ADPR3100 Kleppner Ch 17 - Visual alone Headline alone Combo...

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ADPR3100 Kleppner’s Book Chapter 17 Ideas come from L/R Brain - Left: reasoning, verbal, information process (copywriters) - Right: intuition, information process, creative process, nonverbal, color, artistic (art directors) - Executional idea: rendering in words, symbols, sounds, colors, shapes, forms (complete as a work of art) - Basic idea/concept abstract answer to perceived desire/need - Creative team o Visual, layout, graphics (art director) o Words and maybe concept (copywriter) o Establish target audience and creative strategy Layout - Headlines, illustration, copy, logotype: put together in orderly form - Total appearance (design and composition) - Physical rendering of design (blueprint for production purposes) - Working drawing (look of the ad) - Ex: printer- set of instructions with copy showing set up Need to attract attention - Primary creative objective of ad - Strategy, positioning, product appeals, demographics, psychographics - Words and pictures: choose one to lead, juxtaposition o Twist/shock/disruption o How to stand out? Illustration is key
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Unformatted text preview: Visual alone Headline alone Combo Basic Design Principles-Unity- unified design (copy, art-Harmony: elements compatible (chosen by art director)-Sequence: orderly (L R, Top Bottom) direct the eye (Z or S arrangements)-Emphasis (stress illustration, headline, logo or copy)-Contrast (sizes, shapes, tones, type)-Balance (control size, tone, weight, position)-Formal Balance: Chick-fil-A calendar symmetry- stable and conservative-Informal Balance: optical center is 5/8 way up. Objects placed balanced in relation to each other Psychology of Color Reasons to use color:-Attention-getting (61% read more often)-Realistic -Highlight specific elements (integral, not afterthought) o Example: Nupin only yellow pill-Web (smaller palette) Art Director and photography -Twin disciples -Layout is 1 st-Every ad contains: what you want to say and how you want to say it-Deliver things emotionally not intellectually...
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ADPR3100 Kleppner Ch 17 - Visual alone Headline alone Combo...

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