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Continued

Before&After XiBAmagazine.com U

Design talk 0634

FiveDesignIdeasLow-Budget Layout PhotoGridVisualHierarchy StorytellingObject

RevealingCover

DesignTalk5

2006AgriScience

Conference

2720 West Ellers Lane

Fairfield, Idaho 83330

P: 208.123.4567

F: 209.123.4568

www.agrowtechnology.com

AGROWTECHNOLOGY

THE CENTER FOR AGRISCIENCE & TECHNOLOGY EDUCATION


2/15

Before&After

2of9 Design talk 0634

XiBAmagazine.com UDesign talk 2of9

Layout Narrow page makes a revealing cover

Give your next report cover a bit of intrigue! A narrow page greets the reader with

a colorful photo (the establishing shot) and a peek at the page beneath. Behind the

cover is the introductory text. Its a segue thats easy to make and always engaging.

This is basically a two-page cover, so both pages should be on heavy, cover-weight

stock. Note in the layout above that the text aligns with the horizon.Colored, textured stock is an inexpensive

alternative excellent for a series (above).

Reverse the sequence Headline on the

cover with photo inside shifts the emphasis.

2006AgriScience

Conference



P: 208.123.4567

F: 209.123.4568

www.agrowtech nology.com

2006AgriScience

Conference



P: 208.123.4567

F: 209.123.4568

www.agrowtech nology.com

Introduction

(Left) Texture and flasp netexating end mistofit snooling. Spaffforl isntcubularbut

quastic, leam restartthatcantprebast. Itstope, thisfluant chasible. Silk, shast, lape its

and behastthe thin chack flasp netexating end mistof itsnooling.

Texture and flaspnetexating end mistof it snooling.Spaff forl isntcubular itbut

quastic,leam restartthatcantprebast.Its tope,thisfluantchasible.Silk,shast,

lape and behastthe thin chack.Ithaslarch tosay fan.Why? Elesaraand orderis

fayof alm.A card whintnotoogum orbont.Pretty simple,glead and tarm.Texture

and flaspnet exatingend mistof itsnooling. Spaff forl isntcubular butquastic,

leam restartthat cantprebast.Its tope,this isfluant chasible.Silk,shast, lape and

behastthe thin chack.It haslarch tosayfan. Why? Texture and flaspnetexating

endsitmistof itsnooling.tntnotoogum or bont.Prettysimple,glead and tarm

thatcant fayof alm leam restartprebast.

Its tope,thisfluantchasible.Silk,shast,lape and behastthe thin chack.Ithas

larchto sayfan.Why? Elesaraand orderis fayof alm.A card itswhintnotoogum

orbont. Prettysimple, glead and tarm.Texture and flaspnetexating end mistof

itsnooling. Spaff forl isntcubular butquastic, leam restartthat cantprebast.It s

tope,thisfl uantthe thin chacknet exatingchasible.

A card whintnot oogum orbont.Pretty simple,glead and tarm.Texture and flasp

netexatingend mistof itsnooling.Atnotoogum or bont.Ithaslarchtosayfan.

Why? Elesaraand orderis fayof alm.A card isnot atall whintnot oogum orbont.

Prettysimple,glead and tarm.Texture and flaspnet exatingend mistof it.Behast

the thin chack.Ithaslarchtosayfan fluantthe thin chacknet.

AGROWTECHNOLOGY


AGROWTECHNOLOGY



3/15

Before&After


XiBAmagazine.com U

Layout Many photos? Display them in a grid!

Neater than a scrapbook-style collage yet just as versatile, a grid is a beautifully simple

way to display a group of photos. A grid accommodates large and small photos, side by

side and overlapped, yet functions as a single, easy-to-design unit.

Grid of squares Sometimes you cant find that one perfect

photo. Use many! Set up a uniform grid, then crop your pho-

tos to fit a square or some multiple of squares. A 16-unit grid

(above) can contain between one and 16 images. Note (right)

that the grid lines remain on top.

Grid divides the

page neatly into

three sections; type

aligns to a grid line.

