Multimedia PDF

MODULE 1 ↳ geared towards more photo realistic image sequences/live recording vs. animation MULTIMEDIA ↳ multi - many, multiple INTERACTIVE MEDIA - when the...

MODULE 1 ↳ geared towards more photo realistic image sequences/live recording vs. animation MULTIMEDIA ↳ multi - many, multiple INTERACTIVE MEDIA - when the user is given ↳ media - tools used to do certain things or a the option of controlling the elements delivery medium HYPER MEDIA - combination of hypertext, graphics, audio, video, and interactivity in a MULTIMEDIA - the combination of text, non-linear computer-based experience graphic, sound, animation, and video that is LINEAR - not interactive or the user has no delivered to the user control over the content being shown ex: movie, demo show, non interactive lecture ELEMENTS OF MULTIMEDIA NON LINEAR - interactive or the user has TEXT control over the content being shown ↳ most basic element ex: games, courseware, interactive cd ↳ helps convey the intended message to the user (keywords) AUTHORING TOOLS - used to merge GRAPHIC multimedia elements into a project or designed the manage individual multimedia elements ↳ two-dimensional figure or illustration ex: macromedia authorware, macromedia ↳ used to show more clearly what a particular director, macromedia flash, ms powerpoint information is all about AUDIO IMPORTANCE OF MULTIMEDIA ↳ produced by vibration BUSINESS ↳ could come in the form of speech, sounds effects, or music score ↳ sales/marketing presentation ANIMATION ↳ trade show production ↳ illusion of motion created by consecutive ↳ company kiosk display of images of static elements EDUCATION ↳ used to enhance the experience of the user ↳ courseware/simulations to further understand given information ↳ e-learning VIDEO ↳ information searching ↳ the technology of capturing, recording, processing, transmitting, and reconstructing ENTERTAINMENT moving pictures  ↳ games ↳ used for answering questions for general browsing of information ↳ movies HOME CHARACTERISTICS: ↳ television ↳ used by wide range of users ↳ sms services (chats, voting, reality tv) ↳ has a navigational menu, bookmarking, PUBLIC PLACES searching, etc., ↳ information kiosk ↳ smart cards/securiy EXAMPLE: Generalized Content - broad treatment of content in limited depth MULTIMEDIA PRODUCTS ↳ encyclopedia BRIEFING PRODUCTS ↳ dictionary ↳ small, straightforward, linear products used Detailed Content - focused on specific areas to show information quick and clear with extensive information ↳ should have seamless integration of content ↳ cookbooks and a consistent layout ↳ scientific surveys CHARACTERISTICS: 2. DATABASE PRODUCTS ↳ short development cycle ↳ similar to reference products but focuses on ↳ limited no. of presentations storing and accessing actual data such as text, graphics, audion, animation, and video ↳ limited graphic, audio, video ↳ few navigational controls CHARACTERISTICS: ↳ manages multimedia data EXAMPLE: ↳ descriptive finding methods corporate presentation ↳ simultaneous access sales presentation ↳ relational consistency in data management educational lectures EXAMPLE: 1. REFERENCE PRODUCTS  google search Point of Sales System - allow users to purchase or make orders google earth ↳ instant photo booth ↳ banking kiosk 3. EDUCATIONAL AND TRAINING PRODUCTS ↳ university information kiosk ↳ like textbook or training manuals but with added media such as audio, animation, and video 5. MULTIMEDIA PRODUCTS ↳ multimedia market ranging from pre-k to postgraduate offering from technical or ↳ most popular corporate training products ↳ shipped in the form of interactive CD/DVD ROM CATEGORIES: instructor support products CHARACTERISTICS: standalone/self-paced products ↳ immersive combination products ↳ requires constant feedback and interaction with the user ↳ challenging and sometimes intriguing for 4. KIOSK PRODUCTS the user ↳ products stationed at public places to allow ↳ enabled online play for more than one user users to find information interactively experience MODULE 2 CHARACTERISTICS: Media Literacy – The ability to access, analyze, ↳ limited target users and usage evaluate and communicate information in a ↳ user friendly variety of formats, both print and non-print. ↳ fast response WHAT SKILLS DO WE NEED? Questioning – Curiosity, skepticism. CATEGORIES: Analyzing – breakdown of media content, how it’s created and aims. Point of Information - provide certain information Interpreting – Meaning, implication, what is conveyed. ↳ maps Evaluating – Assessment of credibility, quality, ↳ timetables and impact. FIVE CORE CONCEPTS IN MEDIA LITERACY 4. MEDIA ARE PRIMARILY BUSINESSES DRIVEN BY A PROFIT MOTIVE. 1. ALL Media messages are constructed. 2. Media messages are constructed using a -Purpose of T.V. unique language. Create an audience 3. Different people experience the same Bring audience to the advertisers media message in different ways. 4. Media have embedded values and -Sponsors pay for ad time based on the number points of view. of people predicted to watch 5. Media are primarily businesses driven by a profit motive. 6. MEDIA HAVE EMBEDDED VALUES AND 1. MEDIA MESSAGES ARE CONSTRUCTED. POINTS OF VIEW. Carefully manufactured products “Whoever tells the story defines the culture.” Create an emotional experience that David Walsh looks like reality but of course is not Choices in construction of “story” tells us who Edited – what stays in, what is taken out and what is important. Although not real, people make real Character – meaning out of what they hear, see, or read Age Race 2. MEDIA MESSAGES ARE CONSTRUCTED Gender USING A UNIQUE LANGUAGE. Attitudes -Media language is unique to each form of Lifestyle communication. Setting – Newspapers Affluent TV Game shows Poor Horror movies Urban -Media is used over and over again to convey Plot – meaning. Actions Scary music = Fear Reactions Camera Angles convey relationships Headlines signify significance Need to learn to read media in order to judge the embedded values 3. DIFFERENT PEOPLE EXPERIENCEE THE SAME MEDIA MESSAGE IN DIFFERENT WAYS. UNCOVERING VALUES MESSAGES We are all trying to “make sense” out of What is represented about personal or what we see social relationships? Individual’s age, upbringing or What political values are background may affect experience communicated?  