Catrina Donaldson
MENU The Design Process Researching Ideas Generation Experimentation Developing and Refining Finishing Techniques Select a stage
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This is your experience bar. You will gain experience as the book goes on and when the bar fills you will gain a new skill. It will change colour with each stage.
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This indicates the level you are on. The stages in this book are broken up into sub-sections called levels and this is to help you keep track of where you are.
This is the stage (or chapter) that you are on. The colour of the semi-circle will change with each stage you go on to. The colour will be the same as the colour of that particular stage in the contents page and this repetition of colour will make navigation easier whilst also relating the pages to each other. See how helpful this book is, you already learnt something about design and this is just the HUD explanation page.
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This is your skill bar. You start off with the imagination skill because it’s something everyone has, us creatives just have it in excess. The computer use skill is another one you need to start off with, just basic knowledge of how to switch it on and start up the software is sufficient. You will gain more skills as you progress through the book.
This is the number of the page you’re on. The colour of the quarter-circle behind it will change with each stage as well.
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The Design Process
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The design process is like a step-by-step programme to follow when designing any kind of work professionally. It differs slightly from person to person depending on how they were taught and what they have found to work best for them through experience. The following is my own design process.
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Step 1. Meeting the client The very first step is meeting the person that is going to be hiring your services. You can get to know a bit about the client and what they are looking for. Step 2. Figuring out the brief During this step you’ll be asking questions about what exactly they want, who their target audience is and what kind of message they want to convey. You’ll also need to know about budget and when the deadline is. Once you figure all this out it’s onto step three. Step 3. Initial research By reaching this step it means that you have accepted the job and are now in contract with your client so it’s time to get to work. You’ll need to do some research on your client and how they have advertised themselves previously, their competitors and how they are advertising themselves, and their demographic because this advertisement is essentially for them and if they don’t like it then you have failed in your mission. Step 4. Idea generation There are plenty of different methods to generate ideas and it really depends on you which ways works best for you. The main methods that I’ve found are mind mapping, mood boards, doing visual research by looking at other people’s artwork and by going out to places like museums and art galleries.
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The Design Process
Step 5. Sketching thumbnails Now that you have some ideas it’s time to put pen to paper, or pencil to paper, whichever implement you’re comfortable with. You only need to be sketching out rough ideas that don’t need a lot of detail, just the basics elements of the design and things like layout and colour. It doesn’t hurt to evaluate as you go so that you can identify which elements of the design work and what needs to be improved on. You can make more detailed sketches later when your ideas are more defined. Step 5a. Conceptual research This is an optional step because sometimes it isn’t necessary depending on your time constraints and whether you have a solid idea or not. I find that this step helps me to come up with ideas and to inspire me as it’s about looking at other people’s and analysing it in a way that pertains to your own work. I find that it helps to guide the development of my own ideas. Step 6. Mock ups By this point you should have some final ideas that you can mock up on whatever piece of software best suits your purpose. You need to have enough detail in this so that you can give your client a good idea of what it’ll look like as a final piece but not so much that it’ll be a waste if your client doesn’t like it. Step 7. Feedback As a general rule you should have at least three different designs to show your client so that you won’t be at a loss if they don’t like the one you’ve put your heart and soul into designing. As well as getting feedback from your client you can also seek feedback from peers and from the general public. Step 8. Final production You’ve finished your design and the client has approved it, congratulations you can pay your bills this month! All that’s left is to send your client the design in the file type they request it in, usually a PDF, and in the case 1/ 2 of printing you’ll need to give the printers a PDF file too.
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The Evolution of the Design Process Meeting the Client
Figuring out the Brief
Initial Research
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Final Production
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Researching Researching is a very important part of the graphic design process because it will inform pretty much everything you do. When you get hired as a designer you will have to do research into your client, their company, the product(s) they want you to work with and how they have been previously advertised and who the target audience is. Looking at the competition is important too because if you know what they are doing then you can get a better idea of where your client is in the market and may even find a gap in the market or a weakness to capitalise on. Research is also a very good way to get your ideas flowing, especially visual research because seeing other artworks, or even just everyday mundane things, can spark off an idea and get the ball rolling for your own designs but we’ll come to idea generation in the next stage. Now remember, while it is perfectly alright and encouraged to get ideas and inspiration from other peoples work it is never okay to plagiarise or infringe on copyright for any reason, so you have to credit your sources properly to avoid any misunderstandings. Which leads me nicely into the related topics that we’ll come across on the different levels of this stage; planning because you can never be too organised, the different types of sources you can gather research from, what primary research and what secondary research is and how to use the Harvard system of referencing.
