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Design a card the easy way 0682
Design a cardthe easy way
Jaynes Photography
Ater
Before
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Continued
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Design a card the easy way 06822of13
When photographer Jayne Kettner sent
us her photos and asked our help making
a logo or her Web class, we had to won-
der why shed want one. Her photos were
rich, well composed and pleasing, just
what shed want the world to see. A logo
is an artifcial device used to represent
a product, service or group o people. It
would add only a barrier; when you have
the real thingi.e., Jaynes photoswhydo you need a representative?
Her request was ollowed the same
week by two other photographers in the
same situation. This, o course, gave us
a batch o great photos to work with, so
here, class, is how to design a card the
(super-) easy way.
Sketches galore! Jayne started out the right way; when youre designing a
logo, you cant make too many sketches. But her eorts were going nowhere.
Said she, I was striving or a proessional image, but kind o ended up with
more whimsical and un looks. I like the color combinations o cyan, teal, and
violet, but I also like something dramatic like red and black. I sort o mixed the
two and didnt end up with anything pleasing. This is actually common; it hap-
pens whenever a design goal is unclear or even incorrect. In this case, Jayne
doesnt need a logo at all; her photos (below) will speak or themselves.
Design a card the easy wayA photo and one block of type is all it takes to make a beautiful card.
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Design a card the easy way 06823of13
Design a card the easy way 3of13
Start with the words
Set your words in a block of ordinary typenot fancy typeand place it in theupper-left corner.
(1) Set your typebusiness name, your name,
address and contact inormationin a single block,
align let, and place it in the upper-let corner. Make
the business name bold. (2) Add a hal spaceawhole space works as wellbelow the business
name, then (3) tint the type 60% (or so) gray; leave
the business name black.
This simple block in the corner has a minimal,
intentionally designed look that leaves the white
space as the dominant element. Youll be tempted
to fll the space, but dont.
Jaynes Photography
Jayne Kettner35266 Old Homer RoadWinona, MN 55987
507-452-9300 desk507-208-1067 [email protected]
3
Jaynes Photography
Jayne Kettner35266 Old Homer RoadWinona, MN 55987
507-452-9300 desk507-208-1067 [email protected]
2
Jaynes PhotographyJayne Kettner35266 Old Homer Road
Winona, MN 55987507-452-9300 desk507-208-1067 [email protected]
1
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Design a card the easy way 06824of13
Design a card the easy way 4of13
Add the photo
Place and crop your photo all the way to the edges. Color the type white, and youre done.
Place and crop Most business cards are horizontal.
Select a photo with open space in the upper-let corner,
place and crop. Dont be araid to crop radically, which
can yield unexpected and powerul results. Touch all the
edges (ull bleed).
Extend the photo to create a
bleed area, which is an extra 116 inch
around your card. This prevents any
white lines along the edges o the
card when its trimmed to fnal size.
Jaynes Photography
Jayne Kettner35266 Old Homer RoadWinona, MN 55987
507-452-9300 desk507-208-1067 [email protected]
Jaynes Photography
1
16 inch bleed
Color the words Bring the words to the ront.
On a dark image like this one, fnish by coloring the
business name white and the body light gray.
That, class, is all there is to it. No artifcial graphics, no
distracting layouts. It quietly places your work, literally,
into the clients hand, simply, clearly, beautiully.
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Design a card the easy way 06825of13
Design a card the easy way 5of13
Use both sides
I your avorite photo has no room or words, use the back.
Artists canvas Without words, winter trees ll the card
like a painting on canvas, quietly speaking volumes about
your work. On the back, the minimal, gallery-style layout.
Jaynes Photography
Jayne Kettner35266 Old Homer RoadWinona, MN 55987507-452-9300 desk
507-208-1067 [email protected]
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Design a card the easy way 06826of13
Design a card the easy way 6of13
Add some background
Photo doesnt fll the space? Add an artifcial background.
