Graphic Communications Developing a Creative Strategy: The Advertising Concept 425 Advertising Elements

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  • Graphic Communications Today

    THOMSON

    By William Ryan and Theodore Conover

    Fourth Edition

    • Australia Canoda Mexico Singapore Spa in United Kingdom United States DELMAR LEARNING

  • -~

    9.\

    Foreword VII Preface IX Dedicotion XIX

    Chapter 1

    Visual Communication The Power and Magic of Graphic Communication 2 Visual Communication: An Introduction 6 Vision: Shining Some light on the Physiology of Sight 8 Communication Models:

    The Communication Process 10 Visual Communication Theory 22 Graph ics In Action 36

    Chapter 2

    From Cave Walls to Modern Visual

    Communication

    Graphic Communication Today: Connecting Post legacies 40 Design and Visualizing language through the Ages 42 Graphics in Action 65

    Chapter 3

    Type: The Basic Ingredient

    Typography: An Overview 70 Type Function 73 A Confusion of Terms 74 Anatomy of Type 74 Type Classification and Type Graups 76 Measurement of Type 85 Type Specification 87 Important Points to Remember 101

    Graphics In Action 103

    Chapter 4

    Crea tive Typography

    Creative Roots Run Deep 106 Using Type Creatively 108 Readability Is Crucial 110 Sacred Cows Make Tantalizing Steaks 1 10 Creative Strategies: Explode Copy-Heavy Pages 124 Graphics In Action 126

    Contents

    Chapter 5

    Design: Shaping Media Architecture

    Design: Inventing Endless Solutions 130 Five Princ iples of Design: Ba lance, Proportion, Sequence,

    Emphasis, and Unity 136 Design, layout, and Design Stages 156 Graphics in Action 164

    Chapter 6

    Color: The Wonder and Resonance

    of Light The Quest for Calor 168 Calor: A Powerful Communication Tool 178 Sight: Physical and Psychological Implications of Calor 180 Calor Terms and Reproduction 1 84 Selecting Calors for Harmony 186 Calar Strategies 188 Graphics in Action 190

    Chapter 7

    Art and Illustration

    Il lustration: A Brief Overview 194 Commerc ial Art 202 The Role of the Illustrator 207 Info-Graphics: Presentation and Telling Stories Visually 213 Stock Art 222 Parting Shot 225 Graphics in Action 229

    Chapter 8

    Photography: The Magic of Light Writing

    light, Camera, Magic 232 Documentary Photography: Truth with an Agenda 232 Photoiournalism: Telling Stories Visually 240 Sports Photography: Capturing Images on the Fly 251 Composition: Structuring the Photographic Image 261 The Moving image 272

    ,

  • Commercial Work:

    Persuasive Photography in Media 275 Techn ical Issues of Printing Photography 286 Captions: Fleshing out Ihe Image and its Relevance, Details, and Message 289

    Graphics in Action 292

    Chapter 9

    Printing, Paper, and Production

    The Art of Craking the Printed Word 296 Printing Processes 30 1

    Paper 3 13 Ink: Colorful Solutions 322 Special Printing Processes 324

    Pre-Production: Geijing It Right 328 Pre-Production & Post-Production Tips 331 Graphics in Action 333

    Chapter 10 Designing for Public Relations

    Today's Corporate Image: Black Eyes and Greener Pastures 336 Public Relations-An Overview 337 The Annual Report: The Swiss Army Knife of Communication 340 Graphics in Action 351

    Chapter 11 Newsletters

    Newsleijers: The Stepchildren of Marketing Communications? 356

    Newsleijer: An Old Medium Comes of Age 359 A Publ ic Relations Tool 362 Designing the Newsletter 364 Newsletter Components 372 Graph ics in Action 378

    Chapter 12 Identity and Collateral Materials

    Identity: Hospitality, Packaging, Product and logo Design 382 Hospitality and Packaging: Dressed to Sell 383 Branding: Red Spider and Branding Strategy 390 letterheads: Making an Impression 395 The Envelope: Making an Entrance 396 Collateral : Supplemental Media 400 Delivery: Getting the Business 412 Graphics in Action 414

    Chapter 13 Advertising Design AdvertiSing: Garden ar Gheijo of Commerce? 420 Design and Advertising 424 Developing a Creative Strategy: The Advertising

    Concept 425 Advertising Elements 430 Outdoor Advertising: "Markets In Motion" 441 The One Club 444

    ~ EJ

    Television Spots: Art, Story board, Copy, Action 444 The Advertising Campaign 449 Portfolios: Preparing Your Book - Showing

    Your Best Side 454 Advice to Aspi ring Advertising Creatives 456

    Graph ics in Action 459

    Chapter 14 Magazine Design and Redesign

    Kit Hinrichs: Telling Stories Visually 464 Magazine Design : A Brief History 467 Big and Small Magazines Are Basically the Same 474 Basic Magazine Terminology 476