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What Will You Do This Week? Research Idea Generation Sketching Use Software Get Out There
Planning is the first thing you should do after receiving the brief. You need to analyse the brief and make sure that you understand it completely and then break it down into manageable chunks. It’s a pretty good idea to make a schedule for your work so that it all doesn’t get on top of you especially if you are working on multiple things simultaneously, you don’t want to miss that deadline.
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Objective: Learn how to use the Harvard system of referencing Description: In my experience the Harvard system of referencing seems to be the most widely used way to reference in the academic environment and so I pass this knowledge to you and challenge you to memorise how to use it. Or you could just keep this handbook on your person throughout your whole academic life to help you along. Showing you how to reference everything under the sun would take a whole other book so I’ll teach you just the main ones you need to know. How to reference a book: Author surname, initial(s). Year. Title (in italics). Edition (Shortened to ed and only if not the first edition). Place of publication: Name of publisher. Example (pay attention to the punctuation): Tondreau, B. 2009. Layout Essentials: 100 Design Principles For Using Grids. Beverly, Massachusetts: Rockport Publishers inc. How to reference a journal article: Author surname, initial(s). Year. Title of article. Name of journal (in italics), Volume (part number) Month/season (if available), page number(s). Example (pay attention to the punctuation): Vickers, G. 1989. Back Anders From Sweden. Creative Review, July, pp. 32-33. How to reference a website: Author/Editor/Organisation. Year (put current year if unknown). Title (in italics). online [in square brackets] Available at: internet address Date accessed [in square brackets] Example (pay attention to the punctuation): Maron, A. 2012. Your Type of Book. [online] Available at: http://www.behance.net/gallery/Your-Type-of-Book/5662065 [Accessed at: September 29 2013].
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Primary
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Photographs
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Correspondence
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Primary research is new information that you obtain yourself directly from the source. Things like photographs you take yourself are primary even if they are of another piece of artwork because by taking that photo you have created information that didn’t exist before. Photographs by other people are secondary. Sketches and notes you make are primary as well for the same reason unless what you write is exactly the same as what someone wrote before you then it is secondary. Any communication that you have had with someone else is primary because that conversation belongs to you and that person. Surveys and questionnaires that you have made and conducted yourself are primary because you have gone out yourself and gathered that information from scratch.
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Internet
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Written works
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Secondary research is when you gather information that someone else has already compiled. Anything you find on the internet is secondary because it was made or written by someone else already and just put out there, the same with books and journals and newspapers and any other piece of written work that you yourself didn’t write. Any media such as videos, images, audio etc., that you didn’t have a part in making are secondary as well as any surveys, questionnaires and statistics that someone else gathered.
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Idea Generation As designers our creativity and ideas are our greatest strengths, but everyone gets stuck sometimes and once in a while you’ll just come up with a blank to whatever design problem you have so it is important to know at least a couple of ways to break through that block and to get the ball rolling, so to speak. That’s where idea generating techniques come in, you should idea generate for absolutely everything you work on no matter how small because even if you have an incredible idea already you might still be able to come up with something even better. There are plenty of ways to idea generate such as mood boarding, where through the use of images and colours stuck to a board of some kind or even to paper you can convey a certain feeling. Doing some visual and conceptual research into artwork and styles will help you to guide your ideas in the direction you want them to go so it can help keep you on track. Going out to museums or art galleries or anywhere really is another really good way of finding ideas because inspiration can come from anywhere and anything at all so the more things you go do or see or hear or smell the more experiences you will have to draw your ideas from. In this stage I will teach you the main methods that I use whenever I need to idea generate other then the methods that I have already mentioned.
