Jessica Wendell - Tech Journal

TECH JOURNAL

jessicadesignby

TECH JOURNAL

Table of Contents

DESIGNpg. 5

LAYOUTpg. 19

PRINTpg. 33

WEBpg. 49

PHOTOGRAPHYpg. 55

KEYBOARD SHORTCUTSpg. 63

2

Fractions to decimals1/8 = .125 1/4 = .25 1/3 = .33 3/8 = .3751/2 = .5 5/8 = .625 3/4 = .75 2/3 = .677/8 = .875 1/6 = .167

72pts = 1 inch12 points = 1 pica6 picas = 1 inch

Keyboard Symbol Abbreviation

Command

Shift

Control

Alt/Option

Functionfn3

Design5

Principles of DesignP

ri

ma

ry Variety

Unity

Balance

Hierarchy

Dominance

Proportion

6

Se

co

nd

ar

y

Scale

Emphasis

Rhythm

Movement

Proximity

Repetition

7

Raster images’ dimensions are measured in pixels. Because raster images cannot be enlarged without losing quality.

jessicadesignby

Raster VS Vector

Web-based

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jessicadesignby

Vector graphics are made of mathematical calculations that form objects or lines - they do not use pixels therefore they are resolution-independent.

Print-based

9

Get installer from brand websiteDownload .dmg .pkg (disk image *keywords- support)System Pref > Printer > Scanners

172.16.181

STI Printer

Add Printer + > Use > Shift + Command + C > MacHD > Go fishing for right stuff

Adding a printer:

10

Steps in a ProcessCONNECT

meet with clientlearn about business needs

and marketing goalsRESEARCH

research markettarget audienceand competitorsDESIGN

brainstorm and design concepts based on brief

and research

PRESENTpresent concept design to clientexplain reasons behind design

and choices

REVISEmake revisions to designs based

on feedback from client

SEND REVISIONSsend client revised designs

DELIVERmake sure client is 100% happy

with final design

OUTPUT & ARCHIVEoutput files correctly (print or web)

11

Typography

Typeface or font?A typeface is a family of fonts (such as Helvetica Regular, Helvetica Italic, Helvetica Bold, Helvetica Black, etc.) but a font is one weight or style within a typeface family (such as Helvetica Regular).

12

Kerning: spacing b/n two letters

Tracking: refers to the space b/n each letter of a word

Leading: amount of space b/n the lines of text

Optical: - Most even letterspacing - Adjusts by type size - Small > Looser; Large > Tighter

Metrical: default letterspacing

Widows and OrphansIf a single word or very short line is left at the end of a column it is called a Wid-ow. Likewise if the same is left at the top of the following column this is called an Orphan. Both of these are considered bad typography as they cause distracting shapes in a block of type. They can usually be fixed easily in the same way as the rag, by reworking the line breaks in the column or by editing the copy.

Omnis aut faceser iatur? Qui te non por atem velessendi del ipidunt que cumque moluptatqui tes dis et, sim voluptatem il magniaturis ni rem etur sam ut unt. Et di omnia se re quo invel mintibus et accuptatet aditisqui nihicae coriam, illestruntus si same rempos delis dit quia dis dia quis nusciae seceaque nonet, qui toreper-nam nos enditiate Feratem ressimi nimilibus.

audam velendit omnihil lesseque ea voluptatur? Faci rat.Quis enditet volorro rerumen dun-tem que eatur accum velliqui none illorero berci velit rerferiatiae velia dem illaut enisitatur autat quaspidit aspercimus seque eatiumque nos sint, optatam delendae non nem veni alig-nati ant ea volupis volum hilignimusa volut officienda atem laborepe pmaio. Olut re, quibus sinctio rep.

Omnis aut faceser iatur? Qui te non por atem velessendi del ipidunt que cumque moluptatqui tes dis et, sim voluptatem il magniaturis ni rem etur sam ut unt. Et di omnia se re quo invel mintibus et accuptatet aditisqui nihicae coriam, illestruntus si same rempos delis dit quia dis dia quis nus-ciae seceaque nonet, qui torepernam nos enditiate Feratem ressimi. Tem simaxim aximus audanis voluptia

quibus.Sustiaeptati sam fugit, eicium, saerumq uuntias ut lam illab illabor-itas mos iur, inum de vendam hario quas dit quo occumquas expedipsus et facepratur sum quat quas maio vendi distio et volor sitat vellest, comnit fuga. Bit aut eatium volupta-tus asi ommolup taspedipit et optat lam, sania que moluptasint acest que eribus, officipsam, a cuptatempor.

