Design and Production Chapter 14

14-2 Chapter Outline I.Chapter Key Points II.Visual Communication III.Print Art Direction IV.Print Production V.Television Art Direction VI.Broadcast Production VII.Effective Web Design

14-3 Key Points Explain how visual impact is created in advertising List the principles of layout and explain how design is affected by media requirements Describe how art and color are reproduced Explain how the art director creates TV commercials Identify the critical steps in planning and producing broadcast commercials Summarize the techniques of Web design

14-4 Visual Communication Grab attention Stick in memory Cement belief Tell interesting stories Communicate quickly Anchor associations

14-5 Thomasville and Long Haymes Carr Bring Hemingway Back to Life Visit the Site

14-6 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

14-7 The Art Director In charge of the visual look of the message Most difficult challenge is transforming a concept into words and pictures

14-8 Illustrations and Photos Photos –The authenticity of photography makes it powerful Illustrations –Illustrations eliminate many details of a photo

14-9 Color Attracts attention Provides realism Establishes moods Builds brand identity Spot color

14-10 Typography The appearance of the ad’s printed matter in terms of the style and size of typefaces

14-11 Fonts Basic set of letters in a particular typeface –Serif –Sans serif –Uppercase –Lowercase –All caps –U&lc –Weight, posture, and width Figure 14.1a

14-12 Justification Justified type –Flush right –Flush left Unjustified type –Ragged right –Ragged left Figure 14.1b

14-13 Type Measurement Points –Smallest system of measurement units Picas –Bigger unit of measurement Figure 14.1c

14-14 Legibility How easy it is to perceive the letters Reverse type, all capitals, and surprinting all hinder the reading process Figure 14.1d

14-15 Layout and Design Picture window All art Panel or grid Dominant type or all copy Circus Nonlinear Grunge

14-16 Design Principles Direction Dominance Unity White space Contrast Balance Proportion Simplify, simplify, simplify

14-17 Layout Stages Thumbnail SketchesRough Layout Semicomps Mechanicals Comprehensives Final High-Resolution Film Figure 14.4

14-18 Print Production Different media have different demands on design and production

14-19 Creating an Effective Poster or Outdoor Board Graphics Size Colors Figure/ground Typography Product identification Extensions Shape Motion

14-20 OAAA: Promoting, Protecting and Advancing Outdoor Advertising Visit the Site

14-21 Art Reproduction Line art Halftone Figure 14.5

14-22 Color Reproduction Process colors Four-color printing Color separation Figure 14.7 – The Color Separation Process

14-23 Printing Processes Letterpress Offset Lithography Rotogravure Flexography Silkscreen

14-24 Printing Processes Digitization Binding and Finishing

14-25 Television Art Direction Excitement and drama in a television ad is created through the moving images Visual storytelling is important, even for abstract visual concepts

14-26 Video Graphics Stock footage Crawl Morphing

14-27 The Fallon Agency: Making Cat Herding Look Easy Visit the Site

14-28 Broadcast Production Puts everything together toward the end of the filming or taping process; evaluates how to assemble scenes and which audio elements work best with the dialogue and footage. Editor Orchestrates music for the various instruments and voices to make it fit a scene or copy line. The copywriter usually writes the lyrics or at least gives some idea of what the words should say. Arranger Writes original music and sometimes writes the lyrics along with the music.Composer Has responsibility for the actual filming or taping, including scene length, who does what, how lines are spoken and the characters played; in TV determines how the camera is set up and records the flow of action. Director Takes charge of the production, handles the bidding and all production arrangements, finds the specialists, arranges for casting talent, and makes sure the expenses and bids come in under budget. Producer In TV, develops the storyboard and establishes the look of the commercial, whether realistic, stylized, or fanciful. Art Director Writes the script, whether it contains dialogue, narrative, lyrics, announcements, descriptions, or no words at all. Copywriter Who Does What in TV and Radio Production? Table 14.1

14-29 Producing Commercials Animation Stop motion Music and action

14-30 Television Production Process Message Design Preproduction Production Postproduction Figure 14.8

14-31 Honda Cog Gets it Right

14-32 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 Visit The Site -

14-33 Action and Interaction Web advertisers are continuing to find ways to make the imagery more engaging Regular site visitors should be able to customize the site Visit The Site –

14-34 Forrester Research: The Good, The Bad, and The Ugly Visit the Site

Discussion Questions

14-36 Discussion Question 1 What are the differences between using an illustration and using a photograph? Give an example of a product category where you would want to use an illustration and another example where you would use a photograph. Explain why.

14-37 Discussion Question 2 What principles govern the design of a magazine ad? Collect two samples, one that you think is a good example of effective design and one that you think is not effective. Critique the two ads and explain your evaluation based on what you know about how design principles work in advertising layouts.

14-38 Discussion Question 3 Choose an ad from this textbook that you think demonstrates a good layout with a clear visual path. Take a piece of tracing paper, as we have done with the Porsche ad in Figure 14.3, and convert the key elements to geometric shapes to see what kind of pattern emerges. –Illustrate on your tracing how the eye moves around the page. –Put an X on the dominant element on your tracing.

14-39 Discussion Question 4 One of the challenges for creative ad designers is to demonstrate a product whose main feature cannot be seen by the consumer. Suppose you are an art director on an account that sells shower and bath mats with a patented system that ensures that the mat will not slide (the mat’s underside is covered with tiny suction cups that grip the tub’s surface). –Brainstorm some ways to demonstrate this feature in a television commercial. –Find a way that will satisfy the demands of originality, relevance, and impact.

14-40 Discussion Question 5 Think of a television commercial you have seen recently that you thought was creative and entertaining. Then find one that you think is much less creative and entertaining. Analyze how the two commercials work to catch and hold your attention. –How do the visuals work? –What might be done to make the second commercial more attention getting? You can also use online sources to find commercials at and at

14-41 Discussion Question 6 One approach to design says that a visual image in an ad should reflect the image of the brand. Find a print ad that you think speaks effectively for the personality of the brand. Now compare the print ad with the brand’s Web site. –Does the same design style continue on the site? –Does the site present the brand personality in the same way as the print ad?