UNIVERSITY INSTITUTE OF INDUSTRIAL TECHNOLOGY

RODOLFO LOERO ARISMENDI

I.U.T.I.R.L.A
GUYANA EXTENSION
PUERTO ORDAZ HEADQUARTERS

GRAPHIC DESIGN
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CREATION OF ADVERTISING THROUGH PRINT MEDIA
FOR THE INHABITABLE CARONI LOCATED IN PUERTO ORDAZ-STATE.
BOLIVAR
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DONE BY: TUTOR
ACADEMIC:
Br. Erick Rojas Jessica Rondón

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Special Internship Report Presented to IUTIRLA as a partial requirement to opt for
the title of Higher University Technician in the Specialty of Industrial Management

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Ciudad Guayana, October 2012
GENERAL INDEX
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Content
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List of Statistical Tables and Graphs
Dedication
Acknowledgment
Descriptive synthesis
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CHAPTER I

COMPANY REFERENCES

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Historical Review
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Companydescprioitn..
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Productive Sector
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 Market Type
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-Mission..................................................
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Vision
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-Objectives....................................
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-Functions……………………………………
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General Organizational Structure

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Department where the internship took place………………

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-Objectives………………………………………………..
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Functions
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Specific Organizational Structure

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 CHAPTER II

THEORETICAL-METHODOLOGICAL CONSIDERATIONS

Probelmsatetmen…
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Objectives...
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-General
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-Specifics............................................. 15

Theoretical Foundations 16

Basic Terms 39

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CHAPTER III

ACTIVITIES CARRIED OUT

Conclusions 44

Recommendations 45

References 46

Annexes 47

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DESCRIPTIVE SYNTHESIS
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ERICK EDUARDO, ROJAS GUZMAN, Preparation of advertising through media
printed materials for INVIHABITAT Caroní Located in Puerto Ordaz-Edo. Bolívar.
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November 2012
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The purpose of this internship report was primarily the creation of advertising.
through printed media for INVIHABITAT Caroní located in Puerto Ordaz-State.
Bolívar. The report was structured into three chapters, which indicate the different stages of
execution. The first chapter is based on the general aspects of the company,
location, mission, vision, organizational structure, job descriptions among others.
The second chapter consists of the problem statement, the general objectives.
and specific and the theoretical foundations subsequently in the third chapter of the
description of the specific objectives, conditions, and recommendations in order to
establish the results obtained and propose alternatives that generate solutions.

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CHAPTER I
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Corporate Name or Trade Name
INVIHABITAT CARONI
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Historical review of the company.
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The Housing and Habitat Institute of the Caroní Municipality (INVIHABITAT
CARONI) was created on the sixteenth (16th) of March in the year two thousand two.

(2002), through municipal ordinance N° 119-2000. Founded with the

purpose of adapting the housing and habitat service of the Mayor's Office of
Caroní, to the new demands and conceptions in the field of
human settlements; Allowing local government to have a
housing service with the following characteristics greater autonomy
administrative and functional, greater capacity to attract resources,
greater capacity for program execution. It has a comprehensive approach
that relates the housing problem to the fight against poverty,
unsustainable development and actions against the qualitative deficit of
housing.
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Company Description

Productive Sector:
The Invihabitat is an institute located in the tertiary sector dedicated to,
to offer services to society, to people, and to businesses.
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Market Type

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The Invihabitat is located within a competitive market. This
provides services to citizens along with other institutions.
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Mission:
Contribute to the promotion, development, and financing of programs for
the solution to the housing deficit both in urban and rural areas,
seek the comprehensive development of single-family programs and
multifamily units, especially benefiting low-income families
resources and create the physical and environmental conditions for the promotion of
autonomous local development.

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Vision:
Be the entity of the local government that promotes urban development, the
urban planning the regularization of land tenure and the
community and intracommunity organization.
INVHABITAT CARONI facilitates access and enjoyment for the population to a
true social justice expressed in the provision and promotion of
health services, education, culture and sports, recreation, sanitation
comprehensive security, housing, information and the development of participation
citizen, assuming co-responsibility in the exercise of government.
To contribute to social balance, the following have been developed
programs and activities that effectively contribute to promoting
improvements in communities of the municipality prioritizing inclusion of
depressed sectors in terms of services and housing.
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Objectives:
Basic aspects of the existence of the business.
The main objective is to design, manage, coordinate, and execute the
housing and habitat policies in the municipality, in accordance with

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established in the constitution of the Bolivarian Republic of Venezuela,
the laws, the policies formulated by the national, regional executive
municipal; they will contribute to the promotion, development, and financing of
programs for the solution of the deficit.
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Functions:
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• Construction of affordable housing, carrying out the operations
necessary to recommend, rehabilitate, and expand housing.
• Transfer the constructed housing to public or private entities
for its alienation or administration.
• Promote the organization of families and citizens, generating
the most favorable conditions for their leading participation
direct.
• Promote self-construction programs for popular housing
and granting of credit individually to the representative of
family group or collectively to the organized community or
intercommunal organizations.
• Promote policies and programs to address and resolve the
problems of spontaneous human settlements.
• Grants credits for the acquisition of construction materials and
cancellation of labor.
• Make the purchase of construction materials in the country or abroad
to fulfill the institute's objectives.
• Promote the implementation of housing programs through
cooperatives, savings bank, trade associations and other forms
of social organization.
• Celebrate contracts with public or private entities for the purpose of
obtain the necessary financing for construction,

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 acquisition or transfer of popular housing, in accordance with the
legal provisions that govern the matter.
• Acquire goods for the use of the institute, which may be sold or
record, when I deem it appropriate according to the provision
laws that govern the matter.
• Request the donation of public entities' lands and
restricted for the purposes set forth in paragraph (a), in which case it may
to fund the payments for popular housing developments as well as the
development of other housing programs.
• Execute trust operations with public organizations and
privates that are related to the objective of the institute.
• Develop research programs and technological support to
through the agreement with the universities of the country, especially
those from the region and with the professional colleges related to the
housing matter.
• In general, to carry out all those acts that are necessary to
fulfill the purpose of the institution.
• Celebrate agreements with public or private entities to carry out
urban development.
• Build or hire the construction of service infrastructure and
essential urban planning for equipment and consolidation
integral of neighborhoods.

