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1 MMA 235 Visual Communication & Design Clare Ultimo > Assignment 04 Review: Completing Three Packaging Covers > Illustrator Review > Hierarchy Reading: Imposing Order in Your Designs > Package Workshop

2 ASSIGN 04: Due Monday Mar 04 Complete all three flavors to your new Chocolate series packaging for J CoCo. One of the packages needs to be done on the entire package template that you will find in your Design Kit. The other two can be front covers only. > Final project completion & making your design portfolio-ready: We will begin working on this next week in class 1. Presentation photos of your package 2. Facebook page (Facebook Banner) to promote your new chocolate series. You will create a FB Banner and use the logo of your chocolate series in the Profile pic. Specs for FB Banner: Specs: 851x315 px 200 ppi

3 Collecting Assignment 4 Complete chocolate packaging Create a folder on your desktop that is called Assign4_Your Name Make sure finals are either in PDF or JPG so we can easily see them.

4 Pen Tool Exercise: Did you complete it? Upload to disk.

5 Illustrator Review

7 The Interfaces of Photoshop and Illustrator are very similar. The great news is if you learn to use a tool in one program, you will be able to know how it is used in another program. Photoshop Illustrator

Raster Graphics VS Vector Graphics Raster graphics are RESOLUTION DEPENDENT Photoshop: Raster=Pixel based Graphics = Photography

All Photography is retouched in Photoshop 3. Cannot be enlarged past 120% of original without image loss 4.

Easiest way to draw pictures 2. Can always be resized without image loss 3. Professional choice to create logos 4.

you can easily import photographs for use Advantage of vectors: Vectors are scalable to infinitely small and large sizes because

8 Raster Graphics VS Vector Graphics Raster graphics are RESOLUTION DEPENDENT Photoshop: Raster=Pixel based Graphics = Photography 1. Photoshop files will all have a specific resolution (PPI Pixels Per Inch) 300 ppi, 150 ppi, 72 ppi, etc 2. All Photography is retouched in Photoshop 3. Cannot be enlarged past 120% of original without image loss 4. Raster picture formats:.jpg;.tif;.psd;.png Vector graphics are NOT RESOLUTION DEPENDENT Illustrator: Vector Graphics 1. Easiest way to draw pictures 2. Can always be resized without image loss 3. Professional choice to create logos 4. Professional choice for ads, packaging, signs, business cards etc because you can control text so well in Illustrator because you can easily import photographs for use Advantage of vectors: Vectors are scalable to infinitely small and large sizes because they exist in a mathematical space (and our computers and software actually LIVE in mathematical space). Visuals created as vectors are the closest digital versions of drawings that we have.

9 Using Basic Tools 1. The Selection Tool Will select entire shape 2. The Direct Selection Tool Will select a point on the shape and can change or adjust the shape. 3. The Shape Tool 4. Working with Color

10 Selection Tool/ Direct Selection Tool The Selection Tool will get the entire shape at once The Direct Selection Tool will get one point at at time on the shape.

11 The Pathfinder Tool Pathfinder Tool joins shapes together to make new shapes.

12 Working With Color in Illustrator Many ways to indicate and work with color in Illustrator: CMYK ::: RGB (the difference??) Mixing your own colors; creating a new swatch Illustrator ready-made Palettes Swatch books

13 Working With Color in Illustrator Swatch Libraries give you a huge selection of color to choose from.

14 Working With Color in Illustrator> Gradients Creating Gradients in Illustrator Gradients in 1 color, more colors Changing the direction, shape of the Gradient Applying the Gradient to Strokes

15 Illustrator can make strokes as Gradient Colors too...

16 Using the Pen Tool The Pen Tool draws with Strokes, and these can be made as thick and thin as you want. The tool can also take out Anchor Points in something you have already drawn, or add an Anchor Point which could help you change the shape of the drawing.

17 An easier way to use the Pen Tool... Dis-engage the Rubber Band Option... This feature is intended to show the resulting path as you move around your cursor, but in reality is highly distracting and can't predict when you're "done" with an open ended line.

