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Distinctively Oriental 0614 2of20

Distinctively OrientalTake-home menu captures the avor of the Far East in a unique Oriental format

Before (above)

Just the facts, maam. Thedatas all here, but delete

the bowl, and theres not

one visual clue to let us

know this sheet is about

Chinese cuisine. A take-out

menu needs the diners eyes

to do what his nose cant

lure him back to the restau-

rant. That requires beauty.

Delicious, savory, mouth-watering Chinese

cuisinethats what the business-lunch crowd

gets atA Taste of the Orient, a small, family-owned

restaurant inside a neighborhood shopping mall.

But youd never know that by

looking at their menu (right), a

plain, pink leftover from the

Ming Dynasty

(14th-century

English period). Its so nondescript!

A Taste of the Orientneeds a menuthats as beautiful as its food is

tasty and that conveys its distinctive,

Chinese culture. It needs a menu

that will be posted on the ofce

bulletin board, not hidden in the

bottom drawer. Lets make one.


3/31



Distinctively Oriental 3of20

Its not designed at all

The inks on the paper, all right, but the page is not designed; its just lled in.The designer left his visual tools of scale, contrast and depth at home!

Accidental design

Good design is intentional. At left, three circles and three

rectangles have been arranged in two triangles around a focal

point centered in the large circle (the platter). Thats design,

and its attractive. Above, the center panel is typographically

different from the other twoa normal visual devicebut for

no apparent reason. Thats accidental, and its unattractive.

Boxes everywhere

Boxes corral the many kinds of dishes. This makes

sense organizationally, but the pencil-thin lines

have no beauty and are unnecessary, too; the

open space alone is sufcient to create separation

between sections. Random margin widths disrupt

any possible visual rhythm.

(Right) The outside panel has a

focal point (the bowl), and its

in the right place (the center),

but its too smalltoo much

like everything else to have an

impact. The names in a good place,

too, surrounded by (mainly) open

space, which makes it easy to

read, but its so nondescript it has

no voice. Name, location, phone

number and hours are all needed

to do business, but unlike what

the chef prepares, none of it has

been artfullypresented.

Inside spreadOutside spread


4/31




Look. Read. Learn.

Begin the redesign by researching what Chinese looks like. Actually do thework. Dont rely on your memory, or youll end up using clichs like fortune

cookies and chopsticks.

The world of China

Dont dream up images

youll get better results (more

easily, too) if youlookthem

up! Research books, maga-

zines and online photo sourc-

es. Visit Chinese restaurants.

What to watch for? Pay atten-

tion to physical attributes

like shapes, colors, textures;

sensual qualities like sound,

smell, touch; and hidden

intangibles, especially of his-

tory, culture and tradition.

Fortune cookie Moon

cakes predate Ming Dynasty;

sweet, happy, circular, tan

Bamboo

Natural, elegant,

cool, spare

Screen Fine furniture, inlaid,

historic, story-telling, seen in

the restaurant

Characters Ancient, wet

brush, calligraphic, uid,

painstaking, distinctively

Oriental

Colors Red, gold leaf

Mask Ancient, heroic, religious,

theatrical, colorful, multi-textured

Restaurant Neutral colors, spot

lighting, intricate woodwork Wok Colorful, hot, fresh,

round, aromatic


5/31




Start with format and background

Two images can anchor the designthe folding screen because it resembles thefolded sheet, and the bamboo plant, which will make a graceful, placidbackground.

Crop the image

Like the story on a folding screen, crop the image

to span the page and t its proportions. Note how its

balancedabout half image, half background.

Screens are usually decorated with landscapes, plantsand gures and typically have three or four panels. Con-

veniently enough, the two-fold menu has three panels.

With the image in place, its time to turnthe background into a beautiful canvas

on which to paint our words.


6/31




Create a silhouette

To create the illusion of a shadow cast against the screenor visible throughthe screenrst separate the bamboo from its background.

What were about to do is reduce the

full-color photo to solid black & white

with no grays. For an organic image

like this one with a distinct silhou-

ette and where precision is not vital,

Photoshops Threshold slider is ideal.

Invert and clean up

Invert black and white by selecting

Image>Adjustments>Invert. Erase any

leftover spots and unwanted parts. If

necessary, use the Brush tool to paint

and redene some parts. Save a copy

(or a layer) of this image to use later.

Open the image

Change its mode to Grayscale

(Image>Mode>Grayscale).

Set the threshold

Select Image>Adjustments>

Threshold, check Preview, and move

the Threshold slider. Everything

above the threshold is white, and

everything below is black. Adjust for

greatest clarity, then click OK.


7/31




Create the illusion of natural lightthe wall

Turn the black silhouette into a soft shadow by blurring and lightening.Then paint depth and radiance onto the whole page.

Add depth and radiance

Next, mimic the dark and light qualities of natu-

ral light. First, sample a light and dark color from

the restaurant (1 ). (This color connection is an

artistic tie-in.) Create a new layer, and ll it with

the light color (2). With the darker color and a

fairly large, soft brush, make a smooth, sweep-

ing stroke across the page (3).

Combine

Set the new layers

blending mode to

Multiply, which

allows the bamboo

layer beneath to

show through. The

result is a convinc-

ing illusion of bam-

boo seen through

a paper screen.

Blur and lighten

Return the image to CMYK Mode

(Image>Mode>CMYK). To soften,

select Filter>Blur>Gaussian Blur, and

enter a Radius amount. What you

want is a soft but still-distinct silhou-

ette, which in this case was 10 pixels.

Lighten the result by lowering the

opacity to about 10%.

1

2

3


8/31




Add bamboo to the foreground

With the shadow and lighting established, give the page more depth by addingblack bamboo, which yields a beautiful foreground-background effect.

Connect

Get artistic! With the Brush tool, create your own bam-

boo plant by connecting the leaves (1) and adding a

stem (2) that anchors plant to page. Then add another

leaf (3) to serve as a downward pointer to the list of

menu items that will eventually go beneath it.

Separate

Note that as big as the shadow is, its light value and soft

edges make it recede. Create a forward dimension by

moving black leaves to the center of each panel. The con-

trasts ofedge (hard and soft) and overlapping elements

(dark, medium, light) results in real depth.

Isolate

Retrieve the saved black &

white copy, move its layer to

the top, and set its blending

mode to Multiply. With the

Brush and Eraser tools, iso-

late a few bamboo leaves.

1

2

3


9/31




Create a focal icon

The original bowl is a good, simple icon for the restaurant; it suggests eating,chopsticks say Chinese, and steam says hot and fresh. A stamplike effect makes

it bolder and even more Chinese.

3) Sharpen, then dab

In Filter>Sharpen>Unsharp

Mask, apply the following set-

tings: Amount: 100; Radius: 25;

Threshold: 0. Click OK. Next,

with white as the Foreground

color, select the Spatter brush

(here, number 39). Using vari-

ous brush sizes and opacities,

click-dab to soften and basi-

cally mess up the edges.

2) Roughen the edges

Set the Foreground and Back-

ground colors to red and

white, respectively. Go to

Filter>Sketch>Torn Edges,

and for this size and resolu-

tion enter the following: Image

Balance: 25; Smoothness: 1;

Contrast: 15. Click OK.

In Chinese brush paintings, a

stamp, which is typically red,

is often used as a signature. Its

imagery can be evoked by turn-

ing the bowl into a stamp.

A rubber stamp begins as a fairly

sharp image that degrades as it

unevenly hits the paper and more

as the ink soaks in. Time can further

wear it down. The result is a rich,

interesting texture. Heres how to

mimic that in Photoshop.

1) Create the image

The original image can come

from almost any source (ours

was a scan), so in some way

get it into a Photoshop le

Resolution 300 ppi, Color

Mode RGB Color, Background

Contents Transparentturn it

into a selection, and knock it

out of a shape youve drawn.

You want the results to

resemble the image above.

Click . . .

. . .dab . . .


10/31



Distinctively Oriental 10of20Distinctively Oriental 10of20

Choc ICG Regular

No brush marks

No bleeding

Clean edges and ends

Poster-like

Orient

Visigoth Regular

Fat, slow strokes

Fairly upright

Soaked into the surface

Visible paper textureOrientRuach Plain

Fast, light strokes

Clean edges and rough ends

Closest to handwritten

Most like the sample

Orient

Select a display type

Nothing evokes China as readily as its unique, calligraphic characters, which on themenu must be conveyed with Western-style type. In general, youll see wet brush, dry

brush and articial styles. Dry-brush font Ruach in this case is best.

Wet brush

Dry brush

Articial

Reference character

Once youve found a style that

you like, note how its drawn.

Pay attention to its edges,

stroke ends, thick-to-thinness

and general slant or direction,

then look for similarities in

Western typestyles.


