The e o an aeiemen ha ell i imple Keep all ee on he po · 2017-01-19 · map made of sticks, whew!...
Transcript of The e o an aeiemen ha ell i imple Keep all ee on he po · 2017-01-19 · map made of sticks, whew!...
®
The key to an advertisement that sells is simple: Keep all eyes on the product.
Design a flier that sells
®
2 of 15
Mr. Wilson was late for the home show, and busy. There were trucks to rent, contracts to sign, furni-ture to arrange. The new lines hadn’t arrived.
Was the flier done yet? At least the flier would be easy: He had beautiful products, one location, a simple message; what could go wrong?
Lots.The common, throwaway flier is advertising’s
low man. It is most often used to put an adver-tiser’s message on paper when there’s no time and no money. But its allure can be deceptive. Why? Because it’s so easy to think cheap and miss what’s obvious to others—that on that rickety, 10-cent page is nothing less than your company’s precious, irreplacable image.
Let’s see if we can make a flier worthy of that.
Design a flier that sells a productWhether you spend a little or a lot, the key to an advertisement that sells is simple: Keep all eyes on the product.
Look familiar?Words everywhere, photos misaligned, a map made of sticks, whew! The problem isn’t that this flier is ugly (ugly ads can be effective salesmen, which drives designers nuts) but that the products—the items actually for sale—are smothered in visual chatter. The retailer scrupulously avoided hype and carefully provided his store’s location, contact info and even a map, but forgot that the product must come first! Once the reader decides he likes the product, he’ll find your store.
Before
PIER SEVENPATIO AND INDOOR FURNITURE
RENTALS
SALESThe Warmth of WickerThe Strength of Steel
PIER SEVEN19661 Antelope Rd.
Elk Grove, Calif. 95624
916-555-8212
To Stockton To Sacramento
ANTELOPE RD.
HWY. 99
Perkins B
lvd.
DiamondPark x
W
E
NS
The beauty and warmth of Hand-woven wicker over a framework of structural steel. Extremely Durable And Strong, The steel is wrapped in Epoxy. Beautiful and almost Maintenance free. Many Styles to choose from, from Antique to Modern.Cushion Pattern And Colors To Com-pliment Your Decor.
BEAUTIFUL STRONG WICKER FURNITURE FOR INDOOR OR OUTDOOR MODERN LIVING
INDOOR-OUTDOOR FURNITURE AND MORE FOR WEDDINGS, PARTIES AND
SPECIAL OCCASIONS
® Design a flier that sells a product 3 of 15
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In real life . . .If you walked into Mr. Wilson’s store, this is what you’d see: a line of beautifully modern, casual furniture. Handsome, isn’t it? Surrounded by such nice stuff, it’s easy to see how, in his mind’s eye, Mr. Wilson’s readers could see the product as clearly as he.
To an ad designer, reality, incredibly, can be misleading! Why? Because while you can see and touch the prod-uct, the reader experiences nothing except what’s on paper (or screen). Your goal, therefore, is, through words, pictures and composition, to make your product speak for itself.
® Design a flier that sells a product 4 of 15
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Before you begin . . .Advertising design would be the same as any other kind of design except for two especially distorting influences: our self-consciousness (we tend to see ourselves, while shoppers see the products), and the money at stake. It will pay to consider . . .
No one shops everywhere.Many people will never buy your product, no matter how obvious its qualities are to you, and nothing shreds money faster than trying to change their minds. The way to profits is to visualize those who are interested, and present your product to them.
Maintain your poise.As people, we share a troublesome tendency to weigh our negatives more heavily than our positives. But comparing ourselves to others usually results in overreaction, which typically takes the form of TALKING LOUDER or talkingfasterandcrowdingmorein. Maintain your poise. Mr. Wilson’s furniture is excellent; we can sell that. A shopper isn’t looking for a store; he’s looking for a product.
Be cool.Your audience is just like you—intelligent and preoccupied. Visualize a business meeting: Dress well. Be prepared. Be clear. Make your point. Be concise. Don’t waste their time.
® Design a flier that sells a product 5 of 15
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Start by setting a stageIf you think of your paper or screen as a stage—like a theater stage—you’ll be in the right frame of mind. Why? Because a good advertising page is a stage, not a spreadsheet, on which you’ll craft drama, tension, impact, interest.
Place guidesBecause it will be printed on a desktop, your images can’t touch the edges, or “bleed.” Place border guides wide enough for your printer but no wider—typically a quarter inch or so in—and place a guide on the centerline.
The powerful centerLike center stage, center is the most powerful place in any visual field. (By center, we mean centerish, not the exact mechanical center.) Remember this as you plan your page, and think “center out,” not
“top down.”
® Design a flier that sells a product 6 of 15
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No!
No!
Place your productPlace your product on the page in the same way that you’d show it off to your friends: Set it out in the center of things where it can be seen and touched.
Picture your product clearly! To do this well, you need a photo graph. The factory or distrib u tor is often able to furnish a good one; call them. Failing that, you may hire a photographer who specializes in product photog raphy (a different skill from portraiture or nature photography). Keep in mind that if shoppers cannot see your product clearly, they will not buy it.
(Right) It is tempting to play with a design in an effort to add one’s artistic touch. Resist! In product advertising, the prod-uct is the show. Don’t tilt the photo or distort it in any way. Don’t add ruffles and flourishes. Don’t make it tiny, thinking a shopper would prefer to read about it. And don’t crop it like an art poster, which will just frustrate an interested buyer.
® Design a flier that sells a product 7 of 15
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patio and indoor furniture
Wıcker&Steel.
Add a headlineElucidate! Once your product is on the page, add words to reveal detail and nuance and direct the reader to virtues or uses of the product that are not evident just by looking at it.
