Our last assignment will be an 8.5 x 1 poster based on your CD cover.

http://www.planetphotoshop.com/working-with-spot-color-channels.html

Using a channel to isolate complex edge such as hair
http://www.youthedesigner.com/2008/03/10/adobe-photoshop-cs3-tutorials-extract-complex-shapes/

For the CD template click here
Actual CD template

From our class demo we started with a color file with multiple layers– then we converted that to gray scale WITHOUT merging the layers. From there we could pick and choose which layers. Turning on only the layers we wanted to be the same color and then going to the channels palette and duplicating the channel and making the “destination” a new file. It will automatically default to a multi-channel file

From the class demo remember that channels reflect what layers are turned on so you can build you multichannel file via turning on and off layers in a file that is grey scale

Here’s a few screen grabs building a spot channel file.

start with a color image with a variety of layers

Convert your layered color psd file to gray-scale - but do not merge layers

select the layers you want to show up in your spot channel - THEN duplicate the gray channel to a new file or a multi-channel file you already started

duplicate to a new file

double click on the spot channel to then define what color you wnat to use. The color can be any color either pantone or even CMYK build

This is a 3 channel image

When saving multichannel files for placement in other software for the safest outcome choose DCS, single file with single color composite, this will produce film for your spot colors, but give you a composite preview image

In class we will cover layer styles and the styles palette layer style blending options, copying and pasting layer styles.

Our next assignment is CD cover

Project Parameters: CD cover — use the provided template to figure your physical file size. It includes a hinged cover that wraps around to form an inside pocket for the CD itself. The art work will be 4 color and that’s about the only limitation. CD music or topic are wide open.

Next week (class 6) bring comp layouts — we’ll only require one layout - but other layouts are always welcome and encouraged.

The following week bring the finished CD AND a design for the CD itself using 3 spots colors (pantone). Creating a multichannel spot color file will be demoed in class next week.

As you design think about these aspects

• This physical design wraps around the CD pocket offering a long continuous horizontal, how can you use it
• How do you create drama in such a small space
• What is the tone and mood you want to set
• The problems of a square format

A great spot for some inspiration

http://www.hardformat.org/

Download the template above – there is both a .zip and .sit version of the same files. Inside are templates in a variety of formats. Use either the AI or Indd to build you final CD cover.

j205 .zip

j2051 .sit

CD template

The .zip archive includes a template for AI or Indd

Actual CD template

Specifications for web banner : 730 px x 90 px
Format: gif
Maximun file size: 32K
Color: 256, Web color palette

In Class demo on web and optimization

Definition: GIF, short for Graphics Interchange Format is a file format for storing graphical images up to 256 colors. It uses LZW compression which is a lossless compression method. Until the year 2004, this was covered by a patent owned by Unisys and the reason why the PNG file graphic format was invented.

There are two versions of GIF both created by Compuserve. The earlier GIF 87a and the enhanced 89a which stored multiple images (thus allowing animation), and interlacing.

GIF files are probably the most popular on the web being used in logos and any color images with 256 or fewer colors. For images containing text GIF tends to be better than JPG because the files tend to be smaller and JPG files usually have some degree of compression and this can make text blurry.

What is image optimization? Optimization is the process by which the file size of an image is reduced to a minimum without changing (much!) the look of the graphic. GIF and JPEG are the two popular image formats on the web and optimizing the two involves using different techniques.

Why do we need to optimize web graphics? Optimizing web graphics is of prime importance. If you are a web designer you will appreciate that smaller file sizes result in faster downloads that presents the web page quickly to the user. If a web page takes “ages” to load, the visitor will be frustrated and quickly close the browser window or click on the browser Back button.

Using GIF animation in banner designs
Using animation in a banner design can make the difference between a successful and unsuccessful banner ad campaign. Because animation has been proven to greatly increase a banner’s click-through-ratio (CTR), we highly recommend using it in all banner designs, whenever possible.

