $200 $200 $200
Kitchen Banquet 35
Non-Profit Designation: 501(C)(3) Any group incorporated as a
Cottage & Pisano Lecture 150 (Lecture) $700 $400 $400 $400
Rooms (Combined) Banquet 75 (Banquet)
Green Room Meeting 12 $30

Create hierarchy with type Simple modi- Rotunda Recptions $600 $300 $300 $300
Create hierarchy with color
fications to typestyle, weight and color are all (Available only when
no other facility is
(No tables/
chairs) Dark, medium and light colors define
rented)
it takes to make the information appealing easy-to-follow rows. Dark belongs
* A Theatre technician will be assigned and fees will be additional and assessed according to individual needs.
and easy to read: (1) A headline clearly labels Non-Profit Designation: 501(C)(3) Any group incorporated as a charitable organization with non-profit tax exemption status with the IRS.
at the top; the light colors alternate
the page (no guessing) and bears a swashy Notes: Set-ups requiring unusually difficult formats will be reviewed and additional maintenance fees applied. Rental of facilities is subject
to availability. The Square reserves the right to deem an event inappropriate for either space or content based on technical requirements down the page. All have been taken
resemblance to the elaborate table setting. quoted to renter at the time the contract is signed, fees are subject to change without notice. Certificate of Insurance required for every from the banquet room, giving the
(2, 3) Bold type identifies heads; white and page a direct visual link to the hotel.
black tell you they’re different kinds. (4) Light
type is for transitory data. (5) Column lines Color unifies the primary data and
in white, not black, quietly recede, giving the makes a focal point, visually the most
more-important rows prominence. important element on the page.

Layout Bring the outside in

Making an inside look like an outside can be tricky. Here’s what to do. Carry over the typestyles,
colors, image style and general layout. Proportion counts. A lot of green looks different from a little.
Pictures look different big than small. Here’s more . . .
Outside Inside
Healthy
Living
Same
3 1Set a reasonable
weight-loss goal.
Weight is an issue for some
steps to health and fitness
After decades of nutrition advice, it is now clear that diet does not stand
alone in the quest for good health—physical activity plays an integral part as
well. There is a powerful link between how active you are and the foods you
eat. By making healthy food choices and becoming more physically active,
you can look better, feel more fit, improve your health and fight desece.
2
Get active for 30-
minutes a day.
All it takes is just thirty minutes
3
Make sensible
food selections.
All foods fit! You can enjoy
Organic shapes Key to this
Three steps
adults, however. The best
strategy for managing weight is
simple and straight forward.
a day of moderate in intensity
activity to improve your health—
that’s 3-4 hours a week. Can’t
all food without overdoing
it. Being moderately active
lets you enjoy a wider
design are the organic out-
to health and What should I target as a
desirable weight, and how many
fit a 30-minute chunk of time
into your day? That’s okay.
range of foods as part of a
healthful diet. Thirty minutes lines of the extra-large images;
fitness
Aim for a total time of at least of moderate activity daily
calories do I need to eliminate to
they yield a fluid, indistinct

thirty minutes, accumulated in means your burning extra
lose weight?
short bouts of three 10-minute calories. If your weight is
Reference the Body Mass sessions. appropriate, that translates
edge that conveys a sense of

Index Chart on the back of this to increased choices in the
What activities are moderate
brochure for healthy weights of variety of foods you select.
in intensity and how many
adult men and women. You’re
calories can you burn in only
airiness and health. Note that

less likely to regain weight if
30-minutes?
you lose it gradually. Aim for a
loss of one half to one pound a Volleyball . . . . . . . . . . . . . . 100
each image also has a straight

week. To lose a pound a week, Leisure swimming . . . . . . . . 125
eat about 500 calories per day
Brisk walking . . . . . . . . . . . 160
less than the amount needed
Leisure cycling . . . . . . . . . . 160
edge where it bleeds off the

