Kaptivating Hospitality Group
B2B Tutoring
Higher Learning
Lesson Review Workbook
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Kaptivating Hospitality Group
CONTENTS *The contents of this workbook lay out what has been learned in the B2B Tutoring program with Khanh Tran, of Kaptivating Hospitality Group. In our training program, we covered the fundamentals of design, the tools in Photoshop,+ how other supporting Adobe tools can support an enhanced design look.
DESIGN FUNDAMENTALS -01-
Example: Pixel vs. Vector
Example: Color Psychology
DESIGN TOOLS: PHOTOSHOP, INDESIGN + ILLUSTRATOR -02-
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Example: Khanh’s Portfolio
BnB Graduation
Lesson Review Workbook
Kaptivating Hospitality Group
DESIGN FUNDAMENTALS
Design Definition This section discusses graphic design fundamentals + design theories that coincide with developing effective marketing communications. This section provokes understanding in using critical thinking, strategies + creative methods to establish design rationale.
Lesson Review Workbook
Kaptivating Hospitality Group
B2B Learning
DESIGN (n) Design is the way to communicate an idea of concept, using processes, elements, and principles. Design should be understood in the same way by everyone and is not meant to be “interpreted.” To interpret means that it’s an “art.” The way a person(s) perceives information is crucial to know. The designer intends to depict a certain reaction from the viewer (or customer). Design projects must start with a design goal. The designer has to deal with the exchange of information + the communication. The designer must understand the functioning, the codes, the languages. Only then will they be able to execute the design goals.
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Kaptivating Hospitality Group
DESIGN IS EVERYWHERE
*And it affects everything!
Interior Design
Automobile Design
Mobile App Design
Publishing Design
Furniture Design
Architectural Design
Graphic Design Fashion Design
Experience Design Communication Design
Brand Design
Kaptivating Hospitality Group
DESIGN TERMS (n) *The following is a list of basic glossary terms we reviewed + covered in the tutoring session. These terms are used in “everyday” design creation.
Color Temperature - refers to the heat a color generates both physically + psychologically. Color temperature plays a critical role in creating the illustion of space. Color Saturation - refers to how vivid and intense a hue is. Visual Hierarchy - the arrangement of elements planned so as to guide viewers through them in a specific order. Elements [of design] - the building blocks of design: color, shape, size, space, line, value and texture. Typographic Weight - the thickness or thinness of letterforms creating different degrees of bold, medium or light type. Hue - color or gradation of color, e.g. red, blue-green, dusty pink. Negative Space - portions of the canvas left unmarked. The area between design elements. Often referred to as “White Space” or “Free Space.” Ornamentation - design elements that go beyond the basics. They are not text nor the central art of a design. Typically stylized, they are often used as a framing or directional element to attract and guide the viewer’s attention. Sometimes criticized as being more indicative of a designer’s skill or artistic leaning that necessary for client’s product or service. However, when used properly, they can also add narrative and support the product or brand essence. Static - having a solid, at rest, quality. Created through a vertical or horizontal line qualities. Horizontal line quality provides a more static design than a Vertical line quality. Horizontal is perceived as tranquil, level, and resting. Vertical is perceived as strong, towering and ambitious. Both are static, but have different pyschological implications. Dynamic - having a kinetic, in motion, quality. Created through use of diagonal and curvilinear line qualities. Diagonals are perceived as unsettling, moving, and energetic. Curvillinear lines are perceived as natural, alive, and flowing. Canvas - the area in which a design is created.
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Lesson Review Workbook
Kaptivating Hospitality Group
COLOR: WEB VS. PRINT RGB is for WEB R
G
RGB is an additive color model in which red, green + blue light are added together in various ways to reproduce a broad array of colors (see example on the left). RGB stands for “Red” - “Green” - “Blue” color. RGB is specifically made for entities that are made for web + mobile.
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It is best to begin working on a document that is formated for the intended use. For example, if you’re creating a graphic that is specifically for an email, be sure that the document is already formatted for “Web” or RGB. Note: to “convert” a document that began in CMYK may/may not taint the richness of the colors after you convert it to RGB.
CMYK is for PRINT The CMYK color model (process color, four color) is a subtractive color model, used in color printing, and is also used to describe the printing process itself.
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CMYK colors refers to the four ink used in some color printing: cyan, magenta, yellow and key (or black). It is best to begin working on a document that is formated for the intended use. For example, if you’re creating a graphic that is specifically for print, be sure that the document is already formatted for “Print” or CMYK. Note: to “convert” a document that began in RGB may/may not taint the richness of the colors after you convert it to CMYK.
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Lesson Review Workbook
Kaptivating Hospitality Group
IMAGE: PIXEL VS. VECTOR Do you notice the difference between these two logos?
This is a vector image.
This is a pixel image.
Vector images are normally created in Adobe Illustrator.
Pixels are individual pieces of a photo that complete it.
Are made of points, paths, outlines, and solid shapes.
Pixels are “understood” best in Photoshop and InDesign. *Note: pixels can be read in Illustrator, it just doesn’t translate that well.