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Personally I find mind mapping to be the most effective way to idea generate because its purpose is to get all your thoughts down on paper and link them all together. You start off with writing down a subject in the middle of the page, since mind maps can potentially get really crowded and somewhat confusing I find that circling the subject of the mind map and any other important thought that links to lots of other thoughts helps to keep track of everything because it makes that information stand out more. After you have identified your subject you then start writing down anything and everything you can think of to do with the subject and link them to it and any other thought that relates to each other with lines. Put down things like colour, texture, other objects, even quotes and references to completely different things entirely, nothing is silly or off limits, you can even do a mind map on one of the sub-thoughts on the original mind map and keep on going until you run out of steam and can’t think of anything else. Somewhere in that chaos of words is, at the very least, one idea that you can work with.
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Sketching Thumbnails Sketching ideas is a good way for you to get that idea out of your head and onto something solid like paper and see what it looks like. Since they are just thumbnails you don’t need to put a lot of detail into them, just enough that you can understand what you’re looking at can tell the difference between one square being an image and the other being a text box for example. Being able to see your design in front of you will also let you start analysing it to decide if it works or not or if just some elements of it do the job while others need to be changed. Since the thumbnails are small they don’t take long to draw and it is easy to fit variations of the same design sketch next to each other to compare them.
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Experimentation Experimentation can be a fun way to see what your design looks with little variations here and there. Like in, say, a different colour or typeface or what if it was aligned in a different way and what if we tweak this shape like so and a effect to this image. There are a lot of different things to try out to try to improve your design but remember that most of the time it is best to keep things simple. While experimenting can be really fun you should keep in mind the rules of CARP, especially when creating an editorial piece of work. CARP stands for Contrast, Alignment, Repetition and Proximity. Colours should contrast each other or the will be hard to look at especially when you have copy over a coloured background. Alignment is important to give some structure to your design and to make it easier to understand. Repeating elements of design throughout a piece of work will relate it all to each other and with books and magazines repetition, particularly with colour will make it easier for readers to navigate. Proximity is about putting things that relate to each other near together so that it makes more sense. Now this is it! In this stage I’m going to be teaching you how to use the software so you can finally have some fun and create something. I’ll show you the basics of how to use the tools in Photoshop, Illustrator and InDesign and also some beginners photography and tell you what people mean when they say traditional media.
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Traditional Media and Mark Making
Traditional media is any form of media that came before the internet. Drawing is the most useful one that you will be using as you need it to communicate your ideas before even touching software. Mark making is any mark that you make on a page with a pencil or a pen or whatever implement you have on hand that can be used to draw. You don’t have to be really incredible at drawing to be successful, it is enough that the things you sketch can be correctly identified by your client since you may sketch out ideas for them when you meet to discuss the job.
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Photoshop Character Bio
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Photoshop Tutorial This is the move tool (short cut v). It is used to move objects around on the layer you have selected. This is the brush tool (short cut b). It is useful tool to paint and to mask with. Brushes with a soft edge get more transparent towards the edges which is good for gradually painting something while a hard edge brush is better for covering and area faster.
This is the clone stamp tool
As the name suggests, Photoshop specialises in manipulating and editing photographs and images. It is a bitmap program meaning that it uses pixels to make up images and as such it cannot scale images to larger than their original size without sacrificing the quality of the image as the pixels get bigger. If you want to edit a vector image from Illustrator in Photoshop you will need to rasterise it to turn it into pixels before Photoshop can really do anything to it. Photoshop is capable of saving your files in a variety of types, by default it will save them as a PSD file which is non-destructive as it keeps all the layers and effects and you have used and allows you to edit them but you can choose to save your file as a JPEG or a tiff instead which is destructive because it compresses the file to make it smaller so that it is easier to send but you will lose some information as well as the ability to edit anything you have done previously to the image as all the layers will become one. Keep in mind resolution whenever you make a new file, 300 dpi is the best resolution for print based work because it will be pretty clear. 72 dpi is best for files that are intended for web because the file size is smaller so it will load faster.
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(short cut s). It is used to copy an area of an image and paint it elsewhere. This is the foreground and background colour picker. You can use the small arrows above them to switch them round. These are the Marquee tools (short cut m) and are used to make selections in the form of shapes on the currently selected image.
