From: Ooi
Sent: Thursday, July 01, 2010 10:33 AM
To:
Subject: FW: FW: Why never to ask favours from the designers (or Communications Manager!!!)

Shannon (the secretary) has lost her cat and has asked David (the graphic designer) to help with a lost poster. This is their email correspondence…

From: Shannon Walkley
Date: Monday 21 June 2010 9.15am
To: David Thorne
Subject: PosterHi
I opened the screen door yesterday and my cat got out and has been missing since then so I was wondering if you are not to busy you could make a poster for me. It has to be A4 and I will photocopy it and put it around my suburb this afternoon.

This is the only photo of her I have she answers to the name Missy and is black and white and about 8 months old. missing on Harper street and my phone number.
Thanks Shan.

From:David Thorne
Date: Monday 21 June 2010 9.26am
To: Shannon Walkley
Subject: Re: Poster
Dear Shannon,
That is shocking news. Luckily I was sitting down when I read your email and not half way up a ladder or tree. How are you holding up? I am surprised you managed to attend work at all what with thinking about Missy out there cold, frightened and alone… possibly lying on the side of the road, her back legs squashed by a vehicle, calling out “Shannon, where are you?”
Although I have two clients expecting completed work this afternoon, I will, of course, drop everything and do whatever it takes to facilitate the speedy return of Missy.
Regards, David.

From:

Shannon Walkley
Date: Monday 21 June 2010 9.37am
To: David Thorne
Subject: Re: Re: Posteryeah ok thanks. I know you dont like cats but I am really worried about mine. I have to leave at 1pm today.

From:

David Thorne
Date: Monday 21 June 2010 10.17am
To: Shannon Walkley
Subject: Re: Re: Re: PosterDear Shannon,

I never said I don’t like cats. Once, having been invited to a party, I went clothes shopping beforehand and bought a pair of expensive G-Star boots. They were two sizes too small but I wanted them so badly I figured I could just wear them without socks and cut my toenails very short. As the party was only a few blocks from my place, I decided to walk. After the first block, I lost all feeling in my feet. Arriving at the party, I stumbled into a guy named Steven, spilling Malibu & coke onto his t-shirt, and he punched me. An hour or so after the incident, Steven sat down in a chair already occupied by a cat. The surprised cat clawed and snarled causing Steven to leap out of the chair, slip on a rug and strike his forehead onto the corner of a speaker; resulting in a two inch open gash. In its shock, the cat also defecated, leaving Steven with a foul stain down the back of his beige cargo pants. I liked that cat.
Attached poster as requested.
Regards, David.

From:

Shannon Walkley
Date: Monday 21 June 2010 10.24am
To: David Thorne
Subject: Re: Re: Re: Re: Posteryeah thats not what I was looking for at all. it looks like a movie and how come the photo of Missy is so small?

From:

David Thorne
Date: Monday 21 June 2010 10.28am
To: Shannon Walkley
Subject: Re: Re: Re: Re: PosterDear Shannon,

It’s a design thing. The cat is lost in the negative space.
Regards, David.

From:

Shannon Walkley
Date: Monday 21 June 2010 10.33am
To: David Thorne
Subject: Re: Re: Re: Re: Re: PosterThats just stupid. Can you do it properly please? I am extremely emotional over this and was up all night in tears. you seem to think it is funny. Can you make the photo bigger please and fix the text and do it in colour please. Thanks.

From:

David Thorne
Date: Monday 21 June 2010 10.46am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: PosterDear Shannon,

Having worked with designers for a few years now, I would have assumed you understood, despite our vague suggestions otherwise, we do not welcome constructive criticism. I don’t come downstairs and tell you how to send text messages, log onto Facebook and look out of the window. I am willing to overlook this faux pas due to you no doubt being preoccupied with thoughts of Missy attempting to make her way home across busy intersections or being trapped in a drain as it slowly fills with water. I spent three days down a well once but that was just for fun.
I have amended and attached the poster as per your instructions.
Regards, David.

