> 1: print ad> objective(s):

Students will create an advertisement, placed by a retailer, for a specific product or service

> curricular focus:This lesson emphasizes the effective use of contrast as well as the treatment of multiple text elements through the use of hierarchy

> specifications:save as: Print Ad_Lastname.psd and Print Ad Planner_Lastname.doc (save example ads as Ad Example 1_Lastname.jpg, Ad Example 2_Lastname.jpg, etc.)dimensions: 8.5 inches by 11 inchesresolution: 200-300 dpimode: begin in RGB but submit in CMYKcontents: Transparent

> instruction:• introduction to advertising review the difference between a manufacturer and a retailer ad retailer ads are ads placed by stores advertising their sales incentive for someone else's product example: Coca-Cola placing an ad for Coke Zero is a corporate ad Safeway advertising that a 12-pack of Coke Zero is only $4.99 is a retailer ad review the traditional elements of retailer ad - name and logo of product (if a logo exists- not all products have their own separate logo) - name and logo of manufacturer - name and logo of retailer (what store or website is selling this product?) - photo(s) of product - marketing slogan for product you may use existing slogan or create your own - sales incentive/hook (what is enticing the buyer to purchase this product from this retailer?) for example: percentage off, amount off, free shipping, low finance rate, buy one get one, etc. - product/service details list specific features that will actually help sell the product for example: the HTC EVO 4G cellphone has a 4.3" screen, Hummingbird processor, Android OS, Android Market for apps, 6 MP camera, etc. - fine print depending on what you are offering in terms of sales incentive/hook you may need fine print for example: 0.9% APR financing on a new car- not everyone qualifies and because of this you need to explain the conditions of this offer; when does the offer end? watch instructional videos How to Build Effective Print Ads (https://www.youtube.com/watch?v=Ie_f2Dv9j0U) Psychology and Advertising (https://www.youtube.com/watch?v=EC7VLjIw8hY&feature=related) discuss fundamentals of ad design hierachy of important elements/text most important elements are larger, more noticeable small text is still readable each element is approximately 2x the size of the next smaller one

instruction continued on page 2

> 1: print ad discuss how to create dominance 1. size make the most important thing 2-3 times larger than everything else 2. contrast through use of color and/or value 3. isolation via negative space; put something all by itself and the eye will go there contrast is paramount! adjacent elements need large separation in color and/or tonal values do not put dark next to dark, or light next to light introduction to grid design view Principles of Graphic Design presentation [#3: D] show examples of designs created using grids (view Grid Design Examples) see Grid Design on page 5• browse and discuss ad examples Print Ad Examples and Print Ad Projects folders positive and negative aspects- what works and what doesn't?• review typography limit font families to two typefaces (though you may use various styles of those fonts suchas italics or bold) see Typography Terms: Basics on page 10• review emotive qualities of color

> procedure:• select business and product/service provided and approve with instructor• perform image resource for selected ad (download only large format images) images of product try to find multiple images from multiple angles so you have options when it comes time to sketch logos of product (if it exists), manufacturer and retailers for example: X-Box One (product), Microsoft (manufacturer), Best Buy (retailer) examples of ads for similar products you will use these for reference only to help you see how advertising for your type of product usually looks first look for ads for your specific product; if unsuccessful then look for ads for similar products for example: can't find ad for Big Mac so you look for ads for other fast food sandwiches (save as Ad Example 1_Lastname, etc.)• complete the Print Ad Planner (MSWord template) save as: Print Ad Planner_Lastname.doc you will need to find product specs- what makes this product special from similar products these cannot be ordinary things (for example: 2015 Ford Mustang comes with windshield) sales incentive: what type is generally used for this type of product; must be sensible fine print: all sales incentives have a catch that is legally required to appear in the ad example: free shipping is really only for 5-7 business day shipping and only when you order is more than $50• decide on hierarchy of ad elements what will be the most prominent element? what's next? what will best capture the reader's attention? order these from one to four: - product image is #1- it must be the dominant visual element - sales incentive- will be #2 if the deal is great enough to make the reader stop - slogan- will be #2 if the slogan is so clever or well known it entices the reader immediately - product or manufacturer name/logo- will be #2 if the product is extremely popular and synonymous with qualityprocedure continued on page 3

> 1: print ad• review Tips for Success on page 7• create thumbnail sketches (minimum 2) and discuss with instructor [use Print Ad Thumbnails.pdf ] - all sketches must have all required elements except self-created graphic background you do not have to draw an accurate picture of your product; you may simply do an exterior contour - sketches should reflect the visual hierarchy determined above - write out your text exactly as you want it to appear size, case, alignment label font and color do not write out fine print- simply draw "squiggles" showing me where it is and how it will be typeset fine print typically appears at the very bottom and traverses the entire width of the ad• create mock-up and approve with instructor [use Print Ad Mock-up.pdf] redraw approved thumbnail elements create a background that highlights and leads the viewer's eye to the most important elements must be self-created (may include imagery) background must not interfere with any foregraound elements• begin work on computer set up file correctly initial color format is RGB so that lighting effects are enabled; must convert to CMYK before submitting make sure all text is set to Smooth anti-alias

