Advertising Design Chapter 10

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Advertising Design- Chapter 10

• Successful Advertising
• Attracts attention
• Communicates a message
• Persuades an audience
• Design not for Art sake but for Business Sake
• But can it be art and still do its job?

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The Design Process

• Define the problem
• Research the project
• Create thumbnails and roughs
• Prepare comprehensives
• Review and refine the design

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Defining the problem

• What does the client want?
• Print or digital media?
• Budget?
• Timeframe?
• Target market?

4
Researching the Project

• Research to understand the client and the
  project
• Research sources
• - Internet
• - Company salespeople/showroom
• - Visit competitors and compare products and
  services

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Creating Thumbnails and Roughs

• Thumbnails
• Small, fast sketches used to explore solutions
• Simple, with little detail, and rarely use color

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Creating Thumbnails and Roughs

• Roughs
• Tighter, more visually refined
• Manually or on the computer, with required or
  potential formats, layouts, typography, and color
  for each idea

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Preparing Comprehensives

• An accurate reproduction of potential solutions
  to the clients problem
• Often created on the computer, with type,
  photography, and illustrations in position to
  show the client what each idea looks like
• Also known as comps

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Reviewing and Refining

• Comps submitted to client
• Client and Designer work together to choose which
  idea will work best
• Sometimes ideas are combined
• Process continues until client is satisfied

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Review the Fundamentalsof Design

• Design elements
• Line, Shape, Value, Color, Texture, Space
• Design principles
• Balance, Proximity, Alignment, Unity, Emphasis,
  Rhythm

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Page Design- Showing Relationships

• Guide the user through the design
• How do we as humans organize concepts?
• Gestalt Principles- Visual Grouping
• Similarity
• Proximity
• Continuity

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Visual Grouping- Similarity

• Shape, size, color or orientation
• Color is a powerful tool
• Emotional power and meaning
• Contrast or differences
• Draw attention
• Show hierarchical relationships

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Visual Grouping- Proximity

• We associate elements that are close together to
  stronger relationships
• Unity and Balance
• Using Grids
• Blank or White Space

ABRS CDTV
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Visual Grouping- Continuity

• We prefer continuous and unbroken lines.
• Mentally fill in missing pieces
• By using this in design can get viewer actively
  involved
• Guide viewers to elements
• Figure and Ground

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Figure and Ground

• Figure- focus of attention
• Ground- background

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Designing Content Elements

• Using Photographs Effectively
• Tell story or relevant to text
• Attention grabbing
• Clear, sharp, look good
• Well cropped and focused
• Do you have permission to use it?

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Designing Content Elements

• Using Photographs Effectively cont.
• Cropping
• Focus
• Sizing
• Proper to placement and layout
• Placing
• Lead to the rest of the content

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Designing Content Elements

• Typography Visual Design of Text
• Communicate thru font
• Mood and tone
• Coherence of style
• ProfessionalFunElegant

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Designing Content Elements

• Text Design
• Emphasize headings
• Text to background contrast
• Use Sans-Serif fonts, not Serif.
• Larger Type Size
• Shorter Lines
• NO ALL CAPS
• Avoid excessive italics
• Use plenty of blank space around text

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Creating Focused, Effective Brochures

• Planning- audience, tone, objective
• Subdivide topic- logical
• Research topic
• Write first draft of text
• Revise text
• Identify needed graphic elements
• Polish and edit- details!
• Test

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Basic Brochure Design

• How to fold the paper?
• Make the cover interesting- Top 3rd
• Use reader friendly type
• Use easy to read text formats
• Flush left text
• Use type devices for emphasis
• Dont be afraid of white space
• Consider using spot color

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InDesign An Overview

• Adobe InDesign
• User interface resembles Photoshop/Illustrator
• Advanced type controls
• Can import layered
• Photoshop/Illustrator files
• Export directly to Adobe PDF documents
• Preview separations and create special effects

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Shapes

• Made up of two parts Stroke and Fill
• Strokes available in any thickness
• Fill is the color that goes in the shape
• Can create rectangles, squares, ellipses,
  circles, and polygons

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Powerful Typographic Controls

• Major strength of page layout software
• Working with type involves skill in the use of
  type styles, sizes and spacing
• Type Styles
• Serif or Sans Serif
• Italic, Square serif, Script, Blackletter and
  Miscellaneous
• Working with Type
• Type families and styles

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Working with Type

• Type family consists of all the styles of type
  from the same design
• Type size measured in points
• Leading is the vertical space between lines of
  type
• Line length is the horizontal measurement of a
  line of type
• Alignment set left, right, centered or justified

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Working with Type

• Different styles and alignment affect the look of
  the design piece

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Electronic Publishing and Printing

• Computers connected to thousands of printers
  outputting more paperwork than ever before
• Difficult to store, retrieve information
• Environmental concerns
• 1992 Adobe Solution first version of the
  Portable Document Format (PDF)

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An Adobe Solution

• Create a paperless office exchange and store all
  information electronically
• Electronic mail distribution networks
• PDFs not popular at first
• Today, PDFs used worldwide, using Adobe Acrobat
  software

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The Importance of the Portable Document Format

• Adobe creates PDF format to control internal
  company paperwork
• Cross platform compatible Documents look and
  print the same way on any computer using any
  operating system
• PDF format is device-independent

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What Are PDFs?

• Based on PostScript page description language
• Describes to an output device how a page should
  look so it can print accurately
• Advantage of PDF over Postscript translation
  process built-in to its creation, prints more
  consistently on different printers

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Production Tools and Process- Ch 11

• Vector Graphics
• Bitmap Graphics (raster)
• RIP( raster image processing) turning vector info
  into raster.

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Image Capture

• Scanned Images images values and color are
  converted to a series of dots
• Number of dots per inch describes the resolution
  (quality) of an image
• Dots measured in lines per inch (LPI), with small
  dots in lighter areas, larger dots in dark areas
• Need to recreate LPI dots digitally

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Image Capture

• Dots per inch (DPI) generally created by
  printing devices
• Pixels per inch (PPI) generally describes dots
  on a computer monitor
• Spots per inch (SPI) technique spreads dots of
  equal size over the image
• Scanners use DPI or PPI Imagesetters/Platesetters
  convert image to LPI or SPI

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Resolution and Image Quality

• Resolution measured in both LPI and SPI
• More lines or spots means higher resolution and
  higher image quality
• Newspapers Low res, 45-95 LPI/SPI
• Catalogs Average res, 100-133 LPI/SPI
• Annual Reports High res, 150-200 LPI/SPI

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Are you ready to RIP?

• Keep electronic files clean. Delete it, dont
  cover it (with a white box)
• Avoid putting files into files into files
  (nesting)
• When using multiple programs, assemble all in
  final output program.
• Do all image modifications before importing
• Avoid large scaling of graphics
• Scan an image at the approximate size you need
  for final publication.

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File formats

• TIFF (tagged image file format)- bitmaps
• EPS (encapsulated PostScript)- object oriented
  for storing graphics
• JPEG (Joint Photographic Experts Group)-
  compressed file format
• GIF (graphics interchange format)- no compatible
  with page layout
• PICT- mac file

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Compression

• Lossless- less compression but preserve original
  file
• Lossy- high compression but lose some info (JPEG-
  high frequency)

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Preparing Electronic Files

• Assemble files in page layout program
• Bring all your images
• Select automatic trapping option in layout
  program and ask to check
• All files must be CMYK if you are doing full
  color output
• In Photoshop, check color picker for an alert
  symbol (will not print)
• Include all original scans and vector graphics
• Be sure all documents are linked.
• Supply all fonts
• Organize and label all the files on a disk