Teacher: Ray Parris Subject: Commercial Arts/ Week of October 20th – November 13 2009 Creation and Communication Standard 1: The student creates and communicates a range of subject matter, symbols, and ideas using knowledge of structures and functions of visual arts. (VA.B.1.4) 1. Applies various subjects, symbols, and ideas in works of art. 2. Understands that works of art can communicate an idea and elicit a variety of responses through the use of selected media, techniques, and processes. 3. knows how the elements of art and the principles of design can be used and solves specific visual art problems at a proficient level. OBJECTIVES: The student will be able to perform a task using basic Photoshop skills:

• communicate an idea or concept based on research, environment, personal experience, observation, or imagination.

• Understand advertising and publication, stationary, letterhead and Logo • Photoshop tools and function • Reading to perform a task.

D0 NOW: What is a stationary package? MONDAY / TUESDAY Overview: Business stationary package for student’s business idea. Objective: Students will design a letterhead, business card and envelope for their business. In each case, the three pieces should relate visually to each other. Content: In each case, the client’s logo should be featured. Additional elements that support the company’s image must be featured as well. Production Parameters: In most case, standard measurements are followed: letterhead are 8.5”x11”; Business cards measure 3.5”x2”, and envelopes are 9.5”x4.125”

• CMYK • 300 dpi • Bleed consideration • Use of 3 elements of art and 3 elements of design principles. • Logo • Photoshop (Layer style, text, image imported, gradient)

On-line PhotoShop Video Resources. Before working on your layout watch the following videos:

• 10 Type �1001 The Type Tools �1002 Fonts and Colors�1003 Type on a Path�1004 Type as a Mask �1005 Editing and Rasterizing

• 14 Drawing �1401 The Pen and Paths �1402 Editing Paths�1403 Clipping Paths�1404 Vector Shapes

Activity: Objective: Using Photoshop students will begin to design their business card and stationary package. Steps

1. First, decide what you want your business card to tell others. Do you want to focus on your services? It may help to list everything about your business.

2. Describe your business. After deciding on what aspect of your business that you want to focus, make a list or write a description that tells about that part of your services.

3. Decide if you want a "serious" or formal card or something more light-hearted or informal. 4. Using the Business Card Checklist, list the major components of your business card. 5. Look at sample business cards you or your class has collected. Identify those that have a style you might

like to imitate or borrow. 6. Sketch out some rough ideas of how you want your business card to look — including any graphics you

think you want to include. (Your software may come with a collection of clip art; if you have access to a scanner you may be able to scan artwork from clip art books; if you have access to graphics software you may be able to draw your own graphics.)

7. Using the page layout or business card software available to you, transfer your rough sketches to the computer.

8. Print your final design on business card stock, index card stock, or plain paper. Tear apart or cut with scissors or paper cutter as necessary.

9. Exchange business cards with your classmates and teacher. Evaluation: �When you give your teacher your business card, attach the following checklist with

your answers. 1. What is the focal point of this business card? (What part is supposed to catch the reader's eye first?) 2. What job, role, or activity does this business card describe? 3. Is this supposed to be a formal (serious) or informal (casual) business card? When you exchange business cards with classmates give them the following checklist to complete. Your teacher will use these completed checklists (yours and your classmates) to help evaluate the effectiveness of your business card. Be fair and truthful when evaluating the business cards of your classmates as well.

1. When you first look at this business card what catches your eye first? (The graphic, the name, the color, etc.)

2. From reading this card, what job, role, or activity do you believe this person does? 3. Is the business card easy to read? Is the type large enough? Is there too much information or not

enough information on the card? 4. Do you feel that this is a formal (serious) or informal (casual) business card? 5. Do you like this business card? Why or why not? Conclusion �: "The business card... is kind of an extension of yourself. It's a little bit of giving yourself to someone else." HOMEWORK: Complete pages 1-9 of your business plan. Wednesday / Thursday

• Studio work on Business card

Business Card Checklist �: Many of the items in this list are optional. You must decide which ones are

appropriate for your business card.

1. Name of Individual.

2. Name of Business or Organization.

3. Address.

4. Phone Number.

5. Fax Number.

6. Email Address.

7. Web Page Address.

8. Job Title of Individual.

9. Tagline or description of Business or Organization.

10. Logo.

11. Graphic Image(s) (including purely decorative elements).

12. List of services or products.

The items listed below are to aid in designing your business card. Some may not apply.

Horizontal or Vertical Layout.

Emphasis on Business or Organization (name and/or logo).

Emphasis on Individual.

Emphasis on Title of Individual.

Emphasis on a particular part of the contact information (phone, address, email, etc.)

Size of Logo or other graphics — large (dominant) or small, etc.

Number of Colors.

White space (blank spaces) toward the middle or toward the outer edges. • Conservative typeface (such as those used in the stories in your textbooks) or Fun, Informal

typeface (such as crooked letters, funny shapes, odd sizes, or type that looks like handwriting) or a mix.

Friday:

• Studio evaluation on stationary package