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General Organizational Structure

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Board of Directors

Citizen Participation Council

General Manager

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 Housing Program Manager

Promotion Unit Strengthening Unit

! Unit of
Optimization
New Unit
Projects
for participation
Citizenship and Assistance
Institutional and Support
Administrative

! Residential Immediate

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Board of Directors
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The Board of Directors is the highest executive body of an Institution, it is
the body that sets the policies and guidelines of the institution. Its
The main function is to ensure that the objectives are achieved. He is the only one who

approve the determinations in the Institution in partnership with the staff.

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General Manager

Commonly, the term general manager refers to any

executive who has the general responsibility to manage the
elements ofincomeycostsfrom the institution. This means that the
The general manager usually oversees all functions of
marketing andsalesfrom the institution, as well as the operations of the day to

day. Frequently, the general manager is also responsible for

lead and coordinate the functions of strategic planning.

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Housing Program Director

The housing program manager supervises the purpose and the

status of all projects in the program and can use this control

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to support the project at the activity level to ensure the objectives
program details may be subject to being known, possibly
providing a decision-making capability that cannot be
reached at the project level or providing the Project Manager
with a program perspective when necessary, or as a box of
resonance for ideas and approaches to problem-solving
of the project that have impacts of the program.

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Unit for the Promotion of Citizen Participation and Assistance
Immediate
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Unit that is part of Invihabitat which is made up of spokespersons or
delegates authorized to unions and public or private institutions
related to housing, urban planning and
human settlements, duly registered annually in the
inventory of organizations that include the institute.

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New Projects Unit

It refers to the set of people and resources for preparation,

accompaniment and evaluation of the projects that have just emerged,
of being formed or being made.

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Housing optimization unit

It is the group of people and resources, which seeks to adapt the

social programs to carry out their tasks in the quickest way
possible, related to the unmet housing needs.

Institutional Strengthening and Administrative Support Unit

It is the group of people and means aimed at modernizing and optimizing.

the institutional capacity of provincial and municipal agencies and

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communal. They are also responsible for the functioning
administrative, the parts office and the secretary of the regional directorate.

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Analysis of the General Organizational Structure
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The INVIHABITAT has a vertical structure, which is quite common.
and frequently used since the units move according to their Hierarchy
from top to bottom in a descending hierarchical gradation.
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The purpose of this organizational chart is to represent the division of functions;

hierarchical levels; lines of authority and responsibility; channels

formal communication; the leaders of each group of employees, and
relationships between the positions and departments of INVIHABITAT.

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Department Where the Internship Took Place

Social area.

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Objectives

The main objective of the social area department is to benefit

those low-income families and ensure an effective policy of
justice and social inclusion.

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Functions

• To contribute to the promotion, development, and financing of programs

for the solution of quantitative and qualitative housing deficit,
both in the rural and urban areas of the municipality.

• Seek the comprehensive development of family programs and

multifamily housing that includes the basic infrastructure and services and
aim to promote the sustainable development of the

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 human settlements, to urban planning and to
land regularization and community organization
intra-community (New development programs).

• Especially benefit low-income families,

subjects of special protection by the state, promoting
that you, in particular or organized form, access the policies
social, acquisition of housing assistance, provision of land and
credit for construction through the programs: replacement
from ranch to housing (SUVI Program) and expansion and improvement of
housing (AMVI Program).

• Create the physical and environmental conditions for the promotion of

autonomous, humanistic, and sustainable local development deepening in
the formation of identity with the notion of place, the organization
cooperative and ecological culture.

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Specific Organizational Structure

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Social!Area

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Programs
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SUVI AMVI New

Developments
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Social Area

He is the developer of the different social programs, which through

the design of activities and programs that contribute to development of
the communities.

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SUVI

Social program that consists of the implant (construction) of a

housing on a land where a ranch previously existed, for the
there must have previously been a request from the beneficiary to the institute
that the technical inspection of the land generates and thus determines that it is not

a risky place.

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AMVI

It is a social program that allows the granting of credits to

people who already own a home, but require improvements to the
habitat conditions of it. This consists of a loan in
construction materials, in which beneficiaries are granted a
dispatch order for the withdrawal of materials at a chosen hardware store
previously by the institution through a pre-selection based on a
price analysis of various budgets.

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New Developments

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Program aimed at developing new urbanisms. It covers the
construction of all public services, such as housing. This is
develops in areas previously assigned to the institution and is achieved
through resource management before the central government.

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Analysis of the Specific Organizational Structure

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In the social area, it has a vertical structure, here is the representation.
chart of the hierarchical relationships existing between the departments
that make it up.

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CHAPTER II

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THEORETICAL-METHODOLOGICAL CONSIDERATIONS

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Problem statement

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The Invihabitat has represented an improvement in housing policy since it
it is important to adapt the housing and habitat service of the Mayor's Office
from Caroní, first of all, the aspects that have been addressed regarding the
new demands and conceptions regarding settlements
humans; allowing the local government to have a housing service
with the following characteristics greater administrative autonomy and
functional, finally, offers citizens greater capacity of
resource mobilization, greater capacity to execute programs.

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The advertising of an institution is the basis of how it is perceived.
institution, both internally and externally. When it is not given
importance of advertising the institution, because they only see it
on the negative side and they think (That's just wasted money) but this is not
thus. The most important factor that should not be ignored is that the best
A way to get known is through advertising, whether on TV or...
radio, on billboards, and on the great Internet.

But each medium is chosen according to the product that one wants to promote.
to achieve a good result.

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Without advertising, only the people who pass in front of the establishment where
The institute is located, you will know it exists, and perhaps they will come in to see what it is about.

it's about, but at least with a single advertising banner, it can be given to
to get to know your company and the services it offers to its clients.

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Considering the lack of printed materials, the people who usually go to the
institute, often they are not very informed about what is offered here, the
What is inadequate for the institution, it would be wise to have
brochures, posters, business cards since the need arises to

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to get to know the institution, especially if it is a public entity that
provides services to the population.

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Due to this issue, it affects the institution in terms of image.
internal and external, based on the above, would remain partial and incomplete. It would

it manages to identify that the institution does not have any kind of media
printed to inform the citizen about the institution.