> requirements:• file specifications are adhered to including changing the color format to CMYK• ad includes the following elements - name and logo of product (if logo exists) - sales incentive/hook - name and logo of manufacturer - product details or specs - name and logo of retailer - fine print/additional information - photo(s) of product - self-created background artwork - slogan for product • appropriate hierarchy of ad elements most important elements stand out via scale, location and contrast the product and sales incentive/hook are the two most dominant elements• appropriate hierarchy of text more important elements stand out via scale, location and contrast smaller text, especially fine print, use highly readable serif or sans serif font• effective font selections fonts match mood of product/service fonts are highly readable only two font families are included (does not include fonts from logos)• effective use of contrast no area of the ad appears to be washed out due to adjacent elements having similar tonal values• effective use of color color is used to reinforce hierarchy of visual and text elements; emotive quality of color or pull color is utilized• unified design with balance of visual weight throughout supporting elements help visually balance dominant elements• self-created background background cannot simply be a color fill or gradient self-created artwork helps unify the design and highlight the most important ad elements self-created artwork is subtle and does not compete with ad elements• overall professional quality look does this ad look like it was simply downloaded off the Internet or scanned from a magazine?

> 1: print ad example

• name of product combined with name of company

• photos of product utilizes multiple views

• slogan

• sales incentive

where to purchase •

product details •

• fine print small but readable font (clean sans serif typeface)

background artwork •inspired by Verizon logo; diagonal line leads eye to product

> 1: grid design> what is grid design?

Grid design is a process used by layout designers to help organize content on a page. Grid design breaks down the page into small, equal sections using vertical and horizontal lines (like a graph). A designer then creates boxes (or areas) for specific pieces of content.

> what is the grid design process?1. Analyze your content. Make decisions as to which elements are more important than others. These decisions should have been made on your Print Ad Planner. Remember, the product image will always be #1. After that will come your sales incentive, slogan, or product name/logo, depending on what you decided was gonig to best sell your product.

2. Place the box for your product. This should be someplace towards the center, but not perfectly centered. The box you create must be 2-3 times larger than anything else in the ad.

3. Place the box for your second most important element. This should be someplace towards the center, but not perfectly centered. The box you create must be 2-3 times larger than anything else in the ad. This box will be approximately half the size of the product photo.

4. Repeat this process until all design elements are accounted for and planned. Each successive element should be significantly smaller than the last, helping create your hierarchy of importance. This begins with the dominant product image and finishes with the fine print at the bottom.

5. Place your actual elements in the selected boxes. It is critical that you understand that the box area you lay out includes the positive AND NEGATIVE SPACE. If you completely fill all of the boxes (little to no negative space) the brain will not be able to break dowen and deseminate the information effectively.

> 1: use of space> number one mistake

The biggest thing inexperienced designers do wrong is try to fill all of the space they have within the document. But the brain desperately needs negative space between elements to be able to effectively break down and sequence information.

> give elements S P A C E !You must give elements room to breath. Room between each other, and room from the edge of the document. Remember that the boxes you create when building yuor grid design include BOTH positive and negative space.

* This is the fine print. If it is a lot of text, fine print usually traverses the entire width of the ad. If it is really short, it is generally left aligned and placed in the lower left corner. Remember that the font size for fine print is generally kept in the 6pt-8pt range.

Product Details:

• detail number one

• second product detail

• third cool thing

• yet another neat thing that makes your product interesting

This is the product slogan

original grid plan

every box filled as much as possible leaves no negative space for the brain to berak down content

integrating negative space into each box allows elements to breath; the brain can now easily break down and sequence information

> 1: font selection and usage> picking the right fonts

Think back to your experiences with Album Art, Desktop Wallpaper and MHS Logo projects. You chose fonts that "felt" right, that reflected the overall mood of the imagery.

You will be doing the same thing here for the font you choose for your largest text elements. Is the product you are advertising old fashioned or cutting edge? fun or formal? for young or old? Think hard about the product, and who your target audience is.

For your smaller text, like product details and fine print, you do not want a deco font. Because of the smaller size and increased amount of characters, you want something that is clean and highly readable (such as Helvetica, Arial, Myriad Pro, Times New Roman, etc.).

> limit your fontsThe less fonts the better. That's the general rule. Most ads use only two or three. Use one font for big elements such as sales incentive and slogan. Use a second font for smaller text such as product details and fine print. The smaller the text, the more clean the font must be.

> sizing your fontsLarge-sized text elements (such as your sales incentive, product name and slogan) are more important and will be much bigger. The larger the font, the more creative it can look. Deco fonts, or just larger sizes of other fonts, all work because it will be big and these text items are usually quite short.

Medium-sized text (like your product details) generally range in the 12pt-16pt range. But this can vary based on how much information you need to put into the ad.

Small-sized text (like your fine print) is generally kept in the 6pt-8pt range.

