Ba0624 Design First Things First

8/20/2019 Ba0624 Design First Things First

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Before&Af ter®

Continued

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Design first things first 0624

Snap-together modules make this formateasy—but get the sequence right!

Continued

Design first things first


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Before&Af ter®

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Design first things firstSnap-together modules make this format easy—but get the sequence right

Here’s a format that’s useful for

many things—Web pages (right),

e-mail attachments (left), post-cards, magazine ads, fliers, and so

on; it’s a layout of short headings

and simple photos in a small grid.

It’s popular because it’s easy to

design—just snap pre-sized mod-

ules into grid positions, and you’re

done. Rearranging modules gives you endless variety. But you must

stay alert. It’s so easy to mix and

match that it’s easy to overlook

sequence and present your mate-

rial out of order for best compre-

hension. The good news: sequence

is easy to do. Here’s how.

Before: This simple format is easy to assemble. Repetitive modules

of gray-on-white type punctuated by red prices; headlines in green

rectangles; and simple, rectangular photos make for efficient produc-

tion. When new products or prices are ready, just pop them in with-

out tediously re-designing.

Bedding

Apparel & Accessories

Our Most Popular Categories

Furniture

Jewelry &Watches

Hammocks Oversized Cotton Rope

Only $58.50

Site Price: $64.99Sale Discount: $6.49

Patio Furniture Outdoor Lounge Chair

Only $171.00


Patio Umbrellas 9 ft Lighted Umbrella

Only $81.00


secret sale

10% OFF GARDEN & PATIO!*shop now


3/15

Before&Af ter® Design first things first 3 of 9 Xi BAmagazine.com U

3 of 9 Design first things first 0624

The space has a lot of flexibility

Sharing the small space are a dozen visual “zones”—banners, heads, text, pricesand photos—and all are easy to read. Key to this clarity is repetition— the ad uses

only a few graphical elements over and over, uniformly.

Color repetition The headlines—and nothing more—are in green

rectangles that serve somewhat like highway signs. Here, the Helvetica

typeface is in uppercase (partly), centered and shadowed, changes that

signal information different from the sale items.

Typographic repetition Only

one typeface (Helvetica) is used for

everything. Note its hierarchy of big,

medium and small sizes (above);

these differences convey levels of

importance at a glance and must

never vary. Gray color on white soft-

ens the typeface and allows the red

prices to jump out in striking relief.

Structural repetition The

foundation is laid by dividing the

space into zones. The space can

be divided rationally —in half,

then half again, and so on—or

irrationally as it is here, in which

the divisions are not even frac-

tions. Rational divisions are more

mixable, so start with those, and

fudge only if necessary.

Bedding



Furniture

Jewelry &Watches


Only $58.50



Only $171.00



Only $81.00


secret sale

10% OFF GARDEN & PATIO!*shop now


4/15



But here’s the mistake

While it’s easy to get good results quickly, the downside to modular design is thatunless you’re careful, its similarities can inhibit communication. This designer wasn’t

careful enough; he put the most visible elements on the page out of sequence.

With so much similarity, color and value (dark-

light) will determine what the eye sees first. This

designer put the most visible elements—color-

ful photos and dark banners—on the page out of

sequence, which created an odd starting point (the

middle) and left the reader to wander about the

page undirected. Everyone will wander somewhat

differently, weakening the presentation.

Bedding



Furniture

Jewelry &Watches


Only $58.50



Only $171.00



Only $81.00


secret sale10% OFF GARDEN & PATIO!*

shop now7

9

3 2

5

1

46

8


5/15



Start over, and get your elements working together

First makeover step is to put the headline at the top, where its dominant color andposition now send a single message. A new serif typestyle (Berkeley Oldstyle Black) is more

complex than Helvetica and conveys a more garden-like image.

Before: Placing a headline in

the center is daring and canlook sophisticated, but not here.

Alone on the page it’s plenty

vislble (above), but as other

modules are added, its “first-

ness” will be lost.

After: No matter how “noisy” the

material below it is, a reader willalways recognize a top headline

as most important and will always

know where to find it. That’s part

expectation and part physical, like

a flag waving atop a pole.

