Advertising Art & Design 4 Revised June 2010

Transcription

1 Advertising Art & Design 4 evised June 2010 COUSE DESCIPTION Students will utilize an environment based on elements of an art and design studio. This course focuses on creating projects using industry leading software as well as a focus of various traditional medium illustrations. All projects are assigned for submission with an assigned deadline. Illustrations assigned will emphasize portfolio diversification in preparation of post-secondary education and preparation of art portfolios. Introduction to new techniques in illustration will be practiced in groups but some project media instruction will be determined on individual themes and goals. Design process is essential in successful completion of the students projects, making research, time logs, appropriate thumbnails, roughs, and composites when required for design projects. This process is essential in assigned client projects which become more frequent and prepare them for industry. In addition to the computer and software, students will properly handle and use drawing tablets, digital cameras, scanners, and other various output devices such as printers and backup storage disks applicable to projects. Students will be required to demonstrate ability in all educational projects and assignments and test with a minimum of 65% proficiency. ADOBE CETIFIED ASSOCIATE CETIFICATION Students will be tested for Adobe Certified Associate Certification as their exit exam. The examination will test their proficiency in Adobe Photoshop CS as well as professional design considerations practiced in industry. This certification exam will also be included in their grades (TEST) and is separate of the Final Exam. CAEE OVEVIEW 1. Identify career possibilities in the Advertising Art & Design or Graphic Design field, understanding the descriptions and criteria to pursue them. ( A.1,2,3,4,5) 2. Identify skills needed for success in areas of the Advertising Art & Design field. ( A.1,2,3,4,5; B.1,2,3,4,5) 3. Understand the high competitiveness of the industry and what is needed to be successful. ( B.1,2,3,4,5; D.1) 4. elate income to skills and experience in the Advertising Art & Design field. ( A.1,2,3) 5. Identify programs appropriate for projects ( B.3) 6. Critique projects and also objectively accept constructive criticism to their own. ( A.2,) 7. Possess and practice professional skills required for jobs ( B.1,2,3,4,5) 8. Understand and respect deadlines requested ( B.3,4; D.1) 9. Practice needed backups of information and their importance ( B.3,4) SHOP SAFETY & MAINTENANCE ( C.2; 9.2.F.1,2,3,4,5)

2 1. Know proper location of eye wash, power sources, phone location, fire extinguisher and fire and emergency evacuation plan and procedure. 2. Understand proper safety procedures of shop safety and first aid 3. Know how to handle chemicals and adhesives and store them properly. 4. Know how to properly handle razor blades, x-acto knives, mat knives, hand/table cutter, straight edge graphic tools and scissors. 5. Utilize spray booth or other proper ventilation when handling aerosol varnishes or adhesives. 6. Safely maintain, handle, clean, and store all tools used in daily projects properly. 7. Properly clean and log out or turn off all equipment when finished, preparing the area for the next user. 8. Maintain entire studio as a team. TOOLS AND EQUIPMENT ( B.3; 9.2.F.1,2,3,4,5) Students Will: 1. Identify, handle and store the tools of the trade appropriately and accurately 2. Identify replacement costs of all tools of the trade, respecting them with proper care and storage for future use. 3. Demonstrate appropriate use of light table for elements in design. 4. Understand purpose of overhead projectors for large format projects 5. Use proportional scale for figuring proper enlargement/reduction values. 6. Operate the Xerox machine properly for enlarging/reducing, scanning and duplicating, using appropriate modes and paper. 7. Operate and maintain computers and all peripherals (digital camera, scanner, printers) 8. Perform proper backup and storage of project and assignment files TADITIONAL ADVETISING AT AND DESIGN FUNDAMENTALS ( B.2,3,4; D.1,3,4) 1. Measure and understand units in the American ruler, understanding accuracy in layout and design. 2. Convert fraction to decimal for accurate dimension input in desktop applications. 3. Understand function of guides and rulers in computer applications and how to read and reset them for precise alignment and document accuracy. 4. Create projects according to job dimension specifications 5. esearch appropriate design solutions for assigned projects, giving multiple options and understanding their importance. 6. Understanding copyright laws and the difference between research for ideas and their penalties (Fair Use Act, oyalty Free) 7. Cover all aspects of the creative process with instructor/client to successfully complete a job, dealing with requests and revisions throughout the design process. 8. Understand the need for proofing, revisions and acquiring a sign off/approval from the client. 9. Understand a logo s purpose and function and the elements for successful logo design. 10. Complete projects using the 3 stages of design (research/thumbnail, rough, composite/final) with a consistent flow of stages. 11. Discuss and plan project using proper terminology/vocabulary. 12. Name projects accordingly for proper identification of files for backups and future use.

