1. Design Process Ex: HUGO Boss Perfume Ad

2. 1. Receive and Study the Creative Brief
Overview
Specifications, Goals, Measurable Objectives, Deliverables Needed
Primary Audience - Primary target audience
Tone and Image - Funny and casual, or formal and buttoned-up, etc.?
Messaging - Major points
Budget and Schedule
Budget? When is the project due? Outline project stages.
Process
Who is the main contact person? When comps are due, etc.?
Anything else?
Total Rounds of Revisions, etc.

3. Research your Target Market Choose a typical audience member or two and profile including occupation, age range, gender, his or her interests, etc.
Ex: HUGO Man Perfume -
Who is the consumer?
Additional information
about HUGO Man
target audience

4. Who Is Your Target Audience?
Men who wear HUGO are spontaneous and original in everything
they do. That’s why they choose HUGO. It’s the scent that says it
all. HUGO fragrances continue to
champion creativity with the new
limited Spray Edition for HUGO
Man.
Created to encapsulate the urban
life and environment of the young,
upbeat men wearing HUGO
fragrances, the new design
celebrates a pure and irreverent
display of self expression.

5. 3. Brainstorm Ideas
a) Research other designs that deal with the same subject matter, use similar medium, format, are from the same time period, etc.
b) Write as many ideas down as come to mind
Main Tagline - Examples:
1. Say It. Spray It.
2. It’s Just a Fragrance. The Rest Is Up To You!
3. Dare to Be Different!
4. Anywhere In Your Element!
5. Wherever You Go, Take Hugo!
6. Your Fragrance. Your Rules.

6. 3. Brainstorm Ideas Possible Taglines: Paint the town red!
Previous Theme: “Black & White and Red”. A list of useful idioms, expressions dealing with color red:
Possible Taglines:
Paint the town red!

7. 3. Brainstorm Ideas
c) Sketch your ideas on paper. Create thumbnails, also known as “roughs”.
headline goes here
image

8. 4. Start the Elimination Process
a) Getting rid of the bad ideas. Illuminate clichés.
b) Explain your concept to somebody else.
c) Simplify the idea.
d) How will you explain (“sell”) it to your client? Think what you will say to support your choice of images, text, etc.

9. 5. Look for Source Images
Know what exactly you are looking for. Ex: A picture of a Man. What kind of man are you looking for: young, hip, how old, happy or grumpy, indoors or outdoors, color or black & white, etc.?
Use royalty free image libraries such as
Get owner’s permission to use photos for commercial purposes.

10. 6. Start Working on a Computer
Decide on a layout
Decide on a color palette
Choose appropriate fonts
Establish hierarchy (Which text is more important and why. Which elements should be large, which should be small, etc.)

11. Emphasis & Hierarchy

12. Hierarchy - Definition
HIERARCHY - the process of ranking elements (graphics and text) in order of importance.
Hierarchy is the basis for every design decision. Ask yourself this question:

13. What Do I Want The Viewer to See 1st?

14. Using High Contrast Set items apart through the use of high contrast.
Make “bold” design moves - not subtle ones. Slight variations irritate the eye and confuse the viewer.

15. Key to Clear Hierarchy: Rank & Simplify
1. White space is your friend!

16. Key to Clear Hierarchy: Rank & Simplify
2. Don’t cram too much information, graphics on one page. Keep it simple!

17. Key to Clear Hierarchy: Rank & Simplify
3. Group related elements — bullet points, lists, names, etc… and isolate them for emphasis. It helps to brake up blocks of text and graphics.

18. Adding Contrast with Text
1. Bold, italics, UPPER CASE, underlined…
2. Size text, but don’t overdo it. Don’t use more than 3 different text sizes in the same composition.

19. Adding Emphasis Through the Use of Color
1. Use color to separate elements or establish a clear focal point.
2. Use colors sparingly - not too many.

20. Adding Emphasis Through the Use of Color
3. Saddle differences in color don’t work. Use good contrast, bold colors.

21. More Examples of Hugo Boss Ads

22. Black & White & Red (Current Round)

23. Film Noir Genre (Hollywood, 50s-60s)
Black & White
Film Noir Genre (Hollywood, 50s-60s)

24. Traditional, Classic & Documentary B&W photography
Black & White
Traditional, Classic & Documentary B&W photography

25. Organic and Geometric Patterns, etc.
Black & White
Organic and Geometric Patterns, etc.

26. Black & White
Light and Shadow

27. Chess pieces, chess board, etc.
Black & White
Chess pieces, chess board, etc.

28. Red Color and Its Symbolism
“Red carpet treatment”, red as a symbol for passion, etc.

29. Artists using similar color palette
Barbara Kruger

30. Art Movements using similar color palette
Russian Avant-garde, El Lizzitsky ( s)

31. Art Movements using similar color palette Russian Avant-garde Posters

32. Target Ad Campaign

33. Examples of Student Projects:

34. Current Design Contest Details:

35. Prominent Graffiti, Street Artists:
Banksy
Banksy Documentary
Swoon
Keith Haring
Barry McGee

36. Berlin Street Art Fan Group on Flickr: