Visual Design Components – Class 7

Based on photo by dhester from morgueFile.com

Based on photo by dhester from morgueFile.com

Link to all Classes     Class 1     Class 2     Class 3     Class 4     Class 5     Class 6

Today’s Class

  • Feedback on both Assessments
  • Assessment Files
  • Adding Meta-data to an Image in Photoshop
  • Inspirations

Feedback on Both Assessments

I will walk around and provide feedback on your work. Make sure that you consider the Visual Hierarchy of your work.

Create a layout of your work from basic outlines and place numbers against the different elements or pieces.

Is there one element that stands out the most? Are they all equal? Boring!!! You want to create a piece that is dynamic! For it to be dynamic it needs:

  • some movement
  • an entry point to the work (this is the first piece or element in your visual hierarchy)
  • a second, third, and other pieces in your Visual Hierarchy
  • A focal point – this can be achieved by an arrow pointing, a person pointing, a person looking at the focal point, the direction of text, etc
Example for Visual Hierarchy - based ‘Think small’ Advertisement for VW Beetle by Helmut Krone, 1960

Example for Visual Hierarchy – based ‘Think small’ Advertisement for VW Beetle by Helmut Krone, 1960

The image of the Beetle advertisement by iconic graphic designer Helmut Krone is a good example for a clear Visual Hierarchy.

  1.  Product image – due to position (we are trained to look at the top left first), high contrast (darkness of the beetle against the white background helps to make it stand out), generous use of white space (makes the image visually more important).
  2. Heading – due to position (it is positioned on the path to the next elements), bold and larger than body text, high contrast.
  3. Body textposition and size of text area. You could argue that the logo is visually as important.
  4. Logo – position, size (opposed to text) and white space around the logo.

The advertisement can be found at the AIGA Design Archives (and many other sites).

Scale – play with the size of things! Do not accept the first concept that you create. Rearrange it and change the scale of one element. How does the work look if one element is much larger?

Playing with the scale should be a lot of fun! In illustrator you might need to group some elements (Ctrl+G/Cmd+G) and select with V, the Selection Tool and drag to increase or decrease.

Assessment Files

Below are copies of both your assessments:

Assessment 1 – Student Diary Cover

Assessment 2 – Design a GUI

Adding Meta-data to an Image in Photoshop

The easiest way to integrate Meta-data into a file in Photoshop is to open the File Info Sheet: click File>File Info from the drop menu or use the short cut: Shift+Ctrl+Alt+I to open the window.

Next enter your information into the text fields. You want to add a title, name of author (creator), description, keywords and a copyright status.

Shift+Ctrl+Alt+I or File>File Info...

Shift+Ctrl+Alt+I or File>File Info…

Example of File Info being filled in.

Example of File Info being filled in.

PS Screenshot - File Info 02

Inspirations for Your Assessments

We were discussing different trends and inspirations in class. Here are some ideas and inspirations. Click on the images to activate a Google Image Search for the type of images in the thumbnails.

Retro Book Cover Illustrations 50s - Click the image for a Google Search

Retro Book Cover Illustrations 50s – Click the image for a Google Search

Retro Futurism - Click the image for a Google Search

Retro Futurism – Click the image for a Google Search

Vintage Book Illustration - Click the image for a Google Search

Vintage Book Illustration – Click the image for a Google Search

Visual Design Components – Class 6

Based on photo by dhester from morgueFile.com

Based on photo by dhester from morgueFile.com

Link to all Classes     Class 1     Class 2     Class 3     Class 4     Class 5

Today’s Class

  • Feedback on your Student Diary Cover for Assessment 1
  • Work on Student Diary Cover
  • Inspirations

Progress with Assessment 1

Please open your assessment 1 – Student Diary Cover; I will walk around and look at everyone’s progress.

You will receive feedback and be able to work on your assessment.

Inspirations for Assessment 1 – Student Diary

You want to visit and bookmark these two online resources:

Typographic images can be a strong visual treatment of thought and ideas someone may have. The thoughts could be made visual in a comic-like sense.

