Graphic Design Portfolio-Builder: Adobe Photoshop and Adobe Illustrator Projects

Graphic Design Portfolio-Builder: Adobe

Photoshop and Adobe Illustrator Projects
By Sessions.edu
...............................................
Publisher: Peachpit Press
Pub Date: August 12, 2005
ISBN: 0-321-33658-5
Pages: 384
Table of Contents | Index
Self-paced, self-guided instruction is all well and good, but at the end of the day, most
people could use a little
feedback--especially when they're ready to build a design portfolio and hit

the job market. Not to worry, this book provides actual instructor feedback
along with the self-paced, individualized instruction in Photoshop and
Illustrator that designers need.
Written by the faculty of New York-based, accredited online design school

Sessions.edu, the book uses the school's trademark project-based
curriculum to teach essential design concepts with Photoshop and Illustrator.
After a brief intro to the world of graphic design, Sessions instructors provide
quick "refresher course" chapters on the two programs. Then, armed with
Photoshop and Illustrator basics, readers tackle a series of projects that
stretch their imagination and creative muscles involving logo design,
magazine layouts, illustrations, poster design, digital imaging, book cover
design, packaging design, and more. Best of all, readers are encouraged to
post their work for expert feedback from Session.edu faculty on "Studio
Sessions," the custom Web site created for this book.
Graphic Design Portfolio-Builder: Adobe
Photoshop and Adobe Illustrator Projects
By
Sessions.edu
...............................................
Publisher: Peachpit Press
Pub Date: August 12, 2005
ISBN: 0-321-33658-5
Pages: 384
Table of Contents | Index
Copyright
Art Credits and Contributions
How to Use This Book
How This Book Works
What's in It for You
How This Book is Structured
How to Post Your Work
Building a Portfolio
About Sessions
About the Faculty
Chapter 1.
Intro to Graphic Design
What Is Graphic Design?

Defining Graphic Design
Elements of Design
Critique the Design
Chapter 2.
Photoshop Essentials
Photoshop and Graphic Design
Editing and Organizing Images
Photo Compositing Project
Chapter 3.
Illustrator Essentials
Illustrator and Graphic Design

Creating Vector Art
Outdoor Advertising Project
Chapter 4.
Digital Imaging
Communicating with Digital Imaging

Image Retouching
Image Correction
Abstract Imaging
Brushes
Photo-Realistic Imaging Project
Chapter 5.
Digital Illustration
Illustration Fundamentals
Watching the Clock
The Pen Tool
Two Objects Interacting
Illustrating with Dimension
Chapter 6.
Poster Design
Poster Design Fundamentals

Achieving Unity
Achieving Balance
Creating Rhythm
Using Proportion
Using Typography
Poster Design Project
Chapter 7.
Logo Design
Logo Design Fundamentals

A Short History
Early Logos
Three Logo Categories
Inside the Design Process
Tips for Your Design Process
Typographic Techniques
Record Label Project
Chapter 8.
Advertising Design
Advertising Design Fundamentals

Short History of Advertising Design
Basics of Effective Ads
Organizing Your Message
Connotations and Context
Tone in Advertising
Reality Show Advertising
Chapter 9.
Magazine Design
Magazine Design Fundamentals

Using the Grid
The Art of the Layout
Designing a Cover and Spread
Chapter 10.
Packaging Design
Entering the Third Dimension

Types of 3D Packages
Product, Audience, and Placement
Package Composition
Mass vs. Prestige Design
Mass to Prestige Carton Design
Index
Copyright
Peachpit Press
1249 Eighth Street
Berkeley, CA 94710
510/524-2178
800/283-9444
510/524-2221 (fax)
Find us on the World Wide Web at: www.peachpit.com
To report errors, please send a note to errata@peachpit.com
Peachpit Press is a division of Pearson Education
Copyright © 2006 by Sessions.edu Online School of Design
Editors: Gordon Drummond and Tara MacKay

Project Manager: Wendy Sharp
Production Coordinator: Andrei Pasternak
Copyeditor: Hon Walker
Compositor: Diana Van Winkle
Indexer: Valerie Perry
Cover design: Sessions.edu, Charlene Charles-Will
Interior design: Diana Van Winkle
Notice of Rights
All rights reserved. No part of this book may be reproduced or transmitted in any
form by any means, electronic, mechanical, photocopying, recording, or otherwise,
without the prior written permission of the publisher. For information on getting
permission for reprints and excerpts, contact permissions@peachpit.com.
Notice of Liability
The information in this book is distributed on an "As Is" basis, without warranty.
While every precaution has been taken in the preparation of the book, neither the
author nor Peachpit Press shall have any liability to any person or entity with respect
to any loss or damage caused or alleged to be caused directly or indirectly by the
instructions contained in this book or by the computer software and hardware
products described in it.
Trademarks
Many of the designations used by manufacturers and sellers to distinguish their
products are claimed as trademarks. Where those designations appear in this book,
and Peachpit was aware of a trademark claim, the designations appear as requested
by the owner of the trademark. All other product names and services identified
throughout this book are used in editorial fashion only and for the benefit of such
companies with no intention of infringement of the trademark. No such use, or the
use of any trade name, is intended to convey endorsement or other affiliation with
this book.
987654321
Printed and bound in the United States of America

Art Credits and Contributions
CHAPTER 0
New York City photo

Dr. Jörg Heieck, photographer
© www.heieck.net
Gloves image
Greg Hawthorne, designer
Portfolio site
Sean Lynde, designer
www.lynde.net
CHAPTER 1
Bond Bath and Home Gallery

Paulina Margolies, owner
Designer: Patricio Sarzosa
www.psarzosa.com
War/Terror poster
Designer: Marty Neumeier
www.neutronllc.com
Maxwell's Apothecary product line

Laura Schwamb
STEAM Design Group
www.steam-design.com
Wick Fowler's 2-Alarm Chili poster series

Brock Davis art director, Tom Kelly creative director
Martin/Williams
www.martinwilliams.com
Thoughts on Leaves & Letters: a Leaflet from Vangool Design &

Typography
Janine Vangool
Calgary, Alberta, Canada
www.vangooldesign.com
Project: Curious: The Pin-Up Collection

Design/Writer: Frank Viva
Studio: Viva Dolan Communications & Design Inc.
Photography: Ron Baxter Smith
Garments: Dean Horn
Client: Arjo Wiggins
Printing: Hemlock Printers Ltd.
www.vivadolan.com
Ford Detroit International Jazz Festival poster

Felix Sockwell, illustrator
www.felixsockwell.com
Lava Life poster ads

Marcos Chin, designer
www.marcoshin.com
Car wash logo and Green Tea package

www.psarzosa.com
Outdoor ad
Target Corporation
1000 Nicollet Mall
Minneapolis, MN 55403
www.target.com
One Step Contact Solution

Williams Murray Hamm
www.creatingdifference.com
Gabriela Monroy
YWEML cover
www.m-o-s-t-r-a.com
Azure Magazine "New Directions in Portugal"

Concrete Media
http://concrete.ca
Consumer Explorers logo

Nin Glaister, designer
www.98pt6.com
Champion Athletic Apparel ad

Billy Hackley,/Kris Hendershott, art directors
Billy Hackley, designer, Hayes Henderson, creative director
Lee Reunion, photographer
Henderson/BromsteadArtCo.
http://hendersonbromsteadart.com
"A Delicate Balance,"

Developed for Seattle Repertory Theater
Designer/Illustrator: Dennis Clouse
Design firm: Cyclone Design
www.cyclone-design.com
Cascade Festival of Music Poster

tbd advertising, Bend, Oregon
www.tbdadvertising.com
CHAPTER 2
Photoshop User cover

Designer: Felix Nelson
www.photoshopuser.com
CHAPTER photographs
Donald Gambino
Room makeover projects

Adam Benefield
Melinda Langevin
John Messinger CHAPTER 3
Spacehogboy illustration
John Schwegel
www.johnschwegel.com
john@johnschwegel.com
CHAPTER art
Michael Hamm, illustrator
www.pointsandpaths.com
Editorial illustrations
Sonoma Joe
Heidi Schmidt
www.heidischmidt.com
Rose and Bubble Self portrait

Rose Nuñez
www.lifeinvector.com
"New" billboard
Leo Espinosa
www.leoespinosa.com
Bus ad projects
Jeff Weiner
Patricia Baumberger
Stephanie Adams CHAPTER 4
Spenger's and Late Afternoon images

Artist: Bert Monroy
www.bertmonroy.com
Car composite
Photographer: Ken Milburn
www.kenmilburn.com
Guitar and 3D images

Designer: Colin Smith
www.photoshopcafe.com
Golf ball projects

Mareile Paley
Don Noray
Sabine Welte CHAPTER 5
Georgia watch illustration
Joshua Hood
www.joshuahood.com
California illustration
© Chris Varricchione
cvarric@verizon.net
CHAPTER art
Young Mo Yoon, illustrator
Woman's face illustration

Todd Macadangdang, illustrator
Founder of Illustratorworld.com
Illustration projects
Brent Brooks
Jane Boss
Jonathan Swihart CHAPTER 6
UNUMposter
Design by MOIMO
Mariana Monroy and Gabriela Monroy
CHAPTER illustrations
Lara Kohl
Lincoln Center for the Performing Arts

www.lincolncenter.org
INNU Hair Salon poster

Lyon Advertising
Austin, TX
www.lyonadvertising.com
Stop & Shop ad

Artist: Maranda Maberry
Design Firm: Mullen
www.mullen.com
Peace Begin With U poster

Glenn Sakamoto, designer
www.glennsakamoto.com
glenn@thinkboom.com
Red Poster
Designer/Illustrator: Dennis Clouse
Champion Athletic Apparel poster

Billy Hackley,/Kris Hendershott, art directors
Billy Hackley, designer, Hayes Henderson, creative director
Lee Reunion, photographer
Henderson/BromsteadArtCo.
http://hendersonbromsteadart.com
Trackstar Motorsports poster

Ann Taylor, art director, Tom Kelly creative director
Martin/Williams
Vitra Poster
www.psarzosa.com
Cub Scouts event poster

Design: Hunt Adkins
www.huntadkins.com
Steve Madden poster

Chameleon-USA
www.chameleon-usa.com
Turnaround and Cul-De-Sac posters

Design and Illustration: David Plunkert/Spur
www.spurdesign.com
Professional Bull Riders poster

Courtesy R + R Partners
www.rrpartners.com
NYC2012 logo and outdoor posters

Images courtesy NYC2012
www.nyc2012.com
Cascade Festival of Music Poster

Concert series projects

Hammad Iqbal
Wilbert Reddit
Ulf Finndahl CHAPTER 7
Menu Pages identity

Slick City Media, Inc.
Designer: Thomas McKenna, Flatiron Industries
www.flatironworks.com
Fat Pipe, Inc.

Salt Lake City, Utah
www.fatpipeinc.com
Flatiron Industries logos

Designer: Thomas McKenna
www.flatironworks.com
Cadbury Schweppes Americas Beverages
Plano, TX
www.dpsu.com
Packiderm logo
DesignKitchen, Inc.
www.designkitchen.com
ANGEL LMS logo

ANGEL Learning, Inc.
Indianapolis, IN
www.angellearning.com
MultiMed Solutions
Courtesy of Yigal Ron
www.multimedsolutions.com
CareText logo
Courtesy of Steven Merahn
www.caretext.com
WorldWide Studios logo

i-silver logo
Courtesy of Nathan Scott Chappell
Shawnimals logo
Shawn Smith, designer
www.shawnimals.com
Sewing Stars
Teresa Levy, designer
www.sewingstars.com
Bretford furniture logo

Planet Propaganda
www.planetpropaganda.com
Dinny Bin Records logo

Courtesy of Eddie Elliott
Logo projects
Sean Lynde
Asa Iversen
Jeff Jenkins, www.quirkdesign.com
CHAPTER 8
The Diamond Trading Company ad

Designed by JWT U.S.A, Inc
Oregon Chai ad
Museum of Latin American Art and City Place Farmer's Market ads
Design by Nostrum, Inc.
www.nostruminc.com
Got Milk ad
Photography by Jack Andersen
Design by Goodby, Silverstein, and Partners
www.goodbysilverstein.com
Steve Madden and Gelati posters

Chameleon-USA
www.chameleon-usa.com
Playland poster
DDB Canada
Creative Director: Chris Staples
Copywriter: Ian Grais, Andy Linardatos
Art Director: Ian Grais
Photographer: Hans Sipma
Print Producer: Betty Anne Yuill
Wick Fowler's 2-Alarm Chili poster series

Brock Davis art director, Tom Kelly creative director
Martin/Williams
Shelti Pool Table ad

Agency: MOVE advertising
Copywriter: Richard Verne
Art Director: Marco Morales
Client: Shelti Inc.
www.moveadv.com
Syngenta ad
Martin/Williams
Art director: Bryan Michurski
Copywriter: Linda Birkenstock
Photographer/illustrator: Chris Sheehan
Print Production: Sandra Stish
Separator: Vertis
Retoucher: Chris Sheehan
Art Buyer: Doreen Holt
Account Manager: Leigh Theil
Project Manager: Kathleen Flanders
EKG: Meg Rice
New York City photos

Dr. Jörg Heieck, photographer
© www.heieck.net
Ad design projects
Dominic Guadiz
Krista Olsen
Michael Wrigley CHAPTER 9
Zoetrope All-Story cover design and spreads

Eric Baker Design Associates, Inc.
www.ericbakerdesign.com
Seattle Weekly 25th anniversary covers

Designers/Illustrators: Dennis Clouse, Traci Daberko
SalterBaxter editorial spread

Designer: Alan Delgado
www.salterbaxter.com
Real Simple cover and spreads

Anita Calero, photographer
Reprinted with the permission of Real Simple Magazine © Time Inc.
Magnet Magazine spreads

With permission of publisher Eric T. Miller
Art Director: Kimberly Merritt
www.magnetmagazine.com
BUST Magazine cover

Reprinted with permission
www.bust.com
Azure Magazine spread "Z House"

Concrete Media
http://concrete.ca
University of Missouri-Columbia spread "Amphibian Advocate"

Art direction and design: Blake Dinsdale
Photography © Getty Images/Tim Flach
ReadyMade Magazine spread

www.readymademag.com
Venus magazine cover

Art direction: Laura Strom, Lauren Kessinger, Amy Schroeder
www.venuszine.com
Budget Living magazine cover

www.budgetlivingmedia.com
Magazine design projects
Rollo Girando
Lauren Bzdak
Geordie McKernan CHAPTER 10
Laura Schwamb
STEAM Design Group
www.steam-design.com
Coleman Exponent Package

Landor Associates
www.landorassociates.com
Anaf Spa and Nail Salon package

Designer: Sabine Welty
Candidas Chocolatier package

Planet Propaganda
www.planetpropaganda.com
Screaming Yellow Zonkers package

Reproduced with permission
Ubiquity Brands, Chicago, Il
Archer Farms packages

Templin Brink Design
www.templinbrinkdesign.com
Clean & Co/Mrs. Mayer's Clean Day Carry All Cleaning Kit
Werner Design Works
Art Director: Sharon Werner
www.wdw.com
Maybelline Garnier Hair Color package

www.maybelline.com
MarieBelle Hot Chocolate package

Maribel Lieberman
www.mariebelle.com
Packaging design projects

Sahar O. Shawa
Erin Dorholt
Sabine Welte
How to Use This Book
So you want to learn graphic design. It's a natural choice. If you love design, it's a
great time to be alive. If the 1920s were the Jazz Age, today is the Age of Design.
Visual communication has us surrounded. You cannot walk around New York or L.A.,
London or Tokyoany urban space, reallywithout encountering a welter of ingenuity
and inspiration for your eyeballs. Head out of town, and even in the middle of the
prairie, billboards scream for your attention.
Figure 0.1. This book was developed by the faculty of

Sessions.edu, a New Yorkbased online school of design.
Figure 0.2. The appliance of signs. Graphic design is everywhere in

the urban environment.
Who creates all this great design work? Thanks to the digital revolution, there's a
new breed of artist in town. The advent of the personal computer, the spread of
desktop publishing, and the increasing sophistication and relative affordability of
design software applications have created a new generation of designers.
The graphic designeralso known as the art director, brand manager, graphics
coordinator, digital artist, illustrator, Web designer, multimedia developer, and new
media designeris responsible for the brands you covet, the products you flaunt, the
ads you eye, the magazines you devour, the sites you crawl. Every visual
communicationeverything you pay attention towas created by a designer.
How This Book Works
This book is for designers, students, teachers, and other creative types who have a
basic experience of Photoshop and Illustrator and are looking for a new way to learn
graphic design. Each chapter contains a topic and a project based on an online
lesson developed by a faculty member at Sessions, online school of design. Each
chapter explores a specific design discipline, ranging from digital imaging to logo
design and packaging design.
Figure 0.3. Each chapter in this book is created by a Sessions.edu

faculty member. The Sessions.edu faculty is a team of industry-
leading artists, designers, and educators.
In each chapter, you'll learn design principles and techniques, gaining insights into
the professional design process. Throughout, the text features artwork generously
provided by award-winning artists, designers, publications, and agencies. In fact,
some of the best graphic design created in the United States today is contained in
this little book. We hope you like the pieces, because we loved researching them.
Figure 0.4. Gloves offall projects in this book are hands-on! Digital
illustration project by student Greg Hawthorne.

In the last portion of each chapter, you'll find a step-by-step design project that
challenges you to apply the skills and concepts you've learned. As in a real-world
design job, you'll be asked to work creatively within constraints: for creative
direction.
What you do with that information (as in a real-world design job) will determine
whether you too will produce excellent design work. Working through each project in
this book will expose you to a range of concepts and challenges that any
professional graphic designer should be able to tackle. Take each project to its
creative limit, and you'll have a collection of design work to put in your portfolio and
show potential employers.
note
Projects in this book mirror the challenges encountered by

graphic designers in the professional arena.
And here's what's really new and different: You're not doing this alone. Some how-to
books come with CDs inside; this one comes with instructors. Each project in this
book can be posted in an online learning environment for critique. Just complete
each project to the best of your ability, and log in to a Sessions discussion forum to
post your work for a critique from a Sessions instructor.
Figure 0.5. Don't just read this booktry out the projects using
Adobe Photoshop and Illustrator, and then log in to the
Sessions.edu Web site to post your work for an instructor critique.

In the online forum, all readers also can post work and comment on each other's
work, so you can share feedback and perspectives with other students and readers.
This is an important feature of any graphic arts program: the ability to learn from
and discuss how other students approached an assignment you're working on.
Constructive criticism is the rule; please show the same respect for other artists'
work that you would expect them to show yours.
What's in It for You
You could just read through this book the way you'd consume any coffee-table
design book, picking it up from time to time to gaze at the pretty graphics. You could
do that, but you would be missing the point. To experience the full benefit of the
book, we really recommend you set aside a few hours for each project, do the work,
and then get online and post your work for feedback.
Here are three good reasons to do this:
1. You learn best by doing. At Sessions (the school that created this book), we
believe that design is not learned on the sidelines. Futzing around in Photoshop
or Illustrator can teach you important skills. But ultimately, the ability to create
design is best acquired on the job: by trying to put together a piece of work
that communicates a specific message to a specific audience.
note
Want to learn what's involved in designing posters, logos,

outdoor and magazine ads, magazine layouts, and product
packages? Use this book to find out.
2. Every good graphic artist needs feedback. You may think your work is
brilliant (and it may well be), but unless you're designing for an audience of
one, it's important to get feedback from peers and senior designers. Critical
feedback helps you assess the strengths and weaknesses of your work and see
it as others see itit's essential to your development as an artist.
tip
Having your work critiqued helps you develop a thick skin and
prepares you for the experience of working with a client's
feedback.
3. Start building your portfolio now. Every designer who wants work needs a
portfolio of high-quality pieces to show prospective clients or employers. Many
design students wait until they're about to graduate to start thinking about
career preparation. But why wait? Any design project, including school
assignments, can be approached with a view of enhancing or expanding your
portfolio of work. Pushed to the limit, school projects can be the launching pad
for your careerthey show prospective employers or clients what you can do.
note
A portfolio piece looks like a finished, professional design

project. If it's not done for an actual client, it should look like it
could have been.
How This Book is Structured
Each chapter in this book explores a topic and then leads you through a project that
will challenge your design skills. The design projects are open-ended, so you can
take them in many different creative directions. Carry them out with extreme flair,
and you'll have at least nine professional-caliber design pieces to pack in your
portfolio.
The book has three main sections:
Chapter 1 begins with an exploration of the principles and elements of graphic

design, and gives you a project that focuses on building your critiquing skills. If
you're new to graphic design, this chapter will help you get your footing by
providing an introduction to design principles.
Chapters 2 and 3 provide a workout in some essential Photoshop and Illustrator

techniques that any design student should know. Two practical projects will flex
your technical skills. If you're relatively new to Photoshop and Illustrator, these
chapters are a must.
Chapters 4 through 10 focus on specific kinds of graphic design projects:

digital imaging, digital illustration, poster design, logo design, advertising
design, magazine design, and packaging design. Each topic and project will
introduce you to important design principles for the medium.
How to Post Your Work
To get feedback on your work, you can post your projects in an online learning
environment for critique. All work posted will receive a brief critique from a Sessions
instructor. Readers can post comments on each other's work in this moderated
forum too.
1. Create your user account.
The first step is to go to www.sessions.edu/nextstep/PBnewuser.asp and create

your user account. Only one account can be created per book. You will be
asked to enter your first and last name and your email address, and then to
create a user name and password. A reminder of your user name and
password will be sent to your email address. Once you've created your
account, you can log in right away; you can return to www.sessions.edu at any
time to log back in.
2. Log in and create your user profile.
When you're ready to log in, go to www.sessions.edu and click the Login tab.
Once you've logged in, you will arrive at your course home page:
Figure 0.6. Your course home page.
[View full size image]
In the User Profile, you can upload your photo and enter your biographical
data, your learning goals and inspirations, a personal statement, and a quote.
You can also include a link to your online portfolio site so that other students
and readers can view your portfolio and give you input. Entering your profile
information isn't mandatory, but it's highly recommended to help you get the
most out of your learning experience.
Figure 0.7. Create an online user profile to interact with other

students and readers.
3. Post your work.
The online learning environment is very similar to other online forums you may
have visited. When you post a project, you will start a new discussion thread,
in which other students and instructors will be able to post comments and
questions about your work. Check back to the forum to interact with other
students and comment on their project threads in each chapter.
Figure 0.8. Post your work to the discussion board for

instructor feedback. You can view and critique work by other
students and readers too.

Sessions faculty members monitor the boards and post feedback to student
projects. A mail system and a logged chat room lets you communicate with
other students and readers enrolled in this course. If you encounter a technical
problem related to one of the book projects, you can also use the mail system
to request technical help.
Building a Portfolio
One of the goals of this book is to help you build a portfolio. It's an essential step for
a designer, but it can seem a little daunting. Here are some quick tips to help you
get started.
The goal is of a portfolio is to compile your best work into a presentation that will
land you a job or client. A portfolio must be representative of the type of work you're
seekingno sense in compiling an ad portfolio if you're looking for visual identity
work, for example.
Figure 0.9. Approach the projects in this book with the goal of
building a portfolio of work.
The pieces you select for your portfolio must make an impact and be easily
understood with little or no explanation. If presented on the Web (as opposed to in
person) it's important to accompany the pieces with a brief description of the client,
the project goal, and your design approach.

Figure 0.10. Many professional designers have an online portfolio
too. This site was created by student Sean Lynde.
How do you decide what belongs in a portfolio? For most designers, selecting the
right pieces is a continual process of expansion and contraction. You put up the best
pieces you have, and you replace them with better pieces when they become
available.
Questions to determine whether a piece is portfolio-ready:
Is it representative of specific design skills? (For example, logo design, digital

imaging, illustration, or poster design.)
Is it the category of work you would hope to get hired for in the future?
Will it make a client say "Wow!" and will it stick in his memory?
Are you proud to say you did the work and discuss how you created it?
The projects throughout this book contain design briefs, art specifications, and step-
by-step directions that mirror those of real-world design jobs. If you approach them
with the same seriousness you would an actual client project, we think you'll be very
proud to include some of these projects in your portfolio.
About Sessions
This book was created by Sessions, the first online school of design. Every chapter is
adapted from a course lesson and a project that a Sessions faculty member
developed. The book features samples of student work too.
Sessions was founded in New York City in 1997 by a team of educators and design
professionals from three continents. The objective was to create a design school that
could offer a flexible, student-focused, and (above all) high-quality online education
to students from all over the world.
Like many dot-coms, Sessions was launched out of a small New York City apartment.
Over the next six years the school grew and grew, attracting a distinguished faculty
of experts and thought leaders from the design industry to develop courses and
teach. The goal was to create a network of design professionals that could rival any
serious art schoolteachers who were immersed in current methods and techniques,
pros who could give students critiques based on real-world experience.
Figure 0.11. The virtual campus of the Sessions.edu online school

of design.
The Sessions educational model blends Internet technology with the signature
attributes of a traditional art school education. All courses are asynchronous, project-
based, and instructor-led:
Students can log in at any time to study, complete exercises, and interact with
an online community of design students and instructors.
Projects simulate the challenge of a professional project, giving students the

opportunity to learn and apply software and design skills on the job.
A faculty of industry-leading designers and educators offer critique and

feedback in an online learning environment.
Sessions went live in 1998 with just three courses. Today Sessions offers more than
60 courses and programs in graphic design, Web design, multimedia, digitals arts,
and business marketing design. It has delivered 25,000 courses to students from 90-
plus countries. In 2001, Sessions was nationally accredited by the DETC (Distance
Education and Training Council) and licensed by the New York State Education
Department, the first online school in its category.
About the Faculty
Each chapter in this book is adapted from a lesson developed by a Sessions faculty
member. The Sessions faculty is a team of industry-leading artists, educators, and
designers who combine an expertise in design with a passion for teaching.
COURSE DEVELOPER: GORDON DRUMMOND
Gordon Drummond is the chief learning officer at Sessions.edu.

Gordon is an editor and instructional designer with more than 15
years of experience in developing print and online courses. Prior
to joining Sessions.edu, Gordon served as a curriculum director at
Kaplan, designing courses for K12, precollege, and graduate
students, and coauthoring two test preparation books. As
knowledge architect at Boston-based learningbrands.com, he
created interactive, adaptive Web-based courses for corporate
clients.
COURSE DEVELOPER: DONALD GAMBINO
Donald Gambino is a computer artist, consultant, educator, and

trainer who has taught students of all levels and abilities since
1983. Donald was the chairman of the computer art department
at the School of Visual Arts in New York City, where he taught
innovative computer art courses for more than 12 years and
created the BFA Computer Art program. Since then, Donald has
trained thousands of students in the corporate, design,
educational, and private sectors. An avid digital photographer,
he has presented seminars on creativity, productivity, and the
computer as an artistic tool.
COURSE DEVELOPER: MICHAEL HAMM
Michael Hamm is a freelance graphic designer and illustrator

with more than nine years of experience. He is a member of the
American Institute of Graphic Arts (AIGA), and his work has been
featured in various magazines and books including The Adobe
Illustrator CS2 WOW! Book. Michael is an Adobe Certified
Instructor in Adobe Illustrator. He is founder of
PointsandPaths.com, a Web site that grew from his passion for the
illustration software and all things vector. He has served as
technical editor on two books published by Friends of Ed
(Illustrator CS Most Wanted Effects and Extreme Photoshop CS)
and recently wrote Web Design Using Macromedia Dreamweaver
for Glencoe/McGraw-Hill.
COURSE DEVELOPER: MATT KLOSKOWSKI
Matt Kloskowski is an education and curriculum developer for

the National Association of Photoshop Professionals
(www.photoshopuser.com). He has authored and coauthored
several books on Photoshop and Illustrator. Matt is an instructor
at the Photoshop World and Mac Design conferences and is
featured on various DVDs from www.photoshopvideos.com. Matt
also writes regular columns for magazines such as Photoshop User,
Layers Magazine, and Create Magazine, and for the Photoshop
Elements Techniques newsletter.
COURSE DEVELOPER: YOUNG MO YOON
Young Mo Yoon is a digital illustrator who hails from San

Francisco and lives in New York and South Korea. Young has
worked on all kinds of design projects from illustration to new
media for clients such as JP Morgan, Bowman International, and
Samsung Electronics. He has received an award from the Society
of Illustrators in L.A. and plans on producing animations in the
future. Young holds a BFA in illustration from California College
of the Arts and an MFA from School of Visual Arts.
COURSE DEVELOPER: PIPER NILSSON
Piper Nilsson is a graphic designer and information architect. In

her four-year career for a leading Web design agency, she
blueprinted sites for such global clients as MetLife, Pepsi, ETS,
and Citibank. Her current projects include building an e-learning
prototype for children with learning disabilities and teaching
technology in New York City public schools. She received her
degree in graphic design from Pratt Institute in New York.
COURSE DEVELOPER: THOMAS MCKENNA

Thomas McKenna is the owner and senior creative director of
Flatiron Industries LLC, a graphics and multimedia design firm
based in New York City. Thomas has more than 15 years of
experience in the graphic design industry, including multimedia
and broadcast work within the advertising, design, and
publishing worlds. His clients include American Express, AIG,
Berlitz International, CCH Incorporated, JP Morgan Chase, Merrill
Lynch, Morgan Stanley, National City, Sports Illustrated,
Thomson Financial, Thomson Publishing, Tower Air, TowerData,
and the United Nations. As art director of Emerging Markets, a
magazine covering the major IMF/World Bank and Regional Bank
meetings, Thomas published editions on-site in 16 countries.
COURSE DEVELOPER: CAROLINE ZARLENGO SPOSTO
Caroline Zarlengo Sposto founded Sposto Interactive, LLC, with

her husband James Sposto in 1996. Though it began as a cottage
industry, Sposto Interactive (www.sposto.com) has become an
award-winning interactive development studio employing an
outstanding team of media professionals. The firm provides
strategic interactive communications solutions to a wide
spectrum of nationally and internationally known businesses.
Caroline holds an M.S. in Electronic Media.
COURSE DEVELOPER: TARA MACKAY

Tara MacKay is the director of curriculum at Sessions,
responsible for course development and production. Prior to
Sessions, Tara was a Web and multimedia designer who has
designed award-winning exhibit sites for the American Museum
of Natural History and the Rose Center for Earth and Space. She
has worked with design teams at AOL, Yahoo, and other major
online companies on product integrations with Sage Online and
iClips.com, as well as building several popular e-commerce sites.
COURSE DEVELOPER: LAURA SCHWAMB
Laura Schwamb is the cofounder of the Steam Design Group

(www.steam-design.com) and founder of Sign Off, a press-check
quality control company. Before starting STEAM, she worked as
senior art director for L'Oreal's European designer fragrance
division, running brands such as Giorgio Armani, Guy Laroche,
and Lanvin. Laura has been responsible for the creative direction
of several fragrance launches, including all related packaging,
print, point-of-purchase, promotions, parties, and events. With
Steam she launched the Surface line of men's skin care by
Aramis for Estée Lauder and Maxwell's Apothecary line of men's
skin care. Since 2000, when STEAM began, her client list has
continued to grow and includes work for new clients such as
Carolina Herrera, Davidoff, Georgette Klinger, Kenneth Cole, La
Mer, Jennifer Lopez, Ralph Lauren and Shania Twain.
Chapter 1. Intro to Graphic Design
It was in 1922 that book designer William A. Dwiggins first used the words graphic
design to describe the emerging field of visual communication. Students at the
Bauhaus art school in Germany were creating daring poster designs through the
collage of photographic images and typography.
Fast-forward to today, and graphic design is over 80 years old but still lookin' good.
Always a field in flux, graphic design has undergone a revolution in the last 20 years
as production methods have moved from the pasteboard to the PC.
Has design itself changed? Yes and no. New media have emerged, but the basic
principles of art and design are still required to create good work. In this first
chapter, we will explore what graphic design is and discuss the important roles of
imagery, color, typography, and composition.
COURSE DEVELOPER: GORDON DRUMMOND
Gordon Drummond is the Chief Learning Officer at Sessions.

Gordon is an editor and educator with more than 15 years of
experience in developing print and online curriculum.
Figure 1.1. Detail from a creative ad campaign by Viva Dolan

Communications.

In this chapter you will:
Learn some of the defining characteristics of graphic design.
Get an overview of the professional graphic design process.
Learn how design conveys a visual message.
Explore how design can support a company brand.
Learn how design communicates to an audience.

Investigate the roles of imagery, color, typography, and composition
in design.
Critique two outstanding examples of visual design.

What Is Graphic Design?
Graphic design is often associated with images. Billboards and magazine ads show
us that designers can speak volumes without using the written word. And yet,
graphic design is not just about creating powerful picturesthat's what artists,
photographers, and illustrators do. It's about communication. In fact, "visual
communication" is the most accurate way to describe the purpose of graphic design.
Clients and employers approach the designer with some information that must be
communicated to a wide audience. The designer's mission (should he or she choose
to accept it) is to bring order and clarity to this information so that others may
understand it. You might think of a designer as a special kind of translator who turns
dreary old words into an inviting, accessible visual message.
In today's vast information jungle, this is no small challenge. Amid the neon blaze of
Times Square or downtown Tokyo, or in the luxurious, glossy expanse of a fashion
magazine, simply organizing information is no longer enough. Designers must
discover clever metaphors and creative solutions to make their work stand out and
grab the attention they are asked to grab.
Figure 1.2. New York's Times Square. In a world saturated with

visual messages, designers must create messages that stand out
and are memorable.

As you begin to study graphic design, you will find that inventive ideas are as
important as artistic skill. Award-winning designs are never merely decorative. The
best work commands your attention through the clever, artful visual communication
of a concept. Visual design is just part of the equation; creative strategy and
copywriting must work in concert with a mastery of graphic elements to carry the
message.
Defining Graphic Design
What are some of the defining characteristics of graphic design? There's a lot more
to design than the creative process. Let's begin by exploring its role in the world of
business.
The Design Process
Message to all art school types: Graphic design is rarely created in a vacuum or
through bursts of random creativity. Most graphic design jobs begin with a
commercial objective established through a time-tested process.
A design firm or agency is typically hired by a client to create something: a logo, for
example, or a CD cover, a magazine layout, or a Web site. Designers and project
managers meet with the client and work collaboratively to define the purpose of the
project: What is its message? Who is its target audience? The initial meeting
generates a document that provides the client and design team with a written
statement of the project's goals, often called a project brief or design brief.
Figure 1.3. Visual identity developed for Bond Bath and Home
Gallery, a Soho-based home furniture and accessory emporium.
Designer Patricio Sarzosa was asked to create a visual identity
that conveyed a luxury retail brand that was friendly and
accessible.
The project brief may contain abstract goals or statements that may not even be
remotely visual. If you're hired to redesign the Coke can, for example, your
objectives may include increasing a perception of quality, making the product seem
to taste better, or attracting a specific group of consumers. The brief will also include
all-important information on the project's budget, deadlines, and production
requirements.
note
The project brief is a formal document that is used as a
benchmarking tool and often updated as a project unfolds.
The design team uses the project brief as a guide through the creative phase.
Depending on the size and requirements of the project, a team of
creativesdesigners, illustrators, photographers, copywritersmay be assembled to
brainstorm ideas and develop a range of solutions for presentation to the client. In
smaller agencies, a single designer may be asked to handle multiple facets of the
creative task.
As a project evolves over weeks and months, critique of the work within the design
agency and multiple rounds of feedback from the client will refine and polish the
message. No designer ever gets it right the first time. Client meetings help make
sure that the client (the design customer) is satisfied with the art direction and that
the work is addressing his or her business needs.
Figure 1.4. Logo, colors, and icons were applied consistently to

business collateral and the store frontage.

Once every detail in the project is finalizeda decision that rests with the clientthe
design team is generally responsible for managing the printing and production of the
work. This may involve working with the printer to finalize all specifications of the
job, preparing digital files for printing, and monitoring print quality. A working
knowledge of production techniques and a good relationship with a printer is
important to getting the best results.
The Visual Message
Hang around designers long enough, and you'll get to hear the phrase "less is more,"
often accompanied by sage nodding of heads. That is because economy of
expression is an essential characteristic of graphic design. Design must convey a
visual message with minimum fuss and maximum clarity.
Consider the job of the outdoor ad designer. Her work must attract attention, be
understood quicklyoften literally at a glanceand communicate without any risk of
ambiguity. This can be achieved only if every element of the design is harnessed to
support the message, and all unnecessary, potentially distracting elements are
removed.
Figure 1.5. This anti-war poster created by master designer Marty

Neumeier conveys a complex idea through a deceptively simple
visual message. Pure graphic design!
Nothing in a design is arbitrary nor should it be. From image treatment to color
swatches to paper texture, every element in a well-executed design has a motive. A
shrewd designer is continually asking himself how the various elements and
techniques at his disposal, such as color, cropping, contrastin fact, anythingcan be
better used in service of the message.
Designers spend an inordinate amount of time stripping out extraneous details and
simplifying a design. Why does nearly every product photo in advertising have a
white background? It's because any background detail would distract attention from
the product, where the attention belongs. Why do designers mutter the words "busy
layout" or "text heavy" with such disdain? Because they understand that removing
clutter adds clarity.
note
"Less is more" is a principle that all graphic designers learn to

embrace, sooner or later. Simplicity and clarity are essential in
any visual communication.
A great design looks effortless, like it was just meant to be that way. But as with
many things in life, achieving simplicity in your graphic design work is harder than it
looks, and sometimes requires years of experience. Almost any piece of content can
be too much informationthe amount of text, the number of colors, the freckles on
the model's nose. If it doesn't contribute to your message, consider editing it out.
Supporting the Brand
Here's a reality check: Even if you're a freelance designer, you're rarely working for
yourself. Let's hope not, anyway. The vast majority of design jobs are commercial in
nature; a designer is hired by a company or organization to produce items that will
enhance its marketing, advertising, publishing, or promotional efforts. To put it
another way, one major function of design is to support a brand.
When you work with clients as a designer, you are not working with a blank slate.
Quite the opposite: The more important the job, the more likely you'll need to work
creatively within constraints. You may be hired for your unmistakable artistic style,
but ultimately you're working for the client, and your design work needs to support
his brand, not yours.
Figure 1.6. Most design projects begin with a specific audience in

mind. Magazine designers, for example, cater to the interests of
well-established groups of readers.

Every large company has a visual identity system: a set of standards that dictate
exactly how its logo, colors, and typography will appear in all its communications to
customers. To build a brand, consistency in these elements is vital. Repeated
exposure to a consistent message makes customers more and more familiar with a
brand, because a brand that is easy to recognize is easy to remember. For
companies that also deliver excellent products and services, repetition of a message
leads to that magic phenomenon called brand recognition.
tip
Repetition doesn't always mean boredom for designers:

Consistency in design is essential to creating product lines and
establishing brand recognition.
That brings us to the dilemma every designer faces: Be a genius, but do it in our
house style. Packaging designers grapple with this constantly. Imagine you are hired
to design a brand extension for a shampoo line. You may need to use that
company's logo, signature colors, and carton dimensions to create a design that
dovetails nicely with other company product packages on the store shelf. At the
same time, however, you'll need to create some original, distinctive graphic feature
that attracts shoppers' attention and says "This is new".
Figure 1.7. A range of product packages developed for Maxwell's

Apothecary. Consistency in typography and graphic elements
makes each package part of the product line.
That's branding, and designers play a huge role in making it happen. Brands are
always evolving, as companies perpetually redefine their values, refresh tired
products, and reach out to new audiences. If you want to connect to the next
generation, you've got to have designers on board.
Communicating to an Audience
Are you talking to me? You'd better be if you're a designer; it's your job to
communicate. A skilled designer knows how to create messages that are understood
by everyone but also appeal very directly to a specific target audience.
The concept of designing for a target audience is a product of scientific marketing

methods that emerged in the 1960s. Recognizing that they could profit by marketing
directly to specific segments of the populationas opposed to the mass
marketcompanies began to classify customers into groups based on geographic
location, gender, age, income, and so on, and advertise accordingly.
Figure 1.8. The Wick's Fowler Chili ad series packs a punchand

speaks to a very specific audience.

Today, a design firm hired for a project is often supplied with a marketing brief on
the company's target customers. Good designers zero in on this information and do
their own research to get familiar with the customers' tastes: What brands do they
buy? What fashions do they wear? What are their lifestyles? Understanding the
customers helps you find a visual language to reach them.
Of course, many companies want their message to reach everyone, not just the nice
folks who are currently their customers. And so designers also look for ways to make
a niche message understandable to the general public. A designer must be a scholar
of how people read, how they consume images, and what they respond to.
tip
Create a mood board for every design project. Do some research

and gather some design pieces that will give you a sense of how
to address the unique tastes of your target audience.
One key consideration is the context in which the message will appear. Where will
people see it? What will they be doing at the time? What other messages will appear
alongside yours? A magazine cover needs to pop out on a crowded newsstand. An
ad inside it needs to catch the attention of a reader casually flipping through. A
billboard for the magazine may be viewed at a distance of hundreds of yards, by
drivers idling at an intersection or flying past in a hurry.
Elements of Design
Every design we've looked at so far exhibits a skill in handling four elements:
imagery, color, typography, and composition. Now we'll explore some basic
principles for each area.
The Role of Imagery
The use of imageryphotographic images or illustrationsis the most direct way to

communicate to a wide audience. There's a scientific reason for this: Our mind
processes any kind of picturea shape, a representation, even an outline of a
figuremuch more quickly than it does a word or sentence.
There's a commercial reason, too. Design must speak to a wide audience and speak
quickly. This is partly because we are inundated with visual messageswe see graphic
design everywhere. How much time do you devote to scanning a magazine ad,
evaluating cereal boxes, or checking out someone's cool new sneakers? Not a lot. A
design often has a fraction of a second to command attention and communicate. If
the message is not compelling or clear, the opportunity is lost.
Figure 1.9. In this promotional leaflet design, Canadian designer

Janine Vangool uses a visual analogy to communicate what
typography is all about.

Read these words, then try to visualize them: Bowler hat. SUV. Convenient online
services. Imagery is important in design because a picture (a cliché, but true) often
conveys far more than mere words can. Almost any concept that you can imagine: a
car, a refreshing taste, trust, fresh produce, retirementis more quickly (and better)
expressed through an image than the written word.
tip
If a professional photographer is not available (or affordable)

designers often use stock photography for high profile jobs. The
quality of the source image is a paramount consideration.
Simply showing a picture is not enough, however. Whether it's a photograph or an

illustration, imagery must be expertly handledcropped, edited, or simplified to bring
out the essence of the message. The more economical the message, the better it
communicates. A simple approach without distracting or irrelevant detail will
determine whether the viewer grasps the concept or jumps to the wrong conclusion.
At a psychological level, the imagery in an ad or layout does much more than simply
conveying a concept. It also communicates a general feeling, emotion, or mood that
a viewer will associate with the product or publication. Tapping this intangible quality
of imagery is essential to brand marketing. It is why designers, some of them, get
paid the big bucks.
Photographic Images
To excel at design, it helps to immerse yourself in photography. The best designers

understand the powerful qualities in the photographic image. A photograph catches
the eye because it is understood by the viewer as capturing reality. The eye is
immediately drawn to it, prompting questions of who, what, where, and why. It begs
for interpretation.
Show me a photo of a person, and I will try to identify who it is. (Two people? I will
try to figure out their relationship.) A photo of a product? I will wonder what it does
or who made it. If I see a photo of a place: I will want to know where it is or what
type of place it is. Or if it's a photo of an action or event, I will ask why it is
happening.
Figure 1.10. Fashion ad, right? Wrongcloser inspection reveals

that Viva Dolan Communications created this ad to showcase
ArjoWiggins paper. The model is wearing clothing fabricated from
high-end paper stock marketed to the fashion industry.
What makes a photographic image successful in a design context? The subject of

each photograph is immediately clear and quite simple, and yet the image is rich in
color or detail. The image is powerful enough that it attracts the eye and explains
itself almost without the need for accompanying text. The designer has integrated
the image with the other elements into a pleasing composition.
The designer has made sure the emotive qualities of the image that are most
important to the message stand out: a smile, the eyes, the reflective surface of the
car, the play of light on a diamond. The scaling and cropping of the image and its
treatment (color, black and white, or duotone), together with its framing, help direct
the viewer to the salient parts.
Of course, another compelling aspect of photographic imagery is that it can be

altered, doctored, enhanced, or (to put it another way) Photoshopped. The digital
image is so wonderfully malleable. Today, 90 percent of the photographic images we
see in the media have been retouched: digitally altered, corrected for color, or
otherwise made more appealing. This may include removing extraneous details,
replacing backgrounds, and even creating whole new scenes with multiple images.
Figure 1.11. This background image for the Sessions.edu Web site
was composited from a series of New York City photos. The result
is a larger-than-life background that evokes the excitement of the
big city.

And boy, do we love it. Such digital imagery is superbly evocative precisely because
we interpret it as realistic, even when we realize that an image has been digitally
altered. Many eye-catching ads introduce subtle, unnatural elements to an image,
playing on the tension between artifice and reality. And we're fascinated. Our
attention is drawn because we realize that something is not real and we want to
figure out what it is.
Illustration
What role does the traditional art of illustration play today? One might think that as
more people design on computers, drawing itself would begin to die out.
Not so. Digital photography is so prevalent now that anything drawn or otherwise
crafted, sculpted, stitched, or fashioned by hand has a higher value. Line art and
drawings suggest individuality, style, humanity, and a point of view. Illustrations are
often used in fashion and publishing to create a nostalgic association with the past,
when everything was made by hand.
Furthermore, you can draw on the computer. Digital illustrationscreated in vector art
programs such as Illustratorevoke many of the same feelings traditional illustrations
do. They look hand-drawn, but they fit neatly into any design context because they
can be edited, replicated, and mass-produced at will.
Figure 1.12. Illustration is inherently creative, and so this

wonderfully free Felix Sockwell illustration is a great choice for the
Ford Detroit Inter-national Jazz Festival poster.
Digital illustrations have an inherent association with creativity. Illustrations are used
when a designer must communicate artistic, editorial, or business flair. The creative
spark of the illustrator, his or her skill in handling the art of representation, can be
associated in the viewer's mind with the company or organization that is delivering
the message.
Digital illustration also is a crucial component of visual identity design. Since the first
companies began, illustrators have created symbols or marks that worked along with
typography to convey the identity of a company or organization. And further back in
time, artists created flags and crests for kings and nobles. Unlike photographswhich
we interpret as slices of realityan illustrator's drawings are understood as symbolic
representations of a person, company, or concept.
Figure 1.13. Logo design is a natural application for illustration.

This playful Ecuadorean car wash logo was designed for a woman-
owned business.
Zoinks! Let's not forget that illustration can impart a tone that is playful,
imaginative, or downright fun. Illustrations and sketches resonate with the universal
experience of our childhood attempts to represent the world through pictures. They
remind us of newspaper cartoon strips and animated movies. They are often
associated with products or messages that evoke a playful experience or provide a
relief from the ennui of adult life.
Figure 1.14. Designer Marcos Chin's marvelous ads for online

dating site Lava Life create an appealing image that refreshes the
sometimes uncertain realm of dating. Stylish young singles are
depicted in the process of becoming attracted to each other.

As you can see, the choice of imageryphoto or illustrationis important for a designer.
Who would want a photo of a scaly fish on their can of tuna? Conversely, who would
want to see a fun illustration used in a serious context like an insurance ad? It's a
choice between realism and representation. One compromise is to use photos and
illustrations together in a project; one is usually the focus while the others play a
supporting role.
Color
Color is the graphic designer's best friend and most powerful weapon. In the digital
era, color is chosen and deployed with a few clicks or keystrokes. The use of color
can bring an immediate, emotive quality to visual communication. Color can help
establish the overall genre and mood of a piece as well as the relative importance of
the different elements within it.
Good designers understand how to tap our universal associations with color. When
we see green, we think "healthy" or "natural"; when we see red, we think
"dangerous" or "important." Blue is often used to evoke calm, purple to convey
luxury. While these underlying qualities of color vary from country to country, they
are surprisingly consistent in the West.

Figure 1.15. Color is particularly important in food packaging. This
Green Tea package design uses colors that are very appropriate
for a Japanese audience.
In addition to inspiring moods, colors are associated with brand identitiespolitical

parties, nationalities, sports teams, and companies, to name just a few. Subtle
variations of red could bring to mind associations as diverse as the Republican party,
the country of China, the San Francisco 49ers, or Coca-Cola. Being aware of existing
color associations will help you avoid sending the wrong message.
Based on how they reach the eye, colors, also known as hues, can be perceived as
warm or cool, light or dark, active or calm. Some colors pop out, others recede.
Designers can adjust the tone and intensity of a color (its brightness and saturation)
to tailor how it is perceived.

Figure 1.16. Notice the use of color to both excite the eye and
reinforce a brand in these billboard ads for fashionable retailer
Target. The company's visual identity is both vivid and
unmistakable.
Complicating the issue further is the fact that color is relative. The perception of any
color varies depending on what other colors it is combined with. Designers must use
great care to select color schemes, or sets of colors, that are appropriate for a
project and convey the right message. A tool called a color wheel is used to select
harmonious color schemes. Designers must also consider the lighting and
environment in which the piece will be displayed.
Every designer should take some time to learn color theory: the principles that
explain how and why color interactions produce pleasing effects and desired
emotions. Deploying color appropriatelyoften by using it sparinglyis key to the
success of visual communication.
tip
Colors in design are never purely decorative; they are chosen for
a reason. It's good practice for a designer to explain his or her
color choices to clients.
Typography
Typographybroadly defined as the art of type design and text layoutis essential to
graphic design. Text and image must work together to create a message. Most
design projects actually begin with some poor, bare information that needs a
designer's touch. And without text, if you think about it, a design project would
simply be art, photography, or illustration.
Like every other element in a design project, the written component, often called the
copy, must be honed to capture the viewer's attention. No use in creating a razor-
sharp image to accompany some flabby prose! The field of advertising illustrates
just how intelligently and creatively text and image can be combined. In ad
agencies, copywriters work with visual designers to make sure that both visuals and
copy work in perfect sync.
Figure 1.17. Beautiful design concepts can emerge from the

imaginative use of typography, as witnessed in this packaging
design for a lens cleaner.

To tap the power of type, a designer must understand how letterforms and typefaces
are constructed. The fonts that we so casually access from our drop-down menus are
the product of centuries of evolution in printing, having been originally hammered
out in hot metal (and before that, chiseled into stone). A typeface is still defined by
certain distinct visual components.
One fundamental is the vertical proportion of the typeface: the distance between the
baseline, upon which a row of letters sits, and the x-height, ascender line, and
descender line. These points of referencethe height of lowercase letters, and the
length of their upstrokes and downstrokesare generally consistent within a typeface.
Figure 1.18. The heights and proportions of x-heights, ascenders,

and descenders are among the major features that distinguish
typefaces.
Why should a designer care about such minutiae? The more you get to know
typography, the more you realize that a typeface is just like a colorit has a very
specific language and the ability to convey specific emotions or moods. In high-level
design projects, typography is handled with as much care as imagery or color.
Any graphic design begins with the important choice of typeface or font. Unless the
typeface is already dictated by the client or publisher, a designer must choose
between serif and sans-serif fonts (with and without ledges on the ends of letters,
respectively) and drill deeper into finer distinctions between type families: Times,
Palatino, Garamond, or Bodoni? Or perhaps a custom, avant-garde solution from a
type foundrya type design firmwill provide the required edge?
Equally important to the layout of type are decisions about the hierarchy of
information. The size, weight, proportions, and placement of text on the page are
critical to helping the reader's eye navigate through the layout and intuit the
importance and purpose of each piece of content.