Widow Orphan

13

En-dashes:

The en dash (–) is slightly wider than the hyphen (-) but narrower than the em dash (—). The typical computer keyboard lacks a dedicated key for the en dash, though most word processors provide a means for its insertion.

The en dash is used to represent a span or range of numbers, dates, or time. There should be no space between the en dash and the adjacent material.

Em-dashes:

Depending on the context, the em dash can take the place of commas, parentheses, or colons—in each case to slightly different effect.

hyphen -en dash –em dash —

Keyboard Shortcut:

Option+-

Option+Shift+-

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*Font

font file formats

pitfalls to avoid

pixels & paths

font outlines for printing, vector data (points and paths)

font bitmaps, similar to pixels onscreen in images

font bitmaps, lo-res vs. hi-res straight and angled shapes (anti-aliasing along edges)

font bitmaps, lo-res vs. hi-res curved shapes (trickier to display well; limited to pixel grid)

Making and altering fonts• special software

Original drawings become vectors, unless only intended for onscreen use (like websites).

• kerning tablesBuilt-in spacing metrics and glyph combos that need adjustments (kerning pairs).

• hintingProgramming “tips” or algorithms that offer better onscreen display at various sizes, especially smaller (shown with fewer pixels).

• missing fontsCan happen when fonts not installed at all, not activated, only partially installed, or calls for styles not in that typeface.

• duplicate font namesTypefaces sold under diff font licenses by diff companies; named same but not identical; confuses apps and OS, as well as users. Can’t have two active at once named same.

• font ID numbersTechnical system of labeling font files with unique tags, to avoid document and confusion.

.otfOpenType font: newest and best; more universal; allowes for much larger character set and special options, alternates, etc. Used by the “pros.”

.ttfTrueType font: used to be PC only; current Macs can use, also. Common, in for general use.

.ttcTrueType collection: variation of .ttf; larger sets.

PostScript Type 1“Old school” formats for professional design and print applications, one vector set + various bitmaps. OS now does this on the fly.

.pfm and .pfbLegacy metrics and bitmaps for PS fonts on PCs.

Organizing fontscollections • groups • sets

Diff apps use diff term for same idea: grouped by classification, client use, licensure, etc. Activate only as required. Can be stored on a server.

Typeface or font?

Typefaces are named as families and include all the variants and styles of that set of designs drawn by the typographer.With current technology, a font is a file or set of files installed on a computer or digital device.

Glyphs and character map

In the OS or within various apps, allows users to find and access characters (glyphs) included in that font file, and specifies character names in diff standard industry-wide systems.

Styles vs. style sheets• applied or “button” styles

Applied in layout program; only print when matching font file installed and active.

• style cf. variantStyles are usually the basic 4: reg + B, I, BI Variants include compressed, extra black, etc.

• style sheets (¶ or char)Paragraph styles hold complete text formatting options and specs; char styles are local exceptions.

same issue… whether small size type or lo-res display

Typography is design.Font tech includes files

and apps on computers.

*

Mac cf. PCFonts are machine-specific (not all users have same fonts). Some are user-specific.Most OS compatibility problems are in the past; however, large font libraries may contain older formats.Special apps required to convert; this is expensive and may break licensure agreements.

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Type & FontsSERIF Usually easier to read in printed works than sans serif fonts. Small projection at the end of letter strokes. Often used for headings, table text and captions.

SANS-SERIF Better on the web. Used for EMPHASIS. Better for childen learning to read since the simplicity of the letter shapes make them more recognisable.

script Designed to simulate handwriting, very little contrast between thick, thin strokes. Letters connect, flow is usually inclined.

text letters Designed to look similar to hand drawn letters of scribes. similar to calligraphy.