What are the economic messages? - Computer graphics can be created as either What is the cultural context or world raster or vector images. view? Raster Graphics are Bitmaps. A bitmap is a grid FIVE QUESTIONS TO ASK TO ANALYZE TEXT of individual pixels that collectively compose an image. Who created this message and why are they sending it? -Means the display has a two- dimensional grid What techniques are being used to of picture elements (or pixels). attract my attention? -These pixels can individually display different What lifestyles, values and points of amounts of light as well as different colors. view are represented in the message? How might different people understand -The intensity and color of these pixels combine this message differently from me? to create a perception of a continuous image What is omitted from this message? for the viewer. MEDIA BENEFITS Vector Responsible for social change “Vectors are a fundamental mathematical Part of the democratic process concept that game programmers use every Gives us knowledge of world events day.” Educates the consumer Used in games even before raster graphics INTRODUCTION TO COMPUTER existed. Some of the first video games used oscillographs as screens and the moving ray GRAPHICS would draw vectors on that screen. What is computer graphics? Who invented computer graphics? -The field of computer graphics is a broad and 1951: Jay Forrester and Robert Everett of diverse field that exists cross section between Massachusetts Institute of Technology (MIT) computer science and design. produce Whirlwind, a mainframe computer -Detail and realism is added to these images that can display crude images on a television through simulation of materials, textures, and monitor or VDU (visual display unit). lighting. 1955: Directly descended from Whirlwind, Textures – An image used to skin 3D objects. MIT's SAGE (Semi-Automatic Ground Any run of the mill PNG or JPEG could serve as Equipment) computer uses simple vector a texture. Some artist create their own. graphics to display radar images and becomes a key part of the US missile defense system. Materials – Controls how a 3D objects appears on the screen. Materials control the color of 1959: General Motors and IBM develop Design the objects and how dull or reflective the Augmented by Computers-1 (DAC-1), a CAD surface appears. (computer aided design) system to help engineers design cars. RASTER IMAGES VS. VECTOR GRAPHICS 1961: John Whitney, Sr. uses computer graphics 1980s: The appearance of the affordable, to design a captivating title sequence for the easy-to-use Apple Macintosh computer paves Alfred Hitchcock thriller Vertigo. the way for desktop publishing. 1961: MIT student Steve Russell programs 1985: Microsoft releases the first version of a Spacewar, the first graphical computer game, basic raster-graphics drawing program called on a DEC PDP-1 minicomputer. MS Paint. Thanks to its stripped-down simplicity, it becomes one of the world's most 1963: Ivan Sutherland, a pioneer of popular computer art programs. human-computer interaction, develops Sketchpad, one of the first computer-aided 1990: The first version of Adobe PhotoShop is design packages, in which images can be drawn released. A simple, affordable home graphics on the screen using a lightpen (an electronic program called PaintShop (later PaintShop Pro) pen/stylus wired into the computer). Later, is launched the same year. Sutherland develops virtual reality equipment 1993: University of Illinois student Marc and flight simulators. Andreessen develops Mosaic, the first web 1965: Howard Wise holds an exhibition of browser to show text and images side-by-side, computer-drawn art at his pioneering gallery in prompting a huge explosion in interest in the Manhattan, New York. Web virtually overnight. 1966: NASA's Jet Propulsion Laboratory (JPL) 1995: Toy Story, produced by Pixar Animation develops an image-processing program called Studios demonstrates the impressive VICAR (Video Image Communication and possibilities of CGI graphics in moviemaking. Retrieval), running on IBM mainframes, to 1995: The GIMP (GNU Image Manipulation process images of the moon captured by Program) is developed by University of spacecraft. California students Spencer Kimball and Peter 1970: Bézier curves are developed, soon Mattis as an open-source alternative to becoming an indispensable tool in vector Photoshop. graphics. 1999: The World Wide Web Consortium (W3C) 1972: Atari releases PONG, a popular version of begins development of SVG (Scalable Vector ping-pong (table tennis) played by one or two Graphics), a way of using text-based (XML) files players on a computer screen. to provide higher- quality images on the Web. 1981: UK company Quantel develops Paint box, 2007: Apple launches its iPhone and iPod Touch a revolutionary computer-graphic program that products with touchscreen graphical user allows TV producers and filmmakers to edit and interfaces. manipulate video images digitally 2017: Microsoft announces it will not kill off its 1982: The movie Tron, starring Jeff Bridges, basic but very popular Paint program, loved by mixes live action and computer graphic imagery computer artists for over 30 years. in a story that takes a man deep inside a computer system. 2D and 3D Computer Graphics Two-dimensional (2D) and three dimensional “You might have the best hardware in the (3D) computer graphics are all around us and world, but without a good software package, enable us to be able to visualize and your hardware can do nothing.” manipulate data every day. DStudio Max 2D Computer Graphics - digital images that are -The successor to 3DStudio 3.0. computer-based. 