Intro to Advertising/Art Direction

Basic Layout Terminology:

Layout: Design: Headline: Sub-Head: A plan or arrangement of visual and/or type elements, constructed and formed to communicate an idea. A good layout organizes, attracts and works for the viewer. An arrangement of elements or a decorative pattern. Main message in type copy form. It works with the main visual to establish a concept. Type form that compliments the headline, giving further information or explanation to the idea. Usually positioned directly below the headline, a sub-head eases the reader into the body copy message for more details. A lead-in line or introductory line, placed above a headline. Not all ads have an eyebrow. Type composition as the main text in a layout, to provide detail about the product or service. The body copy of an ad or the typed page of a book. Optical impressions other than text, such as a photo, illustration, design, chart or graph. A trademark or signature of a company or product, in type or in graphic form. Copy that compliments the logo or clients I.D. A take-away message. Is positioned below or to the side of the companys logo. A basic, rendered communication of elements. An idea of the size and position of design elements working together; should communicate the message. Smaller, scaled-down version of a rough layout. Or comprehensive layout. A more detailed and graphically represented layout closer to the finished piece, using typefaces, visuals, color, and measured elements more accurately positioned and in proportion to the final form. Any surface on which the elements that will be used to build a layout are placed; a predetermined size and shape to work with, such as a full-page, half-page, envelope, billboard,T-shirt, 2-sided folded brochure or 3-D piece, etc. Same as executing a layout in the actual size it is to be produced. In proportion to. For example, a layout for a billboard would be designed much smaller but in a reduced size ratio to fit the final form. A proportion wheel is used to determine a suitable working size. Those people most likely to be interested in what you have to say; the readers/viewers of your ad message most likely to buy, try, or be persuaded by what youre selling.

Eyebrow: Body Copy: Text: Visual: Logo: Tag Line: Rough Layout: Thumbnail Sketch: Comp Layout:

Format:

To Size: In Pro:

Target Audience:

Basic Design Terminology:

The 4 primary design elements are: Line,Type, Shape and Texture.

Line: One of the simplest and more versatile choices to explore. Lines can add strength, emphasis, romance or softness to an idea or to communicate a feeling. Lines can be fat, thin, long or short, curved or straight, sharp or fuzzy, composed of dots or dashes. A line is a great organizer. It can be used to decorate, to create a mood, and to connect or divide other elements for greater comprehension. Type: The written word has been used throughout the ages to communicate. When translated into a type style, it also gains power as an element of visual communication. When type is used badly, however, it can actually interfere with the intended message. Use type as text to read, as a shape and as a purely visual element in which the letterforms themselves convey a feeling or a meaning. Shape: Shape can be defined as any element thats used to give or determine form. Shape may consist of a block of color, the way a photograph is cropped, an illustration or a tonal value that adds cohesiveness to a design; text may also be used to form a shape. Texture: Texture is an objects visual or tactile surface characteristics and appearance. Texture is different than shape because it can cover the entire format or define just a particular shape. In graphic design, texture is most often used as a secondary element to reinforce an idea, rather than as the primary element to communicate a concept. The 4 primary design principles are: Balance, Contrast, Unity,Value and Color. Styles of type faces are grouped as: Serif, Sans-Serif, Script, and Display. Within the Display group are typefaces described as ornate, decorative, special and grunge. Symmetry: A design thats centered (to the eye) on all sides.

Asymmetry: A design thats not centered (to the eye) on all sides. Interest achieved by a lack of balance and sameness. Tangent: When two objects touch, but dont overlap.Tangents create a form of tension to the eye. Computer file or artboard containing graphics, illustration, type, etc. placed in its final layout form ready to be reproduced by a printer or publication. Quality artwork & fonts must be included and/or linked appropriately.

Camera-ready art:

Mechanical: or Keyline

Camera-ready art that has been physically put together by cut-and-paste methods, (term sometimes used when referring to computer prepared and submitted on disk) . An approximate guideline for the printer to follow.

Prepress or Preflight: The completed, final preparation of camera-ready materials for printing. FPO: For Position Only . Placement of a low-resolution image in a file or on an artboard as a placement indicator.The printer will substitute the higher quality image version. Equalizing the spacing between letterforms to give a word or paragraph better readability, according to whats pleasing to the eye.

Letterspacing: Kerning: Tracking: PMS: CMYK:

Adjusting the white space between two characters to make a word appear better. The adjustment of space between more that two characters in a given section of text. PANTONE Color Matching System. A worldwide system of standardized ink colors. Stands for the 4-color printing process colors of cyan, magenta, yellow and black inks. In process color, a transparency of dots is made by the printer for each individual color. Color effects are achieved by overlapping the four transparent ink colors to create various shades.

Intro to Advertising/Art Direction . If working with a computer, allow enough space to freely move your arms and work your . . . .
fingers. Determine the distance from the computer screen youIl need and proper body alignment for extended working hours. If working traditionally, youll need a desk or work table large enough to accommodate your paper,T-square, triangle and yourself comfortably. Propped up board, tilted, as a 3rd choice. Determine the best lighting to avoid computer screen glare. Also, lighting shouldnt create shadows over your work. Try a swinging arm light/lamp with both fluorescent and daylight bulb to balance the light better on your desktop area. Right handed or Left handed? Materials should be set up accordingly, easy to reach. By all means, find a comfortable chair and be comfortable!

Organize your workspace:

Layouts are communication for various vehicles: Ads, posters, promotion,

direct mail, 3-D displays, environmental signage, even T.V.

What makes up a layout? A combination of type and image elements used to construct and formulate a total visual communication piece. When is a layout an ad? When is it a branded ad? An advertising layouts purpose is ultimately to persuade the viewer/reader to buy a product or service.The ad can sell in a subtle way, establishing good will about the client, in a humorous or emotional way, a convincing way (a product demonstration), a comparative way (comparing the product to its competition or life without a solution to the problem), or by way of a direct sell (an offer or incentive to buy now). An ad layout may be all type elements. If all visual elements, the layout tends to be more graphic design, like a poster, and not a clear advertising selling message. Clients such as Nike and Coke have been advertising for so long, their name is branded. What they represent in product quality and as a business image has been established through repeated messages in print, on product and on T.V. that are similar in tone. In these instances, fresh messages can be communicated with a more concise reminder visual and logo ad. We see the Clydesdale horses pulling a sleigh on a snowy day to a jingle bells music track and we recognize the company as Budweiser. Note that the tone of the ads and the feeling one has about the companys good will should remain consistent. Whats the difference between a design and a layout? Terms can sometimes be interchangeable, but there is a difference. Layouts incorporate a design, but communicate a total message. Designs are a creation; they can refer to a graphic, illustration, or repeating pattern.  Your job is to communicate a concept message for a product, service-orientated  You are a problem solver. Youre always going to be making decisions.
There will always be more than one solution. business or an organization in the most original, clear or precise form as possible.

 Gather a detailed understanding of the task at hand. What needs to be

communicated? Who is your audience? What elements are essential and which are optional? Are you including something just because you like it? O.K., but does it get in the way of communicating?