Before and After 0671

7/29/2019 Before and After 0671

1/19

2416 Washington streetLoft 26santa CruzCaLifornia 950601-800-555-5555WWW.stgphoto.org

Studio Gandersongrantinteriorphotography

Continued

Before&After BAmagazine.com Ui X

Design like a lazy person 0671

Continued


2/19

2of12

Design like a lazy personDesign is easier if you put your image here and your type there

Most designs are a combination o words

and images. These are quite dierentthings, and they interact in unpredictable

ways. Getting them to look good together

can be tough. Styles are oten incompat-

ible, details clash, contrasts can be wrong.

You fddle and uss. And even i you get it

right once, getting it right the next time

means starting again rom scratch.

This is too much work! A better way isto think like a lazy person. Put your image

hereand your type there. Keep each one

simple, and keep their interaction to a

minimum. This almost always yields a

good design, and the results are easy to

repeat! Lets see how:

Beore Ater

Beore, this small

brochure cover was

designed the hard

way. The designer

chose unrelated type-

aces and colors, then

added backgrounds

and outlines in an

eort to pull them

together. Design is

easier than that.

Ater, the imageand words havent

changed, but segre-

gating the page into

two zonesimage

here, type there

yields a handsome,

super-clean design in

less time, and which

is easy to repeat!

anderson grantinterior photography

s g

24i6 washington street, loft 26

santa Cruz, California 95060

t: 1-800-555-5555

..



BAmagazine.comBefore&After


Ui X


3/19

3of 12

3of12

s g s g

The shape o the page

is the oundational

design element.

Add a green back-

ground, and you get

a white rame, too.

Center the name at

the top. Hmmm, looks

kinda insignicant . . .

. . . so enlarge the G.

Dang, now Studio looks

like its foating . . .

s g

. . . so draw some lines

to anchor it. Better.

Beore

Design the hard way.



Design like a lazy person Ui X


4/19

4of 12

4of12


s g



t: 1-800-555-5555

..


s g



t: 1-800-555-5555

..

Add the photo. Leave

thin green side edges

or a bit o trim.

Add outline and round

corners to tie into the

existing elements.

Set the name in the

Studio typeace; use

all caps or impact.

Set contact ino at

the bottom, because

its least impressive . . .

. . . and ll the empty

space with red lines to

tie into the photo.

Beore

Design the hard way.

s g


s gs g





5/19

5of 12

5of12

Playul circles Round Bauhaus Demi

is a un, quirky, typeacewhen its

round. To look round, however, requires

big, tightly set, lowercase letters (above).Problem is, the designer chose upper-

case letters, which are predominantly

straight, and set his words in small,

straight lines (let and below). The result

deeats the typestyle, whose quirky

details now just look messy.


s g

24i6 washingtonstreet, loft26


t: 1-800-555-5555

..

anderson

s g



t: 1-800-555-5555

..

Beore

It was hard to do, and itsunattractive, too. Why?

Because the designer tried

to orce his choices onto the

page out o sync with the

subject matter.

A theme is good, but . . .

The designer understood the value o

a theme and set round corners (above)to match his round typeace. Problem:

Its not enough roundness; the lines

are still mostly straight but now have

ambiguous edges, too, an eect ampli-

ed by the many overlaid shapes (let).

These create busy-ness, not design;

instead o a single sharp edge, the eye

must now process one, two, three,

our separate objects unnecessarily.

Green overpowers

Red and green are com-

plementary, or opposite,

colors, which are strong

when used in roughly

equal proportions. Here,

however, theres too

much green, which mere-

ly deadens the red photo.

1 2 3 4





6/19

6of 12

6of12

Place the photo at the

top; touch the edges.

This yields two zones.

Set the name in a tall

typeace, upper-let

corner o the zone.

Stack the remaining

type in a neat col-

umn, which mimics

the shape o the page.

Color with swatches

rom the photo. Thats

all there is to it!

Ater

Design the easy, lazy way.

Studio G



The shape o the page

is the oundational

design element. Pay

attention to it.





7/19

7of 12

7of12

Separate by size and value

The careully set type has our levels o

visual hierarchyposition: top to bot-

tom; size: big to small; weight: heavy to

light; color: dark to light. These signiy

relative importance and also move the

eye rom one to the next.

Short lines o uppercase type pack

tightly togetherlowercase type cantdo thisand yield a crisp, vertical,

intentionally designedlook. Its place-

ment on the let leaves on the right a

eld o white thats active, pushing the

eye back toward the type.

Big to small . . .

2416 Washington streetLoft 26santa CruzCaLifornia 95060

1-800-555-5555WWW.stgphoto.org


Dark to light . . .

