Photoshop it!

Visual Communication - It is a means of communication that caters to the sense of

sight and uses materials that are either viewed as they would appear, or as they would be
read.
(Pictures, icons, basta ung mga nakikita mo in books whenever you're too lazy to read, you
js look at pictures to understand it faster)

Editorial Cartooning – Editorial Cartoonists are hired by newspapers for their use of wit
and their political or general knowledge to give a visual representation of a current issue
to stir emotions and provoke thoughts and reactions from the viewers.

(Cartoon drawings that matches the emotions of the information/what you read but for
newspapers)

For example, this picture from the newspaper

tells you how covid holds back kids from their

education.

Advertising – conceptualizes and produces by agencies for companies that need to

promote their products or services.

Editorial Design – combines typography, graphic design, composition and a clever

layout to create a stunning and eye-catching visual experience.

Photography – Showing their intentions and concepts with the images they take. (irl
Pictures basically not drawings)
 Word Bank

● Advertising Campaign – coordinated course of action with a recurring theme

that employs several media channels to promote a brand or product.

● Non-destructive Editing – type of editing where the original or source

content itself is not modified in the process of editing.

● Post-processing (Photography) – process of artistically altering a digital image

through an image manipulation software.

● UV Mapping – projection of a 2d image onto the surface of a 3d model.

 Types of Logos

Lettermark - also known as the monogram logo, a lettermark is a logo made entirely of
text, making use of the initials of the company it represents. They are often used if
businesses or organizations have a long name.

(Words that are converted/shortened to letters)

Wordmark - also known as the logotype, this is also font-based, but unlike the lettermark,
it makes use of the entire name of an organization instead of using only the initials.
Typography plays a key role in the overall appeal of this type of logo. These types work best
with companies that have a unique or distinct name,

(Opposite of Lettermark, they use the whole word of their business/brands for their logo &
uses different fonts)

Pictorial Mark - also known as a logo symbol or brand mark because it is designed
without the use of words. This type of logo can be a bit tricky to pull off for new companies.
Most widely-recognized logos start out paired with a wordmark company name, but as they
get more exposure and recognition, the symbol alone becomes sufficient to represent the
brand.

(picture logo, no words.)

Mascot Logo - this type of logo features a unique character, which may be the
company’s mascot. Like a mascot, the illustrated character acts as a representative of the
organization, even as it represents the organization itself. Companies whose appeal is
towards families or children, go for this type of logo, which is given life as a character that
people can interact with.

(Jollibee basically)

Abstract Logo Mark – this is a pictorial logo that makes use of an abstract or
geometric form instead of a recognizable or natural image. By creating an original form,
you are free to attach meaning to your unique symbol.

(picture logo made with shapes)

Combination logo - this blends text- and picture-based logos. There are many
ways to execute this type of logo, but all this takes into account the placement of the text and
the graphic.

(Jollibee, Burger king, Doritos. Mix of pictures and text)

Emblem logo - this features crests, seals, and badges. They contain text, symbols, or
a combination of both. Emblems are often used by agencies or public organizations,
because of their traditional look.

(FMDMS, Starbucks, IJA, Mobile legends.... Logos that looks like Badges)

Introduction to Typography
● Cap height – top of the capital letters
● Stem – main vertical portion of letter
● Serif – tiny finishing line that projects off the stroke of a letter
● Descender – part of a lowercase letter that extends below the x-height
● Bowl – curved stroke that encloses a counter

Classification of Typefaces
(fonts)

Serif

● Has small lines at the end of the stem

● Contrasting features thick and thin strokes
● Commonly used in fashion magazine titles, newspapers, or books of the body text.
For easier reading

Script
● Handwritten
● Commonly used for writing. (invitations, projects, crafts, & other personal stuff)
● Ideally used for signages or logos.
● Not suitable for body text
Decorative
● Distinct, almost graphical & sometimes looks like an illustration
● Sometimes includes symbols
● Ideally used for logos & signagses
● Not suitable for body text

Sans Serif (opposite of serif)

● Simple fonts WITHOUT extra lines at the end of the stem.

● Popularly used in fashion magazines
● Commonly used for websites
● Can be used for body texts

Photoshop as the Rockstar of Creative industries

True or False

Mostly used for making the layout of Publishing, Advertising, Fashion, TV/FILM posters, &
Website designs.

Summary from the ppt: Adobe Photoshop is a popular image editing and manipulation
software used in different media industries like publishing, radio, TV, movie, multimedia,
advertising and information technology.
 Mag Photo Ops

Digital Photography - In digital photography, a light-sensitive device known as the

image sensor takes the place of the film used in traditional photography.
In the image sensor, light is converted into electrical signals by the sensor’s millions of
photosensors. These signals are then processed and stored in a flash memory device as a
digital file in standard image file format (JPEG, TIFF, RAW). These files can then be printed,
shared or digitally enhanced with image processing software like Adobe Photoshop.

