History of Cosmetics

The first archaeological evidence of cosmetics usage was found in Ancient Egypt around 4000 BC. The Ancient Greeks and Romans also used cosmetics. The Romans and Ancient Egyptians used cosmetics containing poisonous mercury and often lead. The ancient kingdom of Israel was influenced by cosmetics.

In the western world, the advent of cosmetics was in the middle ages, although typically restricted to use within the upper classes.

In the 19^th century, Queen Victoria publicly declared makeup improper, vulgar, and acceptable only for use by actors. By the middle of the 20th century, cosmetics were in widespread use in nearly all societies around the world.

Cosmetics have been in use for thousands of years. They also attached silk or leather with adhesive to cover a blemish. The absence of regulation of the manufacture and use of cosmetics has led to negative side effects, deformities, blindness, and even death through the ages. Examples of this were the prevalent use of ceruse (white lead), to cover the face during the Renaissance, and blindness caused by the mascara Lash Lure during the early 1900s.

The worldwide annual expenditures for cosmetics is estimated at 18 billion dollars. Of the major firms, the oldest and the largest is L'Oreal.

UNIT 13

Website Layout

Website layout is different from other kind of layouts. One of the most evident distinguishing features is navigation system. It has its own specifics and has to provide easy and natural feeling of buttons which does not make user spend few minutes before finding a button for certain action.

Human brains consist of two parts. One is more precise and technical kind and the other one is more humanitarian. Due to this fact different objects, perceived with our eyes, have different effects depending on the place they are observed. Advertising industry uses this effect to distinguish text and pictures and make both of them best memorized. It is proved that the picture on the right side and the text on the left side of the layout is better for perception. This is the visual concept.

But why most buttons on the website are located meanwhile at the upper left part? The idea is most people write from the left to the right side, from the top to the bottom which means from the upper left corner. This psychological habit dictates the placement of different elements in navigation. And the second explanation is the window can be rescaled. To make thing more stable and common for the user most pages are not changed and are aligned the same way.

UNIT 14

Theory of Colours

The colour wheel theory is used for analyzing hues in design, a very important factor to consider is that it generally only targets hues and does not incorporate saturation or brightness levels. While this seems quite severe you must remember there are almost infinite amounts of shades and a more limited amount of colours that can be analyzed. Its origins lie with Sir Isaac Newton and his experiment to split light into various colours. His original colour wheel features red, orange, yellow, green, cyan and blue and was joined at the ends by Newton to display the natural hue progression. Over a century later Johann Wolfgang Goethe studied the psychological effects of colours and modified the colour wheel to split the colours into two sides, the plus and minus colours. Plus colours were ones that had a positive effect on psychology and generally included the warm colours such as red and orange. The minus colours generally invoked unsettled feelings in participants and tended to lean to the blue and green.

The next major revolution was by a Swiss art theorist named Johann Itten. He modified the wheel to the form we see today based on the primary triad and the twelve basic hues. Triadic colour scheme is the most favourite for web design. It uses a combination of 3 colours that are equally spaced around the wheel. Its major advantage is that it strikes a great balance between harmony and contrast.

UNIT 15

Photography Types

Black-and-white photography displays the classic monochrome look. All photography was originally monochrome. Even after colour film was readily available in the mid 1800s, black-and-white photography continued to dominate for decades, due to its lower cost and its "classic" photographic look. It is important to note that some monochromatic pictures are not always pure blacks and whites but contain other hues depending on the process.

Colour photography may form images as a positive transparency, intended for use in a slide projector or as colour negatives, intended for use in creating positive colour enlargements on specially coated paper. The latter is now the most common form of film (non-digital) colour photography owing to the introduction of automated photo-printing equipment.

Digital photography gives an opportunity to transmit images through telephone lines with greater speed. The primary difference between digital and chemical photography is that analogue photography resists manipulation because it involves film, optics and photographic paper, while digital imaging is a highly manipulative medium. This difference allows for a degree of image post-processing that is comparatively difficult in film-based photography and permits different communicative potentials and applications. Nevertheless, according to survey results, more than two-thirds of professional photographers prefer the results of film to those of digital for certain applications like creating a traditional photographic look, capturing shadow and highlighting details or archival storage.

UNIT 16

Business Cards

The cards, which carry information and contact details of any business, company or individual, are called business cards. This is one of the most simple and direct form of advertising yourself and your business. The business cards serve as an easy way to formally introduce you. Also, it is easy for the prospective customers to remember your name and contact you when the need arises.

The business cards of today are an evolution from the visiting cards. Visiting cards were very popular in China in the fifteenth century. Later, they were found in Europe in the seventeenth century. Only the royalty and aristocrats, to announce their visit, used these cards.

Business cards first came into existence in the 17^th century in Europe. Traders used business cards to promote their businesses and to provide maps or route-ways for customers to find their shops.

Nowadays, cards have evolved from black and white and color, to images imprinting and absorbing. A recent invention is the CD business card. They can hold a lot of audio and video data of the business. However, they are not used commonly.

A clear and brief business card is a mark of professionalism. It is vital for all businesses today.

APPENDIX 2

Date: 2015-12-11; view: 583