School Daze Uniforms

From Grade 7 through Grade 12, I had to wear a uniform. It consisted of the standard articles: kilt, dress shirt, sweater, and tights. However, not many people liked wearing the uniform, and certainly the posters and brochures we got promoting our uniform did nothing that made us want to wear those clothes. So, I thought it would be kind of fun to make a fictitious uniform brand and promote it in a cool, hip, “high school-y” way. Personally, I think uniforms are a good idea; I wish kids took them more seriously. But I do feel that how the company promoted them didn’t use the best techniques to really grab our attention and interest. To make my advertisement poster appeal to my demographic (students who have to wear a uniform, whether they are in junior high, or high school), I had to make sure it looked “cool.” The poster couldn’t be simple or plain. It had to have flare, it had to have edge. There’s nothing worse than turning teenagers off something, because they’ll never give it a second glance. I had to make sure my poster was interesting and had some elements that would spark their interests. I thought by going through with this idea, I’d be able to portray my talents the best in Photoshop. I started with a colour photograph that I took of my friend and me, posing for fun one afternoon in Grade 11. I then turned it to black and white and started adding effects. I used the gradient map for gray scaling, I posterized my picture with a level of seven and adjusted the hue and saturation levels and then used a photo filter. I changed the brightness to minus twelve, and the contrast to positive thirty-three. I made two different levels. The first one had input values of zero, one, and 225. The second level I used had input levels of fifteen, one point five, and 225. Both levels had an output of zero and 225. Finally, I added an exposure and a channel mixer. Because I’m promoting uniforms, I thought the best thing to do would be to keep my kilt and his tie (since they are both plaid – the basis of a uniform) in colour, so they would stand out. But, I didn’t just want to leave the plaid normal (without any special effects), because it looked weird compared to the rest of the poster which had so many effects added to it. Also, the original plaid was too dark with the rest of the picture having so many effects. I wanted to show contrast through the darkness of the picture and the brightness (almost neon) of the plaid. Since I couldn’t change the levels or colours of the kilt and tie in the original Photoshop document, I carefully cut them out and transferred them into a new Photoshop document. Once in the second document, I took my kilt and changed it as follows: I changed the brightness to seventy-three and contrast to forty-eight, I posterized my kilt at a level of four. I changed the colour balance to red: forty-six, green: fifteen, blue: minus seven (all midtones) and made the exposure levels to read: 0.31, -0.0340, 1.10. I made note of the exact values for each, hoping that if I just input the same values for the tie, it would look exactly the same. Of course, it didn’t. The numbers may have looked the same, but to the eye, the plaids looked completely different. The difference was really noticeable, so I had to start adjusting the levels of each effect until the tie matched the kilt. Once I was happy with them both, I had to flatten the layers together to be able to re-import them into my original Photoshop document. I re-sized them so they’d fit nicely over the original tie and kilt and made sure everything looked acceptable. Now, the only thing left was to come up with a brand for my uniform line and a slogan that promoted uniforms but at the same time tied into my picture. I came up with “School Daze Uniforms” as my company name. “EST. ’91” is in honour of my birthday since I was born in that year. The “School” part is there because the uniforms are meant for school use. The “Daze” was a little pun that I thought up. “Daze” as in “Days”: School days but the other meaning is for how my friend and I are looking at each other – we are kind of dazed by each other. Why? Because we are wearing the coolest, most stylish uniforms! I chose each font to go with the particular word. For “School” I used the stencil font because it reminded me of school. When we were in the primary grades, we were always told to use stencils when we were writing, to help us develop a proper way of writing the alphabet. I used the font “Curlz MT” for “Daze” because the curls reminded me of floating around, daydreaming – we are gazing at each other in a kind of daze; we are daydreaming about each other. For “Uniforms” I used the font entitled “Lucida Calligraphy.” I thought it gave the term a bit more class and style. Lastly, for “EST. ‘91” I decided to use the font “Britannic Bold.” It’s a nice font to read and doesn’t overpower any of the special fonts. The message that I’m trying to convey here is: just because you're wearing a uniform, it doesn’t make you any less attractive or desirable. Many students believe that uniforms are not cool, not attractive, and not sexy; that’s why they don’t wear them and then get in trouble from the schools administrators. My whole idea is, these uniforms, my uniforms, “School Daze Uniforms” are hip; they do make you look cool, you look hot. I thought this was best described through my slogan: “you’re more alike than he realizes…” I wanted it to be subtle, I didn’t want the line to be too openly obvious or else it becomes less interesting. Whenever I see an advertisement or a poster promoting a product, and the tag line makes me think, then my attention and interest is on that product for much longer. And even after I've stopped looking at the actual poster, if it’s a really good line, I’ll still be thinking about it. The line, “you’re more alike than he realizes…” represents the fact that their clothes match, as do their likes and dislikes, and everything else that is relevant in a successful relationship. The font I used for this slogan was “Britannic Bold.” Again, I didn’t want anything too distracting or anything that would overpower my message. I wanted something clear, and neat, that would make a statement through the size and shape. I chose to make all the text white. I wanted to show contrast between the dark picture and the light writing. The fact that the writing is white also makes it stand out more, and thus becomes more meaningful and important. I didn’t have too many challenges with this program or project. The main one was trying to match up the colour and effects of the tie to my kilt. Another challenge was coming up with a witty slogan to promote my uniform brand. I really enjoyed doing this project and working in Photoshop. One thing that I learned in the lab, which I was then able to use for this poster, was to be able to add effects to pictures (such as filters, channel mixers, exposure, and change the levels of colour, brightness, contrast, and be able to posterize pictures). I also learned, both in lecture and in class, that a successful poster must include some of the C.R.A.P. principles of design. Contrast is a big element that I focused on. The contrast between the light and the dark, the contrast between the uncoloured and the two images only in colour (kilt and tie), the contrast between the two people as well (a girl and a boy). The colours I used were all complementary to each other. Black, grey, and white all go together as do the different shades of green and blue with little hints of white and black in the plaid. I tried to make the alignment of the text flow in the shape of a triangle, for interest. I find it really entertaining to be able to manipulate a regular everyday photograph and come up with something so exquisite.

