Evidence 11 - Produce Copy Unit for Interactive Media

Here is a video that I have produced explaining the techniques used in producing copy for interactive media products.


I have referred to, in my video above, the example below and I will also refer to this example in more detail in how I created this blog post.

http://www.ggs.co.uk/large-format-printing/wallpaper-graphics-nnuh/

Now, in more detail...


I produced my blog to go on the GGS website. This is a responsive site and so when inserting images and choosing font sizes I had to keep this in mind. The types of platform I had to consider were computer, tablet and mobile, as these are the main devices which our website is viewed on.

In order to achieve the above result when it came to inserting images, I had to change the width of the image into a percentage instead of a fixed pixel width. The higher the percentage, the greater the width of the image, but by giving it a percentage value this is applied across different platforms. A percentage of 80% will take up 80% of the page width, and the image will rescale to fit on smaller mobile screens and tablets at that same ratio. 

The text which I used throughout the blog was in a simple font supported by all platforms. I made sure that the text size was consistent to previous blogs and checked it on other platforms such as mobile to make sure that the text displayed at a correct format.

In the blog I also used hyperlinks (B) which were formatted in GGS branded pink. They stood out amongst the rest of the text and attracted attention. By using hyperlinks this enhances the content and makes the blog more searchable in Google rankings.

The blog exists on Wordpress, an online system which we used to manage our website. It also exists on our FTP server which is the coded storage system that you can access using programmes such as FireZilla. The blog is stored in both of these places as different formats, and it also exists as a Word Document on my Mac Computer. 

Accessing the blog can be done by logging into Wordpress which is a lot more visual than FireZilla. I have a user account and password to access this, but | can also access the FTP server with the FTP host, user and password. To access the GGS server, I also had to make sure that my computer IP address had permission to do so by contacting our server host. Which in this case was Heart.



Using Wordpress as a means of creating and uploading blogs meant that I could preview the blog before it gets uploaded. This is particularly useful if I want to check image sizes and  the responsiveness of them.

The target audience (TA) for GGS falls under the following qualities:
1. Business owner or an employee with a marketing role
2. Generally aged between 25-55
3. Could be male or female
4. Any type of business


The literary writing style for GGS blogs falls under the informative and persuasive categories. The text is usually written to inform the audience about recent work we have completed and is naturally persuasive as it is attempting to convince the audience that our services are good. The persuasive techniques are quite subtle. One of the hyperlinks which I have used is a link to the GGS exhibition page of the site which is directly the section that the blog is talking about. It's a quick way for the audience to navigate to a page where they can buy something. 

Thus the purpose of GGS blogs are to inform and to entertain, as we try and present the information in an interesting and lighthearted way that applies to the wide age range of our TA. 

It is important when producing copy for any type of marketing that it is kept consistent, therefore we make sure that our writing style is the same throughout. Whether it be on our website, social sites or blogs, we have a light-hearted creative style that captures what we do as a company (C). Copy is therefore prepared by having a topic and list of points that should be mentioned, and then the style and formatting is introduced to keep the style consistent across platforms. 

Proof reading should always be completed when any text has been written, firstly by the writer, to check for any basic mistakes they may have made, such as typos, and then checked again by a second person. It is easy to make a mistake and never change it because your brain will automatically correct text as it reads it, that is why a second person should always be called for when proof-reading text. 

A spell check can also be applied digitally to the text, this will check for any spelling mistakes or incorrect grammar. But when using spell checkers, you should remember that it should be set to International English and not American English. Spellings will vary between the two and having it set up properly before using a spell check will save time correcting it later. 

If we look at point D on my blog image above, you can see that the paragraph structure is short and the text is separated by images. This is so the audience will not have to absorb too much information at once, it is broken up and allows for better comprehension after. I have used complex sentences, but made sure that they were not too long so to get confusing. I have made it easy to navigate to other pages by including hyperlinks, including links to social sites where the audience can share the blog if they liked. The font is consistent to other blogs, and the pink text is representative of the brand. 

       

When writing a blog, choosing a keyword for it can be difficult. Put your mind in the shoes of someone who is looking for the service you are writing about, and what they might search for on the internet. For this blog, I chose wallpaper graphics. After you have chosen a keyword, you must then make sure that it is reinforced throughout the blog. So it should be included in the meta description, the page title, the page link and in the content also. You should also assign meta tags to the blog so that it is obvious what the particular post is about. The keyword throughout the text should be naturally occurring, in the past Google spiders (as they are referred to), have simply looked for keywords that occur repeatedly throughout the text, and given that page a top search position. Now, keyword Google have keyword realised that keyword web designers could keyword write a keyword page with every keyword other word being keyword the keyword and it would keyword work perfectly keyword well. Obviously this doesn't make for very good content. Keywords should appear in the text naturally, just enough times to give an idea of the subject.

The visit statistics of a page will give an idea of how successful the post was, whether it appeared high in rankings, the source of page visits and to some extent information about the people who visited the page.

In the blog I followed the basic writing conventions, using correct grammar and spelling, using no jargon and keeping text simple and easy to read. As we are a small company with less than 20 employees we do not have an editorial policy, anyone that has an idea for a blog post can approach one or all of the directors and the idea will either be rejected or accepted. Any blogs that we create will also follow the house style and the conventions of those before it, and the use of formatting tools such as font size and colour (B) help to achieve this common style.

 Good content should be accompanied by rich media to assist the text. In the blog I have used images (A) to illustrate and confirm what I am saying, not only that but I have also used hyperlinks such as (E) to assist the text and back up information. 

When uploading images to Wordpress you can add certain information to that image. Each image can have a title, a short description and alt text. By adding these to the image you are giving the image more context and when you come back to it at a later date it is helpful to know what the image was actually taken for. By adding alt text this also works similarly to a keyword, it makes the image more searchable. 

Hyperlinks can be added to a word. In Word press you have the option to choose what the text reads, where the link goes and can even give the link a title that when you hover over the word the text will appear. In standard format 'http://' will appear at the beginning of a link. It makes it more accurate as a link and is less likely to fail later on. You should always test links that you have pasted into a blog post just to make sure that they are all working correctly. 

Metadata is used mainly for SEO purposes, it is a summary or a description of the content and should include keywords that are relevant to the text. You can also use metatags here as these will relate specifically to the subject you are referring to.

Proof reading should also be completed to check not only for text errors but for online errors too. This is where you can check that links are working, the images and text are displaying as they should and that the blog works on multiple platforms. After this has been tested by yourself and also by another person, any mistakes or errors are recorded and then given to the person responsible to be rectified. 

In the above blog I have used a figure about the costs of the new hospital ward (F), before entering this information I had to check that it was correct. I did this by going onto the Norfolk & Norwich site and checking that the figure listed here was correct, if any source should be reliable it should have been the hospital post about this unit. Whenever you are checking data you should consider the source that you are using to make sure that it is reliable. Websites like Wikipedia are questionable when it comes to accuracy as it's information that comes from any person with an account rather than a reliable source. By publishing information that is incorrect, especially if you are linking to that company's website, can have a negative effect on your company. It doesn't make the business look very credible if they are posting up the wrong information. If information is not available online then you should always check with senior personnel to check it is definitely correct. You should also check that it is acceptable to use that information as if it is not online, it may not be for a reason!  

