Creating the Print Ad

Design #2

Parts of an ad

• Artwork-photographs, drawings, graphic elements of any sort including borders

• Titles or headlines- includes slogans, can be main element or secondary to visual. Can have sub headlines

• Body or copy- depends on how much information you need to give. Medical needs disclaimers. Decide between bullets, paragraphs (newspaper style), how its going to surround the other elements of the ad or blend in.

• Contact or signature- logo, name, address, phone, directions, website

Layout

• There are no rules to advertising

• David Ogilvy- best working layout– Innovative copy and headlines– Ogilvy list of rules– Simplicity– Examples

• People see ads generally in this manorIllustration headline 1st line of copy logo

Words and Visuals

• People recall concepts, not details– Concept is made by detail that flows– Making the mental picture, layout

• Where do I get an idea?– Decide what is most important– How do I attract attention?

• Don’t use imagery that does not support the product

Image/ Illustration

• 8% of top scoring ads have image

• Picture can be worth 1000 words– Has to support the words as well

• Bleeding- allowing the image to go to the edge– No border, gives sense of freedom

• Photography vs. illustration

• Layout comes before image

Istock photography illustration

Headlines

• Most important part, 1st read– Should be san-serif, short, non caps– Should be an invitation & contain an action verb– Should be somewhat informative

• 4 Types of headlines1. New benefit2. Existing benefit3. Curiosity-invoking, provocative, outrageous4. Selective

– Can be short or long as long as the idea gets across

– Sub-headline- tells the rest of the story

Copy

• Purpose is to amplify what the headline promised– Factual approach- products advantages– Imaginative approach- saying a familiar thing in an

unexpected way– Emotional approach- copy continues the emotional

appeal from image, can be dangerous

• Slogans-sums up the theme for the product’s benefits in an easy to remember short message

Print examples Copywriting

Basic Design Principles

• Unity- everything flows together, same concept

• Harmony- elements of layout must be compatible

• Sequence- order of reading, “Z” “S” paths

• Emphasis- where the stress is

• Contrast- alter colors, fonts & shapes

• Balance- Formal & informal, giving a natural look

• Color- more noticeable than BW, have different meanings

• White space- helps with emphasis, kept outside

degraeve

Preparing the layout

• Produce at least 20 thumbnail sketches– Choose the best combination

• Create at least 5 rough layouts– Equivalent size of the ad, more detail– First draw then computer– After every one step back and edit

• Mechanical layout– Bleeding– Color– resolution