22-3530: PHOTO COMMUNICATIONS                          Spring 2012  |  Tues 6:00 – 9:50 pm                           INSTR...
COUR SE DE TA I L S                                               AT T E N D AN CE & AB S E N CE S                        ...
GRADES                                                           COU R S E W OR KA project will be evaluated by the follow...
CLA SS NE W S A ND U P DAT E S  I will be contacting you via email (through the Moodle  News Forum) with reminders, change...
COURSE SCHEDULE (updated 1/31/2012)1 /17	   Introductions	        Exercise 1	      Quick portrait         	   for next wee...
3/06	    Portraits           Project 2	        group review           Exercise 9	               for next week             ...
Photo Comm / Jan 24AGENDA	                                                    SHOOTING ASSIGNMENT 2: FINDING DESIGN PATTER...
Photo Comm / Jan 31AGENDA	                                                     SHOOTING ASSIGNMENT 3: Shooting natural lig...
Photo Comm / March 20             CRIT QUESTIONS	                                                 Is the visual message cl...
Photo Comm / April 10      CRIT QUESTIONS	                           Does your concept tell an interesting visual story ab...
22-3530: PHOTO COMMUNICATIONS                                Project 1  PSA/Park invite & poster                          ...
22-3530: PHOTO COMMUNICATIONS                               Project 2  Book Jacket                               Overview:...
22-3530: PHOTO COMMUNICATIONSProject 3  Magazine FeatureOverview:Your project is to write, photograph and design a magazin...
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22-3530, Photo Communications Syllabus


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Syllabus for 22-3530, Photo Communications

A+D Department, Columbia College

Spring 2012

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22-3530, Photo Communications Syllabus

  1. 1. 22-3530: PHOTO COMMUNICATIONS Spring 2012  |  Tues 6:00 – 9:50 pm  INSTRUCTOR: Shawn Calvert shawncalvert@gmail.com last day to add a class Course Description Monday, Jan 23 This course explores photography and its application in design communications. Knowledge fromlast day to drop class Photography I is applied and expanded to explore the communicative potential of photography Monday, Jan 30 in design. Course covers alternative photographic methods and materials, location photography, studio lighting, and tabletop photography. Students create all their own images for their design last day to withdraw and advertising layouts. Monday, Mar 12 Pre-Enrollment Criteria 23-1100 Photography I — and 23-1101 Photography I Workshop, — or 23-1250 Digital Photography for Non-Majors — and 22-3340 Intermediate Typography 22-2510 Advertising Art Direction General Course Objectives Students will gain the ability to preconceive the imagery necessary to communicate a design or advertising objective. Course will enhance photographic aesthetic, technical, and language skills. Disclaimer This syllabus is subject to change at any time during the semester. You will be notified of any changes or will be issued a new syllabus.
  2. 2. COUR SE DE TA I L S AT T E N D AN CE & AB S E N CE S Attendance
In each Text class, attendance is tied to specific learning outcomes and No textbook is assigned. Readings will be posted in Moodle. to course grades.