From:

Shannon Walkley
Date: Monday 21 June 2010 10.59am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: PosterThis is worse than the other one. can you make it so it shows the whole photo of Missy and delete the stupid text that says missing missy off it? I just want it to say Lost.

From:

David Thorne
Date: Monday 21 June 2010 11.14am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Poster

From:

Shannon Walkley
Date: Monday 21 June 2010 11.21am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: Posteryeah can you do the poster or not? I just want a photo and the word lost and the telephone number and when and where she was lost and her name. Not like a movie poster or anything stupid. I have to leave early today. If it was your cat I would help you. Thanks.

From:

David Thorne
Date: Monday 21 June 2010 11.32am
To: Shannon Walkley
Subject: AwwwDear Shannon,

I don’t have a cat. I once agreed to look after a friend’s cat for a week but after he dropped it off at my apartment and explained the concept of kitty litter, I kept the cat in a closed cardboard box in the shed and forgot about it. If I wanted to feed something and clean faeces, I wouldn’t have put my mother in that home after her stroke. A week later, when my friend came to collect his cat, I pretended that I was not home and mailed the box to him. Apparently I failed to put enough stamps on the package and he had to collect it from the post office and pay eighteen dollars. He still goes on about that sometimes, people need to learn to let go.
I have attached the amended version of your poster as per your detailed instructions.
Regards, David.

From:

Shannon Walkley
Date: Monday 21 June 2010 11.47am
To: David Thorne
Subject: Re: AwwwThats not my cat. where did you get that picture from? That cat is orange. I gave you a photo of my cat.

From:

David Thorne
Date: Monday 21 June 2010 11.58am
To: Shannon Walkley
Subject: Re: Re: AwwwI know, but that one is cute. As Missy has quite possibly met any one of several violent ends, it is possible you might get a better cat out of this. If anybody calls and says “I haven’t seen your orange cat but I did find a black and white one with its hind legs run over by a car, do you want it?” you can politely decline and save yourself a costly veterinarian bill.

I knew someone who had a basset hound that had its hind legs removed after an accident and it had to walk around with one of those little buggies with wheels. If it had been my dog I would have asked for all its legs to be removed and replaced with wheels and had a remote control installed. I could charge neighbourhood kids for rides and enter it in races. If I did the same with a horse I could drive it to work. I would call it Steven.
Regards, David.

From:

Shannon Walkley
Date: Monday 21 June 2010 12.07pm
To: David Thorne
Subject: Re: Re: Re: AwwwPlease just use the photo I gave you.

From:

David Thorne
Date: Monday 21 June 2010 12.22pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Awww

From:

Shannon Walkley
Date: Monday 21 June 2010 12.34pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: AwwwI didnt say there was a reward. I dont have $2000 dollars. What did you even put that there for? Apart from that it is perfect can you please remove the reward bit. Thanks Shan.

From:

David Thorne
Date: Monday 21 June 2010 12.42pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Awww

From:

Shannon Walkley
Date: Monday 21 June 2010 12.51pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: AwwwCan you just please take the reward bit off altogether? I have to leave in ten minutes and I still have to make photocopies of it.

From:

David Thorne
Date: Monday 21 June 2010 12.56pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Awww

From:

Shannon Walkley
Date: Monday 21 June 2010 1.03pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: AwwwFine. That will have to do.

reference to original source : http://www.27bslash6.com/missy.html

That night Rachel’s room was full with family and friends. Sandy Hunnicutt, Rachel’s mother, was there to offer explanation and to calm Rachel’s nerves. ” ”Here’s the deal; You’re going to get sick, and you’re going to lose your hair, but from everything I’ve read so far, this is a do-able deal…” Sandy told Rachel.

Between treatments, Rachel balanced high school and working at a bank. She finished treatments just before graduating with honors from Keller High School in 2004. There’s always a danger… but things looked good, and  rolling with the punches, she moved on with life.

