Determine What You Need
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Utilizing Media
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Activity
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Images
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Single ImageA single image can have a powerful effect on the viewer. It can draw the eye of the viewer and create focus on the page. One image can set the tone and convey a specific meaning to the viewer.
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Multiple ImagesWhen using multiple images, you need to think about how those images work together. The placement of those images on the page as well as the content needs to be taken into account.
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GalleryCreating a gallery can create a sense of cohesiveness on the page and provide viewers with a clear idea of tone and meaning. A gallery conveys purpose and should be used for specific reasons.
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SlideshowA slideshow also conveys a sense of cohesion but gives a different vibe than the flat, full layout of the gallery. A slideshow of images indicates progression as a viewer moves from one image to the next.
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GraphicsA graphic conveys a different feel than a photograph. A graphic can be cartoony and fun or it could convey important information in the form of a graph or chart.
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PhotosA photo is best used when demonstrating truth and reality are important to your movement. In many cases, a photo can say what no words ever could.
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Black and WhiteBlack and white carries a tone of seriousness and often invokes feelings of nostalgia. This tone is often similar in sepia or other non-color tones. Spots of color on B&W can also grab the viewer's attention.
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ColorColor, especially when the tones are rich and deep, conveys a sense of fullness, and depth. Color images can demonstrate time of day, place, and mood.
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PeopleContent conveys meaning. Images of people will often illustrate emotions through the figure's facial expressions, body language, clothing, and actions or inactions.
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PlacesThe setting of an image is important when trying to illustrate the qualities of a particular area, like a city. Showing parts of or the whole setting will change the feel of the image.
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AnimalsLike people, animals convey specific meaning. Animals often already have specific connotations and depending on the setting and pose, the animal can appear stoic, cute, or fierce.
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EventsEvents often indicate motion. Photographing an event is a great way to make the viewer feel as though they are part of that event, which can draw them in.
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AngleAn image shot from above will give the viewer a feeling of power while an image shot from below will give the viewer a feeling of smallness.
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Wide AngleA wide angle shot will illustrate the immensity and size of an entire scene. These types of images are best used in landscape and cityscape shots.
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Bird's Eye ViewThis view will provide a feeling of awe and wonder as the viewer gets a feeling for the immensity of the scene.
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DepthClose ups create a sense of intimacy while people or objects in the background create distance between the object and the viewer.
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Visual DirectionThe direction of a person's gaze, long vertical or horizontal lines, and the depth of the object in the frame can guide the viewer's eye in different directions.
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LayoutThe picture itself and the figures or objects in the picture can be shot vertically or horizontally. Both will have an effect on where the viewer's eye travels and on the tone of the image.
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WritingWriting on the actual image might add to or detract from the image. Your best bet is to enhance the image with text that does not directly and physically interfere with the image itself.
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EditingWhen thinking about the message you want to convey, you need to think about whether or not you will edit, add to, or change the original image. Will those changes be obvious to viewers or hidden from them?
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Videos
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ScriptIt's important to decide whether or not you will script any video you put on your site. Filming live events gives a feel of spontaneity and authenticity while scripting can provide specific, pre-determined effects.
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LengthThe length of a video can either help to capture a viewer's attention or deter them from finishing the video. The content and purpose of the video will dictate the length of that video. Viewers expect certain lengths from certain formats.
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ContentYour purpose will dictate the content of your video. Your videos can teach, raise awareness, create a call to action, portray certain situations, people, events, and ideas, and/or provide commentary on a particular thing. Will you shoot your own or use others?
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AudioThe level of the audio should be taken into account when filming. It is also important to determine whether you will be speaking, someone else will be speaking, if there will be music, and what tone you want to set with those things.
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Voice
If you are creating a video, will you do voiceover? Will you speak directly to the camera? Will you film others talking? What kind of tone should you use when speaking on camera? What kind of intonation should you use to emphasize your points?
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Music
Music is one of the most important factors in portraying tone and mood. Music is not a throw away and should be selected carefully in order to represent particular ideas. Music should enhance the viewing experience, not distract the viewer.
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CharactersFilming people live will create a different feeling than scripted actors. Much like with the item above, filming random people live will create a feeling of spontaneity and authenticity will filming actors will provide more control.
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EditingEditing is an important part of creating your own videos. If you create your own, editing can mean adding audio in post, cutting elements that don't work, adding still images, and just generally tuning up the video to make it look complete.
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SettingThe setting will be a quick way to set the scene and the tone of any video. Will you use a solid color background, a live setting, a specific venue, will you be on the move?
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EffectsIn post, you can create a variety of effects through whatever software you use. Be careful when adding sound effects and visual effects. Those effects can detract from particular messages.
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Homework
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Viral Videos
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