APR 300 Test 2 Flashcards
Picture-First” Layout
Content of the headline Style of the type The placement of the headline What the body copy says Size and shape of the ad
Pictures and the Truth
Pictures communicate more readily than words, they can also lie more effectively People will more likely believe pictures where they would distrust words, “I’ll believe it when I see it.” Audience sophistication has graduated to video Picture lies seem to be most blatant in mail-order Make sure your art accurately represents your message
The Ties of Copy and Art
The art should have an obvious tie to the headline should have an obvious tie to the body copy A single theme should unite all three
Information Graphics
Line charts Bar charts Pie charts Maps Diagrams
Stock Art
Clip art Books CD’s Online www.gettyimages.comwww.corbis.comwww.istockphoto.com
Expressing the Idea Tangibles
Show the product itself Show the product in use Show the procedure for using the product Benefits from using the product Harm that comes from not using the product
Photography Advantages
Believability Speed Flexibility Price Amateurism is hard to detect
Conveyance
The act of conveying; transmission; communication What is the art saying to the viewer? This can be relative.
Editing Pictures
Cropping-lessening detail can produce greater impact Color changes Tone changes Additions or subtractions
Meaning in Color
Every color has a personality and cultural meaning. Most colors have multiple personalities (sometimes depending on value and saturation).
Color Tips
Color Tips Echo colors in image-first layouts Use unexpected colors Use the color wheel for quick combinations Consider whites, blacks, and grays as dividers of color To a d d c a l m n e s s o r s o p h i s t i c a t i o n , m u t e y o u r colors. Extensive muting can give a “grunge” look. Realize differences on-screen versus paper Understand paper choices and how they affect color When designing for the web, use a web-safe palette For fun, try http://kuler.adobe.com
Formulas for Harmony
Any three colors are side by side on a 12 part color wheel. Complementary Colors: Any two colors which are directly opposite each other. Colors from Nature: Any natural color scheme is usually pleasing to the eye.
The Color Wheel
The Color Wheel Developed by Sir Isaac Newton in 1666 Comprises the primary, secondary and tertiary colors
Color Theory
Color Theory How do colors match? What makes a color look nice with one color and poorly with another? Why do some colors look sickly while others look vibrant and happy? Color theory is a body of practical guidance to color mixing and the visual impact of specific color combinations.
Purpose of POP
A reminder to buyers when a product is heavily promoted in another medium Stimulus for impulse buying
Point-of-Purchase
Last chance for the advertiser to approach a potential consumer POP has replaced salesmen on the retail level Almost all retail products create POP advertising In some retail stores, on-the-spot decisions account for almost 2/3 of sales
Outside Transit Advertising
Poster-like, billboard in reverse Needs to communicate swiftly and effectively
Transit Advertising
Car cards either on the inside or outside of moving vehicles (autos, trains, subways, etc.)
Rules for Billboard Design
Confine the number of elements to three or, if possible, two or even one. Keep the number of words to a minimum No more than nine or ten Idea must be able to register within six seconds Make sure the art says what the headline says Make sure the type is big and thick enough Organize the elements so they work together as a single unit Use color boldly, in broad strokes Cost for color and B&W are the same Make sure the product/service/client is clearly identified
Rolling Billboards
are advertising on the sides and backs of trucks Over-the-road tractor-trailer makes 10.1 million visual impressions a year Local delivery vehicle makes 16 million impressions a year
Decals are used over painting for ease of repair and replacement
The Painted Bulletin
48’ x 14’ Standard billboard No longer painted, but printed in sheets Always lit, sometimes with sections extending beyond set dimensions Sometimes using three-sided rotating vertical panels to reveal three different pictures
The Electric Spectacular
Huge, complicated display
Poster Guidelines
Have large type that can be read from the expected viewing distance Have a simple layout Include all important information: date, time, place, etc. Have one dominant element–a headline, visual or logo–that will quickly attract the eye Have the most important message emphasized by size, color or value Have art that is closely related to its message or subject Have its type and visuals arranged in logical sequence Often have unusual or tight cropping on photos Have bold, intense colors so it can be easily seen at a distance
Poster Idea
Possible Approaches Make a claim, outright or implied Offer something new Remind the reader to . . . Suggest something different to the reader Make a comparison or association
Poster Series
If designed as a series, it is important to establish elements of continuity so that the posters seem to belong to one another, like triplets or cousins.
Social Commentary
As a mass communication vehicle, the poster can be used to voice dissent, to incite, to propagandize, or to inform. Whether worrisome propaganda, or in the service of the public good, a poster can potentially influence many. In a single visual, a poster can carry a message to those who see it, perhaps to people who wouldn’t read extensively about a subject or listen to long political debates.
Context Posters
must be designed with context in mind. A poster competes for attention with surrounding posters, outdoor boards, neon signs, and any other visual material. Sometimes posters are applied as barricade posters, used in multiples
Individuality
A viewer may identify with a poster as an expression of individuality.
