Adobe Illustrator, Photoshop, InDesign marketing ebook educational tutorials resources. Retailing with Adobe. How to learn and to teach.

1. Retailing with Adobe
by DrHO.ro
FALL 2011

2. 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, Photoshop,
InDesign, and iMovie.
The webpage
drho.ro/marketing-classes/retailing/spring-2012
Blog posts and screencasts on the weekly topics covered in Retailing with Adobe can be found here.
Retailing with Adobe will be rewritten in January 2012.
Dr HorowitZ
Marketing Professor
Sonoma State University School of Business and Economics and Wine Business Institute
sonoma.edu/sbe
sonoma.edu/winebiz

3. Introduction
If you have never heard of Lynda.com, Kelby Training, Tuts+, and Rockable Press, then you are in for some
serious learning treats.
Adobe Illustrator, Photoshop, and InDesign
adobe.com/products/photoshop.html
en.wikipedia.org/wiki/Adobe_Photoshop
adobe.com/products/illustrator.html
en.wikipedia.org/wiki/Adobe_Illustrator
adobe.com/products/indesign.html
en.wikipedia.org/wiki/Adobe_InDesign
Professional designers, advertisers, and marketers use Adobe’s programs.
Adobe creative suite excitement
adobe.com/products/creativesuite.html
photoshopworld.com
When is the next version of the creative suite going to be released?
People like these programs so much that they get together to talk about them.
eBook Topics
This eBook contains my favorite education resources on how to learn Adobe Illustrator, understand
Retailing and Atmospherics, design a logo, learn photoshop, learn photography, learn Photoshop
for photography, customize a business card and flyer template, learn Photoshop 3D, learn InDesign,
customize an InDesign resume, create interactive .pdf files with Indesign, and edit video with Photoshop
and iMovie.
Illustrator and Photoshop in action
psd.tutsplus.com/tutorials/illustration/use-illustrator-and-photoshop-to-create-a-3d-string-of-
pills-screencast
This is one of my favorite Illustrator and Photoshop tutorials. It shows how a designer uses both Illutrator
and Photoshop to create a sweet ad.
3

4. Week 1
Materials and T
ools
Week 2
Illustrator
Week 3
Retailing and Atmospherics
Week 4
Illustrator Logos
Week 5
Photoshop
Week 6
Photography
Week 7
Photograph Processing and Retouching
Week 8
Photoshop Business Cards
Week 9
Photoshop Flyers
Week 10
Photoshop 3D
Week 11
InDesign
Week 12
InDesign Resumes
Week 13
InDesign Interactive .pdfs
Week 14
Video Editing
Week 15
Project
Week 16
Share

5. Week 1
Materials and T
ools

6. Materials and Tools
This week I’m going to cover the teaching materials that we’ll be using this semester.
I’m also going to recommend some tools that will make your life easier.
Next week we’re going to learn Adobe Illustrator.
Materials
lynda.com
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.
kelbytraining.com
You will probably have more than enough video tutorial content with a Lynda.com subscription, but just in
case you want more, Kelby Training is great for photographers and graphic designers.
tv.adobe.com
Adobe has free tutorials at Adobe TV, which you can search by product.
Tools
Retailing with Adobe is designed to be used with the following software:
Adobe Illustrator, Adobe Photoshop, Adobe InDesign, and 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.
I also recommend having a Google and Dropbox account.
Google
mail.google.com
google.com/ig
google.com/reader
Do you like to watch commercials? No. Do you get spam in your email and social networks? Yes.
This is not good.
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. Life is too short to delete emails.
Don’t email yourself every time something happens on Facebook and block people that Facebook spam
you.
Start using Google Reader and iGoogle to get the news updates that you want.
6

7. Dropbox
dropbox.com
Dropbox is available for Mac and PC and can be accessed via the web (on school computers).
1Password
agilebits.com/products/1Password
The students who have trouble in my classes are the students who aren’t prepared to manage multiple
account usernames and passwords.
It’s just going to get worse, so you might as well figure out how to get your usernames and passwords
organized now.
1Password is great, but it’s not free.
You can also save your usernames and passwords in a Dropbox text file or with Google Bookmarks in
your iGoogle.
7