We like stuff Shoppers enjoy seeing and experiencing new prod-ucts. (We like to be thrilled, basically.) You’ll write your best headlines if you think of your readers as eager listeners. Think, What’s the first thing I would tell my friends about this product? Begin with the feature that you find most interesting or exciting. In this case, it’s that the soft wicker is beautifully combined with strong, durable steel. If your product is more ordinary—a screwdriver, perhaps, or a set of bath towels—think, What do I like most about this prod-uct? Explain that.
Rule of thumb #1 A short headline is preferable to a long oneIn oral conversation we yak on and on with 20 words when one or two would do. As readers, however, we are bored quickly. Shoppers want to like your product, but they won’t tolerate much blather. English is a rich, descriptive language; there’s usually a per-fect word. Finding it will pay off.
Rule of thumb #2Avoid catchy slogansWhy?1) You won’t be able to think one up.2) If you do, it will be corny.
Use photo colorsColors eyedroppered from the photo will always coordinate perfectly. Note the small deckhead color matches the chair.
® Design a flier that sells a product 8 of 15
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patio and indoor furniture
Wıcker&Steel.
What typestyles?
Always appropriate: The classicsUnderstatement, the classic mark of confidence, allows the product to shine. Match headline and deckhead (the line beneath it) in a face that’s designed for text. Some of the best: Garamond (above), Caslon, Century, Times, Bembo, Sabon. Classic type complements almost any product. Note that the deckhead is in uppercase.
Not so good: DecorativesRosewood (above) is a heavily styled typeface—part of a class called decoratives—whose pres-ence is a scene stealer. Decoratives are really showy on type specimen sheets, which is why they’re tempting to use, but remember that the product, not the type, is the show. Decoratives are better for posters than for product ads.
Cool: Styles that express their wordsHere, beautiful typestyles reflect their words—in this case, light wicker and heavy steel. This tech-nique is best in understatement; it will fail if the connection feels obvious or artificial, which is like-liest to occur if the type is heavily stylized. It also requires care to pull off; if you’re uncertain, we recommend using classics, which are easier.
The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful
line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a
robust framework of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
patio and indoor furniturewicker&steel
AndromedA ChAiSe $999
The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful
line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a
robust framework of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
patio and indoor furniture
Wıcker&Steel
AndromedA ChAiSe $999
® Design a flier that sells a product 9 of 15
9 of 15
patio and indoor furniture
The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful
line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a
robust framework of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&Steel.
AndromedA ChAiSe $999
Add your textAs you write, bear in mind that a shopper will be reading if—but only if—the product and its headline have interested him sufficiently. As you compose your text, therefore, have confidence that your reader is interested. Be clear. Keep your poise.
Design simplyWilly-nilly layout (above left) is not only un attrac tive, but it’s difficult to do—there are too many decisions to make! The makeover is simple, horizontal lines—head, deckhead, photo, text—right down the page. Easy! What makes it so clear is that the lines run edge to edge; your eye isn’t stopping, zigging, zagging and backing up as it moves around the page.
Rule of thumb #3 Be kindIt is the reader, not you, who is in the driver’s seat. No matter how big you are, nothing will happen unless the reader wants it to happen. Respect that. A proper advertisement is a dignified product presentation, not a stick-up.
It is an American fantasy to think a shop-per can be compelled to buy a product. As shoppers, we actually sell ourselves.
Help! When business success is at stake, making an ad can give your tummy big butterflies. You may find it helpful to visualize your friends and imagine showing your product to them. Why? Because that’s who we are—people just like you. A good sale will be a relaxed, win-win transaction.
patio and indoor furniture
The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful
line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a
robust framework of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&Steel.
AndromedA ChAiSe $999
pier sevenpatio and indoor furniture
rentals
salesThe Warmth of WickerThe Strength of Steel
pier seven19661 Antelope Rd.
Elk Grove, Calif. 95624
916-555-8212one block south of Perkins blvd. • www.Pierseven.net
to stockton to sacramento
antelope rd.
hwy. 99
perkins B
lvd.
diamondpark x
W
E
NS
The beauty and warmth of Hand-woven wicker over a framework of structural steel. Extremely Durable And Strong, The steel is wrapped in Epoxy. Beautiful and almost Maintenance free. Many Styles to choose from, from Antique to Modern.Cushion Pattern And Colors To Com-pliment Your Decor.
BEAuTiful STRonG WiCkER fuRniTuRE foR indooR oR ouTdooR modERn livinG
indooR-ouTdooR fuRniTuRE And moRE foR WEddinGS, pARTiES And
SpECiAl oCCASionS
® Design a flier that sells a product 10 of 15
10 of 15
patio and indoor furniture
The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful
line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a
robust framework of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&Steel.
AndromedA ChAiSe $999
19661 Antelope road, elk Grove, CA 95624One block south of Perkins Blvd.
916-555-8212 www.pierseven.net
PierSeven
Add your logoPresent yourself last, and small. Two reasons: You are the last link in the sale—remember, we shop for products, not stores—and small says confident.
Full stopThe lower-right corner is the exit point of the page and an excellent place to put your logo, where it works like a punctua-tion point and brings the reader to a stop. A small logo is more authoritative than a big one; real power always appears effortless. In this case, the surrounding white field adds to its visibility, although the reader will not be aware of that. Add contact information below the logo or at least in the vicinity.
Note how the flier is divided into four easily digested pieces—headline, photo, text and store name—which together make a clear, coherent statement.
Here’s an easy way to make a logotype:
Type your name
Remove the word space
Tighten the letter spacing
Color
Pier Seven
PierSeven
PierSeven
PierSeven
® Design a flier that sells a product 11 of 15
11 of 15
An
telo
pe
Rd
Perkins Blvd
99
An
telo
pe
Rd
Perkins Blvd
99
patio and indoor furniture
The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful
line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a
robust framework of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&Steel.
AndromedA ChAiSe $999
N
19661 Antelope road, elk Grove, CA 95624One block south of Perkins Blvd.
916-555-8212 www.pierseven.net
PierSeven
Add a mapA map is an underused asset. Especially thoughtful of shoppers are maps of labyrinthine parking garages, one-way streets, off-the-beaten-path entryways, things like that. Start with a Google map, then modify.
