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Techniques of Visual Persuasion: Create powerful images that motivate [Minkštas viršelis]

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  • Formatas: Paperback / softback, 368 pages, aukštis x plotis x storis: 230x176x18 mm, weight: 740 g
  • Serija: Voices That Matter
  • Išleidimo metai: 04-Sep-2020
  • Leidėjas: New Riders Publishing
  • ISBN-10: 013676679X
  • ISBN-13: 9780136766797
Kitos knygos pagal šią temą:
Techniques of Visual Persuasion: Create powerful images that motivateDidesnis paveikslėlis
  • Formatas: Paperback / softback, 368 pages, aukštis x plotis x storis: 230x176x18 mm, weight: 740 g
  • Serija: Voices That Matter
  • Išleidimo metai: 04-Sep-2020
  • Leidėjas: New Riders Publishing
  • ISBN-10: 013676679X
  • ISBN-13: 9780136766797
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780136766797.html
Raktažodžiai:
Visual and still images are more pervasive and powerful than the written word. Once, only filmmakers and video professionals needed to know how to communicate, tell stories, and persuade visually. Now, everyone does. No matter who you are, Techniques of Visual Persuasion will teach you how to think visually, and create compelling visual messages, imagery, and video for business, social media and the web. 

Filled with practical examples, real-world stories, and hands-on exercises, this full-color guide illuminates the &;why&; and the &;how&; of powerful visual communication. Coverage includes:
  • Essential visual literacy and visual concepts for non-professionals
  • Building outstanding presentations: avoiding &;death by PowerPoint&;
  • Creating disciplined &;Pecha Kucha&; talks that focus on the essential story you&;re telling
  • Controlling the emotions associated with fonts and images
  • Crafting effective photos, and working with both amateur and professional talent
  • Editing, repairing, and compositing still images
  • Optimizing the impact of your video messages by controlling story, imagery, and sound
  • Create motion and 3D graphics that compel attention and convey a clear, powerful message
  • Edit video, master the basics of visual effects, and more

Preface x
SECTION 1 PERSUASION FUNDAMENTALS
2(120)
1 The Power of Persuasion
5(18)
Chapter Goals
5(2)
How This Book Is Organized
7(1)
Why Is Persuasion Necessary?
8(2)
What Is Persuasion?
10(2)
What Is Visual Persuasion?
12(2)
Define Your Audience
14(1)
"Why" Is a Key Question
15(2)
The Call to Action
17(1)
Key Points
18(1)
Practice Persuasion
18(1)
Persuasion P-O-V
19(4)
2 Persuasive Visuals
23(32)
Chapter Goals
23(2)
Visual Literacy
25(2)
The Six Priorities Determine Where the Eye Looks First
27(4)
What Makes an Image Compelling
31(2)
Visual Composition Basics
33(4)
Changing Camera Angle: Wide vs. Close
33(2)
Changing Camera Position: High, Low, and Eye Level
35(2)
Blocking: Placing People and Cameras
37(4)
The 180° Rule
39(1)
Walking Toward the Camera
40(1)
Framing and the Rule of Thirds
41(5)
Eye Contact Is Nontrivial
43(1)
Symmetry vs. Balance
44(2)
The Weirdness of Right-Handedness
46(1)
Depth of Field
46(1)
Does Sex Sell?
47(3)
Key Points
50(1)
Practice Persuasion
50(1)
Persuasion P-O-V
51(4)
3 Persuasive Writing
55(18)
Chapter Goals
55(1)
The Right Message Is the First Step
56(1)
Images Evoke Stories
57(2)
Get Organized with a Workflow
59(2)
The Essence of Persuasion
61(1)
Start with the Basics: An Elevator Pitch
62(2)
Focus, Then Focus Some More
64(1)
Write Short
65(4)
Think Like a Poet
66(2)
Meet the "Words of Power"
68(1)
See What's in Front of You!
