INTELLECTUAL PROPERTY FAIR USE AND CREATIVE COMMONS Piracy - the unauthorized reproduction or use of a copyrighted book, recording, television program, patented invention, trademarked product, etc. INTELLECTUAL PROPERTY (IP) ‘+ refers to creations of the mind, such as inventions; iterary and artistic works; designs; and symbols, names and images used in commerce. protected in law by, for example, patents, copyright and trademarks, which enable people to eam recognition or financial benefit from what they invent or create. By striking the right balance between the interests of innovators and the wider public interest, the IP system aims to foster an environment in which creativity and innovation can flourish + World Intellectual Property Organization (WIPO) is the global forum for intellectual property services, policy, information and ‘cooperation + The World Intellectual Property Organization (WIPO) is the UN agency responsible for treaties involving copyright, patent, and trademark laws. WIPO can be a force for progressive change, helping the world take into account public interest and development needs. TYPES OF INTELLECTUAL PROPERTY 1. Copyright - a legal term used to describe the rights that creators have over their literary and artistic works. (e.g.: books, music, paintings, sculpture, and films, to computer programs, databases, advertisements, maps and technical drawings) VALIDITY PERIOD During the lifetime oF the author plus 50 years after death ART 25 years from the date of creation PHOTOGRA | 50 years from PHIC WORK | publication LITERARY WORKS ‘AUDIO- 50 years from VISUAL publication WORK ‘SOUND 50 years from year RECORDING | recording took place BROADCAS | 20 years from date of T broadcast RECORDING TRADEMAR | Valid for 10 years and may be renewed fora eriod of 10 years INVENTION - Valid for 20 years PATENT from filing date application 2. Patent - an exclusive right granted for an invention. Provides the patent owner with the: right to decide how - or whether - the invention can be used by others. (e.9.: The shoe that made the gravity defying by Michael Jackson) 3. Trademarks - a sign capable of distinguishing the goods or services of one enterprise from those of other enterprises. A trademark is a sign capable of distinguishing the goods or services of one enterprise from those of other enterprises. Trademarks date back to ancient times when craftsmen used to put their signature or "mark" on their products. TM means the owner of the mark has common law rights even though the mark has not been registered while the, on the other hand, is only used for marks that have been granted registration. (e.g.: Mcdonalds logo, Nike logo, Starbucks fogo) Industrial Design - constitutes the ‘omamental or aesthelic aspect of an article, May consist of three-dimensional fealures, such as the shape or surface of an article, or of two-dimensional features, such as patterns, lines, or color. (e.g.: the design of crocs footwear and sketchers making a “similar” footwear, how Samsung phones are more of 2 hybrid of touch screen and keyboard, but then apple released its model of touch screen, Samsung then came along with the similar design.) Geographical Indications and Appellations of Origin - signs used on goods that have a specific geographical origin and possess qualities, a reputation or characteristics that are essentially attributable to that place of origin. Most commonly includes the name of the place of origin of the goods. (e.9.: Dried mangoes from Cebu, Champagne from France.) Fair Use - means you can use copyrighted material without a license only for certain purposes. These include: + Commentary Criticism Reporting Research Teaching Guidelines for Fair Use « A majority of the content you create must be your own. 4, 5,+ Give credit to the copyright holder. * Don't make money off of the copyrighted work. Creative Commons - is an American non-profit ‘organization devoted to expanding the range of creative works available for others to build upon legally and to share. The organization has released several copyrightlicenses known as Creative Commons licenses free of charge to the public. ‘+ Attribution: You must credit the creator. Non- + Commercial: You can't make a profit No Derivative Works: You can't change the content. + Share Alike: You can change the content, but you have to let other people use your new work with the same license as the original. DIGITAL CITIZENSHIP, NETIQUETTE, DIGITAL FOOTPRINTS AND DIGITAL ISSUES IN THE PHILIPPINES. Digital Citizenship * are the norms of appropriate, responsible technology use + a holistic and positive approach to helping children learn how to be safe and secure, as well as smart and effective participants in a digital world KEY PRINCIPLES WITH ELEMENTS OF DIGITAL CITIZENSHIP + Respect Yourself/ Respect Others ¥ Digital Etiquette Y Digital Access ¥ Digital Law + Educate Yourself/ Connect with Others ¥ Digital Literacy Digital Communication ¥ Digital Commerce + Protect Yourself! Protect Others ¥ Digital Rights and Responsibility ¥ Digital Safety (Security) ¥ Digital Health and Welfare Netiquette + set of rules for behaving properly online * respecting other users’ views and displaying common courtesy when posting your views to online discussion groups + The word netiquette is a combination of ‘net’ (from internet) and ‘etiquette’ THE CORE RULES OF NETIQUETTE 4. Rule 1: Remember the Human 2. Rule 2: Adhere to the same standards of behavior online that you follow in real life. Rule 3: Know where you are in cyberspace Rule 4: Respect other people's time and bandwidth Rule 5: Make yourself look good online. Rule 6: Share expert knowledge. Rule 7: Help keep flame wars under control Rule 8: Respect other people's privacy Rule 9: Don't abuse your power. (0. Rule 10: Be forgiving of other people's mistakes Digital Footprint + Adigital footprint is a trail of data you create while using the Internet. In includes the websites you visit, emails you send, and information you submit to online services. + Apassive digital footprint is created when data is collected without the owner knowing, whereas active digital footprints are created when personal data is released deliberately by a user for the purpose of sharing information about oneself by means of websites or social media. s = SePn owPLAGIARISM Plagiarism + the act of using another person's words or ideas without giving credit to that person + The practice of taking someone else's work or ideas and passing them off as one's own, TYPES OF PLAGIARISM: Sources Not Cited 1. “The Ghost Writer” The writer turns in another's work, word-for-word, as his or her ‘own, 2. “The Photocopy” The writer copies significant portions of text straight from a single source, without alteration, 3. “The Potluck Paper” The writer copies from several different sources, tweaking the sentences to make them fit together while retaining most of the original phrasing 4, “The Poor Disguise” The writer has altered the paper's appearance slightly by changing key words and phrases. he Labor of Laziness” The writer takes the time to paraphrase most of the paper from other sources and make it all fit together. 6. “The Self-Stealer” The writer “borrows” generously from his or her previous work TYPES OF PLAGIARISM: Sources Cited 1. “The Forgotten Footnote” The writer mentions an author's name for a source, but neglects to include specific information on the location of the material referenced, 2. “The Misinformer” The writer provides inaccurate information regarding the sources, making it impossible to find them. 3. “The Too-Perfect Paraphrase” The writer properly cites a source, but neglects to put in ‘quotation marks on text that has been copied word-for-word, or olose to it. he Resourceful Citer” The writer properly cites all sources, paraphrasing and using quotations appropriately. The catch? The paper contains almost no original work! 5, “The Perfect Crime” The writer properly quotes and cites sources in some places but goes on to paraphrase other arguments from those sources without citation. 5. 4 * Copying media (especially images) from other websites to paste them into your own papers or websites, + Making a video using footage from others’ videos or using copyrighted music as part of the soundtrack. * Performing another person’s copyrighted music (i.e., playing a cover). * Composing a piece of music that borrows heavily from another composition. OPPORTUNITIES, CHALLENGES, AND POWER OF MEDIA AND INFORMATION Media + means of communications or communication tools like newspapers, magazines, TV, radio, and internet that reach or influence people widely + communication channels through which news, entertainment, education, data, or promotional messages are disseminated. + Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet. Media is the plural of medium Cybercrime * the use of a computer as an instrument to further illegal ends, * criminal activity or a crime that involves the Internet, a computer system, or computer technology. + also called computer crime, the use of a computer as an instrument to further illegal ends, such as committing fraud, trafficking in child pornography and intellectual property, stealing identities, or violating privacy. * criminal activity or a crime that involves the Internet, a computer system, or computer technology: identity theft, phishing, and other kinds of cybercrime, * Actime committed with or through the use of information and communication technologies such as radio, television, cellular phone, computer and network, and other Without receiving proper permission or providing appropriate citation, the following are considered plagiarism: communication device or application. Cybercrime Prevention Act of 2012 (R.A. 10175)?