DMET 255content reviewJANUARY-MARCH 2017

Projects

Let’s look at what we’ve accomplished so far!

Project 1: Typography Postcard

Font selection and familiarity with fonts Choosing aesthetic font combinations Text formatting in InDesign (size, spacing, alignment) Shortcut keys Basic image placement and arrangement File organization

Project 2: Newsletter

Setting up master pages (page #’s, footers, etc.) Working with columns, grids, and guides Aesthetic text and image layout ‘Placing’ images and text Aligning objects Editing text/typography/paragraph & character styles Photography (resolution, image type)

Project 3: Poster

Document setup for a Poster Aesthetic text and image layout ‘Placing’ images and text Aligning objects Editing text & typography Font choice Photography (resolution, image type) Color theory Visual Communication

Book Lessons

Lesson 1: Introducing the Workspace

Open Documents Select and use tools Use the application bar and control

panel

Manage document windows Work with panels Customize the workspace Change the magnification of the

document Navigate through the document Use context menus and panel menus Change interface preferences

Lesson 2: Getting to know InDesign

View layout aids Check on potential production issues

with the Preflight panel Type and style text Import text and thread text frames Import a graphic Move, rotate, stroke, and fill an

object Automate formatting with

paragraph, character, and object styles

Lesson 3: Setting up a document & working with pages

Save custom document settings as a document preset

Create a new document and set document defaults

Lay out a master page

Create an additional master page Apply a master page to document

pages Add pages to a document Rearrange and delete pages Change the size of pages Create section markers and specify

page numbering Lay out document pages Rotate a document page

Lesson 4: Working With Objects

Working with layers Creating and modifying text frames Creating and modifying graphic

frames Adding metadata captions to graphic

frames Placing and linking graphic frames

Transforming and aligning objects Selecting and modifying grouped

objects Creating a QR Code

Lesson 5: Flowing Text

Flowing text into an existing frame Flowing text manually Creating text frames while flowing text Creating threaded frames

automatically Flowing text automatically Applying paragraph styles to text Adjusting columns Adding a jump line page number

Lesson 7: Working With Typography

Customize and use baseline grid Adjust vertical and horizontal text spacing Change fonts and type styles Insert special character from Open Type fonts Create a headline that spans columns Balance the text in columns Hang punctuation outside a margin Add and format a drop cap Adjust line breaks Create hanging indent Add paragraph rule and shading

Midterm Presentations

RECAP

Publication Design-Job Details

Famous Graphic Designers

Click here to view a web page about iconic designers:http://

www.complex.com/style/2012/03/20-graphic-designers-you-should-know/13

Publication Design – Job Details

Desktop publishers typically do the following: Review text, graphics, or other

materials created by writers and designers

Edit graphics, such as photographs or illustrations

Import text and graphics into publishing software

Publication Design – Job Details

Integrate images and text to create cohesive pages

Adjust text properties, such as size, column width, and spacing

Revise layouts and make corrections as necessary

Submit or upload final files for printing or online publishing

Where do they work?

About one-third of desktop publishers worked in publishing industries. Others worked for companies in industries that produce their own published materials, such as in professional, scientific, and technical services. 

Many desktop publishers work full time, and they may need to work additional hours to meet publication deadlines. Some may work various shifts, such as morning, evening, or night.

Publication Design – Job Details

Publication designers can work in a variety of settings, including graphic design agencies, book publishing companies, magazine publishers, newspapers, and Web design companies. Much of a publication designer’s work is done digitally, so it’s also possible for publication designers to do freelance work from their homes.

What do they do?

A publication designer usually works within a focused area of publishing, such as newspapers, online journalism, books, magazines, etc. They are experts in their field of publication design. Their days often include: Staying updated on news in their field of publication Applying visual techniques to accompany the text and other

elements of a publication Creating new design ideas to add innovation to the appearance of

their publications Using digital software to design layouts

Book Publication Companies

http://www.everywritersresource.com/bookpublishers/

Who do they work with?

Coworkers• Photographers• Editors• Other • Supervisors/Office managers• Marketing workers

Clients• Clients depend on the

material that is being created (novel, textbook, magazine, etc.)

• Author• Educators• Advertisers• It could really be a client in

any field, depending on what the assignment is.

Printing Company• Publication Designers must

be able to communicate with the workers at the print shop. Therefore they must know some printing concepts.

• They also must be able to send the final product to the printer in the correct format.

