1. Digital Graphics (Unit 19.1/54.1)

2. Introduction  In digital media, there are different types of graphic files and formats we use in everyday life! Today we’ll be looking at the following:  Pixels  Raster files  Vector files  File extensions (e.g.: jpeg)

3. Pixels  You have using photoshop to create differing types of digital media over the past few weeks, but what about the differing types of graphics and the file extensions we’ve been using (jpeg, PSD?) http://www.photoshopess entials.com/essentials/pi xels/ Please read the following information in the description left and then in the space below, write down three pieces of information about pixels from it. * Pixels are elements which make up digital images. *an image is made up of a massive collection of coloured square * Pixels means picture element

4. Pixels Same image as above zoomed in by 1600% Original image taken by a digital camera

5. Pixels  The number of pixels used to create an image is often referred to as the ‘resolution’. The best digital cameras have the highest pixel count because they produce a higher-quality image. In colour images a pixel is typically comprised of three of four colour dots – a red, a blue and a green. When these colour dots converge, they build coloured pixels. You might have spent most of your youth playing Mario games with 256 x 224 pixels – now a typical HD monitor can display 1,366 x 768 pixels. Look at the differences in pixel size on the earlier Super Mario games compared to the more recent ‘All Star’ product wherein thousands more pixels are being utilised ? What advantages does new technology and enhanced pixel use hold for gamers?

6. Raster files  Raster files are digital images that use pixels. This means the image is made up of lots of tiny little squares that each have their own colour.  If you were to zoom into a raster image, it will become distorted and unclear, allowing you to view the little squares.  You can edit raster files with computer software such as MS Paint or more common in the industry, through Photoshop.  Raster file are more likely to be photos rather than computer graphic designed images.  Colours are constructed by adding the values of red green and blue.  An advantage of Raster files is that you can use photos and manipulate them in raster editors such as Photoshop.  Creating a raster logo design using Adobe Photoshop might be ideal for web only usage but if you are serious about branding, then the resulting raster PSD logo file will be of limited use. When sent to a printer or sign maker and when they try to scale the raster logo, the quality deteriorates and pixellation occurs.

7. Vector Files  Vector graphics are based on mathematical expressions that use lines, curves, shapes or polygons to represent images in computer graphics. They are usually made through Adobe Illustrator  EPS (Encapsulated PostScript), is the primary vector format. EPS is more commonly used in printing, while another format, SVG (Scalable Vector Graphic), was designed for Web use.  Vector graphics, unlike raster graphics, appear smooth at the edges no matter how they are sized, whereas raster graphics appear jagged, or pixilated, when up-scaled.  However, vector files do not support photographic imagery well and often can be problematic for cross-platform exchange  This makes vector graphics ideal for logo design. Creating a vector logo is more difficult but the effort pays for itself when the vector logo file is sent to printers or sign makers etc. The vector logo can be scaled up or down without losing quality.

8. Vector Files  Here is an example of a Vector graphic at 200% & 800% on the right side Notice the difference in quality between the raster version on the left side?  Vector images are easier to re-size without them turning pixilated as it is smooth. They can be created on Adobe Illustrator and then saved it as a.EPS file extension.

9. File Extensions  File extensions are the format that a file is being saved as.  This depends on the different software you are using  If you were using word you would save your document as.Doc or.Docx  In terms of graphics the common file extension of a Raster file is.JPEG or.BITMAP The common file extension for a Vector graphic would be.EPS  What is the file extension for Photoshop? Can you remember?  PSD File

10. Positioning/Design Advertising images that are produced through Photoshop are all carefully planned and thought out in advance, down to the colours used, where people are placed and how big/small certain text is. This is to make sure that a product being sold on a poster manipulates you to the fullest, gaining your interest so that you will part with your hard earned dosh! Who is the main character in Scream 4 and how does this poster tell you that? Why is Ghostface in the background? What is it implying (think Size? Colours?) What meaning does it create? How good is this poster at selling you a holiday? How does it do succeed? Think of the colours being used (stand out), what the colours mean? Where the women is positioned and what she is doing?.)

