Before we begin to work on posters for our clients and for your campaign, we will take a look at some advertising and layout techniques that the pros use. |
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Homework |
1. Find 2 posters or full page magazine advertisements that:
2. Also, for contrast, find 1 poster or full page advertisement that IS predictable. |
1. Visual Alignment |
Whenever possible and practical, elements such as photos, text, and graphics should be aligned with other elements. This creates order and organization. Aligning elements allows them to create a visual connection with each other. |
2. Breathing Room |
Intentional space designed to separate elements. This allows the eye to easily absorb the poster's content and message. Crowded and crashing elements cause confusion. |
3. Contrast |
Designing significant, and intentional, differences. Common methods of contrast include:
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4. Informational Hierarchy |
Separating informational text into 3 distinct levels of importance. This helps organize information and makes it easier for the viewer to understand it.
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5. Limited Color |
Even though you have access to an unlimited amount of color, It doesn't mean that you've got to use them all. Sometimes a limited color palette can help to emphasize a poster's content and message. The principle of contrast is essential when limiting colors. White isn't a printed color, but it is allowable. . |
6. Symmetry |
Mostly the same on both sides. Also called "formal" balance. Symmetry can help present a sense of stability and structure to a design. |
7. Asymmetry |
Mostly different on both sides. Also called "informal" layout. Asymmetry can help present a sense of energy and tension to a design. |
8. Tone |
Also called a "hook." The method that the designer uses to catch the viewer's attention and convey the poster's message. Some common tones are humor, shock, analogy, emotion, guilt, logic, pun or play on words, irony, metaphor, compassion and contrast. However, there are certainly plenty more tones that can be used. |
Assignment |
1. Download the InDesign process book template. 2. Choose 1 of the creative ads from your homework. Scan it if necessary. You can take a nice quality photo if you'd prefer. Crop the image to about 7 inches in height @ 150ppi. 3. Import (File>Place) the advertisement into your InDesign template. 4. Clearly indicate and classify the advertising techniques that the advertisement uses. 5. Write a brief (but well articulated) explanation about the "hook" or "tone" that is used to creatively convey the message. SPELLING! GRAMMAR! 6. Get a grade slip from Mr. Eagen. 7. Double check it. Print it. Hole punch it. Turn it in. Tell it who's daddy! |