18 Pen Tool - Gradient Exercise> If you didn t do, see 04Class_Materials

19 More Illustrator exercises Download & Open 05_Class Materials 1. Color Palette Review 2. Moving objects around 3. Using Illustrator Effects & the Clipping Path

20 Open align.ai: Moving objects from back to front or front to back You must first select the shape or object with the black selection tool and then go to Object>Arrange> and put it where you want it to be.

21 Using the Effects Tool with Shapes Effect> Distort&Transform> ZigZag Using the ZigZag Tool on a circle shape creates a burst. You can control the amount and style of rays in the dialogue box. Open effects_ai

22 Creating the Gaussian Blur Any shape can be softened by using the Gaussian Blur tool. Use the dialogue box (2) to decide on the degree of the blur

Clipping out the edges of a shape Create a box over the area

Go to Object> Clipping Mask> Make once you have selected the

You can take out the outside edges of a shape by using the

23 Clipping out the edges of a shape Create a box over the area where you would like your shape to end. Go to Object> Clipping Mask> Make once you have selected the shape on top. You can take out the outside edges of a shape by using the Clipping Mask Tool Once you click Make, the mask on top of the image disappears, and the image appears without the outside edges.

24 ASSIGN 03: Due Monday Feb 25 See & Download the DesignKits 01 Folder from 03Class_Materials 1. Working with the research and background materials you collected for Assignment 02, create one front cover for your chocolate series. Show the variations that you were working on during process, but complete one package front. Use the text and logos provided in your particular Design Kit. Make sure you have a plan and/or artwork ideas for the other two covers (you don t have to complete them now). Idea is to show them on Feb 25, get comments, and then work on the other two. 2. Read the following from our textbook and take bullet point notes in your class design journal: Graphic Design: The New Basics pp (Hierarchy) Pay particular attention to package design artwork on pp 138 and 139!

25 Design is the conscious effort to impose a meaningful order.

26 Hierarchy IS THE DESIGNER S TOOL TO CREATE IMPORTANCE & FOCUS IN THEIR WORK

27 Hierarchy in Visual Communication directs the viewer to information that is most important and then less important.. Hierarchy says start here...look here first...

28 How do you decide what is most important in your design? Read Me First! read me next read me next when you ve got a bit of time, could you please read me? Read Me First! when you ve got a bit of time, could you please read me? read me next when you ve got a bit of time, could you please read me? Read Me First! when you ve got a bit of time, could you please read me? read me next when you ve got a bit of time, could you please read me too? read me first

29 How do you decide what is most important in your design? Read Me First! read me next read me next when you ve got a bit of time, could you please read me? Read Me First! when you ve got a bit of time, could you please read me? read me next when you ve got a bit of time, could you please read me? Read Me First! when you ve got a bit of time, could you please read me? read me next when you ve got a bit of time, could you please read me too? read me first Type size & placement on a page can create Hierarchy Color can create Hierarchy Proportion/ Emphasis can create Hierarchy Movement can create Hierarchy

30 Design Principles & Hierarchy Handout Principles of Design 1 BALANCE 2 EMPHASIS 3 MOVEMENT 4 PATTERN 5 REPETITION 6 PROPORTION 7 RHYTHM 8 VARIETY 9 UNITY

31 A.) What s most important in the poster: text/image/etc B.) Least important. C.) What Design Principles can you observe in this poster? 1. How does using Hierarchy communicate the most important message in this poster? Principles of Design 1 BALANCE 2 EMPHASIS 3 MOVEMENT 4 PATTERN 5 REPETITION 6 PROPORTION 7 RHYTHM 8 VARIETY 9 UNITY

32 A.) What s most important in the poster: text/image/etc B.) Least important. C.) What Design Principles can you observe in this poster? 2. How does using Hierarchy communicate the most important message in this poster? Principles of Design 1 BALANCE 2 EMPHASIS 3 MOVEMENT 4 PATTERN 5 REPETITION 6 PROPORTION 7 RHYTHM 8 VARIETY 9 UNITY