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Objectives

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General objective

CREATION OF ADVERTISING THROUGH PRINT MEDIA

FOR THE INHABITAT CARONI LOCATED IN PUERTO ORDAZ-STATE.
BOLIVAR

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Specific objectives

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• Establish typography to be used

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• Layout the designs of brochures and posters

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• Select the images

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Theoretical Foundations

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Graphic Design

According [Link] design is:

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Graphic design is a discipline and profession that aims to conceive and
project messages through the image. Graphic design is called
also 'of visual communication' and this is so since it entails a
intimate relationship with communication as a theoretical science and discipline

graphic. Graphic design is understood as the practice of development and

execution of visual messages that include informative aspects,
stylistic, identity, persuasive, technological, productive and of
innovation.

Starting from a common theoretical basis, graphic design can

to be found in various areas. For example, design
advertising (which involves the creation of graphic and audiovisual ads
for the sale of products), editorial design (for magazines and
graphic publications such as books), identity design
corporate (development of an identity through image for a
brand or company, for example, with the creation of a logotype), the
multimedia and web design (or design through computing and the Internet), the
packaging design (creation of container pieces for products)
commercials), typographic design (related to writing), signage and
signage (design for internal and external spaces that require
notices or informative signs) and others.

History

The history of graphic design is difficult to determine, as it can

to talk about design whenever one is foundmanifestationgraphic
of different kinds. However, certain theorists understand that for
graphic design must have a certain application
of an industrial model that responds to a productive need,
informative, symbolic, etc. Some consider that this practice
it originated with the cave paintings created in the Paleolithic and others
They believe it began with the birth of written language.
Theinterpretationgraphic design in modernity is for many
linked to the interwar period in the 20th century.

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The products of graphic design are also numerous and among them
we can count labels (ofsecurity, enveloping, hanging,
decorative, identifying), packaging (rigid, flexible, plastic, of
glass or aluminum), editorial (posters, flyers or brochures, books, newspapers,
magazines, catalogs), signage (traffic and danger signs, of
transportation and in public and private spaces), signage (informative or
advertising), corporate (brands, isologotype, stationery, accessories and
clothing), brochures (diplomas, triptychs, advertising, tourist,
educational), typographic (in serif or sans serif fonts, gothic, of
fantasy, formal or informal, educational or playful), instruments
(technological devices and gadgets), infographic (organization of
information with graphics for maps, forms, and others.
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Contemporary graphic design makes use of various software.
IT specialists for the execution of their products. The most well-known are
Adobe Photoshop and Illustrator, as well as InDesign and Dreamweaver, Corel
Draw, QuarkXPress and many more. These programs enable the creation
and modification of images virtually that can then be taken to the
printing or multimedia.
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Design Elements

According to [Link], elements of design are:

A designer (regardless of their field) can create designs without

any knowledge of the subject, whether due to personal liking or by its
sensitivity to visual creation (talent) however knowing about these
principles will make you a better designer.

Just as verbal language can be decomposed into various

units of different meaning, we also have a non-verbal language,
visual, which can constitute an alphabet of meaning. That is, that the

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images could be decomposed into units of meaning more
small depending on some of its components: color, line...
!The basic elements are: the point, the line, the plane, the contour,
the texture and the color. Each one has different characteristics, which makes them
allows to perform specific functions within the composition.
!The point
!It is the minimum unit of visual communication, the graphic element.
fundamental and therefore the most important and can intensify its value
through color, size, and position in the plane. It is not necessary
that the point is graphically represented to gain strength, since in
any figure its geometric center can constitute the center of
attention.
The point is defined by its color, dimension, and above all by the
dynamism that can reflect depending on where we place it within
of the plane. When we see several points within a certain
composition, by the principle of grouping, we can construct shapes,
contours, tone or color (like the halftone images created with
point meshes for its composition.
Characteristics of the point:

!• It has a strong attraction power when found alone.

!• It can produce a feeling of tension when another point is added.
they build a directional vector.
!• This leads to the creation of other concepts like color when
several points appear in the same visual field.
!The line
!It is used to connect two points in space. We can define it as the
union or approximation of several points. It almost always generates dynamism and

define directionally the composition in which we insert it. Its

presence creates tension in the space where we place it and affects the

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different elements that coexist with it. It can also be defined
like a point in motion or like the history of the movement of a
point, therefore it has enormous energy, it is never static and is the
basic visual element of the sketch.
In addition, the line separates planes, allowing for the creation of different levels and

volumes. The line can have multiple meanings and different forms
of expressions, from the formation of figures to other meanings
as action, direction, movement, stability... depending on their
different thicknesses or values will also vary its meaning. It is one of the
most used graphic elements, as they define and delimit the
different areas of our composition, also leads the direction of
reading within a composition, causing the viewer to observe the
suitable place.
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It is an indispensable element in the graphic space, both for the
materialization and representation of ideas, as for notation. It has,
in graphic design, the same importance as the letter in the text. The
elements of the line that we can analyze and perceive most easily
thickness, length, direction with respect to the page, shape
(straight or curved), the color and the quantity. The constancy and the variability

affect the set of the aforementioned dimensions, although they also

they can refer to the distinction between the continuous line and the dotted line
or the nature of the edges (irregular or smooth). Color and values, shape
and quantity are also variables in the use of the stroke.

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The outline

We talk about contour when the line stroke connects at the same point.
point. In the terminology of the visual arts, it is said that the line articulates
the complexity of the contour. When the line closes a certain
space creates a tension between space and its limits and it is then
when the line has a great power of attraction. The characteristic

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the main aspect of the contour is that they are static or dynamic depending on the

use given to them or of the different directions that it adopts.

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The most general forms of design derived from the principles
basics of verticality, horizontality, center and inclination, are the circle,
the rectangle and the equilateral triangle. Each of them has its own character
specific and are attributed different meanings. The contours
The basics, therefore, are these three:

!1. The circle: It is a continuously curved figure whose perimeter

equidistant at all its points from the center. It represents both the area that
covers, like the rotation movement that produces it. This contour
it has great symbolic value especially its center. And it can have
diferentes significaciones: protección, inestabilidad, totalidad, infinitud,
warmth, closed... Its directionality is the curve and its projection
Three-dimensional sphere. The modifications are the oval and the ovoid.
!-2. The square: It is a shape with four sides and right angles.
exactly the same in their corners and sides that have exactly the
same length. It is a stable figure of a permanent nature (even
when it is modified by lengthening or shortening its sides). It is associated with ideas
of stability, permanence, clumsiness, honesty, integrity, diligence and
balance. Its directionality is vertical and horizontal and its projection
three-dimensional, the cube in the case of the square and the parallelepiped in the
rectangle case.
!-3. The triangle: Equilateral is a figure with three sides whose angles and
sides are all equal. It is also a stable figure, with three points of
support, one at each vertex, although not as static as the square. Its
Directionality is the diagonal and its three-dimensional projection is the tetrahedron.
It can have a strong sense of verticality as long as it
let's represent it by the base. They are associated with meanings of action, conflict.
and tension.
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The address

