PROMOTION
The Marketing Network WHAT MAKES A CLUB STAND OUT FROM THE REST? PASSION, DEDICATION, AND A KICK-ASS TEAM OF EXECUTIVES.
PRESIDENT EILEEN CHEN VICE PRESIDENT ADAM VAILLANCOURT ART DIRECTOR MARISSA LEE VP MED IA LAURA GORD ON V P C O M M U N I C AT I O N S S O F I E R O O T E N B E R G VP EXTERNAL MELISSA BELEC VP LOGISTIC S ADRIAN LARGE TREASURER AUSTIN THORNBERRY AMBASSADORS SHERRY XIE MAX DRABKIN
VP SPONSORSHIP PAUL VAILLA NC OUR T SHELBY LE VE SQUE
W H AT W E D O . W H AT W E L O V E . W H AT W E L I V E F O R .
T H E M A R K E T I N G N E T W O R K I S A S T U D E N T C L U B T H AT S U P P O R T S STUDENTS WHO ARE INTERESTED IN THE FIELD OF MARKETING.
THIS
INC LUDE S
MANY
DIFFERENT
FAC E TS OF MA RKE TING INC LUD ING A DVER TI SING, P R O M O T I O N , S A L E S , S T R AT E G Y , B R A N D I N G , M E D I A ETC. AND ALL
WE
PROVIDE
VARIOUS
I N F O R M AT I O N ,
DIFFERENT
U N D E R G R A D U AT E
GUIDANCE,
OPPORTUNITIES
STUDENTS
AT
TO
MCGILL
UNIVERSITY WHO ARE INTERESTED IN PURSUING A CAREER IN THESE AREAS.
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The Interface ZOOM TOOL
HAND TOOL
MOVE TOOL
MARQUEE TOOL
LASSO TOOL
RED E YE REMOVA L TOOL SMART BRUSH TOOL BLUR TOOL
BRUSH TOOL PAINT BUCKET TOOL EYE DROPPER TOOL HORIZONTAL TEXT TOOL
QUICK SELECTION TOOL
SPOT HEA LING BR USH TOOL CLONE STAMP TOOL SPONGE TOOL
ERASER GRADIENT TOOL CUSTOM SHAPE TOOL PENCIL TOOL
CROP TOOL
RECOMPOSE TOOL
C O N T E N T AW A R E M O V E T O O L
STRAIGHTEN TOOL
Note: On the Toolbar, certain tools have “subtools” or “tool options” (as indicated by the little triangle on the bottom-right hand corner of the tool). You can select these various selections by clicking on the Tool Option Bar at the bottom of the interface.
The Tools M O V E T O O L / / moves an entire layer at a time. When you have selected this tool, click on a layer you’d like to move in the layer panel, and then click and drag on the image. M A R Q U E E T O O L / / used to make a selection within a layer; there are various marquee tools accessible via the Tool Options Bar. L A S S O T O O L / / similar to the Marquee Tool; it is used to make a selection, except that it gives you ultimate freedom in terms of the shape of your selection. There are three different lasso tools: the Default Lasso Tool (make a freehand selection), the Polygon Lasso Tool (make a selection composed of straight lines), & Magnetic Polygon Lasso tool (make a freehand selection that automatically maps to the natural borders of the image) Q U I C K S E L E C T I O N T O O L / / similar to the Magnetic Polygon Lasso Tool in that you freehand select the selection area, but its automatic definition of pixels is based on similarity in tones, colours, and textures. M A G I C W A N D T O O L / / similar to the Magnetic Polygon Lasso Tool or the Quick Selection Tool except that rather than dragging to make a selection, you click in a region and a selection appears around similar colored pixels. H E A L I N G B R U S H T O O L / / repairs scratches, imperfections, and specs that may degrade your image. It works like the Brush Tool in which you select freehandedly the area that needs correcting B R U S H T O O L / / allows you to essentially “paint” over or on an image, in whatever color you have selected and whatever size brush you have selected. C L O N E S T A M P T O O L / / allows you to select an area of an image you’d like to duplicate and allows you to copy the selected information onto another area of the image. B L U R T O O L / / operates like a Brush Tool, but is used to blur a selected area of an image D O D G E T O O L / / operates like a Brush Tool, but it is used to lighten a selected area of an image B U R N T O O L / / similar to the Dodge Tool, but instead of lightening areas of an image, it darkens it S P O N G E T O O L / / operates like a Brush Tool, but is used to de-saturate or saturate a selected area of an image H O R I Z O N T A L T Y P E T O O L / / a default text editor, but different selections (like vertical text) can be made to input type and text S H A P E T O O L / / it is a shape-builder, but different selections can be made to insert different shapes
