Before and After 0682

Before&After
BAmagazine.com
Before
i U X
Design a card
the easy way
After
Jaynes Photography
Jayne Kettner
35266 Old Homer Road
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
jayne@jaynekettner.com
www.jaynekettner.com
A photo and one block of

type is all it takes to make
a beautiful card. Continued
Continued
Design a card the easy way 0682
Before&After
BAmagazine.com
i U X
Design a card the easy way

A photo and one block of type is all it takes to make a beautiful card.
When photographer Jayne Kettner sent

us her photos and asked our help making
a logo for her Web class, we had to wonder why shed want one. Her photos were
rich, well composed and pleasing, just
what shed want the world to see. A logo
is an artificial device used to represent
a product, service or group of people. It
would add only a barrier; when you have
the real thingi.e., Jaynes photoswhy
do you need a representative?
Her request was followed the same
week by two other photographers in the
same situation. This, of course, gave us
a batch of 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 efforts were going nowhere.
Said she, I was striving for a professional image, but kind of ended up with
more whimsical and fun looks. I like the color combinations of cyan, teal, and
violet, but I also like something dramatic like red and black. I sort of mixed the
two and didnt end up with anything pleasing. This is actually common; it happens whenever a design goal is unclear or even incorrect. In this case, Jayne
doesnt need a logo at all; her photos (below) will speak for themselves.
2 of 13
Before&After
BAmagazine.com
3 of 13
i U X
Start with the words
Set your words in a block of ordinary typenot fancy typeand place it in the
upper-left corner.
(1) Set your typebusiness name, your name,

address and contact informationin a single block,
align left, and place it in the upper-left corner. Make
the business name bold. (2) Add a half spacea
whole 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 fill the space, but dont.
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jaynes Photography
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
3 of 13
Before&After
BAmagazine.com
4 of 13
i U X
Add the photo
Place and crop your photo all the way to the edges. Color the type white, and youre done.
Jaynes Photography
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Place and crop Most business cards are horizontal.

Select a photo with open space in the upper-left corner,
place and crop. Dont be afraid to crop radically, which
can yield unexpected and powerful results. Touch all the
edges (full bleed).
1 16
inch bleed
Color the words Bring the words to the front.

On a dark image like this one, finish by coloring the
business name white and the body light gray.
That, class, is all there is to it. No artificial graphics, no
distracting layouts. It quietly places your work, literally,
into the clients hand, simply, clearly, beautifully.
Extend the photo to create a

bleed area, which is an extra 1 16 inch
around your card. This prevents any
white lines along the edges of the
card when its trimmed to final size.
4 of 13
Before&After
BAmagazine.com
5 of 13
i U X
Use both sides
If your favorite photo has no room for words, use the back.
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Artists canvas Without words, winter trees fill the card

like a painting on canvas, quietly speaking volumes about
your work. On the back, the minimal, gallery-style layout.
5 of 13
Before&After
BAmagazine.com
6 of 13
i U X
Add some background
Photo doesnt fill the space? Add an artificial background.
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
(1) Its a beautiful magnolia, but it doesnt fill the space. When you
have a solid background like this, (2) eyedropper the color nearest the
edge and (3) fill the card behind the image. In this case, we then eyedropper some pink from the flower and (4) add it to the business name,
creating a beautifully soft connection.
6 of 13
Before&After
BAmagazine.com
7 of 13
i U X
Fade to black
A too-narrow image with a multicolor background requires fading.
Bob Schnell Photography

Bob Schnell
804-647-3640
info@bobschnellphoto.com
www.bobschnellphoto.com
A change of type Bob Schnell is a people photographer.

Small change of typeface from Benton Sans to Didoton
only the business namesoftens the name suitably while
retaining the look. Classy.
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 (left), drag from right to left, stopping just short of the
edge, and youre done (4). Not quite right? Drag again.
7 of 13
Before&After
BAmagazine.com
8 of 13
i U X
Get vertical
Vertical-format cards are less common but can be dramatic.
Classic, but too stark? . . .