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d dserif sans serif

*White type problem: if the type is too small the ink will creep in and make the type look fuzzy. Delicate Serifs really suffer from this. The more inks in the build the more of a problem it is. (misregister)*

17

Layout19

Grids

Determine column width- gutter: spacing b/n columns usually 12 pts but can change in size- Multi-space - include gutter(s)- Optical 1.5x bodycopy example: 10 pts > 15 picas- Column width can vary depending on page width (live area)- Newspaper minimum type size value in pts but picas caption 8pt - 8p

Margins Outside boundaries around page content and provide a nice viewing ground for it.

Gutter Inside margin space on either side of the fold. Provides space for building and separates pages.

Alleys Inside horizontal and verticall space channels which separate grid units. They are able to help separate heads, text and photos.

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ImpositionImposition - when a sheet-fed 2-sided layout is printed on a press 2 kinds of impos N-up:

N is the representation of a number business cards, labels, juice boxes sheet- feed printing

Reader’s spread to printers spread web-press

Work & turn - same edge of the paper goes into the press for both sides (the gripper edge is the same each time.)

Work & tumble - means the paper is both turned over and rotated, so the gripper edge differs on the second side

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8-up business card impo

2-up standard postcard impo

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PaginationRe

ader

’s Sp

read

1

2 3

4 5

6 7

8• Has margins* Odd number on right; even number on left ALWAYS* Even number prints on back of odd number

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Printer’s Spread

1

2

3

4 5

6

7

8

• Has no margins• Single Sided

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Folding

ROLL FOLD

11

22

33

44

On screen

GATE FOLD

11

2 233

On screen

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ACCORDION

12

3

On screen

1 2 3 44

ACCORDION TAB FOLD

12

3

On screen

1 2 3 4 4

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On screen

On screen

1 12

2

2

2

3

33

34

4

DOUBLE PARALLEL FOLD

DIE-CUT Z FOLD

1 1

28

On screen

On screen

2

2 2

23

3

Z FOLD

HALF FOLD

1

11

1

29

2

2

2

2

3

3

3

31

1

1

1

On screen

On screen

TRI-FOLD

FRENCH FOLD

4

4

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SELF MAILER

On screen

2

2

3

3

1

1

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Print33

Color Modes

RED GREEN BLUE

RGB Color Mode

• Used for digital visuals.• Created by mixing red, green, and blue light in the device screen on which you are viewing the images. (this means that if you’re seeing a full-color photo on the computer screen, all the colors in the photo are created by tiny lights displaying the RGB colors in different levels of brightness.)

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CYAN MAGENTA YELLOW BLACK

CMYK Color Mode

• Used for printed visuals.• Created by mixing cyan, magenta, yellow, and black ink or toner to create all other colors.• A full-color photo, for example, is the result of tiny dots - invisible to the naked eye- printed in these four colors.

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BleedsBleed (1/8”)Trim Size

Crop/ Trim Marks• Indicate cutting line• They are not an document• Offset is a measurement; is the gap b/n border• How long are they? 1/4 or 18pts. Unless no room.• Solid thin line quarter pt. line weight• Usually registration color; is a mix or combo of colors• Offset is usually 6 pts.

*Newspapers never have bleeds*

36

Registration Mark

When do we use the script VS option in print menus? Print menu: only use when sheet size is bigger than trim size, and when we want one set of marks Script: anytime when we need to see them N-up - Multiple marks

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Logos

• Simple

• Not Photographs

• Should be easy to recongize from a distance

• Has contrast

• Can be just text

• Readable at any size

• Branding a company/product

• Not too many colors

• Consistant-stays the same for few years

• Differentiate - different from other companies

• Has to work in different color models/spaces

• Illustrator - Vector

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Resolution

• Images on screen are made of squares of color called pixels.• Image resolution for printed materials, the ideal resolution is 300 dots per inch

Web images: 72ppiPrint images: 300 dpi

Halftone: Printing press, CYMK, dot pattern Line screen x2 (inches X resolution = pixels) 85 lpi News Print

Continuous tone: Inkjet, photographic paper (series of dots) 240-360 pixels per inch

