Comopment 2 Flashcards
What is a logo
A logo is a name, mark, or symbol that represents an idea, organization, publication, or product.
What makes an effective logo
A good logo should be unique so it stands out and becomes memorable.
• A strong logo is easily recognisable, reflects the business and builds customer loyalty
Simple
• Memorable
• Timeless
• Versatile
• Appropriations
Brand identity
Branding is the process of creating a distinct identity for a business in the mind of your target audience and consumers
Company branding
Promotes company awareness/recognisable
• Promotes company image and values
• Builds trust with the consumer and promotes company/brand loyalty
• Develops strategies for marketing and advertising
• Sets out guidance for company design/appearance (style guides
Style guides
Style guides are used to ensure visual consistency in the company’s brand
Product branding
Product branding is when marketers introduce a product to the public with its own unique identity
What are the aims of branding
Branding promotes the company image and values making it easily recognisable. This builds trust with its customers and develops brand loyalty.
Columns
Vertical blocks of content positioned on a page
Alley
The vertical white spaces between column
Subhead
These are used to break an article into various sections or compartments, indicating what the next set of paragraphs is going to talk about.
Headline
It is the most important element of a magazine layout design. It can be of various sizes,but should be set in a size bigger than the other text elements in the page
Running head
These are usually placed at the top of every page of a magazine
Margins
The white space around the edges of a page
Captions for images
Describes an image and should ideally be placed immediately below the image
Body text
This is a more lengthy and detailed part of a magazine article
Gutters
The vertical white spaces between two pages
Introduction paragraph
The main piece of content that introduces a reader to an article. It carries forward what a headline has succeeded in doing - catching the attention of a read
Panel
Such boxes contain important facts related to the topic of the article that a reader should know while reading a magazine article. These could be statistics or dates or anything factual in nature which is important to know and short in length
Grids
In design, a grid is a system for organizing layout. The layouts could be for print (like a book,magazine, or poster), or for screen (like a webpage, app, or other user interfaces
What is advertising
Advertising is the practice and techniques used to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in the hope of drawing attention from consumers to increase sales.
Marketing and advertising examples
Leaflets
• Brochures
• Flyers
• Banners
• Magazines/Newspapers
• Billboards/Hoardings
• Posters
• TV/Radio
• Social Media
• Website
• Point of sale display
• Business cards
• Vehicle wraps/Vehicle livery
• Sponsorship
• Merchandise
• Celebrity endorsement
Advantages of some advertising
Digital advertising can be changed or updated easily (Digital billboards, social media)
• Can target specific customers – magazines
• World wide exposure – ( TV Premier league sponsorship)
Disadvantages of some advertising
Paper based advertising can become outdated quickly (billboards, leaflets. Flyers, brochures)
• High printing costs (billboards, leaflets. Flyers, brochures)
• low customer exposure to the advertising (Billboards – need to drive past them)
• Not always accessible for some people (Social media)
Functions of packaging
To Protect the product
2. To Preserve the product
3. To Promote the product
4. To Store/contain the product
5. To Inform the customer about the product
6. To allow for shelf stacking
7. For easy packing/transportation
Properties of materials
Polymers (plastics), foil, carton board, cardboard, potato starch
and metals
Strength
• Durable
• Moisture resistant
• Good printing surface
• Rigid/flexible
• Lightweight
• Recyclable
Packaging and the environment
Designers should chose responsibly sourced paper or board. This means they have replanted a tree for every one chopped. Look out for the FSC logo (The Forest Stewardship Council) who promote companies doing this
Over packaging
When small items are packed in large boxes
Unnecessary packaging
When some products such as fruit and veg dont need packaging
Packaging has a major impact on the environment. Suggest two reasons why designers need to consider the materials they choose to use to package products.
Are the materials sustainable? Can they be recycled?
Illustrators
An illustrator is someone who creates artwork to illustrate (represent / visually
explain) a theme, topic, narrative or subject
Illustration techniques
Pencil
• Coloured pencil crayons
• Fine liner pens
• Marker pens
• Pen and ink
• Watercolours
• Acrylic paints
• Oil pastilles
• Montage
• Printing (block, lino, mono, screen)
Some digital techniques:
• Vector illustrations
• Graphics tablet
• Photo manipulation
Illustration techniques suitability
A children’s book
• A medical journal
• An infographic poster
• A Technical illustration
• A website
• A comic book
Lino printing
A form of blocked printing that involves carving a personal design like a rubber surface that can be printed from
Mono printing
A printer print solely in monochrome -aka: black and white
Type of printmaking where the intent is to make unique prints
Screen printing
A process where ink is forced through a mesh screen onto a surface
Examples of environmental graphics
Exhibitions
• Murals
• Event and conferences
• Museum displays
• Special events:
• Launch events
• Celebrations
• Fayres
• Retail space
What are environmental graphics?
Each have specific considerations that you would need to allow for when
designing but both usually require you to work to a specific strict time plan, as
the event or exhibition will have an exact date that items are required for
Social considerations
As a designer you need to make sure work you create is suitable for the audience and doesn’t cause upset or offence. This includes making sure information, wherever possible, including language is accessible to all
Graphic designer
The graphic designer role covers a wide discipline. If you work as a graphic designer projects can range from logo design to websites, to brochures and packaging.
Artworker
Artworkers specialise in creating artwork for graphic designers. They prepare print ready work.
Creative director
These are the creative leads in an company that oversee a team taking a leading role
Advertising art director
Advertising art director is a senior role responsible for overseeing a team. They are creative problem-solvers with good communication and management skills
Animator
Animators work in one area and therefore unlike other job roles the work is not as varied. They work creatively and collaboratively to produce moving images
Concept artist
Concept artists are extremely creative with excellent imaginations
Graphic design agencies
Graphic design agencies are companies with a range of clients that employ staff from the graphic design industry to work for them.
The advantages and disadvantages include: you work collaboratively but usually only handle one aspect or role (eg. graphic designer or artworker). You often work for larger clients than if you were self-employed, You don’t have full creative control. You have a regular salary
freelance graphic designer
As a freelance graphic designer you are responsible from everything from marketing to designing, project management, artwork and accounts. This means that the role is very varied.
Disadvantages are you don’t have a regular salary so you have to be good with money. You must be able to balance money when you are busy and with quieter times. Freelance graphic designers also need to source their own regular work.
in-house graphic designer
As an in-house graphic designer you have one style and vision you are designing for. You usually work with style guidelines that have a range of rules you need to work with in order to produce a consistent look and feel for the company and reflect its values.
Advantages are there is less pressure to generate new ideas as the style is mostly established. However, the work has less creativity and can sometime be a little repetitive
