Before and After 0643

7/29/2019 Before and After 0643

1/16

Continued

Before&After XiBAmagazine.com U

Design talk 0643

FiveDesignIdeasOutside Inside

HealthyLiving

Three stepsto health and

fitness

Supplementof Jefferson Memorial Hospital

Product Callouts

ANALOG INPUTANALOG OUTPUT5 7

6 8

3

2 4

5 7

6 8

1 1/Mic3

2

IN

RS-232 PORT

100V

50~60HZ

USB PORT

OUT

4

TE

ST PORTwww.audyssey.com

1 2 0 V 2 4 0 V

Powerconnection Connectthe

suppliedpower connector here.

USBPort (Installer use)

Analog Outputs Audio

outputjacksconnecttheunit

to theamplifier.

Audyssey Laboratories, Inc. 350South Figueroa St., Suite196, LosAngeles, CA90071 Tel: (213) 625-4300 www.audyssey.com

RS-232 Port (Installer use)

Test Port (Audysseyuse) Analog Inputs Audio input

jacksconnecttheunitto the

preamplifier/processor.

On/Off Switch

Price Guide

Signature Logo

One-Photo Cover

TRUMANSTATEUNIVERSITY

Social Science Update

DesignTalk7


2/16

Before&After

2of10 Design talk 0643

XiBAmagazine.com UDesign talk 2of10

Cover design Do more with less

What do you do when you have three photos available? You use them all, right? Not necessarily. One

can be more effective. Here, the campus tower alone conveys the essence of the school better than three

photos could; the headline in a single, school-colored bar quietly provides the data.

(Above) He had three good photos, but to fit all three

into his layout the designer had to shrink, crop and pusheach to the perimeter, where they now look alike (similar

masses and textures) and are difficult to read. He then

added a flat (and meaningless) blue field, block type in

three sizes and a motif of horizontal stripes. The more he

designed, the weaker the cover got; the school and its

social science program were lost in the artificialstuff. To

add insult to injury, it was too much work! Solution: Let

one image do the talking.

After

TRUMAN STATE UNIVERSITY


Less is more Campus tower

anchors the makeover. Simply cen-

ter it and let it do the talking, then

add your words. Note, above, that

the bar is short enough to let the

picture flow by. Below, school colors

violet and tan plus the green of

the trees make an appealing,split

complementarypalette.

Before

TRUMANSTATE UNIVERSITY


2006SOCIALSCIENCE

UPDATE



3/16

Before&After



Layout Bring the words into the picture

For the technical among us, descriptive graphics are fun to make. The key to clarity is to think

of the words as part of the picture, not as an extra to be set off to the side.

ANALOG INPUTANALOG OUTPUT

5 7

6 8

3

2 4

5 7

6 8

1 1 /Mic3

2

IN

RS-232 PORT

100V

50~60HZ

USB PORT

OUT

4

TEST PORTwww.audyssey.com

1 2 0 V 2 4 0 V (1)On/OffSwitch Turnsthe

unit onand off.

(2)PowerconnectionThe

powerconnector plugs

into the unit here.

(3)RS-232Port Usedfor

installation only.

(4)USB Port Used for

installation only.

(5)Test Port ForAudyssey

use only.

(6)

Analog Output Audio

output jacksconnect the

unit toamplifier.

(7)Analog Input Audio input

jacksconnect the unit to

the amplifier.AudysseyLaboratories, Inc.

350South Figueroa St., Suite 196,

LosAngeles, CA90071

Tel:(213)625-4300

Web: www.audyssey.com

(1) (2) (3) (4) ( 5) (6) (7)

Design complicates the message

The goal of this small product guide was

simple: label the parts of the product forthe customer. But the designer lost sight

of that and arranged the card in a neat L

shape, product on one side, labels on the

other. Result: The products

tiny, the important center of

the page is empty, and the

reader must refer back and

forth needlessly (left).


5 7

6 8

3

2 4

5 7

6 8

1 1/Mic3

2

IN

RS-232 PORT

100V

50~60HZ

USB PORT

OUT

4


1 20 V 2 4 0V

Power connection Connect the

supplied power connector here.

USB Port (Installer use)

Analog Outputs Audiooutput jacks connect the unit

to the amplifier.

Audyssey Laboratories, Inc. 350 South Figueroa St., Suite 196, Los Angeles, CA 90071 Tel: (213) 625-4300 www.audyssey.com


Test Port (Audyssey use) Analog Inputs Audio input

jacks connect the unit to the


On/Off Switch

Front and centerAbove, center the product as big

as possible, then put the labels in orbit around it with

straight lines to their destinations. Sans-serif type

reads easily; minimal contrasts (right) are clean. No

numbering or indents are necessary.

Inputs AudioAbove, one font family and size for similarity,

contrasting weight and value for difference.

Single-line contact

information echoes

the horizontal motif.


4/16

Before&After



Layout Differences establish hierarchy | Page 1 of 2

Hutchins Street Square Hotel

is a great place for conferences,

banquets, receptions and otherevents, but no one looking at its

information flier would know

that. Its as bland as a bucket

a page of words in one style,

one size, one weight, one color,

lost in an ocean of white. The

datas there, but no life.

Such a modest sheet is easy

to overlook, but keep in mindthat for many customers its the

first (and maybe the last!) thing

theyll see. Take the time to give

it appeal and at-a-glanceclarity.

Heres how to do that.

Before

RFacility Facility

UseMaximumOccupancy

R en ta l F ee D ep os it N on -P ro fitFee

Non-ProfitDeposit

THEATRE* PermanentSeating

789 $1500 $700 $700 $700

KIRST HALL LectureBanquet

700 (Lecture)400 (Banquet)

$1,400 $600 $600 $600

CRETE HALL LectureBanquet


$850 $400 $400 $400

CRETE HALLKITCHEN

$400 $200 $200 $200

THOMAS THEATRE LectureBanquet


$600 $300 $300 $300

AMPHITHEATRE OutdoorTheatre

250 $600 $300 $300 $300

C OT TA GE R OO M L ec tu reBanquet


$400 $200 $200 $200

PIS ANO R OOM Le ctu reBanquet

7535

$400 $200 $200 $200

COTTAGE~PISANOROOMS (Combined)

LectureBanquet


$700 $400 $400 $400

GREEN ROOM Meeting 12 $30

ROTUNDA(Available only whenno other facility isrented)

Recptions(No tables/chairs)

$600 $300 $300 $300

Hutchins Street Square Hotel

125 South Hutchins Street, Lockeford, CA 95678

Tel: 209-333-1234 x2465 | Fax: 209-123-5678

* A Theatre technician will be assigned and fees will be additional and assessed according to individual needs.