Any absence will affect your ability to complete coursework successfully. There are no excused absences. More than three absences is cause for failure. Materials Here are some examples of the ways in which attendance connects with learning outcomes: n camera (we will discuss in class; needs to be approriate for the project. Can be digital or film.) 1 Students critique and evaluate each other’s work in class and it is essential for your progress and learning n medium sized sketchbook experience to be present to do so. Critiquing develops n   pencils, pens, watercolors, markers of choice analytical skill and communication proficiency. n   storage media of choice (firewire/USB 2.0 external, ipod, 2 Students frequently collaborate on projects and flashdrives) in-class exercises, and learning these skills requires you to be present. 3 Participating in class discussions and critiques Course Fee helps you develop skill in self-expression and verbal/rhetorical abilities Course fees are used to support special class materials and activities. A certain percentage of the course fee will be Tardiness and early departure will also be considered a credited directly to your student card after the add/drop violation of the absence policy. Attendance will be taken deadline. The course fee funds on your card are directly at the start of each class. Being late to class twice (15 linked to this specific course and the balance will return to minutes or more), or leaving before the end of class twice zero one week following the end of the semester. (or instructor dismissal), will equal an absence. While I appreciate being informed if you are arriving late or leaving early, the attendance mark is automatic nonetheless. Class Students with Disabilities Statement will not dismiss earlier than 9:20, so if you leave before then, you will receive and early departure. Attendance will Students with disabilities are requested to present their be recorded in Moodle after each class; it is the student’s Columbia accommodation letters to their instructor at the responsibility to keep track of their attendance record. beginning of the semester so that accommodations can be arranged in a timely manner by the College, the department or the faculty member, as appropriate. Students with disabilities who do not have accommodation letters should E X PE CTAT I ON S visit the Office of Services for Students with Disabilities (312-369-8134/V or 312-360-0767/TTY). To do well in this course, plan on an average of at least 6–8 hours of work per week outside of class. Project schedules are designed to give students time for critical and creative revisions; the drafts leading to the final version of a project Academic Integrity should represent active experimentation, critical self- Academic integrity is one of the most cherished principles assessment, and personal commitment to the work. of the Columbia community. You must adhere to this Arrive at class on time, with your materials, your projects principle: by understanding the nature of plagiarism and prepared, and ready to work. There will be two 15-minute by not plagiarizing materials; by refraining from the use of breaks per class. While in class, you are expected to work unauthorized aids on tests and examinations; by turning on class projects; internet usage should be limited to class- in assignments which are products of your own efforts and related research. research; and by refusing to give or receive information on tests and examinations to or from other students. If You are expected to be an enthusiastic participant in this you violate these principles of simple honesty, you risk class and take ownership of your work and development embarrassment, course failure, and disciplinary action. It is as a creative professional. The function of critiques is not simply not worth it. only to receive feedback on your work, but to build essential skills of presentation, negotiation, and persuasion. | photo communications
  3. 3. GRADES COU R S E W OR KA project will be evaluated by the following criteria: Each project will be provided with a detailed project sheet. Be sure to follow the instructions carefully. Reread the1 following instructions accurately and meeting deadlines, directions prior to handing in your projects. Failure to2 appropriateness of solution to project design brief, comply with these instructions will effect your grade.3 uniqueness of solution, demonstration of creativity and We will critique work-in-progress as well as finished projects. purposeful experimentation, Critiques are meant to develop skills of presentation and discussion and should be approached in a professional4 craftmanship and attention to detail, and manner. The presentation of work is an essential part of the5 presentation. project as well as your development as a creative professional. Creating the work is only part of the process—you must beThere will be something due each week that will affect your able to present your work as the right solution to the givengrade. Deadlines are clearly noted in Moodle and/or project design problem.printouts. It is your responsiblity to keep track of when yourwork is due