2416 Washington streetLoft 26santa CruzCaLifornia 95060

1-800-555-5555WWW.stgphoto.org




Ater

Why does it work? The photois the show, and the elements

conorm to the page. Photo

and name are big, expansive,

beautiul, clear.



Studio GStudio Gandersongrantinteriorphotography

andersongrantinteriorphotography





8/19

8of 12

8of12


2416 Washington street, Loft 26santa Cruz, CaLifornia 950601-800-555-5555 | WWW.stgphoto.org


Studio Gandersongrantinterior

photography 2416 Washington streetLoft 26santa CruzCaLifornia 950601-800-555-5555WWW.stgphoto.org

Studio Gandersongrantinterior

photography

Top, bottom, let, right Orientation o

photo and text eld can be changed eort-lessly, because each is sel contained; the

type works equally well top or bottom and

can easily be adapted to let or right. Color

is the connection; in each case, the type

colors have been derived rom the image.

Remember hierarchyemphasize the name,

and keep the supporting type low key.

Variations

Lazy-person design is versatile enough to accommodate a whole portolio!

Words on top Colored eld

Horizontal





9/19

9of 12

9of12

anderson grantinterior

photography

studiog

2416 washington street, loft 26

santa cruz, california 95060

1-800-555-5555 www.stgphoto.org

Variation

Sometimes you have nooption to change color or

typeace; they may be house

styles. What to do?

Retain the simplicity

Use two elds, one or photo and one

or words. No gingerbread.

Play to the strengths o the type

Bauhaus is round; the light version is

even somewhat stylish. Set it tightly in

lowercase. By using lowercase even on

the initial letters, youll have astyle.

Retain the type hierarchy

Top to bottom, big to small, dark to

light. In this case, the type is predomi-

nantly the same weight.

Retain the alignment

Bauhaus is not condensed, so it wont

orm a strong column. Instead, alignit to the right, in this case, fush with

studio. Let the g hang in open space

or emphasis. Key is to keep the type

shaped; dont just scatter it around.

Darken the green

Deeper shade keeps the red rom

clashing; the similar quantities now

complement each other correctly.





10/19

10of12

10of 12

Typeaces

1 Bureau Grot Extra Comp Black | 84 pt

2 (ab) ITC Franklin Gothic Book Comp

a) 27/21 pt, b) 13/13 pt

Images

Images: iStockphoto.com

3 (2768718)

4 (1885513)

Article resources

Colors

C0 M100 Y100 K40

C45 M51 Y71 K20

C24 M35 Y55 K0

C65 M45 Y70 K20

5

6

7

8

8

6

7

5

6

7

3

2416 Washington street

Loft 26santa CruzCaLifornia 950601-800-555-5555WWW.stgphoto.org


2416 Washington streetLoft 26santa CruzCaLifornia 950601-800-555-5555

WWW.stgphoto.org


1

2a

2b

4



Ui XDesign like a lazy person


11/19

11of12

11of12

Typefaces

1 (ac) Bauhaus Light | a) 75.5 pt,

b) 23.5/23.5 pt, c) 11.5/14.5 pt

2 Bauhaus Medium | 75.5 pt

Images

Images: iStockphoto.com

3 (4578680)

4 (5009801)

5 (2768718)

Article resources

Colors

C19 M52 Y100 K3

C45 M51 Y71 K20

C24 M35 Y55 K0

C31 M65 Y61 K13

C38 M81 Y78 K50

C27 M38 Y58 K2

C80 M45 Y90 K60

C16 M35 Y51 K0

6

7

8

9

11

10

12

13

12

13

9

10

11

6

7

8

4

Studio GAndersonGrAntinteriorphotoGrAphy

2416 WAshinGton street,Loft 26sAntA Cruz,CALiforniA 950601-800-555-5555 | WWW.stGphoto.orG

anderson grantinterior

photography

studiog

2416 washington street, loft 26

santa cruz, california 95060

1-800-555-5555 www.stgpho to.org

2416 WAshinGton streetLoft 26sAntA CruzCALiforniA 950601-800-555-5555WWW.stGphoto.orG

Studio GAndersonGrAntinteriorphotoGrAphy

5

2

1a

3

1b

1c





12/19

12of12 | Printing formats

12of 12

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 Sta designer

Beore & Ater 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 2008 Beore & Ater magazine

ISSN 1049-0035. All rights reserved

You may pass along a ree copy o this article to others

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

may not charge or it. You may quote brie sections

or review; please credit Beore & Ater magazine, and

let us know. To link Beore & Ater magazine to your

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

For all other permissions, please contact us.

