design and production advertising principles and practices

Design and Production

Advertising Principles and Practices

Curiously Strong AdvertisingCuriously Strong Advertising

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• Altoids depicted extreme flavor with amusing, self-deprecating ads featuring wacky images and short headlines.

• Sales grew by 60% in the 12 markets where the campaign was focused.

• Ad Age calls the Curiously Strong campaign “one of the most awarded and successful campaigns in the last 12 years.”

14-2Prentice Hall, © 2009


Using Visuals EffectivelyUsing Visuals Effectively

• Grab attention • Stick in memory • Cement belief • Tell interesting stories• Communicate quickly• Anchor associations


Using Visuals EffectivelyUsing Visuals Effectively• An intriguing idea grabs

attention and sticks in memory.

• A picture in a print ad captures more than twice as many readers as a headline does.

• People remember ads with pictures more than those with just type.

Principle: The visual’s primary function in an advertisement

is to get attention.


Other Purposes of VisualsOther Purposes of Visuals• Visual storytelling—the visual sets up the narrative

and tell the story.

• Brand image — the brand must be consistently represented.– A logo graphically identifies a brand or company.


Designers Toolkit: PhotosDesigners Toolkit: Photos• Photography’s authenticity

makes it powerful, more realistic.– “John West” is a British

canned fish– Ernest Hemingway

Collection is a line of Thomasville furniture

• Photos add credibility.• Photos are realistic.• Use is determined by

strategy.


Designer’s Toolkit: IllustrationDesigner’s Toolkit: Illustration• Illustration eliminates the

details of a photo and focuses on the “highlights” of the image.

• Can also simplify the message and focus on key details.

• Illustration is more fanciful.

• Use is determined by strategy.


Designer’s Toolkit: ColorDesigner’s Toolkit: Color• Color can attract

attention, provide realism, and establish moods, and build brand identity.

• Lack of color—black and white—can add dignity and sophistication.

• Spot color—added to black to accent or highlight certain elements.


Designer’s Toolkit: TypeDesigner’s Toolkit: Type

• Typography refers to the appearance of the ad’s printed matter.– Typeface or font – Capitalization– Variations in shape– Column width– Size of type– Legibility

Principle: Type has a functional role in the way it presents the letters in words so they can be easily read; but it also has an aesthetic

role and can contribute to the meaning of the message through its design.


The Art of The Art of TypefacesTypefaces


Print LayoutPrint Layout• A plan that imposes order and creates an arrangement

that is aesthetically pleasing.

Picture Window All Art

Panel or GridDominant Type/ All Copy

Nonlinear

Grunge


Layout StagesLayout Stages

Thumbnail Sketches Rough Layout Semicomps

MechanicalsComprehensives Final High-Resolution Film


Print Media RequirementsPrint Media Requirements• Different media have

different design and production demands.

• Newsprint is printed on high speed, inexpensive, rough-surfaced spongy paper.

• Magazines offers better reproduction than newspapers.

• Yellow Pages ads must stand out in a cluttered environment, but contain useful information.


Creating Effective OutdoorCreating Effective Outdoor• Graphics—eye stopping• Size—images are huge• Colors—bold, bright,

contrasting• Figure/ground—keep it

simple• Typography—simple,

clean, legible

• Product ID—make label or package large

• Extensions—go beyond the frame

• Shape—use 3D

• Motion—use movable parts, or revolving panels


Print Art ReproductionPrint Art Reproduction• Line art is an image with solid lines on white paper.• A halftone is an image with a range of gray tones.• Printers create the illusion of a halftone by shooting a

photo through a screen to create a dot pattern.• Screens are also used to create tint blocks or percentages

of black or color.


• Process colors (magenta, cyan, yellow, black) are used in the four-color printing process.

• Color separation is a process by which a printer reduces or “separates” to four negatives for each of the four colors.

Color Color ReproductionReproduction


Filming and EditingFilming and Editing• Copywriter—writes the script, even if there are no words.• Art Director—in TV, develops the storyboard and

establishes the look of the commercial, whether realistic, stylized, or fanciful.

• Producer (can be an agency staff member)—handles production including bidding, all arrangements, specialists, casting talent, and budget.

• Director—responsible for filming/taping, including scene length, action, how lines are spoken and characters played; in TV determines camera set up and records the flow of action.

• Composer—writes original music and sometimes lyrics, too.

• Arranger—orchestrates music for the various instruments and voices to make it fit a scene or copy line.

• Editor—assembles all the pieces including audio, dialogue, and footage.


Producing TV CommercialsProducing TV Commercials• Animation

– Used to create characters like the GEICO gecko

– With computer animation, images appear real

• Stop motion– Used in claymation or to make other

inanimate objects appear to move• Music and action

– Should match music to action; can be used to get attention, set a mood, or stick in memory


Television Production ProcessTelevision Production Process• Preproduction

– Production notes; preproduction meeting; find talent, location, props, costumes

• The Shoot– Recording the action; technicians include camera operator,

gaffer, grip; record music, sound effects, voices; graphics

• Postproduction– The editor assembles the pieces to match the storyboard;


Effective Web DesignEffective Web Design• Web pages, especially first screens, should follow the same

layout rules as posters.– Graphics should be attention-getting but quickly

downloadable– Type should be simple; avoid all caps– Use high-contrast colors

• Web pages can combine elements and design styles from many different media including print, still photography, film, animation, sound, games.

• Web designers use many tools including animation, complex navigation paths, and sophisticated design software


Action and InteractionAction and Interaction• Web advertisers are continuing to find ways to make the

imagery more engaging.– www.climbmeru.com

• Sites should have clear navigation.– Users should be able to easily move through the site and

find what they want.• Regular site visitors should be able to customize the site.• Minicomputers, PDAs, and cell phones present new

opportunities and challenges for businesses to display products on the small screen.


All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

design and production advertising principles and practices

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designers toolkit

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