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Design and Production

Chapter 14

Chapter Outline

I. Chapter Key PointsII. Visual CommunicationIII. Print Art DirectionIV. Print ProductionV. Television Art DirectionVI. Broadcast ProductionVII. 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

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Visual Communication

• Grab attention• Stick in memory• Cement belief• Tell interesting

stories• Communicate

quickly• Anchor

associations

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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

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The Art Director

• In charge of thevisual look of themessage

• Most difficultchallenge istransforming aconcept into wordsand pictures

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

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Typography

• The appearance ofthe ad’s printedmatter in terms of thestyle and size oftypefaces

Fonts

• Basic set of letters ina particular typeface– Serif– Sans serif– Uppercase– Lowercase– All caps– U&lc– Weight, posture, and

width

Figure 14.1a

Justification

• Justified type– Flush right– Flush left

• Unjustified type– Ragged right– Ragged left

Figure 14.1b

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Type Measurement

• Points– Smallest system of

measurement units

• Picas– Bigger unit of

measurement

Figure 14.1c

Legibility

• How easy it is to perceive the letters• Reverse type, all capitals, and surprinting all

hinder the reading process

Figure 14.1d

Layout and Design• Picture window• All art• Panel or grid• Dominant type or all copy

• Circus• Nonlinear• Grunge

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Design Principles

• Direction• Dominance• Unity• White space• Contrast• Balance• Proportion• Simplify, simplify,

simplify

Layout Stages

Thumbnail Sketches Rough Layout Semicomps

MechanicalsComprehensives Final High-ResolutionFilm

Figure 14.4

Print Production

• Different media have different demands ondesign and production

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Creating an Effective Poster orOutdoor Board

• Graphics• Size• Colors• Figure/ground• Typography

• Product identification• Extensions• Shape• Motion

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Art Reproduction

• Line art• Halftone

Figure 14.5

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ColorReproduction

• Process colors• Four-color printing• Color separation

Figure 14.7 – The Color SeparationProcess

Printing Processes

• Letterpress• Offset Lithography• Rotogravure• Flexography• Silkscreen

Printing Processes

• Digitization• Binding and Finishing

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Television Art Direction

• Excitement and drama in a television ad iscreated through the moving images

• Visual storytelling is important, even forabstract visual concepts

Video Graphics

• Stock footage• Crawl• Morphing

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Broadcast Production

Puts everything together toward the end of the filming or taping process;evaluates how to assemble scenes and which audio elements work best withthe dialogue and footage.

Editor

Orchestrates music for the various instruments and voices to make it fit ascene or copy line. The copywriter usually writes the lyrics or at least givessome idea of what the words should say.

Arranger

Writes original music and sometimes writes the lyrics along with the music.Composer

Has responsibility for the actual filming or taping, including scene length,who does what, how lines are spoken and the characters played; in TVdetermines how the camera is set up and records the flow of action.

Director

Takes charge of the production, handles the bidding and all productionarrangements, finds the specialists, arranges for casting talent, and makessure the expenses and bids come in under budget.

Producer

In TV, develops the storyboard and establishes the look of the commercial,whether realistic, stylized, or fanciful.

Art Director

Writes the script, whether it contains dialogue, narrative, lyrics,announcements, descriptions, or no words at all.

Copywriter

Who Does What in TV and Radio Production?

Table 14.1

Producing Commercials

• Animation• Stop motion• Music and action

Television Production Process

• Message Design• Preproduction• Production• Postproduction

Figure 14.8

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Effective Web Design

• Web pagesshould followthe same layoutrules as posters

• Web pages cancombineelements anddesign stylesfrom manydifferent media

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Action and Interaction

• Web advertisersare continuing tofind ways to makethe imagery moreengaging

• Regular sitevisitors should beable to customizethe site Visit The Site – www.ClimbMeru.com

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Discussion Questions

Discussion Question 1

• What are the differences between usingan illustration and using a photograph?

• Give an example of a product categorywhere you would want to use anillustration and another example whereyou would use a photograph.

• Explain why.

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Discussion Question 2

• What principles govern the design of amagazine ad?

• Collect two samples, one that you think isa good example of effective design andone that you think is not effective.

• Critique the two ads and explain yourevaluation based on what you know abouthow design principles work in advertisinglayouts.

Discussion Question 3

• Choose an ad from this textbook that you thinkdemonstrates a good layout with a clear visualpath.

• Take a piece of tracing paper, as we have donewith the Porsche ad in Figure 14.3, and convertthe key elements to geometric shapes to seewhat kind of pattern emerges.– Illustrate on your tracing how the eye moves around

the page.– Put an X on the dominant element on your tracing.

Discussion Question 4• One of the challenges for creative ad designers

is to demonstrate a product whose main featurecannot be seen by the consumer.

• Suppose you are an art director on an accountthat sells shower and bath mats with a patentedsystem that ensures that the mat will not slide(the mat’s underside is covered with tinysuction cups that grip the tub’s surface).– Brainstorm some ways to demonstrate this feature in

a television commercial.– Find a way that will satisfy the demands of

originality, relevance, and impact.

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Discussion Question 5• Think of a television commercial you have seen

recently that you thought was creative andentertaining. Then find one that you think ismuch less creative and entertaining.

• Analyze how the two commercials work tocatch and hold your attention.– How do the visuals work?– What might be done to make the second commercial

more attention getting?• You can also use online sources to find

commercials at www.adcritic.com and atwww.badads.org.

Discussion Question 6

• One approach to design says that a visual imagein an ad should reflect the image of the brand.

• Find a print ad that you think speaks effectivelyfor the personality of the brand. Now comparethe print ad with the brand’s Web site.– Does the same design style continue on the site?– Does the site present the brand personality in the

same way as the print ad?