Child Health & Nutrition

A parents guide for childrenfrom birth to five

Image overlapping

another

Design talk 3of9


4/15

Before&After


XiBAmagazine.com U

It has a strong foundaton (1) The page is first divided

into three main sections. (2) Each section is divided into

subsections. (3) The sub-sections are then divided again.

High dark-lightcontrast separates section A from the other

two; slight value differences then separate its subsections

(2). Thus divided, the page can carry many kinds of infor-

mation. Note especially that the main headlines are identi-

cal in style, a unifying point among the differences.

Men.style.coms Web page is presenting a lot

of information; we count nine photos, a dozen

headlines with deckheads, more than a dozen

sections, a header, big stories, small stories,

advertising, a search function . . . whew! Yet

the result is focused, handsome and accessible.

How do they do it? By paying attention to visualhierarchy. The page has objects big to small,

contrasts ofdarkand lightand differences of

organicand geometric. A few pointers:

Web design Visual hierarchy is the key to handling lots of information

Straight-shooter Gyllenhaal is the unmistakable focal point. Why is his

image so strong? Count the ways: 1) Its the BIGGEST thing on the page.

2) Its a silhouette in contrast with all those rectangles. 3) It overlaps an

edge. 4) Its dark set against white. 5) Its a face, the most familiar of all

images, and hes looking straight at you.

1 2

A

www.men.style.com

3

Design talk 4of9


5/15

Before&After


XiBAmagazine.com U

Image Small objects soften the scene

Draw the reader into your story with a technique that Jeep is usingadd to

your page a small object or two from the scene. This softens hard edges and gives

your layout an inviting, human dimension.

Warm the scene

(Above) The Jeeps are big and mechanical and coming

at you! By adding objects that are small enough to hold

in your hand, youll warm the scene by giving it a human

scale. Natural objects like stones and leaves serve to

soften straight, artificial edges. (Right) For the most tac-

tile look, remove the object from its original background,

and place it right on the page! Add a hint of shadow.

www.jeep.com

Design talk 5of9


6/15

Before&After


XiBAmagazine.com U

Layout No budget? In a hurry? Think in extremes

Small, fast, low-budget jobs are easiest to

do when you think in extremesmake your

image very large, or make it very small. Dip

into your clip-art (or picture-font) collection,

and have a look:

Itsaboy!Name: TomWilsonRenaldsBorn:March3, 2006Time: 2:15a.m.Weight: 7lbs3 oz

Black & white picture font? Need color?

Type your picture, and convert it to outlines

(Type>Create Outlines). Then use the Direct Selection

Tool (the white arrow) to select and fill areas with color.

Small and repetitive Generic images seem less generic when

your design is helping out. Here, three small pictures in a row

make a playful design in minutes. Single line of small type adds

sophistication. White is the dominant design element.

Big and simple Scale a single image up, up,

up, then lower its opacity, and youll have acool announcement with almost no effort. Light type and image are

a classy counterpoint to the goofy stork. Note the alignment (inset).Celebrate the start ofsummer at our backyard

bash! when: 5 /30 /0 6 @3 p.m. where: 1525 Stone Creek Drive, Lincoln CA

dogs burgersyou

Itsaboy!Name:TomWilson RenaldsBorn: March 3,2 006Time:2 :15a .m.Weight: 7 lbs 3 oz

Design talk 6of9


7/15

Before&After


XiBAmagazine.com UDesign talk 7of9

AGROWTECHNOLOGY


Typefaces

1 (ad) Laudatio BQ Medium Condensed

a) 20 pt, b) 230 pt, c) 95 pt, d) 10 pt

2 Adobe Caslon Regular | 12/17 pt

3 Frutiger 55 Roman | 8/14 pt

4 Frutiger 67 Bold Condensed | 24 pt

Images

5 (ad) iStockphoto.com | a b c d

Article resources

Colors

C5 M50 Y100 K5

C40 M35 Y90 K45

C0 M0 Y0 K65

C0

M0

Y0

K75

6

7

8

9

BENEFITS

5b 5c 5d

6

7

8

9

4

2006AgriScienceConference



P: 208.123.4567

F: 209.123.4568

www.agrowtechn ology.com

Introduction

(Left) Texture and flasp netexating end mistofit snooling. Spaffforl isntcubularbut

quastic, leam restartthatcantprebast. Itstope, this fluantchasible. Silk, shast, lape its

and behastthe thin chackflasp netexating end mistofit snooling.