Non-Profit Designation: 501(C)(3) Any group incorporated as a charitable organization with non-profit tax exemption status with the IRS.

Notes: Set-ups requiring unusually difficult formats will be reviewed and additional maintenance fees applied. Rental of facilities is subject

to availability. The Square reserves the right to deem an event inappropriate for either space or content based on technical requirements

and projected audience size. Holiday rental requests are reviewed on an individual basis and added costs will appl y. Other charges will be

quoted to renter at the time the contract is signed, fees are subject to change without notice. Certificate of Insurance required for every

event. HSS Security Guards required for evening and week-end events.

Its all the same! The before doesnt look

like the hotel; it looks like e-mailone typestyle,

weight and color, skinny lines like youd draw

with a pencil, no hierarchy, no visual guidepostsof any kind. They set an attractive table (below);

but the customer wont see thatunless he gets

past this. Problem: The plain sheet makes him do

all the workof deciphering its information.


5/16

Before&After



Create hierarchy with type Simple modi-fications to typestyle, weight and color are all

it takes to make the information appealing

and easy to read: (1) A headline clearly labels

the page (no guessing) and bears a swashy

resemblance to the elaborate table setting.

(2, 3) Bold type identifies heads; white and

black tell you theyre different kinds. (4) Light

type is for transitory data. (5) Column lines

in white, not black, quietly recede, giving the

more-important rows prominence.

Non-Profit Designation: 501(C)(3) Any group incorporated as a

Facility Facility

Use

Maximum

Occupancy

Theatre* PermanentSeating

789

Kirst Hall LectureBanquet


Crete Hall LectureBanquet


Rental Facilities2

1

3 4

After

Facility Facility

Use

Maximum

Occupancy

Ren ta l Fee Depos it Non-Profit

Fee

Non-Profit

Deposit


789 $1500 $700 $700 $700

Kirst Hall LectureBanquet


$1,400 $600 $600 $600



$850 $400 $400 $400

Crete Hall

Kitchen

$400 $200 $200 $200

Thomas Theatre LectureBanquet


$600 $300 $300 $300

Amphitheatre OutdoorTheatre

250 $600 $300 $300 $300

Cottage Room LectureBanquet


$400 $200 $200 $200

Pisano Room LectureBanquet

7535

$400 $200 $200 $200

Cottage & Pisano

Rooms (Combined)LectureBanquet


$700 $400 $400 $400

Green Room Meeting 12 $30

Rotunda (Available only whenno other facility isrented)

Recptions(No tables/chairs)

$600 $300 $300 $300

* A Theatre technician will be assigned and fees will be additional and assessed according to individual needs.

Non-Profit Designation: 501(C)(3) Any group incorporated as a charitable organization with non-profit tax exemption status with the IRS.

Notes: Set-ups requiring unusually difficult formats will be reviewed and additional maintenance fees applied. Rental of facilities is subject

to availability. The Square reserves the right to deem an event inappropriate for either space or content based on technical requirements

and projected audience size. Holiday rental requests are reviewed on an individual basis and added costs will apply. Other charges will be

quoted to renter at the time the contract is signed, fees are subject to change without notice. Certificate of Insurance required for every

event. HSS Security Guards required for evening and week-end events.

Rental Facilities

Hutchins Street Square

125 South Hutchins Street, Lockeford, CA 95678

Tel: 209-333-1234 x2465 | Fax: 209-123-5678

Create hierarchy with colorDark, medium and light colors define

easy-to-follow rows. Dark belongs

at the top; the light colors alternate

down the page. All have been taken

from the banquet room, giving the

page a direct visual link to the hotel.

Color unifies the primary data and

makes a focal point, visually the most

important element on the page.

Page 2 of 2

5

The page now has visual levels of

information that clue the reader to

whats what.


6/16

Before&After



White dominates the layout. Images are the same style

and size. Typestyle is constant. Colors repeat. Green and

gray sampled from the cover image, plus white (the back-

ground), yield a light, healthy palette.

Set a reasonableweight-loss goal.

Weightis anissue forsome

adults, however. The best

strategy formanaging weighti s

simple andstraightforward.

WhatshouldI targetas a

desirable weight, andhow many

caloriesdo Ineed to eliminate to

lose weight?

Reference the Body Mass

IndexCharton the back ofthis

brochure forhealthy weightsof

adultmen andwomen. Youre

lesslikely to regainweight if

youlose itgradually. Aim fora

lossof one halfto one pounda

week. To lose a pounda week,

eatabout500 caloriesperday

lessthan the amountneeded

to maintainyour currentweight.

Reduce calorie intake by:

Alteryour foodintake (reduce

portionsizes, eatless higher

calorie/fatfoods, substitute

highcalorie choiceswith low

calorie alternatives)

Exercise more to burncalories

Get active for 30-minutes a day.

All ittakes isjust thirty minutes

a day ofmoderate inintensity

activity to improve yourhealth

thats3-4 hoursa week. Cant

fita 30-minute chunk oftime

into yourday? Thatsokay.

Aim fora total time ofat least

thirty minutes, accumulatedin

shortboutsof three 10-minute

sessions.

Whatactivities are moderate

inintensity and how many

caloriescanyouburninonly

30-minutes?

Volleyball . . . . . . . . . . . . . .100

Leisure swimming . . . . . . . . 125

Brisk walking . . . . . . . . . . .160

Leisure cycling . . . . . . . . . .160

Gardening . . . . . . . . . . . . .185

Tennis. . . . . . . . . . . . . . . . .220

1 2 33

Layout Bring the outside in

Making an inside look like an outside can be tricky. Heres what to do. Carry over the typestyles,

colors, image style and general layout. Proportion counts. A lot of green looks different from a little.

