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Design and Production

Lecture 25

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RecapI. How to Write Radio CopyII. How to Write Television CopyIII. Writing for the WebIV. Copywriting in a Global

Environment

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Chapter Outline

I. Chapter Key PointsII. Visual CommunicationIII. Print Art DirectionIV. Print ProductionV. Television Art DirectionVI. Broadcast ProductionVII. Effective Web Design

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Key Points• Explain how visual impact is created in

advertising• List the principles of layout and explain how

design is affected by media requirements• Describe how art and color are reproduced• Explain how the art director creates TV

commercials• Identify the critical steps in planning and

producing broadcast commercials• Summarize the techniques of Web design

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Visual Communication• Six key reasons for the effective use of

visuals in advertising1. Grab attention2. Stick in memory3. Cement belief4. Tell interesting stories5. Communicate quickly6. Anchor associations

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Visual Communication

Visual impact• A picture in a print ad captures more than

twice as many readers as a headline does• Initial attention is more likely to turn into

sustained interest

The art director• In charge of the visual look of the message• Most difficult challenge is transforming a

concept into words and pictures

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Print Art Direction

Illustrations and Photos• Photos– The authenticity of photography makes it

powerful• Illustrations– Illustrations eliminate many details of a photo

Color• Attracts attention• Provides realism• Establishes moods• Builds brand identity• Spot color

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Typography• The appearance of the ad’s printed matter in

terms of the style and size of typefacesFonts

• Basic set of letters in a particular typeface– Serif– Sans serif

Justification• Justified type– Flush right– Flush left

• Unjustified type– Ragged right– Ragged left

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TypographyType Measurement

• Points– Smallest system of measurement units

• Picas– Bigger unit of measurement

Legibility• How easy it is to perceive the letters• Reverse type, all capitals, and surprinting all

hinder the reading process

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Layout and Design

• Layout– A plan that imposes order and creates an

arrangement that is aesthetically pleasing

Common Ad Layouts• Picture window• All art• Panel or grid• Dominant type or

all copy• Circus• Nonlinear• Grunge

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Design Principles

• Design has both functional and aesthetic needs– Makes the message easy to perceive– Makes it attractive and pleasing to the eye

Common Principles• Direction• Dominance• Unity• White space• Contrast• Balance• Proportion• Simplify, simplify,

simplify

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Layout Stages• Thumbnail sketches• Rough layouts• Semicomps and comprehensives• Mechanicals

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SummaryI. Chapter Key PointsII. Visual CommunicationIII. Print Art Direction

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Reference• Wells, W., Burnett, J. and Moriarty, S.

(2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.