10 THINGS I’VE LEARNED ABOUT
PUBLIC RELATIONS PUBLICATIONS
By: Shannon McCloud
12/2/09
#1 GREEN ISN’T GOOD
My favorite color is the least arousing of all colors because it lies at the cent of the light spectrum.
Objective Impressions: quieting, refreshing, peaceful
Subjective Impressions: ghastliness, disease, terror, guilt
#2 SEGMENTATION
Increases the
awareness and
understanding of the
different characteristics
of people affects how
you present information
to them.
#3 HIDING THE STROKE LINE AROUND
OBJECTS
1. Begin with a new or existing document
2. Select a shape using the rectangle tool
3. Place the shape onto the page
4. Click on the Selection Tool
5. Click on the shape to highlight the edges
6. Click the color palette and a color to fill the shape with color
7. Select the object box and click stroke.Called the “apply effects to object
8. Select the effects box. Add an object effect to the selected target
9. In the effects box select feathered edge
10. Move the percentage or “choke” of the feathered edge from 0 to 100
#4 PARTS OF A LETTER
X-height is the height
of a lower case
letter, this is based off
of the height of the
letter x.
Ascenders are the
stroke above the x-
height, like the letter “d”
Descenders are the
stroke that extends
below the x-height, like
“p” or “y”
#5 EMOTIONAL SIGNIFICANCE OF FONTS
Fonts arouse similar
emotions in different
publics
ex. Times New Roman
evokes the feeling of
tradition, efficiency, eleg
ance, seriousness
http://www.jameskurtz.com/2008/07/22/if-fonts-were-people/
#6 CHARACTERISTICS OF PAPER
The type of paper used in a publication can affect the perception that people have about the quality, credibility, and importance of the company and the message they are trying to present.
Appropriateness- you wouldn’t print a gala invitation on regular printer paper, but on cardstock.
#7 COLOR PROCESSING
Spot Color
Also called flat color or second color.
Used to add color to black-and- white publications.
Usually limited to one color.
Requires an additional press run per color
Process Color
Also called full color or four color because it is produced using four colors: Cyan, Magenta, Yellow, and Black (CMYK).
For each color printed separate master plates must be created
It is 3x more expensive than just black and 2x more expensive than black and a spot color.
#8 LAYOUT MODELS OF NEWSLETTERS &
NEWSPAPERS
These models provide a pattern for placing items on a page.
6 Layout Models
1. Formal balance divides similar items symmetrically on both sides of a vertical axis.
2. Informal balance distributes visual weight.
3. Items of most importance are placed above the fold with Upper half prominence.
4. The most important items are placed in the upper left or right corners with Upper corner prominence.
5. Quadrant distribution places important items in each corner of the page.
6. Stories run as wide rectangles across the page with headlines over the full width of each story is Horizontal distribution.
#9 PHOTOGRAPHY POSES
Females are more likely than men to be portrayed in emotional or dominated positions.
Readers prefer males in waist-up, face-only and full-body poses, while they prefer females in bust-up, waist-up and knees-up poses.
Females interpret facial expressions from photographs better than males.
#10 SIMPLICITY OF PHOTOGRAPHS
Limit the number of items
in photographs
Center or position the
most important items to
the upper left
Keep your photographic
messages as concrete as
possible
My friend Justin took this photo during his stay in Korea teaching English.
http://www.flickr.com/photos/30700327@N06/
SOURCES
Morton, L.P. (2006). Strategic publications: Designing for target publics. Greenwood, AR: Best Books Plus.
http://www.indyzoo.com/content.aspx?cid=496
http://gothamist.com/2007/09/30/wiiniors_citize.php
http://iws.ccccd.edu/acano/lectures/ARTC1305_type.htm
http://www.jameskurtz.com/2008/07/22/if-fonts-were-people/
http://www.perthcomputers.net/images/paper1.jpg
http://www.oyo.com/NewFiles/spot_color.gif
http://sixtwentyonecommunications.com/lightbox/media/newsletter.jpg
http://collegecandy.files.wordpress.com/2009/07/dominating.jpg?w=330&h=330