Pictures look different big than small. Heres more . . .

Same

Letter-size

sheet, folded

Health

Organic shapes Key to this

design are the organic out-

lines of the extra-large images;

they yield a fluid, indistinct

edge that conveys a sense of

airiness and health. Note thateach image also has a straight

edge where it bleeds off the

page. Text set aligned left or

right will mimic this exactly.

Below, super-light type is most-

ly air and fresh as a breeze,

just like the layout.

HealthyLiving


fitness

Supplement of Jefferson Memorial Hospital

Make sensiblefood selections.

All foodsfit! Youcan enjoy

all foodwithoutoverdoing

it. Being moderately active

letsyou enjoy a wider

range offoodsaspartof a

healthful diet. Thirty minutes

ofmoderate activity daily

meansyourburning extra

calories. Ifyour weightis

appropriate, thattranslates

to increasedchoicesin the

variety offoods youselect.

steps to health and fitnessAfter decades of nutri tion advice, it is now clear that di et does not st and

alone in the quest for good healthphysical activity plays an integral part as

well. There is a powerf ul link between how activ e you are and the foods you

eat. By making healthy food choices and becoming more physically active,

you can look bett er, feel more fit, improve your heal th and fight desece.


7/16

Before&After



Logo Signature logo

Is anything more graphically unique than your signature? Its like no other. So if you have

a business or project thats an extension ofyoua notary public is a good candidatewhy not

use your signature as its logo? Heres one possibility:

Typography reinforces Strengthen the design by setting

excellent type appropriately chosen. Here, classic Adobe

Garamond conveys age, tradition and dignity, while bold

Franklin Gothic Heavy adds a highly visible counterpoint.Because these are very different kinds of type, youll need to

adjust their point sizes to make them the same visualsize; in

this case, Franklin was made smaller. Note the white title on

the gray field stands apart quietly.

A signature logo is easy to make. Just sign your name,

scan it, then trace it with the Pen tool. The result is lightlystylized and cant be forged without detection. White on

grayor a color of your choiceaddsartistry.

Cap heightLEO DES ROSIER NOTARY PUBLIC Certified Signing Agent

2307 Vernon Street, Roseville, CA 95676

P |916-501-0385 F | 916-789-8761 [email protected]

Reduce Franklin to match Garamond

Sign . . . and trace

Uppercase name,

bold, contrasting title,

italic description


8/16

Before&After


XiBAmagazine.com U

Typefaces

1 Adobe Garamond Regular| 8.5/13 pt

2 ITC Franklin Gothic Heavy| 7.6/13 pt

3 Adobe Garamond Italic| 8.5/13 pt

4 (ah) Helvetica Neue Std Thin

a) 66/53 pt

b) 23/24 ptc) 10/11 pt

d) 40 pt

e) 216 pt

f) 14/17 pt

g) 50 pt

h) 12/13.5 pt

5 Helvetica Neue Std Light Italic

7.5/10.5 pt

6 Helvetica Neue Std Light | 7.5/10.5 pt

Images

7 (ab) iStockphoto.com | a b

Article resources

Colors

C18 M15 Y18 K0

C50 M0 Y100 K0

C0 M0 Y0 K50

8

9

10

9

10

8

1

2

1

3LEO DES ROSIER NOTARY PUBLIC Certified Signing Agent2307 Vernon Street, Roseville, CA 95676

P |916-501-0385 F | 916-789-8761 [email protected]

HealthyLiving


fitness

Supplementof Jefferson Memorial Hospital

Set a reasonableweight-loss goal.

Weight isanissue forsome

adults, however. The best

strategy formanaging weightis

simple andstraight forward.

WhatshouldI ta rgetasa

desirable weight, andhow many

caloriesdo Ineed to eliminate to

lose weight?

Reference the Body Mass

IndexChartonthe backofthis

brochure forhealthy weightsof

adultmenand women. Youre

lesslikely to regainweightif

youlose itgradually. Aim fora

lossofone ha lfto one pounda

week. To lose a pounda week,

eatabout500 caloriesper day

lessthanthe amountneeded

to maintainyourcurrent weight.

Reduce calorie intake by:

Alteryourf oodintake (reduce

portionsizes, eatlesshigher

calorie/fatfoods, substitute

highcalorie choiceswith low

calorie alternatives)

Exercise more to burncalories

Get active for 30-minutes a day.

All ittakesi sjust thirty minutes

a day ofmoderate inintensity

activity to improve yourhealth

thats3-4 hoursa week. Cant

fita 30-minute chunkoftime

into yourday?Thatsokay.

Aim fora total time ofatleast

thirty minutes, accumulatedin

shortboutsof three 10-minute

sessions.

Whatactivitiesare moderate

inintensity andhow m any

ca loriescanyouburninonly

30-minutes?

Volleyball . . . . . . . . . . . . . .100

Leisure swimming . . . . . . . .125

Briskwalking . . . . . . . . . . .160

Leisure cycling . . . . . . . . . .160

Gardening . . . . . . . . . . . . .185

Tennis. . . . . . . . . . . . . . . . .220

Make sensiblefood selections.

All foodsfit! Youcan enjoy

all foodwithoutoverdoing

it. Being moderately active

letsyou enjoy a wider

range offoodsaspartofa

healthful diet. Thirty minutes

ofmoderate activity daily

meansyourburning extra

calories. Ifyour weightis

appropriate, thattranslates

to increasedchoicesin the

variety offoods youselect.

1 2 33steps to health and fitnessAfter decades of nutrition advice, it is now clear that diet does not standalone in the quest for good healthphysical activity plays an integral part as

well. There is a powerful link between how active you are and the foods you

eat. By making healthy food choices and becoming more physically active,

you can look better, feel more fit, improve your health and fight desece.

7a

Design talk 8of10

4a

4b

4c

7b

4d

4e

4f

4g

4h

5

6


9/16

Before&After






5 7

6 8

3

2 4

5 7

6 8

1 1/Mic3

2

IN

RS-232 PORT

100V

50~60HZ

USB PORT

OUT

4


120V 240V

Powerconnection Connectthe

suppliedpower connector here.