Perkins BlvdPerkins BlvdPerkins Blvd
Antelo
pe R
dA
ntelo
pe R
dA
nte
lop
e R
dA
ntelo
pe R
d
Perkins Blvd
Delete streets, move the highwayToo big, too detailed
Google maps are excellent, but for a tiny space they’re too detailed. To simplify, import a screen image of your Google map, then trace new roads over Google’s. Skip all but the main streets, then (in this case) move an important but distant highway . . .
. . . closer to the store (above). When you change a Google map, you’ll need to change the look. We recommend light roads on a neutral background. You can also add your own touches, like the shadow beneath the elevated freeway. Crop tightly to fit (left).
Move the highway
® Design a flier that sells a product 12 of 15
12 of 15
Have more products?Tight budgets usually mean doing more with less, so your flier may need to show more products. There are two good ways to do this. The first is shown below—put one product center stage, and make your other products much smaller . . .
Clear hierarchyOne big photo and a row of small photos yields clear visual hierarchy, which aids understanding. Key is that the sizes are boldly different; small differences create only ambiguity and clutter, as you’ll remember from the busy original (left). Note the map has been moved to the end of the row, sustaining the hori-zontal theme.
Crop uniformlyPhotos of like objects in a row should be cropped so that the objects are the same size, or as close as possible. Judge size by the bulk of the object, not details like legs and other small parts.
pier sevenpatio and indoor furniture
rentals
salesThe Warmth of WickerThe Strength of Steel
pier seven19661 Antelope Rd.
Elk Grove, Calif. 95624
916-555-8212one block south of Perkins blvd. • www.Pierseven.net
to stockton to sacramento
antelope rd.
hwy. 99
perkins B
lvd.
diamondpark x
W
E
NS
The beauty and warmth of Hand-woven wicker over a framework of structural steel. Extremely Durable And Strong, The steel is wrapped in Epoxy. Beautiful and almost Maintenance free. Many Styles to choose from, from Antique to Modern.Cushion Pattern And Colors To Com-pliment Your Decor.
BEAuTiful STRonG WiCkER fuRniTuRE foR indooR oR ouTdooR modERn livinG
indooR-ouTdooR fuRniTuRE And moRE foR WEddinGS, pARTiES And
SpECiAl oCCASionS
Logo moves to align with the photo.
® Design a flier that sells a product 13 of 15
13 of 15
patio and indoor furniture
The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful
line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a
robust framework of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&steel.
A
N
moon pod chair $499Safari chair $499grandma jo chair $699
eclipSe pod chair $799Tropical chaiSe $799
19661 antelope road, elk grove, ca 95624One block south of Perkins Blvd.
916-555-8212 www.pierseven.net
PierSeven99
patio and indoor furniture
The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful
line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a
robust framework of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&Steel.
AndromedA ChAiSe $999
N
19661 Antelope road, elk Grove, CA 95624One block south of Perkins Blvd.
916-555-8212 www.pierseven.net
PierSeven
More productsThe second way is to make your products the same size and group them center stage. Now the group, not a single product, is the focal point. Reward the reader by providing names and prices right on the photos.
Same-size photosA crisp block of photos becomes a multi-image focal point. Key to this technique is that all the furniture be the same size, or almost, so crop with that in mind. Arrange so that the outside chairs face inward, if possible.
Half width, same sizeYou don’t notice at a glance, but two of the photos are exactly half width. The key is exactly, which creates an intentional, not ambig-uous, look. Stack the photos in horizontal and vertical segments (above left); avoid a “brick wall” arrangement (above right), which introduces zigzags. And remember that even at half width, the furni-ture must be the same size as in the other photos.
Map remains small to sustain the hierarchy.
pier sevenpatio and indoor furniture
rentals
salesThe Warmth of WickerThe Strength of Steel
pier seven19661 Antelope Rd.
Elk Grove, Calif. 95624
916-555-8212one block south of Perkins blvd. • www.Pierseven.net
to stockton to sacramento
antelope rd.
hwy. 99
perkins B
lvd.
diamondpark x
W
E
NS
The beauty and warmth of Hand-woven wicker over a framework of structural steel. Extremely Durable And Strong, The steel is wrapped in Epoxy. Beautiful and almost Maintenance free. Many Styles to choose from, from Antique to Modern.Cushion Pattern And Colors To Com-pliment Your Decor.
BEAuTiful STRonG WiCkER fuRniTuRE foR indooR oR ouTdooR modERn livinG
indooR-ouTdooR fuRniTuRE And moRE foR WEddinGS, pARTiES And
SpECiAl oCCASionS
Misaligned, zigzaggy
Straight and clear
patio and indoor furniture
The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful
line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a
robust framework of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&steel.
Perkins Blvd
Antelo
pe R
dA
ntelop
e Rd
99
A
N
moon pod chair $499Safari chair $499grandma jo chair $699
eclipSe pod chair $799Tropical chaiSe $799
19661 antelope road, elk grove, ca 95624One block south of Perkins Blvd.
916-555-8212 www.pierseven.net
PierSeven
An
telo
pe
Rd
Perkins Blvd
99
patio and indoor furniture
The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful
line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a
robust framework of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&Steel.