* This is the fine print. If it is a lot of text, fine print usually traverses the entire width of the ad. If it is really short, it is generally left aligned and placed in the lower left corner. Remember that the font size for fine print is generally kept in the 6pt-8pt range.

Product Details:

• detail number one

• second product detail

• third cool thing

• yet another neat thing that makes your product interesting

This is the product slogan

* This is the fine print. If it is a lot of text, fine print usually traverses the entire width of the ad. If it is really short, it is generally left aligned and placed in the lower left corner. Remember that the font size for fine print is generally kept in the 6pt-8pt range.

Product Details:

• detail number one

• second product detail

• third cool thing

• yet another neat thing that makes your product interesting

This is the product slogan

Uses too many fonts Uses only two font families

> 1: colors in advertising

COLOR is POWERconsider your use of color extremely carefully!

> 1: tips for success> 1: you only have 3 seconds!

People do not READ ads, they skim them. So, you only have a brief moment to capture their attention so you can suck them in and compel them to buy.

> 2: what will best sell your product?Analyze your information and determine which elements will best capture the reader's attention. Is your sales incentive so amazing that is will stop people dead in their tracks? Is your product so revolutionary or popular that the name of the product should receive top billing? Is your slogan so clever that it is your most effective method for pulling in the reader?

Rank the following items in order of importance for attracting the attention of your readers and compelling them to buy. - product image is #1- it must be the dominant visual element - sales incentive- will be #2 if the deal is great enough to make the reader stop - slogan- will be #2 if the slogan is so clever or well known it entices the reader immediately - product or manufacturer name/logo- will be #2 if it is extremely popular and synonymous with quality

> 3: remember the "power path"The first thing that viewer's will look at is the dominant image. After that, they will naturally move to the top left of the ad and work around in a clockwise motion. Take advantage of this with careful planning of where your elements go.

> 4: contrast is criticalUtilize strong differences in instensity and value to make your most important elements "pop". Create contrast through: color, value, size, positive v. negative space, among others

> 5: emotive qualities of COLORUse colors that will help mainpulate the reader through psychology and mood. Refer to the MHSCG Color Guide for detailed lists of emotive qualities.

> 6: advertising IS manipulationAn ad is nothing more than a persuasion piece. A persuasion to buy a product. Absolutely ever decision you make must be carefully planned. Everything you decide to do must have a reason.

Why did you put it in that location? Why is it that size? Why is it that font? Why is it that color?

> 7: utilize grid design!There is a reason why all magazine, newspapers and websites use this design process. You should too.

typography terms: basics> what is a font?

A font is set of glyphs (or images) that represent a complete series of alphabetic and numeric characters, punctuations and symbols in a particular size and style (or typeface) which may include boldface, italic or bold italic. Font size is measured in points, which equal 1/72".

> what are the types of fonts?serif

fonts that have lines, or “feet,” on the ends of main strokes of textTimes New Roman (ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz)

sans seriffonts that do not have serifs, or “feet,” on the ends of main strokes of textArial (ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz)

scriptfonts that resemble hand-written textScript MT Bold (ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz)

decorativefonts that a graphically enhanced for visual impactJokerman (ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz)

> what are type styles?medium or roman

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzoblique or italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzbold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzbold oblique or bold italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

> what are the parts of a font?size

the total height of the text, measured in points, from the top of capital letters to the bottom of descendersbaseline

the imaginary line on which text seems to restcapline

the imaginary line uppercase letters seem to reachmean line

the imaginary line lowercase letters seem to reachx-height

the height of lower case letters (without ascenders) from the baselineascender

the part of lower case letters that rise above the x-heightdescender

the part of lower case letters that drop below the baseline

baseline

ascender

descender

x-heightsize

mean line capline

> 1: print ad checklistFILE SPECIFICATIONS

_____ dimensions are 8.5" x 11"

_____ resolution is 200-300 dpi

_____ all layers are named and in the appropriate order (ordered as they appear in the ad whenever possible)

REQUIRED ELEMENTS

_____ name and logo of the product (if the logo exists) _____ name and logo of the manufacturer

_____ name and logo of the retailer

_____ photo(s) of the product _____ ad slogan for the product _____ sales incentive/hook _____ product details/specs _____ fine print (appears at the bottom)

_____ self-created artwork

TYPOGRAPHY

_____ appropriate hierarchy or text elements large- name of product, sales incentive, slogan medium- product details small- fine print

_____ no more than two different typefaces are used (unless permission given from instructor) generally one font is used for large, top priority items such as product name, slogan and/or sales incentive while elements such as product details and fine print use another highly readable font

_____ all text is set to Smooth anti-alias

COMPOSITION

_____ name of product, product photos and sales incentive/hook are the three most prominent visual elements

_____ items that appear as though they are centered are exactly so using Transform coordinates

_____ overall ad is visually balanced and unified no elements are crowded along the edge of the ad frame or by another element

_____ contrast is used effectively so important elements "pop"

_____ color is used effectively to reinforce hierarchy; emotive quality of color or pull color is utilized

_____ self-created background enhances overall design and does not compete with ad elements; graphics are subtle and help unify design and/or help highlight most important elements