Visual Communications October 13, 2011. Overview Key elements of Visual Communications ▫Design ▫Typography ▫Imagery ▫Copy.

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Presentation transcript:

Visual Communications October 13, 2011

Overview Key elements of Visual Communications ▫Design ▫Typography ▫Imagery ▫Copy

Key Elements of Visual Communication Strong visual communications combines 4 key elements DESIGN TYPOGRAPHY COPY IMAGERY

DESIGN Platform PowerPoint presentation Written document Flyer/advertisement Other? Layout Minimalist or embellished Line graphics, icons/ cartoons, or lifelike images Plain or designed Color pallet Professional vs. playful Black & white or color Clarifying vs. distracting (be consistent with color and watch out for unintentional coding) Strong visual communications combines 4 key elements

Design Graphics have an enormous influence on “tone”

Design Layout also plays an important role Strategic Entrepreneurship Journal McKinsey Quarterly

Design Color pallets should be coordinated and consistent Source:

Typography Typography enables visual artists to communicate more than just words… Source: /

Typography Typography enables visual artists to communicate more than just words… Source: /

Typography Typography enables visual artists to communicate more than just words… Source: /

Typography Typography enables visual artists to communicate more than just words… Source:

Typography Typography enables visual artists to communicate more than just words… Source:

Imagery Imagery sets the tone and context for communication

Imagery Imagery sets the tone and context for communication Source:

Imagery Source:

Imagery Source:

Imagery Source:

Copy Copy is the term used to describe the words that have been carefully chosen to convey a message COPY Messaging Targeted description of benefits/ issues to be communicated Tagline/slogan A memorable, concise statement that links a message and its source Positioning Statement or language that places the message in context

Taglines and Slogans Taglines convey the essence of a message “Where’s the beef?" “Can you hear me now?" “Drivers wanted.” “Breakfast of champions.” Source:

Messaging Messaging utilizes language that is believed to resonate with the target audience to communicate benefits/issues Source:

Messaging Source:

Messaging Messaging is often most clear when indirect! Source:

Messaging Source:

Messaging Source:

Messaging Source:

Messaging Source:

Messaging Source:

Messaging Source:

Messaging Source:

Positioning Positioning helps an audience make a decision about an offering or choose a side on an issue… …it may be direct… Source:

Positioning …or indirect Source:

Positioning Source:

Putting the Pieces Together Source:

Putting the Pieces Together Source:

Putting the Pieces Together Source:

Putting the Pieces Together Source:

Putting the Pieces Together

Putting the Pieces Together Source:

Putting the Pieces Together Source:

Key Elements of Visual Communication Design Typography Imagery Copy Taglines and Slogans Messaging Positioning Putting the Pieces Together