Evidence 9 - CV and Cover Letter for Job Application

For Evidence 9, I tailored my CV and wrote a Cover Letter for a Job Application.

These can be seen below along with the comments and discussion notes had with my College Assessor Daniel Kunka.

 

Evidence 10 - Understand Key issues relating to Technical Adjustment of Images

Additive primary colours consist of red, green and blue - abbreviated to RGB. RGB is a colour mode that is used for on screen purposes. Additive colour systems work by adding varying amounts of the three primary colours onto a black background, black is the absence of light and so colour is added to a screen by adding light. In this case my adding equal amounts of the three colours you achieve white. It is also possible to create secondary colours, by varying the amount of the primary colours two colours can be used to create cyan, magenta and yellow.

Subtractive primary colours consist of cyan (C), magenta (M), yellow (Y) and black (K) – known as CMYK. These colours are the same as the secondary colours created in the RGB colour system. Subtracted colours are based on the process of light reflecting from an object and so works rather differently to the RGB system. In the subtractive system instead of beginning with black, you begin with white and the three primary colours (CMYK) are subtracted from the white to create the colour. The secondary colours for this system are red, blue and green, the same as the primary colours of the additive system. CMYK colours are generally used for printing; this is because in most instances you begin with a white page that reflects RGB light. Combinations of cyan, magenta and yellow are used to filter out the RGB wavelength and the use of the black ink gives a more substantial black than what you would find with just a combination of the primary colours.

The conversion of RGB to CMYK is a very common process, as a photograph taken on any camera will come in its RAW format as an RGB file. The camera will interpret colours by assigning each pixel a red a green and a blue value, so that the file can be previewed on the camera screen. It is only when you convert the files colour mode that it can become CMYK. By doing this, Photoshop, for example, will give each pixel a new colour value comprising of a cyan, magenta, yellow and black value. As you can imagine, each image with say 3000 pixels now consists of more data than what it had originally, increasing the file size ever so slightly.

After converting the colour mode of an image or a document it is important that you consider what effects occur from this change. Some RGB colours will be out of the CMYK colour gamut and so will look completely different from the RGB version. This is because the RGB colour mode has a much wider colour range than CMYK and when converting particularly bright colours they lose their intensity. When proofing colours for print you should send a proof to the client with a CMYK colour mode so that they can view colours accurately for how they will be printed. If the client agrees that there might be a problem with the converted colour you can tweak this in pre production stages before printing. Perhaps by changing the CMYK values you can try and find a colour that is more representative of the original. When printing, particularly if you are concerned with the colours, you should print out a small version or a cropped section of the area of concern and view this in comparison with other printed materials with this colour.

Another aspect to consider when editing an image is 8 and 16 bit colour modes. As I have mentioned before, using different ratios of red, green and blue allow us to make a whole range of different colours on screen. However, to work out the exact amount of colour possibilities in a given mode we can use this formula. Bit means two - so when working in an 8-bit mode, to work out how many shades you have for each colour, you use the calculation 2 to the power of 8 - 2x2x2x2x2x2x2x2. This is equal to 256; you have 256 different shades of red, 256 shades of green and 256 shades of blue, which will allow you to create up to 16.8 million different colours. For 16 bit, this figure is much larger, which means that the tonal range is much greater. For 16 bit, you use 2 to the power of 16 - 2x2x2x2x2x2x2x2x2x2x2x2x2x2x2x2 which then gives us 281 trillion possible colours with 65,536 shades of red, green and blue. The human eye can see as high as 10 million different colours so these colour modes are indistinguishable to us. We can’t even see all of the colours available in the 8-bit mode, so really the use of 16-bit only becomes useful when editing an image.

If your camera is capable of capturing RAW files, it can capture images in a 16-bit mode. Most common digital cameras cannot do this as they store images as JPEGs. JPEGs do not support the format of 16 bit so when printing or converting to JPEG you tend to lose the colour capability that 16 bit gives us. Essentially, by using a 16-bit colour mode we have a lot more flexibility when editing our image. The tonal range is much greater than 8 bit and also the editing is a lot less damaging to the image, Photoshop can expand and reduce the range with ease and without risk of colour banding that you may get in an 8 bit image pushed too far. A drawback to using 16-bit is that the file size is much larger than using 8 bit and also you cannot JPEG it without losing the colour capabilities. One possible solution could be to save a 16-bit version where you can edit it as much as you like, but also save an 8 bit version that can be used for printing and general workings.

There are many different types of colour profiles that will affect the appearance of images that you open. All images will have an embedded colour profile that is assigned by either the camera or the editing software that it is opened in. For example, on my Mac computer I have ‘Adobe RGB’ set as my RGB space and ‘Coated FOGRA27’ as my CMYK space. It is important to keep these profiles consistent for different purposes, for design and artworking the above settings are fine but for web or for printing it may be customary to use another setting that is more reflective of the circumstances. In Photoshop there is an option to notify you whenever you open an image that does not match your colour space and whether you would like to change it to your settings or keep it as they were. Again depending on circumstances I decide whether to change or keep it as the image comes. For example, the other week I had to open a Photoshop document that had been created by our web designer. He had obviously set his own colour spaces on his own computer and when I opened the file on my computer I was careful to keep it at the same colour mode as it was originally so that it still matched other files on the website. When converting files in Photoshop, for example an RGB image to CMYK, Photoshop will automatically assign my chosen CMYK profile to the image. At moments like these, it can be useful to save the image as another version, named obviously to indicate that they have a new colour profile. This way you are able to keep all of the original colour information in case you need to refer back to it at any point.

Overall the management of colour in editing suites such as Photoshop is extremely important when creating final artwork for reproduction. Test prints may need to be done in order to get an accurate representation of colours and it may also be advisable to compare the colours with what has been produced before - particularly with branding and logo colours. A methodical workflow that is adopted by all should be in place and this will hopefully allow for reliability and consistencies when producing materials. By setting the same colour profiles where needed and by keeping logs of any changes to colour modes this means that when doing reproductions of previous work we can keep it as similar as possible when printing.

When creating artwork for different sources any images used in that artwork must be at a particular resolution in order to use them with full impact and sharpness. If for example, you are intending to create an A4 sized brochure and you wanted the front cover to feature a full sized image that covers the whole page, there are a few matters to consider in terms of resolution. Upon opening your image in Photoshop, firstly you should check what the actual resolution is, the dpi (dots per inch) as it is referred to. For Litho or digital printing the resolution must be 300dpi in order for it to print at maximum quality. For large format printing you can print with a dpi as low as 100, although it does depend on the printer, and for web a resolution of 72dpi is standard procedure. Most images that you take yourself or images that you buy at full size will be 300dpi. So once you have checked this, you can consider the actual pixel dimension of your image in comparison with the space you would like it to fill. Pixel dimensions refer to how many actual pixels are in your image and relating to this, what size in millimetres your image can be taken to before it starts to blur. In my example, we are working with A4, we know that our image must be at least 210mm wide and 297mm high, if you are allowing for bleed as well, then it is better to work to more than the desired size. This process is relevant to all different sources and purposes, you must consider the space that your image must fill, the resolution it will need to be and whether your image meets the requirements. Images can of course be scaled up or down in proportion to the dpi or pixel dimension, but it is also possible to resize an image and increase the amount of pixels if you need to. Although this can cause ‘Jpegging’ where you get a blurry noticeable jagged edge to the pixels as Photoshop is simply trying to guess what pixel may fit in-between the existing pixels.

