1process book
S TA C E Y S I L M A NAdvertising Design
Digital Process Book
2 advertising design
ADVERTISINGDESIGN
is a concept of promoting and
persuading. It allows the mind
to embrace restrictions and
create. It is composed of
themes, words, typography,
shapes, color, and style. Overall
it communicates and has no rules.
3process book
TABLE OFCONTENTS
2: Advertising Design4: Project One: Costume Collection intake research enlarged ideas computer play finals redesign18: Project Two: Columbia Art League intake research enlarged ideas computer play finals redesigns34: Project Three: FMM Capstone Partnership intake research enlarged ideas computer play finals46: Project Four: Stephens Life intake research enlarged ideas computer play finals redesigns60: Creative Play product play typography play logo play66: Exercise Section chapter 9 chapter 13 art & copy quote
PROJECT ONE
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COSTUME GALLERY
6 advertising design
project 1: intake
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8 advertising design
project 1: research
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10 advertising design
project 1: enlarged ideas
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12 advertising design
Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine fl oor of Lela Raney Wood Hall)
Open Noon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on Thursday (or by appointment)
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
Winter Shades t o Spr ingFEBRUARY 22 – MAY 5, 2013
EMERGENCE
EMERGENCEEMERGENCE
Noon – 3 p.m. Saturday and Sunday5:30 – 8:30 p.m. on Thursday
(or by appointment)
Historic Costume GalleryStephens College 6 N. College Ave.
(mezzanine fl oor of Lela Raney Wood Hall)
FEBRUARY 22 – MAY 5, 2013
EMERGENCEWinter Shades t o Spr ing
Hours
Location
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
in t e r Shades t o Spr ingWEMERGENCE
Historic Costume Gallery, Stephens College 6 N. College Ave (mezzanine fl oor of Lela Raney Wood Hall)Open Noon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on Thursday (or by appointment)
FEBRUARY 22 – MAY 5, 2013
project 1: computer play
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EMERGENCEFEBRUARY 22 – MAY 5, 2013
Win ter Shades t o Spr ing
LOCATION: Historic Costume Gallery, Stephens College 6 N. College Ave.
(mezzanine � oor of Lela Raney Wood Hall)GALLERY HOURS:
Noon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on � ursday (or by appointment)
FEBRUARY 22 – MAY 5, 2013EHistoric Costume Gallery, Stephens College 6 N. College Ave (mezzanine fl oor of Lela Raney Wood Hall)Open Noon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on Thursday (or by appointment)
MERGENCE
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
Winter Shades t o Spr ing
EMERGENCE
FEBRUARY 22 – MAY 5, 2013
Winter Shades
to Spring
GALLERY HOURS: Noon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on � ursday
(or by appointment)
LOCATION: Historic Costume Gallery, Stephens College 6 N. College Ave.
(mezzanine � oor of Lela Raney Wood Hall)
14 advertising design
project 1: finals
Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall)
Winter Shades t o Spr ingFEBRUARY 22 – MAY 5, 2013
EMERGENCENoon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on Thursday
(or by appointment)
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
GALLERY HOURS
LOCATION
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project 1: finals
FEBRUARY 22 – MAY 5, 2013EHistoric Costume Gallery, Stephens College 6 N. College Ave (mezzanine fl oor of Lela Raney Wood Hall)Open Noon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on Thursday (or by appointment)
MERGENCE
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
Winter Shades t o Spr ing EMERGENCEEMERGENCE
Noon – 3 p.m. Saturday and Sunday5:30 – 8:30 p.m. on Thursday
(or by appointment)
Historic Costume GalleryStephens College 6 N. College Ave.
(mezzanine fl oor of Lela Raney Wood Hall)
FEBRUARY 22 – MAY 5, 2013
EMERGENCEWi nte r Shade s t o Spr ing
Hours
Location
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
16 advertising design
ww
Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall)
Wi n t er S hades t o Spr ingFEBRUARY 22 – MAY 5, 2013
EMERGENCENoon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on Thursday
(or by appointment)
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
GALLERY HOURS
LOCATION
project 1: redesign
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EMERGENCE
Historic Costume Gallery Stephens College 6 N. College Ave.