and to ensure that you are clear on expectations Unless instructed otherwise, work must be printed out to bebefore starting your projects. accepted for review, class viewing or grading. If you wait until 10 minutes before class to print out your work andAll grades and comments will be posted through Moodle. then run into printing problems, that is not a valid excuse for late work. Any work brought into class after a crit has started will be counted as late. All work must be posted inGrade Breakdown Moodle for credit; if the work is analog (like a pencil sketch), it should be scanned or photographed andThree projects — 100pts each uploaded (image quality isn’t an issue).Three large shooting assignments — 50pts eachExercises/smaller shooting assignments — 10pts each Projects vs. Exercises Throughout the course, we will have around 10 in-class exercises that will be graded on a credit/no-credit basis. The exercises are intended to build specific skills that will be needed for projects, or to reinforce topics and/or design GRADE DESCRIPTION GRADE AVG techniques. You will be given time to complete exercises in class. A excellent 96-100 A- 91-95 B+ 88-90 Late Work B above average 84-87 B- 80-83 All work will be due at specific dates as outlined in the C+ 77-79 course schedule, and will be due at the beginning of class. C average 73-76 Exercises If you do not complete the work in-class or are C- 70-72 absent, then exercises must be submitted in Moodle before D below average 60-69 the beginning of the next class (i.e., within one week). Late F failure below 60 exercises will not be accepted for credit (not negotiable). FX failure for non-attendance Project drafts/work-in-progress All in-progress project P pass work must be turned in on the date specified. Missed I Incomplete (not given) work will count a full letter off the final project grade. All R course repeated in-progress work is posted in Moodle, so class attendance W withdrawal is not required to the ability to turn in work. Project finals If your project final is one week late, your project will drop 1 full grade, two weeks late, your project will drop 2 grades. Project finals will not be accepted after two weeks. Please don’t miss class because you haven’t finished your work. Backing Up Your FIles Losing work due to failed media or overwritten files is not an excuse for late work. Students are expected to have an effective backup strategy for all of their files. It is suggested photo communications  |  
  4. 4. CLA SS NE W S A ND U P DAT E S I will be contacting you via email (through the Moodle News Forum) with reminders, changes or any other pertinent information. Please check your email at least 24hrs before class or more often. It is your responsibility to manage your mailbox so that lines of communication are open and available. I will also be posting up-to-date project handouts, presentation pdfs, and the syllabus/calendar with any updates on Moodle. If you misplace your project handouts you will find them on Moodle for the duration of the project. CONTA C T I N G T H E I N S T R UC T O R The best way to contact me is through email; I do check my Columbia address a few times a week (scalvert@ colum.edu, but can be reached faster at my gmail account (shawncalvert@gmail.com). If the issue is an emergency, please call my cell phone: 773-332-0448. I am only on campus during class hours, but will be available for student meetings during breaks or after class. ONLINE R E S O U R C E S Moodle All assignments, projects, resources and quizzes will be posted in Moodle. Moodle is a new learning management system (LMS) at Columbia that is available as an alternative to Oasis. To enter the Moodle site, go to moodle.colum.edu, log in with your Oasis ID, and you should see our class under “My Courses.” On the course site landing page, you will find all of the same information that you would normally find in Oasis; grades, attendance records, handouts, etc, but in a more user-friendly interface. Tumblr We will post our shooting assignments in a public blog, at: http://photocomm.tumblr.com/ You are not required to post all of your work in the Tumblr blog; if you prefer not to post your work publicly, you may post the work in Moodle. | photo communications
  5. 5. COURSE SCHEDULE (updated 1/31/2012)1 /17 Introductions Exercise 1 Quick portrait for next week Sh. Assign 1 100 photos1 /24 Elements of Design in Photography Sh. Assign 1 group edit Tutorials Exercise 2 for next week Sh. Assign 2 Formalist photos 1 /24 Light and Composition Sh. Assign 2 review Tutorials Exercise 3 Contrast for next week Sh. Assign 3 Light and Composition Project 1 PSA/park event concepts and research2/07 Color Sh. Assign 2 review Project 1 group review of concepts Exercise 4 for next week Project 1 PSA/park event layouts2 /14 Modes of Photography Project 1 group review Exercise 5 for next week Project 2 PSA/park event revisions Reading GDS Unit 32 /21 Studio Shoot Project 1 group review Exercise 6 for next week Project 2 PSA/park event final Reading GDS Unit 62 /28 Crit Project 1 final full class crit Quiz 1 for next week Project 2 Ad/book jacket thumbnails photo communications  |  