• The square expresses the horizontal and the vertical: which constitutes the
primary reference regarding balance and well-being both
psychologically for man as well as for all those things that
are built.
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• The triangle the diagonal: it also refers to stability, but
in the opposite direction since the diagonal is the most directional force
unstable and provocative. Its significance is threatening and subversive.
!• And the circle the curve: The curved directional forces have
meanings associated with framing, repetition, and heat.
!The plane, texture, scale, dimension, movement, and color:
!• The plan: allows to fragment and divide the space, in this way
we can delineate and classify the different areas of our
composition.
!• The texture: It consists of the modification or variation of the surface of
the materials used, whether in a visual or tactile way. It serves
often to visually express the qualities of another
meaning, the touch. "When there is a real texture, they coexist
tactile and optical qualities, not like with the tone and the color that are
they unify into a comparable and uniform value, but separately and
specifically, allowing an individual feeling to the eye and to the
dude, even if we project both feelings into a meaning
strongly associative
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La textura

!Nevertheless, most of our textural experience is optical, not

tactile. Much of what we perceive as texture is painted, photographed,
filmed... simulating a substance that is really not present. It is a
this occurs in nature as well, since many animals
they adopt or have the appearance of their surroundings to defend themselves against the

enemies blend in with the texture of context.

!• Scale: All visual elements have the ability to modify.
and define each other, this is what we call scale. The
we will see later.
!• Dimension: The dimension exists in the real world. We can not only
feel it, but to see it through binocular stereoscopic vision. In
two-dimensional representations are simulated using the technique of
the perspective. Perspective uses line and formulas and rules
exact measures to create volumetric effects and try to represent the
reality.

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The photograph is dominated by perspective. The lens has properties.
similar to those of the eye except that it has peripheral vision
much wider and that the camera tries to emulate through the
objectives of fish eye lenses.
!• Movement: It is one of the visual elements that implies and endows with
more strength. It is really only implied in certain elements,
although there are techniques capable of deceiving the eye. The impression of
movement in those static visual expressions is more difficult
to achieve, but it ultimately derives from our experience of
movement of reality.
The physiological phenomenon of 'persistence of vision' allows us to
let's see movement where there is none. Cinema is based on this phenomenon and
gets, through different static images with subtle
differences and at appropriate time intervals (28 images per
secondly), the illusion or effect of movement. In the process of vision not
there is too much rest, the eye constantly scrutinizes everything that
he stands before him and observes characteristics such as tensions and rhythms
composites drawing conclusions from "movement".
!• Color: It is one of the fundamental and most evident elements of
design and the one that can print more character and dynamism to the
elements that are applied.
As it is a broad and complex element, it needs a different section.
what we will cover in the next topic.
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Digital Tools

Over the last decade, the process has completely changed.

editorial production, and how texts and graphics are prepared that
they constitute printed or digital publications. Digital systems
have been fully imposed. The programs that are the essence of the
self-publishing or digital composition of documents are:

Adobe Photoshop

According [Link] Photoshop is:

It is an application for creating, editing, and retouching images. It is

developed by the company Adobe Systems. It was originally released
for Apple computers, but then jumped to the Windows platform.

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This program has become very popular, even outside the scope
computer scientist, even coming to use the word "photoshop" to make
reference to a photo that has been digitally retouched. In fact, it has
arrived at using the word 'photoshop' as a verb: to photoshop
The native formats of Photoshop are PSD and
PDD, which stores layers, channels, guides, and in any color mode.
Then Photoshop also supports other formats like PostScript, EPS,
DCS, BMP,GIF,JPEG, PICT,PIFF,PNG, PDF,IFF,PCX, RAW, TGA,
Scitex CT, Filmstrip, FlashPix.

History

The program began to be written for Macintosh in 1987 by Thomas.

Knoll, a student at the University of Michigan, with the aim of
display grayscale images on monochrome screens. This
The program, called Display, caught the attention of his brother John.
Knoll, an employee of Industrial Light & Magic, who recommended to convert it.
in a complete image editor.

For his work, Thomas took a six-month break from his

studies in 1988 and, along with his brother, created the ImagePro program.
Finally that same year Thomas renamed the program Photoshop,
reaching an agreement with Barneyscan scanner manufacturers to
that distribute this program with their devices. Just about 200
copies of the program were distributed in this manner.

Meanwhile, John traveled to Silicon Valley and showed his program to

Apple Computer engineers and Russell Brown, art director of
Adobe. Both were interested and purchased the license for
distribute it in September 1988.

John stayed in California developing plugins, while Thomas

remained in Ann Arbor writing the program code. Photoshop
1.0 was released in 1990 for Macintosh.

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!
File Formats

BMP (Windows BitMap): Format developed by Microsoft. Offers

good quality because there is no type of compression and how
As a consequence, the weight of the images is quite high. It accepts all.
the depths of color.
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TIFF (Tagged Image Format File): It is a format that has become in
a de facto standard. It was created in 1986 by Aldus and Microsoft. It offers
a lossless compression, it's quite heavy but it's a very
compatible.

GIF (Graphic Image File Format): Format developed in 1987 by

Compuserve with the intention of solving the exchange problem of
images between different platforms. Offers lossless compression
but with a depth limited to a maximum of 8 bits. This allows
that their images are very lightweight and ideal for the web environment.

PNG (Portable Network Graphics): Format developed by Macromedia

with the aim of surpassing the mentioned GIF. Offers a compression
without losses a 10% higher than the GIF. Moreover, unlike this
Finally, PNG has no limitations on color depth.
despite being approved by the W3C (World Wide Web Consortium)
some of the oldest browsers do not recognize that format and
this is an obstacle to promoting its spread on the Internet. Authors
as Antonio Hernández considers it the format of the future for its
high quality compression and its royalty-free use.

JPEG (Joint Photographic Experts Group): Popular format developed

by a group of photography experts belonging to the ISO
(International Standard Organization) and the CCITT (Consultative Committee Of
International Telephone and Telegraph). It can reach to offer levels of
very high compression. The level of compression is configurable but at

26
greater compression less definition. It is one of the most
used on the Internet, to the point of having become standard
de facto on the network. Sometimes it is abbreviated with the JPG extension for

ensure its compatibility with all operating systems. Supports

up to 24 bits of depth.

