Design refers to how the art director graphic director or designer chooses and structures the elements of an ad Various elements of design including photography typography and illustrations are used to create effective designs ID: 782842
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Slide1
Creative Execution
Art & Copy
Slide2Design refers to how the art director, graphic director or designer chooses and structures the elements of an ad.Various elements of design including photography, typography and illustrations are used to create effective designs.
Designing the Print Ad
Slide3Layout is an orderly arrangement of all the format elements of an ad; visuals, headlines, subheads, body copy, slogan, logos.
Rough layout
Dummy
Computer generated design
The entire page layout complete with illustrations, photos can be designed on the computer and easily altered to incorporate changes.
The Use of Layouts
Slide4Good design communicates as much information as possible in the shortest amount of time and makes the message easy to understand.
Types of Layout;
Poster style format
Mondrian grid layout
Circus layoutPicture frame layout
Copy-heavy layout
Montage layoutCombo layoutHeadlines Help stop the reader and contribute to long-term memory more than the visual.
Principles of Design
Slide5The layout of a design are to the layout artist what the rules of grammar
are to the writer
.
The design must balance.
The space within the ad should be broken up into pleasing proportions.A d
irectional
pattern should be evident so the reader knows what sequence to read.The ad should be held together through some unity.One part or element of an ad should have enough emphasis to dominate all others.
Principles of Design
Slide6Purpose of the VisualHeadlines Help stop the reader and contribute to long-term memory more than the visual.
Capture the audience attention
Clarify claims made by the copy
Identify the subject of the ad
Show the product actually being used
Convince readers of the truth of the copy claims
Arouse audience interestEmphasize products unique featuresCreate a favorable impressionProvide continuity for the campaign by using a unified visual technique
Use of visuals
Slide7Determining the chief focus of visualsThe package containing the product
The product alone in use
How to use the product
Product features
Comparison of productsUser benefits
Humor
TestimonialsNegative appealUse of visuals
Slide8Headlines Contain words in the leading position in ads – the words that will be read first and are situated to draw the most attention. Are larger & bolder than rest of text
.
Role of headlines
Attract attention
Engage audience
Explain the visual
Lead audience to the body text of adReason to read the rest of the adCommunicate the complete selling ideaPresent product news
Copywriting
Slide9Types of Headlines Benefit headlines
Speak a foreign language in 30 days or your money back
Information headline
“It’s a girl”
Provocative headline“
B
etcha can’t eat just one” (Lays)Question headlineWhat makes our tire customers smarter & richer than others?Command headline
“Obey your thirst”
Copywriting
Slide10Subheads An additional smaller headline that may appear above
or below the
headline
.
Kicker or Overline: appears
above
the headline.They are smaller than the headline but larger than the body copy. Body copyThe complete sales story is told here
Comprises interest, credibility, desire
It is a logical continuation of the headline and subheads
Copywriting
Slide11Writing Effective copyGet to the main point quickly
Be focused
Position the product clearly
Reinforce the brand name
Write with consumer benefit in mindAvoid clichés
Stick to present tense
Don’t over punctuateCopywriting
Slide12Slogans Also called taglines; begin as successful headlines, like AT&T’s “Reach out and touch someone”. Through continuous use they become standard statements.
Provide continuity to ads in a campaign.
Reduce message strategy to a brief, repeatable and memorable positioning statement.
DeBeers “Diamonds are forever”
Wheaties “Breakfast of Champions”
Copywriting
Slide13LogosSpecial design of products name or company identityProvide quick recognition at the point of purchase
Copywriting
Slide14Make an A4 size print layout and finished design (including photography/visual, slogan, headline and copy text if required)
for
any product of your choice.
Assignment due on Monday 22.09.14
Assignment