Thursday, March 29, 2012

Everyday Design Inspiration

From product to package design and everywhere in-between, Apple without fail has designs that are not only aesthetically appealing but also effective. The most notable aspect among all of Apple’s designs is their simplicity. I really enjoy the beauty in simplicity, and Apple does an exceptional job of exemplifying this idea.
Color: This display’s design, like the majority of Apple’s designs, has a basic color scheme of black and white. The contrast of the black background and white iPad2 text with the Apple logo is an attention grabber.
Typography: The typography used is a san serif typeface (possibly Helvetica). I really like this font with the design because it adds to and reinforces the overall simplicity. Additionally it is easy to read, which will increase the likelihood of it being read.
Logo Design: Over the years, it has evolved to a simple graphic only logo and is recognized across the world.
Target Audience: People who enjoy new, user-friendly technology as well as professionals.
Call to action: Buy the iPad 2. 


Color: The color scheme used is: light brown, black, light blue, and white. There are also various color photos on the side of children receiving TOMS. The use of neutral colors (brown, black, white) allows for the logo to become the main focal point of the design.
Typography: I really like the different weights used for the font, drawing emphasis to the key parts of the copy.
Logo design: TOMS logo is a basic flag design. It’s simple but I feel like it contains a lot of imagery, like it’s a flag that connects us all through giving.
Target Audience: Really, their target audience probably encompasses a wide range. However, taking everything into consideration, their main target audience is probably individuals 13-30.
Call to action: With the photos on the side of the shoebox, making the experience/purchase more personal, and the reminder that every time you purchase a child in need receives shoes, the call to action is without a doubt for you to buy another pair of TOMS.








 Truvia is natural, zero calorie, sweetner. I really liked this design as a whole. The clean-feel of the design consistently reinforces the fact that Truvia natural through its use of color, typography, and logo.
Color: Mainly two shades of green. I really like the use of greens because I feel as though it is a good depiction for the product being natural.
Typography: The design uses a san serif typeface, adding to the clean-look of the design. The design’s clean-look is also a good portrayal for the product being natural.
Logo Design: Text logo with a variation in the shade of green used, which gives the text a leaf-like look to the text. This again reinforces that the product is natural.
Target Audience: Most likely women (who may or may not be health conscience) looking for a natural and/or low calorie sweetner.
Call to action: Buy Truvia

Monday, March 26, 2012

Magazine Ad & Billboard Project



For the magazine ad and billboard project, we were to come up with a concept and create a design for a full-page magazine ad and billboard. The magazine ad is to be full color and designed for a specific publication, thus the publication specifications for the chosen magazine must be obtained. The billboard is to coincide with the design of the magazine ad.

The concept for my designs is a movement that I made up called (RE)define. Essentially, the (RE)define movement challenges Christians to renew their perspective by gaining a deeper understanding of their belief and turning what they believe into what they do, not just what they say. I’m approaching this as though it really is an unknown movement that is just beginning to get its start. Therefore, the purpose of the magazine ad and billboard is to create awareness as well as encourage people to seek out more information and get involved. The target audiences are proclaiming Christians of all ages and those who hold leadership positions in churches.

Magazine Ad:
The publication I chose for the magazine ad is Christianity today because the readers of the magazine fit my target audience, as they are people who are or claim to be Christians. The call to action for the magazine ad is for the viewer to read the Microsoft Tag (with their smartphone app), which will take them to the (RE)define website, providing them with more information.

Project Specifications:
File format:PDF
Color mode: CMYK
Trim size: 8” x 10 ¾”
Non-bleed: 7" x 10"
Bleed: 8 ¼” x 11” (minimum 1/8” bleed required; prefer ¼” make sure PDF includes bleed
Live area: For all bleed ads, keep live area 3/8” from trim on all sides.

    Billboard:
    The call to action for the billboard is for the viewer to seek out more information on the (RE)define movement through social media and/or given website.