11/31




AppetizersFried Won Ton

Egg Rolls (4)Paper-wrapped Chicken (8)

Fried Chicken Wings (10)Pot-Stickers (8)


Egg Rolls (4)

Paper-wrapped Chicken (8)

Fried Chicken Wings (10)

Pot-Stickers (8)


Egg Rolls (4)

Paper-wrapped Chicken (8)

Fried Chicken Wings (10)

Pot-Stickers (8)

Calligraphic Sanvito

Simple lines, BIG counters, BIG aper-

tures and a sweeping stroke yield

both clarity and calligraphic style

without the brush details. Sanvito

is a good complement to Ruach.

Sans-serif Helvetica

Although popular, Helvetica is not espe-

cially clear at small sizes, because its

small apertures tend to close up. And

its straight lines are too rigid to comple-

ment free-owing Ruach.

Roman serif Times Roman

Roman serif faces are more rened

and generally easier to read, because

serifs help move the eye from letter to

letter, but theyre full of tiny detail and

stylistically very different from Ruach.

Select a complementary text typeface

For the small type used for listings, look rst for clarity and then for a complementaryline or shape. Clarity usually requires open letterforms and little detail.

Tc Small, but serifshelp move the eye Tc Sweepingand openTc Too smallToo straight


12/31




(Left) Analyze the bamboo based on line and direction. Note that its leaves and

stems point in different directionshorizontal, diagonal, verticalwhich creates

a lot of movement and tension. This action can be mimicked in the layout.

Complement image and layout

With the bamboo already on the page, create a relationship between image, typeand layout by mimicking its spiky visual qualities.

Place the contact

information

Since this is a take-

home menu, the

phone number needs

to be prominent;

here, its size and

right offset make it

stand out. Remaining

information aligned

with the seal estab-

lishes continuity yet

retains the staggered

movement.

Place the

business name

The bamboo leaves

have both size and

directional differ-

ences. Mimic this

with two type sizes

and staggered place-

ment, which moves

the eye similarly and

puts tension into

the layout.

Place the seal

What size should

the seal be? Gener-

ally speaking, work

with whats in front

of you. Here, the

bamboo is govern-

ing the design, so

give the seal similar

mass, and place it

directly beneath the

downward-pointing

umbrella about

mid-page.

The OrientA taste of

Aligned with seal for continuity

3315Northgate Blvd. #8, Sacramento

CornerofNorthgate & SanJuan

OpenMSat. from 119, closedSunday

Dine-In Take-Out Catering

916.922.1818

The OrientA taste of


13/31




Organize the menu items

All those boxes on the original menu are unnecessary; the white space alone issufcient to separate the sections beautifully. Simple tab indents identify columnar

elements and mimic the bamboo, too.

Special Rice Plates(Entree without shrimp 4.25) 1. Sa-tayChickenorPork

2. Teriyaki ChickenorPork

3. Sweet &SourChickenorPork4. Kung Pao Chicken5. SzechwanBeef *6. Mong olianBeef *

7. C u rry C hick en*8. Broccoli Beef9. Sesame Chicken

10. LemonChicken11. CashewChicken

12. GarlicChicken13. HunanChicken14. Vegetable Deluxe *

(Entree withshrimp 5.25)

15. CashewShrimp16. Kung Pao Shrimp17. SzechwanShrimp *18. CurryShrimp

19. Shrimp withblack beansauce20. Shrimp withlobstersauce

Family Specials(23people) Cantonese FamilySpecial 14.95Soup ofthe Day

Egg RollsBroccoli BeefTeriyaki ChickenB.B.Q. Pork FriedRice

MandarinFamily Special 15.95

Soup ofthe DayFriedPrawnsMongolianBeefSa-tayChicken

B.B.Q. Pork ChowMein

House FamilySpecial 16.95Soup ofthe DayPaper-wrappedChickenCashewPrawn

Sesame ChickenShrimp ChowMein

The Orient

3315Northgate Blvd.#8, Sacramento


OpenMSat.from119,closedSunday


916.922.1818

A taste of

Tab indents rather than ush-left alignment yield text

blocks that have staggered edges similar to the bamboo

and cover layout.

Visual relationships

Above, the headline x-height deter-

mines the text size. Below, its overall

height governs section spacing.

Family Specials(23 people) Cantonese Family Special 14.95Soup of the DayEgg RollsBroccoli BeefTeriyaki ChickenB.B.Q. Pork Fried Rice

Mandarin Family Special 15.95Soup of the DayFried Prawns

Family Specials

Family Specials


14/31




Repeat inside

Whats good for the outside is good for the inside. Create continuity easily by

repeating the background, margins, column guides and type treatment inside.

Repeat the background Use the same background image

inside as outside, but to make space for the menu items

delete the foreground silhouettes. Carry over margins, guides

and type treatment. Note that the bamboo shadow is reversed

to create the illusion of transparent rice paper.

Pork Sweet &SourPork 5.95GarlicPork (withvegetables) 5.95Sa-tayPork 5.95

Teriyaki Pork 5.95B.B.Q. Pork BeanCurd 5.95

Poultry Broccoli Chicken 5.25AlmondChicken 5.25CashewChicken 5.25SzechwanChicken * 5.25Kung Pao Chicken* 5.25

HunanChicken* 5.95CurryChicken* 5.95Sweet &Sour Chicken 5.95

Sa-tayChicken 5.95LemonChicken 5.95Sesame Chicken 5.95Teriyaki Chicken 5.95

GarlicChicken 5.95

Beef Broccoli Beef 5.95MongolianBeef * 5.95

SzechwanBeef* 5.95Kung Pao Beef* 5.95HunanBeef* 6.95BeefwithOysterSauce 5.95

GingerBeef 5.95PepperBeef (withblack bean) 5.95

Appetizers Fried Won Ton 2.95Egg Rolls (4) 4.25Paper-wrappedChicken (8) 4.25

Fr ie dCh ic ke nW in gs ( 10) 4 .25Pot Stickers (8) 4.95FriedPrawns (8) 4.95FriedCalamari 5.95

Chin ese Ch icken Sal ad 4.25

Soup Soup of the Day 1.50Egg Flower Soup 4.25Chicken Noodle Soup 4.25

Beef Noodle Soup 4.25Won Ton Noodle Soup 4.25Won Ton Soup 4.25Combination Won Ton 5.25

Hot & Sour Soup * 5.25

Combination Plates Combination Plate #1 5.25Soup ofthe DayPaper-wrappedChicken

Broccoli BeefChowMeinorFriedRice

Combination Plate #2 6.25Soup ofthe Day

FriedPrawnsSweet &Sour ChickenChowMeinorFriedRice

Seafood Cashew 6.95Prawnwithlobstersauce 6.95Prawnwithblack beansauce 6.95

Sweet &Sour Prawn 6.95CurryPrawn(orcalamari)* 6.95Kung Pao Prawn(orcalamari)* 6.95SzechwanPrawn * 6.95

Vegetable withPrawn 6.95

Vegetables Vegetable Deluxe 5.25SzechwanBeanCurd* 5.25BraisedBeanCurd 5.95

Fried Rice VegetarianFriedRice 4.25ChickenFriedRice 4.25B.B.Q. Pork FriedRice 4.25BeefFriedRice 4.25

Shrimp FriedRic e 5.25CombinationFriedRice 5.25

Chow Mein VegetarianChowMein 4.25ChickenChow Mein 4.25B.B.Q. Pork ChowMein 4.25BeefChowMein 4.25

Shrimp ChowMein 5.25CombinationChow Mein 5.25

* Hot &Spicy

Inside spreadOutside spread



3. Sweet &SourChickenorPork4. Kung Pao Chicken5. SzechwanBeef *6. Mong olianBeef *7. C u rry C hick en*

8. Broccoli Beef9. Sesame Chicken






Family Specials(23people) Cantonese FamilySpecial 14.95Soup ofthe DayEgg RollsBroccoli Beef

Teriyaki ChickenB.B.Q. Pork FriedRice

MandarinFamily Special 15.95Soup ofthe Day

FriedPrawnsMongolianBeefSa-tayChickenB.B.Q. Pork ChowMein

House FamilySpecial 16.95

Soup ofthe DayPaper-wrappedChickenCashewPrawnSesame Chicken

Shrimp ChowMein

The Orient





916.922.1818

A taste of


15/31




The Orient


CornerofNorthgate &SanJuan



A taste of










916.922.1818

Family Specials(23people) Cantonese FamilySpecial 14.95Soup ofthe DayEgg RollsBroccoli BeefTeriyaki Chicken

B.B.Q. Pork FriedRice

MandarinFamily Special 15.95Soup ofthe DayFriedPrawnsMongolianBeef

Sa-tayChickenB.B.Q. Pork ChowMein

House FamilySpecial 16.95Soup ofthe Day

Paper-wrappedChickenCashewPrawnSesame ChickenShrimp ChowMein

Phone numberin gold

distinguishes it from the food

categories and adds another

level of depth.