Jaynes Photography
Jaynes Photography
(1) Its a beautiul magnolia, but it doesnt ll the space. When you
have a solid background like this, (2) eyedropper the color nearest the
edge and (3) ll the card behind the image. In this case, we then eye-
dropper some pink rom the fower and (4) add it to the business name,
creating a beautiully sot connection.
1
3
2
4
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Design a card the easy way 06827of13
Design a card the easy way 7of13
Bob Schnell Photography
A change o type Bob Schnell is a people photographer.Small change o typeace rom Benton Sans to Didoton
only the business namesotens the name suitably while
retaining the look. Classy.
Fade to black
A too-narrow image with a multicolor background requires ading.
Fade your photo in InDesign. (1) Fill the card black (in this case,
to complement his suit), then (2) place and crop the photo; note the
resulting hard edge. (3) Click to select the photo. Select the Gradient
Feather Tool (let), drag rom right to let, stopping just short o the
edge, and youre done (4). Not quite right? Drag again.
1 2
4
Bob Schnell Photography
www.bobschnellphoto.com
3
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Design a card the easy way 06828of13
Design a card the easy way 8of13
Get vertical
Vertical-format cards are less common but can be dramatic.
Bob Schnell Photography
Bob Schnell804-647-3640info@bobschnellphoto.comwww.bobschnellphoto.com
Its tempting to move the
words around, but dont
do it. The upper-let cornermakes a clear, designed
statementespecially i
its consistent on all pieces.
I an image wont work
with that position, use a
dierent image.
Her asymmetrical position
activates the page.
(Right) You dont want to
lose a great shot because
it doesnt ft the space.
I you crop, we recommend
making the image square,
which looks intentional,
not ambiguous.
Bob Schnell Photography
Bob Schnell804-647-3640info@bobschnellphoto.comwww.bobschnellphoto.com
Bob Schnell Photography
Bob Schnell804-647-3640info@bobschnellphoto.comwww.bobschnellphoto.com
Classic, but too stark? . . . Soten with color.
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Design a card the easy way 06829of13
Design a card the easy way 9of13
Find color
Eyedropper colors right rom the image or a perect complement every time.
Bob Schnell Photography
Bob Schnell804-647-3640info@bobschnellphoto.comwww.bobschnellphoto.com
Bob Schnell Photography
Bob Schnell804-647-3640info@bobschnellphoto.comwww.bobschnellphoto.com
Bob Schnell Photography
Bob Schnell804-647-3640info@bobschnellphoto.comwww.bobschnellphoto.com
Bob Schnell Photography
Bob Schnell804-647-3640info@bobschnellphoto.comwww.bobschnellphoto.com
Her lips . . . Her hair . . . Her dress . . . The background . . .
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Design a card the easy way 068210of13
Design a card the easy way 10of13
Use an object
An alternative to a portolio photo is to picture an object rom your studio. Justknock out its background and place it on the page. Include its shadow.
Jaynes Photography
Jayne Kettner35266 Old Homer Road
Winona, MN 55987507-452-9300 desk507-208-1067 [email protected]
www.jaynekettner.com
Jaynes Photography
Jayne Kettner35266 Old Homer Road
Winona, MN 55987507-452-9300 desk507-208-1067 [email protected]
www.jaynekettner.com
Small is big White space is the controlling element on thesecardsnote how your eye immediately registers the images,
despite their small sizes.Small is important; i you make them
big, the objects become the story, not you. Note, too, that
although theyre predominantly black, the objects are in color,
just like youd see them in real lie.
Jaynes Photography
Jayne Kettner35266 Old Homer RoadWinona,MN 55987507-452-9300 desk507-208-1067 [email protected]
Jaynes Photography
Jayne Kettner35266 Old Homer RoadWinona,MN 55987507-452-9300 desk507-208-1067 [email protected]
White space is not empty but has real orce. Note above
how it pushes your eye to the let and creates a strong sense
o depth behind the studio umbrella.
