drho.ro/videos/screencasts/retailing-with-adobe/0-ebook-introduction.mp4 The Ebook drho.ro/marketing-ebooks/retailing-with-adobe Retailing with Adobe is a 16-week semester marketing class ebook for business undergraduate and MBA students. Retailing with Adobe is designed to be used with online tutorials, Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Adobe Acrobat Pro, Adobe Fireworks, and Adobe Premiere/iMovie. The webpage drho.ro/marketing-classes/retailing/spring-2011 Blog posts and screencasts on the weekly topics covered in Retailing with Adobe can be found here. Retailing with Adobe will be rewritten in May 2011. Dr HorowitZ Marketing Professor Sonoma State University School of Business and Economics and Wine Business Institute sonoma.edu/sbe sonoma.edu/winebiz Week 1 ools, Materials, T and Productivity Week 2 Illustrator Week 3 Retailing and Atmospherics Week 4 Logos Week 5 Photoshop Week 6 Photoshop for Photography Week 7 Photographs Week 8 InDesign Week 9 Business Cards Week 10 Flyers Week 11 Brochures Week 12 Posters Week 13 Interactive .pdf and Web Design Week 14 Video Editing Week 15 Project Week 16 Share Week 1 ools, Materials, T and Productivity Materials, Tools, and Productivity The focus of this class is on designing the point of sales (POS) materials of a retail environment. Do you know how the materials in a winery tasting room are created? Do you know where the tasting menus, event posters/flyers, business cards, wine club brochures, wine labels, nametags, signs, computer displays, video displays etc. come from? Adobe Illustrator is used to design the logo, Adobe Photoshop is used to incorporate photos of people and places into the design, and Adobe InDesign is used to publish the design. Graphic design with these three programs will be the focus of this course. At the end of the semester, we will spend one week on interactive design and one week on video editing. Illustrator and Photoshop psd.tutsplus.com/tutorials/illustration/use-illustrator-and-photoshop-to-create-a-3d-string-of- pills-screencast Designers are doing amazing things with Illustrator and Photoshop. Watch this 4-part video tutorial series on graphic design that uses 3D and special effect filters. Wine Design vector.tutsplus.com/tutorials/illustration/how-to-illustrate-an-elegant-bottle-of-wine-in-a-gift- box vector.tutsplus.com/tutorials/illustration/how-to-illustrate-deliciously-realistic-grapes-using- simple-techniques vector.tutsplus.com/tutorials/illustration/how-to-create-a-still-life-in-the-style-of-primitive-art psd.tutsplus.com/tutorials/drawing/create-a-realistic-soda-bottle-in-photoshop Some of my favorite wine-related Illustrator and Photoshop tutorials. Materials drho.ro/lynda I recommend getting a Lynda.com video tutorial subscription so that you can have expert video tutorials guide you through learning Illustrator, Photoshop, and InDesign. These programs are not easy to learn and substandard tutorials cause frustration. Purchasing a Lynda.com video tutorial subscription will be the best $25/month you have ever spent (on marketing education). Try a free one-day pass and decide for yourself. drho.ro/tutsplus I recommend subscribing to Vectortuts+, Psdtuts+, and Phototuts+ so that you can have access to tutorials that demonstrate how designers are using Illustrator, Photoshop, and InDesign in a cutting-edge manner. These sites offer premium tutorials that you can purchase a la carte, or, you can pay $9 a month for a premium Tuts+ membership. tv.adobe.com Adobe has free tutorials at Adobe TV, which you can search by product. apple.com/ilife/tutorials Apple has free tutorials, which you can search for by product. 5 Tools Retailing with Adobe is designed to be used with the following software: Adobe Illustrator, Adobe Photoshop, Adobe InDesign, and Adobe Fireworks and Adobe Premiere/iMovie. Adobe CS4 is in the computer labs, and Adobe CS5 is the current version. You can download Adobe CS5 at adobe.com and use it free for 30 days. iMovie ’09 is in the computer labs, and iMovie ’11 is the current version. Productivity evancarmichael.com/blog/2010/06/29/the-top-50-productivity-blogs-to-watch-in-2010 Search for productivity resources. Google google.com/ig google.com/reader Get a gmail account and import all of your email accounts into one gmail account. Filter all of your email that is spam and stop deleting emails. Don’t email yourself when something happens on Facebook and block people that Facebook spam you. Start using Google Reader and iGoogle. Dropbox drho.ro/dropbox Dropbox is available for Mac and PC and can be accessed via the web (on school computers). 