Color unies the elements

Its time to add color. Our eyes connect similaritiesthis like that. Color the

headlines to match the seal already on the cover. The contrast of gold adds depth

and spices up the hot palette.

Pork Sweet &Sour Pork 5.95GarlicPork (withvegetables) 5.95Sa-tayPork 5.95


Poultry Broccoli Chicken 5.25AlmondChicken 5.25CashewChicken 5.25SzechwanChicken * 5.25Kung Pao Chicken* 5.25

HunanChicken * 5.95CurryChicken * 5.95Sweet &Sour Chicken 5.95

Sa-tayChicken 5.95LemonChicken 5.95Sesame Chicken 5.95Teriyaki Chicken 5.95

GarlicChicken 5.95

Beef Broccoli Beef 5.95MongolianBeef * 5.95

SzechwanBeef* 5.95Kung Pao Beef* 5.95HunanBeef* 6.95BeefwithOysterSauce 5.95

GingerBeef 5.95PepperBeef (withblack bean) 5.95

Appetizers Fried Won Ton 2.95Egg Rolls (4) 4.25Paper-wrappedChicken (8) 4.25

F ri ed Ch ic ke nW in gs (1 0) 4 .2 5Pot Stickers (8) 4.95FriedPrawns (8) 4.95FriedCalamari 5.95

Chines e Chi cken Sal ad 4.25

Soup Soup of the Day 1.50Egg Flower Soup 4.25Chicken Noodle Soup 4.25

Beef Noodle Soup 4.25Won Ton Noodle Soup 4.25Won Ton Soup 4.25Combination Won Ton 5.25

Hot & Sour Soup * 5.25

Combination Plates Combination Plate #1 5.25Soup ofthe DayPaper-wrappedChicken

Broccoli BeefChowMeinorFriedRice

Combination Plate #2 6.25Soup ofthe Day

FriedPrawnsSweet &Sour ChickenChowMeinorFriedRice

Seafood Cashew 6.95Prawnwithlobstersauce 6.95Prawnwithblack beansauce 6.95

Sweet &Sour Prawn 6.95CurryPrawn(orcalamari)* 6.95Kung Pao Prawn(or calamari)* 6.95SzechwanPrawn * 6.95

Vegetable withPrawn 6.95

Vegetables Vegetable Deluxe 5.25SzechwanBeanCurd* 5.25BraisedBeanCurd 5.95

Fried Rice VegetarianFriedRice 4.25ChickenFriedRice 4.25B.B.Q. Pork FriedRice 4.25BeefFriedRice 4.25

Shrimp FriedRic e 5.25CombinationFriedRice 5.25

Chow Mein VegetarianChowMein 4.25ChickenChow Mein 4.25B.B.Q. Pork ChowMein 4.25BeefChowMein 4.25

Shrimp ChowMein 5.25CombinationChow Mein 5.25

* Hot &Spicy

Remember to work with your visual research; dont pull design decisions

from a hat. Note here the gold color is from a research image (page 4).


16/31




Prices are subject to change

The beauty of this simple menu is that the backgroundwhich bleedscan

be commercially printed in large quantities, thenA Taste of the Orientcan update

items as needed and print fresh copies on a desktop printer.

Pork Sweet &Sour Pork 5.95GarlicPork (withvegetables) 5.95Sa-tayPork 5.95Teriyaki Pork 5.95B.B.Q. Pork BeanCurd 5.95

Poultry Broccoli Chicken 5.25AlmondChicken 5.25CashewChicken 5.25SzechwanChicken * 5.25Kung Pao Chicken* 5.25HunanChicken * 5.95CurryChicken* 5.95Sweet &Sour Chicken 5.95Sa-tayChicken 5.95LemonChicken 5.95Sesame Chicken 5.95Teriyaki Chicken 5.95GarlicChicken 5.95

Beef Broccoli Beef 5.95MongolianBeef * 5.95SzechwanBeef* 5.95Kung Pao Beef* 5.95HunanBeef* 6.95

Beefwith OysterSauce 5.95GingerBeef 5.95PepperBeef (withblack bean) 5.95

Appetizers FriedWonTon2.95EggRolls (4)4.25Paper-wrappedChicken(8) 4.25FriedChickenWings (10) 4.25PotStickers (8)4.95FriedPrawns (8)4.95FriedCalamari5.95ChineseChickenSalad4.25

Soup Soup ofthe Day1.50EggFlower Soup4.25ChickenNoodle Soup4.25BeefNoodle Soup4.25WonTonNoodle Soup4.25WonTonSoup4.25CombinationWonTon5.25Hot& Sour Soup *5.25

CombinationPlates CombinationPlate #15.25 Soup ofthe Day

Paper-wrappedChicken BroccoliBeef Chow Meinor FriedRice CombinationPlate #2

6.25 Soup ofthe Day FriedP

rawns Sweet& Sour Chicken Chow Meinor FriedRice

Seafood Cashew 6.95

Prawnwithlobster sauce

6.95

Prawnwithblackbeansauce

6.95

Sweet& Sour Prawn

6.95

Curry Prawn(or calamari) *

6.95

KungPao Prawn(or calamari)

* 6.95

SzechwanPrawn*

6.95

Vegetable withPrawn

6.95

Vegetables Vegetable Deluxe 5.25

SzechwanBeanCurd*

5.25

BraisedBeanCurd

5.95

FriedRice VegetarianFriedRice 4.25

ChickenFriedRice

4.25

B.B.Q. PorkFriedRice

4.25

BeefFriedRice

4.25

Shrimp FriedRice

5.25

CombinationFriedRice

5.25

ChowMein VegetarianChow Mein 4.25

ChickenChowMein

4.25

B.B.Q. PorkChow Mein

4.25

BeefChow Mein

4.25

Shrimp Chow M

ein5.25

CombinationChow Mein 5.25

* Hot& Spicy

The Orient


CornerofNorthgate &SanJuan

OpenMSat. from 119, closedSunday


916.922.1818

A taste of

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


17/31




By the way . . .

As an option, a heavy frame around each panel looks a lot like a folding screen.

With the addition of the black frame, each panel becomes its own separate zone, a result similar to the original menu

in which each category was boxed in. But unlike the unattractive original, several elements tie the zones together:

1) The black silhouette spans two panels

2) The bamboo shadow spans all three panels

3) The red color repeats throughout.

An accordion fold like the screen would have been artistically truer, but the content of the menu wouldnt permit it.

Pork Sweet &SourPork 5.95GarlicPork (withvegetables) 5.95Sa-tayPork 5.95


Poultry Broccoli Chicken 5.25AlmondChicken 5.25

CashewChicken 5.25SzechwanChicken * 5.25Kung Pao Chicken* 5.25HunanChicken* 5.95

CurryChicken* 5.95Sweet &Sour Chicken 5.95Sa-tayChicken 5.95

LemonChicken 5.95Sesame Chicken 5.95Teriyaki Chicken 5.95GarlicChicken 5.95

Beef Broccoli Beef 5.95MongolianBeef * 5.95SzechwanBeef* 5.95Kung Pao Beef* 5.95

HunanBeef* 6.95BeefwithOysterSauce 5.95GingerBeef 5.95

PepperBeef (withblack bean) 5.95

Appetizers FriedWonTon2.95EggRolls (4)4.25Paper-wrappedChicken(8) 4.25FriedChickenWings(10)4.25PotStickers (8)4.95FriedPrawns(8)4.95FriedCalamari5.95Chinese ChickenSalad4.25Soup Soup oftheDay1.50EggFlower Soup4.25ChickenNoodle Soup4.25BeefNoodle Soup4.25WonTonNoodleSoup4.25WonTonSoup4.25CombinationWonTon5.25Hot& Sour Soup*5.25CombinationPlates CombinationPlate#15.25 Soup oftheDay

Paper-wrappedChicken BroccoliBeef ChowMeinor FriedRice CombinationPlate#2

6.25 Soupofthe Day FriedPrawns Sweet& Sour Chicken ChowMeinor FriedRice

Seafood Cashew 6.95

Prawnwithlobster sauce

6.95


6.95

Sweet& Sour Prawn

6.95

Curry Prawn(or calamari) * 6.95

KungPaoPrawn(or calamari)

