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Before&After
Continued
XiBAmagazine.com U
Picture your presentation 0668
Continued
Photographs give your audience an emotional connection to your words.
Four more shops
Picture your
presentation
Before&After
2 of 13
XiBAmagazine.com U
Picture your presentation 0668
Picture your presentationBetter than charts and bullet points, photographs will give your audience an emotional connection to your words. Heres how.
We love data! Fifty-two base hits, 23 aban doned children, Class 3 hurricane. We track data, we analyze it, we graph itand we cheerfully pre-
sent it to snoozing audiences every-where. Whats funny is that data alone has no value. Only in the context of real life does it have meaning. And real life is conveyed best not with data but with story.
So put away your text and graphs. To tell a story, you need the help of photos. Photos communicate on many channels.
They wordlessly draw the audience into your world, make emotional connections, and prepare your listeners for what you have to say. Lets see how.
Its easy to find generically happy images, but the unseen sad-ness that everyone bears will rattle your audiences soul. When pitching a program like the proposed shelter above, think first not in terms of dollars or social units or other statistical data but about who youre helping and why, then find an image to express it.
The Sanctus Shelter
Before&After Picture your presentation 3 of 13 XiBAmagazine.com U
3 of 13 Picture your presentation 0668
You are the show The first thing to understand is that you are the show; your audience has come to hear you, not read slides. Use a slide to fill your listeners minds with an image, then fill in the details orally. Its fun!
Use a metaphorical image Many topicsfederal insurance regulations, saydont have literal imagery that can be photographed. In these cases, you might try using visual metaphors. Think of your talk as having chapters, and use an image to introduce each one. The image provides a visual hook for the audience, who will relate everything you say back to it. Avoid corny images. Keep text to a bare minimum, and use natural sentences.
After
Trax, Inc. acquisition by Thompson Group
Trax at a glance: $2.3 million annual revenue Operations in three countries 40 non-redundant clients Mature corporate structure
THOMPSON GROUP, INC
By Carla Martin, Slide 10
We acquire Trax in 2008
Before
Too much stuff (Above) This slide is basically your notes and visually useless. The information is fine, but it should come from you (right), where it can be accompanied by your personality, body language and nuance. The correct use of a slide is to make a visual state-ment that words alone cant.
Were off to a pretty hot start this year. We acquired
Trax in January for $6.4 million, and it immediately improved both companies.
The creative staffs . . .
Before&After Picture your presentation 4 of 13 XiBAmagazine.com U
4 of 13 Picture your presentation 0668
One thought at a time Make one point per slide, even if you have room for more. This gives the viewer room to think and own what youre saying, key to good communication.
Before After
Planes, trains, buses, taxis, 589,000; 377,800; 320,900; 218,600quick! got all that? Its useful information, but who will be moved by it, much less remember it? Put the data on four slides, one topic per slide, each accompanied by a descriptive, full-screen photo. This gives your viewer room to think and own what youre saying.
589,000PASSENGERS PER WEEK
Traffic Management Systems
Transportation Passengers per week
Airplanes 589,000
Trains 377,800
Buses 320,900
Taxis 218,600
377,800PASSENGERS PER WEEK
218,600PASSENGERS PER WEEK
Before&After Picture your presentation 5 of 13 XiBAmagazine.com U
5 of 13 Picture your presentation 0668
Use surprise Our minds naturally categorize experiences into manageable, been-there, seen-that compartments, after which we virtually stop seeing. (Oh, thats an apple.) Surprise gets past those categories and re-engages the viewer.
Before After
Not engaging The companies may be different, but this slide is only a fancy list of notes. Visual effects cannot substitute for creativity; the multicolor rectangles and shadowed type add only busy-ness, not communication value. Time to start thinking about that nap.
Engaging Orange inside the apple is surprising and familiar at the same time. The simple questionnot a statementgets the audience thinking and ready for what youll say next. Familiarity is important; merely weird or off the wall doesnt work. Surprise is in giving the familiar an unexpected twist.
