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10 Things I’ve Learned About Public Relations Publications

10 Things I’ve Learned About Public Relations Publications. By: Shannon McCloud 12/2/09. #1 Green isn’t good. My favorite color is the least arousing of all colors because it lies at the cent of the light spectrum. Objective Impressions: quieting, refreshing, peaceful

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10 Things I’ve Learned About Public Relations Publications

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  1. 10 Things I’ve Learned About Public Relations Publications By: Shannon McCloud 12/2/09

  2. #1 Green isn’t good • My favorite color is the least arousing of all colors because it lies at the cent of the light spectrum. • Objective Impressions: quieting, refreshing, peaceful • Subjective Impressions: ghastliness, disease, terror, guilt

  3. #2 Segmentation • Increases the awareness and understanding of the different characteristics of people affects how you present information to them.

  4. #3 Hiding the stroke line around objects • Begin with a new or existing document • Select a shape using the rectangle tool • Place the shape onto the page • Click on the Selection Tool • Click on the shape to highlight the edges • Click the color palette and a color to fill the shape with color • Select the object box and click stroke.Called the “apply effects to object • Select the effects box. Add an object effect to the selected target • In the effects box select feathered edge • Move the percentage or “choke” of the feathered edge from 0 to 100

  5. #4 Parts of a letter • X-height is the height of a lower case letter, this is based off of the height of the letter x. • Ascenders are the stroke above the x-height, like the letter “d” • Descenders are the stroke that extends below the x-height, like “p” or “y”

  6. #5 Emotional Significance of Fonts • Fonts arouse similar emotions in different publics • ex. Times New Roman evokes the feeling of tradition, efficiency, elegance, seriousness http://www.jameskurtz.com/2008/07/22/if-fonts-were-people/

  7. #6 Characteristics of paper • The type of paper used in a publication can affect the perception that people have about the quality, credibility, and importance of the company and the message they are trying to present. • Appropriateness- you wouldn’t print a gala invitation on regular printer paper, but on cardstock.

  8. #7 Color Processing Spot Color • Also called flat color or second color. • Used to add color to black-and- white publications. • Usually limited to one color. • Requires an additional press run per color Process Color • Also called full color or four color because it is produced using four colors: Cyan, Magenta, Yellow, and Black (CMYK). • For each color printed separate master plates must be created • It is 3x more expensive than just black and 2x more expensive than black and a spot color.

  9. #8 Layout Models of Newsletters & Newspapers • These models provide a pattern for placing items on a page. 6 Layout Models • Formal balance divides similar items symmetrically on both sides of a vertical axis. • Informal balance distributes visual weight. • Items of most importance are placed above the fold with Upper half prominence. • The most important items are placed in the upper left or right corners with Upper corner prominence. • Quadrant distribution places important items in each corner of the page. • Stories run as wide rectangles across the page with headlines over the full width of each story is Horizontal distribution.

  10. #9 Photography Poses • Females are more likely than men to be portrayed in emotional or dominated positions. • Readers prefer males in waist-up, face-only and full-body poses, while they prefer females in bust-up, waist-up and knees-up poses. • Females interpret facial expressions from photographs better than males.

  11. #10 Simplicity of Photographs • Limit the number of items in photographs • Center or position the most important items to the upper left • Keep your photographic messages as concrete as possible My friend Justin took this photo during his stay in Korea teaching English. http://www.flickr.com/photos/30700327@N06/

  12. Sources • Morton, L.P. (2006). Strategic publications: Designing for target publics. Greenwood, AR: Best Books Plus. • http://www.indyzoo.com/content.aspx?cid=496 • http://gothamist.com/2007/09/30/wiiniors_citize.php • http://iws.ccccd.edu/acano/lectures/ARTC1305_type.htm • http://www.jameskurtz.com/2008/07/22/if-fonts-were-people/ • http://www.perthcomputers.net/images/paper1.jpg • http://www.oyo.com/NewFiles/spot_color.gif • http://sixtwentyonecommunications.com/lightbox/media/newsletter.jpg • http://collegecandy.files.wordpress.com/2009/07/dominating.jpg?w=330&h=330

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