Bob Schnell
804-647-3640
Its tempting to move the

words around, but dont
do it. The upper-left corner
makes a clear, designed
statementespecially if
its consistent on all pieces.
If an image wont work
with that position, use a
different image.
Soften with color.
Bob Schnell
804-647-3640
Bob Schnell
804-647-3640
(Right) You dont want to

lose a great shot because
it doesnt fit the space.
If you crop, we recommend
making the image square,
which looks intentional,
not ambiguous.
Her asymmetrical position

a
ctivates the page.
8 of 13
Before&After
BAmagazine.com
9 of 13
i U X
Find color
Eyedropper colors right from the image for a perfect complement every time.
Her lips . . .
Her hair . . .
Her dress . . .
The background . . .
Bob Schnell
804-647-3640
Bob Schnell
804-647-3640
Bob Schnell
804-647-3640
Bob Schnell
804-647-3640
9 of 13
Before&After
BAmagazine.com
10 of 13
i U X
Use an object
An alternative to a portfolio photo is to picture an object from your studio. Just

knock out its background and place it on the page. Include its shadow.
Jaynes Photography
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Small is big White space is the controlling element on these

cardsnote how your eye immediately registers the images,
despite their small sizes. Small is important; if 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 life.
Jaynes Photography
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
White space is not empty but has real force. Note above
how it pushes your eye to the left and creates a strong sense
of depth behind the studio umbrella.
10 of 13
Before&After
BAmagazine.com
11 of 13
i U X
Create a gallery
Instead of one photo, create a tiny gallery. Make a matching Web gallery, and
youll have a direct, card-to-Web connection, useful for branding.
Jaynes Photography
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Make a grid . . .
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
. . . add your photos.
Square images are harder to crop but look designed, and

they correspond to Web thumbnails and avatars, too. Background
can be white or black (below).
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
11 of 13
Before&After
BAmagazine.com
12 of 13
i U X
Article resources
1
2
Typefaces
Jaynes Photography
Colors
1 Benton Sans Cond Black | 7.5 pt
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
jaynesphotography@gmail.com
jayne@ jaynekettner.com
3 HTF Didot 11 Light | 10 pt
C0 M0 Y0 K100
2 Benton Sans Cond Book | 7.5/9 pt
C0 M0 Y0 K60
Images
Images: iStockphoto
4 (6750578)
3
2
5 (3458269)

Bob Schnell
804-647-3640
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
6
7
12 of 13
Before&After
BAmagazine.com
13 of 13
Subscribe to Before & After

Subscribe to Before & After, and become a
more capable, confident designer for pennies
per article. To learn more, go to
http://www.bamagazine.com/Subscribe
i U X
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 understandable, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Dexter Mark Abellera Senior designer
E-mail this article

To pass along a free copy of this article to
others, click here.
Join our e-list
To be notified by e-mail of new articles as
they become available, go to

323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
Fax 916-784-3995
E-mail mailbox@bamagazine.com
www http://www.bamagazine.com
Copyright 2009 Before & After magazine
ISSN 1049-0035. All rights reserved
http://www.bamagazine.com/email
You may pass along a free copy of this article to others

by clicking here. You may not alter this article, and you
may not charge for it. You may quote brief sections
for review; please credit Before & After magazine, and
let us know. To link Before & After magazine to your
Web site, use this URL: http://www.bamagazine.com.
For all other permissions, please contact us.
13 of 13| Printing formats
Before&After
BAmagazine.com
i U X
Before & After is made to fit your binder

Before & After articles are intended for permanent reference. All are titled and numbered.
For the current table of contents, click here. To save time and paper, a paper-saver format of this article,
suitable for one- or two-sided printing, is provided on the following pages.
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Before&After
Before
After
BAmagazine.com
i U X
i U X
BAmagazine.com
A photo and one block of

type is all it takes to make
a beautiful card.
Design a card
the easy way
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Before&After
A photo and one block of type is all it takes to make a beautiful card.
2 of 13
0682
0682
Sketches galore! Jayne started out the right way; when youre designing a
logo, you cant make too many sketches. But her efforts were going nowhere.
Said she, I was striving for a professional image, but kind of ended up with
more whimsical and fun looks. I like the color combinations of cyan, teal, and
violet, but I also like something dramatic like red and black. I sort of mixed the
two and didnt end up with anything pleasing. This is actually common; it happens whenever a design goal is unclear or even incorrect. In this case, Jayne
doesnt need a logo at all; her photos (below) will speak for themselves.
1 of 7
Before&After | www.bamagazine.com
When photographer Jayne Kettner sent