2D graphics are used every 3DStudio Max runs under WindowsNT. It day on traditional printing and drawing. is entirely object-oriented, featuring new improvements such as volumetric -Two kinds of 2D computer graphics lighting, space warps, and an all new Raster redesigned interface Vector Adobe Photoshop -Although is not a computer animation 3D Computer Graphics – are graphics that use application, it is one of the top of the 3D representation of geometric data. 3D line graphics programs. It can be used to computer graphics are often referred to as 3d touch up digitized images or to create models. graphics from scratch. Authoring tools for computer animations Adobe Premiere -Cel Animation requires nothing more than a -It is a tool used to composite digitized computer system capable of simple graphics video, stills, and apply a variety of with proper animation software. transitions and special effects. AliasIWavefront -Most of the computer animation that you see one of the topmost computer animation on television and in other areas is done on packages out there. Alias was produced extremely sophisticated workstations. by the company that used to be Alias, HARDWARE but now it joined with Wavefront and is known as Alias | Wavefront. -Comes in many shapes, sizes, and capabilities. Strata Studio Pro SGI Platform - one of the most widely Probably the most known used hardware platforms in professional 3D graphics application on the Mac. or broadcast quality computer Mainly a still graphic rendering animation productions. application, but it does have animation PC - very versatile machines. Because of capabilities. their Combination of flexibility and Blender 3D power. Relatively cheap and provide A free and open-source 3D computer pretty good quality for their price. graphics software toolset used for Macintosh - originally designed to be creating animated films, visual effects, graphic and desktop publishing art, 3D printed models, motion graphics, machines. interactive 3D applications, and computer games. SOFTWARE Animate CC  A multimedia authoring and computer -In multimedia refers to the written content, animation program developed by Adobe such as headlines, paragraphs, or captions, Inc. Adobe Animate. Adobe Animate CC used to convey information or provide context. icon (2020) -Text is often combined with graphics and APPLICATION FOR COMPUTER ANIMATION sound in multimedia projects to ensure clarity and deliver key messages to the audience. Advertising Archaeology WHAT IS VIDEO? Architecture A video is composed of a series of Art images called frames, displayed in rapid Chemistry succession to create the illusion of Education motion. Engineering Frames per Second (FPS) refers to how Entertainment many images are shown in one second Film of video. Flight Simulation Video files can take up a lot of storage Forensics space, with a two-hour movie Medicine potentially using more than 66 GB Military depending on the format and quality. Multimedia Scientific Visualization WHAT IS ANIMATION? Simulation Is the process of creating the illusion of Space Exploration motion by displaying a sequence of still Television images or drawings (frames) rapidly. Video Animations can range from simple 2D MODULE 3 animations, like cartoons, to complex 3D animations used in movies and video WHAT IS IMAGE/GRAPHICS? games. -Is a visual representation of information or WHAT IS SOUND IN MULTIMEDIA? artwork, often stored digitally in formats like JPEG, PNG, or GIF. In multimedia is captured as digital waveforms, representing things like -Images can be bitmap (raster), made of pixels, music, dialogue, and sound effects. or vector, made of mathematical shapes and Sound is important for enhancing the curves, and are used in various multimedia emotional impact of videos and creating contexts like websites, presentations, and a more immersive experience. videos. WHAT IS TEXT? FRAMES PER SECOND (FPS)?  Is a measure of how many frames are FPS: Creates mild slow-motion, useful shown each second in a video. for scenes like someone walking. Higher FPS results in smoother motion, 120 FPS: Suitable for capturing faster while lower FPS can make motion look movements, such as running or sports. choppy. 240 FPS: Ideal for fast-moving events like water splashes, sports, or fast-moving Higher FPS (60+) creates a smoother, more objects. lifelike feel, particularly in action scenes or 480-960 FPS: Used for extremely fast sports. actions, like explosions, balloons Lower FPS (24) is commonly used in movies, popping, or breaking objects, where giving them a more cinematic, stylized feel. detail is needed. 24 FPS: Standard for films and TV shows; SOUND WAVE SAMPLING gives a cinematic look with realistic but Sampling converts analog sound waves into slightly less smooth motion. digital data by measuring the sound’s 30 FPS: Standard for television amplitude at regular intervals, known as broadcasts, especially in older formats; samples. offers slightly smoother motion than 24 FPS. Analog sound is continuous, while digital sound 60+ FPS: Often used in gaming, sports, breaks it into pieces. and action scenes where smooth, fluid The sampling rate refers to how often sound is motion is necessary. measured during recording, usually in kilohertz WHAT IS SLOW MOTION? (KHz). -Involves capturing video at a higher FPS than More samples per second (higher sampling usual and playing it back at normal speed, rate) result in higher sound quality. making motion appear slower. 44.1 kHz: Standard for CDs, capable of -Slow-motion is often used in action scenes, capturing frequencies up to 22.05 kHz. sports replays, or for dramatic effects. 48 kHz: Standard for digital video. 96 kHz: Used for high-resolution audio, providing even more clarity. BIT DEPTH -Defines how much information is captured in each sample. Higher bit depths allow for more dynamic range and better sound quality. 8-bit: Low-quality, radio-like sound. 16-bit: CD-quality sound. 24-bit: Studio-quality, high-fidelity FRAME RATES FOR SLOW MOTION sound. KEY DIFFERENCE  Bit Depth - controls the volume -The number of frames per a second (FPS) precision of each sample, while the impacts the smoothness and realism of video. Sampling Rate determines how many Higher FPS means smoother video. times per second the sound is sampled -Resolution determines the clarity of the video, for frequency accuracy. with higher resolutions providing more detail. Higher bit depth = richer sound quality, especially for softer sounds. COMPRESSION IN VIDEOS Higher sampling rate = better -Intra-frame Compression: Compresses each representation of the original audio, frame of the video individually, similar to particularly in the higher frequency compressing a static image. ranges. -Motion Compensation/Inter-frame: Only WHAT IS COMPRESSION records the parts of the video frame that Data compression reduces the amount change from one frame to the next, greatly of space needed to store data, making reducing file size without much quality loss. files easier to store and transfer. Uncompressing (decompressing) is the process of restoring compressed data to MODULE 4 its original form. Basics of Graphic Design COMPRESSION TECHNIQUES – Graphic design is a crucial form of visual Lossy Compression: Reduces file size by communication that utilizes elements such as discarding some data (e.g., JPEG), illustrations, text, and photography to convey particularly parts that are less noticeable messages effectively. The primary focus is on to the human eye or ear. clear communication, with aesthetic appeal Lossless Compression: Compresses data being secondary to the ability to transmit without losing any original quality, information. Graphic designers serve as commonly used in PNG images or ZIP creative problem solvers, addressing practical files. issues through visually guided solutions, TEXT COMPRESSION exemplified by the universal language of traffic signs. -Is compressed by identifying repeating patterns and substituting shorter Key Tools for Graphic Designers representations for those patterns (adaptive To succeed in graphic design, proficiency in pattern substitution). various software programs is essential, each GRAPHICS COMPRESSION serving distinct purposes: -Run-length encoding compresses images by Adobe Illustrator: A vector-based program ideal replacing long blocks of identical colors or data for creating scalable illustrations such as logos with a single value and a count and posters without loss of quality. VIDEO QUALITY Adobe Photoshop: Focuses on photo manipulation and raster-based content creation, widely used by graphic designers and Role: Focuses on creating magazines, photographers. newspapers, books, and e-publications. Adobe InDesign: Specializes in layout design for Skills: Expertise in Illustrator, Photoshop, and books, magazines, and e-publications, InDesign for producing both physical and digital integrating seamlessly with Illustrator and publications. Photoshop. Examples: Career Paths in Graphic Design Books and magazines Graphic design offers a variety of career paths, E-publications each requiring specific skills. Here are some key roles along with examples: Catalogues and menus Advertising Designer: Motion Designer: Role: Creates print and digital media including Role: Brings static design elements to life using magazines, brochures, and social media animation techniques. graphics. Skills: Proficient in Adobe After Effects Skills: Proficiency in Adobe Illustrator, alongside traditional graphic design tools like Photoshop, and InDesign; knowledge of email Illustrator and Photoshop. management tools like MailChimp. Examples: Examples: TV advertisements Social media graphics Movie intros Infographics App animations and video games Brochure design Corporate Designer: Environmental Designer: Role: Helps businesses visually communicate Role: Enhances the interaction between people their brand identity. and their physical surroundings through Skills: Expertise in creating logos, business aesthetic and functional design. cards, and corporate identity materials. Skills: Proficiency in Adobe Illustrator, Examples: Photoshop, and 3D CAD software like AutoCAD. Logo design Examples: Business card design Exhibition and event spaces Stationery and corporate branding Mural artwork Web Designer: Signage and office branding Role: Combines graphic design with coding Publication Designer: skills to create user-friendly websites. Skills: Proficiency in Illustrator, Photoshop, elements is crucial for creating effective and Dreamweaver; understanding of HTML and CSS. aesthetically pleasing compositions in art and design. Examples: Definition of Elements of Design Corporate websites The elements of design are the fundamental E-commerce sites components used by artists and designers to Portfolio sites create visually appealing and effective compositions. They structure and carry the Packaging Designer: work, working together to convey messages Role: Focuses on the aesthetics and and evoke emotions. functionality of product packaging. Elements of Design Skills: Strong skills in Illustrator, Photoshop; 1. Line understanding of materials used in packaging design. Definition: A line can be defined as a linear mark made by a moving point, characterized by Examples: its width, direction, and length. Lines can be Retail product packaging straight, curved, or irregular. Sustainable packaging solutions Functions: The Expanding Role of Graphic Design Guiding the Viewer’s Eye: Lines direct attention As technology advances, the role of graphic through a composition. design continues to evolve. Designers are Creating Shapes and Forms: Enclosing areas increasingly involved in dynamic fields such as with lines forms shapes that add structure and user experience (UX) and augmented reality organization. (AR), requiring them to create not only static Adding Texture: Techniques like hatching create visuals but also interactive experiences that the illusion of texture. engage users more deeply. This evolution highlights the importance of adaptability and Defining Boundaries: Lines separate sections, continuous learning