Continued

Before&After
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Design talk 0629
FiveWebIdeas
Two Media, One Look
KIMBALL HILL HOMES
KATRINA MAJOR
Sales Consultant
ENCLAVE AT MORADA RANCH
3738 MYKALA DRIVE
STOCKTON, CALIFORNIA 95212
T: 209-474-0266
F: 209-474-0286
kmajor@khhcorp.com kimballhillhomes.com
Designed Space
Simple Mouse-Over

Color Hierarchy
BLINDS & SHADES
Wood
Faux Wood
Honeycomb
Sheer Shadings
Pleated
Woven Wood
Roman
Roller
Aluminum/Vinyl
Vertical
Ready Made

Easy-to-Read Slide Show
DesignTalk4
Before&After
2 of 8 Design talk 0629
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Harmony Design stationery and Web site to work together
Letterhead
Have you ever noticed the visual harmony
of a well-designed home? Its lines, shapes and
colors ow from room to room and create a
beautiful whole. Harmony means repetition;
this fabric reappears there; a hallway line
wraps into a bath. Kimball Hill has been
designing homes since 1969 and knows that
repetition of line and shape applies to graphic
design, too. Its print stationery and Web site
share colors, shapes (rectangles), type and
even the same white border. Result? Separate
media feel like one beautiful place.
www.kimballhillhomes.com
K i m b a l l Hi l l
HOMES
1 0 5 3 5 E A S T S T OC KT ON B OU L E VA R D , S U I T E K E L K G R OV E , C A L I F OR N I A 9 5 6 2 4
P H: 9 1 6 - 7 1 4 - 1 1 5 3 F X : 9 1 6 - 7 1 4 - 1 4 0 7 www. ki mbal l hi l l homes . com
Web site
Business card
KIMBALL HILL HOMES
KATRINA MAJOR
Sales Consultant
ENCLAVE AT MORADA RANCH
3738 MYKALA DRIVE
STOCKTON, CALIFORNIA 95212
T: 209-474-0266
F: 209-474-0286
kmajor@khhcorp.com kimballhillhomes.com
Design talk 2 of 8
Before&After
3 of 8 Design talk 0629
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Color Signify hierarchy with color
Help your viewer stay oriented as he drills deeper into your site by using tints of the
menu color to convey successive levels; the lighter the tint, the deeper you are.
The deeper you go, the lighter the color
A scale of tints makes it obvious at a glance that youre moving
deeper into the site. Dark base colorsany regular color with
a lot of blackare the most versatile. Unless youre selling Barbies,
avoid bright red, which when tinted turns pink.
BATH BLINDS & SHADES FURNITURE HOME DECOR LIGHTING OUTDOOR RUGS
Wood
Faux Wood
Honeycomb
Sheer Shadings
Pleated
Woven Wood
Roman
Roller
Aluminum/Vinyl
Vertical
Ready Made
Design talk 3 of 8
Before&After
4 of 8 Design talk 0629
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A colorful object in a eld of black & white is an easy way to signify an active link. Its
great for portfolio-style sites and especially suitable when the images are from an era of
black & white photography.
Color Color means its the active link
20052006 | KidAgain.com | All Rights Reserved.
Friction Fire Truck
Material: Lithographed Tin
Year of Release: 1950
Made in: Japan
Tractors Fire Trucks Military Planes Motorcycles Cars
20052006 | KidAgain.com | All Rights Reserved.
Friction Motorcycle
Material: Lithographed Tin
Year of Release: 1950
Made in: Japan
Tractors Fire Trucks Military Planes Motorcycles Cars
Color says active! Photoshop will turn color images
black & white in one click; change Image>Mode to
Grayscale, then use the two versions to create a rollover.
Museum-like presentation Alone on a white eld is the best
way to present an object. The viewer can relax, focus and enjoy the
object without distractions. Gray type doesnt steal the stage.
Design talk 4 of 8
Before&After
5 of 8 Design talk 0629
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Layout Centered text makes a slide show thats quick to read
News photographers on breaking stories can snap dozens of images, often in minutes, but none
has news value without a descriptive caption. For deadline-pressed photo editors, Reuters puts its
captions front and center where theyre easiest to read.
Text buffers the images The center of a visual eld is
its strongest point, so when words are critical, center is the
place to put them; off to the side they will be less read. The
added benetan attractive, visually balanced page.
www.reuters.com (Go to Pictures, then Showcases)
Design talk 5 of 8
Before&After
6 of 8 Design talk 0629
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Bold simplicity
This is a good start; the bold
image and head can be seen
easily. But the layout left
an undesirable hole in the
center (right), which leads
nowhere. The design is static;
the viewer must look left,
right, up, down and make a
decision.
Design should ow
Words and image have been
rearranged and now work
together. The story starts
on the left and wraps the
image (right) in a continuous
sweep; the viewer moves
without disruption through
the space. The design is
active.
Layout Dont trap the space
The Web is all about designing in small spaces, where stories must be told simplyone image,
one focal point, a word or two, just enough to be seen at a glance. This designer got it right except
for one thing; his image and headline trapped empty space uselessly in the center.
Before After
FRAMED
ART
CLICK HERE
FRAMED
ART
CLICK HERE
FRAMED
ART
CLICK HERE
FRAMED
ART
CLICK HERE
Design talk 6 of 8
Before&After
7 of 8 Design talk 0629
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FRAMED
ART
CLICK HERE
Typefaces
1 Trade Gothic Bold Cond 20 | 11 pt
2 Trade Gothic Cond 18 | 7.5/11 pt
3 Myriad Pro Light | 3.5 pt
4 Avenir 35 Light | 19.5/29 pt
5 Avenir 65 Medium | 6.5 pt
Images
6 (ah) iStockphoto.com | a b c d
e f g h
Article resources
Colors
C3 M3 Y3 K40
C3 M3 Y3 K20
C55 M20 Y15 K15
C75 M40 Y30 K45
7
8
9
Tractors Fire Trucks Military Planes Motorcycles Cars 2
7
5
6g
9
10
6h
4
8
10
6a
20052006 | KidAgain.com | All Rights Reserved.
6b 6c 6d 6e 6f 3
1 Friction Fire Truck
Material: Lithographed Tin
Year of Release: 1950
Made in: Japan
2
Before&After
8 of 8 | Printing formats

Design talk 0629

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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 understand-
able, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Vincent Pascual Staff designer
Dexter Mark Abellera Staff designer
Design advisor Gwen Amos

Before & After magazine
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 2005 Before & After magazine, ISSN
1049-0035. All rights reserved
You may pass this article around, but you may not alter
it, and you may not charge for it. You may quote brief
sections for review. If you do this, please credit Before
& After magazine, and let us know. To feature free
Before & After articles on your Web site, please contact
us. For permission to include all or part of this article in
another work, please contact us.
Subscribe to Before & After
Did you learn from this article? Subscribe, and
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for pennies per article. To learn more, go to
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Design talk 8 of 8
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