KEYBOARD SHORTCUTS AC TI ON
SHORTCUT
ZOOM IN
CTRL AND +
ZOOM OUT
CTRL AND -
INCREASE BRUSH SIZE
]
DECREASE BRUSH SIZE
[
TRANSFORM IMAGE
CTRL AND T
DESELECT SELECTION
CTRL AND D
TOGGLE BETWEEN FOREGROUND & BAC KGROUND COLOURS
X
CUT
CTRL AND X
COPY
CTRL AND C
PASTE
CTRL AND V
UNDO
CTRL AND Z
REDO
CTRL AND Y
Important Note : The Keyboard Shortcuts outlined above are for Windows’s users. If you have a Mac, hit “Command” instead of “Control / Ctrl” (Eg. To transform an image on a Mac, press “Command + T” on your keyboard). If a shortcut calls for you to hit the “Alt” key (as when you’re using the clone stamp), please press “Option” if you have a Mac.
Getting Started R E S O L U T I O N : Resolution refers to the number of pixels in a full size image. An image with hiresolution contains more information than an image with lo resolution, and therefore, one can always convert a hi-res image to a lo-res image. However, because information is lost in the conversion, the reverse is not true. If you were to increase the resolution of a lo-res image, the result would be fuzzy. Screen resolution is close to 72 pixels per inch, so if you are working with graphics to be viewed only on screen, 72 should be fine. Depending on the printer you are using, you would want to increase this above 72 for graphics that will be printed. 300 is usually an acceptable resolution for images to be printed; 150 would be the lowest acceptable resolution for printing. (Note: to be safe, just make the resolution 300 pixels/inch.) I M A G E S I Z E : Resolution should not be confused with image size, which can also be expressed in pixels. Image size deals with the actual number of pixels tall and wide an image is, but be sure to look at the unit of measure you’re setting everything at - make sure everything is consistent. C O L O R M O D E : Color mode refers to the types of colors you will be using in your image. In Adobe Photoshop Elements, you will be using the RGB Colour Mode. But please take note that if you are printing from this program, there will be a slight disparity in colours between the printed hard copy and what you see on your screen. To print colours accurately, you would need to operate in the CMYK Colour Mode, but this is not offered by Photoshop Elements. THIS IS WHAT THE DIALOGUE BOX WILL LOOK LIKE WHEN YOU’RE CREATING A NEW PROJECT.
LAYERS Photoshop documents are composed of layers, which can basically be described as single transparent sheets which hold particular pieces of an image. These layers can contain images, text, and vector graphics, and can be rearranged and grouped according to user needs. Layers are controlled with the use of the Layers Panel. Often times, when you find yourself frustrated with Photoshop, it is because you are trying to perform operations on a layer that is not currently selected. Simply click on the name of a layer in order to designate it as the current layer. Whenever you add text to an image in Photoshop, the text appears on a new layer. You can “merge down” layers to consolidate them, and “flatten image” to force the entire contents of the image onto one layer.
Transparency HOW TO MAKE BACKGROUNDS TRANSPARENT
1.
Ensure the photo in the Layers Panel is converted from “background” to an editable layer
2.