+ Itaims to address legal issues concerning online interactions and the Internet in the Philippines Information graphics or infographics * are graphic visual representations of information, data or knowledge intended to present information quickly and clearly, + An information graphic (infographic) is a visual representation of a data set or instructive material. An infographic takes a large amount of information in text or numerical form and then condenses it into a combination of images and text, allowing viewers to quickly grasp the essential insights the data contains. CURRENT AND FUTURE TRENDS IN MEDIA AND INFORMATION Media + means of communications or communication tools like newspapers, magazines, TV, radio, and internet that reach or influence people widely + communication channels through which news, entertainment, education, data, or deleted. * Accessibility: Access from everywhere as personally required + Immediacy: Wherever a student is, he/she can immediately access learning materials. + Interactivity: Online collaboration with teachers and/or peers (chat/blogs/forums) + Situated instructional Activitie Learning in context (on-site). + Adaptability: Getting the right information at the right place for the right student. What is MOOC? ‘Massive Open Online Course, or MOOG, is an online course that offers open access via the Internet for free or at a low cost. Many MOOCs are modeled after existing college or university courses, but unlike these courses, most MOOCs do not count for college credit. There are some exceptions, however, with a few providers offering certificates of completion if students take proficiency exams or partnering with more traditional online programs to offer for-credit courses. MOOC MASSIVE = OPN. ONLINE Prototype + the original model of something from which later forms are developed + an original model on which something is patterned. MEDIA AND INFORMATION LITERATE INDIVIDUAL Personal Aspect ‘Amedia and information literate individual are able to ‘+ know his/her rights to information (e.g., freedom of information, copyright, etc.) + distinguish truths from untruths * create decisions based on well-evaluated information. ‘+ Mirror the values and attitudes represented in media against hisfher own + Express his/her personal and style through media content ‘+ Protect his/her own information and privacy. Personal Aspect ‘Amedia and information literate individual is able to:+ Use information ethically and creatively. + Respect producers and consumers of information + Adapt to the dynamics of any medium Educational Aspect A media and information literate individual are able to: + think critically and learn knowledge based on facts. + prolife information that are based on academic and/or factual sources * utilize media in exploring knowledge. PEOPLE MEDIA Journalist: a person who writes news stories or articles for a newspaper or magazine or broadcasts them on radio or television Journalism: the work of collecting, writing, and publishing news stories and articles in newspapers and magazines or broadcasting them on the radio and television PEOPLE MEDIA * refers to persons that are involved in the use, analysis, evaluation and production of media and information + People in Media and People as Media + Refers to persons that are involved in the use, analysis, evaluation and production of media and information. + The best example is a teacher inside the classroom, What is the commonality of PAM and PIM? * Both are people media which means they are involved in the use, analysis, evaluation and production of media and information + Both are people who provide information What are the differences of PAM and PIM? * People in Media are media practitioners which means they are media related professionals while people as media are not media practitioners but rather media users. PEOPLE AS MEDIA + media users . well-oriented to media sources and messages + intermediaries, provide information to lower- end media users. 