within the graphic design aiding in organization. profession. Expressing Emotion: The style and weight of lines convey different feelings. Module 5 2. Shape : Elements and Principles of Design Definition: A shape is a two-dimensional area defined by lines or contrasting colors/textures. Overview of Design Elements and Principles Types: This review synthesizes key concepts from the presentation on the elements and principles of Geometric Shapes: Regular and symmetrical design. Understanding these foundational shapes such as squares, circles, and triangles. Organic Shapes: Freeform and irregular shapes Refers to the lightness or darkness of a color, resembling those found in nature. influencing depth and mood. Abstract Shapes: Simplified versions of organic Used for: shapes used for clarity. Creating visual hierarchy to direct attention to Functions of Shapes important elements. Building Structure: Shapes serve as the Influencing mood by using darker tones for a foundation for organizing elements to create a serious or dramatic effect, and lighter tones for balanced composition. a more upbeat or relaxed feel. Creating Depth and Space: Overlapping or Adding dimension to make flat designs feel scaling shapes can give a sense of depth, with dynamic. larger shapes appearing closer and smaller Tone and Perception shapes receding. The way tone is utilized significantly impacts Guiding Focus and Emphasis: Shapes can direct how viewers interpret the meaning or message attention, making certain areas or objects stand of a design. Here’s how different tonal qualities out as focal points. affect perception: Symbolism and Representation: Certain shapes Bright and Light Tones: Often evoke positive, carry symbolic meanings (e.g., circles symbolize cheerful, or ethereal qualities. unity; squares imply stability). Dark and Rich Tones: Can convey drama, Creating Rhythm and Movement: Repeated use tension, or elegance. of shapes establishes rhythm, leading the viewer’s eye through the composition. Muted or Neutral Tones: Add sophistication, calmness, or a vintage feel. Facilitating Recognition: Abstract shapes simplify complex forms for easier recognition, The use of tone not only affects emotional crucial in branding and iconography. responses but also influences interpretations of meaning. For instance: 3. Form A design featuring bright colors may be Definition: A form is a three-dimensional object interpreted as joyful, while darker tones might with depth, height, and width. In suggest seriousness or mystery. two-dimensional designs, form can be implied through shading and perspective. The contrast between light and dark tones can highlight key messages or themes. Types: 5. Texture Geometric Forms: Structured forms like cubes and spheres. Refers to the surface quality of a design. It can be tactile (actual physical texture) or visual (the Organic Forms: Irregular forms resembling appearance of texture through patterns and those found in nature. shading). 4. Tone (Value) Functions of Texture Adds depth to images, making them feel more Emotional Impact dynamic. Colors can evoke specific feelings and reactions: Evokes mood; rough textures may feel rugged Red: Passion, energy, urgency while smooth textures feel sleek. Blue: Calm, trust, professionalism Creates contrast and balance between different elements. Green: Nature, growth, health Texture in Digital Design Yellow: Happiness, optimism, attention In digital design, texture is commonly used to Black: Elegance, sophistication, mystery create a more "real" feel in a digital space: White: Purity, simplicity, cleanliness Pattern Overlays: Applying patterns can add Color Theory subtle texture without overwhelming the design. Color theory encompasses principles that help artists understand how colors interact with Grain or Noise: Adding grain or noise to flat each other. Key components include: colors or gradients can soften them and make the design feel more tactile. Color Wheel 3D Textures and Filters: Many software The color wheel illustrates the relationships programs offer tools to mimic textures like between colors: wood, fabric, or metal for realism. Primary Colors: Red, blue, yellow—these cannot be created by mixing other colors. Secondary Colors: Green (blue + yellow), orange (red + yellow), purple (red + blue)—these are created by mixing primary colors. Tertiary Colors: Combinations of primary and secondary colors (e.g., red-orange). Color Harmony 6. Color Color harmony refers to aesthetically pleasing Color is one of the most influential elements of combinations of colors that create balance in a design, affecting mood, creating emphasis, and design. Techniques include: conveying meaning. Colors are organized in terms of: Complementary Colors: Colors opposite each other on the color wheel (e.g., red and green) Hue: The actual color itself (e.g., red, blue). that create contrast when used together. Value: The lightness or darkness of the color. Analogous Colors: Colors next to each other on Saturation: The intensity or purity of the color. the wheel (e.g., blue-green) that create serene designs when used together. Triadic Colors: Three colors evenly spaced work, working together to convey messages around the color wheel (e.g., red-yellow-blue) and evoke emotions. that provide vibrant contrast while maintaining Principles of Design balance. 