8. Week 2
Illustrator

9. Illustrator
This week we are going to learn Adobe Illusrtator by following a basic tutorial. This is going to be difficult,
and we are going to do the same things next week, so please focus on following a basic tutorial.
This software program is difficult and I hope you take some time outside of class to learn it.
Basic Illustrator Tutorials
vector.tutsplus.com/category/tutorials
vforvectors.com
Your first Illustrator tutorial is going to be painful.
Video tutorials are nice when you’re first getting started with Illustrator
Learn Illustrator
vector.tutsplus.com/tag/basix/?commented=true
mashable.com/2010/08/19/adobe-illustrator-tutorials
Search for learn Adobe Illustrator resources.
Lynda
lynda.com/Illustrator-training-tutorials/227-0.html
Deke McClelland’s One-on-One video tutorial series is awesome.
Kelby Training
kelbytraining.com/online/courses.html&category=graphic-design-illustration-and-3d
Kelby Training has some Illustrator tutorials.
Adobe
tv.adobe.com/product/illustrator
Free tutorials at AdobeTV.
9

10. Week 3
Retailing and Atmospherics

11. Retailing and Atmospherics
This week we are going to do another basic Illustrator tutorial.
This week I’m also going to cover some resources for learning about retailing and atmospherics.
Next week we’ll see what professional Illustrator illustrations and logo designs look like and learn how to
use these templates.
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
robwalker.net
Buying In is great.
Marketing Books, Videos, tutorials, and Skills
drho.ro/marketing-teaching-materials/books-and-ebooks
drho.ro/marketing-teaching-materials/videos-and-documentaries
drho.ro/marketing-skills
More of my marketing book and video recommendations.
Marketing skills I like to learn and to teach.
11

12. Week 4
Illustrator Logos

13. Logos
This is our last week dedicated to just Illustrator.
Next week we move on to Photoshop.
This is the kind of work that graphic designers usually do, but marketers should understand the process
and be able to take advantage of template files like the ones at GraphicRiver.
Logo and Icon Design
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
vector.tutsplus.com/category/tutorials/icon-design
Search for logo/icon design resources.
GraphicRiver
graphicriver.net
graphicriver.net/category/vectors
graphicriver.net/category/add-ons/illustrator
Search GraphicRiver for professional graphics.
Try to find some vector .ai or .eps files that you can open in Illustrator.
If you find .psd files these are Photoshop files and we will start learning Photoshop next week.
Free Vector Graphics
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
google.com/search?q=free+vector+graphics
Search for free vector (.ai and .eps) artwork resources.
Another way to look for logo artwork is to search Google Images. Search for what you want and then
filter by size=large and type=clip art. You want high resolution images of your artwork.
Fonts
typenow.net/themed.htm
fontsquirrel.com
dafont.com
google.com/webfonts
google.com/webfonts/v2
Custom fonts are fun.
13