  6. 6. 3/06 Portraits Project 2 group review Exercise 9 for next week Project 2 Ad/book jacket roughs 3/13 Studio Shoot Project 2 group review for next week Project 2 Ad/book jacket revisions 3/20 Texture Project 3 group review Exercise 10 for the week after spring break Project 2 Ad/book jacket final 3/27 Spring Break 4/03 Crit Project 2 full class crit for next week Project 3 Fable/Cookbook entry/how-to thumbnails 4/10 Layout & Cropping Project 3 group review Exercise 11 for next week Project 3 Fable/Cookbook entry/how-to revised 4/17 Montage techniques Project 4 group review for next week Project 3 Fable/Cookbook entry/how-to revised 4/24 Review Project 4 group review for next week Project 3 Fable/Cookbook entry/how-to final 5/01 Final Project 4 full class crit Quiz 2 | photo communications
  7. 7. Photo Comm / Jan 24AGENDA SHOOTING ASSIGNMENT 2: FINDING DESIGN PATTERNSDISCUSSION of pixels & bits Take these elements of design: pixel quality control how to we critique photos? line, shape, texture, space, size, value break and present 5 photos illustrating each. You may set up some of your photos, but at least half should be found “in life.”REVIEW create a contact sheet in Bridge group reviews of shooting assignment Your goal is to create photos where a particular design ele- individual presentation of 10 selections ment is dominant point of interest or compositional element. breakOVERVIEW of shooting assignment 2EXERCISE toneTO DO Upload your 10 selects to Tumblr PDF contact sheet of all 100 to MoodleTERMS TO KNOW QUESTIONS raster/vector Is there a particular aspect in photography that you look for?resolution dependentBit depth When are you most likely to take photos? 256 Do you have a favorite camera?8-bit16-bit My best photos have been taken when ... view percentageBlack pointWhite pointS-curveHigh-key/low-keyShadows & Highlights toolBrightness/contrast toolHighlight/shadow clippingPlugged shadowsBlown out highlightsUnsharp maskPosterizationNon-destructive editingCompression artifactsLossy compression
  8. 8. Photo Comm / Jan 31AGENDA SHOOTING ASSIGNMENT 3: Shooting natural lightDISCUSSION new class schedule Create 10 successful photos: 5 that use light as a composi- Project 2 overview tional element, and 5 that explore the color of natural light at b/w photo conversion different times in the day.EXERCISE Ittens contrasts Explore different crop ratios, shutter speeds, field depths, upload exercise + 2nd shooting assignment perspecitves, compositions, exposures and post-processing. break Your photos should be well exposed and technically print-ready, with attention to interesting and meaningful compostiionsREVIEW present shooting assignments Shooting assign 3 overview ITTENS CONTRASTS Point/LineTERMS TO KNOW Plane/Volume Large/Smallb/w conversion tools: High/Lowusing raw Long/Shortusing black & white adjustment layer Broad/Narrowhue saturation Thick/Thingradient map Light/Darkchannel mixer Black/White Much/Littlewhite balance Straight/Curvedgrey card Pointed/Bluntaspect ratio Horizontal/Vertical3:2frame dynamics Diagonal/Circularrule of thirds Area/Lineactive space rule Area/Bodyframe within frame Line/Bodyfocal point Smooth/Rough Hard/Soft Still/Moving Light/Heavy Transparent/Opaque Continuous/Intermittent Liquid/Solid Sweet/Sour Strong/Weak Loud/Soft
  9. 9. Photo Comm / March 20 CRIT QUESTIONS Is the visual message clear and consistent? Is the imagery compelling and appropriate? Does the design use the format in an interesting way? Do the type choices complement the message? Does the type setting look professional? TUTORIAL: PORTRAITS Handy photoshop shortcuts: 1. Greycard: color correct the image by clicking on the greycard only. Cmd + Alt + Shift + N (New Layer No Dialog) 2. Blemishes: Use the touchup tool of your choice to clean up the Cmd + Alt + E (Stamp Down) larger specks. Create a new merged copy of the layers, and applyCmd + Alt + Shift + E (New layer from visible) a dust & scratches filter, then apply a filled-in mask to that Cmd + J (New Layer Via Copy) layer. Selectively add the layer in by painting white in the mask. Cmd+ I (Invert Selection) 3. Tone_blemishes: Cmd + G (Group Layers) – adjust tone – darken background – brighten the eyes, saturate eye color, increase contrast in lashes, eyebrows if needed – touch-up larger blemishes – dublicate layer, set to screen, lighted up shadows under eyes – Darken the hands: duplicate layers again, darken, use mask – Brighten up the face only – Enhance the lighting on the hair 4. Tone_bw: convert the portrait to black and white, adjust for tone and blemishes. EXERCISE (10pt) Take three of the portrait images that we worked on in class, convert them to black and white, and scale them down into the “speakers” boxes in the file “conference-banner.psd.” Special attention should be given to how the images are cropped in their boxes and how their tone is adjusted to work well as a group. NEXT CLASS: APRIL 3 1. Extra Credti (15pt): 10 (new) photos in a series, posted in Tumblr. 2. Final Book Design: presented on a book, with all images. Should be displayed on a book, with higher quality paper, with close attention to presentation details.