Figure 1.19. The choice of typefacetraditional, austere, or playfulis

an important design decision.
Prominent text (titles, headlines, and company logos) may need fine-tuning for
coherence and impact, in which case the designer will adjust the kerning or spacing
between pairs of letters. In blocks of text (body copy), margins and justification (line
length and left/right alignment) and tracking and line spacing (spaces between
letters and lines) may all be tweaked to promote readability and enhance the overall
composition.
note
Any prominent text such as headlines and logos will need careful
adjustments to letter spacing for maximum impact.
Studying typography can yield enormous dividends. The more you immerse yourself,
the more you will discover that type itself is a graphic element. The shapes of
letterformstheir distinctive contours and the negative spaces they createare
powerful tools in your work. A mastery of typography is the mark of a designer.

Figure 1.20. Expressive use of type is the hallmark of a designer,
shown here in Gabriela Monroy's work.
Composition
Now that we've explored how imagery, color, and typography each play a role in a
design, let's look at the big picture: composition. Composition is the art of layout or
placement of all those elements on a page. It's the heart of graphic design, and yet
when done well, it is invisiblethe feature a viewer will be least conscious of.
Most design projects begin with the arrangement of elements on a page: a two-
dimensional surface or screen with defined boundaries. The page is a blank slate.
You can place elements anywhere on it, and divide the space any way you like.
Careful, thoughproportion and balance will play an enormous role in the
psychological impact of your message.
Emphasis is a critical element in composition. It's particularly important in editorial

design, in which the size, color, and grouping of elements are used to establish a
visual hierarchy. In a magazine article, for example, the relative importance of
different blocks of text or images helps the reader quickly scan and grasp the
purpose of each item: headline, byline, body text, pull quote, and so on.
Figure 1.21. This two-page spread for architecture magazine Azure

does a wonderful job of creatively interpreting the article title to
pull the reader into the story.

Depending on how you place objects on the page, you can attract the eye to a place
of rest or lead it in a merry dance by suggesting movement. A single, centered
object or set of objects will evoke calm, stillness, and equilibrium. Objects sitting to
the left or right may connote movement or draw attention in that direction. Objects
positioned toward the top or bottom of the page will pull the eye up or down.
When you place any object in a two-dimensional space, part of your image will be
interpreted as positive space (the subject of the piece) while other parts will be seen
as negative space (the background). Using contrast will give due emphasis to the
subject of the piece. But this doesn't mean to ignore the background. The form of
the background plays a strong role in the viewer's perception of the overall
composition. Smart designers are often able to exploit the shape of negative space
and the ambiguity between what is foreground and what is background to add
intrigue and impact to a piece.
Figure 1.22. A half-munched apple or a marketing company that

understands its customers? This identity developed by 98pt6 plays
a clever game with negative space.

The balance of your composition must complement the message too. Designs with
elements proportioned equally on a central axis (visible or implicit) are said to be
symmetrical. Symmetrical compositions suggest calm, order, and rationality.
Everything has been neatly arranged for you. Compositions that distribute elements
unevenly, by weighting the page mostly to the left or right, are said to be
asymmetrical. These can feel unbalanced, energetic, and edgywhich could be the
right direction for a certain kind of project.
Critique the Design
In this project, you'll develop your critiquing skills by comparing and contrasting two
excellent professional designs. Learning to evaluate how and why a design works (or
doesn't work) is a critical step in any designer's development.
This chapter has given you a foundation in essential aspects of graphic design work
and the roles of imagery, color, typography, and composition. This written
assignment will challenge you to assess how these elements are handled by the
pros.
Project Brief: The Big Crit
A major design and advertising magazine is preparing for its annual award
ceremony. You are a lucky design journalist employed to help the magazine critique
hundreds of cutting-edge designs to identify this year's winners.
To help the panel, you need to put together an intelligent critique that addresses not
just the details of the visual design but also how creatively the designers addressed
the client's overall business challenge. Critical questions are provided to guide your
thinking (Figures 1.23 and 1.24).
Figure 1.23. This ad for a new product line of Champion Athletic

apparel exhibits masterful composition and use of negative space.
Strong lines pull the eye to the top of the page, reinforcing a
sense of the athlete's poise and well-being.

Figure 1.24. "A Delicate Balance," a poster developed for Seattle

Repertory Theater by Cyclone Design.
Figure 1.25. Poster for the Cascade Festival of Music in Bend,

Oregon, developed by TBD Advertising.

Project Summary
Write down your initial emotional (noncritical) reaction to each piece.

Try to see the designs through the eyes of an average person, not a
designer.
STUDIO SESSIONS
www.studiosessions.net/portfolio
Post this chapter's project online for feedback from

professional designers.
access code: STUDIOp
Critique each piece in terms of imagery, color, typography, and

composition.
Think about the project brief for each work, and critique how each
piece addressed the company's business challenge.
Post your critique in the online class area, and compare your thoughts
with those of other students.
Extra credit: Find two comparable designs in another medium, and

repeat the process!
Project Steps
1. First Impressions
Put aside everything you know about design, and write down your raw first
impressions:
1. What is the first visual element that you noticed in each piece?
2. What was your initial emotional response? Write down the first ten words
(adjectives, nouns, or verbs) that popped into your head.
3. Look at each piece out of the corner of your eye, with other pieces, and from a
distance. How eye-catching is it?
4. How easy is it to figure out the message of the each piece? Is the point
immediately apparent, or does it take a few moments to click? Why?
2. Design Critique
Now put on your designer hat and think about how each element in the design
contributes to the overall message:
1. Summarize what you think the purpose or message of the piece is.
2. Comment on the designer's choice of imagery. Why do you think the designer
chose a photograph as opposed to an illustration, or vice versa?
3. PhotographsDid the designer do anything with the scaling, cropping, framing,

or treatment of the photograph to bring out its emotional message?
4. IllustrationsDid the use of illustration contribute to a sense of creativity, a

symbolic message, or a sense of play?
5. ColorDid the choice of colors evoke any strong emotional associations? How
would you describe the mood evoked?
6. TypographyWhat emotions are evoked by the typefaces used? Did the designer
do anything unusual with the text layout? What is the information hierarchyin
what order is the text intended be read?
7. CompositionHow does the placement of lines, points, or objects guide your
eyes through the page? Which elements are the subject (positive space) and
which are background (negative space)? Does the composition feel balanced or
unbalanced?
8. Does the design (your answers to questions 28) support the apparent purpose
of the piece (your answer to question 1)?
THE BIG PICTURE
Now try to think about the designer's project brief. Considering the project's likely
goals, think about how well each piece meets these business objectives:
1. Does the design communicate a specific message quickly and memorably?

How?
2. Does the design support the brand of the company or organization? How?
3. Does the design try to connect to a target audience? Can you guess what the
target audience is, and will the piece also be understandable by the general
public? Why or why not?
Chapter 2. Photoshop Essentials
Adobe Photoshop, the professional painting and photo-retouching tool, is fast
becoming a cultural icon. The product is now a household word and even a verb:
"Let me Photoshop it to fix the color" or "Why did you Photoshop Donald Trump's
head on Grandma's body?"
The secret to Photoshop's success is simply its ability to manipulate the

photographic image: perfecting, enhancing, or reinventing bitmap-based (raster)
files for maximum effect. It's by far the industry-standard bitmap image
manipulation tool, and a must-know for every graphic designer.
In this chapter, we'll explore the fundamentals of Photoshopconcepts like layers,

selections, masks, and using typeto build a foundation in techniques for editing
photographic images. At the end of the chapter, you'll tackle a fun and challenging
photo compositing project.
COURSE DEVELOPER: DONALD GAMBINO
This chapter is based on a lesson developed by Donald Gambino,

an educator and computer artist with 20 years of experience and
former chairperson of the computer art department at the School
of Visual Arts in New York City.
Figure 2.1. With Photoshop, you can turn a digital image into a
tasty treat.

Learn about the role of Photoshop in design projects.
Learn how bitmap images are edited.
Learn to use layers to manage complex artwork in Photoshop.
Learn to select areas of an image using basic selection tools.
Learn to perform basic modifications on selected areas of an image.
Learn to select complex areas using Quick Mask mode.
Learn to input and format text using the Type tool, the Character
palette, and the Paragraph palette.
Learn to adjust lighting in a photo using an adjustment layer.
Create a composite from a variety of images.

Photoshop and Graphic Design
Adobe Photoshop is all about image manipulationstarting with raw photographic
material (or even from scratch) and creating something unique. Artists often use
Photoshop as a sort of digital brush that can be used for photo-realistic
imagesimages that look real but aren'tor fantastic, surreal digital effects.
For graphic and Web designers, it is even more indispensable. The odd thing is that
when Photoshop is handled by a professional, its use goes mostly undetected. Think
about every photographic image you encounter in your busy day: in catalogs and
glossy magazine ads, on Web sites and book covers. If those images grabbed your
attention and enhanced the message, they most likely had work done on them in
Photoshop.
Figure 2.2. High-impact graphic concepts are the hallmark of

Photoshop, as shown on the cover of Photoshop User magazine.
How does Photoshop fit into the graphic design process? In a design agency,
conceptual development comes first, digital imaging second. On an ad campaign, a
creative director will meet with designers and copywriters and brainstorm a strong
visual idea. If a photographic image is required, the designer may obtain images
from a stock photography company, hire a photographer, or even conduct the shoot
herself. Only afterward will the image be imported into Photoshop for editing.
Figure 2.3. Photoshop projects start with a conceptwhat if your

instructor were an appetizer?
And then what? Well, the sky's the limit. Sheer flexibility as a photo-retouching tool
is what gave Photoshop its name. You can change the lighting in an image, adjust its
sharpness, modify colors, change backgrounds, and even compile multiple photos
into a single, seamless image via a process called compositing. Then, embellish to
your heart's content, using a variety of painting and drawing tools, effects, and
filters.
One caution: Just because you can doesn't mean that you should. It's important for
design students to realize that endless tweaking in Photoshop does not equal good
design. In fact, Photoshop is used mostly to eliminate distracting detailto produce a
simpler, clearer, more powerful, or more appropriate visual. Less is more,
remember?
Figure 2.4. Less is more. Most projects are about clarifying a

message by bringing out essentials and removing unnecessary
detail.

Proficiency in Photoshop should be an essential goal for any design student. So

many computer users are familiar with Photoshop to some degree that graphic
designers must attain a high level of expertise to stand out professionally. A fluent
designer can recognize the graphic potential in any bitmap image (or part of an
image), manipulate it at will, and take care of the details so that the viewer is
convinced or even fooled.
Editing and Organizing Images
In this section, we'll work on the essentials of Photoshopthe ability to organize
artwork into layers, to select parts of an image for editing, to use silhouettes and
masks, and to add and format text. This will build a foundation for later work. Basic
ads and posters (good ones, too) can be created using just these tools.
About Bitmap Art
To understand how Photoshop works, it's helpful to know how bitmap art is put
together. When an image is referred to as a bitmap (or "raster"), it simply means
that it's made up of lots of tiny squares of color called pixels. Pixels are generally so
small that they are not individually visible in a final, published image. Combinations
of pixels are perceived as a continuous tone rather than a grid of squares.
With a painting application such as Photoshop, you can create brushstrokes on any
bitmap image just as you would on a traditional canvas, by changing the color
information in a group of pixels. To the naked eye, these brushstrokes will look
smooth and painted, but zooming in will reveal that any edits to an image are
indeed made up of changes to tiny dots.
Figure 2.5. Pixels make up every bitmap image on your computer

screen and every image taken by your digital camera.

Bitmap art is "resolution dependent," which means that the number of pixels per
inch (onscreen) or dots per inch (in print) determines the image's size. High-
resolution images have many pixels, resulting in rich detail and fine print quality.
Low-resolution images (typically used onscreen, such as for the Web) have fewer
pixels and are therefore less detailed.
If you try to change a low-resolution image to high, or even try to enlarge any
bitmap image, you will see a loss of detail, so it's important to always work at your
intended size and resolution from the beginning of a project.
Using Layers
Getting comfortable with layers is an important skill for designers. Using layers, you
can isolate any part of an image for editing, and stack different elements in an
image on top of each other. Computer artists often use as many as 20 different
layers to achieve subtle effects in a digital image.
CREATING LAYERS
Managing your artwork using layers requires some effort, it's true, but Photoshop
creates most layers for you. Any time you copy and paste an image or drag a layer
between documents, Photoshop will create a new layer. Thanks, Photoshop!
To create your own layers, use the Create New Layer button at the bottom of the
Layers palette. If you're a shortcut junkie, Shift+Ctrl+N (PC) or Command+N (Mac)
will create a new layer for you by opening the New Layer dialog box. Add the
Alt/Option key into the shortcut, and Photoshop will automatically create a new layer
for you with a default name (such as "Layer 1").
What if you want to create layers from an existing image? Photoshop allows you to
create a new layer from a current selection. This is a powerful shortcut, as it saves
you the time it would take you to copy a selection, create a new layer, and paste it
into the new layer.
To create a new layer from a current selection, simply select something on a layer
with one of the Marquee tools. Then choose Layer > New > Layer via Copy or Layer
> New > Layer via Cut. The first option copies the contents of the current selection
onto a new layer but leaves the original layer intact. The second option cuts the
contents of the current selection and places it on a new layer. The shortcuts for
these commands are Ctrl+J/Command+J and Ctrl+Shift+J/Command+Shift+J,
respectively. Memorize them well; they'll undoubtedly save you time.
Figure 2.6. This image contains several different layers. You can
have thousands if you're so inclined, but the more layers you add,
the slower Photoshop will run.
ACTIVE AND HIDDEN LAYERS
To develop flexibility with layers, you must keep close tabs on which layers are
active and which are hidden. An active layer is the one that is currently selected for
editing. Hidden layers aren't editable, poor things, until you make them active.
You can determine which layer is active by looking at the Layers palette. The active
layer will be highlighted. It will also contain a small paintbrush icon located just to
the right of the visibility icon (more on this next) in the Layers palette. To make a
layer active, just click the name of the layer. Remember, you can only have one
layer active at a time.
Figure 2.7. Three types of new layers you can create. Left to right:
new blank layer, new layer via copy, and new layer via cut.

Note the distinction here between selecting a layer and making a selection with one
of the Marquee tools.
Layers can be hidden or shown very easily. The leftmost icon on a layer in the Layers
palette, represented by an eyeball, toggles the visibility of a layer. Hiding a layer
doesn't remove it from your documentit just makes it invisible until you're ready to
see it again.
LINKED LAYERS
If you need to move or transform more than one layer at a time, then you'll need to
link layers together. A designer might use this technique to apply a color or effect to
specific layers within an image.
To link multiple layers together, click to the left of one of the preview thumbnails in
the Layers palette. This will display a link symbol that indicates that the active layer
(the one with the small paintbrush icon) is now linked to it.
Figure 2.8. The active layer is highlighted and has a paintbrush

icon next to the thumbnail.

Now you can move layers, transform them, or align them with each other. To move
layers, select the Move tool and move them just as you would a single layer. To
transform them, select any of the options from the Edit > Transform menu. To align
layers, first select the Move tool. Then pick any of the alignment choices that are
displayed in the Options bar.
THE BACKGROUND LAYER
The background layer is like the cardboard backing of a drawing pad. It is added
automatically when you create a new canvas in Photoshop; it's locked, and no other
layers can be dragged beneath it. The first thing I do when opening a new canvas in
Photoshop is to create a normal layer from the background layer. To me, the
background layer has so many restrictions that it usually becomes more of an
inconvenience than anything else.
To convert the background layer to a normal layer, just Alt-double-click/Option-

double-click the layer and it will become Layer 0unlocked and ready to be used,
moved, or discarded. If you like to be more in control, then leave out the Alt/Option
key and just double-click the layer. The New Layer dialog will display and you'll be
able to name the layer whatever you please.
MOVING AND DUPLICATING LAYERS
To move a layer within a Photoshop document, just drag it up or down in the layer
stacking order. To duplicate a layer, select Duplicate Layer from the Layers palette
options menu, and the active layer will be duplicated.
Alternatively, you can drag the layer to New Layer icon at the bottom of the Layers
palette. Also, if you don't have a current marquee selection, then just press
Ctrl+J/Command+J. This will create a new layer from the current selection (which is
nothing) and is a great time saver.
To move a layer to another (open) Photoshop canvas, just drag the layer from the
Layers palette to the new document. You'll need to be able to see both canvases to
do this, however. You can also select the Move tool and drag the contents of a layer
from one canvas to another.
Often, moving a layer can leave you unsure where your moved layer was placed in
the new document. To prevent this problem, hold down the Shift key when dragging
the layer to the new document, and Photoshop will place the contents of the layer in
the center of the canvas.
Making Selections
Now that we've got our layers under control, let's start having fun with an imaging
project. We will start with a picture of a Volkswagen Beetle (fabulous lime green, of
course) that I took at dawn one morning when I couldn't sleep but had the urge to
take pictures with my new digital camera. Here it is, parked in the driveway. Shhhh!
It's still asleep.
Figure 2.9. Linked layers will move together, helping keep your
image consistent while leaving the contents of each layer
separate.

Figure 2.10. This Beetle photo will need some work before it's
ready for a slick, professional ad.
Nice, but we have to do a few things to this picture. We want to give it a professional
look for an advertisement, so the background must be eliminated (which means we
have to silhouette the Beetle first). Then we will make the car face the other way,
and finally, we'll give the windows a sleek reflection and touch up the wheels.
THE SELECTION TOOLS
note
Each of these three tools has various options and settings that
can be changed in the Options bar when the tool is active.
The selection process reigns in Photoshop. Selecting an item or area enables you to
perform an action upon it. A selected item can be cut, copy, pasted, deleted,
distorted, blurred, feathered, scale down, rotated, duplicated, or made negative. To
edit, first select. Let's examine the tools that do it:
Lasso tool: Pressing L on your keyboard or clicking the

Lasso icon in your toolbox will activate the Lasso tool. The
Lasso allows you to draw a freehand shape around the area
you want to select. This lets you precisely select only the
parts you really want.
Rectangular/Elliptical Marquee tool: The Marquee (press

M on your keyboard) lets you select a rectangular or elliptical
shape in your image. You can drag the rectangle or ellipse to
any size you like.
Magic Wand tool: Clicking just once with your Magic Wand
(press W) will select all of the pixels whose color is similar to
the one you clicked. If you click a white pixel, for example, it
will "look for" all of the other white (and near-white) pixels
and select them.
MAKING A SILHOUETTE
Like many design projects, this one begins with isolating the subject of the piece. We
want to make the background disappear to white, silhouetting the car. We will do
that by selecting the car first, then inverting the selection so that everything except
the car is selected. Then we will clear the inverted part so nothing's left but our
shiny new Beetle. Let's do it!
In Photoshop, open the image VW_photo.jpg that you've downloaded from the online
download site. Start by selecting the car with the Lasso tool . If the Lasso you see
is shaped differently than the one in this icon, click Shift+L until the right one
appears in the toolbox, or hold down the button in the toolbox and grab the Lasso
from the flyout menu that appears.
Click and hold your mouse button and carefully drag along the rear of the car (I
started with the back bumper) to the top, down over the front, back around the front
wheel, under the shadow, and under the rear wheel, finishing at the back bumper
again. Don't worry if your selection isn't perfect.

Figure 2.11. Keep an eye on the "marching ants" that show you
the selected area.
If some parts did not get selected that should have been, do this: With the dashed
selection outline still active (the "marching ants" crawling around the Beetle), hold
the Shift key and add to your selection simply by lassoing those little parts you
missed the first time. You can do this any number of times.
tip
The Shift key plus any selection tool (Lasso,

Rectangular/Elliptical Marquee, Magic Wand) will add to your
selection. The Alt/Option key plus any selection tool will subtract
from your selection. To select all of your image, choose Select >
All (or Ctrl+A/Command+A). To deselect areas of your image,
choose Select > Deselect (Ctrl+D/Command+D).
If you selected areas that you did not want to select, just hold the Alt/Option key and
use the Lasso to similarly subtract the offending areas. You can do this any number
of times until you've selected just the parts of the image you want.
Now that you've selected the car, you must silhouette it by deleting the background
and making it white. Do this by choosing Select > Inverse. You have now selected
everything except the car. Press the Delete key, and the background should change
to white. If it is a different color, choose Edit > Undo, then press the D key (setting
white as the background color), and press the Delete key again. Save this file as
VWSilo.psd.
With the selected area still on the screen, reselect just the car by choosing Select >
Inverse. Good! Now that you've got just the car on a white background, we must
make the car face the other direction. Choose Edit > Transform > Flip Horizontal. If
you see a trace of the green outline of the car after you have flipped it, don't worry;
you can clean that up by choosing Select > Inverse, then pressing the Delete key.
Finally, choose Select > Deselect.
ADDITIONAL SELECTIONS
Nice jobbut we aren't done yet. Let's clean up our act. We must select the windows
and delete the grass and dirt showing through them, replacing them with a sleek,
showroom-type gradient blend since we are creating an ad. Do this by first carefully
selecting the front window with the Lasso tool. Then, hold Shift to add the rear
passenger window to your selection with the Lasso tool. Now, delete to make
selected areas white by pressing the Delete key, or using a slower way, Edit > Clear.
note
This icon, near the bottom of your toolbox, allows you to change
your foreground and background colors to the default Photoshop
choices, which are black for the foreground and white for the
background. You can either click the icon or press D on your
keyboard to switch your current colors to the default.
Figure 2.12. Deleting your selection will show the background

color in its place.

OK, now we'll fill the windows with a black-to-white (foreground to background)
gradient from the top of the window to the bottom, using the Gradient tool. To fill
with the gradient, make sure you have the default colors in your toolbox (black as
the foreground color and white as the background) by pressing the D key or by
clicking the icon in the toolbar.
Now press G for Gradient tool , or select it from your toolbox. Click within your
car window near the top, and drag your mouse straight down to the bottom of the
window and let go. Adjust the gradient as necessary by undoing and trying the
gradient again. Remember: To undo your most recent step, go to Edit > Undo or
Ctrl+Z/Command+Z.
note
Gradient tool: This tool allows you to paint a gradient, a blending

of two colors into each other. You can create a black-to-white
gradient (or vice versa) to fill your selection, or blend any other
colors of the rainbow.

Figure 2.13. Get that showroom-sleek look with a swipe of your
Gradient tool.
Great! What's next? We must zoom in and select the VW logos on the wheels and
make them upright. (After all, that's what the client would want, right?)
note
Zoom tool: Zooming allows you to move closer to or further from

the actual size of your image to focus in on details or to fit
something giant on your screen. Clicking the Zoom tool over
your image will "zoom in" and center on the area you clicked.
Holding down the Alt/Option key will zoom back out when you
click. The percentage of your image's size is noted at the top of
your image window100 percent is actual size.
Do this by selecting the Zoom tool and then clicking in the center of the front
wheel logo until it is a good size for you to work with.
Now, choose the Elliptical Marquee tool , and select the circular VW logo from
the center. Do this by holding down Alt/Option when you click and start dragging the
marquee, and hold down the Shift key to make a perfect circle.
Try it until you have it. If it's not right, just undo or deselect to start afresh.
Now, rotate your selection by choosing Edit > Free Transform. You will see a
bounding box with corner handles (little boxes) around your selected region. Position
your mouse just outside of a corner until you see a curved, double-ended arrow,
then move and rotate it until the VW logo is upright. If you grab and move a straight
arrow instead of a curved arrow, you will change the size of your selectionwe don't
want to do that now. Press the Enter/Return key to accept that choice. Now do the
same steps for the other wheel's logo, and then deselect and save.
Figure 2.14. Attention to the details is important for a designer.
Great! Now we've got an advertising-ready image of the car. Who would believe
what it once looked like? To finish off the ad, I threw in some clean and simple
advertising text.
Figure 2.15. After that hard work, our photo is ready for center
stage.

Selecting with Quick Masks
What's the big deal about masks? They asked Zorro the same thing. Masks are often
brushed off by design students as another advanced topic they'll get to someday. I'll
admit that it sounds difficult. But in essence, a mask is just a selection.
If I leave you with one concept from this mask discussion (other than how to use
them) it would be this motto: "Black conceals, white reveals." As you learn about
masks and start to use them, this little saying may come in quite handy.
QUICK MASK MODE
Quick Mask mode is another way to view a selection that you've made using one of
the selection tools. Once you've created a selection, you can use this method of
masking to view that selection, or add or subtract areas in it.
To use Quick Mask mode, first create a selection. Press Q or click the Quick Mask
Mode button in the toolbox. At this point, you'll see everything but the area you
selected covered by a red tinted overlay.
Figure 2.16. In Standard mode (left), the selected area is

represented by the "marching ants." In Quick Mask mode (right),
the selected area is the portion without the red overlay.

The red overlay covers and protects the area outside the active selection.Currently
selected areas are left unprotected by this mask. By default, Quick Mask mode
colors the protected area using a red, 50 percent opaque overlay, but you can
change this by double-clicking the Quick Mask Mode icon in the toolbox.
Figure 2.17. In some images, it's easier to differentiate the

masked and unmasked areas if you choose a different overlay
color.
Now you can edit the mask by using the normal painting tools, thus editing your
selection. Use black to add to the overlay or white to take away from it. You'll notice
that once you select the Brush tool, for example, the swatches in the toolbox
automatically turn black and white. This is because only black, white, and shades of
gray can be used on masks. So if you were to try to select a color, say blue, the
swatch would turn to a dark gray color instead.
Once you're done manipulating your mask, click the Standard Mode button in the
toolbox to turn off the mask and return to your original image. You'll see that the
"marching ants" that indicate selection surround what was the unprotected area of
the mask. Now you're free to perform any needed modifications to this selection.
tip
I've found that round brushes, either soft or hard, work best
when in Quick Mask mode. Use a hard-edged brush for areas
with a noticeable contrast between the selection and its
background. Use soft-edged brushes for areas that you'd like to
appear more blurred or subtle.
Figure 2.18. In Quick Mask mode, I made my overlay color blue,

then used black and white paint to mask everything but the leaf.
When I switch back to Standard mode, the selection will be
perfect.

Using Type
Most graphic design projects require you to combine images with some text, as we
did with the Beetle retouching project. Simple text treatments, such as for posters or
Web site mockups, can be easily accomplished in Photoshop.
THE TYPE TOOL
Using the Type tool is simple. Photoshop creates type on a new layer each time you
choose the Type tool and click in your image area. You simply type your text, and
then choose a color, size, justification, and so forth. Pressing the Enter/Return key
puts your type on a layer above the layer that was previously active.
As with other layers, you can duplicate, delete, show/hide, and change the stacking
order of Type layers. However, what is special is that Type layers give you "live" or
"editable" text. You can double-click the T icon in the Layers palette at any time and
edit your text, its size, the font, or other characteristics. Neat, huh?
However, you can't paint (or anything else) on that Type layer until you rasterize the
layer and make it a "nonlive" or "noneditable" layer. Then the type becomes an
imagejust an array of pixels.
tip
Type tool: This tool gives you the ability to place type directly on
your document as a new layer. After selecting the Type tool and
clicking the cursor anywhere on your document, a new layer is
created to house your text, and you're ready to start typing and
formatting your textalmost like you would with a word-
processing application.
Create a new Photoshop file (File > New) that is 5 inches by 5 inches, in RGB color
mode, at 72 dpi resolution, and with a white background.
Now choose the Type tool . Click your cursor anywhere on your image area and
type anything you like, such as a company name. I used the name Greenwood Farms
because I'm going to design a package for a fictional food company. The back of a
food product package usually has a lot of text on it: introductory copy, ingredients,
nutritional info, and so onso this project will be perfect for exploring the Type tool.
The letters go directly on your image area, and you can change format settings like
font, size, and color in your Options bar. Be sure to highlight the text you've typed
before changing settings so that the changes will be made to the selected area.
When you're done, press Enter/Return.
Figure 2.19. I set my text's anti-aliasing to Sharp, giving the

letters clean, smooth edges rather than jagged ones.

In your Layers palette, you should now see your Type layer (with the T icon) above
your original, white background layer. Double-click the T in the Layers palette and
edit your text. Make sure your text is highlighted to edit it. Choose a different font
and size. Make it a different color by clicking the rectangular color box, and press
Enter/Return. Easy, right?
Now create another Type layer by clicking below your name in the image area with
the Type tool. Type something else (I used the product name), make it a different
font, size, and color, and press Enter/Return. Nice! You see another layer. You can do
this again and again if you want. Or, you can go back and edit any layer by double-
clicking the T in the Layers palette. Remember, this is "live" or "editable" text.
Figure 2.20. With your text layer selected, you can apply any
formatting changes from the Options bar or type palettes.
THE CHARACTER PALETTE

When you're setting the text in a small area like the back of a package, precision
counts. How close are the letters to one another? How close are the lines? Flush left
or flush right?
These characteristics of your typography can easily be manipulated in Photoshop

with two palettes in particularthe Character palette and the Paragraph palette. We'll
discuss the most useful components of each palette, but you should experiment
further on your own.
If you don't already see the Character palette on your screen, go to Window >
Character to pop it up. As you can see if you have your Type tool selected, many of
the options on the palette are mirrored in the Options bar (the color box, font
selection menu, font size area, and anti-aliasing). But others aren't as common, so
they're found only in this palette.
Figure 2.21. The Character palette is full of optionssome of which

you have already used and some you haven't.
On a new document, with your Type tool, type up a few lines, separated by
paragraph returns. Pick any font, size, and color you like.
Figure 2.22. The default leading is fine for most purposes.

Notice the drop-down menu on the Character palette, which by default says (Auto).
This is the Leading setting. Leading is the distance between lines of text. If you don't
like the default point value, you can set it manually with the menu or by specifying a
new value. A smaller value will bring the lines closer, and a higher value will draw
them apart.
Figure 2.23. A lower leading value means closer lines of text. Too
low, and they'll overlap as they do here.

Now let's check out the next row of drop-down menus. The first is Kerning and the
second is Tracking, and they have similar jobs. Both affect the spacing between
letters, but they work a little differently.
To use kerning, place your cursor between two letters, and change the Kerning value
in the Character palette to move those two characters closer together (a negative
value) or farther apart (a positive value). To use tracking, select all of the characters
you wish to modify, and change the Tracking value in the same manner. This will
move all of the selected characters closer together or farther apart, rather than
modifying just two.
Figure 2.24. A high tracking value gives your letters a lot of

breathing room.
Let's wrap up our look at this palette with the T buttons at the bottom. These are
handy styles you can add to your selected text.
The first two are Faux Bold and Faux Italic. Sometimes the font you're using won't
have its own bold or italic set (which you can select in the drop-down menu next to
the typeface name), so Photoshop can simulate one for you.
Figure 2.25. Use the faux settings only when your font doesn't
come with its own bold or italic set. (I'm using Faux Italic here.)
The versions supplied with a font are usually best.
The remaining "T" buttons give you styles like small caps, superscript, underlining,
and strikethrough. Hover your mouse over the button on the palette for a pop-up
explanation if you're not sure what it doesand just experiment.
THE PARAGRAPH PALETTE
The Paragraph palette is usually found tabbed right next to the Character
paletteclick the Paragraph tab to display it. If you can't find it, go to Window >
Paragraph to pop it up.

Figure 2.26. The most common Paragraph palette buttons, the
alignment settings, are also found in the Options bar.
The Paragraph palette is most useful when dealing with lengthy passages of body
text, though you can use its Left, Center, and Right buttons (also found in the
Options bar) on text of any size.
Figure 2.27. The alignment settings work just like the ones you're
used to in a word-processing program.
To use the remaining features, you'll need to create a text area with your Type tool
and fill it with text. This defines a rectangle for the text to fit in; your Paragraph
palette settings will influence how the text in the box is displayed.
Click and drag a large rectangle on your document with the Type tool. You'll see that
you have created a box with handles, much like a transformation bounding box.
Copy some text from another document, and paste it in the text area you just
created.
Now you can experiment with the other tools in the Paragraph palette. Try the
justification buttons on the top bar, indentation effects, and other settings.
Figure 2.28. To alleviate text overload in a text box, I justified the

lines, added indents, and changed the spacing between
paragraphs.
By modifying my type settings in a number of different ways, I've set up a hierarchy

of information on the food package. Notice that to keep it simple I did this with just a
limited number of fonts, varying instead the color, sizing, and other settings.
Figure 2.29. Here's my finished package with all of my text set in a

clear hierarchy.

Adjustment Layers
As a designer, you'll frequently be asked to work with images that require some
global correction, such as lighting or color balance. Let's explore that now. In
Photoshop, open the image Lowlight_dish.jpg that you've downloaded from the
online download site, and make sure the Layers palette is showing. We will adjust
the lighting of the photo using an adjustment layer. An adjustment layer allows you
to make and edit global changes to an image on a separate layer, so you don't mess
up your original.
Figure 2.30. You'll use adjustment layers to give this dark photo
more attractive lighting.

note
Clicking the little black-and-white circle on the bottom of your

Layers palette will open a menu allowing you to create various
types of adjustment layers. For now, we'll stick with a Levels
adjustment layer to adjust lighting, but you can also change
color, saturation, and other options.
Go to the bottom of the Layers palette and click the half-black/half-white circle icon
. This will pop open a menu allowing you to choose from a range of possible
adjustments to your image. Choose Levels.
Figure 2.31. Choose Levels from the adjustment layer menu, but
take note of the many other options.

See the black mountain of data? That is a histogram, which shows the balance of
information on the dark areas (blacks), the middle-toned areas (grays), and light
areas (whites) of your image. As you can see from the Levels dialog, the image has
too much histogram information to the left side of the chart, or toward the dark
areas (blacks), and hardly any toward the light areas (whites). We need to fix that.
Figure 2.32. The Levels histogram shows you information on the

amounts of dark, medium-light, and bright areas of your image.

note
After a Levels adjustment layer has been made, it will sit above
your main layer and the histogram/slider icon will be visible.
Double-clicking this icon will allow you to tweak your existing
adjustments.
Make sure the Preview box is checked so that you can see the changes to your
image as you make them. Now click the little white triangle on the right side of the
chart and slide it over to the left until the Input Levels value says 168. Grab the little
gray triangle and slide it until the Input Levels value in the middle says 1.15. Your
rates may vary due to your monitor's brightnessfeel free to use different values than
these if you need to. Press Enter/Return or click OK to accept your choices.
Very goodyou just created an adjustment layer in the Layers palette. It has this icon
indicating that it is a lighting control or setting, but no real pixels are on that
layer. The adjustment layer is visually blankno pixels, just dataso make sure you are
not in that layer whenever you actually want to select or edit pixels. At any time, you
can go back and edit your adjustment layer to your liking. Simply double-click the
Levels icon on the layer to reedit your Levels.
We did as much as we could for the overall picture, without "blowing out" the items
on the place mat. Now we will selectively choose other areas and lighten them. First
make sure you click the Background layer of the Layers palette to target your pixel
info, not your levels info.
Figure 2.33. Here's what we've got so far, but some areas still
need work.

Select the place mat and everything that's on it with the Lasso tool. When you get to
a straight edge on the place mat, use this neat trick: Hold down the Alt/Option key
and click (but do not drag) the Lasso at one corner of the place mat, then move to
the next corner and click (without dragging). Then you can release Alt/Option and
continue with free-form selecting.
Because the place mat is selected, and we really want to edit everything except
that, we must choose Select > Inverse. Now, make a Levels adjustment layer for
that area. Move the white slider to the left until the levels are how you like them. You
may need to move the gray slider slightly as well. Press Enter/Return or click OK to
accept your choices.
Figure 2.34. The finished photo is lighter in all the right spots.

The lower adjustment layer is the "everything except the place mat" layer, because
you inverted your selection before you made that layer. The layer above it is the
adjustment for the whole image. See the before-and-after effects of your adjustment
levels by clicking on and off the eye icon next to each adjustment layer. Additionally,
you can change the opacity of those adjustment layers by sliding the Opacity slider
in the Layers palette for each adjustment layer.
Once you're done, you can incorporate all those adjustment settings into the final
photo by choosing Flatten Image from the Layers palette's options menu or going to
Layer > Flatten Image.
Photo Compositing Project
In this project, you'll explore the challenge of photo compositingcompiling a variety
of photos into a single, convincing image. This technique is used often in
professional graphic design projects, though you might not realize it since the results
can appear seamless.
The photo compositing requires a variety of Photoshop features including precision

selecting, pattern definition, "pasting into," and lighting effects. We'll walk through
these features as you work on creating a detailed and persuasive image of a room
from an empty shell.
Project Brief: Interior Decorating
We're moving to the city and our bleak, empty new apartment needs lifefast! The
outside looks nice, but the inside looks bare. Can you turn this room into a place that
people will want to hang out in and invite friends to visit?
Figure 2.35. Where will the guests sit? It's your job to make this
room more comfortable.

Figure 2.36. The room I made in Photoshopcasual and cozy.
Starting with the empty room image, your job is to create a fully decorated room
using Photoshop techniques, your own creativity, and a variety of furniture and
accessory images of your choice.
There are just a few requirements for this exercise:
"Paint" all of the walls.
Add "wallpaper" to at least one wall.

Modify the windows in a major wayfor example, add curtains, or change the
outside view, maybe even change the style or placement of the windows.
Change the carpet. You can repair it and change its color, or change the floor
covering altogether with a new rug or style.
Include at least three large pieces of furniture or appliances (for example,

couch, chair, and TV; or couch, bookshelf, and coffee table).
Place a piece of artwork on at least one of the walls.
Project Summary
Plan your room design and find appropriate working images.
Use selections and transformations to add furniture and accessories

to the room.
Apply lighting and shading techniques to add realism to the

components of the image.
Create a convincing photo composite incorporating all of the required

elements.
STUDIO SESSIONS
Post this chapter's project online for feedback from professional

designers.
Project Steps
You are free to use any methods in Photoshop to create your room redesign, as long
as the requirements are met, but I'll walk you through how I created my version and
give you some tips and ideas to guide you along.
1. Obtaining the Empty Room File and Component Images

First, in Photoshop, open the originalroom.jpg image that you've downloaded from
the online download site. This will be your starting point, and all work should be
done on this file.
Looking at the empty room as well as the project requirements, think about what
you'd like to do to this space. What feeling and attitude should it have? What colors
and textures will give it this feeling? What kinds of furniture and accessories would
look best in the room?
You can use the furniture and accessory images I have provided for you on the online
download site, and/or whatever images you find on your own, to decorate the given
room and give it character. Consider taking your own photos of these pieces, or visit
home decor Web sites for images and inspiration. Don't bring these images into the
room just yethang on to them, and bring them in as needed.
2. Selecting and Modifying the Carpet
The carpet is a good starting place for this project. Decide what you want to do with
it, then make a selection of the entire carpet. Remember that you can make straight-
edged selections by holding down the Alt/Option key and clicking with the Lasso tool,
or you can use any other selection method you prefer. Save your selection in case
you decide to go back to the floor later in the projectjust go to Select > Save
Selection.
To change the color of the rug, you can first clean it up using the Clone Stamp tool
. Alt/Option-click with the tool on a clean area of the carpet, then click a dirty
area to "stamp" the clean selection you made. It takes practice, so Edit > Undo as
needed and keep trying. With the rug clean, click the half-black/half-white circle icon
on the Layers palette to make an adjustment layer and choose Hue/Saturation. With
the Hue/Saturation sliders, you can pick any color you like. Remember, because it's
an adjustment layer, you can always change it later.
Figure 2.37. I made the rug plusher using the Add Noise filter
(Filter > Noise > Add Noise).

If you'd rather change the texture of the rug, try a filter in the Filters menu. You may
need to go to Edit > Fade after you add the filter to make the effect a bit more
subtle. Alternatively, you could fill your rug selection with a new pattern altogether,
perhaps giving the room a tiled or wood floor.
3. Revamping the Walls
Time for a fresh coat of paint. Selecting the walls will take some time and some
careit looks simple on the surface, but you may want to zoom in on some areas like
the baseboard heaters and windowsills. Remember to subtract (Alt-click/Option-click)
the windows from your selection. Save your selection to use later if needed.
Clean up the rough or dirty spots of the walls, then use any method you prefer to
color the wallsfor example a Hue/Saturation adjustment layer, or Edit > Fill >
Foreground Color. If using a fill, do it on a new layer so you can adjust the opacity
(using the slider on the Layers palette) or other features independently of the room
layer. For an added decorative touch, you can paint the ceiling or paint different
walls different colors, but try to keep it tasteful. We do want a realistic room!

Figure 2.38. I filled my wall selection with blue, reduced the
opacity, and chose Multiply in the Layers palette menu so the color
blended with the shading of the original walls.
Now for some wallpaper. Pick a wall and select it carefullythe back one is best
because of its angles. Save the selection in case you need it later. (You should do
this with all the selections you make throughout the project.)
Find a pattern from another document to use as wallpaper. If you find a good pattern
on the Web or from your own photos, open the file in Photoshop, select the area you
want as your pattern (it can be very small, just one piece of the repeating pattern),
and go to Edit > Define Pattern to save it as a Photoshop pattern.
With the pattern defined, the wall selected, and a new layer in your room document
created, fill the selection with the pattern by going to Edit > Fill and choosing your
pattern in the Fill dialog. Lower the opacity or use another technique (such as a
Blend mode in the menu on the Layers palette) to make it more subtle and shaded
properly. It may take some tinkering before you've got the perfect wall covering.
Figure 2.39. I defined a couple of dots on a fabric image as my

pattern, and let it repeat throughout the back wall selection.

4. Changing the View
tip
If you want to rewind and remove several errant steps you've

made, head to the History palette, click the last step that you
wish to keep, and then continue working. The steps after the
selected step will be removed and overwritten by your new work.
In our final step before moving furniture into the room, let's make this a room with a
view. First, do a repair job with your Clone Stamp tool to clean up the second
windowsill, or use another method to repair it if you prefer.
Then pick an image to place in the windows, giving the room a more exciting view
than cars and garbage cans. Try some greenery, a skyline, or even some clouds if
this apartment is on a high floor.
Select the glass of the windows carefully. To place your chosen background image,
use the Paste Into technique. Open your scenery image and select it all (Select >
All), then go to Edit > Copy. Now, return to your room document and choose Edit >
Paste Into, which will insert the copied scenery into the window selection.
Figure 2.40. A prettier view, don't you think?
Alternatively, if you'd like to keep the current view, find or take a picture of curtains
or other window treatments, and add them to these windows using the techniques
you'll use shortly for furniture and accessories.
Pause here and give your room a thorough look-over. Make sure that you are happy
with everything, and make changes now if you feel you need to.
5. Furnishing the Room
The online download site contains several interesting pieces that you are welcome to
use in your room. But you don't have to use these, and you should find some of your
own images online or take some photos.
Begin by choosing all of the large pieces you wish to have in your room and opening
the images in Photoshop. Remember that you must have at least three large pieces
of furniture or appliances. You don't have to use the pieces exactly as you see themif
you want to change their color, place an image on a TV screen, or make any other
changes, go for it.
Figure 2.41. I found a sleek photo of a sofa, then selected it,

flipped it, and transformed it to make a perfect fit in my room.
Next, very carefully select each one in its respective document and drag it using the
Move tool onto your room. Use any of the selection techniques you learned in the
warm-ups. The Lasso tool will be particularly useful, and you can refine the Lasso
selections using Quick Mask mode.
With your pieces in the room, all on separate layers, you can use Edit > Free
Transform to shrink, rotate, and otherwise shape them as needed to conform to the
room. Remember that you'll need to make active the layer you wish to change by
clicking it in the Layers palette.
Also try Edit > Transform > Flip Horizontal to get the mirror image of your piece if
needed.
Place all three of your major pieces, but don't worry yet about the lighting and
shading, which we'll tackle shortly; just make sure that their edges are clean with no
excess bits and pieces. If they're not, you can use your Eraser tool to clean them up,
but remember that precise selection should avert the need to do this.
6. Accessorizing
With the three major pieces placed exactly how you like, you can now add the
accessories to the room. Have some fun decoratingplace items on tables, add some
cozy throw pillows, small furnishings or lamps, a few shelves (with more
accessories!), and so on. Use the same process that you did with the furniture until
you have your room decorated to your liking.
Figure 2.42. The bowl of green apples and some throw pillows
made the place feel like a real home.
Next, let's get some art on those walls. There is some artwork on the online
download site, or you can grab anything you like from the Web that goes with your
roomsites that sell posters are a great place to look. You can even "frame" your
favorite digital photos by placing a border around them (Edit > Stroke).
So you've got your artwork. You've selected it and dragged it into the room with the
Move tool. You've scaled it to the size you like with Edit > Free Transform. But what's
wrong with this picture?
The art won't look realistic until its perspective has been manipulated to match the
angle of the wall. The best way to address this, although challenging, is with Edit >
Transform > Distort.
Drag the corner handles of the distort bounding box carefully, making the vertical
sides parallel to the walls, and the horizontal sides in the same direction as the floor
and ceiling lines. Try to imagine the floor and ceiling lines extended as far as they
need to be until they meet, then aim the top and bottom borders of your art toward
this "vanishing point."
Figure 2.43. You could eyeball the vanishing point or make some
lines on a new layer to act as guides. Then delete the line layer
when you're done.
7. Lighting and Shading
At this stage, all of the items in your room should be placed and styled exactly how
you want them. But there's something else keeping your room from looking
realisticshadows. To begin working on these, let's improve the lighting on all of the
pieces in the room using Levels adjustment layers. This will give us a good starting
point before we make more detailed lighting and shadow tweaks.
Do a Levels adjustment layer for the main room layer, just as you did for the warm-
up earlier. Use your best judgment on the settings. Then, for the pieces in the room,
you'll first need to load a selection before applying an adjustment layerotherwise the
levels you adjust will affect all the layers below as well. If you didn't save selections
of everything, it's OK. Go to Select > Load Selection, and in the Channel menu,
choose Transparency for the layer you wish to adjust. This will select only the object
on that layer, so you can then apply an adjustment layer. Repeat for all of your items
in the room.
Figure 2.44. By adjusting the levels, some pieces have brightened

and some darkened, all becoming more realistic.

Next, let's give each piece its appropriate shading. Begin with a large piece of
furniture, and apply a Drop Shadow effect (Layer > Layer Style > Drop Shadow) that
is subtle and realistic in opacity, color, distance, and blurring (make sure Preview is
checked in the Drop Shadow dialog so you can see your changes while you make
them). Keep in mind when selecting the angle that the main light source is the left
window, unless you've changed it.
Figure 2.45. The Drop Shadow dialog box allows you to create
subtle or dramatic shadows at any angle you choose.
You can now copy and paste this style onto your other layers using the Layer >
Layer Style options. Not all of them will look perfect when you paste them, but we'll
go back to them and tweak in the next step.
In my example, the distance and size settings I used for the couch shadow were too
large for some of the smaller pieces in my room, such as the pillows and artwork. I
double-clicked the f icon on my layers for the smaller pieces, and made the shading
subtler.
On some pieces, the drop shadow that you'll apply might not make sense at all,
particularly small pieces sitting on other surfaces such as tables, where the shadow
should only be on the surface itself, not the other objects behind it.
But rather than remove the shadow altogether and start fresh, here's a handy tip:
With your layer selected, go to Layer > Layer Style > Create Layer. This will turn
your drop shadow effect into its own layer to which you can do anything you like. You
can erase the parts that don't belong with your Eraser tool, or transform it to a more
appropriate size or shape.
Figure 2.46. The bowl's shadow should be cast only on the table,
so I made a new layer for the shadow and tweaked it.
If you need any additional highlights or shadows on your objects, you can finish up
by using the Dodge tool and Burn tool in your toolbox. Dodging will lighten any part
of the layer that you apply it to, while burning will darken. Both tools offer many
variables in the Options bar, so you can experiment for just the right look. Lighting
and shading is a difficult technique to master; just use your eye and do your best.
Figure 2.47. After a final bit of dodging and burning, my room is

ready for guests.

When you're done, you should have a room filled with objects that look like they
were there all alongan apartment people would love to visit.
Student Work
What have other designers done with this photo compositing project? Here are some
projects created by Sessions.edu students:
Figure 2.48. Adam Benefield created an Asian-inspired meditation

room, and he used some pretty complex selections (like those of
the bonsai tree) to do it.

Figure 2.49. John Messinger's room is high-tech and masculine,

with nice use of distortion to achieve realistic perspective and
angles.

Figure 2.50. Melinda Langevin used lots of greenery (and very

detailed selections) to create a tranquil, tropical room.

Chapter 3. Illustrator Essentials
Designers starting out know Adobe Illustrator as "that program for designing logos,"
but it's capable of so much more: ads, illustrations, page layouts, and Web graphics,
to name just a few applications. It's the industry-standard application for vector
graphics.
You don't even have to be a virtuoso at drawing to create good Illustrator art. It
helps, of course. But many designers who are not skilled illustrators are able to
harness the program's drawing, selection, color, and effects tools to create powerful
and detailed artwork.
If you're new to Illustrator (or just rusty), this chapter will get you well on your way
toward understanding the fundamentals of using Illustrator to create vector
graphics. Test your skills at the end of the chapter on an advertising design project.
COURSE DEVELOPER: MICHAEL HAMM
This chapter is based on a lesson developed by Michael Hamm, a

freelance designer in Houston, Texas, and an Adobe Certified
Expert (ACE) in Adobe Illustrator.
Figure 3.1. Ready to let your imagination fly? Vector art created in
Illustrator by designer John Schwegel.

Learn about the role of vector graphics in design.
Learn to use Illustrator's drawing tools to create vector shapes.
Learn to select and arrange objects on the Illustrator Artboard.
Learn to apply colored fills and strokes to objects.
Learn to modify vector objects using transformations and distortions.
Learn how to use basic and specialized typography tools.
Learn to apply transparency, filters, and effects to add complexity to

objects.
Design an outdoor advertisement using only vector art.

Illustrator and Graphic Design
Adobe Illustrator started as a simple drawing program intended to automate
technical drawing tasks. Today? Illustrator has come a long way, baby. Its raison
d'être is still illustration, the creation of line art. But along the way, its developers
have added in a host of features that make it sophisticated and flexible enough for a
range of applications.
Mastering Illustrator certainly isn't easy. The program's tough learning

curvecompared with that of its ubiquitous pal Photoshopis daunting to many who are
most comfortable with the latter's painting metaphor. But for any serious graphic
designer, Illustrator cannot be ignored.
Digital illustration is called for when a designer is looking for digital art with the
special quality that only drawn art can impart. To produce an annual report, for
example, an art director might commission an illustrator to create a set of icons and
illustrations that run throughout the document, identifying chapters and reflecting its
major themes.
Figure 3.2. Editorial illustrations such as these, by designer Heidi

Schmidt, add grace to print layouts.
Professional-looking stock photography and clip-art graphics are so widespread

these days that unique illustrations can really enhance the perceived quality of a
project. Whether it's sketched in Illustrator or by hand, any piece of pictorial art is
immediately grasped by the viewer as a symbolic representationan imaginative
rendering of a person, organization, or concept. People respond to such images
differently than they do to photographs.
Figure 3.3. Ready to make your mark? Logo design is a core

application for Illustrator.
From a design standpoint, one reason more people are learning Illustrator is that it
offers tremendous flexibility in the creative process. With skill and good
visualization, the basic building blocks of an illustration (such as lines, fills, colors,
and gradients) can be easy to deploy and duplicate. Illustrations can be combined
with the precise typography required for visual-identity design and print publication.
And the results can be modified using a variety of popular effects such as distortion,
transparency, and three-dimensional perspective.
Developing skill in Illustrator can open up many avenues in the design field. The
program provides the crisp accuracy in the placement and proportion of lines and
letters that's so essential in visual identity and packaging design. The ability to
resize a vector-based graphic with no quality loss is invaluable; blow it up to
billboard size and you'll still see a perfect result. Illustrator's precise typographical
tools lend themselves to basic page layout projects such as promotions, magazine
ads, and posters. Even Web graphics and pages can be initially designed in
Illustrator before conversion to bitmapped format.
Figure 3.4. Futuristic, three-dimensional, and designed entirely in

Illustrator.
At the professional level, the lines between photography and illustration in design
are beginning to blur. Truly proficient Illustrator artists are creating art that looks just
like photographic imagery by the skillful use of drawing tools, paths, shapes, and
effects. Real or unreal? These images intrigue the eye, pulling us in. And they inspire
people to learn Illustrator.
Figure 3.5. Designer Brooke Nuñez is renowned for her photo-

realistic images. This rose uses complex gradient meshes in
Illustrator.
Creating Vector Art
In this section, we'll work on the essentials of Illustratorthe ability to use the drawing
tools; select and arrange your artwork; work with strokes, fills, color, and type; and
utilize some basic effects. If you're new to Illustrator, that's a lot to cover, but it will
provide a foundation for further study. As you'll discover in this chapter's project, a
lot of creative work can be done using just these tools.
About Vector Art
To understand how Illustrator works, it's helpful to contrast it with Photoshop. If

you've worked with photographs or artwork in Photoshop, you'll know that such
images are composed of pixelstiny dots, each with its own color. A group of pixels
put together form what is called a bitmapped image.
Images created in Illustrator (and other vector-based software programs) don't have
pixels. If you zoom in closely on them, you won't see any little dots. Illustrator
artwork is referred to as vector-based; vector art uses mathematical equations to
create lines and blocks of color.
Thankfully, you don't need to know a thing about those equations when you create
your vector art. What you do need to know is that they contribute to the beauty of
Illustrator. Vector art is infinitely resizable. Make your design much larger or smaller,
and you'll experience no loss of qualitywhich is not the case with bitmapped images,
which can get blurry and muddy when you resize.
Figure 3.6. Size doesn't matter in the vector world. No matter how
much I enlarge this vector graphic, it retains its crisp edges.