When printing an image it is vital to consider the pixel dimensions and also the colour mode of our image. Most images will start off by being in RGB mode that is used predominantly for web or video use. When creating artwork for print it is customary to use the CMYK colour mode that will give accurate representations of how the colour will actually print. To use CMYK in a web environment may cause problems with how the browser interprets the colour, similarly, to use RGB in print may mean that colours are printed very differently to what appears on screen and may not be read well by printers. The pixel dimensions and resolution of an image also have a great effect on how an image will be presented. There are different requirements of resolution depending on the application. 72dpi is usually required to create high quality images on the web or on screen, the pixel dimension of the image should be either larger or equal to what the space requires. You couldn’t take a 300 pixel wide image and stretch it on screen to 900px wide without the sharpness of the image being sacrificed. Pixel dimensions should be altered to fit the space, whether it be reducing the size or increasing it. When it comes to print media, there are many different options that will require different resolutions from an image. Litho, or digital printing is used for things like brochures and business cards. In this case, the resolution should be full 300dpi and similarly to web, you wouldn’t take a 200mm wide image and place it full size on an A4 brochure. Another type of printing is large format printing, this allows for more flexibility than Litho or digital printing and usually the resolution of an image will be no more than 150dpi. However, the resolution in large format printing does depend on the image that you are supplied. An image of a cloud, which is quite soft without any hard edges, may be printed at a much lower resolution because you do not have to worry about any hard edges that might blur. But if there was a plane, or a bird used in the same image, reducing the resolution down to say 50dpi, would mean that the hard edges on the plane would be very pixelated and not very detailed at all. Producing high quality images is all about knowing the intended purpose and the methods of producing the image.

The limitations of using a low-resolution image at 72dpi is that the image can only be used in a print format at a very small size. For example, if you had a 200mm x 200mm image at 72dpi, you can change the dpi proportionately (without resizing it) to 300dpi. BUT the pixel dimension will now only be 48mm x 48mm as you are not adding any pixels, you are only changing the resolution they will be viewed at. This image will not go any larger than 48mm by 48mm without suffering from artefacts created by stretching. Stretching the image may mean it could lose sharpness, lose detail, look blurry with noise and if not done properly it could effect the aspect ratio and make it incorrect. Stretching images particularly affects text on an image, as text always features very sharp and straight lines, and these could end up having steps in them if the image is stretched too uncomfortably.

The file size of an image is usually dependant on a few different factors - the total number of pixels, the resolution and the bit size. There is a particular formula for working out file size which is as follows: file size = (height x width x bit depth x dpi squared) / 8. Another factor which effects file size is the format, categorised as compressed and uncompressed. A compressed file would be a flat JPEG, convenient, as a JPEG is small in size and compatible with most hardware and software. Uncompressed would refer to a RAW camera file or potentially a TIFF. A TIFF file still contains all of the raw data from the camera and is usually much larger than a JPEG. As I mentioned before it is possible to change the dpi or resolution of an image without adding any more pixels and effectively changing the file size. If you increase the resolution, the pixel dimensions will usually be decreased, where as if you increase the dimensions of the image than the resolution will decrease. The dimensions of the image will affect the print size of the image. If you reduced a 300dpi image to 150dpi it can be printed much larger than if you were increasing a 72dpi image to 150dpi.

Bit modes also have a large affect on file size; an 8 bit mode, as mentioned before stores 256 different possibilities for both red, green and blue, where as a 16 bit mode will store 256 times more options for the three different colour channels. This does have a massive impact on the size of the file, it is at least double the size of an 8-bit mode and it can run much slower on a computer. Also considering that JPEG does not support the 16 bit mode you will always have to save your 16 bit colour images as either TIFFs or PSDs which are already much larger than JPEGs before you even consider which colour mode they have. 8 bit modes are a bit more flexible when it comes to file size, not only do they contain less data but you can also save them as a high quality JPEGs and keep that rather than the large TIFF files which are most of the time unnecessary.

When you save an image as a JPEG it automatically divides the image into a grid system. It will sort the pixels into blocks of 64, with 8x8 pixels in each block. The way that this works is that Photoshop, or whatever programme you are using, will discard any information it deems unnecessary. So if you had two pixels sitting next to each other in a full sized image that are similar in colour, Photoshop will discard one of the pixel’s colour info and it will become the same colour as the first. However, the more complex the image the less tolerance the image will have to compression. Looking at the box below, let’s pretend that we’ve got an image with an orange gradient. If you were to zoom in on the gradient, you would eventually see rows of small square pixels each with a different shade of orange. Now below, ‘A’ would fade to ‘B’ that would then fade to ‘C’. If you were to Jpeg this image, let’s say that Photoshop would deem square ‘B’ as unnecessary. There is a much clearer definitive line between ‘A’ and ‘C’ than when you’ve got ‘B’ in the middle. Simply, this represents what happens to colours and gradients during the JPEGGING process. The colours begin to have steps in them and the more complex range of colours you have the more steps in gentle graduations and images you will have.


Now by storing the pixels in this 64-pixel grid format you are dramatically reducing the file size. As I have mentioned before, one single pixel will have a red, a green and a blue colour value, not to mention a value that determines its position and it’s resolution. By reducing the number of pixels that are in the image you are reducing the amount of information that the file has to keep in order for the image to appear as it does. By converting an image to a high resolution JPEG you can reduce the amount of pixels without massively affecting the appearance of the image. It is only when the image is repeatedly saved as a JPEG that any unwanted artefacts start to appear. Saving JPEGs does come with many different options that determine the size and the quality of your image. The lower the quality of the JPEG the smaller the file will be, as this will reduce the number of pixels, in contrast the higher the quality the larger the file will be as this is keeping more information. It is usually recommended to save JPEGs at their maximum quality and if you wish to reduce the size of the file, you can manually resize the image to a smaller dimension.

It is important to use metadata when capturing images, it has many advantages and although it can be time consuming entering the information for each image it can be worthwhile when reviewing them later. Technical metadata is information that is automatically assigned to an image by the camera; it includes details such as the camera make or model, the shutter speed, the lens used, whether flash was used and much more. Metadata can also be added to the image at a later stage on a computer, known as descriptive metadata. You can add keywords to an image that describe the subject or the location; you can add the name of the photographer and even a copyright status if necessary. Adding keywords can prove particularly useful as you can search for images this way, any terms that you add to the image are now searchable, so if you’re looking for a particular image out of an image library you can simply search the term most relevant. Technical metadata is also useful as it allows you to look back at images and decide which camera settings were particularly effective, you can evaluate the information stored in an image and decide which techniques were most effective and which you would use again in a particular scenario. Keeping this information accurate and up to date is a great way of keeping track of settings used in a shoot and also allows the opportunity to include your name and copyright status in the images without comprising the image.