What makes you different?Meaningful Difference The strongest, most well-positioned brands have a distinct Meaningful Difference that is clearly communicated to the consumer in many different ways:
- Maytag: Dependability- Michelin: Safety - Disney: Wholesome family entertainment- Nordstroms: Better shopping experience- Jack Daniels: Badge of American masculinity
Before&After Picture your presentation 6 of 13 XiBAmagazine.com U
6 of 13 Picture your presentation 0668
Be funny Everyone likes to laugh. Few techniques are more effectiveor more enjoyable than good humor, which can make your point faster than a mountain of data.
Before After
Prepare for the unexpected.
June Inventory
Jan Feb Mar Apr May Jun
JUNE INVENTORY
-150
-98
-150-173
-180
-270
A good slide Although it has no photo, this is a good slide because the chart is simple and clearly shows a trend. But oy vey! Its been a terrible year! It started bad and got worse, and, well, its now so bad that the only thing to do is laugh . . .
Made better . . . which is what a carefully selected image will have your audience doing. Theyll remember this picture long after theyve forgotten your charts, and because its funny, youll have their sympathy if not their help in solving your problems.
Before&After Picture your presentation 7 of 13 XiBAmagazine.com U
7 of 13 Picture your presentation 0668
Find beauty Beauty can convey our deepest aspirations. All by itself, a beautiful image can lift the audience out of the daily humdrum and into worlds rich with wonder, inspiration, possibilities. No matter what your topic, look for ways to use beauty.
Before After
288 species BAMBOO GARDeN ANJi, cHiNA
Trying too hard Its an artistic image on an asymmetric, two-tone background, but it would make a better page layout than a slide. Before doing all this work, remember: story, not data. Rather than talk about your topic, find a way to show it.
Beautiful The photo alone conveys a world of sensory infor-mation, and its easier to design, too! The lush image immerses your audience in the presence and feel of the forest (So this is bamboo!). A single line of beautiful type labels simply.
Anji is Chinas Largest Bamboo Growing Garden
The number of bamboo species in Anji Bamboo Growing Garden has reached 288, signifying that Anji has become Chinas largest bamboo growing garden in terms of the growing area and the number of bamboo species.
(www.cnzj.org.cn)
Before&After XiBAmagazine.com U
8 of 13 Picture your presentation 0668
Picture your presentation 8 of 13
Dramatize Drama is theater. Its an image intended to create an effectexciting, unexpected, impressive. To dramatize is to projectmake the motions grander, the contrasts sharper, the differences greater.
Before After
PAGE 104/16/08
Seven Presentation EssentialsBy Mark Donaldson
Essential #3:
Know your goal t h r e eKnow your goal
Gratuitous graphics The problem with a stock template should be obvious here. The globe and sky gradient may look niceby themselvesbut on your slide theyre like stagehands who wandered in front of the cameras; they distract everyones attention. Lost in the graphics, your point is barely visible.
Dramatize Put the know-your-goal point center stage. Impos-sible with a template but easy with a photograph, note whats here: high vantage point, dark darks, light lights, every line pulling the same directioncamera angle, shadow, lighting. This is theater a little bigger than life, slightly unrealistic, effective. Try it!
Before&After XiBAmagazine.com U
9 of 13 Picture your presentation 0668
Picture your presentation 9 of 13
Show faces More can be read in a human face than in a thousand books. It is the most familiar of all images and central to all powerful stories. There is simply no substitute. Look for faces that convey emotionjoy, sorrow, tension, suspense and so on.
Before After
Just the facts. Its a cute cartoon, and the datas there, but the graphics add nothing to the statement; youd be better just telling your audience how many dogs were adopted. Conflicting graphical stylesdark, sophisticated gradient vs. bright, goofy cartoonweaken it further.
