Transcript Graphic Designer

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Objectives
• To define digital communication.
• To outline appropriate media to deliver
digital products.
• To effectively apply design elements in
digital communication.
• To evaluate graphic design and
editing concepts.
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Main Menu
Defining Digital Communication
The Digital Communication Process
Graphic Design in Digital Communication
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Digital Communication
• Is the ability to create and transmit a
message using different technological
devices, including:
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radio
television
telephone
cell phones: SMS or text messaging
computers: Internet websites, e-mail,
PowerPoint®, etc.
Fun Fact: When you send a text message
you are using digital communication.
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Digital Communication
• Has a background which includes
the following inventions:
– telegraph
– teleprinter
– telephone
– television
– computer
– cell phone
– the Internet
Fun Fact: The ARPANET was
the first packet switching
network. This network evolved
into the Internet enjoyed today.
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Firsts in Digital Communication
Fun Fact: The first cell phone was the Motorola DynaTAC
8000X. It weighed 2 pounds, offered just a half-hour of
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talk time for every recharging, and sold for $3,995.
Digital Media Products
• Enhance communication with the use
of technological devices
• Allow for constant communication
– people are continually sending and
receiving messages and gathering and
interpreting information
• Change the way people
access and share ideas
and information
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Digital Communication
• Can be used for:
– business meeting environments
– educational purposes
– government interactions
– personal uses
Fun Fact: The average U.S. teen sends
or receives an average of 2,899 text
messages per month.
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ASSESSMENT
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Assessment
1. What is the ability to create and transmit a message
using different technological devices?
A.Internal communications
B.Professional communications
C.Digital communications
D.Office communications
2. Which of the following inventions is not included in the
background of digital communications?
A.Quill
B.Telegraph
C.Computer
D.Cell phone
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Assessment
3. How much did the first cell phone weigh?
A.12 pounds
B.10 pounds
C.5 pounds
D.2 pounds
4. Which of the following is NOT true of digital media
products?
A.Enhance communication with the use of
technological devices
B.Allow for constant communication
C.Allow people to remain cut off from reality
D.Change the way people access and share ideas
and information
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Assessment
5. Digital communication can be used for which of the
following?
A.Business meeting environments
B.Educational purposes
C.Personal uses
D.Digital communication can be used for each of
these instances
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Transactional Model
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Sender
• Is the person or party sending a message to
another person or party
• Can also be called the source of
communication
• Needs to be sure the information is useful
and accurate
• Should be clear as to what and why one
wants to communicate
• Examples in digital communication include:
– bloggers
– television and radio broadcasters
– creators of websites
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Message
• Is the set of words and symbols
the sender transmits
– includes all information to be communicated
• Can be expressed verbally or nonverbally
– verbal communication is expressed in language,
spoken or written
– nonverbal communication is most notably body
language or pictures
• In a digital form, is most often verbal
• Examples in digital communication include:
– blogs
– television and radio shows
– websites
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Media
• Refers to the channels through which the
information moves from sender to receiver
• Includes the following digital devices:
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–
–
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radio
television
telephone
computers
cell phones
Fun Fact: The first computers were actually people.
"Computer" was a job title for people who did calculations
by hand or paper. Soon after the computing machines
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were built, they were called "computers".