AndromedA ChAiSe $999
N
19661 Antelope road, elk Grove, CA 95624One block south of Perkins Blvd.
916-555-8212 www.pierseven.net
PierSeven
® Design a flier that sells a product 14 of 15
14 of 15
Typefaces
1 HTF Didot | 84 pt
2 Franklin Gothic Condensed | 84 pt
3 Benton Sans Condensed Book | 27 pt
4 (a–b) ITC Franklin Gothic Heavy a) 14 pt, b) 11pt
5 Helvetica Neue Bold | 44 pt
6 (a–c) Trade Gothic Light | a) 11 ptb) 14/22 pt, c) 10 pt
7 Trade Gothic Oblique | 11 pt
Images
Images: iStockphoto
8 (6175780)
9 (542325)
10 (7220638)
11 (3173386)
12 (3172210)
13 (2682001)
Article resources
Colors
C0 M0 Y0 K100
C20 M25 Y60 K10
C0 M0 Y0 K70
C9 M57 Y100 K41
C25 M100 Y100 K25
14
15
16
17
15
16
14
18
18
1
4a
9
2
3
8
5
6
6c
10
1211 13 4b 6a 7
6b
17
®
15 of 15 | Printing formats
Design a flier that sells a product 15 of 15
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 directorGaye McWade Associate publisherDexter Mark Abellera Staff designer Before & After magazine323 Lincoln Street, Roseville, CA 95678 Telephone 9167843880 Fax 9167843995E-mail [email protected] www http://www.bamagazine.com
Copyright ©2009 Before & After magazine ISSN 1049-0035. All rights reserved
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Be
fore
&A
fter | w
ww
.bamagazine.com
1 of 8
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sign
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Th
e key to an ad
vertisemen
t that sells is sim
ple:
Keep
all eyes on th
e prod
uct.
Design a fl ier that sells
Con
tinu
ed
®B
efore&
After
BA
mag
azine.co
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iX
De
sign
a fl ier th
at sells a p
rod
uct
06812
of 15
Mr. W
ilson
was late fo
r the h
om
e show
, and
bu
sy. T
here w
ere trucks to
rent, co
ntracts to
sign, fu
rni-
ture to
arrange. T
he n
ew lin
es had
n’t arrived.
Was th
e fl ier do
ne yet? A
t least the fl ier w
ou
ld
be easy: H
e had
beau
tiful p
rod
ucts, o
ne lo
cation
, a sim
ple m
essage; wh
at cou
ld go
wro
ng?
Lots.T
he co
mm
on
, throw
away fl ier is ad
vertising’s
low m
an. It is m
ost o
ften u
sed to
pu
t an ad
ver-tiser’s m
essage on
pap
er wh
en th
ere’s no
time
and
no
mo
ney. B
ut its allu
re can b
e decep
tive. W
hy? B
ecause it’s so
easy to th
ink ch
eap an
d m
iss w
hat’s o
bviou
s to o
thers—
that o
n th
at rickety, 10-cen
t page is n
oth
ing less th
an yo
ur co
mp
any’s
precio
us, irrep
lacable image.
Let’s see if we can
make a fl ier w
orth
y of th
at.
Design
a fl ier that sells a p
roduct
Whether you spend a little or a lot, the key to an advertisem
ent that sells is sim
ple: Keep all eyes on the product.
Loo
k fa
milia
r?W
ords everywhere,
photos misaligned, a
map m
ade of sticks, w
hew! The problem
isn’t that this fl ier is ugly (ugly ads can be effective salesm
en, which drives
designers nuts) but that the products—
the items
actually for sale—are
smothered in visual chat-
ter. The retailer scrupu-lously avoided hype and carefully provided his store’s location, contact info and even a m
ap, but forgot that the product m
ust come fi rst! O
nce the reader decides he likes the product, he’ll fi nd your store.
Be
fore
PIE
R SE
VE
NPA
TIO
AN
D IND
OO
R F
UR
NIT
UR
E
RENTALSSALES
The Warm
th of Wicker
The Strength of Steel
PIE
R SE
VE
N19661 A
ntelope Rd.
Elk G
rove, Calif. 95624
916-555-8212
To Stockton
To Sacram
ento
AN
TE
LOP
E R
D.
HW
Y. 99
Perkins Blvd.
Diam
ondP
arkx
WE
NS
The beauty and w
armth of H
and-w
oven wicker over a fram
ework of
structural steel. Extrem
ely Durable A
nd Strong, T
he steel is wrapped in E
poxy. B
eautiful and almost M
aintenance free. M
any Styles to choose from, from
A
ntique to Modern.
Cushion Pattern A
nd Colors To C
om-
pliment Y
our Decor.
BE
AU
TIFU
L STRO
NG
WIC
KE
R F
UR
NITU
RE
FO
R IN
DO
OR
OR
OU
TDO
OR
MO
DE
RN
LIVIN
G
IND
OO
R-O
UTD
OO
R F
UR
NITU
RE
AN
D
MO
RE
FO
R W
ED
DIN
GS, PA
RTIE
S AN
D
SPE
CIA
L OC
CA
SION
S
Be
fore
&A
fter | w
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De
sign
a fl
ier th
at se
lls a p
rod
uct 0681
0681 D
esig
n a
flie
r tha
t sells a
pro
du
ct
®B
efore&
After
BA
mag
azine.co
mU
iX
De
sign
a fl ier th
at sells a p
rod
uct
0681
Design
a fl ier that sells a p
rod
uct
4 of 15
4 of 15
Be
fore
you
be
gin
. . .A
dvertisin
g design
wo
uld
be th
e same as an
y oth
er kind
of d
esign excep
t for tw
o
especially d
istortin
g infl u
ences: o
ur self-co
nscio
usn
ess (we ten
d to
see ou
rselves, wh
ile sh
op
pers see th
e pro
du
cts), and
the m
on
ey at stake. It will p
ay to co
nsid
er . . .
No
on
e sh
op
s eve
rywh
ere.
Many people w
ill never buy your product, no m
atter how obvious its qualities are to you,
and nothing shreds money faster than trying
to change their minds. The w
ay to profi ts is to visualize those w
ho are interested, and pre-sent your product to them
.
Ma
inta
in yo
ur p
oise.
As people, w
e share a troublesome tendency
to weigh our negatives m
ore heavily than our positives. B
ut comparing ourselves to
others usually results in overreaction, which
typically takes the form of TA
LKIN
G LO
UD
ER or talkingfasterandcrow
dingmorein. M
aintain your poise. M
r. Wilson’s furniture is excellent;
we can sell that. A
shopper isn’t looking for a store; he’s looking for a product.
