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Design for Advertising II PRE-REQUISITES: Typography Design for Advertising I

Design for Advertising II PRE-REQUISITES: Typography Design for Advertising I. 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

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Design for Advertising II PRE-REQUISITES: Typography Design for Advertising I

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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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