Marketing

1. Marketing It’s All About the Product

2. The Four P’s of Marketing Target Market • Quality • Design & Features • Packaging • List Price • Discounts • Credit Terms • Locations • Inventory • Transport • Sales force • Advertising • Promotions

3. Your Advertisement Must Be Unique 5 Words or Less Use Design Principles

4. Design Proximity Alignment Repetition Contrast Color

5. Proximity – What It Is Related items are grouped together Creates more “white space” Easy to Read = Easy to Remember

6. Proximity – How to Achieve It • No more than 3-5 eye shifts • Don’t stick things in the corner and in the middle • Use equal amounts of white space between like elements • If items are not related, move them apart from one another

7. Alignment – What Is It?

8. Alignment – More Examples Mermaid Tavern Ralph RoserDoster 916 Bread Street London, NM (717) 555-1212 Mermaid Tavern Ralph RoserDoster 916 Bread Street London, NM (717) 555-1212 Formal, calm Strong, decisive Mermaid Tavern Ralph RoserDoster 916 Bread Street London, NM (717) 555-1212 Mermaid Tavern Ralph RoserDoster 916 Bread Street London, NM (717) 555-1212 Comfortable Sophisticated

9. Alignment – How to Achieve It • Always find something else on the page to align with, even if the two objects are far apart • Avoid multiple alignments on one page • Use center alignment consciously, not by default

10. Repetition – What Is It? Same bullet Same font size on headings Limited fonts

11. Repetition – Another Example Avoid overkill! Consider repeating graphic elements.

12. Repetition – How to Achieve It • Be consistent throughout the piece • Find existing repetitions and strengthen them • Add elements to create a repetition • Know when enough is enough – too much repetition is annoying

13. Contrast – What Is It? Notice how the addition of the black box at the top makes the design more interesting. Contrast occurs when elements are different.

14. Contrast – How to Achieve It • Add contrast with… • Font choices • Line thickness • Colors • Shapes • Sizes • Space • Don’t be a wimp. If items are not the same, make them different!

15. Color – What Is It? Primary Colors cannot be made with other colors. Secondary Colors are made by combining two primary colors. Tertiary Colors are created by combining a primary and secondary color.

16. Color – Complementary Colors Complementary Colors are directly across the wheel from one another.

17. Color – Triads Triad Colors are equidistant from one another on the wheel.

18. Color – Split Complement Triads Split Complement Triad Colors use one color and the colors just to the left and right of its complement.

19. Color – Analogous Colors Analogous Colors are next to one another on the wheel.

20. Color – Shades and Tints The pure color is the hue. Add black to create a shade. Add white to create a tint. Monochromatic colors are comprised of one hue with different shades and tints.

21. Color – Warm v. Cool Warm Colors Cool Colors Have some blue in them Recede into the background Create calm Lay it on thick • Have some yellow in them • Come to the forefront • Create energy • A little goes a long way

22. Color – How to Achieve It • Try experimenting with different color combinations – complementary, triads, analogous – and see what works • Work with shades and tints to create contrast • Choose cool and warm colors that match you goal • Use color to make repetition • Remember white and black also play a role in design

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