Screen: Monitors, tablets, projectors Total pixel count, resolution does not matter 72 pixels

ppi = pixels per inchlpi = lines per inchdpi = dots per inch

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PDF’s

• Can make files smaller (compression at high res/low res)• The “look“ stays consistent for viewers• Do not need the “source“ software• Sending files to clients for approval or changes needed• Works well for presentation• Can combine files (binder)• Free viewer - universal (mac, PC, phone, tablets)• Can make printing easier, more efficient (commercial)• Fonts are embeddable (permission/rights)• Images included (don’t lose links)• Security - password protection 2 levels• Usable and viewable online, downloaded, attachable• Multiple sizes, dimensions can vary by page• Form - function = fields options of reset/submit• Can contain raster and vector• Supports transparency and alpha info• Supports all color and ink options*most commerical printing is done from pdf’s*

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Most common errors and problems 1. Missing fonts and/or "live" instead of "create outlines" also probably if a style was used like "bold" when the font doesn't have a bold version 2. Missing images (path broken or image left behind) 3. Images in wrong format 4. Images in wrong color space 5. Raster images that are too-low res for output required 6. Vector images with too much detail for the repro size 7. Vector images with raster files linked into them and then lost; or raster images still _in_ the file that should have been deleted 8. Vector images using spot colors that should be CMYK 9. Vector images using CMYK that should have been specific spots 10. Anything RGB that should have been CMYK or grayscale (if B&W)Links to the wrong version of an image and/or having the wrong layers turned on/off

Prepress Checklist:

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PaperThere are many different types of paper:Coated or uncoatedMatte/Silk or GlossyWood-free pulp & Wood pulpPaper or cardboardPlastics & FoilsEach kind of paper reacts differently with heat and ink

Basis/substance Weight A paper’s weight is called basis weight and in the U.s is given in pounds per ream (500 sheets), calculated on the weight size for a specific grade of paper.

Grain directionPaper is approximately twice as stiff across the grain direction as along it, therefore it is easier to tear or fold paper along its grain.

When choosing a paper you want to keep in mind:The feel & appearance of the printed product

The life span & uses of the printed product

Costs & print runs

Readablity vs. Image quality

Printing technique

Finishing & binding of the printed product

Distribution & weight

Handling of paperWhen paper fibers are exposed to moisture, they expand. When they are dry they shrink. Light also effects the color and aging process of the paper.

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Bindery/Finishing

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paper & print finishes

The type of paper and finish can have a dramatic effect on your printed material. Special inks from the Pantone range such as metallics, pastels and fluorescents, along with coated, uncoated and textured finish options, will all impact on the overall quality and messages of your item. Here, we’re taking a look at the different types of paper and print finishes that can be used.

Blind Emboss

This is the process of raising letters or designs on card or tough paper where no printed image has been added. Blind embossing is a raised (embossed) surface, whilst blind debossing gives a depressed (debossed) surface in the paper.

Blocking To impress or stamp a design on a cover. The design can be blocked in colour inks, gold leaf or metal foil. This is most commonly used on case bound book covers.

Coating (Sealer) A special water based coating – usually sealer, gloss, matt or silk is applied to protect printed items from ink smudges, finger marks etc. or to enhance the appearance. Coatings are commonly used on coated matt or silk paper, which are more prone to smudging than gloss paper. Coatings dry faster than varnishes, resulting in a quicker turn around of jobs, tend to be more scuff resistant than varnishes and there is less risk of yellowing paper.

Die Cut

A die-cut is often used to create packaging from a regular sheet but can also be used in brochure design. An irregular shaped cut-out can be used in a leaflet or brochure to create an unusual cover, or to knockout a hole for an image to show through. The cutter can be combined with scoring to create folds in the paper. These can have a significant cost and are usually only used when a budget permits or for short, high-quality runs.

Digital Printing This involves printing straight from electronic artwork, eg. from a PDF (no plates are involved unlike litho printing). Typically printed out of four colour process and ideal for short run printing (10 – 100 copies). This process can also be used for personalisations, so each piece can have elements that are unique to the recipient, starting with their name.

EmbossThe technique of raising up a portion of the printed page to create a shadow and adding dimension to a design or image. This, like foil blocking, requires a special dye and accurate registration. Putting a texture on the paper is also a form of embossing. Referring to heavily textured paper as “embossed” paper is simply a way to explain that the paper isn’t smooth and has a noticable texture.