DRAWING TOOLS
If you're launching Illustrator for the first time, why not begin by exploring different
ways to create lines and shapes? Illustrator provides a number of basic drawing tools
that create different shapes but share common functionality and features.
SHAPE AND LINE TOOLS
Select the Star tool in the toolbox and click once on the Artboard. Doing so
displays the options for this tool. You can access options for all the shape tools
(Rectangle, Rounded Rectangle, Ellipse, Polygon, Star, and Flare) and line tools (Line
Segment, Arc, Spiral, Rectangular Grid, and Polar Grid) in this manner.
In the Star options box, enter a value of 25 for Radius 1 (the star's inner radius) and
a value of 50 for Radius 2 (the outer radius). Leave the Points value as is, and click
OK. In doing so, you've drawn a shape numerically rather than with a mouse. Be
sure to try this with the other tools.
Figure 3.7. Clicking with most tools on the Artboard gives you
their numerical options.

Drawing numerically is useful for precise drawing, but it may leave you feeling
restrained creatively. Rather than clicking and entering numbers to draw, you can
also click and drag with a mouse or drawing tabletcertainly a lot quicker than
entering numbers. Illustrator accommodates whatever drawing style you choose.
If you draw with a mouse or tablet, hold down the Shift key to constrain shapes
(such as the rectangle or star) so that all sides are of the same length (equilateral),
creating squares, perfect stars and polygons, and so on. In the case of an ellipse,
holding down the Shift key while you drag will create a perfect circle. To create a
shape from a center point, hold down the Alt key (Option on a Mac) as you draw. Use
both modifier keys together (Alt+Shift/Option+Shift) for additional control.
Those of you with sharp eyes might be wondering where, amid all the basic drawing
tools, a Triangle tool is. Well, there is no such tool. To draw a triangle, select the
Polygon tool and click and drag on the Artboardbut don't release your mouse button
just yet. While dragging, press the down arrow key on your keyboard and note how
the number of sides on the polygon decreases to three, the minimum. Instant
triangle. And you can even draw a triangle numerically by clicking once on the
Artboard with the Polygon tool and entering a value of 3 in the Sides input box.
Figure 3.8. What is a triangle but a three-sided polygon?

Want to try something really cool? As you draw with the mouse, hold down the tilde
(~) for a dramatic wireframe effect. On a standard keyboard, look for the tilde on the
accent key, just to the left of the 1 key. By pressing this key, you make a copy of the
shape any time you move the mouse while drawing. Try it now with the Star toolclick
and drag to create a star, but don't let go of the mouse button. Hold down the tilde
key and give your mouse a spin.
Stop for a moment and look at the various drawing tools that all share this
functionality. Just by using ellipses, line segments, rectangles, polygons, and other
simple shapes and lines, you can construct a multitude of creations, from robots to
landscapes.
Figure 3.9. My handcrafted automaton. Basic shapes form the

backbone of this robot illustration.

FREE-FORM DRAWING TOOLS
Shape and line tools are certainly not your only drawing resources. Those who like to
draw freehand will enjoy the Paintbrush and Pencil tools. The Paintbrush tool is a
freehand drawing tool that's effective with a mouse and downright powerful with an
electronic drawing tablet. The Paintbrush works in conjunction with the Brushes
palette (Window > Brushes). With it, you can create artwork that emulates the look
of watercolors, chalk, or even scribbles with a pen. Double-click with the Paintbrush
tool to display its many options, such as Smoothness. Experiment with them to see a
variety of painting possibilities.
Figure 3.10. Look to the Brushes palette for a range of media that
you can emulate with the Paintbrush tool.
The Pencil tool is practically an identical twin to the Paintbrush. They share similar
tool settings (Fidelity, Smoothness) and functionality. While the Paintbrush
automatically starts drawing with a brushstroke, the Pencil tool, by default, starts off
with a 1-point stroke. The Pencil can draw with Brush palette brushes, but it does not
do so by default. The Pencil and Paint Brush tools have been part of the Illustrator
family for so long that if Adobe chose to combine the two into one, much chaos and
mayhem would ensue.

Figure 3.11. This cartoon piece of sushi was drawn with the Pencil
tool. (The Chopstick tool is still being developed.)
Finally, there is the Pen tool, which goes beyond the scope of this chapter but you'll
learn all about it later. The Pen provides the ability to construct ultraprecise paths,
but has a learning curve almost as steep as that of the rest of Illustrator's features
put together.
As you draw more and more shapes on the Artboard, they will invariably overlap.
The newest shapes always appear on top of the older ones in what Illustrator calls a
stacking order. Think of this as layers upon layers of shapes or objects. Up next, we'll
look at how to alter the stacking order with the Selection tool.
Selecting and Arranging
If you've been trying out all of the drawing tools, your Artboard may be pretty
crowded by now. Time to clean up. Select the solid arrow in the toolbox (in the top-
left corner).
THE SELECTION TOOL
This is the Selection tool, and with it you can select, move, rotate, and modify
shapes on the Artboard. A shape or object in Illustrator must be selected before you
can make any kind of changes to it.
When you select a shape, a bounding box consisting of an outline with eight points
appears. If for some reason you don't see a bounding box as shown below, choose
View > Show Bounding Box. To move a selection, click within the bounding box and
then drag. To resize, move the cursor directly over a bounding box point until it turns
into a double arrow. Click and drag to resize or reshape the selection. Press and hold
the Shift key to resize proportionately. Hold the Alt (PC) or Option (Mac) key to
constrain movement from the object's center.
Figure 3.12. An object's bounding box and handles are visible

when you select a shape.
To rotate an object, move the cursor just to the outside of one of the points until a
curved double arrow appears. Click and drag in a clockwise or counterclockwise
motion. Hold down the Shift key to constrain rotation to 45-degree angles. Reset the
orientation of your bounding box after rotating by selecting Object > Transform >
Reset Bounding Box from the menu bar.
To select more than one shape with the Selection tool, hold down the Shift key and
click additional objects. If the object you're clicking does not respond, it may not be
filled with a color. Try clicking on the outline of the object instead. Another way is to
click the Artboard and drag a selection marquee around the objects you wish to
select, just like making a marquee with the Zoom tool to zoom in on objects.
To make multiple copies, select an object, press the Alt (PC) or Option (Mac) key, and
then click, drag away from the original object, and release. To deselect, click on the
Artboard away from the selected object(s).
ARRANGING OBJECTS
Remember stacking order? It's time to shake things up and down. Draw two circles
that overlap each other a little.
Select the bottom circle (with the Selection tool) and choose Object > Arrange >
Bring To Front. The stacking order of the two circles changes. If you select the Send
To Back command (from the same menu), the circle returns to the bottom of the
stack.
If you try this and don't see any effect, make sure both of your objects have a fill.
Select an object, and then click the miniature Fill and Stroke icon in the lower-left
corner of the regular Fill and Stroke boxes in the toolbox.

Figure 3.13. Clicking this mini button gives an object a white fill
and a black stroke.
Now, add another overlapping circle on top of the other two and make sure you can
see all three. Select the bottom circle and choose Object > Arrange > Bring Forward.
The circle moves between the other circles to the middle of the stacking order.
Rather than jump to the top of the stack, this command can bring an object forward
one position at a time in the stacking order. The Send Backward command has the
opposite effect, sending an object back one step rather than all the way to the back.
Figure 3.14. You can control the overlapping of any objects, like
these stars, by adjusting the stacking order.

If you have an object selected, you can also access the Arrange commands by right-
clicking (Ctrl-clicking on the Mac) to display a pop-up menu.
Working with Multiple Objects
Why reinvent the wheel when you can so easily cut and paste it? That is the
wonderful philosophy behind objects, which permit us to clone repeated design
elements.
POWERFUL PASTE COMMANDS
Like most modern software applications, Illustrator features traditional copy and
paste commands. They function as expected. You select an object, choose Copy or
Cut from the Edit menu, and then click Paste. The new copy appears on the Artboard
in the middle of the screen.
If you need to paste an object precisely in front (or back) of its original, however,
these traditional commands are ineffective. To the rescue come the Paste In Front
and Paste In Back commands. When you use either of these commands, found in the
Edit menu, Illustrator will paste your copy either exactly behind the original or
exactly in front.
The keyboard shortcuts for the special paste commands appear in the Edit menu.
For the skeptics in the audience, draw a circle, select it, and make a copyCtrl+C (PC)
or Command+C (Mac). Select Paste In Front (Edit > Paste In Front). Nothing's
changed, it would seem. Now select the circle and drag it across the Artboard. Notice
the other circle now? That is the original; you are dragging the copy, which was
pasted in front of the original. Voilà! The Paste In Back command works the same
way but pastes the copy behind the original.
GROUPING
Next, let's take a look at the grouping (and ungrouping) of objects in Illustrator.
When you group objects, you effectively create a temporary bond. Group three stars
together, and when you select one of them (with the Selection tool), you select them
all. Fill one object with a color, and you fill them all. Rotate one object, and … you
get the picture. Grouping is useful for organizing related objects in your document or
for moving multiple objects about with little trouble. To group, select two or more
objects and choose Object > Group or press Ctrl+G (Command+G on a Mac). To
ungroup, choose Object > Ungroup or press Ctrl+Shift+G (PC) or Command+Shift+G
(Mac).

Figure 3.15. Just click any of the objects in the group to select
them all at once.
You can group together object groups, and those groups can also be part of another
group!
Working with Strokes and Color
Different strokes for different folks, they say. That is true in Illustrator too, once you
gain control over your stroke palette.
THE STROKE PALETTE
Stroke may seem an odd name for something deserving of a palette, but you'll
quickly come to appreciate it. A stroke refers to the outline of an object, whether it's
a simple line or an elaborate polygon. The objects you're drawing so far are all (most
likely) in black and white (until a few paragraphs from now!), and the stroke is the
black part.
The controls on the Stroke palette affect both the style and width of the lines in your
artwork. Since you can now select objects, grab a shape on the Artboard and enter a
value of 5 in the Weight input box. As you do this, the line's thickness, or the stroke
weight, changes on your object. Preset stroke weights are available from a drop-
down menu; spin controls (the up and down arrows in the box) provide an alternate
selection method.
Figure 3.16. Thick, thin, or in between, the Stroke palette handles

all your outlining needs.

The Cap and Join settings on the Stroke palette determine how a line terminates (the
cap) and how one line meets the other (the join). A line or stroke can have one of
three caps: a butt cap (a straight end), a round cap (a semicircular end), or a
projecting cap (an end extending beyond the endpoint by half of the current line
width). The three types of joins are Miter, Round, and Bevel. The Miter join has an
input box below the Weight input, which allows you to select the Miter limit, or how
long and pointy the join can be until one line turns into the other.
Figure 3.17. Cap and join options, from left to right: Miter join with
a butt cap, Round join with a round cap, and Bevel join with a
projecting cap.
As you might have guessed, the Dashed Line option will give you dotted or dashed
lines. To activate it, click the check box and enter a value for the dash size (1, for
example) and a value for the gap (such as 3) between dashes. It's only necessary to
enter a value within the first dash and gap box. The other boxes give you enhanced
control over the dashed-line appearance by mixing dashes of different sizes and
shapes with smaller or larger gaps. Experiment with different values in each box to
see the result.

Figure 3.18. Strokes are found throughout this delightful Sonoma

Joe illustration by Heidi Schmidt, particularly in its text.
By default, the stroke on any object is positioned above the color that fills it. As you
increase the stroke weight, it begins to obscure the fill below it. This is most
noticeable on text objects. To move the stroke below the fill, select the object you
wish to edit and open the Appearance palette (Window > Appearance). This palette
displays both the stroke information and fill information for the selected object. Click
the Stroke appearance and drag it below the Fill appearance.
USING COLOR
Before we move deep into the territory of color, I want you to first look at the
fundamental components of the shapes we're drawing. By doing so, you'll gain an
understanding of what you can apply color to.
If you draw a circle in Illustrator, you'll see that the shape is made up of four points
and four curved lines. The points are anchor points, and the lines are path segments.
Together, the anchor points and path segments form either a closed or an open path.
Squares and circles are examples of closed paths. A straight line, an arc, and a spiral
are examples of open paths.
Figure 3.19. A closed path comprises anchor points and path

segments.
With an object such as a square, the outline of the square is the stroke; the area
within the outline is the fill.
In the toolbox are the Fill and Stroke color boxes. The Fill box is the solid square, and
the Stroke box is the hollow square. The boxes represent the current colors used in
newly drawn objects or the colors used in selected objects. Every object we have
drawn so far has had a white fill and a black stroke, unless you have already
changed these settings.
Figure 3.20. The Fill and Stroke color boxes are found at the
bottom of the toolbox.

Some of the drawing tools, such as the Line Segment tool and the Arc tool ,
remove the fill color and use only the stroke color. If you drew objects earlier with
these tools, the Fill box most likely has a red slash running across it, which indicates
no fill color.
Draw a circle on the Artboard and we'll change its colors. Be sure the object is
selected once the circle is complete. With the Selection tool, double-click the Fill box
to display the Color Picker. Click and drag in the color box or color spectrum bar (the
thin vertical bar) to select a color. Click OK. The fill color of the circle changes to
reflect your color choice.
Figure 3.21. Checking the Only Web Colors box in the Color Picker
shows only colors in the Web-safe palette. Leaving this unchecked
will give you the full color range to choose from.
To change the circle's stroke color, double-click the hollow black square. The Stroke
box is now the active color box since it is in front of the Fill box. Choose a color and
click OK.
The double arrow in the upper right of the Fill and Stroke area lets you toggle colors
back and forth between boxes. A single click on either box will make it active without
displaying the Color Picker. To restore black and white default colors, click the mini
Fill and Stroke box icon in the lower-left corner.
To see how the fill and stroke affect an open path, select the Spiral tool and click and
drag on the Artboard to draw the shape. The fill color abruptly cuts off at the last
endpoint on the outside of the shape. That cutoff connects the two endpoints of the
path. Any open path can have only two endpoints; Illustrator will automatically
connect them with the selected fill color.
Figure 3.22. The black dots I've added in this example represent
the connection of the endpoints of the open path.
As another example, select the Pencil tool and draw a free-form line on the Artboard.
Be sure to select a color for both the fill and the stroke. When you complete the line,
Illustrator again connects the two endpoints.
In case you're wondering, a straight line can have both fill and stroke colors as well.
However, because the path has no interior, the fill is not visible. To confirm its
presence though, just look at the Fill and Stroke boxes in the toolbox.
REMOVING FILL COLORS AND STROKE COLORS
To set either the Fill or Stroke box to fill or stroke a shape with no color (making the
area transparent), choose the None icon (shown as a red slash) just below the Fill
and Stroke boxes.
A shape does not have to have a fill or stroke color. In fact, a shape doesn't have to
have any color information whatsoever. Select an object you've drawn, and then
click the Fill box to make it active. Click the None icon just below the Fill and Stroke
boxes. Do the same for the Stroke box. Your object is now invisible, so to speak, but
you can still select it to see its outline and bounding box.
The fill of an object can consist of a gradient rather than a solid color. A gradient is a
smooth transition of one color to another. The stroke of an object cannot accept a
gradient fill. Feel free to experiment with this on your own using the Gradient palette
(Window > Gradient).
THE COLOR PALETTE
Slider controls beneath color bars on the Color palette (Window > Color) give you
another way of changing and selecting colors. Depending on the color model active
on the palette, you can also enter numeric and hexadecimal values in input boxes.
Choose from among grayscale, RGB, CMYK, and other choices in the palette's option
menu. The color spectrum bar or tint ramp that appears is also based on the color
model.
Figure 3.23. The Color palette the entire spectrum at your service.
A miniature Fill and Stroke icon is displayed on the palette. As with the toolbox
version, click either the Fill or Stroke box to make it active. The palette supports
drag-and-drop features. Click the Fill box and drag its color onto an unselected object
on the Artboard. The fill of the object changes to reflect the color on the Color
palette. The toolbox version also supports this handy feature.
Swatch palettes give you a third choice in color selection. Choose Window > Swatch
Libraries to display a menu of color swatches. Select Default CMYK to display its
swatch palette. The palette features various CMYK color swatches (plus gradient and
pattern fills as well) that you can drag onto selected or unselected objects, the Fill
and Stroke boxes, or the Color palette.
Figure 3.24. The Swatch palette holds solid fills as well as

gradients and patterns.

To keep a swatch palette visible between Illustrator sessions, uncheck the Persistent
option on the palette's menu.
Use the Eyedropper tool if you want to select or sample an object's color. To use the
tool, select the Eyedropper and click an object on the Artboard. Both the Fill and
Stroke boxes take on the sampled colors. Press the Shift key while using the
Eyedropper to selectively sample colors for the active color box. This is particularly
useful if you have a multicolored object and you only want to sample a particular
color from it.
Another trick is to select an object, then click another object with the Eyedropper
tool. This changes the color of the first object to match that of the second.
Using Type
Typography is essential to many design projects, so let's go over some of the text
possibilities using the various type tools. Text in Illustrator behaves a lot differently
than does text in a word processor, making it a little more challenging but a lot more
powerful and flexible.
Let's start with the standard Type tool on a new, blank document.
THE STANDARD TYPE TOOL
Click anywhere on your document with the Type tool to set your cursor, and then
type out a few words. The default is that the text is filled black, has no stroke, and is
a small, standard font. But, like anything else in Illustrator, this can be changed by
selecting (either with the Selection tool or by highlighting with the cursor) and
applying a change using various palettes. The Color palette and Fill and Stroke boxes
can be used on your text just like on any other object.
The most important typography features are found in the Character and Paragraph
palettes (Window > Type > Character, Window > Type > Paragraph). The Character
palette gives you all of your font face, font size, and spacing choices. The Paragraph
palette handles the alignment and justification of lines.

Figure 3.25. This text has a fill as well as a stroke, and its
letterspacing is set to 50 to pull it close together.
Figure 3.26. This line uses the default letterspacing, but the word
Up! has a baseline value of 10.
Figure 3.27. These lines of text are centered in the Paragraph

palette. For some breathing room, the line spacing was set to be
much larger between the heading and the first item, and closer
between the four menu items.

THE SPECIAL TYPE TOOLS
If you click and hold the Type Tool button in the toolbox, you'll see a series of useful
(and a few not-so-useful) special type tools:
The Area Type tool is easy to use. First create a shape in Illustrator as you
normally would, and select it. Then, with your Area Type tool, click in the upper left
of the shape. (Try to click directly on the path; otherwise, you may get an error
message.) Any text that you type will be formatted to fit inside the shape. Use the
Justify All Lines button on your Paragraph palette so the text flows to both edges of
the shape. The Vertical Area Type tool is just as simple, but the results usually
aren't very readableso this tool should generally be avoided.
Figure 3.28. Go ahead, type a few lines in any closed shape or

path.

The Type on a Path tool can be a little trickier at first, but it's one of the most
useful of the special type tools. First, create a path that you'd like your text to follow,
like a curved line, using any drawing tool such as the Pen, Line, or Pencil. Make sure
that this path is not an important part of your artwork it will disappear after you
enter your text. Click with your Type on a Path tool directly over the path or shape (if
you get an error, keep trying to click right on the path)when the cursor appears, you
can begin typing. The Vertical Type on a Path tool works in the same way, but just
like the Vertical Area Type tool, the effect isn't always very readable or attractive.
Figure 3.29. If you need to move your type elsewhere along a

path, use the Selection tool and drag the bottom of the I-beam
that appears at the beginning of the text.

CONVERTING TO OUTLINES
If you'd like to give your text some other effects, like a gradient fill, for example,
you'll need to convert your text to outlines. This means that the wording will no
longer be editable (so check your spelling first!), but each letter will become a shape
made of paths that can be edited just like any other Illustrator object. To convert to
outlines, select your text with the Selection tool and go to Type > Create Outlines.
Each letter will be its own shape, and the letters will be grouped together. If you
need to work with the letters individually, you can ungroup them (Object >
Ungroup).
Transformation
While we've been drawing, a heretofore hidden palette has been silently going about
its business of tracking movements and displaying information about the tools we've
been using and the objects we've been selecting.
THE INFO PALETTE
This surreptitious palette is none other than the Info palette (Window > Info). It
provides x, y coordinates for the currently selected tool, color values of objects,
width and height values of shapes and paths, font information for text tools, angles
of rotation, and other useful feedback. I mention this palette now because it will
come in handy when working with various transformation tools and commands that
follow.

Figure 3.30. Now that's a lot of info!
ROTATE, REFLECT, AND TWIST
The Rotate tool may seem an odd thing to talk about since you already know how
to rotate using the bounding box. The beauty of the Rotate tool is that it lets you
rotate an object around any point you define. To see this, turn on the Smart Guides
(View > Smart Guides), draw a circle on the Artboard, and then draw a couple of
small stars close together nearby. Next, group the stars (Object > Group), keep them
selected, and then click the Rotate tool. Position the crosshairs cursor over the
center point of the circle and click. This defines the origin point for rotation. As you
click, the crosshairs become a black arrow. If you click and drag with the black arrow,
the stars now rotate around the center point of the circle. Notice that as you rotate
the stars, the angle information in the Info palette updates. When you release the
mouse, the crosshairs cursor appears again since the tool is still active.
Figure 3.31. You can move objects around any origin point you
define using the Rotate tool.

Hold down the Alt/Option key and click again on the circle's center point. The options
dialog for the Rotate tool appears. In it, you can enter values to set the rotation
angle. Enter a value of 25 and, instead of clicking OK, click the Copy button.
Figure 3.32. Defy your instinct and click Copy instead of OK to

place a rotated copy of an object.
Press Ctrl+D/Command+D to repeat the last action. If you continue to press

Ctrl+D/Command+D, copies of the stars eventually will appear at 25-degree angles
all around the circle's center point. Rather nifty!
Figure 3.33. I needed to create an animation based on this graphic

with a needle moving around a gauge. All I had to do was select
the needle and then set its rotation origin with the Rotate tool to
make it happen.

To demonstrate the Reflect tool, draw an arc (using the Arc tool) on the Artboard.
When finished, double-click the Reflect tool found within the Rotate tool fly-out
menu. The Reflect options dialog appears with a choice of axes to reflect against
(Horizontal, Vertical, or user-defined Angle). Select Horizontal and click Copy. A
reversed copy of the arc is created across the horizontal axis of the original arc. The
axis for an object originates from its center point.
Delete the copy of the arc, and select the original so that we can reflect an object
with the mouse rather than via a dialog box. Click once on the Reflect tool (note the
crosshairs cursor), and click just to the right of the arc. Press the Shift key and click a
little below where you just clicked. The arc reflects across the vertical axis we
defined.
To make a copy of the arc across the axis, press both the Shift and Alt/Option keys
before you click a second time. In this demonstration, the Shift key is used to
constrain our axis to a straight line. Because an axis can be defined at any angle you
choose, it is not always necessary to use Shift key.
Figure 3.34. If you want the object you draw to be symmetrical,

you only need to draw one side, like I did with the shield shape
here. Then use the Reflect tool to make a copy for the other side.
Join the paths together to form a closed object to accept a fill.

SCALING AND SHEARING
The Scale tool is useful for the precise resizing of shapes when used in
conjunction with the tool's options. To use it, select the object you want to scale, and
then double-click the Scale tool to display the options dialog. Here, you can enter a
percentage value for uniform scaling, or an amount to scale the object horizontally
or vertically. The Scale Strokes and Effects option, if checked, will increase the width
of the stroke. For instance, if you scale a path segment with a 1-point stroke to 200
percent, not only will the object double in size, but the width of the stroke will also
increase to 2 points. Effects applied from the Effect menu, such as glows and drop
shadows, will also increase in size when this option is checked.
The behavior of this tool when using the mouse instead of numeric values is similar
to that of resizing an object using the Selection tool and the bounding box. To scale
with the mouse, select an object and click the Scale tool. For uniform scaling, click
and drag out at a 45-degree angle while holding the Shift key. For horizontal scaling,
drag the mouse horizontally while holding Shift . Drag vertically while holding Shift
for vertical scaling. Other than constraining scaling movements, it's not necessary to
hold down the Shift key when dragging.
To demonstrate the Shear tool, select the Spiral tool and draw a spiral on the
Artboard. With the spiral selected, click the Shear tool, hold the Shift key to gain a
modicum of control over this erratic tool, and then click and drag. If you drag along a
horizontal axis, the spiral shape will slant or skew itself along this line. If you drag
along a vertical axis or any other angle, the shape slants along that line. By default,
the Shear tool sets the center of an object as its origin point. The origin point
dictates where the slant will begin.

Figure 3.35. Put a new slant on your designs with the Shear tool.
For those who don't have the patience for such "toolish" nonsense, your best option
is to use the Shear options dialog. By doing so, you can enter numeric values for
precise control over your shear (or slant or skewpick one!). As with most tools, you
double-click this one to display its options. Set the value of the Shear Angle, choose
an axis (Horizontal, Vertical, or user-defined Angle), and make a copy of the sheared
shape from this dialog box. Clicking the Copy button instead of OK, and then
repeating the command by pressing Ctrl+D/Command+D again and again, can
quickly lead to chaos! Enjoy it.
Figure 3.36. Gain more control with the Shear tool options dialog.

THE FREE TRANSFORM TOOL
The Free Transform tool is the Swiss army knife of transformation tools. This one
tool can resize, shear, rotate, and distort objects. Unleashing its full potential
requires the use of modifier keys such as Shift, Alt/Option, and Ctrl/Command.
Figure 3.37. The billboard and the box images in this illustration
by Leo Espinoza were distorted to great effect. When you need
quick and dirty perspective angles, Free Transform is the tool to
use.

Since we've yet to use a rounded rectangle for demonstration purposes, draw one on
the Artboardthe Rounded Rectangle tool is found in the Rectangle tool fly-out. To use
the Free Transform tool, you must first select the rounded rectangle with the
Selection tool, and then click the Free Transform tool. There are no visual clues that
the Free Transform tool is active, other than the Info palette displaying some new
information.
To resize or rotate the rounded rectangle, you use the tool in the same way you use
the Selection tool and an object's bounding box. Click and drag a handle to resize, or
click near a point to rotate. Let's move beyond these basic functions and distort the
rounded rectangle with the tool.
Click and drag a bounding box corner. As you drag, hold the Ctrl/Command key.
Notice that it affects only that corner of the object.
Figure 3.38. Object distortion using the Free Transform tool.

Now press the Shift key along with what you're doing. This constrains the distortion
to the horizontal and vertical axis. Press a third keyAlt/Optionsimultaneously to have
an adjacent corner mimic the movements of your selected corner point. To shear the
object, release the Shift key but continue to hold the Ctrl/Command and Alt/Option
keys while you drag. You can achieve a variety of distortion effects by using
practically any number of modifier keys while selecting any of the bounding box
points. The key is to click and drag first, and then use the modifier keys.
Figure 3.39. Use the magic of Free Transform to create swanky

boxes.
THE TRANSFORM PALETTE

Many of the functions found in the Free Transform tool can be found and modified
numerically in the Transform palette (Window > Transform). As a reminder, an object
must first be selected in order for this palette or any palette or tool to have an
effect.
Figure 3.40. The Transform palette.
By entering values in the input boxes, you can move an object along the x- or y-
axis, alter its width or height, rotate it to any angle, and shear it to any angle. When
a project calls for precision, this is the palette to have on hand.
The Transform palette features a miniature representation of a bounding box that

surrounds a selected object. Select a point on the bounding box icon from which to
originate changes. For instance, if you select the lower-left point of the bounding box
icon and then set a rotation angle, the object you're modifying will rotate around its
lower-left bounding box point. The Transform palette's option menu provides
additional functionality. From this menu, you can choose to reflect an object along a
horizontal or vertical axis and check the Scale Strokes and Effects option rather than
accessing this function through the Scale tool's options box.
Transparency
Transparency is simply the ability to see through an object. When designers talk
transparency, they often use the word opacity. Opacity is the level of transparency
you give to an object.
Figure 3.41. The blue window's low opacity lets you see through to
the yellow shape below.

To use opacity, select any object under the Illustrator sunan object already sitting on
your Artboard will do just fine. Open the Transparency palette (Window >
Transparency) and enter a value from 1 to 100 in the Opacity box, or drag the slider
that appears when you click the right-facing arrow on the Opacity box. The lower the
value, the more you can see through the object. Objects are said to be opaque if the
value is set to 100 percent. To be absolutely certain this is working, turn on the
Transparency Grid (View > Show Transparency Grid). The grid should be visible
through any object with an opacity level other than 100. To change the size or color
of the grid squares, choose File > Document Setup and choose the Transparency
option from the drop-down list.
Figure 3.42. The lower the opacity, the more you can see through
an object.

You can modify settings for the Transparency Grid by choosing File > Document
Setup from the menu barselect Transparency from the drop-down menu. These
settings are document-specific, so don't expect to see your changes reflected
elsewhere.
Other than the grid, you can use the Appearance palette (Window > Appearance) to
determine whether your object uses transparency. If an object has an opacity level of
50 percent, an attribute in the palette will say Opacity: 50%. If opaque, it will read as
Default Transparency. This palette will also display which blending mode an object
uses.
Figure 3.43. This photo-realistic piece by designer Brooke Nuñez

incorporates transparency settings in the sky and the face, in
addition to exhibiting many other endearing qualities.
Since we're in learning mode, turn on all options for the Transparency palette by
choosing Show Options from the palette's fly-out menu.
Note that if you stack multiple objects with transparency, they will gradually become
more opaque where they overlap, because transparency is a cumula-tive effect.
KNOCKOUT GROUPS
Contrary to one's initial thoughts, knockout groups have absolutely nothing to do

with a gaggle of rogue boxers roaming the streets wild and free. Rather, knockout
groups serve a fundamental need in the world of transparency by preventing
overlapping objects from applying their opacity levels to each other. Confused?
When you stack semiopaque objects, they become more opaque. Many times, this
cumulative result is not desirable, such as when you've created semitransparent
shadows that overlap. In real life, shadows wouldn't become more opaquethey'd just
blend together.
Figure 3.44. The shadows for the silver balls and the lines
connecting them have the same opacity setting, 50 percent.
Notice the clear distinction between shadows. This is caused by
one 50 percent shadow being on top of another 50 percent
shadow. From a design standpoint, it just won't doknockout
groups to the rescue.
When this problem crops up, just select the separate objects and group them (Object
> Group). As you do this, the objects miraculously merge to eliminate the
cumulative transparency. If you want to go back, uncheck the Knockout Group option
in the Transparency palette.
Special Effects and Filters

Picture this scenario: You've got an outlandish vision for your next illustration, but
you can't quite figure out how you're going to draw everything you want using
Illustrator's basic tools and features.
Illustrator's special effects and distortion filters can lend a hand. These workhorse
features alter your designs to give them an eye-catching complexity that your trusty
drawing tools just cannot achieve (or not quickly enough, at any rate).
If you remember only one thing about this topic, remember this: Filters are final,
effects are not. It isn't that filters are bad, they're just not as flexible as effects.
You can apply a whole range of effects to an object (as you'll see), and then save the
file, lapse into a coma for years on end, open up the same file in Illustrator, and
remove the effectsand the basic shape you began with will still be intact. If you were
to apply filters to the same object, you would emerge from your coma to find that
you're stuck with the pink drop shadow, the plastic wrap fill, and edges roughened
by the Roughen filter.
What follows is a look at some of the filters and effects you can apply to objects. You
are highly encouraged to experiment with them and others, keeping in mind that
filters and effects require you to first select the object before you can apply them.
FILTERS
Got some bitmap art around, like a photo? Open it in Illustrator and go to Filter >
Create > Object Mosaic. It converts the color values in a bitmap image to vector
mosaic tiles, similar to a stained glass window. Control tile size, spacing, and number
of tiles with the filter's options. Additional options constrain the width and height
ratio, output the result in color or grayscale, and let you keep the bitmap image
visible with the result or delete it.
Figure 3.45. A photo of fish becomes an abstract design with the

Object Mosaic filter.

Filter > Create > Trim Marks places tiny marks around artwork to serve as guides for
trimming or cutting after printing. It uses the dimensions of the bounding box around
selected artwork. If you work in print design, you'll find this handy.
A wide range of Distort and Stylize filters are found in your Filter menu, and these do
some pretty cool things to your art such as give it a shadow or pucker the shape
inward. But hold your horsesthe Effect menu has many of the same ones, so we'll
look at them when we get to effects.
The remaining filters below the last divider line on the Filter menu (and the Effect
menu) are borrowed from Adobe Photoshop. They are quite extensive, and because
they are primarily raster-based filters, I will not discuss them here. If you use them in
your work, I would advise using only the ones in the Effect menu so you can go back
later to make changes. Feel free to experiment with them, though.
EFFECTS
Note that most of the effects described below will not work in CMYK mode. If you
need CMYK mode, such as for a print project, start out your artwork in RGB when
you create the document. Apply the effect you want, and then change the
document's color mode to CMYK (File > Document Color Mode).
Effects are cumulative. For example, if you apply the Drop Shadow effect to an
object over and over, the shadow gets progressively darker. To remove any of the
effects from an object, choose Window > Appearance to display the Appearance
palette. Select the guilty effect and click the trash can icon at the bottom of the
palette.
Effect > Convert to Shape gives objects the effect of having the shape of a
Rectangle, Rounded Rectangle, or Ellipse. In the Shape Options dialog (common to
all three shapes), set Relative or Absolute width and height and adjust the corner
radius (for Rounded Rectangle).
To give your shapes pointy spikes or rounded bulges, choose Effect > Distort and
Transform > Pucker and Bloat. Pucker is great for creating interesting stars, while
Bloat is useful for creating flowery shapes.
Figure 3.46. Boring squares become much more exciting with the
Pucker (left) and Bloat (right) effects.
Effect > Distort and Transform > Roughen/Scribble loosens paths to give an almost
hand-drawn feel to them. With some of the settings on Roughen, you can create
both jagged and smooth paths.
Figure 3.47. Try out the whole range of Roughen settings for a
variety of results.

The Transform effect under Effect > Distort and Transform has many of the same
features you'd find within the Transform palette, such as sliders and value boxes to
control scale, rotation, size, and horizontal and vertical movement. Some of the
controls are limited. What makes this effect special, though, is when you start
playing around with the Copies and Random options. Select an object on the
Artboard, choose this effect, check the Preview option, and start entering some
values and moving sliders. You can get some really interesting effects by doing so.
Figure 3.48. Letting Illustrator create random transformations can

yield some wild designs.
Enough with the twisting and twirling commands! There are no fewer than four
commands in Illustrator to do such a thing, like Effect > Distort and Transform >
Twist. If you've tried the Twist tool in the toolbox, you're 99.9 percent of the way
there with this effect. However, because it's an effect, remember that you can
always go back to the original shape.
For an instant wavy line, try Effect > Distort and Transform > Zig Zag. Draw a
straight line, choose this filter, and uncheck the Preview box. Next, adjust the Ridges
per segment slider, and then select Smooth from the Points section.
Figure 3.49. Instant wavy line!
The Effect > Rasterize command is similar to the Rasterize command found within
the Object menu, and turns your vector art into a bitmap. But, as an effect, it will not
do permanent damage. Remember that you're changing the appearance attributes
of an object, not the object itself.
Add Arrowheads, found under Effect > Stylize, is useful for adding not just
arrowheads, but also arrow tails to an open or closed path. Use Object > Expand
Appearance (plus a few Ungroup commands) to work with the individual heads or
tails.
Figure 3.50. The Add Arrowheads effect has plenty of different

heads and tails to choose from.

The series of Effect > Stylize > Drop Shadow/Feather/Inner Glow/Outer Glow adds
soft (or hard) effects borrowed from the pixel world. The end result, however, is in
fact a raster-based (bitmapped) effect added to an object, since the results still scale
up and down without any loss in quality. These effects are good to have around the
house, so to speak. The Feather effect is useful for creating a blurred look to hard-
edged vector objects.
Figure 3.51. Drop shadow and other raster-based effects are

shown here.

Need to emulate the rounded corners on a road sign or make a pointy star look
friendly? Effect > Stylize > Round Corners will tackle those tasks with no effort.
Setting the radius of the corners is the only option you get with this no-frills effect.
Figure 3.52. A simple effect with lots of uses.
So now you're armed with all sorts of methods for distorting simple and complex
objects. Use these techniques in moderation, so as to enhance your creations rather
than overpowering them. I know I can trust you!
Outdoor Advertising Project
Using type in a design can be just a simple way to communicate information, or an
art form in itself. Illustrator provides the tools, type designers supply the typeface
designs, but it's up to you to create dynamic and appropriate typography that
communicates the message.
Figure 3.53. This project takes your Illustrator skills citywide!
In this project, you'll create an advertisement that wraps an entire city bus. In this
moving medium, you'll need to think about how to make your text readable and
stand out. You'll also need to use color and imagery to add life to the ad and make it
eye-catching on the street.
Project Brief: Bean Mountain
A regional ad agency wants to make use of the area's extensive public

transportation system to promote its newest client: a national coffee shop chain
called Bean Mountain that's recently expanded into your city.
Your task is to create a colorful, stylized design to market the brand for placement
on the city's buses. You will need to use the bus template provided below. To spur
your ideas, think about the sample company name, slogan, and campaign copy
below. You may include any of these copy elements in your design, or create your
own.
Name: Bean Mountain

Slogan: Climb the cup to a higher taste
Copy: Coffee drinker at the peak fitness
I place no stylistic demands on you for this project, except that you must design
something appropriate for this type of client and product. I would, however, like to
see you make use of the various typographic features you learned in this chapter.
Don't cram them all into one design, but think about how a creative type treatment
might call attention to the message.
As you're learning the basics of vector art, you are strongly encouraged to create
your images entirely within Illustrator. If you use any bitmap imagery, please limit its
use to no more than 25 percent of the overall design.
For ideas and inspiration, visit the Web sites of local and national coffee companies.
Researching the company or product category is the first step in any design project.
Project Summary
STUDIO SESSIONS

designers.
Brainstorm and sketch advertising design ideas.
Use Illustrator's typography tools to set the copy for the ad.
Create a design that draws attention to the advertising copy.
1. Downloading and Using the Template
Go to the online download site to access the bus template. The bus template file
contains two layers: the Bus Frame layer (which contains a locked outline of the bus)
and the Bus Clipping Mask layer. You can see them in your Layers palette (Window >
Layers).
Read the steps below carefully so you understand how to use the clipping mask
layer and avoid any unnecessary extra work.
The Bus Clipping Mask layer contains a light gray bus shape that represents the
surface in which you will design. Hide this layer as you create your artwork by
clicking the eye icon next to the layer name (clicking it again will show the artwork).
Once you finalize your design, you will use the gray bus clipping mask.
A clipping mask is a shape that can hold other shapes within its boundaries or
outline, like a picture frame. Don't worry about fitting everything within the design
areathe excess will be hidden by the mask at the end of the project.
Figure 3.54. Any artwork that is outside the bus area will be
hidden when the mask is applied at the end of this project.
2. Brainstorming Your Bus Design
Let's step aside from Illustrator for a moment to visualize the design. The coffee
company is called Bean Mountain, so you might consider a literal approach, using
drawings of coffee beans or mountains. Coffee beans are so irregularly shaped that
you could draw them freehand pretty effectively with the Pencil tool, even if you're
not a confident illustrator. Mountains are just triangles, right? Polygon tool!
For something less literal (and more abstract), think about what colors and shapes
remind you of coffee. Peppy, bright colors and stars representing all that caffeine
energy? Soothing colors and wavy lines to connote a delicious aroma wafting in the
air? Consider the tools and effects you could use to make these ideas come alive,
such as the Zig Zag effect.
Next, think about the typography you'll need to apply to the bus. What text should
be the biggest? What font would be readable at a distance but indicative of the
product? Consider whether you'd like to apply the text to a special shape or path, or
leave it straight, and where you would like to place it in relation to your graphic
ideas.
You may even want to do a few sketches on paper before you begin.
3. Creating the Bus Graphics
Click the Create New Layer icon at the bottom of the Layers palette, and drag the
new layer so that it sits below the two other layers. Make sure your new layer and
the Bus Frame layer are both visible and the Bus Clipping Mask layer is hidden.
Figure 3.55. Layers start here.
Now you can begin designing on your new, bottommost layer. The bus outline on the
Bus Frame layer will help guide your placement of objects and text, but remember
that you can let your art "bleed" beyond the bus since the excess will be cut off later.
Use your drawing tools to create the imagery you planned for your bus designs. You
can be as detailed or abstract as you like, as long as it supports the goal of the
advertisement. Keep these tips in mind as you work:
Use Object > Arrange to modify the stacking order of your objects as needed.
If you can't get the exact shape you want from a shape tool, try applying an
effect from the Effect > Distort and Transform menu.
Don't underestimate the power of freehand drawing with the Pencil tool you
may surprise yourself.
Use the Stroke palette to apply thick strokes, dashed lines, and other special
outline features.
Try an interesting look by purposely making a large shape bleed off the edge of
the bus shape.
Group (Object > Group) selected objects in your design so that you're able to
move them or scale them as a single entity. Just ungroup them if you want to
edit them separately again.
4. Adding the Typography
Next up is the all-important task of setting type for the ad. Using the copy supplied
above (or your own), set the typography on your design.
If you'd like to use type on a path or inside a shape you've drawn, you'll need to
draw that first. When your path or shape is ready, choose the appropriate special
type tool (Type on a Path tool or Area Type tool ), click the path or shape, and
enter your text.
You might be wondering how you can have type run along one of the graphics
you've created already (like around the side of a coffee bean or along a mountain)
without removing your graphic when you start typing. Here's what you'll want to do:
Select the graphic and copy it, then use the Paste in Front command to put a copy
right on top of your original. Then use the special type tool of your choice to input
the typethe copy will disappear, but the original will stay underneath.
With your type in place, consider adding fill and stroke colors that will help the text
stand out from your design as well as integrate with it for a cohesive look.
5. Applying the Clipping Mask
With your designs in place, it's time to put on the mask we talked about earlier and
hide the excess space that surrounds the bus shape. Zorro, look out!
Make sure that your Bus Clipping Mask is above any layers that you have created
artwork on (and below the Bus Frame layer). Make the Bus Clipping Mask layer
visible, and unlock it by clicking the lock icon next to its name.
At first, this will obscure your artwork below. This is only temporary; it will return to
normal once we create the clipping mask.
The next step is to select all the artwork and the clipping mask shape together. Do
this by holding down the Shift key as you click the hollow circle on the artwork
layer(s) and the Bus Clipping Mask layer. As you do this, the hollow circles become
double circles, indicating that the artwork on those layers is selected.
Figure 3.56. Hold Shift and click the circle on your artwork layers
and your Bus Clipping Mask layer to select all the objects on each
layer.
The final step is to choose Object > Clipping Mask > Make. This will cause your
artwork to be masked inside the bus shape or bus mask.
You'll notice that any part of your design appearing over the windows shows up
differently than on the rest of the bus. This is to simulate light showing through from
the other side of the bus and gives the design a more real-world look.
Student Work
What have other designers done with this bus advertisement project? Here are some
work samples from Sessions.edu students:
Figure 3.57. Jeff Weiner used gradients, type on a path, drawings

of cups, and even a spill to cover his bus in the warm feeling of
coffee.

Figure 3.58. Patricia Baumberger drew a coffee bean design that

she copied, pasted, and transformed many times to cover the bus,
and applied a variety of text effects.
Figure 3.59. Using thick black strokes, lots of repeated coffee

beans, and type on a path, Stephanie Adams created a bus design
as bold as the coffee it advertises.

Chapter 4. Digital Imaging
Digital imaging is tough to nail down. One minute it's an abstract, futuristic-looking
art piece on a company brochure, and the next it's a soft drink ad depicting a
penguin in the Sahara. Real or surreal, literal or abstract, digital imaging is all about
creativity and communication.
The fact is that with today's digital imaging toolsand some experienceyou can
produce any artistic concept that pops into your head. You have all the creative
freedom in the world. But don't go Photoshop-crazy just yet. When you take on a
professional graphic design project, your creative ideas and digital imaging expertise
have a single goal: communicating the client's message.
As we explore a wide range of digital imaging techniques in this chapter, from photo
touch-ups to realistic scenes created from scratch, consider the images you see
every day on packages, in magazines, and on billboards. What do they communicate
to the audience? How have retouching and other artistic techniques helped get
those messages across?
COURSE DEVELOPER: MATT KLOSKOWSKI
This lesson was developed by Adobe Certified Expert Matt

Kloskowski, author of Extreme Photoshop, Illustrator Most
Wanted, and other books on design.
Figure 4.1. Would you believe this image created by famous artist
Bert Monroy is not a photo? This wow-inducer was painted from
scratch in Photoshop.

Learn to use the Healing Brush tool and Patch tool to retouch
blemishes in photographs.
Learn to use the Color Replacement tool to change the hue of an area
of a photo.
Apply a Shadow/Highlight adjustment to quickly repair lighting

problems in a photo.
Learn to use Levels and Curves for precision lighting and color
correction.
Learn to use a variety of Filters to create abstract artwork and modify

its properties.
Explore the settings available in the advanced Brushes palette.
Learn to create and save custom brushes.
Create a photo-realistic image using custom brushes.

Communicating with Digital Imaging
If you're a digital artist creating art for art's sake, the world is your oysteryour work
can communicate anything your heart desires, or nothing at all. For graphic design
professionals, however, digital imaging has a very specific job to do. That job is to
make images that look great and communicate. Sometimes you won't notice that
any digital imaging work was done at all, which is quite a compliment to the
designer. Other times, you'll be knocked out by the unmistakable application of
digital imaging techniques.
The first category is the retouching and correction of original photographs, an

important skill for designers in the publishing world. Such work can be as simple as
making the sky more blue in a vacation ad or as extreme as lengthening the legs on
a supermodel for a fashion cover. Designers go to town on model shots, performing
such subtle tasks as slimming the waist, coloring the lips, enlarging the eyes, and
correcting skin imperfections.
Even outside the world of glossy magazines, most photos that are published are first
retouched and corrected, with the goal of removing features or blemishes that would
distract the viewer or make a person or product seem less than ideal. These
techniques also help designers and photographers out of some tough jams, such as
when the lighting or weather on a photo shoot isn't ideal. Why reshoot when you can
retouch?
Digital imaging also affords the designer the ability to make a surreal concept a
reality that grabs viewers' attention and sticks in the memory. Let's say a pet food
company asks you to design an upcoming campaign for a new cat chow that makes
cats feel younger and more playful. You instantly picture dozens of kitties at the
amusement park riding the coasters and bumper cars. It's not a situation that a
photographer could ever hope to capture. With a handful of photographs and some
digital imaging prowess, though, you could certainly make a scene that was
convincing and memorableand a moneymaker for the client.
Figure 4.2. Retouching is a common tactic in digital imaging. In

this image, created by photographer Ken Milburn, the car and
background were separate photos that were enhanced, then
combined to make a finished scene.

Where Do You Draw the Line?
Every designer must ask himself this question when embarking on a digital imaging
project. Since there are no limits to what you can do to an original photograph, some
ethical concerns are raised. Digital imaging can be so realistic and convincing that it
can be misleading. How perfect should you make that cover girl? Is it OK to put that
guy's head on this other guy's body?
The answer to these questions depends on the medium. In the news media, for
example, only minor corrections to color and lighting that help balance an image are
permitted. Newsweek and TV Guide have both been in hot water over cover designs
that included one person's head on another's body, leading readers to believe that
the images were actual photos. In fashion magazines, where readers expect the
ideal, heavier retouching is more acceptable.
In advertising and packaging, color and lighting corrections are used to make
product images appealing but attainable. In a hamburger ad, for example, the
lettuce and tomato might be touched up so that they appear more vibrant and
appetizing, and reflections on the meat highlighted so that it seems extra juicy.
Creating a scene that is patently not real can also be acceptable. If floating that
same hamburger in space or placing it on top of Mount Everest through digital
imaging helps communicate a specific message, there's nothing stopping you.
Viewers will understand that it is an unrealistic situation made to look convincingjust
like the cats in the bumper carsand will not feel misled.
What all the above scenarios have in common is the use of photography as source
material. Most digital imaging assignments begin with photographs, obtained from
photographers or stock photography sources. But it should be noted that
photographs are by no means a requirement, as skilled Photoshop pros are able to
create abstract and photo-realistic art from scratch. These pieces, formed with
brushes, filters, and other tools, present an alternative when photos simply won't
achieve the objective. The challenge of creating them helps keep digital imaging
experts at the top of their game.
Figure 4.3. With a blank slate and plenty of Photoshop expertise,

Colin Smith painted this realistic, detailed guitar.

Image Retouching
Because a photographic image is rarely perfect, Photoshop offers many tools for
retouching and correcting images. Retouching deals with fixing or touching up the
small details in an image. These tasks can range from something as simple as
removing red-eye to something as complicated as smoothing wrinkles. Some may
see this as cheating, but you're really just trying to enhance a photograph so that it
looks its best.
I once heard Photoshop guru Scott Kelby speak about this issue at the Photoshop
World convention. An audience member asked him how ethical it was to manipulate
reality and change someone's appearance for the better. Scott's answer was
interesting: He said that the purpose of retouching was to make a photograph look
as good as real life.
When you're talking to a friend, so much is happening that you may not notice that
he has a small blemish on his face or a feature that is just a bit off. But when you're
looking at a photograph of him, you have nothing else to concentrate on but the
photograph itself. Because a still image is a moment frozen in time, you're much
more likely to pick up on any problems. That's a great way to think about image
retouching.
So, with no further ado, let's jump right in and take a look at some of the image-
retouching tools in Photoshop.
The Healing Brush
The Healing Brush tool allows you to cover up blemishes, wrinkles, scratches, or
image damage. It works similarly to the Clone Stamp tool in that you sample from
one area of an image by Alt-clicking/Option-clicking a source area and then paint on
another area where you'd like to cover up blemishes. The way it works is by
sampling the color, texture, transparency, and luminosity of the source area
separately. Then, when painting, Photoshop merges the values of the sampled area
with those of the target area.
If you choose the Healing Brush tool, you'll notice the Options bar changes to display
a few settings specific to the selected tool. As with other brushes in Photoshop, you
can change the Mode in which the brush paints.
Figure 4.4. Like other brushes, a Mode menu is available in the

Options bar.