to maintain your current weight.
Reduce calorie intake by: Gardening . . . . . . . . . . . . . 185
• Alter your food intake (reduce Tennis . . . . . . . . . . . . . . . . . 220
portion sizes, eat less higher
calorie/fat foods, substitute page. Text set aligned left or
high calorie choices with low
calorie alternatives)
• Exercise more to burn calories
right will mimic this exactly.
Below, super-light type is most-
ly air and fresh as a breeze,
just like the layout.
Healthy
White dominates the layout. Images are the same style
Letter-size and size. Typestyle is constant. Colors repeat. Green and
sheet, folded gray sampled from the cover image, plus white (the back-
ground), yield a light, healthy palette.

Logo Signature logo

Is anything more graphically unique than your signature? It’s like no other. So if you have
a business or project that’s an extension of you —a notary public is a good candidate—why not
use your signature as its logo? Here’s one possibility:
Reduce Franklin to match Garamond
Uppercase name,
bold, contrasting title,
italic description
LEO DES ROSIER NOTARY PUBLIC Certified Signing Agent
2307 Vernon Street, Roseville, CA 95676
ROSIER NOTARY Certified Cap height
8 pt 7.6 pt 8.5 pt
P | 916-501-0385 F | 916-789-8761 ldesrosier@surewest.net
Typography reinforces Strengthen the design by setting

excellent type appropriately chosen. Here, classic Adobe
A signature logo is easy to make. Just sign your name, Garamond conveys age, tradition and dignity, while bold
scan it, then trace it with the Pen tool. The result is lightly Franklin Gothic Heavy adds a highly visible counterpoint.
stylized and can’t be forged without detection. White on Because these are very different kinds of type, you’ll need to
gray—or a color of your choice—adds artistry. adjust their point sizes to make them the same visual size; in
this case, Franklin was made smaller. Note the white title on
the gray field stands apart quietly.
Sign . . . and trace

Article resources
Typefaces Colors
1 Adobe Garamond Regular | 8.5/13 pt 8 C18 M15 Y18 K0
2 ITC Franklin Gothic Heavy | 7.6/13 pt
9 C50 M0 Y100 K0
3 Adobe Garamond Italic | 8.5/13 pt
7a Healthy 4a
Living 4 (a–h) Helvetica Neue Std Thin
a) 66/53 pt
10 C0 M0 Y0 K50
Three steps 4b
to health and b) 23/24 pt
fitness
8 c) 10/11 pt
9 d) 40 pt
1
10 e) 216 pt
2
LEO DES ROSIER NOTARY PUBLIC Certified Signing Agent 3
2307 Vernon Street, Roseville, CA 95676 f) 14/17 pt
1 g) 50 pt
Supplement of Jefferson Memorial Hospital 4c
h) 12/13.5 pt
5 Helvetica Neue Std Light Italic
7.5/10.5 pt
3
4d
6 Helvetica Neue Std Light | 7.5/10.5 pt
4e steps to health and fitness
4f well. There is a powerful link between how active you are and the foods you
Images
4g 1 2 3 7 (a–b) iStockphoto.com | a b
4h 7b
Set a reasonable Get active for 30- Make sensible
weight-loss goal. minutes a day. food selections.
Weight is an issue for some All it takes is just thirty minutes All foods fit! You can enjoy
adults, however. The best a day of moderate in intensity all food without overdoing
strategy for managing weight is activity to improve your health— it. Being moderately active
5
simple and straight forward. that’s 3-4 hours a week. Can’t lets you enjoy a wider
fit a 30-minute chunk of time range of foods as part of a
What should I target as a
into your day? That’s okay. healthful diet. Thirty minutes
6
lose weight?
30-minutes?
Brisk walking . . . . . . . . . . . 160
to maintain your current weight. Leisure cycling . . . . . . . . . . 160
calorie/fat foods, substitute

Article resources
Typefaces Colors
1 1 Myriad Pro Semibold | 8/10.5 pt 12 C0 M0 Y0 K100

