Visual Elements
The visual language of the GROW campaign includes imagery, color, and typography.
Imagery
Imagery is an important element of the GROW campaign. Choose a visual image (photography, clip art, or illustration) that adds interest and conveys a clear and appropriate message for your offering.
Photography
Photos (b/w or full-color) work best with the GROW campaign, especially shots of the subject taken from an unusual angle or upshots representing upward movement or growth.
If possible, include plans for photography for your publication and set aside funds for it in the project budget. The use of professional photography will enhance your publication and make it more attractive to your audience.
If you plan to take photos yourself, keep the GROW theme in mind. Use photos that show people involved in an activity. Avoid static shots, such as classrooms or people staring straight ahead at the camera.
Seek permission to use photos from those who are included in the shots. Use the photo release form (PDF 56.6KB).
Digital Photography
When shooting with a digital camera, (1) adjust camera settings to shoot JPEGs of the largest size with the least amount of compression (generally, this will be a Large/Fine setting); this will yield an image that can be reproduced at the largest size possible shooting with your particular camera.
A four-megapixel camera at the highest image-quality setting will yield a 300-dpi image of about 5-1/2 x 7-1/2 inches in size; a six-megapixel camera will yield a 300-dpi image of about 7 x 10 inches.
To keep digital noise (analogous to grain in film) at a minimum, do all your shooting with the camera set between ISO 100 and 400; if light is inadequate to shoot in this ISO range, use a flash or a tripod to compensate.
Minimum resolution for printing
The rule-of-thumb minimum for high-quality printing is 300dpi at final reproduction size. Web site resolution is 72dpi.
Reproduction Quality Scans
Many retail film processors now provide scans of your developed film on CD that can be of quality sufficient for reproduction (always ask for reproduction-quality scans
if your plan is to reproduce your photos in print).
Photo Libraries and Resources
Sources for downloadable images to be used in print material are:
Free Sites
- USDA/ARS Image Gallery
- 4-H Media & Marketing Communications
- 4-H Clip Art & Graphics Gallery at UF
- ICT Images Collection
- CSREES
Low-Cost Pay Site
Typography
The choice of predominant typefaces is the cornerstone of any graphic identity program.
Primary Typefaces
The primary typefaces for GROW materials are ITC Cheltenham (serif) and Univers (sans serif). For desktop publishers who might not have access to these typefaces,
recommended substitutes are Times New Roman (for ITC Cheltenham) and Arial (for Univers). ITC Cheltenham and Univers
typefaces are available for purchase through the Adobe® type library.
Please Note: Do not use other fonts that are merely close in nature.
Color Usage
There are no official background colors for GROW campaign materials. Select a background color that works well with the colors in the photograph or clip art. See the examples to the right.
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This site is a product of Penn State, Outreach Marketing and Communications.
Please e-mail us with your questions, comments, or suggestions at WebInfo@outreach.psu.edu.
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