1. Design and Production
Chapter 14

2. Chapter Outline Chapter Key Points Visual Communication
Print Art Direction
Print Production
Television Art Direction
Broadcast Production
Effective Web Design

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

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

5. Thomasville and Long Haymes Carr Bring Hemingway Back to Life
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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

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

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

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

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

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

12. Justification Justified type Unjustified type Flush right Flush left
Ragged right
Ragged left
Figure 14.1b

13. Type Measurement Points Picas Smallest system of measurement units
Bigger unit of measurement
Figure 14.1c

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

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

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

17. Final High-Resolution Film
Layout Stages
Thumbnail Sketches
Rough Layout
Semicomps
Mechanicals
Comprehensives
Final High-Resolution Film
Figure 14.4

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

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

20. OAAA: Promoting, Protecting and Advancing Outdoor Advertising
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21. Art Reproduction
Line art
Halftone
Figure 14.5

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

23. Printing Processes Letterpress Offset Lithography Rotogravure
Flexography
Silkscreen

24. Printing Processes
Digitization
Binding and Finishing

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

26. Video Graphics
Stock footage
Crawl
Morphing

27. The Fallon Agency: Making Cat Herding Look Easy
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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

29. Producing Commercials
Animation
Stop motion
Music and action

30. Television Production Process
Message Design
Preproduction
Production
Postproduction
Figure 14.8

31. Honda Cog Gets it Right

32. Visit The Site - www.crewcuts.com
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
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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
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34. Forrester Research: The Good, The Bad, and The Ugly
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35. Discussion Questions

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.

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.

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.

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.

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

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?