USBPort (Installer use)

Analog Outputs Audio


to theamplifier.

Audyssey Laboratories, Inc. 350South Figueroa St., Suite196, LosAngeles, CA90071 Tel: (213) 625-4300 www.audyssey.com


Test Port (Audysseyuse) Analog Inputs Audio input

jacksconnecttheunitto the


On/Off Switch

Facility Facility

UseMaximumOccupancy

Re nt alF ee Depo si t N on-Pro fitFee

Non-ProfitDeposit


789 $1500 $700 $700 $700

KirstHall LectureBanquet


$1,400 $600 $600 $600



$850 $400 $400 $400

Crete HallKitchen

$400 $200 $200 $200

Thomas Theatre LectureBanquet


$600 $300 $300 $300

Amphitheatre OutdoorTheatre

250 $600 $300 $300 $300

Cottage Room LectureBanquet


$400 $200 $200 $200

Pisano Room LectureBanquet

7535

$400 $200 $200 $200

Cottage &PisanoRooms (Combined)

LectureBanquet


$700 $400 $400 $400

GreenRoom Meeting 12 $30

Rotunda (Availableonly whennoother facilityisrented)

Recptions(Notables/chairs)

$600 $300 $300 $300

*A Theatretechnician willbe assignedand fees willbe additionalandassessed accordingtoindividual needs.

Non-ProfitDesignation: 501(C)(3)Any groupincorporatedas ac haritableorganization with non-profittaxe xemption status with theIRS.

Notes: Set-ups requiringunusually difficultformatswill bereviewed andadditionalma intenancefees applied. Rentalof facilitiesissubject

toavailability. TheSquarereserves theright todeem an eventinappropriatefor either spaceor contentbasedon technicalrequirements

andprojected audiencesize. Holiday rentalreque sts are reviewed on an individualbasis and added costs willapply. Othercharges willbe

quoted to renteratthe time the contractis signed, fees are subjectto change withoutnotice. Certificate ofInsurance required forevery

event. HSS Security Guards required forevening and week-e ndevents.

Rental Facilities

HutchinsStreet Square

125 SouthHutchinsStreet, Lockeford, CA95678

Tel: 209-333-1234 x2465 |Fax: 209-123-5678

Typefaces

1 Myriad Pro Semibold | 8/10.5 pt

2 (ab) Myriad Pro Light | a) 8/10.5 pt

b) 9 pt

3 Myriad Pro Bold | 9 pt

4 Helvetica Neue Std Black Cond | 55 pt

5 (ab) Trajan Pro Bold | a) 16 ptb) 31 pt

6 Helvetica Neue Std Black | 9/14 pt

7 Helvetica Neue Std Light | 9/14 pt

8 Zapfino One | 20 pt

9 (ab) Helvetica Neue Std Heavy

a) 9/10.8 pt, b) 8/13.5 pt

10 (ab) Helvetica Neue Std Roman

a) 9/10.8 pt, b) 8/13.5 pt

Images

11 iStockphoto.com

Article resources

Colors

C0 M0 Y0 K100

C0 M0 Y0 K65

C0 M0 Y0 K40

C45 M70 Y0 K0

C0 M20 Y100 K0

C20 M35 Y58 K265

C0 M0 Y0 K60

C20 M35 Y58 K15

C16 M15 Y20 K0

C0 M0 Y18 K2

12

13

14

15

1

2b

2a

10b9b1615

11 4 5a 5b

6

7

8

9a

10a

12

17

18

19

20

21

9a

3

16

17

18

19

20

21

12

13

14


10/16

Before&After

10of10 | Printing formats

Design talk 0643

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

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

by clicking here. You may not alter this article, and you

may not charge for it. You may quote brief sections

for review; please credit Before & After magazine, and

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Web site, use this URL: http://www.bamagazine.com.

For all other permissions, please contact us.

Subscribe to Before & After

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To be notified by e-mail of new articles as

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Design talk 10of10


11/16

XiBAmagazine.com UBefore&After

Back | Paper-saver format

For paper-saver formatPrint: (Specify pages 1216)

For presentation formatPrint: (Specify pages 110)

Before & After is made to fit your binder

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,

suitable for one- or two-sided printing, is provided on the following pages.

Print

Format: Landscape

Page Size: Fit to Page

Save

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12/16

Before&After|www.b

amagazine.com

1of5

DesignTalk7:FiveDesig

nIdeas0643

0643DesignTalk7:F

iveDesignIdeas

Five

Design

Ideas

OutsideInside

Healthy

Living

Threesteps

tohealthand

fitness

SupplementofJeffersonMemorialHospitalProductCallo

uts

ANALOG

INPUT

ANALOGOUTPUT

5

7

6

8

3

2

4

5

7

6

8

1

1/Mic

3

2

IN

R S-232PORT

100V

50~60HZ

USB PORT

OUT

4

TESTPORT

www.audyssey.com

120V

240V

Powerconnection

Conn

ectthe

supplie

dpow

er

conn

ectorh

ere

.

USBPort

(Installer

use)

AnalogOutputsA

udio

outputjack

sconn

ecttheunit

totheam

plifi

er.

AudysseyLaboratories,Inc.350SouthFig

uero

aSt.,Suite19

6,LosAn

geles,CA

90071

Tel:

(213)625-4

300

www.audyssey.com

RS-232Port

(Installer

use) T

estPort

(Aud

ysse

yuse)

AnalogInputsA

udioin

put

jack

sconn

ecttheunit

toth

e

pre

am

plifi

er/

pro

cessor.

On/OffSwitch

Pric

eGuide

SignatureLogo

One-PhotoCover


SocialScienceUpdate

D

esignT

alk7

Coverdesign

Domorewithless

Whatdoyoudowhen

youhavethreephotosavailable?Youusethemall,right

?Notnecessarily.One

canbemoreeffective.

Here,thecampustoweraloneconveystheessenceofth

eschoolbetterthanthree

photoscould;theheadlineinasingle,school-colo

redbarquietlyprovidesthe

data.

(Above)Hehadthreegoodphotos,buttofitallthree

intohislayoutthedesignerhadtoshrink,cropandpush

eachtotheperimeter,wheretheynowlookalik

e(similar

massesandtextures)andaredifficulttoread.