    Project Specifications:
    File format: Flattened JPG maximum
    Resolution: 72
    Canvas size: 1400 X 400 pixels 
    Color mode: RGB
       

    Magazine Ad Thumbnails
    Magazine Ad Roughs

    Billboard Thumbnails
    Billboard Roughs


    Magazine Ad - Final
    Billboard - Final

    Master Image List elements: 4 Color Raster (5 images); Vector Image

    Copyright statement: All mountain images in the magazine ad were downloaded from flickr.com creative commons. Microsoft Tag was generated by me from tag.microsoft.com. Images in the billboard file were downloaded from flickr.com creative commons. All othere elements in the magazine Ad and Billboard files were generated by me in InDesign, Illustrator, and Photoshop.

    Wednesday, February 29, 2012

    Newspaper Ad Project

    For the newspaper ad project we were to create an advertisement for the PSU Collegio Newspaper.

    Project Specifications
    • Budget = $97
    • Black and White (no color) 
    • No bleed
    • Minimum .125 margins 
    • Must use bitmap (master image list element)
    • 7.71" wide X 6" tall
    To stay within the allotted budget, the following formula must be used to find the total cost and determine determine the size of the ad: column width * height = X * $4 = total cost.
    Total cost for my ad = 4 * 6 = 24 * $4 = $96 (design: 7.71" wide X 6" tall)

    The topic of my ad is an event for the screening of KONY 2012, a documentary by Invisible Children about Joseph Kony. For a little background, Joseph Kony is the leader of the Lord's Resistance Army. For more than two decades, the LRA and the Government of Uganda have been waging war. Kony is responsible for murdering, raping, torturing, and kidnapping tens of thousands of innocent men, women, and children. His horrific acts, a 26-year-old war, have not been stopped. An entire generation in Central Africa has never known peace. We have been blind. They have been invisible. The purpose of the ad is to make people aware that there will be a screening of KONY 2012. Attending the free screening of KONY 2012 is the call to action. The target audience for the ad is college students. 

    Thumbnails

    Rough
    Final 

    Copyright statement: Africa was drawn, scanned, and converted to a bitmap in Photoshop by me. All other elements were generated by me in InDesign.

    Monday, February 27, 2012

    Master Image List Descriptions

    Bitmap

    Bitmap images are sometimes referred to as line art because they consist of solely lines and have no gray shading, just black and white pixels. The color mode for these images in Photoshop is the bitmap color mode, which uses only black or white pixels to define an image. File format: BMP.


    Bitmap Example: 

    Reverse

    A reverse is when type, for example, is set to paper on a colored background. This effect allows the paper color to show through the text element of the graphic. Reverses can be created in Illustrator and InDesign, and saved in the native file formats .ai and .indd. 


    Reverse Example: 

    Vector Art

    Vector graphics consist of points, lines, curves, and shapes that are based on mathematical definitions, and come together to embody an image. These graphics are not made of pixels and, therefore, do not have resolutions. Because of this, vector art is not limited by scaling restrictions. File formats for vector art include: EPS, PDF, PSD, AI. 


    Vector Art Example: 

    Grayscale Raster

    A grayscale raster image is any raster image that has been set to the grayscale color mode. Grayscale raster images can be created in Photoshop by converting the original image to grayscale color mode. The grayscale color mode uses various shades of gray in the image, with each pixel having a brightness value that ranges from 0 (black) to 255 (white). File formats for grayscale raster images: TIFF, EPS, PSD, PDF.


     Grayscale Raster example:

    Duotone Raster

    A duotone raster image consists of 2 colors, generally black and a spot color. A duotone is created in Photoshop by first converting the original image to the Grayscale color mode, then converting it to the Duotone color mode, and selecting black and a spot color. This image is then, usually, saved with .EPS file format. File formats for duotone raster images: TIFF, EPS, PSD, PDF. 


    Duotone Raster Example:



    Silhouette Raster

    An image that has had its background cut out of the image, leaving only the important element, is a silhouette raster image. A silhouette can be created in Photoshop “by erasing the background or (more commonly) by creating a mask or path that allows the element to display without the background.”
    File formats for silhouette raster images: TIFF, EPS, PSD, PDF.

