1. 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

2. 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

3. 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

4. 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

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

6. 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.

7. Legibility

8. 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.

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

10. 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

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

12. Layout Stages Thumbnail sketches Rough layouts Comprehensives
Mechanicals

13. 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

14. 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

15. 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

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

17. 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

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