Using the appropriate equipment for the right situation is very important. Beginning of course with the hardware, for a professional photography shoot where the images must be of high quality and style an SLR camera is usually appropriate. Cameras like these capture RAW files that can be manipulated extensively without compromising the quality of the image. A digital camera may be more suitable for web purposes or casual photos, it produces compressed JPEGs that can be printed immediately or saved for editing later. If you are reproducing an image that you do not have as a digital copy, using a flatbed scanner is most appropriate, as it will scan an image in the highest quality available. Once you have retained your images, software choices are also very important. When working with vector files for instance, it is advised that you use a vector-based programme such as Adobe Illustrator to edit the file, as it will keep the file in a vector format rather than converting it to a bitmap file. Vectors work without pixels and so can be stretched to any size without losing their quality. They consist of paths that create shapes and can be created and amended with the pen and selection tools. Bitmap files such as JPEGs or TIFF files are restrained to the size that they are captured at, and so it is best to edit them using programmes such as Photoshop where you can change both the appearance of the image and also the size of it. Programmes such as Photoshop also allow for changing and adding to the metadata of an image, and you also have many different options for file format when exporting the image. The format of the file will also determine the use of it. A JPEG is a flexible in the sense that it can be used for both print and web, although the size of the JPEG is what determines how large it can be viewed in both of these medias. An EPS file, or a vector-based file technically speaking, will not be appropriate for web as it has to be given pixel dimensions to be viewed on a website. Vector files can be printed although not directly, usually through a design programme such as InDesign where a final PDF is sent for print. An EPS file is particularly used for logos as it has the ability to become any size without any unwanted artefacts.

There are many different file formats to choose from when it comes to dealing with images. 1. JPEG – generally JPEGs are low in size, but they do suffer from JPEG artefacts after they have been resaved too many times or if they have been stretched beyond their size.

2. TIFF – A tiff is an uncompressed file format and generally has a large file size. They are high quality and usually they are a format that comes after the RAW camera format.

3. RAW – This type of file is straight from the camera, large in size, full quality but with the flexibility in editing that doesn’t come with a TIFF. You can change things like the exposure and white balance without affecting the quality of the image.

4. EPS – This file is usually vector based, it means that the image is not made out of pixels like a JPEG but instead the image is made from paths and drawings. A photograph is never vector based but something like a logo with text and a drawing is vector-based and can stretch to any size necessary.

5. GIF – A GIF format is typically used for web. They are limited in colours but consequently they have a very small file size. GIFs support transparency so they are an ideal format for saving icons or symbols that you want to sit on a website with a background. GIF format also supports animation, and when loading they appear fuzzy at first but gradually get crisper as the page loads.

6. PNG – PNGs are slightly larger than JPEGs and usually they don’t lose quality like a JPEG would. They are still small compressed files and are generally used for web. They can also hold transparency like GIF, but it is argued that they accomplish this better as the image will almost blend and alter itself to fit with the background.

The most common file formats I come across are JPEGs, TIFFs and EPS. These are the formats that I use most often. For web, JPEG is a standard format that displays images at their best. TIFFs keep an image at their maximum quality however mostly I will always convert these to high resolution JPEGs that are smaller, even when working with them in print. EPS files are preferable for logos and illustrations when printing. They will display at any size and will never lose their sharpness.

Overall, in this essay I have talked in detail about colour modes, theories and also the saving and use of images in their desired medias. Images are of a sensitive nature and knowing their intended purpose and size in hindsight is always useful in capturing them and storing them.

Evidence 8 - Communicating and Presenting Ideas in the Creative Media

There are many different ways of communicating your ideas, direct discussion, email, telephone, social media messaging, blogging and many more. These generally will fall under either one of two headings, one being verbal and the other being non-verbal. Each of these techniques will all have their own pros and cons but it is important to know in what situation it is best to use a certain technique. For example, I would say that presenting an idea to a client, a logo idea for example, is best handled in a verbal, face to face situation where you can both show your ideas and also put across your thought processes. This method allows for easy interaction and if the client has any feedback or queries it is much easier to understand the response and the questions your client has if they are directly in front of you giving you their instant reactions and questionings. It can be argued that these techniques are formal and informal, a message on twitter (being informal) is hardly an appropriate place to discuss an upcoming project but it is a good place to post similar work that you’ve done that may attract the client in a different way. Each has its own purpose.

In a situation where you would need to influence or persuade a client to follow a certain idea, you can handle this in different ways. There is never a 100% correct or incorrect way of doing things but there are social standards and accepted norms that you should consider in these decisions. If you were to disagree with your client about a particular idea, you would probably be better to approach this in a formal yet friendly manner. Informal may come across as being patronizing and really it is best to approach this situation with care so not to offend. A formal option could be sending the client an email; with this option you can carefully word your response to make sure that you get your point across but also appreciate your clients ideas without dismissing them immediately. However, an email or in any form of non-verbal communication it can be very difficult to convey tone. You may type something that you think sounds light hearted and intuitive but the other person could read it as being offensive and mocking. People read things like that with different meaning. A verbal response, through phone or direct discussion, although it allows for you to project tone and manner it does mean that you are more on the spot so to speak. You have less time to carefully word answers and will have to rely on your instant responses. There is the advantage of being able to see your client’s instant response also, in which case if they are offended it can be easily rectified. Also negotiation is much easier to deal with verbally rather than in a long email exchange for example.

Giving feedback to a client is also a grey area with what the best technique is. Feedback can be conceived as either positive or negative, but it is very important to avoid destructive feedback which may affect all future communication and your working relationship. You should always be polite when it comes to giving feedback whether it is positive or negative and generally I would say that you can do this either through verbal or non-verbal communication as long as you are clear and concise with your feedback. Not only should you remain polite and considerate when giving feedback, but also when receiving it. A client may not like one of your ideas and rightly should say so, but this should be handled correctly and not taken to heart. Instead of being offended or questioning their feedback, it should be accepted and a solution should be taking shape in a discussion between those involved. If you handle constructive feedback well, then your client has no reason not to handle your feedback well either.

Another matter to consider when communicating in this sector is when the need arises to have a technical conversation. This may be an issue that arises or it could just be a decision that you need a client to make. The use of technical jargon with clients who do not understand it should be very limited, I think it is best to mention the jargon when dealing with the problem but also offer a full explanation of what the word or term means. This way if the client knows what you mean they can pick it up instantly by the term, if not you have covered all basis with the explanation; you are being professional, knowledgeable but also helpful and approachable. This type of conversation I think is best handled by verbal communication. Either by phone or direct conversation, but this will allow for explanations to be much simpler and also any questions they may have will be answered instantly. When dealing with professionals in the sector I think it is best to use the technical jargon when necessary, it gives the impression that you are experienced and knowledgeable. Depending on how confident you are with using these terms is a determining factor in whether this discussion should be made through digital means or verbal communication. If you are confident with the terms and can use them easily, it may be best to use a verbal method. If not you can word your ideas non-verbally and still come across as professional and experienced with your jargon.