  10. 10. Photo Comm / April 10 CRIT QUESTIONS Does your concept tell an interesting visual story about the subject Do you have a clear idea of the demographic of your publication? Is your layout concept compelling, is the concept and direction well thought out? STUDIO SESSION, EXERCISE: PORTRAITS In your session, you need to create three different approaches to the same object: 1. Specular Lighting Try a single main light source on its own, or with a reflector. Go for a wider ratio between highlight and shadow, with harder shadows. 2. Diffused Lighting Use 2 or three lights with umbrellas, softboxes; create a soft shadow and even light. 3. Creative Lighting Transform your object in some interesting way. After you have taken your photos, process the raw photos, adjust for tone and color, touch up any dirt/specks and post on Tumblr. EXTRA CREDIT (10pt) — Cookbook Card Before Epicurious, one way that cooks would build a library of recipes would be through stand alone printed cards, that would be collected in a box or binder. Your assignement is to create a new design for such a piece, using the copy posted online. You have yoru choice between two recipes. Your design should feature food photography promeniently; you can use stock images found online. Size: 6x9.25in Due 4/10—Research, draft of copy and design mockup. Begin writing copy about your subject, identify your initial objects/ interiors, take test shots, being your layout. Due 4/17—Printed mockup, including complete text. All of your text should be final, or at least blocked in, layout direction should be clear.
  11. 11. 22-3530: PHOTO COMMUNICATIONS Project 1  PSA/Park invite & poster Overview: You will design a poster & mailer for a local cultural event or a public service announcement. Your goal is to create a consistent and coordintated message that is compelling and approprate to the topic, audience and (if applicable) any exisiting identity. A poster should tell When researching an event poster you must visit the location or main office and get a currentits story at once—a design schedule of events, as well as current print materials they are using (i.e. brochures, posters, that needs study is not newsletters,schedules, etc.). a poster, no matter how well it is executed. When researching a social, political, or public service poster, examples and research data of your subject must be sourced in books,internet, etc. and brought to class in book or printed form. — Edward Penfield Subject Requirements: Your may choose either: 1) Promotional poster for a Chicago area cultural or recreational event(s), or 2) Social, political or public service posters. Specifications n POSTER: Trim size on the poster should be at lease 12 x 18 inches. If your colors bleed, trim off the edges before presenting. Ask if you are unsure about how to set up bleeds and crop marks when printing. n MAILER: Maximum size 5 & 7/8’’ x 8 & 1/4’’. These cards would be mailed to announce the event or make a particular population aware of animportant issue. Any ‘mailable’ format is acceptable. Cards can use multiple folds, wafer seals,glue seals, etc. Possible Topics Below are a few suggestions; students are encouraged to work outside of this list. http://www.adcouncil.org/ http://www.chicagoparkdistrict.com/ Community Events Sexual Harassment Park District Events Environment/Wildlife Protection City Sponsored Events AIDS Research Fund-Raising Orchestra/Opera/Musicals AIDS Awareness/Prevention Museum of Contemporary Art Disease Awareness - Cancer, Diabetes, Etc. Garfield Conservatory Humane Society Millenium Park Community Recycling Museum of Contemporary Photography Substance Abuse Awareness Seasonal Festivals Educational Workshops Smoking and Drug Abuse Music Events or Festivals Child Abuse Local Galleries (Upcoming Shows) War / Violence Ethnic Festivals/ Observations/Celebrations Terrorism Physical Abuse Awareness Homelessness Political Freedom/Repression Issues Eating Disorders Family/Youth Issues and Problems Suicide Distracted Driving