Encoding
• Is the process of transferring information
one wants to communicate into a form
which can be sent, received and understood
– putting thoughts into a symbolic form
• Examples in digital communication include:
– writing a blog
– writing and producing a television or radio show
– designing and creating a website
• Success depends on the ability to relay
information and reduce confusion
Fun Fact: Technology devices such as computers
and CD players use word sequences of 0s and 1s
called binary values to send and receive data. 19
Noise
• Is any unplanned static or interruption
during the communication process
• Can cause a message to be different
than the sender intended
• Is not just sounds
– anything which interferes with receiving
or understanding the message is
considered noise
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Noise
• Includes the following types of distractions:
– semantic noise – misinterpretation of
the message
– internal noise – actions or thoughts within the
receiver which disrupt the receiver’s ability to
understand the message
– external noise – distractions such as sights or
sounds which disrupt the message
• Examples in digital communication include:
– shorthand which is not clear to the receiver
– preconceived opinions
– advertisement clutter
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Decoding
• Is the process of assigning meaning to
words and symbols to form the message
back into thought
– the direct opposite process of encoding
• In digital communication, is also known as
an action a computer performs to convert
an electronic signal or code into plain text
• Examples in digital communication include:
– reading a blog
– watching a television or radio show
– examining a website
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Receiver
• Is the person or party receiving the message
• Can also be called the
audience or destination
• Might or might not interpret
the meaning of the message the same way
the sender intended it to be interpreted
• Examples in digital communication include:
– blog readers
– television viewers and radio listeners
– Internet shoppers
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Feedback
• Is the set of reactions and
acknowledgment the receiver displays
after receiving the message
• Can also be called the response
• Refers to the part of the receiver's
response which is communicated
back to the sender
• Shows the receiver has
understood the message
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The Intended Audience
• Should be identified and considered by the
sender before attempting to send a
message, including factors such as:
– size of the audience
– existing attitudes of audience
– amount of knowledge and experience the
audience has with the topic
• Should affect the message, including
factors such as:
– words and symbols used in message
– media used to transmit message
– accessibility of message
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Media Selection
• Involves deciding what words and
symbols will best convey the
message, such as:
– spoken words
– written words
– color
– still pictures
– motion pictures
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Media Selection
• Requires consideration of the
following factors:
– the media’s availability
– the opportunities the media present for
feedback
– how much noise is associated with the
media
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ASSESSMENT
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Assessment
1. Which of the following is the person or party sending a
message to another person or party?
A.Messenger
B.Medium
C.Sender
D.Creator
2. A message in digital form is most often which of the
following?
A.Verbal
B.Nonverbal
C.Visual
D.Auditory
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Assessment
3. Which of the following refers to the channels through
which the information moves from sender to receiver?
A.Messenger
B.Media
C.Sender
D.Creator
4. Which of the following is NOT involved in deciding what
words and symbols will best convey the message?
A.Sender
B.Color
C.Still pictures
D.Written words
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Assessment
5. Which of the following is the person or party receiving
the message?
A.Messenger
B.Medium
C.Receiver
D.Creator
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Graphic Design
• Is the art process used to:
– announce or sell something
– amuse or persuade someone
– explain a complicated system
Big Ev
Fun Fact: Apple was the first to produce computers
which had bitmap graphics – the origin of modern
computerized graphic design.
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Graphic Design
• Uses a variety of communication
tools in order to portray the message
• Includes the following main tools:
– image
– typography
• Can demonstrate a process
Fun Fact: Typography within graphic design
involves choosing the appropriate typefaces
and creating their arrangement on the page.
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Design Elements
• Are the basic components used in
part of any composition or publication
• Include the following:
– text
– graphics
– headlines
– color
– white space
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Text
• Is used for any wording of anything
written or printed
• Makes up the following:
– running text
– headline
– body copy
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Typeface
• Refers to a set of characters with the
same design
• Includes characters such as:
– letters
– numbers
– symbols
– punctuation marks
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Font
• Is the specific size and shape
of the typeface
• Is a combination of typefaces defining
the family, weight and style of the text
• Should be clear and easy to read
• Should be limited in one publication
– no more than four fonts
Fun Fact: With the introduction of computers, the
terms font and typeface are often used
interchangeably, however they are not the same.
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Size
• Is the area occupied by text or
an image
• In digital design is defined by the
following terms:
– picas (pc)
– points (pt)
– millimeters (mm)
– centimeters (cm)
– inches (in)
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Style
• Is a variation of a font
• Includes the following:
– italics
– underline
– bold
• Can be used to emphasize
words or phrases
– however, overuse can be a distraction
or decrease readability
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The Headline
• Is the phrase or sentence which
attracts a reader’s attention to a
particular product, service or idea
• Is usually distinguished by its:
– contrast
– size
– special interval
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The Headline
• Grabs the reader’s attention
• Convinces the reader to study the
publication
– directs readers to illustrations and text
– attracts a specific target market
– should be creative and brief
– inspires emotion: curiosity, laughter,
thoughtfulness, nostalgia, etc.