The next group is the Source settings. Choose Sampled to use the pixels from the
current image in which you're working. Choose Pattern to repair the sampled area
with pixels from a pattern. The pattern can be selected from the drop-down list next
to the check box. Another key setting is the Use All Layers check box on the right. It
instructs Photoshop to use all layers when sampling or to use only the active layer.
Figure 4.5. Choose whether you want to sample all layers or just
the active one before you start using the Healing Brush.
Note that it's best to work with small areas at a time. A general rule of thumb is to
sample often. Even slight changes in texture and lighting values in the source image
can wreak havoc on your healing abilities, so you'll want to make sure you're always
sampling from an appropriate source.
Figure 4.6. Various creases appear when a subject smiles, but we'll
make them less severe with some retouching. The forehead
creases will be smoothed with the Healing Brush tool, and then
we'll use the Patch tool on the ones around the eyes.

Political tip: When retouching photographs of your friends and family, never let them
know that you've used the Healing Brush on them. As you can imagine, it's really not
a compliment, and they'd be better off just thinking that they had a really good day
at the time the photograph was taken.
tip
Duplicate the layer and use the Healing Brush tool on the top
layer so that you can reduce the layer's transparency and soften
the effects without affecting the original.
Figure 4.7. A small area of the skin is sampled (left), then painted
over the wrinkle (right) to smooth it out.

The Patch Tool
The Patch tool is similar to the Healing Brush tool in both the applications for
which it's useful and in the results that it produces. It works by repairing a selected
area of an image with pixels from another area (or pattern).
Figure 4.8. An area to patch is selected (left); the selection is

placed over an area of smoother texture (middle); and the finished
area takes on that texture.

A handy feature of the Patch tool is that it gives you a preview of what effect will be
applied to the target area. This happens after you first select the area to be repaired.
You'll notice that as you search the image for a sample to repair from, the selected
area will display the sample so you can see how they match.
note
The Patch tool works only on the current layer. It doesn't offer
the Use All Layers setting that the Healing Brush tool does, so be
careful.
To use the Patch tool, select an area to be repaired in the same way you select with
the Lasso tool. Once you have selected a source area, position your cursor within the
selection and begin to drag around the image to look for an area to sample from.
Again, just like the Healing Brush, the Patch tool will try to match the color, texture,
transparency, and luminosity of the sampled area with the source selection.
When you've found a suitable source to sample from, release the mouse button and
Photoshop will do the rest.
Figure 4.9. The creases are now much softer (right), thanks to the
Healing Brush and Patch tools, without being unrealistically
smooth.

The Color Replacement Tool
The Color Replacement tool is similar to a regular Photoshop brush except that it
does not overwrite all of the data on your image. Instead it manipulates the color on
your image while retaining the image detail (texture, transparency, and luminosity).
Because the Color Replacement tool functions as a brush, it can be applied with
more precision than some other color replacement functions in Photoshop. Also,
because the Color Replacement tool performs image analysis on the fly, it saves you
the step of extracting a particular area from your image before applying color
changes.
Figure 4.10. The client wants a blush wine in the ad, and you've
only got Bulgarian chardonnay? Not much you can do about the
taste, but you can easily change the color.
That said, the Color Replacement tool is extremely easy to use. Once it's selected,
you'll see various settings in the Options bar, like Tolerance, which you should be
familiar with from other tools.

Figure 4.11. Familiar options for the Color Replacement tool.
Figure 4.12. Notice how the rabbit is affected by each individual

Mode and the sample color.
The Mode settings determine the ways in which the Color Replacement tool can be
applied:
Color Uses the currently selected foreground color to apply color to your
image. It replaces the hue and saturation but preserves the luminosity of the
source image.
Hue This option keeps the luminosity and saturation settings of the original
image but replaces the original hue with the foreground color.
Saturation Adjusts the saturation of the image to match that of the foreground
color.
Luminosity As you can probably guess, this option manipulates the luminosity
(or brightness) of the source image to match that of the foreground color.
However, the hue and saturation of the original will be preserved.
Image Correction
Image correction is different from retouching in that it concentrates on repairing
portions of an image that should be different. Color casts, strong shadows, washed-
out highlights, overexposure, and underexposure are all great examples of issues
that might need corrected.
Shadow/Highlight Adjustment
Have you ever taken a photograph that's too dark or too light in certain areas? I'll
bet you have. If so, the Shadow/Highlight adjustment, a recent addition to
Photoshop, may be just what you're looking for. Used alone or in combination with
other tools in Photoshop, the Shadow/Highlight adjustment has the ability to quickly
transform your photographs into balanced, higher-quality images.
In my example photo, the little girl is hidden in the shadows. Due to the large
amount of light in the background, the foreground was not exposed correctly.
Figure 4.13. Harsh backlighting hid the subject in shadow, but we

can fix this with image correction techniques.
To fix this, I go to Image > Adjustments > Shadow/Highlight. The dialog box presents
many options. (If yours doesn't, check the Show More Options check box at the
bottom of the dialog box.) Often, the default settings work just fine. If not, note that
the dialog box conveniently categorizes areas of adjustment such as Shadows.
Experiment with these settings if you feel your photograph needs more work than
the default. Remember to keep Preview checked so you can see the results as you
adjust the sliders.
Figure 4.14. Check Show More Options in the Shadow/Highlight

dialog box to see the full range.
The Shadow/Highlight adjustment works well in many cases. However, as you'll see
in this lesson, other tools can work similar magic on your image and allow you more
detailed control over the settings. You'll have to decide which is better by
experimenting, as the various tools each work well in certain circumstances.
Figure 4.15. Looks much better, don't you think?

Adjusting with Levels
The Levels adjustment is the simpler of the two advanced color and lighting
correction tools in Photoshop. It can be used for many things, but one of the most
useful is extending the range of tones and colors already in an image. For example,
photographs are often taken in situations where there is not enough light or too
much of it. The Levels adjustment can redistribute the color information in the image
to a more ideal range.
One of the nice features of the Levels adjustment is that opening the dialog box
itself (Image > Adjustments > Levels) provides information about the image; you
don't even have to do anything else. Go ahead and try it. Open a photograph that
you're not happy with, or use my sample photograph from the online download site.
Figure 4.16. Dark photos are usually more salvageable than they
look!
Choose Image > Adjustment > Levels. In this example, you can immediately see on
each end of the graph that the grayscale values of the image don't extend to the full
width of the possible range. You'll notice the graph is flat on both ends. You can
immediately see that the left side (blacks) is heavily weighted with one large spike.
However, the right side (whites) is not.
Figure 4.17. The Levels histogram shows you the distribution of

grayscale values and lets you modify them precisely.
To reduce the tonal range of the photograph to a more ideal range, drag the middle
slider toward the left where the histogram begins to climb. This will force those
shades of black to lighter values while still retaining the lighter tones on the right
side of the histogram.
Figure 4.18. Each sliderblack, gray, and whitecan be moved to

even out the tonal range.
The Levels adjustment should be one of the first tools you choose when embarking
on a color correction project. It can quickly help you fix overexposure or
underexposure and many other related problems. However, keep reading, because
you'll need to know where to turn when Levels doesn't work or doesn't do enough.
Curves Adjustment
The Curves adjustment allows us much more detailed control than Levels, as we can
more precisely restrict our adjustments to certain ranges within the image. We also
have more points available in which to adjust the tonal range of the image. Instead
of just the three points that we have with Levels, we have 14 possible points with
which to adjust.
In the Curves dialog box, we can strategically enhance an image. To see how, start
with a fresh copy of the image you used to try out the Levels adjustments. When we
applied a Levels adjustment on the photo, we ended up washing out the overall
scene in our attempt to brighten the dark areas.
Figure 4.19. Levels helped brighten the dark areas, but they also
brightened the entire scene more than we needed.
By moving the sliders from the left to the right in the Levels adjustment, we're
brightening all colors in between, even if they were already fine. This is where we
can turn to a Curves adjustment.
Press Ctrl+M/Command+M to open the Curves dialog box, or go to Image >

Adjustment > Curves. Our first step is to figure out which part of the curve needs
adjustment.
Use your pointer to hover over areas in the image and see where they fall along the
curve. You may need to move your dialog box out of the way so you can see your
image. As you drag your pointer over the image and click, you'll see a small circle
appear along the curve in the dialog box. In our example we want to bring out the
leaves, so drag over the dark ones (such as those in the upper right), click, and note
where a small circle appears on the curve. That's the area we want to modify.
Figure 4.20. As you move your pointer along the problem parts of
the image and click, you can see their corresponding areas on the
curve in the Curves dialog box. In this example, I clicked a leaf in
the upper right, and a circle appeared near the bottom of the
curve in the dialog box.

At this juncture, you can either remember where that point is and add it manually
(by clicking on the curve) or Ctrl-click/Command-click with the pointer on the image
to actually place a point along the curve.
Now that we know what area to change, we also need to know what area to leave
the same. Move the pointer and click around the waterfall, the bright parts of the
rocks, and other areas you feel look fine as is. You'll notice that these points all tend
to fall in about the top third of the curve. Add a point to the curve around the middle
of this third to set a white point.
The default diagonal line represents no change to the image. So as we modify the
curve in the problem areas, our goal will be to keep this acceptable area the same is
it appears now.
Figure 4.21. We want to leave this part of the curve alone, since it
represents areas of the image that are just fine.
Now that we have the technical details behind us, you can go ahead and begin
moving the point you created at the bottom left upward with the up arrow key. No
need to go crazy here; just a small adjustment will make a big difference. As you do
this, you'll notice that the dark areas all become lighter but the bright spots don't
change.
Figure 4.22. Our finished version is crisp and well-lit, without the
washed-out feel that we got from Levels.
Experiment with Curves as much as you can. This is the main tool used by color
correction experts and is an invaluable part of Photoshop. Curves can do anything
that other adjustment tools can, so if given an opportunity to pick only one
adjustment tool to use in Photoshop, most experts would probably choose Curves
adjustment.
Abstract Imaging
Given all of the great photo-retouching and correction tools in Photoshop, it's easy to
forget that you can create amazing digital art from scratch for use in any graphic
design project.
Figure 4.23. Renowned imaging specialist Colin Smith created this

abstract design from scratch in Photoshop with filters and various
other effects.
Follow along with me to create some high-tech, abstract art and learn a lot about
Photoshop Blend Modes and Filters along the way.
First, you'll need some abstract elements to work with. Gradients, the Clouds filter
(Filter > Render > Clouds), the Lighting Effects filter (Filter > Render > Lighting
Effects), and the Gaussian Blur filter (Filter > Render > Gaussian Blur) will become
your best friends here.
1. Start off by creating a new, 800-by-600-pixel canvas in Photoshop. Fill the

background layer with black.
2. Use the Elliptical Marquee tool to draw a circle in the center of the canvas (on
the background layer). Press D to set your foreground and background colors to
the defaults, and then choose Filter > Render > Clouds. Deselect, and you
should have something like my example. Alternatively, why not experiment
with your own shapes?
Figure 4.24. In a few short steps, we'll turn this cloudy circle
into a high-tech, abstract design.
3. Now choose Filter > Stylize > Extrude. Choose Pyramids as the Type, 30 pixels
in Size and with a Depth setting of 255, Random. Or try your own settings in the
Extrude dialog box. This filter, with my settings, will give you a three-
dimensional, spiky-looking object.
Figure 4.25. The Extrude filter is one of the quickest ways to

go 3D in Photoshop.
4. Color the object by choosing Image > Adjustments > Hue/Saturation. You can
give it an orange color like mine, or experiment and choose your own. Be sure
the Colorize box is checked.
Figure 4.26. These settings will turn your spiky design bright
orange, but you can use the sliders to choose any color you
like.
5. Duplicate the Background layer (Ctrl+J/Command+J) so you have two layers.

Select the top copy and change the Blend Mode to Color Dodge using the menu
in the Layers palette.
Figure 4.27. The Color Dodge mode should be applied to the

duplicated layer, above your background layer.

6. Duplicate the top layer and choose Filter > Blur > Gaussian Blur with a Radius
setting of 6 pixels. Change the Blend Mode on this layer to Pin Light. You won't
see the blur until you apply this new Blend Mode.
7. Duplicate the topmost layer again and change the Blend Mode to Overlay. Then
link all the layers together and choose Merge Linked from the Layers palette
options menu. Change the name of the Background layer to Layer 0 by Alt-
double-clicking/Option-double-clicking the layer name. It will change to Layer 0
automatically.
8. Create a new layer below the orange spiky ball layer and fill it with black. Then
change the Blend Mode of the layer above it to Screen. This shouldn't change
anything yet; don't worry.
9. Duplicate the topmost layer five to ten times, positioning each copy randomly
toward the left side of the canvas. Changing the Blend Mode to Screen in the
last step allowed the black areas of the layers to be hidden so we can see
through to each layer below it.
Figure 4.28. Abstract digital art from scratch!

In just a few simple steps, you turned a blank canvas into an abstract digital image
perfect for a high-tech magazine article, a software box, or another graphic design
project. You saw that filters don't just adjust existing imagery but, in the case of the
Clouds filter, also create imagery to work with. Blend Modes added to the high-tech
effect we were going for, and you can see how each affects a layer in a different
way.
Figure 4.29. Add text, a grid, or other design elements to make an

abstract piece work in a graphic design project.
Brushes
Painting with brushes is another way to create digital imagery from scratch, and
Photoshop gives you amazing flexibility in its Brush tool.
Basic Brush Settings
You've got a few ways to view brushes in Photoshop. Let's start with the simplest
view containing the fewest options. When you click the Brush tool in the toolbox,
you'll notice that the Options bar changes to reflect the current tool's available
settings.
Figure 4.30. The Brush tool options.
By exploring these options, you'll find the most basic settings that can be applied to
a brush:
tip
To change brush sizes quickly as you paint, press the left and
right bracket keys. Press the [ key to reduce the brush size and
the ] key to increase it. The increment of change depends on the
brush size. A brush size between 0 and 100 pixels will change by
10-pixel increments each time you use this shortcut. A brush
between 100 and 200 pixels will change by 25 pixels; a brush
between 200 and 300 pixels will change by 50 pixels; and a
brush between 300 and 2500 pixels will change by 100 pixels.
Master Diameter This setting controls the size of the brush. Enter a value in
pixels or drag the slider to change the setting.
Hardness This setting controls the size of the brush's hard center, or crispness.
It is expressed as a percentage of the total brush size. Setting the hardness to
100 percent means that the brush's hard center extends out to the full width of
the brushthe edge will be crisp. At 50 percent, the center (50 percent) of the
brush is hard and the remaining portion (50 percent) becomes softer toward
the edge of the brush.
Mode This setting controls how the current brush affects the pixels in your
image, like the Blend Modes you've used in the Layers palette.
Opacity This setting controls the opacity of the brush. At 100 percent, the
brush will be applied at full opacity. Anything less, and you'll begin to see
through the brushstrokes.
Flow Flow determines how quickly the brush applies paint. A lower setting
produces a lighter stroke.
Airbrush The Airbrush button allows you to apply gradual tones to an image,
simulating traditional airbrush techniques.
Advanced Brushes Palette
Here's where we get into the meat of Photoshop's powerful brush engine. The
advanced Brushes palette contains the options for re-creating traditional media
brushes as well as options that allow you to generate random textures and designs
quickly. This is the palette in which you'll be spending most of your time when doing
advanced painting in Photoshop.
Starting from the top, let's work our way down the palette and see what each option
can do for us.
Brush Tip Shape You've already seen what the Diameter and Hardness settings
can do. This view offers even more options regarding the tip of the brush.
Angle and Roundness Angle specifies the angle at which the brush is applied to
the canvas. Roundness specifies the elliptical shape of the brushfrom a perfect
circle to a thin oval. Use these settings together to produce calligraphy-like
effects with a round brush.

Figure 4.31. With an Angle of 37 degrees and a Roundness of
36 percent, the brush is a narrow, slanted oval and will
produce a calligraphic stroke.
Spacing Spacing determines how closely the Brush tool spaces each brush
mark. A small value produces very tight spaces between brush marks. A high
setting makes the brush appear to skip as you paint.
Shape Dynamics The Shape Dynamics section controls three aspects of the
brush stroke appearance: size, rotation, and perspective. The variations for
each parameter are specified with sliders.
You'll see the word jitter used throughout the Brushes palette. Essentially,
Adobe uses this term within certain brush settings to determine variation in the
individual instances of the brush's tip. Think of it as the maximum range of
allowable values. Jitter-based settings allow you to achieve random effects with
brushes, as they produce different results each time.
Scattering Scattering spreads copies of the brush tip's shape along the path of
a stroke.
Texture The Texture setting in the Brushes palette uses a pattern to make
strokes appear as if they were painted on a textured canvas.
Dual Brush The Dual Brush option adds another brush tip to the one selected
as the Brush Tip Shape. The second tip is overlaid using the Blend Mode at the
top of the Dual Brush section of the Brushes palette. This section is a cross
between the Brush Tip Shape and Scattering sections. In addition to selecting
the second brush tip and Blend Mode, you adjust the second tip for diameter,
spacing, scattering, and count. Count refers to the number of times the second
brush tip appears in each stroke of the initial brush tip.
Color Dynamics The Color Dynamics section hosts more settings that really let
you save time and randomize your brushes. Color Dynamics looks at the
current foreground and background colors (set in the toolbox) and interprets
colors between them based on the settings in this section. It then applies those
colors randomly to each instance of the brush tip that is applied to the canvas.
Other Dynamics Other Dynamics contains settings only for opacity jitter and
flow jitter. These two settings operate just like the opacity and flow settings
discussed earlier, but the added jitter lets you vary the application of them.
The various Control drop-down menus let you specify how you'd like to control the
variation of certain elements of brushes. You can choose not to control, fade, or vary
a brush based on Pen Pressure, Pen Tilt, and so on.
Figure 4.32. These controls are available if you're using a

pressure-sensitive drawing tablet.

Pen controls are available only when you're using a pressure-sensitive digital
drawing tablet rather than your mouse. A warning icon appears if you select a pen
control but have not installed a tablet.
Custom Brushes
Custom brushes are a great way to enhance your creative painting options in
Photoshop. They let you go beyond what Photoshop has provided and create a brush
tip shape out of nearly any object you can imagine.
Figure 4.33. Another stunner by Bert Monroy. In this Photoshop

painting, the leaves were created using a customized brush tip
and settings.
To create a new brush tip, use any selection tool to select the area of an image you'd
like to use as a brush. Once it's selected, choose Edit > Define Brush Preset. Your
new brush will now appear in the brush tip presets seen in the Brushes palette
discussed previously.
Saving your brushes to your computer is similar to saving the contents of any other
preset in Photoshop. Once you have the custom brushes you've created in the
Brushes palette, just expand the options menu at the right of the palette and select
Save Brushes. Name the file accordingly, and your brushes can now be backed up
and reloaded should you ever clear your current brushes or if Photoshop crashes and
deletes the current settings.
Saving your Brush tool presets is slightly different from saving the actual brush tips.
Suppose you've created a complex brush preset using the advanced Brushes
palette. You've got it just the way you want, but you realize it's time to create
another brush preset. What do you do? You don't want to lose those settings and
have to re-create them. Writing them down hardly seems like a good alternative.
Never fear; Tool Presets to the rescue! To begin, create the brush you'd like to save,
then open the Tool Presets palette (Window > Tool Presets). Choose New Tool Preset
from the fly-out options menu. Give it a meaningful name, and you're set. Just as
with brushes, you can save these Tool Presets.
Photo-Realistic Imaging Project
Custom brushes and the advanced features inside the Brushes palette can be useful
for any type of illustration or design work for Web or print. However, I find them
particularly important when working to create photo-realistic art. In this project,
you'll design a photo-realistic golf ball scene using custom brush features to give
your image a lifelike appearance.
Project Brief: Photo-Realism from Scratch
Here's your chance to impress (and fool) your friends. Your goal when working with
photo-realistic graphics in your design projects will be to make the viewer ask, "Is it
a photograph or is it Photoshop?"
Figure 4.34. Fore! Tee up your Brush tool as you embark on a

photo-realistic journey to re-create a golf ball in the rough.

Your client, a leading golf ball manufacturer, wants to showcase his product up-
close-and-personal in a realistic situation.
Photoshop files for the golf ball and my golf scene are available at the online
download site. You can use the golf ball in your illustration, but do not use the
sample scene as your template file. Feel free to see how specific elements of the
scene were created, but I strongly encourage you to create your own scene from
scratch. Most of the layers are clearly labeled to help you explore the file further and
see how I created it.
Figure 4.35. The golf ball from the online download site should be
the only part of the image you don't create from scratch.
Project Summary
Brainstorm a scene for the golf ball, and create a sky relevant to the
scene.
STUDIO SESSIONS


Consider how the lighting would affect the coloring of the grass, and
set Color Dynamics accordingly.
Use a default and/or custom brush to create realistic grass in the

foreground and background, blurring as necessary for a depth-of-field
effect.
Expand the scene using a custom brush to create trees, birds, or

other realistic features.
Project Steps
I created the example version using one of Photoshop's default brushes and a golf
ball I extracted from another image. The effects used most prominently in creating
this illustration were the Shape Dynamics, Scattering, and Color Dynamics sections
of the advanced Brushes palette. Let's look at my steps.
Use the RGB color mode to create your image. The final dimensions of the file should
be 500 by 375 pixels.
1. Background and Lighting
When you design your golf ball scene, think about the depth and lighting on the
landscape. I included a blue gradient background behind my scene to establish that
it is a bright, sunny day.
Try various gradients and shades of color to get the sky the way you like it for your
version. It can be bright blue like mine, gray and overcast, or even a vivid sunrise or
sunset. Don't worry about clouds just yetyou'll add those later.
When you consider your sky and how bright the lighting is, consider that the grass
will need to display various green hues that represent this type of lighting. You'll
want to use brighter, highly saturated greens for sunny daytime colors and slightly
less saturated colors if it's overcast outside. Plus, not all golf courses are plush green
all year round. (Mine are, of course, because I live in Florida.) This would be a great
place to expand and come up with some autumn colors. And yes, nighttime golf
does exist, glow-in-the-dark golf balls and all. In that case, the grass would need to
be dark shades of blue, with a moonlit sky in the background, perhaps.
All of this translates to choosing an appropriate foreground and background color

when working with the Color Dynamics section of the advanced Brushes palette.

Figure 4.36. I applied these custom Color Dynamics settings to
Photoshop's default grass brush. Notice that I used the Jitter
sliders to make my grass vary widely in brightness, somewhat in
saturation, and just a bit in hue. Too much Hue jitter and my grass
would have been multicolored!
Recall that the Color Dynamics settings apply variations of color between the current
foreground and background shades, which in my case are a light green and dark
green.
With the foreground and background colors chosen, you can begin creating your
grass.
2. Foreground and Grass

I created my grass using a default brush, included with Photoshop, which you'll find
in your menu of brushes. However, feel free to create your own grass brush for a
more advanced application. Also, you may want to place some rough, longer grass in
one part of the image using the default brush, and short, well-groomed grass in
another with a custom brushas on a real golf course.
To create a custom brush for the grass, make a handful of grass in a new document
using any drawing or painting method you choose. Select the area of the image
you'd like to use as a brush, and choose Edit > Define Brush Preset. Your new brush
will now appear in the brush tip presets seen in the Brushes palette.
Figure 4.37. These are my Shape Dynamics and Scattering

settings, but yours may differ depending on the effect you want.
Several grass layers were created to portray the illusion of depth, with some in front
of the ball and some behind. The golf ball is not right up against our fictitious
camera, so you can blur any grass in front of it to create a depth-of-field effect. The
same goes for grass behind the golf ball. You can achieve these effects after you
create the grass by applying a Gaussian Blur filter (Filter > Blur > Gaussian Blur) to
those layers. Your blurred areas may vary depending on where your ball is in the
scene.
Figure 4.38. Notice that the closest and farthest layers have a
slight blur.
Also, as objects recede into the distance, something known as atmospheric

perspective takes place. This causes the colors to appear less saturated with color
and more gray. Next time you're around a mountain range, see if you can notice it.
This effect can be applied to the golf scene by adding a Hue/Saturation adjustment
layer to the background layer(s) of grass (Image > Adjustments > Hue/Saturation)
and reducing the saturation setting.
The image still needs a little something, don't you think? We'll add to it next.
3. Ideas for Expansion

With your pretty sky, lush grass, and ball sitting in the scene, your next task is to
expand your image to include at least one other element that uses brushes. You can
include nonbrushed elements too, but something created with the Brush tool should
be your first priority.
In my example, I used clouds. I'll admit I extracted my clouds from a separate

photograph. But you can create your own clouds with the Brush tool and some
experimenting. You don't need to include clouds per seI'd really like to see some
creativity here.
Figure 4.39. Here's my final version with some clouds. What will
you put in yours?
Here are some other ideas for expanding this project with brushes:
Create a custom brush of a tiny, faraway, flying bird, and populate the sky with
some of them.
Design a forest in the far background of the scene. Use Color Dynamics and
lots of jitters to achieve a random look.
Student Work
What have other designers done with their golf ball scene? Here are some work
samples from Sessions.edu students:
Figure 4.40. Mareile Paley created a paradise of a golf course with

brushes to create grass, waves, and distant bushes.

Figure 4.41. In addition to using brushes for the grass and clouds,
Don Noray gave this scene a creative perspective and added a tee.
Figure 4.42. Sabine Welte used the single-blade tip and other
brushes to create a truly stunning piece presenting the golf ball at
dusk.

Chapter 5. Digital Illustration
Digital illustration is an exciting medium for creating art on the computer. With just a
few strokes and clicks (OK, more than a few), you can create wonderful line art in
Illustrator, using your screen as a canvas. No pencil sharpeners required, just a
mouseor a drawing tablet if you get really obsessed.
Digital illustrators use the traditional principles of drawing and painting, using line
and shape to represent form, space, and light. But once the work is created, the
medium has no limitations. A digital illustration can be easily edited, resized,
duplicated, and applied to a whole host of graphic design projects in print or on the
Web.
In this chapter, you'll learn some ways to "see" objects as an illustrator, and then
you'll explore how to create them using Adobe Illustrator. Don't worry if you don't
have much traditional drawing experience. Digital illustrations can be created in
many different ways; you may find that you can draw something amazing onscreen
that you could never do on paper.
COURSE DEVELOPER: YOUNG MO YOON
This lesson was developed by Young Mo Yoon, an award-winning

digital illustrator who holds an MFA from the School of Visual
Arts.
Figure 5.1. Designer Joshua Hood created this simple but effective
logo illustration with a stylized approach to color and curves.

Learn to use Illustrator guides to position objects on the Artboard.
Create a stylized alarm clock using basic shapes, colors, highlights,

and eye-catching details.
Learn time-saving ways to duplicate objects and create complex

shapes from very simple ones.
Use the Pen tool to create closed paths and join existing paths.
Learn to create smooth curves and hinged curves with the Pen tool.
Create a stylized TV and tennis ball using Pen tool paths, colors,
highlights, and other details.
Learn to use the Pathfinder to create complex objects from the

intersections of simple ones.
Create an illustration of an everyday object of your choice using

shapes, the Pen tool, the Pathfinder, and other features.
Illustration Fundamentals
Illustration, by hand or on the computer, is the translation of form, space, and light
into a picture. Do you remember your first black-and-white pencil sketches as a
child? Childhood doodles are the essence of drawing, which is the attempt to capture
exactly how things look in a simple, recognizable form.
In our first drawings, we often sketch the outline of an object: a house or flower, for
example. But look closely at most objects in the world, and you'll see that there are
no outlines that go all the way around an object. Instead, you'll see contours: lines
and shapes formed by contrasts in texture or color on an object and by the light that
falls on it.
Figure 5.2. Illustrations like "California" by Chris Varricchione can

combine surrealism and creativity with great attention to realistic
contours. The result is a piece of art that makes a viewer stop and
stare.

If you could see the world in black-and-white (imagine your television was broken),
you would see contours everywhere: on some edges of an object, around areas of
empty space, or as lines on the surface of an object, such as craters or wrinkles.
Some illustrators attempt to capture every detail in a shape. Others stylize and
simplify their drawings, capturing the boldest contours and hinting at tones, shapes,
and lighting without trying to capture every little nuance. This approach can be
really effective in digital illustration, where illustrations can be created by either
using a digital pen on a Wacom drawing tablet or using your trusty mouse to create
simple shapes and colors in Illustrator.
Before we dive into the hands-on part of the chapter, I want to mention some
techniques that I find helpful for digital illustration. First, perspective is
importantsome type of depth is required to keep things from looking flat. Simply
varying the thickness of my contours can give the drawing much more volume and
life. Second, to make sure you're thinking about contour, you may want to limit your
colors initially to two tones, dark and light.
But don't stop thereonce your basic composition is coming together, the use of color
can also contribute to the dimension of your work. Flat color can be quite beautiful in
drawingsjust simple fills of outlined shapesor you can use gradients to mimic the
lighting and depth of real life. Darker shapes can form shadows, lighter shapes can
become highlights, and less saturated (less intense) shapes can represent areas that
are farther away. Keeping it simple, you'll want to tweak your design so that the
finished work has naturalism and charm.
Creating Visual Concepts
One important item to mention is the the need to brainstorm before you draw. When
you're hired to create an illustration for a graphic design project, the primary goal is
to communicate the client's message. Because illustrators are often called upon to
communicate abstract concepts (technological change, say, or job satisfaction, or
the rising stock market), the brief from the client can be a little vaguesometimes
nothing more than an idea.
This leaves the illustrator to brainstorm the conceptto come up with a visual idea
and carry it out. A conceptual illustration can be handled very literallyfor example, if
the client wants to convey the flavor of a product, you may want to draw a juicy
strawberry. But often the illustration goes in a less literal direction. Editorial graphics
for an advertisement or a magazine article, for example, must give the viewer
something to think about and draw conclusions from.
Try to sketch or write down as many different ideas as you can before you start
drawing. One of my magazine clients needed an illustration on the topic of email
security and how easily hackers can snatch email messages. I started by
brainstorming, writing down everything I could think of related to email and theft. I
thought awhile about using an image of Sherlock Holmes, but realized that would be
too complicated and some people might not recognize him. Then I thought, "Why
not draw the computer as an email thief, and represent the email message as a
letter?" The client loved it because it was very clear without being too literal. I was
certainly glad I had taken the time to brainstorm various options before beginning to
draw.
Figure 5.3. Lots of brainstorming and sketching leads to creative

concepts that clients love.

Watching the Clock
We're going to start this exploration of digital illustration with a fun (and easy!) clock
drawing using just the basic drawing tools. Follow along, and you'll end up with a
clock like mine.
Figure 5.4. My finished clock.
Using Guides
Let's begin by opening a new document in Illustrator. Go to File > New and click
RGB. Leave the Artboard size at the default, which is U.S. letter size (8.5" by 11").
Save the file as Clock.ai.
Go to View > Show Rulers. You will see ruler units on the left and top of the
document window. Depending on your current preferences, you'll see the ruler unit
in either points or inches. Throughout the chapter, we will use inches.
To change the ruler units, go to Edit (or the Illustrator menu in Mac OS X) >
Preferences > Units & Display Performance). Change General to Inches. Leave the
rest as is, because type is better adjusted in points.
Click and drag guides from the left and top ruler, and release the mouse in the
center area.
Drawing the Clock with Circles

Now you are ready to draw! We'll play with the Ellipse tool, drawing circles where the
two guides meet. Let's call this point of intersection the "crossing guides" from now
on.
Figure 5.5. Drag guides from the horizontal and vertical rulers to
form the crossing guides, circled here.
We will start by creating an outline of a clock. Go to the toolbox and select the
Ellipse tool . Position the pointer at the crossing guides. Press the Alt/Option key,
and the pointer will change to a round icon . Click once and a dialog box will
appear. Type 3 in for both the width and height.
A color may already be filled inside the circle you just drew. It depends on how your
color fill is set up. If the circle doesn't have a color, go ahead and give it one. Go to
Window > Color to bring up your Color palette, and choose RGB mode from the
option menu on the palette.
With the circle selected, type 255 in the Color palette's R (red) field, 191 in G
(green), and 0 in B (blue) to put a cool orange color in the circle.
Figure 5.6. Your circle should look like this.

Now, we will draw shades. We will make two. One is a half circle, the other a full
circle. We will call the half circle shade A and the full circle shade B.
Figure 5.7. Our two simple shades (left, middle) will add up to a
more interesting shape (right).
Shade A will be a half circle, but we will use a full circle to make it. Draw a new circle
using the same process as before, but this time type 2.7 in for both width and
height. You've created a circle slightly smaller than the first.
You will turn this into a half circle by deleting an anchor point. With the Direct
Selection tool selected, click the right anchor point of the circle. Now you'll see
that the only anchor point is selected. Press Delete. You will see an open path.
Choose the Pen tool and click one of the end points, and then click the other end
point to close the path.
Figure 5.8. When you have an open path, it's a good idea to close
it.
We will pick an orange color for this, different from the first. Go to the Color palette
and type 255 in R, 140 in G, and 0 in B.
Now we will rotate the half circle. Select the shape (with the regular Selection tool
), and choose the Rotate tool . With the Alt/Option key pressed, click the
intersection point of the crossing guides. A dialog box will appeartype 45 for the
angle.
Make another circle, again using the same process as for the first, but now type 2.3
in for both the height and width in the dialog box. You just drew shade B, which you
should make the same color as shade A. Cool!
Let's make one more circle from the crossing guides, the same way as before but
with 2.1 in for the height and width. This will be the glass cover on the clock. In the
Color palette, type 0 in R, 160 in G, and 198 in B to make a cool blue.
Drawing the Clock Hands
This is the beginning of a Pen tool study. In this section, we will create simple clock
hands using the Pen tool. The Pen tool is a very useful part of creating vector
graphics. I would even say, "No Pen tool, no Illustrator." Sound harsh? That's how
important it is. But don't panic. After we create a couple of illustrations, you will
master the tool, and you'll even start to enjoy the precision and control it gives you.
Select the Pen tool in the toolbox. Make sure the fill color is set to None and the
stroke is black. We will draw the long hand of the clock first.
Figure 5.9. Check the Color palette to make sure your fill is None
and your stroke is black.
First click along the vertical guide. This is the starting anchor point. With the Shift
key pressed (holding Shift while you drag vertically or horizontally will make a
straight line), click the intersection point of the crossing guides. Good! We just
created the clock's long hand.
Figure 5.10. Click the spot circled here in red to begin your first
clock hand.

Move your Pen tool toward 7 o'clock and click. This will be the short hand. Play with
the handit could point to any hour. You are the master of time!
Now let's look at what we've drawn. Aren't the lines too thin to be clock hands? They
sure are, so let's change the line weight. Go to the Stroke palette (Window > Stroke).
Type 8 in the Weight field and select the Round Cap button. Choosing a round cap
creates nice rounded ends for the clock's hands. They should be much more realistic
now.
Adding Legs and a Shadow
Now we have to give legs to the clock, right? Otherwise, it may fall over.
Before we begin, I'd like to recommend that you be creative with these details. As
you'll see, the legs don't have to look like those in my original drawing. They could
be longer, skinnier, or fatter. After we create the left leg, we will use the Reflect tool
to copy it to create the other leg. That will save you time.
Let's start with the left leg. Select the Pen tool. We will draw a triangle with three
anchor points. Once again, yours doesn't have to look the same as the original
drawing.
Figure 5.11. A simple triangle and circle make up the leg.

Next, position the Ellipse tool pointer on the bottom anchor point of the triangle, and
draw a circle. All right! You've created a leg. Once the object is grouped, you can
move it around at will, so let's do that now.
First, select the triangle and the circle that make up your leg together (hold down
Shift while clicking with the Selection tool to select multiple objects). Then, go to
Object > Group to group those two images. Now you can move them together with
the Selection tool. Find a perfect spot for the leg.
Let's add a color. You may see the leg outlined in black. If so, go to the Color palette,
and click Stroke (the open square) to activate the stroke color. It will come forward.
Click None , and the stroke color will be gone.
While the leg group is selected, click Fill (the solid square in the Color palette) to
activate it. Type 255 in R, 140 in G, and 0 in B.
Uh-ohis the left leg sitting on top of the clock? Don't worry. In Illustrator, the most
recently created object always sits on top of the other objects. In this case, you
should send the leg backward, behind the clock. Select the leg, and go to Object >
Arrange > Send to Back. You will see that the top part of the leg gets hidden. It was
sent to the back. And I mean all the way back.
Figure 5.12. Send to Back places objects at the very bottom of the
stack.

Now let's reflect the leg group to make another set. While the leg is selected, go to
the toolbox and double-click the Reflect tool. Choose Vertical and type 90 as the
angle. Click Copy (not OK!). You will see another leg appear, reflected.
With the Selection tool, drag the leg horizontally until you find a proper location, and
release the mouse.
Next comes the shadow below the clock. This is easy. Just draw an ellipse with the
Ellipse tool. While it is selected, go to the Color palette and type 3 in R, 74 in G, and
94 in B (for the fill, not the stroke).
Drawing Bells Using a Gradient
We're getting there. We will draw two alarm bells on the top of the clock. Once
again, if you want to try something on your own, that's fine. I'd like some variety.
Draw any size circle that you think is a proper size for an alarm clock bell. I used 0.4"
for the width and height. Place your bell toward the upper left of the clock.
Figure 5.13. It doesn't matter what color your bell is filled with,
since we will change it to a gradient next.

Now, we will try out the Gradient tool . Let's open the Gradient palette (Window >
Gradient). We will use a Radial gradient here. In a Radial gradient, the beginning
color is the inside color, and the outside color is the ending color.
Figure 5.14. The gradient default is black and white, but you can
click the sliders to change the colors.
To set up colors in the gradient, you must choose the colors from the Color palette.
Drag the Color palette right next to the Gradient palette for your convenience.
Click the left slider , and go to the Color palette. Pick a color, whatever you like. I
chose white. Now you'll see the left slider filled with the color you just picked. Next,
select the right slider. Choose any color for the ending color. For this example, I
chose gray (163 in R, 163 in G, and 163 in B). Now you're finished with the color
settings for your gradient.
With the Selection tool, select the circle you've just created. Go to the toolbox and
choose the Gradient tool. Click where you think the beginning of the gradient should
be, drag, and then release where you think the ending should be. Also make sure
you get rid of the stroke outline for the bell. Cool!
Let's connect the bell to the clock using a stroke. With the Pen tool, click the center
of the bell, and then make another click anywhere that looks good. Make the stroke
weight 3 points.
Figure 5.15. Two clicks of the Pen tool, and your bell is connected.
It is on top of the bell. Let's send it to the back, like we did earlier with the leg. With
the Selection tool, click the stroke you just created, and go to Object > Arrange >
Send to Back.
The next step will be to make the echo of the bells. We will use four circles to draw
this. The center of the bell will be the center point of the four circles.
Draw four circles with no fills (their sizes do not matter as long as they're all
different) and stroke color settings of 255 in R, 191 in G, and 0 in B. Give them all a
weight of 2 points.
With the Direct Selection tool, select two anchor points of each circle, and delete.
Quite easy, huh? Let's group the remaining pieces. Select the whole bell unit,
including echoes and connection lines, and go to Object > Group.
Figure 5.16. The center of the bell should be the center of the four
circles.
Click the bell group with the Selection tool. Double-click the Reflect tool to make
another set. The setting will be Vertical and the angle should be 90 degrees. Enter
these in the dialog box and click Copy. Move it to the appropriate location, then send
to the back: Object > Arrange > Send to Back.
Highlights of the Clock
Wow! Look at what you've done so far. The clock we created looks pretty good and is
nearly complete. Let's keep it up. We're almost there. Even though the clock looks
good, something's missing. What could it be? The highlights.
Figure 5.17. Let's add some highlights so our clock won't feel so
flat.

Highlights are the brightest spots in an illustration. Adding highlights adds a sense of
depth to an image. You should always have highlights in your illustrations.
Let's think about what color we should go with. We will put a highlight on the glass
cover. It should be brighter than the color of the glass, right? I simply added more
white on the highlight. The color setting I will use is 191 in R, 231 in G, and 241 in B.
First we'll make a circle. With the Alt/Option key pressed, position the Ellipse tool at
the intersection of the crossing guides and click. Type 1.8 in for both width and
height.
For the highlight, we will use only a quarter of a circle. We will get rid of two anchor
points to make it. Choose the Direct Selection tool, click two anchor points, and
delete.
Figure 5.18. Select and delete the two anchor points circled in red
to get a quarter circle.

Now the path is open. Let's close it using the Pen tool. Click any open end, and then
click the intersection of the crossing guides. Lastly, click the other end. Good. Let's
rotate it. Select the highlight using the Selection tool. Then select the Rotate tool
and position it on the intersection of the crossing guides. With Alt/Option pressed,
click once. In the Rotate dialog box, type 45. Click OK.
Figure 5.19. Rotate the highlight to give it a more interesting

position.
Adding Eye-Catching Details

We added a highlight. So far, so good. But a block of color looks kind of dull, doesn't
it? And the other parts of the clock look too symmetrical for my taste. I'd like to add
some actionsomething live. We can add a few line touches so that the highlight pops
out. This could be the eye-catching element of the composition.
Eye-catching elements are little exaggerated light effects, colors, or delicate shapes.
They're not realistic (usually), but they are crafted to be intriguing to the eye.
"What's that?" asks your eye. Let's try it.
We will start by using a couple of circles. Select the Ellipse tool. With Alt/Option
pressed, click the intersection of the crossing guides and type 1.5 in for the width
and height value. Let's draw another circle, this time with 1.1 inches as the width
and height value.
Select those two circles and give them no fill but a stroke color setting of 0 in R, 0 in
G, and 0 in B, which is solid black. (This color setting will be changed soon.) Make
the stroke weight 4 points. Let's place these circles on the clock as depicted in the
beginning of the chapter. As you see, we will use just a quarter of the circle. We'll do
this the same way we did the bell echoes.
Choose the Direct Selection tool, then click two anchor points of each circle and
delete.
Figure 5.20. Delete the anchor points circled here, and you'll have
two arcs.
With the Selection tool, click to select the strokes. We will rotate these strokes from
an axis of the crossing guides. Select the Rotate tool and position it on the crossing
guides. With the Alt/Option key pressed, click once. In the Rotate dialog box, type 30
and click OK.
Let's change the stroke color settings to 0 in R, 160 in G, and 198 in B.

Figure 5.21. A color change makes all the difference.
Done! Let's look at the whole image. To have a clearer look, hide the guides (View >
Guides > Hide Guides).
Adding a couple of lines in the highlight gives a very different look. Remember that
big changes don't always make an illustration better. Sometimes just a minor touch
can give you a better look.
Figure 5.22. All done!

Once again, you can add whatever you want on top of this illustration. Just try!
The Pen Tool
You might say, "What, the Pen tool again?" I know what you mean; all of this
emphasis on the same tool can be trying. But in this section, you will not only
practice what you've learned so far with the Pen tool, but also take it even further by
using it with just about every type of path you can think of. Remember: No Pen tool,
no Illustrator!
I consider the Pen tool the most powerful tool in the whole Illustrator kingdom. In
time and with practice, you can use it to draw anything you imagine!
Figure 5.23. Designer Todd Macadangdang uses the Pen tool in

this illustration to create the contours of this woman's face, later
filling them with gradient meshes for realistic shading.
As we explore the Pen tool, I recommend you turn on the drawing grid (View > Show
Grid) and its snap-to feature (View > Snap To Grid). This will constrain the tool to the
grid lines and help you learn how the tool behaves. When you are more confident,
you can get rid of the drawing grid and draw freely.
CREATING A CLOSED-PATH OBJECT
We will start our study with a closed-path object, so select your Pen tool now. You'll
see an X next to the Pen tool pointer . That means the Pen tool is ready to begin a
new path segment. Click somewhere on the Artboard and then click again
somewhere else to create a straight line. Now the X is gone , which means you're
drawing! If you hover over the second anchor point now, a pointer showing a small
arrow appears . The arrow means the Pen tool can create a cusp anchor point
(we'll talk about that later) or remain a corner/straight anchor point. We'll keep this
as a straight anchor point by clicking another part of the Artboard to draw a second
straight line.
Place the pointer above the first anchor point we drew. Now there is a circle next to
the pointer . That means that once you click, you will close the path.
Figure 5.24. One more click and you'll have a closed path.
ADDING AND SUBTRACTING ANCHOR POINTS
Let's try another quick study. Draw two separate path segments beside each other
but not touching. To end a path and start a new one, press Enter before you draw
the second path.
Select the first path segment with the Selection tool and position the Pen tool near
the center of it. The Pen tool now has a plus sign pointer , which means you'll add
a new anchor point if you click. Try it. Now move the Pen tool to the new point you
made. See the minus sign on the pointer ? When you click the point, it will be
deleted. Try this too.

Figure 5.25. Try it outadd a point to a segment, then subtract it,
watching your Pen tool pointers.
You can also add and delete points using the Add Anchor Point tool and Delete
Anchor Point tool in the toolbox. So many options!
CONTINUING AND JOINING EXISTING PATHS
Next, move the Pen tool over one of the anchor points on the end of either path
segment. The pointer has a forward slash, which means you can continue a
previously drawn path . Click the anchor point, and then move the Pen tool over an
anchor point on the other path segment. Now the pointer is a box with a line on both
sides . That means if you click, you'll join the paths. Give it a try.
Figure 5.26. Clicking now will join the two paths.
Creating Curves
You can also use the Pen tool to create curved lines (also called Bézier curves)
similar to the way you create straight lines.
CURVED LINES
How is it done? Instead of clicking, you click and drag. When you drag, direction lines
and handles appear. The direction lines show the path a curve will follow when you
click to create another anchor point.
Let's make a curve. Click and drag with the Pen tool to create an anchor point with
direction handles. Click and drag somewhere else to complete the curve. As you
drag, you can change the rotation and length of the direction lines. Longer direction
lines create steep curves, shorter lines create soft curves.
Figure 5.27. I made a symmetrical curve using vertical direction

lines of the same length on both sides.
If you click a previously drawn curve with the Direct Selection tool, you'll see its
direction lines. You can move the direction lines with the Direct Selection tool too.
Practice drawing lots of curves. Select the segments, and study the angles and
lengths of the direction lines to see how they change the path as you see in Figure
5.29. A tip to keep in mind is that the fewer the anchor points, the smoother the
curve.
Figure 5.29. Your hinged curve should be pretty close to mine.

HINGED CURVES
In a hinged curve, two curved lines meet to form a cusp point. It may sound weird,
but it's actually very handy.
There are three types of anchor points in Illustrator: corner points, smooth points,
and cusp points. Straight lines use corner points (which we drew earlier with our
straight, closed path); curved lines use smooth points; and hinged curves use cusp
points.
Follow along, and we'll make a hinged curve.
Click and drag upward to drag out direction lines. For the next point, click and drag
downward to pull out direction linesbut do not release the mouse, OK? Hold the
Alt/Option key to drag the bottom direction line and align it with the top direction
handle, and then release. Create a third point by clicking and dragging down to pull
out the direction handles. Does your path look like the letter M? Great! The two
points on the outside are smooth points, and in the middle is a cusp point.
Figure 5.28. Just practice!

IDENTIFYING AND CHANGING ANCHOR POINTS
Select any anchor point with the Direct Selection tool to see what kind of point it is.
Corner points do not contain direction lines; smooth points always have two direction
lines (in a straight line above and below the anchor point); and cusp points have
either one or two direction lines at different angles.
Are you wondering whether you can change one type of anchor point to another? I
hope soyou can do it with the Convert Anchor Point tool under the Pen tool in the
toolbox.
To convert a smooth point or cusp point to a corner point, just click the anchor point
with the Convert Anchor Point tool. Try it out on a curved path segment or on a
circle. The smooth and cusp points lose their direction lines, and the path segments
lose any curve information.
Figure 5.30. This was a circle until I converted an anchor point.
To convert a corner point or cusp point to a smooth point, click and drag the anchor
point with the Convert Anchor Point tool. As you drag, direction lines appear and the
path segments leading into the point begin to curve on either side of the anchor
point.
What about converting a smooth point to a cusp point? That's a little trickier. First,
draw a circle to practice on. Select the bottom anchor point on the circle with the
Direct Selection tool to see the direction lines. Hold the Alt/Option key, and click and
drag a direction point. Notice that the other direction line stays put. Wow, this a lot
of information to digest! But lots of practice with the Pen tool will make you a master
of it soon.
Two Objects Interacting
Before we start this next piece, I'd like to share some thoughts on illustration.
When I was in college, I was frustrated about not being as good as van Gogh (he is
my favorite painter). But once I entered the workplace, I realized that pure talent is
not everything, because I work for clients! They are the ones who judge my artwork.
Sometimes they make me feel like van Gogh, sometimes like nobody.
To keep my clients happy, I put a lot of effort into conceptualizing the design,
sketching out various options before I get started. I tend to avoid abstract concepts,
because almost every design has to make sense to a lot of people. I aim for realistic
concepts and add my point of view. And I try to pull it all together through
composition.
When I move forward with the design, I pay a lot of attention to the little details.
Simplicity is the goal, so I try to avoid boring and unnecessary details. I concentrate
instead on elements that hold people's attention. Sometimes it's the smallest thing.
For example, if I have to draw ten straight lines horizontally, I would never draw ten
lines with the same length and angles. I would make sure that I produce my lines
with slightly different angles and lengths. Try it! I know it will make people more
interested in your artwork.
Making Guides from an Object
We're going to make an eye-catching illustration that involves composing two

different objects and making them interact. Along with our trusty Pen tool, we're
going to play with the Pathfinder and some other cool Illustrator features.
Figure 5.31. This finished illustration involves planning,

composition, and … the Pen tool.

Start a new Illustrator document that is in RGB color mode and U.S. letter size (8.5"
by 11"). Save the file. Let's call the document TV.ai.
There are many different ways of creating guides. The one you learned earlier,
dragging from the rulers, is a basic method. This time we will use a rectangle to
create guides. Huh? That's right. In Illustrator, any object can be used to create
guides. You will see how.
First of all, let's draw a rectangle. Go to the toolbox, select the Rectangle tool ,
and click in the center of the document. Type 1.55 in for width and 1.17 in for height.
With the rectangle selected, go to View > Guides > Make Guides. It's that easy.
Figure 5.32. The initial fill on your rectangle (left) doesn't matter
since it will become a blue guide (right).

We will illustrate a TV on top of this, so let's lock this guide so that it doesn't get
moved by accident. Go to View > Guides > Lock Guides. Most of the time, guides
start out as locked.
Drawing a TV Using Guides
On top of the guides we just made, let's draw a TV set. Select the Pen tool and move
the pointer inside the guides. Just make two angled shapes similar to my example. It
is not that hard, right? To create these angled brackets, you'll just use straight lines.
They don't have to be proportional or perfect; in fact, it's better that they're not.
Figure 5.33. Our TV will be very stylized, starting with these

angled shapes.
You've just created an outline of a TV, so now add a fill color. It will be 51 in R, 51 in
G, and 153 in B.
Now with the Pen tool, draw a leg, the left one. It is just a triangle. We will use the
same color we used for the TV outline.
Figure 5.34. The second leg will be a simple duplicate of the first.
Because the two legs I'm using are the same, we will make a copy to use as the right
one. With the Selection tool, click the left leg and drag it to the right with the
Alt/Option key pressed. That will make a duplicate. Find an appropriate place, and
release the mouse.
We may need more guides for other parts of the TV later, but we don't need the
rectangle guide anymore. To avoid confusion, let's delete it. Go to View > Guides >
Clear Guides.
The TV's body and screen are next. Using the Pen tool, draw a (slightly off-kilter)
rectangle with fill color settings of 102 in R, 102 in G, and 255 in B. It will be a TV
body. It's currently on top of the frame we made, so let's send it to the back. Cool.
Notice that the upper-left corner in my example is not fully covered by the rectangle.
I meant to create this highlight by using negative space. Sometimes you can create
highlights out of light effects without adding anything to the illustration. In this case,
omitting the corner of the TV creates a light effect with negative space.
Figure 5.35. Sometimes you don't need to draw anything extra to

make an interesting effect.