Be
coo
l.Your audience is just like you—
intelligent and preoccupied. V
isualize a business meeting:
Dress w
ell. Be prepared. B
e clear. Make your
point. Be concise. D
on’t waste their tim
e.
®B
efore&
After
BA
mag
azine.co
mU
iX
De
sign
a fl ier th
at sells a p
rod
uct
0681
Design
a fl ier that sells a p
rod
uct
3 of 15
3 of 15
In re
al life . . .
If you
walked
into
Mr. W
ilson’s sto
re, this is w
hat yo
u’d
see: a line o
f beau
tifully m
od
ern,
casual fu
rnitu
re. Han
dso
me, isn’t it? Su
rrou
nd
ed b
y such
nice stu
ff, it’s easy to see h
ow, in
h
is min
d’s eye, M
r. Wilso
n’s readers co
uld
see the p
rod
uct as clearly as h
e.
To a
n a
d d
esig
ne
r, rea
lity, incre
dib
ly, ca
n b
e m
islea
din
g! W
hy? B
eca
use
w
hile
you
can
see
an
d to
uch
the
pro
d-
uct, th
e re
ad
er e
xp
erie
nce
s no
thin
g
ex
cep
t wh
at’s o
n p
ap
er (o
r scree
n).
Yo
ur g
oa
l, the
refo
re, is, thro
ug
h w
ord
s, p
icture
s an
d co
mp
ositio
n, to
ma
ke
yo
ur p
rod
uct sp
ea
k fo
r itself.
Be
fore
&A
fter | w
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De
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ier th
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uct 0681
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esig
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r tha
t sells a
pro
du
ct
®B
efore&
After
BA
mag
azine.co
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iX
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sign
a fl ier th
at sells a p
rod
uct
0681
Design
a fl ier that sells a p
rod
uct
5 of 15
5 of 15
Start b
y settin
g a stag
eIf yo
u th
ink o
f you
r pap
er or screen
as a stage—like a th
eater stage—yo
u’ll
be in
the righ
t frame o
f min
d. W
hy? B
ecause a go
od
advertisin
g page is a stage,
no
t a spread
sheet, o
n w
hich
you
’ll craft dram
a, tensio
n, im
pact, in
terest.
Pla
ce g
uid
es
Because it w
ill be printed on a desktop, your im
ages can’t touch the edges, or “bleed.” P
lace border guides w
ide enough for your printer but no w
ider—typically a quarter inch or so in—
and place a guide on the centerline.
The
po
we
rful ce
nte
rLike center stage, center is the m
ost powerful place
in any visual fi eld. (By cen-
ter, we m
ean center-ish, not the exact m
echanical center.) R
emem
ber this as you plan your page, and think “center out,” not
“top down.”
®B
efore&
After
BA
mag
azine.co
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iX
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at sells a p
rod
uct
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rod
uct
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6 of 15
No
!
No
!
Place
you
r pro
du
ctP
lace you
r pro
du
ct on
the p
age in th
e same w
ay that yo
u’d
show
it off to
you
r frien
ds: Set it o
ut in
the cen
ter of th
ings w
here it can
be seen
and
tou
ched
.
Pictu
re yo
ur
pro
du
ct clea
rly! To do this w
ell, you need a photo graph. The factory or distrib u tor is often able to furnish a good one; call them
. Failing that, you m
ay hire a photographer w
ho specializes in product photog raphy (a different skill from
portraiture or nature photography). Keep in m
ind that if shoppers cannot see your product clearly, they w
ill not buy it.
(Right) It is tem
pting to play w
ith a design in an effort to add one’s artis-tic touch. R
esist! In prod-uct advertising, the prod-uct is the show
. Don’t tilt
the photo or distort it in any w
ay. Don’t add ruf-
fl es and fl ourishes. Don’t
make it tiny, thinking a
shopper would prefer to
read about it. And don’t
crop it like an art poster, w
hich will just frustrate
an interested buyer.
Be
fore
&A
fter | w
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De
sign
a fl
ier th
at se
lls a p
rod
uct 0681
0681 D
esig
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flie
r tha
t sells a
pro
du
ct
®B
efore&
After
BA
mag
azine.co
mU
iX
De
sign
a fl ier th
at sells a p
rod
uct
0681
Design
a fl ier that sells a p
rod
uct
7 of 15
7 of 15
patio an
d in
do
or fu
rnitu
re
Wıcker&
Steel.
Ad
d a h
ead
line
Elu
cidate! O
nce yo
ur p
rod
uct is o
n th
e page, ad
d w
ord
s to reveal d
etail and
n
uan
ce and
direct th
e reader to
virtues o
r uses o
f the p
rod
uct th
at are no
t eviden
t ju
st by lo
okin
g at it.
We
like
stuff
Shoppers enjoy seeing and experiencing new
prod-ucts. (W
e like to be thrilled, basically.) You’ll w
rite your best headlines if you think of your readers as eager listeners. Think, W
hat’s the fi rst thing I w
ould tell my
friends about this product? B
egin with the feature that
you fi nd most interesting
or exciting. In this case, it’s that the soft w
icker is beautifully com
bined w
ith strong, durable steel. If your product is m
ore ordinary—
a screwdriver,
perhaps, or a set of bath tow
els—think, W
hat do I like m
ost about this prod-uct? Explain that.
Rule of thum
b #1 A
sho
rt he
ad
line
is pre
fera
ble
to
a lo
ng
on
eIn oral conversation w
e yak on and on with
20 words w
hen one or two w
ould do. As
readers, however, w
e are bored quickly. Shoppers w
ant to like your product, but they w
on’t tolerate much blather. English is a rich,
descriptive language; there’s usually a per-fect w
ord. Finding it will pay off.
Rule of thum
b #2A
void
catch
y slog
an
sW
hy?1) You w
on’t be able to think one up.2) If you do, it w
ill be corny.
