How To Design Cool Stuff: Do Those Mug Shots Just - . - Sit There? Be Bold-Crop Fearlessly To Pull Your Readers in

Vol. 1 No.
1 1990
TM
How to design cool stuff

THE FOCUSED EYE
Do those mug shots

just . . . sit there? Be
boldcrop fearlessly
to pull your readers in.
TYPE: THE VISIBLE VOICE
In advertising, stage
presence is everything.
Use type deftly to make
your words convincing.
BEFORE & AFTER ASSEMBLY PROJECT
Build this supereasy

newsletter that always
looks nice. Pattern inside.
COOL STUFF
Win raves with plastic

business cards you make
yourselfin color!
More!
Original illustration of Duke Ellington by Jay Loucks and Kirsten Soderlind
JOHN McWADE
use the same tools you do. It is this

remarkable fact that makes Before
& After possible.
I create Before & After at my
desk, on my computer. It is totally desktop-published. No part of itnot a word,
not a line, not a picture, not the itsy-bitsiest bit of this newsletteris applied by
hand, by me or anyone else. And I
create it almost entirely with just two
programs: PageMaker 3.02 with Color
Extension and FreeHand 2.02, off the
shelf, unmodied.
I didnt say it was easy.
It is a great deal of fun.
I am a designer, writer,
instructor; even once before,
a publisher. Before & After
started ve years ago, really,
at the Seybold conference in
Los Angeles. I was shopping
for Scitex equipment (electronic page makeup) and had
spent the afternoon designing
a magazine spread at the systems pricey console. Day done, I was
heading for home but rst peered into a
room full of Macintosh computers. They
seemed like toys by comparison! In the
corner was a man sitting transxed by a
Mac screen. I went to watch.
On the tiny screen was a block of
text and an arrow. When he moved the
mouse, the arrow moved. He placed the

arrow atop the textI wasnt ready for
what I was about to seeand moved the
text by eye as casually as if it were on
paper! No codes, no special monitors, no
numbered coordinates; he just moved it.
I was stunned.
He was excited, toonot because
the text had moved but because he had
just made it snap to a guide. Jeremy
Jaech, chief engineer of a tiny Seattle
startup called Aldus, sat in that chair
writing a piece of
software they
would be calling
PageMaker.
Did you see the

Post-it note before
anything else? Are you reading this
caption rst? Very likely. Much of the art of
page layout is in drawing the readers attention
to that which you wish him to see. Here, the
familiar object drew your eye. Another design
goal: to distinguish kinds of informationnote
how this bold, sans-serif font (Franklin Gothic
Condensed) makes a visual contrast to the surrounding, serif text (Century Expanded), telling
you that this information is different from that.
My life changed course right there.

I ew home with his promise to
send me a test copy and told my boss I
was quitting the best graphics job in
Sacramento to start a new businessa
desktop publishing businessby myself
that would rely upon a program that did
not yet exist. I was about to make pages
and test software, which sounded like
design and laboratory work, and I christened my microscopic company with the
most tting name I could dream up:
PageLab. It was the rst in the world.
I spent monthsPageMaker was
released the following Julyon the
phone at all hours of the day and night.
Jeremy, PageMaker must have a hairline, Id say. We werent planning on
that, hed say. It must, Id say. Those
were the days before PageMaker would
set type. On version 0.8, a line ruled beyond the page margin would crash the
program with lights and loud noises
banana-nu-nu land, Aldus called it.
Jeremy sent an engineering version
containing a debugger. Id be laying out
a page when zot!PageMaker would be
gone, replaced by hieroglyphics. Id
phone. What is the 19th character in
the sixth line? hed ask. 17, Id answer. Great; change it to 16, hed say. I
could tell he was writing it down.
Apple called. We hear youre doing
FUSS, FUSS, FUSS. HOW THE COVER EVOLVED.

Vol. 1 No. 1 1990
Vol. 1 No. 1 1990
TM
Vol. 1 No. 1 1990
TM
Vol. 1 No. 1 1990
TM
Vol. 1 No. 1 1990
TM
TM
THE FOCUSED EYE
THE FOCUSED EYE
THE FOCUSED EYE
THE FOCUSED EYE
THE FOCUSED EYE
Do those mug shots

boldcrop fearlessly
Do those mug shots

boldcrop fearlessly
Do those mug shots

boldcrop fearlessly
Do those mug shots

boldcrop fearlessly
Do those mug shots

boldcrop fearlessly





COOL STUFF
COOL STUFF
COOL STUFF
COOL STUFF
COOL STUFF

yourselfin color!

yourselfin color!

yourselfin color!

yourselfin color!

yourselfin color!
More!
More!
More!
More!
THE ILLUSTRATION of Duke

Ellington by Jay Loucks and
Kirsten Soderlind is rst
scanned, then traced and
colored in Aldus FreeHand
to match the fine original.
I ADD HEADLINES to the

space behind Dukes face
but the result is clutter.
Worse, his face draws the
eye away, as though picture and text are unrelated.
REFLECTING the image

solves one problemtext
now ows towards the face,
carrying the readers eye.
But color tones are ghting;
cover needs a darker base.
DEEPEN THE NIGHT. Black

black (100% black plus 50%
cyan) is powerful. But yellow and white now seem
stark, drawing unwanted attention to letters ft in After.
More!
MOOD INDIGO. New lighting

workselegance of the original, although altered, is
restored; color headlines
settle in. Last detail: copy
is disrupted by bright collar.
A GRADUATED FILL dissolves

it into the background. This
is quite common: The drawing, editing, fussing process took four hours. Machine time: four minutes.
TM
Bored with at? Make
3-D
buttons
4p6
These are real picas (youll see this ruler a lot

in Before & After ). Picas, like type, are measured in pointsa pica has 12. Pica notation in
PageMaker and FreeHand is as follows:
1p0
for 1 pica, 0 points. Or 4p6, for 4 picas, 6
points. And so on. Except for paper sizes, picas
and points are the measuring system of the
graphic arts (in the U.S.). If youre not accustomed to using them, theyll probably feel awkward at rst, but youll nd them superior to
inches, which everyone just guesses at anyway.
good stuff with PageMaker and wed

like to put you on videotapeyou up to
that? said the voice. They helicoptered
a four-man crew to PageLaba closetsize room (I mean it)and lmed away;
the footage became part of Apples rst
desktop publishing video and has been
seen around the world.
Apple called. Will you do pages
with PageMaker for our national advertising? I did, twice. That work got into
Time magazine.
Apple called. Will you design a
poster for us? they asked. What would
you like it to be? I asked. Dont know
its for a desktop publishing forum; we
thought youd have some ideas, they
said. I created How to Design a Page
Saturday and drove to Cupertino on
Monday with proofs. You did this with
our computer? they asked. I was surprised by their incredulity. No one here
does this, they said. I just used
PageMaker, I said. But youre using
it, they said, to design cool stuff.
PAGE NOTES Left page: Post-it Note art from Free-
Hand; word See? set in Kaufmann bold; fading

shadow made by blending 65% black tint into
white; rotation angle 7. This page, far right: Note
that the gray background touches three sides of
the pageyet the images inside the gray area
align with the normal page margins (compare the
bottoms of these columns). Designers use this
trick all the timeit makes the page appear
larger and isolates the material effectively without cluttering the page with lines and boxes.
TM
Its been like this.

