Photoshop tip - variation on a theme 1

In my Cropping tips for business card design I started off with a big photograph and cropped it down to business card size, like this:



I've looked at more than a few business card templates that use a photograph as a background. Stock photography is useful, and it is easy. One common problem with using a photograph in a business card design is the need to overlay the photo with text. Although many stock photo compositions naturally provide an appropriate dark or light blank area for overprinting text in a contrasting color, many do not. The common solution I've seen other designers use in this situation is to select an matching color for a superimposed gradient fade. Like this:



The main problem with this technique is that it looks cheesy. It looks like someone spray painted over the right side of the photo. The transition from the organic texture of the photograph to the flat monotone of the gradient is obviously artificial.

One solution to this problem is this. Starting with the same green gradient fade to transparency shown above, switch the Photoshop layer mode from 'Normal' to 'Color Burn', and reduce the opacity setting for that layer.



I also duplicated the gradient fade layer, left the mode as 'Normal' and lowered the opacity setting. This is the result:



To my eye, this has a superior appearance. It looks like an unaltered photograph with a naturally occurring dark shadow area perfect for overlying white text.

Business card mistakes

Nine months ago marketing expert and author Seth Godin listed seven business card mistakes.

1. Don't print your own cards.

   I confess that I was obsessed with self-printing business cards for a number of years, mainly because digital color printing advanced faster than did commercial color lithography. Once the price of 1000 professionally printed color business cards dropped below $75, the incredible chore of producing good quality do-it-yourself business cards lost its appeal.

2. Don't use big type for the address and contact info.

   I take this one step further and suggest moving the contact information to the reverse side of the business card. Double-sided printing is a minor additional expense

3. Don't buy those color business cards with your face on them.

   One good reason not to put your mug shot on a business card is that's what everyone's business card has.
   

4. Don't go with metal business cards.

   OK. No problem. This is not a fad that made it across the mountains alive.
   

5. You might think it's a great idea to do a full color card with a big (lousy) picture on it. It's not.

   Photographs are popular because they are easy. Well, lousy photographs are easy.

6. I like rounded edges.

   I like rounded edges too, but not necessarily on business cards.

7. Margins matter.

   Seth Godin's design preference consistently runs to the minimalist. Sometimes pushing the margin is a useful design option. For another example of the style of business card Seth likes, look here.