1 Objectives To define digital communication. To outline
1 Objectives To define digital communication. To outline appropriate media to deliver digital products. To effectively apply design elements in digital communication. To evaluate graphic design and editing concepts. 2
Main Menu Defining Digital Communication The Digital Communication Process Graphic Design in Digital Communication 3 4 Digital Communication Is the ability to create and transmit a message using different technological
devices, including: radio television telephone cell phones: SMS or text messaging computers: Internet websites, e-mail, PowerPoint, etc.
Fun Fact: When you send a text message you are using digital communication. 5 Digital Communication Has a background which includes the following inventions: telegraph teleprinter telephone television
computer cell phone the Internet Fun Fact: The ARPANET was the first packet switching network. This network evolved into the Internet enjoyed today. 6 Firsts in Digital Communication Fun Fact: The first cell phone was the Motorola DynaTAC
8000X. It weighed 2 pounds, offered just a half-hour of 7 talk time for every recharging, and sold for $3,995. Digital Media Products Enhance communication with the use of technological devices Allow for constant communication people are continually sending and receiving messages and gathering and interpreting information Change the way people
access and share ideas and information 8 Digital Communication Can be used for: business meeting environments educational purposes government interactions personal uses Fun Fact: The average U.S. teen sends or receives an average of 2,899 text
messages per month. 9 ASSESSME NT 10 Assessment 1. What is the ability to create and transmit a message using different technological devices? A. Internal communications
B. Professional communications C. Digital communications D. Office communications 2. Which of the following inventions is not included in the background of digital communications? A. Quill B. Telegraph C. Computer D. Cell phone 11 Assessment 3. How much did the first cell phone weigh?
A. 12 pounds B. 10 pounds C. 5 pounds D. 2 pounds 4. Which of the following is NOT true of digital media products? A.Enhance communication with the use of technological devices B.Allow for constant communication C.Allow people to remain cut off from reality D.Change the way people access and share ideas and information 12
Assessment 5. Digital communication can be used for which of the following? A.Business meeting environments B.Educational purposes C.Personal uses D.Digital communication can be used for each of these instances 13 14
Transactional Model 15 Sender Is the person or party sending a message to another person or party Can also be called the source of communication Needs to be sure the information is useful and accurate Should be clear as to what and why one
wants to communicate Examples in digital communication include: bloggers television and radio broadcasters creators of websites 16 Message Is the set of words and symbols the sender transmits includes all information to be communicated
Can be expressed verbally or nonverbally verbal communication is expressed in language, spoken or written nonverbal communication is most notably body language or pictures In a digital form, is most often verbal Examples in digital communication include: blogs television and radio shows websites 17
Media Refers to the channels through which the information moves from sender to receiver Includes the following digital devices: radio television
telephone computers cell phones Fun Fact: The first computers were actually people. "Computer" was a job title for people who did calculations by hand or paper. Soon after the computing machines 18 were built, they were called "computers". Encoding Is the process of transferring information one wants to communicate into a form which
can be sent, received and understood putting thoughts into a symbolic form Examples in digital communication include: writing a blog writing and producing a television or radio show designing and creating a website Success depends on the ability to relay information and reduce confusion Fun Fact: Technology devices such as computers and CD players use word sequences of 0s and 1s 19
called binary values to send and receive data. Noise Is any unplanned static or interruption during the communication process Can cause a message to be different than the sender intended Is not just sounds anything which interferes with receiving or understanding the message is considered noise 20
Noise Includes the following types of distractions: semantic noise misinterpretation of the message internal noise actions or thoughts within the receiver which disrupt the receivers ability to understand the message external noise distractions such as sights or sounds which disrupt the message Examples in digital communication include: shorthand which is not clear to the receiver
preconceived opinions advertisement clutter 21 Decoding Is the process of assigning meaning to words and symbols to form the message back into thought the direct opposite process of encoding In digital communication, is also known as an action a computer performs to convert
an electronic signal or code into plain text Examples in digital communication include: reading a blog watching a television or radio show examining a website 22 Receiver Is the person or party receiving the message Can also be called the audience or destination Might or might not interpret the meaning of the message the same way
the sender intended it to be interpreted Examples in digital communication include: blog readers television viewers and radio listeners Internet shoppers 23 Feedback Is the set of reactions and acknowledgment the receiver displays after receiving the message Can also be called the response Refers to the part of the receiver's
response which is communicated back to the sender Shows the receiver has understood the message 24 The Intended Audience Should be identified and considered by the sender before attempting to send a message, including factors such as: size of the audience existing attitudes of audience amount of knowledge and experience the
audience has with the topic Should affect the message, including factors such as: words and symbols used in message media used to transmit message accessibility of message 25 Media Selection Involves deciding what words and symbols will best convey the
message, such as: spoken words written words color still pictures motion pictures 26 Media Selection Requires consideration of the following factors: the medias availability
the opportunities the media present for feedback how much noise is associated with the media 27 ASSESSME NT 28 Assessment
1. Which of the following is the person or party sending a message to another person or party? A. Messenger B. Medium C. Sender D. Creator 2. A message in digital form is most often which of the following? A. Verbal B. Nonverbal C. Visual D. Auditory 29
Assessment 3. Which of the following refers to the channels through which the information moves from sender to receiver? A. Messenger B. Media C. Sender D. Creator 4. Which of the following is NOT involved in deciding what words and symbols will best convey the message? A. Sender B. Color C. Still pictures
D. Written words 30 Assessment 5. Which of the following is the person or party receiving the message? A. Messenger B. Medium C. Receiver D. Creator 31
32 Graphic Design Is the art process used to: announce or sell something amuse or persuade someone explain a complicated system Big Ev Fun Fact: Apple was the first to produce computers which had bitmap graphics the origin of modern computerized graphic design. 33
Graphic Design Uses a variety of communication tools in order to portray the message Includes the following main tools: image typography Can demonstrate a process Fun Fact: Typography within graphic design involves choosing the appropriate typefaces and creating their arrangement on the page.
