Advertising Principles and Practices Design and Production Using Visuals Effectively Using Visuals Effectively Grab attention Stick in memory Cement belief Tell interesting stories Communicate quickly Anchor associations Prentice Hall 2009 14 2 Using Visuals Effectively Using Visuals 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 Principle The visual s primary function in an advertisement is to get attention Prentice Hall 2009 14 3 Other Purposes of Visuals Other Purposes of Visuals the visual sets up the narrative and tell the story the brand must be consistently represented A graphically identifies a brand or company Prentice Hall 2009 14 4 The Art Director The Art Director 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 Prentice Hall 2009 14 5 Designers Toolkit Photos Designers Toolkit Photos 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 Prentice Hall 2009 14 6 Designer s Toolkit Illustration Designer s Toolkit Illustration 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 Prentice Hall 2009 14 7 Designer s Toolkit Color Designer s Toolkit Color 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 Prentice Hall 2009 14 8 Designer s Toolkit Type Designer s Toolkit Type Typography refers to the appearance of the ad s printed matter Typeface or font Capitalization Variations in shape Column width Size of type Legibility Principle Type has a functional role in the way it presents the letters in words so they can be easily read but it also has an aesthetic role and can contribute to the meaning of the message through its design Prentice Hall 2009 14 9 look in book look in book Print Layout and Design Print Layout and Design A plan that imposes order and creates an arrangement that is aesthetically pleasing Picture Window All Art Nonlinear Dominant Type All Copy Panel or Grid Prentice Hall 2009 Grunge 14 10 Design Principles Design Principles Direction creating a visual path for the eye Dominance the point of emphasis Only one dominant element Unity elements fuse into one coherent image White Space area not covered by art or type Contrast makes elements stand out from one another Balance formal and informal symmetrical or asymmetrical uninteresting Proportion equally proportions of elements are visually Simplify simplify simplify the fewer the elements the stronger the impact Prentice Hall 2009 14 11 Layout Stages Layout Stages Look in book Look in book Thumbnail Sketches Rough Layout Semicomps Comprehensives Mechanicals Prentice Hall 2009 Final High Resolution Film 14 12 Composition Composition 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 look in book Storyboards are sketches of the scenes and shots in a commercial and reflect camera positions Prentice Hall 2009 14 13 Print Media Requirements Print Media Requirements 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 Prentice Hall 2009 14 14 Creating Effective Outdoor Creating Effective Outdoor 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 Prentice Hall 2009 14 15 Print Art Reproduction Print Art Reproduction 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 or percentages of black or color Prentice Hall 2009 14 16 Color Color Reproduction Reproduction 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 Prentice Hall 2009 14 17 Digitization Digitization Method for creating a form of an ad to distribute to a number of publications Also used by agencies to send 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 Prentice Hall 2009 14 18 Broadcast Production Broadcast Production Stock Footage Previously recorded images either video still slides or moving film Crawl Morphing Computer generated letters that move across the bottom of a screen One image gradually changes into another Prentice Hall 2009 14 19 Filming and Editing Filming 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