Index
Numbers
3D axes, in Motion, 373
3D bar chart, presentations, 134
3D text engine, Motion graphics, 369–372
48K vs. 44.1K audio compression, 279
A
A (Action) in AIDA, 63
active words and phrases, using, 68
actors vs. talent, 150
additive color, 108
Adobe Photoshop. See Photoshop
advertisement, mission of, 64
AIDA (Attention, Interest, Desire, Action), 63
analog-to-digital converters, audio, 260–261
angles, shooting from, 38
animated composite, creating, 354–352, 354–362
Animations panel, PowerPoint, 141
archiving projects, 341
Aristotle, elements of persuasion, 61
The Art of Getting Your Own Sweet Way, 62
aspect ratio, video, 228
audience
addressing stories to, 16
attention span, 65
behavior, 10
benefiting, 63
creating desire in, 11
focusing on needs of, 56
audio
adding effects, 270
analog-to-digital converters, 260–261
bit-depth, 266
bus, 275
codecs, 255
compression and output, 274, 278–280
controlling pan, 272
dialogue, 252
enhancements, 335
exporting, 253
fades, 270
final mix, 338
frequencies, 255
frequency response, 254
headphones, 262
human hearing, 254
human speech, 254
levels, 254, 263, 270–273, 323
measuring peaks, 267
meters, 267
monitor speakers, 262
multichannel recorders, 261–262
music, 253
out-point, 266
output and compression, 278–280
in-point, 266
pop filters, 265
power of, 253
record, 253
sample rate, 265
sound design, 253
sound effects, 253
sound waves, 253
test recording, 263
volume, 254
waveform, 254
workflow terms, 253
B
background
blocking, 37
image structure and effectiveness, 32
and readability, 111
backgrounds and fonts, presentations, 130–134
backgrounds vs. layers, composite images, 195–196, 208
backups, video, 233
Baltimore Children’s Festival, 286
bar charts, presentations, 136
behaviors, Motion graphics, 362–364
Benton, Michelle, 187
bigger, controlling viewer’s eye, 29
bit-depth
audio, 266
color, 108
Bitstream, 74
black-and-white images, creating, 184
blend modes, Photoshop, 209–211
blocking talent, 37–40, 158–159
blurring backgrounds, Photoshop, 206
Brand Identity Essentials, 103
brands and emotions, 12
brightness, controlling viewer’s eye, 29
bus, audio, 275
C
camera
depth of field, 35
as fourth wall, 38
high, low, eye level positions, 35–37
holding, 36
walking toward, 40
camera concepts, video, 222–223
camera gear, video production, 288–294
camera master, video, 228
cameras, field of view, 31
cameras and people, placing, 37–40
Carnegie, Dale, 14–16, 64, 128
cast shadows, composite images, 212–213
center of page, image structure and effectiveness, 32
Character panel, Photoshop, 194
charts, presentations, 134–137
choices, creating for viewers, 56
chroma, digital color term, 106
cinema cameras, video production, 291–292
clip, video, 227
clips
color codes, 318
hiding and revealing, 317
reviewing and marking, 318–319
close-ups, talent, 159, 296–299
cloud documents, Photoshop, 178
cloud storage, video, 232
Cmd+Delete, 317
CMYK (cyan, magenta, yellow, black) color, 107
color
additive, 108
bit-depth, 108
black, 103
blindness, 110
blue, 102
CMYK (cyan, magenta, yellow, black), 107
digital color term, 106
frequencies of light, 101
green, 102
hue, 106
including in presentation charts, 137
locating precisely, 106
and look finalization, 338–340
model, 105
orange, 102
primary and secondary, 107
prism experiments, 100
purple, 103
reactions to, 103
red, 102
RGB (red, green, blue), 107–108
role of, 98
saturation, 106
seeing, 99
subtractive, 108
“trueness,” 112
vibrancy, 157
warm vs. cool, 101
wheel, 100
white, 103
yellow, 102
color balance, Photoshop, 186
Color Correction Handbook, 112
color pickers, Photoshop, 207–208
colors, image structure and effectiveness, 32
column graphs, presentations, 136
composite images. See also images; still images; stock images
adding and formatting text, 192–195
background behind layer, 208
Free Transform, 197
layers vs. background, 195–196
Place vs. Open, 198
composition. See visual composition basics
compress, video, 228
compression, data vs. audio, 274
compression and output, audio, 278–280
connection versus isolation, 14
content, conveying, 59
