COMPOSITION
DESIGN
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The 7 key elements of brand identity design + 10 corporate identity examples
Read more: The 7 key elements of brand identity design + 10 corporate identity exampleswww.lucidpress.com/blog/the-7-key-elements-of-brand-identity-design
1. Clear brand purpose and positioning
2. Thorough market research
3. Likable brand personality
4. Memorable logo
5. Attractive color palette
6. Professional typography
7. On-brand supporting graphics
COLOR
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GretagMacbeth Color Checker Numeric Values and Middle Gray
Read more: GretagMacbeth Color Checker Numeric Values and Middle GrayThe human eye perceives half scene brightness not as the linear 50% of the present energy (linear nature values) but as 18% of the overall brightness. We are biased to perceive more information in the dark and contrast areas. A Macbeth chart helps with calibrating back into a photographic capture into this “human perspective” of the world.
https://en.wikipedia.org/wiki/Middle_gray
In photography, painting, and other visual arts, middle gray or middle grey is a tone that is perceptually about halfway between black and white on a lightness scale in photography and printing, it is typically defined as 18% reflectance in visible light
Light meters, cameras, and pictures are often calibrated using an 18% gray card[4][5][6] or a color reference card such as a ColorChecker. On the assumption that 18% is similar to the average reflectance of a scene, a grey card can be used to estimate the required exposure of the film.
https://en.wikipedia.org/wiki/ColorChecker
The exposure meter in the camera does not know whether the subject itself is bright or not. It simply measures the amount of light that comes in, and makes a guess based on that. The camera will aim for 18% gray independently, meaning if you take a photo of an entirely white surface, and an entirely black surface you should get two identical images which both are gray (at least in theory). Thus enters the Macbeth chart.
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Note that Chroma Key Green is reasonably close to an 18% gray reflectance.
http://www.rags-int-inc.com/PhotoTechStuff/MacbethTarget/
No Camera Data 
https://upload.wikimedia.org/wikipedia/commons/b/b4/CIE1931xy_ColorChecker_SMIL.svg
RGB coordinates of the Macbeth ColorChecker
https://pdfs.semanticscholar.org/0e03/251ad1e6d3c3fb9cb0b1f9754351a959e065.pdf
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Black Body color aka the Planckian Locus curve for white point eye perception
Read more: Black Body color aka the Planckian Locus curve for white point eye perceptionhttp://en.wikipedia.org/wiki/Black-body_radiation
Black-body radiation is the type of electromagnetic radiation within or surrounding a body in thermodynamic equilibrium with its environment, or emitted by a black body (an opaque and non-reflective body) held at constant, uniform temperature. The radiation has a specific spectrum and intensity that depends only on the temperature of the body.
A black-body at room temperature appears black, as most of the energy it radiates is infra-red and cannot be perceived by the human eye. At higher temperatures, black bodies glow with increasing intensity and colors that range from dull red to blindingly brilliant blue-white as the temperature increases.
The Black Body Ultraviolet Catastrophe Experiment
In photography, color temperature describes the spectrum of light which is radiated from a “blackbody” with that surface temperature. A blackbody is an object which absorbs all incident light — neither reflecting it nor allowing it to pass through.
The Sun closely approximates a black-body radiator. Another rough analogue of blackbody radiation in our day to day experience might be in heating a metal or stone: these are said to become “red hot” when they attain one temperature, and then “white hot” for even higher temperatures. Similarly, black bodies at different temperatures also have varying color temperatures of “white light.”
Despite its name, light which may appear white does not necessarily contain an even distribution of colors across the visible spectrum.
Although planets and stars are neither in thermal equilibrium with their surroundings nor perfect black bodies, black-body radiation is used as a first approximation for the energy they emit. Black holes are near-perfect black bodies, and it is believed that they emit black-body radiation (called Hawking radiation), with a temperature that depends on the mass of the hole.
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Types of Film Lights and their efficiency – CRI, Color Temperature and Luminous Efficacy
Read more: Types of Film Lights and their efficiency – CRI, Color Temperature and Luminous Efficacynofilmschool.com/types-of-film-lights
“Not every light performs the same way. Lights and lighting are tricky to handle. You have to plan for every circumstance. But the good news is, lighting can be adjusted. Let’s look at different factors that affect lighting in every scene you shoot. ”
Use CRI, Luminous Efficacy and color temperature controls to match your needs.
