1. The Art of Design and Copywriting How Do I Design the Perfect Print Advertisement?

2. Key Elements to Print Ads l Copy –headlines, underlines, overlines, subheads, body copy, the captions, slogans, taglines

3. Key Elements to Print Advertisements l Art –visual elements u illustrations, photography, logotypes, signatures, layout itself

4. Layout Design l Orderly arrangement of all the copy elements plus all the art work on a sheet of paper l Comparable effort for a TV ad is the storyboard l Multiple Stages lead to finished product

5. Purposes of the Layout l Roughest layout shows the design for all to see and evaluate l Blueprint for the production of the Ad l Can be shown to client for final approval l finished layout gives the overall mood or feeling to the reader - provides gauge for effectiveness

6. Stages in Layout Design l Thumbnail Sketches –first renderings –capture spirit –1/4 full size –convenience in pencil, crayon –no copy

7. Stages in Layout Design l Roughnail Layout –full size, cost conscious –headlines, subheads, bold print lettered in –copy still wavy lines l Comprehensive, comp, finished Layout –polished enough to show the client –copy is inserted, headlines simulated –art work drawn in

8. Stages in the Layout Process l Mechanical Layout (keylines, working layouts) - these are the blueprint instructions to the printers and photographers –contains camera ready art l Printing of the Final Advertisement

9. Illustrations l along with the headline - most likely to stop the reader l pictures are worth a thousand words l gradual shift away from copy only ads l shift represents power of visual

10. Tasks of the Illustration l Grab Attention! l Convey Main Ideas or Benefits –example - with liquor - show the good time to be had! l Attract attention to relevant benefits - yet generate the right emotion and feel l Tell the Story!

11. Guidelines to Achieve This Task ! l Photography seems to work better than other art forms. –Exceptions - newspapers (line drawings) l Color works better than black and white –may not be cost effective l Action illustrations enhance readership - product in use l Size and arrangement important - series of smaller can work

12. Options for the Art Director l The product or package alone l Product in use l Benefits of Using or not using the product l Dramatization of Product’s features l Developing a mood l Cartoon characters

13. Design Principles l Balance –optical center –formal balance - symmetry –informal balance l Movement –z-pattern –Guttenberg diagonal

14. Design Principles l Proportion –space according to importance u avoid monotony and consistency l Contrast –reverse the ad and print –borders l Focal Points –main product benefit, draw in the reader, can be copy or visual

15. Design Principles l Unity –singular impression u use borders to hold together u overlap u use of white spa l Continuity u same tone. design format, consistent slogans

16. Creativity l Can yield parity for brands l not sufficient alone –vampire creativity l Successful when combined with relevance, surprise and emotion

17. Content Approaches l Informational –messages built on logic or fact l Emotional –built on psychological appeals such as fear or love l Image Appeals –linking image or products to lifestyle

18. Sale Approaches l Hard Sell –generally equated with informational approach –put the product up front and center –persuade based on product superiority l Soft Sell –ads use indirect appeals u mood ambiguity, suspense to create an intriguing message

19. Message Appeals l Product Oriented (rational) –slice of life –product comparisons –problem solution –demonstration –news –unknown spokesperson, expert

20. Message Appeals l Consumer Oriented (emotional) –sex –celebrity spokespersons –humor –animation –music