contrast, digital color term, 102, 106, 109–113
cool color, 102
copyright
images, 148
video, 223
COVID-19 pandemic, 61
credibility, 12
Crop tool, Photoshop, 177
cropping images, 44
CTA (Call to Action)
and buying, 19
defined, 59
ending messages with, 11
using, 17
cutting as editing, 308
D
D (Desire) in AIDA, 63
data compression, 274
daylight color temperature, 102
deliverable, video, 227
desire, creating in audience, 11
diagonal shapes, image structure and effectiveness, 32
dialogue, audio, 252
digital audio recording, 262–264
dingbats, 89
DPI (dots per inch), digital color term, 106
DR (direct response) advertising, 19–20
drones, video production, 292
drop shadows
Photoshop, 194
text for Motion graphics, 361
DSLR (digital single lens reflex) cameras, video production, 290–291
E
editing
editing workflow, video post‑production, 308–309
Edwardian Script, 78
effects. See also filters and effects
adding in post-production, 331–337
audio, 270
elevator pitch, impact of, 11, 62–64
Embedded vs. Linked Place options, 198
Emotional Design, 11
emotions
vs. thoughts, 67
and typefaces, 75
ethos, defined, 61
exporting
audio, 253
eye level camera position, 35–37
eyes
emotional impact, 43–44, 58, 162
F
fades, audio, 270
Fair Use images, 147
“the fallacy of misplaced concreteness,” 118
feathering, Photoshop, 206
“feel” vs. “think,” 67
field of view, cameras, 31
“film” terminology, 8
filters and effects, composite images, 205–206. See also effects
Final Cut Pro X
as FCP X, 307
interface, 311
saving files, 310
focus
controlling viewer’s eye, 28
fog, adding in Photoshop, 183
folder naming convention, video, 234–235
fonts. See also type
avoiding all caps, 90
line spacing and titles, 92–93
number of, 78
readability, 90
vs. typefaces, 76
using, 78
foreground, blocking, 37
fourth wall, 38
frame, framing, frame size, video, 227
frame rate, video, 228
framing and composition of shots, 160–164
framing and Rule of Thirds, 26, 41–46
Franklin, Ben, 147
Free Transform, composite images, 197
G
gimbals, video production, 294
glyphs
defined, 76
serif, 79
widths, 87
goals, defined, 59
Goble, Katherine, 130
“good,” perceptions of, 10, 57
graphs, presentations, 136
gravity, impact on image perception, 32
grayscale
adjusting in Photoshop, 183
digital color term, 106, 108–109
“Greek chorus” effect, 163
Grove, Andy, 171
Gutenberg, 76
H
H.264 video setting, 228
hard disk, video pre-production, 309
Hausman, Carl, 65–66, 124, 129, 140
headphones, audio, 262
headroom, 43
heart and mind, appealing to, 12
hero shot, 36
hero’s journey, 57
Hertz, frequencies in, 254
HEVC (High Efficiency) video setting, 228
Hidden Figures, 130
Histogram, grayscale and video, 114–116
Hitchcock, Alfred, 57
hook, defined, 11
Horizontal Type tool, Photoshop, 193
How Pictures Work, 31
How to Win Friends and Influence People, 15
HSN (Home Shopping Network), 19–20
I
I (Interest) in AIDA, 63
images. See also composite images; still images; stock images and footage
black and white, 184
copyright, 148
cropping, 44
editing software, 170
emotional values, 36
Fair Use, 147
horizontal vs. vertical, 146
in messages, 13
persuasiveness of, 9
planning, 147
structure and effectiveness, 32
variations in pacing, 34
in the frame first, controlling viewer’s eye, 29–30
influence
need for, 6
taking action, 11
Influencing Human Behavior, 15
in-point, audio, 266
Inspector controls, video post‑production, 328
interviews
active listening, 243
decoding, 249
video crews, 242
iPhone
video file sizes, 231
video settings, 228
isolation versus connection, 14
italic fonts, serif, 81
J
Jarvis Rockwell, 215
Jordan, Larry
“Decoding Interview-Speak,” 249
“A Life-Changing Conversation,” 343
“A Little Knowledge Is a Dangerous Thing,” 302–303
“Thoughts on Learning Technology,” 374–375
JPEG file format, 179
judgment and emotion, 12
K
K (kelvins), 101
kerning
defined, 77
Photoshop, 195
Kerr, Cheryl B., 165
Kerr, Lawrence P., 165
keyboard shortcuts
Color Picker, 207
hiding and revealing clips, 317
Photoshop, 204
reviewing and marking clips, 319
Keynote, keyboard shortcuts, 139
Kilpatrick, James J., 54
Kim, Yang, 103