10% Off Garden & Patio!*


6/15





Patio Umbrellas


9 ft. Lighted Umbrella

$81.00

Hammocks


Oversized Cotton Rope

$58.50

Patio Furniture


Outdoor Lounge Chair

$171.00

Gather related objects

Things that are alike should look alike—same size, shape, position, alignment andso on. Gather the three sale items, and present them uniformly in a row followed by

their descriptions, which are also typographically alike.

Before: Three elements of the

ad—products with photos—arethe same and all three relate to

the headline—they’re what’s on

sale!—yet on the corners of the

original ad (above) they had no

visible relationship.

After: What a difference! Now

in a uniform row, the three saleitems are clearly related and more

powerful together than apart.

(Umbrella in silhouette is an eye-

catching [and grid-busting] extra.)

Sequential hierarchy reads easily.

Center it!

Centered type drives the eye straight down the page (type aligned left or

right tends to move the eye sideways). Products and prices in red both stand

out, conveying the key information instantly.

1

32

1

3

2 2 2

3 3


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Our eyes recognize shape. Rectangular images lose clarity

at small sizes (right). Solution: Cast the objects in silhouette,

and add a hint of shadow (far right). This makes them look real,

visually interesting and different from the rectangular images.

After

Create a secondary ad

Finish with something clearly different. In this case, the four “Most Popular”categories are permanent, not transitory, so should look different from the weekly

specials and come at the end, not the beginning.

Before: Prime space should be

used for weekly specials, not

staples. Think supermarket. Why

is milk at the back of the store?

Because everyone buys it. Have

your reader walk past the higher-

profit stuff to get there.

After: Green bands relate to

each other (color, shape, type) and

bookend the three sale products.

“Most Popular” items are small but

clear in silhouette, giving the spe-

cials room to shine. The hierarchy

is now obvious and effective.

Secondary ad

Secondary ad



Patio Umbrellas



$81.00

Hammocks



$58.50

Patio Furniture



$171.00


8/15



Typefaces

1 ITC Berkeley Oldstyle Black | 20 pt

2 ITC Berkeley Oldstyle Bold | 11.5 pt

3 (a–c) Avenir 65 Medium | a) 7.5 pt

b) 5.5/12 pt, c) 7 pt

4 Avenir 85 Heavy | 9 pt

Images

5 (a–g) iStockphoto.com | a b c d

e f g

Article resources

Colors

C15 M100 Y100 K0

C28 M7 Y90 K14

C2 M3 Y2 K27

C12

M5

Y30

K0

6

7

8

9

8


76 9



Patio Umbrellas



$81.00

Hammocks



$58.50

Patio Furniture



$171.00

1

2

2

3a

4

3b

2

3c

5a 5b

5c

5d 5e 5f 5g


9/15

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Design first things first 9 of 9

Before & After magazine

Before & After has been sharing its practical approach

to graphic design since 1990. Because our modern world

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

After is dedicated to making graphic design understand-

able, useful and even fun for everyone.

John McWade Publisher and creative director

Gaye McWade Associate publisher

Vincent Pascual Staff designer

Dexter Mark Abellera Staff designer

Design advisor Gwen Amos

Before & After magazine

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B ef or e &Af t er | www. b

a m a g a z i n e . c o m

1 o f 5

D e s i gnfi r s t t h i n

g s fi r s t 0 6 2 4

0 6 2 4 D e s i gnfi r s t t h i n g s fi r s t

H er e’ s af or m

a t t h a t ’ s u s ef ul f or

m an

y t h i n

g s —W e b p a g e s ( r i gh t ) ,

e-m ai l a t t a c h m en t s ( l ef t ) , p o s t -

c ar d s ,m a g az i n e a d s ,fl i er s , an d s o

on ; i t ’ s al a

y o u t of s h or t h e a d i n

g s

an d s i m pl e

ph o t o s i n a s m al l gr i d .

I t ’ s p o p ul ar b e c a u s ei t ’ s e a s y t o

d e s i gn—

j u s t s n a p pr e- s i z e d m o d -

ul e s i n t o gr i d

p o s i t i on s , an d y o u’ r e

d on e .R e ar r an gi n

gm o d ul e s

gi v e s

y o u en d l e s s

v ar i e t y .B u t y o um u s t

s t a y al er t .I t ’ s s o e a s y t omi x an d

m a t c h t h a t i

t ’ s e a s y t o ov er l o o k

s e q u e n c e an

d pr e s en t y o ur m a t e-

r i al o u t of or d er f or b e s t c om

pr e-

h en s i on .T h e g o o d n ew s : s e q u en c e

i s e a s y t o d o

.H er e’ s h ow .

