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This
unit takes takes a look at using graphics in newsletters. It examines
sources for newsletters, types of graphics files, working with
photos, using images from scanners, graphic accents, logos, and
infographics.
Graphics
for Newsletters
You will need
to select various types of graphics to include in your newsletter.
These graphics may include:
- Graphic
images
- Photos
- Scanned
images
- Graphic
accents
- Logos
- Infographics
Graphic accents
include rules (lines), screen tints, reverses, symbols, and over-sized
letters. Infographics include charts, graphs, tables, and maps.
Placing
and Manipulating Graphics
The time and
effort you put into choosing and arranging graphics can pay big
dividends in attracting and increasing readership. Use graphics
to add interest to your pages, but be ruthlessly critical in choosing
your illustrations. Rarely, if ever, use all available graphics.
Choose those with the most storytelling power. Clipart works best
when a few well-chosen pieces are used to add character to a publication.
It loses its effectiveness when too many small pieces are used
on a page.
Sources
for Graphic Images
- Online
Sources
- Public
domain or royalty free graphics web sites - Many public
domain or royalty free graphics web sites provide a large
selection of graphics that are available for download for
free use.
- Subscription
graphics online services - Subscription graphics online
services charge a membership fee for unlimited graphics
downloads and rights to use the downloaded graphics by members.
Some of these services will sell individual graphic downloads
with user rights for individual graphics to non-members.
- Software
Clip Art/Image Galleries - Many software programs include
a built-in clip art/image gallery containing a collection of
clip art, photographs, animations, sounds, video clips, and
audio clips for their licensed users.
- Graphics
Software Programs - Many graphics software programs can
be used for graphic image creation.
- Charts
and Graphs from Other Software Programs - Charts and graphs
can be imported from other software programs, such as Excel
or PowerPoint.
- Digital
Cameras - Photographs taken by digital cameras are stored
in JPG format, so they can be used as graphic images.
- Scanners
- Photographs and images can be scanned and saved in many graphic
file formats.
- Clip
Art CDs - Clip art collections are available for purchase
on CDs. Prices generally correspond to quality. Graphics software
programs can be used to customize clip art to meet particular
needs.
- Screen
Captures - A copy of what is on a computer screen at any
specific time is called a screen capture.
- Character
Fonts - Character fonts are small illustrations stored as
fonts. Character fonts can be used in many ways. They are commonly
used for bullets and can be used as an alternative to graphic
image files. If a large image of a character font is needed,
increase the point size of the font.
Types of
Graphics Files
Major Types
of Graphics Files
- TIFF
Files - TIFF (Tagged Image File Format) are extremely flexible.
Almost all image-editing and paint programs can save files in
TIFF format and almost every other application can import them.
TIFF images are not compressed and are generally too large to
use on web pages. Web browsers do not support their use. Because
TIFF images are do not lose detail to compression, this is a
good format to use for the storing of original images.
- BMP
Files - BMP (Windows Bitmap) format was originally developed
for use in Windows. It is primarily for desktop wallpapers.
BMP files do not resize well.
- JPEG
Files - JPEG or .jpg (Joint Photographic Experts Group)
files are a format developed by a committee of the same name
for images such as photographs and graphics that contain gradual
color changes. This file type was designed primarily for use
with web pages. Its format provides the smoothest transition
between colors. Images that have visual textures, such as background
patterns, are typically saved in JPEG format. JPEG should not
be used for cartoons (cartoons contain only a few colors) or
black and white line drawings. JPEG images use a lossy compression
scheme which means some of the detail is lost each time a file
is saved in JPEG format. This means detail will be lost with
each save. Most image-editors allow users to choose the amount
of JPEG file compression. JPEG files can be used by both Windows
and Macintosh computers.
- GIF
Files - GIF (Graphics Interchange Format) files are compressed
digitized images that use a standard defined in 1987 by CompuServe
for the online delivery of graphics. The GIF file format uses
a color palette of up to 256 colors per image. It works best
for graphics composed of relatively few colors, such as solid
color graphics, logos, cartoon-like illustrations, and line
art. Black and white images should be saved in GIF format. Avoid
using the GIF format for photographs because it can result in
a grainy or chunky appearance. GIF files can be saved in a transparent
format, so that a background color or pattern will show through
the transparent areas. To reduce file size, reduce the number
of colors to as few as possible. GIF files cannot be used by
professional printers for professional printing.
