14-1 Prentice Hall, © 2009 Design and Production Part 4: Principles: Creativity and Breakthrough Advertising Chapter 14
Dec 23, 2015
14-1Prentice Hall, © 2009
Design and Production
Part 4: Principles: Creativity and Breakthrough Advertising
Chapter 14
14-2Prentice Hall, © 2009
Questions We’ll AnswerQuestions We’ll Answer
• 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?
• Which steps in planning and producing broadcast commercials are most critical?
• What are the basic techniques of Web design?
CHAPTER KEY POINTS
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Using Visual EffectivelyUsing Visual Effectively
VISUAL COMMUNICATION
• Grab attention • Stick in memory • Cement belief • Tell interesting stories• Communicate quickly• Anchor associations
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Using Visual EffectivelyUsing Visual Effectively
VISUAL COMMUNICATION
• 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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Other Purposes of VisualsOther Purposes of Visuals
VISUAL COMMUNICATION
• Visual storytelling—the visual sets up the narrative and tell the story.
• Brand image—the brand must be consistently represented.
– A logo graphically identifies a brand or company.
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The Art DirectorThe Art Director
ART DIRECTION
• In charge of the visual look of the ad how it communicates mood, product qualities and psychological appeals.
• They decide which type of visual to use— art, photography, film, animation, etc. for ads.
• May also work on branding/corporate logo including office interiors, merchandising materials, delivery vehicles.
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Designers Toolkit: PhotosDesigners Toolkit: Photos
ART DIRECTION
• Photography’s authenticity makes it powerful, more realistic
– “John West” is a British canned fish
– Ernest Hemingway Collection is a line of Thomasville furniture
• Photos add credibility• Photos are realistic• Use is determined by strategy
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Designer’s Toolkit: IllustrationDesigner’s Toolkit: Illustration
ART DIRECTION
• Illustration eliminates the details of a photo and focuses on the “highlights” of the image.
• Can also simplify the message and focus on key details.
• Illustration is more fanciful. • Use is determined by strategy.
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Designer’s Toolkit: ColorDesigner’s Toolkit: Color
ART DIRECTION
• Color can attract attention, provide realism, and establish moods, and build brand identity.
• Lack of color—black and white—can add dignity and sophistication.
• Spot color—added to black to accent or highlight certain elements.
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Print LayoutPrint Layout
ART DIRECTION
• A plan that imposes order and creates an arrangement that is aesthetically pleasing.
– Picture window—a single, dominant visual occupying 60 to 70% of the ad with headline and copy underneath and 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.– 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.– Grunge—shows what is presumed to be a Generation X–inspired
lack of concern for the formalities of art, design, type styles, and legibility.
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Layout StagesLayout Stages
ART DIRECTION
• Thumbnail sketches—quick, miniature preliminary sketches.
• Rough layouts—show where design elements go.
• Semicomps and comprehensives—drawn to size and used for presentation either inside or to the client.
• Mechanicals—assemble the elements in their final position for reproduction.
• Final high-resolution computer file—used for the actual production of the ad.
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CompositionComposition
ART DIRECTION
• Refers to the way elements in a picture are arranged.
• Photographers and videographers– Place or arrange elements for the camera– Manipulate the point of view if elements can’t be
moved
• Storyboards are sketches of the scenes and shots in a commercial and reflect camera positions.
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Print Media RequirementsPrint Media Requirements
PRINT PRODUCTION
• Different media have different design and production demands.
• Newsprint is printed on high speed, inexpensive, rough-surfaced spongy paper.
• Magazine offers better reproduction than newspapers.
• Yellow Pages ads must stand out in a cluttered environment, but contain useful information.
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Creating Effective OutdoorCreating Effective Outdoor
PRINT PRODUCTION
• Graphics–eye stopping
• Size–images are huge
• Colors–bold, bright, contrasting
• Figure/ground–keep it simple
• Typography–simple, clean, legible• Product ID–make label or package large• Extensions–go beyond the frame• Shape–use 3D• Motion–use movable parts, or revolving panels
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Print Art ReproductionPrint Art Reproduction
PRINT PRODUCTION
• 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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Color ReproductionColor Reproduction
PRINT PRODUCTION
• 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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DigitizationDigitization
PRINT PRODUCTION
• Method for creating a reproducible form of an ad to distribute to a number of publications.
• Also used by agencies to send ad proofs to clients.
• A computer codes images electronically for tone or color; they can then be transmitted electronically to clients, printers, or newspaper printers.
• Digitization is also used to create out-of-home advertising with changing digital screens and moving images.
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Binding and FinishingBinding and Finishing
PRINT PRODUCTION
• Die-cutting—a sharp-edged stamp is used to cut out shapes.
• Embossing (raised surfaces) or debossing (depressed surface) or image.
• Foil-stamping—a thin metal coating molded to the paper surface with heat or pressure.
• Tip-ins—separate, preprinted ads clued into a publication (perfume samples in a magazine).
• See-through—graphic images are separated and printed on the front and back of a page.
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Broadcast TermsBroadcast Terms
BROADCAST 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.
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Filming and EditingFilming and Editing
BROADCAST PRODUCTION
• Copywriter — writes the script, even if there are no words.• Art Director—in TV, develops the storyboard and
establishes the look of the commercial, whether realistic, stylized, or fanciful.
• Producer (can be an agency staff member)—handles production including bidding, all arrangements, specialists, casting talent, and budget.
• Director—responsible for filming/taping, including scene length, action, how lines are spoken and characters played; in TV determines camera set up and records the flow of action.
• 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.
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Producing TV CommercialsProducing TV Commercials
BROADCAST PRODUCTION
• Television ads create excitement and drama through the moving images.
• Can be filmed live, prerecorded on film or tape, or animated.
• Film-to-tape transfer—shot on film or video, digitized for editing, then transferred to videotape for distribution.
• Visual storytelling is constructed through the careful design of individual shots and the sequencing of moving images.
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Producing TV CommercialsProducing TV Commercials
BROADCAST PRODUCTION
• 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.
• 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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Television Production ProcessTelevision Production Process
BROADCAST PRODUCTION
• Preproduction– Production notes; preproduction meeting; find
talent, location, props, costumes.
• The Shoot– 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.
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Web Design GuidelinesWeb Design Guidelines
EFFECTIVE WEB DESIGN
• Web pages, especially first screens, should follow the same layout rules as posters.
– Graphics should be attention-getting but quickly downloadable
– Type should be simple; avoid all caps
– Use high-contrast colors
• Web pages can combine elements and design styles from many different media including print, still photography, film, animation, sound, games.
• Web designers use many tools including animation, complex navigation paths, and sophisticated design software.
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Action and InteractionAction and Interaction
EFFECTIVE WEB DESIGN
• Web advertisers are continuing to find ways to make the imagery more engaging.
– www.climbmeru.com• Sites should have clear navigation.
– Users should be able to easily move through the site and find what they want.
• 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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