  12. 12. 22-3530: PHOTO COMMUNICATIONS Project 2  Book Jacket Overview: A designer knows he has Your project is to create a redesign book cover/jacket for an existing book, using your original achieved perfection not photography for both the cover and author portrait. Your goal is to create an appropriate design when there is nothing left that not only reflects and understanding of the book’s content and tone but also works as a to add, but when there is compelling sales tool that speaks to the intended readership. nothing left to take away Requirements:— Antoine de Saint Exupéry 1) Must contain partial original photography on the cover photography + an original author photo. The photos can be manipulated however you see fit. 2) You will be designing a dust jacket, so you will need to account for the extra width of the flaps. 3) The format should be based off of an actual book size, which doesn’t necessarily need to be the size of the book you are redesign. When you present your printed work for review, you should show the design on an acutal book. 4) You must include ALL of the copy used on the cover of the current design, including logos and barcodes (but excluding photo and design credits of course). Book Ideas Below are a few suggestions for books to redesign. You may pick a book not on the list. The Information— A History, A Theory, a Flood: A Visit From the Goon Squad: Jennifer Egan James Glieck The Lover’s Dictionary: David Levithan Tree of Smoke: Denis Johnson All I DId Was Shoot My Man: Walter Mosley Catch-22: Joseph Heller The Design of Everyday Things: Donald Norman The Unbearable Lightness of Being: Milan Kundera Vladimir Nabokov: The Real Life of Sebastian Moneyball: Michael Lewis Knight The LEGO Ideas Book New Fix-It-Yourself Manual: How to Repair, Clean, State of Wonder: Ann Patchett and Maintain Anything and Everything In and Around Your Home: Reader’s Digest Is Everyone Hanging out Without Me? (And Other Concerns): Mindy Kaling Black & Decker The Complete Photo Guide to Home Repair: with 350 Projects and 2000 Photos Tinker, Tailor, Soldier, Sky: John LeCarre The Plan of Chicago: Daniel Burnham and the Windup Bird Chronicle: Haruki Murakami Remaking of the American City: Carl Smith It Chooses You: Miranda July Devil in the White City: Erik Larson Schedule 1. Due 3/6 — 5 sketches, research questionnaire. Download questionairre from Moodle. Upload both as pdfs. 2. Due 3/13—3 mockups. Three polished mockups; photos can be placeholders. 3. Due 3/20—Single printed mockup, presented on a book, with all images. 4. Due 3/27—Spring Break 5. Due 4/3—Final Design: presented on a book, with all images. Should be displayed on a book, with higher quality paper, with close attention to presentation details.
  13. 13. 22-3530: PHOTO COMMUNICATIONSProject 3  Magazine FeatureOverview:Your project is to write, photograph and design a magazine feature about a person and thespace they live in and/or the object they surround themselves with. Your article should providea brief bio of your subject, then explore their personality and interests through their living spaceor possessions. Your photos will be accompanied by captions/anexdotes that you obtain froman interview. your design and layout does need to appear as if it were extracted from an actualmagazine.This project is based on features found in the New York Times Magazine and Vanity Fair. In theTimes, they typically photograph the person in their environment, take several additional interiorshots and take isolated product shots of significant objects that are called out by quotes or storiesby the subject. The Vanity Fair version is called My Desk, and features a large photo of someone’sworkspace, with the arrangement of objects artfully disheveled, with call-out boxes containing aquote or anecdote by the subject. Links to examples of these features are posted in Moodle.Requirements:1) Can be either two or three page layout2) Trim size should be: 8.875 x 10.8753) Must have a minium of 10 photos; that are taken by you, specifically for this project4) will include: 1. running header with the section title (Domains) and a date 2. running footer, with a page number and photo credit 3. main title (something catchy) 4. a lead-in 5. by-line 6. question/answers 7. pull-quotes, call-outs, captions, etcSchedule1. Due 4/10—Research, draft of copy and design mockup. Begin writing copy about your subject, identify your initial objects/interiors, take test shots, being your layout.2. Due 4/17—Printed mockup, complete text. All of your text should be final, or at least blocked in, layout direction should be clear.3. Due 4/24—Revisions, studio shots. Near-final design, with professional-looking photos.4. Due 5/13—Final Design: printed.