(mezzanine fl oor of Lela Raney Wood Hall)
Winter Shades to SpringFEBRUARY 22 – MAY 5, 2013
Noon – 3 p.m. Saturday and Sunday5:30 – 8:30 p.m. on Thursday
(or by appointment)For more information call 573-876-7220
stephens.edu/campuslife/researchlibrary
GALLERY HOURS
LOCATION
EMERGENCECostume Museum and Research Library-Gallery 1200 E. Broadway Box 2042Columbia, MO 65215
PROJECT TWO
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COLUMBIAARTLEAGUE
20 advertising design
project 2: intake
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22 advertising design
project 2: research
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24 advertising design
project 2: enlarged ideas
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26 advertising design
project 2: computer play
SATURDAY 10AM-5PM & SUNDAY 10AM-4PM
www.art intheparkcolumbia.org/573.443.8838
STEPHENS LAKE PARK
Experie
nce the M
agic
PRESENTS
JUNE2013
1&2
27process book
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC EXPERIENCE THE MAGIC
28 advertising design
project 2: computer play
SATURDAY 10AM-5PM & SUNDAY 10AM-4PM
www.art intheparkcolumbia.org/573.443.8838
E X P E R I E N C E T H E M A G I C
JUNE1 &2
2013
STEPHENS LAKE PARK
PRESENTS
st ndJUNE2013
1&2
STEPHENS LAKE PARKSATURDAY 10AM-5PM & SUNDAY 10AM-4PM
artintheparkmissour i .org/573.443.8838
E X P E R I E N C E T H E M A G I C
PRESENTS
29process book
JUNE1 & 2
2013STEPHENS LAKE PARK
EXPERIENCE THE MAGIC
SATURDAY 10AM-5PM & SUNDAY 10AM-4PM
art intheparkcolumbia.org/573.443.8838
J U N E 1 - 2 , 2 0 1 3
PRESENTS
SATURDAY 10AM-5PM & SUNDAY 10AM-4PM
S T E P H E N S L A K E P A R KE X P E R I E N C E T H E M A G I C
30 advertising design
project 2: finals
JUNE2013
1&2
STEPHENS LAKE PARKSATURDAY 10AM-5PM & SUNDAY 10AM-4PMwww.artintheparkcolumbia.org/573.443.8838
E X P E R I E N C E T H E M A G I C
PRESENTS
JUNE2013
1&2
STEPHENS LAKE PARK
SATURDAY 10AM-5PM & SUNDAY 10AM-4PM
www.art intheparkcolumbia.org/573.443.8838
E X P E R I E N C E T H E M A G I C
PRESENTS
SATURDAY 10AM-5PM & SUNDAY 10AM-4PM
www.art intheparkcolumbia.org/573.443.8838
E X P E R I E N C E T H E M A G I C
JUNE1 &2
2013STEPHENS LAKE PARK
PRESENTS
st nd
JUNE2013
1&2
STEPHENS LAKE PARKSATURDAY 10AM-5PM & SUNDAY 10AM-4PM
www.art intheparkcolumbia.org/573.443.8838
E X P E R I E N C E T H E M A G I C
PRESENTS
31process book
Experie
nce the M
agic
PRESENTS
SATURDAY 10AM-5PM & SUNDAY 10AM-4PM
STEPHENS LAKE PARK
JUNE2013
1&2
www.art intheparkcolumbia.org/573.443.8838
Experie
nce the M
agic
PRESENTS
SATURDAY 10AM-5PM & SUNDAY 10AM-4PMSTEPHENS LAKE PARKJUNE1&22013
w w w . a r t i n t h e p a r k c o l u m b i a i . o r g / 5 7 3 . 4 4 3 . 8 8 3 8
Experie
nce the M
agic
SATURDAY 10AM-5PM & SUNDAY 10AM-4PM
www.art intheparkcolumbia.org/573.443.8838
STEPHENS LAKE PARK
Experie
nce the M
agic
PRESENTS
JUNE2013
1&2
Experie
nce the M
agic
PRESENTS
S A T U R D A Y 1 0 A M - 5 P M & S U N D A Y 1 0 A M - 4 P M
STEPHENS LAKE PARK
JUNE2013
1&2
www.art intheparkcolumbia.org/573.443.8838
32 advertising design
project 4: redesign
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PROJECT THREE
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FMM MARKETINGPARTNERSHIP
36 advertising design
project 3: intake
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38 advertising design
project 3: research
39process book
40 advertising design
project 3: enlarged ideas
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42 advertising design
project 3: computer play
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sophisticated pair
sophisticated pair
sp
sophisticated pair
sophisticated pair
sp
sophisticated pair
sophisticated pair
sophisticated pair
sp
sophisticated pair
sophisticated pair
sophisticated pair
sophisticated pair
sophisticated pair
sp
sophisticated pair
sophisticated pair
sophisticated pair
sophisticated pair
44 advertising design
project 3: finals
Oh la la...the opening night of
JOIN US IN CELEBRATING
She Wil l Be LovedJANUARY 4TH 2014
the garment district museum
@ 8:30 pm 801 broadway street, kansas city, mo 64105
$100
32C
45process book
sophisticated pair
$69.99
32C
YOU’REINVITEDto come and shop for that special lady of yoursat your local Sophisticated Pair Lingerie Store
BRAH NIGHT!SATURDAY JUNE 20TH 20139 : 3 0 p . m . T o w n C e n t e r P l a z a
5 0 0 0 W. 1 1 9 t h S t r e e tR.S.V.P.To: Emily [email protected]
Come pick out something you both will enjoy!
SUP BRAH!