Faces tell a story. Theres less actual data hereSPCA is not mentionedbut much more story; everyone in the audience will relate to this image! Instead of merely duplicating your words, this slide strengthens your talk with its emotional content; the audience will now feel what youre saying.
spca pet adoption program
1,220 dogs adopted in 2007.
1,220 contented customers.
Before&After XiBAmagazine.com U
10 of 13 Picture your presentation 0668
Picture your presentation 10 of 13
Search using iStockphotos CopySpaceHow does one find good photos? The artistic part is up to you, but iStockphotos Search with CopySpace function can help with composition. Enter a keyword, specify what part of the photo you want left blank for words, and click . . .
Green is blank In iStockphoto (youll need an account; its free), call up Advanced Search, then in Search with Copy-Space click grid squares to specify areas of the photo to remain blank; clicked squares turn green. Enter a keyword (near upper left in the window)try faceand watch what happens (right). Its cool.
Advanced SearchNeed help?
Search with CopySpace
Sensitivity
Clear
Before&After XiBAmagazine.com U
11 of 13 Picture your presentation 0668
Picture your presentation 11 of 13
Four more shops The Sanctus Shelter
Typefaces
1 Franklin Gothic No. 2 Roman
2 Trajan Pro Regular
3 (ab) Trade Gothic Light
4 Trade Gothic Condensed No. 18
5 ITC Franklin Gothic Medium
Images
6 (aj) iStockphoto.com | a b c d e f g h i j
Article resources
Colors
C0 M0 Y0 K100
C0 M0 Y0 K80
72
6b
3b
6f
6i
4
6d
6g
6j
1
6a
7
7
7
8
We acquire Trax in 2008
589,000PASSENGERS PER WEEK
What makes you different?
6c
3a
8
5
6e 6h
Before&After XiBAmagazine.com U
12 of 13 Picture your presentation 0668
Picture your presentation 12 of 13
288 species BAMBOO GARDeN ANJi, cHiNA
1,220 contented customers.
Typefaces
1 Myriad Pro Semibold
2 Trajan Pro Bold
3 Futura Extra Bold
4 Minion Bold
5 Myriad Pro Bold
Images
6 (am) iStockphoto.com | a b c d e f g h i j k l m
Article resources
Colors
C0 M15 Y100 K07
7
6d
5
6b
2
6h 6i 6j
6k 6l 6m
6e 6f 6g
June Inventory
t h r e e
Know your goal
1
4
3
6a
6c
Before&After
13 of 13 | Printing formats
XiBAmagazine.com U
Picture your presentation 0668
Picture your presentation 13 of 13
Before & After magazine Before & After has been sharing its practical approach to graphic design since 1990. Because our modern world has made designers of us all (ready or not), Before & After is dedicated to making graphic design understand-able, useful and even fun for everyone.
John McWade Publisher and creative directorGaye McWade Associate publisherDexter Mark Abellera Staff designer Before & After magazine323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995E-mail [email protected] www http://www.bamagazine.com
Copyright 2008 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 let us know. To link Before & After magazine to your Web site, use this URL: http://www.bamagazine.com. For all other permissions, please contact us.
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Be
fore
&A
fter | w
ww
.bamagazine.com
1 of 7
Pictu
re yo
ur p
rese
nta
tion
06680668
Pictu
re yo
ur p
rese
nta
tion
Ph
otograph
s give your au
dien
ce an
emotion
al conn
ection to you
r word
s.
Four more shops
Picture your
presentation
We love d
ata! Fifty-two
base h
its, 23 aban
do
ned
ch
ildren
, Class 3 h
urrican
e. We track d
ata, we
analyze it, w
e graph
itan
d w
e cheerfu
lly pre-
sent it to
sno
ozing au
dien
ces every-w
here. W
hats fu
nn
y is that d
ata alo
ne h
as no
value. O
nly in
the
con
text of real life d
oes it h
ave m
eanin
g. An
d real life is co
nveyed
b
est no
t with
data b
ut w
ith story.