Hethen

addedaflat(andmeaningless)bluefield,blocktypein

threesizesan

damotifofhorizontalstripes.The

morehe

designed,theweakerthecovergot;theschoolandits

socialscience

programwerelostintheartificialstuff.To

addinsulttoinjury,itwastoomuchwork!Solut

ion:Let

oneimagedo

thetalking.

After


SocialScienceUpdate

LessismoreCampustow

er

anchorsthemakeover.Simplycen-

teritandletitdothetalking,then

addyourwords.Note,above,that

thebarisshortenoughtoletthe

pictureflowby.Below,scho

olcolors

violetandtanplusthegreenof

thetreesmakeanappealing,split

complementarypalette.

Before


SocialScienceUpdate

20

06

SOCIAL

SCIENCE

UPDATE

TRUMANSTATEUNIVE

RSITY


13/16

Before&After|www.bamagazine.com

2of5

DesignTalk7:FiveDesig

nIdeas0643

0643DesignTalk7:F

iveDesignIdeas

LayoutBringth

ewordsintothepicture

Forthetechnicalamongus,descriptivegraphicsa

refuntomake.Thekeytoclarityistothink

ofthewordsaspartof

thepicture,notasanextratobesetofftotheside.

ANALOG

INPUT

ANALOG

OUTPUT

5

7

6

8

3

2

4

5

7

6

8

1

1/Mic

3

2

IN

RS-232PORT

100V

50~60HZ

USBPORT

OUT

4

TESTPORT

www.audyssey.com

120V

240V

(1)On/OffSwitchTurnsthe

unitonandoff.

(2)PowerconnectionThe

powerconnectorplugs

intotheunithere.

(3)RS-232PortUsedfor

installationonly.

(4)USBPortUsedfor

installationonly.

(5)TestPortForAudyssey

useonly.

(6)AnalogOutputAudio

outputjacksconnectthe

unittoamplifier.

(7)AnalogInputAudioinput

jacksconnecttheunitto

theamplifier.

AudysseyLaboratories,Inc.

350SouthFigueroaSt.,Suite196,

LosAngeles,

CA90071

Tel:(213)625-4300

Web:www.audyssey.com

(1)

(2)

(3)

(4)

(5)

(6)

(7)

Des

igncomplicatesthemessage

The

goalofthissmallproductguidewas

simp

le:labelthepartsoftheproductf

or

thecustomer.Butthedesignerlostsig

ht

ofth

atandarrangedthecardinaneatL

shap

e,productononeside,labelsonthe

other.Result:Theproducts

tiny,theimportantcenterof

thepageisempty,andth

e

readermustreferbackand

forthneedlessly(left).

ANALOGINPUT

ANALOGOUTPUT

5

7

6

8

3

2

4

5

7

6

8

1

1/Mic

3

2

IN

RS-232PORT

100V

50~60HZ

USBPORT

OUT

4

TESTPORT

www.audyssey.com

120V

240V

PowerconnectionConnectthe

suppliedpowerconnectorhere.

USBPort(Installeruse)

AnalogOutputsAudio


totheamplifier.


uero

a

St.,Suite1

96,LosAn

gele

s,CA

90071

Tel:(21

3)62

5-4

300

www.audyssey.com

RS-232Port(Installeruse) T

estPort(Audysseyuse)

Analog

InputsAudioinput

jacksconnecttheunittothe


On/OffSwitch

FrontandcenterAbo

ve,centertheproductasbig

aspossible,thenputthelabelsinorbitarounditwith

straightlinestotheirde

stinations.Sans-seriftype

readseasily;minimalco

ntrasts(right)areclean.No

numberingorindentsarenecessary.

InputsA

udio

Above,onefontfamilyandsizefo

rsimilarity,

contrastingweightandvalueford

ifference.

Single-linec

ontact

information

echoes

thehorizontalmotif.

LayoutDifferen

cesestablishhiera

rchy|Page1of2

HutchinsStreetSquareHotel

isagre

atplaceforconferences,

banqu

ets,receptionsandother

events,butnoonelookingatits

inform

ationflierwouldknow

that.It

sasblandasabucket

apage

ofwordsinonestyle,

onesize,oneweight,onecolor,

lostin

anoceanofwhite.The

datasthere,butnolife.

Suc

hamodestsheetiseasy

tooverlook,butkeepinmind

thatfo

rmanycustomersitsthe

first(andmaybethelast!)thing

theyll

see.Takethetimetogive

itappe

alandat-a-glanceclarity.

Hereshowtodothat.

BeforeRF

acility

Facility

Use

Maximum

Occupancy

RentalFee

Deposit

Non-Profit

Fee

Non-Profit

Deposit

THEATRE*

Permanent

Seating

789

$1500

$700

$700

$700

KIRSTHALL

Lecture

Banquet

700(Lecture)

400(Banquet)

$1,400

$600

$600

$600

CRETEHALL

Lecture

Banquet

500(Lecture)

200(Banquet)

$850

$400

$400

$400

CRETEHALL

KITCHEN

$400

$200

$200

$200

THOMASTHEATRE

Lecture

Banquet

100(Lecture)

100(Banquet)

$600

$300

$300

$300

AMPHITHEATRE

Outdoor

Theatre

250

$600

$300

$300

$300

COTTAGEROOM

Lecture

Banquet

75(Lecture)

35(Banquet)

$400

$200

$200

$200

PISANO

ROOM

Lecture

Banquet

75

35

$400

$200

$200

$200

COTTAGE~PISANO

ROOMS(Combined)

Lecture

Banquet

150(Lecture)

75(Banquet)

$700

$400

$400

$400

GREENROOM

Meeting

12

$30

ROTUNDA

(Availableonlywhen

nootherfacilityis

rented)

Recptions

(Notables/

chairs)

$600

$300

$300

$300

HutchinsStreetSquareHotel

125SouthHutchinsStreet,Lockeford,CA95678

Tel:209-333-1234x2465|Fax:209-123

-5678

*ATheatretechnicianwillbeassignedandfeeswillbeadditionalandassessedaccordingtoindividualneeds.