Color Temperature
Color temperature describes the “color” of white light by a light source radiated by a perfect black body at a given temperature measured in degrees Kelvinhttps://www.pixelsham.com/2019/10/18/color-temperature/
CRI
“The Color Rendering Index is a measurement of how faithfully a light source reveals the colors of whatever it illuminates, it describes the ability of a light source to reveal the color of an object, as compared to the color a natural light source would provide. The highest possible CRI is 100. A CRI of 100 generally refers to a perfect black body, like a tungsten light source or the sun. ”https://www.studiobinder.com/blog/what-is-color-rendering-index/
https://en.wikipedia.org/wiki/Color_rendering_index
Light source CCT (K) CRI Low-pressure sodium (LPS/SOX) 1800 −44 Clear mercury-vapor 6410 17 High-pressure sodium (HPS/SON) 2100 24 Coated mercury-vapor 3600 49 Halophosphate warm-white fluorescent 2940 51 Halophosphate cool-white fluorescent 4230 64 Tri-phosphor warm-white fluorescent 2940 73 Halophosphate cool-daylight fluorescent 6430 76 “White” SON 2700 82 Standard LED Lamp 2700–5000 83 Quartz metal halide 4200 85 Tri-phosphor cool-white fluorescent 4080 89 High-CRI LED lamp (blue LED) 2700–5000 95 Ceramic discharge metal-halide lamp 5400 96 Ultra-high-CRI LED lamp (violet LED) 2700–5000 99 Incandescent/halogen bulb 3200 100 Luminous Efficacy
Luminous efficacy is a measure of how well a light source produces visible light, watts out versus watts in, measured in lumens per watt. In other words it is a measurement that indicates the ability of a light source to emit visible light using a given amount of power. It is a ratio of the visible energy to the power that goes into the bulb.FILM LIGHT TYPES
Consumer light types
Tungsten Lights
Light interiors and match domestic places or office locations. Daylight.Advantages of Tungsten Lights
Almost perfect color rendition
Low cost
Does not use mercury like CFLs (fluorescent) or mercury vapor lights
Better color temperature than standard tungsten
Longer life than a conventional incandescent
Instant on to full brightness, no warm-up time, and it is dimmableDisadvantages of Tungsten Lights
Extremely hot
High power requirement
The lamp is sensitive to oils and cannot be touched
The bulb is capable of blowing and sending hot glass shards outward. A screen or layer of glass on the outside of the lamp can protect users.Hydrargyrum medium-arc iodide lights
HMI’s are used when high output is required. They are also used to recreate sun shining through windows or to fake additional sun while shooting exteriors. HMIs can light huge areas at once.Advantages of HMI lights
High light output
Higher efficiency
High color temperatureDisadvantages of HMI lights:
High cost
High power requirement
Dims only to about 50%
the color temperature increases with dimming
HMI bulbs will explode is dropped and release toxic chemicalsFluorescent
Fluorescent film lighting is achieved by laying multiple tubes next to each other, combining as many as you want for the desired brightness. The good news is you can choose your bulbs to either be warm or cool depending on the scenario you’re shooting. You want to get these bulbs close to the subject because they’re not great at opening up spaces. Fluorescent lighting is used to light interiors and is more compact and cooler than tungsten or HMI lighting.Advantages of Fluorescent lights
High efficiency
Low power requirement
Low cost
Long lamp life
Cool
Capable of soft even lighting over a large area
LightweightDisadvantages of Fluorescent lights
Flicker
High CRI
Domestic tubes have low CRI & poor color rendition.LED
LED’s are more and more common on film sets. You can use batteries to power them. That makes them portable and sleek – no messy cabled needed. You can rig your own panels of LED lights to fit any space necessary as well. LED’s can also power Fresnel style lamp heads such as the Arri L-series.Advantages of LED light
Soft, even lighting
Pure light without UV-artifacts
High efficiency
Low power consumption, can be battery powered
Excellent dimming by means of pulse width modulation control
Long lifespan
Environmentally friendly
Insensitive to shock
No risk of explosionDisadvantages of LED light
High cost.