USB Port (Installer use) 2a 2 (a–b) Myriad Pro Light | a) 8/10.5 pt
13 C0 M0 Y0 K65
b) 9 pt
Power connection Connect the output jacks connect the unit
supplied power connector here. to the amplifier.
3 Myriad Pro Bold | 9 pt

100V 120V 240V TEST PORT ANALOG OUTPUT ANALOG INPUT
IN OUT
14 C0 M0 Y0 K40
12
2 4 6 8 2 4 6 8
4 Helvetica Neue Std Black Cond | 55 pt

2 4 6 8 2 4 6 8

IN OUT
www.audyssey.com 1 3 5 7 1/Mic 3 5 7
50~60HZ
TEST PORT ANALOG OUTPUT jacks connect the unit to the
ANALOG INPUT
13
100V 120V 240V
15 C45 M70 Y0 K0
3
5 (a–b) Trajan Pro Bold | a) 16 pt

14 Audyssey Laboratories, Inc. 350 South Figueroa St., Suite 196, Los Angeles, CA 90071 Tel: (213) 625-4300 www.audyssey.com
2b b) 31 pt
16 C0 M20 Y100 K0
6 Helvetica Neue Std Black | 9/14 pt
6 7 Helvetica Neue Std Light | 9/14 pt 17 C20 M35 Y58 K265
7
Tel: 209-333-1234 x2465 | Fax: 209-123-5678
8 Zapfino One | 20 pt 18 C0 M0 Y0 K60
Rental Facilities 8 9 (a–b) Helvetica Neue Std Heavy
9a a) 9/10.8 pt, b) 8/13.5 pt 19 C20 M35 Y58 K15
Use Occupancy Fee Deposit
Theatre* Permanent 789 $1500 $700 $700 $700

Seating
Kirst Hall Lecture

Banquet
700 (Lecture)
400 (Banquet)
$1,400 $600 $600 $600
10a 10 (a–b) Helvetica Neue Std Roman 20 C16 M15 Y20 K0
9a
Crete Hall Lecture 500 (Lecture) $850 $400 $400 $400
Crete Hall
Kitchen
$400 $200 $200 $200
a) 9/10.8 pt, b) 8/13.5 pt
12 21 C0 M0 Y18 K2
Amphitheatre Outdoor 250 $600 $300 $300 $300

Theatre

Pisano Room Lecture 75 $400 $200 $200 $200

17
Images
Banquet 35
Green Room
Rotunda
Meeting
Recptions
12 $30
$600 $300 $300 $300

18 11 iStockphoto.com
(Available only when (No tables/
rented)
* A Theatre technician will be assigned and fees will be additional and assessed according to individual needs. 19
06
Social Science Update Notes: Set-ups requiring unusually difficult formats will be reviewed and additional maintenance fees applied. Rental of facilities is subject
20
TRUMAN STATE UNIVERSITY and projected audience size. Holiday rental requests are reviewed on an individual basis and added costs will apply. Other charges will be
quoted to renter at the time the contract is signed, fees are subject to change without notice. Certificate of Insurance required for every
21
11 4 15 16 5a 5b 9b 10b

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

DesignTalk7
FiveDesignIdeas Healthy
Living
Three steps
to health and
fitness
100V
50~60HZ
Power connection Connect the

