Chapter 13 Design and Production Visual Communication Visuals are better at getting and keeping attention Pictures communicate faster than words People remember messages as visual fragments Seeing is believing Low involvement products are visually linked to lifestyles and users

Print Art Direction Advertising Advertising Advertising Advertising The art director Illustrations and photos Typography Justification Type measurement Families of type Serif & Sans Serif Legibility Advertising Advertising Advertising Advertising

Readability of Type Characteristics The call of the wild whispers your name, and it asks if you can come out and play. The wild is waiting. And so is the 4Runner, ready to take you places you’ve only dreamed of before - and to some you never knew existed. The call of the wild whispers your name, and it asks if you can come out and play. The wild is waiting. And so is the 4Runner, ready to take you places you’ve only dreamed of before - and to some you never knew existed.

Readability of Type Characteristics

Readability of Type Characteristics The call of the wild whispers your name, and it asks if you can come out and play. The call of the wild whispers your name, and it asks if you can come out and play. The call of the wild whispers your name, and it asks if you can come out and play.

This is reverse type. This is hard contrast. THIS TYPE IS IN ALL CAPITAL LETTERS This is reverse type. This is hard contrast.

Print Art Direction Layout and design Common types of ad layouts: Picture window All art Panel or grid Dominant type Nonlinear

Print Art Direction Layout and design Design principles Direction Dominance Unity White space Contrast Balance Proportion Simplify

Print Art Direction Visuals (60-80) Headlines (10-15) Sub-heads Body Copy (<20) Slogans, Logos, etc. (5-10)

Print Art Direction Creative Pyramid Visual Desire Credibility Attention Creative Pyramid Visual Action Desire Credibility Headline Interest Body copy Slogan Logo/address

Print Art Direction Layout and design Layout stages Thumbnails Rough Layout Comprehensives Mechanicals

Print Production Art reproduction Two types of images: line art (drawing, illustration) halftone (photograph) Halftone process Original photo is shot through a fine screen Image is converted to a pattern of dots Quality depends on how fine the screen is Color reproduction Full-color images are reproduced using four process colors

Television Art Direction Video graphics Stock footage Graphics Crawl Morphing Producing TV commercials Film or videotape Animation Stop motion and claymation

Web Design Manage your image Simple navigation Don’t waste time Keep your product fresh Give it away Information-in-the-end Get interactive Follow the rule of ten Promote your site The rules will change