Fast Forward…
Rachel is out of high school, married, and works at a local bank. She has a daughter… Alexis. Then, though in clinical remission for 7 years, she relapsed. She’s been undergoing relapse treatment for 2 years, but now tests indicate the cancer spread to her bone marrow. The ONLY option now, an operation for bone marrow replacement.

The Cost of Staying Alive… even WITH Insurance
Rachel is employed, and has insurance. Great, right? You be the judge. The bill for the coming operation… the part NOT covered by insurance, is estimated at around $80,000. Hence this website, created by friends of the family.

The Hunnicutts have long been generous with their time and anything else they had when a friend was in need. They’re just normal folks, and frankly neither they nor their Rachel can foot that bill. A fund has been set up to address these medical bills. http://www.got-marrow.org/

Posted on behalf of ODP Colleague Rob Jones http://robjones3030.wordpress.com/

First, narrow down your choices by selecting the tone you want to present. Typefaces can convey personality. For instance if you are in the banking industry you might choose a classic serif font such as Garamond to convey dependability. Serif fonts are generally used to achieve an elegant or classical look. For a more contemporary look a sans serif such as Bank Gothic would be appropriate. Sans serif fonts can impart an appearance of confidence.

Be careful about choosing a script typeface. Although they can add elegance to an invitation or announcement, scripts are more difficult to read. Never use all caps when using a script typeface and never use it for lengthy copy.

Readability is crucial. Be sure that the font you choose is legible. With all of the new and interesting typefaces available today it is tempting to pick one that you think looks “cool”. This can work if you are going for an edgy look that will appeal to a young audience, but your copy still needs to be easily understood.

An important rule of thumb to remember: Never select more than three typefaces for a design piece. You can choose one font for the heading, one for the body text and one for accent if desired. More will look chaotic and cluttered.

The combination of these fonts is also important. (The typographic wheel below is a helpful guide).

If you select a serif for your heading, choose a sans serif for the body text (or vise versa). Avoid selecting a similar serif for the body, as this may end up looking like a mistake. Using an opposite typeface will achieve a contrast that will add eye appeal to your piece. Also avoid close relatives of your main typeface. For example if your heading is script do not choose an italic serif for your body text.

Word settings and spacing are another consideration to achieve a professional look for your design. The optimal setting for your body text is flush left, rag right. This setting allows comfortable readability. The flush left makes it easier for the reader to find the next line. Also pay attention to the ragged edge. Take time to create a pleasing silhouette by avoiding lines set to exactly the same length or one long line followed by a short one. The exception here is the end of a paragraph, however never leave a single word on the last line of a paragraph. Try to avoid justifying your text (Flush left, flush right) as this can create irregular word spacing unless carefully typeset. This uneven spacing can create “rivers” of open space that will distract the reader. Justified text works best for lengthy materials such as books or magazine articles.

Centered text will create left and right ragged edges. This can create a dignified look if treated carefully. Vary the lines to give the ragged edges an interesting look and try increasing the space between lines to add readability. Since a ragged left edge makes it more difficult for a reader to find the next line, try to keep phrases or related content on one line. Centered text works best for small amounts of text.

With all of this to consider in choosing your typeface(s), don’t hesitate to contact a professional designer. There are books written on the subject and this article does not begin to address many aspects of typography. The correct use of type can make or break your design, so take some time and look at the different options available.

by Patrice Roarke, Creative Director and owner of Artisan Design Studio. This article may be re-printed on your website, newsletter or ezine with a credit and link back to: http://www.artisan-ds.com

http://blog.dmoz.org/2009/01/30/focus-on-kids-and-teens-directory/

This week, we’re presenting the first in an occasional series of posts that highlight a different section of the directory. Today, we’re focusing on Kids and Teens, and editor artisands has provided a great overview of this fantastic family resource.

Hyphens

The shortest dash; should only be used between words or to break syllables at the end of a line of type.