Texture and flaspnetexating end mistof it snooling.Spaff forl isntcubular itbut

quastic,leam restartthatcantprebast.Its tope,thisfluant chasible.Silk,shast,

lape and behastthe thin chack.Ithaslarch tosayfan. Why? Elesaraand orderis

fayof alm.A card whintnotoogum orbont.Pretty simple,glead and tarm.Texture

and flaspnet exatingend mistof it snooling.Spaff forl isntcubularbutquastic,

leam restartthat cantprebast.Its tope,this isfluant chasible.Silk,shast, lape and

behastthe thin chack.It haslarch tosayfan. Why? Texture and flaspnetexating

endsitmistof itsnooling.tntnot oogum orbont.Prettysimple,glead and tarm

thatcant fayof alm leam restartprebast.

Its tope,thisfluantchasible.Silk,shast,lape and behastthe thin chack.Ithas

larchto sayfan.Why? Elesaraand orderis fayof alm.A card itswhint notoogum

orbont. Prettysimple, glead and tarm.Texture and flaspnet exatingend mistof

itsnooling. Spaff forl isntcubular butquastic, leam restartthat cantprebast. Its

tope,this fluantthe thin chacknet exatingchasible.

A card whintnot oogum orbont.Pretty simple,glead and tarm.Texture and flasp

netexatingend mistof itsnooling.Atnotoogum or bont.Ithaslarchtosayfan.

Why? Elesaraand orderis fayof alm.A card isnot atall whintn otoogum orbont.

Prettysimple,glead and tarm.Texture and flaspnet exatingend mistof it.Behast

the thin chack.Ithaslarchtosayfan fluantthe thin chacknet.

1a

1b

1c

5a

2

1d

3


8/15

Before&After


XiBAmagazine.com U

Its a boy!Name:Tom RenaldsBorn:March3,2006Time:2:15a.m.Weight: 7lbs3 oz

dogs burgers you

Child Health & Nutrition

A parents guide for childrenfrom birth to five

Celebratethestartofsummeratourbackyardbash! when:5/30/[email protected]. where: 1525StoneCreekDrive,LincolnCA

Design talk 8of9

Typefaces

1 (ab) Adobe Jenson Pro Regular

a) 46 pt, b)12/15 pt

2 DF Inspirations One LET Plain

3 PictureFonts Food and Drink

4 Expressions

5 (ab) Hamilton Light | a) 15 pt,b) 13 pt

6 Helvetica Neue Std Thin | 27 pt

7 Helvetica Neue Std Bold | 17/19 pt

8 Utopia Italic | 12.5 pt

9 Helvetica Neue Std Light | 10 pt

Images

10 (ah) iStockphoto.com | a b cd e f g h

Article resources

Colors

C45 M5 Y0 K0

C0 M0 Y0 K100

C0 M0 Y0 K50

C100

M40

Y0

K35

11

12

13

14

14

10f

3

1a

3 4

10a

10b

10c

10d

6

7

10e

8

1b

2

11

5a

12

13

5b 9

10h

10g


9/15

Before&After

9of9 | Printing formats

Design talk 0634

XiBAmagazine.com U

Before & After magazine

Before & After has been sharing its practical approach

to graphic design since 1990. Because our modern world

has made designers of us all (ready or not), Before &

After is dedicated to making graphic design understand-

able, useful and even fun for everyone.

John McWade Publisher and creative director

Gaye McWade Associate publisher

Vincent Pascual Staff designer

Dexter Mark Abellera Staff designer

Design advisor Gwen Amos

Before & After magazine

323 Lincoln Street, Roseville, CA 95678

Telephone 916-784-3880

Fax 916-784-3995

E-mail [email protected]

www http://www.bamagazine.com

Copyright 2006 Before & After magazine

ISSN 1049-0035. All rights reserved.

You may pass along a free copy of this article to others

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For all other permissions, please contact us.

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Design talk 9of9


10/15

XiBAmagazine.com UBefore&After

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For paper-saver formatPrint: (Specify pages 1115)

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Before & After articles are intended for permanent reference. All are titled and numbered.

