Tapping the visual web

Tapping the visual web

Using photos, video and graphics to

raise more money online

video

photos

infographics

logo design

branding

@jeffachen | @danielpwalls | @givemn

jeffachen

danwalls

Who we are and what we’ll cover:1. Intro to visual branding2. File types, web sizes and the jargon of

digital photography3. Simple tips and tools for creating

compelling infographics, memes & logos

4. How to produce simple, but compelling videos with minimal equipment & budget


GiveMN is a collaborative nonprofit venture to grow charitable giving in Minnesota and move more of it online.

We do this through fundraising training and outreach, our annual Give to the Max Day event, and by providing innovative online tools to help you

raise more money.

GiveMN is an independent 501c3 support organizationof the Minnesota Community Foundation, which is an affiliate of

Minnesota Philanthropy Partners.


Razoo provides the web platformthat powers GiveMN.


visual branding

• Visual branding is what a brand feels like. Devoid of tag lines & mission statements, a brand must be able to represent itself as a snapshot.


visual branding

• Elements of visual branding:– Colors– Logo– Font– Layout


visual branding

• You can do anything. You just can’t do everything.

• What are you branding? Cause? Org? Project? Campaign?


visual branding

• Align your visual branding with overall branding (voice, style, mission, etc.)


file types | sizes

Standard image files (store information about the file by identifyingeach pixel and it's color, the result is that if you stretch or resize the

image, it looks unnatural and pixilated)

• .jpeg = (Joint Photographic Experts Group) used for photos online• .tiff = (Tagged Image File Format) used mainly for photos in print

materials• .png = (Portable Network Graphics) used for photos online, and

the main advantage is this file type can be rendered for backgrounds to show through

• .psd = (Adobe PhotoShop Document) used for sharing with other photo editors during the editing process, including for use in video editing programs, but .psd files should be saved as .jpegs or .png files for use on a published website or social networkhttp://en.wikipedia.org/wiki/Image_file_formats


http://en.wikipedia.org/wiki/Image_file_formats

file types | sizes

Vector image files (made up of points, lines and curves related to one another using mathematical formulas and can be scaled to

any size with no loss of detail or sharpness)

• .ai = (Adobe Illustrator Document) use for sharing with other graphic designers or video graphics editors, but .ai or .eps files should be saved as .jpegs or .png files for use on a published website or social network

• .eps = (Encapsulated PostScript) use for sharing with other graphic designers or video graphics editors, but .ai or .eps files should be saved as .jpegs or .png files for use on a published website or social network




file types | sizes

dots per inch (dpi)

• Another number you will see used in addition to the pixels dimensions is dpi. It will likely be either 72 dpi or 300 dpi.

• Basic rule of thumb:

72 dpi = web & video use

300 dpi = print use


file types | sizes


Standard website size is 786 pixels wide. Typically, there is a column on the right, leaving you with about 580 pixels to fill. This is a great standard width for photos, graphics or video.

file types | sizes


Photo sizes for Facebook:

Cover photo = 851 x 315 pixels

Profile picture = 180 x 180 pixels

Tab buttons = 111 x 74 pixels

file types | sizes

Key takeaways:

1. For online purposes, use .jpeg or .png files for your photos and graphics at 72 dpi

2. For print purposes, use .ai or .eps files OR .jpeg, .psd, .tiff files at 300 dpi

3. For photos and graphics on the web, the optimal size is 580 pixels wide (unless the photo runs the width of the site, or requires other specified dimensions)

4. For graphics, make sure you have an .ai or .eps version on file somewhere and use that version (vector graphic) to send to printers, web editors, and other creative partners

5. Whatever your use, take the time to find out the dimensions and create photos to match them


photography

Considerations for choosing a photo:– Perspective– Cropping– Your subject’s expression– The Eyes– Direction– “Negative” space


Image tells a storyCropped properlySubjects facing in, not outSized properly for the page

The eyes! Subjects facing in, not off the page

Good Use of Negative space to compliment with text/logos

Subject facing toward the headline, not away

photography

Considerations for choosing a profile picture or avatar:• Does it fit 180x180 pixels?• Person or logo?• Keep it simple


vs.

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graphics

• Software: Adobe Illustrator or Photoshop

• Types of graphics– Organizational Logo– Event logo– Infographics–Memes


graphics


graphics

Meme – an element of a culture (often an image or video) that may be imitated widely

Memes = funMake your own: http://memecrunch.com/generator/

http://memecrunch.com/generator/

video

• Equipment: web cam or phone camera

• Software for editing & publishing your video: YouTube


Webcam: $15-$80

video

Types of videos you can produce


• Thank you messages• Report on progress, impact• Testimonial• Photo slideshow• Video tour of a place or event

Questions?

video

photos

infographics

logo design

branding


Technology

Tapping the visual web