1. Chapter 10: Visual Communication
Part 3 Practice: Where is Creative Headed?
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2. Questions to Explore
What is the role of visual communication in advertising?
How can we define layout and composition, and what’s the difference between the two?
How are art and color reproduced in print advertising?
What are the steps in planning and producing video?
What are the basic techniques of Web design?
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3. Why is Visual Communication Important?
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4. Why is visual communication important?
Consider the Altoids case study from this chapter.
Success came from consistent graphic presentation of the brand in its marketing communication.
In effective advertising, it’s not just the words that count -- the visuals must communicate too.
Visuals do some things better than words, such as demonstrate something.
Consider the Altoids case study from this chapter. Success came from consistent graphic presentation of the brand in its marketing communication. In effective advertising, it’s not just the words that count -- the visuals must communicate too. Visuals do some things better than words, such as demonstrate something.
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5. Why is visual communication important?
The effective use of visuals can be related to the Facets Model of Effects:
Grab attention
Stick in memory
Cement belief
Tell interesting stories
Communicate quickly
Anchor associations
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6. Visual impact An intriguing idea grabs attention and sticks in memory.
A picture in a print ad captures more than twice as many readers as a headline does.
People remember ads with pictures more than those with just type.
An intriguing idea grabs attention and sticks in memory. A picture in a print ad captures more than twice as many readers as a headline does. People remember ads with pictures more than those with just type.
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7. Visual impact
IBM used a chick and an egg to demonstrate the smallness of its
hard disk drive, which is about the size of a large coin.
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8. Visual storytelling
In visual storytelling, the visual sets up a narrative that must be constructed by the reader or viewer.
This is even more important for conveying abstract concepts.
Creative people and art directors design images that tell stories and create brand impressions.
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9. Visual storytelling
This award-winning poster for Columbia Sportswear twists the “welcome” concept and welcomes you to come out rather than in.
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10. Brand image
Marketing communication plays a major role in the creation of a brand image.
Much of this is conveyed through visual elements.
A logo is the imprint used for immediate identification of a brand or company.
Marketing communication plays a major role in creation of a brand image. Much of this is conveyed through visual elements. A logo is the imprint used for immediate identification of a brand or company.
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11. Environmental design
The environment in which goods and services are offered for sale communicates lots of information about the brand.
Consider these store environments:
Polo
Sears
Nike
Patagonia
For related ideas, see “The Inside Story: Loving McDonald’s New Look” .
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12. What is Art Direction?
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13. What is art direction?
The art director is in charge of the visual look of the ad, and how it communicates mood, product qualities and psychological appeals.
They decide which type of visual to use— art, photography, film or animation for ads.
They may also work on brand or corporate logos, office interiors, merchandising materials, shopping bags, or delivery vehicles.
The art director is in charge of the visual look of the ad, and how it communicates mood, product qualities and psychological appeals. They decide which type of visual to use— art, photography, film or animation for ads. They may also work on brand or corporate logos, office interiors, merchandising materials, shopping bags, or delivery vehicles.
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14. The designer’s toolkit
Illustrations and photos
Photography’s authenticity makes it powerful.
Photos are realistic and add credibility.
Using software programs, one can manipulate photo content. This raises ethical questions.
The distinctive illustration style from the SeaPort Air campaign was used to paint an ad on the side of a multistory building in Tillamook, Oregon.
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15. The designer’s toolkit
Illustrations and photos
Illustration eliminates the details of a photo and focuses on the “highlights” of the image.
It can also simplify the message and focus on key details.
The decision to use a photo or illustration is determined by strategy, and its need for realism or fanciful images.
Illustration eliminates the details of a photo and focuses on the “highlights” of the image. It can also simplify the message and focus on key details. The decision to use a photo or illustration is determined by strategy, and its need for realism or fanciful images.
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16. The designer’s toolkit
Color
Color attracts attention, provides realism, and establish moods, and builds brand identity.
Black and white can add dignity and sophistication.
Spot color can be added to black to accent or highlight elements.
Sony’s “Full-Color Sound” campaign used the Big Idea that sound relates to colors.
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17. The designer’s toolkit
Typography
Art directors also specify the ad’s typography.
Type is functional but it also plays an aesthetic role.
Members of the creative team should have a good working knowledge of typography.
See Figure 10.1 for a summary of typical decisions that an art director makes in designing type.
Art directors also specify the ad’s typography. Type is functional but it also plays an aesthetic role. Members of the creative team should have a good working knowledge of typography.
See Figure 10.1 for a summary of typical decisions that an art director makes in designing type.
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18. Design principles
Basic design principles govern the arrangement of all advertisements.