For the screen, select the Rounded Rectangle tool and click with it on the Artboard.
Use 1.12 in for the width and 0.85 in for the height, and give it a Corner Radius of
0.2. Place it in the middle of the TV and give it a fill. I used 51 in R, 204 in G, and 255
in B to get the bright aqua color.
Now just add a circle of 0.13 in for width and height. This will be a channel dial.
Figure 5.36. Now we have the basic TV shape finished.

Modifying Shapes with the Pathfinder
In this section, we will use Pathfinder commands to modify shapes. The Pathfinder
uses special commands to create new shapes using the intersections between
simpler objects. We will try it out by creating some objects here. Let's begin.
First, we'll draw an antenna base using a half circle. We will start with a full circle
that's 0.33 inches in width and height. Now draw a rectangle a little bit bigger than a
half of the circle.
Select both objects with your Selection tool, holding down Shift. Go to the Pathfinder
paletteif you don't see it, go to Window > Pathfinder. Click the Subtract from Shape
Area button in the Pathfinder (the second button in the Shape Modes row.
Figure 5.37. When we use the Pathfinder, the intersection of the

two shapes will be removed (right).
You will notice that the front rectangle and the intersection of the circle are gone.
Now you have a perfect half circle. Fill it with the same color as that of the TV frame.
Now we will add two antennae to the base in the same color. Just draw two triangles
in any shape, and add two circles to their peaks.

Figure 5.38. The antenna object adds interest and asymmetry to
the composition.
We are almost finished drawing the TV set. How are you doing? Your TV looks great
so far, but look again at the final illustration. We have a way to go! Let's keep up our
hard work and do some more Pen tool studies.
The Curved Segments
We'll put what you learned earlier about curved paths to work here. You just need a
little practice to create beautiful curved segments.
With the Pen tool selected, click in two places on the page, outside of your main
drawing. You will see a line connecting two points. Grab the Convert Anchor Point
tool. Click and drag slightly the two points you just created, one at a time. You'll see
direction lines and direction points appear.
Just play around with the direction points for now. You can click and hold them with
the Direct Selection tool and move them around. Why don't you spin one 360
degrees slowly and see how the curved segment changes?
You can also play with curves using a circle drawn with the Ellipse tool. Make one
now, and use the Direct Selection tool to pull one of the direction points down. Wow.
See how it changed? The longer the direction line, the longer the curved segment
with the strange angles. It's a rule!
Figure 5.39. You can move the direction points on any objecta
circle, a Pen tool path, a star, you name it.

Don't forget to delete the practice shapes once you are done with them.
Accents on the TV
The TV looks good, but it still needs some accents to pull the eye. I'd like to put
some around the corner of the TV set. Let's do it. This requires the Pen tool skills you
just practiced.
First, we need a swoosh shape in the top-left corner. I just put a guide in blue to
show you what kind of a shape we will draw. With the Pen tool, click and (somewhere
toward the top of the screen) slightly drag the line toward 11 o'clock. Don't worry
about the precise direction too muchyou can change it later.

Figure 5.40. The blue guide shown here is the shape you will make
with these direction line tweaks.
Move the Pen tool to the right. Click and slightly drag toward somewhere between a
3 o'clock and 4 o'clock direction. Notice that the bottom direction line of the first
anchor point disappeared. Why? Because you are not using it in that direction. But it
will appear when you close the path.
Now here comes the tricky part. We must go back to the first anchor point, keeping
the sharp edge. You can't do it without changing the direction of the direction point.
If you just go back to the first anchor point without changing it, you will lose the
sharp edge. Just try it (and use Edit > Undo when you're done). It's good to
experiment.
OK. We will change the direction point toward a 9 o'clock direction. Press Alt/Option
and click the direction point. Drag the point toward 9 o'clock. You kept the sharp
edge and just changed the direction.
With Alt/Option pressed, click the first anchor point (to close it) and drag it toward 6
o'clock. If you get confused here, it's OK. Even though you drag it down, you may
see a direction line pointing upward, instead of downward. That's all right. You're
dealing with the hidden direction line of the first anchor point.
Figure 5.41. Close the path, and make your direction lines like
mine.

If you find this hard to believe, just go back to the previous stage by going to Edit >
Undo or pressing Ctrl+Z/Cmd+Z. Then, close the path without pressing Alt/Option.
You will now see both direction lines.
The reason to press Alt/Option when you close the path is to keep the direction point
and line 1 of the first anchor as is and change the other direction point and line 2 of
the first anchor point to keep the sharp edge and smooth curve. If you don't press
Alt/Option, you will lose both the direction point and line of the first anchor point and
control of the shape.
Figure 5.42. A close-up look at the shape you created and its
direction lines
Play around with it until you get it right. Then just add a fill color: 51 in R, 51 in G,
and 153 in B.
Now, just add a couple more swooshes next to it and at the bottom right. This will
give you some more practice.
Figure 5.43. Practice your curves by adding some new swooshes.

Next, we will add a visual effect in the middle of the tube, where the tennis ball we
draw later will come out. I used the Star tool and modified its shape with the Twirl
tool . Here's how:
First, select the Star tool and click in the center of the TV screen. A dialog box will
appeartype 0.2 in for Radius 1, 0.4 in for Radius 2, and 12 for the number of points.
Now you have a star with 12 points.
Select the Twirl tool, and click and drag it around. The star will start twirling from the
center.
Figure 5.44. Little touches like the twirled star make your
illustrations feel alive and active.

Now let's add a background image. We will start by using a circle, as in my example.
We will use only a section in yellow for the background. In order to do that, we will
have to add a rectangle with edges that are similar to the TV outline, then cut out
the intersection and the rest of the images using Pathfinder.
Figure 5.45. We'll create this yellow background in the Pathfinder.

Draw a circle that's 1.45 inches in width and height, and then use the Pen tool to
draw a rectangular shape that has a similar edge to the TV outline. Overlap them
like in my example. Then use the Pathfinder's Subtract from Shape Area button to
cut out unnecessary images. Color it with 255 in R, 255 in G, and 0 in B.
Figure 5.46. The TV-shaped intersection area is removed in the

Pathfinder (right).
Masking the Ball
In this section, we will illustrate a simple ball and its tail. The tail is a swoosh that
creates motion. This part of the illustration requires masking skills and very delicate
lines. Sounds tricky, but I'll help you along.
As you work, you'll need to use layers to keep everything organized. This illustration
is getting complex! If you don't see the Layers palette on your desktop, go to
Window > Layers. Name the current TV layer TV layer.
Let's create a new layer and name it tennis ball. We will illustrate the ball objects on
this layer because the TV layer is too busy. To avoid a traffic jam, we will temporarily
hide the TV layer by clicking the eye icon. Done? Now you won't see anything on the
Artboard.
Click the tennis ball to make it active. Let's draw a ball using a 1.1-inch circle in
yellow (255 in R, 255 in G, 0 in B). This will be the outline of the ball. Add a green
circle (0 in R, 255 in G, 0 in B) of 0.89 inch on top of the yellow circle.
Create two more circles with yellow strokes (255 in R, 255 in G, 0 in B) and no fills.
The stroke weight should be 3 points. Put them in the appropriate place, referring to
my example. We just drew a tennis ball.
Figure 5.47. Wimbledon, here we come!
We are about to put a mask on top of the circles to hide the outer rings. First draw a
1-inch circle. Select all the circles around, including the mask, and go to Object >
Clipping Mask > Make. You will see only the properties inside the last circle. Cool!
The ball is finished.
Figure 5.48. Only what's inside the last circle is visible.

Let's hide the tennis ball layer for now. Click the eye icon to hide it. We will show it
again later.
Drawing the Ball's Tail
You'll find drawing the tail-like path of the ball to be highly challenging. Let's think
about how could it be done in the easiest way.
First of all, go to the top of the page and look at the outline of the tail. How could it
be done? That's right; I created it with two circles: a big one for the outer shape and
a small one for the inner one. Then I used the Subtract from Shape Area to crop out
the intersection of the two circles. Bingo.
First, create a new layer for the tail and name it tail. Now draw two circles. The big
one is 2.65 inches and the small one is 1.6 inches. Move the smaller circle on top of
the big one and arrange them like in my example. With both circles selected, click
Subtract from Shape Area from the Pathfinder palette. The intersection is gone. To
make sure, just add any color to it as a fill. Cool.
Figure 5.49. Arrange your two circles like these.

If you look at the completed illustration, you'll notice that only the bottom half of the
image is used. So we will crop out the top portion.
At this point, working with colors makes it hard, so let's switch to Outline view (View
> Outline). We won't worry too much about colors now, since we can change them
later. When you're done with Outline view, you can return to regular view by
selecting View > Preview.
Go to the toolbox and select the Rectangle tool. Draw a rectangle. It's got to be
bigger than the top half of the tail image.
Place the rectangle on the top half of the tail image. Click the Subtract from Shape
Area button from the Pathfinder palette. The top half of the tail should be gone.
Figure 5.50. Draw a rectangle over the top, then subtract this area
with the Pathfinder.

Now we need to draw a circle, which goes on top of the tail. It will become the
outline of the ball. As you can see from the finished artwork, these objects are filled
with a gradient. Notice that the ball will sit on top of the circle. Hmm. Then it will be
complicated, right? Just to make it easier, let's combine these images into one.
Select both images, then go to the Pathfinder window and click Add to Shape Area.
Now they are one object.
Figure 5.51. A simple circle is united with the tail and given a
snazzy gradient.
Fill it with a gradient: Select the Gradient tool and go to the Gradient palette. Choose
153 in R, 255 in G, and 255 in B for the beginning color; 102 in R, 102 in G, and 255
in B for the ending.
Now we must locate this object on the TV set. Let's make the hidden layers visible (a
tennis ball and TV layer). The end of the tail should be in the center of the TV screen,
so it looks like it is coming out of the TV. Let's move the ball onto the head of the tail.
Drag the tail layer below the ball layer in the Layers palette. The illustration will look
like my example.

Figure 5.52. Make all layers visible, and bring the ball and tail to
the same location as mine.
Finally, we will draw three little tails inside the big one. Make sure you're in the tail
layer. Go to the toolbox and select the Pen tool.
Ready? Try to produce an angle similar to that of the outer tail by modifying direction
lines to produce the curves. It doesn't have to be perfectly accurate, but it should
look like it is coming from the same place. Color it white and add another small tail
right next to it, then one more.
Figure 5.53. These are the last elements of our illustration.

What do you think? It looks great! It's a fun interaction between two different
illustrations, and it really shows off your Pen tool and Pathfinder skills. Great job.
Figure 5.54. That was hard work! Time for a TV break.

Illustrating with Dimension
The clock and TV illustrations in this chapter should have warmed you up to the idea
of drawing with Illustrator and working with the Pen tool. With simple shapes, curves,
and colors, we were able to capture the essence of the objects they represent
without making them too realistic. All it took was a little creativity and some
observation of the actual objects to figure out what was worth drawing and what we
could leave out.
You'll continue with this idea of drawing stylized objects in the next project, but we're
going to take it a step further. An image doesn't need to be flat to be stylizedyou can
work with color and perspective techniques to give realistic dimension to your
drawings.
Project Brief: Accessories with Style
A new clothing and accessories shop is working on the in-store signs that will mark
each product department (for example, hats, shoes, neckties, jeans). They'd like you
to pick a single department and create one illustration for it before commissioning
you to do the rest.
The illustration should contain a pair of items (such as matching gloves or two
different shirts) that should have some depth but still be stylized. The illustration
should be only of the two items and not include other elements or textand it must be
drawn completely in Illustrator; no bitmapped art allowed.
Figure 5.55. For this project, an illustration of a pair of shoes, I

combined stylized contours and an illusion of depth using color
and detail.

Project Summary
Brainstorm and sketch illustration ideas for a pair of clothing or

accessory items.
Use the Pen tool and other drawing or shape tools to create the outer
and surface contours of your items.
Apply color fills that represent the highlights, midtones, and shadows
to give the items realistic depth.
Introduce details to the items that maintain a stylized appearance

and contribute to the illusion of depth.
STUDIO SESSIONS

designers.

Project Steps
Before you begin, choose the items that you would like to draw. Select a pair of
items that suits your skill level in Illustrator so far. It's best to use items that you
have on hand so you can set them up however you like to sketch. But you could use
a photograph of items from a magazine, the Web, or elsewhere.
It's also recommended that you choose solid-colored items so you can focus on their
shapes and lighting rather than on intricate patterns or color changes.
1. Sketch the Pair of Items
Arrange your items so that one is in front of the other, and angle them however you
like for an attractive setup. With just pencil and paper (yes, really!), create a rough
sketch of what you see.
As you sketch, first look at just the contoursthe lines and curves around the objects
and on their surfaces. Which ones are most important in helping a viewer
understand the shape? Which ones could be exaggerated for effect or removed
because they are unimportant?
After contours are drawn, look carefully at the lighting on and around your items. Try
to pinpoint the middle tonesthe ones that are neither very bright nor very dark.
Shade these midtone areas lightly in your drawing. Avoid shading areas that are
brightthe highlights of the scene. Shade more heavily the areas that are shadows on
the items or cast by the items. As you look at the highlights, shadows, and midtones,
also think about their colors and how you might represent them in Illustratorbecause
that's what you're about to do.
2. Draw the Front Item
In a new Illustrator document in RGB mode, use your Pen tool (or shape tools,
depending on the item) to draw the outer contour of the front item of your pair.
Make sure the finished path is closed and has no stroke. Take your time to get it
pretty accurate, but remember that you can adjust what you've drawn with your
Direct Selection tool.
Fill the shape with a color that you feel closely matches the main midtone shade of
the object. What you have now should look like a silhouette of your item, since it's
just a flat, filled shape that has no details, highlights, or shadows yet.
Figure 5.56. Depending on your item, the silhouette might not look
like much now. Adding highlights and shadows will make the
shape much clearer.
Notice the highlights and lighter midtones on your objects and on your paper sketch.
Your next step is to draw those areas and fill them with the appropriate lighter
colors.
This can be a little tricky, so let's think back to the highlighted areas we placed on
our clock and TV drawings. To make those, we reshaped simple objects like circles or
drew little shapes using the Pen tool. The shapes themselves were pretty abstract,
but they followed the main object contours nicely and were in realistic locations.
You may use several shapes to build up to bright white highlights, using colors closer
to the midtone for the larger shapes and colors closer to white for the smaller ones.
Now it's on to the shadows, so check out your actual items once again, as well as
your sketch. As with the highlights, draw shapes that follow the item neatly and fill
them with the appropriate darker tones.
And don't forget about the shadows your objects may cast on the surface.
Remember that for our clock all we needed was a simple gray oval. Maybe that's all
you'll need for your object, or you might need to draw something with the Pen tool if
your item is complex.
Figure 5.57. You can see my highlights and shadows here. My use
of abstract shapes and flat colors keep the stylized look that I like
but give it instant dimension.

Here's a handy trick that works for those shadows that items tend to cast. Copy your
midtone silhouette shape and paste it on your Artboard as a duplicate. Fill it with the
appropriate shadow color (such as a light gray) and put it at the bottom of the
stacking order. Then just move it, rotate it, or transform it as necessary.
3. Draw the Back Item
You might think that drawing the back item would be just like doing the front one,
but I've got even more tricks up my sleeve that will help you achieve realistic-
looking depth in your piece.
Start on a new layer above your front item. When you're done, you can simply drag
this layer below the front item layer to change the stacking order. You may also want
to hide your front item's layer so it doesn't get in the way.
Draw the shape of your back item and fill it with a color, just as you did for the front
item. But instead of the same midtone color you used in your front item, use a
slightly lighter and less saturated version of the hue. This instantly makes it look
farther away.
Your back item should also be smaller than the front onethe smaller you make it, the
greater the perceived distance between the two objects.
Next, as before, add in your highlight and shadow shapes. These should be a bit
subtler in color than the ones you made on your first item, and you can make them a
little less detailedall contributing to the illusion of depth.
Figure 5.58. My back shoe is lighter, smaller, and less detailed

than the one in frontwhat a difference that makes to the illusion of
depth. Cool!

Imagine where else you can use this handy technique. How about in an illustration of
a group of people? The detailed people with more color contrast will appear closer
than less detailed, softer, smaller people in the group, even though it's still just a
drawing made of colored shapes.
4. Add the Finishing Touches
Spend some time comparing your Illustrator image with your actual items. Most
likely you have left out many of the detailswhich is good, since we want the
illustration to be simple and stylized.
But, like with our clock and TV, there may be some accents or details that you feel
are key to these items and give them some punch. Maybe it's a touch of color
around the brim of a hat, or a small starburst shape indicating a sparkle on a belt
buckle or eyeglasses lens.
Go ahead and add these now, and recall that these would be best placed on the
front item (and only very subtly on the back item) to maintain the depth of the
image.
Student Work
What icons have other designers created? Here are some work samples from
Sessions.edu students:
Figure 5.59. Brent Brooks made his sunglasses more realistic by

including gradients and transparency. Finishing touches add
sparkle to the final project.

Figure 5.60. Jane Boss used the Pen tool very carefully to work
with the challenging folds in these shirts.

Figure 5.61. Strong reflections can make the highlights tricky, but
Jonathan Swihart was up to the challenge and created realistic
shine and depth on these boots.

Chapter 6. Poster Design
Poster design is a fundamental challenge for any graphic designer. A simple
composition in two-dimensional space, a poster is put to a thousand uses, ranging
from advertising and event promotion, to public service announcements.
The designer's challenge is to use the medium to engage, inform, and finally
motivate passersby. Walk down a city street, hop on the subway, or visit a museum,
and you'll see posters everywhere. The best pull us in, present their message with
alacrity, and leave us thinking about them afterward.
In this chapter, we'll explore some principles of composition that can be helpful in
developing effective poster designs. You'll learn approaches to achieving unity,
balance, and rhythm in your posters to make them stand out on the street.
COURSE DEVELOPER: PIPER NILSSON
This chapter is based on a lesson developed by Piper Nilsson, a

New York-based graphic designer and information architect.
Figure 6.1. Posters like this one by designer Gabriela Monroy use
balance, repetition, and other intriguing compositional techniques
to communicate effectively and make a lasting impression.

Learn about different methods used in poster design to deliver

effective messages.
Explore methods of creating unity in the design of a poster: proximity,

repetition, continuation, and underlying color.
Learn how and why to create symmetrical and asymmetrical

compositions.
Learn how different methods of balancing a composition influence its
effect.
Learn about three types of rhythmic approaches to composition.
Learn about proportions found in art, nature, and design.
Explore some applications of typographical rules in poster design.
Design a poster for a music festival considering compositional

techniques, imagery, typography, and the display environment.
Poster Design Fundamentals
The poster has been around for about as long as people have had something to
announce, and it shows no sign of going away. Why is this, when one might have
expected video ads and billboards to take over our public signage? One answer is
that a well-executed two-dimensional design still has the power to entrance us.
Figure 6.2. Urban construction projects generally prohibit posters.

Soon after the hoardings go up, posters appear anyway..
Posters are all about economy of expressionusing a minimum of information to get a

lot across. Sometimes poster designers are asked to whittle down information and
translate it into a visual form; at other times, to create a compelling message with
typography alone. Finally, designers are sometimes asked to find a way to organize
a daunting mass of details and make it accessible.
A designer's choice of image can clearly make or break a poster. The function of an
image is to simplify the messageto avoid having to present part of the message in a
more complicated way, through lines of text. Images most often represent what a
product is, who's providing it, or whom it's for. They are a shorthand explanation for
something that's hard to describe, like "providing working-class people with loans to
buy a house they couldn't otherwise afford."
Figure 6.3. How do you communicate the names of dozens of

performers and composers without information overload? Make
them into an attractive piece of art! In this poster for Lincoln
Center, the clever use of type works with the photo as a single
image to draw viewers in and get them to read more.
A poster designer must also have a strong grasp of typography. It may come as a
surprise that typography is so important when text on a poster is used so sparingly
(compared with, say, a product package or a magazine spread). But it's an unwritten
rule of design that the fewer elements you use, the more carefully you need to use
them. Oftentimes the goal of a poster is to communicate a specific text message:
"U2 concert on Friday the 12th," or, "Entrance closed for repairs." The designer's
choice of typeface, text layout, and balance between text and images will all
determine whether this message is actually read and remembered.
note
A poster's "stickiness" is just as important as its initial impact.

Viewers may see a poster for mere seconds, but some aspect of
the poster must leave a lasting impression.
Finally, keep in mind that the poster composition itself must intrigue us to attract our
attention. Even the simplest images and wording can get lost in an ineffective
composition. How do you create a strong design, direct the viewer to the most
important elements first, and make the whole thing memorable? It all comes down
to composition, so we'll look at a variety of classic approaches in this chapter.
Achieving Unity
Let's face it: Designing a poster series, like any graphic design job, can be chaos.
Photographers? Missing in action. Writers? They're wrestling with deadlines and
inner demons. Marketers? They're changing their minds every two minutes.
At this point in the process, the designer must bring order through composition.
Literally. Poster designers must somehow create a sense of unity from a confusion of
headlines, blocks of copy, photographs, and logos. Without unity, a poster becomes
chaotic and unreadable. All the parts of a design must fit together to make a
coherent whole.
How do we create a "unified" composition? Let's explore some of the classic

principles of art and design to find out.
Proximity
The first principle of unity is proximity, also called grouping. Proximity is based on a
natural principle: Things that belong together, go together. When we see objects
that are grouped together on a page, we tend to associate them. We think of them
as groupsregardless of whether those objects are actually similar or related. It's like
guilt by association.
This law of proximity can assist the poster designer in a number of ways. First, the
grouping of people, objects, and text can enhance the message. Think of a billboard
in which a customer photo, product shot, and ad slogan are all interwoven. The type
of person depicted (kid? grandpa? overworked parent?) will be inevitably associated
with the product. If the typography is handled well, it will look like the customer is
saying "I always use Bleacho," not the advertiser.
Second, grouping elements together can give them greater impact than if they were
standing alone or apart from one another. When several items are placed in close
proximity (for example, an interlinked group of watches in different styles), the eye
moves smoothly from one to the next. The items become one visual unit, providing a
single message for the viewer to look at instead of a set of discrete items.
If a group of items is the most prominent part of the poster, the structure will hold
together the overall composition and draw attention to it. Any remaining elements
will be viewed as secondary.
Figure 6.4. In this diagram, notice how your gaze flows from one
circle to the next. The individual items are recognized as parts of
the whole, which is the focal point of the design.

Repetition
Another way to create unity in your designs is to repeat shapes, colors, or values.
When we see a design element repeated on different parts of a page, our eye
naturally follows them, linking them visually even if they are not grouped together.
We can't help playing connect the dots.
The simplest way to use repetition is to create a pattern of repeated shapes in the
background of the poster. A tiling effect in the background can create a visual
interest and structure that ties the foreground elements together. In this type of
composition, repetition is a secondary element.
Another way of using repetition is to use a line of repeated elements to lead the eye
to an important message, logo, or image. Repeated elements can form a path that
draws the eye, creating a sense of suspensewhere is this going? It's a way of telling
a story and compelling a viewer to look at an item you want him to focus on.
Figure 6.5. The series of caterpillars leads the eye directly to the
INNU logo. The repetition continues past the logo with the
butterflies, which represent how you'll feel after a visit to the
salon.
Repetition can work extremely effectively even when objects themselves are not
repeated. The mere repetition of a shape or color in a few places can really pull a
composition together. It can be very subtle. For example, a poster for a new nail
polish might show a large drop of the polish. Elsewhere in composition, the same
shape and color may be echoed in the bottle of polish and the model's nails. Without
our realizing it, our eyes are drawn to this repetition.
Figure 6.6. Here, the dots that are an essential part of the logo are
repeated in the illustrationcreating unity, getting attention, and
reaffirming the brand.

In posters for consumer products, repetition is also an effective strategy for

persuading viewers to compare related items. An ad poster might be covered in a
dozen pairs of shoes, all different. The initial message (shoes!) is easy to understand
because related items are repeated, but a secondary effect is that the poster invites
the viewer to look at each pair individually.
Another popular design technique is to present a row or set of items that are all
exactly the same except for one that breaks the mold. You might design a grid of 15
squares, 14 of which are blue and 1 that is bright pink and contains a company logo.
I know which square people will look at. This stand-out-from-the-pack approach is
useful for helping viewers focus on the uniqueness of a product, company, or event.
Repeated elements feel mundane, less important, and less exciting than the single,
unique one.
It's also worth noting that repetition creates the consistency that is essential when
constructing a poster series, whether the posters are to be viewed simultaneously or
on separate occasions. A set of outdoor ads designed for a summer concert series
must work as a team; seeing one should remind you of other posters in the series.
The repetition of positioning, color, scale, or imagery can make a series a cohesive
group and promote the recognition and absorption of an overall message.
Continuation
What other techniques for creating unity are there? Continuation is another method
for attracting and leading the eye. It's often used in conjunction with repetition, and
you've seen it in the prior examples. When a designer uses continuation, the edges
of shapes in a composition are aligned to lead the viewer's eye from one item to the
next.
This principle uses the properties of lines to help a composition hang together. When
we see a line, our eye instinctively wants to follow it, to find out where it leads. The
edges of objects can be used in the same way. Any objects in a set can appear
disjointed when they are placed on a page. If items just float in space, the viewer
has to do too much work to find and ultimately understand the message. By aligning
the edges, howeverhorizontally, vertically, or diagonallythe composition can be
unified.
Figure 6.7. Continuation is used in this poster to lead the eye

vertically, from the text to the U or vice versa. The left and right
sides of the U and text line up perfectly, and if "U" look more
closely, you'll see the E and C of "PEACE" align with the inner lines
of the U.
This technique works with images on a poster, leading the eye to information and
branding, but it is also a great choice for text-based designs. Continuation makes it
clear which elements (such as headlines and subheads, or photos and captions) are
meant to be read together.
Underlying Color
How do you unify a composition where there are a variety of objects with no shapes,
colors, or edges in common? A simple solution is to place them on a solid color field.
Now this might beg the question, Why would you place unrelated objects in your
poster in the first place? Ordinarily, you wouldn't. For most commercial posters
where you need to get a message across quickly, you will generally have access to
some related shapes or colors.
Figure 6.8. In this poster, "Red" is not only the name of the
performance and an allusion to its political theme, but it's also the
color that holds the elements of this design together. Proximity is
used along with a strong sense of balance to make this an
incredibly strong piece.
For art events or posters where the viewer will have some time to interpret the
piece, however, discordant elements can provide an interesting, experimental look.
Occasionally an advertiser will ask for a surreal combination of items. Using an
underlying color as a background for disjointed elements can ground them so the
viewer understands they relate.
tip
A word of warning: Don't use the underlying color method as a

quick way to avoid a properly aligned or otherwise unified
composition.
Achieving Balance
Balance, or a lack thereof, is a powerful tool for any poster layout. And that's
because a lack of balance is disturbing. From a young age, we learn to avoid leaning
trees, rocks, furniture, and ladders as potential dangers. Seeing imbalance in a
design causes a similar visceral reaction: Are we going to fall over? Is something
going to fall on us?
In composition, we assume a center vertical axis and expect to see equal weight on
both sides. Balance is especially important in a poster design, because a poster will
often need to stand alone, with nothing outside of the design to stabilize it. (Some
designs, like magazine ads, can be balanced by the adjacent page or another nearby
element.)
Symmetrical Balance
Nature is full of examples of symmetrical balance. Butterflies, maple leaves, and

snowflakes can be evenly divided down the center. Humans are attracted to
symmetrical designs partially because our own bodies are symmetrical (well,
mostly).
Designers play with these visual expectations. In creating a poster, a designer will
often place a main image or block of text along a vertical axis, distributing equal
portions of the object on both sides. This makes the viewer feel
comfortableeverything has been neatly ordered for him. When the "object" placed
symmetrically is a face or body, it can help viewers make an emotional connection
to the composition.
Symmetrical balance also occurs when multiple objects are placed in the same
position on each side of a central vertical axis. This combines the benefits of
repetition and symmetry to create a completely balanced, rock-solid design.
Figure 6.9. This striking design for Champion Athletic is almost

entirely symmetrical along the vertical axis, making the design
(and thus the product and brand) feel solid and comfortable. Bold
color, lines, and use of negative space give it even more strength.

note
Symmetry on a horizontal axis can also make for a balanced

design, though it doesn't generate the comfort level of vertical
symmetry.
However, symmetry can have drawbacks. We don't always want a design to feel so
solid, so comfortable, or so passive. By their nature, posters are often used to
introduce new products, events, or ideas with the purpose of persuading viewers to
take action. A more energetic composition may be required for such posters. Note
that this doesn't mean developing a composition that is unbalancedit means using
balance in a different way.
Asymmetrical Balance
Asymmetrical balance is a common strategy for adding oomph to a poster design.
Designers use color, value, shape, and position to balance dissimilar forms without
letting chaos rule. Truly asymmetrical balance can be difficult to achieveif the sizes,
colors, or other elements are just a little off, the equilibrium will be as well.
Figure 6.10. The asymmetry in this Trackstar Motorsports poster

makes the image arresting, and you can almost feel the scooter
moving to the right.
Let's look at several types of asymmetrical balance and examine ways to achieve
them.
BALANCE BY COLOR
Have you ever wondered what made the painting of Dutch artist Piet Mondrian tick?
Mondrian devoted a great deal of his work to the balance of weight in colors. For
example, one of his paintings features mostly white blocks with a large yellow block
in the upper left and a small blue one in the lower right. The small area of blue
perfectly balances the large area of yellow. To form such a balance, Mondrian moved
colors around the grid until they were just right.
Figure 6.11. In this design exhibition poster, the large yellow field
is beautifully balanced by the small black bar and color photos
along the bottom.
Balancing colors is mostly intuitive, so practice is required. Here are some

guidelines:
A small area of color can balance a much larger neutral area. Color attracts the
eye more than neutrals, giving a spot of color equal weight to a large neutral
area.
Warm colors carry more weight visually than cool colors. Oranges and reds
jump out at us, while blues and greens tend to recede. Therefore, a large area
of a cool color is needed to balance a small area of a warm color.
The more vivid the color intensity, the greater its weight. A richly saturated
blue will seem heavier than a dull blue. How do you work with this? Balance
small bits of vivid color with larger areas of muted color.
BALANCE BY VALUE
Asymmetrical balance is based on equal eye attraction, which occurs when

dissimilar objects are balanced so that they are equally interesting to the eye. One
element that invariably attracts our attention is value difference, the contrast of light
and dark. Black against white creates a strong contrast. Gray against white creates
less contrast and less visual weight.
tip
If you're not sure about the values of the color choices in your
design, convert your image to grayscale momentarily. Seeing
just white, gray, and black will give you a better sense of how
your lights and darks balance.
How do you balance values to enhance a poster design? You can do it by balancing
light and dark values intuitively, the same way you balance shapesacross the
surface as a whole. Test your intuition by blocking out any questionable area and
looking at the remaining picture. Then unblock it and see whether you feel better
about the balance of values and shapes in the design.
Figure 6.12. Balance by value is used in this Cub Scouts poster.

The blue dots on white create an illusion of very light bluemuch
lighter than the rich red in the lower section. The elements in each
section also balance by valuenotice the dark truck and the white
lettering.

A contrast of values on each side of a poster creates so much eye interest that a
tension is created between the sides. The eye skips from one to the other, wanting
to pull the two components together. A visual energy and a subconscious excitement
are created simply by the interaction of different elements in the composition.
BALANCE BY SHAPE AND POSITION
Balancing shapes will also help bring unity to your poster design. A large, simple
shape (or image or text area) can be balanced by smaller, more complex elements.
The larger shape will generally attract attention to the overall composition. The
smaller elements will be viewed as secondary, but they can be just as important to
the visual equilibrium of the poster.
Figure 6.13. In this diagram, the detailed field of varying stars is

balanced by the simple, solid wave.

Figure 6.14. This type of balance works great in photography-

based posters. The large, simple focal point of the man and
sneaker balances against the distant and detailed street scene
below him.

The positioning or placement of the elements plays an important role in balance.

The farther an object is from the center of the page, the more visual weight it will
suggest. This visual association is based on our experiences with balance in the real
world: On a seesaw, for instance, a child on the end of a beam can lift an adult
sitting near the center.
Figure 6.15. This outdoor ad for a technology firm dramatizes the

concept of customization by showing different sizes. The balance
between the XL and XS tees draws the eye to the poster.

A single, very small element can counterbalance a large one (or group) if placed all
the way to one side of a poster. For example, a tiny logo might sit flush against the
right edge of a horizontal ad while a large photo of a model takes up much of the left
side. Although the logo is no match for the large image on its own, its position in the
outermost edge of the composition levels the design.
This method of balance applies to angled compositions as well. A large object angled
in one direction will usually require a counterbalance in the opposite direction, or the
whole poster will appear crooked.
Creating Rhythm
Music creates a structure through rhythm, the repetition and variation of groups of
notes. When we hear a musical phrase, we hear the timing of each note and
mentally record the spacing from one note to the next. If the rhythm is memorable,
we will recognize it every time it is repeated or varied throughout the musical
composition.
Rhythm in design works the same way. When you put together a sequence of items
for your viewer, you can arrange them rhythmically to make them memorable and
moving. This goes beyond the concept of repetition we explored earlier, as you can
create visual rhythm in a number of ways.
Repetitive Rhythm
Repetitive rhythm is the successive appearance of groups of elements. A flow of

elements with variation is required to make it rhythmic. Think of all the ways that
rhythm is achieved in music: Over an underlying pulse, the composer can create
long, flowing phrases or short, abrupt ones. Space is necessary, too; the listener
must have time to absorb one group of elements before hearing the next.
As a designer, you might repeat a circular shape 20 times in a single poster

composition. Repeat the color, position, and contents of the circles to establish a
"beat" and provide variety to keep the eye entertained.
Figure 6.16. The circles in this diagram are repeated elements that
entertain the viewer as they vary throughout the composition.

Figure 6.17. The repeated circle is both a structural and a

thematic element in these public service posters an intriguing
visual element and a statement about protecting children.

Alternating Rhythm
In alternating rhythm, two or more motifs alternate with each other to create a
sequence or pattern. It's like two singers taking turns delivering their lyrics. If you're
working with an image of a row of people in a poster, you might want the models'
pants (or even their skin tones) to alternate in color and form a rhythm.
The same goes for the typography in a poster. If you are using two styles of a
typeface or two colors of type, you can alternate between them on the poster to
create a rhythmic order. We are so used to seeing evenly spaced left-aligned type
that any such unusual typography tends to grab the eye.
Figure 6.18. The aqua and brown bars alternate to create a beat,
and the variation in widths keeps it interesting.
Note that alternating elements do not need to be boldly different from one
anothereven subtle variations (such as alternating heights of people in a row) can
give a poster added interest. Viewers might not even consciously notice what you
are alternating in this case, but the effect will still draw them in and help make the
experience memorable.
Progressive Rhythm
In progressive rhythm, the idea of change or at least gradual variation in forms is

explored. As the rhythm continues, the forms become more or less intense. The
color may become more (or less) vivid, for example. Progressive rhythm is the visual
equivalent of a song's crescendo or diminuendoits increase or decrease in volume.
Figure 6.19. A cascade of dancers adorn this dance school poster,

creating a visual crescendo that leads to eye from top left to
bottom right.
The elements that make up a progressive rhythmwhether they're images or

wordsmust have some qualities in common and some that vary. You might create a
diagonal row of butterflies that are all the same shape but gradually change their
color, size, and rotation, or a series of identical words that progressively fade,
receding into the background.
Progressive rhythm can add depth to otherwise flat posters such as those containing
two-dimensional illustrations or only typography. The feeling that something is
morphing or coming toward you can make the poster feel more active and lively.
Using Proportion
Most designers rely on their intuitive sense of proportion in approaching a poster.
When our intuition hits a roadblock, however, the principles of proportion can be
very helpful in determining the correct division of space within a layout. Let's look at
some basic ones now.
The Golden Section
The golden section, discovered by the Greeks in the fifth century B.C., was once
referred to as a "key" to proportion. The golden section is a ratio that divides a whole
into two segments so that the smaller segment has the same proportion to the
larger that the larger has to the whole. This can be expressed algebraically as a:b =
b:(a+b). The sides of a golden rectangle have a proportion of 1:1.618.
Figure 6.20. To construct a golden rectangle, begin with a square.

Draw a diagonal from a midpoint of one side to an opposite corner,
and then draw an arc from that diagonal.
Whether they realize it or not, most people prefer a rectangle with proportions close
to the golden section. A composition using a golden rectangle feels more balanced,
comfortable, and natural to the viewer.
note
Like vertical symmetry, the golden section is found in nature,

which is why it feels familiar and comfortable in a design.
Nautilus shells, sunflowers, and pinecones all have features that
are closely tied to the golden section ratio.
Golden section proportions are used in works of sculpture, painting, and

architecture. In addition to man-made works, golden section proportions can even be
found in humans, plants, and animals.
If you look at a variety of posters, magazine ads, and other rectangular compositions
carefully, you'll find that they are often divided into two parts using the golden
section, or that the point of interest tends to lie along the line that forms the golden
section.
Figure 6.21. Loosely based on the golden rectangle, like many

posters are, the action in this Theatre Project poster by Spur
Design is broken up into a square section (containing the
illustration) and a smaller section (containing the type and
branding).

The Root 2 Rectangle
Root 2 rectangles are also used in poster layouts, though their proportion is
approximately 1:1.414, slightly different from that of the golden rectangle. (If you're
wondering how this rectangle got its name, 1.414 is the approximate square root of
2.) The root 2 rectangle is said to be sacred or a symbol of birth, and can be found in
some ancient artworks.
Figure 6.22. To construct a root 2 rectangle, draw a diagonal

across a square, and then draw an arc from that diagonal.

In poster design, root 2 rectangles are used in the same way that golden rectangles
are, forming two balanced sections or providing compelling placement for a point of
interest.
Figure 6.23. Like posters based on golden rectangles, root 2

posters have a square area as the focal point, as with the bull
image in this Professional Bull Riders design. The other section, in
this case containing the type, is slightly smaller than that of a
golden rectangle design.

Using Typography
The general public usually thinks of graphic design as a nontextual mediumand yet
the printed word is considered by many designers to be the most important
component of visual communication.
Think of the most compelling, seductive poster you've found on your commute to
work. Sure, that grainy image of young lovers running through crashing waves is
evocative. But without the skilful use of typographythe company logo, the clever
tagline, those small letters declaring London, Paris, New York, Tokyowhat does it
communicate?
Typography is an essential tool for poster designers, partly because type is so

powerful, and partly because it must be used economically to get a message across
quickly. Typography today includes everything related to the publication of text and
the placement of words and images on the pageso much more than just picking a
typeface.
Nevertheless, when designing a poster, choosing a typeface is where typography

begins. With thousands of different typefaces available, where do you start?
The desktop publishing revolution encouraged everyone to go mad with fonts. To

provide visual consistency, however, an individual poster should use no more than
three typefaces. When two or three different typefaces are used, they should be
fairly distinct from one anotherthey should contrast. Alternately, if using multiple
variations of a single typeface, each should still be distinct in some way. The items'
contrast should indicate which ones are most important. If they are too similar
looking, it's confusing for the reader. Especially on a poster, where the message
must be delivered quickly, the hierarchy of information should be extremely clear.
Care should be taken not to overuse bold and italics. In certain fonts, bold and italics
look very different from their parent typefaces.
The Virtues of Typography
Of the many tenets or virtues in typography, perhaps the most important in poster
design are simplicity and restraint.
It can be very tempting to use highly decorative fonts. There's no doubt that this can
draw attention to your poster designbut not all attention is good attention. The
wrong choices, particularly overly decorative ones, can undermine your message. In
many cases, a decorative font is not necessary. If there are busy elements in the
design, such as photographs or many repeating elements, a simple font and perhaps
a variation of it may be all you need to get your message across. It will balance out
the other busy elements and call attention that way.
tip
Just like overly decorative fonts, banal fonts (both simple and
decorative) can undermine the message. Try not to rely on the
default options that came with your computerfind typefaces that
are fresh and work best with the design.
In a simpler overall design, a more complex font can be introduced for your main
text. This can serve two purposes. First, it helps to decorate the design and add
interest to the entire look. Second, it draws attention to the main text. A simple font
can get lost in an ultrasimple design.
When using a decorative font, though, it's important to use it as sparingly as

possible, such as for just a word or two of the main text rather than all of the copy in
a design. Using a cleaner font for secondary type will balance with the decorative
font and will more strongly convey the hierarchy of text.
This leads to the other important virtues in font usage: balance and contrast. The
tension between these two elements can help a design capture attention or stand
out from the crowd. Balance and contrast can be created between typefaces or
between text and other elements, like images.
Figure 6.24. An ad campaign to raise public support for hosting

the 2012 Olympics in New York City began with an image a logo
that combined an image of an athlete with and image of the
Statue of Liberty. The logo appeared all around the city, even on
subway trains.

Figure 6.25. The outdoor ad campaign for the NYC 2012 bid was
pure typography: aspirational messages in the many colors of the
Olympic rings, depicting the feeling of the witnessing the event,
some horizontal and others hanging banners of text.

Think back to the compositional tools we talked about earlier, like asymmetrical
balance and repetitive rhythm. These aren't limited to images and geometric
shapes. Juxtaposing text against text or image against text works just as effectively
with these techniques.
Finally, there's the virtue of placementnot the placement of text on the page, but the
placement of your poster in public. Will it be in a subway car, where you have time
to read several lines of text? Or on a street poster that you're zipping past in your
car? Your poster's surroundings should determine your use of textincluding your
choice of typeface, the size and spacing around the text, and the level of contrast
against the background.
Poster Design Project
Throughout this chapter, you learned how to direct the viewer's attention using a
variety of compositional techniques. Now you'll use this knowledge to design an
event poster that interests and informs.
Your client is giving you a lot of creative freedom for the poster, so use it wisely.
Consider methods for getting the message across economically with a killer
composition and use of typography.
Project Brief: Mozart Festival
You have been commissioned to design a poster for a touring Mozart festival that's
visiting your city. The festival, which originated at New York's Lincoln Center for the
Performing Arts, celebrates the compositions of Mozart plus a few other classical
music icons such as Beethoven, Schubert, and Haydn.
Your client would like an effective poster design that captures the sophisticated but
fun spirit of the festival. The poster will be displayed outside your town theater, so it
must be designed to be viewed from a distance. Pedestrian passersby will see it, as
will commuters on bikes and in cars.
Figure 6.26. Arts organizations like New York's Lincoln Center for
the Performing Arts rely on posters to advertise a multitude of
events and performances to passersby.

The festival is aimed at classical music fans, who are typically older and more
affluent, but organizers are also hoping to get a younger crowd interested in
classical music.
The dimensions of the poster are 20 inches wide by 30 inches tall, to fit in a vertical
marquee, but for the purposes of this project you may scale it down to 10 inches
wide by 15 inches tall, or 4 by 6.
The copy should read:
The New York Traveling Orchestra presents:
Mozart Festival
Discover Mozart, Beethoven, and more
[insert your local venue name]
[insert a date of your choice]
Project Summary
Research the subject and location for the poster, and find appropriate
images to use in the design.
Conceptualize the poster design, considering the target audience and

your research.
Choose the compositional techniques you feel are appropriate to

delivering your message.
Produce the poster, considering the focal point, the hierarchy of

information, and the presentation of typography.
STUDIO SESSIONS

designers.
Project Steps
Like every good design project, this one will start with some research and
conceptualizationthen it's onto your creative composition.
1. Research the Subject and Location
Unless you're quite the classical music aficionado, you'll need to spend some time
understanding the graphic style typically used in this genre. CD covers, Web sites,
other classical music event postersall of these should be part of your research. Ask
yourself some questions as you work:
What colors are common in this genre? What feelings do they evoke?
What styles of type are used? What do they tell me about how the music might
sound?
Are photographs or illustrations used? How are they used, and what effect do
they have?
As you view the artwork, try to put yourself in the shoes of a typical member of the
target audience, and consider the location of the poster outside the theater. If you
can, visit a theater in your area to see what environmental features may enhance or
get in the way of your poster. For example, if the theater's exterior is red brick, you
may want to stay away from a dark red main color so as to keep the poster from
blending in too much.
Figure 6.27. This poster for the Cascade Festival of Music has a
goal similar to that of your poster project, and achieves it with
balanced composition, text with a rhythmic beat, and an image
that suggests both the location and the music.

2. Conceptualize and Find Images
With research in hand, plan a concept that integrates your city and the
Mozart/classical music theme. And don't forget the audience! How will you design
your poster to reach true classical music fans as well as energize young newcomers?
As you conceptualize, don't worry too much about specifics. For now, just get a
sense of the direction and tone you think your poster should take, what types of
colors and images are appropriate, and how you can get the message across quickly
within its environment.
From here, you can begin finding the images you plan to use, if any. (A text-based
design is perfectly valid, too, as long as it is effective.) If possible, take your own
photos or make your own illustrationsbut you may use other sources for your images
as you see fit.
3. Sketch Out Your Composition
If your concept is developed and you know which text and images you will use, you
can plan your composition. Decide which part of the design is the focal point, how
you will move the viewer through the design, and how you will create a hierarchy of
information.
Before you begin, review the techniques for unity, balance, rhythm, and proportion.
Start sketching while you consider the following:
How will you unify the various elements of your poster? Should any elements
be repeated, aligned, or grouped? How will your choice influence the
recognition of the poster and the delivery of its message?
How will you balance this vertical postersymmetrically or asymmetrically? How

will this choice help draw attention to the poster? If asymmetrically, how can
you use your design elements to form the balance? Consider color, size,
position, value, and so on.
Is a rhythm or "beat" appropriate to this poster? If so, how will you create it
using your design elements?
Do you plan to work with a golden rectangle or root 2 rectangle? If so, how?
Remember, you can break up the poster according to the golden section or
root 2 proportion, or you can place your point of interest along its dividing
segment.
4. Produce Your Artwork
Don't confine yourself here. Begin on a fresh Photoshop canvas in the size you'd like
to work with (4" by 6", 10" by 15", or the actual size of 20" by 30", which is great for
your portfolio), and produce your background elements. To help you along, you may
want to overlay a grid on your canvas (View > Show > Grid), or show the document
rulers (View > Rulers).
With background elements in place (colors, patterns, geometric areas, and so on),
you can bring in your photographs or illustrations. If you need to edit them or clean
them up, do that first, and then position them according to the composition
decisions you made.
Nothing is set in stonetake a step back and see if this composition truly gets your
point across in the best way possible. Simple tweaks to the placement, value, or size
of your images can often turn an off-kilter layout into a more balanced one.
5. Incorporate Typography
Now you can add your typography. As you set all of the wording supplied by the
client, consider the virtues we discussedsimplicity, balance, and placement. How will
you make the text easy to read (but still interesting!), balance it with other
elements, and be sure it is appropriate to the public placement of your poster?
Choose your typefaces carefully, remembering to stick to just a couple and to go

decorative only when appropriate. And don't forget the personality of your type and
how it works within your overall composition scheme. Will it engage audiences
young and old? Will it give the festival the appropriate tone? Is the hierarchy clear?
6. Review Your Work
Make any final tweaks that you feel are appropriate, and then take a step back and
look at your work.
How do the shapes relate to each other? Is your design unified and balanced? Do
you feel a sense of rhythm? Is there a clear focal point? Good; now you are ready to
present your work to the client!
If you want to go one step further, why not adapt your composition to a horizontal
format? Suppose it will be used for advertisement on the side of a bus. The
dimensions should be 12" by 4" for this optional project.
Student Work
Here are some sample posters from Sessions students with a similar music project:
Figure 6.28. Hammad Iqbal creates a strong balance in his muted,

sophisticated composition, and keeps the text simple and clean
against the detailed photography.

Figure 6.29. Wilbert Reddit makes some great type choices in this
poster. Notice the interesting negative space created by the
outline of the violin.
Figure 6.30. Ulf Finndahl's poster uses a large, simplified photo to

balance perfectly with the smaller, more detailed photo and
typography. Also notice how the violin itself leads the eye.

Chapter 7. Logo Design
What's in a name? Everything, if you're a logo designer. An effective logo represents
much more than a company, product, or service. From Des Moines to Dubai, logos fly
the flag of an increasingly global business world, setting off emotions, triggering
desires, creating identities, and (occasionally) sparking riots.
Logo work is a challenging and specialized niche for a graphic designer. Successful
logos achieve a balance between clear communication and flexibility. This requires a
simplicity that's hard to achieve but essential to the solution of corporate identity.
In the following chapter, you'll explore some important concepts that every logo
designer should have under his or her belt. You'll learn about the role of fundamental
shapes and symbols, get tips on the professional design process, and explore some
typography basics.
COURSE DEVELOPER: THOMAS MCKENNA
This chapter is based on a lesson developed by Thomas

McKenna, the owner and senior creative director of Flatiron
Industries LLC, a graphic/multimedia design firm in New York
City.
Figure 7.1. The logo and visual identity design for Menu Pages, an
innovative new restaurant search site.

Learn some of the principles of logo design.
Discover how the field of logo design evolved.
Learn how to identify three classic logo design genres.
Gain insights into the professional logo design process.
Explore important typography concepts for logo design.
Learn how to manipulate text in Illustrator for your logo design

projects.
Tackle a challenging logo project: designing a record label.

Logo Design Fundamentals
A logo is just one element in a corporate identity system, but its importance cannot
be underestimated. Everything about a companyits products, people, and place in
the marketcontributes to our perception of its identity. But ultimately it's the logo, a
simple combination of letters or symbols, that has the tough job: to identify a
company and express its personality at a glance.
Effective logos, said the late great American designer Paul Rand, are like flags:
universal, timeless, and durable. Logos vary greatly in scope and breadth: They can
be letters or numbers; circles, squares, or triangles; or suns, moons, or stars. In fact,
many fundamental shapes and symbols are the cornerstones of the logos we see
every day.
Figure 7.2. See anything familiar? Logo designs tap the underlying
properties of letters, numbers, shapes, and symbols and make
them memorable.

What are the design objectives that define a successful logo? While each logo is
unique, the best ones share some similar qualities.
THREE CORE PRINCIPLES
First, a logo must be practical. It must work at both large and small sizes, and in
black and white as well as full color. It must translate well across a wide range of
media, from billboards and newspapers, to Web sites and TV broadcasts. Unlike
other representations of a corporation or organization (such as letterheads, business
cards, and Web pages), a logo cannotor at least should notbe hastily updated or
modified to fulfill sudden changes in management directives.
note
The late Paul Rand was a great American designer who created
visual identities for ABC, IBM, UPS, and many other companies.
Second, a logo must communicate on several levels. Even if a logo is just

typography (and many are), it must communicate:
A company description (who is the company?)
A simple emotion (what kind of company is this?)
A business aspiration (what are the company's goals or defining principles?)
Third, and most importantly, a logo must hold a quality of visual appeal that Paul
Rand once described as "sheer pleasure." When you see it, a logo should
immediately trigger a visceral reaction: communication, identification, and emotion.
Figure 7.3. Logo design concept for an Internet service provider.

Chunky but stylish typography and illustration reinforce the
company's name, its core service (providing bandwidth), and its
youthful, fun approach.