So p
ut aw
ay you
r text and
graph
s. To
tell a story, yo
u n
eed th
e help
of p
ho
tos.
Ph
oto
s com
mu
nicate o
n m
any ch
ann
els. T
hey w
ord
lessly draw
the au
dien
ce into you
r w
orld, m
ake emo
tion
al con
nectio
ns, an
d
prep
are you
r listeners fo
r wh
at you
have to
say. Lets see h
ow.
Its easy to find generically happy images, but the unseen sad-
ness that everyone bears will rattle your audiences soul. W
hen pitching a program
like the proposed shelter above, think first not in term
s of dollars or social units or other statistical data but about w
ho youre helping and why, then find an im
age to express it.
Th
e San
ctu
s Shelter
Be
fore
&A
fter | w
ww
.bamagazine.com
2 of 7
Pictu
re yo
ur p
rese
nta
tion
06680668
Pictu
re yo
ur p
rese
nta
tion
On
e th
ou
gh
t at a time
M
ake on
e po
int p
er slide, even
if you
have ro
om
for m
ore. T
his gives th
e viewer
roo
m to
thin
k and
own w
hat yo
ure sayin
g, key to go
od
com
mu
nicatio
n.
Be
fore
Afte
r
Pla
ne
s, train
s, bu
ses, ta
xis, 589,000; 377,800; 320,900;
218,600quick! got all that? Its useful inform
ation, but w
ho will be m
oved by it, much less rem
ember it? P
ut the data on four slides, one topic per slide, each accom
panied by a descriptive, full-screen photo. This gives your view
er room
to think and own w
hat youre saying.
589,000PASSENGERS PER W
EEK
Traffic Managem
ent System
s
Transportation Passengers per w
eek
Airplanes
589,000
Trains 377,800
Buses
320,900
Taxis 218,600
377,800PASSENGERS PER W
EEK
218,600PASSENGERS PER W
EEK
Yo
u are
the
sho
w
Th
e first th
ing to
un
derstan
d is th
at you are th
e show
; you
r aud
ience h
as com
e to
hear yo
u, n
ot read
slides. U
se a slide to
fill yo
ur listen
ers min
ds w
ith an
image,
then
fill in
the d
etails orally. Its fu
n!
Use
a m
eta
ph
orica
l ima
ge
Many topics
federal insurance regulations, say
dont have literal imagery that can be photographed. In these cases,
you might try using visual m
etaphors. Think of your talk as having chapters, and use an im
age to introduce each one. The image provides a visual hook
for the audience, who w
ill relate everything you say back to it. Avoid corny
images. Keep text to a bare m
inimum
, and use natural sentences.
Afte
r
Trax, Inc. acquisition by T
hompson G
roupTrax at a glance: $2.3 m
illion annual revenue O
perations in three countries 40 non-redundant clients M
ature corporate structure
THOMPSON GROUP, INC
By C
arla Martin, Slide 10
We acquire Trax in 2008
Be
fore
Were off to a pretty hot
start this year. We acquired
Trax in January for $6.4 m
illion, and it imm
ediately im
proved both companies.
The creative staffs . . .
Too
mu
ch stu
ff (A
bove) This slide is basically your notes and visually useless. The inform
ation is fine, but it should com
e from you (right), w
here it can be accom
panied by your personality, body language and nuance. The correct use of a slide is to m
ake a visual state-m
ent that words alone cant.
Be
fore
&A
fter | w
ww
.bamagazine.com
3 of 7
Pictu
re yo
ur p
rese
nta
tion
06680668
Pictu
re yo
ur p
rese
nta
tion
Use
surp
rise
Ou
r min
ds n
aturally catego
rize experien
ces into
man
ageable, b
een-th
ere, seen-
that co
mp
artmen
ts, after wh
ich w
e virtually sto
p seein
g. (Oh
, thats an
app
le.) Su
rprise gets p
ast tho
se categories an
d re-en
gages the view
er.
