Slide 1

Creating the Print Ad Design #2 Slide 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 Slide 3 Layout There are no rules to advertising David Ogilvy- best working layout Innovative copy and headlines Ogilvy list of rulesOgilvy list of rules Simplicity ExamplesExamples People see ads generally in this manor Illustrationheadline1 st line of copylogo Slide 4 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? Dont use imagery that does not support the product Slide 5 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 Slide 6 Headlines Most important part, 1 st read Should be san-serif, short, non caps Should be an invitation & contain an action verb Should be somewhat informative 4 Types of headlines 1.New benefit 2.Existing benefit 3.Curiosity-invoking, provocative, outrageous 4.Selective Can be short or long as long as the idea gets across Sub-headline- tells the rest of the story Slide 7 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 products benefits in an easy to remember short message Print examples Copywriting Slide 8 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 Slide 9 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