Graphic Design 2A

Public Awareness Campaign - Poster Design

The Overall Goal
You have been "hired" to design, in essence, a propaganda poster as part of a public awareness campaign. You want to creatively express your opinion to others via a poster. You are tasked with these 3 items:

1. Hook 'Em - First and foremost, you've got to grab the viewer's attention.

2. Inform 'Em - Inform the target market about the issue. What is the problem? Why does the problem need a solution? What is the solution?

3. Persuade 'Em - Your poster should pursuade the public that your opinion is the right opinion. You want the public to "join your team." What do you want the public to do about the issue?

This Isn't Easy!
You are going to need to think! Think hard! Think until it hurts...and then keep thinking. Think on paper...with a pencil...using the design process.

We just did an in-class activity in which you identified how professionally designed advertisements caught your attention. What hook or tone will you use? Figure out what is predictable and then think of the opposite. Think outside the box. Analogies or metaphors? Play on words? Shock, irony, humor, emotion, guilt, comparison, etc.

Things To Keep In Mind
Remember that this is primarily an Illustrator class. This is also a significant DESIGN project. So, let's please avoid relying on a pretty picture and slapping some text onto it. Your design should be exactly that...WELL DESIGNED!

 
Campaign Poster - Part 1 - Think With Pencil
 

Process Book

Download the InDesign process book template.

 

Supporting My View

THIS IS OPTIONAL - A great starting point is to research articles relating to your issue...more specifically, articles that support your point of view. If you spend the time doing some simple research then you are likely to glean some nuggets that can help direct the creative process you are about to begin.

Don't include the entire article! Only include the nuggets that directly support your point of view on your topic.

Cite the sources.

Dogonit example

 

Visual Inspiration

1. What appeals to the target market? - Who are you trying to attract? Create a visual scrapbook about the target demographic. Define them visually. Design styles, colors, lifestyle, etc. What aspects of the demographic will it be important for you to know in order to drive your creative thinking?

Dogonit example (2 pages)

2. What I like - This is where you collect examples of visual examples of design styles, colors, techniques, text treatments, layouts, etc. that inspire you as an artist. You are collecting these as a reference when you begin to sketch.

As you search, keep these in mind:

• Are they "doable?" - You know your skill level. Could you "do" these?
• Could they fit with the tone/message/audience of your campaign
• You can borrow...but not rip off!

Don't tempt yourself to rip off a similar campaign concept from an existing campaign. You are looking for visual inspiration (colors, fonts, layouts, techniques, styles) no matter what their message is.

Dogonit example (2 pages)

 

Thinking With A Pencil

Put pencil to paper and generate potential concepts, level 1 headlines, images, etc. The key word is potential. Nothing is decided yet. Let your pencil flow with lists, sketches, ideas, doodles, etc.

This stage should be quick & small. They are meant to get a wide variety of ideas onto paper...quickly.

Be very clear and deliberate with the Level 1 (headline) text. It needs to relate to the imagery. Text can and should be used as a design element! Eventually, extra credit will be awarded for creative use of the Level 1 headline!

This is going to require some serious thought, effort, & creativity. This won't be easy. If it were, the client wouldn't need to hire you. Expect this to be difficult.

Dogonit example (3 pages)

 
Campaign Poster - Part 2 - Mock Up
 

Process Book

Download the InDesign process book template.

 

Mock Up

The Hook - Briefly (but clearly) explain the creative hook you will employ on the poster design.

Mock Up - Narrowing down to the single best overall concept. Ask for your teacher's help if you'd like...that's why he gets paid millions of dollars.

The mock up is a larger, tighter, and more refined pencil sketch of the poster design and layout. Drawing ability isn't important. You can use simple geometric shapes to convey imagery.

What's important here is layout, placement, size, & proportion. Where will imagery go and how big will it be? How much space will your level 1 text occupy? This is where you will you will demonstrate the techniques that you've studied! Create the blueprint that you will use to go digital. This MUST account for:

• 11x17 proportion - vertical or horizontal
• Alignment - plan to align where it makes sense
• Breathing room - let the eye breathe
Clear hierarchy - Dude, I'm serious here. Design 3 distinct levels of hierarchy!
• The level 1 text MUST directly relate and support the poster's visual message.
• Level 2 is written out - Level 3 may be "Greeked."
• Layout & placement - What goes where? What proportional sizes will elements be?
• Appropriate notations to help clarify the mock up concept
Call To Action - What do you want the viewer to do? This needs to be clear within the poster's text. Be specific and local. Make it reasonable and doable. These by themselves will result in a low grade because they don't demonstrate college level creativity:

• raise awareness - duh! That's what the point is
• follow us on social media (webpage, fb, instagram, etc.)
• join a #hashtag conversation
• donate money


Dogonit example

 
Campaign Poster - Part 3 - Final Design
 

Final Design

 

Go Digital Young Jedi Apprentice!
Transfer your mock-up to the digital environment. Here are some things to keep in mind:

1. Follow Your Mock-up - Dude...that's why you did it! It's a blueprint. Obviously there will be some changes along the way, but you spent time creating your mock up so that you can use it during this stage.


2. Illustrator - This is primarily an Illustrator project. This means that the text, predominant imagery, and final layout must be done using Illustrator.


3. Photoshop - You may use raster imagery (Photoshop) as a supplement. However, if you choose to use Photoshop then you need to make sure that you properly place flattened TIFF files into Illustrator to compile the final print files.

Click on image to enlarge

 

Call To Action

 

What do you want the viewer to do? This needs to be clear within the poster's text.

Be specific and local. Make it reasonable and doable.

These by themselves will result in a low grade because they don't demonstrate college level creativity:

raise awareness - duh! That's what the point is
• follow us on social media (webpage, fb, instagram, etc.)
• join a #hashtag conversation
• donate money
• sign a petition

This is a call to action: "Put your dog on a leash when using the Ridgeline Trail."

This is NOT a call to action: "It's important to have dogs on leashes."

 

Design Musts

Your poster will be graded on these:

• 11x17 - vertical or horizontal
• .25" safety zone on all 4 edges (workable area = 10.5" x 16.5")
• 200ppi for raster (Photoshop) resolution
• Alignment
• Breathing room
• Readibility (value contrast)
• 3 distinct levels of hierarchy
• The level 1 text MUST directly relate and support the poster's visual message.
• Level 2 links level 1 and Level 3
• Well written, well edited, college level copy
• Perfect spelling and grammar
• Campaign logo - included, but it's not the focus
• Design consistency

 

Process Book

Download the InDesign process book template.

 

Strengths and Weaknesses

After your poster is complete, briefly reflect on its strengths and weaknesses.

Hint: From Illustrator, export as a jpeg image (maximium quality, 72ppi). Also, be sure to check the "Use Artboard" box. Then, import (file>place) the jpeg into your InDesign process book.

Dogonit example

 
Campaign Poster - Part 4 - Sources & Specs
 

Process Book

Download the InDesign process book template.

 

Cite Sources

• Cite artwork sources that you used.
• Display the artwork that you used in its original form.
• Give brief descriptions of how you altered it.

Dogonit example

 

Saving & Submitting

• Save as PDF - here's how
NOTE: the video refers to using the "class USB thumbdrive." That is no longer the case. Turn in on GoogleDosc instead using this portal.