Design has both functional and aesthetic value.
Good design guides the eye by creating a visual path to help the viewer scan the elements.
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19. Print layout
A layout is a plan that imposes order and creates an arrangement that is aesthetically pleasing.
Common layouts:
Picture Window: a single, dominant visual with headline and copy underneath, logo at bottom.
All Art: art fills the frame; copy is embedded in the picture.
Panel or Grid: uses a number of visuals, like a window pane or comic strip panel.
A layout is a plan that imposes order and creates an arrangement that is aesthetically pleasing.
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20. Print layout
Dominant Type or All Copy: emphasizes type over art, headline may be treated as type art.
Circus: combines lots of elements—art, type, color—to deliberately create a busy, jumbled image.
Nonlinear: can be read starting at any point in the image.
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21. Print layout
This ad for Schwinn bicycles uses a plumbing drain motif to convey the industrial-strength features of the bike. It is a nonlinear design in that it doesn’t matter where you start reading and what you read next.
This ad for Schwinn bicycles uses a plumbing drain motif to convey the
industrial-strength features of the bike. It is a nonlinear design in that it
doesn’t matter where you start reading and what you read next.
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22. Composition
Composition refers to the way elements in a picture are arranged.
Photographers and videographers:
place or arrange elements for the camera; or
manipulate their point of view if elements can’t be moved.
Storyboards are sketches of the scenes and key shots in a commercial. They also reflect camera positions.
Composition refers to the way elements in a picture are arranged. Photographers and videographers place or arrange elements for the camera; or manipulate their point of view if elements can’t be moved. Storyboards are sketches of the scenes and key shots in a commercial. They also reflect camera positions.
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23. What do You Need to Know About Production?
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24. Print media requirements
Different media have different design and production demands.
Newsprint is printed at a high speed using inexpensive, rough- surfaced spongy paper.
Magazines offer better photographic and color reproduction.
Different media have different design and production demands. Newsprint is printed at a high speed using inexpensive, rough-surfaced spongy paper. Magazines offer better photographic and color reproduction.
High-contrast graphics are the key to good newspaper reproduction.
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25. Print media requirements
Design tips from the Institute for Outdoor Advertising:
Graphics: must be eye stopping.
Size: images are huge.
Colors: be bold, bright, contrasting.
Figure/Ground: keep it simple.
Typography: use simple, uncluttered type.
Product ID: make the label or package large.
Extensions: extend beyond the frame.
Shape: create the illusion of 3-D.
Motion: use movable parts, or revolving panels.
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26. Print art reproduction
Line art is an image with solid lines on white paper.
A halftone is an image with a range of gray tones.
Printers create the illusion of a halftone by shooting a photo through a screen to create a dot pattern.
Screens are also used to create tint blocks or percentages of black or color.
Line art is an image with solid lines on white paper. A halftone is an image with a range of gray tones. Printers create the illusion of a halftone by shooting a photo through a screen to create a dot pattern. Screens are also used to create tint blocks or percentages of black or color.
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27. Print art reproduction
Color reproduction
Process colors (magenta, cyan, yellow, black) are used in the four-color printing process.
Color separation is a process by which a printer reduces or “separates” to four negatives for each of the four colors.
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28. Print art reproduction
Digitization
Digitization is a method for creating a reproducible form of an ad to distribute to a number of publications.
A computer codes images electronically for tone or color; they can then be transmitted electronically to clients, or printers.
Digitization is also used to create out-of-home advertising with changing digital screens and moving images.
Digitization is a method for creating a reproducible form of an ad to distribute to a number of publications. A computer codes images electronically for tone or color; they can then be transmitted electronically to clients, or printers. Digitization is also used to create out-of-home advertising with changing digital screens and moving images.
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29. Binding and finishing
Die-Cutting: a sharp-edged stamp is used to cut out unusual shapes.
Embossing or Debossing: applied pressure to create a raised surface or depressed image.
Foil Stamping—a thin metal coating molded to the paper surface with heat or pressure.
Tip-ins: separate, preprinted ads glued into a publication.
See-through: graphic images are separated and printed on the front and back of a page.
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30. Binding and finishing
This ad for Specialized Bikes shows a creative use of the “see-though” capability of print.
This ad for Specialized Bikes shows a creative use of the “see-though” capability of print.
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31. What do You Need to Know About Video Production?
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32. What do you need to know about video production?
A useful starting point is found in “A Copywriter’s View of TV Production” in the Day in the Life feature.
This commercial illustrates the positioning statement: “EDS thrives on defeating complexity.”
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33. What do you need to know about video production?
Stock footage: previously recorded images, either video, still slides, or moving film.