RAW (in English 'raw'): Uncompressed graphic format. We find it

especially in digital reflex cameras and offers the advantage that
it contains all the data of the image as it has been captured
in the CCD or CMOS sensor. In this sense, it is also known as
the negative of the digital age. Due to the large amount of data that
keeping images takes up a lot of space.

HD Photo: New format from the company Microsoft introduced in 2006 and
created with the intention of replacing the "traditional" JPEG. It seems to be
that offers double the compression at the same file size and
allows to store up to 32 bits of information for each color channel.
Microsoft claims that it uses a specific algorithm that reduces the
degradation caused by compression and allowing to maintain
higher quality images. It also includes the option to save
images with lossless compression. This format is on its way
to be sent to the International Organization for Standardization (ISO).

!
GIMP

According [Link], Adobe GIMP is:

GIMP (GNU Image Manipulation Program) is aeditorfree

ofrasterized [Link] is especially used as a touch-up artist and
image editor. Comparatively speaking, it's like a version
free ofPhotoshopIt is freely available for multiple systems
operational likeWindowsMac OS [Link] is a very comprehensive
tool for retouching, editing, cropping, resizing, converting
formats, etc. It also allows for creationGI animationsF.

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History

GIMP originally stood for General Image Manipulation Program. It

started to be created in 1995 by Spencer Kimball and Peter Mattis, as
project at the University of California. It was publicly launched in
January 1996 version 0.54, for systemsUNIXIn 1997, GIMP became
returned part of the projectGNUand its name has now changed in meaning:
GNU Image Manipulation Program. It is currently maintained and
updated by volunteers under the auspices of the [Link]
In 1997, with version 1.1, support for Windows was launched. Version 2.0
was released in March 2004, starting to use the GTK graphic toolkit
+ 2.x. Version 2.6 was released in October 2008.

!
Logo

According [Link] logo is:

Colloquially known as a logo, it is that distinctive or

emblem formed from letters, abbreviations, among the alternatives
most common, peculiar and particular of a company, product or brand
determined. Usually, the logo includes some symbol that allows for
the observers immediately associate it with the brand,
company or product in question.

Meanwhile, the logo is not a new issue of modernity, but

quite the opposite, as it is a rather old practice,
for example, in ancient times, craftsmen marked the works they had created.
create with a logo and also the logo type was
atoolwidely used by monarchs to cross
legal documents, through a handcrafted personal logo,
or through a seal, they left their imprint on the documents.
!
Among the requirements that a logo must meet to achieve the
previously mentioned objective is that just by looking at it the

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we people know that it is such or such company, brand, or product,
the following are counted: legible (in any of the sizes that the
itself present), reproducible (regardless of the conditions of
material type), scalable (to the desired size), distinguishable (never
it must give rise to misunderstandings or confusion among those who observe it, it is

to say, it must be clear) and memorable (to be striking so that it cannot be

easily forgotten). It is worth noting that it is common for the term to
used interchangeably to refer to these others
concepts: isotipo (icon or visual sign) and isologo (a combination of
isotype and logo.

!
Printed Media

Print media marketing can be presented in several

different formats. Two of the most popular include newspapers and
magazines, although essentially "print media" is any type of
tangible material that contains information of some kind about your business.

Origins

The origin of printing has been highly controversial among several

authors since some authors say that Gutenberg was the one who invented the
printing, and there are others who say that in no way can it be
attribute the invention of the printing press, since its principles already
They were exploited prior to their discoveries. Already at the beginning
In the 15th century, playing cards and prints with religious themes were printed,

through the application of a carved wooden plate and

smeared with greasy ink, on paper or parchment. This
printing procedure, xylography, was originated in the extremity
East, China or Korea, and entered Europe through Italy. It also
he says that it was not Gutenberg's merit either to compose texts with
movable type, that is, the production of letters or symbols
individuals. This practice arose in a natural way, through the

29
need to introduce corrections in the texts of the plates
xilographic, since it was necessary to extract the letter to be replaced and replace it
for a small locker or wooden die that bore a relief engraving of the
new character.

The true merit of Gutenberg was perfecting these techniques until

to obtain a typographic procedure that has remained almost without
changes until the early measures of the 20th century. To this end, it proceeded to

replace wood with metal, manufacturing casting molds capable

to reproduce metallic types sufficiently regular so as to
allow the composition of texts. It was this invention, the printing
typography with movable metal types, which gave rise to the modern book.

The invention of the printing press with movable type, the work of
German Johannes Gutenberg is one of the great milestones in the history of
culture. The possibility of producing multiple copies of
books facilitated access for a larger number of people all over the
world to written knowledge and led to radical transformations in the
politics, religion, and the arts.

The impact of the invention of the printing press was tremendous. The production of

books during the first fifty years after the decisive

Gutenberg's contribution was, almost certainly, greater than in the
a thousand previous years.

!
Gutenberg's printing press caused a true revolution in the
Culture. Written knowledge ceased to be the property of an elite and spread.
to large segments of the population. Writing began to replace the
oral tradition as a privileged way to transmit knowledge, to the
because print publications, such as books or newspapers, are
they generalized. At the beginning of the 20th century, printed writing was already the

the predominant medium in the West for the dissemination of knowledge. In addition to

its enormous significance for religion, politics, and the arts in general,

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was this a technological advance that facilitated all the others that followed

they continued.
Gutenberg, in his work as a printer, created his famousincunableCatholicon,
from Juan Balbu of Janna. A few years later, he printed sheets on both
faces and calendars for the year1448Moreover, along with his friend Fust
they edited some little books andsackof indulgence and in particular, that one

monument of primitive printing, theBibleof the 42 lines, in two

double folio volumes, of 324 and 319 pages respectively, with
blank spaces to later paint the initial letters by hand, the
allegories and vignettes that would colorfully illustrate each of the pages
from the Bible.

According to the statements of various witnesses, it turns out that, while in

appearance manufactured mirrors, Gutenberg made use of all the
instruments, materials, and tools necessary for the secret
printing: lead, presses, crucibles, etc., under the supposed pretext of
to make small ones with wooden xilographic plates
Latin devotionals titled Speculumque were manufactured in Holland.
and Germany with the titles of Speculum, Speculum humanae salvationis,
Mirror of human life, Mirror of salvation, etc. But some declared
that under the pretext of printing mirrors, "Gutenberg, for nearly
three years, I had earned about 100 florins in the printing business.

