Good- Bad- Ugly.pdf

8/11/2019 Good- Bad- Ugly.pdf

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The Good, the Badand the Ugly

Shoot Out at the PR CorralPresentation by Annette Wetteland

State Library o f IowaOctober 11, 2007

Iowa Library Association

Fall Conference

Wanted

If I dont get all your questions answered, or if you think of some after this session,you can reach me at:


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http://www.statelibraryofiowa.org

Click on Contact Us

Annette Wetteland

What we will not be covering:

How to use a camera; digital or otherwise. Thats what your instruction manual isfor or a photography class.Different publishing programs for creating publications: There are many out there.You may want to try and learn Word Publisher which is fairly simple if youre good atWord.

What we will discuss:

Tips for taking good photographs with any camera and things to look out for whenshooting pictures

Things to pay attention to when designing print and Web pages

Also touch on using colorcarefully!


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Every Picture Tells a Story Baby

Why do we take pictures in our libraries?

For our:

Websites

Newsletters

Scrapbooks

Local newspapers

Historical or posteritys sake

Do you use them to bring attention to whats going on in your library:

During budget presentations

When speaking to civic organizations

They can be used successfully to tell your story whether that story is good or bad.But to do this well, your pictures have to be good!


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Yawn.boooring

One picture is worthnothing if its boring or doesnt convey a message. Yourebetter off not using a photo at all than using a bad one.


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See What the Camera Sees

Watch out for busy backgrounds. Pay attention for things like plant hats. Youmay not see it because youre distracted by your subject, but the camera will! Keepyour surroundings in mind when you think about where to stage a photo.


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The Line Up

If its a photograph of a groundbreaking ceremony, you dont have much choice.People will be lined up. But if youre taking a picture of say your summer libraryprogram participants, think again.

And the old grip and grin photos the ones where someone representing someorganization has just given you a monetary donation. You have a line of people the donor is holding the check while shaking your or your board presidents hand.You cant help it if thats what the newspaper photographer wants. But I saw amuch more interesting picture in a newspaper lately where the donor wanted toprovide funds to beef up the librarys business publications. He was standing in thestacks looking at what the library had already. That picture told a story.


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Clustered

Have some people sitting, one or two standing behind them. That helps give thepicture depth and a little more interest. Needless to say, tall people in the back,shorter people in the front. They can even overlap. Rememberif they cant seethe camera lens, the camera cant see them. The same goes with you. Be sureyou can see everyones face in the lens. And again, be careful about whats goingon in the background and on the sides of your pictures. Messy area? Clean it up ormove.

You have to get up close and personable with the object of your picture.

It takes courage during meetings / presentations to get in peoples way for aminute. Maybe you think your subject will be bothered by it. (Most people arent bythe way.) But getting in someones face or in someones way for just a few secondsmakes all the difference in getting a good shot.


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Fill the Frame

Whats wrong with this picture?

Where does your eye flow?

To the left?

Is it clear who you are seeing?

Does it look focused?

The photographer needed to move in tight so that all she saw in the frame is whatshe wanted in her picture. The people!


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Up Close and Personal

More like this! Dont stand at the back of the room, but up close. You can use thezoom lens on your camera to get a closer shot, but use caution. My experience isthat the photos are grainy and a little out of focus using the zoom. Wheneverpossible, simply get closer.


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Cropping Symbols

Were going to talk about cropping photos. Here are a couple of symbols that depictthe cropping tool. It can look different in different publishing programs, so youllhave to take the mouse and hover over things that look similar to see if croppingpops up.

You want to take advantage of this little tool because it can make a lot of differencein your photographs.


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Cropsand I dont meant corn andsoybeans

When I look at this photo, the first thing my eye focuses on is the people, but thenright away Im drawn to all the other things going on in the background. While itwould have been better to get close to my subjects and fill the frame with them, Ican still make this a good photo with my cropping tool.


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Cropped

Ive cropped it once (left) which improves it. But by cropping it even tighter Ivealmost completely done away with anything distracting in the background. Maybeyou like the bridge. Thats OK, too. Art is in the eye of the beholder.


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More is Betterand Safer

Shoot lots of pictures, especially when photographing kids and groups. Its notunusual for me to take 20 or more pictures at an event, and then only use one ortwo of the best. These were taken years ago (obviously) at the State Law Libraryduring the 2004 Iowa caucuses. Bob Scheiffer was doing a live interview ofpresidential candidate John Edwards for Face the Nation. It was an excitingopportunity and I cant tell you many dozens of pictures I took that morning.


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1 in a 100

But this is the one I chose to use. I like the interaction between them and thesetting.