11. Task  1. Pick out 2-3 images on the internet (poster, photographs, adverts, billboard design), and using the idea of colours and the positioning of items within (space used, text, people etc), please investigate the meanings they inform on you. What are your conclusions and ideas based on what colours, characters, font, spacing the poster is using?  Is there anything that you would change if you redesigned the same poster, what would you do different?  Use the following to help you think of the meaning of the image and how it manipulates you?  Base your ideas here on the following;  Colours – why have they used a blue colour instead of red for instance? (Blue can mean chilled out, cool, calming, sad). Are the makers trying to make you feel this through their product/digital image?  Spacing – where are certain characters/products/items? Are some items in front of others? What does this mean – an order of importance?  Context? Where is the image being displayed and why? Eg: Bus Shelter = more people will see it. Eg: Film poster is in a film magazine? Why is this the best place?  Does the image work overall? Would you buy/see the product advertised?

12. Mockingjay Part 1 POSTER: Colours: the main colour of the poster is the orange/gold fire located behind Jennifer Lawrence. This symbolises power and war, so this suggests to the audience that in the movie there will be lots of chaos and some very exciting, explosive scenes. Katniss’ outfit is black, and so is the background behind the fire, this makes the fire stand out even more. The designers are trying to make people feel that Katniss is the leader and plays a big part in the war that is going to happen. Katniss is located in the very centre of the poster, showing that she is the main character of the film, the designers have placed the mockingjay symbol (which is worldwide known for the franchise) right behind Katniss, and have cleverly placed katniss to give the impression that she has the wings of the mockingjay. This means people will understand that she is going to be the leader of the revolution in the film and the wings are showing that she is about to take flight. The poster has been released online and lots of big movie internet pages, such as IMDB or Yahoo Movies. This is a good idea, because the movie is still three months away, meaning that it is to early to promote their movie in public places, but the poster will appear on the movie sites when people click on them. I believe the image does work over all, it shows the main character on the front of the poster, the fact that there is only one character on the front shows that it is a movie about one voice, one person, who can change the world. It shows she is a leader. It would make me want to watch the film as the poster is very well designed, meaning that the movie will also be very good itself.

13. COMPARE THE MARKET The green and blue colours shows calmness and relaxation, suggesting that if you go on their website there will not be any confusing features in which you will be struggling to understand. The meerkat, which is the mascot of the company is located in the very centre of the advertisement, the meerkat looks very calm and well dressed, showing that the company are loyal and professional about their company, which means they are trustworthy. The advertisement may be found on newspapers, magazines, websites etc. This means that more people will see it because it is targeting the target audience who would be the people who would go on the site, for example, the advert is aimed at adults, so newspapers are a great opportunity for them to advertise on. I think the image does work, as the meerkat is very recognisable and the colours give a calm and relaxing atmosphere, but if people have never heard of the company before, and see the meerkat on the front, people may believe that the company is some sort of joke because they are promoting car insurance, not childrens toys.

14. iPHONE 5C BILLBOARD The colours used on the billboard are blue and yellow, the blue background alone stands out because of the bright colour, the blue represents calm and relaxation, but in contrast to this, the yellow iphone (product) stands out as it completely contrasts to the background, the yellow represents freshness and joy, so the freshness shows that it is a new great phone which is (intending to be) better then everything else. The product is displayed all across the screen, so you cannot miss it. The image is displayed on a billboard, billboards are good because thousands of people drive past or walk past them every day, and with the bright contrasting colours, it is impossible not to stare at it. I do think the image works over all, because it is very simple, like the phone itself, but it is also very modern and cleverly designed.

15. If you finish… 1. Attempt a quick advert yourself using photoshop to advertise a favourite product of your own (eg PS4) http://www.logodesignworks.com/blog/logo-design-file-formats 2. Using the above website, please give me a definition of the following file formats and when they can used best JPEG Files: PSD Files: