Archive for November 2012

OUGD405 - Photoshop Workshop - Colour Modes and Adjustment Layers

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Illustrator - Used for illustrating, simplest of programs.  
Photoshop - Manipulation of photos. 
InDesign - Layout of combination of text and image, read for print. 

Destructive transformation - something which is not reversible - adjust contrast, levels, etc.. 

Adjustment layers - Non destructive editing.  

-Resolution, size and colour mode - the 3 things you should always maintain are correct in usage.

Resolution 

300ppi- Standard size for non- pixelated imagery for print.  
A higher resolution can be used, but in general 300 is best. eg. billboards.  

72 ppi/ 96 ppi- A screen only holds this much, so resolution never needs to be higher. 

227 ppi - Retina Display 

Images from the internet are always 72 ppi, which is why you should take your own photos, and work at the resolution you intend to use for your output. 

Colour

CMYK- Print - Colour is made from ink.
RGB - Web - Colour is made out of light. 

When you create things on a screen, you're working in RGB. 

Photos are always taken in RGB as it captures light, and does not work with ink. 

When something is converted to CMYK from RGB, it is irreversible, and destructive.

"Proof Setup" - a test of what it will look like printed. You can choose to work with the separate plates.

"Proof Colours" - a non destructive transformation where you can see what the image will look like printed. 

Gamut Warning - a specific set of colours. If something is out Gamut, then the colours are out range. This warning highlights in grey the colours that are out of range which you can change. 


Vivid blues are often not visible in CMYK, but it can still be achieved at a different hue.


Adjusting levels with adjustment layers / layer masks, then you can remove sections with the brush tool in black. 

The quick selection tool used, then the levels pulled over to where they are highest. Where the levels are low it's the clouds. 


How to get Photoshop to do your work for you: 

How to get loads of images to do the same thing: 
 
 
 Contact Sheet : organizes images. 

Merge to HDR Pro - A digital way of creating range of exposures, combined to create an image on how human eye sees things.  

Photomerge:




Next Week: Medium filter - how to click a button, set it to do something, go for a coffee, come back and it will be done.

Bring images for next week



Thursday, 29 November 2012
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OUGD405 - How To - Research



We were split into groups and given a certain topic, our groups was “being confident”.

Initial Ideas:

Confident, Why?

Self Confidence – How one feels about themselves can influence how others perceive them. Sometimes a lack of self-confidence can be hidden or masked.
Public Speaking – An essential skill, which comes into play in everyone’s lives, be it at a wedding, teaching or presenting your potential ideas to a client.
To Socialise – meeting new people and forming bonds with those you already know. 
Attraction – Confidence is seen as an attraction. It hints at enjoyment and stops a relationship becoming boring and monotonous.  Confidence in oneself can also give confidence to your partner.

What Makes Someone Confident?

Role Models – These can be anyone, but are often parents of celebrities.
Upbringing - What factors of your childhood can affect how you feel about yourself. Obviously role models can be an influence, but maybe bullying at school or other negative hits can change how someone interacts later in life. If a child was miss treated or not given enough attention at a young age, this may affect them. 
Personal Experience- Obviously this can relate to the above point, but also later on life. Maybe something unfortunate like a loss of job can break down confidence in ones abilities. In terms of physical appearance, someone could experience a horrific accident, such as burns or other forms of scarring. 
Extreme Cases/ Psychological Breakdown - Breakdown in confidence can be caused by deep underlining issues. These can be from experiences, such as the "Genie" case, where a girl was tied to a chair for the first 13 years of her life, one of the most severe cases of neglect ever recorded. She never learnt to speak, read or write and was incapable of creating a bond with anyone.  

Media – The media constantly emphasize characteristics of public figures. Celebrities never seem to be shy, and unique and bold features are encouraged. In terms of visual confidence, public figures are constantly photographed in the latest clothing trends, often in a controversial way, such as Lady Gaga’s “meat dress”.


Both Lady Gaga and Nikki Minaj (pop singers) are famous for their dress sense. In order to wear these clothes (if they can be called that!), you would need to acquire a certain confidence. Do these outrageous styles influence how others dress, and do they feel pressure into dressing individually? 


Singer Jessica Simpson with "before and after" photos. Do these effect people's confidence in their bodies, in a positive and health conscious way, or do they cause anxiety and jealousy? 

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Dividing into specific roles:

In our group, we chose what sub category we thought we could work with, mine being "Physical Appearance"


Primary Research: 
This can be obtained quite easily, as everyone in some way expresses themselves through appearance. 

Questionnaires - I hope to produce a set of questions to ask anyone I can about their appearance. The idea of these being written down mean I can keep my information confidential if need be. I hope to either send these via email or social networking. This method is much more confidential than written, as handwriting can often give away who has written it. 

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I intend on getting two separate groups to fill these out:
1. A group which receive nothing but the questions. 
2. A group which receive a media - produced stimulant, such as "Hello Magazine", or  watch something like "How To Look Good Naked" 
This is so I can find out if the input of media and gossip magazine can change peoples opinions on their appearance. 
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Questionnaire: 

Age / Sex: (These could be used as a demographic to categorise confidence, and could give information as to at what age and what sex are more confident)


This Questionnaire is to be entirely confidential, and the data collected will be used strictly for research purposes. (To re - assure the person who fills it out)

1. Out of 10, with 10 being most confident, how do you feel these certain characteristics of yourself? (these should be based on confidence and not necessarily how good looking or attractive you think you are) (Quantitive data that intends to give an idea as to what characteristics people are more conscious of)

- Your facial features        ........
- Your complexion/ skin      ........
- Your body        ........
- Fashion sense        ........

2. From the above, chose your least confident characteristic and elaborate as to why you do not feel confident about it: (An open qualitive question that will give me more detail)

....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

3. Who pushes you to look after/ change your appearance? (please choose 2) (Quantitive data to find out about influences and possibly upbringing)

-Yourself        
- Friends        
- Partner        
- Parents        
- Siblings        
- Celebrities         
-Magazines       
-Other       

4. Please elaborate on your selected 2 as to how or why they push you: 

(Qualitative data that may prompt deeper questioning of confidence)
....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

5. Has any experience / time period effected your confidence in a positive or negative way? (An open question that hopes to bring forward some detail on a personal experience)

Positive: ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

Negative
....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

Out of 10, with 10 being most confident, how do you feel about your overall appearance? (A final question that hopes to emphasise some of the previous quantitive data)

........

Questionnaires Sent: 

Gmail: I sent the questionnaire in my student email to people I know in LCA. I focussed on people that weren't in my class as it seemed the easiest form of communication for people I may not see everyday. This was sent to 40 people. 




Facebook:  Our class have a group on Facebook for organising social events, but also to help with projects. I took this opportunity to send everyone in the group (most of the class) the questionnaire. I sent it in a message as oppose to comment so it maintains confidentiality. 


Quantitive Results:

People who took survey, with/ without stimulant:

15/13

Out of 10, with 10 being most confident, how do you feel about these certain characteristics of yourself? Average:

Without stimulant:

-       Facial Features: 8
-       Complexion Skin: 7
-       Body: 7
-       Fashion Sense: 7

With stimulant:

-       Facial Features: 7
-       Complexion Skin: 6
-       Body: 6
-       Fashion Sense: 8


Who pushes you to look after/ change your appearance? (top 2)

Without stimulant:

Yourself – Chosen 100% of the time
Friends – Chosen 46% of the time

With stimulant:

Yourself - Chosen 100% of the time
Friends – Chosen 20% of the time
Magazines – Chosen 16% of the time

Qualitative Results:

People’s least confidant characteristic and why they do not feel confident about it:

Body – “There are always area of improvement, nobody is perfect”
Jealousy – People have often expressed they feel jealous of others, both male and female – “I always see people with nice clothes and wish I had them”
Peer pressure – they feel as if their friends pressure them into looking better, most often with clothing – “My friends are always buying clothes, and I wish I had enough money to go shopping with them”

Who pushes you to look after/ change your appearance:

Peer pressure – Once again, people feel as if their friends influence how they should dress – “Deep down everyone likes to look nice and cares about how their friends view them”
Partners – Often partners can give someone a huge confident boost. However, if someone is insecure, they can feel as if their partner is better looking than them, and they may not feel good enough.
Parents – People can feel pressured by their parents to dress in a certain way. More often than not people do not care – “My parents push me to wear natural make up and have my natural hair colour”, “Mum always tells me to get down the gym”
Magazines – As my experiment was to prove, they can significantly lower people’s confidence and cause anxiety – “because I obviously care and want to look nice, magazine influence me by fashion and style”, “I always feel like I should lose weight when I see celebs on holiday”, “I compare myself to women in magazines all the time, especially when I want motivation for losing weight”




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OUGD401 - Lecture Notes: A History of Typography



-Word and other software programmes give accessibility to type to anyone.

Aims:
- The history of type.
- The main classification of type.
- Famous typefaces and their connotations.
- The metalinguistic function of typography.
- Kerning / X -Heights etc..

Typography is..
Meta – communication – a type of system that frames another system. Language and words are an organised system, but typography is something that can change communication.
- Paralinguistic – it can affect the way we read the language eg. Rhythm,
- Kinesics- “slam on the table”, or a soft emphasises.

-American Psycho – Business Card scene

Type Classification – Developed in the 1800’s.

- Humanist
- Old Style
- Transitional
- Modern
- Slab Serif
- Sans Serif

“Late Age of Print”

-1450’s – The Gutenberg press is invented. The first method of mass-producing writing.

-Prior to that, the only way literature had been reproduced was graphically, a slow and manual process. Only certain people had access to it. For the first time, literature, ideas knowledge and the print word was widely available to a wide audience. 

-The advent of the printed word took us out the dark ages, and heralded the renaissance.

- Black Letter – the first type used on the press –Gothic, based on Medi evil script.  – eg. Fraktur by Bauer – 1950.

- A lot of our alphabet came from Roman times – Trajan’s Column 113AD – The oldest dated record of letterform we use as modern letters. The reason we have serif’s is due to the chisel carving into stone, whereas now it’s decorative.

Humanist Typefaces

- Designed to be much more readable and to be lighter.
- A move toward legibility and the new printed media.
- A new basic way of copying human handwriting.
- One form of identification is that the cross stroke of the “e” is slightly inclined as oppose to horizontal.
- One of the first Humanist typefaces – “Jenson”
- Used nowadays to represent something historical.
- Although typed, they still wanted it to have a human quality to it.
- Geofroy Tory‘The cross stroke covers the mans organ of generation, to signify that Modesty and Chastity are require, before all else, in those who seek acquaintance with those letters”.
 - Jenson

The Explosion of Typography – 1500’s in Venice – Old Style

- Refined humanist fonts.
- Slanted ascender now horizontal.
 - Palatino, Garamond, Perpetua, Goudy Old Style – All developed in the renaissance in Venice.
- Connotation of style, tradition.
- Whereas Tory was influence by the human body, Old style was inspired by quasi – scientific lines.
- Bembo

Transitional

- Contrast between thick and thin.
- “The ultra thinness of Baskerville’s serifs were blinding the country”
- Baskerville

Modern

- Attributed to Firmin Didot/ Didone -1784 - Bodoni
- The first really experimental typography.
- Hairline thin and hugely thick strokes.
- Used in fashion all the time – style, sophistication and glamour.

Slab Serif/ Egyptian

- 1800’s – A reference to an exoticism.
- Really brash – designed for era of mass printing, the city, and shout at you from billboards over the hustle and bustle.
- Fat Face – “Bodoni on steroids” – Hyper bold style developed early 1800’s.

Sans Serif Typefaces

- A neutral conveyor or meaning – a design language for all.
- Modern, forward facing – not historic at all.
- Cooper Black – “ A warm embrace from a 70’s friend”
- Helvetica – corporate and faceless?
- Post – Modernism – 1994 – “ there is a new generation of graphic designers who, before ever considering what their favourite typeface is, will design a new one” – Rudy Vanderlans
- From the 90’s onwards, thousands of fonts come about, and you cannot keep up. 

- The Crystal Goblet - Beatrice Warde - Excerpt from a Lecture to the British Typographers' Guild


Wednesday, 28 November 2012
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OUGD401 – Lecture Notes: Critical Positions on Advertising



- Anti capitalism standing point?
- Times Square – The saturation of advertising in our existence – bombarded with advertising that screams out at us that we should “do this”, “buy this”, and “behave like this”.
- The saturation of these images change how we think, act and judge other people.
- Even if you aren’t overtly sucked in, the constant bombardment of it must reinforce a message.
- In the 90’s there was an average of 11,000 new TV commercials made every year. This has grown hugely since Sky, Freeview etc..
- 25 million print adverts are produced in Britain every year. These range from billboard to magazines, to somebody selling their shed in a local newspaper.
- Wherever we go we will be confronted with a message, convincing us to buy something.
- Advertising is everywhere. Even on social media – it seeks us out.
- Karl Marx -1818 – 1883 – Communist manifesto, 1848. Lots of theorists in the 20th C consider themselves as Marxists. They analyse consumer culture on how he would. He was a theorist who analysed the system we live as exploitative, unfair and de- humanising. He suggested the possibility of a fairer society – Communism.

Critique of Consumer/ Commodity Culture

- Mass consumerism – A society that organises itself around the buying and selling of things. To constantly perpetuate, through the trade of commodities. It’s ideal form came post WW2, in the mid century.
- Within consumer culture, there is a tendency for people to start to construct their identities through the things they buy, instead of their abilities or the things that the do. People thing they can define themselves by the materialistic trappings that they have gathered.
-Steward Ewen defines this as “the commodity self”, as oppose to the psycho analytic self.
- “Instead of being identified by what the produce, people identify themselves through what they consume” (Williamson 1991:13)

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5 things I buy As Commodities:

- Clothes
- Food
- Cocoa Butter
- Tobacco
- 35p Energy Drinks

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- Even the essentials such as food have been branded, and give away something about your personality. “I will only eat M & S instead of Tesco”.

- Fairtrade, shoes, diamonds etc…

- Music – Bought because it fits a style, or another band that fits that style. Maybe your friends like bands?

- Even things that are needed are bought because of something else.
- If the world was autonomous, and people had no brands, how would judgements be made? People would make more of themselves, and they would be judged as people, rather than a collection of superficial signs of who they are.

-We invest a lot of symbolic power in “things”. Through the purchase of these things, we will access that symbolic power. More negatively, in our society, we cannot be without consuming. You are nothing unless you own certain things, a hollow existence.

Proof In Advertising – Symbolic Associations

-“The Stanley Cooker” Vs “The Uncle Sam Range”

 - One is sold on its product, one is sold on the idea of a “better life”.
-Adverts aren’t successful on selling the virtues of things, but they are on attaching connotations, and have become incredibly successful in doing this.

-CK One Commercial

-Sold on the idea of style: “cool, edgy”. It associates you with buying the product. To buy it is to feel as if you are in the same sphere as a sophisticated, glamorous, high fashion group. Black and white – sophistication. Androgyny – to buy this is to be metrosexual, modern sexuality. To be young.

- Perfume is flavoured water. It’s made incredibly cheaply, but can be sold at a high price. Advertising hides itself in a glamorous jacket.

- Largely through publicity such as advertising that surround commodities, we are manipulated into believing that to be popular, accepted or successful, we have to buy things. In this sense, the reality is that we believe we need them. We need to buy them to become the people we want to be. A system that revolves around the creation of false needs.
-Advertising is so successful in creating these false needs that we are in reality poorer, but feel richer, and believe we are these people superficially. This sort of life is a de-basement and shallow form of human existence. Because we believe we achieve these things, we never feel exploited. We feel as if we have choices, despite these being bankrupt.

-If people aren’t buying, we have no method of social organisation. The system has to perpetuate in order to function.

How does commodity culture perpetuate false needs?

Aesthetic Innovation – Just in a re-design, an artificial need is created. Fashion – relies on aesthetic innovation – “capitalism’s baby” – It constantly comes up with new and innovative looks. It works on season cycles: Winter collection, Summer etc…

Novelty – If something is brought out as “new”, we feel as if we need the newest thing. If we don’t obtain this, we feel out of touch.

Planned Obsolescence – A peak in consumption that slowly dips off, then a new product is introduced. The products are only made to last that period. Washing machines, TV’s, usually after the guarantee runs out.  Eg. Car’s aren’t made out of stainless steel despite it costs the same price. A mechanism is always needed to prompt consumption.

Commodity Fetishism – Advertising conceals its true nature under capitalism. The reality of a thing is hidden, or it’s “history”. The reality of that commodities production is not made obvious. Eg. Nike: Shoes were made under Indonesian sweat shops, under forced conditions of labour. If you understood you were in a system of exploitation during the consumption of these things, you wouldn’t participate.

Instead of people having one to one direct relationships, these are shown through the abstract of a commodity. Eg. Instead of friendship being conducted immediate based on love for each other as friends, more often than not these can me mediated and distanced from something else.

Reification – A bi- product of commodity fetishism. The commodities themselves start to appear as if they have human qualities, which is why we have to buy them. Things that are meaningless can be seen as sexy and sophisticated. A jacket is not cool, a person is cool. A person is sexy, not an object, eg Red Lipstick.
There is an inverse way in commodity culture, where people have uniform characteristics: “builders”, “blondes”, as if they have the same characteristics as an object. A weird perversion of human relationships.

Frankfurt School: (set up in 1923), but closed down by the Nazis.  Herbert Macuse, author of One Dimensional Man (1964) – Commodity Culture manipulates us and makes us think one dimensionally – it stifles us and prevents us living full, meaningful and creative lives.

John Berger: Ways of Seeing. – The last chapter is a good critique of advertising and its culture. He draws comparisons between where Art was the dominant visual culture and has it’s own effects on the world. Now the dominant visual culture is the mass media, and art has little significance.

 The goddess was seen as mystical and fantasy. The model has now replaced the metaphor of godliness. But it is different as the model is a human, and if you don’t look like them then you are not good enough and judged. There is no study of beauty, but an implied criticism. The way we solve this is through consumption.

Art was always served as the rich, and displayed the power of the wealth of the subject. Advertising also shows trappings of greatness and sophistication, but shows we don’t have them and that we need them.


An increased culture of anxiety, where we feel like we need these things.

 Advertising can be used in ingenuity and breaking stereotypes (such as the United Colours of Beneton adverts), but can also emphasise them.

Advertising potentially manipulates, not obviously. People feel anxious to buy things they don't really need. It makes us into obsessive consumers, and acts like an addiction. Shopping has now become a leisure activity. To buy is to enjoy yourself. The more you walk down the street, the completeness of owning what you have creates anxiety and a need. 

-It encourages consumers, especially children to want products and brands that they cannot afford, causing feelings of inadequacy and envy. 

-It uses images that encourages us to buy products and brands that have the potential to be unhealthy. 

- It encourages unnecessary production and consumption, therefore depleting the world's resources and spoiling the environment. 

-More and more meaningless products are discarded when "obsolete" - "Kleenex Culture". We don't use a handkerchief that lasts years, we prefer to buy cheap disposables. 

Summary:

- Karl Marx - Marxist analysis used to critique advertising - eg. John Berger's Way of Seeing. 
- Commodity Culture
- Commodity Fetishism
- Reification. 




Tuesday, 27 November 2012
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