Design and Production. 14 - 2 Lecture Outline I.Visual Communication II.Print Art Direction...
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Transcript of Design and Production. 14 - 2 Lecture Outline I.Visual Communication II.Print Art Direction...
14 - 2
Lecture Outline
I. Visual Communication
II. Print Art Direction
III. Print Production
IV. Television Art Direction
V. Broadcast Production
VI. Effective Web Design
14 - 3
Visual Communication
• Six key reasons for the effective use of visuals in advertising
1. Grab attention
2. Stick in memory
3. Cement belief
4. Tell interesting stories
5. Communicate quickly
6. Anchor associations
14 - 4
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
14 - 5
Print Art Direction
Illustrations and Photos• Photos
– The authenticity of photography makes it powerful
• Illustrations– Illustrations eliminate
many details of a photo
Color• Attracts attention• Provides realism• Establishes moods• Builds brand identity• Spot color
14 - 6
Typography
• The appearance of the ad’s printed matter in terms of the style and size of typefaces
Fonts• Basic set of letters in a
particular typeface– Serif
– Sans serif
Justification• Justified type
– Flush right– Flush left
• Unjustified type– Ragged right– Ragged left
14 - 7
Typography
Type Measurement• Points
– Smallest system of measurement units
• Picas– Bigger unit of
measurement
Legibility• How easy it is to
perceive the letters• Reverse type, all
capitals, and surprinting all hinder the reading process
14 - 8
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• Grunge
14 - 9
Design Principles
• Design has both functional and aesthetic needs– Makes the message easy
to perceive– Makes it attractive and
pleasing to the eye
Common Principles• Direction• Dominance• Unity• White space• Contrast• Balance• Proportion• Simplify, simplify,
simplify
14 - 10
Layout Stages
• Thumbnail sketches
• Rough layouts
• Semicomps and comprehensives
• Mechanicals
14 - 11
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
14 - 12
Art Reproduction
• Line art– Image is solid on a white
page
– A drawing or illustration
• Halftone– Have a range of grey
tones between the black and white
– Photographs
Color Reproduction• Process colors• Four-color printing• Color separation
14 - 13
Printing Processes
• Letterpress
• Offset Lithography
• Rotogravure
• Flexography
• Silkscreen
14 - 14
Printing Processes
Digitization• Uses computer
technology to break images into tiny grids, coded electronically for tone and color
• How computers handle the color reproduction process
Binding and Finishing• Special printing effects
used to enhance ads and other printed materials
14 - 15
Television Art Direction
• Excitement and drama in a television ad are created through the moving images
• Visual storytelling is important, even for abstract visual concepts
Video Graphics• Stock footage• Crawl• Morphing
14 - 16
Broadcast Production
• The producer oversees the production on behalf of the agency and client and is responsible for the budget, among other things
• The director takes the art director’s storyboard and makes it come to life on film
14 - 17
Broadcast Production
Producing Commercials• Animation• Stop motion• Music and action
TV Production Process• Preproduction• The shoot• Postproduction
14 - 18
Effective Web Design
• Web pages should follow the same layout rules as posters
• Web 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
• Sites should have clear navigation
• Regular site visitors should be able to customize the site
Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.
Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.
Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.
Bibliography