- PNG
Files - PNG (Portable Network Graphics) files are a format
that was designed specifically for the web. PNG files were originally
intended to be used as an alternative to GIF files, so their
format is similar. Files in this format cannot be viewed with
some older version browsers. Viewing of PNG files on newer browsers
may require a special plug-in (an extra file that adds additional
features to a browser).
Photos
Photos can
add a lot of interest to your newsletters newsletters, but they
should be used wisely. You may use photos taken with traditional
cameras and scan the image or use digital images taken with digital
cameras.
Digital cameras
allow users to take photographs and store the photographs digitally,
instead of on traditional film. Many digital cameras allow users
to review and edit images while they are still in the camera.
All digital images can be downloaded to computers for editing
in various photo-editing software programs.
Digital images
taken by a digital camera are instantly available and usable.
As soon as you take a digital photograph, you can use it. You
can tell as soon as you take a picture whether or not you got
the shot you wanted. If not, you can take more shots until you
get the ones you want. They can easily be sized and cropped (trimmed)
however you want and can be easily stored on hard drives, CD-ROMs,
and Zip disks.
General
Photo Guidelines
- Every photo
should have a clean, clear center of interest. Photos should
be easy to read and clearly focused. The important elements
should stand out.
- Every photo
should look natural. Whenever possible shoot photos of real
people doing real things, not looking stiff and unnatural. Professional
news photographs typically show people who are natural, loose
and engaged in activities.
- Every photo
should have a cutline. A cutline is a label for a photo. Identify
everything including faces, places, and activities.
- Every photo
should have a border. Frame each photo with a small border.
Plain, thin, 1-point rules (lines) are commonly used.
- Every photo
should be relevant. All images should have a direct connection
to the content of an article. Photos should provide information,
not decoration.
Several digital
camera manufacturers now offer free online courses to teach users
how to use specific digital cameras. Kodak has an online Digital
Learning Center at their web site (http://www.kodak.com)
that has several wonderful online photography courses that you
can take for free, including one called Kodak's Guide to Better
Pictures (http://www.kodak.com/global/en/consumer/pictureTaking/index.shtml).
Canon has several tutorials containing photograph-taking tips
at their web site (http://www.canongallery.com/).
Tips for
Taking Better Photographs
- Carefully
position the photograph.
- Shoot with
the best possible light.
- Hold the
camera steady.
- Use the
flash in shaded areas.
- Use a simple
background.
- Balance
the shot.
- Place the
primary object off-center.
- Add a frame
for interest.
- Try shooting
from different perspectives.
- Use color
for capturing attention.
Images
from Scanners
Scanning is
the process of transforming a physical media into a digital file
and then formatting that file so that it can be read by a computer
application. The physical media can be items such as a photograph,
small objects, text, etc. The digital files can be used in newsletters.
Scanning
Tips
- Keep
the glass of the scanner clean. - Fingerprints, dust, and
scratches can affect the quality of a scan. Use cleaning liquids
and materials that are approved by the scanner manufacturer.
- Handle
art and photographs carefully. - Try to prevent fingerprints,
dust, scratches, etc.
- Use
glossy photographs when possible. - Photographs on glossy
paper will usually scan better than photographs on matte paper.
Matte paper has small indentions that can affect the quality
of a scan.
- Make
sure the image is as straight as possible. - You may use
the edge of the scanner for alignment, but the optical quality
of the glass is better in the center, so you may want to use
pieces of cardboard to assist with the alignment. Crooked images
can be straightened in graphics software programs, but rotating
the image electronically may cause loss of detail.
- Keep
the top of the scanner down while scanning. - Uniform pressure
on the image while scanning will help to keep all portions of
the image in focus.
- Avoid
vibrations and motion while scanning. - Keep the scanner
as steady as possible while scanning to prevent bumps in the
scan.
Graphic
Accents
Graphic accents
include:
- Rules
- Boxes
- Screens
- Symbols
- Oversized
Letters
Rather than
being "read," graphic accents communicate at a glance.
The major
categories of graphic accents are:
- Page Borders
- Text Dividers
- Backgrounds
In choosing
the right graphic accents and placing them as effectively as possible,
consider the following:
- Add appropriate
page borders. Decide whether you want to box each page or provide
extra emphasis to the top and bottom of each page.