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Body Copy
• Refers to the written material or text
of a publication
• Details the information, explanations
or purpose of the publication
• Is the most
straightforward way to
get the intended
message to readers
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Body Copy
• Should be located beneath the
headline in most cases
• Should be direct and simple
• Must appeal to the senses
• Should explain the who, what, where,
when, why and how of the publication
• Should flow to increase readability
and be easy to follow
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Color
• Can be used in the visuals, text and
background of a publication
• Draws a reader’s attention
• Can have a psychological affect
on the reader
• Adds a visual stimulus to publications
• Should be based on the intended message
and image of the publication
• Should not be overused
– no more than five colors should be
used on one page
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Color
• Can evoke the following feelings in the
consumer:
– red: energy, power, passion
– orange: determination, fascination,
encouragement
– yellow: joy, happiness, intellect
– green: growth, harmony, freshness, health
– blue: trust, loyalty, faith
Fun Fact: Yellow surroundings seem to
enhance the performance of schoolchildren.
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The Color Wheel
• Is a useful tool in determining which
colors to use in a production
• Aids in creating a variety
of color schemes
– each color scheme can give the
message a different style
– color schemes are used to make the
message more appealing to the reader
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White Space
• Is also referred to as negative space
or blank space
• Refers to the portions of the page or
publication which are unused
• Is the space between the graphics,
text and any other elements
• including margins, line spacing, etc.
• Does not have to be white
– it is whatever the background color is
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White Space
• Is an important element in creating a
desirable layout because it allows for
the following:
– readability
– balance
– flow
An example
of good use of white
space
An example
of poor use of white
space
• Should make up
between 15 and 20
percent of the page
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Graphic Design Concepts
• Include the following:
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balance
proximity
alignment
consistency
contrast
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Balance
• Is the way a production’s lines, shapes,
colors and textures are arranged
• Directs the viewers’ eyes
• Should be symmetrical, asymmetrical
or radial
– symmetrical: one side matches the other
– asymmetrical: sides do not match; balance is
achieved through tricks of the eye
– radial: all elements spread out from a center point
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Balance
• Is commonly achieved using the
rule of thirds
– break an image into
thirds horizontally and
vertically so the picture
has nine parts (red lines)
– focal points should be at the
intersections (green dots)
Fun Fact: Studies show when viewing images, people’s
eyes go to one of the intersection points of the rule of
thirds more naturally than the center of the shot.
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Proximity
• Is the location of items in relation to
one another
• Can determine or describe
relationships between elements
• Is one of the easiest ways to give a
production an organized feel and
create a visual structure
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Alignment
• Refers to the lining up or arrangement
of text and graphics on the page
• Is achieved by positioning text or
graphics the following ways:
– flush left
– flush right
– centered
– fully justified
flush left
flush right
centered
fully justified
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Consistency
• Refers to the unchanging look and feel of
a production across all pages
• Can be created through the use of
colors, a font or graphics
• Should make navigation easier
for the reader
• Can be accomplished by using an
accessible and effective page as a
master template
Navigate, in graphic design terms, is to direct, guide
or move a viewer’s eye in a particular direction. 55
Contrast
• Refers to the combination and
arrangement of varying and opposite
design elements
• Is accomplished by using different
sizes, colors, fonts, etc.
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Layout
• Is the plan or design concerning the
placement of design elements
• Is effective when it:
– is easy to read
– is pleasing to the eye
– conveys a specific message
– is organized and meaningful
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Layout Design
• Tips include:
– consider the relationship between size and
proximity of each item
– balance the weight of pictures and text
– divide the page into thirds
– use repetition and similar design patterns
– match the layout to the publication
– allow for wider margins
in reports
– use master templates
when needed
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Master Template
• Is a page design pattern used as the
basis for creating other pages of a
production
• Contains layout, background
format, theme colors, fonts
and effects
• Allows a designer to place elements
once and change details, such as
text, without having to create each
page individually
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Master Template
• Can be used in the following
Microsoft® Office programs:
– PowerPoint®
– Publisher
– Word
– Excel®
– Access®
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Manuscript Editing
• Is used to correct errors and prepare text
for typesetting or printing in a publication
• Includes:
– editing
– proofreading
• Should correct mistakes such as:
– spelling, grammar and punctuation errors
– repeated words and phrases
– undefined and improperly used words
Manuscript is the writing in any book, article
or document before it is printed.
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Photo Editing
• Is applying any sort of alteration
to a photograph or image
• Capabilities include:
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altering color
cropping, slicing and merging images
sharpening and softening
adding special effects (distortion, texture, etc.)
