Famous Artists Course Famous Arists Schools, Inc, Westport, Connecticut Advertising and editorial design Keceen: and layout Albert Dorne Fred Ludekens Norman Rockwell AlPorker Bon Stahl ‘Stevan Dohanos Jon Whitcomb Robert Fawcett Peter Helck George Giusti Harold Von SchmidtAdvertising and editorial design and layout — Gia tosarse cir “The purpose of any advertisement is to convey 8 meuge —one that takes the vewer want wo buy the ents predict ot service “Thie message ie not just the obsions tnterent weit ithe teadline and ep. Te the total meaning of all part of the a the worl of she wat, what the design or ilustracin fuel ays or meats tothe viewer, and the planned impact of the layouts Arrangement of all the elements fn die al, eit not enovgh that the design be handiome or decorative inva convey, clearly, Uhe dominant iden of the advertisers sescage For example,» design that features # sleping Kien ‘Bight be use to symbolize the riding comfort of a rairond each, chien penguin suggests the coolnes of 2 Cigareue “This relationship bexween mesage. art and design must hold true wo mater what the a is used for — whether ie appears in a ational mogarine eth millions of readers or isa pester for the local chive far I the base idea is well conceived the deign ‘om he both besa eflosne, reweatding every see f0 the designer ane! t the people sha receie"hs mess “And this ea most important point. Your Facalsy and bu eds of art directors all aver the country hase lent fom ex perience tine moe ginning designers just don't take the time oask themaeves the move vital quewtion of all from the very state of ther planning: Will my design get che cents bose ides acron t the viewer quickly and convincingly ~ relecting the are caracer ofthe prduct or wervces the er {tll his audience about? [All sce profesional realize that their design anid ay ‘out amunt anne this uestion with 2 oud, clear “Yes” ABy feonsusion a inapprapriatenes ino design, anything that does thot help to snake thie major point, should be eliminated no matter how original or intereat i nay be in iell— no mat {er biow much personal appeal fe may hove forthe arse bill ‘in the preceling Loson you Tend that there ate countess inxiguing techniques, maerals std certs st your diaposal— sve lope youve tied many of them and ll continue exper menting. Ht we ms remind you again that teciaiques al fmuterals ae only tools to express you idea. Don't Become 0 frecinaed hy techniques that you fool yourelf into believing they ean replce thinking 3 design dough ~ hey nese cant “To dewonsiate ow the design ex mast Link directly with the advertner's mewage, lets say 2 manufacturer wants (0 Ton fan ad in a secLindusiry magarne, pointing out that his frm ruts the fade wel for fine precision tools Wi his 2s the these is logical to start off by thinking of something 36 hand 2x eel or harder, This something could then symbolize the soperhardness of his kind of sel. Perhaps a diamond is ‘ese, becuse a the veers of this rade magaaine know ery tig wel ic cut by sate tipped with cny diamond point So the relationship willbe cleat tothe viewers ofthis ad. Having selected the diamond, ether questions come 19 rind Does 3 diamond have »suliietly interesting shape? Certainly the facets ae well handled this could bea very atriking de sign. The ent diamond ie ala geometric enough in form to fest precision and t0 convey an appropriate industria feeling [ets take another problem — ets say am adverts wonts sell the ie that his trsportaion oF distribution stem je the fastest ane most eanvenient. Rather than show teks, planes oF tains in a eral way, proceeding fro aue point wo anotbes, we might conceivably show nn outretched hand with the major ‘ues in the country within its grasp. or pethaps the hand woud cover maplike shape ofthe world, the eownty, or the aca i ‘hich the adver operates Ta third advertiser hav a pret shoe form f wique, then perhaps the designer eon tke that shape, emphasie its charse teri, stip it down to fs baret esendials~ in elect. exag erate dhe fore: or texture ina way that makes the pode both fttractive std easy to recognise. Then ths moti ean be wed in ie se. For ecrmple, 4 cable manufacturers ad would be a tial and efectve ifthe spiral sending of he ies became 9 ‘major design elentent. The entice background of the ad could ven he made up oft repeated spiral