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Design for Writers

Design for Writers. Advertising Strategy (Alstiel and Grow) (Also incorporated slides from Kleppner’s Ad Procedures ). Writers need to be designers too.

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Design for Writers

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  1. Design for Writers Advertising Strategy (Alstiel and Grow) (Also incorporated slides from Kleppner’s Ad Procedures)

  2. Writers need to be designers too • You must learn how to put your concepts into visually interesting layouts. Copy does not exist in a vacuum. You need to marry copy to design within an interesting (does not mean perfect) layout

  3. Why must copywriters understand design • Words and visuals do not exist in isolation • The creative should engage the audience visually and verbally • Design helps express the big idea and sell the product • Portfolios are important; presentation matters • Multiple skills increase your value • Knowledge=power, articulate ideas to clients

  4. Basic design principles • Proximity • Alignment • Balance • Unity

  5. PROXIMITY • Visuals are images that support copy • Visual flow = how readers’ eyes follow layout • How will you group elements in layout? (copy, type size, space, visuals)

  6. ALIGNMENT • Expresses what is rhetorically important • Each element should have a visual connection to another element • Nothing should hang alone, be placed arbitrarily, organize elements on page • Prioritize elements, strong visual flow

  7. BALANCE and CONTRAST • Symmetrical layout can be calming and, for certain products, the perfect choice. • But often, its also boring • Asymmetry brings contrast, creates visual interest and hooks the reader • Contrast achieved through size, type, weight, color, texture, and space

  8. BALANCE and CONTRAST • Mirroring: reflect opposite weight, shape, or size in another part of your layout • White space/ negative space: More than just unused portion of layout - more than just a background. Eyes need a rest.

  9. UNITY • When a layout is unified, all elements form a visually cohesive whole. Achieve unity with repetition, harmony, coherence. • Do this with shape, color, type, line, placement, creates thematic quality • Image dominant or type dominant layout? • Carry visual concept throughout the ad

  10. How to Develop Better Layouts • See it: Keep a file, collect ads you like. Great resource. Trigger fresh ideas • Say it: Why you like ads you’ve selected. What makes them sing? Which design principles are strongest. What made them stand out? Articulate. • Sketch it: Scribble something, try alternatives, when happy, turn to computer

  11. Typography • Serif: has little tails at ends of strokes. Tend to make type appear more flowing, easier to read • Sans serif: tends to be more stiff or edgy, perhaps bit more dramatic • Weight: light, regular, medium bold • Size: Does matter!

  12. Brand image of a Chevy truck? • LIKE A ROCK • Like a Rock

  13. Guidelines … • Use only original type. • Remember that as a buyer of a type package you only license the usage rights. • Computer artists need a running list of both screen fonts and printer fonts. • Avoid type smaller than 6 points.

  14. Color • Human eye more comfortable with warm colors • Complementary and contrasting colors work to visually enhance your strategy • Does color support the brand • What’s your justification for color choice?

  15. Color considerations • Culture • Age • Class • Gender • Trends

  16. Layout Basics • Top-to-down layout • Z or backward S layout • Upper left to lower right layout

  17. Layout patterns • Grids: geometric patterns • Columns: vertical grids • Chaotic/ Circus/ field-of-tension

  18. Building your Layout • Edges: • Blocks and shapes: • Copy as graphic:

  19. The Design Process • Selecting your visuals: (people, not things; babies, puppies and kittens, men and women think differently) • More visual, less copy: • Illustration versus photography: when? Dramatic effect, parody famous art • Finding your visuals: Stock photos

  20. Putting It All Together • Conceptual Considerations: • Does your layout convey the big idea? • Did you design with audience in mind? • Did you prioritize elements? • Do visuals and headlines work together? • Overall, does design catch reader’s eye?

  21. Putting It All Together • Layout Considerations: • Did you consider alternatives? • Did you consider 4 design principles • Did you use white space effectively? • Does layout have pleasing/ logical flow? • Did you choose display type to match tone of ad? • Is body copy inviting to read - right size/ proportion? • Did you honor margins - allow enough space around critical elements? • Did you keep it simple?

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