Before and After Page Design

by McWade, John

• ISBN13: 9780201795370
• ISBN10: 020179537X
• Edition: 1st
• Format: Paperback
• Copyright: 2003-12-10
• Publisher: Peachpit Pr

Summary

Readers of this book from "Before and After" magazine learn by example how to design single-page and multi-page publications, brochures, and advertisements, applying the principles design professionals live by.

Author Biography

Designer, teacher, and author John McWade has been at the forefront of the graphic design and desktop publishing worlds for several decades. The very first beta user of the desktop publishing program Aldus PageMaker, he went on to found the first desktop publishing company, PageLab, to take advantage of the new tools. With his partner Gaye McWade, he founded the acclaimed Before and After magazine. He is also the author of Before and After Graphics for Business for Peachpit Press.

Table of Contents

NEWSLETTERS & NEWSPAPERS
How to design a news letter	2	(4)
Beautiful and simple, too, win accolades with this one-column gem
This digest-size newsletter is for readers	6	(10)
A cross between paperback and magazine, this low-key, text-rich format is ideally suited for long, thoughtful articles---and it's easy to lay out
Clean, asymmetrical layout leads the eye	16	(6)
Consistency and variation can work together
Easy! A simple, do-able look	22	(6)
What can you do with a few pieces of clip art and a tight schedule? Lots! Just think round
How to energize a faceless newsletter	28	(4)
A crisp new design is easy to browse, as well as a point of pride
A simple, do-anything newsletter	32	(12)
This slick, half-size newsletter can adopt any attitude---from high-tech to antique---and it goes together fast
BROCHURES
Beautiful, square brochure makes a regal impression	44	(8)
How to make a familiar vehicle make a grand entrance anywhere it goes
Tiny brochure is a great stocking stuffer	52	(2)
A small but mighty package can be crafted from a standard-size sheet
Build a brochure with peekaboo panels	54	(10)
This format, built entirely from a single, cleverly folded sheet, gives consistency and motion to your message
Good-looking pocket brochure works hard, updates easily	64	(8)
This design is a promotional chameleon, ready to adapt to whatever use you need
An eye-catching zigzag brochure	72	(4)
Organize and grab your reader's attention at the same time
FLIERS & MAILERS
Preflight checklist for your flier	76	(6)
Follow these steps and improve the vitality of your fliers and mailers
Design a product showcase	82	(4)
You can draw all eyes to your product if you properly organize your photos
Make your flier easier to read	86	(4)
This fundamental design principle will invigorate your pages
Add real feeling to your flier	90	(4)
Words inform---while art imparts the feeling
A greeting with a surprise	94	(2)
The customer is king with this generous coupon card
A magic message	96	(2)
This triple-panel production pops the payoff to your headline
A flier that stands on its own	98	(2)
A table tent takes a 2-D message into the 3-D world
A flying flier	100	(2)
Create an unforgettable mailer, one that sails into readers' hearts
A miniature postcard	102	(2)
Want to wish customers your best? Send them a card
ADVERTISING
How to lay out a good advertisement	104	(2)
Getting the balance just right is easier than you might think
How to design a powerful product ad	106	(4)
It's surprisingly easy: Just show us the stuff!
Advertising a speaker? Here's how	110	(6)
It's a common problem: an event to promote, an uninspiring photo, and a short deadline
Small phone, smaller phone book	116	(2)
A phone that's on the move needs a directory that can keep pace
How to strengthen a small ad	118	(4)
Flat shapes and soft grays give a 2 x 2-inch ad boldness and depth
Create dramatic photo layouts for your products	122	(10)
How to design versatile catalog pages that draw the reader into the action
STATIONERY
How to lay out a stationery system	132	(10)
The first step toward great stationery is to build solid foundation
How to design a ``cold call'' postcard	142	(6)
It's more than a card; it's you! Here's how to look your best
A business card brochure is a mini-marketer	148	(2)
Introduce yourself while engaging your prospect with this charming design
The invisible square	150	(10)
Design a handsome business card in this surprising space
BUSINESS DOCUMENTS
Create a do-it-all business portfolio	160	(12)
Versatile and economical, this design can contain all of the materials you need to impress customers
How to design a modern resume	172	(4)
This businesslike, you-are-there resume presents the person behind the stats
Design a cover with background art	176	(4)
Build a setting for the mind, and words come alive
Make an easy-to-read data sheet	180	(4)
Sell! Visual organization turns an ordinary data sheet into a sales tool
How to improve every form you make	184	(9)
On a form, function is everything. Here are the simple rules
Index	193