I phoned Paul Brainerd to ask if I
could design templates. He said they
were about to ask me. I was attered. I
made Aldus templates; two packages.
Over the short years, PageLab has
had hundreds of clientspeople like
you and memany of whom have now
become desktop publishers, too.
And all the while Ive been thinking
up Before & Aftera newsletter (I
think of it as a magazine) about how to
design, for people using the computer.
Desktop publishing came to us with
a promise: that we could create beautiful pages ourselves. Before & After is
for desktop publishers who want to do
thatfor those who take pleasure in
design but just havent done much of it.
Like I said, you and I use the same
tools. So I wont talk much about computers or things that can be found in the
manuals (point-click-drag). That information is provided expertly by others,
and you know how to nd it.
Id like to thank my friends and colleagues throughout the industry who
have encouraged me in this endeavor
their moral support has been priceless.
Id like to thank a few special people
who worked to make it happen: Paul
Brainerd, for the launch in Aldus magazine; Paul Lytle and Larry Azvedo of
Lithographics, who provided expert,
tireless assistance in turning my pages
into color proofs and high-resolution
lm; Bill Hobbs of Falcon Press, the best
printing rep on the planet, who pushed
Before & After through high water; and
my wife Gaye, the manager and condante who has held the projectand me
together and who, for me, has always
been there.
I want to hear from youand I welcome contributionsbefores and afters.
Before & After is published monthly
by PageLab, 331 J Street, Suite 150,
Sacramento, California 95814.
One more thing.
A commonand funnyresponse
to Before & After is, Boy, so-and-so
sure could use that! If you know a soand-so, an annual subscription is $60.
Now, lets get to work.
PUSH
I saw two charts with nifty, threedimensional buttons in the January
issue of Macworld magazine. They
look great and are more easily interpreted by the eye than at buttons.
Theyre simple to make, too; if you
use FreeHand, heres how:
1. RULER GUIDES
Open FreeHand and
crisscross two ruler
guides anywhere.
2. DRAW A CIRCLE
Press option + shift
keys to draw a circle
from the center out.
3. DRAW ANOTHER
CIRCLE
From the same center, make the new
circle about this big.
4. FILL INNER CIRCLE

With Graduated ll:
In black tints from
70% to 15%, angle
270, linear .
PUSH
5. FILL OUTER CIRCLE

With identical ll
that fades opposite
direction (90).
Remove lines.
6. ADD A WORD
Type a word in the
font of your choice.
Color black. Center.
For raised lettering:
PUSH
PUSH
7. ADD THE LIGHT

Clone word. Tint
15% black. Move
vert 0p1. Send backward one step.
8. ADD THE SHADOW

Clone again. Tint
70% black. Move
vert 0p1. Send
backward one step.
Type:
the visible
voice
The ubiquitous automobile adthis one
clipped from a newspaperis a ne subject for a lesson in how to speak visibly.
One task of a designer is to translate
the spoken word into visual language.
This is more complex than just writing
or typingthe words. When working
with text, the type itself must reect the
speakers changes in tone or topic, as
TOPIC 1
Headline wants to
draw your interest.
Did it? Font: Times
Roman bold italic.
TOPIC 2
A change of subject,
thus a change of font.
Futura condensed extra bold caps.
well as convey a sense of stage presence,

as the ad below illustrates. If you change
the font, or combination of fonts, or size,
or other aspects of the type, you will
change the character of the message.
Our eyes process information more
quickly than our minds. Compare the ad
below to the version at the bottom left.
The ad in the corner is set in one size of
one font only. What was your response to

it? A yawn, probably; the message fades
completely without the typographic clues
that let us know were being spoken to.
No typefont is always the right one
a fonts effect changes when the words
change. The ideaand this takes practice
is to match the tone of the type to the
purpose of the message. Watch:
Red-hot deals
at every GM Division
CHEVROLET
The Last Great Deals of the Decade
Get low 4.8% A.P.R. GMAC nancing1 for up to 48 months on the

hot new Lumina sedan and coupe Special GMAC nancing available on
most other models from as low as 6.9% A.P.R. to 10.9% A.P.R.
TOPIC 1A
A thought similar to
the rst, so the same
font, this time speaking more personally,
thus the smaller size
and quotes.
TOPIC 3
The semi-ne print; another font: Century Oldstyle. Some say you cant mix serif fonts; its true
sometimes, but not often enough to be a rule. Works ne here.
Red-hot deals at every GM Division

Chevrolet
Red-hot deals at
every GM Division
CHEVROLET
Get low 4.8% A.P.R. GMAC financing1 for up

to 48 months on the hot new Lumina sedan
and coupe Special GMAC financing available
on most other models from as low as 6.9%
A.P.R. to 10.9% A.P.R.
LESS THAN BLAND, THIS IS NOTHING
In this all-Helvetica setting (11-pt), the look and feel of the ad betrays its
message. Red-hot deals? Special nancing? The words are there, so
whats missing? The visual clues, which would give the ad a voice and a
stage presence. We respond to type as we do to real life: Big means important; bold means listen. A 6 8, 300-lb pro linebacker is big and bold;
in our doorway he would have our attention before saying a word!
Get low 4.8% A.P GMAC nancing1 for up to 48 months on the

.R.
most other models from as low as 6.9% A.P to 10.9% A.P
.R.
.R.
THIS SETTING HAS THE APPEARANCE OF AUTHORITY

The words havent changed, but this ad comes straight at you. The headline and company namein Futura condensed extra boldstand rock
solid, absolutely motionless (due to the centering), and convey the feelingor so Chevy hopesof a company you can lean on condently. You
need not change the Chevrolet name to a different font to set it apart
tinting it dark gray does the joband retains the types forcefulness.
TM
RED-HOT DEALS AT
EVERY GM DIVISION
Chevrolet
.R.
.R.
.R.
ENERGY, MOTION, URGENCY

By adding italics and capitals to the Futura condensed extra bold headline, it becomes as vigorous as a simple statement can get. The name
Chevrolet is set in a virtually opposite fontCentury Old Stylewhich
creates a strongand desirablecontrast between the two kinds of
information. But Century, a light, serif font, needs the black box to give
it strength to stand up under that headline.
Red-hot deals at
every GMDivision
CHEVROLET
Red-hot deals at
everyGM Division
CHEVROLET

.R.
.R.
.R.
A CLEAR, CONFIDENT STATEMENT

The headline font, Century Old Style, is an American classic. As used
here, no one would dispute its authority, even though the Futura font
beneath it is much bolder. Changing The Last Great Deals . . . line to
Futura condensed extra bold italic gives that line more importance than
it had before. The line must remain much smaller than the headline and
the company name to avoid overpowering them.
RED-HOT DEALS AT
EVERY GM DIVISION
Chevrolet

.R.
most other models from as low as 6.9% A.P.R. to 10.9% A.P.R.