Figure 7.4. Logo design for a medical services company. As befits

the industry, this logo is more sober and restrained, though a nice
compositional balance and modern colors help distinguish the
company from stodgy competitors.
Ultimate objectives aside, what really makes a logo work? There is no easy or exact
answer to this question. A logo is a shorthand signature (sometimes literally) that
expresses the company or product it represents. And like a signature, it has the
power to impart personality, definition, and dimension.
Figure 7.5. A logo is like the signature of a company or

organization. In this National Constitution Center logo, the script
font and quill image evoke the signing of the Declaration of
Independence.
Of course, while a great logo (sometimes called a logomark or mark) has the power
to elicit a desired emotion, it's also true that an ill-conceived or misappropriated
design can trigger an unintended negative reaction from its audience. For that
reason, logo design projects are intensively critiqued and meticulously researched. It
takes passion and precision on the part of the designer to get it right.
A Short History
How did logo design come about? Let's take a trip back through time.
note
Many logo symbols incorporate symbols indicating ownership or

status (think of crowns and shields) and have been used for
centuries by monarchs and powerful organizations.
Prehistoric Origins
Nike may be new, but logos are prehistoric. Identifiers have been around since
before human history, when early Homo sapiens smeared blue mud on themselves
during territorial battles with the Cro-Magnons so that in the heat of conflict they
could identify whose brains to bash out. And which identifier won, you might ask?
Talk about functional design!
Symbols occupy an important place in the history of human communication.

Linguists believe that our languages all started with a need to externalize thoughts
and ideasat first as simple grunts and groansthat eventually evolved into speech.
Symbols helped this process along, as they were first used to identify different social
groups, and later used to communicate concepts and ideas.
Figure 7.6. Four early iterations of logos for my company Flatiron

Industries. These designs explored the potential of various time-
honored marks: a globe, architecture (the Flatiron building),
shields, and stars.

Simple signs were humanity's first attempt to communicate without sounds. As

verbal communication evolved, so too did the need to project our thoughts in a more
concrete form. Words and hand signs could easily be misinterpreted or
misconstrued, but marks were reliable and definitive. A symbol became something
you could trust. Symbol-making itself became a visual form of spoken language that
eventually developed into writing.
Figure 7.7. The internationally recognized and beautifully realized

Canada Dry logo is built on a shield and a crown, symbols of
strength and trust.

The fundamental symbols upon which today's logos are based can still be a rich
source of inspiration. Shape itself has overtones. A circle, for example, was originally
used to signify the endlessness of the universe. It was a symbol for God. A square,
on the other side of the design spectrum, signified the earth and physical matter.
Squares today are symbols of order and restraint, more rational and less spiritual
than circles.
Figure 7.8. The Packiderm logo, by DesignKitchen, created a

beautiful elephant from a simple square. The square is a very
appropriate and efficient symbol for a storage company.
If you look around you, you'll see that ancient symbols such as crosses, keys,
shields, and flags are constantly being reused and reinvented in the field of
commercial logo design. The term for such identifying symbols is "logo," from the
Greek term meaning "the word" or "the way." From the beginning, the word logo has
meant a visual representation that symbolizes or communicates an idea or meaning.
There is no incompatibility between the simple and the complex in this form of visual
communication.
Early Logos
How did logo design evolve? Let's look at two early examples of the
medium.
Procter and Gamble
By the beginning of the 19th century, trademarks began to play a pivotal role in the
establishment of brand recognition. Procter and Gamble was one of the first
companies to capitalize on the use of trademarks. In its early days, the company
shipped candles to ports along the Ohio and Mississippi Rivers. Wharf men stamped
the company's crates of candles with a crude star image to differentiate them from
those of other suppliers.
P&G soon noticed that its distributors would recognize the containers as holding
their goods. After the company refined the mark, the symbol became, well, a true
"symbol" of quality merchandiseand distributors would pay top dollar for the
"starred" crates.
Figure 7.9. The early P&G logo looked something like this sketchit
combined a moon and stars representing states.
Aspects of the mark were carried into the 20th century, but its privileged status did
not last. In 1982, the Procter and Gamble logo became the focus of a bizarre,
potentially damaging rumor that claimed the company was involved in devil worship
because of the 13 stars that the designer incorporated into the logo design. (The
stars, a reference to states in the union at the time of the logo's creation, were
actually intended to be a patriotic gesture.) After trying to find a way to suppress
these falsehoods, the company decided to drop the mark from its products for good.
The World's Fair
The 1939 World's Fair provided hope for a United States emerging from the Great
Depression. The fair, with its emphasis on product consumption, had as its
centerpiece the Perisphere and the Trylon, symbols that were widely applied to the
memorabilia sold at the fair. These symbols and how they were marketed truly
exemplified the theme of the fair: "The World of Tomorrow."
Figure 7.10. The Perisphere and Trylon symbols sketched here

were emblazoned on memorabilia sold at the World's Fair.
Today, of course, they represent the past. Logos (like languages) are not immortal.
Many of our human languages have died out over time (Sanskrit, anyone?). Logos
can perish too, so they must be designed for longevity. Symbols, marks,
logoswhatever you'd like to call themrepresent value because they can
communicate meaning over time.
tip
The style of an early 20th-century or ancient identifying mark

can be a good source of inspiration for a contemporary design.
At the same time, a designer must know that nothing lasts forever. The World's Fair
identity is beautiful but unmistakably associated with a specific period. As times
change, so does the style of symbolswith more complex levels of information
necessitating an innovation in the forms used to communicate new ideas.
Three Logo Categories
The discipline of logo design is boundless in its creative possibilities. A logo designer
can choose from a host of different techniques and styles to achieve the desired
goal. When you're starting out, though, it's helpful to think about the main
categories of logo design that can be used independently or combined within one
design.
Typographic Logos
Typographic logosjust typeare the most common logos, since they can be quick to
assemble. It's a straightforward way of defining a company. But don't be fooled into
thinking that a typographic logo is easy to do well. An expert handling of typography
is required to create a readable, memorable, personable mark. Often a typographic
logo is a starting point for the addition of descriptive or symbolic elements.
Figure 7.11. ANGEL Learning developed this balanced

typographical identity for its product, an online course
management system.
Descriptive Logos
Descriptive logos draw a direct correlation between their visual message and their
owner's products or services. The logo can represent a product, demonstrate an area
of expertise, and/or define the cause or mission of the organization. Broadly
speaking, a descriptive logo says "Here's what we do." It follows that any symbol
used to define the purpose of an organization must be handled with care.
Figure 7.12. A descriptive logo for MultiMed Solutions illustrates

what the company does.
Figure 7.13. Without the cell phone icon, would you know that the
CareText company provides a phone text service?
Symbolic Logos
Symbolic logos incorporate a figurative element into the overall design. These
symbols play off an intangible or abstract theme that relates to the company or
organization's overall business or purpose. Broadly speaking, the combination of
type and logo says "Here's what we stand for."
Figure 7.14. The Worldwide Studios logo uses a compass to depict

a company that navigates global priorities.
Figure 7.15. The I-silver logo uses a circle to represent Earth and
file-loading symbols to represent Internet technology.
Inside the Design Process
If you're hoping to take on professional logo design projects, you'll need to develop a
design process with latitude for creativity and room for multiple rounds of interaction
with and feedback from the client.
Remember, you're designing a logo or visual identity that meets the needs of a
company and its customersnot to suit your own creative whims! You must be
prepared to set up plenty of client meetings, ask lots of intelligent questions, and
steel yourself for a few twists and turns as you present your work at each stage
along the way.
This section has some thoughts on the logo designer's approach to projects. The
design process is typically structured in three steps, for sanity's sake. I'll also offer
some insights on getting your projects off the ground.
Figure 7.16. One-of-a-kind product, one-of-a-kind logo. The visual

identity for Shawnimals uses off-center typography and an
illustration of a handmade stuffed animal to convey the nature of
its product.
Figure 7.17. This nicely descriptive Sewing Stars logo also looks
handmade, as befits an arts and crafts company.
Three Steps to Success
1. Expansion and evolution. Got a client? Then get to know the client's business
and determine his or her needs. Evolve your design, brainstorming a wide
range of possible design solutions. Schedule your project and price it
appropriately.
2. Contraction and definition. Present your visual ideas to the client, and use the
client's feedback to narrow options to a few leading designs. Hone the artwork
to address such key issues as legibility, simplicity, and typography. Look for a
solution that is easy to read, simple enough to grasp at a glance, and supported
by appropriate typography.
3. Finalization and presentation. Present your final designs confidently, and handle
client feedback in a professional manner that moves the project forward, not
backward. Final changes often occur at this stage. Then make a polished
presentation of the final work and give the client art specifications for
implementing the design.
Tips for Your Design Process
Before beginning any design work, you must look at the logo or visual identity the
client's company or organization already has in place. Your first design jobs may be
for pro bono clients or small businesses that are starting from scratch. However,
very few professional projects are undertaken for clients with no prior visual identity.
Evaluate the client's brand as if you were not the designer hired to revamp it.
Audit the Existing Identity
One key question is how much brand equity the company's current name and visual
identity has established over the years. Visual identities always have a track record
with companies and customers. Strengths and weaknesses will emerge from your
initial interviews. More than likely, you will want to retain the favorable aspects of a
current design.
Your consultation might conclude that the current brand identity doesn't really need
to be changed at all, or that a few slight modifications will do the trick. Such honesty
may not make you rich, but it will lend you credibility as a professional and establish
you as a serious design consultant.
tip
Many logo design projects require you to refresh an existing

design rather than overhaul it. Find out early on which aspects
of an existing identity are judged successful by clients and
customers.
Alternatively, perhaps nothing less than a radical redesign may be required. If so, be
honest about that too. Clients need to be told when their identities are ill-conceived,
inappropriate, or just plain stuck-in-the-mud ugly! You're there to clarify the issues
and save the day.
Research the Company
To create a logo and identity system that will grow with the client's needs, it's
important that you get as much background on where your client's company is
headedwhat it is trying to achieve not just this year but also five years down the
road.

Figure 7.18. Menu Pages, a New York area online restaurant guide,
was a new client with a very specific brief: to evoke the
excitement of eating out. The approach was a stylized logo
treatment redolent of 1950s diner signs.
If your client has been around for a long time, it will behoove you to examine past
marketing efforts to discover some previously used visual resources. You may
discover some earlier visual message in an old advertisement, some well-defined
mission statement that will set off a visual cue, or even a previous logo buried long
ago that could be refined and incorporated into your client's current visual direction.
Never forget that the inspiration for a logo design can come from current or past
sources. Keep your mind and eyes open from the outset of a branding project.
Recognize the value in any work that was done prior to your involvementtreat it with
the respect that you would hope later designers will accord to your work.
Start with a Sketch
The most polished design can start with a sketch. I am not a skilled illustrator by any
means, but I find that sketching helps my ability to explore as many design
directions as possible.
Many of today's designers immediately start work in their favorite graphics software
programs, such as Illustrator, Photoshop, or Freehand. That's not wrong, but it can
be limiting. Putting pencil to paper will often give you the freedom to explore initial
ideas unencumbered by email distractions, technical glitches, or computer design
techniques that (trust me) can look like worn-out design elements.
tip
Sketching helps you formulate visual ideas that are beyond your
technical abilities and your stylistic comfort zone.
How many visual ideas can you sketch in a minute? How many can you draw in
Illustrator? Now you see why sketching is a great way of opening yourself up to
creative possibilities.
Don't be a "safe" designer who concocts ideas only through a computer mouse. You
may think you're saving time, since you'll eventually work on most of the design on
your computer, but you're really restricting yourself by not at least exploring what
you can draw out on paper. (Of course, this is a technique issue, and different
designers work differently. But do make sure you explore various options when
coming up with your initial creative ideas.)
Think in Black and White
Always take the initial steps of designing in pure black and white. The shape of your
design should be refined and established before you even think about adding color.
Applying color to an evolving design too early will only mask any flaws in the form of
the design.
And since most logos will eventually appear in black and white in some form during
their use, it's better to discover any design flaws during the creative process rather
than after the logo has been implemented.
Figure 7.19. Print your logo in black and white and at different
sizes to make sure it is legible.
Pricing and Scheduling
Fact: Multinational companies pay tens of thousands of dollars for their logo designs.
That's a measure of the importance of logo design to a large corporation.
If you're starting out as a logo designer, you may not be pitching your work to Apple
or Microsoft. But you still need to charge an amount that reflects your expertise,
your time, and the value of a successful logo design (the end result). Quality design
takes time, professional skill, the latest software and hardware, and knowledge of
current graphics industry standards. These all cost money.
My approach is to charge a realistic professional rate, and back it up with hourly

work estimates if necessary. Prices for developing a logo range from a few hundred
dollars to thousands. Butof coursethe price you charge should not be the only factor
when a client is looking for a designer or design firm to develop a brand identity.
tip
Never underestimate the value of well-designed visual identity

to a client, who may use it in literally millions of
communications.
If a client balks at your professional quote, you have several options. Explain the
process in depth. Show the client your previous excellent work. Emphasize the
power of branding (positive or negative), perhaps by referring to real-life examples
that the client will recognize. If your client is looking for a bargain price rather than
skill, service, and technical knowledge, warning lights should go off. Logo design is
like any other commodityyou get what you pay for.
Faster Is Not (Necessarily) Better
Thinking takes time. Takes me time, anyway! Logo designers who crank out a logo in
a day or two as a standard service are doing just thatcranking 'em out. Quality
design takes time. It's as simple as that.
Consider all the steps in the process. Designers must research a company, a market,
and a client's needs. They then must create original work that can be trademarked
and/or copyrighted. Otherwise the client may run with the logo, printing it on
everything in sight, only to find out that the icon that took two days to create came
from an obscure clip art CD, and is in fact being used by dozens of other
companiesooof!
Reputable design firms usually charge high premiums for rushed design work, and
that's because a team of designers must drop all other projects and concentrate all
their energy, time, and equipment on a project that requires overtime salaries to be
paid. Time and energy is required for innovative design. Keep in mind that the less
distinctive your logo, the more difficult it is to trademark. Three multicolored
brushstrokes may be wonderful and all, but the trademark office won't think so.
Meetings and Presentations
The contraction phase is the part of your project in which 20 great ideas get whittled
down to 1 or 2. It's time to execute something specific. During this part of the
process, it is essential that you as a designer hit your creative brakes and switch
gears from being an idea generator to becoming a client advocate. It's a whole new
ballgame.
When you meet with clients about identity projects, the process inevitably becomes
personal. What a client is really asking you to do is to put a new face on the work he
does or the product he creates. It's important to establish trust between yourself and
the client, who's counting on you to give his product or service a makeover.
Figure 7.20. The Menu Pages logo ultimately required some

additional elements that could be applied in different areas at the
company Web site. Typographic, descriptive, and symbolic, all in
one logo!
Presenting a logo to a client can be a daunting task, since you're trying to distill a
company's attributes and brand objectives into a unique and memorable mark that
will capture the essence of what the company represents. Even though a logo is a
single mark, it will always need to be integrated into whatever branding system is
already developed. So be sure to define at the outset how and where the new
identity system will be applied within the company's existing branding strategy.
tip
The ability to explain your artistic direction is essential for a logo

designer, as the important aspects of a work (and thereby its
value) may not be immediately apparent to a client.
Typographic Techniques
What do you need to know about typography to design logos? Here are
some design fundamentals to consider.
Selecting a Letterform
Thousands upon thousands of typefaces are available today with a few clicks of your
mouse. But that doesn't necessarily mean that your logo design solution will be
found within any typeface collection. Type foundries produce highquality letterforms
with style, creativity, and grace, but a specific design problem often requires a
specific design solution. Many times a designer will produce a whole new typeface to
apply to a client's identity.
Other times you will find that an existing typeface can be used, with modifications to
individual characters, to fit a client's personality initially. Establishing an initial look
through the selection of typeface is a great starting point for establishing a
company's identity. Inventive symbols are often generated from a play on a
letterform within the client's name.
Figure 7.21. The Bretford furniture logo, designed by

PlanetPropaganda, exhibits a masterful use of typography. Just
look at the many facets of the letter B.
Letterforms as a Visual Language
Creativity is the process of seeing limitless possibilities. Most people would feel
greatly limited by the idea of using a single letter for a logo. But a designer should
be able to see the opportunity to apply one of thousands of typefaces to a particular
letter, with the possibility of creating a new typeface for that particular letterform.

Figure 7.22. Can a single letter represent a company? This three-

dimensional G provides an appropriately assertive touch.
Many designers prefer to begin developing a logo that consists entirely of text. By
experimenting with fonts, size, and shapes, they seek to find an interesting way to
represent the company using the form of letters. Again, simplicity is extremely
importantthis is not the time to use fancy decorative fonts. Whether alone or
combined with graphic elements, the text in a logo must be easily readable at small
sizes.
Consider every nuance as you look at letterforms. Being able to explain the
background and reasoning for your decisions can be a great benefit in discussions
with clients. You must effectively communicate the specialized descriptive terms for
professional lettering. A logotype must be legible, particularly if no illustrations are
added to make it distinctive.
Kerning Letters
To really make your logo's typography stand out, you'll need to explore the
technique of kerning. Kerning refers to adjusting the space between two letters.
Kerning is usually focused on large type, logos, and headlinesplaces where such
tweaking is the most needed.
tip
Logo designers are never satisfied with using default choices in

typography. If you could just type out a logo, why hire a logo
designer?
Why does kerning often need adjusting? Blame the digital design tools you love.
Most people think good type just pops out of the computer by default. On the
contrary, graphics programs usually approximate the kerning between digital letters
for convenience.
Most of the time, type is set small and the computer does a respectable job of
adjusting the kerning by default. But when you are working with large type, you
should always take a closer lookmore than likely you'll find some inaccuracies in the
spacing between letters. Your goal with kerning is to adjust the positive and negative
space between the letterforms so that the rhythm appears visually consistentflowing
without gaps or tight spaces.
Figure 7.23. To illustrate that logo design is indeed a process of

evolution, here's how my company logo for Flatiron Industries
ultimately turned out. The anvil symbol plays unexpectedly off the
theme of ironwork. Hard work, logo design!

Record Label Project
In this chapter's project, we'll roll up our sleeves to create a new logo identity,
coming up with three different logos for a record label. It's common in logo design
projects to create at least three versions of a logo for a client to review. I would
recommend that you begin by creating your logos in black and white. It is important
that a logo's design hold up in black-and-white form before it is tested with different
color treatments.
Figure 7.24. Musical tastes vary greatly. And, as we'll soon find
out, so do tastes in logo design.
Case Study: Dinny Bin Records
Here's a case study just for kicks. This is a recent logo I designed for a small record
label, Dinny Bin Records. This company has only a few select clients, but it wanted a
new logo design for the launch of its latest CD, This Time by Eddie Elliott (one of the
record label's founders).
The company was named after an imaginary character who lived under the bed of
the producer who works for the label. Not much of a background story on the logo's
origins, but sometimes a playful, incidental name can give a designer the freedom to
invent an original, unique design that does not have to adhere to any strict
corporate brand strategy.
Figure 7.25. Dinny Bin Records' logo was created for a creature
under the bed.
Project Summary
Think up a memorable name for a record label.
Research, brainstorm, and sketch your concepts.
Design three distinct black-and-white logos for the record label in

Illustrator.
Post your work online for critique, explaining your approach and
graphic concepts.
STUDIO SESSIONS

designers.

Project Steps
1. Do Some Research
Before you open up Illustrator and begin designing, do some research. Try to think of
a company name that has graphic potential. Remember, logo design is a conceptual
challenge as well as an artistic one.
Creating a contact sheet of established logos related to the project can be very
helpful to your design process. What's been done? What hasn't? If you take a look at
your CD collection, you'll find that record label designs can take many different
directions. The freedom of the product (music) affords the designer an infinite
amount of creativity to visually define what the record company stands for.
2. Brainstorm and Sketch
Feel free to apply more than one of the three categories (symbolic, typographic, or
descriptive) to your designsor even try to incorporate all three. There are no
parameters to the creativity and imagination that you can use for this project.
Maybe the label will be named after you! You might want to use an old advertising
image of a microphone or a phonograph. The only limit is the edge of your
imagination.
3. Select and Modify Font and Character Settings
Manipulating type is a large part of designing in Illustrator, whether you're creating

logos, graphics, design layouts, or illustrations. You covered some basic text tools in
Chapter 2 of this book. Now it's time to stretch it further.
Type the word Illustrator on the Artboard with the Type tool, and then select it. Turn
on the Character palette (Window > Type > Character). The overall role of this
palette within Illustrator is to provide you greater control over your type.
Figure 7.26. The Character palette.

The palette displays both the name of the currently selected font and its style (bold,
italic, regular, and so on). The name and style each feature a drop-down list of
available choices. Make a new choice, if you desire.
Just below the font name is Font Size. Choose a size by using the up and down
arrows, selecting predefined sizes from the drop-down list, or entering a value
yourself. Type a value of 100 and press Enter/Return to enlarge the word (unless your
type size was already set to 100 or more).
4. Adjust Leading and Kerning
To the right of the Font Size box is the Leading function. Leading controls the amount
of space between individual lines of type. For spacing between individual letters,
kerning and tracking controls are available. Most logos have just a single line of type,
but this feature is useful if you happen to have more.
Whereas kerning adjusts the spacing between two letters, tracking handles a
selection of any number of letters. To change the tracking of characters, click and
drag the Type tool I-beam cursor to select the letters you wish to change. Place the I-
beam between two letters to use the kerning feature.
You can use the Character palette to make modifications to a letter's scale. Open the
palette's option menu and select Show Options. Three new controls appear: Vertical
Scale, Horizontal Scale, and Baseline Shift.
Figure 7.27. Other options in the Character palette.

Take your pick of either scale box and enter a value of 300 in one of them. You break
my heart every time you do this. Moving along…
The Baseline Shift option moves letters or words either above or below the text
baseline. Select Illustrator on the Artboard and note the line at the base of the text.
That's the baseline! Select a letter or two and enter a value (positive or negative) to
see its effect. The drop-down list features predefined numbers to select from as well.
Figure 7.28. Using a baseline shift can move a letter or word off

the baseline. Here, the us in Illustrator was moved up 6 points.

5. Rotate Characters and Use OpenType
The Character Rotation option can rotate individual letters 360 degrees in a line of
type. Give it a spin!
Figure 7.29. Character rotation will angle letters off the vertical

axis.
Rotating a single character in a logo, even slightly, can add something memorable
and unusual to the design, as long as it's also still clear and readable. Select a single
letter of your word, and enter an angle (or choose one of the presets) in the
Character Rotation field of the Character palette. This operation can also be
performed on a selected series of letters.
Another new addition to Illustrator CS is the OpenType palette, which provides a

wide range of controls and commands when working with this relatively new
typeface format. Whereas TrueType and PostScript typefaces were limited in range
by the number of characters they could contain within a font file, OpenType allows
for vastly more characters such as ligatures, old-style figures, small caps, and so on.
Adobe ships Illustrator with a number of OpenType typefaces, which are identified by
this icon and/or by the addition of the word Pro to the end of the name.
Figure 7.30. The OpenType palette.
6. Type in an Area
You may want to create a logo to fit a shape or a path. For this you'll need to try out
the other type tools: the Area Type tool and Path Type tool.
Find a clean area on your Artboard, or create a new document to begin this
discussion. Select the Polygon tool from the Rectangle tool fly-out, and click the
Artboard to display its options. Enter a value of 100 for Radius and 6 for Sides,
creating a hexagon. Click OK. Select the Area Type tool (note the different I-beam
cursor) and click the edge of the hexagon shape. The shape is now an object we can
type within. Go ahead, type a few lines. You can use this tool to type within any
closed path.
Figure 7.31. The Area Type tool.

This tool's cousin is the Vertical Area Type tool . With it, text cascades down a
shape's interior. For those of you wondering whether you can use the Vertical Area
Type tool to manipulate text you've typed with the regular Area Type tool, wonder no
more: The answer is that you cannot. We live in such a cruel world, huh?
7. Type on a Path
Of the type tools, the Path Type tool (and its vertical cousin) is the most fun. With
it, you can type text around the edge of a star or along the contour of a scribble.
Anywhere there's a path, you can type on it.
To try this out, set the Fill in the toolbox to None and the Stroke to black . Select
the Pencil tool and a draw a simple, continuous path all over the Artboard. Select the
Path Type tool and take a close look at the cursor. It changes to the now familiar I-
beam and has a small slanted line running through it. The point at which the I-beam
intersects with the slanted line is the point you want to click on a path lest you
generate one of Illustrator's many errors.
If you click correctly, the path turns into an outline, a simple I-beam cursor appears,
and a flashing cursor indicates where to begin typing. So type away and watch as
your text follows the twist and turns of your path.
Figure 7.32. What's my line? You can draw a line and flow text
along it.

To position your text elsewhere on the path, use either the Selection tool or the
Direct Selection tool and click and drag the bottom of the I-beam that appears at the
beginning of the text. To drag your text to the other side of the path, click and drag
the I-beam toward the opposite side of the path until the text reverses direction and
turns upside down. This tool is finicky when moving the text about, so be patient.
Don't forget to try out the Vertical Path Type tool as well.
8. Convert Text to Outline
To get to know your text on a more intimate level, convert it to outlines. Doing so
turns editable text into a regular object that you can modify as if it were a circle,
square, or any other shape. Caution, thoughthe conversion is permanent. Once you
save the type as an outline, you won't be able to convert it back to text. You might
want to save an editable version of the text on a separate, hidden layer if you feel
you may later want to go back.
Figure 7.33. Turn editable text into a regular object that you can
modify as if it were a shape.
Set some type on the Artboard with the Type tool, and then select it. To create
outlines, press Ctrl+Shift+O/Cmd+Shift+O or select Type > Create Outlines from the
menu bar. It may appear that little happened other than the baseline disappearing
and the bounding box shrinking. The text, however, is now just as susceptible to the
Direct Selection tool as a circle or squaremeaning that you can now apply the same
modifications and transformations to it.
The Create Outlines command automatically groups your text objects by default. To
select individual letters with the Selection tool, you will first need to ungroup them.
Converting text to outlines is useful not only from a design perspective, but also
professionally. Doing so ensures that other viewers of your file will see your type as
you had intended, even if they don't have the font you used, which is often the case.
If you don't convert your text to outlines before sending it to others (such as clients
or printers), the fonts you selected may default to other fonts, seriously degrading
your design.
Student Work
What have other design students done with this project? Here are some work
samples from the Sessions classroom:
Figure 7.34. Sean Lynde from New York City developed some very
clear and legible sci-fi-influenced designs.
Figure 7.35. Jeff Jenkins from Seattle came up with this hypnotic
design. Great indie subcultural look.

Figure 7.36. Asa Iversen from Norway devised these clever

typographical and symbolic variations on her company name.

Chapter 8. Advertising Design
Advertising, it's said, is nothing more than an exquisitely crafted message. That may
be true, but when it's done right, it can change minds, set trends, and touch lives.
Want to design ads in a powerful, multibillion-dollar industry? Before you put on your
Madison Avenue shoes, you should know that designing ads is not always
glamorous. It is always interesting, creative, and fun, however. And if you stick with
it, you can earn a respectable living.
Success in advertising design requires not only talent, but also a degree of business
savvy and an understanding what makes consumers act. The purpose of this chapter
is to make you a better ad designer by sensitizing you to business and design
principles in the advertising field.
COURSE DEVELOPER: CAROLINE ZARLENGO SPOSTO
This chapter is based on a lesson developed by Caroline Zarlengo

Sposto, cofounder of Sposto Interactivean award-winning
interactive development studio that provides strategic
interactive communications solutions to nationally and
internationally known businesses.
Figure 8.1. Funny, timely, targeted, and well designedthis

Diamond Trading Company ad has what it takes to persuade
consumers and generate sales.

Learn about the origins of advertising and the evolution of

advertising in the United States.
Learn about the different phases of consumer behavior and how

advertisers motivate consumers to buy.
Learn how to organize your advertising message and design using the
"AIDA" formula.
Explore methods of using context and association to deliver clever,

effective ad designs.
Learn about the four major advertising tones: humorous,

dramatic/informative, sexual, and scientific.
Create a magazine ad design promoting a new reality show based in
New York City.
Advertising Design Fundamentals
Let's start by defining just what we're getting into here. The word advertising comes
from the Latin ad vertere, which means "turn the mind toward." A more modern
definition would be "impersonal communications through various media by
businesses hoping to persuade a targeted audience." Advertising communications
come in many guisesmagazine ads, posters, billboardsbut all have the ultimate goal
of motivating an audience to purchase something.
Figure 8.2. A little humor goes a long way in making an ad

memorable. The skinny gingerbread man in this Oregon Chai ad
conveys the flavor of the product and its sugar-free nature, along
with a few laughs.

Figure 8.3. This striking ad for the Museum of Latin American Art
conveys the experience of seeing an amazing piece of artwork in
person.

When did advertising begin? No one knows exactly, but as long as civilization and
commerce have existed, it has been around. It has simply become more
sophisticated as human societies and methods of communication have advanced.
One of the earliest pieces of advertising known to historians is a Babylonian clay
tablet circa 3000 B.C. containing inscriptions for an ointment dealer, a scribe, and a
shoemaker.
Ancient Greece had its town criers, who called out to passersby about the goods
coming into port on arriving ships. The Romans had ads tooevidence of them was
found in the ruins of Pompeii.
Symbolic Origins
In our modern world we take literacy for granted, but in earlier times, signs and ads
consisted mainly of symbolssome of which are still used to this day. A good example
of a pre-modern symbol is the traditional red and white barber pole. In the Middle
Ages, hair was not the only thing that barbers cut. They also performed surgery,
tooth extractions, and bloodletting (Ouch!).
Every barber provided a staff for the patient to grasp (so that the veins on the arm
would stand out sharply), a basin to hold leeches and catch blood, and a supply of
linen bandages. After the bloodletting was completed, the bandages were hung on
the staff and placed outside as advertisement. Twirled by the wind, the bandages
formed a red and white spiral pattern, which was later adopted in the painted pole
you see everywhere.
Figure 8.4. Early advertising, for a haircut and so much more.
Makes you think twice about getting a haircut, doesn't it? Let's explore a brief history
of advertising to establish a foundation for working in the field.
Short History of Advertising Design
The history of advertising can be broken down into three distinct eras defined by
technology. In fact, you may be lucky enough to be witnessing a transition into a
fourth era. We'll briefly define the three eras and trace how advertising evolved in
the United States throughout the 20th century and into the present day.
Three Advertising Eras
Scholars of advertising break down the evolution of the field into three general eras:
The premarketing era, from prehistory to the 1750s This era spanned from clay
tablets and town criers to barber poles and tavern signs. The tremendous
boom in mass printing marks the end of this era.
The mass communication era, from the 1750s through World War II This era
covers the proliferation of the printed word (newspapers, magazines, and so
on) through radio's heyday. With the inception of television in postWorld War II
society, the next era began.
The research era, from the end of World War II to the present day During this
era, techniques in advertising have been methodically improved with the goal
of finding and targeting various consumer groups using mass communications.
Present-day advertising is beginning a transition from the research era to a new era
focused on information technology and new media. It is almost certain that the
current "information age" will be retrospectively reclassified with regard to
advertising.
Emergence of Advertising in the U.S.
No matter what country you work in, your advertising is undoubtedly influenced by
an advertising industry that developed in the United States. So let's take some time
to look at the evolution of advertising in America. If you work outside the United
States, you may find it interesting to research the history of ads in your country and
compare it with the account that follows.
By the time the United States gained independence in 1776, there were 30
newspapers in the country. Advertising had arrived in the New World. Colonial
postmasters were the first Americans to act as advertising agents; they accepted
advertising copy for publication in newspapers from other locations and made
financial arrangements with advertisers and publishers.
The American perspective with regard to the advertising industry is quite unlike any
other. The 19th and 20th centuries saw unprecedented growth in industry and
technology as well as inventionwhich has continued into the 21st century. The
advertising business grew hand in hand with the country and therefore became
deeply ingrained into American society and popular culture.
During the late 19th century, a laissez-faire philosophy of government pervaded the
United Statesthere was very little government regulation or intervention in the
affairs of business. Advertising became flamboyant and contributed to the unethical
practices of many corrupt businesses by communicating false claims about dubious
products. Medical products were among the most notorious for this practice, and the
most dangerous.
Eventually there was a backlash. Ladies Home Journal was the first among several
publications to completely ban medical advertising from its pages. In 1906, the Pure
Food and Drug Act was passed to protect the consumer, and the pendulum began to
swing toward official reform. The Federal Trade Commission expanded its duties to
protect the public against unscrupulous advertising. Just as important, many
advertisers wanted no part in the "flimflam" that was running rampantthey not only
believed it was immoral, but also felt that this type of practice would put the ad
industry out of business by creating public distrust. So in 1905, a group of
advertising professionals got together and founded a professional association
complete with guidelines and bylaws; it eventually evolved into the American
Advertising Federation.
By 1911, a national campaign was under way for truth in advertising, and in 1916,
an advertising vigilance committee became the Better Business Bureau. Circulation
audits began so that publishers could no longer make unsubstantiated claims as to
how many people would see ads in their newspapers and magazines.
The Impact of War
When the United States entered World War I, some advertising professionals offered
their creative services to U.S. government officials. The admen's expertise was
dismissed as irrelevant, and their offer rejected. These professionals then turned
around and offered their services to the National Council of Defense, which
immediately recognized their value and gave them their first assignment: to
motivate young men to register for the draft. Their efforts resulted in 13 million
registrations in a single day. This proves the old saying that it pays to advertise!
After World War I, a boom in industrial production brought more products than ever
to the public. There were more stores and better roads, and consumers listened to
radio broadcasts in their homes. All of these changes created an opportunity for
more advertising.
During World War II, goods manufacturers had to shift their focus away from the
consumer and toward the war effort. Many companies therefore stopped advertising.
Those that were intent on staying in the mind of the consumer wisely invested in
product branding. They simply switched from a sales pitch to a public service or
educational message tagged with the company name. For example, a tire maker
might run an ad entitled "How to take care of your tires."

Figure 8.5. During wartime, food was rationed and it was
important not to waste it. Skinless brand frankfurters offered tips
on how to use leftoversincluding their product, of course.

note
Mascots of all kinds became popular in early 20th-century

advertisingfor public service causes, candy bars, restaurants,
and many other types of products. Realistic or cartoonlike, they
helped customers relate to the product.
The War Advertising Council was formed in 1942 to enlist civilian help in the war
effort. Again, ad agencies were enlisted for purposes including stopping careless talk
among wartime workers ("The enemy is listening"), selling war bonds, and
recruiting. This group created such icons of American popular culture as Rosie the
Riveter and Smokey the Bear.
After World War II, a baby boom, a pent-up demand for products, and an expanding
economy fueled ad spending. In 1952, the first nationwide network television
broadcasts were launched. These developments revolutionized the ad business once
again. With more competition for larger markets than ever before, the eyes and ears
(and voice) of the consumer became even more important. Gradually, consumer
protection groups lobbied successfully for much greater government regulation of
ads. During this era, the discipline of market research first showed signs of
developing into a systematic, almost scientific field of analysis.
Figure 8.6. Life wasn't quite as fast-paced in the 1940s as it is

today. Magazine ads like this one contained a lot of text, which
consumers actually took the time to read. Fast-forward to today's
ads, and you'll see that minimal text and direct images get the
message across in seconds.

Fast-forward to now. In the past decade, the Internet has changed not only the
advertising industry, but also the fundamental manner in which business is being
conducted. The emergence of new goods on the market always accompanies a
message encouraging consumptioninciting, enticing, persuading, and pushing us to
buy, and often to pay later! It will be interesting to see how history documents the
informational and technological developments of today. While the Internet is called a
superhighway for information, it is arguably even more of a vehicle for promotion.
Figure 8.7. Designs with bright colors and clear representations of

the product and brand, like this 1947 Curtiss ad, command
attentionand that sure hasn't changed in the 21st century.
In the 21st century, everything has changed: the complexity of ads, the education of
consumers, and the proliferation of ways to do business. But the general principles
of good advertising are timeless. Your job as an advertising designer is to turn the
consumer's mind (and money) toward the product.
Basics of Effective Ads
Form and Function
It's time to start exploring some principles of effective advertising. One basic tenet
of design is that form follows function. Selling the product or service is always the
function of your ad, and how you achieve this visually (in form) is secondary.
To function effectively, advertising must:
Take the customer's point of view. The ad must focus on meeting the
customer's needsnot those of the seller or designer.
Deliver a sales message. If not to persuade, the ad must inform or remind.

Advertising is never art for art's sake.
Communicate in terms of product benefits. The ad must showcase how the

product will benefit the customer, as opposed to showing mere product
attributes.
While function is essential, form is still important. Creative design can draw attention
to ads, making the most important selling features stand out and creating a positive
association with the product.
While you must take pride in your work and endeavor to create outstanding ads,
don't be too quick to judge other designers' ads as "good" or "bad." Advertising is
ultimately about generating sales, and the only way to accurately appraise the
quality of an ad is to find out how well it performed. Some ads you may dislike from
a design standpoint might well be astoundingly effective when it comes to consumer
response. For example, even the most plain-Jane newspaper ad in terms of design
might have a strong call-to-action that readers just can't deny.
Consumer Behavior
Effective advertising targets the behavior of its audiencenot simply who the
customer is, but what he reads, where he works, his level of education, and how he
responds to ads. The designer must understand the different typical stages of
consumer behavior and apply these concepts to the anticipated viewership of the ad
being created.
The four stages in consumer behavior are:
1. Pre-contemplation Lack of awareness of the product becomes awareness.
2. Contemplation Awareness of the product becomes a notion of buying that

product.
3. Action The product is bought.
4. Maintenance The product is bought again (and again, and again).
If a product or service is brand-new to the target audience, the ad must aim at stage
1, pre-contemplation. The goal of such an ad is ultimately to persuade the audience
to buy a product, but first the audience must be made aware of the product. That
will set the scene for contemplation, in which repeated exposure to the product
leads the consumer to think about buying it.
note
Ads must foster trust in the product and brand to effectively

maintain sales and make customers loyal. It's why you see ads
for brands that are already ubiquitous (like a favorite drink or
restaurant)loyalty must be maintained.
Ads for products that have already gained recognition in the target market (like
Mountain Dew for teenagers and diamonds for men planning engagement) can skip
the pre-contemplation stage altogether. These can be highly effective because they
can answer questions already in the consumer's mind about buying the product:
"Can I afford that?" "What do I do with one of those?" or "Won't I be cheating on my
diet if I eat one of those?" Answer the question successfully, and your campaign is
well on its way.
Figure 8.8. Excellent copywriting and a focus on the product are

hallmarks of this Diamond Trading Company campaign. What
sentient man doesn't already know that his wife wants diamonds
for Christmas? The ad designers used a familiar conceptthat
diamonds are a desirable giftto deliver an ad with punch

Motivation and Appeal
Leo Burnett, the founder of Leo Burnett Worldwide, a Chicago-based ad agency, said,
"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read."
The fun and the challenge of advertising design is that it is both utilitarian and
aesthetic. As a designer you must try to get the most impact through the simplest
means. You are not merely working to get noticed, but also competing for the mind
of the consumer through persuasion. A good ad must attract attention and then hold
that attention long enough to persuade the viewer. That's where the aesthetic
aspect comes in. In advertising, the quality of the design always takes precedence
over realism.
Figure 8.9. This subway ad gets attention with an unrealistic

situation, asking consumers "What's missing from this picture?"
and reminding them of a reason to drink milk.

Persuasion involves the motivation, attitudes, and perceptions behind a person's

choices. The power of persuasion is so great that people who are known for their
persuasive genius are sometimes mistrusted.
Cultural anthropologists, psychologists, and sociologists all have theories about a

phenomenon called the emotional buy. The founders of the London-based Saatchi
and Saatchi simply refer to it as "that leap from logic to magic." People buy a
product because of the benefits that they expect from it. Most products have many
benefitsand many angles that could be used to promote them. The trick is to find
which approach, or appeal, will best work for the client and consumer. The
underlying premise is that consumers are often motivated by emotions they might
not be consciously aware of.
Organizing Your Message
Some commonsense rules apply to the use of persuasion in advertising. First of all,
people are more easily persuaded when they are primed or prepared for a message.
You wouldn't run an airline commercial during a TV movie about a plane crash, or
place an ad for men's suits in a kids' educational magazine. The airline commercial
would go well with a travel show, though, and the suit ad would fit nicely in a finance
magazine.
tip
Ads for broad audiences require a more conventional design

approach than targeted ones. Viewers outside your target
audience must still be able to understand the message and gain
a positive impression of the product.
If the ad is placed where there is no priming available (like a billboard or the side of
a bus), the ad must be a bit more conservative and also clearer because the
audience is not narrowed in any way.
Second, a well-organized message is infinitely more persuasive than an unorganized

one. The message and audience must be clearly identified. The most effective ads
follow a standard formula, "AIDA":
A = (attract) attention
I = (hold) interest
D = (arouse) desire
A = (motivate toward) action
The last step of AIDA is arguably the most important. The ad must make the viewer
want to perform an action suggested by the ad. To persuade a consumer, an ad must
not merely promise a benefit, but also spell it out, amplify it, and make it obvious
which action (usually "buy the product") must be taken.
Figure 8.10. With illustrations and colors that suggest the

offerings of the advertised farmers' market, and details on how to
get there, this design presents an organized message that
compels viewers to visit.

A designer can use many approaches to accomplish this. These include

identification, the appeal that if others are doing it, you should too ("4 out of 5
bakers choose brand x sugar"); a factual approach ("kills 99 percent of bacteria");
and an appeal to ethics or values ("less harmful to the environment"). Ads can also
take imaginative or emotional tacksor combine two or more approaches to develop
the total concept. Visually speaking, photos tend to get more response than
illustrations; and before/after photos, though overdone, are good persuaders.
note
Photos of people (especially those who resemble members of

your target audience) get the most attention. It's like making
eye contact with your audience and can be very convincing and
memorable.
Connotations and Context
Connotations are the mental connections between the abstract and the tangible.
Every message can have at least two meaningsa literal one and a suggestive one.
The ability to make associations on both a conscious and unconscious level is a
remarkable phenomenon in the human imagination. We have both emotional and
environmental thoughts about what we see. We don't just "think" about things; we
feel and remember them as well.
Psychologist and philosopher William James once said, "Whilst part of what we
perceive comes through our senses from the object before us, another part (and it
may be the larger part) always comes from our own mind."
Words and images with similar meanings can evoke responses that are quite
different. For example, consider the words fat and plump. Words like plump feel jolly
when applied to people, or juicy and ripe when applied to food. Fat, on the other
hand, can feel much more negative, even though its definition is quite similar to that
of plump.
Just like words, visual images have different connotations. Generally speaking, when
something is left to the imagination it has more impact than when all the details are
made evident. This also makes your audience feel more intelligent and flattered. So
rather than spell things out entirely, we rely on connotation. Things seem more
"fun," "healthy," "masculine," "feminine," "young," or "old" not because of what they
intrinsically are but because of how they are presented.
Figure 8.11. Jumping over buildings, wearing sneakers. The

images in the Steve Madden ad series create an association with a
dynamic youthful lifestyle.

Because the human mind is an association machinethat is, we link new information
with familiar knowledgecertain concepts can be represented or suggested by other
elements. This effect is often more subconscious than consciousit's known as
associative recall, which is closely tied into the working of memory. Thinking one
thing gets a person thinking related thoughts. If those related thoughts are positive,
that's good news for your product.
Among the first forays into artificial intelligence was a 1960s computer called the
Perceptron. Using this device, a response to a stimulus triggered another response,
which triggered still more until the computer "recognized" the stimulus. Human
psychology works in a similar manner, as people associate ideas, emotions, and
objects with the things they see and read.
tip
Provide viewers with the words and visuals to help them make
their own associations and connections. Just be sure the
associations are clear and positive so this approach doesn't
backfire.
Association is one reason that endorsements are often used in advertising. The
public "knows" celebrities and associates them with various attributes and qualities.
Also, people are more likely to do what's requested when they like the person
making the request, just as they're more likely to listen when they feel they are
hearing the voice of an authority such as a doctor or dentist.
The context in which we see things also shapes our overall impression. An ad can
reflect certain specific objects or eventshistorical, sociological, cultural, political,
seasonal, and so onthat color our perceptions.
Context can be expressed by a very subtle image. For example, have you ever
noticed that on a sapling, the leaves are really about the same size as those on a
full-grown tree? It's their relative size to the branch and trunk that lets us know
whether we are seeing part of a young tree or an old one. Be aware of context as
you design, and remember that your audience will see only what you show themnot
the "big picture" in your head.
Making use of context can be a wonderful exercise in subtlety or a bold and daring
statement. Sometimes throwing something unexpected into a layout will attract
attention. However, if you want to employ this technique, you must understand what
you are doing and what you wish to achieve. Unless it is to make a particular point,
don't treat something in an "artistic" manner that deprives it of its true character.
The viewer won't understand how to interpret it, and it will merely serve to distract
and confuse. As Thomas Jefferson once said, "If there is not a good reason for doing
something, you have one good reason not to do it."
Tone in Advertising
Humorous
Humorous ads play on the desire to laugh and have fun. They can comprise a play
on words, a cute photo that gives a quick chuckle, a gag out of left field, intelligent
"thinker" jokes, and irreverent humor best suited to highly targeted audiences.
Figure 8.12. This Playland poster uses humor to encourage (or

dare!) thrill seekers to visit.
Humorous ads grab attention better than almost any type, and they get a lot of
word-of-mouth recognitionwhen you see a hilarious ad, you're bound to tell someone
about it. But often they can be misused. Humor can be applied to situations that
many people wouldn't find funny, or used purely for attention with no connection to
the product itself.
To use humor well, make it appropriate to the intended audience (consider where the
ad will be placed). Tie the joke in to the product, but be carefulnever cast the
product in a negative light by making it the butt of the joke.

Figure 8.13. Creative, funny copy in this ad for Wick Fowler's 2-
Alarm Chili makes the product sound macho, persuading the
viewer to accept their dare.
Dramatic/Informative
Dramatic ads tell a story or set a scene. They typically avoid direct humor in their
delivery and stick to a matter-of-fact method of conveying the product and brand. A
dramatic ad can simply present a product in a clear and informative manner, or
adopt a lighthearted but not comic tone. A somber approach may even be used for a
public service campaign.
tip
You might consider a dramatic or informative ad when you need

to be very direct and don't want anything unreliable (like a joke)
getting in the way of your message. Choose arresting images
and/or compositional techniques to grab (and keep) attention.
Dramatic ads do not need to be disturbing or painful to view, unless the desired
effect is to prove a difficult point, and they do not need to be overly plain. Dramatic
and informative advertising can be just as vibrant and pleasant to look at as any
other type of ad, as well as persuasivethe only difference is that it is delivered in a
more straightforward way.

Figure 8.14. Even with some humorous touches, this Shelti ad is

all about information. By honestly detailing the company's history
and craftsmanship, this ad persuades and builds trust without the
need for bells and whistles that would cloud the message.

Sexual
Many contemporary ads have sexual overtones, particularly in the use of imagery of
attractive women to present a product. Sexual ads can be very tasteful and subtle to
make a product more alluring, or overt and potentially offensive.
Sexuality is handled best when it's presented in situations that are expected and
when it accentuates positive features of the product. For example, a seductive
woman using a soap product in the shower places the sexuality in context and may
present the soap as feminine, clean, fresh, or having an alluring fragrance.
If creating a sexually driven ad campaign, it is important to take local laws and

customs into account. (For example, it is not customary to show breasts in U.S.
advertising, but it's common in western Europe.) Also take the medium into account,
as these campaigns are most effective in very targeted media rather than presented
to the general public. Overall, if using sex in an ad, use it with taste so as not to
offend but instead to project your product in a positive light. Remember that a
negative reaction will make your product seem negative as well.
Figure 8.15. This model suggestively presents one "flavor" of

Gelati shoes; this ad is a great example of touching on sexuality
just enough to get the message across, rather than being overt.

Scientific
Scientific ads are often used for innovative products or those that the public might
find confusing without explanation (for example, a high-tech device that has no
equal on the market). These ads typically involve statistics, before-and-after images,
or other methods of measuring product effectivenesstelling the consumer that the
product does what it claims to do.
Figure 8.16. This Syngenta ad grabs your attention, using an

arresting and impossible image to convey the idea of a threat to
cotton crops. In this case, presenting a visual concept for the
product may be more effective than spelling out all the scientific
details.

When using comparisons, data, or other scientific methods in advertising, be sure to

observe some basic ethical rules. First, be sure that you're using accurate
information. If you cannot fact-check yourself, be sure that you really trust what the
client has given you before proceeding. If you feel the ad will make false claims, do
not take on the projectthis can hurt your reputation as a designer. Also, don't distort
before-and-after photos or make any other manipulations that may falsify claims
that are initially accurate. Finally, treat your audience intelligently. Do not talk down
to readers when presenting facts and figures, or appear so overly scientific that
people cannot relate to the ad.
note
Ethical rules apply to any type of adnot just scientific ones.

Persuading with false or misleading information hurts the
product and brand in addition to your reputation as a designer.
Take the high road and use your creativity to deliver honest
messages that respect the audience.
Reality Show Advertising
Every ad has the goal of communicating a brand, and it can be done in a number of
creative and effective ways that depend on the medium, existing brand familiarity,
viewing environment, and other variables.
Your goal in this exercise will be to develop an ad to announce a new TV show in a

men's magazine. That's the primary goal; the secondary goal is to communicate a
brand in your magazine ad. Your client requires his company's logo and product's
logo in the ad, and he expects you to follow his style guidelines.
Project Brief: Stranded in New York
The latest reality TV show to hit the airwaves is Stranded in New York, airing this fall
on RTN, the Reality Television Network. The premise of the show is that seven
strangers will be dropped off in New York City with just $100 between them. With
that $100, they'll have to figure out how to manage for one full week. They're not
allowed to leave the city in that week, and they may not use any money other than
the $100 they've been given. Doesn't sound too badexcept that certain people they
meet will be TV executives in disguise, attempting to sabotage their mission with
scare tactics and other surprises. Any contestant who can't take it can quit, but any
contestant who makes it through the full week will win $25,000.
The network wants this show to be a megahit so they can try it in additional cities
every season, and they expect it to be most successful with men ages 18 to 30.
They'd like their campaign to begin with a full-page ad in the summer issues of
various upscale and mass-market men's magazines around the country.
Figure 8.17. The client has provided these logos for you along with
specifications on how they can be used.
The client will provide you with an RTN logo and the following strict style
requirements for its use (common when working with any established brand):
You may change the colors of the circle and the lettering. The circle may be
partially transparent over other imagery, but the lettering must be 100 percent
opaque.
Each letter must be the same coloryou cannot make one letter red, one yellow,
and so on.
No imagery may obscure the circle shape or the lettering.
The design of the logo may not be altered except to proportionally resize. No
effects may be added to the logo, including but not limited to shadows, glows,
and bevels.
You will also be supplied with a logo for the TV program with the following style
requirements:
You may change the colors of all lettering. However, the word Stranded must
always be a single color, and the words in New York must always be a single
color. The words in New York must always be darker than the word Stranded
unless the entire logo is the same color.
No imagery may obscure the lettering.
The design may not be altered except to proportionally resize. No effects may
be added to the logo, including but not limited to shadows, glows, and bevels.
As a variation, you may move the in New York text to another location, such as
to the right of Stranded.
You may use any imagery you choose to accompany your designphotos of New York
City, people, illustrations, and so on.
Project Summary
Research and brainstorm a magazine advertisement for a reality

show.
Follow the client's guidelines for usage of the company and show
logos.
Choose an appropriate tone and attitude for the ad design.
Create an advertisement layout that would persuade the target

audience to watch the show.
STUDIO SESSIONS

designers.
Project Steps
Before you begin, download the RTN logo and Stranded in New York logo from the
online download site.
1. Research the Audience
The client gave you some brief but important information about the demographic
that should be targeted in the ad you're creating. You know the age and sex that you
should design for, and where the ad will be placed.
With this information, you should do some research on the audience. Learn what
colors and images trigger a response from this group. Identify trends by researching
ads in similar locations. In men's magazines, is there a trend toward black-and-white
photos, stark simplicity, humorous copy, bold colors and patterns, or dramatic
statements? Look at how print ads promoting TV shows differ from ads for tangible
products like coffee or MP3 players, and pay attention to how company and product
brands are communicated in the ads you see.
2. Conceptualize the Design
Sketch out some design ideas for your full-page magazine ad based on your own
research and creative ideas. The client has left the design open to youyou could do a
very minimal, text-only design, or add complexity with various images and detailed
copy.
As you plan your ad, consider some of the following questions:
What tone do you think will best convey the message and attract the
audiencehumorous, dramatic/informative, sexual, scientific? Why?
What type of image, if you choose to use any, would work best? Should you
use a literal, direct image such as a city shot, or should you let your audience
make an association with an indirect image? Would a photo or an illustration
work best?
How will the main image appear in the ad; for example, will it take up the
whole page? How will any secondary images work in the layout?
How much copy must the ad have to be effective? What exactly should it say?
What style(s) of typography will work best to make your copy attractive to the
audience? How large will the copy need to be, and where on the page will you
place it?
Which of the two logos should have the most importance? How will you modify
the logos provided, and where will you place them?
3. Begin the Ad Layout
The software you choose to work with for this project will depend on your
preferences and the type of imagery you plan to have in your ad. If you will be using
only type, or type and illustrations, you may want to work solely in Illustrator. If you
are including photographs, you might work on those in Photoshop and bring them
into Illustrator when they are the way you like them, or work solely in Photoshop.
Start with a document 8.5 inches wide by 11 inches high in CMYK color mode in the
program you plan to complete your layout in. If using only Photoshop, the document
resolution (set in Image > Image Size) should be 300 dots per inch. (Remember,
Illustrator is vector-based and therefore independent of resolution issues.)
To help in your composition, show the rulers on your document (View > Show Rulers
in Illustrator, View > Rulers in Photoshop) and drag guides from the rulers to
represent your margins and other areas you want to block out for your design.
Fill your document with the background color you want, or use another background
like a pattern or gradient. If you've planned any geometric background elements
such as circles or lines, add them now. If you're using only Photoshop for your layout,
work carefully with your drawing tools to make sure those geometric items are the
right size; resizing them later will reduce their quality. In Illustrator, you don't have
to worry about thisresize your vector shapes at will!
Figure 8.18. Those composition rules you learned for poster design
should come in handy as you plan your layout. Here, I'm balancing
the large white area with a smaller orange bar. Though I'll be
adding images and text, a balanced start is the best strategy for a
balanced end.

