Techniques of Visual Persuasion: Create Powerful Images That Motivate

Cover
Title Page
Copyright Page
Acknowledgments
About the Author
Contents
Preface
SECTION 1: PERSUASION FUNDAMENTALS
	1 The Power of Persuasion
		Chapter Goals
		How This Book Is Organized
		Why Is Persuasion Necessary?
		What Is Persuasion?
		What Is Visual Persuasion?
		Define Your Audience
		“Why” Is a Key Question
		The Call to Action
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	2 Persuasive Visuals
		Chapter Goals
		Visual Literacy
		The Six Priorities Determine Where the Eye Looks First
		What Makes an Image Compelling
		Visual Composition Basics
			Changing Camera Angle: Wide vs. Close
			Changing Camera Position: High, Low, and Eye Level
		Blocking: Placing People and Cameras
			The 180° Rule
			Walking Toward the Camera
		Framing and the Rule of Thirds
			Eye Contact Is Nontrivial
			Symmetry vs. Balance
			The Weirdness of Right-Handedness
		Depth of Field
		Does Sex Sell?
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	3 Persuasive Writing
		Chapter Goals
		The Right Message Is the First Step
		Images Evoke Stories
		Get Organized with a Workflow
		Start with the Basics: An Elevator Pitch
		Focus, Then Focus Some More
		Write Short
			Think Like a Poet
			Meet the “Words of Power”
		See What’s in Front of You!
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	4 Persuasive Fonts
		Chapter Goals
		A Quick History of Type
		The Design of Type
		Serif Fonts: The Voice of Tradition
		Sans Serif: The Voice of the Future
		Script Fonts: Handwriting for Computers
		Blackletter: Extreme Script
		Monospace: Return of the Typewriter
		Specialty—Creativity Runs Amok
		Font Techniques
			Avoid ALL CAPS
			Use Drop Shadows
			Kern Title Text
			Tighten Line Spacing for Titles
			Avoid Ransom Note Typography
		Choosing the Right Fonts
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	5 Persuasive Colors
		Chapter Goals
		A Brief History of Color
			Prehistoric Colors
			Then, Along Comes Isaac Newton
			Color Also Has Temperature
		The Meaning of Color
		A Simple Color Model
		Digital Color Terms
		Grayscale
		Color vs. Contrast
			What Color Is an Iguana?
			The Special Case of Skin Color
		How We Measure Color
		Key Points
		Practice Persuasion
		Persuasion P-O-V
SECTION 2: PERSUASIVE STILL IMAGES
	6 Persuasive Presentations
		Chapter Goals
		Take a Deep Breath
		Planning Your Presentation
		Backgrounds and Fonts
		Charts
			Charts Make Your Points Visually
			Choose the Right Chart for Your Data
		Design Thoughts
		Working with Images
		More Thoughts on Drop Shadows
		A Cool Design Tip
		Transitions: Less Is More. Really
		Media. Gently, Please
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	7 Persuasive Photos
		Chapter Goals
		Where Do You Start?