Subscribe to Beore & Ater

Subscribe to Beore & Ater, and become a

more capable, confdent designer or pennies

per article. To learn more, go to

http://www.bamagazine.com/Subscribe

E-mail this articleTo pass along a ree copy o this article to

others, click here.

Join our e-list

To be notifed by e-mail o new articles as

they become available, go to

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http://www.bamag.com/email/9r7uVo/http://www.bamagazine.com/Articles.asp?ID=106http://www.bamagazine.com/Articles.asp?ID=106http://www.bamag.com/email/9r7uVo/


13/19

Back | Paper-saver format

For paper-saver ormatPrint: (Speciy pages 1419)

For presentation ormatPrint: (Speciy pages 112)

Print

Format: Landscape

Page Size: Fit to Page

Save

Presentation ormat or

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Beore & Ater articles are intended or permanent reerence. All are titled and numbered.

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

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

BAmagazine.comBefore&After Ui X
http://www.bamagazine.com/Articles.asp?ID=149http://www.bamagazine.com/Articles.asp?ID=149


14/19

Before&After|www.bamagazine.com

1of6

Designlikealazy

person0671

0671Designlikeala

zyperson

24

16WASHINGTONSTREET

LO

FT26

SA

NTACRUZ

CA

LIFORNIA95060

1-800-555-5555

WW

W.STGPHOTO.ORG

Studio

G

ANDERSON

GRANT

INTERIOR

PHOTOGRAPHY

Continued

Mostd

esignsareacombinatio

nofwords

andim

ages.Thesearequitedifferent

things,andtheyinteractinunpredictable

ways.G

ettingthemtolookgoo

dtogether

canbe

tough.Stylesareofteni

ncompat-

ible,de

tailsclash,contrastscanbewrong.

Youfid

dleandfuss.Andevenifyougetit

rightonce,gettingitrightthen

exttime

means

startingagainfromscra

tch.

This

istoomuchwork!Abetterwayis

tothinklikealazyperson.Put

yourimage

herean

dyourtypethere.Keep

eachone

simple

,andkeeptheirinteractiontoa

minim

um.Thisalmostalways

yieldsa

goodd

esign,andtheresultsar

eeasyto

repeat!Letsseehow:

Before

After

Before,thissmall

brochurecoverwas

designedthehard

way.Thedesigner

choseunre

latedtype-

facesandc

olors,then

addedbackgrounds

andoutline

sinan

efforttopu

llthem

together.D

esignis

easierthan

that.

After,theimage

andwords

havent

changed,butsegre-

gatingthepageinto

twozones

image

here,typethere

yieldsahandsome,

super-clean

designin

lesstime,a

ndwhich

iseasytor

epeat!

ANDER

SONGRANT

INTERIOR

PHOTOGRAPHY

Stu

dioG

24I6WASHING

TONSTREET,LOFT26

SANTACRUZ,CALIFORNIA95060

Telephone:1-8

00-555-5555

www.stgphoto.org

2416WASHINGTONSTR

EET

LOFT26

SANTACRUZ

CALIFORNIA95060

1-800-555-5555

WWW.STGPHOTO.ORG

Studi

oG

ANDERSON

GRANT

INTERIOR

PHOTOGRAPHY
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/


15/19


2of6

Designlikealazy

person0671

0671Designlikeala

zyperson

Studio

G

Studio

G

Theshap

eofthepage

isthefou

ndational

designelement.

Addagreen

back-

ground,and

youget

awhitefram

e,too.

Centerthenam

eat

thetop.Hmmm

,looks

kindainsignificant...

.

.

.soenlargetheG.

Dang,nowStudiolooks

likeitsfloating...

StudioG

.

.

.sodrawsomelines

toanchorit.Better.

Before

Designthehardwa

y.

ANDERSONGRANT

INTERIORPHOTOGRAPHY

StudioG

24I6WASHINGTONSTREET,LOFT26


Telephone:1-800-555-5555

www.stgphoto.org

ANDERSONGRANT

INTERIORPHOTOGRAPHY

Studio

G



Telephone:1-800-555-5555

www.stgphoto.org

Addthephoto.Leave

thingree

nsideedges

forabitoftrim.

Addoutline

andround

cornerstotieintothe

existingelements.

Setthenamein

the

Studiotypeface

;use

allcapsforimp

act.

Setcontactinfoat

thebottom,becau

se

itsleastimpressiv

e...

.

.

.andfilltheempty

spacewithredlinest

o

tieintothephoto.

Before

Designthehardwa

y.