    Good Design Reflects Content 47B Long-Range Decisions 478

    Magazine Design: A ssembling the Parts

    into a Whole 4B8 Magazine Redesign 502 Magazines: A Post Script or Parting Shot 5 1 1 Graphics in Action 512

    Chapter 15 An Overview, Brief History, and

    Analysis of Newspaper Design

    Newspapers Today: Function, Form and Formats 516

    The Development of Newspaper Design 524 The Colonial Era Format 524 The Traditional Format 526 How to Analyze a Publication 536 Graphics in Action 540

    Chapter 16 Delivering the News:

    Newspaper Design and Redesign

    Developing a Design Ph ilosophy 544 Redesign: Age, Audience, Architecture, and Process 548

    The Redesign Plan 550

    Newspaper Redesign : A Min i Case His tory 552 Newspaper Redesign and Typography 557 The Front Page: Making an Entrance 561 Inside Pages 564 Future of Newspaper Design 574 Graphics in Action 577

    Chapter 17 New Media: The Internet, Websites, Interactivity,

    Animation and Multimedia

    A Hitchhiker's Guide to the Information Highway and Cyberspace: A Brief History and Overview 582 Designing for New Media 590 Multimedia 623 The Future of the Web, Interactive Formats,

    and Multimedia 635 Graphics in Action 637

    Glossary 640

    Index 657

  • A- Adam, Pegie Stark, 168- 171

    advertising advertising elements, 430- 440

    artwork, 430-432

    body copy, 436--440

    headlines, 432--436

    logotype, 440

    the tagline, 440

    advice from Hal Curtis, 458

    advice to aspiring ad creatives, 456-458

    from Curtis Clarkson, 456-457

    the campaign, 449-454

    presentation, 450-454

    Rob Siltanen, 451--452

    and design, 420, 424-425

    developing a creative strategy, 425- 430

    image, 429-430

    positioning, 427-429

    research,427

    The One Club, 444

    outdoor adverrising, 441-443

    portfolios, 454--456

    storyboards, 446, 448-449

    television spots, 444-449

    Elizabeth Ryan, 447

    Tracy Wong, 420- 424

    advertising agencies, 17

    All-CAPS, 94-95, 117,529

    Alien, Bill, 3-5

    alphabet, 44

    Anderson, Gail, 136-138, 214

    Anderson, Jack, 412--414

    annual reports, 340- 351

    compnnents of, 348- 350

    art legacy, 40--42

    asymmetry, 139, 140-142, 395

    B back shop, 300

    Barnett, Dirk, 158- 159

    bilateral symmetry, 139-140

    billboards, 441--443

    bracketing a photograph, 287

    brand image, 156

    c Cahan, Bill, 337

    captions (cutlines), 289-292

    Carson, David, 115-116

    Carter, Paul, 10- 11,244- 250

    channel noise, in communication, 18

    Clarkson, Curtis, 23, 456--457

    clip (stock) art, 222-225

    CMYK (or process colors), 184-1 86, 189,312

    CMYK magazine, 23 cognitive theory, 29-30

    collage, 50

    calor

    associations of, 178, 182

    biological responses to, 180

    CMYK (or process colors), 184-186, 189,312

    cross-cultural responses to, 181, 383

    duotone, 189-190, 311-312

    employing in designs, 183- 184

    for harmony, 186- 188

    from light, 180

    perception of, 180

    strategies for use of, 188-190

    systems, 182

    terminology, 184- 186

    on the Web, 608- 610

    commercial art, 202

    communication models

    feedback, 20-21

    the medium is the message, 15-18

    message interference, 18

    parts of the process, 10- 11

    sender and message, 11- 15

    Communications Arts, 587- 589

    comprehensives (comps), 162

    constructivism, 27-28, 52 contour type, 94, 116

    Corporate Board Members magazine, 298-300

    Coyne, Patrick, 587-589

    cropping a photograph, 287

    crossing heads, 124

    crossover, 154,284,476 cuneiform, 44 Curry, Chris, 198-199

    Curris, Hal, 458

    Cushman, Mike, 19

    Index 657

  • , 658 Index

    D desktop publishing, 63-64

    digirizarion, 64

    Docter, Peter, 626-628

    Donclis, Donis A., 6

    DunJeavy, Denn is, 242- 244

    E ecological theory, 28-29

    Elder, Robert K. , 272-275

    em space, 86 embossing, 326 en space, 86

    engraving, 324-326

    Evans, Eric, 252-254

    F Fierstein, David, 225-228

    fine art

    and commercial art, 202-203 and graphic art, 40-42

    history and influences, 45-62

    font, 74-75, 85

    Fortul1e magazine, 196-198 Fun k, David, 356-359

    G Gesta lt, 24- 25, 152, 394

    Gibson, James, 28-29

    golden rectangle, 142

    graphic design, 130, 134

    balance, 139- 142

    conception and visualization, 158-1 59 design stage