34 Design Elements Are the basic components used in part of any composition or publication Include the following: text graphics headlines color white space 35
Text Is used for any wording of anything written or printed Makes up the following: running text headline body copy 36 Typeface Refers to a set of characters with the same design
Includes characters such as: letters numbers symbols punctuation marks 37 Font Is the specific size and shape of the typeface Is a combination of typefaces defining the family, weight and style of the text
Should be clear and easy to read Should be limited in one publication no more than four fonts Fun Fact: With the introduction of computers, the terms font and typeface are often used interchangeably, however they are not the same. 38 Size Is the area occupied by text or an image In digital design is defined by the
following terms: picas (pc) points (pt) millimeters (mm) centimeters (cm) inches (in) 39 Style Is a variation of a font Includes the following: italics underline
bold Can be used to emphasize words or phrases however, overuse can be a distraction or decrease readability 40 The Headline Is the phrase or sentence which attracts a readers attention to a particular product, service or idea Is usually distinguished by its:
contrast size special interval 41 The Headline Grabs the readers attention Convinces the reader to study the publication directs readers to illustrations and text attracts a specific target market should be creative and brief
inspires emotion: curiosity, laughter, thoughtfulness, nostalgia, etc. 42 Body Copy Refers to the written material or text of a publication Details the information, explanations or purpose of the publication Is the most straightforward way to get the intended
message to readers 43 Body Copy Should be located beneath the headline in most cases Should be direct and simple Must appeal to the senses Should explain the who, what, where, when, why and how of the publication Should flow to increase readability and be easy to follow 44
Color Can be used in the visuals, text and background of a publication Draws a readers attention Can have a psychological affect on the reader Adds a visual stimulus to publications Should be based on the intended message and image of the publication Should not be overused no more than five colors should be used on one page
45 Color Can evoke the following feelings in the consumer: red: energy, power, passion orange: determination, fascination, encouragement yellow: joy, happiness, intellect green: growth, harmony, freshness, health blue: trust, loyalty, faith Fun Fact: Yellow surroundings seem to
enhance the performance of schoolchildren. 46 The Color Wheel Is a useful tool in determining which colors to use in a production Aids in creating a variety of color schemes each color scheme can give the message a different style color schemes are used to make the message more appealing to the reader
47 White Space Is also referred to as negative space or blank space Refers to the portions of the page or publication which are unused Is the space between the graphics, text and any other elements including margins, line spacing, etc. Does not have to be white
it is whatever the background color is 48 White Space Is an important element in creating a desirable layout because it allows for the following: readability balance flow An example of good use of white
space An example of poor use of white space Should make up between 15 and 20 percent of the page 49 Graphic Design Concepts Include the following:
Balance Is the way a productions lines, shapes, colors and textures are arranged Directs the viewers eyes Should be symmetrical, asymmetrical or radial symmetrical: one side matches the other asymmetrical: sides do not match; balance is achieved through tricks of the eye radial: all elements spread out from a center point 51
Balance Is commonly achieved using the rule of thirds break an image into thirds horizontally and vertically so the picture has nine parts (red lines) focal points should be at the intersections (green dots) Fun Fact: Studies show when viewing images, peoples eyes go to one of the intersection points of the rule of thirds more naturally than the center of the shot.
