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Design ProcessEx: HUGO Boss Perfume Ad
1. Receive and Study the Creative Brief
Overview Specifications, Goals, Measurable Objectives, Deliverables Needed
Primary Audience - Primary target audience
Tone and Image - Funny and casual, or formal and buttoned-up, etc.?
Messaging - Major points
Budget and Schedule Budget? When is the project due? Outline project stages.
ProcessWho is the main contact person? When comps are due, etc.?
Anything else? Total Rounds of Revisions, etc.
2.Research your Target MarketChoose a typical audience member or two and profile including occupation, age range, gender, his or her interests, etc.
Ex: HUGO Man Perfume - Who is the consumer?http://www.hugo.com/green
Additional informationabout HUGO Mantarget audience
Who Is Your Target Audience?
Men who wear HUGO are spontaneous and original in everythingthey do. That’s why they choose HUGO. It’s the scent that says itall. HUGO fragrances continue tochampion creativity with the newlimited Spray Edition for HUGOMan.
Created to encapsulate the urbanlife and environment of the young, upbeat men wearing HUGOfragrances, the new designcelebrates a pure and irreverentdisplay of self expression.
3. Brainstorm Ideas
a) Research other designs that deal with the same subject matter, use similar medium,
format, are from the same time period, etc.
b) Write as many ideas down as come to mind
Main Tagline - Examples:1. Say It. Spray It.2. It’s Just a Fragrance. The Rest Is Up To You!3. Dare to Be Different!4. Anywhere In Your Element!5. Wherever You Go, Take Hugo!6. Your Fragrance. Your Rules.
3. Brainstorm IdeasPrevious Theme: “Black & White and Red”.A list of useful idioms, expressions dealing with color red:http://www.learn4good.com/languages/evrd_idioms/id-c.htm#black%20and%20white
Possible Taglines:Paint the town red!
3. Brainstorm Ideas
c) Sketch your ideas on paper. Createthumbnails, also known as “roughs”.
image
headline goes here
4. Start the Elimination Process
a) Getting rid of the bad ideas. Illuminate clichés.
b) Explain your concept to somebody else.
c) Simplify the idea.
d) How will you explain (“sell”) it to your client? Think what you will say to support your choice of images, text, etc.
5. Look for Source Images
a)Know what exactly you are looking for.Ex: A picture of a Man. What kind of man are youlooking for: young, hip, how old, happy or grumpy, indoors or outdoors, color or black & white, etc.?
b)Use royalty free image libraries such as www.indexstock.com, www.gettyimages.com
c)Get owner’s permission to use www.flickr.com photos for commercial purposes.
6. Start Working on a Computer
a)Decide on a layout
b)Decide on a color palette
c)Choose appropriate fonts
d)Establish hierarchy (Which text is more important and why. Which elements should be large, which should be small, etc.)
Emphasis & Hierarchy
Hierarchy - Definition
HIERARCHY - the process of ranking elements (graphics and text) in order of importance.
Hierarchy is the basis for every design decision. Ask yourself this question:
What Do I Want The Viewer to See 1st?
Using High Contrast
1. Set items apart throughthe use of high contrast.
2. Make “bold” designmoves - not subtle ones.Slight variations irritatethe eye and confusethe viewer.
Key to Clear Hierarchy: Rank & Simplify
1. White space is your friend!
Key to Clear Hierarchy: Rank & Simplify
2. Don’t cram toomuch information,graphics on one page.Keep it simple!
Key to Clear Hierarchy: Rank & Simplify
3. Group relatedelements — bulletpoints, lists, names,etc… and isolatethem for emphasis.It helps to brake upblocks of text andgraphics.
Adding Contrast with Text
1. Bold, italics, UPPERCASE, underlined…
2. Size text, but don’toverdo it. Don’t use more than 3 differenttext sizes in the same composition.
Adding Emphasis Through the Use of Color
1. Use color to separateelements or establisha clear focal point.
2. Use colors sparingly - not too many.
Adding Emphasis Through the Use of Color
3. Saddle differencesin color don’t work. Use good contrast,bold colors.
More Examples of Hugo Boss Adshttp://www.flickr.com/photos/extraverage/338259108/in/photostream/
Black & White & Red (Current Round)
Black & WhiteFilm Noir Genre (Hollywood, 50s-60s)
Black & WhiteTraditional, Classic & Documentary B&W photography
Black & WhiteOrganic and Geometric Patterns, etc.
Black & WhiteLight and Shadow
Black & WhiteChess pieces, chess board, etc.
Red Color and Its Symbolism“Red carpet treatment”, red as a symbol for passion, etc.
Artists using similar color paletteBarbara Kruger
Art Movements using similar color paletteRussian Avant-garde, El Lizzitsky (1910-1920s)
Art Movements using similar color paletteRussian Avant-garde Posters
Target Ad Campaign
Examples of Student Projects:http://www.flickr.com/photos/fanya37/sets/72157623131963955/
http://www.flickr.com/photos/fanya37/sets/72157615823079419/
Prominent Graffiti, Street Artists:
Banksy http://en.wikipedia.org/wiki/Banksy
http://www.artofthestate.co.uk/Banksy/banksy.htm
Banksy Documentary http://www.hulu.com/watch/206459/exit-through-the-gift-shop
Swoon http://en.wikipedia.org/wiki/Swoon_%28artist%29
Keith Haring http://en.wikipedia.org/wiki/Keith_Haring
Barry McGee http://en.wikipedia.org/wiki/Barry_McGee
Berlin Street Art Fan Group on Flickr:http://www.flickr.com/groups/14665572@N00/pool/page697/