Non-ProfitDesignation:501(C)(3)Anygroupincorporatedasacharitableorganizationwithnon-profittaxexemptionstatuswiththeIRS.

Notes:Set-upsrequiringunusuallydifficultformatswillbereviewedandadditionalmaintenancefeesapplied.Rentaloffacilitiesissubject

toavailability.TheSquarereservestherighttodeemaneventinappropriateforeithersp

aceorcontentbasedontechnicalrequirements

andprojectedaudiencesize.Holidayrentalrequests

arereviewedonanindividualbasis

andaddedcostswillapply.Otherchargeswillbe

quotedtorenteratthe

timethecontractissigned,feesaresubjecttochangewithoutnotice.CertificateofInsurancerequiredforevery

event.HSSSecurityGuardsrequiredforeveningandweek-endevents.

Itsall

thesame!Thebeforedoesnt

look

likethe

hotel;itlookslikee-mailonetypestyle,

weight

andcolor,skinnylineslikeyoudd

raw

withapencil,nohierarchy,novisualguid

eposts

ofanykind.Theysetanattractivetable(below);

butthe

customerwontseethatunlessh

egets

pastthis.Problem:Theplainsheetmakeshimdo

alltheworkofdecipheringitsinformation.


14/16


3of5

DesignTalk7:FiveDesignIdeas0643

0643DesignTalk7:F

iveDesignIdeas

CreatehierarchywithtypeSimplemodi-

fications

totypestyle,weightandcolorare

all

ittakest

omaketheinformationappealing

andeasy

toread:(1)Aheadlineclearlylabels

thepage

(noguessing)andbearsaswashy

resembla

ncetotheelaboratetablesetting.

(2,3)Boldtypeidentifiesheads;whiteand

blacktellyoutheyredifferentkinds.(4)Lig

ht

typeisfo

rtransitorydata.(5)Columnlines

inwhite,

notblack,quietlyrecede,givingth

e

more-importantrowsprominence.

Non-ProfitDe

signation:501(C)(3)Anygroupincorporatedasa

Facility

Facility

Use

Maximum

Occupancy

Theatre*

Permanent

Seating

789

KirstHall

Lecture

Banquet

700(Lecture)

400(Banquet)

CreteHall

Lecture

Banquet

500(Lecture)

200(Banquet)

R

entalFacilities

2 13

4

After

Facility

Facility

Use

Maximum

Occupancy

RentalFee

Deposit

Non-Profit

Fee

Non-Profit

Deposit

Theatre*

Permanent

Seating

789

$1500

$700

$700

$700

KirstHall

Lecture

Banquet

700(Lecture)

400(Banquet

)

$1,400

$600

$600

$600

CreteHall

Lecture

Banquet

500(Lecture)

200(Banquet

)

$850

$400

$400

$400

CreteHall

Kitchen

$400

$200

$200

$200

ThomasTheatre

Lecture

Banquet

100(Lecture)

100(Banquet

)

$600

$300

$300

$300

Amphitheatre

Outdoor

Theatre

250

$600

$300

$300

$300

CottageRoom

Lecture

Banquet

75(Lecture)

35(Banquet)

$400

$200

$200

$200

PisanoRoom

Lecture

Banquet

75

35

$400

$200

$200

$200

Cottage&Pisano

Rooms(Combined)

Lecture

Banquet

150(Lecture)

75(Banquet)

$700

$400

$400

$400

GreenRoom

Meeting

12

$30

Rotunda

(Availableonlywhen

nootherfacilityis

rented)

Recptions

(Notables/

chairs)

$600

$300

$300

$300

*ATheatretechnicianwillbeassignedandfeeswillbeadditional

andassessedaccordingtoindividualneeds.

Non-ProfitDesignation:501(C)(3)Anygroupincorporatedas

acharitableorganizationwithnon-profittaxexemptionstatuswiththeIRS.

Notes:Set-upsrequiringunusuallydifficultformatswillbereviewedandadditionalmaintenancefeesapplied.Rentaloffacilitiesissubject

toavailability.TheSquarereservestherighttodeemaneventin

appropriateforeitherspaceorcontentbasedontechnicalrequirements

andprojectedaudiencesize.Holidayrentalrequests

arereviewedonanindividualbasisandaddedcostswillapply.Otherchargeswillbe

quotedtorenteratthe

timethecontractissigned,feesaresubjecttochangewithoutnotice.CertificateofInsurancerequiredforevery

event.HSSSecurityGuardsrequiredforeveningandweek-end

events.

RentalFacilities

Hutchins

StreetSquare


Tel:209-333-1234x2465|Fax:209-123-5678

Createhierarchywithco

lor

Dark,mediumandlightcolorsdefine

easy-to-followrows.Darkbe

longs

atthetop;thelightcolorsalternate

downthepage.Allhavebee

ntaken

fromthebanquetroom,givingthe

pageadirectvisuallinktothehotel.

Colorunifiestheprimarydataand

makesafocalpoint,visually

themost

importantelementonthepage.

Page2of25

Thepagenowhasvisuallevelsof

informationthatcluethereaderto

whatswhat.

Whitedominatesthe

layout.Imagesarethesamestyle

andsize.Typestyleis

constant.Colorsrepeat.Greenan

d

graysampledfromth

ecoverimage,pluswhite(theback-

ground),yieldalight,healthypalette.

Setareasonable

weight-lossgoal.

Weightisanissueforsome

adults,however.Thebest

strategyformanagingweightis

simpleandstraightforward.

WhatshouldItargetasa

desirableweight,andhowmany

caloriesdoIneedtoeliminateto

loseweight?

ReferencetheBodyMass

IndexChartonthebackofthis

brochureforhealthyweightsof

adultmenandwomen.Youre

lesslikelytoregainweightif

youloseitgradually.Aimfora

lossofonehalftoonepounda

week.Toloseapoundaweek,

eatabout500caloriesperday

lessthantheamountneeded

tomaintainyourcurrentweight.

Reducecalorieintakeby:

Alteryourfoodintake(reduce

portionsizes,eatlesshigher

calorie/fatfoods,substitute

highcaloriechoiceswithlow

caloriealternatives)

Exercisemoretoburncalories

Getactivefor30-

minutesaday.