1. Opinion Leaders + highly exposed to and actively using media + source of viable interpretation of messages for lower- end media users + opinions are accepted by a group. The Two-step Flow Communication Model (1944) Paul Lazarsteld, Bernard Berelson, and Hazel Gaudet = “S\ Sf=IcI WZ. INS TERT Tt ‘The Masses 2. Citizen Journalism + People without professional journalism training can use the tools of modern technology and internet to create, augment or fact-check media on their own or in collaboration with others. 3. Social Journalism + Joumalists are using social media to make their content available to more people. 4, Crowdsourcing + the practice of obtaining needed services, ideas, or content by soliciting contributions from a large group of people and especially from the online community (e.g., WAZE, Wikipedia, TripAdvisor PEOPLE IN MEDIA . media practitioners + provide information coming from their expert knowledge or first- hand experience of events. + media practitioners + experts + provide information to media users TYPES OF JOURNALISTS BY MEDIUM 1. Print Journalists - usually report for newspapers or magazines. They may be full time reporters for one particular publication or freelance writers who contribute to a variety of different publications. Oftentimes a print journalist will be paired with a photojournalist. 2. Photojournalists - are different from traditional photographers in that they are more interested in capturing images that tell a story than ones that just look nice. Photojournalists are generally highly trained photographers who may have worked in a traditional photographymedium like wedding photography before transitioning into journalism. 3. Broadcast Journalists - encompasses both television and radio news. There are two ways that journalists can be involved in broadcast journalism: behind the scenes or on the air. Joumalists working behind the scenes do alot of research and reporting, but their faces or voices will not be broadcast. Journalists who work on the air may do their ‘own reporting or read stories crafted by their colleagues. 4, Multimedia Journalist - This is the newest field of journalism and also the fastest- growing. Multimedia journalism can encompass all the fields listed above because a web page can have a written story, still photos, video, and audio. Multimedia journalists are encouraged to have a wide set Of storytelling abilities, as well as highly defined technical skills. JOBS THAT JOURNALISTS DO: 1, Reporters gather information and present it in a written or spoken form in news stories, feature articles or documentaries. 2. General reporters cover all sorts of news stories, but some journalists specialize in certain areas such as reporting sport, politics or agriculture. 3. Sub-editors take the stories written by reporters and put them into a form which suits the special needs of their particular newspaper, magazine, bulletin or web page. Sub-editors do not usually gather information themselves. Their job is to concentrate on how the story can best be presented to their audience. 4. Photojournalists use photographs to tel the news. . photojournalists; They either cover events with a reporter, take photographs to illustrate the written story, of attend news events on their own, presenting both the pictures and a story or caption 5. The editor is usually the person who makes the final decision about what is included in the newspaper, magazine, or news bulletins He or she is responsible for all the content and all the journalists, Editors may have deputies and assistants to help them. 6. The news editor is the person in charge of the news journalists. In small organizations, the news editor may make all the decisions about what stories to cover and who will do the work. In larger organizations, the news editor may have a deputy, often called the chief of staff, whose special job is to assign reporters to the stories selected 7. Feature writers work for newspapers and magazines, writing longer stories which usually give background to the news. In small organizations the reporters themselves, will write feature articles, The person in charge of features is usually called the features editor. Larger radio or television stations may have specialist staff producing current affairs programs - the broadcasting equivalent of the feature article. The person in charge of producing a particular current affairs program is usually called the producer and the person in charge of all the programs in that series is called the executive producer or EP, 8. Specialist writers may be employed