Be
fore
Afte
r
No
t en
ga
gin
g The com
panies may be different, but this slide
is only a fancy list of notes. Visual effects cannot substitute for
creativity; the multicolor rectangles and shadow
ed type add only busy-ness, not com
munication value. Tim
e to start thinking about that nap.
En
ga
gin
g O
range inside the apple is surprising and familiar at
the same tim
e. The simple question
not a statement
gets the audience thinking and ready for w
hat youll say next. Familiarity
is important; m
erely weird or off the w
all doesnt work. Surprise
is in giving the familiar an unexpected tw
ist.
What m
akes you different?M
eaningful Difference
The strongest, most w
ell-positioned brands have a distinct M
eaningful Difference
that is clearly comm
unicated to the consumer
in many different w
ays:
- Maytag:
Dependability
- Michelin:
Safety - D
isney: W
holesome fam
ily entertainment
- Nordstrom
s: B
etter shopping experience- Jack D
aniels: B
adge of Am
erican masculinity
Be
fun
ny
Everyo
ne likes to
laugh
. Few tech
niq
ues are m
ore effective
or m
ore en
joyable
th
an go
od
hu
mo
r, wh
ich can
make yo
ur p
oin
t faster than
a mo
un
tain o
f data.
Be
fore
Afte
rPrepare for the unexpected.
June Inventory
JanFeb
Mar
Apr
May
Jun
JUN
E IN
VE
NT
OR
Y
-150
-98
-150-173
-180
-270
A g
oo
d slid
e A
lthough it has no photo, this is a good slide because the chart is sim
ple and clearly shows a trend. B
ut oy vey! Its been a terrible year! It started bad and got w
orse, and, w
ell, its now so bad that the only thing to do is laugh . . .
Ma
de
be
tter . . . w
hich is what a carefully selected im
age will
have your audience doing. Theyll remem
ber this picture long after theyve forgotten your charts, and because its funny, youll have their sym
pathy if not their help in solving your problems.
Be
fore
&A
fter | w
ww
.bamagazine.com
4 of 7
Pictu
re yo
ur p
rese
nta
tion
06680668
Pictu
re yo
ur p
rese
nta
tion
Find
be
auty
Beau
ty can co
nvey o
ur d
eepest asp
iration
s. All by itself, a b
eautifu
l image can
lift th
e aud
ience o
ut o
f the d
aily hu
md
rum
and
into
wo
rlds rich
with
wo
nd
er, insp
iration
, p
ossibilities. No
matter w
hat yo
ur to
pic, lo
ok fo
r ways to
use b
eauty.
Be
fore
Afte
r
288 spec
ies BA
MB
OO
GA
RD
eN A
NJi, c
HiN
A
Trying
too
ha
rd Its an artistic im
age on an asymm
etric, two-
tone background, but it would m
ake a better page layout than a slide. B
efore doing all this work, rem
ember: story, not data.
Rather than talk about your topic, find a w
ay to show it.
Be
au
tiful The photo alone conveys a w
orld of sensory informa-
tion, and its easier to design, too! The lush image im
merses
your audience in the presence and feel of the forest (So this is bam
boo!). A single line of beautiful type labels sim
ply.
Anji is C
hinas Largest
Bam
boo Grow
ing Garden
The num
ber of bamboo species in A
nji B
amboo G
rowing G
arden has reached 288, signifying that A
nji has become
Chinas largest bam
boo growing garden
in terms of the grow
ing area and the
number of bam
boo species.
(ww
w.cnzj.org.cn)
Dram
atize
Dram
a is theater. Its an
image in
tend
ed to
create an effect
exciting, u
nexp
ected,
imp
ressive. To d
ramatize is to
project
make th
e mo
tion
s grand
er, the co
ntrasts
sharp
er, the d
ifferences greater.
