Photoshop Test Review // InDesign Begins!

“All kinds of fun stuff.. you’ll love it”

File Formats (and why are they important)

.psd print

.tif print

.pdf “powerpoint crap”

.bmp proofing

.jpeg web

.gif web

.png web

Color Modes

RGB - web/screen

CMYK - print/ink

DuoTones - save on ink, economical two colors, or for dramatic effect

Grayscale

Resolution - quality of the image. Important? because photoshop is pixel based.

Use Layers when scaling multiple objects.

2 x Lines per inch (LPI) = needed Pixels per inch for Resolution

Halftone are the printed dots

4x5 image at 300 ppi needs to be 8x10.. the effective resolution is now 150 ppi

Making a selection

Marquee

Magic Wand

Lasso

Quick Mask

BE ABLE TO LABEL THE TOOLBOX!!

InDesign!!

Photoshop Begins

Illustrator / Typography Test was taken.
Email Shane the .ai projects we’ve done so far (due Thursday Feb 21)
Began overviewing Photoshop CS...5


SELECTION TOOLS
Rectangular / Elliptical Marquee Tool
Magic Wand
Brush Tool

Dodge - brighter
Burn - darker
Modes
Grayscale
Duotone
Bits? 8, 16, 32

Adjustments
“Don’t ever use brightness and contrast...it sucks”
+ Levels (shows a histogram of the distribution light, mid tone, and dark pixels)
+ Curves (

Print Colors, Logos

Print

CMYK
SPOT:
  Pantone matching system
Coated (more vibrant colors)
 (between coated and uncoated: there are swatches
Uncoated (duller)
Matte (almost zero luminosity)

then to logo design!

Logo Design

A good logo is MEMORABLE.

What makes a logo memorable?
• A multi-million dollar advertising budget
• Being everywhere (UBIQUITY)
• SIMPLICITY
• HUMOR (but not for funeral services)

A good logo has REPRODUCIBILITY
• does it work well in color, bw, greyscale?
• Scale, can I put it on a button, or a business card..or the side of a truck
• work well in a variety of platforms? (print, web, animation)

APPROPRIATENESS (Fitness)



Bad Elements of Logo Design
- complicated, detailed
- gradients
- ambiguous
- tag lines


( Personal notes from teacher)
-glare is not uniform
+ make the font more "your own"
- grey outline of the camera is not uniform
- b/w capatablily
+ align text (edge)


+FINISH CAT
+ FINISH ASSIGNMENT ONE

Illustrator Begins

Illustrator and PhotoShop elements are mixed in InDesign!!
"InDesign is my PowerPoint"  heck yeah!

Extensis Suitcase is an app that organizes your fonts!
- Don't activate all your fonts, bogs things down?
Font Book is free..already have it..dang I was hoping Extensis was free...


Question:
In regards to file management and search ability, what would you recommend I do If I create 50 InDesign pages a week.
Does each In-design project HAVE pages?

Design Elements in Ads / Typography

Design elements in advertisements

- Strong Diagonals
  +  "Z" like formation
  + "period on the page"
  + on people, we look at their eyes
  + Gillette Razor used scale, one huge razor. & color contrast (z pattern was blue, everything else was orange)
  
symmetrical / formal balance

strong focal point - where the eye ultimately rests
"muted background (color .. the lack there of)

line / repetition

Quantity / Proportion

Asymmetrically balanced ads
drinks

==

Think about the demographic you're designing towards.

Function - does it serve the purpose it's supposed to serve?

== Break ==

TYPE 


Capline, Meanline, x-height, Baseline

Arm, Stroke, Counter (negative space in a letter), Crossbar, Serif, Ascender (above meanline), Descender (below baseline)

Freakin' awesome handout about typography!

Conflict, Contrast, and Concord
using different font (typefaces/size) in harmony.



Do's and Don'ts
Helvetica / Times New Roman
over used i'm afraid

Garamond < he seems to like this one

Smart quotes (look like sixes and nines) quoting someone "Fun!"
straight quotes (better for time and symbols 6' 7"

Two spaces after punctuation is wrong. (Thank you!)
made for monospace characters..such for fonts like Courier.

m   m
iii   i

Indents should be no more than half an inch.

Hyphens for bullets...don't.
• Use Bullets (opt + 8 = bullets)  "it's your friend"

Italicizes is the new Underline
Bold is the new CAPS

— – -

Hyphen
• multisyllabic words that fall at the end of the line of type
• phone numbers
• Modifiers (well-reasoned)

En dash (option + -)
no spaces between numbers
read pp. 45–54


Em dash (shift + option + - )
to offset—most often used—a phrase in a sentence