14. Week 5
Photoshop

15. Photoshop
This week we are going to follow a basic Photoshop logo design tutorial.
Next week we are going to discuss photography and we’ll take photographs.
A lot of work done with the Photoshop is the kind of work done by graphic designers and photographers,
but marketers should be aware of what graphic designers and photographers do.
Photoshop Logo Design Tutorial
psd.tutsplus.com/tutorials/create-a-chalkboard-icon-using-photoshop-and-iconbuilder
psd.tutsplus.com/tutorials/create-a-chalkboard-icon-using-photoshop-and-iconbuilder-
screencast
psd.tutsplus.com/tutorials/icon-design/how-to-create-a-magician%E2%80%99s-hat-in-
photoshop-screencast
psd.tutsplus.com/tutorials/icon-design/how-to-create-a-magicians-hat-in-photoshop
Video tutorials are nice when you’re first getting started with Photoshop.
Illustrator and Photoshop
psd.tutsplus.com/tutorials/illustration/use-illustrator-and-photoshop-to-create-a-3d-string-of-
pills-screencast
A lot of graphic design work is done with both Illustrator and Photoshop.
It’s important that you understand the different file types and how these tools differ.
Learn Photoshop
psd.tutsplus.com/sessions/photoshop-basix
Search for learn Adobe Photoshop resources.
Watch all of these 25 basic Photoshop video tutorials if you don’t have a Lynda.com subscription.
Lynda
lynda.com/Photoshop-training-tutorials/279-0.html
Deke McClelland’s One-on-One video tutorial series is awesome.
Chris Orwig’s Photoshop for Photographers and Portrait Retouching series are equally awesome.
Kelby Training
kelbytraining.com/online/courses.html&category=photoshop
kelbytraining.com/instructors/matt-kloskowski.html
Matt Kloskowski’s Photoshop CS5 for Beginners is probably good. His other stuff is good.
Kelby Training’s Photoshop tutorials are also great, especially for photographers. Kelby Training also has
some WordPress tutorials designed specifically for photographers.
15

16. Adobe
tv.adobe.com/product/photoshop
Free Photoshop resources at AdobeTV.
16

17. Week 6
Photography

18. Photography
This week take some photographs of products, people, and landscapes.
Next week we’ll import the photographs into Adobe Bridge, process them with Camera Raw, and retouch
them with Photoshop.
Lynda
lynda.com/Photography-training-tutorials/70-0.html
Ben Long can teach you all kinds of stuff about your camera.
If you have a DSLR camera and want to learn about its exposure, aperture, ISO, and white balance
settings check out Ben Long’s tutorial series Foundations of Photography: Exposure.
Kelby Training
kelbytraining.com/online/courses.html&category=photography
kelbytraining.com/online/courses.html&category=learn-your-camera
Kelby Training also has all kinds of tutorials on photography and how to use your camera.
Product Photography
lynda.com/Digital-Photography-tutorials/productphotographyforecommerce/53257-2.html
This Product Photography for E-Commerce tutorial series by Dane Howard is good.
Portrait Photography
kelbytraining.com/online/courses.html&category=portrait-and-people
Kelby Training has all kinds of resources on portrait photography.
Try searching Lynda.com and Phototus+ for portrait photography resources.
Landscape Photography
kelbytraining.com/online/courses.html&category=landscape-outdoor-and-wildlife
lynda.com/Photoshop-CS5-tutorials/landscape-photography/62645-2.html
Kelby Training has all kinds of resources on landscape photography.
Ben Long’s Photoshop CS5: Landscape Photography tutorial series is good.
Phototuts+
photo.tutsplus.com
Phototuts+ has good resources on photography.
Rockable Press
rockablepress.com/books/how-to-take-great-photos
Check out this ebook by Envato’s Rockable Press.
18

19. Week 7
Photograph Processing and Retouching

20. Photograph Processing and
Retouching
This week we’ll process your photographs with Bridge and Camera Raw and then retouch your
photographs with Photoshop.
Lightroom is nice if you’re a photographer trying to organize lots of photographs, but first you should
learn Bridge and Camera Raw.
Bridge and Camera Raw
lynda.com/Bridge-training-tutorials/166-0.html
kelbytraining.com/online/courses.html&category=camera-raw
lynda.com/Photoshop-CS5-tutorials/for-photographers-camera-raw-6/61903-2.html
kelbytraining.com/instructors/scott-kelby.html
tv.adobe.com/product/bridge
Chris Orwig’s series on Camera Raw is a great place to start.
Scott Kelby’s 7-Point System for Adobe Bridge series is a great place to start.
Photoshop Retouching
lynda.com/authors/Chris-Orwig
kelbytraining.com/online/courses.html&category=retouch-and-restore
kelbytraining.com/instructors/corey-barker.html
Chris Orwig has awesome Photoshop retouching tutorials. Start with his Photoshop for photographers
tutorial, and then check out his tutorials on creative effects, compositing, fashion retouching, and athletic
retouching.
Corey Barker also has an awesome Photoshop retouching tutorial.
Stock photos
sxc.hu
images.google.com
Stock.xchng has good stock photos that are free. Create an account and search for the type of
photographs that you are interested in.
Lightroom
lynda.com/Lightroom-training-tutorials/450-0.html
kelbytraining.com/online/courses.html&category=photoshop-lightroom
tv.adobe.com/product/lightroom
You don’t really need Lightroom unless you are looking for a way to organize thousands of photographs.
20

21. Week 8
Photoshop Business Cards

22. Photoshop Business Cards
Got a networking event to go to?
This week we are going to customize a Photoshop business card template from GraphicRiver.
Next week we are going to work on a flyer template.
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/print-templates/business-cards
Search GraphicRiver for professional business card designs and then filter by sales.
Vectortuts+
vector.tutsplus.com
Search Vectortuts+ tutorials for business cards design resources.
Psdtuts+
psd.tutsplus.com
Search Psdtuts+ tutorials for business cards design tutorials.
22

23. Week 9
Photoshop Flyers

24. Photoshop Flyers
Got a party that you’re trying to promote?
This week we’re going to customize a GraphicRiver flyer template.
Next week we’re going to look at Photoshop’s 3D capabilities.
GraphicRiver
graphicriver.net/category/print-templates/flyers
Most flyers at GraphicRiver are Photoshop .psd files.
These Photoshop files are going to be more complicated that a business card Photoshop templates.
Search GraphicRiver for professional flyer designs.
Vectortuts+
vector.tutsplus.com
Search Vectortuts+ tutorials for flyer and poster design resources.
Psdtuts+
psd.tutsplus.com
Search Psdtuts+ tutorials for flyer and poster design tutorials.
24

25. Week 10
Photoshop 3D

26. Photoshop 3D
This week we are going to use Photoshop’s 3D capabilities.
Next week it’s finally on to InDesign.
In the last week of class we’ll look at Photoshop’s video capabilities.
Adobe Photoshop 3d Resources
photoshop.com/products/photoshop/3d
Adobe gives you a good place to start.
3DVIA
3dvia.com
youtu.be/B9SovE2rbXw
youtu.be/cwkyBPfPErM
3DVIA has some fun downloads.
Graphic River
graphicriver.net/category/graphics/3d-renders
GraphicRiver has Photoshop 3D artwork for sale.
Psdtuts+
psd.tutsplus.com/tutorials/3d/3d-logo-photoshop
psd.tutsplus.com/tutorials/3d/incorporate-a-3d-model-into-an-existing-panoramic-photograph-
screencast
Great free beginner tutorials for Photoshop CS5 3D.
Lynda
lynda.com/Photoshop-CS5-tutorials/Extended-One-on-One-3D-Fundamentals/77855-2.html
lynda.com/Photoshop-CS4-tutorials/extended-for-3d/730-2.html
Deke McClelland has really good Photoshop CS5 3D tutorials.
Chad Perkins has a good Photoshop CS4 3D tutorial series.
Kelby Training
kelbytraining.com/instructors/corey-barker.html
Corey Barker has a great Photoshop 3D tutorial.
26

27. Week 11
InDesign

28. InDesign
Now that you have some Illustrator and Photoshop artwork, graphics, and images it’s time to learn how
to layout documents with InDesign.
We’re going to follow a beginner tutorial in class.
Next week we are going to customize and InDesign resume.
Beginner InDesign Tutorial
vector.tutsplus.com/category/tutorials/layout
Let’s find a good one!
VectorTuts+
vector.tutsplus.com/category/tutorials/layout
vector.tutsplus.com/articles/web-roundups/15-great-resources-for-learning-adobe-indesign
Search the layout tutorials at VectorTuts+.
Lynda
lynda.com/InDesign-training-tutorials/233-0.html
David Blatner’s InDesign Essential Training is a great way to learn Adobe InDesign.
Kelby Training
kelbytraining.com/online/courses.html&category=adobe-creative-suite
Kelby Training has some InDesign resources.
Adobe
tv.adobe.com/product/indesign
Free resources at AdobeTV.
28