StudioG

ANDERSONGR

ANT

INTERIORPHOTOGRAPHY

Studio

G

Stu

dioG


16/19


3of6

Designlikealazy

person0671

0671Designlikeala

zyperson

PlayfulcirclesRoundBauhausDemi

isafun,quirky,typefacew

henits

round.Tolookround,howev

er,requires

big,tightlyset,lowercaseletters(above).

Problemis,thedesignercho

seupper-

caseletters,whicharepredominantly

straight,andsethiswordsinsmall,

straightlines(leftandbelow

).Theresult

defeatsthetypestyle,whose

quirky

detailsnowjustlookmessy.

ANDERSONGRANT

INTERIORPHOTOGRAPHY

StudioG



Telephone:1-800-555-5555

www.stgphoto.org

ANDERSO

N

StudioG



Telephone:1-

800-555-5555

www.stgphoto.org

Before

Itwashardtodo,andits

unattractive,too.W

hy?

Becausethedesign

ertried

toforcehischoices

ontothe

pageoutofsyncwiththe

subjectmatter.

Athemeisgood,but...

Thedesignerunderstoodthevalueof

athemeandsetroundcorners

(above)

tomatchhisroundtypeface.Problem:

Itsnotenoughroundness;the

lines

arestillmostlystraightbutnow

have

ambiguousedges,too,aneffec

tampli-

fiedbythemanyoverlaidshapes(left).

Thesecreatebusy-ness,notde

sign;

insteadofasinglesharpedge,

theeye

mustnowprocessone,two,three,

fourseparateobjectsunnecessarily.

Greenoverpowers

Redandgreenarecom-

plementary,oropposite,

colors,whicharestrong

whenusedinroughly

equalproportions.Here,

however,therestoo

muchgreen,whichmere-

lydeadenstheredphoto.

1

23

4

Placethephotoatthe

top;touchtheedges.

Thisyieldstwozones.

Setthenameinatall

typeface,upper-left

cornerofthezone.

Stacktheremaining

typeinaneatcol-

umn,whichmimics

the

shapeofthepage.

Colorwithswatches

from

thephoto.Thats

allt

hereistoit!

After

Designtheeasy,laz

yway.

Studio

G

2416WASH

INGTONSTREET

LOFT26

SANTACRUZ

CALIFORNIA

95060

1-800-555-5555

WWW.STGPHOTO.ORG

Studio

G

ANDE

RSON

GRAN

T

INTER

IOR

PHOT

OGRAPHY

Theshapeofthepage

isthefoundational

designelement.Pay

attentiontoit.


17/19


4of6

Designlikealazy

person0671

0671Designlikeala

zyperson

Separatebysizeandvalue

Thecarefullysettypehasfourlevelsof

visualhierarchyposition:toptobot-

tom;size:bigtosmall;weigh

t:heavyto

light;color:darktolight.The

sesignify

relativeimportanceandalso

movethe

eyefromonetothenext.

Sh

ortlinesofuppercasetypepack

tig

htlytogetherlowercasetypecan

t

do

thisandyieldacrisp,vertical,

intentionallydesignedlook.Itsplace-

mentontheleftleavesontherighta

fie

ldofwhitethatsactive,pushingthe

eyebacktowardthetype.

Bigtosmall...

2416WASHINGTONSTREET

LOFT26

SANTACRUZ

CALIFORNIA95060

1-800-555-5555

WWW.STGPHOTO.ORG

Studio

G

ANDERSON

GRANT

INTERIOR

PHOTOGRAPHY

Darkto

light...

2416WASHING

TONSTREET

LOFT26

SANTACRUZ

CALIFORNIA95

060

1-800-555-5555

WWW.STGPHOTO.ORG

Stu

dio

G

ANDER

SON

GRANT

INTERIOR

PHOTOGRAPHY

2416WASHINGTONSTR

EET

LOFT26

SANTACRUZ

CALIFORNIA95060

1-800-555-5555

WWW.STGPHOTO.ORG

Studi

oG

ANDERSON

GRANT

INTERIOR

PHOTOGRAPHY

After

Whydoesitwork?T

hephoto

istheshow,andtheelements

conformtothepag

e.Photo

andnamearebig,expansive,

beautiful,clear.