69(1)
Key Points
70(1)
Practice Persuasion
71(1)
Persuasion P-O-V
71(2)
4 Persuasive Fonts
73(24)
Chapter Goals
73(2)
A Quick History of Type
75(1)
The Design of Type
76(3)
Serif Fonts: The Voice of Tradition
79(3)
Sans Serif: The Voice of the Future
82(2)
Script Fonts: Handwriting for Computers
84(1)
Blackletter: Extreme Script
85(1)
Monospace: Return of the Typewriter
86(2)
Specialty---Creativity Runs Amok
88(1)
Font Techniques
89(4)
Avoid ALL CAPS
90(1)
Use Drop Shadows
90(1)
Kern Title Text
91(1)
Tighten Line Spacing for Titles
92(1)
Avoid Ransom Note Typography
93(1)
Choosing the Right Fonts
93(1)
Key Points
94(1)
Practice Persuasion
94(1)
Persuasion P-O-V
94(3)
5 Persuasive Colors
97(25)
Chapter Goals
97(1)
A Brief History of Color
98(4)
Prehistoric Colors
99(1)
Then, Along Comes Isaac Newton
99(2)
Color Also Has Temperature
101(1)
The Meaning of Color
102(3)
A Simple Color Model
105(1)
Digital Color Terms
105(3)
Grayscale
108(1)
Color vs. Contrast
109(4)
What Color Is an Iguana?
111(1)
The Special Case of Skin Color
112(1)
How We Measure Color
113(4)
Key Points
117(1)
Practice Persuasion
117(1)
Persuasion P-O-V
117(5)
SECTION 2 PERSUASIVE STILL IMAGES
122(96)
6 Persuasive Presentations
125(20)
Chapter Goals
125(1)
Take a Deep Breath
126(3)
Planning Your Presentation
129(1)
Backgrounds and Fonts
130(4)
Charts
134(3)
Charts Make Your Points Visually
134(2)
Choose the Right Chart for Your Data
136(1)
Design Thoughts
137(1)
Working with Images
138(1)
More Thoughts on Drop Shadows
139(1)
A Cool Design Tip
140(1)
Transitions: Less Is More. Really
140(1)
Media. Gently, Please
141(1)
Key Points
142(1)
Practice Persuasion
143(1)
Persuasion P-O-V
143(2)
7 Persuasive Photos
145(24)
Chapter Goals
145(2)
Where Do You Start?
147(2)
Plan Your Photo Shoot
149(1)
It All Starts with Light
150(6)
Dealing with the Sun
156(2)
Blocking Talent
158(2)
Framing and Composition
160(5)
Key Points
165(1)
Practice Persuasion
165(1)
Persuasion P-O-V
165(4)
8 Edit and Repair Still Images
169(22)
Chapter Goals
169(1)
The Ethics of Image Editing
170(1)
Getting Started with Photoshop
171(3)
Bitmap Fundamentals
171(1)
Optimize Preferences
172(1)
Explore the Interface
173(1)
Getting Started Editing
174(5)
Straighten an Image
174(1)
Scale an Image
175(1)
Crop an Image
176(2)
Save an Image
178(1)
Repairing an Image
179(8)
The Spot Healing Brush
179(1)
The Clone Tool
180(1)
The Patch Tool
181(1)
Adjust Image Exposure
182(2)
Adjust Color
184(2)
Color Balance
186(1)
Key Points
187(1)
Practice Persuasion
187(1)
Persuasion P-O-V
187(4)
9 Create Composite Images
191(27)
Chapter Goals
191(1)
Creating a New Photoshop Document
192(1)
Adding and Formatting Text
192(3)
Layers vs. Background
195(1)
Scaling Explained
196(1)
Manipulating Images Using Free Transform
197(1)
Place vs. Open
198(1)
Selections Create Magic
199(6)
Filters and Effects
205(2)
Choosing a Color
207(1)
Adding a Background Behind a Layer
208(1)
Blend Modes
209(3)
One Last Effect
212(1)
Key Points
213(1)
Practice Persuasion
214(1)
Persuasion P-O-V
215(3)
SECTION 3 PERSUASIVE MOVING IMAGES
218(159)
10 Video Pre-Production
221(18)
Chapter Goals
221(1)
Two Key Camera Concepts
222(1)
Feel the Rhythm
223(1)
Planning a Video
224(2)
Storyboards Are a Tool for Thinking
224(1)
A Workflow Is Essential
225(1)
Denning Basic Video Terms
226(3)
Media Management
229(6)
Fast, Big Storage Is Essential
229(3)
There's Never Enough Storage
232(1)
Track Your Media
233(1)
A Folder Naming Convention
234(1)
Key Points
235(1)
Practice Persuasion
236(1)
Persuasion P-O-V
236(3)
11 Create Compelling Content with Interviews
239(12)
Chapter Goals
239(1)
Planning the Interview
240(2)
Conducting an Interview
242(2)
The Interview Structure
244(2)
Ten Simple Rules to be a Good Interview Guest
246(2)
Key Points
248(1)
Practice Persuasion
248(1)
Persuasion P-O-V
249(2)
12 Sound Improves the Picture
251(34)
Chapter Goals
251(1)
Glossary of Audio Terms
252(3)
Creative Audio Terms
252(1)
Audio Workflow Terms
253(1)
Technical Audio Terms
253(2)
Picking the Right Gear
255(10)
Microphone Types
256(3)
Picking the Right Cable
259(1)
Analog-to-Digital Converters
260(1)
Mixers and Multichannel Recorders
261(1)
Digital Audio Recording
262(3)
Pop Filters Keep Audio Clean
265(1)
Editing Audio
265(5)
Mixing Audio
270(8)
Set Audio Levels
270(3)
Add Audio Effects
273(5)
Output and Compression
278(2)
Key Points
280(1)
Practice Persuasion
281(1)
Persuasion P-O-V
281(4)
13 Video Production
285(20)
Chapter Goals
285(2)
Planning Your Production
287(1)
Help! I Need to Shoot a Video
287(1)
Murphy's Law Rules
288(1)
Basic Camera Gear
288(6)
Mobile Devices
289(1)
Video Cameras
289(1)
DSLR Cameras
290(1)
Cinema Cameras
291(1)
Drones
292(1)
Camera Support Gear
293(1)
Tripods
293(1)
Tripod Heads
293(1)
Sliders
294(1)
Gimbals
294(1)
Renting: An Alternative to Buying
294(1)
Talent Staging
295(4)
Posing
295(1)
Finding the Best Close-Ups
296(3)
Staging Entrances with Impact
299(1)
Props: Something for Talent to Work With
299(1)
Working with Inexperienced Talent
300(1)
Key Points
301(1)
Practice Persuasion
302(1)
Persuasion P-O-V
302(3)
14 Video Post-Production
305(40)
Chapter Goals
305(1)
What Is "Good" Editing?
306(1)
Find the Rhythm
307(1)
An Editing Workflow
308(1)
Define Terms
309(1)
Step 1 Plan the Project
310(1)
Step 2 Gather the Media
310(1)
Step 3 Organize the Media
311(7)
Import Media
311(4)
Configure the Browser
315(2)
Favorites and Keywords
317(1)
Step 4 Build the Story
318(6)
Review and Mark Clips
318(1)
Create a New Project
319(1)
Editing
320(3)
Adjust Audio Levels
323(1)
Step 5 Organize the Story in the Timeline
324(1)
Step 6 Trim the Story
325(2)
Handles
325(1)
Trimming
326(1)
Step 7 Add Transitions
327(1)
Step 8 Add Text and Effects
328(10)
Add Text
329(2)
Add Effects
331(7)
Step 9 Create the Final Audio Mix
338(1)
Step 10 Finalize the Look and Colors
338(2)
Simple Color Correction
338(1)
Color Grading -- Create a Look
339(1)
Step 11 Output the Project
340(1)
Step 12 Archive the Project
341(1)
Key Points
342(1)
Practice Persuasion
342(1)
Persuasion P-O-V
343(2)
15 Motion Graphics: Make Things Move
345(32)
Chapter Goals
345(2)
Creating Something Simple
347(7)
Creating a New Project
347(3)
Adding Text
350(1)
The Playhead and the Mini-Timeline
350(2)
Animating the Text
352(2)
Interim Summary
354(1)
Creating a Simple Animated Composite
354(8)
Taking Time to Plan
355(1)
Organizing a Project Using Groups
356(1)
Creating the Background
357(2)
Creating the Mid-Ground
359(2)
Adding Text
361(1)
Adding Animation
362(2)
Adding Behaviors
362(1)
Adjusting Timing
363(1)
Interim Summary
364(1)
Adding Media
364(4)
Adding Audio
364(2)
Adding Video
366(2)
The Last Step: Saving and Exporting Your Work
368(1)
3D Text
369(4)
Key Points
373(1)
Practice Persuasion
374(1)
Persuasion P-O-V
374(3)
16 Advanced Motion: Particles, Paths, and Perspective
Online: www.peachpit.com/visualpersuasion Includes handy shortcuts for popular software
Closing Thoughts 377(1)
Bibliography 378(3)
Index 381
Larry Jordan is a media producer, director, editor, author, and teacher. He's a member of both the Directors Guild of America and the Producers Guild of America, with local and network broadcast credits. In addition to a 20-year career in media, he's spent 30 years creating and marketing high-tech and training products from a variety of firms, including his own. He's written ten books on media and software and was the executive producer and host of the Digital Production Buzz weekly podcast for twelve years.   His teaching background includes 12 years teaching visual storytelling and media software at USC in Los Angeles. He also received the inaugural Industry Innovator Award presented by Digital Video in 2017. His website is: LarryJordan.com