Evidence 7 - Case History - Business Cards

A client recently approached us regarding some business cards that they needed for an event. They had recently acquired a new logo and wanted to show off their new branding at this event.

To complete this work it was important to use time management techniques so that we could both complete the work before the deadline and also spend only a reasonable amount of time actually completing the work.

Initially before I began working on the cards I quoted the client a design cost based on how many hours I thought it would take to create the cards. This price was based on an hourly rate and so I decided that the cards would take three hours to design, prepare and send to print. This time limit was based on previous jobs of a similar nature and also means that we can stay competitive with other companies when it comes to price.

Once work had begun on the cards I kept various accounts of the amount of time I had spent on the job. Firstly, I filled out a Time Sheet which featured listed chronological entries of the time spent, the work done and the date of which it was complete. For example, 17th June – insertion of text and logo – 1 hour. Another tool that I used was a diary; this diary is used on a day-to-day basis and keeps track of all the work completed on a day-to-day basis. I fill this out daily with all the work I have completed on each day and at the end of the week we analyse the data and work out how many hours of work is billable work and how many hours are for our own projects within the company.

By filling out this time sheet, completed the diary and working to the deadline this enables me to monitor the project and work out what still needs to be done and how much time should be spent on the remaining work. I also will work to internal deadlines, so for example with the business cards, they were needed for the end of May ready for the event, and we made sure that the cards would be sent to print on the 19th, so to allow for a weeks printing and for delivery time to the client’s office.

In order for us at GGS to begin work, we usually insist that our clients look over quotations that we send for costs and time scales and ask for them to agree to it before beginning. By doing this, we have agreed a set date that the work needs to be completed and internally we can agree on dates that we send artwork to print and delivery dates. This simple project plan is constructed by the designer, the directors; who oversee the time management process and also the studio manager; who will consider billing dates and also arrange delivery. We also discuss whether any resources are needed, whether this is people, materials or equipment, we consider whether this are actually available and this whether it will effect the project plan. Progress on work is always discussed on a weekly basis where all those who are involved in the particular job remain updated with what is happening. This is also where contingency plans are discussed, for example, if one of our resources is missing then we can collaborate for a solution and then keep everyone in the loop at the same time. A contingency plan is also commonly referred to as a plan B, a plan that gets put into place when things go wrong and an alternative procedure is needed. In this case it was necessary to come up with a contingency plan in order to meet the deadline after problems with printing. We had ordered two different sets of cards from the printers and both were intended for the same client on the same date. The first set that came back had actually been printed on the wrong material due to the printers’ error and so we had to create a contingency plan to solve this. In our plan, we arranged for the cards to be reprinted, and worked out what date they should be with us in order to meet the delivery schedule. As long as the cards were sent out on delivery before 2pm they would be delivered the very next morning. Once our plan was in place we were able to effectively liaise with the printers and the client to guarantee that the cards would be complete by our deadline.

Storing work effectively is also a great factor in the company. The business cards for example were worked on initially on my own Mac computer, this computer is backed up onto a server each night in case of any problems, and then once the job is complete, the files are moved onto a sharing back-up drive which everyone in the company can access. Also, any amendments that I may make during the design process are always saved as another version instead of simply replacing the current file. For example with my business cards, I sent a proof to the client with my initial ideas and then after this, the file received a ‘+’ at the end to indicate the latest version. This is generally applied to all work within the company and so when looking through our file archives; everyone in the company knows that the latest file will be ‘+++’ rather than ‘++’. File names are very important, especially when you are storing files onto a shared drive. For every job that we do, when it gets booked in as an official job, it is assigned a letter and number code depending on who created it and when it was created. For example, a person named Joe Bloggs books in jobs under the reference JB, and this is then followed with a number. All files and emails that are related to this job then get filed under this job number. This means that when searching through archives for work everyone can find the files relatively easily as the code never changes and is unique to every job. The convenience of assigning job numbers to all means that if you were to come back to a job and had to amend it slightly there is not overwriting of files, the new files will likely be given a new file name and will also be saved in the new job folder. The system is reliable and all is included in a database which tells you the company name, the job number and the nature of each job, it is always in date order and also gives details like the company address and the amount charged to the client.

Evidence 6 - Personal Development Plan

Continuous Professional Development is the process where an individual keeps up to date with their work in a particular industry. They continue to update their knowledge and skills not only in their relevant industry but also their personal skills such as team work. 

A personal development plan is a way of keeping track of progress. This may mean that you use it to determine what skills you have learnt on a training course for example, or as a way to determining your plans for the future and what you need to develop next.  The plan itself can go into details of when the skill needs to be developed, how it will be used and the purpose of actually learning it. By filling out a plan similar to the one above it gives perspective on whether it was a cost effective use of time or simply just to evaluate what you have learnt. 

After filling out your plan you can consider what opportunities there are to develop any skills and partake in more training. The relevance of training should be decided by existing knowledge and skills and those that will be required for future jobs.  

Evidence 3 - Understand the Creative Media Employment Market Place

Within the creative media industry there are different options when it comes to considering employment. Different types of business require different skills and interests, so when applying for jobs it is these differences that an individual must consider. They must also consider their own interests in order for them to stay motivated and interested in their work. 

A Public limited company, or a PLC as it is commonly known, is a company where shares may be sold to the public. This is usually using the stock market where shares can be both bought and sold. For example ITV, which is the largest and oldest television network in the UK; is well known but also rather competitive when it comes to applying for jobs. ITV is responsible for broadcasting on the ITV television networks. The market for their services includes broadcasting and interactive media when considering their online catch up services. It’s audience is rather vast and includes a large number of residents in the UK and internationally. PLCs are generally well known companies; because of this it is important to understand that within a large company the job role may require more independent work without as much close support. Securing a job within such a prestigious company may also be more difficult but it does mean that the individual has the reassurance and legitimacy of the well-known brand name. By working under such a brand, the employee may feel more determination to work to company standards and maintain their image than if working for a smaller lesser-known business. Morals will also come into play here as an employee is acting representation of their company at all times. Bad press for that individual becomes bad press for the company and this can be a lot of pressure for someone who cannot handle it.

A Limited company, ‘Ltd’ as it is most often referred to, is a smaller company compared to a PLC. A limited company is where the liability of its members and sponsors is reliant on what has been invested into the company. Shares cannot be sold to the public through a stock exchange but they can be sold privately. GGS would be a good example of this, GGS are well known locally but internationally not so much. GGS provide photography, marketing materials such as graphic and web design and also exhibition equipment. These services are mainly aimed at other companies rather than the general public for marketing benefits. A company such as this one demands for closer teamwork and pressure on individuals to handle workloads. It does also mean that there is more support and a closer working team if there are less people working there. However it does have to be considered that smaller Ltds are more at risk of failing as a business. They don’t so much have the comfort of a brand to hide behind and instead have to rely on their teams to keep them afloat. One advantage of working for a smaller team may also mean that there is more room for progression and it could be quicker to advance through the company. You aren’t in such a big competition to get promotions than what there is in larger companies. Progression happens more naturally as people leave the company and leave their work to others who they have worked with for long periods of time.