LOFT26

SANTACRUZ

CALIFORNIA95060

1-800-555-5555

WWW.STGPHOTO.ORG

2416W

ASHINGTON

STREET

LOFT26

SANTACRUZ

CALIFORNIA95060

1-800-555-5555

WWW.S

TGPHOTO.ORG

Studio

G

S

tudio

G

ANDERSON

GRANT

INTERIOR

PHOTOGRAPHY

ANDERSON

GRANT

INT

ERIOR

PHOTOGRAPHY

Studio

G

ANDERSON

GRANT

INTERIOR

PHOTOGRAPHY

2416WASHINGTONSTREET,LOFT26


1-800-555-5555|WWW.STGPHOTO.ORG


LOFT26

SANTACRUZ

CALIFORNIA95060

1-800-555-5555

WWW.STGPHOTO.O

RG

Stud

io

G

ANDERSON

GRANT

INTERIOR

PHOTOGRAPHY


LOFT26

SANTACRUZ

CALIFORNIA

95060

1-800-555-5555

WWW.STGPH

OTO.ORG

Studio

G

ANDE

RSON

GRAN

T

INTER

IOR

PHOTOGRAPHY

Top

,bottom,left,rightOrientation

of

pho

toandtextfieldcanbechangede

ffort-

lessly,becauseeachisselfcontained;the

typeworksequallywelltoporbottom

and

can

easilybeadaptedtoleftorright.

Color

istheconnection;ineachcase,thety

pe

colorshavebeenderivedfromtheim

age.

Rem

emberhierarchyemphasizethe

name,

and

keepthesupportingtypelowkey

.

Variations

Lazy-persondesign

isversatileenoughtoa

ccommodateawholeportfolio!

Wordson

top

Colore

dfield

Hor

izontal


18/19


5of6

Designlikealazy

person0671

0671Designlikealazyperson

ande

rsongrant

interior

pho

tography

studiog

2416washing

tonstreet,loft26

santacruz

,california95060

1-800-555-5555

w

ww.stgphoto.org

Variation

Sometimesyouhav

eno

optiontochangecoloror

typeface;theymay

behouse

styles.Whattodo?

Retainthesimplicity

Usetwofields,oneforphoto

andone

forwords.Nogingerbread.

Playtothestrengthsoft

hetype

Bauhausisround;thelightv

ersionis

evensomewhatstylish.Set

ittightlyin

lowercase.Byusinglowerca

seevenon

theinitialletters,youllhave

astyle.

Retainthetypehierarchy

Toptobottom,bigtosmall,darkto

light.Inthiscase,thetypeis

predomi-

nantlythesameweight.

Re

tainthealignment

Ba

uhausisnotcondensed,soitwon

t

formastrongcolumn.Instead,align

ittotheright,inthiscase,flushwith

studio.Lettheghanginopenspace

foremphasis.Keyistokeepthetype

shaped;dontjustscatteritaround.

Da

rkenthegreen

De

epershadekeepstheredfrom

cla

shing;thesimilarquantitiesnow

co

mplementeachothercorrectly.

Typ

efaces

1BureauGrotExtraCompBlack|84pt

2(ab)ITCFranklinGothicBookCom

p

a

)27/21pt,b)13/13pt

Images

Ima

ges:iStockphoto.com

3(2

768718)

4(1

885513)

Articleresources

Colors

C0M100Y100K40

C45M51Y71K20

C24M35Y55K0

C65M45Y70K20

5678

867

5673


LOFT26

SANTACRUZ

CALIFORNIA95060

1-800-555-5555

WWW.STGPHOTO.ORG

Studio

G

ANDERSON

GRANT

INTERIOR

PHOTOGRAPHY

2416WASH

INGTONSTREET

LOFT26

SANTACRUZ

CALIFORNIA

95060

1-800-555-5555

WWW.STGPHOTO.ORG

Studio

G

ANDE

RSON

GRAN

T

INTER

IOR

PHOT

OGRAPHY

1

2a

2b

4


19/19

Before&After|www.ba

magazine.com

6of6

Designlikealazy

person0671

0671Designlikealazyperson

Typefaces

1(ac)BauhausLight|a)75.5pt,

b

)23.5/23.5pt,c)11.5/14.5pt

2B

auhausMedium|75.5pt

Im

ages

Ima

ges:iStockphoto.com

3(4

578680)

4(5

009801)

5(2

768718)

Articleresources

Colors

C19M52Y100K3

C45M51Y71K20

C24M35Y55K0

C31M65Y61K13

C38M81Y78K50

C27M38Y58K2

C80M45Y90K60

C16M35Y51K0

67891110

12

13

12

13

91

0

1

1

678

4

S

tudio

G

Anderson

Gr

Ant

interior

ph

otoGrAphy

2416W

AshinGtonstreet,Loft26

sAntA

Cruz,CALiforniA95060

1-800-

555-5555|WWW.stGphoto.orG

andersongrant

interior

photography

studiog

2416washingtonstreet,loft26

santacruz,california95060

1-800-555

-5555

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