33 A.) What s most important in the poster: text/image/etc B.) Least important. C.) What Design Principles can you observe in this poster? 3. How does using Hierarchy communicate the most important message in this poster? Principles of Design 1 BALANCE 2 EMPHASIS 3 MOVEMENT 4 PATTERN 5 REPETITION 6 PROPORTION 7 RHYTHM 8 VARIETY 9 UNITY

34 A.) What s most important in the poster: text/image/etc B.) Least important. C.) What Design Principles can you observe in this poster? 4. How does using Hierarchy communicate the most important message in this poster? Principles of Design 1 BALANCE 2 EMPHASIS 3 MOVEMENT 4 PATTERN 5 REPETITION 6 PROPORTION 7 RHYTHM 8 VARIETY 9 UNITY

35 Packaging Workshop 1. Use your packaging checklist to review your file. 2. Begin to work on your Facebook banner promotion. 3. Extra credit: Complete the back of all three.

36 Complete design on one package template included in your Design Kit

37 Incorrect If your final package template is meant to bleed a color past the trim of the package, the color must extend 1/4 past the trim (edge) of the package. Correct Color stops at edge & doesn t go past the trim, it is incorrect. If color is meant to go to the very edge of the package, this is called a bleed in printing.

39 Final Design Checklist Chocolate Packaging Check List What everyone must check before they complete> r LOGO Usage The logo can not be altered in any way. It must look exactly like the file you are getting it from. MAKE SURE THE LOGO IS NOT DISTORTED (SQUASHED) IN ANY WAY Don t outline the logo. You may use the logo in white, black, or the bronze color that they use now. r TEXT The font you use for text on the package must look as close as possible to the one that is listed in your DesignKit_02/ Text Doc. NOTE THE STYLE MENTIONED FOR YOUR COMPANY. r Make sure you have not CONDENSED OR EXPANDED your text to make it fit somewhere! r Ask your neighbor to PROOFREAD your text r NO TEXT goes closer than 1/8 to any edge r Make sure you can read all the text easily. r USING COLOR Use colors that appear somewhere in your artwork or photographs...don t bring in colors that are not used anywhere else in your design. Colors should be connected and make sense visually.

40 1. Logo Usage The logo can not be altered in any way. It must look exactly like the file you are getting it from. MAKE SURE THE LOGO IS NOT DISTORTED (SQUASHED IN ANY WAY)

41 2. Font for Text The font you use for text on the package must look as close as possible as noted in your Design Kits You ll have to use your eye for the exact size of the text you use.

42 2. Font for Text Don t forget NOT to distort the font in any way. correct correct incorrect incorrect

43 Make sure anything you have scaled is proportioned correctly An all-too-common student mistake: CORRECT PROPORTION Every time you scale a photo (up or down) in Photoshop, you MUST HOLD DOWN THE SHIFT KEY! Keep the original integrity of the photograph at all times. INCORRECT INCORRECT

44 3. Text Accuracy Have someone else proofread your text. Misspelling makes your work look bad. almonds in dark chcolate

45 3. Text Accuracy Make sure your text is easy to read...? lemon peel & dark chocolate lemon peel & dark chocolate If you are using a busy, brightly colored print, photograph, or illustration, consider the use of panels to make text easy to read. all natural three -1oz bars net wt. 3 oz (85g) all natural three -1oz bars net wt. 3 oz (85g) Repeat colors that already exist in your artwork. Don t add colors to your covers unless you look at a color chart and really know how to work with color.

3. Text Safety No text anywhere closer than 1/4 from any edge Text is too close to the edge lemon peel & dark chocolate Note all the red circles... All text must be at least 1/4 away from every edge.