* 6.95

SzechwanPrawn*

6.95

VegetablewithPrawn

6.95

Vegetables VegetableDeluxe 5.25

SzechwanBeanCurd*

5.25

BraisedBeanCurd

5.95

FriedRice VegetarianFriedRice 4.25

ChickenFriedRice

4.25

B.B.Q.PorkFriedRice

4.25

BeefFriedRice

4.25

ShrimpFriedRice

5.25


5.25

ChowMein VegetarianChow Mein 4.25

ChickenChowMein

4.25

B.B.Q. PorkChow Mein

4.25

BeefChow Mein

4.25

ShrimpChowMein

5.25

CombinationChow Mein

5.25

*Hot& Spicy










Family Specials(23people) Cantonese FamilySpecial 14.95Soup ofthe DayEgg RollsBroccoli BeefTeriyaki Chicken

B.B.Q. Pork FriedRice

MandarinFamily Special 15.95Soup ofthe DayFriedPrawnsMongolianBeef

Sa-tayChickenB.B.Q. Pork ChowMein

House FamilySpecial 16.95Soup ofthe Day

Paper-wrappedChickenCashewPrawnSesame ChickenShrimp ChowMein

The Orient





916.922.1818

A taste of


18/31




Special Rice Pl ates(Entree without shrimp 4.25) 1. Sa-tayChickenorPork

2. Teriyaki ChickenorPork3. Sweet &SourChickenorPork4. Kung Pao Chicken5. SzechwanBeef*6. MongolianBeef*7. CurryChicken*8. Broccoli Beef9. Sesame Chicken

10. LemonChicken11. CashewChicken12. GarlicChicken13. HunanChicken14. Vegetable Deluxe *

(Entree withshrimp 5.25)15. CashewShrimp16. Kung Pao Shrimp17. SzechwanShrimp *18. CurryShrimp19. Shrimp withblack beansauce20. Shrimp withlobstersauce

Family Specials(23people) Cantonese FamilySpecial 14.95Soup ofthe DayEgg RollsBroccoli BeefTeriyaki ChickenB.B.Q. Pork FriedRice

MandarinFamilySpecial 15.95Soup ofthe DayFriedPrawnsMongolianBeefSa-tayChickenB.B.Q. Pork ChowMein

House FamilySpecial 16.95Soup ofthe DayPaper-wrappedChickenCashewPrawnSesame ChickenShrimp ChowMein

The Orient


Cornerof Northgate &SanJuan

OpenMSat. from 119, closed Sunday


916.922.1818

A taste of

Article resources

Typefaces

1 (ab) Ruach Plain | a) 43 pt, b) 16 pt

2 (ad) Sanvito MM | a) 27 pt, b) 24 pt,

c) 13/13 pt, d) 13/15.6 pt

Colors

C0 M90 Y80 K25

C0 M40 Y90 K15

C22 M26 Y34 K0

C2 M3 Y4 K0

3

4

5

6

1b

2d

3

4

5

2a

2b

2c

1a

Pork Sweet &Sour Pork 5.95

GarlicPork (withvegetables) 5.95Sa-tayPork 5.95Teriyaki Pork 5.95

B.B.Q. Pork BeanCurd 5.95

Poultry Broccoli Chicken 5.25AlmondChicken 5.25CashewChicken 5.25SzechwanChicken* 5.25Kung Pao Chicken* 5.25HunanChicken* 5.95CurryChicken* 5.95Sweet &Sour Chicken 5.95Sa-tayChicken 5.95LemonChicken 5.95Sesame Chicken 5.95Teriyaki Chicken 5.95GarlicChicken 5.95

Beef Broccoli Beef 5.95MongolianBeef* 5.95SzechwanBeef* 5.95Kung Pao Beef* 5.95HunanBeef* 6.95Beefwith OysterSauce 5.95GingerBeef 5.95PepperBeef (withblack bean) 5.95

Appetizers Fried Won Ton 2.95

Egg Rolls (4) 4.25Paper-wrappedChicken(8) 4.25F ri ed C hi ck en W in gs ( 10 ) 4 .2 5

Pot Stickers (8) 4.95FriedPrawns (8) 4.95FriedCalamari 5.95Chinese C hicken Salad 4.25

Soup Soup of the Day 1.50Egg Flower Soup 4.25Chicken Noodle Soup 4.25Beef Noodle Soup 4.25Won Ton Noodle Soup 4.25Won Ton Soup 4.25Combination Won Ton 5.25Hot & Sour Soup * 5.25

Combination Plates Combination Plate #1 5.25Soup ofthe DayPaper-wrappedChickenBroccoli BeefChowMeinorFriedRice

Combination Plate #2 6.25Soup ofthe DayFriedPrawnsSweet &SourChickenChowMeinorFriedRice

Seafood Cashew 6.95

Prawnwithlobster sauce 6.95Prawnwithb lack beansauce 6.95Sweet &SourP rawn 6.95

CurryPrawn(or calamari)* 6.95Kung Pao Prawn(orcalamari) * 6.95SzechwanPrawn* 6.95Vegetable withPrawn 6.95

Vegetables Vegetable Deluxe 5.25SzechwanBeanCurd * 5.25BraisedBeanCurd 5.95

Fried Rice VegetarianFriedRice 4.25ChickenFriedRice 4.25B.B.Q. Pork FriedRice 4.25BeefFriedRice 4.25Shrimp FriedRice 5.25CombinationFriedRice 5.25

Chow Mein VegetarianChowMein 4.25ChickenChowMein 4.25B.B.Q. Pork ChowMein 4.25BeefChowMein 4.25Shrimp ChowMein 5.25CombinationChowMein 5.25

*Hot &Spicy

1b

2d

6


19/31




Images

1 (ad) Photos.com | a b c d

2 Photodisc/Veer.com

3 Stockbyte/Veer.com

4 (af) istockphoto.com | a b c d

e f

Article resources

3

1d

4f

1b 1c

2

4d4b

1a

4a

4e

4c


20/31


Distinctively Oriental 0614 20of20 | Printing formats


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.

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XiBAmagazine.com U

For paper-saver formatPrint: (Specify pages 2231)For presentation formatPrint: (Specify pages 120)

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0


22/31

Before&After|www.ba

magazine.com

1of10

DistinctivelyO

riental0614

0614DistinctivelyOr

iental

Or

iental

Continued

DistinctivelyBe

fore(above)

Justthefacts,maam.The

datasallhere,butdelete

thebowl,andtheresn

ot

onevisualcluetoletu

s

knowthissheetisabout

Chinesecuisine.Atake

-out

menuneedsthedinerseyes

todowhathisnoseca

nt

lurehimbacktothere

stau-

rant.Thatrequiresbea

uty.

Delicious,savory,mouth-w

ateringChinese

cuisinethatswhatthebu

siness-lunchcrowd

getsatATasteoftheOrient,

asmall,family-owned

restaurantinsideaneighbo

rhoodshoppingmall.

But

youdneverknowthatb

ylookingattheir

menu(right),aplain,pinkleftoverfromtheMing

Dynasty(14th-centuryEnglish

period).Itssonondescript!

ATasteoftheOrientneedsa

menuthatsasbeau

tifulasitsfoodis

tastyandthatconveysitsdistinctive,

Chineseculture.Itneedsamenuth

at

willbepo

stedontheofcebulletin

board,nothiddeninthebottom

drawer.Letsmakeone.

0


23/31

Before&After|www.ba

magazine.com

2of10

DistinctivelyOriental0614

0614DistinctivelyOriental Its

notdesigneda

tall

Theinksonthepap

er,allright,butthepageisnotdesigned;itsjus

tlledin.

Thedesignerlefthisvisualtoolsofscale,co

ntrastanddepthathom

e!

Accidentaldesign

Goodde

signisintentional.Atleft,threecirclesandthree

rectangleshavebeenarrangedintwotrianglesaroundafocal

pointce

nteredinthelargecircle(theplatter).Thatsdesign,

andits

attractive.Above,thecenterpanelistypographically

differentfromtheothertwoanormalvisualdevicebutfor

noappa

rentreason.Thatsaccidental,and

itsunattractive.

Boxese

verywhere

Boxesco

rralthemanykindsofdishes.This

makes

senseor

ganizationally,butthepencil-thinlines

haveno

beautyandareunnecessary,too;the

openspacealoneissufcienttocreateseparation

between

sections.Randommarginwidths

disrupt

anyposs

iblevisualrhythm.

(Right)Theouts

idepanelhasa

focalpoint(the

bowl),andits

intherightplace(thecenter),

butitstoosma

lltoomuch

likeeverything

elsetohavean

impact.Thenam

esinagoodplace,

too,surrounded

by(mainly)open

space,whichm

akesiteasyto

read,butitsso

nondescriptithas

novoice.Name,location,phone

numberandho

ursareallneeded

todobusiness,

butunlikewhat

thechefprepares,noneofithas

beenartfullypr

esented.

Insidespread

Outsidespread

Look.Read.Learn.

BegintheredesignbyresearchingwhatChin

eselookslike.Actually

dothe

work.Dontrelyon

yourmemory,oryoullendupusingclichslike

fortune

cookiesandchopst

icks.

