Prentice Hall, © 200914-1 Design and Production Part 4: Principles: Creativity and Breakthrough...

14-1Prentice Hall, © 2009

Design and Production

Part 4: Principles: Creativity and Breakthrough Advertising

Chapter 14


Questions We’ll AnswerQuestions We’ll Answer

• What is the role of visual communication in advertising?

• How can we define layout and composition, and what’s the difference between the two?

• How are art and color reproduced in print advertising?

• Which steps in planning and producing broadcast commercials are most critical?

• What are the basic techniques of Web design?

CHAPTER KEY POINTS


Using Visual EffectivelyUsing Visual Effectively

VISUAL COMMUNICATION

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


Using Visual EffectivelyUsing Visual Effectively


• An intriguing idea grabs attention and sticks in memory.

• A picture in a print ad captures more than twice as many readers as a headline does.

• People remember ads with pictures more than those with just type.


Other Purposes of VisualsOther Purposes of Visuals


• Visual storytelling—the visual sets up the narrative and tell the story.

• Brand image—the brand must be consistently represented.

– A logo graphically identifies a brand or company.


The Art DirectorThe Art Director

ART DIRECTION

• In charge of the visual look of the ad how it communicates mood, product qualities and psychological appeals.

• They decide which type of visual to use— art, photography, film, animation, etc. for ads.

• May also work on branding/corporate logo including office interiors, merchandising materials, delivery vehicles.


Designers Toolkit: PhotosDesigners Toolkit: Photos

ART DIRECTION

• Photography’s authenticity makes it powerful, more realistic

– “John West” is a British canned fish

– Ernest Hemingway Collection is a line of Thomasville furniture

• Photos add credibility• Photos are realistic• Use is determined by strategy


Designer’s Toolkit: IllustrationDesigner’s Toolkit: Illustration

ART DIRECTION

• Illustration eliminates the details of a photo and focuses on the “highlights” of the image.

• Can also simplify the message and focus on key details.

• Illustration is more fanciful. • Use is determined by strategy.


Designer’s Toolkit: ColorDesigner’s Toolkit: Color

ART DIRECTION

• Color can attract attention, provide realism, and establish moods, and build brand identity.

• Lack of color—black and white—can add dignity and sophistication.

• Spot color—added to black to accent or highlight certain elements.


Print LayoutPrint Layout

ART DIRECTION

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

– Picture window—a single, dominant visual occupying 60 to 70% of the ad with headline and copy underneath and logo at bottom..

– All art––art fills the frame; copy is embedded in the picture. – Panel or grid—uses a number of visuals, like a window pane or

comic strip panel.– Dominant type or all copy—emphasizes type over art, headline

may be treated as type art.– Circus—combines lots of elements—art, type, color—to

deliberately create a busy, jumbled image. – Nonlinear—can be read starting at any point in the image.– Grunge—shows what is presumed to be a Generation X–inspired

lack of concern for the formalities of art, design, type styles, and legibility.


Layout StagesLayout Stages

ART DIRECTION

• Thumbnail sketches—quick, miniature preliminary sketches.

• Rough layouts—show where design elements go.

• Semicomps and comprehensives—drawn to size and used for presentation either inside or to the client.

• Mechanicals—assemble the elements in their final position for reproduction.

• Final high-resolution computer file—used for the actual production of the ad.


CompositionComposition

ART DIRECTION

• Refers to the way elements in a picture are arranged.

• Photographers and videographers– Place or arrange elements for the camera– Manipulate the point of view if elements can’t be

moved

• Storyboards are sketches of the scenes and shots in a commercial and reflect camera positions.


Print Media RequirementsPrint Media Requirements

PRINT PRODUCTION

• Different media have different design and production demands.

• Newsprint is printed on high speed, inexpensive, rough-surfaced spongy paper.

• Magazine offers better reproduction than newspapers.

• Yellow Pages ads must stand out in a cluttered environment, but contain useful information.


Creating Effective OutdoorCreating Effective Outdoor

PRINT PRODUCTION

• Graphics–eye stopping

• Size–images are huge

• Colors–bold, bright, contrasting

• Figure/ground–keep it simple

• Typography–simple, clean, legible• Product ID–make label or package large• Extensions–go beyond the frame• Shape–use 3D• Motion–use movable parts, or revolving panels


Print Art ReproductionPrint Art Reproduction

PRINT PRODUCTION

• Line art is an image with solid lines on white paper.