46 3. Text Safety No text anywhere closer than 1/4 from any edge Text is too close to the edge lemon peel & dark chocolate Note all the red circles... All text must be at least 1/4 away from every edge. lemon peel & dark chocolate If you are using a busy, brightly colored print, photograph, or illustration, consider the use of panels to make text easy to read. all natural three -1oz bars net wt. 3 oz (85g) Text is too close to the edge all natural three -1oz bars net wt. 3 oz (85g) Repeat colors that already exist in your artwork. Don t add colors to your covers unless you look at a color chart and really know how to work with color.

47 What MUST go on your package front> Text on Package Your flavor (please do not copy this flavor) all natural three-1oz bars net wt. 3 oz. (85g) Remember: The logo does not have to be this large, but it does have to be on the front someplace. Note: This text is different for each company. Enclosed see a logo folder. You may use either as a white logo or use it in color.

48 Design Kits Part 02: See the Text docs to know what text goes on your package:

49 Review what goes on your package... Pay attention to the way text looks on your package.

For food packaging, there are rules: Weight/ Amount What s inside it (list of ingredients // from most to least) Nutritional Values If not made here, where it came from or was made Most

Size: 13 OZ UPC: 4400003219 Ingredients UNBLEACHED ENRICHED FLOUR (WHEAT FLOUR, NIA- CIN, REDUCED IRON, THIAMINE MONONITRATE {VITAMIN B1}, RIBOFLAVIN {VITAMIN B2}, FOLIC ACID),

50 For food packaging, there are rules: Weight/ Amount What s inside it (list of ingredients // from most to least) Nutritional Values If not made here, where it came from or was made Most beverages, like wine, soda, beer, don t have to list ingredients. Size: 13 OZ UPC: Ingredients UNBLEACHED ENRICHED FLOUR (WHEAT FLOUR, NIA- CIN, REDUCED IRON, THIAMINE MONONITRATE {VITAMIN B1}, RIBOFLAVIN {VITAMIN B2}, FOLIC ACID), SEMISWEET CHOCOLATE CHIPS (SUGAR, CHOCOLATE, COCOA BUT- TER, DEXTROSE, SOY LECITHIN), SUGAR, SOYBEAN OIL, PARTIALLY HYDROGENATED COTTONSEED OIL, HIGH FRUCTOSE CORN SYRUP, LEAVENING (BAKING SODA, AMMONIUM PHOSPHATE), SALT, WHEY (FROM MILK), NATURAL AND ARTIFICIAL FLAVOR, CARAMEL COLOR. CONTAINS WHEAT, SOY, MILK.

51 How the backs of your packages should look: Taza Chocolate Template Color bleeds 1/8 off each side Front Back

52 How the backs of your packages should look: Back Front JCoCo Chocolate Template Color bleeds 1/8 off each side

53 How the backs of your packages should look: Patric Chocolate Template Color bleeds 1/8 off each side Back Front

54 Full package template included in your Design Kit Taza Chocolate Template Color bleeds 1/8 off each side Front Back

55 ASSIGN 05 in 3 parts: Due Mon Mar 18: 1. FACEBOOK PROMOTION Remember that the Facebook Banner is a way to promote your new chocolate series. Work with the banner size in the FacebookSamplePage.psd document included. Use your chocolate company logo as the profile pic. You may also create more than one banner for the FB banner, bring it to class and we will choose and put it into place on Mar 18: Specs: 851 pixels wide x 315 pixels high Resolution: 150 pixels per inch 2. PORTFOLIO PRESENTATION of our project: See the PortfolioPresentation link on class website. As best you can, create the Portfolio Presentation part of this project. Bring this to class on March 18 and we will review together. We will working together on our Portfolio Presentation pieces during out next class for a limited period of workshop time so you can get it right and have your questions answered. You may use one of the background samples from Chocolate- PackPortfolio folder on our site or create your own shadows and 3D look. Your Name Logo Logo Logo Logo 3. Research for Portfolio Project 2: HOW DOES GREEN LOOK ONLINE? In prep for our next project, find 4 different examples of logos for any of the following ideas: Natural Food Logos From Farm to Table Vegan Food/ Restaurant Local Community Gardens Farmer s Markets Make a PDF

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