- Create
barriers between columns by adding space and/or rules. The most
appropriate barriers depend on typeface, type size, and alignment.
- Add barriers
within columns. Horizontal rules can be used to emphasize subheads
and isolate items.
- Add necessary
backgrounds. Heavy rules and background tints can darken your
newsletter; thin rules, and light backgrounds can open it up.
- Introduce
appropriate symbols. Use them to call attention to important
features or signal the end of an article.
- Emphasize
repeating features, such as mastheads and mailing label areas.
Logos
You may decide
to create a logo to use with your newsletter. A logo is a symbol
for communicating identity.
Types of
Logos
There are
many possible variations in logo design, but there are only three
main types of logos.
- Descriptive:
Descriptive logos use an image to depict or suggest the firm's
name or business. Because they are so specific, they work best
when conveying an image of a single product line or the character
of a company or organization. They are never appropriate for
large corporations with a diverse line of products or services.(The
Cotton logo is one example.)
- Abstract:
This is a non-literal and non-figurative design. As such, it
doesn't convey an immediate association with a product or service.
Abstracts work well for diversified corporations and conglomerate
businesses, although they can be used for any business wanting
to convey a "corporate" look. (The Nike swish logo is one example.)
- Typographic:
The company name or initials are graphically represented. Typographic
logos are sometimes called logotypes. Descriptive names such
as Ford Motor Company verbally identify a company's business
and are often appropriate to include in a logo for new businesses.
Initials are sometimes used in designing a typographic logo
for companies with long-standing reputations. (The GE logo for
General Electric is an example.)
When Designing
a Logo:
- Keep it
classic looking, if you want to use it for several years. It
can be a trend setting design by today's standards, but it could
look dated in a few years.
- Create
an original design that is legally protectable.
- The logo
should express the personality of and be appropriate for the
school or organization.
- Make it
flexible. It should be easily reproducible and legible in different
sizes, from 9 point type to poster-sized blow-ups.
- Make sure
it's adaptable. It must be useful in black and white as well
as color applications.
- Know that
it's unique. Uniqueness within an means that the logo is instantly
recognizable and not easily confused with other logos.
- Think positively.
Avoid any negative connotations in a logo.
- Use a baseline.
Research shows that clients and consumers usually respond more
favorably to a logo that is grounded with a baseline.
- Design
simply. Intricate logo designs are usually less memorable and
harder to reproduce than strong, simple designs.
- Be direct.
Avoid ambivalent or foggy notions of what needs to be conveyed.
- Consider
its compatibility. Keep in mind the overall identity system
the logo is a part of. How will it look on newsletters, web
pages, brochures, or posters?
- Identify
any key, successful elements of an existing symbol and incorporate
them into your new design. You don't have to retain any such
element exactly as it is; your design can reflect or reinterpret
that element in a new way. A circular shape could become an
oval or even irregularly shaped.
- Try to
link the elements of a name and symbol-based logo so they are
not easily separated.
Infographics
Infographics
include charts, tables, graphs, and maps. They are very useful
for newsletters because they can pack a lot of information into
a small image.
Guidelines
for Infographics:
- Be very
careful to use accurate data and show correct relationships.
- Use a graphic
format that is appropriate for the data and concepts you want
to present.
- Infographics
should be simple and easy to understand. Each element should
have a function.
- Be consistent
with formatting. Use the same type of infographic to display
information for similar types of data.
- Use as
few colors as possible.
- Print headings,
captions, labels, and sources within the image.
- Always
include headlings, labels, and legends.
- Use upper
and lower case type.
- Report
your source.
- Beach,
M. (1995). Editing your newsletter. 4th edition. Cincinnati,
OH: Writer's Digest Books.
- Bivins,
T. H. (1992). Fundamentals of successful newsletters: Everything
you need to write, design, and publish more effective newsletters.
Chicago, IL: NTC Business Books.
- Floyd,
E. (1997). Marketing with newsletters. St. Louis, MO:
Newsletter Resources.
- Harrower,
T. (1998). The newspaper designer's handbook. 4th edition.
Blacklick, OH: McGraw-Hill.
Short
course developed by: Beth Gibbs
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