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