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Index
Cover Page Title Page Copyright Page Dedication Page Acknowledgments About the Author Contents Preface Section 1: Persuasion Fundamentals
Chapter 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
Chapter 2. Persuasive Visuals
Chapter Goals Visual Literacy The Six Priorities Determine Where the Eye Looks First What Makes an Image Compelling Visual Composition Basics Blocking: Placing People and Cameras Framing and the Rule of Thirds Depth of Field Does Sex Sell? Key Points Practice Persuasion Persuasion P-O-V
Chapter 3. Persuasive Writing
Chapter Goals The Right Message Is the First Step Images Evoke Stories Get Organized with a Workflow The Essence of Persuasion Start with the Basics: An Elevator Pitch Focus, Then Focus Some More Write Short See What’s in Front of You! Key Points Practice Persuasion Persuasion P-O-V
Chapter 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 Choosing the Right Fonts Key Points Practice Persuasion Persuasion P-O-V
Chapter 5. Persuasive Colors
Chapter Goals A Brief History of Color The Meaning of Color A Simple Color Model Digital Color Terms Grayscale Color vs. Contrast How We Measure Color Key Points Practice Persuasion Persuasion P-O-V
Section 2: Persuasive Still Images
Chapter 6. Persuasive Presentations
Chapter Goals Take a Deep Breath Planning Your Presentation Backgrounds and Fonts Charts 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
Chapter 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
Chapter 8. Edit and Repair Still Images
Chapter Goals The Ethics of Image Editing Getting Started with Photoshop Getting Started Editing Repairing an Image Key Points Practice Persuasion Persuasion P-O-V
Chapter 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
Chapter 10. Video Pre-Production
Chapter Goals Two Key Camera Concepts Feel the Rhythm Planning a Video Defining Basic Video Terms Media Management Key Points Practice Persuasion Persuasion P-O-V
Chapter 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
Chapter 12. Sound Improves the Picture
Chapter Goals Glossary of Audio Terms Picking the Right Gear Editing Audio Mixing Audio Output and Compression Key Points Practice Persuasion Persuasion P-O-V
Chapter 13. Video Production
Chapter Goals Planning Your Production Basic Camera Gear Renting: An Alternative to Buying Talent Staging Props: Something for Talent to Work With Working with Inexperienced Talent Key Points Practice Persuasion Persuasion P-O-V
Chapter 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 Step 4: Build the Story Step 5: Organize the Story in the Timeline Step 6: Trim the Story Step 7: Add Transitions Step 8: Add Text and Effects Step 9: Create the Final Audio Mix Step 10: Finalize the Look and Colors Step 11: Output the Project Step 12: Archive the Project Key Points Practice Persuasion Persuasion P-O-V
Chapter 15. Motion Graphics: Make Things Move
Chapter Goals Creating Something Simple Creating a Simple Animated Composite Adding Animation Adding Media The Last Step: Saving and Exporting Your Work 3D Text Key Points Practice Persuasion Persuasion P-O-V
Closing Thoughts Bibliography Index Code Snippets Chapter 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
Appendix: Keyboard Shortcuts
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