to produce personal commentary columns or reviews of things such as books, films, art, or performances. They are usually selected for their knowledge about certain subjects or their ability to write well. Again, small organizations may use general reporters for some or all of these tasks. Lower- end media ‘* people with limited access to media and information * users do not exist in today's digital age, everyone is somehow connected to different media platform both traditional and new. + both get their information from people in media and people as media. AUDIO INFORMATION AND MEDIA Audio - are sound, especially when recorded, transmitted, or reproduced. ‘AUDIO MEDIA - media communication that uses audio ot recordings to deliver and transfer information through the means of sound TYPES OF AUDIO INFORMATION 1, Radio Broadcast - live or recorded audio sent through radio waves to reach a wide audience. 2. Music - vocal or instrumental sounds combined in such a way as to produce beauty of form, harmony, and expression of emotion 3. Sound Recording - recording of an interview, meeting, or any sound from the environment4, Sound Clips / Effects - any sound artificially reproduced to create an effect in a dramatic. presentation (ex. sound of a storm, or a door) 5, Audio Podcast - a digital audio or video file or recording, usually part of a themed series, that can be downloaded from a website to a mecia player or a computer. WAYS TO STORE AUDIO INFORMATION 1, Tape - magnetic tape on which sound can be recorded 2. CD (Compact Disc) - a plastio-fabricated, circular medium for recording, storing, and playing back audio, video, and computer data 3. USB Drive - an extemal flash drive, small enough to carry on a key ring, that can be used with any computer that has a USB Port 4, Memory Card (aka Flash Memory Card or Storage Card) - is a small storage medium used to store data such as text, pictures, audio, and video, for use on small, portable, or remote computing devices. 5, Computer Hard Drive - secondary storage devices for storing audio file 6. Internet / Cloud - websites or file repositories for retrieving audio files, and more precisely the files are stored in some datacenter full of servers that is connected to the Internet AUDIO FILE FORMATS 1, MP3 (MPEG Audio Layer 3) - a common format for consumer audio, as well as a standard of digital audio compression for the transfer and playback of music on most digital audio players, 2. M4A// AAC (MPEG4 Audio / Advanced ‘Audio Coding) - an audio coding standard for lossy digital audio compression. Designed to be the successor of the MP3 format, AAC generally achieves better sound quality than MP3 at similar bit rate 3. WAV «is a Microsoft audio file format standard for storing an audio bitstream on PCs, It has become a standard file format for game sounds, among others. 4, WMA (Windows Media Audio) - is an audio data compression technology developed by Microsoft and used with Windows Media Player UNITS OF SOUND 1. Decibel * or simply dB + noise of sound measurement 2. Hertz * or simply He * unit of sound frequency 3. Phon - unit of subjective loudness CHARACTERISTICS AND PURPOSES OF SOUND 41, Volume - intensity of a sound 2. Tone - the audible characteristic of a sound 3, Pitch - is how high or low a sound is. 4, Loudness - refers to the magnitude of the sound heard PURPOSES OF A SOUND: * Give instruction or information. * Provide feedback. + To personalize or customize ELEMENTS OF SOUND DESIGN 1, Dialogue - speech, conversation, voice-over 2, Sound Effects - any sound other than music or dialogue 3, Music — vocal or instrumental sounds (or both) combined in such a way as to produce beauty of form, harmony, and expression of emotion. PRINCIPLES OF SOUND DESIGN 41, Mixing ~ the combination, balance, and control of multiple sound elements 2, Pace - time control, editing, order of events (linear, non-linear or multilinear) 3, Stereo Imaging - Using left and right channel for depth. This refers to the aspect of sound recording and reproduction, 4, Transition - how you get from one segment or element to another TYPES OF TRANSITIONS 4, Segue — one element stops, the next begins (cut’ in film) 2, Crossfade — one element fades out, the next fades in, and they overlap on the way 3, V-Fade — first element fades to inaudible before the second elements begins 4, Waterfall - As first element fades out, the second element begins at full volume. Better for voice transitions, than for effects HEARING VS. LISTENING Hearing - the act of perceiving sound by the ear Listening - requires concentration so that your brain processes meaning from words and sentences, Listening leads to learning. VISUAL INFORMATION AND MEDIAVisual Media - symbols, pictures, icons, signs and others that communicate with one’s sense of sight EXAMPLE OF VISUAL MEDIA 1, IDEOGRAM - These are graphical symbols that represent ideas. Examples of such are signs, logos and symbols. 