On the other hand, sinceHungaryit would be the first kingdom to receive

toRenaissancein Europe after Italy, and in this way under the reign
ofMatthias CorvinusIn the 16th century, the first printing press would be inaugurated.

Hungarian in1472. Andrés Hess would be called to Hungary from Italy,

who using the Gutenberg system would organize the Hungarian printing press and
I would publish two works: Chronicle of the Hungarians (The chronicle of the

Hungarians), and the Magnus Basilius: On Legendary Poets - Xenophon: Apology

Socrates (of classical Greek works in a single volume).

Years later and towards1500the social situation changed inGermanyy

a civil war caused that inMainzthe printers fled to avoid

31
to fall into the war. It cost the printers a lot to keep the
secret and the printing workshops spread throughout Europe.

The printing press is known in America once the conquest is completed.

Spanish. The first printed work in theNew Spainscale
spiritual to ascend to the Heaven of Saint John Climacusin 1532.

This is how the greatest impact of printing on culture began.

humanity. The written word could now reach any corner,
people could have access to more books and start to worry about
teach their children to read. Ideas crossed borders and the art of the
typography was the means of disseminating them. At the end of the19th centuryit

perfected the process, thanks to the invention of1885from thelinotype,

forOttmar Mergenthaler.

!
Books, incunabula, illustrated editions with wood engravings: the
improvements in printing techniques and materials led over four
centuries the words around the world. Typography evolved and
he created masterpieces in the design and structures of books and
special printed editions. Currently, printing techniques in
quality and volume have improved impressively, some due to
computer medium, forgetting about the typographic art that many
typographers of the world resist change.

!
Few inventions have had as much influence on human beings as the
creation of the printing press, that ancient art which, if linked to a work in
the work of the typographer and the written work of a good author provides a
complete work of art, ready to move in literary and aesthetic beauty
typography to the reader, the first and last purpose of printing.

!The printing in electronics

The new onesmediathey appeared at a moment of a
accelerated change and faster communications and were the response

32
to the greatest demand for information and entertainment. The new
systems and structures never completely erase the previous ones but instead
overlap. Thus, the new storage techniques and
information retrieval has relied on printing media
in this field to regroup and find new placements, to
more specialized character menudo.

The audiovisual revolution has been witnessed amid a flood of

printed promotional material. All of this has brought changes that
affect thebookfor example, the conventional composition is now so
a face that only justifies itself in very large throws, but there is a
a wide variety of more economical printing methods, such as
thephotocopyand theelectrostatic duplication.

!
Digital printing
New horizons were unveiled with the arrival of digital printing.
The time savings and costs offered by the new techniques
digital ones also apply to the publishing industry which benefits from the
speed and broad possibilities that digital printing offers:

▪ optimized investment: one of the biggest problems in the industry

The editorial is that if the print run of a book is not profitable, that
the book will never be published. Now with digital printing, also the
short draws can be profitable, allowing for greater
publication democracy
!
▪ reprint: this means that it will not only be possible to obtain a cost
very low in the case of new prints, but also for
print on demand. This allows for a further advantage
productive: produce fewer books to save costs and publish others
in the supposed case that I sell.
!
▪ In addition to the direct advantages, digital printing opens up a
new world: thanks to her it is possible to send orders by mail
electronic, print online, copy texts in a matter of seconds,
make quick communications and use universal formats such as
thePDF.
!
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!
Color Psychology

According to [Link], Color psychology is:

It is a field of study aimed at analyzing the effect ofcolorin

the perception and theconducthuman. From the point of view

strictly medical, it is still an immature science in the current

principal of thepsychologycontemporary, taking into account that many
techniques affiliated with this field can be categorized within the scope
of alternative medicine.

However, in a broader sense, the study of perception of the

colors are a common consideration in architectural design,
thefashion, thesignageand the artadvertising.

!
Origins
Although color psychology also had an impact on psychology
human since ancient times, a circumstance that was expressed and
symbolically synthesized. Among many examples, in ancient China
the points represented by the colors blue, red, white, and black,
reserving yellow for the center. (Thus, yellow was
traditionally the color of the Chinese Empire.

!
Similarly, the Mayans of Central America related East, South,
West and North with the colors red, yellow, black, and white
respectively. In Europe, alchemists associated colors with
characteristics of the materials they used, for example red for the
sulfur, white for mercury and green for acids or solvents.

!
Fundamentals of the psychology of color

The precursor of color psychology, however, was the poet and

scientificGermanJohann Wolfgang von Goethe(1749-1832) who in his

34
the treaty "Theory of Color" opposed the merely physical view of
Newton proposing that color actually also depends on
our perception, in which the brain is involved and the
mechanisms of the sense of sight. According to Goethe's theory,
What we see from an object does not depend solely on the matter; neither does it

of light according to Newton, but it also involves a third

condition that is our perception of the object. From here on,
the main problem became the implicit subjectivity in this concept
novel.

!
However, such subjectivity does not lie in Goethe's postulates, but
in the same physical basis of the concept of color, which is our perception
subjective of the different wave frequencies of thelightinside
ofvisible spectrum, impacting on thesubject.

!
Advertising
According [Link] is:
It is the technique aimed at disseminating or informing the public about a good.
or service through the media (television, cinema, radio,
magazines, Internet) with the aim of motivating the audience towards a
certain consumption action. The advertising will inform the consumer about the
potential of a good or service regarding the benefits it presents
and will highlight the differences that set it apart from other brands.

!
Meanwhile and without a doubt, theinvestigationand some disciplines such as being, the
economics, psychology, sociology, theanthropologyand the statistics
turn out to be the best allies of advertising when it comes to
find and develop the most suitable message to propose to the audience
a product or service.
!

35
As we mentioned above, advertising reaches the audience through
of the media, that is, they broadcast the ads in
issue prior to the payment of a counter-performance previously stipulated in
a purchase sales contract between the advertising agency and the media,
broadcasting the announcement at a time also previously set by the
agency with the means and also with the relevant and prior knowledge
from the advertiser. The mentioned contract is called broadcast or transmission.

!
History

Advertising is parallel to the birth of commerce, which is why

we could assert that it is as old as he is.

