Muhammad Waqas Design and Production Lecture 25

Muhammad Waqas Recap I.How to Write Radio Copy II.How to Write Television Copy III.Writing for the Web IV.Copywriting in a Global Environment

Muhammad Waqas 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

Muhammad Waqas 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

Muhammad Waqas Visual Communication Six key reasons for the effective use of visuals in advertising 1.Grab attention 2.Stick in memory 3.Cement belief 4.Tell interesting stories 5.Communicate quickly 6.Anchor associations

Muhammad Waqas 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

Muhammad Waqas Print Art Direction Illustrations and Photos Photos – 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

Muhammad Waqas

Typography The appearance of the ad’s printed matter in terms of the style and size of typefaces Fonts Basic set of letters in a particular typeface – Serif – Sans serif Justification Justified type – Flush right – Flush left Unjustified type – Ragged right – Ragged left

Muhammad Waqas

Typography Type Measurement Points – Smallest system of measurement units Picas – Bigger unit of measurement Legibility How easy it is to perceive the letters Reverse type, all capitals, and surprinting all hinder the reading process

Muhammad Waqas Layout and Design 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 Circus Nonlinear Grunge

Muhammad Waqas Design Principles Design has both functional and aesthetic needs – Makes the message easy to perceive – Makes it attractive and pleasing to the eye Common Principles Direction Dominance Unity White space Contrast Balance Proportion Simplify, simplify, simplify

Muhammad Waqas Layout Stages Thumbnail sketches Rough layouts Semicomps and comprehensives Mechanicals

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

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