The Face by drfranken

The Face by drfranken, found on ChromoArt.de

What Time is it Now? by King_Bobbles

What Time is it Now? by King_Bobbles, found on Templates Blog

Visual Design Components – Class 5

Based on photo by dhester from morgueFile.com

Based on photo by dhester from morgueFile.com

Link to all Classes     Class 1     Class 2     Class 3     Class 4     Class 6

Today’s Class

  • Discuss your assessment progress with Assessment 1
  • Discuss your approach to your target audience
  • Inspirations

Progress with Assessment 1

Please open your assessment 1 – Student Diary Cover; I will walk around and look at everyone’s progress. Please open up anything you have done.

I would like to see some ideas and concepts at this stage, a description of the target audience and possibly you might have started on the project in Photoshop, Illustrator or InDesign. I will spend approximately 20 mins on this.

Inspirations for Assessment 1 – Student Diary

Swiss International Style – an iconic style of graphic design from the 1950s, strongly influenced by the ideals of the German Bauhaus – Click the image for a Google search on Swiss Style:

Swiss International Style Screenshot Google

Swiss International Style

Swiss International Style

Constructivism – The immensely graphic art and propaganda style of Communist Russia, or to be more precise, of the Soviet Union. Early 1920s – 1940s. Click the image for a Google search on Constructivism:

Constructivism

Constructivism

Vietnamese Propaganda Posters – this is a particular style popular in Communist Vietnam. Visually very flat with the use of rich patterns and stunning in colour scheme. I feel very attracted to this style. Vietnam particularly in 1960s and 1970s. Click the image for a Google search on Vietnamese Propaganda Poster:

Vietnamese Propaganda Poster

Vietnamese Propaganda Poster

Photomontage – Artform that became extremely popular in the early 20th Century. Particularly popular in German Expressionism and Dadaism. Click the images for links to the original images or sites:

Photomontage: Amir Ebrahim Photography

Photomontage: Amir Ebrahim Photography

Massive Attack - The Essential Mix

Massive Attack – The Essential Mix

ruthworkx -http://ruthworkx.files.wordpress.com

ruthworkx -http://ruthworkx.files.wordpress.com

Mosaic of Sofia Coppola - by Maurizio Galimberti - www.mauriziogalimberti.it

Mosaic of Sofia Coppola – by Maurizio Galimberti – http://www.mauriziogalimberti.it

Photo Montage by SGlider12 on Webdesign.org - Click image for great Gimp tutorial

Photo Montage by SGlider12 on Webdesign.org – Click image for great Gimp tutorial

Assessment 2 – Design a GUI

This assessment covers this class for these units: Create Visual Design Components and  Analyse Information and Assign Meta-Tags and Create A User Interface.

Due Date: in July

Design a Graphic User Interface. You can choose to design for a Website or App.

First: think about a project. What do you want the GUI to be for? Think about a client scenario, who is your client and what is the purpose of the site or app? What do you want the user to do after visiting it?

Develop sketches and refine your design in Photoshop.

You will need 4 pages (example Website: home, about us, portfolio, …)

Make sure to include:
Platform consideration – basically decide on the output platform and write it down
Dimensions – at what size will the user view your GUI?
Target Audience – Visit class 3 for ‘Visual Design Components’ for ideas on how to develop your target audience.
Influences – ‘screenshot after screenshot’, capture screenshots of influences, look up sites that influenced you.
UCD considerations, design your GUI around User Centred Design considerations
Follow a step by step approach for your design process – Visit class 2 for ‘Visual Design Components’ for examples of a design process

You will need to supply original photos taken by you! Each photo needs meta-data assigned to it. Include photographer details, tags, image title, copyright statement. Include a folder with the edited images with meta-data.

Tutorial9 - Glossy Reflection

Tutorial9 – Glossy Reflection

Glossy Reflection Tutorial

Follow the in-class presentation of this tutorial The 5 Essential Photoshop Reflections or complete it yourself.

Visual Design Components – Class 4

Based on photo by dhester from morgueFile.com

Based on photo by dhester from morgueFile.com

Link to all Classes     Class 1     Class 2     Class 3     Class 5    Class 6

Today’s Class

 

Based on image by hotblack on morgueFile.com - F.Viola

Based on image by hotblack on morgueFile.com – F.Viola

 

Visual Design Components – Class 3

Based on photo by dhester from morgueFile.com

Based on photo by dhester from morgueFile.com

Link to all Classes     Class 1     Class 2     Class 4     Class 5     Class 6

Today’s Class

  • Applying Step 1 of the Design Process: The Project Outline
  • Target Audience Workshop

Applying the Design Process –

Step 1: The Project Outline

  1. You must clearly define what is required to be designed.
    What requirements/problems must the design solve? – inform, promote, sell. define a mood, etc.
  2. Define the target audience?
  3. Determine format and delivery platform. Are there any specifications or constraints? Think about size, format, cost, time, colour, etc.

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Based on image by hotblack on morgueFile.com - F.Viola

Based on image by hotblack on morgueFile.com – F.Viola

Target Audience Workshop

When defining your target audience you might fall into the same trap as most people, you might define your target audience to broadly. It is a common mistake to assume that (potentially) everyone is your target audience. The mistake is the assumption that a larger target audience gives you a larger gruop of potential customers, buyers or clients. The reality is unfortunately different and I would like to clarify it with a metphor:

Love in the making… Cupid 1 says that he wants to shoot an arrow and hit any person in a park. He assumes that he will hit one eventually. He closes his eyes and shoots an arrow.

Cupid 2 aims for a specific couple, he studies them, estimates the distance, the direction and strength of the wind and then (and only then) takes aim on that particularly couple.

Cupid 2 has it right, he will get the target audience that he anticipated, his product (the arrow) is custom made for the task. Furthermore Cupid 2 takes the time to find the right people for each other, not just anyone…

Source: GraphicsFairyBlog - click image for link

Source: GraphicsFairyBlog – click image for link

When defining your target audience you need to be specific and aim to get into the mindset of your audience. Understand what excites them, what interests them, what issues are important to them, how they communicate verbally and in social media. You want to understand what style appeals to them, what colour scheme is suitable and what other products, websites, apps, social media they purchase or frequent.

Clear Goal Media advises to find a niche market and ask yourself these 5 questions about your target audience:

  • Desires (things they aspire to but not necessarily need)
  • Values (a code of behaviour they define as ‘good’, ‘cool’ and /or  ‘appropriate’)
  • Needs (things within your niche they cannot do without and if you provide solutions will ‘hook’ them)
  • Can they pay for the products you promote or sell?
  • What is their level of expertise (you need to pitch your ideas slightly above that, but not too far above that).

Read the complete post by Clear Goal Media: How to define the target audience for your website?

Define Demographics and Psychographics

Inc. advices to define a target audience by looking at demographics (aspects related to the persons status and whereabouts) and psychographics (personal characteristics of a person).

Read the complete post by Inc. : How to Define Your Target Market

Think about demographic factors:

  • Age
  • Location
  • Gender
  • Income level
  • Education level
  • Marital or family status
  • Occupation
  • Ethnic background

Think about psychographic factors:

  • Personality
  • Attitudes
  • Values
  • Interests/hobbies
  • Lifestyles
  • Behaviour

‘Determine how your product or service will fit into your target’s lifestyle. How and when will they use the product? What features are most appealing to them? What media do they turn to for information?  Do they read the newspaper, search online, or attend particular events?’ Inc.

Create Personas

Finally, another important step in making your target audience more real and being able to reach them on a more personal level is creating personas. Personas are a customised target audience. What it is you are actually naming your target audience segment and give them a personality. The idea of personas is to make your target audience more real and to give them a face with needs and characteristics.

Read more about Personas on: Raventools’ How to define your target audience the right way

Create 2 -3  personas for the target audience of the student diary cover.

Visual Design Components – Class 2

Based on photo by dhester from morgueFile.com

Based on photo by dhester from morgueFile.com

Link to all Classes    Class 1     Class 3     Class 4     Class 5     Class 6

Assessment 1 – Design of a Student Diary Cover

See the Brief: 2014_Cover comp guidelines

It is important to apply the steps of the design process when designing. Jumping on a computer and creating whatever comes to mind excludes your ideas and limits you to what you are able to do with the software.

