Chapter 14: Visual Communications Flashcards
Art directors use visual communication to achieve the following objectives:
Attract attention Be memorable Cement belief Tell interesting stories Communicate quickly Anchor associations
What is visual impact?
Brining together words and images to express a message
What is a “spot colour” in print art?
A second colour added to highlight an important element
What is typography?
Typefaces, families and fonts
Serif (end of stroke has a flourish) San Serif (simple, standard)
What are some common types of layouts?
Copy heavy with centered product
Large headline with featured product
Framed centered text
Circus (all around all over the place)
Product hero in silhouette
Picture window boxed
Product hero picture window
Band vertical crop with panel
What are the principles of layout and design?
Direction Dominance Unity White space Contrast Balance Proportion Simplicity
What are the stages of layout to print?
Thumbnail sketches and tough layouts
Semi-comps - mock up
Comprehensive layouts and mechanicals
Proofs and high resolution files
What are print media requirements
Requirements depending on the ad spot - colour/not colour, paper weight etc.
What are the four process colours?
Magenta (purple), Cyan (bright blue), Yellow and Black.
What is colour separation?
The process from a negative to full colour photo
What are the three types of video storytelling?
Stock footage (pre recorded video/slides) Crawl (letters moving across bottom of screen) Morphing (one object changing into another)
What are the four steps in the production of television commercials?
Message design
Pre-production (director, and team, talent, locate props etc.)
Production (the shoot)
Post production (editing)
What is “initial work”?
The rough cut
What is it called with the audio and film are assembled together?
An interlock
What is the “final mix version” called?
The answer print