Be
fore
Afte
r
PAGE 1
04/16/08 Seven Presentation EssentialsBy M
ark Donaldson
Essential #3:
Know your goalthree
Kn
ow your goal
Gra
tuito
us g
rap
hics
The problem w
ith a stock template
should be obvious here. The globe and sky gradient may look
niceby them
selvesbut on your slide theyre like stagehands
who w
andered in front of the cameras; they distract everyones
attention. Lost in the graphics, your point is barely visible.
Dra
ma
tize Put the know
-your-goal point center stage. Impos-
sible with a tem
plate but easy with a photograph, note w
hats here: high vantage point, dark darks, light lights, every line pulling the sam
e directioncam
era angle, shadow, lighting. This is theater
a little bigger than life, slightly unrealistic, effective. Try it!
Be
fore
&A
fter | w
ww
.bamagazine.com
5 of 7
Pictu
re yo
ur p
rese
nta
tion
06680668
Pictu
re yo
ur p
rese
nta
tion
Sh
ow
faces
Mo
re can b
e read in
a hu
man
face than
in a th
ou
sand
bo
oks. It is th
e mo
st familiar
of all im
ages and
central to
all pow
erful sto
ries. Th
ere is simp
ly no
sub
stitute. Lo
ok
for faces th
at con
vey emo
tion
joy, so
rrow, ten
sion
, susp
ense an
d so
on
.
Be
fore
Afte
r
Just th
e fa
cts. Its a cute cartoon, and the datas there, but the graphics add nothing to the statem
ent; youd be better just telling your audience how
many dogs w
ere adopted. Conflicting
graphical stylesdark, sophisticated gradient vs. bright, goofy
cartoonw
eaken it further.
Fa
ces te
ll a sto
ry. Theres less actual data hereSP
CA
is not m
entionedbut m
uch more story; everyone in the audience w
ill relate to this im
age! Instead of merely duplicating your w
ords, this slide strengthens your talk w
ith its emotional content; the
audience will now
feel what youre saying.
spc
a p
et
ad
op
tio
n
pr
og
ra
m
1,220 dogs adopted in 2007.
1,2
20
con
tented
custo
mers.
Advanced SearchN
eed help?
Search with CopySpace
Sensitivity
Clear
Se
arch u
sing
iSto
ckp
ho
tos C
op
ySp
aceH
ow d
oes o
ne fi
nd
goo
d p
ho
tos? T
he artistic p
art is up
to yo
u, b
ut iSto
ckph
otos
Search w
ith C
opySp
ace fun
ction
can h
elp w
ith co
mp
ositio
n. E
nter a keyw
ord
, sp
ecify wh
at part o
f the p
ho
to yo
u w
ant left b
lank fo
r wo
rds, an
d click . . .
Gre
en
is bla
nk
In iStockphoto (youll need an account; its free), call up A
dvanced Search, then in Search w
ith Copy-
Space click grid squares to specify areas of the photo to rem
ain blank; clicked squares turn green. Enter a keyw
ord (near upper left in the w
indow)
try faceand w
atch w
hat happens (right). Its cool.
Be
fore
&A
fter | w
ww
.bamagazine.com
6 of 7
Pictu
re yo
ur p
rese
nta
tion
06680668
Pictu
re yo
ur p
rese
nta
tion
Four more shops
Th
e San
ctu
s Shelter
Type
face
s
1 Franklin Gothic N
o. 2 Rom
an (adobe.com
/type)
2 Trajan Pro R
egular (adobe.com/type)
3 (ab
) Trade Gothic Light
(adobe.com/type)
4 Trade Gothic C
ondensed No. 18
(adobe.com/type)
5 ITC Franklin G
othic Medium
(adobe.com
/type)
Ima
ge
s
Images: iStockphoto
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Article
reso
urce
s
Co
lors
C0
M0
Y0
K100
C0
M0
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