Transcript AEM Lecture-11.ppt

Design and Production
Lecture Outline
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II.
III.
IV.
V.
VI.
Visual Communication
Print Art Direction
Print Production
Television Art Direction
Broadcast Production
Effective Web Design
14 - 2
Visual Communication
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Six key reasons for the effective use of
visuals in advertising
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Grab attention
Stick in memory
Cement belief
Tell interesting stories
Communicate quickly
Anchor associations
14 - 3
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
14 - 4
Print Art Direction
Illustrations and Photos
• Photos
– The authenticity of
photography makes it
powerful
• Illustrations
– Illustrations eliminate
many details of a photo
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Color
Attracts attention
Provides realism
Establishes moods
Builds brand identity
Spot color
14 - 5
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
Justification
• Justified type
– Flush right
– Flush left
• Unjustified type
– Ragged right
– Ragged left
– Serif
– Sans serif
14 - 6
Typography
Type 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
14 - 7
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
14 - 8
Design Principles
• Design has both
functional and aesthetic
needs
– Makes the message easy
to perceive
– Makes it attractive and
pleasing to the eye
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Common Principles
Direction
Dominance
Unity
White space
Contrast
Balance
Proportion
Simplify, simplify,
simplify
14 - 9
Layout Stages
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Thumbnail sketches
Rough layouts
Semicomps and comprehensives
Mechanicals
14 - 10
Print Production
• Different media have
different demands on
design and production
• Newsprint not a good
surface for reproducing
fine details
• Excellent photographic
and color reproduction
differentiate magazines
from newspapers
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Tips for Designers
Graphics
Size
Colors
Figure/ground
Typography
Product identification
Extensions
Shape
Motion
14 - 11
Art Reproduction
• Line art
– Image is solid on a white
page
– A drawing or illustration
• Halftone
Color Reproduction
• Process colors
• Four-color printing
• Color separation
– Have a range of grey
tones between the black
and white
– Photographs
14 - 12
Printing Processes
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Letterpress
Offset Lithography
Rotogravure
Flexography
Silkscreen
14 - 13
Printing Processes
Digitization
• Uses computer
technology to break
images into tiny grids,
coded electronically for
tone and color
• How computers handle
the color reproduction
process
Binding and Finishing
• Special printing effects
used to enhance ads and
other printed materials
14 - 14
Television Art Direction
• Excitement and drama
in a television ad are
created through the
moving images
• Visual storytelling is
important, even for
abstract visual concepts
Video Graphics
• Stock footage
• Crawl
• Morphing
14 - 15
Broadcast Production
• The producer oversees the production on
behalf of the agency and client and is
responsible for the budget, among other things
• The director takes the art director’s storyboard
and makes it come to life on film
14 - 16
Broadcast Production
Producing Commercials
• Animation
• Stop motion
• Music and action
TV Production Process
• Preproduction
• The shoot
• Postproduction
14 - 17
Effective Web Design
• Web pages should
follow the same layout
rules as posters
• Web pages can combine
elements and design
styles from many
different media
Action and Interaction
• Web advertisers are
continuing to find ways
to make the imagery
more engaging
• Sites should have clear
navigation
• Regular site visitors
should be able to
customize the site
14 - 18
Bibliography
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
 Event Management For Tourism, Cultural, Business and
Sporting Events by Lynn Van Der Wagen Brenda R.
Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S.
Moriarty and J. Burnett, Published by Prentice Hall
International.
Integrated Marketing Communications by David Pickton
& Amanda Broderick Published by Prentice Hall.
The End
“There are two primary choices in life:
accept conditions as they exist,
or
accept the responsibility for changing
them.”