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

Sender Receiver

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 are dispatched to the scene with orders to establish contact with the heist's ringleader, Dalton Russell, and ensure safe release of the hostages.

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