.R.
most other models from as low as 6.9%A.P.R. to 10.9%A.P
.R.
LASER PRINTER BASICS

This ad is completely set in Times Roman and Helvetica, standard fonts
on virtually all laser printers. Times and Helvetica are excellent typefaces but have very little contrast in weight. A change in tone, therefore,
is more difcultit must be made primarily by varying the type size,
using uppercase letters, or reversing the type. In this case, the change
is fairly easyonly the name Chevrolet lacks the pow! of the original ad.
UPPERCASE HELVETICA IS POOR FOR HEADLINES

An attempt to duplicate the force of the ad at the top left falls short
uppercase Helvetica, even in bold, has no muscle at all; its too
what?thin, sprawled out, each character detached from the others.
Helvetica is a beautiful font but it doesnt work well in display advertising; it speaks best once introductions have been madein other words,
in text, captions, and other low-key copy.
Red-hot deals at
every GM Division
Adorable puppies
forsale.
FANNYS PET SHOP
Chevrolet
.R.
most other models from as low as 6.9%A.P.R. to 10.9% A.P
.R.
BUT REVERSING THE HEAD RESTORES SOME OOMPH

If youre stuck with it, though, considerable strength can be gained by
reversing the headlinenow the black box does all the work of drawing
the eye and setting the headline apart from other copy. The word Chevrolet in upper and lower case Helvetica is certainly easy to readits
helped by the empty space on either sidebut it looks generic; there is
nothing to distinguish it as worth reading. Ironic, but common.
TM
Cuddly Cockers, Beautiful Beagles
For the next two weeks were having a special saleall our puppies
have been marked down 20%. Theyre four to six weeks old and all have had
their rst shots. Theyre irresistible! Nows the time to buy.
IDENTICAL SETTING, DIFFERENT TOPIC

The format of this ad is identical to the ad at the lower right of page 4.
Was your response different? Of course it waspuppies are not cars.
The straight-at-you, no-nonsense tone of the typography is just as effective as before, howeverthere is no mistaking the sense that Fanny is
running a good pet shop. If the copy said, Fannysa great pet shop!
youd tend not to believe it. The type can say it, however, and it works.
Build this simple, do-anything newsletter

This slick, half-size newsletter format can wear 100 faces

from high-tech to antiqueand it goes together fast!
WEEK ENDING AUGUST 19
FORUM
This newsletter format is one of the
most useful Ive ever seen. It solves a
common problem: how to organize a
page or two of basic information into a
tidy package, quickly.
It works well with pictures or without, and with a border or without.
Experiment freely with variations;
the foundation is two columns on half a
page. Just remember to be precise.
Ive set the entire model in one font:
Palatino; the format will work equally
well in nearly any typeface you have.
LakePointe Acquisition!
Lorem ipsum dolor sit amet, consec
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Inside headline
Identical in size
and width to the
rst one.
Byline
The authors
name. It can be
here or at the end.
sectetuer adipiscing elit, sed diam

nonnumy nibh euismod tempor inci
dunt ut labore et dolore magna ali
quam erat volupat. Ut wisi enim ad
minim veniam, quis nostrud exerci
tation ullamcorper laboris nisl ut
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Any fairly short name is suitable.
Headline
Always spans two columns. Youll have
only one or two of these.
Body copy
Two uncluttered columns. You may add
subheads, callouts and initial caps, but
they arent needed in so small a space.
Border
Optional. Looks just ne without one.
Picture
Caption
After the headline, this is the most
important text on the page.
Name
Paradise! Early development of LakePointe is expected to net $32 million over ve years
tempor sunt in culpa qui ofcia deserunt mollit anium ib est abor um et
dolor fuga. Et harumd dereud facilis
est er expedit distinct. Nam liber
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Comes in two widths: one column and

two. If you dont have a picture, dont
worry; itll look ne.
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nibh euismod incidunt dolore magna
aliquam erat volutpat.
Ut wisi enim ad minim veniam,
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ea commodo consequat. Duis autem
vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel illum dolore eu feugiat facilisis at vero eros et accumsan et iusto
odio dignissim qui blandit praesent
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Fullers Debut Sensational

By Kendra JonesLorem ipsum dolor sit amet, consectetuer adipiscing
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eu feugiat nulla facilisis at vero eros
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soluta nobis eleifend option congue
nihil imperdiet doming id quod
mazim placerat facer possim assum.
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my nibh euismod incidunt ut do lore
magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud
exerci tation ullamcorper suscipit laboris nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure
dolor in hendrerit in vulputate velit
esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim qui blandit praesent luptatum
zzril delenit augue duis dolore te
feugait nulla facilisi. Lorem ipsum
dolor sit amet, consectetuer
autem vel eum iriure dolor in hendrerit in vulputate velit esse consequat,
vel illum do lore et nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod incidunt ut
dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper
suscipit laboris nisl ut aliquip ex ea
commodo consequat. Duis autem vel
putate velit esse molestie consequat,
vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et
iusto odio dignissim qui blandit lup-
TM
1. HOW IT FOLDS
2. PAGEMAKER SETUP
The newsletter is laid out sideways

on a letter-size sheet, a lively format
for any newsletter and ideal for an
in-houseor even a personal
newsletter. If your nal output will
be from a laser printer, assemble
your pages as follows, since PageMaker does not recognize half-sheet
pages. Printers refer to these
four-page sheets as signatures.
Four pages (1 sheet):
Eight pages (2 sheets):
New publication.
Letter size, Wide
orientation. 2 pages.
(Do not select Double-sided or Facing
pages) Margins: Left,
Right and Bottom, 2
picas. Top, 3 picas.
Click OK.
30
24
18
12
12
18
24
30
30
24
18
12
12
18
24
30
30
24
18
12
12
18
24
30
12
18
Turn to master page.