1Password drho.ro/1Password You could also save your passwords in a Dropbox text file or with Google Bookmarks in your iGoogle. 6 Week 2 Illustrator Illustrator Learn Illustrator mashable.com/2010/08/19/adobe-illustrator-tutorials vandelaydesign.com/blog/design/learn-adobe-illustrator Search for learn Adobe Illustrator resources. Lynda lynda.com/home/ViewCourses.aspx?lpk0=434 Deke McClelland’s One-on-One video tutorial series is awesome. Adobe tv.adobe.com/product/illustrator 8 Week 3 Retailing and Atmospherics Retailing and Atmospherics Paco Underhill pacounderhill.com The king of retail. Check out his book Why We Buy. Douglas Rushkoff rushkoff.com His chapter on Atmospherics in Coercion is great. His videos The Persuaders and The Merchants of Cool are totally awesome. Rob Walker murketing.com Buying In is great. Rob Walker maintains a cool WordPress and Tumblr blog. Books and Videos drho.ro/marketing-class-materials/books-novels-literature-reading drho.ro/marketing-class-materials/videos-and-documentaries More of my marketing book and video recommendations. 10 Week 4 Logos Logos psd.tutsplus.com/articles/7-principles-of-effective-icon-design psd.tutsplus.com/articles/theory/know-your-icons-part-1-a-brief-history-of-computer-icons psd.tutsplus.com/articles/theory/know-your-icons-part-2-modern-icon-design Search for logo/icon design resources. GraphicRiver graphicriver.net/category/icons?sort_by=sales_count&type=files&categories=icons&page=1 graphicriver.net/category/graphics/illustrations?sort_by=sales_count&type=files&categories=gr aphics/illustrations&page=1 Search GraphicRiver for professional logos and icons. A lot of these files are vector artwork .ai or .eps files, which you can edit with Adobe Illustrator. Some of thise files are .psd files, which you can edit with Photoshop (save those for next week). VectorTuts+ vector.tutsplus.com/category/tutorials/icon-design vector.tutsplus.com/category/tutorials/illustration Search the icon design and illustration tutorials at Vectortuts+. Illustrator Exchange adobe.com/cfusion/exchange/index.cfm?s=3&o=desc&exc=17&event=productHome&from=1 speckyboy.com/2008/09/29/80-of-the-best-vector-and-illustrator-free-resources smashingmagazine.com/2010/11/09/50-free-high-quality-icons-sets Because Illustrator is so popular, there are lots of great free resources out there. Adobe’s Ilustrator Exchange is not necessarily the best place to get Illustrator resources, but it gives you a good idea of the types of Illustrator resources that are available. Another way to look for a logo artwork is to search Google Images. Search for what you want and then filter by size=large and type=clip art. Fontsquirrel fontsquirrel.com To use these fonts in Adobe, on a mac, add the .ttf or .otf files to your user/Library/Fonts folder. 12 Week 5 Photoshop Photoshop mashable.com/2010/08/12/12-beginner-tutorials-for-getting-started-with-photoshop mashable.com/2010/10/08/free-photoshop-tutorials mashable.com/2010/04/11/youtube-photoshop-tutorials Search for learn Adobe Photoshop resources. Lynda lynda.com/home/ViewCourses.aspx?lpk0=192 Deke McClelland’s One-on-One video tutorial series is awesome. Adobe tv.adobe.com/product/photoshop Psdtuts+ psd.tutsplus.com/category/tutorials/icon-design psd.tutsplus.com/category/tutorials/illustration Search the icon design and illustration tutorial categories at Psdtuts+. Photoshop Exchange adobe.com/cfusion/exchange/index.cfm?s=3&o=desc&exc=16&cat=197&event=productHome &l=-1&from=1 psd.tutsplus.com/freebies/exclusive-style-pack-%E2%80%93-15-incredible-photoshop-styles psstyleaday.com/category/individual-photoshop-styles psstyleaday.com/category/photoshop-styles-packs Because Photoshop is so