• Is typically done using software including:
– Adobe® Photoshop®
– PicasaTM
– GIMP
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Video Editing
• Is the process of altering video to create
a new work
• Allows for rearrangement, color changes,
filters, transitions, effects and more
• Is typically done using software including:

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CyberLink PowerDirector
Corel® VideoStudio Pro
Adobe® Premiere® Elements
Magix Movie Edit Pro
Roxio Creator®
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Editing
• Is performed in order to:
– remove unwanted material
– shorten or resize the material
– create a flow
– add graphics, music and/or effects
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ASSESSMENT
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Assessment
1. Which of the following are the main tools in graphic
design?
A.Image and typography
B.Text and graphics
C.Words and pictures
D.Font and images
2. Text makes up all but which of the following?
A.Running text
B.Title
C.Headline
D.Body copy
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Assessment
3. Which of the following is NOT included in style?
A.Italics
B.Underline
C.Bold
D.Font
4. Which of the following is NOT true of white space?
A.It is also referred to as negative space
B.It includes margins and line spacing
C.It is always white
D.It should make up between 15 and 20 percent of
the page
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Assessment
5. Balance is commonly achieved using which of the
following?
A.The rule of thirds
B.Focal points
C.The rule of nines
D.Symmetry
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ASSESSMENT
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Assessment
1. Of the following measurements, which one
is not one of the five used in digital design?
A.Picas (pc)
B.Points (pt)
C.Meters (m)
D.Millimeters (mm)
2. The suggested number of colors to be
used in a publication design is ________.
A.2 to 6
B.1 to 5
C.2 to 3
D.1
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Assessment
3. Which of the following was the first internet
network?
A.ENIAC
B.SMS
C.GIMP
D.ARPANET
4. Mike and Kristi are creating a website for a
local politician. Which color should they
use to evoke the feeling of determination?
A.Red
B.Yellow
C.Orange
D.White
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Assessment
5. Which part of the digital communication
process involves a personal response?
A.Feedback
B.Sender
C.Message
D.Receiver
6. The communication model contains all of
the following except:
A.Sender
B.Feedback
C.Headline
D.Message
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Assessment
7. Which graphic element adds a visual
stimulus to a publication?
A.Graphics
B.Headlines
C.Body copy
D.Color
8. All of the following are components of a
layout except:
A.Body copy
B.Print
C.Visual
D.Headline
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Assessment
9. The first example of digital communication
was the ________.
A.Telephone
B.Television
C.Computer
D.Telegraph
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Assessment
10.A person outside the door is speaking
loudly and is keeping you from hearing the
teacher. This is an example of what type of
noise?
A.Semantic noise
B.Internal noise
C.External noise
D.Personal noise
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Sources
• Carter, R. (2002). Digital Color and Text. East Sussex
England: Rotovision.
• External and Internal Noises. (2001-2004). Retrieved
February 15, 2010, from Institute for Strategic Clarity:
http://www.instituteforstrategicclarity.org/epnoise.htm
• John Lovett watercolor and mixed media artist.
(1999). Retrieved February 15, 2010, from Design
and Colour: http://www.johnlovett.com/test.htm
• Meggs, P. B. (1992). Type and Image: The Language
of Graphic Design. New York: John Wiley and Sons
Inc.
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Sources
• NSU. (2007, July 30). Communication: Sender and
Receiver. Retrieved February 15, 2010, from Nova
southeastern University:
http://www.nova.edu/studentleadership/development/fo
rms/send_receive.pdf
• Poggenpohl, S. H. (1993). Graphic Design: A Career
Guide and Education Directory. Retrieved February 15,
2010, from The American Institute of Graphic Arts:
http://www.aiga.org/content.cfm/guidewhatisgraphicdesign
• Skaalid, B. (1999). Classic Graphic Design Theory.
Retrieved February 15, 2010, from Web Design for
Instruction:
http://www.usask.ca/education/coursework/skaalid/ind
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ex.htm
Acknowledgements
Production Coordinators
Daniel Johnson
Amy Hogan
Brand Manager
Megan O’Quinn
Graphic Designer
Daniel Johnson
Production Manager
Maggie Bigham
Executive Producers
Gordon Davis, Ph.D.
Jeff Lansdell
© MMXIV
CEV Multimedia, Ltd.
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