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Design a card the easy way 068211of13
Design a card the easy way 11of13
Jaynes Photography
Jayne Kettner35266 Old Homer RoadWinona, MN 55987507-452-9300 desk507-208-1067 [email protected]
Create a gallery
Instead o one photo, create a tiny gallery. Make a matching Web gallery, andyoull have a direct, card-to-Web connection, useul or branding.
Jaynes Photography
Jayne Kettner35266 Old Homer Road
Winona,MN 55987507-452-9300 desk507-208-1067 [email protected]
Jaynes Photography
Jayne Kettner35266 Old Homer Road
Winona, MN 55987507-452-9300 desk507-208-1067 [email protected]
www.jaynekettner.com
Square images are harder to crop but look designed, andthey correspond to Web thumbnails and avatars, too. Background
can be white or black (below).
Make a grid . . . . . . add your photos.
Jaynes Photography
Jayne Kettner35266 Old Homer RoadWinona,MN 55987507-452-9300 desk507-208-1067 [email protected]
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Design a card the easy way 068212of13
Design a card the easy way 12of13
Jaynes Photography
Jayne Kettner35266 Old Homer RoadWinona, MN 55987507-452-9300 desk
507-208-1067 [email protected]
Typeaces
1 Benton Sans Cond Black | 7.5 pt
2 Benton Sans Cond Book | 7.5/9 pt
3 HTF Didot 11 Light | 10 pt
Images
Images: iStockphoto
4 (6750578)
5 (3458269)
Article resources
Colors
C0 M0 Y0 K100
C0 M0 Y0 K60
6
7
6
7
3
2
2
1 Jaynes Photography
Bob Schnell Photography
www.bobschnellphoto.com
5
4
Before&After BAmagazine.com Ui X
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Design a card the easy way 0682 13of13 | Printing formats
Design a card the easy way 13of13Design a card the easy way 13of13
Beore & Ater magazine
Beore & Ater has been sharing its practical approach
to graphic design since 1990. Because our modern world
has made designers o us all (ready or not), Beore &
Ater is dedicated to making graphic design understand-
able, useul and even un or everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Dexter Mark Abellera Senior designer
Beore & Ater magazine
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Telephone 916-784-3880
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www http://www.bamagazine.com
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Before&After|www.bamagazine.com
1of7
Designacardtheea
syway0682
0682Designacardt
heeasyway
When
photographerJayneKe
ttnersent
ushe
rphotosandaskedourhelpmaking
alogoforherWebclass,weh
adtowon-
derw
hyshedwantone.Herphotoswere
rich,wellcomposedandplea
sing,just
what
shedwanttheworldto
see.Alogo
isanartificialdeviceusedtorepresent
aproduct,serviceorgroupofpeople.It
wouldaddonlyabarrier;whenyouhave
there
althingi.e.,Jaynesph
otoswhy
doyo
uneedarepresentative?
He
rrequestwasfollowedthesame
week
bytwootherphotograp
hersinthe
same
situation.This,ofcours
e,gaveus
abatchofgreatphotostoworkwith,so
here,
class,ishowtodesigna
cardthe
(supe
r-)easyway.
Sketchesgalore!Jaynestartedout
therightway;whenyouredesign
inga
logo,youcantmaketoomanysketches.Buthereffortsweregoingnowhere.
Saidshe,Iwasstrivingforaprofessionalimage,butkindofendedupwith
mo
rewhimsicalandfunlooks.Ilikethecolorcombinationsofcyan,tea
l,and
violet,butIalsolikesomethingdramaticlikeredandblack.Isortofmixedthe
twoanddidntendupwithanythingpleasing.Thisisactuallycommon;ithap-
pen
swheneveradesigngoalisuncle
arorevenincorrect.Inthiscase,Jayne
doe
sntneedalogoatall;herphotos
(below)willspeakforthemselves.
D
esigna
card
the
eas
yw
ay
Jay
nes
Photography
After
Be
fo
re
http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/7/29/2019 Before and After 0682
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Before&After|www.bamagazine.com
2of7
Designacardtheea
syway0682
0682Designacardtheeasyway
Addthephoto
Placeandcropyou
rphotoallthewaytoth
eedges.Colorthetypewhite,andyouredone.
