COMMUNICATIONS
AND ADVERTISING
CAA201
CHAPTER 11:
VISUAL COMMUNICATION
PART 2
2
Question to explore
• What is the role of art direction?
• How are art and color reproduced in print
advertising?
• What are the steps in planning and
producing video?
• What are the basic techniques of Web
design?
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What are the basic of
design?
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What is art direction?
The art director is in charge of the visual look of
the ad, and how it communicates mood,
product qualities and psychological appeals.
They decide which type of visual to use— art,
photography, film or animation for ads.
They may also work on brand or corporate logos,
office interiors, merchandising materials,
shopping bags, or delivery vehicles.
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The designer’s toolkit
Illustrations and
photos
Photography’s authenticity
makes it powerful.
Photos are realistic and add
credibility.
Using software programs, one
can manipulate photo
content. This raises ethical
questions.
Eg: Lancome brush
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The designer’s toolkit
Illustrations and photos
Illustration eliminates the details of
a photo and focuses on the
“highlights” of the image.
It can also simplify the message
and focus on key details.
The decision to use a photo or
illustration is determined by
strategy, and its need for
realism or fanciful images.
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The designer’s toolkit
Color
Color attracts attention,
provides realism,
establishes moods, and
builds brand identity.
Black and white can add
dignity and
sophistication.
Spot color can be added to
Sony’s “Full-Color Sound”
campaign used the Big
black to accent or
Idea that sound relates highlight elements.
to colors.
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The designer’s toolkit
Typography
Art directors also specify the
ad’s typography.
Type is functional but it also
plays an aesthetic role.
Members of the creative team
should have a good working
knowledge of typography.
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Design principles
Basic design principles
govern the
arrangement of all
advertisements.
Design has both
functional and
aesthetic value.
Good design guides the
eye by creating a
visual path to help the
viewer scan the
elements.
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Design principles,
print layout and styles
A layout is a plan that imposes order and creates
an arrangement that is aesthetically pleasing.
Common layouts:
• Picture Window: a single, dominant visual
with headline and copy underneath, logo at
bottom.
• All Art: art fills the frame; copy is
embedded in the picture.
• Panel or Grid: uses a number of visuals,
like a window pane or comic strip panel.
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Print layout
Dominant Type or All Copy: emphasizes type
over art, headline may be treated as type art.
Circus: combines lots of elements—art, type,
color—to deliberately create a busy, jumbled
image.
Nonlinear: can be read starting at any point in
the image.
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This ad for Schwinn bicycles uses a plumbing drain motif to
convey the industrial-strength features of the bike. It is a
nonlinear design in that it doesn’t matter where you start
reading and what you read next.
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Composition
Composition refers to the way elements in a
picture are arranged.
Photographers and videographers:
• place or arrange elements for the camera;
or
• manipulate their point of view if elements
can’t be moved.
Storyboards are sketches of the scenes and key
shots in a commercial. They also reflect
camera positions.
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Environmental design
The environment in which goods and services are
offered for sale communicates lots of
information about the brand.
Consider these store environments:
• Polo
• Sears
• Nike
• Patagonia
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Essential of
Production for Print
Copyright © 2015 Pearson Education, Inc. publishing a 16
s Prentice Hall
Print media requirements
Different media have
different design and
production demands.
Newsprint is printed at a
high speed using
inexpensive, rough-
surfaced spongy paper.
Magazines offer better
High-contrast graphics photographic and color
are the key to good reproduction.
newspaper
reproduction.
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Magazine space
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Print media requirements
Design tips from the Institute for Outdoor
Advertising:
Graphics: must be eye stopping.
Size: images are huge.
Colors: be bold, bright, contrasting.
Figure/Ground: keep it simple.
Typography: use simple, uncluttered type.
Product ID: make the label or package large.
Extensions: extend beyond the frame.
Shape: create the illusion of 3-D.
Motion: use movable parts, or revolving panels.
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Attention-Getting Billboards
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13-20
Bus Stop
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Posters Gain Attention in
Terminals
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Print art reproduction
Line art is an image with solid lines on white
paper.
A halftone is an image with a range of gray
tones.
Printers create the illusion of a halftone by
shooting a photo through a screen to
create a dot pattern.
Screens are also used to create tint blocks or
percentages of black or color.
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Print art reproduction
Color reproduction
Process colors (magenta, cyan, yellow, black)
are used in the four-color printing process.
Color separation is a process by which a printer
reduces or “separates” to four negatives for
each of the four colors.
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The Color Separation Process
These six photos illustrate the process of creating four-color
separations: (A) Yellow plate. (B) Magenta plate. (C) Yellow and
magenta combined plate, (E) Black plate. (F) Finished art with all
colors combined.
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Print art reproduction
Digitization
Digitization is a method for creating a
reproducible form of an ad to distribute to a
number of publications.
A computer codes images electronically for
tone or color; they can then be transmitted
electronically to clients, or printers.
Digitization is also used to create out-of-home
advertising with changing digital screens
and moving images.
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Binding and finishing
Die-Cutting: a sharp-edged
stamp is used to cut out
unusual shapes.
Embossing or Debossing:
applied pressure to create
a raised surface or
depressed image.
Foil Stamping—a thin metal
coating molded to the
paper surface with heat or
pressure.
Tip-ins: separate, preprinted
ads glued into a [Link]
publication.
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Copyright © 2015 Pearson Education, Inc. publishing
as Prentice Hall 28 2
8
Activity
Purpose: Let students to familiarise with
different types of finishing
Instruction: Give different finishing types for
students to identify
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Where We’re Headed Next
• What are the steps in planning and
producing video?
• What are the basic techniques of Web
design?
30
Q&A