DiMarco J. Digital Design for Print and Web: An Introduction to Theory, Principles, and Techniques

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APPENDIX II Digital Photography 13

Flashes

There are two types of ashes, built-in and external. A built-in ash is most com-

mon with point-and-shoot and zoom-lens reex (ZLR) cameras; some digital

single-lens reex (DSLR) cameras offer the convenience of a built-in ash. The

camera generally correlates the burst of a built-in ash unit to the lighting con-

ditions, but even at its best, built-in ashes tend to be overpowering and over-

expose a shot. External ashes are added on to a camera or set up within the

shooting space. They can be set according to the conditions of the environment

and allow the photographer to execute more control than internal ashes.

Studio light

Studio lights can be tungsten or halogen, strobes or continuous light. In all

cases, studio lights allow for the most exibility and creative control. A simple

studio lighting setup would consist of two key lights and perhaps a ll light, as

well as a paper or cloth backdrop. You can add reecting umbrellas to each light

to soften the intensity of light falling on your subject, or a softbox which further

diffuses the light to provide more even illumination.

Appendix iii

Widely Used Applications

and Formats Chart

Recommended specications.

Program

Widely Used File

Formats

media oUtPUt* tyPical sizes**

color modes

to Use***

Adobe Photoshop

and Fireworks (raster

graphics for print

projects and Web

pages)

.psd for design

.tif for print

.eps for print

.pdf for print or docu-

ment management

.tga for video/TV

.jpg for Web (photos

or graphics—use this

for any image)

.gif for Web (for at

graphics only)

In Photoshop, always

save a .psd le with

layers for future edit-

ing. The .png format

can also be used for

layered Web design

les.

In Fireworks, always

save a .png le with

layers for future

editing.

Web graphics &

Web Page layouts

Broadcast

Digital video

Mobile

Resolutions:

Print projects:

300–350 ppi

Web and broadcast

projects: 72 ppi

Always design to

nal output size.

Print (measured

in inches):

8.5 × 11

8.5 × 14

11 × 17

Web (measured in

pixels):

Web banner:

240 × 320

Web or video/TV:

640 × 480

800 × 600

550 × 400

720 × 540

720 × 480

1280 × 720

Mobile device sizes

vary.

Projects can be of

any size.

Use RGB for print

graphics during ini-

tial design, then con-

vert to CMYK. RGB

for Web graphics.

Use RGB for .jpg les.

Use Web-safe index

color for .gif les and

Web backgrounds

that must appear the

same in all browsers.

Use CMYK for print

graphics (.in .tif or

.eps format). As a

nal step, convert all

print documents to

CMYK before saving

them in .tif or. eps

format.

Never use CMYK for

Web graphics.

Never use RGB for

print graphics.

Appendix iii Widely Used Applications and Formats Chart2

Program

Widely Used File

Formats

media oUtPUt* tyPical sizes**

color modes

to Use***

Adobe Illustrator

(vector graphics and

layouts in Illustrator)

.ai for design

.eps for print

Exports:

.tif for print

.jpg for Web (photos

or graphics—use this

for any image)

.gif for Web (for at

graphics only)

Always save an .ai

le with editable

text before creating

outlines for future

editing.

Open .ai les and

.eps les in Photo-

shop or Fireworks

and rasterize them

into bitmapped

images for the Web.

Vector les cannot

be placed on a Web

site unless they are

rasterized.

Web graphics and

Web page layouts

Broadcast

Digital video

Mobile

Resolutions:

Print projects:

300–350 ppi

Web and broadcast

projects: 72 ppi

Always design to

nal output size.

Print (measured

in inches):8.5 × 11

8.5 × 14

11 × 17

Web (measured in

pixels):

Web banner:

240 × 320

Web or video/TV:

640 × 480

800 × 600

550 × 400

720 × 540

720 × 480

1280 × 720

Mobile sizes vary.

Projects can be of

any size.

Use CMYK or Pan-

tone colors for print

design.

Use RGB for Web

design

Use RGB for .jpg les.

Use Web-safe index

colors for .gif les

and Web back-

grounds that must

appear the same in

all browsers.

Use CMYK and Pan-

tone swatches for

print graphics (one

to four colors). As

a nal step, convert

all print documents

to CMYK before

saving as them in

.eps format. Use

Pantone spot colors

plus black for two-

color work such as

logos, cards, and

letterheads.

Never Use CMYK for

Web graphics.

Never Use RGB for

print graphics.

Adobe InDesign

(page layouts)

.idd for design

.idd or .pdf for print

Exports:

.tif or .eps for print

.jpg for Web (Avoid

exporting graphics

from a page layout

program.)

*Always save an .idd

with all fonts and

graphics for future

editing.

Resolutions:

Print projects:

300–350 ppi

Print (measured in

inches):

8.5 × 11

8.5 × 14

11 × 17

24 × 36

Projects can be of

any size.

Use CMYK and Pan-

tone swatches for

print graphics (one

to four colors).

Make sure all type

and placed graph-

ics are CMYK or

Pantone spot color

before nal output.

Appendix iii Widely Used Applications and Formats Chart 3

Program

Widely Used File

Formats

media oUtPUt* tyPical sizes**

color modes

to Use***

Adobe Dreamweaver

(Web pages and

sites)

.html for basic Web

pages (proprietary

format)

.css for style sheets

Web

Mobile

Web and broadcast

projects: 72 ppi

Always design to

nal output size.

Web (measured in

pixels):

Web banner:

728 × 90

Web banner or

pop-up:

240 × 320

Web page or pop-up:

640 × 480

Web page:

800 × 600

550 × 400

720 × 540

720 × 480

1280 × 720

Mobile sizes vary.

Projects can be of

any size.

All inserted graph-

ics must be RGB

or Web-safe index

color (in .jpg or .gif

format). All browser-

based text should

be Web-safe index

color.

Never use CMYK for

Web graphics.

Adobe Flash

(Web pages,

Web sites, and

motion graphics/

animations)

The proprietary

format for Flash is

.a. Other formats

include .swf, .v, .avi.,

and .mov.

Use .png or .tga for

frame-by-frame out-

put for broadcast.

Always save an .a

le with layers for

future editing.

Web

Broadcast

Digital video

Mobile

Web and broadcast

projects: 72 ppi

Always design to

nal output size.

(Measured in pixels):

Web:

240 × 320

800 × 600

550 × 400

Web, NTSC:

640 × 480

NTSC D1:

720 × 486

NTSC D1 square:

720 × 540

NTSC DV

widescreen:

720 × 480

1280 × 720 (HDTV)

Mobile sizes vary.

Projects can be of

any size.

RGB

Web-safe index

color

*Projects can be repurposed only if they go from high resolution to low resolution output (from print to Web; **Projects can be created at

many different custom sizes; the information given provides standards and starting points for pages and many projects; ***Projects that

are printed on a printing press or deployed to a Web server must be in the proper color mode; otherwise, they will not output correctly.

THE ALL-INCLUSIVE GUIDE—FROM THEORY

TO PRACTICE—FOR PRINT AND WEB DESIGN

ny well-conceived print or Web design features the dynamic interplay

between visual artistry and technical skill. It becomes important, therefore,

for the designer to cultivate an aesthetic eye as well as develop a high

degree of computer savvy.

By combining basic theory with hands-on technique, Digital Design for Print and

Web takes the unique approach of uniting two subjects traditionally approached

separately into one complete volume. As a result, you will gain a clearer

understanding of the entire creative process, from project management to

working with graphics to designing for print and, ultimately, the Web. In this

book, you’ll ﬁ nd:

• Full-color text and illustrated, step-by-step instruction supported by