52 Proximity Is the location of items in relation to one another Can determine or describe relationships between elements Is one of the easiest ways to give a production an organized feel and create a visual structure 53
Alignment Refers to the lining up or arrangement of text and graphics on the page Is achieved by positioning text or graphics the following ways: flush left flush right centered fully justified flush left flush right centered
fully justified 54 Consistency Refers to the unchanging look and feel of a production across all pages Can be created through the use of colors, a font or graphics Should make navigation easier for the reader Can be accomplished by using an accessible and effective page as a master template
Navigate, in graphic design terms, is to direct, guide or move a viewers eye in a particular direction. 55 Contrast Refers to the combination and arrangement of varying and opposite design elements Is accomplished by using different sizes, colors, fonts, etc. 56 Layout
Is the plan or design concerning the placement of design elements Is effective when it: is easy to read is pleasing to the eye conveys a specific message is organized and meaningful 57 Layout Design Tips include: consider the relationship between size and
proximity of each item balance the weight of pictures and text divide the page into thirds use repetition and similar design patterns match the layout to the publication allow for wider margins in reports use master templates when needed 58 Master Template Is a page design pattern used as the
basis for creating other pages of a production Contains layout, background format, theme colors, fonts and effects Allows a designer to place elements once and change details, such as text, without having to create each page individually 59 Master Template
Can be used in the following Microsoft Office programs: PowerPoint Publisher Word Excel Access 60 Manuscript Editing Is used to correct errors and prepare text for typesetting or printing in a publication
Includes: editing proofreading Should correct mistakes such as: spelling, grammar and punctuation errors repeated words and phrases undefined and improperly used words Manuscript is the writing in any book, article or document before it is printed. 61
Photo Editing Is applying any sort of alteration to a photograph or image Capabilities include: altering color cropping, slicing and merging images sharpening and softening adding special effects (distortion, texture, etc.)
Is typically done using software including: Adobe Photoshop PicasaTM GIMP 62 Video Editing Is the process of altering video to create a new work Allows for rearrangement, color changes, filters, transitions, effects and more Is typically done using software including:
CyberLink PowerDirector Corel VideoStudio Pro Adobe Premiere Elements Magix Movie Edit Pro Roxio Creator 63
Editing Is performed in order to: remove unwanted material shorten or resize the material create a flow add graphics, music and/or effects 64 ASSESSME 65
Assessment 1. Which of the following are the main tools in graphic design? A. Image and typography B. Text and graphics C. Words and pictures D. Font and images 2. Text makes up all but which of the following? A. Running text B. Title C. Headline D. Body copy
66 Assessment 3. Which of the following is NOT included in style? A. Italics B. Underline C. Bold D. Font 4. Which of the following is NOT true of white space? A.It is also referred to as negative space B.It includes margins and line spacing C.It is always white D.It should make up between 15 and 20 percent of
the page 67 Assessment 5. Balance is commonly achieved using which of the following? A. The rule of thirds B. Focal points C. The rule of nines D. Symmetry 68
ASSESSME NT 69 Assessment 1. Of the following measurements, which one is not one of the five used in digital design? A.Picas (pc) B.Points (pt) C.Meters (m) D.Millimeters (mm)
2. The suggested number of colors to be used in a publication design is ________. A.2 to 6 B.1 to 5 C.2 to 3 D.1 70 Assessment 3. Which of the following was the first internet network? A.ENIAC
B.SMS C.GIMP D.ARPANET 4. Mike and Kristi are creating a website for a local politician. Which color should they use to evoke the feeling of determination? A.Red B.Yellow C.Orange D.White 71
Assessment 5. Which part of the digital communication process involves a personal response? A.Feedback B.Sender C.Message D.Receiver 6. The communication model contains all of the following except: A.Sender B.Feedback
C.Headline D.Message 72 Assessment 7. Which graphic element adds a visual stimulus to a publication? A.Graphics B.Headlines C.Body copy D.Color 8. All of the following are components of a
layout except: A.Body copy B.Print C.Visual D.Headline 73 Assessment 9. The first example of digital communication was the ________. A.Telephone B.Television C.Computer
D.Telegraph 74 Assessment 10.A person outside the door is speaking loudly and is keeping you from hearing the teacher. This is an example of what type of noise? A.Semantic noise B.Internal noise C.External noise D.Personal noise
75 Sources Carter, R. (2002). Digital Color and Text. East Sussex England: Rotovision. External and Internal Noises. (2001-2004). Retrieved February 15, 2010, from Institute for Strategic Clarity: http://www.instituteforstrategicclarity.org/epnoise.htm John Lovett watercolor and mixed media artist. (1999). Retrieved February 15, 2010, from Design and Colour: http://www.johnlovett.com/test.htm Meggs, P. B. (1992). Type and Image: The Language
of Graphic Design. New York: John Wiley and Sons Inc. 76 Sources NSU. (2007, July 30). Communication: Sender and Receiver. Retrieved February 15, 2010, from Nova southeastern University: http://www.nova.edu/studentleadership/development/fo rms/send_receive.pdf Poggenpohl, S. H. (1993). Graphic Design: A Career Guide and Education Directory. Retrieved February 15, 2010, from The American Institute of Graphic Arts:
http://www.aiga.org/content.cfm/guidewhatisgraphicdesign Skaalid, B. (1999). Classic Graphic Design Theory. Retrieved February 15, 2010, from Web Design for Instruction: http://www.usask.ca/education/coursework/ 77 skaalid/index.htm Acknowledgements Production Coordinators Daniel Johnson Amy Hogan Brand Manager Megan OQuinn
Graphic Designer Daniel Johnson Production Manager Maggie Bigham Executive Producers Gordon Davis, Ph.D. Jeff Lansdell MMXIV CEV Multimedia, Ltd. 78
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