    Full Bleed Raster

    A full bleed raster is a raster image that has a bleed, meaning it goes beyond the trim size of the design. All parts of the image are visible except the elements that are in the bleed, which will be eliminated once the final piece is cut down to the trim size. File formats for full bleed raster images: TIFF, EPS, PSD, PDF. 


    Full Bleed Raster Example:


     

    Four Color Raster

    An image that consists of 4 colors is a four color raster. File formats for four color raster images: TIFF, EPS, PSD, PDF.

    Screen Tint

    “A screen pattern that consists of dots that are all the same size and create an even tone.” Pantone colors have to be converted to CMYK, a screen tint is the result of the conversion of a spot color.

     

    Sources: 
    Real World Print Production with Adobe Creative Suite Applications by Claudia McCue
    http://www.prepressure.com/library/file-formats/bitmap-versus-vector
    http://desktoppub.about.com/cs/intermediate/a/reversedtype.htm
    http://en.wikipedia.org/wiki/Vector_graphics
    http://help.adobe.com/en_US/photoshop/cs/using/WSfd1234e1c4b69f30ea53e41001031ab64-73eea.html
    http://www.digital-photography-school.com/convert-duotones-photoshop 
    http://www.printingtips.com/email-term/t--2080/screen-tint.asp

    Monday, February 20, 2012

    Chapter 11 & 12 Summary

    Chapter 11

    There are numerous ways in which a user can place an image into InDesign. One way is to select File > Place, choose the image, and click the loaded cursor where you would like the image placed. InDesign automatically creates a frame, based on the image’s dimensions. However, you can create a frame before placing the image to contain the graphic by using the rectangle frame tool, the rectangle tool, or really, any enclosed shape. Another way to place a graphic is to drag it from the folder into InDesign. “This is the equivalent of File > Place, and it results in legitimate links.” An alternative way to drag and drop and image is to do so from Adobe Bridge. Using Bridge is advantageous because the thumbnails in Bridge make it easier to locate the correct files and the window placement with InDesign is easier compared to directory windows. It’s important to understand that the drag and drop method is limited and, depending on the files, may not yield satisfactory results. For instance InDesign will allow you to drag and drop from Photoshop, but doing this can be problematic as it can, among other things, significantly increase the file size as well as have no link to the original source. Using this same method for Illustrator, however, can be slightly more acceptable. Though the artwork will not be a completely accurate representation of the original, as some Illustrator effects are not honored in InDesign when the artwork is dragged or pasted.

    The Links panel displays all the links within an InDesign file. If a link has been modified it will have a yellow triangle beside it, if a link is missing it will have a red stop sign. Each link has a page number that indicates which page(s) the graphic is on. If a graphic in an InDesign file has been modified or moved, you will be prompted when opening the file. At this point you can choose to update the links by clicking ‘Update Links.’ However, if you do not wish to update the links you can select ‘Don’t Update Links,’ and update them later. In most cases, unless multiple people are working on the same file, there is no reason to not go ahead and update all the links automatically. If a graphic is missing, simply select it in the Links panel, and click Relink (from the Link panel menu or the Relink icon). Then find and select the graphic. Modified graphics can be updated one at a time by selecting it the Link panel, and clicking Update Link (from the Links panel or Update Link button). The Relink button can also be used to replace one graphic for another. After selecting the graphic you would like changed, click Relink, and select its replacement. InDesign automatically updates the link, keeping any transformations that were originally applied.

    To transform a graphic in InDesign, select its frame with the selection tool. “Then you can use the Scale tool or Free Transform tool to scale the frame and its contents. Or you can enter percentage values in the X/Y scale fields in the Control Panel.” If you want to scale the dimensions of a graphic frame, simply enter one of the desired dimensions. If the fields are linked, the image will be scaled proportionally regardless of the number you enter. By scaling the frame, the X/Y scale fields will still show 100% because InDesign recognizes this as a selection of both the frame a graphic together. But if you used the direct selection tool instead, selecting the graphic, these fields will not show 100%, but the percentage the image had been scaled to.