L
Lasso tool, Photoshop, 200
Layers panel, Photoshop, 193–194
layers vs. backgrounds, composite images, 195–196
Levels sliders, Photoshop, 183
light, frequencies of, 101
lighting
angles, 155
line graphs, presentations, 136
line spacing
defined, 77
Linked vs. Embedded Place options, 198
Little Red Riding Hood, 31
logos, defined, 61
look and colors, finalizing, 338–340
low-cut filter, microphones, 256
M
Mac retina displays, 176
macOS Colors window, 114
Magic Wand tool, Photoshop, 202
Magnetic Lasso tool, Photoshop, 200
Marquee tools, Photoshop, 199, 202
Mary, Natasha, 187
masks as selections, 199
media
favorites and keywords, 317–318
as haiku, 9
hiding and revealing clips, 317
“media” terminology, 8
medical collaboration, improving, 165–167
Melmon, Ron, 143
memes
power of, 57
word counts for presentations, 69
messages
credibility, 12
defined, 59
designing, 65
images in, 13
making memorable, 17
persuasiveness of, 11
power, 12
similarity, 12
#MeToo movement, 49
microphones
for mobile devices, 261
placement, 264
pop filters, 265
wired or wireless, 261
Miller, Loren, 215
mind and heart, appealing to, 12
mind maps, 51
mixing audio, 253, 261–262, 270–278, 323
mobile devices, video production, 289
monitor calibration, 186
monitor speakers, audio, 262
Motion graphics
3D axes, 373
adding text, 350
creating, 347
frame rates, 348
groups for organization, 356–357
playhead and Mini-Timeline, 350–352
regions, 349
Safe Zones, 359
saving and exporting work, 368–372
Tools menu, 351
movable type, 75
Move tool, Photoshop, 202
movement, controlling viewer’s eye, 28, 32
Multiband Compressor, audio, 275–276
multichannel recorders, audio, 261–262
multitasking, 16
Murphy’s Law Rules, video production, 288
music, audio, 253
N
NCIS-look, 154
NLE (nonlinear editor), 310
O
object size, image structure and effectiveness, 32
objectives, defined, 59
ontologizing, 118
organizing with workflow, 59–61
out-point, audio, 266
output and compression, audio, 278–280
Overstreet, Harry A., 15
P
pan, controlling, 272
Parametric EQ filter, audio, 277–278
Patch tool, 181
pathos, defined, 61
“Pearls before Swine,” 56
people and cameras, placing, 37–40
perception, functioning of, 118
persuasion
as active conversation, 10
Aristotle’s elements of, 61
and choice, 56
four-step process, 63
as neutral word, 7
and simplicity, 63
sincerity of, 62
vs. training, 126
Phenomenology of Perception, 118
photo shoots, planning, 149–150
Photoshop
background behind layer, 208
blurring backgrounds, 206
Character panel, 194
cloud documents, 178
creating documents, 192
drop shadows, 194
feathering, 206
History command, 175
Horizontal Type tool, 193
image formats, 179
Lasso tool, 200
Levels sliders, 183
Magic Wand tool, 202
Magnetic Lasso tool, 200
Marquee tools, 199
opening files, 173
Polygonal Lasso tool, 200
saving images, 178
Smart Objects, 197
Undo command, 175
zooming in, 173
pie charts, presentations, 136
pillars of trust, 61
pitch deck, presentations, 127
pitching, impact of, 11
pixel, digital color term, 105
Place vs. Open, composite images, 198
plan, importance of, 24
PNG file format, 179
pointed shapes, image structure and effectiveness, 32
Politics and the English Language, 62
Polygonal Lasso tool, Photoshop, 200
posters, word counts, 69
post-production. See video post-production
power and messages, 12
PowerPoint
Animations panel, 141
design templates, 132
keyboard shortcuts, 139
word counts for slides, 69
PPI (pixels per inch), digital color term, 106
pre-production. See video pre-production
Present Like a Pro, 129
presentations
3D bar chart, 134
apps vs. cloud, 130
backgrounds and fonts, 130–134
colors, 137
design thoughts, 137
design tip, 140
keyboard shortcuts, 139
locking hue, 133
numbers in slides, 140
pitch deck, 127
PowerPoint design templates, 132
readability of slides, 129
recollection based on delivery, 128
resource, 129
simplicity, 130
Six Priorities, 131
success of, 128
textures, 133
The Presenter’s Paradox, 65
primary colors, 107
printing press, introduction of, 76
production, process of, 287
projects
archiving, 341
saving, 368