4. Edit and Place the Main Image
Unless you're dealing with a type-only design, your next step is to prepare your
design's main image. If this is a photograph, open it in Photoshop and apply any
edits needed. For example, you'll probably want to crop the image to the size and
shape you want, and accentuate the point of interest. Then you may need to retouch
problem spots, apply color modifications, and use a filter or special effect to get the
desired appearance.
Now's a good time to revisit the notion of form following function. As fun as special
photo effects can be, they are best used only when they suit the goal of the
adhelping to draw attention to the message, deliver it, and persuade the viewer to
perform an action (in this case, watch the show). If you're considering an effect just
for art's sake, it's probably not the best approach.
Save a .psd copy of your edited photo in case you want to go back and make
changes later. If you're laying out your ad in Photoshop, use the Move tool to drag
your photo onto your ad document, and rearrange your layers as needed.
Figure 8.19. I'm going for a mostly dramatic ad, though in a

moment it will have a touch of humor, so I went with a photo that
sets up the city as a gritty, rough place to be.

If you are laying out your ad in Illustrator, use File > Place to bring the .psd file into
your Illustrator document. If it overlaps other elements, send it back using Object >
Arrange, or move the layer down in the Layers palette.
If your main image is an illustration, work in Illustrator to create it, and then save a
copy and simply copy and paste it onto your layout document.
5. Place the Branding
Regardless of what program you're using for your layout, open the RTN and Stranded
in New York logos in Illustrator. Here you can make any color and sizing changes
you'd like, easily and without fear of losing quality.
Remembering the client's guidelines for the use of type, apply your chosen colors to
the logos and make any other changes necessary for your design. To make color
changes, select the elements you'd like to modify with the Selection tool (holding
down Shift to select multiple items), and adjust the fill color in the Color palette.
Save a copy of each logo as an .eps or .ai file in case you'd like to go back and make
changes later.
Now you can copy and paste your logos into your layout document in either
Illustrator or Photoshop. Select and move them to the appropriate place in the
hierarchy of your design.

Figure 8.20. I felt that the show logo was more important than the
RTN logo in my design, so I gave it top billing and colors that
match my orange bar and photo. The RTN logo is smaller but still
carries plenty of weight.
6. Set the Type and Additional Images
Now that the background, main image, and branding is in place, you can apply the
remaining (but very important) components of your ad.
If you have additional photos or illustrations to place in your design, add them to
your layout now and follow the same process for working with them as above.
Figure 8.21. Here's my final design, where that touch of humor is

finally added with text. Now the viewer has a good sense of what
the show is aboutand hopefully plans to watch!

Many successful ads have just one image or none at all, but compositions using
multiple images can work well too, as long as they help communicate and persuade
without making the layout too confusing.
The final step is to set the type. You should already have come up with the copy and
thought about where it will go on the page, but presenting it isn't always as simple
as it sounds. Keep the following in mind as you make your typography decisions:
Choose the size and color of type based on the copy's importance and place in
the hierarchy. If your main image is more important than your main copy, make
sure they aren't competing for attention.
Be sure there is enough contrast between the type and the elements behind it
so that it's easy to read when flipping through a magazine.
A special type effect such as a filter, warping, or an interesting perspective is

an option, but it should not detract from the readability and should help
convey the message or attitude.
If you have trouble placing your copy and making it fit, don't just squeeze it all
inconsider rewording to shorten it. This will result in a message that is even
quicker to read and absorb. Keep in mind that in a real project situation, you
might need to run such a change by your client first.
Review your layout carefully and make any final tweaks you think are necessary for
it to be effective. Try printing it out and tucking it into a magazine to see how it looks
in its final destination.
Student Work
What Stranded in New York ads have other designers created? Here are some work
samples from Sessions students:
Figure 8.22. Dominic Guadiz made a gritty photo the centerpiece

of the ad and provided text that works perfectly against it. In
addition to the use of branding at the bottom, notice that
Stranded was repeated over the photo for added impact.

Figure 8.23. This design by Krista Olsen uses many different
images but puts them in two cohesive groups so the layout doesn't
feel too busy. There is a nice balance between the edginess of the
main photo group and the lighter, more pleasant colors.
Figure 8.24. Michael Wrigley uses minimal color to give the layout
drama, and presents a strong hierarchy of branding, imagery, and
typography. The images give an air of suspense that persuades
viewers to watch.

Chapter 9. Magazine Design
Whether you stack them up or fan them out, magazines are an enduring and visible
feature of the modern home. In fact, your coffee table is most likely groaning under
the weight of a few right now.
Is it content that absorbs us? These days, there's a magazine to suit any interest,
passion, or pursuit. But while readers will always seek information, it's good design
that makes that information clear and attractive.
In this chapter, we'll explore some of the challenges of magazine design. We'll
analyze the process of creating a layout, examining how text and images are
combined on magazine covers and inner spreads to pique readers' interest and keep
them reading.
COURSE DEVELOPER: TARA MACKAY
This chapter is based on a lesson developed by Tara MacKay,

Director of Curriculum at Sessions. Tara is responsible for the
development and production of online design courses.
Figure 9.1. The aged, European feel and unexpected use of

imagery perfectly convey Zoetrope All Story's foreign affairs issue
and set it apart from related magazines on the rack.

Explore what makes magazine covers and spreads eye-catching.
Learn key questions to ask when conducting magazine design

research.
Analyze the creation of a successful magazine article layout.
Learn how and why designers use grid systems for magazine spread
designs.
Learn how images are framed, cropped, and placed to support a

layout.
Explore common types of magazine text styles and how to handle

them on covers and spreads.
Learn how contrast, alignment, repetition, and proximity are used to

create effective covers and spreads.
Design a magazine cover and an introductory spread for a new

fashion magazine.
Magazine Design Fundamentals
We've all spent a few minutes admiring a beautiful magazine cover or spread.
Whether it's a home decorating feature, a National Geographic special on Alaska, or
a dreamy picture of a favorite model, the magazine has the power to draw us in.
Why is this so? Magazines inspire us through the marriage of content and design.
Every aspect of a magazine, from its cover to its inner pages and ads, is handled
with precision. Beautifully written and carefully edited text is integrated with
expertly handled photos and illustrations. Magazine design attracts people who have
a flair for design and a love of storytelling; a successful magazine designer must be
accurate and eagle-eyed on top of being creative and technically skilled.
Figure 9.2. These covers created by Cyclone Design for Seattle

Weekly's 25th anniversary issue leap from the newsstands with
their strong composition and angelic/devilish illustration.
Let's explore some of the fundamentals that make magazines tick.

Layout and Content
What makes a magazine cover or page so visually compelling? Partly it's the magic
of layout: the artful arrangement of text and images on a page.
Designers use a grid system to determine the placement and alignment of all page
elements (text and graphics), particularly on inner pages and across facing pages
called two-page spreads. Invisible to the reader, the grid provides a structure of lines
or guides that determines where all the content goes on the page. The grid helps the
layout artist balance the information to create an intriguing logic. This creates
continuity and visual interest, which is especially important if a story has multiple
pages.
Figure 9.3. A spread can use a grid fluidly or rigidly to get the
story contents across. This rigid grid approach from Real Simple
keeps the featured products and descriptions organizedand the
use of color in the background photos keeps it feeling active.
note
Within a single magazine, you might first notice a variety of

design stylesone for each article, with images and layouts based
on the article content. But on closer inspection, you'll see that
certain elements are repeated among all of the articlesthe body
text style, the number of columns in the grid, and so onto give
the magazine a consistent feel.
How is the layout decided? Every magazine has a set of general guidelines for
design and layout that are consistent but revamped every few years or so. The
nature of the magazine itself will determine whether the focus is mostly text content
or graphic content, or a mixture. A fashion magazine will have a very different set of
layout standards than will a newsmagazine or literary journal, for example.
A magazine designer or art director is asked to work creatively within these overall
constraints. In a best-case scenario, an art director will begin shaping creative ideas
for an article at the early planning stage for the magazine's next issue. At an initial
story meeting, an editor will assign writers and photographers to each article and
discuss some possible directions for a story, so that writers, photographers, and
editors are all working in concert. In the corner of the room, art directors are busy
sketching in their notebooks.
Inevitably, however, the unrelenting pressure of publishing deadlines, coupled with

the designer's penultimate spot on the production line, means that many decisions
about a story's layout are made at the last minute, as copyedited text, new photos,
and sets of illustrations make their way in at the eleventh hour.
This is where the magazine designer really earns her stripes. Dozens of subtle or
not-so-subtle manipulations to an article's headline, photos, pull quotes, and text
columns may be required to add power and punch to the visual message of the
page. Done effectively, a page layout doesn't just pull in readers; it also tells a
reader where to look and what's important.
Please note that even if you're not dying to work in magazine publishing, the layout
concepts in this chapter can applied in many other fields: book publishing, brochure
and marketing design, and Web design, to name just a few.
Research
One of the great things about magazine design is that you're continually asked to
take on projects that explore subjects or genres you're not familiar with. An on-staff
designer at a magazine will work with graphic and text content that is always
changing. And even if the content is well-traveled (what, another article about
getting rock-hard abs?), the challenge of expressing it anew is all the greater.
tip
Don't stop at magazines when doing your magazine design

research. Look at ads, posters, packages, books, Web sites, and
other media targeting your audience. Pick up on trends that
attract the audience and the design staples that speak to them.
Freelance designers experience an even wider range of material. Oftentimes
freelancers are called in to assist during a deadline crunch or to assemble special
editions. Those folks need to get up to speed fast. Even if you don't know your axle
from your elbow, you may suddenly be charged with laying out an article for a car
mechanics magazine. Magazine art directors will expect you to be knowledgeable
about what their readers are looking for, so it pays to do some research. If you're
called, take a trip to the newsstand to gather issues of the magazine and others
targeting a similar audience.
Figure 9.4. This report on CSR (corporate social responsibility) put

together by salterbaxter and Context illustrates the application of
the grid, headline, body text, negative space, and other concepts
you'll explore in this chapter. The rabbit motif is a fresh and
engaging approach to communicating the proliferation of CSR.

Figure 9.5. The introduction to this Zoetrope foreign affairs essay
is enigmatic: just a single headline, a powerful color block, and a
vintage passport photograph draw the reader into the story.
As you pore over periodicals, here are some questions to ask yourself to prepare for
designing:
Who is the target audience?
What key colors and words come to mind when thinking about this audience?
How are these reflected in the designs you see?
What colors are typically used for backgrounds? For text? Would deviating from
these colors make a positive statement in your design or be jarring for the
audience?
Are the images primarily photographs or illustrations? When are they treated
as accents to large amounts of text? When are they the main attraction?
Does the design appear to be classic? Trendy? Sophisticated? Playful? Edgy?

Should your design follow this direction?
What typefaces are used for the body, headline, pull quotes, and so on? Why
do you think they were chosen?
Using the Grid
The idea of using a grid when designing a cover or spread might sound a little
limiting to a creative type, but it isn't at all since you, the designer, will set up the
grid before you begin applying elements to it. Furthermore, a grid is not an ironclad
set of rules; it's a structural tool that opens up many possibilities.
Before you construct a grid, you must take stock of your content. You'll most likely
get text and images from other departments at the magazine along with some other
rules such as the amount of ad space to be allotted. From here you can sketch out
your plans for the text and images, and begin to turn this into your grid framework.
To learn how text and images interact in a layout, we'll explore a design for a Magnet
article about the innovative musician Tom Waits as we work through this chapter.
Figure 9.6. We'll follow the design of this captivating article from
MAGNET throughout the chapter, learning about the grid, page
elements, and overall composition.
Step 1: The Grid Itself

Let's explore the grid concept more closely, looking at MAGNET's article on Tom
Waits. The layout began as a tabula rasa: a blank slate. Before any text or images
could be added, the designer most likely poured a cup of coffee and mapped out an
empty white space with a grid. This can easily be done on paper, in layout software
such as Adobe InDesign or QuarkXPress, or in Illustrator and other programs.
note
You'll notice that in most magazines (and newspapers too!), the

columns are spanned with images or headlines but almost never
with the main body text. That's because narrow areas of text are
much easier to read than wide ones, and the columns help the
text flow easily.
The designer opted for a column grid, which is common to many articles and can be
approached in a variety of ways. The grid has three columns on each page with
some space between them. Text can flow from one column to the next, or the
columns can be joined or spanned so that they house photos. (Magazine covers, by
the way, tend to be based on relatively simple grids that mark out the page margins
and logo area.)
Figure 9.7. The grid system doesn't mean every page will look the
same. Notice how some elements span columns to create an
interesting but structured layout.

When using a column grid, you'll generally want to place some horizontal guides as
well to help position items to visually break up the columns. In the case of this
MAGNET article, it appears that the designers used guides that divided the pages in
thirds horizontally.
On the grid, you'll notice placeholders for images, headings, and body text or copy.
These represent just a starting place and are by no means meant to limit creative
design ideas.

Figure 9.8. Popping placeholders onto your grid is a quick way to

sketch out the framework for your magazine spreadbefore going
to all the trouble of editing text and images and fitting them in.
You'll also notice some empty space on the grid. What's up heredid the designer
forget something? Not at all; like every other part of the layout, the empty space
was carefully planned. In graphic design, one of the most important tools for
creating contrast is through the relationship between positive and negative space:
areas that house content (text and images) and areas that do not (colored
backgrounds, empty parts of a photo, white areas, and so on).
Why allot negative space? A strong contrast can attract a viewer's attention and
enhance the message that each design element conveys. Providing empty space
around a column of text gives the eye a break and lets the text breathe; layouts that
are jam-packed can feel constricting. Negative space is the designer's friendit
creates the best possible frame for a design, even if the content is flat and lifeless.
Well, that part is up to the editor, after all.
Step 2: Text and Images
Let's continue dissecting how the Tom Waits article was put together. The designer's
next step was to assemble the basic design elementstext and images. The magazine
article is about a new Tom Waits album, which is a dark and gritty work focused on
the world's political woes. The photos are simple and arresting, and their sepia-toned
treatment underlines the dark theme. They make the reader focus on the man
himself and think about his point of view.
One thing to consider is that a magazine photo is never simply dropped into a
layout. Magazine photos are nearly always retouched, corrected, creatively cropped,
and positioned so that they span columns and rows of the grid. The empty areas in
the photo are viewed as negative space, which must work well in the overall
composition of the page.
Figure 9.9. The photographs in the second spread of the Tom

Waits article flow along the top two horizontal rows of the grid,
and the text is easy to read broken over three columns per page.
The framing or cropping of photos or illustrations is also essential for magazine

cover design. A cover typically uses just a single image to draw our attention, but
that doesn't mean the design is simple.
Should the photo's subject be centered on the cover? Looking off to one side? Can
the subject overlap the logo? Is there room for all the story titles? The answers to
these questions are decided by the art director and the editor, but there's a lot of
flexibility from one issue to the next.
For example, nearly everyone knows when they are looking at a cover of Vogue,
even if the model partially obscures the logo. You will see a glamorous model
wearing unaffordable clothing. She will be dead center and looking straight at the
reader. A National Geographic cover, on the other hand, grabs readers in a different
way. The cover may be a scenic photo with a point of interest off to one side to draw
attention to the accompanying headline.
On a magazine article or cover, text is the designer's next hurdle. Some magazines
have rigorous typographic standards that are applied throughout the whole
magazine (think The Economist or New Yorker), while others permit the flexibility to
innovate from one article to the next. One thing's for sure: Text layout can make or
break a magazine design, no matter how effective other elements may be.
A quick reality check for those designers who are reluctant readers. A designer often
focuses on the way the text looks, which often takes his or her attention away from
what the text says. This is wonderful, because it means you are attuned to the
appeal of text as a graphical object. Still, you should always keep in mind that you
are responsible for communicating the whole message. Most of the time, visual
layout is there to accommodate and organize the text.
Let's look at some of the key text layout terms a designer needs to know, with
examples pulled from the magazine article:
Heading A short main message that announces the title of the story. Generally
it's the largest and most prominent text on the page ("It's Last Call Somewhere
in the World").
Subheading Supplementary text that adds information to the heading. Often it

appears under the heading and is smaller in size. ("In the midst of a national
hangover….")
Copy or body text The main portion of the written information that tells the
story in detail. This text is typically pretty small, but it must be extremely easy
to read.
Caption This describes the content of images and illustrations on a page and is
generally set in a smaller typeface than body text. It appears right next to (or
on top of) an image or refers to the image. They're common in news articles,
but they aren't necessary in our sample article since the subject of the photos
is clear.
Quote or pull quote An interesting portion of the text is repeated in a more

prominent part of the page to draw interest to the article. ("It doesn't take
much to tick me off. I'm like an old hooker, you know.")
The typeface and size used for the body text are usually dictated by the magazine's
style guide, but it is the designer's job to determine the column widths and text
breaks for readability. Often an article title leads into a chunk of large text that flows
into the beginning of the article. The purpose of introductory pages is to entice
readers with smaller chunks of copy before they get into the meat of the article.
note
Until recently, magazines almost always used serif fonts for their
body text, as it's traditionally been considered more readable.
But the popularity of the Web has changed things. Sans serif
fonts are easier to read onscreen, so younger readers are more
used to themtherefore, some print magazines aimed at younger
readers have opted for sans serif as their body font.
In some cases, the positioning and design of headings, subheadings, pull quotes,
typefaces, sizes, and even colors may be entirely up to the designer. For
consistency, of course, it's best to stick to a single typeface or family throughout an
article. In the Tom Waits article, you'll see that an aged-looking font is used in colors
that complement the photographs, and the pull quotes are never larger than the
heading and subheading.
Step 3: The Final Layout
Back to our Tom Waits article. Next, the designer started placing text and images on
the grid and refining the layout. This is an important step. By deciding how
information is presented on the page, the designer determines how it will be
understood by the reader.
The importance and order of the content on a magazine page (or any designed
surface) is often broadly defined by editors before it reaches the design stage. But
as a good designer you should take the initiative to investigate and study the
material thoroughly, so as to make design decisions that highlight the interesting
parts of the content.
The size and placement of text and images is key to creating what is called a
hierarchy of information. When a reader opens a two-page spread, which element
does she look at first? The headline? The image? Or an interesting pull quote? Our
featured magazine article tells a story through layout alone.
Where does your eye fall first? On the image and the heading, most likely. The layout
creates a visual connection between the photo of Waits and the heading, and your
eye shuttles back and forth between the two, trying to interpret the subject of the
article. It's not immediately clear, and the ambiguity makes the article compelling.
You're intriguedyou want to read more. Before you get to the full article, you check
out the subheading, and then proceed from there with a better sense of what you'll
be reading about.
Figure 9.10. The first three spreads of the MAGNET article on Tom
Waits. Notice the design of each one as well as the way they flow
into a cohesive story.
When you turn the page, you are greeted with a new layout, but the grid and
elements are consistent. The photos and the pull quote draw you into the body text.
You continue reading to the next spread of pages, and now what you are reading is
supported by the images and pull quote, rather than the other way around.
One rule of human nature is that in order to determine the content of an article,
readers look at the image first, no matter how descriptive the headings and
subheadings may be. A common eye-catching effect is to use an image that does
not reveal the story line but rather forces the reader to dig deeper to get what is
called the solution to the problem or the answer to the question. Same goes for the
headline, which is often a play on words to attract your attention without giving
away the details.
Cover designs share the same goal: to intrigue you with snappy copy and a dazzling
image and entice you to explore further by buying and reading the magazine. A
cover photo must give a general sense of what's inside without giving it all away. A
single, bold headline will refer to the most important, must-read article inside or the
theme of the issue. Smaller, less critical story titles will bolster the photo and hold
your interest without distracting from the main message. You'll explore these
concepts more in the project at the end of this chapter.
The Art of the Layout
What makes the MAGNET design work? The designer used some classic principles to
energize her two-page spreads: contrast, alignment, repetition, and proximity.
In the following section, we'll explore those principles in action on various well-
designed magazine covers and articles. Once you've seen the examples, I invite you
to reexamine the Tom Waits article and see how well the MAGNET designer
implemented the ideas.
Contrast
Remember our discussion of negative space? The designer of the Tom Waits article
created a strong contrast by using photographs that had large areas of empty space.
Sometimes magazine pages are quite barren placesnegative space can be crucial to
a well-designed page. At other times, the designer will use empty space for a
heading or pull quote, breaking the conventional separation between text and
image.
How else can a designer add contrast? Think of all the ways you experience contrast
in your life. When something happens that is not a part of the daily routine, it
creates contrast. Cold, gray days make you appreciate the warmth of summer. The
same goes for layouts. The empty spaces in the photos may contrast with the
detailed text below them. Photographic detail may contrast with the simplicity of
text. Large elements contrast with small ones, loud elements with quiet ones, and so
on.
tip
Space is seemingly at a premium in magazine designhow do you

cram all the text and images into the given page layout and still
leave some space empty? Take a tip from our MAGNET example
and try using nearly blank areas of a photo or illustration as your
negative areas.
Keep in mind that contrast is also about the content of the information that you are
designing, not just the visual aspects of the material. An article about erupting
volcanoes might appear alongside a witty heading and a nonchalant pull quote:
"10,000 tons of lava was not that surprising, really." Like any good designer, a
magazine designer will play with the reader's expectations.

Figure 9.11. In this cover of Bust magazine, the details in the
upper two-thirds contrast with the more stark lower section, and
the black-and-white photo contrasts with the colors of the logo
and text as well as the common convention for full-color photos on
magazine covers!
note
Contrast in magazine design is the attention getterthe

ingredient that makes the reader say, "Hmm, this looks
interesting." It doesn't have to communicate everything and give
it all away, just make that initial spark.
Figure 9.12. Contrast makes this entire spread from Azure

magazine bold and intriguing. The black and white lettering on the
left is severe compared to the serene, colorful picture on the
rightand yet they work together perfectly. Notice how the white of
the left page continues into the building, and how the blocks of
text are balanced.
Alignment
In our analysis of the Tom Waits spreads, we saw that while the grid provides a good
deal of organization, none of the pages look exactly alike. The columns make the
body text easy to read, photos are made bolder by stretching them over several
columns, and horizontal guides keep photos and pull quotes aligned consistently
with other page elements throughout the article.
The alignment of elements on an introductory spread creates a synergy between

photo and text, with the goal of making it compelling and clear. Alignment keeps a
balance throughout the composition so that the reader is psychologically
comfortable. The images or text of articles might be used to cause a stir, but in most
cases the layout should not aggravateor readers will not have the patience to delve
further into the article.

Figure 9.13. In this introductory spread, a horizontal line is used
to emphasize the relation between the text on the left and the
frog photo on the right. Also notice how the clever treatment of
the text mimics the frog's webbed feet. The result is a beautifully
unified design.
Repetition and Proximity
The repetition of design elements imparts a subtle consistency to the MAGNET

layout. Body text always flows neatly through all of the columns, photos all share a
similar treatment, the same grid is used on all pages, and the special text areas are
handled in the same style. This is no accident, and was not done to save design
timeit was all to make the reader feel comfortable as he or she continues reading
through several pages of the article.
Such internal consistency helps make the article a neat little package that is
separate from all of the other articles in the magazine, and yet part of the whole.
You can create order by putting similar items together: captions with photos,
heading with subheadings, and so on. Using proximity helps readers quickly see the
relationships between elements rather than have to search for them.

Figure 9.14. Throughout this ReadyMade spread, proximity helps
readers connect the descriptions to the photos quickly, forming a
number of pockets of content.

Some Rules of Thumb
Newspapers and newsletters or other media that convey current information are
mostly too packed and dense to give the designer any breathing room. Designing for
these media is considered difficult and requires years of experience, even though it
may look simpler and less creative on the surface.
However, the layout and design of magazines (both spreads and covers), as well as
posters, advertisements, and brochures, allows you to play with drama and contrast
in terms of content and spatial relationships. Here are some rules of thumb that
designers find useful:
Keep it simple. The number of main messages should be at a minimum. One

large main image and one major headline normally work best, especially on a
cover.
Leave 30 to 40 percent of the opening page empty. This refers to multipage

designs such as spreads and brochures. The more information you need to put
on a page, the more space you should leave empty. Note that the continuation
of a story on subsequent pages can be in a denser layout because the reader's
attention is already there.
Keep elements in as few groups as possible. Avoid a busy page by tying the
elements together according to their relevance to one another.
Maximize the contrast. Contrast is the basic foundation of all design and art.
Commonly perceived as the relationship between black and white, contrast
involves much more than just opposites. It appears whenever there is a tension
created between two design elements.
The style or visual language of layout is always changing, perhaps because it makes
an identity statement. Anything relating to fashion, for example, must live in flux.
Thousands of magazines are currently published, and new ones are created every
day. Who knowsas a designer, you may be tasked with creating a visual language for
the next generation of readers.
Figure 9.15. The logo and the headline of this Venus cover stand
out thanks to contrast, and the headline and photo are grouped to
make the main story clear. Secondary stories are listed in a
separate grouping, and there is lots of negative space used for
balance.

Designing a Cover and Spread
This next project will tap all of the design skills you've learned in this book so far.
You're going to create a magazine cover and two-page spread from scratch. The
client is looking for something cutting-edge but also clear to readerssomething that
will really jump off the newsstand and keep readers interested when they start
reading.
To kick it off, you'll hit the newsstand yourself for some research, and then get to the
challenging task of preparing images and text and laying them out.
Project Brief: Phashion Magazine
A Chicago-based publishing house is planning to launch a brand-new magazine

called Phashion. As the name suggests, this print magazine will cover the latest
news and creations in the fashion industry worldwide and will focus on the Internet
as a global marketplace for trendy clothing. It targets retail consumers more than
industry insiders; readers will find stories covering online fashion events and where
to buy clothing on the Web. The magazine will also include guides to related Internet
resources, as well as hot topics such as the need for new international size standards
in Web merchandise.
The target audience is fashion-savvy cosmopolitan types and interested

suburbanites, both male and female. They're typically well-paid professionals
between their mid-20s and late 40s.
The execs over at Phashion are looking to you to help them determine the design
direction for their future spreads and covers. You'll work on a cover and a two-page
spread based on your own article and image choices, and then present it to them.
Project Summary
Research the client's target audience and collect appropriate images

and stories for use in the cover and spread designs.
STUDIO SESSIONS


Create a simple, type-based logo for the magazine.
Design a compelling cover for the magazine that follows the "one-
message rule" and includes the logo and a main image.
Design a two-page introductory spread for an article utilizing a three-

column grid system, at least one image, a headline and subheading,
and other text or image elements if needed.
Project Steps
Unlike many large-scale design jobs, this project puts you in charge of every facet.
You have lots of creative freedom, but you must still communicate to your audience
clearly and effectively.
1. Collect Images and Ideas
In the magazine industry, the editorial department will generally provide text and
images. But Phashion just doesn't have any yet, so to nail this design job, it's time to
go to the nearest newsstand and check the Web for images and possible titles and
topics that are relevant to this magazine. You can scan or download images as
necessary since they are for mock-up purposesbut remember that for any real-world
professional design, all images must be original.
You should come up with at least 15 small and large images for the project. You
won't use them all, but they'll give you a good starting point. Try to find shots of
catwalks, photo shoots, famous designers, celebrities in designer wear, geographic
locations where fashion events take place (such as Paris, New York, and Milan), and
other fashion-related images. Also, try to grab groups of photos that have the same
theme, since they may be used in a spread for the same article later.
If you're not sure of the style and quality of images typically found in classy fashion
magazines, spend some additional research time on this before choosing your
images. Find out about the target audience as well, and learn what these readers will
find appealing.
To keep yourself on track, describe in short sentences the visual content of the
images you have collected.
2. Collect Topics and Story Ideas
Jot down at least five topics, articles, or stories that could accompany the images
you've found. Here are a couple of examples:
Any article about the Global Garment Association's attempt to standardize the
clothing and shoe sizes around the world. Headline: "Size 9 or 43?"
Guide to the Internet's fashion malls, covering prices, shipping, and
competition. Headline: "Internet Fashion Guide"
Article on how to find the hottest skirts from Tokyo online. Headline: "Skirting
Tokyo"
You may wonder why you, as the designer and not a writer, have to come up with
stories and ideas for a magazine cover. For draft purposes, you'll often have to give
a client a polished sample that incorporates some believable dummy text as a
placeholder. Also, inventing the stories and searching for the images helps you to
understand the audience and learn the best way to convey the magazine's themes.
3. Create a Simple Logo
Did we mention that Phashion doesn't even have a logo yet? If you've already
finished Chapter 7, "Logo Design," you should be able to tackle this step more easily.
Magazine logos are typically type-based with no supporting graphics. And the
typeface is usually just a simple one. Why? Overly decorative elements and ornate
text can distract readers from the cover image and headlines. Since the most
common use of the logo is on the busy cover itself, the logo doesn't need supporting
elements to explain what the brand is all about.
That's why magazine logos are usually just one color as well. When you create your
logo, just work with black on white. Then, when you add it to the cover in the next
step, you can choose a color that coordinates or contrasts with the cover image.
The logo should be simple, but take your time with each letter and experiment with
things like spacing, upper- and lowercase, and other elements to make it clean,
cohesive, and unique.
Figure 9.16. Experiment with logo designscome up with lots of

them, and narrow them down to theone you think does the best
job of conveying the Phashion theme simply.
Work on your logo in Illustrator and save it as an .eps file to use later.
4. Plan Your Cover
After you've identified your source images and story ideas, narrowed them down to
the best ones, and finished the logo, you're ready to work on a cover. But where do
you begin? Here are some ideas to get you going.
First, do your research. Yes, again! If you're not familiar with fashion magazines by
now, go back to the newsstand. Especially if you are not a member of the
magazine's target audience, you'll need to look long and hard at comparable cover
designs. Ask yourself questions such as:
What do the photos on the covers have in common? How many photos are
generally found on a cover?
How much room does the logo take up on the cover?
How is negative space utilized?
How is typography handled in terms of color, spacing, size, and placement?
Next, you'll need to be compelling. The cover will need to compete with hundreds of
other magazines sending hundreds of other messages. The combination of text and
image will need to intrigue the viewer. Speaking of images, please be tasteful when
making your image selections.
The cover should call attention to specific articles in addition to expressing what the
whole magazine and brand is about. The audience will likely be giving the news rack
a quick scan. Since this is a fashion magazine with an Internet twist, the cover needs
to scream "fashion magazine."
Stick to the "one-message rule." If you take a closer look at most (good) magazines,
you will find that they feature one main message on the cover. Even if the cover
hints at several storylines, one image and heading will generally be linked to create
an effective message.
Figure 9.17. One bold image, with an unexpected pose, ties in with
the largest headline on this Budget Living cover"Dive In! 201
Splashy Steals and Dazzling Deals." Like most popular magazines,
Budget Living lists several secondary stories but presents them
with less emphasis than the lead story.

Figure 9.18. The "50 gifts under $50" headline on this Real Simple
cover ties right into the bold gift box imagery to form a single
main message. Less important stories are listed with less
emphasis so you notice them after the first one attracts your
attention.

5. Design the Cover
Most magazine covers are around 8 by 11 inches or larger and created in CMYK color
mode in a high resolution for printing. They're often created in layout software such
as QuarkXPress or InDesign, but you can get a good feel for layout with your trusty
friend Photoshop.
To begin, create a new document in Photoshop that is 8 inches wide by 11 inches

tall, in CMYK color mode, and 300 dpi resolution. Remember to save often as an
editable .psd file as you work.
Locate and open the .eps file of your final magazine logo. When opening this in
Photoshop, you will be asked what size and resolution you would like to use. Choose
300 dpi and a size that spans most of the width of your cover. If you don't like the
size you select, close the logo file and try againthis will give you much better quality
than if you try to scale the logo later. When you have it the size you like, drag it to
your cover and position it.
When positioning the logo, think about the magazine examples you've seen in the
lesson and the ones you found in your research. At this stage, you'll most likely want
to change the color of your logo to fit your planned design.
Now, select the most intriguing of your stories and choose one image as the main
eye-catcher. Keep in mind what you learned earlier and your other research. Bring
your image onto your cover file and position as needed. You may also want to do
some tweaking to the image, such as retouching, cropping, or modifying the
background.
Take close notice of the negative space around the image and how the image
interacts with the logo at the top. Make any changes you need to.
Use the Type tool in Photoshop to place the dominant headline for this topic/image
as well as any subheading that accompanies it. Make sure that it, along with the
image, dominates the cover. Consider the headline's placement (around the image?
over the image?) and its font and color.
If you choose to present other, secondary story titles on the cover, make sure that
you give them minimal visual attention while still handling them tastefully. You may
also like to add other standard magazine elements to the cover, like the month or
price.
6. Plan Your Spread
With the cover finished, you'll create a two-page spread that will introduce your
cover story. Take some time to review the spreads in this chapter as well as from the
magazines you researched, and consider the various successful approaches you can
take in presenting an article.
Recall that in the opening spread of the MAGNET story, the designer used very little
copy in order to create good contrast and impact before entering the text-dense
area on the following pages. The Popular Science spread uses a similar approach but
includes some of the body text as well to draw readers in.
Regardless of whether you choose to include some of the body copy, the goal is not
to overwhelm the reader with text but rather to get her interested enough in the
idea of the story to turn the page.
Take inventory of the elements that you could use in the spreadvarious images
you've collected and text you've come up with. Narrow it down to what you think is
necessary to get the point across, and then start sketching some ideas for
placement with a grid.
The number of images is up to you, but typically one main image and perhaps a
smaller image or two works well. Don't reuse the image on your cover, but a related
image works great.
7. Design the Spread

Like the cover, you'll create a CMYK, 300 dpi Photoshop file. This time, make it 16
inches wide (representing two pages side-by-side) and 11 inches tall. Save your
editable .psd file often as you work.
Though your text and image placement will certainly be different from the examples
we've seen so far, the grid may be similar and should start with three columns. Go to
View > Rulers to get started with the grid.
Click your pointer in the left ruler and drag to the right until you reach the center of
the document. This guide divides the two pages. Then measure and drag guides to
create three columns on each page with an equal amount of spacing between them.
You may also want to drag horizontal guides from the top ruler, though these don't
have to be in thirds like in the MAGNET exampleuse your judgment based on your
design ideas and page elements.
Retouch your images as necessary before bringing them onto your grid. You can
apply an interesting graphic treatment as well if you feel it contributes to the
articlelike the sepia treatment in the Tom Waits article. Bring your images to the
grid, and size and position them considering the alignment, proximity, and negative
space.
Add at least the headline and a subheading, carefully working to maintain the
appropriate hierarchy on the page. It is up to you how much text you want beyond
that, such as body text, pull quotes, or captions.
Step back from your spread and see if it needs additional elements such as
background colors, decorative lines, and so on that help draw attention to the right
parts of the page and provide appropriate contrast and interest. Add these last, and
be sure they are not a dominant part of your design.
Student Work
What icons have other designers created? Here are some work samples from
Sessions students:
Figure 9.19. This cover by Rollo Girando is fresh and feminine with
strong photo composition and a clear main message.

Figure 9.20. Geordie McKernan built his cover around this

illustration of a watch and used a three column grid in his spread
to flow the text and present an interesting take on the main article
image and pull quote. The far-left column is blank aside from a
spanning heading and subheading for negative space.

Figure 9.21. In Lauren Bzdak's spread, some geometric accents

add interest and balance, and lots of negative space keeps the
spread clean and sophisticated.

Chapter 10. Packaging Design
Ready to create some three-dimensional designs? Packaging design is a fascinating
and challenging niche for a graphic designer. What makes a product stand out on a
crowded shelf? What makes it attract the eyeexciting customers, informing them,
and motivating them to buy?
Packaging designers understand how to visualize a carton design in three

dimensions and make it stand out on the store shelf. They are adept in the
differences between mass-market and prestige products and know how to use the
visual language of a product category to reach a target audience.
In this chapter, we'll explore some important concepts of packaging design. Focusing
primarily on carton design, you'll learn concepts for visualizing a package in three
dimensions, designing for the mass market and prestige audiences, and working
within an existing brand or product line.
COURSE DEVELOPER: LAURA SCHWAMB
This chapter is based on a lesson developed by Laura Schwamb,

a cosmetics industry veteran, cofounder of Steam Design Group,
and founder of Sign Off, a press-check quality control company.
Figure 10.1. A conceptual design for a fragrance bottle explores

sensual shapes and lighting effects.

Learn some general principles for designing three-dimensional

packages.
Examine the major types of 3D packages a designer may be asked to

create: cartons, bags, and bottles.
Learn about the principle of counter animation.
Learn how a product's category, target audience, and placement

affects the design process.
Learn the important roles of visibility and consistency in packaging

design.
Explore the differences between mass-market and prestige packaging

design.
Redesign a mass-market package as a prestige brand.

Entering the Third Dimension
What's in your brimming design portfolio so far? If you're like many graphic design
students, you doubtless have a stack of two-dimensional work: logos, posters, print
layouts, and maybe a few Web sites. Projects like these are just great for developing
your design skills. Concentrating on one page, one canvas, can help you focus on
the fundamentalscolor, typography, composition, and so on.
Now while these projects are all very essential and no doubt excellent, they all have
one thing in common: they are two-dimensional.
Packaging design adds the dimension of depth. To design product packaging

properly, you must learn to visualize a package in three dimensions. You must be
able to see how a package will look from different angles, up close and at a distance,
and stacked alongside its competitors. You must discover in yourself a knack for
handling materials, and target your audience like a laser.
Figure 10.2. An initial design for Aveda Blue Oil, by Steam Design
Group, shows the challenge: designing each panel and visualizing
how it will look in three dimensions. A high-end cosmetics package
must convey affordable luxury in its design.

Compared with two-dimensional design, packaging design affords more room for
creativity (good) and more challenges (also good). Every design technique you've
learned designing for pages can be applied to each surface on a product package.
But your work must also pass a very powerful test. It must attract the eye in a sea of
products, create a perception of value and/or quality, and, ultimately, persuade the
customer to purchase the product.
Phew! We're designing the little carton that could.

Types of 3D Packages
Each manufacturing industry has its own traditional and legal requirements for the
display of information. For the most part, product information must be shown on the
front of your container. But the rest is total design freedom, limited only by the
client's budget. In most professional situations, you are given the container
dimensions up front, so you are free to concentrate only on design.
Let's begin by examining some of the types of packaging you might be asked to
work on as a packaging designer and discuss how best to visualize them from a
design perspective.
Folding Cartons
The folding carton is the most common and versatile form of packaging. A basic
carton is constructed from a flat art design with six panels that fold together into a
box. Designing some six-sided pieces is a great way to begin your packaging
portfolio. It might appear simple, but it's actually a challenge, and it will give you a
good foundation for pitching a packaging design project to a client or designing for
some more esoteric shapes later on.
Two aspects of a carton design require very careful attention: the design of each
individual panel, and the interaction of the different panels in the overall carton
design. You can see both areas beautifully executed in these folding cartons created
by Landor Associates for the Coleman Company.
Figure 10.3. Eeek! With this Coleman Exponent package, the eye is
drawn by photos of bugs then seduced by the clever use of each
panel.

What did you notice? Your eye is immediately drawn to the box by pictures of the
kind of creepy-crawlies you might encounter while using the company's camping
and outdoor gear and equipment. The contrasting panels draw attention to the clear
text treatment. Nice photos and detailing of product features make the product
stand out. What could otherwise be a mundane product is positioned as high-tech
gear for committed outdoors types.
tip
When you critique packaging, make sure you pick it up and look
at every panel. The best designs make effective use of all sides.
To see an example from the cosmetics industry, go to www.CarolinaHerrera.com and

view the Classics line of products. You'll see that the designer kept the look very
simple, yet added some fun elementsdots. The dots are smaller for the more
sophisticated and mature Carolina customers, and larger on the Carolina product for
the younger customers. There is a whole graphics story told here just by the dots. All
hail to the power of strong graphics!
Look closely at the Carolina Herrera cartons and you'll also notice that the designer
wrapped the edges with a gold border. The gold is continued onto the back, top, and
sides of the carton. It's an extremely effective use of all six sides. An added detail
that contributes subtly to the carton design is the deboss of the dotsthe slight recess
of the graphics into the carton material.
If you get a chance, take a look at the packaging at your local fine department store.
Packaging design is very tactile; to appreciate the fine details, it's best to have these
things in your hands.
Counter Animation
You might not think packaging designers get to do a lot of animation. Well, think
again.
If you looked at the Carolina Herrera carton, you'll have noticed it sported an
enlarged dot pattern wrapped around the sides. Now imagine seeing several of
those cartons arranged on a store counter, set up to show side, front, sideor stacked,
showing alternating sides. This effectthe powerful visual impact of repeated design
elements in a retail displayis referred to as counter animation.
Suppose you've made your design elements work well on one panel of your carton,
and then applied them onto the next panel, the back, the top, the bottom, and so on
until you are finished. Then you stack the finished carton or put a few cartons
together in a stylish arrangementand suddenly the whole is greater than the parts.
It's a very intriguing design detail, almost a design freebie. Nice, right? I always love
the surprise of that partit's one of my favorite aspects of packaging design.
Figure 10.4. Stack the Coleman Exponent packages side-by-side

and the cumulative effect is fun and quite powerful.

The moral of this story is not to leave any panel, flap, or tuck unloved. Note: Leaving
a certain package component undecorated is not synonymous with leaving it
unloved, for you have may love a panel and decide that in the overall design
scheme it's best to leave it undecorated. Take great care of each part of your
cartonpanels, flaps, tucksand the overall effect will reward you in turn.
note
Packaging designs are contextualyou must think about how a

package will look stacked alongside comrades and competitors,
in good light and poor.
Figure 10.5. This subtle cosmetics package design by Sabine Welty

draws attention to her logo and creates an interesting counter
animation.
As well as cartons, an experienced packaging designer may be asked to develop

related product designs such as bags and bottles. Let's look at those now.
Bags
All along the city streets or in the parking lot behind the mall, shopping bags are
fighting for your attention. Shopping bags are a joy to design, especially for high-end
stores, which use bags as both a status symbol and a branding opportunity. If you've
got a premium shopping bag in your closet, pull it out sometime for closer
inspection.
The front and back of a bag command attention. And yet, though consumers don't
usually notice it, the sides, top, and bottom of the bag are also ripe for exploitation
by a designer. In addition to a front and a back, bags also usually have a side, called
a gusset. The gusset is not flat like the side of a carton it's creased down the center
and at the bottom. This unusual shape gives the designer an added opportunity to
consider. What happens in the shadows? What happens within the folds? What
happens when the bag is filled, or when it is empty? Do the gussets need graphics
and text, or would a blast of color suffice?
Figure 10.6. The gusset, the inside, and even the bottom of a
shopping bag are all opportunities for a designer.
note
A shopping bag design speak for itself, projecting a clear brand

message outside the store.
These are great opportunities for designers to get creative. And don't forget to
consider the extras. The bag's handlewhat is it made of? Does the bag even need a
handle? Should the top be turned over and glued down for a clean edge, or left raw
and serrated for a rougher look? Handles are an added detail that completes the
graphic story of your bag design.
It should be noted that most bag design projects require working with a printer to
identify production options that match your budget. Special manually applied
handles, for example, can add to the cost of the bag. Rope, raffia, stringanything
that requires that extra stepmeans you'll be paying extra for the labor, and that
drives up the production cost.
Bottles
Once you've explored the delights of designing cartons and bags, other many-sided
product containers such as bottles and cans will surely beckon. The tremendous
variety in container shapes can add challenge and opportunity to the design
process. Say you are assigned a gnarly bottle design for a Bavarian beer company.
How will your graphics wrap? How can you make that wrap interesting? What color
or finish will you use for the bottle top and foil?
Figure 10.7. This Aramis Surface collection, by Steam Design

Group, illustrates the challenge of dealing with different shapes
and surfaces when designing containers for a product line.

The design and labeling of bottles and cans is a challenging project usually only
given to experienced packaging design professionals. A great way to begin exploring
this area is by experimenting with label designs (or redesigns) for existing bottles or
cans that you own.
Product, Audience, and Placement
Every design must communicate something to the viewer, and in packaging design
the communication is particularly urgent. Packaging can make or break the sale of a
product, so it must speak to the customer instantly. What are some of the design
considerations that inform this visual language? Let's look at some of the issues that
packaging designers must think about.
Product Category
Most importantly, always remember that the type of product will drive your design
decisions. The Carolina Herrera example we looked at earlier shows that a high-end
product such as a subtle and sophisticated fragrance requires a specific design
solution: simple graphics, elegant colors, and quiet and subtle color schemes. A
bottle of bleach or a chocolate wrapper would require a completely different
treatment.
tip
Researching the visual "rules" of a product category is essential

in packaging design. People will not buy a crazy-looking
toothpaste brand if they cannot identify it as toothpaste.
One important variable is color. Every product has its own visual rules and
conventions. Bleach bottles, for example, are always white, with some clean blue
text or red highlights. Who'd buy bleach in a dirty brown bottle? Chocolate bar
wrappers, on the other hand, use shades of brown and purple to create to
communicate the product and inspire indulgence. As a designer, it's your job to
thoroughly research these established conventions before you begin your work.
Figure 10.8. What color should a bleach bottle be? Check out the
visual conventions of the product category before you go too wild.

The food packaging industry shows why such "color rules" are paramount. Proper
color choices are essential to making food packaging appealing and appetizing. The
color of a food is generally represented in its brightest and liveliest colors and
alongside complementary color combinations (think of yellow pasta peeking out of a
blue box). Nothing can or should be more appetizing than the food itself.
Figure 10.9. Candidas chocolate packaging, designed by

PlanetPropaganda. A bold, modern design anchored by colors that
unmistakably evoke the luxury of chocolate.

It's also worth noting that colors are used to evoke specific feelings about a food
product. Reds and oranges make food seem warm or hot (think frozen entrees or
spicy chips). Brown or muted oranges make it appear wholesome, as seen in many
bread and rice products. A few years back, green signified vegetables, but now this
color is used to represent a healthy food choice. Blues, purples, and other vibrant
colors are used on snack foods to make them appear more fun and eye-
catchingwitness that oh-so-tempting Oreo cookies packet.
One color that is rarely seen in food packaging is black. In the 1960s, the Screaming
Yellow Zonkers brand broke this unspoken rule and used a mainly black box for its
popcorn product. Hystericalgreat packaging for a zany product. Who would have
thought to put food in a black carton? The designers made it work because it was
not your usual party snack food. As the name implies, it was over the top, funky, and
different.
Figure 10.10. Screaming Yellow Zonkers broke the mold in food

packaging when the company's black-colored bag was first
introduced in the 1960s.

Target Audience
Just as important as the type of product in packaging design is the target audience.
That's right, you are designing pieces to be picked up, purchased, and possessed. As
packaging designers, we must be sensitive to what we are packaging and whom we
are targeting. It's not just design for design's sake.
tip
Marketers may provide you with data on customers, but it's your
job to figure out how to communicate to them.
Most of the time, you will get information about your target audience from someone
who has done extensive market researchmarketeers, I call them. In any large
company, it is a marketing group's job to study a product's target audience, using
marketing surveys, focus groups, studies of purchasing patterns, and so on. Market
analysis results in customer profiles that can be astonishingly detailed, indicating a
whole set of characteristics and preferences about the ideal customer.
Once these bold marketeers' research is compiled, it is generally handed to the
design team at a start-up meeting to help everyone focus on creating the best
product and packaging designs for the customer. Some quite granular marketing
data can become part of your design process. But while such data is important to
your design, you should not pander to it. Designers must always supplement it with
their own visual instincts and knowledge of styles.
Placement
You will not be responsible for the actual placement of your items on store shelves
(good thing, too, because this generally happens in the middle of the night), and in
fact, you generally won't even know how or where your package eventually will be
placed. This makes it more important that you consider all sides of your carton
design.
Figure 10.11. There's no missing this Archer Farms product line by

Templin Brink Design: Bold, vivid colors and a nice use of contrast
ensure that these products stand out.

I know you were thinking that your carton would be front and center on the very
best shelf. That would be nice. Those decisions are complicated and have to do with
financial bartering for "in-store real estate." Store placement is a tough arena in
which companies compete for the best location, often actually paying retailers for
prime positioning.
Next time you are in your supermarket, notice how foods are placed for the
consumer. Where are those sugary cereals whose cartons are covered in popular
cartoon characters? At a kid's eye level. There is no escape for the unknowing
parent. The lesson is to make sure you evaluate each panel as you design in terms
of its potential placement. Will it work on the very top shelf? How about the very
bottom one? In shadows or in bright light? Try out your designs in best-and worst-
case scenarios.
Package Composition
When working with 3D designs, a designer has both the benefit and the challenge of
using many surfaces to communicate. A standard rectangular carton has six sides,
each of which is your responsibility. Approach this with care, because the placement
of information and graphic elements is essential to your carton's visibility and
branding. Let's discover how.
Visibility
The store shelf is a crowded and competitive place, and you must always remember
that when coming up with a new design. A too-modest package can easily be
overshadowed by its neighbors.
There's one way to prevent this: Research! The simple secret to standing out is to
conduct thorough research into competitors of your package. Take a trip to the store
and see how competitive brands have addressed the composition of their packages.
What design elements have the designers used, and how strong is their counter
animation?
Take note of what works and what doesn't, then design something better than (not
similar to!) what you've seen. You are creating a design that will lead your customer
to your product, not to its competitor.
Figure 10.12. For a brand breakout, look no further than this

award-winning Mrs. Meyers cleaning kit design from Werner Works
Design. A no-fuss, no-frills product is given serious distinction
through some great copy, retro illustrations, and fantastic
attention to detail.