Crawl: computer-generated letters that move across the bottom of a screen.
Morphing: one image gradually changes into another.
Stock footage is previously recorded images, either video, still slides, or moving film. A crawl is a computer-generated letters that move across the bottom of a screen. Morphing occurs when one image gradually changes into another.
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34. Filming and editing A summary of broadcast production personnel
Copywriter: writes the script, even with no words.
Art Director: in TV, develops the storyboard and establishes the look of the commercial.
Producer: handles production including bidding, all arrangements, specialists, casting talent, and budget. Can be an agency staff member.
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35. Filming and editing
Director: responsible for filming/taping including scene length, action, how lines are spoken, and characters played.
Composer: writes original music and sometimes lyrics, too.
Arranger: orchestrates music for the various instruments and voices to make it fit a scene or copy line.
Editor: assembles all the pieces including audio, dialogue, and footage.
The director is responsible for filming/taping including scene length, action, how lines are spoken, and characters played. The composer writes original music and sometimes lyrics, too. The arranger orchestrates music for the various instruments and voices to make it fit a scene or copy line. The editor assembles all the pieces including audio, dialogue, and footage.
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36. The process of producing videos
Animation: used to create characters like the Geico gecko. With computer animation, images appear real.
Stop Motion: used in claymation or to make other inanimate objects appear to move.
3-D Filming: creates the illusion of depth using a special motion picture camera and projection hardware.
Music and Action: should match music to action; can be used to get attention, set a mood, or stick in memory.
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37. The TV production process
Preproduction: involves production notes, a preproduction meeting, finding talent, location, props, and costumes.
The shoot: involves recording the action; technicians include camera operator, gaffer, grip; record music, sound effects, voices; graphics.
Postproduction: the editor assembles the pieces to match the storyboard.
Preproduction: involves production notes, a preproduction meeting, finding talent, location, props, and costumes. The shoot involves recording the action; technicians include camera operator, gaffer, grip; record music, sound effects, voices; graphics. In postproduction, the editor assembles the pieces to match the storyboard.
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38. Why Study Web Design?
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39. Why study Web design?
Web pages, especially first screens, should follow the same layout rules as posters.
Graphics should be eye-catching but quickly downloadable.
Type should be simple; avoid all caps
Use high-contrast colors.
Web pages combine elements and design styles from many different media including print, still photography, film, animation, sound, games.
Web designers use tools including motion, animation, and interactive navigation.
Web pages, especially first screens, should follow the same layout rules as posters. Graphics should be eye-catching but quickly downloadable. Type should be simple; avoid all caps. Also, use high-contrast colors.
Web pages combine elements and design styles from many different media including print, still photography, film, animation, sound, games. Web designers use tools including motion, animation, and interactive navigation.
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40. Why study Web design?
For examples of innovative, well designed websites:
As a class:
Based on the principles in Chapter 10, what makes these websites successful?
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41. Why study Web design?
The “Things Are Fine” campaign to get out the youth vote made a huge impact.
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42. Action and interaction
Web advertisers are continuing to find ways to make the imagery more engaging.
Sites should have clear navigation.
Regular site visitors should be able to customize the site.
Minicomputers, PDAs, and cell phones present new opportunities and challenges for businesses to display products on the small screen.
Web advertisers are continuing to find ways to make the imagery more engaging. Sites should have clear navigation.
Regular site visitors should be able to customize the site. Minicomputers, PDAs, and cell phones present new opportunities and challenges for businesses to display products on the small screen.
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43. Where We’re Headed Next
In Chapter 11, we will:
Discuss how messages are delivered, both to and from:
the target audience
other key stakeholders
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44. It’s a Wrap “Keeping the Altoids Brand in Mint Condition”
As a product’s owners change hands, new owners are smart to recognize the value of the brand’s heritage.
The Altoids campaign has a strong and consistent look, strengthened by the distinctive Altoids tin.
The low-cost, edgy campaign has also been a business builder.
As a product’s owners change hands, new owners are smart to recognize the value of the brand’s heritage. The Altoids campaign has a strong and consistent look, strengthened by the distinctive Altoids tin. The low-cost, edgy campaign has also been a business builder.
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45. It’s a Wrap “Keeping the Altoids Brand in Mint Condition” Key lessons:
The more times viewers see an ad with a consistent format, the more likely they will remember the product.
Campaigns change, but sometimes brands have accrued valuable equity that must be maintained.
As a class: What others can you think of?
Key lessons:
The more times viewers see an ad with a consistent format, the more likely they will remember the product. Campaigns change, but sometimes brands have accrued valuable equity that must be maintained.
As a class: what others can you think of?
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