Education

Desktop publishers usually need an associate’s degree, often in graphic design, graphic arts, or graphic communications. Community colleges and technical schools offer desktop-publishing courses, which teach students how to create electronic page layouts and format text and graphics with the use of desktop-publishing software.

Training

Desktop publishers typically receive short-term on-the-job training lasting about 1 month. They learn by working closely with more experienced workers or by taking classes that teach them how to use desktop-publishing software. Workers often need to continue training because publishing software changes over time.

Important Qualities

Artistic ability. Desktop publishers must have a good eye for how graphics and text will look, so that they can create pages that are visually appealing and legible.

Communication skills. Desktop publishers must be able to collaborate with others, such as writers, editors, and graphic designers, and communicate ideas effectively.

Detail oriented. Desktop publishers must pay attention to details such as margins, font sizes, and the overall appearance and accuracy of their work. 

Organizational skills. Desktop publishers often work under strict deadlines and must be good at scheduling and prioritizing tasks in order to have documents ready in time for publication.

Typography

**View External Resource**

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Design Elements & Principles

Elements

Line - design

Line - typographyLine length and column width are two typographic terms that are closely related. Line length is normally expressed by the number of characters or words per line. Column width is measured in units – be it inches, points, pixels, etc.

Many people don’t realize that our eyes do not read character by character or even word by word. Rather, our eyes scan a line, pausing momentarily to record groups of three or four words. Studies have found that a reader can make three or four such pauses on a line before it becomes tiring.

To determine line length for optimum readability, a good guideline is between 9 and 12 words for unjustified text. • Fewer words may cause the sentence structure to break

up. • May also result in too many hyphenations. • A line with more than 12 words can become tedious to

read. Additionally, a reader can easily get lost when going from the end of one long line to the beginning of the next, and may inadvertently reread the same line, or miss a line or two.

With justified text, the number of words per line should be between 12 and 15 words per line, to avoid excessive hyphenations, uneven word spacing, and rivers of white space in the text.Several factors to consider when determining the width of a column of text are:• typeface (or font): The width of the individual glyphs

and the overall typeface design affect the word count per line.

• point size: The size of the type affects how many words fit in a line.

• average word length in the copy: You can fit a greater number of shorter words than longer ones in a given column width.

Line - typography

Uneven lines of text can cause an unbalanced RAG.

In typography, “rag” refers to the irregular or uneven vertical margin of a block of type. Usually it's the right margin that's ragged (as in the flush left/rag right setting), but either or both margins can be ragged.

You can adjust rag, by adjusting the TRACKING on specific lines of text, making them longer or shorter to even out the rag on the side of the paragraph.

Don’t increase the tracking more that +20 or less than -20!!!

Use the Balance Ragged Lines option!

Line - typography

Shape

Color – creates unity

ColorCreates mood

Value Value The lightness or darkness of tones or colors. White is the lightest value;

black is the darkest. The value halfway between these extremes is called middle gray. Space An element of art by which positive and negative areas are defined or a sense of depth achieved in a work of art .

Texture the feel, appearance, or consistency of a

surface or a substance.

Space

Utilize White Space as a part of your design!

Pay attention to spacing between lines of text.

Line spacing is measured from baseline to baseline in points. In the example to the left, you would might have a point size of 12 and a leading of 14.

In most instances, generous line spacing helps the eye and brain to more easily decipher the character shapes, words and word groupings, which is how we read.  

The smaller the type size, the greater the line spacing needed, proportionally speaking, to offset the reduced readability of small settings

Pay attention to spacing between Letters (kerning).

^^especially on titles!!! It can be very embarrassing if your kerning changes how the reader views the text >>

Pay attention to spacing between words and sentences in paragraphs that may cause rivers.

**rivers are not good!

Pay attention to spacing between WORDS (tracking).

It is a general rule to have ONLY 1 SPACE BETWEEN SENTENCES!

Here are some tips for achieving smooth, readable j u s t i fi c a t i o n :• The more words that fit on a line, the fewer problems you’ll have. Achieve this

by making the line length a bit longer, or by reducing the point size of your type, even if only by a fraction.

• If necessary, edit the text itself to fix lines that are too open or too tight. • Try to reduce the number of lines with hyphenated endings, particularly if

there are more than two in a row. • It’s always possible to substitute short words for longer ones or trim

convoluted sentences–your copywriter may welcome the chance to improve the writing, as well as the design!