Discretionary Hyphens

Becomes invisible unless needed. A discretionary hyphen is manually inserted where you want a word to break if and when that word appears at the end of a line. If the text reflows and the need for hyphenation is eliminated, the hyphen disappears. InDesign: Command (Mac) or Control (PC) + shift + hyphen. QuarkXPress: Command (Mac) or Control (PC) + hyphen.

En dash

The width of an en dash is one half the point size of the type i.e. 10 point type would use a 5 point en dash. Used to indicated a range in numeric values. On a PC hold down the ALT key and type 0150. On a Mac hold down the OPTION key while typing a hyphen.

Em dash

The width of an em dash is the same point size of the type i.e. 10 point type would use a 10 point em dash. Used to set off phrases in place of parentheses. On a PC hold down the ALT key and type 0151. On a MAC hold down the SHIFT and OPTION keys while typing a hyphen.

http://graphic-design-info.com/

In design, balance is best understood when compared to the physical world. Think of a physical object, such as a glass of water. When the glass is tipped or off balance, it falls over and spills. To keep a scale in balance it must have equal weight on both sides. Note that the weight does not have to be made up of identical objects. Similarly, if an object placed on a page fails to fulfill our “visual equilibrium” the design will appear off balance. When a design has balance, all of the elements appear grounded. This can be achieved through symmetry or asymmetry.

Symmetrical or Formal Balance is accomplished by distributing elements equally around a central vertical or horizontal axis. Although this assumes identical mirrored elements, balance can also be created using different element of an equal weight and placement. This is called approximate symmetry. Using symmetry in a design produces a sense of stability and a lack of tension that requires little work on the part of the viewer.

Asymmetrical or Informal Balance occurs when the weight of a composition is not evenly distributed around a central axis. One method in obtaining balance in an asymmetrical design is to offset a dominant element with a group of smaller elements. A large neutral colored object can be balanced with the use of a deeper hue elsewhere in the layout.  Asymmetry in a design creates visual tension while preventing the design from appearing static and superficial.

Rhythm – The regular or ordered repetition of dominant and subordinate elements or units within a design.

Rhythm in visual art is achieved through the creating a sense of movement. The repeated placement of elements, lines, or color can move the viewers focus from one point to another.

If one thinks of rhythm in conjunction with nature, it becomes apparent that humans rely on a universal sense of timing, from the change of seasons, the rising and setting of the sun, changes in temperature and the internal rhythms that let us know when it is time to eat, sleep, or become active. Applying this principle to art can achieve a sense of unity and progression that subconsciously feels right.

Proportion – The relation or adaptation of one portion to another, or to the whole, as respect magnitude, quantity, or degree; comparative relation; ratio; as, the proportion of the parts of a building, or of the body.

The proportion of elements provides weight or emphasis which draws the eye to a focal point of the design. Proportion works along with balance and rhythm to create a smooth flow beginning with the largest object or element and moving in a hierarchal pattern throughout the design. The use of grid systems can help an overall design retain proportion and balance.
Sources

Goodman, A. The 7 essentials of graphic design. Cincinnati, OH: HOW Design Books.

Lapow Toor, Marcellle, Graphic Design on the Desktop. John Wiley & Sons, Inc.

Leland, Nita, Exploring Color. Cincinnati, OH: Northern Light Books.

Optimizing website graphics involves discovering the balance between image quality and image size. To optimize your website images follow these three steps.

• Resize the image
• Reduce the colors used in the image
• Save the image in a compressed file format

Step 1 – Resize the Image

Use an image-editing program to resize your photograph or graphic to the exact size that you will need for your website. For example, if you have a photograph that is 7” wide by 5” high or 504 x 360 pixels, but want it to appear on your website at 150 x 107 pixels do not place the larger image on your website and resize it using your web building software. The image will still load (slowly) at the full pixel size and force the browser to resize it to 150 x 107 after the image has loaded.

Always include the height and width attributes. This will tell the browser what size the image is going to be and allow for a quicker page load.