For the current table of contents, click here. To save time and paper, a paper-saver format of this article,

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1of5

DesignTalk5:FiveDesig

nIdeas0634

0634DesignTalk5:FiveDesignIdeas

LayoutNarrow

pagemakesarevealingcover

Th

isisbasicallyatwo-pagecover,sobothpagesshouldbeon

heavy,cover-weight

st

ock.Noteinthelayoutabove

thatthetextalignswiththeh

orizon.

Co

lored,texturedstockisaninex

pensive

alternativeexcellentforaseries(abo

ve).

Re

versethesequenceHeadlineo

nthe

coverwithphotoinsideshiftstheem

phasis.

2006

AgriScience

Conference

2720WestEllersLane

Fairfield,Idaho83330

P:208.123.4567

F:209.123.4568


2006

AgriScience

Conference

2720WestEllersLane


P:208.123.4567

F:209.123.4568


Introduction

(Left)Textureandflaspnetexatingend

mistofitsnooling.Spaffforlisntcubularbut

quastic,leamrestartthatcantprebast.Itstope,thisfluantchasible.Silk,shast,lapeits

andbehastthethinchackflaspnetexa

tingendmistofitsnooling.

Textureandflaspnetexatingendm

istofitsnooling.Spaffforlisntcubularitbut

quastic,leamrestartthatcantprebast.Itstope,thisfluantchasible.Silk,shast,

lapeandbehastthethinchack.Ith

aslarchtosayfan.Why?Elesaraandorderis

fayofalm.Acardwhintnotoogum

orbont.Prettysimple,gleadandtarm.Texture

andflaspnetexatingendmistofitsnooling.Spaffforlisntcubularbutquastic,

leamrestartthatcantprebast.Itstope,thisisfluantchasible.Silk,shast,lapeand

behastthethinchack.Ithaslarchtosayfan.Why?Textureandflaspnetexating

endsitmistofitsnooling.tntnotoogumorbont.Prettysimple,gleadandtarm

thatcantfayofalmleamrestartprebast.

Itstope,thisfluantchasible.Silk,

shast,lapeandbehastthethinchack.Ithas

larchtosayfan.Why?Elesaraand

orderisfayofalm.Acarditswhintnotoogum

orbont.Prettysimple,gleadandtarm.Textureandflaspnetexatingendmistof

itsnooling.Spaffforlisntcubularbutquastic,leamrestartthatcantprebast.Its

tope,thisfluantthethinchacknetexatingchasible.

Acardwhintnotoogumorbont.P

rettysimple,gleadandtarm.Textureandflasp

netexatingendmistofitsnooling.Atnotoogumorbont.Ithaslarchtosayfan.

Why?Elesaraandorderisfayofalm

.Acardisnotatallwhintnotoogumorbont.

Prettysimple,gleadandtarm.Textureandflaspnetexatingendmistofit.Behast

thethinchack.Ithaslarchtosayf

anfluantthethinchacknet.

AGROWTECHNOLOGY

THECENTERFOR

AGRISCIENCE

&TECHNOLOGY

EDUCATION

AGROWTECHNOLOGY

THECENTER

FORAGRISCIENCE&TECHNOLOGYEDUCATION

Giveyournextreportc

overabitofintrigue!Anarr

owpagegreetsthereaderw

ith

acolorfulphoto(theestablishingshot)andapeekatthepagebeneath.Behi

ndthe

coveristheintroducto

rytext.Itsaseguethatseas

ytomakeandalwaysengag

ing.

Five

Design

Ideas

Low-Budg

etLayout

PhotoGrid

VisualHierarc

hy

Storytelling

Object

Revealin

gCover

D

esignT

alk5

2006

AgriScience

Conference

2720WestEllersLane


P:208.123.4567

F:209.123.4568


A G R O WTECHNOLOGY

THECENTERFOR

AGRISCIENCE&TECHNOLOGYEDUCATION


12/15


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nIdeas0634

0634DesignTalk5:F

iveDesignIdeas

ChildHealth

&Nutrition

Aparentsguide

forchildren

frombirthtofive

WebdesignVisualhierarchyisthe

keytohandlinglot

sofinformation

GridofsquaresSometime

syoucantfindthatoneperfect

photo.Usemany!Setupau

niformgrid,thencropyourpho-

tostofitasquareorsomem

ultipleofsquares.A16-unitgrid

(above)cancontainbetweenoneand16images.Note(right)

thatthegridlinesremainon

top.