    Drop shadows can be added to objects in Photoshop, Illustrator, and InDesign. InDesign is able to correctly interpret the drop shadows created in Illustrator and InDesign. However, InDesign is limited in its ability to interpret more complex shadows created in Photoshop. InDesign ignores Photoshop blending modes. “If the shadow falls on empty space, this doesn’t matter. However, if the shadow needs to realistically darken other content beneath it in InDesign, it will require some special handling.” Luckily, Object Layer Options in InDesign can solve this. The Object Layer Options dialog box enables you to control the visibility of layers within a placed file, by selectively choosing which layers to hide or show. Applying this to the drop shadow dilemma:
    1. Place the image, and then copy the image frame to the clipboard for later use.
    2. With the frame selected, go to Object > Object Layer Options, turn off all the layers visibility excluding the layer of the shadow and set the blending mode to Multiply. This frame will be the shadow.
    3. Edit > Paste in Place the image frame (copied to the clipboard in step 1). Selecting ‘Paste in Place’ ensures that it is lined up perfectly.
    4. Open the Object Layer Options again with the image frame you just pasted selected. Keep all the layers visible except the shadow layer.
    If you change any part of the original image, the Object Layer Options you set will be lost.

    The Color and Swatches panel in InDesign do not serve the same function. The Color panel creates informal colors that apply only to the objects that are selected. These colors are not stored in the swatches panel and you are limited to CMYK, RGB, or Lab colors. Generally, it’s better to create swatches. With swatches, you can choose from Pantone, Toyo, and TRUMATCH swatch books. Additionally if you change the color of a used swatch, the color of those objects change automatically. The swatches used in artwork created by Illustrator or Photoshop are automatically created in the Swatches panel by InDesign when the file is imported. If the swatch imported is a spot color, it must be changed to a process color. In the Swatches panel, a sport color is indicated by a white square with a gray circle. To change it to a process color, double click it and change it’s color mode to CMYK. A gray square to the right of the swatch indicates a process color.

    “The primary purpose of the Ink Manager is to fix spot-color errors by remapping extraneous color to correct inks.” The Ink Manager can be accessed in the Separations Preview panel menus, the Swatches panel menu, or the Print and Export dialogs. In the Ink Manager, choose the spot color you want to remap and hen choose the appropriate ink alias. No permanent changes are made when remapping—it is actually performed during the output. Accordingly because the content hasn’t really been changed, none of these changes appear in the Swatches panel.

    Chapter 12

    Files created by other applications can become PDFs—web pages, images, etc. Acrobat allows for the creation of a PDF. However, there are other PDF-creation tools besides Adobe but not all these implementations are the identical. Therefore there will be some variations with regards to the utilization of PDF features, options, and controls.

    The purpose of a PDF is to contain all the components of a document (text, images, etc.), ensuring it prints properly and can be accessed on numerous operating systems. Generally, all PDFs serve the same function but there are different types of PDF to accommodate different files. In Creative Suites, there is a wide range of different presets to create a PDF. Some of these settings—Standard, Smallest File Size, and Press Quality—are telling of the kind of PDF they were meant to generate. “The PDF/X and PDF/A settings are based on standards intended to ensure that a PDF behaves as expected.” In PDF/X-1a, X represents exchanges. This indicates a PDF conforms to a PDF/X standard and can be readily exchanged and useable between individuals. The standards of PDF/A are based on the intention of long-term use of a file (archives, etc.). “The most commonly requested PDF format for print in the United States is PDF/X-1a.” The following must be met for a PDF file to fulfill the requirements of the PDF/X1-a standard: CMYK or spot color images, embedded or subset fonts, clearly defined trim edges, and clearly defined bleeds.

    All Creative Suite applications are able to export PDFs. In order to keep the layers, live transparency, or interactivity within those files, exporting them is really the only option. However, some print service providers ask that you use Distiller to create the PDF, even though exporting is easier and faster. Distiller converts PostScript to a PDF. “Create a PostScript file by printing or exporting PostScript from an application (using Adobe PDF as the target printer), and then drag and drop the PostScript file onto the Distiller window.” If everything is correct with the PostScript file and the appropriate job option has been chosen, a PDF will be created.