LED’s are currently still expensive for their total light output
LIGHTING
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Polarised vs unpolarized filtering
Read more: Polarised vs unpolarized filteringA light wave that is vibrating in more than one plane is referred to as unpolarized light. …
Polarized light waves are light waves in which the vibrations occur in a single plane. The process of transforming unpolarized light into polarized light is known as polarization.
en.wikipedia.org/wiki/Polarizing_filter_(photography)
The most common use of polarized technology is to reduce lighting complexity on the subject.
Details such as glare and hard edges are not removed, but greatly reduced.This method is usually used in VFX to capture raw images with the least amount of specular diffusion or pollution, thus allowing artists to infer detail back through typical shading and rendering techniques and on demand.
Light reflected from a non-metallic surface becomes polarized; this effect is maximum at Brewster’s angle, about 56° from the vertical for common glass.
A polarizer rotated to pass only light polarized in the direction perpendicular to the reflected light will absorb much of it. This absorption allows glare reflected from, for example, a body of water or a road to be reduced. Reflections from shiny surfaces (e.g. vegetation, sweaty skin, water surfaces, glass) are also reduced. This allows the natural color and detail of what is beneath to come through. Reflections from a window into a dark interior can be much reduced, allowing it to be seen through. (The same effects are available for vision by using polarizing sunglasses.)
www.physicsclassroom.com/class/light/u12l1e.cfm
Some of the light coming from the sky is polarized (bees use this phenomenon for navigation). The electrons in the air molecules cause a scattering of sunlight in all directions. This explains why the sky is not dark during the day. But when looked at from the sides, the light emitted from a specific electron is totally polarized.[3] Hence, a picture taken in a direction at 90 degrees from the sun can take advantage of this polarization.
Use of a polarizing filter, in the correct direction, will filter out the polarized component of skylight, darkening the sky; the landscape below it, and clouds, will be less affected, giving a photograph with a darker and more dramatic sky, and emphasizing the clouds.
There are two types of polarizing filters readily available, linear and “circular”, which have exactly the same effect photographically. But the metering and auto-focus sensors in certain cameras, including virtually all auto-focus SLRs, will not work properly with linear polarizers because the beam splitters used to split off the light for focusing and metering are polarization-dependent.
Polarizing filters reduce the light passed through to the film or sensor by about one to three stops (2–8×) depending on how much of the light is polarized at the filter angle selected. Auto-exposure cameras will adjust for this by widening the aperture, lengthening the time the shutter is open, and/or increasing the ASA/ISO speed of the camera.
www.adorama.com/alc/nd-filter-vs-polarizer-what%25e2%2580%2599s-the-difference
Neutral Density (ND) filters help control image exposure by reducing the light that enters the camera so that you can have more control of your depth of field and shutter speed. Polarizers or polarizing filters work in a similar way, but the difference is that they selectively let light waves of a certain polarization pass through. This effect helps create more vivid colors in an image, as well as manage glare and reflections from water surfaces. Both are regarded as some of the best filters for landscape and travel photography as they reduce the dynamic range in high-contrast images, thus enabling photographers to capture more realistic and dramatic sceneries.
shopfelixgray.com/blog/polarized-vs-non-polarized-sunglasses/
www.eyebuydirect.com/blog/difference-polarized-nonpolarized-sunglasses/
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Photography basics: Lumens vs Candelas (candle) vs Lux vs FootCandle vs Watts vs Irradiance vs Illuminance
Read more: Photography basics: Lumens vs Candelas (candle) vs Lux vs FootCandle vs Watts vs Irradiance vs Illuminancehttps://www.translatorscafe.com/unit-converter/en-US/illumination/1-11/
The power output of a light source is measured using the unit of watts W. This is a direct measure to calculate how much power the light is going to drain from your socket and it is not relatable to the light brightness itself.
The amount of energy emitted from it per second. That energy comes out in a form of photons which we can crudely represent with rays of light coming out of the source. The higher the power the more rays emitted from the source in a unit of time.