120V 240V
www.audyssey.com
RS-232 PORT

USB PORT
TEST PORT
IN OUT
1
2
2
3
4
4

output jacks connect the unit
to the amplifier.
ANALOG OUTPUT
5
6
6
7
8
8
1/Mic
2
2
3
4
4
ANALOG INPUT
5
6
6
7
8
8
Outside Inside Product Callouts
TR O P 2 3 2 - S R TR O P B S U
On/Off Switch Test Port (Audyssey use)
NI TUO
Analog Inputs Audio input
1 3 5 7 ciM/1 3 5 7
jacks connect the unit to the
ZH06~05 moc.yessydua.www
V001 V021 V042 TR O P T S E T TUPTUO GOLANA TUPNI GOLANA
Audyssey Laboratories, Inc. 350 South Figueroa St., Suite 196, Los Angeles, CA 90071 Tel: (213) 625-4300 www.audyssey.com
Price Guide Signature Logo
One-Photo Cover
Cover design Do more with less
What do you do when you have three photos available? You use them all, right? Not necessarily. One
can be more effective. Here, the campus tower alone conveys the essence of the school better than three
photos could; the headline in a single, school-colored bar quietly provides the data.
Before After
SOCIAL SCIENCE
2006 UPDATE
Less is more Campus tower
anchors the makeover. Simply cen-
(Above) He had three good photos, but to fit all three ter it and let it do the “talking,” then
into his layout the designer had to shrink, crop and push add your words. Note, above, that
each to the perimeter, where they now look alike (similar the bar is short enough to let the
masses and textures) and are difficult to “read.” He then picture flow by. Below, school colors
added a flat (and meaningless) blue field, block type in violet and tan plus the green of
three sizes and a motif of horizontal stripes. The more he the trees make an appealing, split
“designed,” the weaker the cover got; the school and its
social science program were lost in the artificial stuff. To
TRUMAN STATE UNIVERSITY complementary palette.
add insult to injury, it was too much work! Solution: Let
one image do the talking.
0643 Design Talk 7: Five Design Ideas Before&After | www.bamagazine.com Design Talk 7: Five Design Ideas 0643
1 of 5

Layout Bring the words into the picture


For the technical among us, descriptive graphics are fun to make. The key to clarity is to think
of the words as part of the picture, not as an extra to be set off to the side.
After
Before
100V
50~60HZ
120V 240V
www.audyssey.com
TEST PORT
1 3
ANALOG OUTPUT
5 7 1/Mic 3
ANALOG INPUT
5 7
(1) On/Off Switch Turns the Power connection Connect the output jacks connect the unit
unit on and off.
IN OUT
to the amplifier.
2 4 6 8 2 4 6 8
(2) Power connection The
power connector plugs
into the unit here.
(1) (2) (3) (4) (5) (6) (7) (3) RS-232 Port Used for
installation only.
(4) USB Port Used for
100V 120V 240V
installation only. TEST PORT ANALOG OUTPUT ANALOG INPUT
50~60HZ www.audyssey.com
(5) Test Port For Audyssey 1 3 5 7 1/Mic 3 5 7
use only. IN OUT
(6) Analog Output Audio RS-232 PORT USB PORT
output jacks connect the
unit to amplifier.
(7) Analog Input Audio input 2 4 6 8 2 4 6 8
jacks connect the unit to
the amplifier.
Audyssey Laboratories, Inc. Tel: (213) 625-4300 2 4 6 8 2 4 6 8
350 South Figueroa St., Suite 196, Web: www.audyssey.com
Los Angeles, CA 90071
NI TUO
1 3 5 7 ciM/1 3 5 7
V001 V021 V042 TR O P T S E T TUPTUO GOLANA TUPNI GOLANA
Design complicates the message
Single-line contact
The goal of this small product guide was information echoes
simple: label the parts of the product for the horizontal motif.
the customer. But the designer lost sight Audyssey Laboratories, Inc. 350 South Figueroa St., Suite 196, Los Angeles, CA 90071 Tel: (213) 625-4300 www.audyssey.com
of that and arranged the card in a neat L
shape, product on one side, labels on the
other. Result: The product’s
tiny, the important center of
the page is empty, and the
Front and center Above, center the product as big