Where advertising actually appears for the first time, at least everyone.
the evidence suggests this, it is in Classical Greece, where the first
merchants have a nomadic life. In their constant wandering, they arrive
to a city with the possibility of developing the sale of its goods and
they proclaim her, they shout her out, in some way they announce her.

Subsequently, this custom extends to the Roman Empire, where

"Teach" appears that serves to locate a workplace, leisure or
sale. Rome incorporates the Banner and the voice of the town crier the
materiality of the written text: The 'album' and the 'libellus'. The Album is a
bleached surface on which one writes. Sometimes they are
parchments, others papyri, others the whitewashed walls and in
definite, everything smooth and white that served to enumerate and
classify goods, announce circus shows, sale of
slaves and political decisions of the authorities.

The Libellus, predecessor of the poster, is smaller than the Album. A

once the message or communication had been written on it, it was stuck to the
pared. It was normally used to incite sedition or to fight.

In the Middle Ages, the 'town crier' appeared, who was announced with the ringing.

the trumpets, possibly to draw the attention of the people to the

town crier, who conveyed the orders and desires of the nobles. By the

36
on the contrary, at this time the Cartel is in decline, being replaced
by the 'Sign', which differentiated the businesses from one another. It is a

similarity to what we currently know as "logos" of a

company.

With the Renaissance and the emergence of the printing press, advertising goes

taking shape and it is definitely in the 16th century, with the appearance of
the newspapers where advertising takes its seat in a definitive way.
It is believed to have been the 'The Times Handlist', an English newspaper, founded in

1622, where the first proper press advertisement appeared.

It is in the 18th century, when in the struggle for independence the press
accept the support of advertising, which constituted a form of financing
for newspaper editors. Over the years this
the business moves too much money and is of great importance to
to be in the hands of amateurs, appearing at the beginning of the 19th century
advertising agencies that are dedicated to designing, studying, and disseminating

campaigns for their clients.

With the 20th century, advertising reaches its peak.

enhanced with new communication media: Film, Radio,
Television... Offensive advertising appears and in a society
industrialized with great competencies is fertile ground for her,
where every possible means is attempted to capture the attention of the
clients, which forces one to consider a 'professional ethics of the
advertising," in order to prevent it from becoming a battlefield
commercial.

In summary, the constant wandering in Classical Greece helps the

development of sales and advertising appears for the first time. In the
The Roman Empire sees the Album and the Libellus. In the Middle Ages the
the town crier conveyed the orders and desires of the nobles. In the 16th century,
with the appearance of newspapers, advertising takes a seat. During the
In the 18th century, the press accepts advertising support as funding.

37
With the 20th century, advertising reaches its peak, fueled by
the new media of communication.

!
Color Theory

According [Link] of color is:

We will start by saying that color itself does not exist, it is not a
The characteristic of the object is more of a subjective appreciation of ours.
Therefore, we can define it as a sensation that occurs in
response to eye stimulation and its nervous mechanisms, by
the light energy of certain wavelengths.

Color is therefore a fact of vision that results from differences in

perceptions of the eye at different wavelengths that make up what
It is called the 'spectrum' of white light reflected on a sheet of paper.
These visible waves are those whose wavelength is
ranging from 400 to 700 nanometers; beyond this
limits still exist radiations, but they are no longer perceived by
our view.

What happens when we perceive an object of a certain color is

that the surface of that object reflects a part of the spectrum of white light
that receives and absorbs the others. White light is made up of three
basic colors: bright red, green, and violet blue. For example, in the case of
of red color, it absorbs green and blue, and reflects the rest of
the light that is interpreted by our retina as red color. This
the phenomenon was discovered in 1666 by Isaac Newton, who observed that
when a beam of white light passed through a crystal prism, that beam
it was divided into a spectrum of colors identical to that of the rainbow: red,

anaranjado, amarillo, verde, azul, añil y violeta.

In graphic arts, we have two major categories regarding

color, color image and black and white image, in the latter
we can differentiate: - line images. - halftone images: through

38
different types of gray. Likewise, colored images can be divided
in two categories: - solid colors: uniform patches of color. -
degraded, also woven. Color is a basic element when it comes to
to create a visual message.

Often, color is not a simple attribute that covers the shape of

the things in search of reproduced fidelity. Even though, without the
the color the shape remains, often the message is, precisely,
The Color, or what can only be expressed by Color.

Beyond mere identification or association, color can also be

to create experiences. The advertiser represents the product in
your ad through the form, but add the qualities of the color. The
color can become the visual translation of our senses, or
to awaken these through the range of colors used. We will be able to give
sensation of cold, of desirable, of rough, of clean...

Color is present in all aspects of business identity and

of brand. In identity, companies can make color the
main element of your identity using a single color or a palette
of colors as part of their visual identity. If color is used
uniformly in a series of elements of identity, it ends
converting into the company's signature.

Learning to see color and obtain an interpretation of its properties

inherent must be the starting point if we wish to achieve a
effective treatment of this in the various graphic applications that
let's do it. We can establish various color classifications. For
example this classification of "Functional Graphism" (Abraham Moles/ Luc
Janiszewski)

The polychromes, or color range. Composed of diverse colors that

they find their unity in the common saturation of colors.

39
Cameos, or nuances around a main coloring.
There can be as many cameos as there are colors.

Nevertheless, it is important to first distinguish the warm cameo (composed

of tones that revolve around red and orange) of the cold cameo
(composed of tones around cyan blue and green).

The grays, which have varied colors very close to white

(pastel tones) or to black (dark tones) or to gray (broken tones).

The neutrals, which make up a set that is only black and white or
that can comprehend stepped grays.

!
Typography

According totypography is:

Typography turns out to be the art and technique of printing through

relief forms that are called types, which are made of
lead, once inked will be applied to the paper to thus
obtain a print job, whether it is a document, a text, among others
other materials.

The main and primary objective that typography sets is to

achieving, placing the letters, distributing the space and organizing the
types in question, the maximum comprehensibility of the text in question of
part of the reader.

Historical Background

To begin to understand the origin of typography, it is essential,

understand first what writing is and its impact on humanity.

Writing is a system of graphic representation of a language, for

by means of signs engraved or drawn on a surface. It is a method of
human intercommunication that takes place through visual signs
what constitutes a system.

40
The emergence of writing is what gives rise to history, thanks to it.
we can move out of that enigmatic and unknown era that was the pre-
history.

