GOLDEN

PRINT ILLUSTRATION PURPOSES

• Attract Attention: Most cases it is necessary but not sufficient. See Exhibits 13.1 on page 409.

• Make the brand heroic (backlighting, low-angle shots, and dramatic use of color). See Exhibit 13.3 on page 410.

GOLDEN

PRINT ILLUSTRATION PURPOSES

• Communicate features/benefits. See Exhibit 13.4 on page 411.

• Create a mood, feeling, or image (lighting, color, tone, texture). See Exhibit 13.5 on page 411.

• Stimulate reading of the body copy.– Create curiosity See Exhibit 13.6 on page 411.

• Create desired social context. See exhibits 13.7 and 13.8 on page 412.

GOLDEN

PRINT ILLUSTRATION COMPONENTS

• Size (does size matter?)

• Color– May depend on product type– Can be used to emphasize product feature

(Gatorade)– Cultural and situational

• Medium– Drawings, photography, and computer graphics.

GOLDEN

PRINT DESIGN

• Structure and style: Order and Beauty

• Make the ad visually pleasing to the target audience.

GOLDEN

PRINCIPLES OF PRINT DESIGN

• Balance– Formal (Exhibit 13.11 on page 415) and informal

(Exhibit 13.12 on page 416).

• Proportion: Size and tonal relationships. Exhibit 13.13 on page 417.– Proximities

– Visual to visual

– Light to dark

– No mathematical relationship seen

GOLDEN

PRINCIPLES OF PRINT DESIGN

• Order: Sequence or gaze motion of the reader’s eye. – Left to right– Up to down– Large to small– Light to dark– Color to non-color– See Exhibit 13.14- Page 417

GOLDEN

PRINCIPLES OF PRINT DESIGN

• Unity: Must be tied together and appear to be related. Considered most important design element.– Border and white space (Exhibits 13.15 and 13.16 on

page 418)– Axis (Exhibit 13.17 on page 418)– Three point layout structure (Exhibit 13.18 on page 418)– Parallel layout structure (Exhibit 13.19 on page 419)

GOLDEN

PRINT LAYOUT

• Drawing or digital rendering of print ad showing where all the elements are positioned.– Thumbnail– Rough layout– Comp– Mechanical (final version sent to print)

GOLDEN

ART DIRECTION IN CYBERSPACE

• Still mostly follows print ads.– Interactivity– Easy to change (flexibility)

GOLDEN

CREATIVE GUIDELINES FOR TV ADVERTISING

• Attention-getting and relevant opening

• Emphasize the visual

• Coordinate audio with visual

• Persuade as well as entertain

• Show the product.

• Storyboards

• Scripts (Exhibit 13.45 on page 438)