Griddivid

esthe

pagenea

tlyinto

threesec

tions;type

alignstoagridline.

Imageoverlapping

another

Ithasa

strongfoundaton(1)Thepage

isfirstdivided

intothre

emainsections.(2)Eachsectionisdividedinto

subsections.(3)Thesub-sectionsarethen

dividedagain.

Highdark

-lightcontrastseparatessection

Afromtheother

two;slightvaluedifferencesthenseparate

itssubsections

(2).Thus

divided,thepagecancarrymany

kindsofinfor-

mation.Noteespeciallythatthemainhead

linesareidenti-

calinsty

le,aunifyingpointamongthedifferences.

Men.style.comsWebpageisprese

ntingalot

ofinfo

rmation;wecountninepho

tos,adozen

headlineswithdeckheads,morethanadozen

sections,aheader,bigstories,sma

llstories,

advert

ising,asearchfunction...w

hew!Yet

theresultisfocused,handsomean

daccessible.

Howd

otheydoit?Bypayingatten

tiontovisual

hierarchy.Thepagehasobjectsbigtosmall,

contra

stsofdarkandlightanddifferencesof

organi

candgeometric.Afewpointers:

Straight-shooterGyllenhaalistheunmistakablefocalpoint.Whyishis

imageso

strong?Counttheways:1)Itsthe

BIGGESTthingonthepage.

2)Itsasilhouetteincontrastwithallthose

rectangles.3)Itoverlapsan

edge.4)It

sdarksetagainstwhite.5)Itsaf

ace,themostfamiliarofall

images,andheslookingstraightatyou.

1

2

A

www.me

n.style.com

3

LayoutManyphotos?Displaytheminagrid!

Neaterthanascrapbook-stylecollageyetjustasversatile,agridisabeautifull

ysimple

waytodisplayagroup

ofphotos.Agridaccommo

dateslargeandsmallphotos,sideby

sideandoverlapped,y

etfunctionsasasingle,easy-to-designunit.


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nIdeas0634

0634DesignTalk5:F

iveDesignIdeas

Drawthereaderintoy

ourstorywithatechniquethatJeepisusingaddto

yourpageasmallobje

ctortwofromthescene.Th

issoftenshardedgesandgives

yourlayoutaninviting

,humandimension.

W

armthescene

(Above)TheJeepsarebigandmecha

nicalandcoming

at

you!Byaddingobjectsthataresm

allenoughtohold

in

yourhand,youllwarmthescenebygivingitahuman

scale.Naturalobjectslikestonesand

leavesserveto

softenstraight,artificialedges.(Right)Forthemosttac-

tile

look,removetheobjectfromitsoriginalbackground,

an

dplaceitrightonthepage!Adda

hintofshadow.

www.jeep.com

ImageSmallob

jectssoftenthesc

ene

Small,fast,low-budge

tjobsareeasiestto

dowhenyouthinkinextremesmakeyour

imageverylarge,ormakeitverysmall.Dip

intoyourclip-art(orp

icture-font)collection,

andhavealook:

Itsaboy!

Name:TomWilsonRenalds

Born:March3,2006

Time:2:15a.m.

Weight:7lbs3oz

Black&white

picturefont?Needcolor?

Typeyourpictu

re,andconvertittooutlines

(Type>CreateOu

tlines).ThenusetheDirectSelection

Tool(thewhitea

rrow)toselectandfillareaswithcolor.

SmallandrepetitiveGenericimagesseemlessgenericwhen

yourdesignishelpingout.H

ere,threesmallpicturesinarow

makeaplayfuldesigninmin

utes.Singlelineofsmalltypeadd

s

sophistication.Whiteisthedominantdesignelement.

BigandsimpleScaleasingleimageup,up,

up,thenloweritsopacity,andyoullhavea

coolannouncementwithalmostnoeffort.Lighttypeandimageare

aclassycounterpointtothe

goofystork.Notethealignment(inset).

