Download GDP_4_Design Principles

Design Principles
Advertising Designing
Techniques
for Branding
Standards:
•ACCT-GDP-4 – Students will understand and
demonstrate the fundamental basic elements and
principles of design.
•ACCT-GDP-5. Students will identify and demonstrate a
working knowledge of elements and principles.
•ACCT-GDP-6. Students will identify and demonstrate a
working knowledge of illustration as it pertains to the
design field.
•ACCT-GDP-7. Students will continue to explore different
outlets for typography and define its role in design.
•ACCT-GDP-8. Students will continue to develop
communication skills.
Communication
• The sharing of
information, thoughts,
or ideas.
Communication
Requirement
Receiver
Sender
Branding
• The American Marketing Association
(AMA) defines a brand as a, “name, term,
sign, symbol or design, or a combination of
them intended to identify the goods and
services of one seller or group of sellers and
to differentiate them from those of other
sellers.”
Laura Lake - About.com Guide
Graphics
Things to Consider
when Creating an Ad
• AUDIENCE
• CONTENT
• FORM
AUDIENCE
CONTENT
What goes in the ad
FORM
• How will the ad look
• Where to put each part of the content
to create Salience.
• Salience – a striking point or feature
FORM
• Form is accomplished by using the
basic Graphical Design Elements:
• Line
• Color
• Shape
• Texture
Graphic Design
Principles
• These are ways in which elements
are used together to create:
• Movement
• Unity
• Balance
• Rhythm
MOVEMENT
• This can be created by using lines
or shapes
• By adding a blue circle to this
graphic, movement is created in
graphic.
UNITY
• Proper display of the content so
all parts are functional.
BALANCE
• The even distribution of the
content to create a pleasing
visual effect or
psychological effect
• Steadiness
BALANCE
• Formal – all the content is
equally weighted and
symmetrically aligned.
• Informal – content is
asymmetrical by using different
sized letters, pictures, lines, line
weight, etc.
Simmons
Cola It’s
The Best
It’s
The
Best
RHYTHM
• Repetition,
repeating certain
parts of the
content.
Other Techniques
Used
• Bleed
• Drop Cap
• Drop Out
• Overprint
• Reverse
• Propaganda
Bleeding
• Allowing a graphic to
flow off the edge of the
page
• DON’T CUT OFF TOO
MUCH OF THE
PICTURE!
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Drop Cap
• A larger letter is used
at the beginning of a
body text
Four people dressed in painters'
outfits march into the busy
lobby of Manhattan Trust, a
cornerstone Wall Street Branch
of a worldwide financial
institution. Within seconds, the
costumed robbers place the
bank under a surgically planned
siege, and the 50 patrons and
staff become unwitting pawns
in an airtight heist. NYPD
hostage negotiators Detectives
Keith Frazier and Bill Mitchell
Dropout
• Removing a portion of
the picture to add
depth and illusion
Overprint
• Text printed over a
graphic
• MUST BE IN BLACK
Reverse
• White copy on a colored
background
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Propaganda
• Information or the lack of
information given by media
to make a point and to sell
a product.
Propaganda
References
•
Lake, L. (n.d.). What is branding and how important is it to your
marketing strategy? [Web log post]. Retrieved April 3, 2010, from
http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm
•
www.adobe.com