Continued

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Design talk 0670
FiveDesignIdeas
DesignTalk14
Visual Oxymoron

Functional Beauty
Portfolio Card Sneak Peek
Background Selection
Before&After
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Logo The visual oxymoron
What happens when your words say one thing, but your graphics say some-
thing else? Have a look at this sign above our dentists ofce. Its a nice name,
but pay attention to how its set. The sharp, needlelike typeface, industrial
colors and that bloody tooth are enough to make a nervous patient turn and
run! Its a design mistake you dont want to make. Heres a better way:
To say gentle, you need a typeface with round, pillowy shapesthink
circles and soft, cuddly things. Use light tones, which are chiffony and
undemanding. Add fresh, watery colors like aqua greens and blues, a
dreamy little curve, and youre done. Words and graphics now say the
same thing. If you add a tooth, make it sparkling white.
Hard edges are aggressive and agitating. Low-contrast edges are soft, undemanding,
calming. This edge whispers.
Gentle Dental is an inviting name, and the lowercase handwriting was the
designers effort to make it look that way. But yikes! That typeface is all
needles, barbed wire and razor blades, with hard edges and sharp points
even in the negative spaces. Red is not a good color for a toothfor obvious
reasonsand paired with blue makes it aggressive and agitating, too.
g
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Before After
Design talk 2 of 8
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Business Card Functional beauty
Heres a brilliant bit of marketing designa business card thats an envelope of grass seeds!
What we especially like are that the colors, textures and graphics werent dreamed up, but rather taken
from the world of landscaping, letterpressed by hand and printed on earthy, recycled paper.
Landscaping colors Leaf green and earth brown set an organic
tone. The typography is simple and unusualeverythings in upper-
case except the name. Old-fashioned, letterpress printing adds
texture by literally pressing the type into the paper.
Textured paper Slick, shiny surfaces would
not be appropriate here; the paper is uncoated,
grainy, earthytactile qualities that are just as
important as the graphics.
The surprise Open the envelope, and out fall
enough grass seeds to get a tiny lawn growing. This
makes a delightful, physical connection to the ven-
dor. Memorable and fun!
Repetitive graphic The leaf on the
logo is carried over from front to back.
This small drop of color is enough to
tie both sides together.
www.struckcreative.com
Before&After
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Divide a sheet of card stock into thirds.
Mail. Fits a #10 envelope.
Fold.
Your design portfolio is bulging with work.
How do you show it all to clients? Short answer:
You dont. Instead of cramming everything in,
do what the Langton Cherubino Group does
choose just one piece, and create a mailer around
it. To show more pieces, make more mailers. Its
easy on the eyes and easy to understand, too.
Portfolio Card Show one piece at a time
Front
Back
Inside
www.langtoncherubino.com
Less is more
Logo and tiny headline are
centered in bold red and
white elds. Plenty of open
space gives the viewer
room to breathe. The white
panel opens . . .
. . . to reveal a carefully dis-
played portfolio piece and
very importanta paragraph
that tells its story. On the
back (left) is the name and
contact info in a single, mini-
mal line. Note that every ele-
ment is centered, sustaining
the continuity.
Before&After
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She calls her work animal-assisted therapy. Never heard of that? When one has an unfamiliar story
like Alicia Burchams, it helps to explain it right up front. Her Kindred Spirits site does this simply
it borrows the opening lines from three articles and starts the stories on the home page.
www.kindredspiritstn.org
Web Page Sneak peek
1 3 2
The opening lines from three pages deeper in the
site are added to photos and dropped into uniform
containers on the home page. A single, opening
sentence above the stories clearly states what the
sites about. Carefully chosen headlines add clarity.
Simple, peaceful, nice.
Before&After
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Color Background selection
White is clean, fresh, inexpensive and always easy. Make sure its pure white,
not something off, which merely looks ordinary and not designed. White photo
edges (A) blend in. Black is bold and sophisticated and onscreen will brighten
your photos! Black edges (B) blend in. Gray is most versatile, accommodating
light and dark edges. Against gray (right) you can add a shadow, border or both.
White Black Gray
Youre making a photo gallery and need a suitable background. What color to use? Neutrals
are best. White is clean, black is dramatic, and gray has the most depth. Like this:
A
B
Before&After
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Typefaces
1 Helvetica Rounded Black
Images
Images: iStockphoto
2 (2881844)
3 (5373514)
4 (5365380)
5 Rubberball.com
Article resources
Colors
C55 M0 Y47 K0
C52 M0 Y18 K0
6
7
6
7
2
1
g
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3 4 5
Before&After
8 of 8 | Printing formats

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Before & After magazine
Before & After has been sharing its practical approach
to graphic design since 1990. Because our modern world
has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understand-
able, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Dexter Mark Abellera Staff designer

Before & After magazine
323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
Fax 916-784-3995
E-mail mailbox@bamagazine.com
www http://www.bamagazine.com
Copyright 2008 Before & After magazine
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You may pass along a free copy of this article to others
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may not charge for it. You may quote brief sections
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For all other permissions, please contact us.
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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,
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