A small partnership involves a business operation between 2 
 or more people who share managements and profits. There are several types of partnerships but the main two are general partnerships and limited partnerships. For example a dance studio may have one working partner and dance instructor and another silent partner who invests in the studio. This would be marketed for the entertainment sector. GGS could also be used as an example of this as it began with three partners with surnames making the two G’s and S. Again the market for their services is mainly advertising for other businesses that require marketing to boost their success. There is a lot of pressure when it comes to being a partner. The company tends to rely heavily on the individual and is dependent on their funds to get them started. This would not be for the faint hearted, the success of the company is on the shoulders of the partners and it would take a hard working and determined person with leadership skills to carry out this role.

A family owned business is a business, which is influenced by multiple generations of a family. They inspire more trust and generally are more stable as the business is passed from one family member to another. Investments in the company are longer time and so employees are more committed to the company.  An example of a family owned business in the creative industry is Comcast; an American media and technology company that provide TV, Internet and phone services to many people. Comcast is part of the entertainment industry and potentially the Internet based market. The type of person that a business such as this one demands is someone who is knowledgeable on the family and company history as the legacy of the company is very important. Having this knowledge may inspire an individual to live up to the company and work harder to maintain its image. They can also benefit from learning from the family on how things are done but do have the unfortunate drawback that it will only be family members that are the top decision makers in the company. Family members however will work hard to maintain the family legacy and show determination to succeed not only for themselves but for the family.

A government body is a group of people who are responsible for regulating the decisions and products of a company. For example, Ofcom are a regulating body for the TV and film industry that provide authority and help for companies, consumers and customers. The BBC for example may approach Ofcom for advice on a product, where as a consumer will approach Ofcom if they have concerns or complaints about that product. They provide information and advice to companies that allow them to abide by the law and are sensitive to the needs of the public. A person who works at Ofcom for example should be somebody who has a strong interest in morals and wants to make a difference to broadcasting. That person should be sensitive to issues and conscientious of others. In this case knowledge of religion may also help the individual when considering broadcasting on certain networks. The person should be determined to make a difference and work hard towards that goal.

A school or college is an educational establishment where employees specialise in a certain subject and share their knowledge with pupils. Schools will often, almost always have an educational body such as Ofsted who monitor a school’s progress and give insight to pupils needs. A college, Norwich University of Arts for example will have to provide their creative students with an all round education approved by government bodies. Employees of the college or university will not get much freedom in teaching, as it has to comply with colleges across the country. Once again schools or colleges are the providers of information and that is so to speak their product.  It is important for those working in this type of establishment to be passionate about their subject and who also have an interest in teaching and young people. The person should also consider that they have to be an outgoing person who is confident and hard working. They should aim for respect from students and will only get this by being confident and out spoken. I think it’s also important that they consider that they will follow a strict guide on what they are teaching and so remember that they will not get much creative freedom when it comes to their subject.

A charity is an institute that is established for public benefit. It usually means that the employee will not get paid for their work but may be paid minimum wage if they are working for a reward. MediaTrust are a company who believe that through advertising and communications, the lives of people less fortunate will be improved by building awareness. They require companies to volunteer work in order to get a message across. For example, advertising companies who have the means to create an advert create one that will increase awareness of an illness. A charity does not produce a product as such but instead works for a more moral award. A person applying to work for charity should be one who is passionate about helping others, even if that means working without pay. They should have knowledge about their company ethics and perform work to the best of their ability so to help those they need to.

In conclusion, when applying for jobs an individual must consider their strengths and weaknesses and understand that different types of employment and industry call for different skills. This rule is applicable to all types of employment. In order to stay pro active in their work they should pick a career that will interest them but challenge them also.

Evidence 4 - School Meeting Case History

The agenda of the meeting was to discuss the changes that I had made to a school prospectus. The prospectus was having a bit of a revamp in comparison to previous editions and it was important to show the work that I had completed so far, so not to waste time or head off in the wrong direction. The meeting was on a one to one basis and so it was rather informal, this was reflected in my presentation technique and the way I communicated with the client.

There is a range of presentation techniques that I could have used to showcase the prospectus to the client. For example, a presentation without electronic aids; this would mean that instead of electronic aids such as a computer screen or a tablet I could use printed materials to present it. Whether this is simply a printed copy, or in a poster format, this allows the client to physically look through the content themselves while the speaker explains and presents the ideas verbally. An alternative way of presenting work is through a digital format. Either on a computer screen, a projector or even a tablet computer this would allow for greater control in the way that the work is presented and viewed. On a screen, work can be manipulated and you have the ability to zoom in on specific areas to show the finer details.

 For my prospectus I decided that using an electronic aid would be the best way to present it. As the meeting was on a casual basis I decided to use my computer monitor and show her the prospectus in Adobe InDesign; the programme I’d used to edit it. By hitting the tab key this hides all the floating tools and windows so that all is visible is the prospectus on a grey background. The reason that I thought this method would be best is because at this stage I was working on an incomplete prospectus, it still required text and images and so we both decided that the meeting would be a casual affair to see the basic layout and the way things were going so far. By doing this digitally it keeps the costs of printing down (as a prospectus with 50 pages in full colour can be quite expensive to print!) and it also means that I have control over which parts the client will see and when.

The method of presentation does really come down to the product you wish to present, it wouldn’t be much use presenting something dynamic and interactive like an app or even a video using a print presentation as this wont really give much idea of how the product works or what it is like. But with something like an image, a brochure or a logo idea it can be a better idea to present these physically as they can see the product in the environment it was intended. My prospectus was presented on a one to one basis in a small group. It allows for better communication than perhaps email as it allows the individuals to express ideas freely without having to word it too carefully. In my prospectus meeting we were able to explain our ideas thoroughly and reach a compromise quickly when trying to resolve problems.

 It is important when working with clients that those involved communicate their own ideas and decisions clearly. This can be done verbally in a meeting or over the phone, or non-verbally such as through email. When communicating it is essential that it is done constructively and that you keep to the point when discussing ideas. Through email, you have better opportunity to think of appropriate responses and ways to express your decisions; however, by meeting in person this is a better way of getting ideas across as sometimes getting your ideas to paper can prove difficult. A mixture of written and verbal communication should lead to a simpler production process, speaking to someone over the phone to encounter a problem or writing an email when you have important information to get across are methods that benefit all and constructively utilise technology to improve working relationships.