PlaceandcropMostbusinesscardsarehorizontal.
Selectaphotowitho
penspaceintheupper-leftcorner,
placeandcrop.Dont
beafraidtocropradically,which
canyieldunexpected
andpowerfulresults.Touchallthe
edges(fullbleed).
Extendthephototocreatea
bleedarea,whichisanextra116inch
aroundyourcard.Thisprevents
any
whitelinesalongtheedgesofth
e
cardwhenitstrimmedtofinals
ize.
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
Jaynes
Photography
116inchbleed
Colorthewords
Bringthewordstothefront.
Onadarkimagelikethisone,finishbycoloringthe
businessnamewhiteandthebodylightgray.
That,class,isallthereistoit.Noartificialgraphics,no
distractinglayouts.Itquietlyplacesyourwork,litera
lly,
intotheclientshand,simply,clearly,beautifully.
Startwiththewo
rds
Setyourwordsina
blockofordinarytype
notfancytypeandplaceitinthe
upper-leftcorner.
(1)Setyourtypebusinessname,yourname,
addressandcontactinformationinasingleblock,
alignleft,andplaceitinthe
upper-leftcorner.Make
thebusinessnamebold.(2)
Addahalfspacea
wholespaceworksaswell
belowthebusiness
name,then(3)tintthetype
60%(orso)gray;leave
thebusinessnameblack.
Thissimpleblockinthec
ornerhasaminimal,
intentionallydesignedlookthatleavesthewhite
spaceasthedominantelem
ent.Youllbetempted
tofillthespace,butdont.
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
3
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
2
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
1
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3of7
Designacardtheea
syway0682
0682Designacardtheeasyway
Usebothsides
Ifyourfavoritepho
tohasnoroomforwords,usetheback.
ArtistscanvasWithoutwords,wintertreesfillthecard
likeapaintingoncanvas,qu
ietlyspeakingvolumesabout
yourwork.Ontheback,the
minimal,gallery-stylelayout.
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
Addsomebackground
Photodoesntfillth
espace?Addanartificialbackground.
Jaynes
P
hotography
Jaynes
Photography
(1)Itsabeautifulmagnolia,butitdoesn
tfillthespace.Whenyou
haveasolidbackgroundlikethis,(2)eyedro
pperthecolornearestthe
edgeand
(3)fillthecardbehindtheimage.Inthiscase,wetheneye-
droppersomepinkfromtheflowerand(4)addittothebusinessname,
creatinga
beautifullysoftconnection.
13
24
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18/21
Before&After
|www.b
ama
gazin
e.c
om
4of7
Designacardtheeasyway0682
0682Designacardtheeasyway
Bob
SchnellPhoto
graphy
Achang
eoftypeB
obSchn
ellis
apeople
photogra
ph
er.
Sm
all
ch
ange
of
typefa
cefromB
en
ton
San
stoDid
oton
onlytheb
usinessname
soften
sthen
am
e
suita
blywhile
retainin
g
thelo
ok.
Cla
ssy.
Fadetoblack
Atoo-narrowimagewithamulticolorback
groundrequiresfading.
Fa
deyourphotoinInDesign.(1)
Fillthecard
bla
ck
(inthis
case,
to
complem
en
this
suit),
then(2)pla
cean
dcro
ptheph
oto;n
otethe
resultingh
ard
edge.(3)Click
tosele
cttheph
oto.
Sele
cttheGra
dien
t
FeatherTo
ol
(left),
dra
gfromrigh
tto
left,stoppin
gjustshort
of
the
edge,an
dyoure
don
e(4).N
otquite
right?Dra
gagain.
1
24
BobSch
nellPhotography
BobSchnell
804-647-3
640
www.bobs
chnellphoto.com
3
Getvertical
Vertical-formatcardsarelesscommonbut
canbedramatic.
