Tools & Technology

The next chapter of Graphic Design School focuses on the tools and technologies that surround design. Considering that almost everything designers do is completely digital, it is important to learn and be up to date with the most current technologies. This unit covers photography, photoshop, inDesign, adobe illustrator, and flash and aftereffects.  While each component discussed in this chapter is crucial, in effort to make the most of my post I will mostly just be narrowing in on photography and photoshop.

The first sub topic introduced in this unit is the idea of image making. The first decision you must make in design is how will you best convey your message. Understanding the different possibilities you have within different medias is essential to creating a successful design. For example, if you’re designing for a product advertisement you may want to utilize photography but if you’re making a book cover maybe a digital illustration may serve best. Its your call to ultimately figure out how to best express your idea.

Even within the field of photography there are many different types such as objects and products, portraits and images of people, landscapes and buildings, ephemera and texture, and reference and research. Lighting, cropping, style and editing are all going to make a difference in what type of images will be best for your project. The book gives the example that most product images are brightly lit, sharp, and clear whereas an expressive portrait may be much different.

Here is an image I pulled off of Nordstrom's online store.

Here is an image I pulled off of Nordstrom’s online store. Because the purpose of this photo is to hopefully sell an item, it is effective for Nordstrom to want a brightly lit, sharp, detailed photograph with a clean solid background with little distractions. The audience would hopefully see this image and have a greater understanding of what they can expect if they were to purchase this dress. (Nordstrom)

Now here is an example of a different dress being displayed on Free People's website (same brand). While subjectively I think this is a beautiful image, objectively I think it's really missing the mark! As a consumer, shopping online is a lot riskier because you don't actually know if what you'll get in the mail will be the same as what you see online or will fit the way you imagined. I think the style of photography for this image is completely wrong .

Now here is an example of a different dress being displayed on Free People’s website (same brand). While subjectively I think this is a beautiful image, objectively I think it’s really missing the mark! As a consumer, shopping online vs in store is a lot riskier because you don’t actually know if what you’ll get in the mail will be the same as what you see online or will fit the way you imagined. As a designer you really need to think about the most effective way to fulfill your purpose and in this case maybe it would be a lot better had they used photography more like the example prior rather than something this expressive. (Free people)

 

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