3 13. Balancing layout elements properly using positive and negative space. 14. Demonstrate proper use of design elements in illustrations and computer composites. 15. Understanding use of color and designing color solutions in layouts using marker, pencil, PMS (Pantone Matching System) and appropriate computer application palettes. 16. Understand how to use spell check and the importance of perfect spelling and punctuation in projects 17. Work as a production team in the classroom, proofing each others projects with the ability to practice and accept constructive criticism. 18. Practice proper composite output using the appropriate devices. ENDEING AND COLO ( A.1,2, B.2; D.1,2, B.3,4) 1. Identify colors in the color wheel in their respected groups (primary, secondary, tertiary, complimentary) 2. Utilize colors in the color wheel in layouts and projects (examples include blending, pencil pressure, computer application tints) 3. Blend colors correctly using appropriate tools (marker blenders, paint layering, pencil blending and layering of color) 4. Display pencil rendering skills with proper handling and pressure to represent color, value and texture. 5. Choose the appropriate medium to provide best design solution of assigned project. 6. Develop an awareness of art history and how it relates to design and media and influence their development of artistic style. 7. Work with other media to complete art projects such as traditional art supplies (pastel, color marker, paint, and ink) as well as drawing tablets creating electronic art combined with blending effects. 8. Identify proper papers to use for projects (sketch Bristol and their surfaces, tracing paper for layout layers and thumbnail/roughs, marker paper) 9. ender objects through observation with proper sense of appropriate proportion, perspective, and value. 10. Seal and protect completed artwork with appropriate varnish or fixative 11. Complete all rendering projects within an assigned deadline. TYPOGAPHY ( D.4; B.3) 1. Identify styles of type (serif, sans-serif, script, decorative, etc) 2. Demonstrate appropriate use of type in layouts and artwork. 3. Identify font names, styles and sizes in both rendering and computer applications. 4. Understand and utilize appropriate text alignment in both rough and composites. (left, right, center, justified) 5. Identify appropriate use of font sizes and styles for heading, subhead and body copy in layouts. 6. Utilize type as an artistic compliment to layouts 7. Combine color and type style to create emphasis 8. Understand that type is an element of design TECHNOLOGY IN ADVETISING AT ( A.1,2; D.1,4; B.3; B.2,3,4., D.1,2)