		Plan Your Photo Shoot
		It All Starts with Light
		Dealing with the Sun
		Blocking Talent
		Framing and Composition
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	8 Edit and Repair Still Images
		Chapter Goals
		The Ethics of Image Editing
		Getting Started with Photoshop
			Bitmap Fundamentals
			Optimize Preferences
			Explore the Interface
		Getting Started Editing
			Straighten an Image
			Scale an Image
			Crop an Image
			Save an Image
		Repairing an Image
			The Spot Healing Brush
			The Clone Tool
			The Patch Tool
			Adjust Image Exposure
			Adjust Color
			Color Balance
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	9 Create Composite Images
		Chapter Goals
		Creating a New Photoshop Document
		Adding and Formatting Text
		Layers vs. Background
		Scaling Explained
		Manipulating Images Using Free Transform
		Place vs. Open
		Selections Create Magic
		Filters and Effects
		Choosing a Color
		Adding a Background Behind a Layer
		Blend Modes
		One Last Effect
		Key Points
		Practice Persuasion
		Persuasion P-O-V
SECTION 3: PERSUASIVE MOVING IMAGES
	10 Video Pre-Production
		Chapter Goals
		Two Key Camera Concepts
		Feel the Rhythm
		Planning a Video
			Storyboards Are a Tool for Thinking
			A Workflow Is Essential
		Defining Basic Video Terms
		Media Management
			Fast, Big Storage Is Essential
			There’s Never Enough Storage
			Track Your Media
			A Folder Naming Convention
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	11 Create Compelling Content with Interviews
		Chapter Goals
		Planning the Interview
		Conducting an Interview
		The Interview Structure
		Ten Simple Rules to be a Good Interview Guest
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	12 Sound Improves the Picture
		Chapter Goals
		Glossary of Audio Terms
			Creative Audio Terms
			Audio Workflow Terms
			Technical Audio Terms
		Picking the Right Gear
			Microphone Types
			Picking the Right Cable
			Analog-to-Digital Converters
			Mixers and Multichannel Recorders
			Digital Audio Recording
			Pop Filters Keep Audio Clean
		Editing Audio
		Mixing Audio
			Set Audio Levels
			Add Audio Effects
		Output and Compression
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	13 Video Production
		Chapter Goals
		Planning Your Production
			Help! I Need to Shoot a Video
			Murphy’s Law Rules
		Basic Camera Gear
			Mobile Devices
			Video Cameras
			DSLR Cameras
			Cinema Cameras
			Drones
			Camera Support Gear
			Tripods
			Tripod Heads
			Sliders
			Gimbals
		Renting: An Alternative to Buying
		Talent Staging
			Posing
			Finding the Best Close-Ups
			Staging Entrances with Impact
		Props: Something for Talent to Work With
		Working with Inexperienced Talent
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	14 Video Post-Production
		Chapter Goals
		What Is “Good” Editing?
		Find the Rhythm
		An Editing Workflow
		Define Terms
		Step 1: Plan the Project
		Step 2: Gather the Media
		Step 3: Organize the Media
			Import Media
			Configure the Browser
			Favorites and Keywords
		Step 4: Build the Story
			Review and Mark Clips
			Create a New Project
			Editing
			Adjust Audio Levels
		Step 5: Organize the Story in the Timeline
		Step 6: Trim the Story
			Handles
			Trimming
		Step 7: Add Transitions
		Step 8: Add Text and Effects
			Add Text
			Add Effects
		Step 9: Create the Final Audio Mix
		Step 10: Finalize the Look and Colors
			Simple Color Correction
			Color Grading – Create a Look
		Step 11: Output the Project
		Step 12: Archive the Project
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	15 Motion Graphics: Make Things Move
		Chapter Goals
		Creating Something Simple
			Creating a New Project
			Adding Text
			The Playhead and the Mini-Timeline
			Animating the Text
			Interim Summary
		Creating a Simple Animated Composite
			Taking Time to Plan
			Organizing a Project Using Groups
			Creating the Background
			Creating the Mid-Ground
			Adding Text
		Adding Animation
			Adding Behaviors
			Adjusting Timing
			Interim Summary
		Adding Media
			Adding Audio
			Adding Video
		The Last Step: Saving and Exporting Your Work
		3D Text
		Key Points
		Practice Persuasion
		Persuasion P-O-V
	16 Advanced Motion: Particles, Paths, and Perspective
		Chapter Goals
		Creating Scenes
		Particles and Blend Modes
		Animate Elements with Basic Motion Behaviors
		Paths and Shape Styles
		Perspective and Reflections
		Key Points
		Practice Persuasion
		Persuasion P-O-V
		Appendix: Keyboard Shortcuts
Closing Thoughts
Bibliography
Index
	A
	B
	C
	D
	E
	F
	G
	H
	I
	J
	K
	M
	N
	O
	P
	R
	S
	T
	V
	W