chap 10- visual media

7/28/2019 Chap 10- Visual Media

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Design andProductionChapter 10


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93% of communication is non-verbal

Albert

Mehrabian (Psychologist)

Humans decipher images 60000 times faster

than text

Image items are deciphered simultaneouslywhile language is decoded in a linear

sequential manner, taking more time toprocess

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Unless our words,concepts and ideas

are hooked onto animage, they will goin one ear and sailout through the the

ear

Words are stored in

our short termmemory whileimages are stored inour long termmemory

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Verbal Information Retained

Studies show that people remember 10% of what

they hear and 20% of what they read, but about 80

percent of what they see and do.

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Visual Communication

Six key reasons for the effective use of visualsin advertising

1. Grab attention

2. Stick in memory

3. Cement belief

4. Tell interesting stories

5. Communicate quickly

6. Anchor associations

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Selecting the focus of

advertising visuals

Package containing the product

The product alone

The product in use

How to use the product

Product features

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Comparison of products

Humor

Testimonial

Negative Appeal

Color

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Visual Communication

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Visual impact

A picture in a printad captures more

than twice as manyreaders as aheadline does

Initial attention is

more likely to turninto sustainedinterest

The art director

In charge of thevisual look of the

message

Most difficultchallenge is

transforming aconcept into wordsand pictures


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Print Art Direction

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Illustrations and Photos

Photos

The authenticity ofphotography makesit powerful

Illustrations

Illustrations eliminatemany details of aphoto

Color

Attracts attention

Provides realism

Establishes moods

Builds brand identity

Spot color


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Typography

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The appearance ofthe ads printedmatter in terms ofthe style and size oftypefaces

Fonts

Basic set of letters in

a particulartypeface

Serif

Sans serif

Justification

Justified type

Flush right

Flush left

Unjustified type

Ragged right

Ragged left


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Typography

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Type Measurement

Points

Smallest system ofmeasurement units

Picas

Bigger unit ofmeasurement

Legibility

How easy it is to

perceive the letters

Reverse type, allcapitals, and

surprinting allhinder the readingprocess


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Layout and Design

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Layout

A plan that

imposes order and

creates an

arrangement that

is aestheticallypleasing

Common Ad Layouts

Picture window

All art

Panel or gridDominant type or all

copy

Circus

Nonlinear


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Mondrian Layout

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Picture Layout

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Big Type

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Circus

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Silhouette

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Rebus

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Axial

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Design Principles

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Design has bothfunctional andaesthetic needs

Makes themessage easy toperceive

Makes it attractiveand pleasing tothe eye

Common Principles

Direction

Dominance

Unity

White space

Contrast

Balance

Proportion

Simplify, simplify,simplify


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Layout Stages Thumbnail sketches

Rough layouts

Semicomps and comprehensives

Mechanicals

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Print Production

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Different media havedifferent demandson design andproduction

Newsprint not agood surface forreproducing finedetails

Excellentphotographic andcolor reproduction

differentiatemagazines fromnewspapers

Tips for DesignersGraphics

Size

Colors

Figure/ground Typography

Product identification

Extensions

ShapeMotion


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Art Reproduction

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Line art

Image is solid on a

white page

A drawing orillustration

Halftone

Have a range of

grey tonesbetween the black

and white

Photographs

Color Reproduction

Process colors

Four-color printing

Color separation


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Printing Processes Letterpress

Offset Lithography

Rotogravure

Flexography

Silkscreen

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Printing Processes

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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 printingeffects used toenhance ads andother printedmaterials


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Broadcast Production The producer oversees the production on

behalf of the agency and client and isresponsible for the budget, among other

things

The director takes the art directorsstoryboard and makes it come to life on

film

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Broadcast Production

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ProducingCommercials

Animation

Stop motion

Music and action

TV ProductionProcess

Preproduction

The shoot

Postproduction

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Effective Web Design

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Web pages shouldfollow the samelayout rules as

posters

Web pages cancombine elements

and design stylesfrom many differentmedia

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


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Vintage ads

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chap 10- visual media

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