• Become familiar with your software’s hyphenation and justification (H&J) settings. You can usually adjust the word and character spacing parameters, as well as hyphenation preferences.

Principles

Pattern

For visual interest ^^ or for representation>>>

Contrast - the state of being strikingly different from something else, typically something in juxtaposition or close association.

Boosted Contrast

Low Contrast

This poster by Melanie Scott Vincent uses a yellow paperclip on a yellow background, creating a low contrast difference between the object and backdrop. While this is usually a thing to avoid, in this case it reinforces the event name ‘ignored everyday’.

Emphasis: an area or object within the artwork that draws attention and becomes a focal point.

Balance

Balance

Balance is created using color and placement of the text/image.

Symmetrical Balance

A symmetrical composition by reflecting the positioning of type and graphic elements. By using symmetry, this design is made elegant, clean, and beautifully balanced.

Asymmetrical Balance

The three central circles are the largest elements in the design, but they are balanced out both by the type, the fine line graphics, and the small, heavily textured circle in the bottom corner.

Proportion/Scale

Proportion/Scale

Harmony

Harmony is created using a consistent color palette, layout, and font selection.

Rhythm/Movement

Color Theory & Strategies

Initial Reaction to Color

People’s initial judgments about products are based largely on color (with about 60 to 90% of the assessment — which takes only 90 seconds — based on color alone.)

This means that in design, color is not just an artistic choice, but also an important business decision — affecting everything from consumers’ perceptions about a brand to product sales.

Color in Marketing and Branding

Brand recognition is tied strongly to color. Just think of Coca-Cola, Facebook, or Starbucks, and I’ll bet you can immediately name the colors those brands are associated with.

Color Tips!Tricks and ideas…

B&W with a Splash of color

Consistent color throughout the design creates UNITY

Color can create balance

Create a Color Palette!

Colors can be paired by temperature

warm vs. cool color palettes

Saturation

Vivid colors often look youthful, while faded ones look vintage

Mood

Exciting!Serious.

Theme: Location, season, holiday

Complimentary Colors

Blue and OrangeRed and GreenPurple and Yellow

Color Palettes

Looking to different historical periods and art movements for color inspiration can be another great technique. The palettes to the left demonstrate: the warm, light-filled colors common to

Impressionist paintings; the vivid, unexpected combinations used by Post-

Impressionists; the soft, earthy colors characteristic of the Art

Nouveau movement; the bright, bold hues of Pop Art.

Use the Eyedropper Tool

Colors from the image are picked up using the eyedropper tool

You can create a color palette from an image manually or by using the Color Theme tool and then adding the colors to the swatches palette

PALETTON.COM

Adobe Color CC

ColorExplorer.com

Color Management for Printing

https://helpx.adobe.com/indesign/using/color.html

Branding & Copyright

Copyright & Trademark

Copyright covers creative works of expression fixed into a tangible medium of expression.

Trademark covers business names, slogans and other items used to identify it in the marketplace.

Patent covers ideas and inventions.

What about logos?

Logos are one of those spaces of intellectual property law where there is a great deal of overlap between two areas, in this case copyright and trademark, and businesses are known for using both to protect their logos from undesired use.

Trademark

In many ways, trademark is much more broad than copyright. Where copyright doesn’t expand to things such as names, colors, typefaces, designs, etc. trademark does or at least can. 

Trademark only deals with use of the mark that causes confusion in that company’s marketplace.

Licensing/Design Companies

Typically, a big business will hire a licensing and branding company to design the entire brand palette. This can include numerous logo variations and document templates.

Variations of University logo. Variations of Mascot. Stationary template with font specifications.

Licensing

Licensing doesn’t just cover the logo, it includes things such as typography, color, and even patterns that are used consistently throughout any print or digital media that the company produces.

5 Ways to Improve Brand Identity

1. Create Compelling Covers

2. Focus Your Content to Your Target Audience

While a good cover gets readers to pick up your magazine, what's inside must sell your brand. 

3. Choose Graphic Design That Reflects Your Magazine's Purpose

Sports magazine -bold and powerful

Fashion magazine – sleek and modern

Entertainment magazine – Eye catching and fun.

4. Respond to Your Changing Audience

DATED MODERN

5. Brand Beyond the Pages

Website & Social Media reflect the ESU brand.

Consistent image styling using red filter

Great examples of BRANDING GUIDELINES:

https://www.contentharmony.com/blog/great-brand-guidelines

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