Thewor

ldofChina

Dontdr

eamupimages

youllge

tbetterresults(more

easily,too)ifyoulookthem

up!Rese

archbooks,maga-

zinesan

donlinephotosourc-

es.Visit

Chineserestaurants.

Whatto

watchfor?Payatten-

tiontop

hysicalattributes

likeshapes,colors,textures;

sensual

qualitieslikesound,

smell,to

uch;andhidden

intangib

les,especiallyofhis-

tory,cultureandtradition.

FortunecookieMoo

n

cakespredateMingDynasty;

sweet,happy,circular,tan

Bamboo

Natural,ele

gant,

cool,spare

ScreenFinefurniture,inlaid,

historic,story-telling,seen

in

therestaurant

CharactersAncient,wet

brush,calligraphic,

uid,

painstaking,distinc

tively

Oriental

ColorsRed,goldle

af

MaskAncient,heroic,religious,

theatrical,colorful,multi-textured

RestaurantNeutralcolors,

spot

lighting,intricatewoodwork

WokColorful,hot,fresh,

round,aromatic

0


24/31

Before&After|www.ba

magazine.com

3of10


0614DistinctivelyOriental C

reateasilhouette

Tocreatetheillusionofashadowcastagain

stthescreenorvisiblethrough

thescreenrstseparatethebamboofrom

itsbackground.

Whatwereabouttodoisreducethe

full-colorphototosolidblack&white

withnograys.Foranorganicimage

likethisonewith

adistinctsilhou-

etteandwhereprecisionisnotvital,

PhotoshopsThre

sholdsliderisideal.

Invertandcleanup

Invertblackandwhitebyselecting

Image>Adjustments>Invert.E

raseany

leftoverspotsandunwanted

parts.If

necessary,usetheBrushtooltopaint

andredenesomeparts.Saveacopy

(oralayer)ofthisimagetouselater.

Openthe

image

ChangeitsmodetoGrayscale

(Image>Mode>Grayscale).

Se

tthethreshold

SelectImage>Adjustments>

Threshold,checkPreview,andmove

theThresholdslider.Everything

abovethethresholdiswhite,and

everythingbelowisblack.Adjustfor

greatestclarity,thenclickOK.

Startwithformatandbackground

Twoimagescananchorthedesignthefoldingscreenbecauseitresemblesthe

foldedsheet,andth

ebambooplant,which

willmakeagraceful,placidbackground.

Croptheimage

Likethestoryonafoldingscreen,croptheimage

tospanthepageandtitsproportions.Notehowits

balancedabouthalfim

age,halfbackground.

Screensareusu

allydecoratedwithlandscapes,plants

andguresand

typicallyhavethreeorfourpanels

.Con-

venientlyenough,thetwo-foldmenuhasthreepanels.

W

iththeimageinplace,itstimeto

turn

th

ebackgroundintoabeautifulcanvas

onwhichtopaintourwords.

0


25/31

Before&After|www.ba

magazine.com

4of10



reatetheillusion

ofnaturallightthewa

ll

Turntheblacksilho

uetteintoasoftshadow

byblurringandlighten

ing.

Thenpaintdepthandradianceontothewh

olepage.

Adddepthandradiance

Next,mimicth

edarkandlightqualitiesofnatu-

rallight.First,samplealightanddarkcolorfrom

therestaurant

(1).(Thiscolorconnectionisan

artistictie-in.)Createanewlayer,andllitwith

thelightcolor(2).Withthedarkercoloranda

fairlylarge,sof

tbrush,makeasmooth,sweep-

ingstrokeacro

ssthepage(3).

Combine

Setthenewlayers

blendingmodeto

Multiply,which

allowsthebamboo

layerbeneathto

showthrough.The

resultisaconvinc-

ingillusionofbam-

booseenthrough

apaperscreen.

Blurandlighten

Returntheimage

toCMYKMode

(Image>Mode>CM

YK).Tosoften,

selectFilter>Blur>GaussianBlur,and

enteraRadiusam

ount.Whatyou

wantisasoftbut

still-distinctsilhou-

ette,whichinthis

casewas10pixels.

Lightentheresult

byloweringthe

opacitytoabout1

0%.

1

2

3

Addbamboototheforeground

Withtheshadowan

dlightingestablished,g

ivethepagemoredepth

byadding

blackbamboo,whichyieldsabeautifulfore

ground-backgroundeffect.

Connect

Getartistic!WiththeBrushtool,createyourownbam-

booplantbyconnectingtheleaves(1)andadding

a

stem(2)thatan

chorsplanttopage.Thenaddanother

leaf(3)toserve

asadownwardpointertothelist

of

menuitemsthatwilleventuallygobeneathit.

Separate

Notethatasbigastheshadowis,itslightvaluea

ndsoft

edgesmakeitrecede.Createaforwarddimensio

nby

movingblackleavestothecenterofeachpanel.

Thecon-

trastsofedge(

hardandsoft)andoverlappingele

ments

(dark,medium,

light)resultsinrealdepth.

Isolate

Retrievethesavedblack&

whitecopy,move

itslayerto

thetop,andsetitsblending

modetoMultiply.

Withthe

BrushandErasertools,iso-

lateafewbambooleaves.

1

2

3

06


26/31

Before&After|www.ba

magazine.com

5of10



reateafocalicon

Theoriginalbowlis

agood,simpleiconfor

therestaurant;itsugges

tseating,

chopstickssayChin

ese,andsteamsayshot

andfresh.Astamplikeeffectmakes

itbolderandevenm

oreChinese.

3)Sharpen,thendab

InFilter>Sharpen>Unsharp

Mask,applythefollowingset-

tings:Amount:100;Radius

:25;

Threshold:0.ClickOK.Nex

t,

withwhiteastheForeground

color,selecttheSpatterbr

ush

(here,number39).Usingvari-

ousbrushsizesandopacities,

click-dabtosoftenandbasi-

callymessuptheedges.

2)Roughentheedges

SettheForegroundandBack-

groundcolorstoredand

white,respectively.Goto

Filter>Sketch>TornEdges,

andforthissizeandresolu-

tionenterthefollowing:Image

Balance:25;Smoothness:1;

Contrast:15.ClickOK.

InChinesebrushpaintings,a

stamp,w

hichistypicallyred,

isoftenusedasasignature.Its

imagery

canbeevokedbyturn-

ingtheb

owlintoastamp.

Arubberstampbeginsasafairly

sharpima

gethatdegradesasit

unevenlyhitsthepaperandmore

astheink

soaksin.Timecanfurther

wearitdo

wn.Theresultisarich,

interestingtexture.Hereshowto

mimictha

tinPhotoshop.

1)Createtheimage

Theoriginalimagecancome

fromalmostanysource(ours

wasascan),soinsomeway

getitintoaPhotoshople

Resolution300ppi,Color

ModeRGBColor,Background

ContentsTransparentturnit

intoaselection,andknockit

outofashapeyouvedrawn.

Youwanttheresultsto

resembletheimageabove.

Click...

.

.

.dab...

Ch

ocIC

GR

egular

Nobrushmarks

Nobleeding

Cleanedgesandends

Poster-like

Orient

Visig

othR

egular

Fat,slowstrokes

Fairlyupright

Soakedintothesurface

Visiblepapertexture

Or

ient

RuachPlain

Fast,lightstrokes

Cleanedgesandroughe

nds

Closesttohandwritten

Mostlikethesample

Or

ient

Sele

ctadis

pla

yty

pe

NothingevokesChinaasreadilyasitsuniqu

e,calligraphiccharacte

rs,whichonthe

menumustbeconv

eyedwithWestern-style

type.Ingeneral,youllseewetbrush,dry

brushandarticial

styles.Dry-brushfontRu

ach

inthiscaseisbest.

Wetbru

sh

Dry

bru

sh

Arti

cial

Referen

cech

ara

cter

Onceyouvefoundastylethat

y

oulike,notehowitsdrawn.

Payattentiontoitsedges,

strokeends,thick-to-thinness

andgeneralslantordirection,

thenlookforsimilaritiesin

Westerntypestyles.

06


27/31

Before&After|www.bamagazine.com

6of10


614DistinctivelyOriental

Tc

Appetizers

FriedWonTon

Egg

Rolls(4)

Paper-wrappedChicken(8)

FriedChickenWings(10)

Pot-Stickers(8)

Appetizers

FriedWonTon

EggRolls(4)

Paper-wrappedCh

icken(8)


Pot-Stickers(8)

Ap

petizers

Fried

WonTon

Egg

Rolls(4)


Fried

ChickenWings(10)

Pot-Stickers(8)

CalligraphicSanvito

Simp

lelines,BIGcounters,BIGaper-

turesandasweepingstrokeyield

both

clarityandcalligraphicstyle

withoutthebrushdetails.Sanvito

isagoodcomplementtoRuach.

