Chapter 13 Design and Production

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Chapter 13Design and Production

• Visual Communication
• Visuals are better at getting and keeping
  attention
• Pictures communicate faster than words
• People remember messages as visual fragments
• Seeing is believing
• Low involvement products are visually linked to
  lifestyles and users

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Print Art Direction

• The art director
• Illustrations and photos
• Typography
• Justification
• Type measurement
• Families of type
• Serif Sans Serif
• Legibility

Advertising
Advertising
Advertising
Advertising
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Readability of Type Characteristics
The call of the wild whispers your name, and it
asks if you can come out and play.
The wild is waiting. And so is the 4Runner, ready
to take you places youve only dreamed of before
- and to some you never knew existed.
The call of the wild whispers your name, and it
asks if you can come out and play. The wild is
waiting. And so is the 4Runner, ready to take you
places youve only dreamed of before - and to
some you never knew existed.
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Readability of Type Characteristics
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Readability of Type Characteristics
The call of the wild whispers your name, and it
asks if you can come out and play.
The call of the wild whispers your name, and it
asks if you can come out and play.
The call of the wild whispers your name, and it
asks if you can come out and play.
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THIS TYPE IS IN ALL CAPITAL LETTERS
This is reverse type.
This is hard contrast.
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Print Art Direction

• Layout and design
• Common types of ad layouts
• Picture window
• All art
• Panel or grid
• Dominant type
• Nonlinear

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Print Art Direction

• Layout and design
• Design principles
• Direction
• Dominance
• Unity
• White space
• Contrast
• Balance
• Proportion
• Simplify

9
Print Art Direction

• Visuals (60-80)
• Headlines (10-15)
• Sub-heads
• Body Copy (lt20)
• Slogans, Logos,
• etc. (5-10)

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Print Art Direction
Creative Pyramid
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Print Art Direction

• Layout and design
• Layout stages
• Thumbnails
• Rough Layout
• Comprehensives
• Mechanicals

12
Print Production

• Art reproduction
• Two types of images
• line art (drawing, illustration)
• halftone (photograph)
• Halftone process
• Original photo is shot through a fine screen
• Image is converted to a pattern of dots
• Quality depends on how fine the screen is
• Color reproduction
• Full-color images are reproduced using four
  process colors

13
Television Art Direction

• Video graphics
• Stock footage
• Graphics
• Crawl
• Morphing
• Producing TV commercials
• Film or videotape
• Animation
• Stop motion and claymation

14
Web Design

• Manage your image
• Simple navigation
• Dont waste time
• Keep your product fresh
• Give it away
• Information-in-the-end
• Get interactive
• Follow the rule of ten
• Promote your site
• The rules will change