us her photos and asked our help making
a logo for her Web class, we had to wonder why shed want one. Her photos were
rich, well composed and pleasing, just
what shed want the world to see. A logo
is an articial device used to represent
a product, service or group of people. It
would add only a barrier; when you have
the real thingi.e., Jaynes photoswhy
do you need a representative?
Her request was followed the same
week by two other photographers in the
same situation. This, of course, gave us
a batch of great photos to work with, so
here, class, is how to design a card the
(super-) easy way.
0682 Design a card the easy way
Before&After
Start with the words
3 of 13
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
3 of 13
BAmagazine.com
i U X
i U X
BAmagazine.com
Set your words in a block of ordinary typenot fancy typeand place it in the
upper-left corner.
Jaynes Photography
4 of 13
(1) Set your typebusiness name, your name,

address and contact informationin a single block,
align left, and place it in the upper-left corner. Make
the business name bold. (2) Add a half spacea
whole 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 ll the space, but dont.
2
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Add the photo
Jaynes Photography
Jaynes Photography
4 of 13
0682

0682
That, class, is all there is to it. No articial graphics, no

distracting layouts. It quietly places your work, literally,
into the clients hand, simply, clearly, beautifully.
Color the words Bring the words to the front.

On a dark image like this one, nish by coloring the
business name white and the body light gray.
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
2 of 7
Extend the photo to create a

bleed area, which is an extra 1 16 inch
around your card. This prevents any
white lines along the edges of the
card when its trimmed to nal size.
Place and crop Most business cards are horizontal.

Select a photo with open space in the upper-left corner,
place and crop. Dont be afraid to crop radically, which
can yield unexpected and powerful results. Touch all the
edges (full bleed).
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Place and crop your photo all the way to the edges. Color the type white, and youre done.
inch bleed
Before&After
1 16
Before&After
Before&After
Use both sides
5 of 13
5 of 13
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jaynes Photography
If your favorite photo has no room for words, use the back.
6 of 13
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.
Add some background
3 of 7
6 of 13
BAmagazine.com
i U X
i U X
BAmagazine.com
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
0682

0682
(1) Its a beautiful 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 eyedropper some pink from the ower and (4) add it to the business name,
creating a beautifully soft connection.
Photo doesnt ll the space? Add an articial background.
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
o
e
e.
me,
l,
s.
Before&After
Fade to black
7 of 13
8 of 13
7 of 13
BAmagazine.com
i U X
i U X
BAmagazine.com
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 (left), drag from right to left, stopping just short of the
edge, and youre done (4). Not quite right? Drag again.
A too-narrow image with a multicolor background requires fading.

Bob Schnell
804-647-3640
A change of type Bob Schnell is a people photographer.

Small change of typeface from Benton Sans to Didoton
only the business namesoftens the name suitably while
retaining the look. Classy.
Before&After
Get vertical
Soften with color.
Classic, but too stark? . . .
Bob Schnell
804-647-3640
0682

0682
Bob Schnell
804-647-3640
8 of 13
Vertical-format cards are less common but can be dramatic.
Its tempting to move the

words around, but dont
do it. The upper-left corner
makes a clear, designed
statementespecially if
its consistent on all pieces.
If an image wont work
with that position, use a
different image.
4 of 7
(Right) You dont want to

lose a great shot because
it doesnt t the space.
If you crop, we recommend
making the image square,
which looks intentional,
not ambiguous.
Her asymmetrical position

activates the page.

Bob Schnell
804-647-3640
Before&After
Find color
9 of 13
BAmagazine.com
Eyedropper colors right from the image for a perfect complement every time.
The background . . .
i U X
Her dress . . .
Her hair . . .
Her lips . . .