Although up to this moment there is no precise knowledge of how

when writing was conceived, there are indications that its beginnings were in
major stages that mark the path towards writing called
as a mnemonic, a word of Greek origin that means memory,
second period the pictographic, already based on painting meaning that the
the man not only drew his thoughts but also
At first, she would darken her drawings with soot or
charcoal and later added color extracted from various plants and animals; and
the third stage in which man gives phonetic value to drawings, to the
small strokes that over time become syllables and letters.
(Wayne M. Senner. The Origins of Writing. Siglo XXI Editors.
Mexico City 2001.

The primitive man transmitted knowledge and his memories in the form of
oral, the same was done by the merchant who kept his accounts, with
signs that only he knew their meaning, that is, he had a
personal way of remembering or consolidating their knowledge.

In that long period, called the oral or traditional period, the word was everything.
Example of how orally and through the transhumant bards
(poets who left in summer and returned in winter) arrives in the towns
more civilized, those who wrote them, the works of Homer: The Iliad and
the Odyssey.

To the word that can easily be deformed, forgotten, or given another

meaning, signs or marks were added that surely had a
meaning that went beyond mere remembrance, being able to
consider this the first step of writing, as it is the way of
to capture oral expression. These signs are far from being letters, but they do
through them, what was said was remembered and one could communicate with whom

41
was at a distance, or expressed his thoughts, for the
what the man appealed to two procedures that he applied separately or
jointly: The Ideographic or expression of letters and the phonetic or
reproduction of sounds.

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Basic Terms

!
Functional Graphics

42
It is the whole set of acts of reflection and material formalization that
they intervene in the creative process of an original work (graphic,
architectural, object-based, environmental), which is the result of a combinatory
particular -mental and technical- of planning, ideation, projection and
creative development in the form of a model or prototype intended for its
reproduction/production/dissemination by industrial means.

!
Linotype

The linotype (also known as linotype) is amachineinvented

byOttmar Mergenthalerin1886that mechanizes the process of
composition of a text to be printed.

With the typesetting machine, the operator, when pressing a key on a device similar to
onetypewriterI was selecting a typographic character
determined, and automatically the matrix or mold of thelyricsparticular
it was free and came out of a storage that was located high up in the
machine.

!
Subjective Perception

It is the property of perceptions, arguments, and language based on

the point of view of thesubject, and therefore influenced by interests and desires
specifics of the same.

!
Scitex CT

The Scitex CT format (Continuous Tone) is used for the

high-end image processing in Scitex systems. The files
Scitex CT often comes from a Scitex scanner that produces
high-quality results for commercial printing. The Scitex CT format
it accepts CMYK, RGB, and grayscale files but does not accept
alpha channels.

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!
Signage
It is a technique that allows for the optimization of the deployment in a system.

coding the signals and signs intended to guide and facilitate

people regarding their location and their actions in the different
spaces and environments.

!
Woodcut

It is one of the artistic techniques in the field of plastic arts that is based on the

marked designs on wooden surfaces to later be printed on

through the use of inks and paper. Woodcut is one of the most
ancient art and today it appears as a very genuine and different one
a way to represent various symbols, images, or situations.

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 !
!
CHAPTER III

!
!
ACTIVITIES CARRIED OUT

!
This chapter describes the activities and procedures.
carried out in the company, over a period of eight weeks reflecting it
graphically through a weekly activity schedule in the
same specified order.

!
Schedule of activities

!
! !
ACTIVITIES
WEEKS
OBJECTIVES
SPECIFIC 1 2 3 4 5 6 7 8

Establish
! It started to
determine the
typography to use typography that
would conform the
body of text.

!
Diagram the
It starts to
distribute
designs of the proportionally
brochures and posters and the spaces of
the brochures and of
the posters.

!
Select the
They are chosen among
a set of the
images images that are
considered the
adequate.

45
!
!
Description of the activities carried out

!
Week 01, from October 1 to October 5

This week the internship begins, a tour was made through the
facilities, there was also a brief presentation with the staff of the
institution. During the week I dedicated myself to adapting to the work environment.

The typography starts to be established.

!
Week 02, from October 8 to October 12

During the week, the preparation of the posters intended for the
Invihabitat advertising.

!
Week 03, from October 15 to October 19

During the week, different models were made.

posters, a model of a card also began to be designed
presentation. Start the layout of the designs.

!
Week 04, from October 22 to October 26

There wasn't much activity to carry out during the course of the
week, adjustments were made to the designs developed in the second
week.

!
46
Week 05, from October 29 to November 02

This week the logo that will be on the storefront began to be developed.
exterior of the institute. Staff was advised on the software for
design

!
!
!
!
Week 06, from November 5 to November 9

This week the designs were shaping up, the shaping design.
it was to begin to establish the content of the information of the
revised designs. The images that would be suitable are selected
for the designs.

!
Week 07, from November 12 to November 16

During the week, the final details, all the data and information are finalized.
they are the definitive content of the brochures and posters, it was the
correct and presented no inconvenience.

!
Week 08, from November 19 to November 23

This week, the proposed designs for the institution were reviewed.
which are ready to be printed.

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CONCLUSIONS

!
Based on the internships carried out, knowledge was obtained that
it is indeed essential for the student, as through
this not only puts into practice all those teachings that are
it was noted the importance of making known the
institution through advertising, how companies are made to be seen,
institutions and businesses both internally and externally. As they
has learned the difference between having informational brochures only from
In this way, the contrasting experiences have demonstrated that this
the difference is more noticeable.

!
The social area was the place where the internships were held, which
through the creation of programs aimed at contributing to the
society which involves a process of planning and identification of the
shortcomings that citizens present. The department has a
importance, because it contains a large number of
documents specifically of all the requests for materials from
building materials.

48
!
Finally, with the practice of the trade, it is important to emphasize the aspects that

has been used to gain a comprehensive view of the learned material,

this contributes to the intern's knowledge to grow as a professional
in their work area.

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RECOMMENDATIONS

!
In order to provide truthful responses for the institution as a whole of the
corresponding requests are recommended:

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➢ Urgently invest a bit in advertising for the
institution, especially should have a better website
designed because this, at the time of searching for information, does not

agrees with what the users need.

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➢ Just like in the department, it is recommended to take into account the
importance of using informational brochures in a way that promotes
what is offered here, as an appropriate message will be developed
for the public.

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 ➢ For future interns, emphasize the importance of knowledge.
acquired during the internships.

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REFERENCES

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[Link]

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[Link]

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