29. Week 12
InDesign Resumes

30. InDesign Resumes
This week we are going to customize an InDesign resume template fro GraphicRiver.
Next week we are going to look at how to convert the resume into a clickable interactive .pdf.
Resumes
smashingmagazine.com/2009/04/01/10-handy-tips-for-web-design-cvs-and-resumes
workawesome.com/your-job/25-examples-of-super-creative-resume-design
Search for resume design examples.
Vectortuts+ resume tutorial
vector.tutsplus.com/articles/web-roundups/50-high-impact-illustrated-vector-posters
Search for poster design resources.
GraphicRiver
graphicriver.net/category/print-templates/resumes
Search GraphicRiver for professional resume designs.
30

31. Week 13
InDesign Interactive .pdfs

32. InDesign Interactive .pdfs
This week we are going to make our InDesign files clickable.
Lynda
lynda.com/InDesign-CS5-tutorials/interactive-documents-and-presentations/65721-2.html
lynda.com/InDesign-CS5-tutorials/to-EPUB-Kindle-and-iPad/75445-2.html
Anne-Marie Concepcion’s InDesign CS5 to EPUB, Kindle, and iPad series is cool if you are looking to publish
an ebook.
James Fritz’s InDesign CS5: Interactive Documents and Presentations series is cool if you want to learn
how to make interactive .pdf files.
.pdf Sharing
scribd.com
slideshare.net
It’s cool how uploaded .pdf files remain interactive. Search around and see how professionals use these
sights.
Adobe
tv.adobe.com/product/indesign
tv.adobe.com/watch/max-2009-design/creating-pitch-presentations-and-proposals-with-
indesign-cs4
tv.adobe.com/watch/max-2008-design/designing-client-proposals-presentations-with-indesign-
cs4
Free AdobeTV resources.
32

33. Week 14
Video Editing

34. Video Editing
Let’s get your graphics into motion!
iMovie is a great way to learn video editing, but more advanced stuff is possible with Final Cut, Motion,
Adobe Premiere, and Adobe After Effects. Photoshop even has some video capabilities.
Video Editing Resources
ae.tutsplus.com/articles/roundup/29-facebook-pages-that-you-should-already-like
There are lots of great motion graphics resources.
DSLR cameras and video
kelbytraining.com/online/classes.html&category=video
lynda.com/Home-Computing-Video-tutorials/Video-for-Photographers-Shooting-with-a-
DSLR/73565-2.html
Both Lynda.com and Kelby Training have some good tutorials on how to shoot video with a camera.
These tutorials offer good tips on things to consider when it comes to recording video.
VideoHive
videohive.net/page/top_sellers
Check out professional stock video at VideoHive.
AudioJungle
audiojungle.net/page/top_sellers
Check out professional stock audio at AudioJungle.
iMovie
apple.com/ilife/imovie
Apple tutorials.
Premiere and After Effects
tv.adobe.com/product/premiere-pro
lynda.com/Premiere-Pro-training-tutorials/287-0.html
tv.adobe.com/product/after-effects
lynda.com/After-Effects-training-tutorials/150-0.html
More advanced video editing and motion graphics programs.
34

35. photoshop
tv.adobe.com/product/photoshop
lynda.com/Photoshop-CS4-tutorials/extended-for-video/50783-2.html
psd.tutsplus.com/tutorials/text-effects-tutorials/quick-tip-create-sparkling-animated-text-in-
photoshop
psd.tutsplus.com/tutorials/designing-tutorials/quick-tip-create-an-animated-banner-ad-in-
photoshop-cs5
Animated .gifs!
YouTube
simplyzesty.com/video/7-incredibly-youtube-features-tricks
simplyzesty.com/video/20-great-youtube-features-and-tricks-you-need-to-know
Search for YouTube resources.
35

36. Week 15
Project

37. Week 16
Share

38. 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 Website 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.