Retailing with Adobe


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Marketing professor ebook for a semester-long retail management course to learn adobe photoshop, illustrator, and InDesign

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Retailing with Adobe

  1. 1. with Adobe is a 16-week semester marketing class ebook for business undergraduate and MBAstudents. Retailing with Adobe is designed to be used with online tutorials, Adobe Illustrator, AdobePhotoshop, Adobe InDesign, Adobe Acrobat Pro, Adobe Fireworks, and Adobe Premiere/iMovie.The posts and screencasts on the weekly topics covered in Retailing with Adobe can be found here.Retailing with Adobe will be rewritten in May 2011.Dr HorowitZMarketing ProfessorSonoma State University School of Business and Economics and Wine Business
  2. 2. Week 1Materials, T and Productivity ools, Week 2 Illustrator Week 3 Retailing and Atmospherics Week 4 Logos Week 5 Photoshop Week 6 Photoshop for Photography Week 7 Photographs Week 8 InDesign Week 9 Business Cards Week 10 Flyers Week 11 Brochures Week 12 Posters Week 13Interactive .pdf and Web Design Week 14 Video Editing Week 15 Project Week 16 Share
  3. 3. Week 1Materials, T and Productivity ools,
  4. 4. Materials, Tools, and ProductivityThe focus of this class is on designing the point of sales (POS) materials of a retail environment. Do youknow how the materials in a winery tasting room are created? Do you know where the tasting menus,event posters/flyers, business cards, wine club brochures, wine labels, nametags, signs, computerdisplays, video displays etc. come from?Adobe Illustrator is used to design the logo, Adobe Photoshop is used to incorporate photos of peopleand places into the design, and Adobe InDesign is used to publish the design. Graphic design with thesethree programs will be the focus of this course. At the end of the semester, we will spend one week oninteractive design and one week on video editing.Illustrator and are doing amazing things with Illustrator and Photoshop. Watch this 4-part video tutorialseries on graphic design that uses 3D and special effect filters.Wine of my favorite wine-related Illustrator and Photoshop recommend getting a video tutorial subscription so that you can have expert video tutorialsguide you through learning Illustrator, Photoshop, and InDesign. These programs are not easy to learnand substandard tutorials cause frustration. Purchasing a video tutorial subscription will bethe best $25/month you have ever spent (on marketing education). Try a free one-day pass and decidefor recommend subscribing to Vectortuts+, Psdtuts+, and Phototuts+ so that you can have access totutorials that demonstrate how designers are using Illustrator, Photoshop, and InDesign in a cutting-edgemanner. These sites offer premium tutorials that you can purchase a la carte, or, you can pay $9 a monthfor a premium Tuts+ has free tutorials at Adobe TV, which you can search by has free tutorials, which you can search for by product. 5
  5. 5. ToolsRetailing with Adobe is designed to be used with the following software:Adobe Illustrator, Adobe Photoshop, Adobe InDesign, and Adobe Fireworks and Adobe Premiere/iMovie.Adobe CS4 is in the computer labs, and Adobe CS5 is the current version. You can download Adobe CS5 and use it free for 30 days.iMovie ’09 is in the computer labs, and iMovie ’11 is the current for productivity a gmail account and import all of your email accounts into one gmail account.Filter all of your email that is spam and stop deleting emails.Don’t email yourself when something happens on Facebook and block people that Facebook spam you.Start using Google Reader and is available for Mac and PC and can be accessed via the web (on school computers) could also save your passwords in a Dropbox text file or with Google Bookmarks in your iGoogle. 6
  6. 6. Week 2Illustrator
  7. 7. IllustratorLearn for learn Adobe Illustrator McClelland’s One-on-One video tutorial series is 8
  8. 8. Week 3Retailing and Atmospherics
  9. 9. Retailing and AtmosphericsPaco Underhillpacounderhill.comThe king of retail. Check out his book Why We Buy.Douglas Rushkoffrushkoff.comHis chapter on Atmospherics in Coercion is great. His videos The Persuaders and The Merchants of Coolare totally awesome.Rob Walkermurketing.comBuying In is great. Rob Walker maintains a cool WordPress and Tumblr blog.Books and of my marketing book and video recommendations. 10
  10. 10. Week 4 Logos
