Part 4: Effective Advertising Messages Chapter 14 Design and Production Part 4: Effective Advertising Messages Chapter 14

Chapter Outline Chapter Key Points Visual Communication Print Art Direction Print Production Television Art Direction Broadcast Production Effective Web Design

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

Visual Communication 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

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

Illustrations and Photos Print Art Direction Illustrations and Photos Photos The authenticity of photography makes it powerful Illustrations Illustrations eliminate many details of a photo Color Attracts attention Provides realism Establishes moods Builds brand identity Spot color

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 Sans serif Justification Justified type Flush right Flush left Unjustified type Ragged right Ragged left

Typography Type Measurement Points Picas Legibility 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

Layout and Design Layout Common Ad Layouts Picture window All art 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

Design Principles Design has both functional and aesthetic needs Makes the message easy to perceive Makes it attractive and pleasing to the eye Common Principles Direction Dominance Unity White space Contrast Balance Proportion Simplify, simplify, simplify

Layout Stages Thumbnail sketches Rough layouts Semicomps and comprehensives Mechanicals

Print Production Tips for Designers Graphics Size Colors Figure/ground Typography Product identification Extensions Shape Motion 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

Art Reproduction Line art Halftone Color Reproduction Process colors Image is solid on a white page A drawing or illustration Halftone Have a range of grey tones between the black and white Photographs Color Reproduction Process colors Four-color printing Color separation

Printing Processes Letterpress Offset Lithography Rotogravure Flexography Silkscreen

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

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

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

Producing Commercials Broadcast Production Producing Commercials Animation Stop motion Music and action TV Production Process Preproduction The shoot Postproduction

Action and Interaction 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