Tarjetas

®

Design a card the easy way 0682

Design a card the easy way

A photo and one block of type is all it takes to make a beautiful card.

Jayne’s Photography

Jayne Kettner 35266 Old Homer Road Winona, MN 55987 507-452-9300 desk 507-208-1067 cell [email protected] www.jaynekettner.com

After

Before

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Design a card the easy way 06822 of 13

When photographer Jayne Kettner sent us her photos and asked our help making a logo for her Web class, we had to won-der why she’d want one. Her photos were rich, well composed and pleasing, just what she’d want the world to see. A logo is an artificial device used to represent a product, service or group of people. It would add only a barrier; when you have the real thing—i.e., Jayne’s photos—why do you need a representative?

Her request was followed the same week by two other photographers in the same situation. This, of course, gave us a batch of great photos to work with, so here, class, is how to design a card the (super-) easy way.

Sketches galore! Jayne started out the right way; when you’re designing a logo, you can’t make too many sketches. But her efforts were going nowhere. Said she, “I was striving for a professional image, but kind of ended up with more whimsical and fun looks. I like the color combinations of cyan, teal, and violet, but I also like something dramatic like red and black. I sort of mixed the two and didn’t end up with anything pleasing.” This is actually common; it hap-pens whenever a design goal is unclear or even incorrect. In this case, Jayne doesn’t need a logo at all; her photos (below) will speak for themselves.

Design a card the easy wayA photo and one block of type is all it takes to make a beautiful card.




®



Start with the words Set your words in a block of ordinary type—not fancy type—and place it in the upper-left corner.

(1) Set your type—business name, your name, address and contact information—in a single block, align left, and place it in the upper-left corner. Make the business name bold. (2) Add a half space—a whole space works as well—below the business name, then (3) tint the type 60% (or so) gray; leave the business name black.

This simple “block in the corner” has a minimal, intentionally designed look that leaves the white space as the dominant element. You’ll be tempted to fill the space, but don’t.



3



2

Jayne’s Photography Jayne Kettner35266 Old Homer Road Winona, MN 55987 507-452-9300 desk 507-208-1067 cell [email protected] www.jaynekettner.com

1




®



Add the photoPlace and crop your photo all the way to the edges. Color the type white, and you’re done.

Place and crop Most business cards are horizontal. Select a photo with open space in the upper-left corner, place and crop. Don’t be afraid to crop radically, which can yield unexpected and powerful results. Touch all the edges (full bleed).

Extend the photo to create a bleed area, which is an extra 1⁄16 inch around your card. This prevents any white lines along the edges of the card when it’s trimmed to final size.




1⁄16 inch bleed


Color the words Bring the words to the front. On a dark image like this one, finish by coloring the business name white and the body light gray.

That, class, is all there is to it. No artificial graphics, no distracting layouts. It quietly places your work, literally, into the client’s hand, simply, clearly, beautifully.




®



Use both sidesIf your favorite photo has no room for words, use the back.

Artist’s canvas Without words, winter trees fill the card like a painting on canvas, quietly speaking volumes about your work. On the back, the minimal, gallery-style layout.






®



Add some backgroundPhoto doesn’t fill the space? Add an artificial background.





(1) It’s a beautiful magnolia, but it doesn’t fill the space. When you have a solid background like this, (2) eyedropper the color nearest the edge and (3) fill the card behind the image. In this case, we then eye-dropper some pink from the flower and (4) add it to the business name, creating a beautifully soft connection.

1

3

2

4




®



Bob Schnell Photography

A change of type Bob Schnell is a people photographer. Small change of typeface from Benton Sans to Didot—on only the business name—softens the name suitably while retaining the look. Classy.

Fade to blackA too-narrow image with a multicolor background requires fading.

Fade your photo in InDesign. (1) Fill the card black (in this case, to complement his suit), then (2) place and crop the photo; note the resulting hard edge. (3) Click to select the photo. Select the Gradient Feather Tool (left), drag from right to left, stopping just short of the edge, and you’re done (4). Not quite right? Drag again.

1 2

4

Bob Schnell PhotographyBob Schnell 804-647-3640 [email protected] www.bobschnellphoto.com

3




®



Get verticalVertical-format cards are less common but can be dramatic.


It’s tempting to move the words around, but don’t do it. The upper-left corner makes a clear, designed statement—especially if it’s consistent on all pieces. If an image won’t work with that position, use a different image.

Her asymmetrical position activates the page.

(Right) You don’t want to lose a great shot because

it doesn’t fit the space. If you crop, we recom-

mend making it square, which looks intentional,

not ambiguous.



Classic, but too stark? . . . Soften with color.




®



Find colorEyedropper colors right from the image for a perfect complement every time.





