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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! Don’t forget the flowers this Valentine’s, or it could be your last. Order your flowers today from Proflowers.com 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 $19.95 Open 9 to 5 7 days a week! 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