1. Emphasis Monochromatic Colors: Variations in lightness and saturation of a single hue that create a Emphasis refers to making a particular part of cohesive look. the design stand out. It is the focal point of the design that draws the viewer's attention to the Cultural Significance most important element. Colors can have different meanings in various Techniques to Achieve Emphasis cultures. Understanding these associations is crucial for effective communication in design. Size: Larger elements tend to attract more For example: attention than smaller ones. For example, a bold headline in a larger font will stand out In Western cultures, white often symbolizes against body text. purity; in some Eastern cultures, it may represent mourning. Color: Using a contrasting color can help an element stand out. Bright or saturated colors Visual Hierarchy draw the eye more effectively than muted Color can be used to establish visual hierarchy tones. within a design by guiding viewers' attention to Contrast: High contrast between an element the most important elements: and its background can create emphasis. For Brighter or contrasting colors can highlight key instance, a dark object against a light information while muted tones recede into the background will be more noticeable. background. Position: Placing an element in a prominent Brand Identity position (like the center or at the top) can naturally draw attention. Consistent color usage is vital for brand recognition. Brands often select specific color White Space: Surrounding an element with palettes that resonate with their target ample white space can isolate it, making it audience and reflect their values: more prominent and easier to notice. For example, blue might be chosen by tech 2. Contrast companies for its association with Contrast involves placing elements with trustworthiness. opposing qualities next to each other to create Definition of Elements of Design visual interest. This can be done through differences in color, size, shape, or texture. The elements of design are the fundamental components used by artists and designers to Functions of Contrast in Art and Design create visually appealing and effective Creating Visual Interest: Contrast keeps the compositions. They structure and carry the viewer engaged by adding variety and preventing a flat, monotonous look. Guiding the Viewer’s Eye: By making certain Establishing a Premium or Minimalistic Feel: elements stand out, contrast can direct focus, White space is often associated with luxury and creating a natural flow through the sophistication, especially in minimalist design. composition. 4. Movement Establishing Hierarchy: Contrast allows Movement is the path the viewer’s eye takes important elements to stand out, helping through the design. It guides the eye from one viewers understand the relative importance of element to another in a deliberate order. various components. Key Aspects of Movement in Design Setting the Mood: Strong contrasts can feel dynamic or intense, while subtle contrasts can Directional Lines: Lines (straight, curved, evoke calmness and harmony. diagonal) can lead the viewer’s eye toward a focal point. The direction and angle of lines can Enhancing Readability and Clarity: Good create a sense of urgency or calm depending on contrast improves legibility in text and clarity in their orientation. visuals, especially in web and graphic design. Implied Motion: Elements can be arranged to 3. White Space (Negative Space) suggest movement or action. For example, White space refers to the empty or unused positioning figures in a way that implies motion areas in a design or composition. It is the space (like a running figure) or using blur effects can between elements, including margins, gutters, evoke dynamism. space around images, and between lines of Flow: The arrangement of elements can create text. a visual path that encourages smooth Functions of White Space in Art and Design transitions from one element to another. Improving Readability and Comprehension: 5. Balance White space around text and visuals reduces Balance refers to the distribution of visual visual clutter, making it easier to focus and weight within a composition. It ensures that no understand content. part of the design feels too heavy or too light. Creating Balance and Harmony: Empty space Different Types of Balance allows each element room to breathe, resulting in a balanced and pleasing layout. Symmetrical Balance: Equal distribution of elements on either side of an axis creates Emphasizing Elements: White space can draw stability and formality. attention to certain elements by isolating them, making them more prominent within the Asymmetrical Balance: Different elements composition. create balance through contrast rather than mirroring; this often feels more dynamic. Guiding the Viewer’s Eye: By using white space strategically, designers can control the flow of Radial Balance: Elements radiate from a central the viewer’s gaze, guiding it through a point in a circular fashion; this type creates composition in a logical sequence. harmony around a focal point. 6. Alignment Alignment refers to how elements are arranged 8. Proportion in relation to each other along invisible lines or Proportion refers to the relationship between grids. It ensures that elements are positioned sizes of different elements within a logically and consistently. composition. Proper proportion ensures that Different Types of Alignment designs feel cohesive and that no element looks out of place. Left Alignment (Flush Left): All elements are aligned along the left edge, creating a clean, Functions of Proportion in Art and Design structured layout commonly used for Creating Balance: Proper proportions help text-heavy designs like books or websites. maintain balance within designs by ensuring Right Alignment (Flush Right): Elements are that no single element overwhelms others aligned along the right edge; this less common visually. alignment creates distinctive layouts often used Enhancing Aesthetics: Well-proportioned for shorter blocks of text or captions. designs tend to be more aesthetically pleasing Top Alignment: In top alignment, elements are as they follow natural human perceptions of aligned along their top edges while allowing beauty (e.g., the Golden Ratio). bottom edges to vary based on height. Guiding Focus: Proportion helps direct Bottom Alignment: In bottom alignment, attention toward focal points by manipulating elements are aligned along their bottom edges, size relationships among various components. ensuring a consistent baseline while allowing Conclusion top edges to vary. Understanding these principles is essential for 