4 1. Identify basic parts and hardware of the computer and peripherals used in Advertising Art & Design. 2. Identify all software applications used in a typical Advertising Art & Design environment. 3. Understand the costs of all hardware, peripherals and software used in Advertising Art & Design field. 4. Properly create files according to assigned dimensions. 5. Save files according to project name for easy retrieval and organize jobs in appropriately named folders. 6. Understand the importance of frequent saving and backing up of files. 7. Maintain computers and peripherals, shutting down and storing appropriately. 8. Select appropriate software for given project or job EX: Adobe Illustrator for vector based art such as logos, Photoshop for pixel (raster) photos, InDesign for multi-page layouts 9. Document all research and time in a log when working on projects. 10. Demonstrate an awareness of art history and how it relates to design and media 11. Utilize the internet to assist in design research and the creative process, understanding copyright laws. 12. Display proficiency working on and organizing multiple graphic jobs at one time Adobe Illustrator: 13. Identify menu items, tools, palettes and menus and how to use them 14. Utilize hot key shortcuts to maximize efficiency while working in applications 15. Use the layer palette for detailed and proper design productivity 16. epresent proper use of color, tint, opacity and stroke thickness 17. Create a logo with tool accuracy and use of proper color modes for reproduction 18. esize artwork in layouts in proportion using correct tools and keys 19. Access Pantone color matching system for spot color jobs 20. Use functions such as, but not limited to, free transform, pathfinder functions, effects and advanced features when needed in design 21. Use guides for proper alignment in designs 22. Choose appropriate tools or functions for creating vector art (EX: pen tool VS. live trace) 23. Include font folder for jobs or create outlines in text 24. Save in appropriate format upon request (AI, EPS, PDF, etc) Adobe Photoshop: 25. Identify menu items, tools, palettes and menus and how to use them 26. Utilize hot key shortcuts to maximize efficiency while working in applications 27. Use the layer palette for detailed and proper design productivity 28. epresent proper use of color, opacity and blending modes 29. Understand and demonstrate the difference between destructive and non destructive editing and their types 30. Create masks or paths with accuracy 31. Practice proper filter and blending choices 32. ecognize need for color correction, using appropriate menus and techniques. 33. Use drawing tablets for rendering and accurate editing 34. Save in appropriate format upon request and understand purpose of file formats (PSD, JPEG, EPS, GIF, PNG, AW, PDF, etc) 35. Understand file size and how formats and layers affect them

5 Adobe InDesign 36. Identify menu items, tools, palettes and menus and how to use them 37. Utilize hot key shortcuts to maximize efficiency while working in applications 38. Use the master page palette for template design for multiple pages 39. Show proficiency in how to place and properly scale and rotate images 40. Utilize columns for text for readability, using text wrap with images if appropriate 41. Use guides for proper alignment in designs 42. Understand page layout and printer spreads POTFOLIO AND ATWOK PESENTATION ( A.2,4; B.3,4; E.1) 1. Mount or mat and cover artwork with appropriate tools and measurements. 2. Understand how presentation can affect the quality of your artwork. 3. Understand the importance of retaining all matted artwork clean, flat and neat in a portfolio for future presentation to colleges and employers. 4. Present artwork in a professional manner. 5. Display artwork in professional settings 6. Evaluate future goals when art projects are completed, matted, and evaluated 7. Frame artwork for art shows, presentations, offices, and other professional requests 8. Scan artwork for digital portfolio presentation to colleges and potential employers 9. Store portfolio correctly for future presentation. INSTUCTIONAL MATEIALS User Guides for Adobe Creative Suite, Adobe Press, San Jose, CA Classroom in a Book, Adobe Illustrator, Adobe Press, San Jose, CA Adobe Certified Associate Curriculum guidelines and ACE Handbooks AGI Books for Adobe Creative Suite, New York, NY Lynda.com resource videos TECHNOLOGY: PC Based environment with Adobe Creative Suite Computer projector with wall mounted screen for teacher instruction Limited quantity of Macintosh running OSX and Adobe CS Digital cameras Wacom drawing tablets and Cintiq Flash drive and CD-om for storage devices Color printer TADITIONAL TOOLS OF THE TADE: ulers, T-Squares and Triangles Pencils of assorted lead grades Markers

6 Colored Pencils Pastels Charcoal Ink, apidograph pens and traditional inkwells Paint Various grades and textures of paper and board Spray Booth Overhead and opaque projector X-Acto and Mat knives Tape (alkaline, clear, masking, double sided) Lucite oller ubber cement, tape, spray adhesive Crystal Clear and other artwork varnish Paper cutter Healing mats Light tables TEACHING STATEGIES Various teaching methods will be used during the course. Handouts and discussion will be used for supplement, recall and reinforcement. Most of the instruction of this course will be hands on instruction, in groups and individually. eal-time lessons will take place in a large group with the teacher on the computer using the projector, students working on their own computers along with the teacher. Individual proofing and consulting will take place after demonstrations take place and art projects begin. Group critiques and individual evaluation occur before completion of art projects. The teacher will be the client, but there will be opportunities of external clients bringing work into the classroom. During the course of the year students could be given the opportunity to review design books and magazines, review websites for potential ideas for new projects and potentially meet people from industry and take field trips. Art Contest opportunities will also arise with opportunity of prizes and recognition. EVALUATION OF POFIENCIES Students are evaluated by the following criteria: Class participation (attendance, completion of daily duties, professionalism towards classmates, clients, and instructor, sharing and maintenance of equipment and tools) Projects (medium sized art projects, file backups) Homework (research and design stage documentation) Quizzes (including one day reinforcement lessons that lead to major projects) Tests (major projects, illustrations, written tests and Adobe Certification Examination)