Step 2 – Reduce the colors used in the image

Eliminating unnecessary colors is another way to reduce your image size. A graphic saved with 2 colors is logically going to be smaller than one saved using 256 colors. Utilize your image editing software to experiment with different options to locate the optimal balance in image quality and size.

When the number of colors used in an image are dramatically reduced it will result in color banding. The gradations in areas where colors have been eliminated are filled in with solid bands of color.

Dithering can help reduce the color banding. Although dithering will increase your file size slightly, it can help the image quality by combining existing colors to replace eliminated colors in the banded areas. This actually tricks the eye by giving the appearance of more colors in your image.

Step 3 – Save the image in a compressed file format

Lets start with understanding the correct types of image files to use on your website. The two common file types that you will find on a website are Gif and JPEG.

GIF (Graphics Interchange Format) pronounced Jif. GIF files are loss-less compressed image files. This means that when the image file is compressed data is not lost, however the file is limited to 256 colors or less. This format optimizes images with large continuous areas of color. Since you will loose some color fidelity with a GIF image, use them for simple line drawings, shapes, small icons or other non-complex graphics.

When optimizing an image as a GIF you will need to determine how much image quality you are willing to sacrifice to obtain a smaller file size.

GIF files also allow you the option of setting transparent backgrounds. This is necessary if your image is being placed on a patterned or gradient background. Otherwise you will end up with a solid block of color surrounding your image. This does not look attractive or professional.

Use the interlaced option for larger GIF images. This will cause a blurry image to appear first which will then load to the final image. Although the load time will not decrease this does give the impression of a faster loading page, as the image appears gradually.

JPEG (Joint Photographic Experts Group) pronounced Jay-Peg.

JPEG images use a lossy compression technique. Every time you save an image as a JPEG it will loose some data. To avoid this, be sure to save your original image in a lossless format (such as PNG) for editing purposes.

A JPEG image is saved in a 24-bit format, which allows for millions of colors. This is why JPEG files should always be used for photographs or complex graphics that use many colors or gradations. Most image editing programs offer three levels of JPG compression. You may need to experiment to find the correct balance of image quality and size.

For larger images use the progressive option, again to allow the image to load gradually giving the viewer the impression of a quicker loading page.

Remember to reuse the same image as much as possible to utilizing the Cache (pronounced cash) feature on the hard drive. This way once the image has loaded, it will store on the hard drive and be readily available for the next request.

by Patrice Roarke, Creative Director and owner of Artisan Design Studio. This article may be re-printed on your website, newsletter or e-zine with a credit and link back to: http://www.artisan-ds.com

Contrast is a good way to create a noticeable design and layout. Contrast can be size, color, direction, format or the expected verses the unexpected.

Size contrast can involve graphics or type. The greater the difference, the more impact the design will have. For instance, making type size in your headline a little bigger than the body text will not have the same impact as having a very large headline and very small text. I remember seeing a full-page advertisement with a bright background color. The only other item on the page was a very small line of type in a lighter shade of the same color. Since I can still recall the ad, it obviously made an impression.

Using color to impact your design works best when it involves the unexpected or extreme. This does not mean you have to use hot pink and lime green in your design (although this would get attention). Unexpected use of one color in an otherwise black and white layout can draw the eye. Moving one step away from the expected with graphics or photography can also create reader interest. Try using a conceptual image or photo to highlight your main message verses the first thing to come to mind when thinking about your product or service.

Another form of contrast is in the actual design. An unusual fold in a brochure or direct mail piece can add excitement. Imagine a business card that folds out to a standup box. An unusual texture or combination of materials can give a personal “I made this just for you” feeling to a marketing piece. For example, a packaging company could use plain brown cardboard for their brochure. Add interesting color usage and the brochure makes a very individual statement about that particular company.

Use of contrast in a design project is virtually unlimited. With the help of a professional designer you can create strong, creative and effective looks for any marketing materials.

by Patrice Roarke, Creative Director and ownerof Artisan Design Studio.

This article may be re-printed on your website, newsletter or ezine with a credit and link back to: http://www.artisan-ds.com