B ef or e: T h i s s i m p l e f o r m a t i s e a s y t o a s s e m b l e .R e p e t i t i v e m o d u

l e s

o f g r a y - o n -wh i t e t y p e p u n c t u a t e d b y r e d p r i c e s ; h e a d l i n e s i n g r e e n

r e c t a n g l e s ; a n d s i m p l e ,r e c t a n g u l a r p h o t o s m a k e f o r e f fi c i e n t p r o

d u c -

t i o n .Wh e n n e w p r o d u c t s o r p r

i c e s a r e r e a d y , j u s t p o p t h e mi n wi t h -

o u t t e d i o u s l y r e - d e s i g n i n g .

B e d d i n g

A p p ar el &

A c c e s s or i e s

O ur M o s t P o p ul ar C a t e g or i e s

F ur ni t ur e

J ew el r y &

W a t ch e s

H amm o ck s

Ov er si z e d C o t t onR o

p e

Onl y $ 5 8 . 5 0

S i t eP r i c e: $ 6 4 . 9 9

S al eDi s c o un t : $ 6 .4 9

P a t i oF ur ni t ur e

O u t d o or L o un g e C

h ai r

Onl y $ 1 7 1 . 0 0

S i t eP r i c e: $ 1 8 9 . 9 9

S al eDi s c o un t : $ 1 8 . 9 9

P a t i o Um b r el l a s

9 f t L i gh t e d Um b r el l a

Onl y $ 8 1 . 0 0

S i t eP r i c e: $ 8 9 . 9 9

S al eDi s c o un t : $ 8 . 9 9

s e

cr e t s al e

1 0 % OF F G

A RDE N & P A T I O! *

sh o pn

ow

S n a p- t o

g

e t h er m o d u

l e s m a k e t h

i s f or m a t

e a s y— b u t g e t t h e s e q u en c e

r i gh t !

D e s i g n fi r s

t t h i n g

s fi r s t


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a m a g a z i n e . c o m

2 o f 5


g s fi r s t 0 6 2 4


T h e s p a c eh a s a l o

t of fl exi b i l i t y

S h ar i n

g t h e s m al l s

p a c e ar e a d oz envi s u al

“ z on e s ” — b ann er s ,h e a d

s , t ex t , pr i c e s

an d ph o t o s — an d a

l l ar e e a s y t or e a d . K e y t

o t h i s c l ar i t yi s r e p e t i t i o n— t h e a d u s e s

onl y af ew

gr a ph i c al el em en t s ov er an d ov er , uni f or ml y .

C ol or r e p e t i t i onT h e h e a d l i n

e s — a n d n o t h i n g m o r e — a r e i n g r e e n

r e c t a n g l e s t h a t s e r v e s o m e wh a t l i k e h i g h w a y s i g n s .H e r e , t h e H e l v e t i c a

t y p e f a c e i s i n u p p e r c a s e ( p a r t l y ) , c e n t e r e d a n d s h a d o w e d , c h a n g e s t h a t

s i g n a l i n f o r m a t i o n d i f f e r e n t f r o

m t h e s a l e i t e m s .

T y p o gr a ph i c r e p e t i t i on O n l y

o n e t y

p e f a c e ( H e l v e t i c a ) i s u s e d f o r

e v e r y t h i n g .N o t e i t s h i e r a r c h y o f b i g ,

m e d i u

m a n d s m a l l s i z e s ( a b o v e ) ;

t h e s e

d i f f e r e n c e s c o n v e y l e v e l s o f

i m p o r t a n c e a t a g l a n c e a n d m u s t

n e v e r

v a r y . G r a y c o l o r o n wh i t e s o f t -

e n s t h

e t y p e f a c e a n d a l l o w s t h e r e d

p r i c e s

t o j u m p o u t i n s t r i k i n g r e l i e f .