(Literally js Cameras thats explained in detail)

( Photography 101 According to the photographer Miroslav Tichy, “photography is

painting with light.” When the right amount of light gets into the image sensor, good contrast,
color and details of shadow and light grace your photograph. This amount of light is called
exposure. The exposure determines how light or dark the photo appears, and is controlled
by adjusting and balancing 3 elements. )

Aperture - The size of the opening in the camera lens determines how much light is let
into the lens. This size is conveyed through “f stops” (f1.4, f2.0, f2.8, f4.0 f5.6, f8.0, f11, f16,
f22), wherein the lower the value, the wider the opening. The more open the aperture
is, the more light is let in. Higher f stop values mean narrower apertures, meaning less
light is let in through the lens.

(Camera lens opens and closes depending on how much light you want to convey. Settings
is called “F stops”)

Shutter Speed - The shutter speed controls how long the amount of light is let in
for. Letting a shutter remain open for longer periods of time allows for more time for the light
to hit the sensor. Shutter speed is measured in seconds or fractions of a second (1, ., ., 115,
1⁄3 0, 160, 1125, . 50, 1500). Faster shutter speeds allow for less blurring due to
motion.
ISO - The ISO is the sensor’s sensitivity to light. These settings are 100, 200, 400, 800,
1600, 3200, and so on. Higher numbers mean more sensitivity to light, which enables the
photographer to work with less light. A high ISO setting comes at the price of the detail of the
quality of an image, due to image noise.

Composing Shots

As with any form of visual art, the composition of the image must also be considered in
photography. Composition is the balance and proper placement of art elements,
supplemented by the use and awareness of the principles of design. The elements and
principles can be thought of as ingredients for cooking up a deliciously composed
photograph.

Visual Art Elements

• Lines – Lines give the feeling of motion because they are composed of at least two
points which are connected.

• Shape/Form – A shape or form is an area contained with lines. These can either be
geometric or freeform (organic). A shape is two dimensional, while forms are
three-dimensional.

Space – Space Is Used To Achieve A Sense Of Depth. Placing an object at a distance,

surrounded by empty space, projects a feeling of isolation or insignificance. When taking a
photo, leaving some space in front of a moving bike emphasizes that it is moving towards a
location, while leaving space behind the bike emphasizes movement away from a location.
The space that surrounds positive shapes is called negative space.

Value – The lightness and darkness in anything that is visible. Value indicates the
quantity of reflected light. A light figure on a dark background is immediately recognizable,
as with a dark figure on a light or mostly white background. The value between lightest and
darkest is called middle gray.

Texture – Quality of the surface. This creates a sense of touch through the eyes, for it
visually shows how the object might feel to the touch (gooey, bumpy, smooth, sharp, rough).
• Color – Color is a visually perceived characteristic of an object with reference to the
occurrence of light. Colors enhance visual impact and appeal, and using color schemes
can affect mood. Color is made up of three properties: hue (name of color), value
(lightness or darkness) and saturation (intensity and quality of brightness from strong to dull).

Design Principles
Balance – this is when elements are combined to convey equilibrium or to highlight
weight. In photography, balance involves symmetry and asymmetry. Weight has to do with
both balance and what’s important in the photograph. Visual weight affects the balance of
the photograph and is essentially how much pull an object in a photograph has. If the eyes
dart straight to an object, then that object has a lot of weight.

Proportion and Scale – these pertain to the size relationship amongst the
subjects in the image. Photographers execute forced perspective shots to create optical
illusions by applying proportion and scale, together with distance or space. Proportion can
also be used to accentuate the importance of objects in the image.

Emphasis or Focal Point – creating emphasis or a focal point is about making an

object stand out through framing. The object serves as a starting point from where a
viewer’s eyes can wander around the image. To create a focal point, either focus on a
prominent feature or position the subject in a place where nothing else in the frame distracts
from it.

Unity and Harmony – achieved when the objects in an image are pleasantly
arranged and unified to create a feeling of completeness or oneness of an idea.

Variety – makes use of varying characteristics (colors, texture or shapes) of a number

of objects. Sometimes the use of variety can indirectly emphasize unity by using varieties of
an object (shell, donuts, jewels).

Similarity and Contrast – these can be executed by highlighting the differences

and similarities of an object through use of visual elements.
Pattern/Repetition – elements (lines, shapes, color) that occur repeatedly can be
presented in either a consistent or varied manner. Filling the image with the pattern
triggers the viewer to imagine that the pattern goes on, beyond the frames of the image.

Composition Guides
Leading Lines: The capability of lines to evoke motion can be used to direct the eye of the
viewer towards the subject of interest.

Rule of Odds

One thing to consider when working with shapes is numbers. If there is a number of
repetitive shapes in a photo, it’s best to make it total an odd number. It helps with balance
and works better visually.

Framing

Make use of natural or man-made frames to be used on the subject.

Rule of Thirds

An aspect of balance is observed in the rule of thirds. An off-center, asymmetric

positioning of a subject creates a more interesting photo. Imagine grids on the image, with
two lines equally dividing the image horizontally, and two lines dividing the image vertically.
The key is positioning the subject of interest at the points of intersection. The points in the
photo should land on the object with the most weight.

Rule of Space

Create a sense of motion by leaving space and relating it to your subject. Placing space in
front of a moving train indicates direction and implies that it is to arrive at a certain
destination. Space left behind a walking subject indicates a progression from a past location.

Simplification

Simple images are easier to look at compared to complicated images. Keep items at a
minimum to avoid clutter. Minimalist composition allows for easy and instant recognition of a
subject.