These are the lasso tools (short cut l) and are used to make selections in a more controlled way. The lasso tool is free hand so it’s not very precise. The polygonal lasso can be laid down with clicks of your mouse to draw a selection and the magnetic lasso tool is similar to the polygonal lasso except it will lay itself down where it thinks you want it so it is best used when selecting something that contrasts strongly against its background. This is the layers panel. Here you can drag and drop layers to reorder them and hide them from view by clicking the eye icon. When the layer is hidden it can’t be edited. If you double click the layer you will open the layer styles options where you can add effects like drop shadows on. If you double click the layer name then you can rename it. You can make a new layer by clicking the square icon with the folded edge and make copies of a layer by dragging it to that icon. You can also delete layers by dragging them to the trash icon. You can make a layer mask by clicking the rectangular icon with a circle in the middle of it. A layer mask is a non destructive way of erasing information by using the brush tool to wipe it away when the foreground colour is black and to wipe it back on when the foreground colour is white. You can check whether you’re on your image or on the layer mask by looking which thumbnail has a border around it, that’s the one that’s active. If you hold down the cmd key (ctrl for windows) and click the thumbnail you will select everything that is on that layer and pressing cmd and d together will deselect everything.
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Imagination Skill Icon Tutorial
Another way that I could’ve changed the colour was to use a hue/saturation adjustment layer which lets you edit the colour of the layers beneath it. You can clip adjustment layers like these to the layer beneath it by clicking the left most icon on the bottom of the panel, this way the adjustment will only affect the layer it is clipped to.
Then using blending modes I selected Lighter Colour so that the colour on my rectangle will only appear on the black parts of the brain that it is covering.
Firstly I made a brain in Illustrator and then placed it into Photoshop so that I could colour it like a rainbow. I made a new layer and used the rectangular marquee tool to make a selection that I could paint. When you make a selection in Photoshop little moving dashes called running ants will appear around it to show that it is selected.
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I then duplicated that layer, which copied the blend mode as well, and changed the colour of each of the duplicates by selecting them and using the brush tool to paint them a different colour and the I arranged them into a line side by side so that the entirety of the brain was covered and I got my imagination skill icon.
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Illustrator Character Bio
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Illustrator Tutorial This is the selection tool (short cut v) and it is used to select and move objects. You can select multiple objects at once by dragging the tool over them or by holding down shift and selecting them one by one. This is the direct selection tool (short cut a) and it is used to select and move objects as well as anchor points and handles but works much the same way as the selection tool. This is the pen tool (short cut p) and is used to create abstract shapes by placing anchor points down where you click. If you hold down the mouse button and drag then you can control the handles as well.
Illustrator is piece of software that specialises in making vector graphics that use a mathematical algorithm to make shapes. This means that, unlike Photoshop, you can scale anything you make in Illustrator as big as you want and it will still keep it’s shape and smooth lines which is why it is used mostly to make logos because it can scale so perfectly. Illustrator, Photoshop and InDesign are all part of the Adobe family so their user interface and tools are similar so it isn’t hard to figure out the others once you know how to use one. 28
This is the type tool (short cut t) and is used to create a text box to type into.
This is the swatches icon. It holds the default colours that you can chose from but if you double click the colour a colour slider window appears that lets you add your own values to make a colour which you can then drag into the swatches panel.
This is an anchor point and handle of a shape. Activated anchor points can be directly manipulated with the direct selection tool to be moved around the page. Activated anchor points will fill themselves with colour while non active ones will stay white. Handles can be moved with the direct selection tool to influence the way the lines curve. This is the shapes panel. To make a shape just select one of these tools and clink and drag across the art board, a border will appear showing you what your shape will look like, let go of the mouse button and you have your shape. If you hold down the shift button while making the shape then it will constrain the proportions so that it will come out a perfect circle for example. Holding alt instead will make the shape expand from the middle rather than from the corner. Shapes in Illustrator have a fill and a stroke. The fill is the area inside the shape and the stroke is like the outline, each can be a different colour if you want or you could take them of entirely by choosing none when you choose the colour from swatches or this drop down box pictured
here. You can also choose the thickness of the stroke from here.