The biggest thing that I learned doing this poster project in Photoshop was the fact that you can add as many special effects as you want. You can take a simple picture (either a photograph or hand drawn sketch) and put special effects on it and ta-dah, A brand new picture!! My favourite effect was the posterize one. You could change the level on it, having total control, and making it the way you want it to be (really strong, or really light). Participating in the peer editing session in our lab was very insightful. It’s refreshing to have people, who don’t know my idea in advance, critique and learn the things that stand out to them, positively and negatively. I was told that my poster, was appropriate for my demographic (teenagers) and that the message was clear. I was also told that when you have little text, you shouldn’t use so many different fonts, however, my peers mentioned that I pulled it off. The only thing I should change or take notice of is the fact that “SCHOOL” is a bit too bold. Perhaps I should have made it less bold and therefore it wouldn’t overpower the “DAZE.” Something to keep in mind for the next time…

Typography in our Shopping

Many conclusions can be drawn from looking at the typography that is used on the GAP’s store sign. The letters are tall, slim and capitals, almost as if they were stretched upwards. The font looks like a mix between Britannic and Didot. The letters are white on a navy background, which makes them stand out even more. The kerning (space between each letter) is a little more than normal so I’m thinking it might be around a nine. I believe this is the correct font and layout for this particular clothing store. The font is sophisticated, yet classic. It looks ordinary, however it’s not plain. This particular font has serif (the little feet on each of the letters). The font of the logo reflects the GAP clothing. Neither the logo nor the clothing is particularly trendy, but it’s not dull either. All the clothes have a very preppy look to them, just like this font does (it is tall and slim, and of course with the serif). The clothing will be in fashion for longer than one season. The logo too will stay in fashion; it will remain classic forever. This sign also addresses a particular target market. Anyone no matter what age, is welcome in the store; there is clothing for everyone (babies, children, teens, adult men and women). People who are looking for this type of clothing - preppy, with a mix of dressy and casual - will be drawn to the GAP by the store sign. Also, the best place to get a nice white t-shirt and a pair of jeans is at the GAP. This can be represented through their sign as well. The colour of the font is white (t-shirt), and the background colour is navy blue (jeans). Also, the name of the store, GAP, is short and to the point; it’s easy to remember and recognize.

http://www.jmorganmarketing.com/wp-content/uploads/2009/09/the_gap_clothing_store.jpg