Use
ph
oto
colo
rsC
olors eyedroppered from the photo w
ill alw
ays coordinate perfectly. Note the sm
all deckhead color m
atches the chair.
®B
efore&
After
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azine.co
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iX
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sign
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at sells a p
rod
uct
0681
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a fl ier that sells a p
rod
uct
8 of 15
8 of 15
patio an
d in
do
or fu
rnitu
re
Wıcker&
Steel.
Wh
at type
styles?
Alw
ays a
pp
rop
riate
: The
classics
Understatem
ent, the classic mark of confi dence,
allows the product to shine. M
atch headline and deckhead (the line beneath it) in a face that’s designed for text. Som
e of the best: Garam
ond (above), C
aslon, Century, Tim
es, Bem
bo, Sabon. C
lassic type complem
ents almost any product.
Note that the deckhead is in uppercase.
No
t so g
oo
d: D
eco
rative
sR
osewood (above) is a heavily styled typeface—
part of a class called decoratives—w
hose pres-ence is a scene stealer. D
ecoratives are really show
y on type specimen sheets, w
hich is why
they’re tempting to use, but rem
ember that the
product, not the type, is the show. D
ecoratives are better for posters than for product ads.
Co
ol: S
tyles th
at e
xp
ress th
eir w
ord
sH
ere, beautiful typestyles refl ect their words—
in this case, light w
icker and heavy steel. This tech-nique is best in understatem
ent; it will fail if the
connection feels obvious or artifi cial, which is like-
liest to occur if the type is heavily stylized. It also requires care to pull off; if you’re uncertain, w
e recom
mend using classics, w
hich are easier.
Co
ol: S
tyles th
at e
xp
ress th
eir w
ord
sH
ere, beautiful typestyles refl ect their words—
in this case, light w
icker and heavy steel. This tech-nique is best in understatem
ent; it will fail if the
connection feels obvious or artifi cial, which is likeli-
est to occur if the type is heavily stylized. This tech-nique requires care to pull off; if you’re uncertain, w
e recomm
end using classics, which are easier.
The warm
th of wicker and the strength of steel com
e together in Wicke
r & S
teel, a beautiful
line of casual furniture in styles from classic to ultram
odern. Select wicker is hand-w
oven over a
robust framew
ork of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
patio
an
d in
do
or fu
rnitu
rewick
er&steel
An
dr
om
edA
Ch
AiSe $999
The warm
th of wicker and the strength of steel com
e together in Wicke
r & S
teel, a beautiful
line of casual furniture in styles from classic to ultram
odern. Select wicker is hand-w
oven over a
robust framew
ork of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
patio
an
d in
do
or
fur
nit
ur
e
Wıcker&
Steel
An
dr
om
edA
Ch
AiSe $999
Be
fore
&A
fter | w
ww
.bamagazine.com
5 of 8
De
sign
a fl
ier th
at se
lls a p
rod
uct 0681
0681 D
esig
n a
flie
r tha
t sells a
pro
du
ct
®B
efore&
After
BA
mag
azine.co
mU
iX
De
sign
a fl ier th
at sells a p
rod
uct
0681
Design
a fl ier that sells a p
rod
uct
9 of 15
9 of 15
patio an
d in
do
or fu
rnitu
re
The warm
th of wicker and the strength of steel com
e together in Wicke
r & S
teel, a beautiful
line of casual furniture in styles from classic to ultram
odern. Select wicker is hand-w
oven over a
robust framew
ork of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&
Steel.
An
dr
om
edA
Ch
AiSe $999
Ad
d yo
ur te
xt
As yo
u w
rite, bear in
min
d th
at a sho
pp
er will b
e readin
g if—b
ut o
nly if—
the p
rod
uct
and
its head
line h
ave interested
him
suffi cien
tly. As yo
u co
mp
ose yo
ur text, th
erefore,
have con
fi den
ce that you
r reader is in
terested. B
e clear. Keep
you
r po
ise.
De
sign
simp
lyW
illy-nilly layout (above left) is not only un attrac tive, but it’s diffi cult to do—
there are too m
any decisions to make! The m
akeover is sim
ple, horizontal lines—head, deckhead,
photo, text—right dow
n the page. Easy! What
makes it so clear is that the lines run edge to
edge; your eye isn’t stopping, zigging, zagging and backing up as it m
oves around the page.
Rule of thum
b #3 B
e k
ind
It is the reader, not you, who is in the driver’s
seat. No m
atter how big you are, nothing w
ill happen unless the reader w
ants it to happen. R
espect that. A proper advertisem
ent is a dignifi ed product presentation, not a stick-up.
It is an Am
erican fantasy to think a shop-per can be com
pelled to buy a product. As
shoppers, we actually sell ourselves.
He
lp!
When business success is at stake, m
aking an ad can give your tum
my big butterfl ies. You
may fi nd it helpful to visualize your friends
and imagine show
ing your product to them.
Why? B
ecause that’s who w
e are—people
just like you. A good sale w
ill be a relaxed, w
in-win transaction.
patio an
d in
do
or fu
rnitu
re
The warm
th of wicker and the strength of steel com
e together in Wicke
r & S
teel, a beautiful
line of casual furniture in styles from classic to ultram
odern. Select wicker is hand-w
oven over a
robust framew
ork of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&
Steel.
An
dr
om
edA
Ch
AiSe $999
pie
r se
ve
npa
tio
an
d ind
oo
r f
ur
nit
ur
e
rentalssales
The Warm
th of Wicker
The Strength of Steel
pie
r se
ve
n19661 A
ntelope Rd.
Elk G
rove, Calif. 95624
916-555-8212o
ne
blo
ck
sou
th o
f P
er
kin
s blv
d. • w
ww
.Pie
rse
ve
n.n
et
an
telo
pe r
d.
hw
y. 99
perkins Blvd.
x
WE
NS
The beauty and w
armth of H
and-w
oven wicker over a fram
ework of
structural steel. Extrem
ely Durable A
nd Strong, T
he steel is wrapped in E
poxy. B
eautiful and almost M
aintenance free. M
any Styles to choose from, from
A
ntique to Modern.