Foil Blocking

Metallic foil is applied to a page using heat and pressure to create a reflective area. The effect is more eye catching than a metallic ink given the foil’s greater reflective properties as it sits on top of the paper, whereas ink is partially absorbed. There are also matt foils that can be applied to gloss or reflective materials. White foil is ideal for use on dark coloured materials.

Kiss Cut A shaped cut out from two layered stock (Duplex). It is mostly used for peel off stickers.

print finishes

paper & print finishes

LaminatingA thin plastic protective layer used on covers of printed literature, mainly brochures, in either gloss, satin or matt finish. The lamination is not always visible (especially when a matt laminate) as it is heat sealed onto the paper. However, it can be felt as it creates a smooth and impervious finish. Gloss lamination is more easily seen and again gives a tactile quality to the page. Matt lamination in particular is prone to scuffing, whilst satin laminates are the most scuff resistant. Biodegradable versions are now available.

Lithographic (Litho) Printing Please see offset litho.

Machine Fold The process of mechanically folding printed paper.

Metallic Inks

These are spot printed onto a page and can add another dimension to literature as they have a reflective quality due to their metallic components. Available in a variety of Pantone colours, they are best used simply and sparingly, due to the viscosity of the ink. They can be prone to rubbing off if not coated or sealed.

Offset Litho (Graphy)A printing process by which the inked image to be printed is transferred (offset) first to a rubber layer before contact with the paper, which takes up the inked areas. Higher quality than digital and can be used to print CMYK, specials or a mix of the two.

Perforation

Running a dotted score into paper, allowing sections to be torn off easily.

Data PersonalisationFacilitated by digital printing, this incorporates elements unique to an individual item. It is most commonly used on direct mail literature or invites, where names and images can be personalised for the recipient.

Scoring

Scoring creates a line or depression in the paper to help the paper fold easily. Folding paper without scoring it first can look unprofessional and the paper may crack. A reverse score – where the outside of a printed item is scored and then folded back on itself – is sometimes used on glossy or plastic coated papers. Duplex and any paper that cracks when folded can be reverse scored.

Thermography (Heat Embossing) Thermographic printing is a powder and heat process. The powder becomes liquid when heated and quickly dries hard when it cools. The end result is a raised surface on the paper. This is often used on business cards but can create interesting textures for invites and postcards.

UV

UV is a special varnish which has undergone an accelerated drying process using ultra violet. A gloss UV varnish gives a very shiny effect, especially when used on printed matter with a matt laminate. With both gloss and matt finishes available, UV varnish gives a similar effect to lamination (although the process is more akin to printing a spot colour). The advantage is that it can be printed onto specific sections of a page to enhance a logo or image.

Varnishes Varnishes are applied to protect printed literature from ink smudging, finger marks or to enhance the appearance. There are five main types – machine, gloss, matt, silk and UV. Varnishes are commonly used on matt or silk coated paper as these are more prone to smudging than gloss coated paper. Applying varnish to the whole document as a seal is an ‘overall varnish’ whilst applying it to specific areas for effect is a ‘spot varnish’. However, this is more costly as the job is taken off the press and allowed to dry, before the varnish is applied on the press at a later date. The gloss varnish is a more subtle version of the gloss UV varnish.

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Color Separations

1 2

3

4

+

+

+

=

=

=

100% magenta + 100% yellow = soarlet red

100% cyan + 100% yellow = bright green

100% cyan + 100% magenta = royal blue

hue

saturation

valu

e

spectrum · chroma · light/dark

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+15˚cyan

-15˚magenta

45˚black

0˚yellow

c

m

y

b

SEPARATIONSUSED TO VIEW AND PRINT

EACH INK SEPARATELY

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1 2

3

4

+

+

+

=

=

=

100% magenta + 100% yellow = soarlet red

100% cyan + 100% yellow = bright green

100% cyan + 100% magenta = royal blue

hue

saturation

valu

e

spectrum · chroma · light/dark

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+15˚cyan

-15˚magenta

45˚black

0˚yellow

c

m

y

b

SEPARATIONSUSED TO VIEW AND PRINT

EACH INK SEPARATELY

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HTMLHTML stands for Hyper Text Markup Language

Documents: The HTML document itself begins with <html> and ends with </html>. The visible part of the HTML document is between <body> and </body>.