patter that sit “cable ‘with clarity and impact. ‘Once you've decide om the general theme or subject that is Cleats appropriate, make a numberof smal thumbnal sketches. Keep thee snple, Use dem to uy out various designs and a. rangement of the layout cleans Some youl diard others will eem more promising. Wark with these, improving and de ‘elping them, Finally you'll ind the one cht bet anes your ailimpertant question? Do T communicate dhe base mesage (qulekly, accurately and consineingiy? Only then ae you eal th begin your nal design and layout ‘In your search forthe right idea there will abe posible slutins. Comer the Tree of Attic Lite onthe op- posite page, Ie snot intended to suggest thatthe Picawo head the op ithe answer to everything, On the canreary — the laaie head atthe foot ofthe tree might be just as good am in Soran tr outclar desig. Uhese alasrations snow eight Of he countless diferent ways to handle one subject ~ all of them equally valid. They are intended (0 remind you that you Ihave a trie range of posible solutions ve any design problem. Make sure tht the design you select expresses the ienelesly 2a props ‘Onl ynvve cn your theme, excite wth all your sil tn this lean yom wil eily mony aspects of designing which will help you to develop ideas into successful layouts You will examine the psyehology of the tect approach. Un dtersanding the use of symbols can help the designer enormously fn the creation of rademark,leerheade designs ofall sort. ‘A cling for an unusual ayout, rather than a conventional one, ‘an determine the sucess of a hascally good aleertning or (otil idea. The ability to use type with imagination and taste is alo of prime importance to the designer ‘AM dhe skills, demoasttated in this lewon, il help you fhe arise to ffl your ideas. ue the msin thing to remem: Der is that is dough creative thinking experiment ana sound evelopment that your iden will achieve is fullest valve,Case history of a design ‘The Container Conporation of Amerie wants ue to design full-color magasine page. Iso be used as an instivtional am pig advertisement in a series called "Great Ileus of Wescemn Man” Now an inetiutionat a does’e ty towel product or serve discly — rather, i seks to gain prestige fot the com pany by auociaring it name with x eordhilecxuse o highly npieations! or educational ie “The cline wants thi to lluseate dhe Rumaniarian phi losophy of Fane Addams the famous America pioneer in soil work. They wis to feature 2 quotation {om her writings: ‘Cvitzaien ia method of Hiving. an aicude of repect forall sen” They ith this menage to appear in the ad with their fires maune wad trademark, Dut have noother specie gestions ‘We ae familin withthe "Great Edens” extmpaign td know dat whatever ne do hast ft nto the general charter of the fther ds ofthis isting seri, Av you cat enor the samples on this page, there fe no rgld pattern the artist must follow. There is aliost complete freedom ~ the client insiss nly thatthe work be unique, original, and in the best taste “To decide un te alimportane theme ol this mesage the fst, thing isto find ost more shout Jane Adams, Her personality ful ier work, This cals or reseoreh in the ple brary, hich Listoss many imerstng sn memorable things about her ‘She had found Hull Howse commanity center in Chicago shore she became (amous lor er socal work with the under Iiilged foeigi-torn, the suns «ken, acd the L869 equiva Tent of joseniedelingvency and its problems. This ex feria ing sary but i doce suggest plete —a visual symbol of Ther work, She sins alsa ander in th fight for women's slrage an interesting campaign but no longer timely enough to be a ncunngfl em We alo len that Jone Adda wom the Nobel Peace Prive Now the main idea forthe advertxement begins to take shape! All her ie ane Adam fought valiantly for peace, aginst the ‘rejidices aimed at she diferent races and eres that make up America. she believed in the brotherheed of man —in equality {or all regarles of race, creed or color of shin. How to symbolize the steagth hae could come from the Inarmonious unity of the four races— red, yellow, white and black? What wold make convincing and arreting design 20 omnvanicate the Hen of brotherhood? ‘On the following pages you can examine several of the ap proaches to this prablem and se the gradual evolution of sis {sign to Hs sueceafel conclusion