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Take a lot of pictures of the same scene, too. These are people using computers atthe Des Moines Public Library. Depending on what the story is, I could use any oneof these pictures. The first one (upper left) could be used to tell the story of howtied up our computers are and that we need more. The second photo could tell thestory of how students use the library to do homework. The third would make a nicepicture in a collage that talks about the daily goings on at the library.


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Shoot from the Subjects Eye Level

We miss the opportunity for a good photo if we dont get down to the level of oursubject, especially children. Its important to take pictures at their eye level.You can also get very interesting effects from taking pictures looking up at people orstanding on a ladder shooting down at them. Ladder shoots are great for groupscenes because youll be able to get faces of more people.


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Action

Another reason to take a lot of pictures is to try and get one that shows action. Andthats not easy. They move, you click, but you and/or the camera werent fastenough to actually catch the action. Its frustrating to miss a good action shot. Thebest way Ive found is to stand at attention, camera focused on a person, finger onthe shutter, and waitand waitTHEY MOVE. Click!


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Can anyone explain why one of these pictures is better than the other? You dontwant bright light in the background or youll get shadows.


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Keep Your Camera Close

One never knows when a good picture will suddenly occur. Keep your camerahandy where staff hav ee asy access to it. I got my 3-year-old cat, Riley, a playmate from the RescueLeague. I knew it would take a couple of days for them to warm up to each other,but I kept the camera on the dining room table so I could capture the moment whenthey became bosom buddies.I was sitting right next to them , as was the camera. Voila!


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Avoid Using Color Paper

Colored paper is fine if youre not going to include photos, but look at what happenswhen you do. The photos take on the color of the paper. It cant be helped. I oncesaw a newsletter that used blue paper with blue print. And everyone in the pictureslooked blue in the face. Better off sticking with white paper when using photos.


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Photos on Web Pages

The photos you put on your Web pages are probably some of the most importantyoull use. Especially if you intend for them to be a permanent fixture, like yourlibrary building.

This photo would be better if the library wasnt in the shadow. Sometimes its worthit to wait for a sunny day and good lighting. (Early morning or early evening light isbetter than the harsh sunlight of midday.)


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Trying to Capture it All

Here, the photographer has decided he wants to show the whole library. Its animpressive looking building, I think. Its so far away its kind of hard to tell. Thephoto would be better on the page if it was larger.


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Better to Zero In

Notice how the photographer chose to zero in on just a part of the library.awelcoming front door. Also, the picture is bigger and fits well on the page.

It would be perfect if it had a couple of people entering or leaving the library.


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Layout and Design

Identify the Point What you producerepresents your library

Focus on your messageand audience

KISS

Were going to change course now and talk about some simple strategies forcreating publicity materials.

Most of us arent artists, but if we follow some basic design principles, our finalproduction will be better. Maybe not award winning, but at least not ugly.

What is the hot issue, the one thing you want your reader to retain. Let this issuedictate your designs emphasis.

Good document design is mainly a combination of common sense and keepingthings simple. Look at attractive examples of documents that are similar to whatyoure trying to create.

When creating publicity materials, remember that your fliers and brochuresrepresent your library and reflect on you! Focus on your audience and yourmessage.

Its important to keep simplicity in mind when designing publicity pieces. Its easy toget carried away with fancy fonts and colors, clip art and boxes. Know your

limitations. Stick to the basics and leave the complex to the artists.Use the KISS rule. Keep it simple and smile!


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Whats That Doing Here?

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The Smalltown Public Librarys Annual Report

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1s t Qtr 2nd Qtr 3rd Qtr 4th Qtr

Lets talk for a second about using graphics and photos. Never use a graphic for itsown sake. Always consider and justify its inclusion as a contributor to the overalldesign effect.

Clip art and other graphics are just clutter if they dont contribute to a specialobjective.


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Upper Left to Lower Right

Research shows that readers enter a layout at the upper left and exit at the lowerright.


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Page Layout

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If we follow that rule, the most important headline should be the biggest and placedat the top left hand side of the page. Other headlines should be slightly smaller insize.

One rule of thumb is that 24 point bold is a good size for your main headline, and 18point bold is about right for other headlines in a newsletter.


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Smallville PLUpdate

Smallville Public Libraryundergoes major renovation

New yout h services directornamed

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Youll see that I like to use photos in the upper part of the article.

But, in this case the eye is drawn to the lower right hand corner. Strong or largephotos or graphics placed here will grab the readers attention but maydistract them enough to skip whats on the rest of the page.


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Smallville PLUpdate

Libraryrenovationplanned

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What you see here is called tombstoning.

Each article is given the same importance. They run together to make it seem likeyou really have one big headline instead of three very different stories.

