Creative Execution Art & Copy

 Design refers to how the art director, graphic director or designer chooses and structures the elements of an ad.  Various elements of design including photography, typography and illustrations are used to create effective designs. Designing the Print Ad

 Layout is an orderly arrangement of all the format elements of an ad; visuals, headlines, subheads, body copy, slogan, logos.  Rough layout  Dummy  Computer generated design  The entire page layout complete with illustrations, photos can be designed on the computer and easily altered to incorporate changes. The Use of Layouts

 Good design communicates as much information as possible in the shortest amount of time and makes the message easy to understand.  Types of Layout;  Poster style format  Mondrian grid layout  Circus layout  Picture frame layout  Copy-heavy layout  Montage layout  Combo layout  Headlines  Help stop the reader and contribute to long-term memory more than the visual. Principles of Design

 The layout of a design are to the layout artist what the rules of grammar are to the writer.  The design must balance.  The space within the ad should be broken up into pleasing proportions.  A directional pattern should be evident so the reader knows what sequence to read.  The ad should be held together through some unity.  One part or element of an ad should have enough emphasis to dominate all others. Principles of Design

 Purpose of the Visual  Headlines  Help stop the reader and contribute to long-term memory more than the visual.  Capture the audience attention  Clarify claims made by the copy  Identify the subject of the ad  Show the product actually being used  Convince readers of the truth of the copy claims  Arouse audience interest  Emphasize products unique features  Create a favorable impression  Provide continuity for the campaign by using a unified visual technique Use of visuals

 Determining the chief focus of visuals  The package containing the product  The product alone in use  How to use the product  Product features  Comparison of products  User benefits  Humor  Testimonials  Negative appeal Use of visuals

 Headlines  Contain words in the leading position in ads – the words that will be read first and are situated to draw the most attention. Are larger & bolder than rest of text.  Role of headlines  Attract attention  Engage audience  Explain the visual  Lead audience to the body text of ad  Reason to read the rest of the ad  Communicate the complete selling idea  Present product news Copywriting

 Types of Headlines  Benefit headlines  Speak a foreign language in 30 days or your money back  Information headline  “It’s a girl”  Provocative headline  “Betcha can’t eat just one” (Lays)  Question headline  What makes our tire customers smarter & richer than others?  Command headline  “Obey your thirst” Copywriting

 Subheads  An additional smaller headline that may appear above or below the headline.  Kicker or Overline: appears above the headline.  They are smaller than the headline but larger than the body copy.  Body copy  The complete sales story is told here  Comprises interest, credibility, desire  It is a logical continuation of the headline and subheads Copywriting

 Writing Effective copy  Get to the main point quickly  Be focused  Position the product clearly  Reinforce the brand name  Write with consumer benefit in mind  Avoid clichés  Stick to present tense  Don’t over punctuate Copywriting

 Slogans  Also called taglines; begin as successful headlines, like AT&T’s “Reach out and touch someone”. Through continuous use they become standard statements.  Provide continuity to ads in a campaign.  Reduce message strategy to a brief, repeatable and memorable positioning statement.  DeBeers “Diamonds are forever”  Wheaties “Breakfast of Champions” Copywriting

 Logos  Special design of products name or company identity  Provide quick recognition at the point of purchase Copywriting

 Make an A4 size print layout and finished design (including photography/visual, slogan, headline and copy text if required) for any product of your choice.  Assignment due on Monday Assignment