Move ruler zero point
sideways to 33 picas,
which is centered.
Select Column guides
and enter 7 columns,
0 pica between. Reposition the column
guides at the following points: 17, 16, 2,
2, 16, 17. From left,
drag vertical ruler
guides to: 3112,
1612, 112, 0, 112,
1612, 311 2. From top,
drag horizontal ruler
guides to: 11 2, 21 4,
and 4912.
Turn to page 1, the
outside pages.
Drag horizontal ruler
guides to 11 14 and
12. On the left side
(back page), draw
border (Hairline, no
Shades) on ruler
guides as shown. Add
6-pt rule along the
top guide.
On the right side
(front page), draw
border starting at 12
picas. Add 6-pt rule at
1114 picas.
24
30
36
42
48
12
18
24
30
36
42
48
Turn to page 2, the

inside pages.
Draw two borders
(Hairline, no Shades)
on ruler guides. Add
6-pt rules along
guides at 112 picas.
(Any additional pages

should be set up to
match the inside
pages.)
(Vertical hairlines
between columns,
called column rules,
should be added only
as each page is
assembled.)
12
18
24
30
36
42
TM
48
3. BLUEPRINT
Dateline
Palatino 10/12
Align right
Ruler Zero Point
FORUM
LakePointeAcquisition!
veniam, quis nostrud exerci tation ullamcorper suscipit laboris nisl ut
henderit in vulputate velit esse consequat. Vel illum dolore eu feugiat
nulla facilisi at vero eos et accusam et
ius to odio dignissim qui blandit prae
sent luptatum zzril delenit aigue

sint occaecat cupiditat non simil pro
3-pica margin for inside

pages. Disregard for
this page
Right page setup
margin 2 picas
Right border margin
11 2 picas
Masthead
Palatino 111 pt
15-pt space
6-pt ruled line
Headline snaps at
13 picas or other
1-pica increment
Headline Palatino
30/30 centered
Hairline rule at 16
picas or other 1-pica
increment
Top of text snaps
at 17 picas or other
1-pica increment
Body copy
Palatino 10/12
aligned left
Bottoms of text
blocks snap at
30 picas or other
1-pica increment
3
4 -pica gap between text

block and photo
Bottom page setup

margin 2 picas
Bottom border margin
49 12 picas
4 -pica gap between

photo and caption
Top of caption snaps

at 48 picas. Bottom
snaps at 49 picas
Caption
Palatino 10/12
TM
4. FOR EFFICIENT ASSEMBLY . . .
5. SETTING A NAME
The sequence in which page parts are

assembled is up to you. The process is a
combination of placing text and graphics
from other applications, and typing
directly in PageMaker. I always skip
aroundsay, from headline to graphic
to story to another graphic. Advice:
The newsletter name, or title, is also

called a nameplate, banner, or masthead. One thing is certain: unless your
newsletters name is Forum, it wont t
the space exactly as Forum does.
A name of similar length will t
ne by adjusting its size a few points.
Prepare text in a word processor . . .

Watch for the following:
An inside page (half-sheet) full
of text (Palatino) is about 3,000
characters; edit accordingly.
Single-space after all punctuationalways. Paragraph indents are one pica, but dont tab
them or use the spacebar; use
the paragraph indent function.
Save each story separately, but,
Save only the stories, not the
headlines or picture captions
(theyre added in PageMaker).
Then in PageMaker . . .
Turn on PageMakers Snap to
rulers function.
Use Top of caps spacing.
Use top of text windowshades
for alignment rather than the
text itself; windowshades snap
smartly to rulers, speeding job.
But a longer name must be adjusted

more dramatically, perhaps set in
lowercase type. A very long namea
whole organization name, for example
wont t at all. In that case, select a
shorter name as the main title and set
the longer name as a smaller subtitle.
Dateline Crossfire!
WEEK OF AUGUST 19

vident tempor sunt in culpa qui of-
IOWA REALTY COALITION
LakePointe Acquisition

vident tempor sunt in culpa qui of-
CROSSFIRE! 101 POINTS
DATELINE 115 POINTS
Setting an elegant name requires nesse

Setting a beautiful name requires
two qualities: patience and a little
more patience. Its like painting. All
names and letter combinations are
uniquetheyre artworkand cant
be just plopped into place.
I rarely devote less than half an
hour to setting a name just so. Often
I spend much longer. This sequence
illustrates how I typeset Forum.
F O - FORUM
RUM
TYPED I selected a type
stylePalatino. When I
typed the name (set Justied ) at 100 points, it
didnt t. I then changed
the Desired Letter space
to 10 and the Minimum
Letter space to 20 . . .
ADJUSTED . . . and extended the text block windowshades outward a half

pica each direction, which
permitted the name to t.
Letterspacing was perfect, but the name was
smaller than I wanted . . .
F R M FORUM FORUM FORUM

OU
The one-pica secret
RESIZED . . . so I enlarged
it in 1-pt increments until
it reached 127 points,
PageMakers maximum.
As it grew, letters closed
tighter in response to the
Spacing dialog settings.
The result was overdone.
Move text and objects one pica at a time. Always.
This newsletter is built for speed and

precision. Always place or move objects
in exact, one-pica increments.
Note that text and captions are all
set on 12 pointthats one picaleading. Columns have one pica between.
The headlines are set 30/30, a measure
divisible by a half pica.
By adhering to the one-pica rule,
objects can be aligned quickly and perfectly in every situation.
TM
KERNED I backtracked to
111 points, which I liked.
But space between F and
O was now too tight, so I
added one kern space. I
then removed one kern
space between OR, UM,
and two from between RU
AND FINISHED . . . which

produced the nal, sleek
setting. I nd this painstaking work worth the
troublea newsletter
name is highly visible, and
ne typesetting sets a
quality tone immediately.
ADD A DATELINE OR COMPANY NAME Type size: 10

pt. (Example is all caps.)
Snap to 214 picas; set
Align right on outside
margin. Experimentwith
some names the line may
look better elsewhere.
MORE
PAGE NOTES Left column: Triangles ( ) are from Adobes very useful Universal News + Commercial Pi font package (#78). Above: Tiny pages were
originally created at full size in PageMaker, printed to disk as EPS les, and
placed onto the pages of Before & After as graphic elements. This process
is simple enough (check Options inside the Print dialog, then check Print
PostScript to disk, then check EPS), but it is not without its pitfalls. One
example: The original pages contain hairline rules which, no matter how far
they are reduced, will print on a laser printer 1300 th of an inch widethe
thinnest line possibleand will therefore look correct during laser proong.
In reality, however, reducing the size of the page also reduces the width of
the line, a fact that becomes visible only when high-resolution pages are
printed by the Linotronic, where greatly reduced hairlines virtually disappear.
6. DETAILS
Headlines always span two

columns, one line deep
Write short; two dozen characters are
about the limit. Size: 30/30, centered.
Adjust the Spacing dialog settings to
squeeze in an extra letter or two.
RULE a 2-pt line 1 pica below previous story.
End a story evenly
Picture captions
Edit a few words; if Time magazine

can do it, so can you.
A picture should always be scaled and

cropped to ll the width of a column
and snap to 1-pica vertical ruler
marks. Picture captions should also
snap to 1-pica ruler marks.

Text columns on a page should have the same

number of lines. Edit to shorten or lengthen . . .

