Blog Layout

Decluttering A Layout

Carl Shank • Jun 21, 2023

How do you go about decluttering or revamping a busy image? The image below was a local ad for a hardware store emphasizing lawn work equipment. The type should be easy to read and the graphics and fonts used should enhance the theme of the ad. I find the original ad "clunky" and hard to decipher what is really important. Is it the hardware store? Is it the lawn equipment? Is it the emphasis on servicing the local communities for quite some time?


One major problem is using fonts that are sized incorrectly for the ad to stand out to the viewer. The remade ad uses a family of fonts, namely Avenir Next Condensed in various styles. Using the same font clarifies and highlights rather than obscures the message of the flyer. While the revamped flyer is limited to one major font style, you can generally use as many as three fonts in a publication to keep it from being cluttered. Because of the variety of font styles in the Avenir Next family, we can have both display fonts and text fonts from the same basic font family.


About those graphics. The graphics chosen to illustrate lawn equipment are scattered, not sharp and stand in contention with the companies advertised — Toro, Echo, Husqvarna and Troy-Bilt. Are we supposed to focus on the companies or the products of these companies? That is unclear. The Hostetter logo is indeed central to the ad, but the hours of operation are not emphasized. I suppose the yellow marker used is suppose to highlight those times as well as long standing service to the community.


The point in a display ad such as this one is to increase readability and invite the reader to investigate what is being offered. The revamped ad does this in a clean and clear way.

Successful Layout & Design

Typography Pictorial History

By Carl Shank • 15 May, 2024
Typography Pictorial History. Typography has a rich and fascinating history that spans centuries, evolving alongside the development of writing systems, printing technologies, and artistic movements. Throughout this rich history, typography has evolved from a functional necessity to a sophisticated art form, reflecting cultural, technological, and artistic movements. Today, typography continues to play a crucial role in visual communication, shaping the way we perceive and interact with information. Here's an overview of the history of typography.

Old Bible Typography Versals

By Carl Shank • 19 Apr, 2024
My wife and I took a trip to Washington, D.C. to the Museum of the Bible. This is an amazing place with collections of Bible history, Bible characters and Bible applications for the interested viewer. We especially toured the fourth floor that contains more than 600 artifacts and 50 media programs introducing us to the Bible's history, from handwritten scrolls to mobile devices. As a theologian and typographer, I was interested in not merely the history of the printed Word of God, but also how it was printed through the ages. I was especially fascinated by the delicate and intricate versals, those opening letters and flourishes to the printing. I have gathered a number of the versals and cleaned them up using Adobe Photoshop for display.  The pages below contains some of the oldest versals used in Bible typography and printing. They are historically valuable and worth our time and effort in viewing and understanding. Enjoy them!
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