Aritzia uses a combination of the fonts “Curlz MT” and “Script.” The font itself is very fussy and detailed. It’s stylish and trendy. It is sans serif and the kerning is normal (it's at a zero). I find it is effective, because like the GAP, the font used reflects the product. All the clothing is very “in.” The stock is constantly changing to keep up with the newest styles. Their clothing is very expensive and chic. The typography isn’t glamourous, yet neither are their clothes. They sell casual but extremely stylish and cute things, just like this font portrays. I believe it's effectively attracting their target market. The font is curly, and looks like free-hand writing, which can suggest movement and flow. This would be depicted as ‘girly.’ They only sell clothing for females, which is fine because males would not likely be as attracted to the store logo. Just by looking at the font and name (even if you had no idea what they sold) I’m sure most girls ages fifteen to thirty would be attracted to the store. I know I am!

http://www.seenataritzia.com/image/logo_aritzia_full.jpg

I’m not too sure what font is used for this Barbie logo, but it's something very 'girly' yet easy to read and identify. It’s in a very easy form of cursive writing. The font size is big and the letters are bright pink. I’d say this font is sans serif; no letters have “feet.” The “i” is dotted with a big dot which represents girliness and cuteness. The kerning is normal with a level of zero. I believe this logo is very effective. The fact that it is hot pink automatically draws any young girl’s attention to it. When children are young the colour pink is associated with girls. Just because it’s pink any little boy would stay away from it. The letters are clear and therefore easy to read for anyone at any age, especially very young children who are just starting to learn how to read. The font is very identifiable and easy to recognize with the big swirling “B.” Also, not many companies who are targetting small children use cursive writing; that’s why “Barbie” tends to stand out on the shelves. The style mimics handwriting, which could imply adulthood. Just like the actual doll; Barbie looks like an adult, not a child. Through this, little girls may also feel more “grown-up” if their toys represent some aspects of adulthood. Even girls who can’t read can recognize certain letters. Because the font is a bit swirly; it represents “girliness” and sweetness. Also, “Barbie’s” writing has been the same for more than 50 years. The typography of “Barbie” has become an international trademark.

http://partyworlduk.net/shop/images/BarbieLogo1.gif

Bitmaps and Vectors

I’ve never taken a design course before, so everything we discussed in this lecture was new to me. I did know about colours (we studied them in elementary school), so that section of the lecture was more of a review. However, the technical photo elements section was new and informative. With regard to bitmap images, there were some bits of information that were finally clarified for me. Numerous times I’d find really cool pictures that I’d want to play around with in Photoshop, but couldn’t because they’d be blurry once I enlarged them. It never really dawned on me that enlarging a picture destroyed the picture’s quality. I always assumed that everything would stay the same, just get larger. I now realize that the more I enlarge the picture, the more stretched out it becomes, down to every little pixel. As weird as it sounds, I never really knew much about pixels and resolution. However, because of the lecture I now know to look for pictures with a high resolution (a picture with many pixels).

As for the vector section, I only ever knew vectors to be relevant in my calculus class. Vectors in calculus were lines, no curves or shapes; but here they are made up of lines, curves, and shapes. I never knew that they were a type of picture file and that you can expand them as much as you want without distorting the image. I find it really cool that once you have found the perfect size of the vector design that you want, and are ready to use it in a photo (whether in a web design page or on print), it must be rasterized (turned into a bitmap image, therefore having pixels per inch.)

I was very interested in this lecture. I thought it was something that everyone, who is working with special design programs like Photoshop, should know about. I’m hoping that this will also help me make a better poster in my lab.

C.R.A.P. Principles of Design

Contrast:

Contrast can be both a merit and shortcoming in its usefulness as a design aid. Depending on its location, contrast can create interest, and “showcase” an image by making it stand out. You can achieve contrast through colour, size, texture, and age. Too much contrast can distract the v

iewer, thus making the image lose its appeal.

This picture portrays contrast through many different aspects: the age (young, and old), the size (small and large), the texture (smooth, and wrinkled/veined), and the grip (strong and weak). This picture also portrays proximity in that there is a strong link the two people share since the little hand is engulfing the old person’s finger.

http://www.jamesadonis.com/images/old%20young%20hands.JPG

Repetition:

Like contrast, repetition can improve or detract from a

design. Repetition reinforces the message. Usually the repeated image has variation rather than being a total clone. This helps to keep the attention and interest of the viewer, otherwise the design could become monotonous. Too much repetition can cause the image to lose its bold impact, since it is no longer unique. The message behind the image may get hidden.

