Defining client requirements P ROJECT 4 STEPS -- A DVERTISEMENT

I NTRODUCE STUDENTS TO GOALS OF THE PROJECT :  To work with a client to produce an advertisement.  To review and revise per client’s specifications.  To create print versions of advertisements.

L OOK AT A DVERTISEMENTS  Share examples of print and web advertisements and discuss the design principles and techniques used in the following areas:  Layout  Colors and graphics  Typography  Tone

P ROJECT 4  Introduce the project, have students share information about the client organizations, such as the following:  Name of organization  Its mission and goals  Product or service provided by the organization and explanation of how it works  Background and history  Why the organization wants an advertising team

P ROJECT P HASES  Discuss the project phases and ask students to organize the planning of their tasks within the project phases.  Define  Design  Build  Print delivery

C LIENT I NTERVIEW  In preparation for the client interview, read over the kind of information designers need from a client about the client’s goals and target audience.  Worksheet: Client interview: Advertisement  Have students interview their client, take notes, and gather information they identified as needed when prepping for the interview.

I NTERVIEW  After the interview, have students review any advertisements recommended by the client. Encourage students to brainstorm design ideas as they review advertisements.

P LAN  As students plan their advertisements, allow them to do the following:  Sketch layout ideas  Take photographs of relevant products, people in action, or other services related to the advertisement  Identify any needed assets

3 C ONCEPT I DEAS  Instruct each student to create three concept ideas for the advertisement using relevant photographs and assets.  Instruct each student to meet with the client to explain their designs.  During the presentation, make sure students take notes to gather all comments.

R EVIEW AND R EVISE  Instruct students to review and revise their advertisements according to client feedback.  Instruct them to resubmit one or two comps (depending on the clients’ wishes) and continue this cycle until the client approves a single comp.  Worksheet: Review and redesign of advertisement

G RAPHIC E LEMENTS  Allow students time to create any graphics elements for their advertisement in Photoshop.

W ATERMARK  Explain that the first version of the advertisement will have a watermark to identify that it is a working draft for the client and for later use in a focus group.  Using the “I do, we do, you do” method, demonstrate how to use opacity and fill to create a watermark in Photoshop and/or InDesign and instruct students to create a watermark on their graphics elements.  ©2012 Mrs. Hartley (alt 0169)

I N D ESIGN  Using the “I do, we do, you do” method, demonstrate how to work with text and place objects on a page in InDesign.  InDesign guide: How to work with text frames  InDesign guide: How to combine graphics frames and text frames  InDesign guide: How to place images on a page  InDesign guide: How to work with graphics frames, how to add a watermark

F INISH A D  Instruct students to export elements and assets from Photoshop to InDesign and allow them time to complete their advertisement layout and copy.

F INAL  Have designers present the final advertisement to the client, explaining his/her design decisions.  Have students write up a paragraph or two explaining their design decisions and what they learned from the assignment.

T URN IN :  Rubric  Client Interview  3 different design comps(rough draft) (B&W)  Final ad with copyright and watermark (B&W)  Final ad in color (use Ogilvy ad layout—visual, caption, headline, copy, signature)  Paragraph(s) explaining your design decisions and what you learned.

N EW Y ORK C ITY HERE WE COME ! Advertising Capital of the World!!