S t r u c t ur a

l r e p e t i t i onT h e

f o u n d a t i o n

i s l a i d b y d i v i d i n g t h e

s p a c e i n t o

z o n e s .T h e s p a c e c a n

b e d i v i d e d

r a t i o n a l l y —i n h a l f ,

t h e n h a l f a

g a i n , a n d s o o n — o r

i r r a t i o n a l l y

a s i t i s h e r e ,i n wh i c h

t h e d i v i s i o n s a r e n o t e v e n f r a c -

t i o n s .R a t i o

n a l d i v i s i o n s a r e m o r e

mi x a b l e , s o s t a r t wi t h t h o s e , a n d

f u d g e o n l y

i f n e c e s s a r y .

B e d d i n g

A p p ar el &



F ur ni t ur e

J ew el r y &

W a t ch e s

H amm o ck s


p e

Onl y $ 5 8 . 5 0

S i t eP r i c e: $ 6 4 . 9 9




h ai r

Onl y $ 1 7 1 . 0 0

S i t eP r i c e: $ 1 8 9 . 9 9

S al eDi s c o un t : $ 1 8 . 9 9



Onl y $ 8 1 . 0 0

S i t eP r i c e: $ 8 9 . 9 9

S al eDi s c o un t : $ 8 . 9 9

s e

cr e t s al e

1 0 % OF F G


sh o pn

ow

B u t h er e’ s t h emi s t a k e

Wh i l ei t ’ s e a s y t o g e t g o o d r e s ul t s

q ui c k l y , t h e d own s i d e t om o d ul ar d e s i gni s t h a t

unl e s s

y o u’ r e c ar ef ul ,i t s s i mi l ar i t i e s c ani nh i b i t c omm uni c a t i on .T h i s d e s i gn er w a s n’ t

c ar ef ul en o u gh ; h e

p u t t h em o s t vi s i b l e el em en t s on t h e p a g e o u t o

f s e q u en c e .

Wi t h s om u c h s i m

i l a r i t y , c o l o r a n d v a l u e ( d a r k -

l i g h t ) wi l l d e t e r mi n e

wh a t t h e e y e s e e s fi r s t .T h i s

d e s i g n e r p u t t h e m o s t v i s i b l e e l e m e n t s — c o l o r -

f u l p h o t o s a n d d a r k

b a n n e r s — o n t h e p a g e o u t o f

s e q u e n c e ,wh i c h c r e a t e d a n o d d s t a r t i n g p o i n t ( t h e

mi d d l e ) a n d l e f t t h e

r e a d e r t o w a n d e r a b o u t t h e

p a g e u n d i r e c t e d .E v

e r y o n e wi l l w a n d e r s o m e wh a t

d i f f e r e n t l y ,w e a k e n i n g t h e p r e s e n t a t i o n .

B e d d i n g

A p p ar el &



F ur ni t ur e

J ew el r y &

W a t ch e s

H amm o ck s


p e

Onl y $ 5 8 . 5 0

S i t eP r i c e: $ 6 4 . 9 9




h ai r

Onl y $ 1 7 1 . 0 0

S i t eP r i c e: $ 1 8 9 . 9 9

S al eDi s c o un t : $ 1 8 . 9 9



Onl y $ 8 1 . 0 0

S i t eP r i c e: $ 8 9 . 9 9

S al eDi s c o un t : $ 8 . 9 9

s e

cr e t s al e

1 0 % OF F G


sh o pn

ow

7

9

3

2

5

1

4

6

8


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B ef or e &Af t er | www. b a m a g a z i n e . c o m

3 o f 5


g s fi r s t 0 6 2 4


S t a r t ov er , a n d g e

t y o ur el em en t s w or k i n g t o g e t h er

F i r s t m a k e ov er s t e pi s t o p u t t h eh e a d l i n e a

t t h e t o p ,wh er ei t s d om

i n an t c ol or a n d

p o s i t i o nn ow s en d

a s i n gl em e s s a g e .A n ew

s er i f t y p e s t yl e ( B er k el e y Ol d s t yl eB l a c k ) i s m or e

c om

pl ex t h anH el v

e t i c a an d c onv e y s am or e g ar d en-l i k ei m a g e .

