User:Joyf7/sandbox

Cropping allows enhancement of a photo’s composition while decreasing the file size. The "crop" tool is in the tools palette, which is located on the right side of the document. By placing the cursor over the image, the user can drag the cursor to the desired area. Once the Enter key is pressed, the area outside of the rectangle will be cropped. The area outside of the rectangle is the discarded data, which allows for the file size to be decreased.

An area that has been selected can be edited without affecting the rest of the image. This tool can also crop an image; it allows for better control. In contrast to the crop tool, the "marquee" tool allows for more adjustments to the selected area before cropping. The only marquee tool that does not allow cropping is the elliptical. Although the single row and column marquee tools allow for cropping, they are not ideal, because they only crop a line. The rectangular marquee tool is the preferred option. Once the tool has been selected, dragging the tool across the desired area will select it. The selected area will be outlined by dotted lines, referred to as “marching ants”. These dotted lines are called “marching ants”, because the dashes look like ants marching around the selected area. To set a specific size or ratio, the tool option bar provides these settings. Before making a selecting an area, the desired size or ratio must be set by adjusting the width and height. Any changes such as color, filters, location, etc. should be made before cropping. To crop the selection, the user must go to image tab and select crop.

There are three options for the "lasso" tool – regular, polygonal, and magnetic. The regular "lasso" tool allows the user to have drawing capabilities. Photoshop will complete the selection once the mouse button is released. The user may also complete the selection by connecting the end point to the starting point. The “marching ants” will indicate if a selection has been made. The "polygonal lasso" tool will only draw straight lines, which makes it an ideal choice for images with many straight lines. Unlike the regular "lasso" tool, the user must continually click around the image to outline the shape. To complete the selection, the user must connect the end point to the starting point just like the regular lasso tool. "Magnetic lasso" tool is considered the smart tool. It can do the same as the other two, but it can also detect the edges of an image once the user selects a starting point. It detects by examining the color pixels as the cursor move over the desired area. A pixel is the smallest element in an image. Closing the selection is the same as the other two, which should also should display the “marching ants” once the selection has been closed.

Quick Selection
The quick selection tool selects areas based on edges, similarly to the magnetic lasso tool. The difference between this tool and the lasso tool is that there is no starting and ending point. Since there isn’t a starting and ending point, the selected area can be added on to as much as possible without starting over. By dragging the cursor over the desired area, the quick selection tool detects the edges of the image. The “marching ants” allow the user to know what is currently being selected. Once the user is done, the selected area can be edited without affecting the rest of the image.

Magic Wand
The magic wand tool selects areas based on pixels. The user only needs to click once, and this tool will detect pixels that are very similar to each other. If the eyedropper tool is selected in the options bar, then the magic wand can determine the value needed to evaluate the pixels; this is based on the sample size setting in the eyedropper tool. When the image requires more than a few clicks, this tool becomes a disadvantage. The user must decide what settings to use or if the image is right for this tool.

Eraser
The eraser tool does exactly what it’s called. It erases an image based on the layer it is on. If the user is on the text layer, then any text that the tool is dragged across will be erased. The erased area will convert the pixels to transparent, unless it is the background layer. The size and style of the eraser can be selected in the options bar. This tool is unique in that it can take the form of the paintbrush and pencil tools. In addition to the straight eraser tool, there are two more available options – background eraser and magic eraser. The background eraser deletes any part of the image that is on the edge of an object. This tool is often used to extract objects from the background. The magic eraser tool deletes based on similar colored pixels. It is very similar to the magic wand tool. This tool is ideal for deleting areas with the same color or tone that contrasts with the rest of the image.

The clone stamp tool allows its user to replace one part of an image with another. If part of an original image is damaged, the damaged area can be restored by cloning a similar area from another image or within the current image. This tool works great for removing unwanted blemishes, such as acne and wrinkles, in a photograph. To sample an image, the user must hold down the Alt key (Windows) or the Option key (Mac) then click on the area. Once the sample area has been cloned, the user can drag the clone key to the desired area. An interesting feature about this tool is that it doesn’t just sample within the size of the clone stamp, but it samples everything around it. The user can use this tool like a paintbrush to cover the desired area. Also, the user can clone in multiple areas without having to re-sample.

Benefits
The difference between variable data printing and traditional printing is the personalization that is involved. Personalization allows a company to connect to its customers. Variable data printing is more than a variable name or address in a printed piece; in the past, a variable name would have been effective, because it was a new concept at the time. In today’s world, personalization has to reflect what the customer values. In order for VDP to be successful, the company must know something about the customer. For example, a customer who loves baseball receives a VDP postcard with an image of their favorite baseball player. The postcard is effective, because the customer is more likely to read what is on it. An example of an ineffective VDP piece would be to mail a postcard to the same customer with an image of a soccer player. If the customer has no interest in soccer, then he or she may or may not pay attention to the postcard. The idea is to add value to the customer through the ability to relate to them. Personalization allows a company to relate, communicate, and possibly start a relationship with a prospective customer and to maintain a relationship with their current customers. A prospect that is converted to a customer can then be converted to a loyal customer. Companies want to create loyal customers, and variable data printing can help gain these types of customers, along with quality work and service.

Another benefit is the increase in the response rate and response time. Because personalization catches the attention of the consumer, the response rate of a mail campaign increases. Personalization also increases the response time, because the mailed piece has an effect on the consumer. This effect causes the consumer to respond quicker. A mailed piece that is not eye-catching may be put down and forgotten until a later time, so it may take weeks before a response is received.

The Consumer
The consumer is the most important aspect of variable data printing. In order for the campaign to be successful, the company must have all the necessary data about the customer. Data is important anytime a product campaign is beginning. If the company does not know their prospects or customers, they may lose them or fail to realize they are targeting the wrong people. Every product is not for every person so getting to know what your target consumer wants, expects, and enjoys is important. For example, selling dog treats to a person who has a cat will not be successful. The consumer has no use for what is being sold to them, so it is important to know the target consumers before starting a campaign. Marketing research is often the tool used to gain knowledge about the consumer; it is also the second step in a marketing plan. An example of how marketing is used to learn about consumers through surveys. Surveys that have an incentive attached to them for completion usually have high response rates, because the consumer perceives value for completing the survey. Once the target consumer has been found, the data needed for a campaign can be used. This data is what becomes variable. The data gained from research will go in a database, and this is where the data will be pulled for the variable pieces. An example of a variable element would be age. Age could determine what type of message is sent out to a certain age group.

Integration
Variable data printing can be combined with other platforms – such as PURLS, email blasts, and QR codes; all three platforms are considered marketing tools. Many people have found the benefit of combining all of these platforms in order to have a successful campaign. Email blasts and PURLS allow a company to find out information about their consumer. An email blasts usually doesn’t contain much personalization, but it can. The bulk of the personalization would be seen in a PURL. A PURL is a personalized universal resource location. In short, it is a landing page. It is also where most of the knowledge about the consumer will be gained. The email blasts will contain a PURL, which will lead the consumer to a personalized page. The PURL is where a company can gain information about the consumer through the requested information. The QR code can be added to a mailed piece. It works like an email blasts. It directs the consumer to a website. The integration of these three platforms can help a campaign.