This is an example of repetition because the lines and light beams are constantly repeated throughout the picture. However, the pattern is not exactly repeated (the size varies giving the illusion of depth) which makes the image more interesting. With the use of light and dark, black and white, the principle of contrast is relevant.

http://k53.pbase.com/o4/93/166893/1/60069544.RhythmRepetition.jpg

Alignment:

Alignment can be a positive or negative design tool, depending on how you align the images. Left or right alignment is easier for the brain to process than center alignment. Too much alignment, and similarly, too little alignment can cause the design to look messy and unorganized. You might move an image or text out of alignment to draw attention to it, therefore making it a focal point.

Negative space is empty space, with no words or images. It gives the eye a rest, and it can make the total image less busy. The positive space is the image.

This picture is an example of alignment in that it focuses on the negative and positive spaces. If you look at the white area and see a vase, that is the positive space, which means the negative space is the black area. The black area, in turn takes on the shape of two faces in profile. The second picture is the reverse. The black area is now the

positive space as you look at the vase. The white area becomes the negative space showing the two faces in profile. These two pictures also represent contrast (black and white) and repetition (the design is repeated).

http://katalyst-marketing.com/blog/wp-content/uploads/2008/11/faceprofileorvase.jpg

Proximity

Proximity establishes a link among images depending on how close or far apart you position them; the closer the images, the stronger the connection; the farther apart the images, the weaker the relationship. When the images are close together, it's easier to comprehend the design.

This picture of George Clooney and his girlfriend at the time represents the principle of proximity. Because they are in the foreground, side-by-side, this indicates that they are “related.” Whereas the other people are in the background, indicating that there is no link between them and George.

http://i.ivillage.com/E/325/2008Oscars/E_GeorgeClooneyGirlfriend_3.jpg

Viva Las Vegas!

Digital Media

Since the age of three, I’ve been exposed to digital media. There were computers for us to use starting at day care and right through grade twelve. At my elementary school, it was mandatory for all classrooms to have at least two computers available for student use. The school also had a computer lab were every class spent a couple hours a week. All around me are examples of digital media that I have grown up with – the Disney video games I played with when I was eight, the posters jazzing up my dorm room now. My first CD was The Spice Girls and my first DVD was “Anger Management.” I have profiles on social networks such as “Facebook” and “Myspace.” In high school, I continued to explore technology through computer courses, which enabled me to produce some of my own digital media creations, using various programs (Premiere Pro, Photoshop, Aftereffects, Encore). We were able to use all kinds of high tech equipment; at least at the time I thought it was high tech. Naturally I assumed there wasn’t much more for me to learn in this area. I have grown up using digital media; it has been part of my everyday life, so basically I have taken it for granted. Then I attended my first lecture in BDC 192: Digital Media. WOW! I have a lot to learn. It’s a good thing I’m enrolled in this course. After hearing the introduction and the lecture on “What is Digital Media?” I realize there is so much more out there. My impression of Digital Media hasn’t really changed since last week, although I won’t take it for granted anymore. If anything, the lecture has made me more excited about this course and its corresponding labs. I can’t wait to actually start doing projects and get more involved in the course material. Advancements are happening all the time and I’m thrilled that I will be working in an area where I will be able to experience them first-hand.

A course like this one is vital for a student in the RTA program at Ryerson. As RTA grads, we will be expected to be up-to-date on all the technology and programs used to help produce digital media. We will be part of the networking industry and the media. By attending this course and others similar to it, we will be ready for any job offers in the field of communications technology. We will be prepared and educated in the technological department as well as in writing and design. This course in particular is a modern means of expressing creativity through technology. This course will enable us to get familiarized with, and practise on equipment and programs that we would be expected to use in our career but might not otherwise have had access to. We have the additional benefit of learning from people who are experts in the field.

McLuhan’s statement, “The Medium is the Message” is very thought provoking; the more I think about it, the more I agree. Whoever has a message or statement to convey will use the medium with which he or she feels comfortable. So a person with good writing skills would write an article (newspaper, magazine), a play, or a novel. Someone who prefers something more immediate and who speaks well would use the medium of radio or television (news broadcast, talk show). An actor might choose the stage or film as the medium. The audience would respond to the same type of medium; people the message is aimed at would tend to be comfortable with, and rely on that medium. Someone who is verbally inclined would be more likely to receive the message through the medium of radio or television, whereas someone who prefers written communication would receive the message through a print medium.