Bob Schnell
804-647-3640
i U X
BAmagazine.com
Bob Schnell
804-647-3640
10 of 13
Bob Schnell
804-647-3640

9 of 13
Bob Schnell
804-647-3640
Before&After
Use an object
Jaynes Photography
An alternative to a portfolio photo is to picture an object from your studio. Just

knock out its background and place it on the page. Include its shadow.
Jaynes Photography
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
10 of 13
0682

0682
White space is not empty but has real force. Note above
how it pushes your eye to the left and creates a strong sense
of depth behind the studio umbrella.
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
5 of 7
Small is big White space is the controlling element on these

cardsnote how your eye immediately registers the images,
despite their small sizes. Small is important; if 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 life.
Before&After
Create a gallery
Jaynes Photography
11 of 13
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Typefaces
Images
Images: iStockphoto
5 (3458269)
4 (6750578)
12 of 13
3 HTF Didot 11 Light | 10 pt
2 Benton Sans Cond Book | 7.5/9 pt
1 Benton Sans Cond Black | 7.5 pt
11 of 13
BAmagazine.com
i U X
i U X
C0 M0 Y0 K60
C0 M0 Y0 K100
0682

0682
Colors
BAmagazine.com
Square images are harder to crop but look designed, and

they correspond to Web thumbnails and avatars, too. Background
can be white or black (below).
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jaynes Photography
Instead of one photo, create a tiny gallery. Make a matching Web gallery, and
youll have a direct, card-to-Web connection, useful for branding.
Jaynes Photography
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
6 of 7
12 of 13
. . . add your photos.
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Jaynes Photography
Bob Schnell
804-647-3640
Jayne Kettner
Winona, MN 55987
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
jayne@ jaynekettner.com
jaynesphotography@gmail.com
Jaynes Photography
Article resources
Make a grid . . .
Before&After
1
2
3
2
Jayne Kettner
Winona, MN 55987
507-452-9300 desk
507-208-1067 cell
Before&After
Subscribe to Before & After
13 of 13
Subscribe to Before & After, and become a

more capable, condent designer for pennies
per article. To learn more, go to
http://www.bamagazine.com/Subscribe
E-mail this article
To pass along a free copy of this article to
others, click here.
Join our e-list
To be notied by e-mail of new articles as
they become available, go to
13 of 13
7 of 7
BAmagazine.com
i U X

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 understandable, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Dexter Mark Abellera Senior designer
323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
Fax 916-784-3995
E-mail mailbox@bamagazine.com
www http://www.bamagazine.com
Copyright 2009 Before & After magazine
ISSN 1049-0035. All rights reserved
0682
You may pass along a free copy of this article to others

by clicking here. You may not alter this article, and you
may not charge for it. You may quote brief sections
for review; please credit Before & After magazine, and
let us know. To link Before & After magazine to your
Web site, use this URL: http://www.bamagazine.com.
For all other permissions, please contact us.
Printing formats
http://www.bamagazine.com/email

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Before&After

A photo and one block of

Design a card the easy way 0682

Design a card the easy way

When photographer Jayne Kettner sent

Design a card the easy way 0682

Design a card the easy way

Start with the words

(1) Set your typebusiness name, your name,

Design a card the easy way 0682

Design a card the easy way

Add the photo

Place and crop Most business cards are horizontal.

Color the words Bring the words to the front.

Extend the photo to create a

Design a card the easy way 0682

Design a card the easy way

Use both sides

Artists canvas Without words, winter trees fill the card

Design a card the easy way 0682

Design a card the easy way

Add some background

Photo doesnt fill the space? Add an artificial background.

Design a card the easy way 0682

Design a card the easy way

A too-narrow image with a multicolor background requires fading.

Bob Schnell Photography

A change of type Bob Schnell is a people photographer.

Bob Schnell Photography

Design a card the easy way 0682

Design a card the easy way

Vertical-format cards are less common but can be dramatic.

Classic, but too stark? . . .

Bob Schnell Photography

Its tempting to move the

Soften with color.

Bob Schnell Photography

Bob Schnell Photography

(Right) You dont want to

Her asymmetrical position

Design a card the easy way 0682

Design a card the easy way

Bob Schnell Photography

Bob Schnell Photography

Bob Schnell Photography

Bob Schnell Photography

Design a card the easy way 0682

Design a card the easy way

An alternative to a portfolio photo is to picture an object from your studio. Just

Small is big White space is the controlling element on these

Design a card the easy way 0682

Design a card the easy way

. . . add your photos.

Square images are harder to crop but look designed, and

Design a card the easy way 0682

Design a card the easy way

1 Benton Sans Cond Black | 7.5 pt

3 HTF Didot 11 Light | 10 pt

2 Benton Sans Cond Book | 7.5/9 pt

Bob Schnell Photography

Design a card the easy way 0682

Design a card the easy way

Subscribe to Before & After

Before & After magazine