Allittakesisjustthirtyminutes

adayofmoderateinintensity

activitytoimproveyourhealth

thats3-4hoursaweek.Cant

fita30-minutechunkoftime

intoyourday?Thatsokay.

Aimforatotaltimeofatleast

thirtyminutes,accumulatedin

shortboutsofthree10-minute

sessions.

Whatactivitiesaremoderate

inintensityandhowmany


30-minutes?

Volleyball..............100

Leisureswimming........125

Briskwalking...........160

Leisurecycling..........160

Gardening.............185

Tennis.................220

1

2

3

3

LayoutBringth

eoutsidein

Makinganinsidelook

likeanoutsidecanbetricky

.Hereswhattodo.Carryov

erthetypestyles,

colors,imagestyleand

generallayout.Proportion

counts.Alotofgreenlooksdifferentfromalittle.

Pictureslookdifferent

bigthansmall.Heresmore

...

Same

L

etter-size

s

heet,folded

He

alth

OrganicshapesKey

tothis

designaretheorganic

out-

linesoftheextra-largeimages;

theyyieldafluid,indis

tinct

edgethatconveysasenseof

airinessandhealth.Notethat

eachimagealsohasa

straight

edgewhereitbleedsoffthe

page.Textsetaligned

leftor

rightwillmimicthisexactly.

Below,super-lighttypeismost-

lyairandfreshasabreeze,

justlikethelayout.

Healthy

Living

Threesteps

tohealthand

fitness

SupplementofJeffersonMemorialHospital

Makesensible

foodse

lections.

Allfoodsfit!Y

oucanenjoy

allfoodwitho

utoverdoing

it.Beingmod

eratelyactive

letsyouenjoyawider

rangeoffood

saspartofa

healthfuldiet.Thirtyminutes

ofmoderateactivitydaily

meansyourb

urningextra

calories.Ifyourweightis

appropriate,thattranslates

toincreasedchoicesinthe

varietyoffoodsyouselect.

stepstohe

althandfitness

Afterdecadesofnutritionadvice,itisnowclearthatdietdoesnotstand

aloneinthequestforgoodhealthphysicalactivityplaysanintegralpartas

well.Thereisapowerfullinkbetw

eenhowactiveyouareandthefoodsyou

eat.Bymakinghealthyfoodchoicesandbecomingmorephysicallyactive,

youcanlookbetter,feelmorefit,

improveyourhealthandfightdesece.


15/16


4of5


0643DesignTalk7:F

iveDesignIdeas

Logo

Signature

logo

Isanythingmoregraphicallyuniquethanyoursignature?Itslikenoother.Soifyouhave

abusinessorprojectthatsanextensionofyoua

notarypublicisagoodcandidatewhynot

useyoursignatureasitslogo?Heresonepossibilit

y:

Typographyreinforc

esStrengthenthedesignbysetting

excellenttypeappropriatelychosen.Here,classicAdobe

Garamondconveysage,traditionanddignity,whilebold

FranklinGothicHeavyaddsahighlyvisiblecounterpoint.

Becausetheseareverydifferentkindsoftype,youllneedto

adjusttheirpointsizes

tomakethemthesamevisualsiz

e;in

thiscase,Franklinwas

madesmaller.Notethewhitetitle

on

thegrayfieldstandsapartquietly.

Asignaturelogoiseasyto

make.Justsignyourname,

scanit,thentraceitwiththePentool.Theresultislightly

stylizedandcantbeforged

withoutdetection.Whiteon

grayoracolorofyourchoiceaddsartistry.

Capheight

LEODESROSIER

NOTARY

PUBLIC

CertifiedSigningAgent

2307VernonStreet,Roseville,CA95676

P|916-501-0385

F|916-789

-8761

[email protected]

ReduceFran

klintomatchGaramond

Sign...

andtrace

Uppercasename,

bold,contrastingtitle,

italicdescription

Typefaces

1A

dobeGaramondRegular|8.5/13p

t

2ITCFranklinGothicHeavy|7.6/13p

t

3A

dobeGaramondItalic|8.5/13pt

4(ah)HelveticaNeueStdThin

a

)66/53pt

b

)23/24pt

c

)10/11pt

d

)40pt

e

)216pt

f)14/17pt

g

)50pt

h

)12/13.5pt

5H

elveticaNeueStdLightItalic

7

.5/10.5pt

6H

elveticaNeueStdLight|7.5/10.5pt

Images

7(ab)iStockphoto.com|a

b

Articleresources

Colors

C18M15Y18K0

C50M0Y100K0

C0M0Y0K50

8910

910

8121

3

LEODESROSIER

NOTARY

PUBLIC

CertifiedSigningAgent

2307VernonSt

reet,Roseville,CA95676

P|916-501-0385

F|916

-789-8761

[email protected]

Healthy

Living

Threesteps

tohealthand

fitness

SupplementofJeffersonMemorialHospital

Setareasonable

weight-lossgoal.

Weightisanissueforsome

adults,however.Thebest

strategyformanagingweightis

simpleandstraightforward.

WhatshouldItargetasa

desirableweight,andhowmany

caloriesdoIneedtoeliminateto

loseweight?

ReferencetheBodyMass

IndexChartonthebackofthis

brochureforhealthyweightsof

adultmenandwomen.Youre

lesslikelytoregainweightif

youloseitgradually.Aimfora

lossofonehalftoonepounda

week.Toloseapoundaweek,

eatabout500caloriesperday

lessthantheamountneeded

tomaintainyourcurrentweight.

Reducecalorieintakeby:

Alteryourfoodintake(reduce

portionsizes,eatlesshigher

calorie/fatfoods,substitute

highcaloriechoiceswithlow

caloriealternatives)

Exercisemoretoburncalories

Getactivefor30-

minutesaday.

Allittakesisjustthirtyminutes

adayofmoderateinintensity

activitytoimproveyourhealth

thats3-4hoursaweek.Cant

fita30-minutechunkoftime

intoyourday?Thatsokay.

Aimforatotaltimeofatleast

thirtyminutes,accumulatedin

shortboutsofthree10-minute

sessions.

Whatactivitiesaremoderate

inintensityandhowmany


30-minutes?