7 Scope and Sequence I = Introduced D = Demonstrated = einforced Handle tools of the trade and equipment correctly and safely ( F.1,2,4,5) Cut accurately using an xacto knife and mat knife in a safe manner. ( F.2) Understand the value of all tools, equipment, and supplies ( E.1) Demonstrate tool skills through a variety of creative art projects. ( F.4; B.3; B.3) ID Demonstrate correct use of spray booth, appropriate adhesives, and chemicals ( F.4) Demonstrate proper inventory and storage of supplies. ( F.5) ead and measure accurately with a standard American ruler. ( B.2) Demonstrate knowledge of alignment, balance, proportion and use of positive and negative space ( B.2) Demonstrate proficiency of illustration in proportion and perspective ( B.2) Demonstrate knowledge of color (primary, secondary, tertiary, complimentary) ( B.2) Demonstrate knowledge of mixing colors for illustration ( B.2) ID Demonstrate knowledge of light and dark values in percentage ( B.2) Demonstrate knowledge of working in many artistic media such as pencil, color pencil, ink, pastel, paint, marker, charcoal and chalk ( D.1) ID Demonstrate knowledge of working in mixed media. ( D.2) ID Create illustrations to be used in design layouts ( B.3; D.2) Utilize work area in a clean organized manner. ( B.4) Demonstrate an awareness of art history and how it relates to design and media ( A.1,2) ID Understand the creative process and importance of each step ( B.2,4; D.1) Understand of the importance of meeting a deadline. ( B.3,4; D.1) Demonstrate knowledge of documentation of design time and understanding commercial worth of the profession ( B.3,4) Prepare thumbnails, roughs, and comps. ( B.2,4) Demonstrate knowledge of typography, font styles, point size & layout purposes. ( B.3) Create and understand purpose of logo(s) to brought through on other projects. Ex. Stationary, ad, package, etc. ( B.3; D.4) Demonstrate knowledge of package design. ( D.1,4) Demonstrate knowledge of basic elements of operation of computers, printers, scanners, and other peripherals such as drawing tablets. ( B.3) ID Demonstrate knowledge of appropriately enlarging and reducing art with copying and printing ( B.3) Demonstrate knowledge of the differences between vector based and pixel based artwork and the appropriate use for each. ( B.3; D.4) D Demonstrate proficiency in Adobe Illustrator including tools, palettes, options and production formats ( B.3; D.4) ID

8 Demonstrate proficiency in Adobe Photoshop including tools, palettes, options and production formats ( B.3; D.4) Demonstrate proficiency in Adobe InDesign including tools, palettes, options and production formats. ( B.3; D.4) Demonstrate proficiency in Using drawing tablets for illustration and digital image composition ( B.3; D.4) Demonstrate proficiency in using digital cameras for artwork, layout, and composition in various lighting conditions ( B.2) Understand print versus web resolution ( B.2) Understand difference between GB, spot color, and CMYK ( B.2) Demonstrate knowledge and purpose of copyrighted images, oyalty Free images, the Fair Use Act and their rights and/or limitations ( B.2) Mount & Mat artwork in a professional manner. ( F.4) Demonstrate knowledge of setting up research reference files. ( B.3,4) Demonstrate knowledge of backing up jobs in organized folders ( B.3,4) Demonstrate knowledge of the many career opportunities related to ad design. ( A,2; D.3) Demonstrate knowledge of the cost of tools of the industry ( E.1) Create and revise of a resume for employment. ( A.4) Present art portfolio in a professional manner. ( A.4) ID ID ID ID ID D D D ID D ID