• A halftone is an image with a range of gray tones.

• Printers create the illusion of a halftone by shooting a photo through a screen to create a dot pattern.

• Screens are also used to create tint blocks or percentages of black or color.


Color ReproductionColor Reproduction

PRINT PRODUCTION

• Process colors (magenta, cyan, yellow, black) are used in the four-color printing process.

• Color separation is a process by which a printer reduces or “separates” to four negatives for each of the four colors.


DigitizationDigitization

PRINT PRODUCTION

• Method for creating a reproducible form of an ad to distribute to a number of publications.

• Also used by agencies to send ad proofs to clients.

• A computer codes images electronically for tone or color; they can then be transmitted electronically to clients, printers, or newspaper printers.

• Digitization is also used to create out-of-home advertising with changing digital screens and moving images.


Binding and FinishingBinding and Finishing

PRINT PRODUCTION

• Die-cutting—a sharp-edged stamp is used to cut out shapes.

• Embossing (raised surfaces) or debossing (depressed surface) or image.

• Foil-stamping—a thin metal coating molded to the paper surface with heat or pressure.

• Tip-ins—separate, preprinted ads clued into a publication (perfume samples in a magazine).

• See-through—graphic images are separated and printed on the front and back of a page.


Broadcast TermsBroadcast Terms

BROADCAST PRODUCTION

• Stock footage– Previously recorded images, either video, still

slides, or moving film.

• Crawl– Computer-generated letters that move across

the bottom of a screen.

• Morphing– One image gradually changes into another.


Filming and EditingFilming and Editing


• Copywriter — writes the script, even if there are no words.• Art Director—in TV, develops the storyboard and

establishes the look of the commercial, whether realistic, stylized, or fanciful.

• Producer (can be an agency staff member)—handles production including bidding, all arrangements, specialists, casting talent, and budget.

• Director—responsible for filming/taping, including scene length, action, how lines are spoken and characters played; in TV determines camera set up and records the flow of action.

• Composer—writes original music and sometimes lyrics, too.

• Arranger—orchestrates music for the various instruments and voices to make it fit a scene or copy line.

• Editor—assembles all the pieces including audio, dialogue, and footage.


Producing TV CommercialsProducing TV Commercials


• Television ads create excitement and drama through the moving images.

• Can be filmed live, prerecorded on film or tape, or animated.

• Film-to-tape transfer—shot on film or video, digitized for editing, then transferred to videotape for distribution.

• Visual storytelling is constructed through the careful design of individual shots and the sequencing of moving images.


Producing TV CommercialsProducing TV Commercials


• Animation– Used to create characters like the Geico gecko.

– With computer animation, images appear real.

• Stop motion– Used in claymation or to make other inanimate

objects appear to move.

• Music and action– Should match music to action; can be used to

get attention, set a mood, or stick in memory.


Television Production ProcessTelevision Production Process


• Preproduction– Production notes; preproduction meeting; find

talent, location, props, costumes.

• The Shoot– Recording the action; technicians include

camera operator, gaffer, grip; record music, sound effects, voices; graphics.

• Postproduction– The editor assembles the pieces to match the

storyboard.


Web Design GuidelinesWeb Design Guidelines

EFFECTIVE WEB DESIGN

• Web pages, especially first screens, should follow the same layout rules as posters.

– Graphics should be attention-getting but quickly downloadable

– Type should be simple; avoid all caps

– Use high-contrast colors

• Web pages can combine elements and design styles from many different media including print, still photography, film, animation, sound, games.

• Web designers use many tools including animation, complex navigation paths, and sophisticated design software.


Action and InteractionAction and Interaction

EFFECTIVE WEB DESIGN

• Web advertisers are continuing to find ways to make the imagery more engaging.

– www.climbmeru.com• Sites should have clear navigation.

– Users should be able to easily move through the site and find what they want.

• Regular site visitors should be able to customize the site.

• Minicomputers, PDAs, and cell phones present new opportunities and challenges for businesses to display products on the small screen.


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Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

Prentice Hall, © 200914-1 Design and Production Part 4: Principles: Creativity and Breakthrough...

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