Muhammad Waqas Design and Production (Continued) Lecture 26

Muhammad Waqas Recap I.Chapter Key Points II.Visual Communication III.Print Art Direction

Muhammad Waqas Print Production Different media have different demands on design and production Newsprint not a good surface for reproducing fine details Excellent photographic and color reproduction differentiate magazines from newspapers Tips for Designers Graphics Size Colors Figure/ground Typography Product identification Extensions Shape Motion

Muhammad Waqas Art Reproduction Line art – Image is solid on a white page – A drawing or illustration Halftone – Have a range of grey tones between the black and white – Photographs Color Reproduction Process colors Four-color printing Color separation

Muhammad Waqas Printing Processes Letterpress Offset Lithography Rotogravure Flexography Silkscreen

Muhammad Waqas Printing Processes Digitization Uses computer technology to break images into tiny grids, coded electronically for tone and color How computers handle the color reproduction process Binding and Finishing Special printing effects used to enhance ads and other printed materials

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

Muhammad Waqas Broadcast Production The producer oversees the production on behalf of the agency and client and is responsible for the budget, among other things The director takes the art director’s storyboard and makes it come to life on film

Muhammad Waqas Broadcast Production Producing Commercials Animation Stop motion Music and action TV Production Process Preproduction The shoot Postproduction

Muhammad Waqas 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 Action and Interaction Web advertisers are continuing to find ways to make the imagery more engaging Sites should have clear navigation Regular site visitors should be able to customize the site

Muhammad Waqas Summary I.Print Production II.Television Art Direction III.Broadcast Production IV.Effective Web Design

Muhammad Waqas Reference Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice- Hall, New Delhi, ND.