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Creative Execution

Learn how to create impactful print ads through effective design, layout, visuals, copywriting, and more. Discover the principles of design and unleash your creativity to captivate audiences.

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Creative Execution

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  1. Creative Execution Art & Copy

  2. Designing the Print Ad Design refers to how the art director, graphic director or designer chooses and structures the elements of an ad. Various elements of design including photography, typography and illustrations are used to create effective designs.

  3. The Use of Layouts • Layout is an orderly arrangement of all the format elements of an ad; visuals, headlines, subheads, body copy, slogan, logos. • Rough layout • Dummy • Computer generated design • The entire page layout complete with illustrations, photos can be designed on the computer and easily altered to incorporate changes.

  4. Principles of Design • Good design communicates as much information as possible in the shortest amount of time and makes the message easy to understand. • Types of Layout; • Poster style format • Mondrian grid layout • Circus layout • Picture frame layout • Copy-heavy layout • Montage layout • Combo layout • Headlines • Help stop the reader and contribute to long-term memory more than the visual.

  5. Principles of Design • The layout of a design are to the layout artist what the rules of grammar are to the writer. • The design must balance. • The space within the ad should be broken up into pleasing proportions. • A directional pattern should be evident so the reader knows what sequence to read. • The ad should be held together through some unity. • One part or element of an ad should have enough emphasis to dominate all others.

  6. Use of visuals • Purpose of the Visual • Headlines • Help stop the reader and contribute to long-term memory more than the visual. • Capture the audience attention • Clarify claims made by the copy • Identify the subject of the ad • Show the product actually being used • Convince readers of the truth of the copy claims • Arouse audience interest • Emphasize products unique features • Create a favorable impression • Provide continuity for the campaign by using a unified visual technique

  7. Use of visuals • Determining the chief focus of visuals • The package containing the product • The product alone in use • How to use the product • Product features • Comparison of products • User benefits • Humor • Testimonials • Negative appeal

  8. Copywriting • Headlines • Contain words in the leading position in ads – the words that will be read first and are situated to draw the most attention. Are larger & bolder than rest of text. • Role of headlines • Attract attention • Engage audience • Explain the visual • Lead audience to the body text of ad • Reason to read the rest of the ad • Communicate the complete selling idea • Present product news

  9. Copywriting • Types of Headlines • Benefit headlines • Speak a foreign language in 30 days or your money back • Information headline • “It’s a girl” • Provocative headline • “Betcha can’t eat just one” (Lays) • Question headline • What makes our tire customers smarter & richer than others? • Command headline • “Obey your thirst”

  10. Copywriting • Subheads • An additional smaller headline that may appear above or below the headline. • Kicker or Overline: appears above the headline. • They are smaller than the headline but larger than the body copy. • Body copy • The complete sales story is told here • Comprises interest, credibility, desire • It is a logical continuation of the headline and subheads

  11. Copywriting • Writing Effective copy • Get to the main point quickly • Be focused • Position the product clearly • Reinforce the brand name • Write with consumer benefit in mind • Avoid clichés • Stick to present tense • Don’t over punctuate

  12. Copywriting • Slogans • Also called taglines; begin as successful headlines, like AT&T’s “Reach out and touch someone”. Through continuous use they become standard statements. • Provide continuity to ads in a campaign. • Reduce message strategy to a brief, repeatable and memorable positioning statement. • DeBeers “Diamonds are forever” • Wheaties “Breakfast of Champions”

  13. Copywriting • Logos • Special design of products name or company identity • Provide quick recognition at the point of purchase

  14. Assignment • Make an A4 size print layout and finished design (including photography/visual, slogan, headline and copy text if required) for any product of your choice. • Assignment due on Monday 22.09.14

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