Her lips . . . Her hair . . . Her dress . . . The background . . .




®



Use an objectAn alternative to a portfolio photo is to picture an object from your studio. Just knock out its background and place it on the page. Include its shadow.





Small is big White space is the controlling element on these cards—note how your eye immediately registers the images, despite their small sizes. Small is important; if you make them big, the objects become the story, not you. Note, too, that although they’re predominantly black, the objects are in color, just like you’d see them in real life.





White space is not empty but has real force. Note above how it pushes your eye to the left and creates a strong sense of depth behind the studio umbrella.




®





Create a galleryInstead of one photo, create a tiny gallery. Make a matching Web gallery, and you’ll have a direct, card-to-Web connection, useful for branding.





Square images are harder to crop but look designed, and they correspond to Web thumbnails and avatars, too. Background can be white or black (below).

Make a grid . . . . . . add your photos.






®





Typefaces

1 Benton Sans Cond Black | 7.5 pt

2 Benton Sans Cond Book | 7.5/9 pt

3 HTF Didot 11 Light | 10 pt

Images

Images: iStockphoto

4 (6750578)

5 (3458269)

Article resources

Colors

C0 M0 Y0 K100

C0 M0 Y0 K60

6

7

6

7

3

2

2

1Jayne Kettner 35266 Old Homer Road Winona, MN 55987 507-452-9300 desk 507-208-1067 cell jayne@ jaynekettner.com www.jaynekettner.com

Jayne’s PhotographyJayne’s Photography



5

4

http://new.myfonts.com/fonts/fontbureau/benton-sans/cond-black/?refby=beforeandaftermagazine

http://new.myfonts.com/fonts/fontbureau/benton-sans/cond-book/?refby=beforeandaftermagazine

http://www.typography.com/fonts/font_styles.php?productLineID=100004

http://www.istockphoto.com/file_closeup.php?id=6750578

http://www.istockphoto.com/file_closeup.php?id=3458269




®

Design a card the easy way 0682 13 of 13 | Printing formats

Design a card the easy way 13 of 13Design a card the easy way 13 of 13

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 directorGaye McWade Associate publisherDexter Mark Abellera Senior designer Before & After magazine323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995E-mail [email protected] www http://www.bamagazine.com

Copyright ©2009 Before & After magazine ISSN 1049-0035. All rights reserved

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Be

fore

&A

fter | w

ww

.bamagazine.com

1 of 7

De

sign

a ca

rd th

e e

asy w

ay 0682

0682 D

esig

n a

card

the

ea

sy wa

y

®B

efore&

After

De

sign

a card th

e e

asy way

0682

BA

mag

azine.co

mU

iX

2 of 13

Wh

en p

ho

tograp

her Jayn

e Kettn

er sent

us h

er ph

oto

s and

asked o

ur h

elp m

aking

a logo

for h

er Web

class, we h

ad to

wo

n-

der w

hy sh

e’d w

ant o

ne. H

er ph

oto

s were

rich, w

ell com

po

sed an

d p

leasing, ju

st w

hat sh

e’d w

ant th

e wo

rld to

see. A lo

go

is an artifi cial d

evice used

to rep

resent

a pro

du

ct, service or gro

up

of p

eop

le. It w

ou

ld ad

d o

nly a b

arrier; wh

en yo

u h

ave th

e real thin

g—i.e., Jayn

e’s ph

oto

s—w

hy

do

you

need

a represen

tative?H

er requ

est was fo

llowed

the sam

e w

eek by tw

o o

ther p

ho

tograp

hers in

the

same situ

ation

. Th

is, of co

urse, gave u

s a b

atch o

f great ph

oto

s to w

ork w

ith, so

h

ere, class, is how

to d

esign a card

the

(sup

er-) easy way.

Wh

en p

ho

tograp

her Jayn

e Kettn

er sent u

s h

er ph

oto

s and

asked o

ur h

elp m

aking a

logo

for h

er Web

class , we h

ad to

wo

nd

er w

hy sh

e’d w

ant o

ne. H

er ph

oto

s were rich

, w

ell com

po

sed an

d p

leasing, ju

st wh

at she’d

w

ant th

e wo

rld to

see. A lo

go is an

artifi cial b

rand

ing d

evice that w

ou

ld o

nly ad

d a

barrier. A

logo

is a symb

ol u

sed to

represen

t a p

rod

uct, service o

r grou

p o

f peo

ple, b

ut

wh

en yo

u h

ave the real th

ing—

i.e., Jayne’s

ph

oto

s—w

hy d

o yo

u n

eed a rep

resentative?

Her req

uest w

as follow

ed th

e same w

eek b

y two

oth

er ph

oto

graph

ers—R

uss E

rickson

an

d B

ob

Schn

ell—in

the sam

e situatio

n.