Cushion Pattern A
nd Colors To C
om-
pliment Y
our Decor.
®B
efore&
After
BA
mag
azine.co
mU
iX
De
sign
a fl ier th
at sells a p
rod
uct
0681
Design
a fl ier that sells a p
rod
uct
10
of 15
10
of 15
patio an
d in
do
or fu
rnitu
re
The warm
th of wicker and the strength of steel com
e together in Wicke
r & S
teel, a beautiful
line of casual furniture in styles from classic to ultram
odern. Select wicker is hand-w
oven over a
robust framew
ork of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&
Steel.
An
dr
om
edA
Ch
AiSe $999
19661 Antelope r
oad, elk Grove, C
A 95624
One block south of P
erkins Blvd.
916-5
55-8
212 w
ww
.pierseven.net
PierS
even
Ad
d yo
ur lo
go
Presen
t you
rself last, and
small. Tw
o reaso
ns: Yo
u are th
e last link in
the sale—
remem
ber, w
e sho
p fo
r pro
du
cts, no
t stores—
and
small says con
fi den
t.
Fu
ll stop
The lower-right corner is the exit point of
the page and an excellent place to put your logo, w
here it works like a punctua-
tion point and brings the reader to a stop. A
small logo is m
ore authoritative than a big one; real pow
er always appears
effortless. In this case, the surrounding w
hite fi eld adds to its visibility, although the reader w
ill not be aware of that. A
dd contact inform
ation below the logo or at
least in the vicinity.
Note how
the fl ier is divided into four easily digested pieces—
headline, photo, text and store nam
e—w
hich together m
ake a clear, coherent statement.
He
re’s a
n e
asy w
ay to
ma
ke
a lo
go
type
:
Type your name
Rem
ove the word space
Tighten the letter spacing
Color
Pier S
even
PierS
even
PierS
even
PierS
even
Be
fore
&A
fter | w
ww
.bamagazine.com
6 of 8
De
sign
a fl
ier th
at se
lls a p
rod
uct 0681
0681 D
esig
n a
flie
r tha
t sells a
pro
du
ct
®B
efore&
After
BA
mag
azine.co
mU
iX
De
sign
a fl ier th
at sells a p
rod
uct
0681
Design
a fl ier that sells a p
rod
uct
11
of 15
11
of 15
Antelope Rd
Pe
rkins B
lvd
99
Antelope Rd
Pe
rkins B
lvd
99
patio an
d in
do
or fu
rnitu
re
The warm
th of wicker and the strength of steel com
e together in Wicke
r & S
teel, a beautiful
line of casual furniture in styles from classic to ultram
odern. Select wicker is hand-w
oven over a
robust framew
ork of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&
Steel.
An
dr
om
edA
Ch
AiSe $999
N
19661 Antelope r
oad, elk Grove, C
A 95624
One block south of P
erkins Blvd.
916-5
55-8
212 w
ww
.pierseven.net
PierS
even
Ad
d a m
apA
map
is an u
nd
erused
asset. Esp
ecially tho
ugh
tful o
f sho
pp
ers are map
s of
labyrin
thin
e parkin
g garages, on
e-way streets, o
ff-the-b
eaten-p
ath en
tryways,
thin
gs like that. Start w
ith a G
oo
gle map
, then
mo
dify.
Perkin
s Blvd
Perkin
s Blvd
Perkin
s Blvd
Antelope RdAntelope RdAntelope RdAntelope Rd
Perkin
s Blvd
De
lete
stree
ts, mo
ve th
e h
igh
wa
yTo
o b
ig, to
o d
eta
iled
Google m
aps are excellent, but for a tiny space they’re too detailed. To sim
plify, im
port a screen image of your G
oogle map,
then trace new roads over G
oogle’s. Skip all but the m
ain streets, then (in this case) m
ove an important but distant highw
ay . . .
. . . closer to the store (above). When you
change a Google m
ap, you’ll need to change the look. W
e recomm
end light roads on a neutral background. You can also add your ow
n touches, like the shadow beneath the
elevated freeway. C
rop tightly to fi t (left).
Move the
highway
®B
efore&
After
BA
mag
azine.co
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iX
De
sign
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at sells a p
rod
uct
0681
Design
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rod
uct
12
of 15
12
of 15
Have
mo
re p
rod
ucts?
Tigh
t bu
dgets u
sually m
ean d
oin
g mo
re with
less, so yo
ur fl ier m
ay need
to sh
ow
mo
re pro
du
cts. Th
ere are two
goo
d w
ays to d
o th
is. Th
e fi rst is show
n b
elow—
pu
t o
ne p
rod
uct cen
ter stage, and
make yo
ur o
ther p
rod
ucts m
uch
smaller . . .
Cle
ar h
iera
rchy
One big photo and a row
of sm
all photos yields clear visual hierarchy, w
hich aids understanding. Key is that the sizes are boldly different; sm
all differences create only am
biguity and clutter, as you’ll rem
ember
from the busy original (left).
Note the m
ap has been m
oved to the end of the row
, sustaining the hori-zontal them
e.C
rop
un
iform
lyP
hotos of like objects in a row
should be cropped so that the objects are the sam
e size, or as close as possible. Judge size by the bulk of the object, not details like legs and other sm
all parts.
pie
r se
ve
npa
tio
an
d ind
oo
r f
ur
nit
ur
e
rentalssales
The Warm
th of Wicker
The Strength of Steel
pie
r se
ve
n19661 A
ntelope Rd.
Elk G
rove, Calif. 95624
916-555-8212o
ne
blo
ck
sou
th o
f P
er
kin
s blv
d. • w
ww
.Pie
rse
ve
n.n
et
an
telo
pe r
d.
hw
y. 99
perkins Blvd.
x
WE
NS
The beauty and w
armth of H
and-w
oven wicker over a fram
ework of
structural steel. Extrem
ely Durable A
nd Strong, T
he steel is wrapped in E
poxy. B
eautiful and almost M
aintenance free. M
any Styles to choose from, from
A
ntique to Modern.