A captionless picture at the bottom of a page

should be aligned at 49 picas
In the cases below, picture placement

should be adjusted one-quarter pica:
facilisi at vero eos et ac

et ius to odio dignissim
blandit prae sent lupt
DRAG text block 1 pica below that.

. . . then move next article 1 pica up or down.
The top of a picture beneath text should be
snapped one-quarter pica higher than usual.
Bylines
Add bylines if you wish. A simple
byline blends with the text at the
beginning or end of a story.
TYPE headline. Size 30/30, centered. Adjust
Desired Word and Letter spacing if necessary.
Paradise! Early developm
By Kendra JonesLorem ipsum

dolor sit amet, con setetuer adipiscing
One-line caption at the bottom of a page should
elit, sed diam nonumy nibh euismod snapped to 48 picas. Bottom of the picture
be
tempor inci dunt ut labore et dolora should be snapped one-quarter pica above it.
At the beginning of a story, set the byline in
bold, followed by an em dash.
RULE a hairline 1 pica below bottom of text
block. Total depth, rule to rule: 4 picas.
inci dunt ut labore et dolora quodra

maxim placeat facir possim omnis
nonnumy assumenda est, omnis
quinusd office.
By Kendra Jones
At the end of a story, set the byline in italic,
preceded by an em dash, Tab Align right. If it
wont t, set the byline on the next line down.
10
President Scott Fuller ma

facilisi at vero eos et ac
odio dignissim qui blax
Text beneath a picture caption should be
snapped two picas below the caption snap.
TM
7. VARIATION
Picture arrangements
FORUM
The newsletter does not need a

picture to look neeach page is
small enough that the text and headlines will look presentable without
one. If you have only one picture,
place it on the front page unless it
belongs to an inside-only story. If you
have more than one, organize the
stories so only one picture is needed
for the front pagemore than one
would crowd things. Experiment with
the following arrangements:
FORUM FORUM
veniam, quis nostrud exerci tation ullamcorper suscipit laboris nisl ut
henderit in vulputate velit esse consequat. Vel illum dolore eu feugiat
nulla facilisi at vero eos et accusam et
ius to odio dignissim qui blandit prae
sent luptatum zzril delenit aigue

veniam, quis nostrud exerci tation ullamcorper suscipit laboris nisl ut aliquip ex ea commodo con sequat. Duis
autem vel eum irure dolor in henderit
in vulputate velit esse consequat. Vel
illum dolore eu feugiat nulla facilisi
at vero eos et accusam et ius to odio
dignissim qui blandit prae sent luptatum zzril delenit aigue duos do lore
et molestias exceptur sint occaecat
cupiditat non simil pro vident tempor
sunt in culpa qui ofcia deserunt
mollit anium ib est abor um et dolor
fuga. Et harumd dereud facilis est er
expedit distinct. Nam liber tempor
cum soluta nobis eligend option congue nihil impediet doming id quod
maxim placeat facer possim omnis
voluptas assumenda est, omnis repellend. Temporibud auteui quinusd et
aur ofce debit aut tum rerum necessit atib saepe eveniet ut er molestia
non recusand. Itaque earud rerum hic
ten tury sapiente delectus au aut prefer zim endis dolorib asperiore repellat. Hanc ego cum tene senteniam,
quid est cur verear ne ad eam non
President Scott Fuller made the final deal

possing accommodare nost ros quos
tu paulo ante cum memorite tum etia
ergat. Nos amice et nbevol, olestias
access potest er ad augend ascum
consci ent to factor tum poen legum
odio que civiuda. Et tamen in bus
dam neque nonor imper ned libiding
gen epular reli guard cupiditati quas
nul la praid om undat. Improb pary
minuit, potios im ammad ut coercend magist and et dodencendesse
videantur. Inviat igi tur vera ratio
bene sanos adzum justiatiam, aequi-
Autem vel eum iriure dolor in hendrerit in vulput

ate velit esse molestie consequat, vel illum dolore eu
feugiat nulla facilisis at vero eros et accumsan et iusto
odio dignissim qui blandit praesent luptatum zzril
delenit augue duis dolore te feugait nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod incidunt
ut dolore magna aliquam erat volutpat. Ut wisi enim
ad minim veniam, quis nostrud exerci tation ullamcorper suscipit laboris nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et
accumsan et iusto odio dignissim qui blandit praesent
luptatum zzril delenit augue duis dolore te feugait
nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod incidunt ut dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci
tation ullamcorper suscipit laboris nisl ut aliquip ex
ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent
nulla facilisi. Nam liber tempor cum soluta nobis
eleifend option congue nihil imperdiet doming id
quod mazim placerat facer possim assum. Lorem
ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod incidunt ut dolore
magna aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorper suscipit laboris nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore
eu feugiat nulla facilisis at vero eros et accumsan et
iusto odio dignissim qui blandit praesent luptatum
zzril delenit augue duis dolore te feugait nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod incidunt ut
dolore magna erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud

exerci tation ullamcorper suscipit laboris nisl ut
aliquip ex ea commodo consequat. Duis autem vel
eum iriure dolor in hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue
duis dolore te feugait nulla facilisi. Lorem ipsum
dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod incidunt ut dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
laboris nisl ut aliquip ex ea commodo consequat.
dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent
nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod incidunt
ut dolore magna aliquam erat volutpat. Ut wisi enim
ad minim veniam, quis nostrud exerci tation ullamcorper suscipit laboris nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et
accumsan et iusto odio dignissim qui blandit praesent
nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod incidunt ut dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci
tation ullamcorper suscipit laboris nisl ut aliquip ex
ea commodo consequat.
Autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu
feugiat nulla facilisis at vero eros et accumsan et iusto
odio dignissim qui blandit praesent luptatum zzril
delenit augue duis dolore te feugait nulla facilisi.
FORUM
THE NEWSLETTER OF THE UNIVERSITY OF OHIO OCTOBER 1992
Mighty debates over

proposed campus annexation
dolore magna aliquam erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud exerci tation ullamcorper suscipit laboris nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie consequat,
vel illum dolore eu feugiat nulla facilisis at vero eros
et accumsan et iusto odio dignissim qui blandit
praesent luptatum zzril delenit augue duis dolore te
feugait nulla facilisi. Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam nonummy nibh
euismod incidunt ut dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit laboris nisl
ut aliquip ex ea commodo consequat.
dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla
facilisi. Nam liber tempor cum soluta nobis eleifend
option congue nihil imperdiet doming id quod
mazim placerat facer possim assum. Lorem ipsum
dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod incidunt ut dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
laboris nisl ut aliquip ex ea commodo consequat.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore
eu feugiat nulla facilisis at vero eros et accumsan et
iusto odio dignissim qui blandit praesent luptatum
zzril delenit augue duis dolore te feugait nulla facilisi.
elit, sed diam nibh euismod incidunt ut dolore.
Dr. Rebecca M. Curry wins

seat on Board of Regents
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit,
sed diam nonummy nibh
euismod incidunt ut dolore
magna aliquam erat volutpat.
Ut wisi enim Ut wisi enim ad
minim veniam, quis nostrud
exerci tation ullamcorper
suscipit laboris nisl ut aliquip
ex ea commodo consequat.
Dr. Rebecca Curry
Duis autem vel eum iriure
dolor in hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat nulla facilisis at
vero eros et accumsan et iusto odio dignissim qui
blandit praesent luptatum zzril delenit augue duis
dolore te feugait nulla facilisi. Lorem ipsum dolor sit
amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod incidunt ut dolore magna
Book-style layout, legal-size paper This low-key variation is especially suitable for
books, academic papers and other publications intended for a serious audience;
that is, an audience that doesnt care for razzle-dazzle. Because its headlines are
only one column wideand it has no ruled bordersit is particularly easy to build;
just pour text until a story ends, then start the next one. This example has been
set in Garamond 3, a classic font with a literary look.
Large pictures should ll their columns fully.