popular, there are lots of great free resources out there. Adobe’s Photoshop Exchange is not necessarily the best place to get Photoshop resources, but it gives you a good idea of the types of Photoshop resources that are available. For example, Photoshop layer styles are similar to Illustrator graphic styles. Because Photoshop is more popular than Illustrator, there are more free Photoshop layer styles available on the web. 14 Week 6 Photoshop for Photography Photoshop for Photography smashingmagazine.com/2008/12/07/50-excellent-digital-photography-photoshop-tutorials Search for Photoshop for photography resources. Phototuts+ photo.tutsplus.com Lynda lynda.com/home/ViewCourses.aspx?lpk1=43 Chris Orwig has awesome Photoshop for photography tutorials. Start with his Photoshop for photographers tutorial, and then Search his tutorials on creative effects, compositing, fashion retouching, and athletic retouching. Adobe Bridge, Camera Raw, and Photoshop Lightroom all integrate with nicely with Photoshop. Adobe tv.adobe.com/product/bridge tv.adobe.com/product/lightroom 16 Week 7 Photographs Work on a Photograph Product photo.tutsplus.com/tutorials/lighting/the-simple-guide-to-shooting-a-perfectly-lit-product-photo ae.tutsplus.com/tutorials/workflow/diy-create-your-own-white-box Search Phototuts+ for products. Landscape photo.tutsplus.com/?s=landscape Search Phototuts+ for landscape. Portrait photo.tutsplus.com/?s=portrait Search Phototuts+ for portrait. iStockphoto istockphoto.com You can buy stock photos. 18 Week 8 InDesign InDesign vector.tutsplus.com/articles/web-roundups/15-great-resources-for-learning-adobe-indesign Search for learn Adobe InDesign resources. VectorTuts+ vector.tutsplus.com/category/tutorials/layout Search the layout tutorials at VectorTuts+. Lynda lynda.com/home/ViewCourses.aspx?lpk0=777 David Blatner’s InDesign Essential Training is a great way to learn Adobe InDesign. Adobe tv.adobe.com/product/indesign 20 Week 9 Business Cards Business Cards smashingmagazine.com/2010/08/09/business-card-design-starter-kit-showcase-tutorials- templates smashingmagazine.com/2010/09/08/creative-business-cards-techniques-and-preparation Search for business card design resources. GraphicRiver graphicriver.net/category/design-templates/business-cards?sort_by=sales_count&type=files&cat egories=design-templates/business-cards&page=1 Search GraphicRiver for professional business card designs. Vectortuts+ vector.tutsplus.com/?s=business+card Search Vectortuts+ tutorials for business cards. Psdtuts+ psd.tutsplus.com/?s=business+card Search Psdtuts+ tutorials for business cards. 22 Week 10 Flyers Flyers designshack.co.uk/articles/graphics/design-an-edgy-flyer-using-your-own-photography Search for flyer design resources. GraphicRiver graphicriver.net/category/design-templates/flyers?sort_by=sales_count&type=files&categories= design-templates/flyers&page=1 Search GraphicRiver for professional flyer designs. Vectortuts+ vector.tutsplus.com/?s=flyer Search Vectortuts+ tutorials for flyers. Psdtuts+ psd.tutsplus.com/?s=flyer Search Vectortuts+ tutorials for flyers. Tutorials vector.tutsplus.com/tutorials/designing/design-a-coffee-shop-menu-layout-from-scratch-with- photoshop-and-indesign-part-2 psd.tutsplus.com/tutorials/designing-tutorials/design-a-coffee-shop-menu-layout-from-scratch- with-photoshop-and-indesign-part-1 24 Week 11 Brochures Design a Brochure smashingmagazine.com/2008/06/16/beautiful-brochures-and-booklets Search for brochure design resources. GraphicRiver graphicriver.net/category/design-templates/brochures?sort_by=sales_count&type=files&categor ies=design-templates/brochures&page=1 Search GraphicRiver for professional brochure desings. Vectortuts+ vector.tutsplus.com/?s=brochure Search Vectortuts+ for brochures. Psdtuts+ psd.tutsplus.com/?s=brochure Search Psdtuts+ for brochures. Tutorials vector.tutsplus.com/tutorials/how-to-make-an-a5-print-ready-leaflet-indesign-cs5 psd.tutsplus.com/tutorials/designing-tutorials/create-and-print-a-brochure-with-photoshop- indesign-and-uprintingcom-part-1 26 Week 12 Posters Posters vector.tutsplus.com/articles/web-roundups/50-high-impact-illustrated-vector-posters