So avoid positioning articles next to each other. I think a visit by Steven King

deserves a little more attention here than story hour!


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Smallville PLUpdate

Poet John Thompson scheduled to readhis book on Iowa counties at library

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Poetry becomespopular withyoung readers

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Consider different types of layouts. Here we have a main story, along with asidebar.

Typically sidebars have something in common with the main article, but you caneffectively use this layout to tell two different stories. Youll also notice that Ivestarted to include other design techniques to make the page a little more interesting.

Adding lines helps break up the page in the readers eye without taking away fromthe articles.


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SMALLVILLE PLUPDATE

COMPUTER CLASSES PLANNEDFOR ADULTSNO PREVIOUS EXPERIENCE NECESSARY

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Using all caps in your headlines makes reading difficult. It takes your brain longerto comprehend what youre seeing.

There are two schools of thought on headlines. Some will capitalize only the firstletter in the headline and proper nouns, while others will capitalize every wordexcept prepositions such as as, ans, thes, etc. Either way is OK but be consistentthroughout your document.

You can see Im starting to add some color to the layout.


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Avoid using too many different type faces or styles. Use only two different ones atthe most and be sure they are complementary.

I happened to notice this the other day. It is our fax cover sheet using two differenttype faces. One is Times New Roman and the other is Comic Sans.

One reflects a sense of business, the other a sense of fun. Since this is a businessdocument, it should have a serious tone. Comic Sans is fun, but its out of placehere.


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Smallville PLUpdate (Arial)

Computer classes plannedfor adults (Times New Roman)No previous experience necessary

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Lapsits bring parentscloser to t heir babieswhile encouraging earlyreading (Arial)

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Type faces each have personality and character. Here were using two differentfonts. One is Arial and the other Times New Roman. They look OK together. Buttypically I use just one type face. You can bold it, italicize it, wrap it in a box,change the color of the font and it will look different but still be consistent.


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Smallville PLUpdate

Bradley Hand ITC)

MAYOR TO PROCLAIMSEPTEMBER 29 ASBANNED BOOKS WEEK

(CASTELLAR)

Mayor John Doe will proclaim September29 as Banned Books Week. The mayorwill also read from the book HuckleberryFin. Other community leaders will alsoread from some of the hundreds of booksthat have been banned over the years.

(Abadi MT Condensed)

Teen group formed: Membersinvited to meet at the libraryon October 10

(Beesknees ITC)

Ten Smallville teenagers haveorganized a teen board and areinviting others in grades 9-12 to join them in deciding whatchanges they would like to see in

the library.(StempelGaramond Roman)

What are your reactions to these different type styles. Which one is easy to read?Which one is difficult and why? Some designs are just easier to read than others.Each may have their place in a publication, however. For instance


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Quilters Wanted The Smallville Public Library is hostinglocal quilters for a sewing bee. Hats,gloves and scarves will be knitted andsewn to help underprivileged children inthe community keep warm this winter .

When: 9 a.m. Saturday, October 13

Where: Smallville Public Library101 Main St

Register by calling (555) 222-2222 ordrop by the library

Refreshments and materials will beprovided.

Using an unusual type face like Curlz works okay for one or two words in aheadline. In fact it can be eye catching. Or, as we saw from the previous slide, itcan adversely influence your audience. There are hundreds of different type stylesto choose from. Choose wisely. Let a couple of people look at it and get theirfeedback. Bottom line, if its difficult to read, it wont get read.


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Youre Invited to aalloween Party

(Chiller type face)Bring your spooky friends to a Halloween

Party at the Smallville Public Library

Chilling Stories

Ghostly Games

And

Frightening Treats

7 to 8 p.m. TuesdayOctober 31

Abadi MT Condensed)

Lets talk about white space. Dont use every inch of space on your page withwriting and pictures. White space is as important as your text and graphics andshould be considered a design element. White space equals eye rest.


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Youre Invited to aalloween Party

(Curlz)

Bring your spooky friends to a HalloweenParty at the Smallville Public Library

Chilling Stories

Ghostly Games

And

Frightening Treats

7 to 8 p.m. Tuesday

October 31 Abadi MT Condensed)

There are too many distractions here to get your message across quickly. Clutterconfuses. It dilutes your message. One or two graphics on a page are usually allyou want. As noted before, be sure they are appropriate for your message.


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Computer classes plannedfor adults (Times New Roman)No previous experience necessary

Tired of being the only onein the house who cant use acomputer?

This class is for you.

Learn how to:

turn on a computer.

use a mouse.

use e-mail.


Experts agree that it is nevertoo early to start reading toyour child.