as possible, then put the labels in orbit around it with
straight lines to their destinations. Sans-serif type
Inputs Audio
reader must refer back and reads easily; minimal contrasts (right) are clean. No Above, one font family and size for similarity,
forth needlessly (left). numbering or indents are necessary. contrasting weight and value for difference.
Layout Differences establish hierarchy | Page 1 of 2
Before
Hutchins Street Square Hotel Hutchins Street Square Hotel
It’s all the same! The “before” doesn’t look
R
like the hotel; it looks like e-mail—one typestyle,
is a great place for conferences, Tel: 209-333-1234 x2465 | Fax: 209-123-5678
weight and color, skinny lines like you’d draw
banquets, receptions and other
Facility Facility Maximum Rental Fee Deposit Non-Profit Non-Profit with a pencil, no hierarchy, no visual guideposts
events, but no one looking at its THEATRE*
Use
Permanent
Occupancy
789 $1500 $700
Fee
$700
Deposit
$700 of any kind. They set an attractive table (below);
information flier would know KIRST HALL
Seating
Lecture 700 (Lecture) $1,400 $600 $600 $600
but the customer won’t see that unless he gets
that. It’s as bland as a bucket—
CRETE HALL Lecture 500 (Lecture) $850 $400 $400 $400
past this. Problem: The plain sheet makes him do
all the work of deciphering its information.
a page of words in one style, CRETE HALL
KITCHEN
$400 $200 $200 $200
one size, one weight, one color, THOMAS THEATRE Lecture
Banquet
100 (Lecture)
100 (Banquet)
$600 $300 $300 $300
lost in an ocean of white. The AMPHITHEATRE Outdoor
Theatre
250 $600 $300 $300 $300
data’s there, but no life. COTTAGE ROOM Lecture
Banquet
75 (Lecture)
35 (Banquet)
$400 $200 $200 $200
Such a modest sheet is easy PISANO ROOM Lecture
Banquet
75
35
$400 $200 $200 $200
COTTAGE~PISANO Lecture 150 (Lecture) $700 $400 $400 $400
to overlook, but keep in mind ROOMS (Combined) Banquet 75 (Banquet)
GREEN ROOM Meeting 12 $30
that for many customers it’s the ROTUNDA
(Available only when
Recptions
(No tables/
$600 $300 $300 $300
first (and maybe the last!) thing
rented)
they’ll see. Take the time to give * A Theatre technician will be assigned and fees will be additional and assessed according to individual needs.
it appeal and at-a-glance clarity.
Here’s how to do that. quoted to renter at the time the contract is signed, fees are subject to change without notice. Certificate of Insurance required for every
2 of 5

Page 2 of 2

After
The page now has visual levels of
Rental Facilities

Tel: 209-333-1234 x2465 | Fax: 209-123-5678 information that clue the reader to
1 what’s what.
Rental Facilities
2
Facility Facility Maximum Use Occupancy Fee Deposit
Use Occupancy Theatre* Permanent 789 $1500 $700 $700 $700
Seating
3 Theatre* 4 Permanent 789 Kirst Hall Lecture
Banquet
700 (Lecture)
400 (Banquet)
$1,400 $600 $600 $600
Seating
5 Crete Hall Lecture
Banquet
500 (Lecture)
200 (Banquet)
$850 $400 $400 $400
Kirst Hall Lecture 700 (Lecture) Crete Hall $400 $200 $200 $200
Kitchen
Crete Hall Lecture 500 (Lecture) Amphitheatre Outdoor 250 $600 $300 $300 $300
Banquet 200 (Banquet) Theatre
Crete Hall Pisano Room Lecture 75 $400 $200 $200 $200
Kitchen Banquet 35
Non-Profit Designation: 501(C)(3) Any group incorporated as a
Green Room Meeting 12 $30
Create hierarchy with type Simple modi- Rotunda Recptions $600 $300 $300 $300
Create hierarchy with color
fications to typestyle, weight and color are all (Available only when
no other facility is
(No tables/
chairs) Dark, medium and light colors define
rented)
it takes to make the information appealing easy-to-follow rows. Dark belongs
* A Theatre technician will be assigned and fees will be additional and assessed according to individual needs.
and easy to read: (1) A headline clearly labels Non-Profit Designation: 501(C)(3) Any group incorporated as a charitable organization with non-profit tax exemption status with the IRS.
at the top; the light colors alternate
the page (no guessing) and bears a swashy Notes: Set-ups requiring unusually difficult formats will be reviewed and additional maintenance fees applied. Rental of facilities is subject
to availability. The Square reserves the right to deem an event inappropriate for either space or content based on technical requirements down the page. All have been taken
resemblance to the elaborate table setting. quoted to renter at the time the contract is signed, fees are subject to change without notice. Certificate of Insurance required for every from the banquet room, giving the
(2, 3) Bold type identifies heads; white and page a direct visual link to the hotel.
black tell you they’re different kinds. (4) Light
type is for transitory data. (5) Column lines Color unifies the primary data and
in white, not black, quietly recede, giving the makes a focal point, visually the most
more-important rows prominence. important element on the page.
Layout Bring the outside in
Making an inside look like an outside can be tricky. Here’s what to do. Carry over the typestyles,
colors, image style and general layout. Proportion counts. A lot of green looks different from a little.
Pictures look different big than small. Here’s more . . .
Outside Inside
Healthy
Living
Same
3 1Set a reasonable
weight-loss goal.
Weight is an issue for some
steps to health and fitness

