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Print Ads
The document provides guidelines for print and outdoor advertisement design and layout. It discusses key elements like headlines, body copy, photos and logos. It recommends keeping designs simple with a focal point. Design strategies include using symmetry/asymmetry, contrast, emphasis and grouping related items. Color, typeface and formatting tips aim to maximize readability and legibility from a distance for outdoor ads. The goal is to clearly communicate the core message with simplicity and intrigue to engage viewers.
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Print Ads
- 1. Techniques in Print & Billboard Advertising Design and Layout for Print and Outdoor Ads
- 2. Rates and RateCards Rates are determined by: Repetition Circulation (CPI) Ad Size
- 3. Basic Elements ofa Print Ad Visual Focus (Photo) Headline Body Copy Logo
- 4. Introduction Effective addesign and layout starts with a clear understanding of a project’s goals and written content . Headlines , body copy and assorted visuals must already be figured out before you begin
- 5. Basic Design StrategiesKeep your layouts simple E.g. Large picture at the top, headline underneath, body copy in 2 or 3 columns under the headline, logo or address in the bottom right-hand corner.
- 6. Headline Body Contentor Photo Company Logo Asymmetrical
- 7. Basic Design StrategiesCreate Unity Have one central focus or focal point where the eye has the tendency to concentrate on which is usually the visual or even the headline. Create Symmetrical or Asymmetrical Balance Seesaw analogy
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- 10. Basic Design StrategiesCreate Contrast Using contrasting sizes, shapes, lines, typestyles and figures draw attention to key items you want to emphasize
- 11. Basic Design StrategiesCreate Emphasis through Proportion Important ideas or figures should be emphasized by making them larger, bolder, brighter or essentially different from the main components of the rest of the ads.
- 12. Advanced Design StrategiesMake an easy path for the eye to follow Make effective use of white space in your ad Use strong lines to hold together graphics and body copy. Use light and dark relationships to create layout interest
- 13. Advanced Design StrategiesEye Path Strong Lines Light and Dark White Spaces
- 14. Advanced Design StrategiesUse variety to spice up your ads Visual boredom occurs when predictability and mirror-like symmetry dominate a document Carefully select backgrounds to accentuate figures Use the golden rectangle
- 15. Basic Design StrategiesThe golden rectangle is a visually balanced geometric shape with the primary ratio of 3 to 5 (or 1 to 1.61803398874989…). This number is also known as the Fibonacci Series or Phi.
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- 17. Visual Flow accordingto the golden rectangle Focal Point
- 18. Grouping Design StrategiesGroup by using similar shapes, sizes, textures and colors Break up long lists Group ideas in ones, twos or threes By finding relationships between them and making those relationships obvious E.g. positive-negative, graphics-words-numbers Up to three only, 4 is visually too much
- 19. Grouping Design StrategiesGroup Similar Items Break Up Images Group by 1’s to 3’s
- 20. Color Design StrategiesBlack and white is boring. Color is EXCITING . E x c e s s i v e color detracts from copy Color works because of its contrast with non-colored areas; use it in one or two strong clustered areas rather than scattering it through out your ad.
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- 22. Color Design StrategiesUse colors to help create desired emotions and symbolic associations. Harmonize colors Balance colors Contrast colors Hue, light-dark, cold-warm, complementary, saturation
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- 25. Photo Design StrategiesPhoto design and layout strategies center on two ideas: Make the mind group things to increase communicability Bring items in and out of focus to suggest and emphasize importance.
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- 27. Photo Design StrategiesVisual Flow Color Groups and Selective Focus
- 28. Photo Design StrategiesBefore taking a shot decide on: The best shape and proportion for your subject How much detail you want in the frame Your central point of interest How you want to link images together What your point of view will be
- 29. Photo Design StrategiesCling to one idea Use the rule of thirds when taking a photograph Use shadows and light to create the illusion of depth Experiment with various kinds of lighting
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- 31. Photo Design StrategiesChoose the right background color Gray is the best all-around background for color photography. Black provides strongest contrast and brings out colors. Backgrounds should be absent of strong colors.
