Creating the Print Ad Design #2

Parts of an ad Artwork-photographs, drawings, graphic elements of any sort including borders Titles or headlines- includes slogans, can be main element or secondary to visual. Can have sub headlines Body or copy- depends on how much information you need to give. Medical needs disclaimers. Decide between bullets, paragraphs (newspaper style), how its going to surround the other elements of the ad or blend in. Contact or signature- logo, name, address, phone, directions, website

Layout There are no rules to advertising David Ogilvy- best working layout Innovative copy and headlines Ogilvy list of rules Simplicity Examples People see ads generally in this manor Advertising is constantly changing, there are some suggestions to make an ad more effective Considered the father of advertising 1962 David Ogilvy- photo top to caption to copy to logo in bottom right, last thing reader sees “succesful advertising sells the product without drawing attention to itself. It riverts the consumer’s attention to the product.” Died in 1999 If intersted people will go back to the rest of the copy, first sentence is most important, no more than 50 words Illustration headline 1st line of copy logo

Words and Visuals People recall concepts, not details Concept is made by detail that flows Making the mental picture, layout Where do I get an idea? Decide what is most important How do I attract attention? Don’t use imagery that does not support the product Details: words, type style, photography, layout idea_packing-shape color, label, material how is the product made, its history what happens with the product products old advertising? You cant tell what creative attributes work best because they aren’t scientific. Its about attracting the right attention

Image/ Illustration 8% of top scoring ads have image Picture can be worth 1000 words Has to support the words as well Bleeding- allowing the image to go to the edge No border, gives sense of freedom Photography vs. illustration Layout comes before image Level of visual attentivness changes around the world Photography can be expensive and complicated to match colors, illustration is comparatively cheap but doesn’t have the same impact Istock illustration photography

Headlines Most important part, 1st read 4 Types of headlines Should be san-serif, short, non caps Should be an invitation & contain an action verb Should be somewhat informative 4 Types of headlines New benefit Existing benefit Curiosity-invoking, provocative, outrageous Selective Can be short or long as long as the idea gets across Sub-headline- tells the rest of the story If the headline doesn’t capture then the rest will go unread New benefit- something new and exciting about the product ‘nothing corners like a mini’ Existing benefit- can’t always be something new, reiterate something reacurring “take clear control, take claritin” Curiosity- something that grabs your attention ‘live fast, die a senior citizen” Selective- personal, obviously aimed at a certain group “mastercard”

Copy Purpose is to amplify what the headline promised Factual approach- products advantages Imaginative approach- saying a familiar thing in an unexpected way Emotional approach- copy continues the emotional appeal from image, can be dangerous Slogans-sums up the theme for the product’s benefits in an easy to remember short message Facts can be interpreted differently, glass half empty vs half full Imaginative- visuals can complete the copy, Dow closing the gap Emotions- works well for low involveement goods, jewlery, for high involvement emotions must mesh with the brand (automobiles) Print examples Copywriting

Basic Design Principles Unity- everything flows together, same concept Harmony- elements of layout must be compatible Sequence- order of reading, “Z” “S” paths Emphasis- where the stress is Contrast- alter colors, fonts & shapes Balance- Formal & informal, giving a natural look Color- more noticeable than BW, have different meanings White space- helps with emphasis, kept outside Harmony- choose elements that go together, ex. Clothes Sequence- left to right, top to bottom for US, may differ Emphasis- cant be emphasized everywhere, think language Balance- formal- symmetry, conservative. informal- circular from center Show examples from oligary degraeve

Preparing the layout Produce at least 20 thumbnail sketches Choose the best combination Create at least 5 rough layouts Equivalent size of the ad, more detail First draw then computer After every one step back and edit Mechanical layout Bleeding Color resolution Mechanical- technical aspects, bleeding, checking color pixels