7. Repetition (Pattern) artists and designers aiming to create Repetition refers to the repeated use of similar compelling visual narratives. Each component elements throughout a design. This technique plays a critical role in enhancing aesthetic creates consistency and unity within a appeal while effectively communicating composition. messages to the audience. By mastering these concepts—including techniques for emphasis, Functions of Repetition in Art and Design functions of contrast and white space, aspects Creating Cohesion: Repeated elements unify of movement, types of balance and alignment, different parts of a design by creating visual as well as repetition and proportion—designers links between them. can significantly improve their skills and produce more impactful works. Establishing Rhythm: Patterns formed by repetition create rhythm that guides viewers Philippine and International Legal Rights and through the composition. Laws for Creatives Enhancing Recognition: Consistent use of To protect these assets, both Philippine and colors, shapes, or fonts helps viewers quickly international laws establish frameworks that recognize brand identities or themes across ensure creators retain control over their work various media. while fostering a fair exchange of ideas in the global market. Significance of Legal Rights for Creatives Types of Intellectual Property Legal rights are essential for creators as they: Copyrights: Protects original works such as Encourage Innovation: Intellectual Property (IP) literature, music, and art. laws provide financial incentives that motivate Patents: Safeguards inventions and innovations creators to produce more original works. from unauthorized use or replication. Ensure Global Recognition: International Trademarks: Protects distinctive signs or agreements protect creators' rights across symbols that identify products or services. borders, enhancing their ability to monetize their work globally. Trade Secrets: Covers confidential business information that provides a competitive edge. Build Consumer Trust: Trademarks help ensure product authenticity, which benefits both businesses and customers. Types of Intellectual Property to Protect Promote Economic Growth: Protecting creative Industrial Designs outputs contributes to economic development by enabling the monetization of intellectual Protects the aesthetic or ornamental aspects of assets. a product. Intellectual Property (IP) Example: The unique shape of a chair or the design of a car. intangible creations of the human intellect. The purpose of IP is to encourage innovation by Duration: Varies by jurisdiction but generally allowing creators to maintain exclusive rights lasts for 10 to 25 years. over their ideas and works without the fear of Geographical Indications (GIs) competition. Protects names or signs associated with Intellectual Property Right products originating from specific locations A right that is had by a person or by a company where quality or reputation is linked to that to have exclusive rights to use its own plans, area. ideas, or other intangible assets without the Example: Champagne (France) and Darjeeling worry of competition, at least for a specific tea (India). period of time. Purpose: Ensures that only products genuinely originating from a specific region can use the These rights can include copyrights, patents, name. trademarks, and trade secrets. These rights may be enforced by a court Key Provisions of the Intellectual Property via a lawsuit. Code: Trademarks: goods and services. They play a crucial role in building consumer trust and loyalty. IV of the Intellectual Property Code. Definition Protects distinctive signs, symbols, and names that identify goods or services. A trademark is a distinctive sign, symbol, word, phrase, design, or a combination thereof that Provides exclusive rights to use registered identifies and distinguishes the goods or trademarks and prevent unauthorized use that services of one entity from those of others. may cause confusion among consumers. Key Features of Trademarks Copyright: Distinctiveness: A trademark must be unique II of the Intellectual Property Code. enough to differentiate the brand's goods or Protects original works of authorship, including services from others. Common words or literary, artistic, and musical works. generic terms are typically not eligible unless they acquire distinctiveness through extensive Grants creators exclusive rights to reproduce, use. distribute, and perform their works, as well as to create derivative works. International Agreements Types of Trademarks: The Berne Convention for the Protection of Word Marks: Brand names or slogans (e.g., Literary and Artistic Works, which governs Coca-Cola, "Just Do It"). copyright protection internationally. Logos: Graphic representations of a brand (e.g., The Madrid Protocol, which facilitates Apple's apple logo). international trademark registration. Combination Marks: A mix of words and Violations of IP Rights graphics. Copyright Infringement: Unauthorized use of Non-Traditional Marks: Includes sounds (e.g., original works can lead to legal consequences. the MGM lion roar), colors (e.g., Tiffany's blue), and even smells, as long as they are distinctive. Trademark Infringement: Using a trademark without permission in a way that confuses consumers constitutes infringement. Purpose: Patent Infringement: Unauthorized replication Protects the brand's identity. or use of patented inventions is prohibited. Helps consumers identify the source of goods Trademark and Copyright or services. Builds trust and brand loyalty. Trademarks - essential for protecting the Legal Aspects identity of a brand or product, ensuring that consumers can distinguish between different Registration: While some rights are granted Maintaining Distinctiveness: A trademark can automatically upon use (common law risk becoming generic (e.g., "escalator" and trademarks), registering a trademark with an "aspirin" once trademarks but lost official body (e.g., the Intellectual