9 Advertising Art & Design 3 STUDENT HANDOUT Each student is expected to successfully complete the course proficiencies that relate to the following topics of Advertising Art and Design 3. Students will utilize an environment based on elements of an art and design studio. This course focuses on creating projects using industry leading software as well as various traditional medium illustrations. All projects are assigned for submission with an assigned deadline. Illustrations assigned will emphasize portfolio diversification in preparation of post-secondary education and preparation of art exhibitions. Introduction to new techniques in illustration will be practiced in groups but some project media instruction will be determined on individual themes and goals. Design process is essential in successful completion of the students projects, making research, time logs, appropriate thumbnails, roughs, and composites when required for design projects. This process is essential in assigned client projects which become more frequent and prepare them for industry. In addition to the computer and software, students will properly handle and use drawing tablets, digital cameras, scanners, and other various output devices such as printers and backup storage disks applicable to projects. ADOBE CETIFIED ASSOCIATE CETIFICATION Students will be tested for Adobe Certified Associate Certification as their exit exam. The examination will test their proficiency in Adobe Photoshop CS as well as professional design considerations practiced in industry. This certification exam will also be included in their grades (TEST) and is separate of the Final Exam. POFICIENCIES: 1. Handle tools of the trade and equipment correctly and safely 2. Understand the value of all tools, equipment, and supplies 3. Demonstrate tool skills through a variety of creative art projects 4. Demonstrate correct use of spray booth, appropriate adhesives, and chemicals 5. Demonstrate proper inventory and storage of supplies. 6. ead and measure accurately with a standard American ruler 7. Demonstrate knowledge of alignment, balance, proportion, perspective, and use of positive and negative space 8. Demonstrate knowledge of mixing colors for illustration 9. Demonstrate knowledge of working in many artistic media such as pencil, color pencil, marker, ink, pastel, chalk and paint 10. Demonstrate knowledge of working in mixed media 11. Create illustrations to be used in design layouts 12. Create illustrations for clients or themed, symbolic artwork 13. Utilize work area in a clean organized manner 14. Demonstrate an awareness of art history and how it relates to design and media 15. Understand the creative process and importance of each step 16. Understand of the importance of meeting a deadline 17. Demonstrate knowledge of documentation of design time and understanding commercial worth of the profession 18. Prepare thumbnails, roughs, and comps. 19. Demonstrate knowledge of typography, font styles, point size & layout purposes. 20. Create and understand purpose of logo(s) to bring through on other projects. Ex. Stationary 21. Demonstrate knowledge of basic elements of operation of computers, printers, scanners, drawing tablets, and other peripherals 22. Demonstrate knowledge of appropriately enlarging and reducing art with copying and printing

10 23. Demonstrate knowledge of the differences between vector based and pixel based artwork and the appropriate use for each 24. Demonstrate proficiency in Adobe Illustrator including tools, palettes, options and production formats 25. Demonstrate proficiency in Adobe Photoshop including tools, palettes, options and production formats 26. Demonstrate proficiency in Adobe InDesign including tools, palettes, options and production formats 27. Demonstrate proficiency in using drawing tablets for illustration and digital image composition 28. Demonstrate proficiency in using digital cameras for artwork, layout, and composition in various lighting conditions 29. Understand print versus web resolution 30. Understand difference between GB, spot color, and CMYK 31. Demonstrate knowledge and purpose of copyrighted images, oyalty Free images, the Fair Use Act 32. Mount & Mat artwork in a professional manner 33. Demonstrate knowledge of setting up research reference files 34. Demonstrate knowledge of backing up jobs in organized folders 35. Demonstrate knowledge of the many career opportunities related to ad design 36. Create and revise of a resume for employment 37. Present art portfolio in a professional manner