How do you decide what information goes on which panels? Primary information
stands out and identifies the product. Secondary information, such as ingredients
and instructions, can be less prominent and visible. In most cases, any decisions
about the placement of information will have already been made by the client prior
to your meeting. The client will provide not just the text you need but also any legal
specifications on its size and appearance. If the client doesn't give you this
information initially, you must ask. Sometimes the client will be flexible and give you
some leeway as to where it goesa design opportunity for you.
tip
It sounds obvious, but you need to figure out any informational

or legal constraints at the outset of your project.
It is also important to consider how your packaging looks when it viewed in isolation.
A shopping bag, for example, must work as a stand-alone piece because it is
intended to be carried out of the store by a customer. When it stands alone, it must
clearly advertise the product or store. To do this, the information must be prominent
and visible at a glance. Out on the street, passersby will get only the briefest
glimpse of the name of the store, product, or designer (oooh, Prada), so the graphics
should reinforce an already established look.
Once again, it is generally the client who will dictate how prominently the secondary
information should appear. I'm sure you've seen store addresses printed in the bag
gusset or artfully placed beneath the store name. Secondary information can be
displayed in subtle ways to reward the curious.
Consistency
Print and packaging designs created for a particular product or store must observe
an ever so important design principle: consistency. Otherwise, the marketing
opportunity created by recognition and repetition is wasted.
If you stack up items from any good product line, you will see that while the different
products vary in shape, they will be consistent within the product line in terms of
logo size, spacing, fonts, and so on. They will also be internally consistent: using the
same fonts, colors, and other elements on all sides of the package to create an
appearance of cohesion.
Figure 10.13. In this Maxwell's Apothecary line, many careful

adjustments to the positioning of elements (but not their size and
proportion) were required to impart visual consistency.

Here are some basic rules to keep your designs consistent within a product line:
Use the exact logo and/or product logo called for by the client (it's branding,
remember?).
Use the same size of logo. Where this becomes impossible, make it visually
feel the same based on the spatial relationships with your other elements.
Keep your spatial relationships consistent. The placement of the logo, the
measure of where the copy begins after the logo, where the weight claims sit,
and so on should be consistent across products.
Align your graphics as precisely as you can. Where this is impossible, make it
visually appear to align. This will happen automatically if you keep your
spacing consistent.
Keep your graphics reading in the same direction (generally left to right or top
to bottom).
Maintain your color palette.
Use the same fonts.

Mass vs. Prestige Design
A packaging designer's life is never dull, because the target audiences for products
are many and diverse. Someone once said there are as many target audiences as
marketers (and that's saying something). Every project you take on will involve
thinking about a different group of people.
One thing you'll have to figure out about every packaging design project: Are you
designing for a mass market or a prestige market? Depending on your answer, there
is a big difference in what your packaging design should communicate about the
price of the product and, interestingly, about the people who buy it. In this section, I
want to talk about these differences to help you make better design decisions for
your clients.
Some definitions before we begin:
Mass-market design Of or relating to the majority of people. Familiar and

accessible. Think drugstores, supermarkets, Kmart, Target, and so on.
Prestige market design Commanding status in people's minds. Exclusive and

expensive. Think boutiques, specialty shops, and upscale department stores.
What you would design for Porsche would look very different from what you would
design for Hyundai. What you would design for a supermarket-brand springwater
would look very different than your project for Evian. Zest soap versus Aveda
cleansing bars, Lipton bags versus Tazo fine teas, and so on. If you understand the
difference between mass-market items and premium brands (and oh, how keenly the
pain can be felt!), then you get the picture.
The Mass Audience
When designing for a mass audience, the key to remember is that the product must
sell to the masses. Sounds obvious, right? But it can be tough. The design must feel
familiar and inclusiveit must appeal to a broad range of people without excluding
any major customer group.
Please note that this doesn't mean bad or cheap-looking designit simply means a
more approachable design. In most cases, a mass-market carton design requires a
very restricted budget, which usually results in using inexpensive materials and
production processes. But these constraints are balanced by the challenge of
achieving a high level of graphic design.
Figure 10.14. A mass-market brand package such as Canada Dry is

immediately recognizable and always accessible.

The mass audience demands clarity and approachability in design: friendly colors,
clear fonts, readable illustrations, and understandable graphicsnothing to rock the
boat. Your audience is interested in price and value too, so if your carton production
cost raises the overall cost of the product, chances are your audience will avoid your
item. The design itself must convey the value of the productvalue for money, that is.
One of the challenges in the mass-market package design is how to arrange primary
and secondary information so that each carries the proper weight for the audience.
The mass audience must get the gist at a glance and quickly understand the cost of
the product. That's a significant issuejust think about how you shop for staple items.
Conveying the product's price may require a call-out or another emphasis that says
"new," "special," or "natural," in addition to all of the other text on the package.
tip
Mass-market products should never look cheapinstead, they

should convey affordable value.
Case Study: Garnier Hair Color

Here's an effective illustration of mass packaging design: a hair color package
produced by Garnier. By definition, it's a mass-market product, and the designers are
generally required to communicate a lot of information all over the carton.
The Garnier hair products company does a very nice job on its carton designs, which
appear in drugstores and other mass retailers. The designers manage to arrange
everything in a pleasing composition, while giving the customers all of the practical,
product-related information they need. And as anyone who has dyed their hair will
tell you, hair color boxes require a lot of information.
Figure 10.15. Prestige or mass-market? This Garnier package

combines some expensive production values with clear, accessible
design and pizzazz.
For this product, the designers created an effective text layout that makes the most
important content stand out. The main focus on the carton is the hair color itselfthe
box must have a great shot of a woman with fabulous-looking hair color and an
expression of joyous self-expression. The next focus is "100% color," a statistic that
shouts out the product's competitive edge in the hair color market. Next comes the
brand name and hair color number and name. Then, the "new" flag is added along
with the technical bit in the circle. Finally, you'll see some more technical
information at the bottom left: "permanent color, one application."
Compare the Garnier box above with similar products at different price points. You
will see that the designers of the Garnier package used all sides of the carton to
convey an incredible amount of information. Other brands will handle that
information differently depending on the price of the product and the skill of the
designers. Put yourself in the designer's shoes; it's challenging to compose all of the
information and still end up with a carton design that looks and feels inviting.
The production on the Garnier carton was very expensive. Yes, I know, I just
contradicted myself. A little while back I told you that mass-market packaging must
convey inexpensive production values. That's true, but as a packaging designer, you
sometimes have the goal of conveying affordable luxury.
The hair market is special. Yes, it's a mass product and its packaging design is for
the masses, but the goal of the product to create natural-looking hair color. Every
man or woman who is shopping for hair color has some reservations about the
purchase, and so expensive production processes are required. The printing of the
actual hair color and color swatches on the carton must match the dye inside the
carton. This requires intensive print proofing and an incredibly accurate printing
processesit cannot be subjective. On press, the designer may have signed-off color
proofs, production dyes, actual hair samples, a hair color expert, and a hair color
technician all on hand to check the final color.
No-Frills Marketing
Let's look at another drugstore product on a much tighter budget. Pretty carton
design, right? This product packaging design isn't going to win any awards, but I
guarantee it's a huge seller. It's simple and approachable, it has in-your-face
information, and it's printed on a very inexpensive board stock (a type of card) with
cheap colors.
No-frills packaging is the extreme logical extension of conveying value for money in
a mass-market product. Every expense is spared, including the design!
Figure 10.16. Every expense was spared for this fictitious no-frills
productincluding design.

Look at that photo. Do you think they spent any money on a photo shoot? No; this is
a very inexpensive job, so the designers probably didn't even use a professional
hand model. Odds are they used a neighbor or friend who had nice-looking fingers.
The logo is extremely large and garishthe client probably wanted it that way. But this
generic, no-frills carton design has all the information in the right order; it's bold
enough for the customer to grab; and the design matches the low price. To me, this
carton has some potential. If you just changed the fonts, the colors, and the
composition, this could still work, even using that terrible photograph.
The Prestige Audience
OK, now that we're done looking at the drugstore generic brand, let's hop in an
uptown cab. Madison Avenue, here we come. When designing for a prestige
audience, always remember that less is more. Less is always more in good design,
but it's particularly important in the packaging for prestige brands. Prestige brands
must look exclusivea quality that is conveyed by subtle details.
Research, restraint, and refinement are required when designing for prestige
audiences. Graphics must be exquisitely chosen and impeccably placed. Unusual or
fashionable colors are de rigueur, as are clear, interesting (often hand-drawn) fonts.
Rock the boat here with the details and your choices. In most cases, a prestige
carton design will have a higher budget than a mass-market one. This permits
relatively expensive materials and finishing. You can't put a $45 cleanser in a 2-cent
carton.
tip
Prestige packaging design involves finding out about expensive
and esoteric production techniques, a topic that most printers
are happy to discuss with you!
One challenge with prestige brands is how to arrange minimal information in an

interesting waymore editing of the layout is involved than with mass-market
products. It is often hard for designers who are not used to designing for prestige
brands to hold back.
Figure 10.17. A hot chocolate carton designed for New York

emporium MarieBelle. All of MarieBelle's packaging exhibits a
luxurious and appetizing use of color and finishes.
For a cosmetics industry example, seek out the Ralph Lauren Polo Blue fragrance
package online at www.polo.com. It uses only the essential elements: logo, texture,
finish, and color. When you look closer or, better yet, take a look at a real carton,
you'll notice a hand-drawn pony; simple, straightforward, wonderfully kerned type;
and beautiful blue printing.
If you get this product in your hands, you'll find that the matte blue ink is entirely
saturated into the fiberboard of the carton. A subtle overall pattern emboss gives
the carton a texture. Next, you'll see the gloss silver foil stamping and embossed
pony and frame line. All design elements work together to create a seemingly
simple, clean design. The genius is in the details as well as in the editing. No
unnecessary design geegaws.
Mass to Prestige Carton Design
Ah, the marketeers, our friends and foes. Our next project springs fresh from the
fertile imagination of one of those marketing experts I mentioned earlier. This project
will enable you to tackle a 3D carton design and explore some of the differences
between mass-market and prestige packaging. You'll be given a generic carton for a
nail polish remover and asked to give it a prestige makeover.
Figure 10.18. Hmm, this humble package needs to go uptown.

What colors and details will you add to prepare it for the spa?
Project Brief: Anaf Spa and Salon
The marketing executive at a major drugstore chain has developed a brief to

reposition an existing generic product package as a prestige brand. The client wants
a designer to take its popular but design-challenged nail polish remover upmarket.
Read through the brief, and then we'll talk about how to approach the project.
We at Mass Market Drugs want to upgrade the packaging graphics for our Nail Polish
Remover Pads.
The exclusive Anaf Spa and Salon wants to use our product in its salon. We need to
give the carton a face-liftto transform it from a mass-market box to a prestige
package. The new carton should look completely different from the existing one.
There should be no similarities. We also need this carton to work for us on the salon
shelves, as the product will be offered for sale to convey that "at-home salon" feel.
The product will be the first in a product line called Anaf Salon.
Please present your final redesign to our marketing director and explain how you see
its counter animation working. Good luck with your presentation.
A few things to note about Anaf Spa and Salon. It's a Zen-inspired salon that isn't
overly Zen or overly New Age. The decor uses lots of wood, metal, and deep earth
tones. A visitor will see plenty of beautiful, imported tiles in deep, rich colors. The
mood is very peaceful, private, and serene. It's a full-service salon, very exclusive
with the finest amenities.
I think we need to spend a week at the salon in order to get "the feel" right, don't
you?
Project Summary
Research the product type by doing a store tour to look at mass-

market and prestige products.
STUDIO SESSIONS

Take careful note of the product specifications.
Research, brainstorm, and sketch your concepts.
Create a flat package, 3D presentation, and counter animation for

your revitalized product.
Project Steps
1. Do Some Product Research

Store tour No. 1Go to a local drugstore and find an example of a beauty product
carton that is displayed on a shelf or in a counter. Briefly register what you saw. Ask
to take notes or photos if you need to. Then try to answer the following questions.
How many sides of the carton are used to display the product?
How much space on the shelf or counter does the carton take up?
Are any merchandising elements provided with the carton (such as posters,
bags, displays, table setups, banners, and so on)? If so, what are they, and
what design elements do you find consistent throughout the "family" of
merchandising?
How much of the front of the carton is decorated with graphics?
How many colors are used in the printing? Any special finishes?
Is the shape interesting or unusual? Does it work?
Do you see any good design approaches to remember for your own work?
Are any interesting materials or finishes used? Stickers? Die-cuts?

Emboss/deboss? Foils? Tints?
Does the overall design work? If not, identify why notand remember not to do
those things!
Store tour No. 2Now repeat the process at a fine department store. Find an example
of a beauty product carton displayed on a shelf or counter. Try to answer the same
questions as above. For an added bonus, try comparing mass-market and prestige
packages in another genre, such as toys (try a large discount store and a higher-end
toy "boutique") or food products (your supermarket versus a small gourmet shop).
Remember that there are always designs that challenge the notions of mass-market
and prestige and try to be all things to all peoplea prestigelike mass-market product,
or a mass marketlike prestige product (Target pronounced "Tar-zhay," if you will).
2. Note the Product Specifications
Carton dimensions: 3" wide by 1.25" deep by 3" high
Counter animation presentation should show flat panels side by side in a horizontal
line as if on a real shelfshowing front, side, front, side, and so on, five cartons long.
Front of carton:
One to four colors, possibly six (full color plus two "spot colors") if the design merits.
Anaf logo
Anaf Salon
Nail Polish Remover Pads
Non-acetone for artificial and natural nails
6 individual pads
Back of carton:
6 individually wrapped pads
Non-acetone for artificial and natural nails
Directions: Use saturated pad to gently rub polish from all nails. Pad will absorb color
while special formula conditions cuticles and nails.
CAUTION: Flammable. Keep away from heat or flame. Keep away from children.
Exposed pad may damage furniture or clothing.
Ingredients: Ethyl Acetate, SDA35, Water, CDP Conditioner, Fragrance, Denatonium

Benzoate, D&C red #33
Distributed by Mass Market Drugs, New York, NY 10001
3. Create the Design
Go to the online download area and save the Anaf logo as an .eps file. You will need
it to create the flat package, the 3D presentation, and the counter animation. Let's
break down the necessary design elements before we get into the design.
Figure 10.19. Different packaging of the same information, with a

different branda true challenge for the packaging designer.

First let's look at the original, decidedly mass marketoriented box. This packaging
serves its purpose, but it needs an upgrade for the spa and salon audience. Consider
colors relevant to the company's story to create a mood. Think about the fine
elements used in the Anaf salon decor so that your carton design fits right in.
Remember, we want to tell the story but we don't want to overcrowd the message. If
you choose to leave a panel blank or just use a color field, that's a valid decision.
Editing is very importantif something feels like too much, take it out. Listen to your
gut, and if an element starts to irk you, remove itno second thoughts.
Ready to start designing? Use these steps to plan your attack.
1. Plan and select your images or illustrations.
2. Edit your images in Photoshop.
3. Make a flat carton template in Illustrator.
4. Import Photoshop images into Illustrator, add text, and save the flat package
file.
5. Create a 3D mock-up showing the carton panels in perspective.
6. Create a counter animation by showing several examples of your 3D mock-up

side by side (in either Photoshop or Illustrator).
Good luckand remember to read and reread the brief, research, follow your gut,
relax, and have fun.
Student Work
What have other design students done with this project? Here are some work
samples from the Sessions classroom:
Figure 10.20. Sahar Shawa created an airy and refined floral

design that wraps invitingly around her carton.

Figure 10.21. Erin Dorholt put together an understated package

that luxuriates in the color brown.

Figure 10.22. Sabine Welty developed this minimal upscale design

that has an interesting counter animation and is a wonderful
showcase for her logo.

Index
[SYMBOL] [A] [B] [C] [D] [E] [F] [G] [H] [I] [K] [L] [M] [N] [O] [P] [Q] [R] [S]
[T] [U] [V] [W] [X] [Y] [Z]
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
3D packages
bags
[See packaging design]

bottles [See packaging design]
counter animation [See packaging design]
folding cartons [See packaging design]
`Neumeier, Marty (anti-war poster)
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]

[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]

[Y]
[Z]
Accessories with Style project 2nd 3rd 4th

adjustment layers in Photoshop, using 2nd 3rd 4th [See also Photoshop
layers]
Adobe Illustrator [See Illustrator]
Adobe Photoshop [See Photoshop]
advertising design 2nd 3rd 4th 5th 6th
and advertising eras
and consumer behavior 2nd 3rd
and emergence of advertising in U.S 2nd
applying ethical rules to
fundamentals of 2nd
organizing messages in 2nd
role of connotations and context in 2nd 3rd
role of form and function in
role of motivation and appeal in 2nd
symbolic origins of
AIDA formula for effective ads
alignment settings in Photoshop, accessing
Alt key [See keyboard shortcuts]
Anaf Spa and Salon project 2nd 3rd
anchor points in Illustrator
adding and subtracting [See points]
closing
[See points]
defining for clock-drawing example [See points]
definition of [See points]
identifying and changing [See points]
types of
[See points]
anti-aliasing, setting in Photoshop
asymmetrical balance in posters
by color [See balance, symmetrical balance]
by shape and position [See balance, symmetrical balance]
by value [See balance, symmetrical balance]
asymmetrical designs, definition of
audiences
appealing to
communicating to
considering in package design
for prestige market 2nd
mass audiences 2nd
significance of 2nd
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
background colors
changing in Photoshop
setting
using with Color Dynamics
background image
adding for TV example in Illustrator
for Sessions.edu Web site
Background layer in Photoshop
duplicating
using
background, creating for Photo-Realism from Scratch project 2nd
bags, packaging designs for 2nd
balance
importance in advertising design [See asymmetrical balance in posters,
symmetrical balance]
importance in poster design [See asymmetrical balance in posters,
symmetrical balance]
ball
drawing
drawing tail for 2nd 3rd 4th
masking 2nd
Bean Mountain project 2nd 3rd 4th
Benefield, Adam (Asian-inspired meditation room)
bitmap art, using with Photoshop 2nd
Blend Mode in Photoshop, changing to Color Dodge
borders, adding with Photoshop
Boss, Jane (folds in shirts)
bottles, packaging designs for
brainstorming
before drawing
in Dinny Bin Records project
brands, supporting 2nd 3rd
Brooks, Brent (sunglasses)
brush settings in Photoshop, overview of 2nd
brushes
customizing for Photo-Realism from Scratch project
using Color Replacement tool as 2nd
using with Quick Mask mode in Photoshop
Brushes palette in Illustrator, using
brushstrokes, creating with Photoshop
Burn tool in Photoshop, using
bus advertisement project [See Bean Mountain project]
Bzdak, Lauren (magazine design)
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
captions, considering in magazine design 2nd 3rd

carton design, considering 2nd
Character palette
in Illustrator
in Photoshop 2nd 3rd 4th 5th
Chin, Marcos (Lava Live online dating ads)
circles
changing stroke colors for
creating for clock-drawing example in Illustrator 2nd 3rd
drawing
Clipping Mask
applying in Bean Mountain project
definition of
placing on top of circle
clock-drawing example
adding eye-catching details to 2nd
adding highlights to 2nd
adding legs and shadow to 2nd
creating circles for 2nd 3rd
creating hands for 2nd
drawing bells for 2nd 3rd 4th
using guides with
Clone Stamp tool in Photoshop, using 2nd
closed paths in Illustrator, definition of
closed-path objects, creating in Illustrator [See also objects]
Clouds filter in Photoshop, applying
CMYK color mode in Illustrator, changing to
Color palette in Illustrator
using 2nd 3rd
using with clock-drawing example
Color Picker, displaying in Illustrator
Color Replacement tool in Photoshop, using 2nd
color rules, considering in packaging design 2nd
Color setting in Photoshop, using with Color Replacement tool
color swatches, displaying in Illustrator
colors
and asymmetrical balance in poster design [See Hue setting in Photoshop]
applying in Illustrator [See Hue setting in Photoshop]
role in graphic design [See Hue setting in Photoshop]
sampling with Eyedropper tool in Illustrator [See Hue setting in Photoshop]
using in Illustrator [See Hue setting in Photoshop]
column grid, using in magazine design 2nd 3rd
Command key [See keyboard shortcuts]
commands, repeating in Illustrator
composition
in graphic design 2nd
in poster design 2nd
sketching out for Mozart Festival poster
consistency
considering in package composition 2nd
creating in poster design
content, considering in magazine design 2nd 3rd 4th
cool colors versus warm colors in asymmetrical balance
Copy feature in Photoshop, using
copy text, considering in magazine design 2nd 3rd
copying objects in Illustrator
counter animation, packaging designs for 2nd
course developers at Sessions 2nd 3rd
creatives team, members of
creativity, relationship to digital illustrations
critiquing skills, developing 2nd 3rd 4th
Ctrl key [See keyboard shortcuts]
curves 2nd 3rd 4th 5th
creating hinged curves in Illustrator 2nd
placing points along
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
digital illustration fundamentals 2nd [See also illustration]

creating visual concepts 2nd [See also illustration]
overview of 2nd [See also illustration]
digital imaging
and abstract imaging 2nd 3rd 4th 5th
and brushes in Photoshop 2nd 3rd 4th 5th 6th
and Color Replacement tool in Photoshop 2nd
and Curves adjustment in Photoshop 2nd 3rd 4th 5th
and custom brushes in Photoshop 2nd
and image correction in Photoshop 2nd
and image retouching 2nd 3rd 4th
and Levels adjustment in Photoshop 2nd 3rd
deciding on criteria for 2nd
significance of
Dinny Bin Records project 2nd 3rd 4th 5th 6th 7th
Dodge tool in Photoshop, using
Dorholt, Erin (package design)
drawing grid in Illustrator, turning on
drawing in Illustrator, styles of
drawing tools in Illustrator, shape and line tools 2nd 3rd
Drop Shadow effect in Photoshop, using
Drummond, Gordon (faculty)
Dwiggins, William (coining of "graphic design")
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
effects in Illustrator, applying 2nd 3rd 4th

Ellipse tool in Illustrator
using
using with clock-drawing example 2nd 3rd
Elliptical Marquee tool in Photoshop, using 2nd
ethical rules, applying to advertising
Extrude filter in Photoshop, applying
Eyedropper tool in Illustrator, selecting and sampling colors with
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
faculty of Sessions 2nd 3rd

Fade feature in Photoshop, using with textures
files, creating in Photoshop
fill colors in Illustrator
adding to TV example
removing 2nd
Fills in Photoshop, using 2nd
filters
in Illustrator, using
in Photoshop, using
Finndahl, Ulf (Mostly Mozart poster)
fonts
using in Dinny Bin Records project
using in poster design
food packaging, importance of color in
foreground colors
changing in Photoshop
setting
using with Color Dynamics
foreground, creating for Photo-Realism from Scratch project 2nd
Free Transform option
in Illustrator 2nd
in Photoshop 2nd
free-form drawing tools in Illustrator, using 2nd
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
Gambino, Donald (faculty)

Garnier hair color package case study 2nd 3rd
Gaussian Blur filter in Photoshop, applying
Girando, Rollo (magazine design)
golden section, importance in poster design 2nd
golf ball, obtaining Photoshop files for
Gradient tool
in Illustrator
in Photoshop
using with ball example
graphic design
and Photoshop 2nd
coining of
consistency of
critiquing 2nd 3rd 4th
overview of 2nd
process of 2nd 3rd
repetition in
graphic design elements
color 2nd 3rd
composition 2nd
illustration 2nd 3rd
imagery 2nd
photographic images 2nd 3rd
typography 2nd 3rd
graphic design examples [See also logo design, Student Work]
2012 Olympics in New York City ad campaign 2nd [See also logo design,
Student Work]
"A Delicate Balance" poster for Seattle Repertory Theater (Cyclone Design)
[See also logo design, Student Work]
alternating rhythm in posters [See also logo design, Student Work]
anti-war poster by Marty Neumeier [See also logo design, Student Work]
Aramis Surface collection (Steam Design Group) [See also logo design,
Student Work]
Archer Farms packaging designs [See also logo design, Student Work]
ArjoWiggins paper by Viva Dolan Communications [See also logo design,
Student Work]
asymmetrical balance by color [See also logo design, Student Work]
asymmetry in Trackstar Motorsports poster [See also logo design, Student
Work]
Aveda Blue Oil packaging [See also logo design, Student Work]
Azure magazine spread [See also logo design, Student Work]
Azure magazine two-page spread [See also logo design, Student Work]
background image for Sessions.edu Web site [See also logo design,
Student Work]
balance by shape and position in posters 2nd [See also logo design,
Student Work]
balance by value in Cub Scouts poster [See also logo design, Student Work]
Beetle photo 2nd 3rd 4th [See also logo design, Student Work]
Budget Living magazine cover [See also logo design, Student Work]
Burst magazine cover [See also logo design, Student Work]
"California" illustration by Chris Varricchione [See also logo design, Student
Work]
Canada Dry logo [See also logo design, Student Work]
Candinas chocolate packaging (PlanetPropaganda) [See also logo design,
Student Work]
CareText cell phone logo [See also logo design, Student Work]
Cascade Festival of Music poster [See also logo design, Student Work]
Cascade Festival of Music poster (TBD Advertising) [See also logo design,
Student Work]
Champion Athletic apparel ad 2nd [See also logo design, Student Work]
coffee ad [See also logo design, Student Work]
Coleman Exponent package [See also logo design, Student Work]
Coleman Exponent package design [See also logo design, Student Work]
consumer explorers 98pt6 identity [See also logo design, Student Work]
contours by Todd Macadangdang [See also logo design, Student Work]
cosmetics package (Sabine Welty) [See also logo design, Student Work]
creative ad campaign by Viva Dolan Communications [See also logo
design, Student Work]
CSR (corporate social responsibility) report [See also logo design, Student
Work]
Curtiss Assorted Fruit Drops ad [See also logo design, Student Work]
descriptive logo for MultiMed Solutions [See also logo design, Student
Work]
Diamond Trading Company ad 2nd [See also logo design, Student Work]
editorial illustrations by Heidi Schmidt [See also logo design, Student Work]
expressive use of type by Gabriela Monroy [See also logo design, Student
Work]
farmers' market ad [See also logo design, Student Work]
Finndahl, Ulf (Mostly Mozart poster) [See also logo design, Student Work]
Ford Detroit International Jazz Festival poster by Felix Sockwell [See also
logo design, Student Work]
fragrance bottle [See also logo design, Student Work]
Gelati shoes ad [See also logo design, Student Work]
got milk? ad [See also logo design, Student Work]
Green Tea package [See also logo design, Student Work]
guitar by Colin Smith [See also logo design, Student Work]
I-silver symbolic logo [See also logo design, Student Work]
INNU logo [See also logo design, Student Work]
Iqbal, Hammad (Mostly Mozart poster) [See also logo design, Student
Work]
Lava Life online dating site ads by Marcos Chin [See also logo design,
Student Work]
lens cleaner [See also logo design, Student Work]
Lincoln Center poster [See also logo design, Student Work]
log, colors, and icons applied to business collateral and store frontage [See
also logo design, Student Work]
logo [See also logo design, Student Work]
logo design for Ecuadorian car wash [See also logo design, Student Work]
logo design for Flatiron Industries [See also logo design, Student Work]
logo design for Global Profit [See also logo design, Student Work]
logo design for Menu Pages 2nd 3rd [See also logo design, Student Work]
logo design for Packiderm [See also logo design, Student Work]
logo design in Illustrator [See also logo design, Student Work]
logo for Bretford furniture [See also logo design, Student Work]
logo for Canada Dry [See also logo design, Student Work]
logo for Fat Pipe Incorporated ISP [See also logo design, Student Work]
logo for Flatiron Industries [See also logo design, Student Work]
logo for Medalis 21st Century Medicine [See also logo design, Student
Work]
logo for National Constitution Center [See also logo design, Student Work]
logo illustration by Joshua Hood [See also logo design, Student Work]
Maddenmen in New York poster [See also logo design, Student Work]
magazine covers [See also logo design, Student Work]
MAGNET magazine article about Tom Waits 2nd 3rd 4th 5th 6th 7th 8th 9th
[See also logo design, Student Work]
MarieBelle hot chocolate carton [See also logo design, Student Work]
Mass Market Drugs Nail Polish Remover Pads package 2nd 3rd [See also
logo design, Student Work]
Maxwell's Apothecary product packages 2nd [See also logo design, Student
Work]
Menu Pages logo design [See also logo design, Student Work]
Mrs. Meyers cleaning kit branding (Werner Works Design) [See also logo
Museum of Latin American Art ad [See also logo design, Student Work]
Oregon Chai ad [See also logo design, Student Work]
Peace Begins with U [See also logo design, Student Work]
photorealistic piece by Brooke Nuñez [See also logo design, Student Work]
Photoshop painting by Bert Monroy 2nd [See also logo design, Student
Work]
Photoshop User magazine [See also logo design, Student Work]
Playland poster [See also logo design, Student Work]
poster by Gabriela Monroy [See also logo design, Student Work]
Proctor and Gamble logo [See also logo design, Student Work]
Professional Bull Riders poster [See also logo design, Student Work]
progressive rhythm in posters [See also logo design, Student Work]
promotional leaflet by Janine Vangool [See also logo design, Student Work]
ReadyMade spread [See also logo design, Student Work]
Real Simple magazine cover [See also logo design, Student Work]
Red performance [See also logo design, Student Work]
Reddit, Wilbert (Mostly Mozart poster) [See also logo design, Student Work]
repetitive rhythm in posters [See also logo design, Student Work]
retouched image by Ken Milburn [See also logo design, Student Work]
rose by Brooke Nuñez [See also logo design, Student Work]
Screaming Yellow Zonkers packaging [See also logo design, Student Work]
Seattle Repertory Theater poster (Cyclone Design) [See also logo design,
Student Work]
Sewing Stars logo [See also logo design, Student Work]
Shawnimals log design [See also logo design, Student Work]
Shelti pool table ad [See also logo design, Student Work]
shopping bag package [See also logo design, Student Work]
Skinless brand frankfurters ad [See also logo design, Student Work]
Stranded in New York ad 2nd [See also logo design, Student Work]
Syngenta cotton ad [See also logo design, Student Work]
Target billboard [See also logo design, Student Work]
Theatre Project poster by Spur Design [See also logo design, Student Work]
typographic logo for ANGEL Learning [See also logo design, Student Work]
Venus magazine cover [See also logo design, Student Work]
visual identity developed for Bond Bath and Home Gallery [See also logo
Wick Fowler's 2-Alarm Chili ad [See also logo design, Student Work]
Wick's Fowler Chili ad [See also logo design, Student Work]
World's Fair logo [See also logo design, Student Work]
Worldwide Studios symbolic logo [See also logo design, Student Work]
Zoetrope All Story's magazine design [See also logo design, Student Work]
grid system 2nd 3rd 4th 5th 6th 7th 8th [See also magazine design
fundamentals]
explanation of [See also magazine design fundamentals]
using with magazine layouts [See also magazine design fundamentals]
grouping objects in Illustrator 2nd [See also knockout groups in Illustrator]
grouping, importance in poster design
Guadiz, Dominic (Stranded in New York project)
guides in Illustrator
clearing
creating
drawing TV with 2nd 3rd
hiding
making from objects 2nd
using with TV example
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
Hamm, Michael (faculty)

Healing Brush tool in Photoshop, retouching images with 2nd 3rd
highlights
adding to clock-drawing example 2nd
adding with Photoshop
applying in Accessories with Style project
creating in TV example
histograms in Photoshop, using
History palette in Photoshop, rewinding and removing steps with
Hood, Joshua (logo illustration)
Hue setting in Photoshop, using with Color Replacement tool [See also
colors]
Hue/Saturation option in Photoshop, choosing 2nd
humor, using in advertising 2nd
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]

[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]

[Y]
[Z]
illustration
role in graphic design
[See digital illustration fundamentals]

versus photography [See digital illustration fundamentals]
Illustrator
and vector art [See Bean Mountain project]
arranging objects in [See Bean Mountain project]
changing direction points in [See Bean Mountain project]
Color palette in
[See Bean Mountain project]

constraining shapes in [See Bean Mountain project]
converting text to outlines in [See Bean Mountain project]
copying objects in [See Bean Mountain project]
creating wireframe effects in [See Bean Mountain project]
Direct Selection tool in [See Bean Mountain project]
drawing rectangles in [See Bean Mountain project]
duplicating objects in [See Bean Mountain project]
effects in

filters in

Free Transform tool in [See Bean Mountain project]
free-form drawing tools in [See Bean Mountain project]
grouping objects in [See Bean Mountain project]
hiding guides in

Info palette in

keyboard shortcut for repeating commands in [See Bean Mountain project]
knockout groups in [See Bean Mountain project]
logo-design capabilities of [See Bean Mountain project]
modifying stacking order of objects in [See Bean Mountain project]
opening new files in [See Bean Mountain project]
popularity of

positioning text on paths in [See Bean Mountain project]
removing fill and stroke colors in [See Bean Mountain project]
Rotate and Reflect tools in [See Bean Mountain project]
Rotate tool in

rotating objects in [See Bean Mountain project]
Scale tool in

Selection tool in [See Bean Mountain project]
shape and line tools in [See Bean Mountain project]
stacking order in [See Bean Mountain project]
Transform palette in [See Bean Mountain project]
turning on drawing grid in [See Bean Mountain project]
undoing actions in [See Bean Mountain project]
using color in

using Paste commands with [See Bean Mountain project]
using Show Rulers option in [See Bean Mountain project]
using Stroke palette in [See Bean Mountain project]
using transparency in [See Bean Mountain project]
using type in

versus Photoshop

images 2nd
choosing for posters
considering in magazine design 2nd 3rd
selecting in Photoshop
using Photoshop creating layers from
Info palette in Illustrator, using
Interior Decorating project [See Photoshop Interior Decorating project]
Iqbal, Hammad (Mostly Mozart poster)
Iversen, Asa (Mimic Records logo design)
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
kerning
considering in logo design
setting in Photoshop's Character palette
using in Dinny Bin Records project
keyboard shortcuts
for accessing Arrange commands in Illustrator
for changing pointer in Illustrator
for Clone Stamp tool in Photoshop
for closing anchor points in Illustrator
for constraining movement in Illustrator
for constraining shapes in Illustrator
for converting background layer to normal layer in Photoshop
for copying objects in Illustrator
for creating outlines in Illustrator
for duplicating Background layer
for duplicating objects in Illustrator
for free-form selecting in Photoshop
for grouping and ungrouping objects in Illustrator
for Lasso tool in Photoshop
for moving and duplicating layers in Photoshop
for opening Curves dialog box
for pasting objects in Illustrator 2nd
for Quick Mask mode in Photoshop
for repeating commands in Illustrator
for rotating objects in Illustrator
for selecting all objects on layers in Illustrator
for selecting images
for selection tools in Photoshop 2nd
for subtracting objects in Photoshop
for undoing actions
for using layers
knockout groups in Illustrator, using 2nd [See also grouping objects in
Illustrator]
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
Langevin, Melinda (tranquil, tropical room)

Lasso selection tool in Photoshop
subtracting areas with
using 2nd
Layer Style options in Photoshop, applying
layers
creating 2nd 3rd
in bus template for Bean Mountain project
selecting all objects on (Illustrator)
Layers palette in Illustrator, displaying
Layers palette in Photoshop
creating adjustment layers in 2nd
determining active layer in
linking multiple layers in
layout in magazine design
alignment considerations
considering 2nd
contrast considerations 2nd
repetition and proximity considerations
rules of thumb for
leading
adjusting in Dinny Bin Records project
setting in Photoshop's Character palette
letterforms, using in logo design 2nd
Levels adjustment
applying 2nd 3rd
versus Curves adjustment in Photoshop
Levels histogram, examining
Levels in Photoshop, choosing for adjustment layers
lighting
applying in Photoshop Interior Decorating project 2nd 3rd 4th
creating for Photo-Realism from Scratch project 2nd
line weight in Illustrator, changing
logo design 2nd 3rd 4th [See also graphic design examples, Student Work]
core principles of 2nd [See also graphic design examples, Student Work]
designing with Illustrator [See also graphic design examples, Student Work]
fundamentals of 2nd 3rd [See also graphic design examples, Student Work]
history of 2nd [See also graphic design examples, Student Work]
process of 2nd [See also graphic design examples, Student Work]
tips for 2nd 3rd 4th 5th [See also graphic design examples, Student Work]
typographic techniques for 2nd 3rd [See also graphic design examples,
Student Work]
Luminosity setting in Photoshop, using with Color Replacement tool
Lynde, Sean (Raygun Records logo design)
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
Macadangdang, Todd (contours example)

MacKay, Tara (faculty)
magazine covers
goals of [See Phashion Magazine project]
typical size of [See Phashion Magazine project]
magazine design fundamentals
layout and content [See grid system]
research [See grid system]
Magic Wand tool in Photoshop, description of
masks, placing on top of circles, 185. masks [See Quick Mask mode in
Photoshop]
mass audiences, considering in packaging design 2nd
mass communication era, span of
mass-market design
appearance of
definition of
Garnier hair color package case study 2nd 3rd
McKenna, Thomas (faculty)
McKernan, Geordie (magazine design)
Messinger, John (high-tech, masculine room)
Milburn, Ken (retouched image)
Mondrian, Piet and balance by color
Monroy, Bert (Photoshop painting)
Monroy, Gabriela (expressive use of type/poster) 2nd
mood boards, creating for design projects
moods, inspiring with colors
Mozart Festival poster design project 2nd 3rd 4th 5th
Index
[T] [U] [V] [W] [X] [Y] [Z]
negative space
considering in magazine design
using 2nd 3rd
Nilsson, Piper (faculty)
Nuñez, Brooke (photo-realistic images) 2nd
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]

[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]

[Y]
[Z]
Object Mosaic filter in Illustrator, using

objects
applying highlights and shadows with Photoshop [See closed-path objects]
arranging in Illustrator [See closed-path objects]
coloring
[See closed-path objects]

distorting in Illustrator [See closed-path objects]
duplicating in Illustrator [See closed-path objects]
grouping in Illustrator [See closed-path objects]
making guides from [See closed-path objects]
pasting in Illustrator [See closed-path objects]
placement on pages [See closed-path objects]
rotating in Illustrator [See closed-path objects]
selecting on layers in Illustrator [See closed-path objects]
subtracting in Photoshop [See closed-path objects]
Olsen, Krista (Stranded in New York project)
online user profile, creating
Opacity brush setting in Photoshop, description of
opacity versus transparency
open paths in Illustrator
definition of
effects of fill and stroke colors on
OpenType palette in Illustrator CS, using
Option key [See keyboard shortcuts]
outdoor advertising project [See Bean Mountain project]
Outline view, switching to
outlines, converting text to (Illustrator)
Overlay Blend Mode in Photoshop, changing to
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]

[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]

[Y]
[Z]
packaging design 2nd 3rd [See also 3D packages]

and mass-market design 2nd 3rd 4th [See also 3D packages]
and no-frills packaging [See also 3D packages]
and product categories 2nd 3rd [See also 3D packages]
and product placement [See also 3D packages]
considering target audience in [See also 3D packages]
contextual nature of [See also 3D packages]
versus two-dimensional design [See also 3D packages]
Paintbrush tool in Illustrator, drawing with
Paragraph palette
in Illustrator
in Photoshop 2nd
Paste commands in Illustrator, using 2nd
Paste Into feature in Photoshop, using
Patch tool in Photoshop, retouching images with 2nd
path segments in Illustrator, definition of
Path tool in Illustrator, using in Dinny Bin Records project
Pathfinder commands in Illustrator, modifying shapes with 2nd
Pathfinder, creating yellow background in
paths in Illustrator
closing with Pen tool
continuing and joining
patterns in Photoshop, using
Pen tool in Illustrator
adding and subtracting anchor points with 2nd
closing paths with
continuing and joining existing paths with
creating closed-path objects with
creating curves with 2nd 3rd 4th
drawing with
features of
using to draw TV
using with Accessories with Style project
using with clock-drawing example 2nd 3rd 4th
Pencil tool in Illustrator, drawing with
Phashion Magazine project 2nd 3rd 4th 5th 6th 7th [See also magazine
covers]
photo compositing project 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th
13th
Photo-Realism from Scratch project 2nd 3rd 4th 5th [See also Photoshop]
Photoshop
adding to selections in [See Photo-Realism from Scratch]
adjustment layers in
[See Photo-Realism from Scratch]

and bitmap art

and graphic design

brush settings in

changing foreground and background colors in [See Photo-Realism from
Scratch]
Character palette in

creating brush tips in [See Photo-Realism from Scratch]
creating files in

deselecting areas of images in [See Photo-Realism from Scratch]
image retouching tools in [See Photo-Realism from Scratch]
making selections in

making silhouettes with [See Photo-Realism from Scratch]
Paragraph palette in

performing free-form selecting in [See Photo-Realism from Scratch]
previewing images in

Quick Mask mode in

setting anti-aliasing in [See Photo-Realism from Scratch]
subtracting from selections in [See Photo-Realism from Scratch]
subtracting objects in [See Photo-Realism from Scratch]
Type tool in

versus Illustrator

Photoshop Interior Decorating project 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
11th 12th 13th
Photoshop layers
active layers and hidden layers [See adjustment layers in Photoshop]
background layer
[See adjustment layers in Photoshop]

converting background layers to normal layers [See adjustment layers in
Photoshop]
linked layers

moving and duplicating [See adjustment layers in Photoshop]
moving, transforming, and aligning [See adjustment layers in Photoshop]
using

Photoshop projects, conceptualizing
Photoshop User magazine
pixels
changing color information in
definition of
pointer in Illustrator, changing to round icon
points, placing along curves [See also anchor points in Illustrator]
Polygon tool in Illustrator, drawing triangles with
portfolio, building 2nd
poster design
achieving asymmetrical balance in [See Mozart Festival poster design
project]
achieving symmetrical balance in [See Mozart Festival poster design
project]
achieving unity in [See Mozart Festival poster design project]
creating rhythm in [See Mozart Festival poster design project]
fundamentals of [See Mozart Festival poster design project]
importance of balance in [See Mozart Festival poster design project]
using proportion in [See Mozart Festival poster design project]
using typography in [See Mozart Festival poster design project]
poster design principles
continuation 2nd
proximity 2nd
repetition 2nd 3rd
underlying color 2nd
posting projects for online feedback 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
11th 12th
prestige market design
audience for 2nd
definition of
product categories, role in packaging design 2nd 3rd
product lines, consistency of
product placement, role in packaging design
project briefs
considering
definition of
for Accessories with Style
for Anaf Spa and Salon
for Bean Mountain
for Interior Decorating 2nd
for Phashion magazine
for Photo-Realism from Scratch 2nd
for Stranded in New York 2nd
for The Big Crit 2nd
Mozart Festival poster
use of
projects
conceptualizing with Photoshop
posting for online feedback 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
posting online for feedback 2nd 3rd
Index
[T] [U] [V] [W] [X] [Y] [Z]
Quick Mask mode in Photoshop, using 2nd 3rd [See also masks]
quotes, considering in magazine design 2nd 3rd
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
raster images, using with Photoshop 2nd

Rasterize command in Illustrator, using
reality show advertising [See Stranded in New York project]
record label project [See Dinny Bin Records project]
rectangles, drawing 2nd
Reddit, Wilbert (Mostly Mozart poster)
repetition 2nd
considering in magazine design
importance in poster design 2nd 3rd
role in graphic design
retouching, example of
RGB mode, using with Accessories with Style project
root 2 rectangles, relationship to proportion in poster design
Rotate tool in Illustrator
using 2nd 3rd
using with clock-drawing example 2nd
ruler units in Illustrator, changing
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]

[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]

[Y]
[Z]
Saturation setting in Photoshop, using with Color Replacement tool

Scale tool in Illustrator, using
Schmidt, Heidi (editorial illustrations)
Schwamb, Laura (faculty)
Selection tool in Illustrator
using 2nd
using to draw TV
using with clock-drawing example 2nd
selections in Photoshop
and silhouettes 2nd
creating layers from
deleting
identifying
overview of 2nd
rotating
tools for
Sessions
faculty of 2nd 3rd
history of
shades, drawing in Illustrator
shading, applying in Photoshop Interior Decorating project 2nd 3rd 4th
shadows
applying in Accessories with Style project
manipulating in Photoshop 2nd 3rd 4th 5th
shapes
balancing in posters 2nd 3rd
manipulating with Selection tool in Illustrator 2nd
modifying with Pathfinder in Illustrator 2nd
resizing in Illustrator
using Illustrator to apply effects to 2nd 3rd 4th
Shawa, Sahar (carton design)
Shear tool in Illustrator, using
Shift key
[See keyboard shortcuts]
Smart Guides in Illustrator, turning on
Smith, Colin (guitar/abstract design) 2nd
Snap To Grid feature in Illustrator, turning on
Sockwell, Felix (Ford Detroit International Jazz Festival poster)
Spiral tool in Illustrator, using with Shear tool
stacking order in Illustrator, explanation of 2nd
Star tool in Illustrator
effect of
Stranded in New York project 2nd 3rd 4th 5th
stroke colors in Illustrator
changing for circles
changing in clock-drawing example
removing 2nd
Stroke feature in Photoshop, using
Stroke palette in Illustrator
using 2nd 3rd
using with clock-drawing example
Student Work
by Adams, Stephanie (repeated coffee beans)
[See graphic design examples, logo design]

by Baumberger, Patricia (coffee bean design)

by Benefield, Adam (Asian-inspired meditation room)

by Boss, Jane (folds in shirts)

by Brooks, Brent (sunglasses)

by Bzdak, Lauren (magazine design)

by Dorholt, Erin (package design)

by Finndahl, Ulf (Mostly Mozart poster)

by Girando, Rollo (magazine design)
by Guadiz, Dominic (Stranded in New York project)

by Iqbal, Hammad (Mostly Mozart poster)

by Iversen, Asa (Mimic Records logo design)

by Jenkins, Jeff (Trance Records logo design)

by Langevin, Melinda (tropical room)

by Lynde, Sean (Raygun Records logo design)

by McKernan, Geordie (magazine design)

by Messinger, John (high-tech room)

by Noray, Don (golf tee)

by Olsen, Krista (Stranded in New York project)

by Paley, Mareile (golf course)

by Reddit, Wilbert (Mostly Mozart poster)

by Shawa, Sahar (carton design)

by Swihart, Jonathan (boot highlights)

by Weiner, Jeff (gradients on bus)

by Welte, Sabine (golf ball)
by Welty, Sabine (package design)

by Wrigley, Michael (Stranded in New York project)

Swatch palettes in Illustrator
description of
keeping visible between Illustrator sessions
Swihart, Jonathan (boot highlights)
symbols, use in logo design
symmetrical balance, achieving in poster design 2nd [See also
asymmetrical balance in posters, balance]
symmetrical designs, definition of
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
target audience [See audiences]

tennis ball, activating
text
considering in magazine design 2nd 3rd
considering size, weight, proportions, and placement of
converting to outlines in Illustrator 2nd
positioning on paths in Illustrator
prominence of
textures in Photoshop, using Fade feature with
tonal ranges, reducing
Tool Presets palette in Photoshop, accessing
tracking, setting in Photoshop's Character palette
Transform palette in Illustrator, using 2nd
transparency
and knockout groups in Illustrator 2nd
using in Illustrator 2nd
versus opacity
TV example
adding accents to 2nd 3rd 4th
drawing antenna for 2nd
drawing with guides in Illustrator 2nd 3rd
using curved segments with 2nd
Twirl tool in Illustrator, using with TV example
Twist effect in Illustrator, applying
type settings, modifying with Paragraph palette in Photoshop
Type tool
in Illustrator, using 2nd 3rd
in Photoshop, using 2nd 3rd
typography
adding in Bean Mountain project 2nd
and log design 2nd 3rd
and poster design
incorporating for Mozart Festival poster
role in graphic design 2nd 3rd
using in poster design 2nd 3rd
Index
[T] [U] [V] [W] [X] [Y] [Z]
undoing actions in Illustrator 2nd

user profile, creating
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
Vangool, Janine (promotional leaflet)

Varricchione, Chris ("California" illustration)
vector art, relationship to Illustrator 2nd
Venus magazine cover
visual concepts, creating 2nd
visual identity
connotations of
designing
development of
importance in logo design
significance of
visual rules, considering in packaging design 2nd
Index
[SYMBOL]
[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
[K]
[L]
[M]
[N]
[O]
[P]
[Q]
[R]
[S]
[T]
[U]
[V]
[W]
[X]
[Y]
[Z]
Waits, Tom (MAGNET magazine article) 2nd 3rd 4th 5th 6th 7th 8th 9th
warm colors versus cool colors in asymmetrical balance
Welty, Sabine (package design) 2nd
wireframe effects, creating in Illustrator
Wrigley, Michael (Stranded in New York project)
Index
[T] [U] [V] [W] [X] [Y] [Z]
x, y coordinates, providing for tools in Illustrator

x-heights, considering in typography
Index
[T] [U] [V] [W] [X] [Y] [Z]
Yoon, Young Mo (faculty)

Index
[T] [U] [V] [W] [X] [Y] [Z]
Zarlengo Sposto, Caroline (faculty)

Zoetrope All Story's magazine design 2nd
Zoom tool in Photoshop, using

Graphic Design Portfolio-Builder: Adobe Photoshop and Adobe Illustrator Projects

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Graphic Design Portfolio-Builder: Adobe

Table of Contents | Index

feedback--especially when they're ready to build a design portfolio and hit

Written by the faculty of New York-based, accredited online design school

Table of Contents | Index

Intro to Graphic Design

What Is Graphic Design?

Illustrator and Graphic Design

Communicating with Digital Imaging

Poster Design Fundamentals

Logo Design Fundamentals

Advertising Design Fundamentals

Magazine Design Fundamentals

Entering the Third Dimension

Find us on the World Wide Web at: www.peachpit.com

To report errors, please send a note to errata@peachpit.com

Peachpit Press is a division of Pearson Education

Copyright © 2006 by Sessions.edu Online School of Design

Editors: Gordon Drummond and Tara MacKay

Printed and bound in the United States of America

New York City photo

Bond Bath and Home Gallery

Maxwell's Apothecary product line

Wick Fowler's 2-Alarm Chili poster series

Thoughts on Leaves & Letters: a Leaﬂet from Vangool Design &

Project: Curious: The Pin-Up Collection

Ford Detroit International Jazz Festival poster

Lava Life poster ads

Car wash logo and Green Tea package

One Step Contact Solution

Azure Magazine "New Directions in Portugal"

Consumer Explorers logo

Champion Athletic Apparel ad

"A Delicate Balance,"

Cascade Festival of Music Poster

Photoshop User cover

Room makeover projects

Rose and Bubble Self portrait

Spenger's and Late Afternoon images

Guitar and 3D images

Golf ball projects

Woman's face illustration

Lincoln Center for the Performing Arts

INNU Hair Salon poster

Stop & Shop ad

Peace Begin With U poster

Champion Athletic Apparel poster

Trackstar Motorsports poster

Cub Scouts event poster

Steve Madden poster

Turnaround and Cul-De-Sac posters

Professional Bull Riders poster

NYC2012 logo and outdoor posters

Cascade Festival of Music Poster

Concert series projects

Menu Pages identity

Fat Pipe, Inc.

Flatiron Industries logos

ANGEL LMS logo