Volleyball..............100

Leisureswimming........125

Briskwalking...........160

Leisurecycling..........160

Gardening.............185

Tennis.................220

Makesensible

foodselections.

Allfoodsfit!Youcanenjoy

allfoodwithoutoverdoing

it.Beingmoderatelyactive

letsyouenjoyawider

rangeoffoodsaspartofa

healthfuldiet.Thirtyminutes

ofmoderateactivitydaily

meansyourburningextra

calories.Ifyourweightis

appropriate,thattranslates

toincreasedchoicesinthe

varietyoffoodsyouselect.

1

2

3

3stepstohealthandfitness

Afterdecadesofnutritionadvice,itisnowclearthatdietdoesnotstand

aloneinthequestforgoodhealthphysicalactivityplaysanintegralpartas

well.Thereisapowerfullinkbetweenhowactiveyouarea

ndthefoodsyou

eat.Bymakinghealthyfoodchoicesandbecomingmorephysicallyactive,

youcanlookbetter,feelmorefit,improveyourhealthandfightdesece.

7a

4a

4b

4c

7b

4d

4e4f

4g

4h56


16/16

Before&After|www.ba

magazine.com

5of5


0643DesignTalk7:F

iveDesignIdeas

Before&Aftermag

azine

Before&Afterhasbee

nsharingitspracticalapproach

tographicdesignsince1990.Becauseourmodernworld

hasmadedesignersofusall(readyornot),Before&

Afterisdedicatedtom

akinggraphicdesignunderstand

-

able,usefulandevenfunforeveryone.

JohnMcWadePublis

herandcreativedirector

GayeMcWadeAssoc

iatepublisher

VincentPascualSta

ffdesigner

DexterMarkAbelle

raStaffdesigner

Before&Aftermag

azine

323LincolnStreet,Roseville,CA95678

Telephone916-784-3880

Fax916-784-3995

E-mailmailbox@bama

gazine.com

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agazine.com

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TRUMANSTATEU

NIVERSITY

SocialScienceUpdate

ANALOGINPUT

ANALOGOUTPUT

5

7

6

8

3

2

4

5

7

6

8

1

1/Mic

3

2

IN

RS-232PORT

100V

50~60HZ

USBPORT

OUT

4

TESTPORT

www.audyssey.com

120V

240V

PowerconnectionConnectthe

suppliedpowerconnectorhere.

USBPort(Installeruse)

AnalogOutputsAudio


totheamplifier.


uero

aSt.,Suite1

96,L

osAn

gele

s,CA

90071

Tel:

(21

3)62

5-4

300

www.audyssey.com

RS-232Port(Installeruse) T

estPort(Audysse

yuse)

AnalogInputsAudioinput

jacksconnecttheunittothe


On/OffSwitch

Facility

Facility

Use

Maximum

Occupancy

R

entalFee

Deposit

Non-Profit

Fee

Non-Profit

Deposit

Theatre*

Permanent

Seating

789

$

1500

$700

$700

$700

KirstHall

Lecture

Banquet

700(Lecture)

400(Banquet)

$

1,400

$600

$600

$600

CreteHall

Lecture

Banquet

500(Lecture)

200(Banquet)

$

850

$400

$400

$400

CreteHall

Kitchen

$

400

$200

$200

$200

ThomasTheatre

Lecture

Banquet

100(Lecture)

100(Banquet)

$

600

$300

$300

$300

Amphitheatre

Outdoor

Theatre

250

$

600

$300

$300

$300

CottageRoom

Lecture

Banquet

75(Lecture)

35(Banquet)

$

400

$200

$200

$200

PisanoRoom

Lecture

Banquet

75

35

$

400

$200

$200

$200

Cottage&Pisano

Rooms(Combined)

Lecture

Banquet

150(Lecture)

75(Banquet)

$

700

$400

$400

$400

GreenRoom

Meeting

12

$

30

Rotunda

(Availableonlywhen

nootherfacilityis

rented)

Recptions

(Notables/

chairs)

$

600

$300

$300

$300

*ATheatretechnicianwillbeassignedandfeeswillbeadditionalandassessedaccordingtoindividualneeds.

Non-ProfitDesignation:501(C)(3)Anygroupincorporatedasacharitableorganizationwithnon-profittaxexemptionstatuswiththeIRS.

Notes:Set-upsrequiringunusuallydifficultformatswillbereviewedan

dadditionalmaintenancefeesapplied.Rentaloffacilitiesissubject

toavailability.TheSquarereservestherighttodeemaneventinapprop

riateforeitherspaceorcontentbasedontechnicalrequirements

andprojectedaudiencesize.Holidayrentalrequestsarereviewedonanindividualbasisandaddedcostswillapply.Otherchargeswillbe

quotedtorenteratthe

timethecontractissigned,feesaresubjectto

changewithoutnotice.CertificateofInsurancerequiredforevery

event.HSSSecurityGuardsrequiredforeveningandweek-endevents

.

RentalFacilities

Hutchins

StreetSquare


Tel:209-333-1234x2465|Fax:209-123-5678

Typ

efaces

1MyriadProSemibold|8/10.5pt

2(a

b)MyriadProLight|a)8/10.5pt

b)9pt

3M

yriadProBold|9pt

4HelveticaNeueStdBlackCond|55pt

5(a

b)TrajanProBold|a)16pt

b)31pt

6HelveticaNeueStdBlack|9/14pt

7HelveticaNeueStdLight|9/14pt

8Za

pfinoOne|20pt

9(a

b)HelveticaNeueStdHeavy

a)

9/10.8pt,b)8/13.5pt

10(ab)HelveticaNeueStdRoman

a)

9/10.8pt,b)8/13.5pt

Ima

ges

11iStockphoto.com

Articleresources

Colors

C0M0Y0K100

C0M0Y0K65

C0M0Y0K40

C45M70Y0K0

C0M20Y100K0

C20M35Y58K265

C0M0Y0K60

C20M35Y58K15

C16M15Y20K0

C0M0Y18K2

12

13

14

15

12b

2a

10b

9b

16

15

11

4

5a

5b

6789a

10a

12

17

18

19

20

21

9a

3

16

17

18

19

20

21

12

13

14

Documents

Before and After 0643