BobSch
nellPhotography
BobSchne
ll
804-647-3
640
info@bobs
chnellphoto.com
www.bobschnellphoto.com
Itstem
ptingtom
ove
the
word
sa
roun
d,butdont
doit.Th
eupper-left
corn
er
mak
esaclear,
design
ed
statem
e
ntespeciallyif
itscon
sisten
ton
all
pie
ces.
Ifanim
agew
ontw
ork
with
tha
tposition
,usea
differen
tim
age.
Her
asymm
etrical
position
activatesthepage
. (Righ
t)Y
oudontw
an
tto
loseagre
atshotbecause
itdoesntfi
tthespace.
Ifyoucro
p,w
ere
comm
en
d
makin
gtheim
agesquare
,
whichlo
ok
sin
ten
tion
al,
notam
big
uous.
Bob
SchnellPhotography
BobS
chnell
804-647-3640
info@
bobschnellphoto.com
www.
bobschnellphoto.com
BobSchnellPhotography
BobSchnell
804-647-3640
www.bobschnellphoto.com
Cla
ssic,buttoostark?...
Softenwith
color.
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5of7
Designacardtheeasyway0682
0682Designacardtheeasyway
Findcolor
Eyedroppercolorsrightfromtheimagefor
aperfectcomplementeverytime.
Bob
SchnellPhotography
BobSchnell
804-
647-3640
info@
bobschnellphoto.com
www
.bobschnellphoto.com
BobSch
nellPhotography
BobSchne
ll
804-647-3
640
info@bobs
chnellphoto.com
www.bobschnellphoto.com
BobSchnellPhotography
BobSchnell
804-647-3640
www.bobschnellphoto.com
BobSchnellPhotography
BobSchnell
804-647-3640
www.bobschnellphoto.com
Herlips.
..
Herh
air...
H
erdress...
Thebackground...
Useanobject
Analternativetoaportfoliophotoistopictureanobjectfromyour
studio.Just
knockoutitsbackg
roundandplaceitonth
epage.Includeitsshad
ow.
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
SmallisbigWhitespaceisthecontrollingelementonthese
cardsnotehowyoureyeim
mediatelyregisterstheimages,
despitetheirsmallsizes.Smallisimportant;ifyoumakethem
big,theobjectsbecomethe
story,notyou.Note,too,that
althoughtheyrepredominantlyblack,theobjectsareincolor,
justlikeyoudseetheminre
allife.
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
Whitespaceisnote
mptybuthasrealforce.Noteabove
howitpushesyourey
etotheleftandcreatesastrongsense
ofdepthbehindthestudioumbrella.
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6of7
Designacardtheeasyway0682
0682Designacardtheeasyway
Jayn
es
Photography
Jayn
eKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
jayn
www
.jaynekettner.com
Createagallery
Insteadofonephoto,createatinygallery.M
akeamatchingWebga
llery,and
youllhaveadirect,card-to-Webconnectio
n,usefulforbranding.
Jaynes
Photo
graphy
JayneKettner
35266OldHom
erRoad
Winona,MN55
987
507-452-9300
desk
507-208-1067
cell
jayne@jayneke
ttner.com
www.jaynekett
ner.com
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
Squareimagesareharder
tocropbutlookdesigned,and
theycorrespondtoWebthum
bnailsandavatars,too.Backgrou
nd
canbewhiteorblack(below
).
Make
agrid...
.
.
.addyourphotos.
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
Jaynes
Photography
JayneKettner
35266OldHomerRoad
Winona,MN55987
507-452-9300desk
507-208-1067cell
www.jaynekettner.com
Typ
efaces
1BentonSansCondBlack|7.5pt
2B
entonSansCondBook|7.5/9pt
3H
TFDidot11Light|10pt
Images
Ima
ges:iStockphoto
4(6
750578)
5(3
458269)
Articleresources
Colors
C0M0Y0K100
C0M0Y0K60
67
67
32 2 1
Jaynes
Photography
BobSchnellPhotography
BobSchnell
804-647-3640
www.bobschnellphoto.com
5
4
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