1. Chapter 13 Design and Production
Visual Communication
Visuals are better at getting and keeping attention
Pictures communicate faster than words
People remember messages as visual fragments
Seeing is believing
Low involvement products are visually linked to lifestyles and users

2. Print Art Direction Advertising Advertising Advertising Advertising
The art director
Illustrations and photos
Typography
Justification
Type measurement
Families of type
Serif & Sans Serif
Legibility
Advertising
Advertising
Advertising
Advertising

3. Readability of Type Characteristics
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.

4. Readability of Type Characteristics

5. Readability of Type Characteristics
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.

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

7. Print Art Direction Layout and design Common types of ad layouts:
Picture window
All art
Panel or grid
Dominant type
Nonlinear

8. Print Art Direction Layout and design Design principles Direction
Dominance
Unity
White space
Contrast
Balance
Proportion
Simplify

9. Print Art Direction Visuals (60-80) Headlines (10-15) Sub-heads
Body Copy (<20)
Slogans, Logos,
etc. (5-10)

10. Print Art Direction Creative Pyramid Visual Desire Credibility
Attention
Creative Pyramid
Visual
Action
Desire
Credibility
Headline
Interest
Body copy
Slogan
Logo/address

11. Print Art Direction Layout and design Layout stages Thumbnails
Rough Layout
Comprehensives
Mechanicals

12. Print Production Art reproduction Two types of images:
line art (drawing, illustration)
halftone (photograph)
Halftone process
Original photo is shot through a fine screen
Image is converted to a pattern of dots
Quality depends on how fine the screen is
Color reproduction
Full-color images are reproduced using four process colors

13. Television Art Direction
Video graphics
Stock footage
Graphics
Crawl
Morphing
Producing TV commercials
Film or videotape
Animation
Stop motion and claymation

14. Web Design Manage your image Simple navigation Don’t waste time
Keep your product fresh
Give it away
Information-in-the-end
Get interactive
Follow the rule of ten
Promote your site
The rules will change