B ef or e: P l a c i n g a h e a d l i n e i n

t h e c e n t e r i s d a r i n g a n d c a n

l o o k s o p h i s t i c

a t e d , b u t n o t h e r e .

A l o n e o n t h e p a g e i t ’ s p l e n t y

v i s l b l e ( a b o v e

) , b u t a s o t h e r

m o d u l e s a r e a d d e d ,i t s “ fi r s t -

n e s s ” wi l l b e l o s t .

Af t er : N o m a t t e r h o w“ n o i s y ” t h e

m a t e r i a l b e l o wi t i s , a r e a d e r wi l l

a l w a y s r e c o g n i z e a t o p h e a d l i n e

a s m o s t i m p o r t a n t a n d wi l l a l w a y s

k n o wwh e r e t o fi n d i t .T h a t ’ s p a r t

e x p e c t a t i o n a n d p a r t p h y s

i c a l ,l i k e

a fl a g w a v i n g a t o p a p o l e .

1 0 % Of f G ar d

en & P a t i o ! *

1 0 % Of f G ar d

en & P a t i o ! *

O ur M o s t P o p ul ar

C a t e g or i e s

P a t i o

Um b r el l a s

S i t eP

r i c e : $ 8 9 .9 9

S al eD

i s c o un t : $ 8 .9 9

9 f t .L i gh t e d U m b r el l a

$

8 1 . 0 0

H amm o ck s

S i t eP r i c e : $ 6 4 .9 9


Ov er s i z e d C o t t onR o p e

$ 5 8 . 5 0


S i t eP r i c e : $ 1 8 9 .9 9

S al eDi s c o un t : $ 1 8 .9 9

O u t d o or L o un g e C h ai r

$ 1 7 1 . 0 0

G a t h er r el a t e d o b

j e c t s

T h i n

g s t h a t a r e al i k

e s h o ul d l o o k al i k e— s am e s i z e , s h a p e , p o s i t i on

, al i gnm en t an d

s o on . G a t h er t h e t h r e e s al ei t em s , an d pr e s en t t h em uni f or ml yi n ar owf ol l ow e d b y

t h ei r d e s c r i p t i on s ,

wh i c h ar e al s o t y p o gr a p

h i c al l y al i k e .

B ef or e: T h r e e e l e m e n t s o f t h e

a d — p r o d u c t s

wi t h p h o t o s — a r e

t h e s a m e a n d

a l l t h r e e r e l a t e t o

t h e h e a d l i n e —

t h e y ’ r e wh a t ’ s o n

s a l e ! — y e t o n

t h e c o r n e r s o f t h e

o r i g i n a l a d ( a b o v e ) t h e y h a d n o

v i s i b l e r e l a t i o n s h i p .T h e r e a d e r

e n c o u n t e r s t h

e m o n e a t a t i m e .

Af t er : Wh a t a d i f f e r e n c e ! N o w

i n a u n i f o r mr o w , t h e t h r e

e s a l e

i t e m s a r e c l e a r l y r e l a t e d a n d m o r e

p o w e r f u l t o g e t h e r t h a n a p a r t .

( U m b r e l l a i n s i l h o u e t t e i s

a n e y e -

c a t c h i n g [ a n d g r i d - b u s t i n g ] e x t r a . )

S e q u e n t i a l h i e r a r c h y r e a d

s e a s i l y .

C en t er i t !

C e n t e

r e d t y p e d r i v e s t h e e y e s t r a i g h t d o

wn t h e p a g e ( t y p e a l i g n e d l e f t o r

r i g h t t e n d s t o m o v e t h e e y e s i d e w a y s ) .P r o d u c t s a n d p r i c e s i n r e d b o t h s t a n d

o u t , c o n v e y i n g t h e k e y i n f o r m a t i o n i n s t a n t l y .

1 3

2

1

3 2

2

2

3

3


14/15


4 o f 5


g s fi r s t 0 6 2 4

0 6 2 4 D e s i gnfi r s t t h i

n g s fi r s t

O ur e y e s

r e c o gni z e s h a p e.R e c t a n g u l a r i m

a g e s l o s e c l a r i t y

a t s m a l l s i z e s ( r i g h t ) . S o l u t i o n : C a s t t h e o b j e c

t s i n s i l h o u e t t e ,

a n d a d d a

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