During my meeting regarding the school prospectus, a disagreement arose when it came to selecting images for a particular page of the prospectus. The client had chosen an image that I deemed to be inappropriate for the particular page we were discussing. It was important for me to suggest an alternative option whilst at the same time appreciating her suggestion and negotiating to find a suitable solution. Firstly I had to listen to the client’s opinion and their reasoning’s for choosing that certain image. By listening I could get a better idea of what is was they actually wanted and tailoring a solution in mind to that problem. It is also important that even after pitching my creative solution and communicating my ideas to the client that I again listen to any concerns they may have and use my authority on the subject to reassure the client. It’s mainly about meeting their needs and producing an effective product that they are happy with. In my meeting after discussing the problem of the image and how it wouldn’t suit others on that page, we eventually reached a compromise that we use the image the client had suggested but that I would edit it and change the colour mode in order to make it match the other images. By having this discussion, this helped the production process as we agreed that if the situation were to arise again, we would follow the same solution as before.

After the meeting had ended, I was able to discuss some factors with one of the directors and colleagues. With products such as a prospectus it was important that I work as part of a team to put the prospectus together. Most often it is through face-to-face verbal communication, but occasionally it involves non-verbal communication too as it is convenient to send any thoughts and information through email so that colleagues can see the information at their own convenience. During the process of putting together a prospectus, it is also important to keep colleagues in the loop and give regular progress updates. In our case, we have a weekly morning meeting to discuss ongoing jobs. Here, we can discuss what work has been done on the prospectus since we last spoke, what work will need to be completed by a certain deadline and also the matter of how long is spent on the work. We also discuss whether the work completed so far has been efficient for time and whether a more productive role should be taken for example in contacting the client to receive more content. We also consider how long has been spent on the prospectus so far, and how many hours we have left that were originally quoted for.

The school prospectus contains a mixture of professionally photographed images taken mostly by us, and also images which the school have captured on occasion for themselves. In the original brief for the prospectus, it was agreed that we include full page, large impact images that attract attention. Being the authoritative figures when it comes to image manipulation, we established a technique/process amongst ourselves to meet the brief. Images from our photographer were firstly organized into folders; assigned to a code that is relevant to a particular job. From here, and using our database systems I was able to pull the images onto my own Mac computer and save them under that same job reference. I decided that in order to edit the images, I would use Adobe Photoshop, as it is a programme I am familiar with, it enables complete control over the appearance of an image and I can save images out at the format I need. From here, I selected the images, which I wanted to use, and moved them into a separate folder I named ‘Photography 2014’ on my machine. This allowed me to separate the images I wanted from those which I didn’t, and also by keeping them on my machine is allows my computer to run at optimum speeds rather than having to run files from across networks. From here I began to change the appearances of the images.

Whilst editing the images, I used a fairly systematic way of editing them so to keep them looking as consistent as possible. After opening the image in Photoshop, firstly I would check the general brightness of the image and usually adjust the levels just to boost the contrast between the blacks and the whites. By using the levels histogram you can get a general idea of how much black/white is in the image and adjust it by eye. I would also add a very small amount of brightness and contrast also, just to really give it a good amount of contrast but still keep it looking realistic. Then I would check the colours in the image and usually boost the saturation by about 10%, depending on the image and what the colours are like. Sometimes there will appear to be too much of one colour in an image, for example too much magenta in the pupil’s faces, I would reduce this and in general tweak the colours when necessary to keep them looking realistic. Next I would glance over it and see if there are any finer details that need retouching. For example in one image, a child had rather large red spots on his arms and it was decided by the client and us to remove them. The way that I did this was by using the clone stamp tool at around 70% opacity. This is a more delicate way of retouching and you can layer up the blemishes if necessary. And finally I would crop the image if required and use a smart sharpen on each image. After the image has been retouched, I save the file as a PSD (usually so to keep any retouch layers I may want to adjust), and then I can resize the image to the correct dimensions and at 300dpi before saving as a full resolution JPEG.

While I went through this process when it came to our own photography, we were also supplied images from the school on a CD disc. From the disc, I transferred over all of the files onto my own Mac. Once I have copied over the files, I check the compatibility to make sure that I can use them. Another thing to consider with images supplied to us is at what size they are. For the prospectus, a full-page image has to be sized at around 250 x 160mm at 300dpi. You can also check how an image will display but viewing it at full size on screen. Some images, although they are sized correctly, still appear blurry, as that was how the image was taken. This is where you can decide if an image is useable or not. It is possible to scale up images in terms of resolution, the process involves Photoshop making calculated guesses and putting more pixels into the image. This can cause the image to lose its sharpness; especially if it contains text, but on the other hand, sometimes this process can be helpful if you only need to increase the pixel dimensions slightly. When it comes to low-resolution images, we all follow similar steps to enlarging images; firstly we always ask if a higher resolution is available, as scaling images up is never going to match the quality of an original image. If not, this is where our resampling will come in. When up scaling images, we always select the option that reads ‘Bicubic Smoother (best for enlargement)’, as this keeps the pixels as smooth as possible. We also will only enlarge the image pixels at a time. For example, an image, which is at 72dpi, can be resized to 100dpi without too much issue. The steps we would follow are to increase the dpi a little at a time as it allows Photoshop to insert pixels more accurately. For our example, it may increase from 72 – 80 – 90 – 100. We usually will then sharpen the image to try and insert some of the detail back into the image, but it is not recommended to stretch small images as you do end up with unwanted artifacts in the image. Another step we take with image preparation is making sure that when printing, they are in CMYK mode and not RGB. RGB is for web and the colour ranges are much brighter as a screen can produce almost any colour. CMYK are the four colour inks that printers use to reproduce colours on print. By converting images to CMYK it gives an on-screen accurate representation of what the image will look like in print and it makes things easier for printers who will digitally identify colours in their software.

And so, by following the above processes for pixel dimensions, DPI and setting the colour profiles this allows us to meet the client’s requirements of producing a prospectus with high impact images. They need to be high quality and they also need to have enough editing done to enhance them but not reduce the quality or the realism of the image. It is not only for the client’s benefit, but especially when it comes to enhancing our own images, we take pride in our work as a business - and producing a prospectus filled with dull boring images that are blurry and poorly produced reflects badly on us as much as the client. We have certain standards to follow when it comes to image manipulation and it is something that we regularly collaborate as a team about.

Proofing is the stage that will proceed after the prospectus and the images are complete. With such large files we always make it very clear that the file we send to the client is just a low-resolution proof. This enables us to send the file over quickly and easily, and when the client receives it they can send it amongst themselves without issues. During the proofing stage, I will usually give a clear and concise description of work that has been completed on the images and any specific edits that have been done not following the format. I will also discuss any future improvements I think are necessary and whether the client will need to provide any more material. Mostly the feedback from clients is agreeable on the spot; with simple amends that are completed quickly without discussion. Sometimes if instructions are unclear or cannot be completed this will lead to a phone conversation in which we can resolve the matter more efficiently.