vandelaydesign.com/blog/design/photoshop-posters Search for poster design resources. GraphicRiver graphicriver.net/item/disco-ball-club-gig-poster/39143 graphicriver.net/item/jazz-poster/72205 Search GraphicRiver for professional poster designs. Vectortuts+ vector.tutsplus.com/?s=poster Search Vectortuts+ tutorials for posters. Psdtuts+ psd.tutsplus.com/?s=poster Search Psdtuts+ tutorials for posters. Tutorials vector.tutsplus.com/tutorials/designing/blend-and-mask-yourself-a-great-poster vector.tutsplus.com/tutorials/illustration/create-an-inspirational-vector-political-poster vector.tutsplus.com/articles/news/new-vectortuts-plus-tut-meshing-boxing-gloves-and- composing-an-event-poster vector.tutsplus.com/tutorials/designing/how-to-make-an-eco-friendly-vector-poster vector.tutsplus.com/tutorials/designing/create-a-fun-halloween-vector-poster psd.tutsplus.com/tutorials/designing-tutorials/create-a-retro-urban-gig-poster-in-photoshop- screencast psd.tutsplus.com/tutorials/designing-tutorials/create-an-intense-movie-poster-in-photoshop- screencast 28 Week 13 Interactive .pdf and Web Design Interactive .pdf and Web Design Interactive .pdf, flash, and html/css Design Adobe Acrobat Pro is the easiest tool to make interactive .pdf files, but you can also you Adobe InDesign and Fireworks. You can use InDesign to do cool stuff with .pdf presentations and Flash. You can use Fireworks for HTML and CSS website prototyping. Lynda lynda.com/home/ViewCourses.aspx?lpk0=6 Brian Wood has an Acrobat 9 Pro Essential Training lynda.com/home/ViewCourses.aspx?lpk0=777 James Fritz has a sweet InDesign CS5: Interactive Documents and Presentations series. lynda.com/home/ViewCourses.aspx?lpk0=13 Jim Babbage’s Fireworks Essential Training is good. Adobe tv.adobe.com/product/acrobat tv.adobe.com/product/fireworks tv.adobe.com/product/indesign help.adobe.com/en_US/indesign/cs/using/WSFE8A2A9F-6111-416c-85D7-6C51F202E8ED. html You can export interactive InDesign files to .pdf and Flash. help.adobe.com/en_US/fireworks/cs/using/WS4c25cfbb1410b0021e63e3d1152b00d35d-8000. html You can export interactive Fireworks files to .pdf and to HTML and CSS. 30 Week 14 Video Editing Video Editing Presentations Programs like iPhoto, Photoshop Lightroom, InDesign, PowerPoint and Keynote can be used to create presentations that can be saved as Quicktime .mov, MPEG-4 .m4a, or Flash .swf video files and displayed on screens. GraphicRiver graphicriver.net/category/presentation-templates?sort_by=sales_count&type=files&categories= presentation-templates&page=1 Search GraphicRiver for professional presentation designs. Motion Graphics Programs like iMovie, Final Cut, Adobe Premiere, and Adobe After Effects can be used to edit video. VideoHive videohive.net/page/top_sellers Search VideoHive for professional motion graphics. Lynda Lynda.com has tutorials for all of the programs listed above. Apple apple.com/iwork/tutorials/#keynote apple.com/ilife/tutorials/#iphoto-hero apple.com/finalcutexpress/tutorials Adobe tv.adobe.com/product/premiere-pro tv.adobe.com/product/after-effects AudioJungle audiojungle.net/page/top_sellers Search AudioJungle for professional stock music your slideshow or edited video to 32 Week 15 Project Week 16 Share Acknowledgements Thank you to all of the educators who share their content online and to my students who listen to me talk about it. Thank you to Sonoma State University for giving me the academic freedom, computers, and software to be able to teach this stuff. Thank you to my family for letting me stay in school for so long and supporting me along the way. Thank you to my friends for dealing with my oversharing.! Bio drho.ro/marketing-professor/bio Dr. Horowitz (@DrHoro) is a marketing professor at Sonoma State University who uses his marketing ebooks and WordPress blog DrHo.ro to teach marketing classes. Dr. Horowitz teaches web design, graphic design, video editing and search engine optimization skills in his marketing research, promotion management, and retail management classes. Dr. Horowitz also teaches the wine business study abroad class The Global Wine Industry.
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