Moriarty App10 Inppt 10

Part 3
Practice: Developing Breakthrough Ideas

in the Digital Age
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

10-1
 What is the role of visual communication in
advertising?
 How can we define layout and composition, and

what’s the difference between the two?
 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?
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-2

 Consider the Altoids case study from this chapter.
 Success came from consistent graphic presentation

of the brand in its marketing communication.
 In effective advertising, it’s not just the words that

count -- the visuals must communicate too.
 Visuals do some things better than words, such as

demonstrate something.

 An intriguing idea grabs attention and sticks in
memory.
 A picture in a print ad captures more than

twice as many readers as a headline does.
 People remember ads with pictures more than

those with just type.

The effective use of visuals
can be related to the
Facets Model of Effects:
 Grab attention
 Stick in memory
 Cement belief
 Tell interesting stories
 Communicate quickly
 Anchor associations

10-6
IBM used a chick and an egg to
demonstrate the smallness of its
hard disk drive, which is about
the size of a large coin.

 Marketing communication plays a major role in
creation of a brand image.
 Much of this is conveyed through visual elements.
 A logo is the imprint used for immediate

identification of a brand or company.
 Brand image is also prominent in package design.

10-8
The distinctive illustration style from the SeaPort Air campaign
was used to paint an ad on a building in Tillamook, Oregon.

 In visual storytelling, the visual sets up a
narrative that must be constructed by the reader
or viewer.
 This is even more important for conveying

abstract concepts.
 Art directors design images that tell stories and

create brand impressions.
10-
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10
 Visual impact and storytelling come together in
persuasive messages.
 These are designed to touch emotions and “move”

the consumer to respond favorably to the brand.
 In many situations, emotion is the key driver of a

prospect being “turned on” to a message.
10-
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 11
 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.

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.

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.

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

black to accent or highlight
Sony’s “Full-Color Sound” elements.
campaign used the Big Idea
that sound relates to colors.

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.

 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.

 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.

 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.

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.

 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.

 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

 Different media have
different design and
production demands.
 Newsprint is printed at a
high speed using
inexpensive, rough-
surfaced spongy paper.
 Magazines offer better

photographic and color
High-contrast graphics are reproduction.
the key to good newspaper
reproduction.

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.

10-26
 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.

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.

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.

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.

 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

publication.

10-31
 Stock footage: previously recorded images, either
video, still slides, or moving film.
 Crawl: computer-generated letters that move

across the bottom of a screen.
 Morphing: one image gradually changes into

another.

This commercial illustrates the positioning statement:
“EDS thrives on defeating complexity.”

A summary of broadcast production personnel
 Copywriter: writes the script, even with no words.
 Art Director: in TV, develops the storyboard and

establishes the look of the commercial.
 Producer: handles production including bidding,

all arrangements, specialists, casting talent, and
budget. Can be an agency staff member.

 Director: responsible for filming/taping including
scene length, action, how lines are spoken, and
characters played.
 Composer: writes original music and sometimes

lyrics, too.
 Arranger: orchestrates music for the various

instruments and voices to make it fit a scene or
copy line.
 Editor: assembles all the pieces including audio,

dialogue, and footage.

 Animation: used to create characters like the Geico
gecko. With computer animation, images appear real.
 Stop Motion: used in claymation or to make other

inanimate objects appear to move.
 3-D Filming: creates the illusion of depth using a

special motion picture camera and projection hardware.
 Music and Action: should match music to action; can be

used to get attention, set a mood, or stick in memory.

 Preproduction: involves production notes, a
preproduction meeting, finding talent, location,
props, and costumes.
 The shoot: involves recording the action;

technicians include camera operator, gaffer, grip;
record music, sound effects, voices; graphics.
 Postproduction: the editor assembles the pieces to

match the storyboard.

10-38
 Web pages, especially first screens, should follow
the same layout rules as posters.
◦ Graphics should be eye-catching but quickly
downloadable.
◦ Type should be simple; avoid all caps
◦ Use high-contrast colors.
 Web pages combine elements and design styles

from many different media including print, still
photography, film, animation, sound, games.
 Web designers use tools including motion,

animation, and interactive navigation.

 For examples of innovative, well designed websites:
www.webaward.org
www.worldbestwebsites.org
www.topsitelinks.com
As a class:
Based on the principles in Chapter 10,
what makes these websites succeed?

 Web advertisers are continuing to find ways to
make the imagery more engaging.
 Sites should have clear navigation.
 Regular site visitors should be able to customize

the site.
 Minicomputers, PDAs, and cell phones present new

opportunities and challenges for businesses to
display products on the small screen.

In Chapter 11, we will:
Discuss how messages are delivered, both

to and from:
 the target audience

 other key stakeholders

“Keeping the Altoids Brand in Mint Condition”
As a product’s owners change
hands, new owners are smart to
recognize the value of the brand’s
heritage.
The Altoids campaign has a

strong and consistent look,
strengthened by the distinctive
Altoids tin.
The low-cost, edgy campaign has

also been a business builder.

“Keeping the Altoids Brand in Mint Condition”
Key lessons:
 The more times viewers see an ad with a consistent
format, the more likely they will remember the
product.
 Campaigns change, but sometimes brands have

accrued valuable equity that must be maintained.
 As a class: what others can you think of?

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Part 3

Practice: Developing Breakthrough Ideas

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 How can we define layout and composition, and

 How are art and color reproduced in print

 What are the steps in planning and producing video?

 What are the basic techniques of Web design?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-2

 Success came from consistent graphic presentation

 In effective advertising, it’s not just the words that

 Visuals do some things better than words, such as

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-4

 A picture in a print ad captures more than

 People remember ads with pictures more than

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-5

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-7

 Much of this is conveyed through visual elements.

 A logo is the imprint used for immediate

 Brand image is also prominent in package design.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-9

 This is even more important for conveying

 Art directors design images that tell stories and

 These are designed to touch emotions and “move”

 In many situations, emotion is the key driver of a

 They decide which type of visual to use— art,

 They may also work on brand or corporate logos,

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-13

 Photos are realistic and add

 Using software programs,

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-14

 It can also simplify the message and focus on key

 The decision to use a photo or illustration is

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-15

 Black and white can add dignity

 Spot color can be added to

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-16

 Type is functional but it also plays an aesthetic role.

 Members of the creative team should have a good

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-17

 Design has both functional

 Good design guides the

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-18

◦ Picture Window: a single, dominant visual with

◦ All Art: art fills the frame; copy is embedded in

◦ Panel or Grid: uses a number of visuals, like a

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-19

 Circus: combines lots of elements—art, type,

 Nonlinear: can be read starting at any point in the

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-20

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-21

 Photographers and videographers:

 Storyboards are sketches of the scenes and key

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-22

 Consider these store environments:

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-23

 Magazines offer better

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 10-25

 Graphics: must be eye stopping.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 A halftone is an image with a range of gray tones.

 Printers create the illusion of a halftone by

 Screens are also used to create tint blocks or