Not all energy emitted is visible to the human eye, so we often rely on photometric measurements, which takes in account the sensitivity of human eye to different wavelenghts
Details in the post
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Composition and The Expressive Nature Of Light
Read more: Composition and The Expressive Nature Of Lighthttp://www.huffingtonpost.com/bill-danskin/post_12457_b_10777222.html
George Sand once said “ The artist vocation is to send light into the human heart.”
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Photography basics: How Exposure Stops (Aperture, Shutter Speed, and ISO) Affect Your Photos – cheat sheet cards
Read more: Photography basics: How Exposure Stops (Aperture, Shutter Speed, and ISO) Affect Your Photos – cheat sheet cardsAlso see:
https://www.pixelsham.com/2018/11/22/exposure-value-measurements/
https://www.pixelsham.com/2016/03/03/f-stop-vs-t-stop/
An exposure stop is a unit measurement of Exposure as such it provides a universal linear scale to measure the increase and decrease in light, exposed to the image sensor, due to changes in shutter speed, iso and f-stop.
+-1 stop is a doubling or halving of the amount of light let in when taking a photo
1 EV (exposure value) is just another way to say one stop of exposure change.
https://www.photographymad.com/pages/view/what-is-a-stop-of-exposure-in-photography
Same applies to shutter speed, iso and aperture.
Doubling or halving your shutter speed produces an increase or decrease of 1 stop of exposure.
Doubling or halving your iso speed produces an increase or decrease of 1 stop of exposure.
Because of the way f-stop numbers are calculated (ratio of focal length/lens diameter, where focal length is the distance between the lens and the sensor), an f-stop doesn’t relate to a doubling or halving of the value, but to the doubling/halving of the area coverage of a lens in relation to its focal length. And as such, to a multiplying or dividing by 1.41 (the square root of 2). For example, going from f/2.8 to f/4 is a decrease of 1 stop because 4 = 2.8 * 1.41. Changing from f/16 to f/11 is an increase of 1 stop because 11 = 16 / 1.41.
A wider aperture means that light proceeding from the foreground, subject, and background is entering at more oblique angles than the light entering less obliquely.
Consider that absolutely everything is bathed in light, therefore light bouncing off of anything is effectively omnidirectional. Your camera happens to be picking up a tiny portion of the light that’s bouncing off into infinity.
Now consider that the wider your iris/aperture, the more of that omnidirectional light you’re picking up:
When you have a very narrow iris you are eliminating a lot of oblique light. Whatever light enters, from whatever distance, enters moderately parallel as a whole. When you have a wide aperture, much more light is entering at a multitude of angles. Your lens can only focus the light from one depth – the foreground/background appear blurred because it cannot be focused on.
https://frankwhitephotography.com/index.php?id=28:what-is-a-stop-in-photography
The great thing about stops is that they give us a way to directly compare shutter speed, aperture diameter, and ISO speed. This means that we can easily swap these three components about while keeping the overall exposure the same.
http://lifehacker.com/how-aperture-shutter-speed-and-iso-affect-pictures-sh-1699204484
https://www.techradar.com/how-to/the-exposure-triangle
https://www.videoschoolonline.com/what-is-an-exposure-stop
Note. All three of these measurements (aperture, shutter, iso) have full stops, half stops and third stops, but if you look at the numbers they aren’t always consistent. For example, a one third stop between ISO100 and ISO 200 would be ISO133, yet most cameras are marked at ISO125.
Third-stops are especially important as they’re the increment that most cameras use for their settings. These are just imaginary divisions in each stop.
From a practical standpoint manufacturers only standardize the full stops, meaning that while they try and stay somewhat consistent there is some rounding up going on between the smaller numbers.
Note that ND Filters directly modify the exposure triangle.
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Simulon – a Hollywood production studio app in the hands of an independent creator with access to consumer hardware, LDRi to HDRi through ML
Read more: Simulon – a Hollywood production studio app in the hands of an independent creator with access to consumer hardware, LDRi to HDRi through MLDivesh Naidoo: The video below was made with a live in-camera preview and auto-exposure matching, no camera solve, no HDRI capture and no manual compositing setup. Using the new Simulon phone app.
LDR to HDR through ML
https://simulon.typeform.com/betatest
Process example
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