FORUM FORUM
dignissim qui blandit prae sent lup-
President Scott Fuller made the final deal
tatum zzril delenit aigue duos do lore

voluptas assumenda est, omnis repellend. Temporibud auteui quinusd et
aur ofce debit aut tum rerum necessit atib saepe eveniet ut er molestia
non recusand. Itaque earud rerum hic
ten tury sapiente delectus au aut prefer zim endis dolorib asperiore repellat. Hanc ego cum tene senteniam,
quid est cur verear ne ad eam non
possing accommodare nost ros quos
tu paulo ante cum memorite tum etia
ergat. Nos amice et nbevol, olestias
access potest er ad augend ascum
consci ent to factor tum poen legum
odio que civiuda. Et tamen in bus
dam neque nonor imper ned libiding
gen epular reli guard cupiditati quas
nul la praid om undat. Improb pary
minuit, potios im ammad ut coercend magist and et dodencendesse
videantur. Inviat igi tur vera ratio
bene sanos adzum justiatiam, aequi-
dignissim qui blandit prae sent luptatum zzril delenit aigue duos do lore
voluptas assumenda est, omnis repellend. Temporibud auteui quinusd aur
Hanc ego cum tene senteniam, quid
est cur verear ne ad eam non possing
Paradise! The development will begin soon
Portrait-shaped pictures should be placed at the

top or bottom of a column. Mug shots should
normally face into the page.

Hanc ego cum tene senteniam, quid
est cur verear ne ad eam non possing
accommodare nost ros quos tu paulo
ante memorite tum etia ergat. Nos
amice et nbevol, olestias access potest
er ad augend ascum consci ent to
factor tum poen legum odio que civiuda. Et tamen in busdam neque imper ned libiding gen epular reli guard
quas nul la praid om undat.
Improb pary minuit, potios ammad ut coercend magist and et do
dencendesse videantur. Inviat igi tur
vera ratio bene sanos adzum justiatiam, aequitated dem. Neque hominy infant aut inuiste fact est cond qui
neg facile efcerd possit duo conetud
notiner si effercerit, et opes vel fortunag vel ingen liberalitat magis conveniunt, da but tuntung ben evolent
sib conciliant, et aptis sim est ad
quiet. Endium caritat prae sert cum
omning nul sit causpeccand quaert en
imigent cupidtat a natura procis
vacile explent sine julla inura autend
debit aut tum rerum necessit atib
saepe eveniet ut er molestia non recusand. Itaque earud rerum hic ten tury
sapiente delectus au aut prefer zim
endis dolorib asperiore repellat. Hanc
ego cum tene senteniam, quid est cur
verear ne ad eam non possing accom-
Layouts are almost always more attractive when

the pictures are aligned with an edgetop, bottom, sideor grouped, and therefore aligned
with each other. The pages of this newsletter
are sufciently small for full-page pictures, too,
which can be dramatic. These are often difcult
to handle attractively on a full-size sheet.
TM
PageMaker setup:
New publication,
Custom size: 42
picas by 51 picas,
Tall orientation, 4
pages (or more),
Double-sided, Facing
pages. Margins: Left,
right and bottom, 3
picas; Top, 6 picas.
Note: Because most
laser printers cannot
print so close to the
edge of the sheet,
this format must be
set up normally and
reproduced on a
conventional printing
press. Column
guides, 2; Space
between columns,
1p6.
Typeface: Garamond
3, Headlines, 18/
18, Body copy and
picture captions,
10/12.
piscing
unt ut
enim ad
amcormodo
n
sequat,
ro eros
dit
lore te
met,
my nibh
rat
s
oris nisl
rit in
lum
accumnt lupit nulla
leifend
od
sum
d diam
magna
m veniscipit
uat.
iusto odio dignissim qui blandit One characteristic of

zzril delenit augue duis dolore te an attractive page is
that type aligns across
Lorem ipsum dolor sit amet, conscolumns, which here
elit, sed diam nibh euismod incidis achieved by moving
text and objects only
in exact, 1-pica increments. Two-line headline as shown should
have 1 pica of space
after (Paragraph dialog). One-line headline
should have 0p6
space after to mainLorem ipsutain alignment.
Dr. Rebecca M. Cu
seat on Board of R
consectetue
sed diam n
euismod in
magna aliq
Ut wisi eni
minim ven
exerci tatio
suscipit labNote quarter-pica
ex ea commadjustment for picture.
Dr. Rebecca Curry
Snap caption in 1-pica
Duis autemincrements to maindolor in hendrerit in vulputate vel tain alignment with
adjacent text.
consequat, vel illum dolore eu feug
vero eros et accumsan et iusto odio
blandit praesent luptatum zzril de
dolore te feugait nulla facilisi. Lore
amet, consectetuer adipiscing elit,
ummy nibh euismod incidunt ut d
11
Fun! Make plastic business

cards in rainbow colors
Gleaming cardsright from your laser printer
rarely fail to make a good impression.
Idea by Tonni Shaw
This project started out strictly for fun,

but the results drew enough ooohs and
aaahs that its worth passing along. To
make plastic cards, youll print and laminate a sheet of thin acetate to a smooth,
colored backing. It will require a trip to
the art- and ofce-supply store. Pick up:
A box of acetate lm for plain
paper copiers. (I use Scotch brand #501,
which has a smooth side and a rough
side, but other brands are ne.)
Several sheets of Letraset Pantone colored paper or lm in the colors
of your choice. (The surfaces are smooth, which is

important. The papers are
opaque and fairly stiff; the
lms are thinner but translucent, which adds an undeniably
elegant sheen.)
A small can of spray adhesive
(only if you use paperthe lms have
sticky backs).
A single-edge razor blade or Xacto knife for cutting the printed sheet.
A metal straightedge.
Xa
Susa
1892
Los A
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Sus 92 Pa eles, 55
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Lo 5.55
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sroiretnI xelpmaX
Xamplex Interiors
Susan Farmington
1892 Pan American Plaza, Suite 716
Los Angeles, CA 55555
555.555.5555
notgnimraF nasuS
617 etiuS ,azalP naciremA naP 2981
55555 AC ,selegnA soL
5555.555.555
1. LAY OUT YOUR CARD

