10 THINGS I’VE LEARNED ABOUT PUBLIC RELATIONS PUBLICATIONSBy: 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 document2. Select a shape using the rectangle tool3. Place the shape onto the page4. Click on the Selection Tool5. Click on the shape to highlight the edges6. Click the color palette and a color to fill the shape with

color7. Select the object box and click stroke.Called the “apply

effects to object8. Select the effects box. Add an object effect to the selected

target9. In the effects box select feathered edge10. 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, elegance, 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/ligh

tbox/media/newsletter.jpg http://collegecandy.files.wordpress.com/2009

/07/dominating.jpg?w=330&h=330