PROJECT FOUR
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STEPHENSLIFE
48 advertising design
project 4: intake
49process book
50 advertising design
project 4: research
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52 advertising design
project 4: enlarged ideas
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54 advertising design
project 4: computer play
?STEPHENS LIFESL
HOT OFF THE PRESS 4.29.13 ?WHO KNOWS
(Lift here to fi nd out)
How the sequester will affect college tuition?
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?STEPHENS LIFESL
HOT OFF THE PRESS 4.29.13?WHO KNOWS
(Lift here to fi nd out)
The hottest lipstick shades for spring?
56 advertising design
project 4: finals
WHO KNOWS(Lift here to fi nd out)
The hottest lipstick shades for spring?
?WHO KNOWS
(Lift here to fi nd out)
How the sequester will affect college tuition?
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?STEPHENS LIFESL
HOT OFF THE PRESS 4.29.13
58 advertising design
?STEPHENS LIFESL
HOT OFF THE PRESS 4.29.13
?DO YOU KNOW
(Lift here to fi nd out)
what the best student lifestyle magazine on campus is?
project 4: redesign
?WHO KNOWS
(Lift here to fi nd out)
where the germiest places on campus are?
STEPHENS LIFESL
HOT OFF THE PRESS 4.29.13
?? ?
STEPHENS LIFESL
HOT OFF THE PRESS 4.29.13
WHO KNOWS(Lift here to fi nd out)
how the sequester will affect college tuition?
59process book
? ?STEPHENS LIFESL
HOT OFF THE PRESS 4.29.13
??STEPHENS LIFESL
HOT OFF THE PRESS 4.29.13
WHO KNOWS(Lift here to fi nd out)
which Stephens grads have made it to the big screen?
WHO KNOWS(Lift here to fi nd out)
the hottest lipstick shades for spring?
CREATIVE PLAY
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PRODUCT
TYPOGRAPHY
LOGO
62 advertising design
exercise: product play
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JJvooc
JJJJJJ
exercise: typography play
64 advertising design
exercise: logo play
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R I B B E T
R I B B E T
t h e c o n n e c t i o n t h a t s t i c k s
t h e c o n n e c t i o n t h a t s t i c k s
R I B B E Tt h e c o n n e c t i o n t h a t s t i c k s
R I B B E Tt h e c o n n e c t i o n t h a t s t i c k s
R I B B E Tt h e c o n n e c t i o n t h a t s t i c k s
R I B B E Tt h e c o n n e c t i o n t h a t s t i c k s
EXERCISE SECTION
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CHAPTER 9
CHAPTER 13
ART & COPYQUOTE
68 advertising design
exercise: read, reflect, & report
C H A P T E R 9 : B r a n d i n g What is Branding?-Brand: is the sum total of all characteristics and assets of a brand name product, service, or group that differentiates it from the competition, as well as the perception of the brand by the public.
-An overall brand is compiled by the logo and visual identity through interactive experiences, package design, corporate communications, promotional design and advertising.
-Integrated Branding Program: is the reaction of a comprehensive, strategic, unified, integrated, and unique program for a brand, with an eye and mind toward how people experience the brand.
The Purpose of Branding-The purpose of branding is to ensure the efficacy of a quality product, service, group, individual, or commodity.
-Functional Benefits: tangible features that are associated to a brand or product.
-Emotional Benefits: the emotional content of the advertising.
-Verbal Differentiators: the brand name and the tagline.
-Visual Differentiators: the logo.
Branding Process-Branding Process: Orientation, analysis, concepts, design, implementation.
-Brand Strategy: is the overall underpinning of branding, uniting all planning for every visual and verbal application.
-Every brand should posses a core value that becomes their construct; a quality that a brand essentially owns against the competition.
-Brand Promise: is what the brand claims it will or can do, which is expressed through the means of identity or advertising.
-A big factor in today’s branding world, there are a number of contributing factors to brand perception.
-The communities and the celebrities that endorse and “adopt” that brand are key roles in the identity of the brand itself.
Character of Branded Experiences
Main Point of ChapterEvery experience, whether from one point of contact or from many points of contact of an integrated campaign, should be a positive and consistent one.
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CHA PTE R 13 : Advertising The Purpose of Advertising-Advertising is used in a free market system to promote one brand over another.
-An advertisement is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand.
Who Creates Advertising?-An advertising agency; a conventional creative team that includes an art director and a copywriter.
-It is a collaborative process.
Advertising DesignProcess-Orientation, analysis, concepts, design, implementation.
-A creative brief is a strategic plan that both the client and the agency agree upon and from which the creative team elaborates.
-An ad idea consists of a creative conceptual solution to an advertising problem.
-Functional Benefits: practical or useful characteristics of a product or service that helps set apart that brand or group from the competition.
-Emotional Benefits: are based on connecting a brand with people on an emotional level, not based on tangible item.
-Storytelling is a great way to interact and connect with the given audience.
-An effective ad is based on an idea, the creative teams primary reasoning.
Main Point of Chapter-An effective ad is based on an idea, the creative teams primary reasoning.
70 advertising design
exercise: art & copy quote
simply presented.” “STRONG IDEAS,