Transcript Television Production/Camera Operation

Advertising Design- Chapter 10
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Successful Advertising
 Attracts
attention
 Communicates a message
 Persuades an audience
 Design
 But
not for Art sake but for Business Sake
can it be art and still do its job?
The Design Process
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Define the problem
Research the project
Create thumbnails and roughs
Prepare comprehensives
Review and refine the design
Defining the problem
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What does the client want?
Print or digital media?
Budget?
Timeframe?
Target market?
Researching the Project
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Research to understand the client
and the project
Research sources:
- Internet
- Company salespeople/showroom
- Visit competitors and compare
products and services
Creating Thumbnails and
Roughs
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Thumbnails
 Small,
fast sketches used to explore solutions
 Simple, with little detail, and rarely use color
Creating Thumbnails and
Roughs
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Roughs
 Tighter,
more visually refined
 Manually or on the computer, with required or
potential formats, layouts, typography, and color for
each idea
Preparing Comprehensives
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An accurate reproduction of potential solutions to the
client’s 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”
Reviewing and Refining
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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
Review the Fundamentals
of Design
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Design elements
 Line,
Shape, Value,
Color, Texture, Space
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Design principles
 Balance,
Proximity,
Alignment, Unity,
Emphasis, Rhythm
Page DesignShowing Relationships
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Guide the user through the design
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How do we as humans organize concepts?
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Gestalt Principles- Visual Grouping
 Similarity
 Proximity
 Continuity
Visual Grouping- Similarity
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Shape, size, color or orientation
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Color is a powerful tool
 Emotional
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power and meaning
Contrast or differences
 Draw
attention
 Show hierarchical relationships
Visual Grouping- Proximity
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We associate elements that are close together
to stronger relationships
ABRS
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Unity and Balance
Using Grids
Blank or White Space
CDTV
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
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Figure and Ground
Figure and Ground
Figure- focus of attention
 Ground- background
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Designing Content Elements
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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
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Using Photographs Effectively cont.
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Cropping
 Focus
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Sizing
 Proper
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to placement and layout
Placing
 Lead
to the rest of the content
Designing Content Elements
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Typography – Visual Design of Text
Communicate thru font
 Mood and tone
 Coherence of style
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 Professional…Fun…Elegant
Designing Content Elements
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Text Design
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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
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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
Basic Brochure Design
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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
Don’t be afraid of white space
Consider using spot color
InDesign : An Overview
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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
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
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 Serif
or Sans Serif
 Italic, Square serif, Script, Blackletter and
Miscellaneous
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Working with Type
 Type
families and styles
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
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Different styles and alignment affect the
look of the design piece
Electronic Publishing
and Printing
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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)
An Adobe Solution
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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
The Importance of the
Portable Document Format
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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
What Are PDFs?
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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
Production: Tools and Process- Ch 11
Vector Graphics
 Bitmap Graphics (raster)
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RIP( raster image processing) turning
vector info into raster.
Image Capture
Scanned Images: image’s 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
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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
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?
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Keep electronic files clean. Delete it, don’t 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.
File formats
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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
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
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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