Objective

To learn InDesign production techniques by example. To learn silhouetting and masking techniques in Adobe Photoshop by recreating the billboard design below.

Discussion

A billboard is an ad. All advertising contain messages (also known as "content"). How the message is conveyed determines whether the ad is memorable or forgettable. In general, there are two ways to convey advertising messages: directly and creatively. A direct way to sell a prime rib buffet might be to show the steak. A creative way might be to suggest that meat eaters aren't wimps, especially when it comes to eating a lot of meat. Which way is likely to produce better results?

How an ad is executed is just as important as the message. The design must be unified (in this case the typography unifies the ad). There must be a focal point (the knife is emphasized by size). And there must be balance (in this case asymmetrically). If color is used, they must be in harmony (in this case the color scheme is a warm color scheme). Although rhythm is not visible in this ad, there is an illusion of depth (by shadow). The application of these design principles is known as "form."

A successful ad must have good content as well as good form.

Procedure

Creating the art in Photoshop

1. download starter files; examine download files
2. open "knife.psd" in photoshop
3. practice Adobe navigation shortcuts (space=hand, space+cmd=zoom in, space+cmd+opt= zoom out; cmd zero=fit in window)
4. rotate canvas 90° CW; image > mode > CMYK
5. rename "background" layer "knife" (double click name of layer)
6. use any of the following tools to silhouette the knife:
   > lasso: opt+click around the edge
   > magnetic lasso: click, then glide along the edge
   > quick selection tool: paint inside the knife area
   
7. go to quick mask mode, retouch; return to standard mode
8. select > inverse (cmd+shift+I), delete
9. new layer "yellow", move layer to bottom; make foreground color a yellow (make a "clean" CMYK yellow)
10. fill layer with yellow (opt+delete)
11. add "drop shadow" layer style to "knife" layer
12. save as layered PSD file

Executing the layout in InDesign

1. file > new: letter, landscape; margins=0 (save preset)
2. file > save as "knife.indd"
3. practice Adobe navigation keyboard shortcuts (opt=hand, ctrl=zoom in, ctrl+opt=zoom out, cmd zero=fit in window)
4. view > display pref > high quality
5. rename layer 1 "box"
6. rectangle tool: click on art board (22p8 x 10p6)
7. adjust size (shift-drag on corner handle to retain proportions)
8. make stroke black (1pt)
9. duplicate "box" layer, rename "knife"
10. file > place "knife.psd" (cmd+D)
11. direct select tool: adjust size, position, angle
12. fill bottom box with yellow: select box, choose fill, eyedropper yellow with OPTION
13. dupe "box" layer, fill black, adjust size
14. new layer "type" (lock other layers)
15. file > place "prime rib.doc" (cmd+D)
16. make type Franklin Gothic Heavy (cmd+T)
17. cut and paste text into separate text frames
18. scale frame and content (cmd+shift drag)
    [tip: for text frames, depress keyboard first, then drag with mouse]
19. new layer "logo" (lock other layers)
20. file > place "Holiday Inn Logo.tiff" (cmd+D)
21. object > fitting > frame to content (cmd+opt+C)
22. scale frame and content (cmd+shift drag)
23. direct select tool: make logo white
24. add your name to bottom of file

Grading

1. file > adobe PDF presets > smallest file size (for web)
2. print; submit b&w laser proof with your name on it for grading
3. file graded proof in your 3-ring binder for individual review
4. file > export: "knife.jpg" (150PPI, quality=high)
5. open "knife.jpg" in Photoshop
6. crop, file > save for web (preset=jpeg high, image size=800px wide)
7. publish JPEG as a link from your projects page