In the Layers Panel, click “layer mask.” It is at the top of the layers panel and looks like a rectangle with a circle in it
3.
Choose the brush tool. Make sure that the foreground colour chosen is black
Using the brush, paint over which part of the photo you’d like to be transparent
5.
If you make something transparent that shouldn’t be (oopsies!), switch to the white brush and paint over what needs correcting. Ta da!
4.
CLONE STAMPING
ALLOWS YOU TO IMAGE AND COPY
1.
COPY ONE IT ONTO
AREA OF AN ANOTHER AREA
The Clone Stamp can be a useful for tricks such as covering up blemishes (by copying from another part of skin) or removing/covering up undesirable or degrading areas of an image
2.
If you are simply editing a photo, please open the photo as a new document in the “expert” mode of Photoshop Elements. If, on the other hand, you are editing a specific layer of an image, please ensure you have selected the correct layer within the Layers Panel.
3.
Select the Clone Stamp Tool from the toolbar.
After selecting the Clone Stamp Tool, you can set your brush options (located at the bottom of the screen). Brush size and shape, opacity, flow and blending modes can all be selected. If you want to copy an exact area you will leave the opacity, flow and blending mode at their default settings and only choose a brush size and shape.
4.
5.
Select the area you would like to copy / “clone.’” To do so, move your cursor to the desired area you’d like to duplicate and Alt-click (Windows) or Option-click (Mac) the exact spot you want to start copying from.
It’s now time to retouch your image. Click and drag over the area you want to replace or correct and you will see the area you selected in step 5 start to “cover” your photo. Play around with different brush settings and try replacing different areas of your photo until you get the hang of it.
6.
R E C O M P O S I N G
A
SUPER-INTELLIGENT
TOOL
1.
T H AT
LETS
YOU
CROP-AND-TRANSFORM
RETAIN
VITAL
CONTENT
The Recompose Tool in Photoshop Elements is like a super-intelligent crop-and-transform tool. You can move elements in an image closer together or change the orientation of a landscape shot from horizontal to vertical without sacrificing your most vital content.
2. 4.
It should only be used if you’re editing and reconfiguring a photo, not just a layer. Therefore, please open the photo as a new document in the “expert” mode of Photoshop Elements 12.
3. 5.
Select the Recompose Tool from the toolbar. After selecting the Clone Stamp Tool, a dialogue box will arise at the bottom of the interface, showing Brushes and Erasers in the Options Bar. These tools will be used to mark the areas you want to protect and eliminate.
Brush over the areas of the image you want to protect or retain. (Strokes will be green.) You don’t have to be super precise; just give Elements an inkling of what you want to keep (or remove, in the case of the next brush). Brush over those areas you want to remove first. (Strokes will be red.) Make sure to choose the area you don’t mind eliminating at all. The Eraser Tools can be used to erase any areas you erroneously marked.
7.
Grab an image handle and resize your image. As you drag, the red areas are removed first, and the green areas remain intact. After all the red areas have been removed, Elements begins to “carve” out areas you didn’t mark to protect.
Retouch any areas as needed with the Clone Stamp or Healing tools.
6.
8.
Healing Bad Bits HOW TO REMOVE BLEMISHES & IMPERFECTIONS
1.
Open the photo you’d like to edit for blemishes and imperfections. Once open, add a new layer and rename it “Spot Healing”
2.
Select the Spot Healing Brush from the Tools palette. You’ll find it grouped in with the other healing tools
By default, the Spot Healing Brush works only with the layer that’s currently selected in the Layers palette, which will cause us some problems if we try to use it right now since we have a blank layer selected. To correct this, be sure to select the Sample All Layers option in the Options Bar along the bottom of the screen.
3.
4.