Sans

-serifHelvetica

Althoughpopular,Helveticaisnotespe-

cially

clearatsmallsizes,becauseits

small

aperturestendtocloseup.And

itsstraightlinesaretoorigidtocomple-

ment

free-owingRuach.

RomanserifTimesRoman

Romanseriffacesare

morerened

andgenerallyeasiertoread,because

serifshelpmovetheeyefromletterto

letter,buttheyrefull

oftinydetailand

stylisticallyverydifferentfromRuach.

Selectacompleme

ntarytexttypeface

Forthesmalltypeu

sedforlistings,lookrstforclarityandthenfor

acomplementary

lineorshape.Clarityusuallyrequiresopenletterformsandlittled

etail.

Tc

Small,butserifs

helpmovetheeye

Toosmall

Toostraight

TcSweeping

andopen

(Left)Analyzethebamboobasedonlineanddirection.

Notethatitsleavesand

stemspointindifferentd

irectionshorizontal,diagonal,verticalwhichcreates

alotofmovementandte

nsion.Thisactioncanbemimickedinthelayout.

Complementimageandlayout

Withthebambooalreadyonthepage,createarelationshipbetweenimage,type

andlayoutbymimickingitsspikyvisualqualities.

Placetheconta

ct

information

Sincethisisatake-

homemenu,the

phonenumberne

eds

tobeprominent;

here,itssizeand

rightoffsetmake

it

standout.Remain

ing

informationaligne

d

withthesealesta

b-

lishescontinuityy

et

retainsthestagge

red

movement.

Placethe

businessname

Thebambooleaves

havebothsizeand

directionaldiffer-

ences.Mimicthis

w

ithtwotypesizes

andstaggeredplace-

m

ent,whichmoves

th

eeyesimilarlyand

putstensioninto

th

elayout.

Placetheseal

Whatsizeshould

thesealbe?Gener-

allyspeaking,work

withwhatsinfront

ofyou.Here,the

bambooisgovern-

ingthedesign,so

givethesealsimilar

mass,andplaceit

directlybeneaththe

downward-pointing

umbrellaabout

mid-page.

TheOrient

Atasteof

Alignedwithsealforcontinuity

3315NorthgateB

lvd.#8,Sacramento

CornerofNo

rthgate&SanJuan


Dine-InTake-OutCatering

916.922.1818

TheOrient

Atasteo

f

06


28/31


7of10


14DistinctivelyOriental R

epeatinside

Whatsgoodforthe

outsideisgoodfortheinside.Createcontinuity

easilyby

repeatingthebackg

round,margins,column

guidesandtypetreatm

entinside.

RepeatthebackgroundUsethesamebackgroundimage

insideasoutside,buttomakespaceforthemenuitems

deletetheforegroundsilhouettes.

Carryovermargins,guides

andtypetreatment.Notethatthe

bambooshadowisreversed

tocreatetheillusionoftransparen

tricepaper.

Pork

Sweet&SourPork

5.9

5

GarlicPork(withvegetables)

5.9

5

Sa-tayPork

5.9

5

TeriyakiPork

5.9

5

B.B.Q.PorkBeanCurd

5.9

5

Poultry

BroccoliChicken

5.2

5

AlmondChicken

5.2

5

CashewChicken

5.2

5

SzechwanChicken*

5.2

5

KungPaoChicken*

5.2

5

HunanChicken*

5.9

5

CurryChicken*

5.9

5

Sweet&SourChicken

5.9

5

Sa-tayChicken

5.9

5

LemonChicken

5.9

5

SesameChicken

5.9

5

TeriyakiChicken

5.9

5

GarlicChicken

5.9

5

Beef

BroccoliBeef

5.9

5

MongolianBeef*

5.9

5

SzechwanBeef*

5.9

5

KungPaoBeef*

5.9

5

HunanBeef*

6.9

5

BeefwithOysterSauce

5.9

5

GingerBeef

5.9

5

PepperBeef(withblackbean)

5.9

5

Appetizers

FriedWonTon

2.95

EggRolls(4)

4.25


4.25


4.25

PotStickers(8)

4.95

FriedPrawns(8)

4.95

FriedCalamari

5.95

ChineseChickenSalad

4.25

Soup

SoupoftheDay

1.50

EggFlowerSoup

4.25

ChickenNoodleSoup

4.25

BeefNoodleSoup

4.25

WonTonNoodleSoup

4.25

WonTonSoup

4.25

CombinationWonTon

5.25

Hot&SourSoup*

5.25

CombinationPlates

CombinationPlate#1

5.25

SoupoftheDay

Paper-wrappedChicken

BroccoliBeef

ChowMeinorFriedRice

CombinationPlate#2

6.25

SoupoftheDay

FriedPrawns

Sweet&SourChicken

ChowMeinorFriedRice

Seafood

Cashew

6.95

Prawnwithlobstersauce

6.95


6.95

Sweet&SourPrawn

6.95

CurryPrawn(orcalamari)*

6.95

KungPaoPrawn(orcalamari)*

6.95

SzechwanPrawn*

6.95

VegetablewithPrawn

6.95

Vegetables

VegetableDeluxe

5.25

SzechwanBeanCurd*

5.25

BraisedBeanCurd

5.95

FriedRice

VegetarianFriedRice

4.25

ChickenFriedRice

4.25

B.B.Q.PorkFriedRice

4.25

BeefFriedRice

4.25

ShrimpFriedRice

5.25


5.25

ChowMein

VegetarianChowMein

4.25

ChickenChowMein

4.25

B.B.Q.PorkChowMein

4.25

BeefChowMein

4.25

ShrimpChowMein

5.25

CombinationChowMein

5.25

*Hot&Spicy

Insidespread

Outsidespread

SpecialRicePlates

(Entreewithoutshrimp4.25

)

1.Sa-tayChickenorPork

2.TeriyakiChickenorPo

rk

3.Sweet&SourChicken

orPork

4.KungPaoChicken

5.SzechwanBeef*

6.MongolianBeef*

7.CurryChicken*

8.BroccoliBeef

9.SesameChicken

10.LemonChicken

11.CashewChicken

12.GarlicChicken

13.HunanChicken

14.VegetableDeluxe*

(Entreewithshrimp5.25)

15.CashewShrimp

16.KungPaoShrimp

17.SzechwanShrimp*

18.CurryShrimp

19.Shrimpwithblackbea

nsauce

20.Shrimpwithlobstersa

uce

FamilySpecials(23people)

CantoneseFamilySpecial

14.95

SoupoftheDay

EggRolls

BroccoliBeef

TeriyakiChicken

B.B.Q.PorkFriedRice

MandarinFamilySpecial

15.95

SoupoftheDay

FriedPrawns

MongolianBeef

Sa-tayChicken

B.B.Q.PorkChowMein

HouseFamilySpecial

16.95

SoupoftheDay


CashewPrawn

SesameChicken

ShrimpChowMein

TheOrient

3315NorthgateBlvd.#8,Sacramento

CornerofNorthgate&SanJuan



916.922.1818

Atasteof

Organizethemenu

items

Allthoseboxesontheoriginalmenuareunnecessary;thewhitespa

cealoneis

sufcienttoseparatethesectionsbeautifully.Simpletabindentsidentifycolumnar

elementsandmimicthebamboo,too.

Spe

cialRicePlates

(Entreewithoutshrimp4.25)

1.

Sa-tayChickenorPork

2.

TeriyakiChickenorPork

3.

Sweet&SourChickenorPork

4.

KungPaoChicken

5.

SzechwanBeef*

6.

MongolianBeef*

7.

CurryChicken*

8.

BroccoliBeef

9.

SesameChicken

10.

LemonChicken

11.

CashewChicken

12.

GarlicChicken

13.

HunanChicken

14.

VegetableDeluxe*


15.

CashewShrimp

16.

KungPaoShrimp

17.

SzechwanShrimp*

18.

CurryShrimp

19.

Shrimpwithblackbeansauce

20.

Shrimpwithlobstersauce



14.95

SoupoftheDay

EggRolls

BroccoliBeef

TeriyakiChicken

B.B.Q.PorkFriedRice


15.95

SoupoftheDay

FriedPrawns

MongolianBeef

Sa-tayChicken

B.B.Q.PorkChowMein

HouseFamilySpecial

16.95

SoupoftheDay


CashewPrawn

SesameChicken

ShrimpChowMein

TheOrient





916.922.1818

Atasteof

Tabindentsratherthanush-leftalignmentyieldtext

blocksthathavestag

gerededgessimilartothebamboo

andcoverlayout.