The purpose of an animation is to attract visitors, not to irritate them. Animation should be subtle enough to attract attention to your banner ad but not so ostentatious as to interfere or clash with the design of the web page you are advertising on. If a banner animation is too flashy or too irritating, it screams “ADVERTISEMENT” and your target audience is less likely to read your banner and click on it.

Animation is the process of taking a series of individual pictures, called frames or panels, and stringing them together in a timed sequence to give the appearance of continuous motion. A GIF animation is an animation created in a GIF file format.

One of the main advantages of using a GIF animation in a banner design is that GIF is one of the most widely used file formats supported by Web publishers. Even though online marketers and ad agencies give rich media banners a tremendous amount of sales hype; rich media banners do not always yield better results than GIF animation banners. In fact, one of the animated GIF banner campaigns we are currently running has a CTR between 10% and 49% with corresponding sales.

For banner designs using GIF animation, these general guidelines apply:
Color
Because GIF animation is in a GIF file format, remember that GIFs only support 256 web-safe colors. To keep your animated GIF banners looking their best across all monitors and platforms, always design them within the 256-color palette.

Photos
If you are using photos in your GIF animation, view them on a low-resolution computer monitor first before making the decision to use them in your banner ad. Photos generally contain millions of colors; therefore, they do not necessarily look as good when viewed at only 256 colors.

File size
Most web publishers expect animated GIF banners to have a file size of less than 12K. To help keep file size to a minimum, use only a few high contrasting and complementary web colors to call attention to the main points on your banner. Utilizing the smallest web-safe color palette possible in your animated GIF banners will allow you to use more creative special effects in your animation.

Looping
In animation, looping is the number of times animation repeats itself. Most web publishers have strict looping specifications. For example, the major search services (Yahoo, AOL Search, AltaVista, MSN Search, etc.) will only allow a banner ad to loop 3 times, and each loop should last less than 10 seconds. Before creating your animated GIF banner, always ask for looping specifications.

Frame/panel sequence
Determine whether or not to have your main message appear on the first panel of your animated banner ad, the last panel of your banner ad, or both.

Many end users will stop a web page from loading before the banner animation has loaded, leaving only the first frame. Thus, it might be a good idea to have your message come across in your first frame if you know that the web page you are advertising on has a long download time.

Conversely, your message might have more “punch” if it is on the last frame, and your last frame will be the final image viewed once the animation is complete.

Despite all of the hype surrounding rich media banners, designers and ad agencies are still placing too much emphasis on the “wow” factor of banner design rather than the message. Style and flashiness do not mask lack of substance. Whether your banner is designed using GIF animation or rich media, the main goal of a banner should always be rich information.

Types of banner ad campaigns: Banner advertising campaigns generally fall into two categories: branding campaigns and click-through campaigns.

Design Criteria and aspects to keep in mind
Branding banner ad campaigns
Branding campaigns are done for the purpose of getting a company’s name out to the public. They usually coincide with promotional advertisements in other venues: print, radio, television, sponsorship of events, etc.

The type of company that employs a branding banner ad campaign may either already be well-established with the public (like Coca-Cola or Microsoft), or it may be a company that isn’t yet known to the public but has the resources to do a large promotion.

Branding banner ad campaigns have certain advantages over regular click-through banner ad campaigns. A branding banner ad does not have to concern itself so much with immediate or short-term results. It can be an advantage to prominently advertise your company name and web address right inside the banner itself. (Even featuring a contact phone number can work well.)

The goal is not so much to get people to click immediately on your banner ad but to have your company’s name stick in the mind of the public through repeated advertising. You want to make your audience feel familiar enough with your company image (or reinforce that feeling of familiarity) that going to your Web site is almost second nature.

Furthermore, if you are purchasing keyword or category displays in search engines and directories, respectively, and your branding banner ad appears on those sites over a period of time, end users will tend to associate those keywords with your company name.

The downside of branding campaigns is that they require much more money to maintain than click-through campaigns, and it’s harder to gauge when a branding banner ad campaign is working successfully (or what should be changed if it isn’t).

