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Advanced Design for Advertising: Mastering Creative Concepts and Presentation

This course focuses on advanced advertising techniques including typography, branding, and composition. It emphasizes mastering design factors like Big Ideas, Resonance, Ethical Design, and Presentation Excellence. Students will learn to evoke emotions and maintain ethical standards in their design work.

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Advanced Design for Advertising: Mastering Creative Concepts and Presentation

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  1. Dr. Miriam Ahmed Design for Advertising IIPRE-REQUISITES:TypographyDesign for Advertising I

  2. Building on a Foundation • Utilize skills learned in pre-requisite courses. • Typography: • Competence manipulating letterforms and type blocks • Designing expressive typography • Developing an effective wordmark • Expertly using grid systems (margins, columns) • Designing beautiful, readable body copy

  3. Building on a Foundation • Design for Advertising I: Branding • Rules for designing an effective Graphic Mark • Unique (= innovative = memorable) • Conceptual (= intelligently design = symbolic) • Adaptable • Simple/Clean (= iconic = memorable) • Process for designing an effective Graphic Mark • Brainstorming, sketching, concept development, execution techniques, simplifying • Developing a Style Guide and brand consistency

  4. Building on a Foundation • Design for Advertising I: Layout/Composition • Impactful compositions using margins and grids • Using focal point and emphasis techniques • Rule of thirds | Visual Center | Golden Ratio • Creating hierarchy with Elements and Principles of Design • Color, Shape, Form, Scale, Texture, Line, Rhythm, Harmony, Contrast, Balance, Value, etc.

  5. Advanced Design for Advertising (part II) • Every project is expected to demonstrate a competent grasp of Typography, Branding and Composition. • In addition to advanced advertising techniques, this semester focuses on mastering five crucial design for advertising factors: • Strong Big Idea/ Concept • Resonance • Responsible & ethical design • Awe-inspiring presentation delivery • Mastering grid-use to organize all design work

  6. Big Idea / Concept

  7. Big Idea / Concept

  8. Resonance • Resonance is reaching the consumer at a visceral level by appealing to their emotions. Your Big Idea is successful if it evokes: • https://www.youtube.com/watch?v=E9swS1Vl6Ok • Joy • Surprise • Trust • Anticipation • Fear • Anger • Sadness • Disgust • Awe • Wonder • Love • Shame

  9. Resonance

  10. Responsible & Ethical Design Ken Garland’s First Things First manifesto (1964) Read:https://qz.com/456845/sick-of-selling-junk-food-and-false-promises-designers-declare-their-own-hippocratic-oath/

  11. Responsible & Ethical Design Would you— Design a package to look larger on the shelf? Do an ad for a slow-moving, boring film to make it seem like a lighthearted comedy? Design a crest for a new vineyard to suggest that it’s been in business for a long time? Design a jacket for a book whose sexual content you find personally repellent? Design an advertising campaign for a company with a history of known discrimination in minority hiring? Design a package for a cereal aimed at children, which has low nutritional value and high sugar content? Design a line of T-shirts for a manufacturer who employs child labor? Design a promotion for a diet product that you know doesn’t work? Design an ad for a political candidate whose policies you believe would be harmful to the general public? Design a brochure piece for an SUV that turned over more frequently than average in emergency conditions and caused the death of 150 people? Design an ad for a product whose continued use might cause the user’s death? Milton Glaser’s Road to Hell test (2000) Read:https://qz.com/456845/sick-of-selling-junk-food-and-false-promises-designers-declare-their-own-hippocratic-oath/

  12. Awe-inspiring Presentation/ Delivery • Prepare (digital and printed versions) before arriving at meeting. Do not cause delays due to being unprepared! • Keep within a set time limit • Articulate your creative product using professional design and marketing terminology • Moderate presentationto allow time fordelivery, takingcomments, answeringquestions, discussingfeedback

  13. Awe-inspiring Presentation/ Delivery • Articulation Cheat Sheet: Graphic Design • Principles • Elements • Composition • Contour • Linear • Gestalt • Unity • Harmony • Balance • Texture • Shape • Form • Rhythm • Hierarchy/ dominance • Scale/proportion • Contrast/ similarity • Color/ hue • Dimension • Monochrome • Motif, pattern • Value/ tint/ shade • Negative space • Skeuomorphic • Geometric • Amorphous • Grid, margin, column • Translucent • Focal point • Typography • Typeface/ font

  14. Awe-inspiring Presentation/ Delivery • Articulation Cheat Sheet: Advertising • Big Idea • Concept/ theme/ metaphor • Resonance • Target market • Creative brief/ creative strategy statement/ copy platform • Strategy • Demographics • Brand guide/ style guide • Research • Brandmark • Branding • Brand values • Tone • Graphic mark • Wordmark • Logotype/ signature • Icon • Touchpoint • Assets • Copy • Art • Call to action • AIDA (attention, interest, desire, action) • 5 Ps of marketing • Typography • Ethical/ responsible design • Proofreading/ Editing

  15. Mastering Grids • Assignment 1: Gerstner’s Grid • See details at www.miryum.com/hu

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