Visualrelationships

Above,thehead

linex-heightdeter-

minesthetextsize.Below,itsoverall

heightgovernssectionspacing. F

amilyS

pecials(23people)

Cantonese

FamilySpecial

14.9

5

Soupof

theDay

EggRolls

BroccoliBeef

Teriyak

iChicken

B.B.Q.P

orkFriedRice


15.9

5

Soupof

theDay

FriedPrawns

Family

Specials

Family

Specials

061


29/31


8of10



TheOrient





Atasteof

Spec

ialRicePlates


1.

Sa-tayChickenorPork

2.

TeriyakiChickenorPork

3.

Sweet&SourChickenorPork

4.

KungPaoChicken

5.

SzechwanBeef*

6.

MongolianBeef*

7.

CurryChicken*

8.

BroccoliBeef

9.

SesameChicken

10.

LemonChicken

11.

CashewChicken

12.

GarlicChicken

13.

HunanChicken

14.

VegetableDeluxe*


15.

CashewShrimp

16.

KungPaoShrimp

17.

SzechwanShrimp*

18.

CurryShrimp

19.

Shrimpwithblackbeansauce

20.

Shrimpwithlobstersauce

916.922.1818



14.95

SoupoftheDay

EggRolls

BroccoliBeef

TeriyakiChicken

B.B.Q.PorkFriedRice


15.95

SoupoftheDay

FriedPrawns

MongolianBeef

Sa-tayChicken

B.B.Q.PorkChowMein

HouseFamilySpecial

16.95

SoupoftheDay


CashewPrawn

SesameChicken

ShrimpChowMein

Phonenumberingo

ld

distinguishesitfromt

hefood

categoriesandaddsa

nother

levelofdepth.

Coloruniestheelements

Itstimetoaddcolor.Oureyesconnectsimilaritiesthislikethat.C

olorthe

headlinestomatch

thesealalreadyonthec

over.Thecontrastofgoldaddsdepth

andspicesupthehotpalette.

Pork

Sweet&SourPork

5.95


5.95

Sa-tayPork

5.95

TeriyakiPork

5.95

B.B.Q.Por

kBeanCurd

5.95

Poultry

BroccoliC

hicken

5.25

AlmondC

hicken

5.25

CashewChicken

5.25

Szechwan

Chicken*

5.25

KungPao

Chicken*

5.25

HunanCh

icken*

5.95

CurryChicken*

5.95

Sweet&SourChicken

5.95

Sa-tayChicken

5.95

LemonCh

icken

5.95

SesameChicken

5.95

TeriyakiChicken

5.95

GarlicChicken

5.95

Beef

BroccoliB

eef

5.95

MongolianBeef*

5.95

Szechwan

Beef*

5.95

KungPao

Beef*

5.95

HunanBe

ef*

6.95

Beefwith

OysterSauce

5.95

GingerBe

ef

5.95

PepperBe

ef(withblackbean)

5.95

Appetizers

FriedWonTon

2.95

EggRolls(4)

4.25


4.25


4.25

PotStickers(8)

4.95

FriedPrawns(8)

4.95

FriedCalamari

5.95

ChineseChickenSalad

4.25

Soup

SoupoftheDay

1.50

EggFlowerSoup

4.25

ChickenNoodleSoup

4.25

BeefNoodleSoup

4.25

WonTonNoodleSoup

4.25

WonTonSoup

4.25

CombinationWonTon

5.25

Hot&SourSoup*

5.25

CombinationPlates

CombinationPlate#1

5.25

SoupoftheDay


BroccoliBeef

ChowMeinorFriedRice

CombinationPlate#2

6.25

SoupoftheDay

FriedPrawns

Sweet&SourChicken

ChowMeinorFriedRice

Seafood

Cashew

6.95


6.95


6.95

Sweet&SourPrawn

6.95


6.95


6.95

SzechwanPrawn*

6.95

VegetablewithPrawn

6.95

Vegetables

VegetableDeluxe

5.25

SzechwanBeanCurd*

5.25

BraisedBeanCurd

5.95

FriedRice

VegetarianFriedRice

4.25

ChickenFriedRice

4.25

B.B.Q.PorkFriedRice

4.25

BeefFriedRice

4.25

ShrimpFriedRice

5.25


5.25

ChowMein

VegetarianChowMein

4.25

ChickenChowMein

4.25

B.B.Q.PorkChowMein

4.25

BeefChowMein

4.25

ShrimpChowMein

5.25

CombinationChowMein

5.25

*Hot&Spicy

Remembertoworkwithyourvisualrese

arch;dontpulldesigndecisions

froma

hat.Noteherethegoldcolorisfr

omaresearchimage(page4).

Pricesaresubjecttochange

Thebeautyofthissimplemenuisthattheb

ackgroundwhichblee

dscan

becommerciallyprintedinlargequantities,thenATasteoftheOrien

tcanupdate

itemsasneededandprintfreshcopiesona

desktopprinter.

Pork

Sweet&SourPork

5.95


5.95

Sa-tayPork

5.95

TeriyakiPork

5.95

B.B.Q.PorkBeanCurd

5.95

Poultry

BroccoliChicken

5.25

AlmondChicken

5.25

CashewChicken

5.25

SzechwanChicken*

5.25

KungPaoChicken*

5.25

HunanChicken*

5.95

CurryChicken*

5.95

Sweet&SourChicken

5.95

Sa-tayChicken

5.95

LemonChicken

5.95

SesameChicken

5.95

TeriyakiChicken

5.95

GarlicChicken

5.95

Beef

BroccoliBeef

5.95

MongolianBeef*

5.95

SzechwanBeef*

5.95

KungPaoBeef*

5.95

HunanBeef*

6.95

BeefwithOysterSauce

5.95

GingerBeef

5.95


5.95

Appetizers

FriedWonTon

2.95

EggRolls(4)

4.25


4.25


4.25

PotStickers(8)

4.95

FriedPrawns(8)

4.95

FriedCalamari

5.95

ChineseChickenSalad

4.25

Soup

SoupoftheDay

1.50

EggFlowerSoup

4.25

ChickenNoodleSoup

4.25

BeefNoodleSoup

4.25

WonTonNoodleSoup

4.25

WonTonSoup

4.25

CombinationWonTon

5.25

Hot&SourSoup*

5.25

CombinationPlates

CombinationPlate#1

5.25

SoupoftheDay


BroccoliBeef

ChowMeinorFriedRice

CombinationPlate#2

6.25

SoupoftheDay

FriedPrawns

Sweet&SourChicken

ChowMeinorFriedRice

Seafood

Ca s h

e w

6 .9 5

P r a w

n w

it h lo b

s t e r s a u

c e

6 . 9 5

P r a w

n w

it h b

la c k b e a n

s a u c e

6 .9 5

S we e t

&S o

u r

P r a w

n

6 .9 5

C u

r r y P

r a wn

( o r

c a la ma r i )

*

6 . 9 5

Ku

n g

P a o

P r a w

n ( o

r c a l a m

a r i) *

6 .9 5

S z e c h

wa n

P r a w

n *

6 .9 5

Ve g e t a b

le w

i t h P

r a wn

6 .9 5

Vegeta

bl es

Ve g e t a b

le D

e lu x

e

5 .2 5

S z e c h

wa n

B e a n

C u

r d *

5 . 2 5

B r a is e d

B e a n

C u

r d

5 .9 5

Fri e

dR i ce

Ve g e t a r i a n

F r ie d R

ic e

4 .2 5

C h i c k

e n F r i e d

Ri c e

4 .2 5

B .B

.Q. P

o r k F r i e d

Ri c e

4 .2 5

B e e f

F r i e d

Ric e

4 . 2 5

S h r im

p F

r ie d R

ic e

5 .2 5

C o m

b i n

a t io n

F r i e d R

ic e

5 .2 5

ChowM ei n

Ve g e t a r i a n

C h

o wM

e in

4 .2 5

C h

ic k e n

C h

o wM

e i n

4 .2 5

B .B

. Q.P

o r k C

h o

wM

e i n

4 . 2 5

B e e f

C h

o w

Me i n

4 .2 5

S h r im

p C h

o w

Me i n

5 .2 5

C o

mb

in a t i o

n C

h o

wM

e i n

5 .2 5

* H

o t &

S p ic y

TheOrient





916.922.1818

Atasteof

Pre-printedshells...

.

.

.

,

...

.

.

.andfolded

forpresentation.

061


30/31

Before&After|www.bam

agazine.com

9of10

DistinctivelyOr

iental0614

14DistinctivelyOriental B

ytheway...

Asanoption,aheav

yframearoundeachpa

nellooksa

lotlikeafold

ingscreen.

Withtheadditionoftheblackframe,eachpanelbecomesitsownseparatezone,a

resultsimilartotheoriginalmenu

inwhicheachcategorywasboxedin.Butunliketheunattractiveoriginal,severalelementstiethezonestogether:

1)Theblacksilhouettespanstwopanels

2)Thebamboo

shadowspansallthreepanels

3)Theredcolorrepeatsthroughout.