Make sure to include steps that allow you to analyse the project (Project Outline), research the topic, generate ideas (brainstorming, using Kickcard method, using spider grams, creating a Metaphorical Analysis, The Inverse, sketch, doodle, etc) and discuss them with someone else on the project (eg teacher, friend or other student). You want to sketch and label your ideas.

Now refine them and work them on the computer.

Use the examples below as a step by step design process (the second one is more Web design focused, so ignore any coding references):

Design Process – Graphic Design    Design Process – Web Design

Make sure to write more about the Target Audience than just a sentence. I have attached an example of my own work. The Target Audience is for a Photography website: Example Profiling Target Audience

Note: You will receive an assessment cover sheet.

Visual Design Components – Class 1

Based on photo by dhester from morgueFile.com

Based on photo by dhester from morgueFile.com

Link to all Classes    Class 2     Class 3     Class 4     Class 5     Class 6

Overview

Welcome to your first class on Create Visual Design Components and Analyse Information and Assign Meta-tags.

This class is a cluster of the two units, but they will be delivered individually with the focus on Visual Design Components.

Visual Design Components will be focusing on the use of Photoshop and the creation of graphic design pieces.

Meta-tags will be focusing on the creation and use of Meta-tags, we will look at why and how you create them.

To pass this class you need to prove that you can cover the aspects below:

Create Visual Design Components

The text is reflective of the Unit of Competency text.

Clarify Work Requirements

  • Clarify what type of visual design components are required
  • Identify factors that may determine or affect visual design concepts, including design techniques
  • Clarify the target audience, and determine format and delivery platform
  • (All points above will need to be discussed with work colleagues)

Generate and Assess Ideas

  • Review media products, designs, images, artwork and other creative sources that may inspire visual design ideas
  • Collect any other relevant information that may influence design ideas
  • Generate a range of visual design ideas and respond to specifications and provide creative solutions to all design issues
  • Make sure the design solution suits the technical specifications of the project
  • Present visual design ideas to team and/or client

Plan Approach

  • Create the necessary visual design components by sketching and using computer software
  • Explore range of typographical and visual design elements
  • Evaluate your concepts against the design brief and your initial design ideas
  • Meet with team and discuss initial design ideas and technical output format meets delivery platform requirements

Produce Visual Design Components

  • Use design techniques to develop the structure of the final design
  • Apply visual design principles and communication principles to produce components
  • Save visual design in a suitable format

Finalise Visual Design Components

  • Review visual design components to assess whether creative solutions meet design and technical specifications
  • Discuss and confirm with relevant personnel additional requirements or modifications and undertake any necessary amendments.
  • Present to client

Analyse Information and Assign Meta-Tags

Identify Requirements For Meta-tags

  • Identify scope and uses of material from previous and existing business and stakeholder requirements process
  • Determine appropriate type and structure of meta-tags, including client needs, requirements and expectations
  • Identify and incorporate new client requirements and expectations

Analyse Material

  • Use analysis and description tools, standards, precedents and techniques that are appropriate, given the nature of the material
  • Ensure analysis of subject content of the material reflects expected client usage requirements
  • Clearly distinguish significant information from minor information
  • Ensure concepts derived from analysis of material are appropriate to the business requirements and intended use

Create Meta-tags

  • Develop meta-tags
  • Ensure meta-tags represent concepts appropriately
  • Ensure meta-tags conform to general conventions and business rules
  • Develop reference structure of descriptors, where required to display relationships to assist clients
  • Enhance meta-tags to meet identified client needs

Test and Monitor Meta-tagging Practices and Procedures

  • Test meta-tagging of material and make changes, if necessary
  • Regularly review meta-tagging practices and procedures to ensure that client needs are being met
  • Regularly review industry developments in meta-tagging and take appropriate action to improve practices
  • Check meta-tags regularly for internal consistency and compliance with established structure, rules and authorities

Please follow the in-class introduction to the unit text and then complete the comprehension task below.

Class 01 Task -CUFDIG304A Create Visual Design Components