- 32. Photo Design StrategiesThis ad has a simple composition with a black background and high contrast photograph and logo
- 33. Photo Design StrategiesUse visual stepping stones to draw attention to the inner details of the photograph Frame your photos with objects Shoot on location to get a greater sense of reality.
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- 35. Photo Design StrategiesInclude people in photos of products Give people in photos looking space Look for special qualities in people when photographing them
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- 37. Headlines and BodyCopy Design Strategies Readability comes first, Style or visual appeal second Use the right kind of typeface: For headlines, prices and phone numbers: Sans Serif: Arial, Century Gothic For body copy Serif: Times, Courier, Bookman Old
- 38. Headlines and BodyCopy Design Strategies Typestyles Italics or slanted : project a feeling of action, speed or progressiveness UPPERCASE LETTERS: conservative, larger than life and give a feeling of formality. lowercase letters: friendly and down-to-earth
- 39. Headlines and BodyCopy Design Strategies Never use ALL CAPS in body copy or in cursive font ( MONOTYPE ) Drop shadow -give typeface a three-dimensional look Script -feminine, convey lots of personality Bold letters -masculine Thin or Lighter Letters -feminine
- 40. Headlines and BodyCopy Design Strategies Use the type size appropriate to the content of the copy Avoid too many typefaces. Limit typeface and type size to 3 or 4 only.
- 41. Headlines and BodyCopy Design Strategies Use clear readable typeface for body copy Body copy type size minimum of 12-14 pts. Set body copy underneath the headline and photograph Break long copy into shorter sections.
- 42. Use graphic accentsto emphasize key phrases UNDERLINE CAPITAL , indented paragraphs, bold , italic , colored , arrows , yellow highlighting, etc Avoid irregularly shaped blocks of body copy (i.e. silhouette of an object) Headlines and Body Copy Design Strategies
- 43. Reminders Don’t makeyour ad look too much like everybody else’s ad Place your logo at the upper left hand or bottom right hand corner Always keep in mind the purpose of your ad and your target demographic
- 44. Designing for OutdoorAds Product Identification Is the product clearly visible? Short Copy Is the basic idea expressed quickly and with impact? Short Words Can the reader read the copy at a distance?
- 45. Designing for OutdoorAds Product Identification Short Copy Short Words
- 46. Designing for OutdoorAds Legible Type Is the copy legible while moving? Large Illustrations Do the illustrations demonstrate the product’s usage? Are the illustrations visible from a distance?
- 47. Designing for OutdoorAds Legible Type Large Illustrations
- 48. Designing for OutdoorAds Bold Colors Do the colors have impact and complement each other? Use colors with contrast. Try to avoid subtle color blends which belong in print. Simplicity “Keep it simple” - does the background interfere with the basic idea? Intrigue Is the consumer involved? Will it attract attention - does it have an IDEA?
- 49. Designing for OutdoorAds Bold Colors Simplicity Intrigue
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- 51. Guidelines for LegibilityTypestyle Upper and lower case type is easier to read than all capitals letters
- 52. Guidelines for LegibilityTypestyle Too little spacing between letters makes them merge together
- 53. Guidelines for LegibilityTypestyle At long distance, very heavy letters become blobs, and very thin letters become invisible
- 54. Guidelines for LegibilityTypestyle Ornate script faces, and extensive contrast between thick and thin reduce legibility
- 55. Less is more1 message, 41.1% awareness.
- 56. Less is more2 messages, 36.7% Awareness, a 5% decrease in awareness.
- 57. Less is more3 messages, 34.9% Awareness, a further 2% decrease.
- 58. Less is more4 messages, 33.8% Awareness, another 1% drop in awareness levels.
- 59. Less is more5 messages, 29.2% Awareness. A total decrease in awareness of 12% overall!
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- 62. Obie Award WinnersThank You!