Design and Production

Part 4: Effective Advertising Messages Chapter 14

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1

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 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-2

Introduction to Advertising CA2004

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 3

Outline

 What & Why Visual Communication?

 Visual Elements of Print Media  Art Direction for Print ad  Art Direction for TVC Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-4

I. Functions of Visual

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 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-5

Visual Communication

 1.

2.

3.

4.

5.

6.

Six key reasons for the effective use of visuals in advertising Grab attention Stick in memory Cement belief Tell interesting stories Communicate quickly Anchor associations Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-6

Print Art Direction

Print ad tools kits or

visual elements



ART

: Photos, Illustrations, Clip art 

Colors



Typography

Wells, Moriarty, Burnett & Lwin - Xth Edition

Art Director

: - visual look - Transfer the concept  picture +word ADVERTISING Principles and Effective IMC Practice 1-7

Visual Elements: Art

Art:

- Photos  The authenticity of photography makes it powerful  Realistic, Creditability pic. 1-2 - Illustrations  Illustrations eliminate many details of a photo  Fanciful, Abstract - Clip art: collections of copyright-free art pic.3-4 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-8

Visual Elements: colors

C o l o r

Attention

: ads w/ color gain more attention e.g. black & white VS color -

Realism

:color adds realism e.g. flowers, food -

Mood

: color is powerful at establishing mood * - warm, - happiness cool,calm,sophisticated -

Brand association/brand identity

Bay, Heineken, Axe e.g. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-9

Visual Elements

: Typography Typography :

The appearance of the ad’s printed matter in terms of the

style and size of typefaces

•

Fonts

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

Type Measurement

 Points: size  Smallest system of measurement units  Picas : width and length of column

Justification:

the way the lines align at the end  Bigger unit of measurement • Justified : left & right margins are equal

Legibility

 How easy it is to perceive the • Flush right:right aligned text letters • Flush left:left aligned text  Reverse type, • Center  All capitals (ex. on p. 393, box B) Wells, Moriarty, Burnett & Lwin - Xth Edition pic 5-7  Etc.

ADVERTISING Principles and Effective IMC Practice 1-10

The Art of Typefaces

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-11

Print Art Direction



Visual elements

 Photos, Illustrations, Clip art  Colors  Typography

Layout =

A plan that imposes order and creates an arrangement that is aesthetically pleasing pic8-11 1)picture+wording 2) Only picture 3) Only wording Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-12

TIPS: how to design the print ad

 

Balancing Act

: If one side is heavy on type, place a large scale logo or graphics on the other side 

CONTRAST:

is important. The white background makes your ad clearer and more easily to be understood

Picture this

ad space : the picture should take up a quarter of the  

Follow the reader

: Most reader reads ad in a kind of reverse “S” shape

Call to action

: don’t forget the main purpose of the ad is to SELL e.g. call to action, address of co., contact no.

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-13

End of the Lesson

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 14