Design and Production

Chapter 10

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93%

of communication is non-verbal Albert Mehrabian (Psychologist) decipher images 60000 times faster than text items are deciphered simultaneously while language is decoded in a linear sequential manner, taking more time to process

Humans

Image

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Unless

our words, concepts and ideas are hooked onto an image, they will go in one ear and sail out through the the ear

Words

are stored in our short term memory while images are stored in our long term memory

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Verbal

Information Retained

Studies show that people remember 10% of what they hear and 20% of what they read, but about 80 percent of what they see and do.

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Visual Communication

Six key reasons for the effective use of visuals in advertising

1.
2. 3. 4. 5. 6.

Grab attention Stick in memory Cement belief Tell interesting stories Communicate quickly Anchor associations

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Selecting the focus of advertising visuals

Package The The

containing the product

product alone product in use

How

to use the product

features

Product

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Comparison Humor Testimonial Negative Color

of products

Appeal

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Visual Communication

Visual impact A picture in a print ad captures more than twice as many readers as a headline does
Initial attention is more likely to turn into sustained interest

The art director In charge of the visual look of the message

Most

difficult challenge is transforming a concept into words and pictures

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Print Art Direction

Illustrations and Photos Photos

Color
Attracts

The authenticity of photography makes it powerful

Illustrations

attention Provides realism Establishes moods Builds brand identity Spot color

Illustrations eliminate many details of a photo

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Typography

The appearance of the ads printed matter in terms of the style and size of typefaces Fonts
Basic set of letters in a particular typeface

Justification
Justified

type

Flush right Flush left

Unjustified

type

Serif Sans serif

Ragged right Ragged left

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Typography
Type Measurement
Points

Legibility
How

Smallest system of measurement units

easy it is to perceive the letters type, all capitals, and surprinting all hinder the reading process

Reverse Picas

Bigger unit of measurement

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Layout and Design

Layout

A plan that imposes order and creates an arrangement that is aesthetically pleasing

Common Ad Layouts Picture window All art Panel or grid Dominant type or all copy Circus Nonlinear

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Mondrian Layout

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Picture Layout

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Big Type

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Circus

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Silhouette

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Rebus

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Axial

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Design Principles
Design

has both functional and aesthetic needs

Common Principles
Direction Dominance Unity

Makes the message easy to perceive Makes it attractive and pleasing to the eye

space Contrast Balance Proportion Simplify, simplify, simplify

White

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Layout Stages
Thumbnail
Rough

sketches

layouts and comprehensives

Semicomps

Mechanicals

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Print Production

Different media have different demands on design and production Newsprint not a good surface for reproducing fine details Excellent photographic and color reproduction differentiate magazines from newspapers

Tips for Designers Graphics Size Colors Figure/ground Typography Product identification Extensions Shape Motion

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Art Reproduction
Line

art

Image is solid on a white page A drawing or illustration Have a range of grey tones between the black and white Photographs

Color Reproduction
Process

Halftone

colors Four-color printing Color separation

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Printing Processes
Letterpress Offset

Lithography

Rotogravure
Flexography Silkscreen

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Printing Processes

Digitization Uses computer technology to break images into tiny grids, coded electronically for tone and color

Binding and Finishing

Special

printing effects used to enhance ads and other printed materials

How computers handle the color reproduction process

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Broadcast Production
The

producer oversees the production on behalf of the agency and client and is responsible for the budget, among other things
director takes the art directors storyboard and makes it come to life on film

The

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Broadcast Production
Producing Commercials
Animation Stop

TV Production Process
Preproduction The

motion Music and action

shoot Postproduction

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Effective Web Design

Web

pages should follow the same layout rules as posters

pages can combine elements and design styles from many different media

Action and Interaction Web advertisers are continuing to find ways to make the imagery more engaging

Web

Sites should have clear navigation Regular site visitors should be able to customize the site

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Vintage ads

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