2. STATISTICAL VISUALIZATION - This refer to the study and creation of data using visual representation. Charts and graphs are ‘examples of statistical visualization. 3, PICTURE - Photography, painting, drawing. It is used widely by people to express their ideas, opinions and sentiments. 4, GRAPHIC DESIGN - This refer to the art of combining text and pictures to communicate information. Infographics, posters, and graphic advertisements are considered as graphic design 5. VIDEO - If graphic design is the combination of text and pictures, video is the combination of motion picture, or of motion and audio. 6. 3-D IMAGE - A three- dimentional visual medium can be a sculpture, an architecture, a real-life object, or a person. VISUAL MEDIA - The information that a person gets from ideogram, statistical visualization, picture, graphic design, video and 3-D image, ‘THE POWER OF VISUAL INFORMATION AND MEDIA + Visual Communication is a powerful form of communication for visual message stimulate both intellectual and emotional responses. Pettersson (2015) VISUAL LITERACY - The learned abilty to interpret visual images accurately and to create such messages”. - Robert Heinich, Michael Molenda and James Russel (1982) LEVEL OF COMPETENCIES DEVELOPED BY PROFESSOR RAYMOND PAQUIN (1999) PRIMARY LEVEL 41. Manipulation (changing objects) 2. Construction (producing simple visuals, taking pictures) 3, Abstraction (identifying concepts from art elements SKILLED LEVEL 4, Manipulation (using tools for problem- solving) 5. Construction (drawing with perspective; controlling variables in picture-taking, origami, interpreting instructions) 6, Abstraction (creating visual plans, specifying photographic treatment for subjects, creating visuals from verbal's and vice versa, ADVANCE LEVEL 7. Manipulation (mental manipulations of complex representations) 8. Construction (drawing in 3-0; creating own visual style; producing multimedia information) 9. Abstraction (lateral thinking, visual intuition, describing visual ideas verbally) Bear in mind the ff. before using a visual information and medium: + relevance * triangulation * point of view + medium used + audience PRODUCING A VISUAL INFORMATION PROVIDING CLARITY: 1. For Pictures, Wileman (1993) formulated a number of guide questions: a. Are the words and images large enough to see? b. Are the words and images bold enough to see? ¢. Is there good contrast between figure and ground? 4. Is the visual appropriate for the intended audience? e. What visual devices are used to direct the viewer's attention? f. Does the visual contain only the essential information? g. Are appropriate visual sequencing techniques used to present complex ideas? 2. For Symbols: 1. Use distinct colors and simple graphical elements to design symbols that will function in any size. b. Design solid figures with a district contrast to the background. ¢. Use characters and graphical elements that are bold, distinct and large enough. 3, For Maps: 1a. Use and bold and distinct symbols in a consistent size. b. Restrict numbers of typefaces and complexity of patterns. ¢. Provide distinct contrast in form and dimensions. 4, For Picture: ‘a. Write caption to explain the picturesb. Choose illustrations carefully and use visual sequencing techniques (photography, drawing techniques, etc.) to present complex ideas. ¢. Leave out unnecessary elements and avoid excessive detail. 5. For Symbols Use color, position, size, and shape b, Use a combination of pictographs and words. ©. Use realistic figures rather that abstract one. For Maps a. Restrict number of visual symbols on maps. b. Keep it simple c. Be consistent 7. For Color Use color to express a certain emotion. b, Use color to emphasize or play an element down. ¢. Use color to show differences or similarities, d. Use color to help readers recall information or discover new information, PROVIDING EMPHASIS Emphasis in a visual message is achieved by highlighting the most essential element and reducing the less essential ones. TEXT INFORMATION AND MEDIA TEXT a simple and flexible format of presenting information or conveying ideas whether hand- written, printed or displayed on-screen. Any "human-readable sequence of characters” that can form