When working on the prospectus is was important to liaise with both the client and with colleagues on any issues that arise. For example, an image chosen by the client, didn’t meet standards set by the rest of the images in the prospectus - the colours were dull as was the brightness of the image. To resolve this, at first I tried increasing the saturation and using levels to bring some whites back into the image but the increase of saturation made the image look unnatural and too garish. After liaising with a colleague, we decided that instead of simply increasing the saturation we would change the depth of field of the image. I blurred just the background of the image just slightly, but kept the students in the foreground looking sharp, and I de-saturated the background so that the attention was on the students. I then proceeded to change the levels of the student layer to bring in more whites and then topped this off with increasing the contrast of the image. When all of the alterations were complete, I saved this file as a second revision, JPEG format, and sent this on to the client explaining why the alterations were necessary and what they were. After showing this revised edition to the client, they agreed that the revisions were a great improvement and so the problem was resolved.

At GGS, we include a copyright notice in all images, which means that the image is owned by GGS. This information is embedded in the image and can be applied to many different images at once. This means that when producing final JPEGs for whatever application, this copyright notice will be attached to the image and will give information about its source and ownership. Others will have to request permission from us to use our images in a professional environment. It is customary to change the title of the image, the description, the author, copyright status and any keywords associated with the image. These settings can be saved as a separate file and applied to many at once if for example you are supplying a batch of photography and not just a single image. Although it should be remembered that when uploading images to the Internet, some sites such as Facebook, delete the embedded copyright notice and so images can be duplicated without this information attached. In these circumstances a watermark can be applied or the information can be entered again in the web application.

The way that we store our image files is considered very important at GGS. Each photography job that we do is assigned a numerical code that is stored on a back up hard drive that we can all access. These original TIFF files are stored here with their embedded copyright settings and at full resolution that enables them to be used for any purpose. When working with these images I will first copy the image onto my own hard drive and any editing that I do from there will be saved as an additional copy. From here I can analyse how large the image will need to be, for example in my prospectus, the images were saved as high resolution JPEGs at 300dpi and 300mm wide. These were intended for print, and so the images will need to stay at 300dpi to allow for maximum quality. This amended version of the image can then be copied over to the archive back up so to keep the file with the original and show what changes were made to the large original.

Copyright infringement is when an individual claims ones work as their own, makes amends to work that is not theirs or not paid for, or simply when copying someone else’s work. With regards to technical adjustment of images, you can only adjust an image if it is one that you have taken yourself, one that is bought through a stock library for example, or if you have permission to use it. If for example you were amending someone else’s work without their permission, i.e. not paying for it, any profits or rewards gained from that image must be shared with the author. Even if you produce an image and do not follow steps above to embed it with a copyright notice, all work produced physically is always protected by a copyright notice. The only factor that may be affected by not physically putting in copyright notices yourself is having to prove that you are actually the author of the product. This can prove more difficult without your own copyright notices. For example, with the school prospectus, I had permission to use the images provided by the school, as these were intended for their own benefits. I could also use any photography that was taken
by GGS as we own the copyright to these and can use and manipulate them as we wish.

When working on the prospectus I also had to consider possible health and safety risks. For example, when using my computer I had to make sure that my posture was correct and my wrists and arms supported to avoid injury, I had to know where the closest fire exit was in case of fire and I also had to be aware of the risks working with electrical equipment; such as avoiding spillages and keeping wires and such up to standards. I also had to know who was appointed as first aider incase of any emergencies and where the first aid kit is situated in relation to my location.

Overall, I was able to compromise with the client when it came to choosing images for the prospectus. We discussed what needed to be changed and I used my expertise in Graphic Design to keep the prospectus looking how we had envisioned. The meeting was a success as it allowed me to continue on with the project knowing that I was on track with the layout and after a few small tweaks it would be almost complete.

Evidence 2 - Observation of Image Retouching

Kate was tasked to edit a number of photos for a jewellery company, which will be used for their website. She works with the company photographer and her manager to establish and agree what is needed throughout the project in terms of an overall consistent look including brightness, background colour, size, resolution, sharpness etc. Timescales are also set.

Kate obtains the images from the company shared drive. The images were taking by a photographer and are in TIFF format.

Kate chooses the first image which is a silver watch on a white background. She ensures that she works on a copy of the file rather than the original.

Kate chooses to use a Mac computer with a large monitor, which is company protocol and enables her to work accurately. She will also use Photoshop to edit the image.
 
Q: Why use Photoshop over other image editing software?
A: It's industry standard and there are a range of editing tools that can be applied which makes editing more accurate and you have more control when editing.

She resizes the image to 1500px by 2250px as per the customers requirements and she ticks the best for reduction box as she wants the image to stay as sharp as it can.

She opens the file in Photoshop and has a brief look at the overall quality of the image in order to establish a plan of what needs to be retouched. If the image was unsuitable then she would go back to the photographer to see whether there was another image. In this instance the image is workable, although the image has a lot of unwanted aspects in the background which she wants to remove. She zooms in at 200% in order to work accurately and uses the pen tool to select around the edge of the watch.

Q: Why use the pen tool in this instance instead of other tools?
A: Well, this tool is more accurate than the others and you've got more control than say the magic wand which often selects bits that you don't want.

Kate removes all of the unwanted parts of the background and then creates a new layer with a white background. Part of the agreement with the customer is that all the watches are captured which the watch at exactly the same time. However, that means that this particular watch needs a button popped out on the right hand side of the watch, which the customer would like closed in the final shot. Therefore Kate creates another duplicate layer so that she can compare the original and uses means that she's not working on the actual original. She cuts around the unwanted part and moves the button to make it appear that the button is in. She uses the mask tool.

Kate checks for brightness, colour and contrast and makes some adjustments with the dodge and cloning tool. She ensures that the image has a similiar colour profile to the other watches that have been edited.

Kate notices that there are specks of dust and dirt on the clock face, which she retouches to remove.

This particular watch doesn't have much variation in colour, but if does she would generally increase the saturation.  She does however notice that the silver strap has a yellow tone, so she adjusts so that it is more in line with the actual colour of the watch.

Kate then moves onto to adjust the overall sharpness of the image and uses the unsharp mask.

The customer asked for all watches to have a reflection at the bottom of the image, so she then merges all of the layers and creates a duplicate, uses the transform to flip the image, reduces the opacity and uses a gradient to create the desired effect.

She then saves the image as a JPEG and chooses the maximum quality. The file is saved in the relevant job number folder on the shared drive.

Once all files are retouched they are then sent over to the customer using We Transfer.
 
Feedback:
Great work Kate. You've clearly got a great understanding of the tools in Photoshop in order to effectively adjust images. A really good piece of evidence that can be mapped across many units.

Mapping:
Unit 35: 2.1, 2.2, 2.3, 2.4, 2.5, 2.6, 3.1, 3.2, 3.3, 3.4, 4.1, 4.2


 

Image Retouching

Retouching gives an image a finished high quality look that isn't easily achievable without the use of Photoshop or similar editing programmes. 

A piece of jewellery will go through certain editing techniques before it is considered to be finished. This watch for example, has been cut out, resized and edited to look more presentable. I have used brightness and contrast to adjust the tones of the watch, I have sharpened it to make the clock face more detailed and have also brightened the clock face to bring out the bright whites in the face. 

More details of the process of my retouching can be found in the Evidence section.