Cushion Pattern A
nd Colors To C
om-
pliment Y
our Decor.
Logo moves to align w
ith the photo.
Be
fore
&A
fter | w
ww
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De
sign
a fl
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at se
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rod
uct 0681
0681 D
esig
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flie
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t sells a
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®B
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BA
mag
azine.co
mU
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De
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a fl ier th
at sells a p
rod
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0681
Design
a fl ier that sells a p
rod
uct
13
of 15
13
of 15
patio an
d in
do
or fu
rnitu
re
The warm
th of wicker and the strength of steel com
e together in Wicke
r & S
teel, a beautiful
line of casual furniture in styles from classic to ultram
odern. Select wicker is hand-w
oven over a
robust framew
ork of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&
steel.
N
mo
on
po
d c
ha
ir $499
Safa
ri c
ha
ir $499
gr
an
dm
a jo
ch
air
$699
eclip
Se po
d c
ha
ir $799
Tro
pic
al c
ha
iSe $799
19661 antelope r
oad, elk grove, c
a 95624
One block south of P
erkins Blvd.
91
6-5
55
-82
12
ww
w.pierseven.net
PierS
even
patio an
d in
do
or fu
rnitu
re
The warm
th of wicker and the strength of steel com
e together in Wicke
r & S
teel, a beautiful
line of casual furniture in styles from classic to ultram
odern. Select wicker is hand-w
oven over a
robust framew
ork of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&
Steel.
An
dr
om
edA
Ch
AiSe $999
N
19661 Antelope r
oad, elk Grove, C
A 95624
One block south of P
erkins Blvd.
91
6-5
55
-82
12
ww
w.pierseven.net
PierS
even
Mo
re p
rod
ucts
Th
e secon
d w
ay is to m
ake you
r pro
du
cts the sam
e size and
grou
p th
em cen
ter stage. N
ow th
e grou
p, no
t a single p
rod
uct, is th
e focal p
oin
t. Rew
ard th
e reader b
y p
rovidin
g nam
es and
prices righ
t on
the p
ho
tos.
Sa
me
-size p
ho
tos
A crisp block of photos
becomes a m
ulti-image
focal point. Key to this technique is that all the furniture be the sam
e size, or alm
ost, so crop w
ith that in m
ind. Arrange so that
the outside chairs face inw
ard, if possible.
Ha
lf wid
th, sa
me
sizeYou don’t notice at a glance, but tw
o of the photos are exactly half w
idth. The key is exactly, which
creates an intentional, not ambig-
uous, look. Stack the photos in horizontal and vertical segm
ents (above left); avoid a “brick w
all” arrangem
ent (above right), which
introduces zigzags. And rem
ember
that even at half width, the furni-
ture must be the sam
e size as in the other photos.
Map rem
ains small to sustain the hierarchy.
pie
r se
ve
npa
tio
an
d ind
oo
r f
ur
nit
ur
e
rentalssales
The Warm
th of Wicker
The Strength of Steel
pie
r se
ve
n19661 A
ntelope Rd.
Elk G
rove, Calif. 95624
916-555-8212o
ne
blo
ck
sou
th o
f P
er
kin
s blv
d. • w
ww
.Pie
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et
an
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d.
hw
y. 99
perkins Blvd.
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WE
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The beauty and w
armth of H
and-w
oven wicker over a fram
ework of
structural steel. Extrem
ely Durable A
nd Strong, T
he steel is wrapped in E
poxy. B
eautiful and almost M
aintenance free. M
any Styles to choose from, from
A
ntique to Modern.
Cushion Pattern A
nd Colors To C
om-
pliment Y
our Decor.
Misaligned, zigzaggy
Straight and clear
patio an
d in
do
or fu
rnitu
re
The warm
th of wicker and the strength of steel com
e together in Wicke
r & S
teel, a beautiful
line of casual furniture in styles from classic to ultram
odern. Select wicker is hand-w
oven over a
robust framew
ork of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&
steel.Perkins B
lvd Antelope RdAntelope Rd
99
A
N
mo
on
po
d c
ha
ir $499
Safa
ri c
ha
ir $499
gr
an
dm
a jo
ch
air
$699
eclip
Se po
d c
ha
ir $799
Tro
pic
al c
ha
iSe $799
19661 antelope r
oad, elk grove, c
a 95624
One block south of P
erkins Blvd.
916-5
55-8
212 w
ww
.pierseven.net
PierS
even
Antelope Rd
Pe
rkins B
lvd
99
patio an
d in
do
or fu
rnitu
re
The warm
th of wicker and the strength of steel com
e together in Wicke
r & S
teel, a beautiful
line of casual furniture in styles from classic to ultram
odern. Select wicker is hand-w
oven over a
robust framew
ork of structural steel to make furniture that cradles your body and is practically
indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.
Wıcker&
Steel.
An
dr
om
edA
Ch
AiSe $999
N
19661 Antelope r
oad, elk Grove, C
A 95624
One block south of P
erkins Blvd.
916-5
55-8
212 w
ww
.pierseven.net
PierS
even
®B
efore&
After
BA
mag
azine.co
mU
iX
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sign
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at sells a p
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uct
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of 15
14
of 15
Type
face
s
1 HTF D
idot | 84 pt
2 Franklin Gothic C
ondensed | 84 pt
3 Benton Sans C
ondensed Book | 27 pt
4 (a–b
) ITC Franklin G
othic Heavy
a) 14 pt, b) 11pt
5 Helvetica N
eue Bold | 44 pt
6 (a–c) Trade G
othic Light | a) 11 ptb) 14/22 pt, c) 10 pt
7 Trade Gothic O
blique | 11 pt
Ima
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Images: iStockphoto
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