well. There is a powerful link between how active you are and the foods you
2
Get active for 30-
minutes a day.
All it takes is just thirty minutes
3Make sensible
food selections.
All foods fit! You can enjoy
Organic shapes Key to this
Three steps
adults, however. The best
strategy for managing weight is
simple and straight forward.
a day of moderate in intensity

activity to improve your health—
that’s 3-4 hours a week. Can’t
all food without overdoing

it. Being moderately active
lets you enjoy a wider
design are the organic out-
to health and What should I target as a
fit a 30-minute chunk of time

into your day? That’s okay.
range of foods as part of a
healthful diet. Thirty minutes lines of the extra-large images;
fitness
they yield a fluid, indistinct
lose weight?
edge that conveys a sense of
airiness and health. Note that
30-minutes?
each image also has a straight
Brisk walking . . . . . . . . . . . 160
Leisure cycling . . . . . . . . . . 160
edge where it bleeds off the
to maintain your current weight.
calorie/fat foods, substitute page. Text set aligned left or
right will mimic this exactly.
Below, super-light type is most-
ly air and fresh as a breeze,
just like the layout.
Healthy
White dominates the layout. Images are the same style
Letter-size and size. Typestyle is constant. Colors repeat. Green and
sheet, folded gray sampled from the cover image, plus white (the back-
ground), yield a light, healthy palette.
3 of 5

Logo Signature logo


Is anything more graphically unique than your signature? It’s like no other. So if you have
a business or project that’s an extension of you —a notary public is a good candidate—why not
use your signature as its logo? Here’s one possibility:
Reduce Franklin to match Garamond
Uppercase name,
bold, contrasting title,
italic description
LEO DES ROSIER NOTARY PUBLIC Certified Signing Agent
2307 Vernon Street, Roseville, CA 95676
ROSIER NOTARY Certified Cap height
8 pt 7.6 pt 8.5 pt
Typography reinforces Strengthen the design by setting
excellent type appropriately chosen. Here, classic Adobe
A signature logo is easy to make. Just sign your name, Garamond conveys age, tradition and dignity, while bold
scan it, then trace it with the Pen tool. The result is lightly Franklin Gothic Heavy adds a highly visible counterpoint.
stylized and can’t be forged without detection. White on Because these are very different kinds of type, you’ll need to
gray—or a color of your choice—adds artistry. adjust their point sizes to make them the same visual size; in
this case, Franklin was made smaller. Note the white title on
the gray field stands apart quietly.
Sign . . . and trace
Article resources
Typefaces Colors
1 Adobe Garamond Regular | 8.5/13 pt 8 C18 M15 Y18 K0
2 ITC Franklin Gothic Heavy | 7.6/13 pt
9 C50 M0 Y100 K0
3 Adobe Garamond Italic | 8.5/13 pt
7a Healthy 4a
Living 4 (a–h) Helvetica Neue Std Thin
a) 66/53 pt
10 C0 M0 Y0 K50
Three steps 4b
to health and b) 23/24 pt
fitness
8 c) 10/11 pt
9 d) 40 pt
1
10 e) 216 pt
2
LEO DES ROSIER NOTARY PUBLIC Certified Signing Agent 3
2307 Vernon Street, Roseville, CA 95676 f) 14/17 pt
1 g) 50 pt
Supplement of Jefferson Memorial Hospital 4c
h) 12/13.5 pt
5 Helvetica Neue Std Light Italic
7.5/10.5 pt
3
4d
6 Helvetica Neue Std Light | 7.5/10.5 pt
4e steps to health and fitness
4f well. There is a powerful link between how active you are and the foods you
Images
4g 1 2 3 7 (a–b) iStockphoto.com | a b
4h 7b
Set a reasonable Get active for 30- Make sensible
weight-loss goal. minutes a day. food selections.
Weight is an issue for some All it takes is just thirty minutes All foods fit! You can enjoy
adults, however. The best a day of moderate in intensity all food without overdoing
strategy for managing weight is activity to improve your health— it. Being moderately active
5
simple and straight forward. that’s 3-4 hours a week. Can’t lets you enjoy a wider
fit a 30-minute chunk of time range of foods as part of a
What should I target as a
into your day? That’s okay. healthful diet. Thirty minutes
6
lose weight?
30-minutes?
Brisk walking . . . . . . . . . . . 160
to maintain your current weight. Leisure cycling . . . . . . . . . . 160
calorie/fat foods, substitute
4 of 5
Article resources