Since click-through rates (CTRs) are not an effective measure of a banner ad’s success, you need to establish a longer time frame for whether visitors to and/or sales on your site increase as a result of your branding campaign.

Click-through banner ad campaigns
A click-through campaign banner ad may call for action on the audience’s part (for example, it may state what they want or need and how they can use your site to get it), or it may share strong feelings, such as humor or outrage, to catch your audience’s attention or elicit a reaction.

The most effective banner advertising campaigns are combination of branding and click-through strategies. Both types of banner ads should feature a call to action and offer a clear benefit to end users. Any web site that has a clear benefit to end users and actually delivers on that benefit will get positive branding with its customers.

Banner ad segmentation
Companies that use a single banner ad to advertise often have unrealistic expectations of what that ad can accomplish. They assume a single banner will attract everybody interested in any product, service or feature found on their company web site. The problem with a one-banner-fits-all strategy is the banner spreads itself too thin. Its impact is diluted. Pitching a banner ad to appeal to everyone, it ends up appealing to no one.

Smart banner advertisers avoid this problem by practicing “segmentation.” In the banner ad industry, this means targeting a particular segment or segments of your overall market, giving each an individual ad strategy. When applied correctly, a segmentation strategy can produce a very effective overall banner campaign.

What if you only have one product or service to offer? A segmentation strategy is still important.If your target audience has any demographic range — differences in age, income, education, gender, location, cultural background, profession, interests and hobbies, browsing habits, Web browser preference, to name just a few — your goal is to create individual banners that appeal to each of those segments.
Here are the steps to a successful segmented banner ad campaign:
Set goals and visitor criteria
Design multiple banners
Create a series of landing pages
Rotate ads
Measure your results

1. Set goals and visitor criteria
Identify the qualities of a successful banner campaign. This will help you determine what ads are effective at drawing traffic to your Web site. For example, a qualified lead is a visitor who clicks on a banner and meets a certain criteria, determined by you, the advertiser.

Some advertisers are lured into purchasing the most ad impressions for the lowest rates. The problem with this type of buying is that you have the least control over where your ad is featured and the least reach to your target audience.

Instead of purchasing ad space on a general, mainstream web site, purchase space to run your ad on a category or a page of a site where the purpose is closely related to your ad’s content. If that site brings in a large amount of traffic, consider purchasing from search engines keywords or key phrases specific to what you offer. The cost-per-impression rate is higher, but it is far more effective at reaching your target audience.

2. Design multiple banners
A banner for a segment of your audience is a start, but multiple banners for each segment is better. Several banner designs for each segment of your audience can more effectively measure what type of ad works and what can be improved.

Don’t assume all segments of your audience will respond the same way to the same type of banner ad. Thinking you can just change a few words or a graphic won’t do. You may have to redesign your ad for any given segment to achieve the best results.

3. Create a series of landing pages
Each of your banners should lead to a “landing page” on your web site that specifically matches — or best matches — that banner’s content. Visitors do not want to go to a home page where they must hunt for the product or information they seek. Ideally, each banner should go to a page on your site specially designed for that banner.

4. Rotate ads
Whether you’ve purchased a fixed number of ad impressions or an exclusive placement, you are almost always allowed to rotate several ads in that space. Rotate your ads evenly for at least a week to determine which one gives you the best results. But don’t be so quick to drop the other ads! You might achieve better overall results by leaving the other ads in place and rotating them less often. Running just one ad in a space can lead to quicker banner burnout, that is, fewer people clicking on the banner through time. Other ads become a good backup system, prolonging your top banner’s shelf life.

5. Measure your results. For truly accurate means of measuring your segmented banners’ performance, you might need a service that provides more advanced tracking capabilities than simply measuring impression numbers and click-throughs. One well-known and affordable quality ad campaign service is WebTrends Live eCommerce Edition. This service allows online tracking of visitor behavior and purchasing patterns from each ad, using any criteria you set up.

Web Banner Tip #1 - Nothing beats a good eye-catching punch line. When thinking of the copy for a banner; you need to spend a lot of time in creating a catchy phrase, something that will arouse the interest of the viewers and entice them to click on the banner. The punch line should be a small phrase, just a few words and should be visually appealing (correct usage of colors and fonts).