C e le b ra te th e s ta

rto fsu m m e ra to u rb a ck ya rd b a sh !

w h

e n :5 /30 /0 6 @ 3p .m .w h e r e :15 25 Sto n e C re e k D r ive ,Lin co l n C A

d o g s

b u rg e rs

y o u

Itsaboy!

Name:TomWilsonRenalds

Born:March3,2006

Time:2:15a.m.

Weight:7lbs3oz

Layout

Nobudget?Inahurry?Thinkinextremes


14/15


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nIdeas0634

0634DesignTalk5:F

iveDesignIdeas

Itsaboy!

Name:TomRenalds

Born:March3,2006

Time:2:15a.m.

Weight:7lbs3oz

dogs

burgers

you

Child

Health&Nutrition

Apare

ntsguideforchildren

fromb

irthtofive

Celebratethestartofsummeratourbackyardbash!

when:5/30

/06@

3p.m.where:1525StoneCreekDrive,LincolnCA

Typefaces

1(ab)AdobeJensonProRegular

a

)46pt,b)12/15pt

2D

FInspirationsOneLETPlain

3P

ictureFontsFoodandDrink

4E

xpressions

5(ab)HamiltonLight|a)15pt,

b

)13pt

6H

elveticaNeueStdThin|27pt

7H

elveticaNeueStdBold|17/19pt

8U

topiaItalic|12.5pt

9H

elveticaNeueStdLight|10pt

Im

ages

10

(ah)iStockphoto.com|

a

b

c

d

e

f

g

h

Articleresources

Colors

C45M5Y0K0

C0M0Y0K100

C0M0Y0K50

C100M40Y0K35

11

12

13

14

14

10f

3

1a

3

4

10a

10b

10c

10d

6710e

8

1b2

115a

12

135b

910h

10g

AGROWTECHNOLOGY

THECENTER

FOR

AGRISCIENCE&TECHNOLOGYEDUCATION

Typefaces

1(ad)LaudatioBQMediumCondensed

a

)20pt,b)230pt,c)95pt,d)10pt

2A

dobeCaslonRegular|12/17pt

3F

rutiger55Roman|8/14pt

4F

rutiger67BoldCondensed|24pt

Im

ages

5(ad)iStockphoto.com|

a

b

c

d

Articleresources

Colors

C5M50Y100K5

C40M35Y90K45

C0M0Y0K65

C0M0Y0K75

6789

B E N E F I T

S

5b

5c

5d

67894

2006

AgriScience

Conference

2720WestEllersLane


P:208.123.4567

F:209.123.4568


Introduction

(Left)Textureandflaspnetexatingendmistofitsnooling.Spaffforlisntcubularbut

quastic,leamrestartthatcantprebast.Itstope,thisfluantchasible.Silk,shast,lapeits

andbehastthethinchackflaspnetexatingendmistofitsnooling.

Textureandflaspnetexatingendmistofitsnooling.Spaffforlisntcubularitbut

quastic,leamrestartthatcantprebast.Itstope,this

fluantchasible.Silk,shast,

lapeandbehastthethinchack.Ithaslarchtosayfan.Why?Elesaraandorderis

fayofalm.Acardwhintnotoogumorbont.Prettysim

ple,gleadandtarm.Texture

andflaspnetexatingendmistofitsnooling.Spaffforlisntcubularbutquastic,

leamrestartthatcantprebast.Itstope,thisisfluantchasible.Silk,shast,lapeand

behastthethinchack.Ithaslarchtosayfan.Why?T

extureandflaspnetexating

endsitmistofitsnooling.tntnotoogumorbont.Prettysimple,gleadandtarm

thatcantfayofalmleamrestartprebast.

Itstope,thisfluantchasible.Silk,shast,lapeandbehastthethinchack.Ithas

larchtosayfan.Why?Elesaraandorderisfayofalm.

Acarditswhintnotoogum

orbont.Prettysimple,gleadandtarm.Textureandfl

aspnetexatingendmistof

itsnooling.Spaffforlisntcubularbutquastic,leamrestartthatcant

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1a

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