Design and ProductionDesign and Production

Chapter 14

14-2

Chapter OutlineChapter Outline

I. Chapter Key Points

II. Visual Communication

III. Print Art Direction

IV. Print Production

V. Television Art Direction

VI. Broadcast Production

VII. Effective Web Design

14-3

Key PointsKey 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

14-4

Visual CommunicationVisual Communication

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

stories• Communicate

quickly• Anchor

associations

14-5

Thomasville and Long Haymes Carr Thomasville and Long Haymes Carr Bring Hemingway Back to LifeBring Hemingway Back to Life

Visit the Site

14-6

Visual ImpactVisual 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

14-7

The Art DirectorThe Art Director

• In charge of the visual look of the message

• Most difficult challenge is transforming a concept into words and pictures

14-8

Illustrations and PhotosIllustrations and Photos• Photos

– The authenticity of photography makes it powerful

• Illustrations– Illustrations eliminate many details of a photo

14-9

ColorColor

• Attracts attention• Provides realism• Establishes moods• Builds brand identity• Spot color

14-10

TypographyTypography

• The appearance of the ad’s printed matter in terms of the style and size of typefaces

14-11

FontsFonts

• Basic set of letters in a particular typeface– Serif

– Sans serif

– Uppercase

– Lowercase

– All caps

– U&lc

– Weight, posture, and width

Figure 14.1a

14-12

JustificationJustification

• Justified type– Flush right

– Flush left

• Unjustified type– Ragged right

– Ragged left

Figure 14.1b

14-13

Type MeasurementType Measurement

• Points– Smallest system of

measurement units

• Picas– Bigger unit of

measurement

Figure 14.1c

14-14

LegibilityLegibility

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

hinder the reading process

Figure 14.1d

14-15

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

• Circus• Nonlinear• Grunge

14-16

Design PrinciplesDesign Principles

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

simplify

14-17

Layout StagesLayout Stages

Thumbnail Sketches Rough Layout Semicomps

MechanicalsComprehensives Final High-Resolution Film

Figure 14.4

14-18

Print ProductionPrint Production

• Different media have different demands on design and production

14-19

Creating an Effective Poster or Creating an Effective Poster or Outdoor BoardOutdoor Board

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

• Product identification• Extensions• Shape• Motion

14-20

OAAA: Promoting, Protecting and OAAA: Promoting, Protecting and Advancing Outdoor AdvertisingAdvancing Outdoor Advertising

Visit the Site

14-21

Art ReproductionArt Reproduction

• Line art• Halftone

Figure 14.5

14-22

Color Color ReproductionReproduction

• Process colors• Four-color printing• Color separation

Figure 14.7 – The Color Separation Process

14-23

Printing ProcessesPrinting Processes

• Letterpress• Offset Lithography• Rotogravure• Flexography• Silkscreen

14-24

Printing ProcessesPrinting Processes

• Digitization• Binding and Finishing

14-25

Television Art DirectionTelevision Art Direction

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

• Visual storytelling is important, even for abstract visual concepts

14-26

Video GraphicsVideo Graphics

• Stock footage• Crawl• Morphing

14-27

The Fallon Agency:The Fallon Agency:Making Cat Herding Look EasyMaking Cat Herding Look Easy

Visit the Site

14-28

Broadcast ProductionBroadcast Production

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

Editor

Orchestrates music for the various instruments and voices to make it fit a scene or copy line. The copywriter usually writes the lyrics or at least gives some 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 TV determines how the camera is set up and records the flow of action.

Director

Takes charge of the production, handles the bidding and all production arrangements, finds the specialists, arranges for casting talent, and makes sure 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

14-29

Producing CommercialsProducing Commercials

• Animation• Stop motion• Music and action

14-30

Television Production ProcessTelevision Production Process

• Message Design• Preproduction• Production• Postproduction

Figure 14.8

14-31

Honda Cog Gets it RightHonda Cog Gets it Right

14-32

Effective Web DesignEffective Web Design

• Web pages should follow the same layout rules as posters

• Web pages can combine elements and design styles from many different media

Visit The Site - www.crewcuts.com

14-33

Action and InteractionAction and Interaction

• Web advertisers are continuing to find ways to make the imagery more engaging

• Regular site visitors should be able to customize the site Visit The Site – www.ClimbMeru.com

14-34

Forrester Research:Forrester Research:The Good, The Bad, and The UglyThe Good, The Bad, and The Ugly

Visit the Site

Discussion QuestionsDiscussion Questions

14-36

Discussion Question 1Discussion Question 1

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

• Give an example of a product category where you would want to use an illustration and another example where you would use a photograph.

• Explain why.

14-37

Discussion Question 2Discussion Question 2

• What principles govern the design of a magazine ad?

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

• Critique the two ads and explain your evaluation based on what you know about how design principles work in advertising layouts.

14-38

Discussion Question 3Discussion Question 3

• Choose an ad from this textbook that you think demonstrates a good layout with a clear visual path.

• Take a piece of tracing paper, as we have done with the Porsche ad in Figure 14.3, and convert the key elements to geometric shapes to see what 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.

14-39

Discussion Question 4Discussion Question 4

• One of the challenges for creative ad designers is to demonstrate a product whose main feature cannot be seen by the consumer.

• Suppose you are an art director on an account that sells shower and bath mats with a patented system that ensures that the mat will not slide (the mat’s underside is covered with tiny suction 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.

14-40

Discussion Question 5Discussion Question 5

• Think of a television commercial you have seen recently that you thought was creative and entertaining. Then find one that you think is much less creative and entertaining.

• Analyze how the two commercials work to catch 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 at www.badads.org.

14-41

Discussion Question 6Discussion Question 6

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

• Find a print ad that you think speaks effectively for the personality of the brand. Now compare the 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?