Are independent shapes + can be filled in with blocks of colors, gradients, and patterned texture, etc. Files are saved in formats of .ai, .otf, .ttf (the last two are font files that can be downloaded to the computer.
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Working with images that contain many pixels, gives the advantage of working with detail. Files are saved in formats of .jpgs, .pngs, .tiff, etc.
Lesson Review Workbook
Kaptivating Hospitality Group
FONT SELECTION
*It is understood that fonts convey styles + personality. It’s important to know the difference between typographic styles. Using the “right” font will solidify your design more than you know!
SERIF Fonts Serif fonts are often associated with “formal,” “quality,” or “high-end” brands. But it’s up to you as the designer to decide whether choosing a serif font is the right font for the design.
SANS-SERIF Fonts Sans-Serif fonts are normally used for modernism, minimalism, youthfulness, and/or fun. But often times this font is to be “playful.” You are allowed to bend this “design rule” if it fits. The perfect example of a brand that bends this design rule is CHANEL. Their brand compensates for this design decision in different ways because their “brand style” is considered “modern” yet “chic”.
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Lesson Review Workbook
Kaptivating Hospitality Group
B2B Learning
COLOR SELECTION *Color psychology is the study of hues as a determinant of human behaviors. Colors influence perceptions that are not obvious, such as the taste of food.
YELLOW
GREEN SUPPORT, BALANCE, HARMONY, LOVE, COMMUNICATION, SOCIAL, NATURE, ACCEPTANCE, PROSPERITY, LOVE, HONESTY, POSITIVITY, PEACE, KINDNESS, GROWTH, TRUTH, INNER PEACE, SAFETY EMOTIONAL DEPTH, STABLE DEVOTION, SPIRIT, OPEN, AMBITION, DETERMINATION
BLUE
INCREASES FUN, HUMOR, LIGHTNESS, PERSONAL POWER, INTELLECT, LOGIC, CREATIVITY, OPTIMISM, YOUTHFUL, HONOR, WARMTH, GUT INSTINCT, JOY SPONTINEITY, EXTROVERT, NEW IDEAS, IMPULSE, MOTIVATION, EXCITEMENT, DRAW ATTENTION TO
NAVY TRUST, ORDER, SINCERITY, AUTHORITY, COMMUNICATION, CONFIDENCE, PEACE, CALM, INTEGRITY, RESPONSIBLE, MASCULINE
ORANGE
RED
STAMINA, INCREASES PHYSICAL ENERGY, GROUNDING, PASSIONATE, ACTIVE, BOLD, CONFIDENCE, POWER, ENERGETIC, FANTASY, COMPASSION, AMBITION, LEADER WEALTH, MODESTY, ORIGINAL, STIMULATION, DISTINGUISHED, INTUITION, IMAGINATION, UNIVERSAL FLOW, MEDITATION, ARTISITC, QUALITY
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PURPLE
Lesson Review Workbook
Kaptivating Hospitality Group
DESIGN TOOLS
Photoshop, InDesign, + Illustrator *Photoshop is a photo editing, image creation + graphic design software created by Adobe. The software provides image editing features for pixel-based images as well as vector graphics. The functionality of the software uses a layer-based editing system that allows image creation + altering with multiple overlays that support transparency. Layers can also act as filters, masks, + altering underlying colors. Shadows + other effects can be added to the working layers.
Lesson Review Workbook
Kaptivating Hospitality Group
PHOTOSHOP TOOLS PANEL OVERVIEW
*Keyboard shortcuts are your friend ;) 13
Lesson Review Workbook
Kaptivating Hospitality Group
PHOTOSHOP EXAMPLE Example: There are 15 elements that create this graphic.
Can you name all 15 elements in this image?
Top Text (Small)
89 (Large Text)
Middle Text (Large)
00 (Small Text)
Bottom Text (Small)
Line Shape Object
Stock Image (Background)
Lower Body Text
Line Shape
Rectangle Object Shape
Body Text
Text Inside Rectangle Shape
White Box (Background)
Disclaimer Text
Dollar Sign (Small Text)
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Lesson Review Workbook
Kaptivating Hospitality Group
PHOTOSHOP PORTFOLIO *Various exercises have helped us to develop the skills to use Photoshop tools. Below are the results that Khanh has designed + developed:
Email Design (1)
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Email Design (2)
Lesson Review Workbook
Kaptivating Hospitality Group
BEE-YOND PHOTOSHOP *We enhanced our skillset knowledge by creating design + supporting ornaments using Adobe Illustrator + InDesign.
Poster Exercise: The elements in this poster were manipulated + created via Photoshop + Adobe Illustrator. 16
Lesson Review Workbook
CERTIFICATE OF EXCELLENCE
For “beeing” a fast learner
KHANH TRAN + a great student!
A+ Wednesday, April 12, 2017 Rai Robledo, Tutor
Date
Thank you for choosing
for your B2B Learning
solutions!
Kaptivating Hospitality Group