This is the type tool (short cut t). You can draw a text box with it to type in or you can type on the path of a shape instead. You can also turn the type into manipulatable objects by going to object and selecting expand.
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The first icon at the top left is the unite option that combines two overlapping objects into one.
This is the alignment panel. It is used to align two or more objects. You’ll find that alignment is really important, most things look better aligned because then they make more sense and look more ordered.
The next icon is the minus front icon which basically punches through the object beneath it. Kind of like a cookie cutter through dough. Next up is intersect. It finds where the object intersects at two points and makes an object out of it.
Because you’ll be using a lot of shapes in Illustrator the hierarchy is really important. Arranging objects can make it a lot easier to select what you want to change as well as making your design look how you want.
This is the pathfinder panel. It can be a pretty useful tool once you know what each option does and how to use it which will take some trial and error to learn but I’ll explain what each one does using two overlapping circles.
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Next is the trim option. The paths have to be filled to use this. As with the divide tool the result of using trim is grouped together. Next, the crop tool. This tool crops the two objects to the place where they intersect.
Next is the merge tool. It can only be used on filled objects and works pretty much the same as the unite tool.
Next is exclude. I had to put a fill in so that you could see what it did but that is not necessary to use this tool.
Next icon is divide. I had move the pieces out a little so the you could see what it did. All the pieces were grouped together after I divided them so remember to ungroup them.
Next up is outline. This changes the objects into thin outlines.
Finally is the minus back tool. It is the same as the minus front tool but in reverse.
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InDesign Character Bio
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InDesign Tutorial This is the selection tool (short cut v, esc). Used to select and move objects.
This is the direct selection tool (short cut a). Works the same way as in Illustrator. This is the type tool (short cut t). Works the same way as in Illustrator.
InDesign specialises in layouts. It is your go to software for creating books, magazines,
leaflets etc., you can place files that you have made in Photoshop and Illustrator and images that you have into InDesign to use but it does not embed those files into the document because then the file size could potentially become so big that everything slows down or even crashes. Instead it just links those files in and when it prints it needs to connect to those files to print them out properly so it is important that you don’t move them once they’re in or be careful about re-linking them from the links panel so that you don’t lose track of those files. Using grids in InDesign is really useful to align and organise images and copy on a page. The more columns that you work with the more flexibility you have and designs with an odd number of columns tend to look better. This book uses five columns. 32
This is the pen tool (short cut p). Works the same way as in Illustrator. The shapes you make with this tool can be used as frames.
This is the pages panel. The top half is where your master pages are located. A master page is a page that you can put design elements that repeat throughout the work. Then you can drag them down to where your spreads are and the design that is on your master page will be on your spread and it will be uneditable unless you hold down cmd and shift and click the bit you want to edit. You can make more than one master page to use.
This is the rectangle frame tool (short cut f). Use this tool to create a frame for you to place your images and artwork into. This is the rectangle tool (short cut m). Use this tool to create a square or rectangle shape. The shape can also be used as a frame to place images in.
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Using a
DSLR Camera
DSLR stands for Digital Single-Lens Reflex. It works by letting light travel through the lens to a mirror inside that reflects it into the viewfinder. A DSLR camera has a multitude of settings that can be confusing and a bit intimidating to beginners but I’ll teach you the basics of aperture, shutter speed and ISO so that you can take some decent images.
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Shutter speed is how long the camera’s shutter will be open for. The faster the shutter speed the sharper fast moving subjects will be will be. The longer the shutter speed the more motion blur there is, even the shaking of your hands can cause motion blur.
Shutter speed also affects exposure. The faster the shutter speed the less light you are letting in so you will need to balance this out by adjusting the aperture and ISO values so the your photo won’t be under or over exposed.
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ISO and Aperture
The ISO is how sensitive the camera is light. It is usually kept low because it also creates noise on an image. You should try changing the shutter speed and aperture first before you adjust the ISO.
Aperture is an adjustable opening that light passes through into the camera lens. It is measured as an f-stop value, the higher the f-stop value the smaller the opening to let light through is. Aperture also determines depth of field with a lower f-stop having a shallower depth of field.