Typefaces Colors
1 1 Myriad Pro Semibold | 8/10.5 pt 12 C0 M0 Y0 K100
USB Port (Installer use) 2a 2 (a–b) Myriad Pro Light | a) 8/10.5 pt
13 C0 M0 Y0 K65
b) 9 pt
Power connection Connect the output jacks connect the unit
supplied power connector here. to the amplifier.
3 Myriad Pro Bold | 9 pt
100V 120V 240V TEST PORT ANALOG OUTPUT ANALOG INPUT
IN OUT
14 C0 M0 Y0 K40
12
2 4 6 8 2 4 6 8
4 Helvetica Neue Std Black Cond | 55 pt
2 4 6 8 2 4 6 8
NI TUO
1 3 5 7 ciM/1 3 5 7
13
TR O P T S E T TUPTUO GOLANA TUPNI GOLANA
15 C45 M70 Y0 K0
V001 V021 V042
3
5 (a–b) Trajan Pro Bold | a) 16 pt
14 Audyssey Laboratories, Inc. 350 South Figueroa St., Suite 196, Los Angeles, CA 90071 Tel: (213) 625-4300 www.audyssey.com
2b b) 31 pt
16 C0 M20 Y100 K0
6 Helvetica Neue Std Black | 9/14 pt
6 7 Helvetica Neue Std Light | 9/14 pt 17 C20 M35 Y58 K265
7
Tel: 209-333-1234 x2465 | Fax: 209-123-5678
8 Zapfino One | 20 pt 18 C0 M0 Y0 K60
Rental Facilities 8 9 (a–b) Helvetica Neue Std Heavy
9a a) 9/10.8 pt, b) 8/13.5 pt 19 C20 M35 Y58 K15
Use Occupancy Fee Deposit
Theatre* Permanent 789 $1500 $700 $700 $700
Seating
Kirst Hall Lecture
Banquet
700 (Lecture)
400 (Banquet)
$1,400 $600 $600 $600
10a 10 (a–b) Helvetica Neue Std Roman
Crete Hall
20 C16 M15 Y20 K0
9a
Lecture 500 (Lecture) $850 $400 $400 $400
Crete Hall
Kitchen
$400 $200 $200 $200
a) 9/10.8 pt, b) 8/13.5 pt
12 21 C0 M0 Y18 K2
Amphitheatre Outdoor 250 $600 $300 $300 $300
Theatre
Pisano Room Lecture 75 $400 $200 $200 $200
17
Images
Banquet 35
Green Room
Rotunda
Meeting
Recptions
12 $30
$600 $300 $300 $300
18 11 iStockphoto.com
(Available only when (No tables/
rented)
* A Theatre technician will be assigned and fees will be additional and assessed according to individual needs. 19
20
TRUMAN STATE UNIVERSITY and projected audience size. Holiday rental requests are reviewed on an individual basis and added costs will apply. Other charges will be
quoted to renter at the time the contract is signed, fees are subject to change without notice. Certificate of Insurance required for every
21
11 4 15 16 5a 5b 9b 10b
Subscribe to Before & After Before & After magazine
Before & After has been sharing its practical approach
Subscribe to Before & After, and become a to graphic design since 1990. Because our modern world
more capable, confident designer for pennies has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understand-
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John McWade Publisher and creative director
Gaye McWade Associate publisher
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others, click here. Before & After magazine
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Before&After

