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Design and Production(Continued)

Lecture 26

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Recap

I. Chapter Key PointsII. Visual CommunicationIII. Print Art Direction

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14 - 3

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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14 - 4

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

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14 - 5

Printing Processes

• Letterpress• Offset Lithography• Rotogravure• Flexography• Silkscreen

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14 - 6

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

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14 - 7

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

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14 - 8

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

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14 - 9

Broadcast Production

Producing Commercials• Animation• Stop motion• Music and action

TV Production Process• Preproduction• The shoot• Postproduction

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14 - 10

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

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Summary

I. Print ProductionII. Television Art DirectionIII. Broadcast ProductionIV. Effective Web Design

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Reference

• Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.