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Skill earned:
InDesign
Skill earned:
Photoshop
Skill earned:
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Developing and Refining Feedback is a good way to develop and refine your designs. You can get feedback from many sources, mainly your peers in the same industry and of course your client. Other designers can give you valuable insight into how effective your design is but so can the general public. Asking friends and family so look at your work can help to you evaluate if you are communicating your message in a way that everyone can understand. The general public is who you are designing for most of the time so if they don’t get it then you need to go back to the drawing board.
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Exp earned:
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DOCUMENTS MAPS OPTIONS RETURN 38
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Finishing Techniques While Illustrator can work in both RGB and CMYK it will default to CMYK unless told otherwise because it is mostly used for print based work. CMYK is cyan, magenta, yellow and key, which is black, these are the ink colours that printers use and the higher the value of CMYK you have the darker the colour will be. RGB is red, green and blue light that is mixed to make colour and is used on electronic screens to display images and also in photography so it is the colour mode that Photoshop defaults to although it is capable of working in CMYK as well. The higher the value of RGB you add the lighter the colour will be. Printing in InDesign can be a little tricky. When you are printing spreads they need to be in multiples of four because when you are printing them they will come out as two A4 pages side by side on one A3 page back and front for example. InDesign will insert blank pages for you if your spreads aren’t in multiples of four.
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Exp earned:
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Skill earned:
The Design Process
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You have finished this book and learnt all I have to teach you. Congratulations you win! Now go forth my pupil, your adventure in the world of graphic design awaits.
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Bibliography Queen Margaret University. 2010. Write and cite: The Queen Margaret University Guide to the Harvard System of Referencing. ed 7. Edinburgh: Queen Margaret University. Earl, L. 2012. Flatmates Handbook. [online] Available at: http://www.behance.net/gallery/FlatmatesHandbook/5931719 [Accessed at: September 25 2013]. Maron, A. 2012. Your Type of Book. [online] Available at: http://www.behance.net/gallery/Your-Type-ofBook/5662065 [Accessed at: September 29 2013]. Rosinska, E. 2012. Portfolio. [online] Available at: http://www.behance.net/gallery/Portfolio/4255523 [Accessed at: September 27 2013]. Hseih, A. 2013. Lomo Catch. [online] Available at: http://www.behance.net/gallery/LOMOCATCH/1106682 [Accessed at: September 27 2013]. Good magazine issue 008. 2009. Avoid Overcrowding. In: Tondreau, B. Layout Essentials: 100 Design Principles for using Grids. Beverly, Massachusetts: Rockport Publishers inc., pp. 46. Martha Stewart Living. 2009. Shift Shapes. In: Tondreau, B. Layout Essentials: 100 Design Principles for using Grids. Beverly, Massachusetts: Rockport Publishers inc., pp. 50. Etapes: magazine. 2009. Determine an Order. In: Tondreau, B. Layout Essentials: 100 Design Principles for using Grids. Beverly, Massachusetts: Rockport Publishers inc., pp. 12. Zembla magazine issue 1. 2007. Columns. In: Ambrose, G. The Layout Book. Switzerland: AVA Publishing SA, pp. unknown. Paco. 2012. Artist Q & A. Imagine FX, November, pp. 42. Vickers, G. 1989. Back Anders From Sweden. Creative Review, July, pp. 32-33. Edison, A. 2012. Internship Report Book. [online] Available at: http://www.behance.net/gallery/InternshipReport-Book/5140787 [Accessed at: September 29 2013].
mii-editor. 2007. [online image] Available at: http://www.blogcdn.com/downloadsquad.switched.com/ media/2007/04/mii-editor.jpg Steurer, C. 2012. An Effective Graphic Design Process. [online] Available at: http://paternogroup.com/ PGroupBlog/2012/06/20/an-effective-graphic-design-process/ [Accessed at: October 2 2013].
Amy, J. 2013. The Design Process. [online] Available at: http://www.promo-design.co.uk/designprocess.html [Accessed at: October 2 2013]. Unknown. 2013. Camera Exposure. [online] Available at: http://www.cambridgeincolour.com/ tutorials/camera-exposure.htm [Accessed at: October 23 2013].