Property distinctiveness). Office in the Philippines, USPTO in the U.S.) Global Protection: Trademark laws vary across provides stronger legal protection. countries; protection in one jurisdiction doesn’t guarantee global coverage. Rights Granted: The exclusive right to use the Cost of Registration: Registering and trademark in connection with specific goods or maintaining a trademark, especially across services and the ability to prevent others from multiple regions, can be expensive. using similar marks that could cause confusion. Copyright - protects original works of Duration: Trademarks are typically renewable authorship across various creative fields, indefinitely, provided they are used and granting creators exclusive rights to reproduce, maintained (e.g., paying renewal fees and distribute, and perform their works. avoiding abandonment). Copyright is a legal right given to the creator of Infringement: Unauthorized use of a trademark original works such as literature, music, art, and in a way that is likely to confuse consumers other creative activities. constitutes infringement. Legal remedies include cease-and-desist orders, monetary damages, and in severe cases, criminal What Can Be Copyrighted? penalties Literary works (books, poems, articles). Musical compositions and lyrics Benefits of Trademarks Dramatic works (scripts, plays) Brand Recognition: Enhances customer trust Artistic works (paintings, sculptures) and familiarity with the brand. Audiovisual works (movies, TV shows) Market Value: A well-known trademark can be a valuable business asset, contributing to Software and databases goodwill and competitive advantage. Architectural designs Legal Protection: Ensures that no other entity can unfairly benefit from the brand's reputation or cause damage through misuse. What Cannot Be Copyrighted? Ideas, concepts, or facts behind methods or systems Challenges Titles, slogans, or short phrases Works that are not fixed in a tangible form Public Domain: When copyright expires, works (e.g., an unwritten speech) enter the public domain where they can be freely used by anyone. Criteria for Protection: Steamboat Willie The work must be original. The work must be fixed in a tangible medium (e.g., written down or recorded). Fair Use and Limitations Legal Aspects Copyright law includes exceptions such as fair use (U.S.) or fair dealing (other countries), Exclusive Rights of the Copyright Holder: allowing limited use for purposes like education, research, commentary, criticism, or parody without requiring permission from the Copyright grants the creator the right to: author. Reproduce the work. Importance of Copyright Distribute copies. Encourages Creativity: By granting exclusive Publicly perform or display the work. rights, creators are motivated to produce Create derivative works (e.g., adaptations). original works knowing they can benefit financially. License or sell these rights to others. Protects Creators: Ensures creators are credited and compensated for their efforts. Automatic Protection: Copyright protection Economic Impact: Creative industries protected begins automatically when a work is created by copyright contribute significantly to global and fixed in a tangible form. Registration and local economies. strengthens legal claims and allows for statutory damages in case of infringement. Challenges of Copyright Duration: In most countries, copyright lasts for the Digital Age Issues: The ease of copying digital creator's lifetime plus 50–70 years after their works has led to widespread copyright death. For corporate works ("works for hire"), infringement (e.g., piracy). the term is usually 95 years from publication or Balancing Access and Protection: Ensuring 120 years from creation, whichever comes first. creators' rights without stifling access to information is a constant challenge. Moral Rights: Some countries recognize moral Patent rights that complicate international Definition: A patent grants exclusive rights to enforcement. inventors for their inventions or discoveries. Scope: It protects new inventions or processes, including mechanical devices, chemical compositions, and methods of doing business. Differences Between Copyright, Trademark, It does not cover abstract ideas or natural Patent, and Registered Design phenomena. Duration: Typically lasts for 20 years from the Copyright filing date for utility patents; design patents last 15 years from grant in the U.S. Definition: Copyright protects original works of authorship, such as literary, musical, and Registration: Requires a formal application artistic creations. process with a patent office. This involves detailed documentation about the invention. Scope: It covers the expression of ideas rather than the ideas themselves. For example, a Registered Design novel or a song's lyrics are protected, but the Definition: A registered design protects the underlying concepts are not. visual appearance of a product rather than its Duration: Generally lasts for the life of the function. author plus 70 years in many jurisdictions. Scope: It covers aspects like shape, Registration: While registration is not configuration, pattern, or ornamentation mandatory for protection to exist, it provides applied to an article. For example, the unique legal advantages in enforcement. shape of a bottle can be protected. Trademark Duration: Protection typically lasts for 15 to 25 years depending on jurisdiction and renewal Definition: A trademark protects symbols, options. names, phrases, or designs that distinguish goods or services from those of others. Registration: Must be registered with an appropriate authority to obtain protection. Scope: It does not protect the product itself but rather identifies the source of goods or services. For example, the Coca-Cola logo is a trademark. Duration: Trademarks can last indefinitely as long as they are in use and renewed periodically. Registration: Registration is not required but offers enhanced legal protections and benefits against infringement.