Learn how to read to yourbaby or toddler in this speciallapsit class.

Give your baby a mental legup in the world!

10 to 10:45 a.m. Saturday,October 13 at the library.6:30 to 8 p.m.

WednesdaySmallville PL

Library

Use of short paragraphs psychologically tells readers they can read all of theinformation quickly. Next time you pick up a newspaper, notice how the firstparagraph in a story is usually only one or two sentences. Use that first sentence ortwo to grab and hold your readers attention so theyll continue to read the rest ofyour story. Try to make that first line an attention grabber!

For instance, rather than say Story hour times are changing at the Smallville PublicLibrary, you may start the article withMore kids will be able to enjoy story hoursbecause of recent schedule changes.


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Mayor Mark Johnson torecognize National Library Weekat special event

National Library Week is just around the corner andthe Smallville PublicLibrary has lots of fun,special events planned,including Mayor MarkJohnsons signing of adeclaration marking thisimportant week.

Plan to be part of thedeclaration signing bycoming to the library on s


Experts agree that it is nevertoo early to start reading toyour child. Learn how toread to your baby or toddlerin this special lapsit class.Give your baby a mental legup in the world!

10 to 10:45 a.m. Saturday,October 13 at the library.

6:30 to 8 p.m.Wednesday

Smallville PLLibrary

There are several ways to lay out text. Typically we use left justification. You canalso center your text or do a right justification though you typically would not do that.What newspapers often do is called full justification or block type like shown here.

Avoid it. Its very formal and as you can see, it tends to stretch out space betweenwords making it difficult to read.


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skdjfkdlsa;jdskfls;akjfkdls;alskdjfkdls;alksdjfkdls;alksdjfklds;ajsdk

Fjdksla;slkdjfkdla;lskdjfkdlsa;lskdjfkdlsa;lskdjfkdls;alskdjfkdl;asjdkflds;alksdjfkdls;alskdjfklds;aklsdjf kdl;s

Another way to highlight important information is by indenting paragraphs, usingbullets, color, and other easily accessible tools. Bullets and indents give you the allimportant white space, making it easier and quicker to read.


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Smallville Public Library

U p d a t e

Library receivesstate accreditation

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fjdksla;slkdfjkdla;

fjdksla;slkdjfkdsla;slkd

fjkldsa;lskdjfkdlsa;slkdjf

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Local author to read fromnew book

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Fjdklsa;lskdjfkdlsa;sdkljfkdlsa;dlksjfkdlsa;jdksal;dfjksal;djklas;sdjfklsd;ajfdksla;jdfklsa;jfdklsa;dksjfkdlsa;jdfklsa;jdf ksla;jdfklsadjfklas;djfklsd;ajfdksla;fdjksal;jfdklas;fjdksla;dfksal;dfjkdlsa;fdj;als

You dont always have to conform to standard layouts. Its OK to try differentdesigns as long as you keep them simple and easy to read.


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Update

Library receives

state accreditationFjdksla;slkdjfkdlsa;slkdjfkdlsa;sdkjfkdl;alksdjfkdla;lskdjfkdla;skldjf kdla;lskdjflksa;lksdjfklds;afjdksla;sldkjfkdla;sldkjfkdsla;lskdjfkdsla;lsdkjfkdlsa;slkdjfkdsla;skl

fjdksla;slkdfjkdla;



Fjkdsla;slkdjfkdla;slkdjfkdlsa;lskdjfkdsla;skldjfkdlsa;klsdjfkldsa;lskdjfkldsa;jfkdsla;slkdjfkldsa;lskdj


Fjdksla;lskdjfkdla;sldkjffjdksla;slkdjf kdla;jfkdlsa;lsdkjf kdlsa;jdkflsa;ldsjkfls;alkdjfklds;alkdjfkdlsa;kjdkflsa;jdf ksla;slkdjkfldsa;jfkdlsa;jf

Fjdklsa;lskdjfkdlsa;sdkljfkdlsa;dlksjfkdlsa;jdksal;dfjksal;djklas;sdjfklsd;ajfdksla;jdfklsa;jfdklsa;dksjfkdlsa;jdfklsa;jdf ksla;jdfklsadjfklas;djfklsd;ajfdksla;fdjksal;jfdklas;fjdksla;dfksal;dfjkdlsa;fdj;al

Another example.