props, video production, 299–300
PSD (Photoshop) file format, 179
R
readability
and background, 111
of slides in presentations, 129
reading, lack of interest in, 14
recording audio, 253
Red Eye tool, 180
rehearsal, video production, 301
reports, stories as, 57
resolution, digital color term, 106
RGB (red, green, blue) color, 107–108
right-handedness, 46
rim light, 156
Rule of Thirds
displaying on iPhone, 161
Rule of Threes, video post‑production, 321
S
Safe Zones, Motion graphics, 359
sales pitch, impact of, 11
sample rate, audio, 265
saving
images in Photoshop, 178
projects, 368
scaling, composite images, 196–197
scatterplots, presentations, 136
scenes, emphasizing drama of, 153
screen direction, 154
secondary colors, 107
“Seeing without Knowing,” 117–121
selection tools, Photoshop, 199–204
shadows and lighting, 151
shapes, image structure and effectiveness, 32
shooting from angles, 38
shots, framing and composition, 160–164
“show, don’t tell,” 13
Six Priorities
combining, 30
controlling viewer’s eye, 27–30
presentations, 131
slides. See presentations
Small Message, Big Impact, 62
Smart Objects, Photoshop, 197
smooth shapes, image structure and effectiveness, 32
sound design, 253. See also audio
sound effects, 253
sound waves, 253
Starkovich, Dennis, 51
still images. See also composite images; images; stock images
color balance, 186
formats, 179
terminology, 8
stock images and footage, 148–149
stories
and audiences, 16
defined, 59
focusing questions, 62
organizing in timeline, 324–325
as reports, 57
Strunk, William, Jr., 66
subject of scene, determining, 38
subtractive color, 108
T
talent
vs. actors, 150
crossing the 180° line, 297
posing, 295
props, 163
staging entrances, 299
talking to, 160
talent staging, video production, 295–299
testimonials, 20
adding in post-production, 329–331
drop shadows for Motion graphics, 361
lack of interest in, 14
Motion graphics, 350, 352–354, 361–362
in moving media, 78
versus visual persuasion, 13
“The Battle Between Thoughts and Emotions in Persuasion,” 67
theme, defined, 59
“think” vs. “feel,” 67
three-point lighting, 151, 157
TIFF file format, 179
timecode, video, 228
timeline, organizing story in, 324–325
Title Browser, 329
titles, tightening line spacing, 92–93
Torina, Joe, 19
tracking, defined, 77
transcode, video, 228
transitions, types, 327
trimming
audio, 266
tripods, video production, 293
trust, pillars of, 61
Tufte, Edward, 136
tungsten color temperature, 102
Twitter, character counts, 66
type. See also fonts
anatomy of, 77
movable, 75
typefaces
design of, 74
and emotions, 75
vs. fonts, 76
typography
avoiding “ransom notes,” 93
defined, 77
V
vertical shapes, image structure and effectiveness, 32
Victor, Rachel, 215
video
shooting, 287
terminology, 8
word counts, 69
Video Inspector effects, 331–332
video post-production
archiving project, 341
audio levels, 323
codecs, 310
event, 309
final audio mix, 338
gathering media, 310
Inspector controls, 328
library, 309
media, 310
NLE (nonlinear editor), 310
organizing story in timeline, 324–325
planning project, 310
ProRes 422, 310
Rule of Threes, 321
video pre-production
aspect ratio, 228
backups, 233
camera master, 228
clip, 227
cloud storage, 232
codec, 227
compress, 228
copyright, 223
deliverable, 227
duration, 228
event, 316
file sizes, 231
folder naming convention, 234–235
frame, framing, frame size, 227
frame rate, 228
hard disk, 309
library, 316
rhythm, 223
timecode, 228
transcode, 228
video production
drones, 292
DSLR (digital single lens reflex) cameras, 290–291
gimbals, 294
mobile devices, 289
Murphy’s Law Rules, 288
rehearsal, 301
tripods, 293
visual composition basics, 26, 33–37, 160–164
visual storytelling, learning and breaking rules, 24–25
voice, improving with low-cut filter, 256
volume, audio, 254
W
walking toward camera, 40
waveform, audio, 254
What More Can I Say? 6
wide shot, 159
wide vs. close camera angles, 33–35
WII-FM (“What’s in it for me?”), 15–16, 64–65
Williams, Joseph M., 68
Woodbury’s Facial Soap, 49
word counts for presentations, 69
workflow
Wozniak, Curt, 103
Write Better, Speak Better, 56