Solid printed areas will appear black on the
nished cards. A shaded area such as the line
above will appear as a darkened shade of the
background paper color. I usually avoid using
shades if 300-dpi output will be my nished
productthey look too much like a comic book.
2. PRINT ON ACETATE, MIRRORED

In the Print dialog box, select Change . . . ,
then Mirror so the image will print backwards.
Manually feed the acetate. Note: The mirrored
image should be on the rough side of the
sheet; you may need to run one test sheet to
tell which youll get. Watch for ngerprints.
3. SPRAY ADHESIVE ONTO THE PAPER

Spray adhesive is messy and gets on everything.
It should be sprayed in an open, well-ventilated
place (outdoors is perfect). Spray only the
colored paper, never the acetate. Clean your
ngers before continuing (rubber cement thinner
works best). Youll know why.
Add light and

dimension with
translucency
Youll make business cards
with PageMaker, but this demonstration was drawn in FreeHand. Here is how to make
the cards appear translucent:
12
1. DRAW, OUTLINE, FILL

Open FreeHand and draw a box.
Add line (my width is 0p.3, about a
hairline); tint line 20% black. Fill
box 10% black.
2. SKEW
From center, 15 horizontal.
3. ROTATE
From center, 30. Note instructions
exactly because Ive played a trick:
Ive made this explanation translucent, too!
TM
PAGEMAKER SETUP
Yields 10 standardsize business cards

(with one pica margins) from a letter-size
sheet. Sheet margin is
wide enough so all
cards will print completely on any laser
printer.
Select Column guides

and enter 2 columns,
2 picas between. Drag
a vertical ruler guide
to 4p6. Drag a
horizontal ruler guide
to 3. Move ruler zero
point to the intersection of the guides.
Drag vertical ruler
guides to 21 and 42.
Drag horizontal ruler
guides to 11, 12, 13,
23, 24, 25, 35, 36,
37, 47, 48, 49 and
60. Draw 1p6-long
cutting guides (Hairline, color Black) as
shown.
S
18 usa
Lo 92 n F
55 s A Pan arm
ng A in
5.
55 ele me gt
5. s, C ric on
55 A an
55 55 Pla
55 za
5 ,S
Xa
mp
lex
In
te
rio
rs
uit
e7
1
usan Farmington
92 Pan American Plaza, Suite 716
s Angeles, CA 55555
55.555.5555
4. PRESS TOGETHER CAREFULLY

Be patient; begin at one end and slowly
press out any air bubbles. Youll have only
one chancethe toner will peel off with the
adhesive if you start over. Once in place, rub
the surface hard until the bond appears to
be very tight. Expect to mess up a few.
TM
12
18
24
30
36
42
Card size
12
18
24
30
36
42
48
54
60
ors
eri
Int ite 716
plex on za, Su
Xam rmingtrican Pla555
5. CLONE THE CLONE. FILL LIGHTER

Clone bottom card; it pops to front.
Fill 10% lighter. (Ive used 35% cyan,
35% magenta. In black tints, use
60%. Lighter tint = more opaque.)
New publication.
Letter size, Tall
orientation. 1 page.
(Do not select Doublesided or Facing pages.)
Margins: Left and
Right, 5p6; Top and
Bottom, 4. Click OK.
Xamplex Interiors
4. CLONE, MOVE, FILL

Clone card; it pops to front. Send to
back. Move down this far. Remove
line. Fill. (Ive used 50% cyan, 50%
magenta. In black tints, use 70%.)
e
Fa
55
an n Am CA
Sus 92 Pa eles, 55
18 s Ang 5.55
o .55
L 5
55
5. CUT THE CARDS APART

Only a razor and straightedge are up to this
task; scissors are too wiggly, and a paper cutter
will lop off the guide marks! Tips: Put down
something to protect the tabletopheavy cardboard is usually good. Hold the straightedge rmly
and guide the blade lightlythree or four light
passes are better than one heavy one. Make the
three vertical cuts rst, then the six horizontal
cuts. And dont cut off the guide marks!
6. CUT
Cut clone. Select top card and . . .
7. PASTE INSIDE
(on the Edit menu). Cool, huh?
13
Crop dramatically for emphasis
THE FOCUSED EYE
Every interesting portrait was once a mug shot.

Crop fearlessly and youll capture your readers interest
by focusing his attention.
Four straight from the camera
If these mug shots look familiar its because

theyre real. And its a typical assortment: Three
were taken at professional studios, one was
not. Each is a different size. The men are looking
f all printed images, the most

familiar and most quickly
recognized is the human face.
Alone on a page of text, a portrait will
instantly draw the eye. Mixed in with
two dozen nature scenes, it is the single
human face that will attract attention
rst. It is the human image that simply
impresses us the most and remains

vivid in our memories the longest.
Why, then, are so many portrait
photographs so forgettable? Often, for
the same reason some people arethey
sit silently, anonymously and blend in.
But the printed page is a public
stage; when we see people in print, we
SCALE AND CENTER THE IMAGES

The rstand often bestthing to do with an assortment of mugs is to
make them the same size (which puts them the same distance from the
camera) and center them in their frames. While PageMakers slick scaling
and cropping tools have made this chore a breeze, the visual work can be
trickydifferent head and seating angles, hairdos and facial structures can
easily fool your eyes. Dragging ruler guides to forehead, eye level, chin and
14
into the camera; the woman is not. One man is

back from the camera, another is quite close.
The backgrounds are different but uncluttered
a bit unusual. The designers job begins here.
expect them to have something to say.

As a designer, you can meet the readers
expectation. You do this by making your
portraits step forward from the page so
the speaker (the person in the picture)
meets the readers eye and appears
worth reading. This is usually possible
even with everyday photos. Some ideas:
vertical centers, as shown below, may help; I use them often. (The lines are
guides, not restrictions.) Most adult heads are about the same size; a
womans head is slightly smaller, a large mans is slightly bigger. Center the
images intuitivelyaccording to interest or eye contactrather than
mechanicallyon everyones nose, for example. Be natural and patient;
you know what people look like in real life.
TM
Be bold! Crop dramatically like this . . .
. . . to energize your layouts like this:
SHERMAN
BLOCK
Lorem ipsum dolor
amet, consectetuer
dolore magna erat
volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
tation ullamcorper suscipit
laboris nisl ut aliquip ex ea commodo consequat. Duis autem
Barbara
Ayres
Lorem ipsum do
lor amet, consectetuer adipiscing
elit, sed diam non
ummy nibh euismod incidunt ut
dolore magna erat
volutpat. Ut wisi ad minim quis
no exerci tation suscipit laboris
aliquip consequat. Duis vel
dolor in hendrerit in vulputate
velit esse molestie consequat,
YEARBOOKS, ANNUAL REPORTS, ROSTERS, CONFERENCE BROCHURES . . .