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U p d a t e

Library receives

state accreditationFjdksla;slkdjfkdlsa;slkdjfkdlsa;sdkjfkdl;alksdjfkdla;lskdjfkdla;skldjf kdla;lskdjflksa;lksdjfklds;afjdksla;sldkjfkdla;sldkjfkdsla;lskdjfkdsla;lsdkjfkdlsa;slkdjfkdsla;skl

fjdksla;slkdfjkdla;



Fjkdsla;slkdjfkdla;slkdjfkdlsa;lskdjfkdsla;skldjfkdlsa;klsdjfkldsa;lskdjfkldsa;jfkdsla;slkdjfkldsa;lskdjfjfkdla;lskdjfkdlsa;lskdjfkdla;jfkdla;jfkdlsa;slkdjfkdla;kdsjfkdlsa;sjdfkdls;ajfdksla;jdfkdlsa;ljfdksal;sdjfkdlsa;jfkdsla;sldkjfkdsla;ksdfjklsda;jfjfdklsa;sld


Fjdksla;lskdjfkdla;sldkjffjdksla;slkdjf kdla;jfkdlsa;lsdkjf kdlsa;jdkflsa;ldsjkfls;alkdjfklds;alkdjfkdlsa;kjdkflsa;jdf ksla;slkdjkfldsa;jfkdlsa;jf

Fjdklsa;lskdjfkdlsa;sdkljfkdlsa;dlksjfkdlsa;jdksal;dfjksal;djklas;sdjfklsd;ajfdksla;jdfklsa;jfdklsa;dksjfkdlsa;jdfklsa;jdf ksla;jdfklsadjfklas;djfklsd;ajfdksla;fdjksal;jfdklas;fjdksla;dfksal;dfjkdlsa;fdj;alsfjdklsa;slkdjfkdlsa;lksdjfkdlsa;lsdjfkdlsa;dsjfklds;akjdfkdl;askldjfkdlsa;kdsfjkdsa;jsdfklsa;jfdksla;jdfksdla;jfdksla;jdkfsla;jfkdlsa;jdfksla;sdjfkls;ajfkdsa;sjdfklsd.

Another example.


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Layouts for Web Pages

What is the difference between print publications and Web pages? In printpublications, especially newspapers, magazines, etc., were reading up and downthe page. On Web pages, we read across. You dont want to have to scroll down toread an article, only to have to scroll back up to finish it.


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Publications on the Web

We want to design publications on the Web so they read horizontally.


46/58

Us ingColor

In most cases, areas intended for reading look best with a white background andblack text. Dull but true, especially when there is a large amount of text content.Professional graphic artists say it is best to restrict the use of colors to no more than3, with perhaps additional colors introduced in the form of different shades.


47/58

Smallville PLUpdate

Poet John Thompson scheduled to readhis book on Iowa counties at library

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Poetry becomespopular withyoung readers

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Here we have 3 different colors of blue from the same blue family. When you picka paint color for a room, you usually get a color guide that shows you all thedifferent variations on the same color. Thats what we mean by a family of colors.Often they are just lighter shades of the same dominant color. The heading here isa dark variation of the first headline, and the second headline a lighter version of thefirst headline. Color can also be used to help dramatize the words youre using.For instance


48/58

CEMENT

Would you use pink to describe cement?


49/58

Does this color work?

Theres nothing about this color that adds interest to the picture. In fact, its .BAD!


50/58

Does this color work?

Given the tree in the background, this is a little better, but


51/58

How about this color?

I think this shade of brown works best. It doesnt conflict with the colors in thepicture, but rather complements them.


52/58

State Library of Iowa

This probably seems obvious, but I have seen this on some Web sites. Avoidputting text on any but the most subtle background image; it can be hell to read.


53/58


Even a bright color wont help. You lose all interest in the graphic because yourestruggling to read whats on it.


54/58


Bottom line keep text and graphics separate in most situations.


55/58

Latest Annual Report ShowsUsage is Up

Customers areusing library formore than books

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Help needed inevaluating libraryservices

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jdsklafjsdlak;fjsldka;f jdskla;fjdklsa;jfdksla; jfdksla

Fjdksla;lskdjfkdla;sld

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White text on a black background is very hard on the eyes. If you want this sort ofeffect, try using a gray background and/or tan or pastel colored text.


56/58

Meeting on LibraryRenovation Plans

The same goes for using text on textured backgrounds.


57/58

Youre better off

using a light coloredbackground withblack text.

Or just a few words

of white text on adark color

These work. The first background is a light color. And there arent a lot of wordson the black background so it works, too.


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SummaryPhotos:

Fill the camera framePay attention to whats around your subjectTake lots of pictures and only use the good ones

Publications:Keep them simple and easy to readUse white spaceLayout your pages depending on your medium

columns OK for paper / horizontal linesfor Web pages

Color:Use color sparinglyKeep text and graphics separate

Documents

Good- Bad- Ugly.pdf