inteligible words (Rouse, 2015) What is atext? TYPES OF TEXT AND COMMON FILE FORMATS | TYPES OF DESCRIPTION TEXT Hypertext | Serve to ink different electronic documents and enable users to jump from one to another in a nonlinear way. | Plaintext or | Fixed sized characters having Unformatte | essentially the same type if d Text appearance Formatted | Appearance can be changed Text using font parameters (bold, undertine, italic, font, size, font color, etc, TYPEFACE ‘+ Also called font, font type, or type. + Refers to the representation or style of a text in the digital format. + Usually comprised of alphabets, numbers, punctuation marks, symbols, and other special characters, TYPES OF TYPEFACES 1, SERIF * Connotes formality and readability in large amount of texts. * Usually used for the body text of books, newspapers, magazines, and research publication. * Gibe a classic or elegant look when used for ttle or heading Ex: Times New Roman, Garamond, Baskerville 2. SANS-SERIF * Brings a clean or minimalist look to the text. + Used doe clear and direct meaning of text such as road signage, building directory, or nuttition facts in food packages * Give a modem look and is used primarily in webpage design Ex: Arial, Helvetica, Tahoma, Verdana, Calibri 3. SLAB SERIF * Carries a solid or heavy look to text. + Can be used for large advertising sign on billboards. Ex: Rockwell, Playibll 4, SCRIPT * Draws much attention to itself because of its brush-like strokes. ‘© Must be used sparingly and not to be used in large body text. + Usually used in wedding invitation cards or other formal events. Ex: Edwardian, Viadimir, Kunstler 5, DECORATIVE + Caters to a wide variety of emotions (such as celebration, fear, horror, etc.) or themes (such as cowboys, circus holidays, ‘summer, kiddie, ete.) Ex: Chiller, Jokerman, Curlz MT mmon File DESCRIPTION Formats (text) Unformatted text document by an editor as notepad on Windows platform ‘A native format for storing (document) | documents created by MS Word package. Contain a rich set of formatting capabilities. (Rich [Cross platform documentText Format) | exchange; default format for Mac OS X's default editor TextEdit | PDF Developed by Adobe systems (Portable _| for cross platform exchange of Document | documents, supports image Format) and graphics. PS ‘Apage description language (PostScript) | used mainly for desktop publishing. DESIGN PRINCIPLES AND ELEMENTS 1. EMPHASIS + Refers to the importance or value given to a part of the text-based content. When trying to make a point or highlight a message, you can make the text bold, italicized, have a heavier weight, darkened or lightened (depending on your background color), or enlarged. + Refers to the importance or value given to a part of the text-based content. When trying to make a point or highlighting a message, you can make the text bol, italicized, have a heavier weight, darkened or lightened (depending on your background color) or enlarged. + Beautiful emphasis created by nice proportions that get our attention to what the site is about and also to the donate button. 2. APPROPRIATENESS + Refers to how fiting or suitable the text is used for a specific audience, purpose or event. In the creation of text-based content, make sure that the selection criteria (tone, style, purpose, clarity) is followed. * As for the choice of typefaces to be used, refer to the discussion of the characteristics of the fonts. When it comes to large body text, the font should be clear enough to read 3. PROXIMITY + Refers to how near or how far are the text elements from each other. ‘+ When two things are closely related, we bring them close together. ‘+ For example, the main title and subtitle are usually placed close to each other. 4, ALIGNMENT + Refers to how the text is positioned in the page. This can be left, right, center or justified. 5. ORGANIZATION + Refers to a conscious effort to organize the different text elements in a page. + Ensures that while some text elements are separated from each other (based on the principle of proximity), they are still somehow connected with the rest of the elements in the page. 6. REPETITION + Concems consistency of elements and the unity of the entire design. + Encourages the use of repeating some typefaces within the page. 7. CONTRAST * Creates visual interest to text elements. ‘* Achieved when two elements are different from each other. + Can be achieved in various ways, by joining the following elements: large font with a small font, serif and sans serif, thin elements with wide elements, cool color and warm color.