All you need to do now is click on problem areas in the image to fix them! Adjust the brush size accordingly and play with the brush modes. Remember, you’re trying to achieve a natural look, so pay attention to colours and textures
SHAPE cropping T h e power of Photoshop’s layers becomes especially potent when you’re trying to crop an image to a specific shape. If you have a photo that you’d like to crop into a circle, for example, you can’t simply use the crop tool - it can only be used to crop rectangularly. Instead you’re going to wield the power of layers to whittle your image down to a circle. First, open up the photo that you’d like to crop. In the Layers Panel, make sure that the layer is changed from a “Background” layer into an editable layer (i.e. double click on the layer in the Layers Panel and rename the layer). Next, create a new layer in the Layers Panel. In this new layer, use the Custom Shape Tool to create the shape you’d like to crop your image to (a circle, in this case). Draw the shape in this new layer, making sure that it is a uniform colour. Play with the size of the shape and move it to the area that you’d like to crop the image to. Next, select the Magic Wand Tool and click on the shape you’ve just drawn (make sure you’re in the correct layer in the Layers Panel). If you’ve done this correctly, the marching ants should appear around your shape. Now, this is important. With the marching ants dancing around your circle, turn your attention to the Layers Panel and toggle between your layers: select the layer containing the image you’d like to crop. Even as you switch layers, the marching ants should still be marching. If this is the case, head up to the “Select” button on the Menu Bar at the top of your screen and select “Inverse” - this will select the area around the circle instead of in it. And with one swift motion, hit delete on your keyboard. The area around the circle should be deleted to reveal a transparent background (as indicated by the checkered pattern). Head back to the Layers Panel and either hide or delete the layer with the circle you drew, and Ta Da! You’ve cropped your image to a circle. Note : When saving this cropped and edited image to be used elsewhere, please save it as a .png file to maintain the transparent background. It is also recommended that you save a duplicate as a .psd file just in case.
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S AV I N G Y O U R W O R K Once you’re done your work, you’ll notice that there are many different file formats in which you can save your work. The format in which you save your file will depend on what you intend to do with the document. For example, if you’re going to be saving an edited photo as your Facebook profile picture, the photo can only be uploaded as a .JPEG file. If, on the other hand, we’re saving your work for a PowerPoint, you can save it as a .JPEG &/or .PNG file. This depends on whether there are any transparencies you want to maintain. Below are the typical file types you’ll use to save your work: PHOTO SHOP (.PSD) saving it in this format maintains your layers and all edited elements of the photo. it is especially useful if you’re saving your work to edit later PHOTO SHOP EPS (.EPS) while it is a graphic format, it is not a vector graphic format - which means that it’s not scalable. you probably will not use this file extension very often, if at all. JPEG (.JPEG) this is the typical “picture” format. uploading to any website often requires a .jpeg format. unfortunately, it restricts content - it does not maintain layers for later edits/use. PHOTO SHOP PD F (.PD F) this is the universal portable document format that allows the document to be shared between all readers. unfortunately, like a .jpeg file, it does not maintain layers for later edits/use. PNG (.PNG) this format is like a regular .jpeg picture, but it maintains transparencies (i.e. maintains transparent backgrounds) T I F F ( .T I F F ) this format is like a typical .jpeg file, but can be saved without compressing the file size
Regardless of what you’re using your file for, be sure to save a duplicate copy of your document as .PSD file too (just in case you ever need to make edits or want to access the different layers).
thank you! IF YOU HAVE ANY QUESTIONS, CONCERNS, OR NEED ADDITIONAL HELP, PLEASE CONTACT MARISSA LEE VIA FACEBOOK OR E-MAIL. SHE IS FREE FOR ONE-ON-ONE PHOTOSHOP CONSULTATIONS/TUTORIALS, AND CAN ALSO HELP WITH ADOBE ILLUSTRATOR AND INDESIGN. M
A
R
I
S
S
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M A R I S S A . L E E @ M A I L . M C G I L L . C A WWW.CARGOC OLLEC TIVE.C OM/ MARISSA LEE