Outside Inside Product Callouts

On/Oﬀ Switch Test Port

Price Guide Signature Logo

Continued  Design talk 0643

Cover design Do more with less

TRUMAN STATE UNIVERSITY

add insult to injury, it was too much work! Solution: Let

 2 of 10  Design talk 0643

Layout Bring the words into the picture

USB Port (Installer use)

use only. IN OUT

(6) Analog Output Audio RS-232 PORT USB PORT

output jacks connect the

On/Oﬀ Switch Test Port

Design complicates the message

of that and arranged the card in a neat L

 3 of 10  Design talk 0643

Layout Differences establish hierarchy | Page 1 of 2

Hutchins Street Square Hotel Hutchins Street Square Hotel

is a great place for conferences, Tel: 209-333-1234 x2465 | Fax: 209-123-5678

weight and color, skinny lines like you’d draw

789 $1500 $700

$700 of any kind. They set an attractive table (below);

Lecture 700 (Lecture) $1,400 $600 $600 $600

CRETE HALL Lecture 500 (Lecture) $850 $400 $400 $400

a page of words in one style, CRETE HALL

one size, one weight, one color, THOMAS THEATRE Lecture

lost in an ocean of white. The AMPHITHEATRE Outdoor

data’s there, but no life. COTTAGE ROOM Lecture

Such a modest sheet is easy PISANO ROOM Lecture

COTTAGE~PISANO Lecture 150 (Lecture) $700 $400 $400 $400

to overlook, but keep in mind ROOMS (Combined) Banquet 75 (Banquet)

GREEN ROOM Meeting 12 $30

that for many customers it’s the ROTUNDA

ﬁrst (and maybe the last!) thing

it appeal and at-a-glance clarity.

 4 of 10  Design talk 0643

The page now has visual levels of

Use Occupancy Theatre* Permanent 789 $1500 $700 $700 $700

3 Theatre* 4 Permanent 789 Kirst Hall Lecture

Cottage Room Lecture 75 (Lecture) $400 $200 $200 $200

Green Room Meeting 12 $30

 5 of 10  Design talk 0643

Layout Bring the outside in

they yield a ﬂuid, indistinct

edge that conveys a sense of

airiness and health. Note that

each image also has a straight

edge where it bleeds off the

 6 of 10  Design talk 0643

Logo Signature logo

Reduce Franklin to match Garamond

Typography reinforces Strengthen the design by setting

Sign . . . and trace

 7 of 10  Design talk 0643

 8 of 10  Design talk 0643

1 1 Myriad Pro Semibold | 8/10.5 pt 12 C0 M0 Y0 K100

3 Myriad Pro Bold | 9 pt

4 Helvetica Neue Std Black Cond | 55 pt

RS-232 PORT USB PORT

On/Oﬀ Switch Test Port

5 (a–b) Trajan Pro Bold | a) 16 pt

Theatre* Permanent 789 $1500 $700 $700 $700

Design - Before & After - 0643 - Design Talk 7

Design - Before & After - 0643 - Design Talk 7