Chapter 14 Design and Production Six key reasons for the effective use of visuals in advertising Grab attention Stick in memory Cement belief Tell interesting stories Communicate quickly Anchor associations

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

Print Art Direction Art Photos Illustrations Color Attracts attention 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

Typography Advertising Advertising Advertising Advertising Fonts Basic set of letters in a particular typeface Serif Sans serif Justification Justified type (flush) Unjustified type (ragged) Advertising Advertising Advertising Advertising

Typography Type Measurement Points Display >= 14 pt. Body 10-12 pt. Smallest system of measurement units Display >= 14 pt. Body 10-12 pt. Legibility How easy it is to perceive the letters Keep columns of copy under three inches long

Legibility The call of the wild whispers your name, and it asks if you can come out and play. The wild is waiting. And so is the 4Runner, ready to take you places you’ve only dreamed of before – and to some you never knew existed. The call of the wild whispers your name, and it asks if you can come out and play. The wild is waiting. And so is the 4Runner, ready to take you places you’ve only dreamed of before - and to some you never knew existed.

Legibility

Legibility The call of the wild whispers your name, and it asks if you can come out and play. The call of the wild whispers your name, and it asks if you can come out and play. The call of the wild whispers your name, and it asks if you can come out and play.

Legibility This is reverse type. This is hard contrast. THIS TYPE IS IN ALL CAPITAL LETTERS

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 Nonlinear

Design Principles Common Principles Direction Dominance Unity White space Contrast Balance Proportion Simplify

Layout Stages Thumbnail sketches Rough layouts Comprehensives Mechanicals

Art Reproduction Line art Halftone Color Reproduction Image is solid on a white page A drawing or illustration Halftone Have a range of gray tones between the black and white Photographs Color Reproduction Four-color printing Process colors: Magenta Cyan Yellow Black Color separation

Mechanical Techniques Die-Cutting To make unusually-shaped edges Embossing/debossing Raised or lowered surfaces Foil-stamping For metallic coatings Tip-ins Separate preprinted parts to be glued on

Television Art Direction Excitement and drama in a television ads are created through the moving images & sounds Visual storytelling is important, even for abstract visual concepts Video Graphics Stock footage Graphics Crawl Morphing

Producing Commercials Broadcast Production Producing Commercials Film or videotape Animation Stop motion Music and action TV Production Process Preproduction The shoot Postproduction

Effective Web Design Web pages should follow the same layout rules as posters, but . . . Web pages can combine elements and design styles from many different media Action & Interaction Web advertisers are continuing to find ways to be more engaging Regular site visitors should be able to customize the site

Effective Web Design Manage your image Simple navigation Don’t waste time Keep your product fresh Provide value Get interactive Promote your site