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You may notice when looking at the actual colors of the lights that they aren't what you expected. For example, you may be looking at what you thought would be a bright red light, and find out that it's actually a white light. The bright red appearance may be coming from it's reflection off of a red image. It's important to keep in mind that the light created by shining Lights on the image will always be a combination of the shining Light and the image's Surface color. For this reason, the Lights that you shine on your image may require some careful fine tuning to get the exact effect you're looking for.
The last Light setting that I adjust is Specular. This setting accounts for reflectivity off of the surface of your image. I generally choose white or a shade of gray to give the image a shiny surface, or dark gray or black to give the image a dull or rough surface. Occasionally bright yellow also makes a good Specular color. After selecting a Specular color, you can fine tune the color with the "shininess" slider on the Attribute Toolbar.
Bevel
Applying a Bevel to your image creates a raised surface and gives the image additional depth. When deciding on a bevel, I usually start out with a preset and then do a lot of fine tuning using the Bevel Attribute Toolbar:

The controls work as described below:
Bevel Mode: This affects the smoothness of the bevel and can also be used to affect the edge where the surface of the text meets the sides of the text, and to create special effects. There are 4 basic modes, they work as follows:
None: A flat surface with no bevel.
Flat: Similar to chiseled but rises to a flat surface instead of to a point.
Round: A smooth rounded surface, similar to 3D Round text in PhotoImpact.
Chiseled: The surface rises to a sharp point, similar to 3D Chisel in PhotoImpact.
There are 4 edge modes that affect the image surface plus the edge where the surface of the text meets the sides of the text:
Round-Chiseled: Rounded surface to chiseled edge.
Chiseled-Round: Chiseled surface to rounded edge.
Round-Round: Rounded surface to rounded edge.
Chiseled-Chiseled: Chiseled surface to chiseled edge.
In addition, there a 6 special effects modes: Hollow, Imprint, Frame, Board, Facet and Outline.
Each mode has a unique set of controls, but there are 5 controls that are common to almost all bevels:
Extrusion: Elongates the sides of the bevel.
Weight: Adjusts how far the sides of each letter extend outward toward neighboring letters.
Border: Affects how far the bevel extends from the surface of the text.
Depth: Adjusts the intensity of the bevel on the surface of the text and sides of the text.
Precision: Adjusts the smoothness Vs sharpness of the bevel's surface.
The following examples show the same image with each of the settings changed to show their effect. The base settings for the image are:

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