Web Banner Tip #2 - Good copy. A successful banner has excellent copy. Be sure to spend ample time thinking about what would interest the surfer. Another rule of thumb for good copy is to keep it short and simple. The text should support the banner punch line and should be informative and practical, making the viewer curious or bringing out a smile. Preferably, the copy should end with the same catchy phrase as on your web site unless the banner punch line is the same.

Web Banner Tip #3 - Relevant content in banners - not XXX. Make sure that the pictures displayed in the banner are relevant to the products/services you are offering on your site. A woman in a skimpy bikini would surely attract the attention of male surfers and get a click but, if your site sells electronic goods, the visitor is sure to leave your site before making a purchase. You, thus, end up with high-click thrus and negligible sales.

Web Banner Tip #4 - Including logo and web site URL in banners. If your ad campaign is a brand building exercise, it is advisable to include BOTH the logo and the web site address in the banner. For other types of banners, you might like to include the two, but make sure that they don’t dilute the banner punch line or the copy. In such cases, it’s best to keep the logo and the URL together either on the right or the left side of the banner. The logo should be made small and the URL can be displayed in a very small font size.

Web Banner Tip #5 - Clichés work! Statistics show that the best call to action on a web banner is the trite phrase “Click here”. Its very presence increases the click-thru rate. The phrase should be displayed long enough (2-3 seconds), preferably in the last frame of an animated banner and can itself be animated - made to blink or change color.

Web Banner Tip #6 - Web banner file size Keep the banner file size to a minimum. The reason is simple. Since banners are generally displayed at the top of web pages, they should load before the visitor has a chance to scroll down grabbing immediately. However, decreasing the file size of banners leads to tradeoffs in animation and the number of colors used (in animated GIF banners).

Resources
http://www.webdevelopersnotes.com/graphics/gif_file_format.php3
http://www.webdevelopersnotes.com/graphics/gifs_compression_algorithm.php3
http://www.webdevelopersnotes.com/graphics/optimizing_gifs.php3

Examples
http://www.bannermode.com/banner_design_portfolio.html
http://redlimeweb.com/banner-gallery.html

Links to decent tutorials

http://www.photoshopsupport.com/tutorials/create-a-shadow/photoshop-shadows.html

http://www.photoshopsupport.com/tutorials/cs3-photoshop-10.html

http://www.photoshopgurus.com/tutorials/t009.html

http://www.photoshopgurus.com/tutorials/designing-an-image-collage-style-site-header.html

Some of the highlights will include the following then we’ll drill down the list and get to some retouching tools as well. This may be a trip down memory lane for some but once the make sure and level the playing field we can move on through these quickly and get to the real fun, our menu cover.

Levels - what are they, why is a good histogram so important.

Curves - the poor man color correction tool

Selective color - If you took DI1 from me you’ll know this is my color correction tool of choice

Shadow and Highlight - Introduced recently into the CS toolbox this will help a lot of sins of exposure including that gnarly flash blub blow out

Once we blow through that nuts and bolts exercise we’ll start our menus with a bit of lab time.

Next Class bring 2 at least roughed out menu ideas — Your roughs can be both either hand sketched or all to be photoshop files or some combo, we’ll review in class. Bring your images you using as well. At this point you should have close to all part and pieces you need to build from.

Session 1     Real World Photoshop
Introductions (brief history of student, their emphasis/focus; goals for the course; instructor expectations)
Overview syllabus, overview photoshop and set expectations about where skill sets should be to tackle assignments
In Class     Resolution for print, using the image size dialogue as first step
Demo — Color correction tools - selective color, hue and saturation, photo filter, shadow highlight, etc.
Sharpening filters: unsharp mask smart sharpen, sharpen edges
Modes — brief overview. RGB vs CMYK for color correction.
Case studies

*  Next class materials required: several high resolution digital images of your own + background on an ethnic restaurant, want good reasrch and images for it.