Incorporating Graphic Design Principles in Advertising

1. Incorporating Graphic Design Principles in Advertising

2. Chapter 20.2 Key Terms ad layout advertising proof balance emphasis line color typeface Advertising Layout Objectives Explain the principles of preparing an ad layout Identify key design principles and discuss the role they play in advertising List advantages and disadvantages of using color in advertising Describe how typefaces and sizes add variety and emphasis to print advertisements Marketing Essentials Chapter 20, Section 20.2

3. ad layout A sketch that shows the general arrangement and appearance of a finished ad. Developing Print Advertising Layouts An ad layout is a sketch that shows the general arrangement and appearance of a finished ad. It clearly indicates the position of the: Headline Illustration Copy Signature Marketing Essentials Chapter 20, Section 20.2

4. Components of Effective Ad Layouts Ad layouts should be prepared in exactly the same size as the final advertisement. Illustrations should grabattentionthrough: size OR  humor OR  dramatic content Ads that feature large visuals (60 to 70 percent of the total ad) are the best attention-getters. Marketing Essentials Chapter 20, Section 20.2

5. Components of Effective Ad Layouts Emphasis • To express with particular stress or force What message is stressed here? The best ads contain a focal point(emphasis) in the copy. Marketing Essentials Chapter 20, Section 20.2

6. Components of Effective Ad Layouts • Lines can be straight or curved. • How are lines used in the graphic on this slide? The best ads also contain lines of force that guide the viewer through the copy. • Lines can indicate motion or direction. • How are lines used in the graphic on this slide? Marketing Essentials Chapter 20, Section 20.2

7. Z Layout Place important items (or those you want the reader to see first) along the top of the Z. Components of Effective Ad Layouts One technique is to create a Z layout. The reader’s eye will naturally follow the path of the Z. Place your signature with a "call to action" at the end of the Z. Marketing Essentials Chapter 20, Section 20.2

8. Apple Web Design and Communication The act of comparing or estimating two things, one against the other, and the contrast between: Emptyspace(white space) and filledspace Text and images Color, no colors, and different colors Balance

9. Apple Web Design and Communication Symmetrical(or formal balance) is achieved when all of the elements on the page are of equal weight and are placed symmetrically on the page. If a line were drawn through the exact center, it would divide the design elements in half. Asymmetrical (or informal balance) may be achieved when the value, size, and location of unequal elements on a page are moved to become proportionate. Balance

10. Apple Web Design and Communication Symmetrical Balance Asymmetrical Balance

11. Using Color In Print Advertisements A color ad: ● is usually more realistic ● is visually appealing ● commands the reader’s attention more than a black-and-white ad does. ● is more expensive, but generally more cost-effective because of their increased response rates. • Marketing Essentials Chapter 20, Section 20.2

12. Color and Contrast Hue is another word for color. Using color can enhance or detract. Color wheels help determine which colors are in greatest contrast. Apple Web Design and Communication

13. Apple Web Design and Communication This logo has analogous color harmony on the bottom illustration. The bottom illustration seems to stand for squeezing fruits which is the way they make juice. Color Wheels Analogouscolorsare colors that are adjacent on the color wheel.

14. Apple Web Design and Communication This logo demonstrates the use of complementary colors. The complementary color scheme offers stronger contrastthan any other color scheme, and draws maximum attention. The challenge is that this scheme can be harder to balance than others. Color Wheels Complementary colors are colors opposite each other on the color wheel.

15. Apple Web Design and Communication Triadic color scheme offers strong visual contrast while retaining harmony and color richness. Color Wheels A triadic color scheme uses colors that are evenly spaced around the color wheel.

16. Apple Web Design and Communication Common ColorAssociations Be sure to choose colors appropriate to the mood of your ad. Also, consider the fact that colors have different meanings in different cultures. • Black → Power, Authority, “Bad Guy” • White → Purity, Innocence • Red → Attention, Fast, Love • Blue → Peace, Loyalty (most popular color) • Green → Nature, Wealth, Relaxation • Yellow → Cheerful, Attracts Attention (can have negative impact if it is not used selectively) • Purple → Royalty, Luxury, Sophistication • Brown → Solid, Reliable, Natural

17. Selecting Typefaces and Type Sizes for Print Advertisements The look and appearance of the type is called the typeface. A complete set of letters in a specific size and typeface is called a font. The appearance of the typeface affects the entire character of an advertisement. It is important that the font is large enough to read & conveys the right feel for the message. Typeface Typeface TypefaceTypeface Marketing Essentials Chapter 20, Section 20.2

18. advertising proof A representation of an ad that shows exactly how it will appear in print. Checking Advertising Proofs When advertisements are first created, an advertising proof is developed. It shows exactly how an ad will appear in print (otherwise known as copy-ready). To evaluate a proof, an advertiser will consider these criteria: The ad should be bold enough to stand out next to other ads. The layout should look clean and uncluttered and should guide the reader through the copy. Marketing Essentials Chapter 20, Section 20.2

19. Checking Advertising Proofs The font needs to be easy to readand help to emphasize the company’s message. The signature should be apparent and distinctive. The intended message and image projected must be appropriatefor the target audience. Marketing Essentials Chapter 20, Section 20.2

20. What does the word hue mean? • What is balance (in terms of design principles)? Identify two forms that we discussed. • What is a common layout technique used in print ads & why is it effective? • Why is it important to consider color when creating a print ad? SECTION 20.2 REVIEW

21. Creating an “Anti-Ad” You will work as a media consultant to design an ad that parodies another ad, or an advertisement that helps consumers recognize how they are being manipulated.