Th

is, of co

urse, gave u

s a batch

of great

ph

oto

s to w

ork w

ith, so

here, class, is h

ow

to d

esign a card

the (su

per-) easy w

ay.

Sk

etch

es g

alo

re! Jayne started out the right w

ay; when you’re designing a

logo, you can’t make too m

any sketches. But her efforts w

ere going nowhere.

Said she, “I was striving for a professional im

age, but kind of ended up with

more w

himsical and fun looks. I like the color com

binations of cyan, teal, and violet, but I also like som

ething dramatic like red and black. I sort of m

ixed the tw

o and didn’t end up with anything pleasing.” This is actually com

mon; it hap-

pens whenever a design goal is unclear or even incorrect. In this case, Jayne

doesn’t need a logo at all; her photos (below) w

ill speak for themselves.

Design

a card th

e easy way

A photo and one block of type is all it takes to m

ake a beautiful card.

®B

efore&

After

De

sign

a card th

e e

asy way

0682

BA

mag

azine.co

mU

iX

Design a cardthe easy w

ayA

ph

oto and

one b

lock of typ

e is all it takes to make

a beau

tiful card

.


Jayne Kettner35266 O

ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com

After

Before


Be

fore

&A

fter | w

ww

.bamagazine.com

2 of 7

De

sign

a ca

rd th

e e

asy w

ay 0682

0682 D

esig

n a

card

the

ea

sy wa

y

®B

efore&

After

De

sign

a card th

e e

asy way

0682

BA

mag

azine.co

mU

iX

4 of 13

Design

a card th

e easy way

4 of 13

Ad

d th

e p

ho

toP

lace and

crop

you

r ph

oto

all the w

ay to th

e edges. C

olo

r the typ

e wh

ite, and

you

’re do

ne.

Pla

ce a

nd

crop

Most business cards are horizontal.

Select a photo with open space in the upper-left corner,

place and crop. Don’t be afraid to crop radically, w

hich can yield unexpected and pow

erful results. Touch all the edges (full bleed).

Ex

ten

d th

e p

ho

to to create a

bleed area, which is an extra 1⁄16 inch

around your card. This prevents any w

hite lines along the edges of the card w

hen it’s trimm

ed to fi nal size.



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com


1⁄16 inch bleed


ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com

Co

lor th

e w

ord

s Bring the w

ords to the front. O

n a dark image like this one, fi nish by coloring the

business name w

hite and the body light gray.

That, class, is all there is to it. No artifi cial graphics, no

distracting layouts. It quietly places your work, literally,

into the client’s hand, simply, clearly, beautifully.

®B

efore&

After

De

sign

a card th

e e

asy way

0682

BA

mag

azine.co

mU

iX

3 of 13

Design

a card th

e easy way

3 of 13

Start w

ith th

e w

ord

s Set yo

ur w

ord

s in a b

lock o

f ord

inary typ

e—n

ot fan

cy type—

and

place it in

the

up

per-left co

rner.

(1) Se

t you

r type

—business nam

e, your name,

address and contact information—

in a single block, align left, and place it in the upper-left corner. M

ake the business nam

e bold. (2) Add a half space—

a w

hole space works as w

ell—below

the business nam

e, then (3) tint the type 60% (or so) gray; leave

the business name black.

This simple “block in the corner” has a m

inimal,

intentionally designed look that leaves the white

space as the dominant elem

ent. You’ll be tempted

to fi ll the space, but don’t.



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com

3



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com

2



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com

1


Be

fore

&A

fter | w

ww

.bamagazine.com

3 of 7

De

sign

a ca

rd th

e e

asy w

ay 0682

0682 D

esig

n a

card

the

ea

sy wa

y

®B

efore&

After

De

sign

a card th

e e

asy way

0682

BA

mag

azine.co

mU

iX

5 of 13

Design

a card th

e easy way

5 of 13

Use

bo

th sid

es

If you

r favorite p

ho

to h

as no

roo

m fo

r wo

rds, u

se the b

ack.

Artist’s ca

nva

s Without w

ords, winter trees fi ll the card

like a painting on canvas, quietly speaking volumes about

your work. O

n the back, the minim

al, gallery-style layout.



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com

®B

efore&

After

De

sign

a card th

e e

asy way

0682

BA

mag

azine.co

mU

iX

6 of 13

Design

a card th

e easy way

6 of 13

Ad

d so

me

back

gro

un

dP

ho

to d

oesn’t fi ll th

e space? A

dd

an artifi cial b

ackgrou

nd

.