Headings: HTML headings are defined with the <h1> to <h6> tags <h1>This is a heading</h1> <h2>This is a heading</h2> <h3>This is a heading</h3>

Paragraphs: HTML paragraphs are defined with the <p> tag. <p>This is a paragraph.</p>

Links: HTML links are defined with the <a> tag. <a href=”http://www.jessicawendell.com”>This is a link</a> The link’s destrination is specified in the href attribute. Attributes are used to provide additional information about HTML elements.

Images: HTML images are defined with the <img> tag. The source file (src), alternative text (alt), and size (width and height) are provided as attributes: <img src=”landscape.jpg” alt=”landscape” width=”104” height=”142”>CSS: Stands for Cascading Style Sheets. Design elements of the website such as the layout, color, font size, etc. .div_tag_name{ background-color: #000000; width: 500px; height: 500px; }

PHP: Is a general-purpose scripting language that is suited to server-side web development.

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Responsive Web pagesComputer: 650pxTablet: 480pxMobile: 320px

RESOURCES: Lynda.comCssliquid.comWufoo.comWoobox.com (custom apps for social media)Cssmenumaker.com (responsive menus)w3schools.com

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Photography55

Aperture: The best way to understand aperture is to think of it as the controls for the pupil of an eye – the wider it gets, the more light it lets in. Aperture is measured using something called the f-stop scale. On your camera, you’ll see ‘f/’ followed by a number. The scale is as follows: f/1.4, f/2, f/2.8, f/4, f/5.6, f/8, f/11, f/16, f/22.1

Shutter speed: Shutter speed, also known as “exposure time”, stands for the length of time a camera shutter is open to expose light into the camera sensor. Shutter speeds are typically measured in fractions of a second, when they are under a second. For ex-ample 1/4 means a quarter of a second, while 1/250 means one two-hundred-and-fifti-eth of a second or four milliseconds. Most modern DSLRs can handle shutter speeds of up to 1/4000th of a second, while some can handle much higher speeds of 1/8000th of a second and faster. The longest shutter speed on most DSLRs is typically 30 sec-onds (without using external remote triggers).

ISO: the level of sensitivity of your camera to available light. The lower the ISO number, the less sensitive it is to the light, while a higher ISO number increases the sensitivity of your camera. The component within your camera that can change sensitivity is called “image sensor” or simply “sensor”.

Camera Settings

https://photographylife.com/

ISO Speed Example:ISO 100 – 1 secondISO 200 – 1/2 of a secondISO 400 – 1/4 of a secondISO 800 – 1/8 of a secondISO 1600 – 1/16 of a secondISO 3200 – 1/32 of a second

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Rule of thirdsThe rule of thirds states than an image is most pleasing when its subjects or regions are composed along imagi-nary lines which divide the image into thirds — both vertically and horizontally.

The photography rule of thirds tells us to align our subject with one of the points where those lines cross. That means our subject is one third of the way “into” the picture space – from either the top or bottom, and from either the left or right. And that means it’s not in the middle.

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HistogramA histogram is a graphical representation of the pixels exposed in your image. The left side of the graph represents the blacks or shadows, the right side represents the highlights or bright areas and the middle section is mid-tones (middle or 18% grey). How high the peaks reach represent the number of pixels in that particular tone. Each tone from 0-255 (o being black and 255 being white) is one pixel wide on the graph, so imagine the histogram as a bar graph all squished together with no spaces between each bar.

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This is how an ideal histogram might look, evenly distributed, edge to edge, not up the sides.

This graph shows an overexposed image, notice the gap on the left side indicating a lack of any blacks represented. It also means you will lose lots of detail in the white areas that may not be recoverable. In this case shift to give your image less exposure and shoot the scene again.

This one shows the opposite. Now we see a gap on the right side of the graph indicating there are no whites represented so the image will be dark, too dark. You can safely give the image more exposure until you see the graph just touch the right edge of the graph.

http://digital-photography-school.com/how-to-read-and-use-histograms/

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Keyboard Shortcuts

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Copyright (©): Option+RRegistered trademark (®): Option+GTrademark (™): Option+2

Em space: Shift+Command+MEn space: Shift+Command+N

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Jessica Wendell - Tech Journal

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