  11. 11. for logo/icon design GraphicRiver for professional logos and icons.A lot of these files are vector artwork .ai or .eps files, which you can edit with Adobe Illustrator.Some of thise files are .psd files, which you can edit with Photoshop (save those for next week) the icon design and illustration tutorials at Vectortuts+.Illustrator Illustrator is so popular, there are lots of great free resources out there. Adobe’s IlustratorExchange is not necessarily the best place to get Illustrator resources, but it gives you a good idea of thetypes of Illustrator resources that are available.Another way to look for a logo artwork is to search Google Images. Search for what you want and thenfilter by size=large and type=clip art.Fontsquirrelfontsquirrel.comTo use these fonts in Adobe, on a mac, add the .ttf or .otf files to your user/Library/Fonts folder. 12
  12. 12. Week 5Photoshop
  13. 13. for learn Adobe Photoshop McClelland’s One-on-One video tutorial series is the icon design and illustration tutorial categories at Psdtuts+.Photoshop Photoshop is so popular, there are lots of great free resources out there. Adobe’s PhotoshopExchange is not necessarily the best place to get Photoshop resources, but it gives you a good idea ofthe types of Photoshop resources that are available. For example, Photoshop layer styles are similarto Illustrator graphic styles. Because Photoshop is more popular than Illustrator, there are more freePhotoshop layer styles available on the web. 14
  14. 14. Week 6Photoshop for Photography
  15. 15. Photoshop for for Photoshop for photography Orwig has awesome Photoshop for photography tutorials. Start with his Photoshop forphotographers tutorial, and then Search his tutorials on creative effects, compositing, fashion retouching,and athletic retouching.Adobe Bridge, Camera Raw, and Photoshop Lightroom all integrate with nicely with 16
  16. 16. Week 7Photographs
  17. 17. Work on a Phototuts+ for Phototuts+ for Phototuts+ for portrait.iStockphotoistockphoto.comYou can buy stock photos. 18
  18. 18. Week 8InDesign
  19. 19. for learn Adobe InDesign the layout tutorials at Blatner’s InDesign Essential Training is a great way to learn Adobe 20
  20. 20. Week 9Business Cards
  21. 21. Business for business card design GraphicRiver for professional business card Vectortuts+ tutorials for business Psdtuts+ tutorials for business cards. 22
  22. 22. Week 10 Flyers
  23. 23. for flyer design GraphicRiver for professional flyer Vectortuts+ tutorials for Vectortuts+ tutorials for 24
  24. 24. Week 11Brochures
  25. 25. Design a for brochure design GraphicRiver for professional brochure Vectortuts+ for Psdtuts+ for 26
  26. 26. Week 12 Posters
  27. 27. for poster design GraphicRiver for professional poster Vectortuts+ tutorials for Psdtuts+ tutorials for 28
  28. 28. Week 13Interactive .pdf and Web Design
  29. 29. Interactive .pdf and Web DesignInteractive .pdf, flash, and html/css DesignAdobe Acrobat Pro is the easiest tool to make interactive .pdf files, but you can also you Adobe InDesignand Fireworks. You can use InDesign to do cool stuff with .pdf presentations and Flash. You can useFireworks for HTML and CSS website Wood has an Acrobat 9 Pro Essential Fritz has a sweet InDesign CS5: Interactive Documents and Presentations Babbage’s Fireworks Essential Training is can export interactive InDesign files to .pdf and can export interactive Fireworks files to .pdf and to HTML and CSS. 30
  30. 30. Week 14Video Editing
  31. 31. Video EditingPresentationsPrograms like iPhoto, Photoshop Lightroom, InDesign, PowerPoint and Keynote can be used to createpresentations that can be saved as Quicktime .mov, MPEG-4 .m4a, or Flash .swf video files and displayedon GraphicRiver for professional presentation designs.Motion GraphicsPrograms like iMovie, Final Cut, Adobe Premiere, and Adobe After Effects can be used to edit VideoHive for professional motion has tutorials for all of the programs listed AudioJungle for professional stock music your slideshow or edited video to 32
  32. 32. Week 15 Project
  33. 33. Week 16 Share
  34. 34. AcknowledgementsThank you to all of the educators who share their content online and to my students who listen to metalk about it. Thank you to Sonoma State University for giving me the academic freedom, computers, andsoftware to be able to teach this stuff. Thank you to my family for letting me stay in school for so longand supporting me along the way. Thank you to my friends for dealing with my oversharing.! Horowitz (@DrHoro) is a marketing professor at Sonoma State University who uses his marketingebooks and WordPress blog to teach marketing classes. Dr. Horowitz teaches web design,graphic design, video editing and search engine optimization skills in his marketing research, promotionmanagement, and retail management classes. Dr. Horowitz also teaches the wine business study abroadclass The Global Wine Industry.