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53 Cards in this Set
- Front
- Back
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Design Principles:
Balance (2 kinds) |
Symmetrical
Asymmetrical Creates a designed look, equilibrium |
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Symmetrical
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FormalBalance
Stable Precise Often liquor ads |
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Asymmetrical
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Informal Balance
Active Modern |
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Design Principles:
Contrast |
can be in color, size, type, shape
stresses differences attracts attention accents defines and clarifies Controlled contrast creates dominance or CVI (Center of visual interest) |
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Design Principles:
Harmony/Unity |
Accentuates shared characteristics
Consistent Spacing Controls Contrast Creates Association Promotes order Creates Theme Too much can be boring |
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Design Principles:
Movement |
Guides the viewer
Controls eye movement rhythm repetition Z shape |
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Design Principles:
Modules |
Makes a story
Being able to draw a box around headline, story and photo Organize and separate What goes with what |
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Challenges facing news paper industry
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No young readers
television is more instant news print cost dropping profit margins dropping ad sales |
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____% of people under 35 don't read news paper
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30%
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Visual prize you can win in news paper
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Pulitzer Prize
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Colonial or Book format newspapers
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1st kind
blank pages for blogging no headline wide columns |
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Traditional format for newspapers
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long vertical columns
rules in gutters (lines) display headlines "decks" |
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Evolution of traditional format of newspapers
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bigger headlines
fewer decks deparmentualized photos lots of stories |
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Tabloids
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Half size 11" by 17"
photos, art sensationalized |
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Mid 1900's in newspaper
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type chaos
design mess visual |
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Current newspapers
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very visual
illustrations art younger audience |
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Info graphics
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help clarify
Include: headline explanatory text (chatter) body- image and data text credit to artist and info source |
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Types of info graphics:
Tables |
Good for measuring high to low
numerical data |
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Types of info graphics:
Column/bar |
make comparisons
numerical data |
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Types of info graphics:
Fever |
Trends over time, line graph
numerical data |
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Types of info graphics:
pie charts |
comparison as a whole
numerical data |
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Types of info graphics:
Data Maps |
Choroplethic
Isoplethic |
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Choroplethic maps
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apply legend (color) to a boundary or administrative area
ex: state map geodemography, apply data set to area important to use the same color hue |
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Isoplethic map
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apply color lines to natural boundaries
ex: weather map |
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Types of info graphics:
Diagram |
how something happens/works
Involved research Art skills Can turn news into a diagram |
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Types of info graphics:
Other types |
time lines
chronologies rankings fact boxes checklists |
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What is the one principle for ad design?
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Does it work?
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What is a key factor in advertising
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Repetition
one shot vs. multiple exposure |
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Ad Agency structure (4)
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Creatives- art director, copy writer, designer
Liason- Account execs Buying Research |
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Creative strategy of creating ad design (4)
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consider target audience
come up with concept, one big idea benefits rational as to why it will work |
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Ad Layout:
Picture Window |
most common
large picture occupying top headline and copy below picture |
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Ad Layout:
Silhouette |
Outline of something
Headline Upscale design |
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Ad Layout:
Grid |
Shows a lot of functions of one item
4 boxes at top copy and headline below |
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Ad Layout:
Modrian |
More interesting than grid
Series of squares and rectangles |
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Ad Layout:
Circus |
Collage, montage, random
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Ad Layout:
Color field |
type over picture
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Ad Layout:
Type attack |
Just a large headline and caption
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Paul Rand
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Famous ad designer
did IBM |
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What do logos do?
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-Represent brand
-Flag and signature -Doesn't sell directly -Rarely a description of business -Derives meaning from quality of things it symbolizes -What it means is more important than what it looks like |
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Paul Rand says effective logos depend on _____ (6)
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Distinctiveness
Visibility (# of impressions) Usability (color and size) Memorability Universality (can be used anywhere) Durability (Timely/Timeless) |
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Things to consider when designing a logo (7)
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How will be displayed (media) tv?
Reproduced (color, budget) Publics it must reach Timeliness vs Timeless Can it be reproduced easy Colors work with backgrounds Embroidered |
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Saul Bass
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AT & T logo circle with lines through it
Paul Rand does this design too |
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Logo Types:
Associative |
link to tangible thing
Ex: shell gas shell sign |
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Logo Types:
Abstract |
use shape with no symbolic meaning
ex: nike swish |
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Logo Types:
Allusive |
insinuate, not as obvious
ex: A in air italia looks like airplane wing Mercedes looks like propellers |
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Logo Types:
Identify with Letters |
Abbreviation of text
ex: IBM |
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Logo Types:
Signature |
Just the name of the company
ex: campbells soup |
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Logo Types:
Monograms |
Type or shape in a circular field
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Logo Types:
Ligatures |
characters joined together
ex: cnn |
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Logo Types:
Wordmarks |
Type in a frame or field
ex: betty crocker kodack |
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Logo design Process (5)
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Research- color symbols, find similar for inspiration
Brainstorming- mind mapping Thumbnails- physically draw ideas Comps- things you show clients, have a bunch of concepts Final products to show client |
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Web Design: CMS
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Content Management System
A template created for your webpage where people can contribute and change content enables people to maintain webpage |
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Web Design Principles (7)
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Harmony- dominance, simple, clear
Unity- theme, consistent Contrast Direction- Hierarchy/movement Balance- symmetry/ proportion Style- timeless or timely Serendipity- fun & interactive/ surprise element |
