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15 Cards in this Set
- Front
- Back
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What is the Layout? |
The orderly arrangement of all the copy and artwork, "to make it look appealing to the people" Headlines and illustrations are the most likely elements of a print ad to stop the reader- "grab their attention" |
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Visual vs. Verbal: |
Shift from heavy reliance on copy Greater emphasis on visual Visual= Broad image Copy= Main point *Both must work together* |
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What are the illustration tasks? |
Attention for the headline Convey broad ideas Feeling and emotions Tell a story |
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What is the Illustration Contents? |
Product alone- when product is unique enough to be on it's own Product in use- good way to show benefits Charts, tables, graphs - more effective, quicker/easier to comprehend Dramatization of product features Ex: Tiffany & CO- Blue Box
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What are the four elements of design? |
Balance, Focal Point, Eye Movement, and Unity |
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What is the balance? |
Aesthetically pleasing Equality of an ad's elements horizontally and vertically Everything must be equally distributed to work Visually appealing look to audience |
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What is the Focal point? |
The single element that draws the reader into the ad Only one focal point per ad Main idea, Big picture |
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What are the two types of Focal points? |
Copy- headline Visual- illustration or photo |
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What is the eye movement in design? |
The manner in which the eye reads an ad "upper left to lower right" "easy layout' Ex: Z |
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What is the gaze motion in eye movement? |
Created by a layout that purposely break the natural eye movement "creates disruption, eyes, limbs, structures" |
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What is the Unity in design? |
The extent to which all elements of an ad tie together Continuity in a campaign How well do they go together "All ads, pictures, font, models, clothes must come together to make an ad successful" |
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What are the types of Layouts? |
Picture window (standard), Poster, and Copy Heavy |
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What is the picture window? |
Illustration Headline Body Copy "extensive copy and large illustration" |
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What is the poster? |
Bold visual- "<-dominated by" "emotional type ad" Creates mood, image, feeling Very limited copy Louis Vuitton no copy just classy purse |
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What is the Copy Heavy? |
Dominated by extensive copy Little or no visual support Serious and involving topics |