Anaccordionfoldlikethescreenwouldhavebee

nartisticallytruer,butthecontentofthemenuwouldntpermitit.

Pork

Sweet&SourPork

5.95


5.95

Sa-tayPork

5.95

TeriyakiPork

5.95

B.B.Q.PorkBeanCurd

5.95

Poultry

BroccoliChicken

5.25

AlmondChicken

5.25

CashewChicken

5.25

SzechwanChicken*

5.25

KungPaoChicken*

5.25

HunanChicken*

5.95

CurryChicken*

5.95

Sweet&SourChicken

5.95

Sa-tayChicken

5.95

LemonChicken

5.95

SesameChicken

5.95

TeriyakiChicken

5.95

GarlicChicken

5.95

Beef

BroccoliBeef

5.95

MongolianBeef*

5.95

SzechwanBeef*

5.95

KungPaoBeef*

5.95

HunanBeef*

6.95

BeefwithOysterSauce

5.95

GingerBeef

5.95


5.95

Appetizers

FriedWonTon

2.95

EggRolls(4)

4.25


4.25


4.25

PotStickers(8)

4.95

FriedPrawns(8)

4.95

FriedCalamari

5.95

ChineseChickenSalad

4.25

Soup

SoupoftheDay

1.50

EggFlowerSoup

4.25

ChickenNoodleSoup

4.25

BeefNoodleSoup

4.25

WonTonNoodleSoup

4.25

WonTonSoup

4.25

CombinationWonTon

5.25

Hot&SourSoup*

5.25

CombinationPlates

CombinationPlate#1

5.25

SoupoftheDay


BroccoliBeef

ChowMeinorFriedRice

CombinationPlate#2

6.25

SoupoftheDay

FriedPrawns

Sweet&SourChicken

ChowMeinorFriedRice

S e a f o

o d

Ca s h

e w

6 .9 5

Pr a w

nw

it hlob

s t e r s a u

c e

6 . 9 5

Pr a w

nw

i t hbl a c k

be a n

s a uc e

6 .9 5

S we e t

&S ou

r Pr a w

n

6 .9 5

Cu

r r y P

r a wn

( or c a la m

a r i ) *

6 . 9 5

Kun

g P

a oP

r a wn

( or c a la m

a r i) *

6 .9 5

S z e c hw

a nP

r a wn

*

6 .9 5

Ve g e t a b

l e w

it hP

r a wn

6 . 9 5

V e

g e t a b l e s

Ve g e t a b

l e D

e lux

e

5 .2 5

S z e c hw

a nB

e a nC

ur d

*

5 . 2 5

Br a is e d

Be a n

Cu

r d

5 .9 5

F r i e

d R i c

e

Ve g e t a r ia n

F r ie dR

i c e

4 . 2 5

Ch

i c ke n

F r ie dR

i c e

4 .2 5

B.B

. Q.P

or k

F r i e dR

ic e

4 .2 5

Be e f

F r ie dR

ic e

4 .2 5

S hr im

pF r i e d

Ric e

5 . 2 5

Com

bi n

a t ion

F r ie dR

i c e

5 .2 5

C h

o w M e i n

Ve g e t a r ia n

Ch

owM

e in

4 . 2 5

Ch

ic ke n

Ch

owM

e in

4 .2 5

B.B

.Q.P

or k

Ch

owM

e i n

4 .2 5

Be e f

Ch

ow

M e i n

4 . 2 5

S hr im

pC

how

M e i n

5 .2 5

Com

bin

a t ion

Ch

ow

M e in

5 .2 5

* H

ot &

S pic y

SpecialRicePlates



2.TeriyakiChickenorPork

3.Sweet&SourChickenorPork

4.KungPaoChicken

5.SzechwanBeef*

6.MongolianBeef*

7.CurryChicken*

8.BroccoliBeef

9.SesameChicken

10.LemonChicken

11.CashewChicken

12.GarlicChicken

13.HunanChicken

14.VegetableDeluxe*


15.CashewShrimp

16.KungPaoShrimp

17.SzechwanShrimp*

18.CurryShrimp

19.Shrimpwithblackbeansauce

20.Shrimpwithlobstersauce



14

.95

SoupoftheDay

EggRolls

BroccoliBeef

TeriyakiChicken

B.B.Q.PorkFriedRice


15

.95

SoupoftheDay

FriedPrawns

MongolianBeef

Sa-tayChicken

B.B.Q.PorkChowMein

HouseFamilySpecial

16

.95

SoupoftheDay


CashewPrawn

SesameChicken

ShrimpChowMein

TheOrient



OpenMSat.from119,closed

Sunday


916.9

22.1818

Atasteof

SpecialRicePlates



2.TeriyakiChickenorPork

3.Sweet&SourChickenorPork

4.KungPaoChicken

5.SzechwanBeef*

6.MongolianBeef*

7.CurryChicken*

8.BroccoliBeef

9.SesameChicken

10.LemonChicken

11.CashewChicken

12.GarlicChicken

13.HunanChicken

14.VegetableDeluxe*


15.CashewShrimp

16.KungPaoShrimp

17.SzechwanShrimp*

18.CurryShrimp

19.Shrimpwithblackbeansauce

20.Shrimpwithlobstersauce

Fam

ilySpecials(23people)


14.95

S

oupoftheDay

E

ggRolls

B

roccoliBeef

T

eriyakiChicken

B

.B.Q.PorkFriedRice


15.95

S

oupoftheDay

F

riedPrawns

M

ongolianBeef

S

a-tayChicken

B

.B.Q.PorkChowMein

Hou

seFamilySpecial

16.95

S

oupoftheDay

P

aper-wrappedChicken

C

ashewPrawn

S

esameChicken

S

hrimpChowMein

TheOrient





916.922.1818

Atasteof

Articleresources

Typefaces

1(ab)RuachPlain|a)43pt,b)16pt

2(a

d)SanvitoMM

|a)27pt,b)24pt,

c)

13/13pt,d)13/15.6pt

Colors

C0M90Y80K25

C0M40Y90K15

C22M26Y34K0

C2M3Y4K0

3456

1b

2d

3452a

2b

2c

1a

Pork

Sweet&SourPork

5.95


5.95

Sa-tayPork

5.95

TeriyakiPork

5.95

B.B.Q.PorkBeanCurd

5.95

Poultry

BroccoliChicken

5.25

AlmondChicken

5.25

CashewChicken

5.25

SzechwanChicken*

5.25

KungPaoChicken*

5.25

HunanChicken*

5.95

CurryChicken*

5.95

Sweet&SourChicken

5.95

Sa-tayChicken

5.95

LemonChicken

5.95

SesameChicken

5.95

TeriyakiChicken

5.95

GarlicChicken

5.95

Beef

BroccoliBeef

5.95

MongolianBeef*

5.95

SzechwanBeef*

5.95

KungPaoBeef*

5.95

HunanBeef*

6.95

BeefwithOysterSauce

5.95

GingerBeef

5.95


5.95

Appe

tizers

FriedWonTon

2.95

EggRolls(4)

4.25


4.25


4.25

PotStickers(8)

4.95

FriedPrawns(8)

4.95

FriedCalamari

5.95

ChineseChickenSalad

4.25

Soup

SoupoftheDay

1.50

EggFlowerSoup

4.25

ChickenNoodleSoup

4.25

BeefNoodleSoup

4.25

WonTonNoodleSoup

4.25

WonTonSoup

4.25

Com

binationWonTon

5.25

Hot

&SourSoup*

5.25

Com

binationPlates

Com

binationPlate#1

5.25

S

oupoftheDay

P

aper-wrappedChicken

B

roccoliBeef

C

howMeinorFriedRice

Com

binationPlate#2

6.25

S

oupoftheDay

F

riedPrawns

S

weet&SourChicken

C

howMeinorFriedRice

Seafood

Cashew

6.95


6.95


6.95

Sweet&SourPrawn

6.95


6.95


6.95

SzechwanPrawn*

6.95

VegetablewithPrawn

6.95

Vegetables

VegetableDeluxe

5.25

SzechwanBeanCurd*

5.25

BraisedBeanCurd

5.95

FriedRice

VegetarianFriedRice

4.25

ChickenFriedRice

4.25

B.B.Q.PorkFriedRice

4.25

BeefFriedRice

4.25

ShrimpFriedRice

5.25


5.25

ChowMein

VegetarianChowMein

4.25

ChickenChowMein

4.25

B.B.Q.PorkChowMein

4.25

BeefChowMein

4.25

ShrimpChowMein

5.25

CombinationChowMein

5.25

*Hot&Spicy

1b

2d

6

061


31/31

Before&After|www.bam

agazine.com

10of10

DistinctivelyOr

iental0614


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