    The ability to edit PDF files is very limited. This isn’t really surprising considering the purpose of PDFs is to preserve the document as a whole. However, there are tools to edit a PDF. “Acrobat, in the Advanced Editing toolbar, has three editing tools: the TouchUp text tool, TouchUp Object tool, and the TouchUp Reading Order tool. To edit text in a PDF using the TouchUp text tool, highlight the text you would like to edit and modify it. You may only edit the text if you have the font that was used and it is active. However, Acrobat won’t always let you edit the embedded font. Even if it does allow you to edit the text, you are limited to only editing one line at a time. The ability to edit graphic content is not as restricted as editing text. With the TouchUp Object tool, you select the graphic you wish to edit by right clicking and selecting Edit Image or Object. The content’s originating application opens in temporary file for editing. There are some limitations with regards to the extent an object can be edited (i.e., can’t add blending modes). After you edit and save the object, the corrected image is saved in the PDF. Even though editing can be done in a PDF, it’s generally a better idea to make corrections in the original file and recreate the PDF.

    Source: Real Worl Print Production with Adobe Creative Suite Applications by Claudia McCue

    Wednesday, February 15, 2012

    Microsoft Tag


    Basically, Microsoft Tag is a readable link to the web. By utilizing High Capacity Color Barcode (HCCB) technology, Microsoft Tag encodes data into some sort of recognition technology (QR codes, barcodes, etc.). Rather than square pixels that are used in conventional 2D barcodes, “HCCB uses a grid of colored triangles to encode data.” Microsoft Tags are read by a downloaded app on a smartphone with Internet access. When a tag is read by this app, the contained HCCB data is sent to Microsoft servers and the publisher’s intended content (i.e., website) is automatically returned to the user.

    How do you generate a Microsoft Tag?
    Microsoft Tags are easy to generate. And they’re free. To generate a Microsoft Tag you will need a Microsoft Live ID. Then you simply log into the Tag Manager and begin creating your tag by choosing the type of tag you would like to create, giving it a name, and filling in the necessary information. After you have completed all the requested information, click the download button to generate the tag graphic. Next, you choose the size, file format, and type of tag you want. Once you have finished making your selections, select download—the Tag Manger will then generate your customized file.

    How do you track a Microsoft Tag?
    Every time a tag is read, that information is sent to a Microsoft server. This allows Microsoft to track users and provide that information to the generator of the tag. These analytic reports generated by Microsoft enable the measurement of success for each campaign.

    Why use Microsoft Tag?
    A better question would probably be, why not use Microsoft Tag? Microsoft Tag enables marketers to bridge the gap between their offline and online presence. With these tags marketers are able to further engage customers with their brand, immediately providing them with more associated content. Further, as discussed above, Microsoft tracks the tags and, because of that, it is easy to measure the success of each campaign. Click here for more reasons to use Microsoft Tag!

     Below is an Example of a Custom Tag I generated that would direct you to this blog.

















    Sources: 
    http://tag.microsoft.com/what-is-tag/home.aspx
    http://tag.microsoft.com/my-tags/getting-started.aspx
    http://en.wikipedia.org/wiki/Microsoft_Tag#Microsoft_Tag


    Monday, February 13, 2012

    Variable Data Direct Mail Project

    Variable data printing allows for content within a piece to change based on predetermined factors. For the variable data direct mail project we are to select a brand that has two target audiences. The content of the direct mail piece will change based on the needs of each target audience. 


    For my project, I chose to create an informational piece for individuals who registered for the spring conference at a church. As my 'brand' I chose my local church. The target audiences for the spring conference are divided into two groups, based on marital status--single or married. The purpose is to confirm and remind individuals of their registration and provide additional information about the conference. The call to action is to further encourage their attendance and reading of the recommended books.


    Project Specifications:
    • 7 x 5 postcard - 2 sided
    • 3" for mailing addresss
    • .25" margins
    • .125" bleed
    • Matte paper 
    • 4 colors
    Master Image List elements: reverse (2) and full bleed raster image (2) 
    Copyright: Images were downloaded from flickr.com - creative commons. (booksring)

    Thumbnails

    Roughs

     

    Final