MARKETING It’s All About the Product
Mar 29, 2015
MARKETING
It’s All About the Product
The Four P’s of Marketing
Product Price
Place Promotion
QualityDesign & FeaturesPackaging
List PriceDiscounts
Credit Terms
LocationsInventoryTransport
Sales forceAdvertisingPromotions
Target Market
Your Advertisement
Name Slogan Design
Must Be Unique 5 Words or Less Use Design Principles
Design
Proximity
Alignment
Repetition
Contrast
Color
Proximity – What It Is
Related items are grouped
togetherCreates more“white space”
Easy to Read = Easy to Remember
Proximity – How to Achieve It
• No more than 3-5 eye shifts
• Don’t stick things in the corner and in the middle
• Use equal amounts of white space between like elements
• If items are not related, move them apart from one another
Alignment – What Is It?
Alignment – More Examples
Mermaid TavernRalph Roser Doster
916 Bread StreetLondon, NM
(717) 555-1212
Mermaid TavernRalph Roser Doster
916 Bread StreetLondon, NM
(717) 555-1212
Mermaid TavernRalph Roser Doster
916 Bread StreetLondon, NM
(717) 555-1212
Mermaid TavernRalph Roser Doster
916 Bread StreetLondon, NM(717) 555-1212
Formal, calm
Comfortable
Strong, decisive
Sophisticated
Alignment – How to Achieve It
• Always find something else on the page to align with, even if the two objects are far apart
• Avoid multiple alignments on one page
• Use center alignment consciously, not by default
Repetition – What Is It?
Same bullet
Same font size on headings
Limited fonts
Repetition – Another Example
Avoid overkill!
Consider repeating graphic elements.
Repetition – How to Achieve It
• Be consistent throughout the piece
• Find existing repetitions and strengthen them
• Add elements to create a repetition
• Know when enough is enough – too much repetition is annoying
Contrast – What Is It?
Notice how the addition of the black box at the top makes the
design more interesting.
Contrast occurs when elements are different.
Contrast – How to Achieve It• Add contrast with…
• Font choices• Line thickness• Colors• Shapes• Sizes• Space
• Don’t be a wimp. If items are not the same, make them different!
Color – What Is It?
Primary Colors cannot be made with
other colors.
Secondary Colors are made by
combining two primary colors.
Tertiary Colors are created by
combining a primary and secondary color.
Color – Complementary Colors
Complementary Colors
are directly across the wheel from one
another.
Color – Triads
Triad Colors are equidistant from one another on the
wheel.
Color – Split Complement Triads
Split Complement Triad Colors
use one color and the colors just to the left and right of its
complement.
Color – Analogous Colors
Analogous Colors
are next to one another on the
wheel.
Color – Shades and Tints
The pure color is the hue.
Add black to create a shade.
Add white to create a tint.
Monochromatic colors are comprised of one hue with different shades and tints.
Color – Warm v. Cool
Warm Colors
• Have some yellow in them
• Come to the forefront
• Create energy
• A little goes a long way
Cool Colors
• Have some blue in them
• Recede into the background
• Create calm
• Lay it on thick
Color – How to Achieve It• Try experimenting with different color combinations –
complementary, triads, analogous – and see what works
• Work with shades and tints to create contrast
• Choose cool and warm colors that match you goal
• Use color to make repetition
• Remember white and black also play a role in design
Your Advertisement
Name Slogan Design