The images above are the same size as the ones on the previous page, but
look how much strength theyve gained! Not only is there more room for
text, Id nd a seminar that featured these speakers more intriguing than
an ordinary one; the speakers now appear condent and in command, and
so I feel condent. One caveat: The photos above are part of a tightly
TM
Jeff Pyatte
Lorem ipsum do
lor amet, consectetuer adipiscing
elit, sed diam non
ummy nibh euismod incidunt ut
dolore magna erat
volutpat. Ut wisi
ad minim veniam,
quis nostrud exerci tation suscipit laboris aliquip consequat.
Duis vel dolor in hendrerit in
vulputate velit esse molestie
consequat, vel illum dolore eu
Lorem ipsum do
lor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh
euismod incidunt
dolore magna aliquam erat
volutpat.
Ut wisi
enim venia,
quis nostru
exerci corper suscipit laboris
nisl ut aliquip consequat. Duis
autem vel eum iriure dolor in
hendrerit in vulputate velit
ED
JENNINGS
arranged layoutcopy starts at eye level (did you notice?) and conforms to
the shape of the pictures; headlines are set with care (note Mr. Jennings);
photos are the same size and placed along the same line; space between
columns is consistent. These details are crucial. If you dont take the same
care with your layout, the cropping effect may be weakened or lost entirely.
15
ARE THESE NEWSCASTERS?

It sure looks like a team of some kind
administrators, reporters, corporate
ofcers. In different clothing they might be
ballplayers (OK, coaches). In any case, it is
denitely a group. Because it is focused
and compact, this arrangement would
make a strong brochure cover for anything
that features several prominent characters.
OOPS! SCALE AND CROP WITH CARE

This version is weakerits what happens if the
faces are not identical in size and carefully
aligned. Here, the crisp focus of the image is
disruptedit now looks more like a collage than
a cohesive presentation. Not all mug shots lend
themselves to such tight arrangementsoften
theyre just too different. What to watch for? Eye
direction, backgrounds, lightness, focus.
CHEEK TO CHEEKA BIT TOO CHUMMY

In most professional settings the cheeky
placement of the pair on the left would be
inappropriate. If the group were a theater
troupe or musicians, the intimacy it suggests may be more desirable. Note, too,
that the angle of the womans head disrupts
the arrangement slightlyas does the darker background of the man on the right.
For column and department headings in publications . . .

ED JENNINGS
ED JENNINGS The editors desk

THE BIG-CITY NEWSPAPER COLUMNIST
His back turned condently on his own name, that droll, I-know-who-I-am
look sends a message of aloofness and general cool on which newspaper
columnists seem to thrive. Picture has been posterized with Image control.
MOVE INTO THE READERS SPACE

The fully framed picture on the left
looked better as part of the group
on page 14. Alone, the suit, necktie
and empty background tell us nothing about the mantheyre such
familiar objects, in fact, that we
may fail to even see them. On the
right, cropping has brought the face
into our spacenow were practically nose to noseand the bold
typeface (Helvetica Ultra Compressed) tells us in no uncertain
terms that this man has authority
and that his column is probably
worth reading. It is a visual effect
over which the designer has total
control: In real life, Mr. Block is the
Sheriff of Los Angeles County.
By Sherman Block
16
THE OMSBUDSMAN OR DIPLOMAT

Hes no cheerier, but the regular halftone looks naturallike a real face
and the columnist is now facing his readers, which suggests an openness
and agreeability. Size and cropping are identical to the image at left.
SHERMAN BLOCK
sed diam nonum my nibh euismod incidunt ut dolore magna erat volutpat. Ut wisi
enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit labor is
nisl ut aliquip ex ea commodo consequat. Duis autem
vel dolor in hendrerit in esse
BARBARA AYRES
THINK ON YOUR FEET
Often, a picture just wont stretch
to ll a column. Be ingenioustry
adding a horizontal or vertical box.
Here, Ms. Ayres, last name was a
perfect ta bit of serendipity.
TM

How To Design Cool Stuff: Do Those Mug Shots Just - . - Sit There? Be Bold-Crop Fearlessly To Pull Your Readers in

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How To Design Cool Stuff: Do Those Mug Shots Just - . - Sit There? Be Bold-Crop Fearlessly To Pull Your Readers in

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Vol. 1 No.

How to design cool stuff

Do those mug shots

Build this supereasy

Win raves with plastic

Original illustration of Duke Ellington by Jay Loucks and Kirsten Soderlind

use the same tools you do. It is this

mouse, the arrow moved. He placed the

Did you see the

My life changed course right there.

FUSS, FUSS, FUSS. HOW THE COVER EVOLVED.

Vol. 1 No. 1 1990

Vol. 1 No. 1 1990

How to design cool stuff

Vol. 1 No. 1 1990

How to design cool stuff

Vol. 1 No. 1 1990

How to design cool stuff

How to design cool stuff

How to design cool stuff

THE FOCUSED EYE

THE FOCUSED EYE

THE FOCUSED EYE

THE FOCUSED EYE

THE FOCUSED EYE

Do those mug shots

Do those mug shots

Do those mug shots

Do those mug shots

Do those mug shots

TYPE: THE VISIBLE VOICE

TYPE: THE VISIBLE VOICE

TYPE: THE VISIBLE VOICE

TYPE: THE VISIBLE VOICE

TYPE: THE VISIBLE VOICE

BEFORE & AFTER ASSEMBLY PROJECT

BEFORE & AFTER ASSEMBLY PROJECT

BEFORE & AFTER ASSEMBLY PROJECT

BEFORE & AFTER ASSEMBLY PROJECT

BEFORE & AFTER ASSEMBLY PROJECT

Build this supereasy

Build this supereasy

Build this supereasy

Build this supereasy

Build this supereasy

Win raves with plastic

Win raves with plastic

Win raves with plastic

Win raves with plastic

Win raves with plastic

Original illustration of Duke Ellington by Jay Loucks and Kirsten Soderlind

THE ILLUSTRATION of Duke

I ADD HEADLINES to the

Original illustration of Duke Ellington by Jay Loucks and Kirsten Soderlind

REFLECTING the image

Original illustration of Duke Ellington by Jay Loucks and Kirsten Soderlind

DEEPEN THE NIGHT. Black

Original illustration of Duke Ellington by Jay Loucks and Kirsten Soderlind

MOOD INDIGO. New lighting

Original illustration of Duke Ellington by Jay Loucks and Kirsten Soderlind

A GRADUATED FILL dissolves

Bored with at? Make

These are real picas (youll see this ruler a lot