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com

(1) It’s a b

ea

utifu

l ma

gn

olia

, but it doesn’t fi ll the space. When you

have a solid background like this, (2) eyedropper the color nearest the edge and (3) fi ll the card behind the im

age. In this case, we then eye-

dropper some pink from

the fl ower and (4) add it to the business nam

e, creating a beautifully soft connection.

13

24


Be

fore

&A

fter | w

ww

.bamagazine.com

4 of 7

De

sign

a ca

rd th

e e

asy w

ay 0682

0682 D

esig

n a

card

the

ea

sy wa

y

®B

efore&

After

De

sign

a card th

e e

asy way

0682

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mag

azine.co

mU

iX

7 of 13

Design

a card th

e easy way

7 of 13

Bob Schnell Photography

A ch

an

ge

of typ

e B

ob Schnell is a people photographer. Sm

all change of typeface from B

enton Sans to Didot—

on only the business nam

e—softens the nam

e suitably while

retaining the look. Classy.

Fade

to b

lackA

too

-narrow

image w

ith a m

ultico

lor b

ackgrou

nd

requ

ires fadin

g.

Fa

de

you

r ph

oto

in In

De

sign

. (1) Fill the card black (in this case, to com

plement his suit), then (2) place and crop the photo; note the

resulting hard edge. (3) Click to select the photo. Select the G

radient Feather Tool (left), drag from

right to left, stopping just short of the edge, and you’re done (4). N

ot quite right? Drag again.

124

Bob Schnell PhotographyB

ob Schnell80

4-647-3640info@

bobschnellphoto.comw

ww

.bobschnellphoto.com

3

Watch it

®B

efore&

After

De

sign

a card th

e e

asy way

0682

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mag

azine.co

mU

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8 of 13

Design

a card th

e easy way

8 of 13

Ge

t vertical

Vertical-form

at cards are less co

mm

on

bu

t can b

e dram

atic.


ob Schnell80

4-647-3640info@


ww


It’s tempting to m

ove the w

ords around, but don’t do it. The upper-left corner m

akes a clear, designed statem

ent—especially if

it’s consistent on all pieces. If an im

age won’t w

ork w

ith that position, use a different im

age.

Her asym

metrical position

activates the page. (Right) You don’t want to

lose a great shot because it doesn’t fi t the space. If you crop, w

e recom-

mend m

aking it square, w

hich looks intentional, not am

biguous.


ob Schnell80

4-647-3640info@


ww



ob Schnell80

4-647-3640info@


ww


Classic, but too stark? . . .

Soften with color.


Be

fore

&A

fter | w

ww

.bamagazine.com

5 of 7

De

sign

a ca

rd th

e e

asy w

ay 0682

0682 D

esig

n a

card

the

ea

sy wa

y

®B

efore&

After

De

sign

a card th

e e

asy way

0682

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mag

azine.co

mU

iX

9 of 13

Design

a card th

e easy way

9 of 13

Find

colo

rE

yedro

pp

er colo

rs right fro

m th

e image fo

r a perfect co

mp

lemen

t every time.


ob Schnell80

4-647-3640info@


ww



ob Schnell80

4-647-3640info@


ww



ob Schnell80

4-647-3640info@


ww



ob Schnell80

4-647-3640info@


ww


Her lips . . .

Her hair . . .

Her dress . . .

The background . . .

®B

efore&

After

De

sign

a card th

e e

asy way

0682

BA

mag

azine.co

mU

iX

10

of 13

Design

a card th

e easy way

10

of 13

Use

an o

bje

ctA

n altern

ative to a p

ortfo

lio p

ho

to is to

pictu

re an o

bject fro

m yo

ur stu

dio. Ju

st kn

ock o

ut its b

ackgrou

nd

and

place it o

n th

e page. In

clud

e its shad

ow.



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com

Sm

all is b

ig W

hite space is the controlling element on these

cards—note how

your eye imm

ediately registers the images,

despite their small sizes. Sm

all is important; if you m

ake them

big, the objects become the story, not you. N

ote, too, that although they’re predom

inantly black, the objects are in color, just like you’d see them

in real life.



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

jaynekettner.comw

ww

.jaynekettner.com

Wh

ite sp

ace

is not empty but has real force. N

ote above how

it pushes your eye to the left and creates a strong sense of depth behind the studio um

brella.


Be

fore

&A

fter | w

ww

.bamagazine.com

6 of 7

De

sign

a ca

rd th

e e

asy w

ay 0682

0682 D

esig

n a

card

the

ea

sy wa

y

®B

efore&

After

De

sign

a card th

e e

asy way

0682

BA

mag

azine.co

mU

iX

11

of 13

Design

a card th

e easy way

11

of 13



ld Hom

er RoadW

inona, MN

55987507-452-930

0 desk

507-208-10

67 celljayne@

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