advertising editorial design and from the ts pag’retnot oi f vewi...advertising and editorial...
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![Page 1: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/1.jpg)
© Alexander W. Whitealexanderwwhite.com
Advertising and editorial design from the target’s point of view
Alex W. White
![Page 2: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/2.jpg)
© Alexander W. Whitealexanderwwhite.com
Advertising and editorial design are the same… from the target’s point of view.
For fifty years, advertising and editorial design have been treated as distant cousins. But whether the message is for information or for sales, our targets need to be told what the message means to them.
In this age of overwhelming data – and blurred content like infotainment and advertorials – every visual message has to reveal content and com-municate value. It is time for designers on both sides of the aisle to un-derstand their role as the reader’s representative.
Targets do not lack incoming messages: yours will get through by being distinctive and clear. Editorial design can find inspiration in advertising, and advertising can learn tricks from editorial. Both disciplines compete for the same target’s limited attention.
© Alexander W. Whitealexanderwwhite.com
Nobody killsa great ideafaster than abored pessimist. u n k n o w n
![Page 3: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/3.jpg)
© Alexander W. Whitealexanderwwhite.com
All design uses the same three elements Editorial Advertising
© Alexander W. Whitealexanderwwhite.com
![Page 4: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/4.jpg)
© Alexander W. Whitealexanderwwhite.com
Targets filter about 3,500 messages per day© Alexander W. Whitealexanderwwhite.com
![Page 5: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/5.jpg)
© Alexander W. Whitealexanderwwhite.com
Add value to content by making it irresistible
![Page 6: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/6.jpg)
© Alexander W. Whitealexanderwwhite.com
Balance clarity with impact
![Page 7: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/7.jpg)
© Alexander W. Whitealexanderwwhite.com
“Impact editing” for a single impression
![Page 8: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/8.jpg)
© Alexander W. Whitealexanderwwhite.com
Internal structure (organic design)
![Page 9: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/9.jpg)
© Alexander W. Whitealexanderwwhite.com
External structure (grid)
![Page 10: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/10.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures are teammates
![Page 11: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/11.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures enjoy a flexible relationship
![Page 12: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/12.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures can be abstracted for meaning
![Page 13: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/13.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures relate by position
![Page 14: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/14.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures relate by size or alignment
![Page 15: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/15.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures relate by shape
![Page 16: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/16.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures relate by shared treatment
![Page 17: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/17.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures relate by direction
![Page 18: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/18.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures relate by shared color
![Page 19: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/19.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures relate by shared texture
![Page 20: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/20.jpg)
© Alexander W. Whitealexanderwwhite.com
Words and pictures relate by shared idea
![Page 21: Advertising editorial design and from the ts pag’retnot oi f vewi...Advertising and editorial design are the same… from the target’s point of view. For fifty years, advertsini](https://reader031.vdocuments.us/reader031/viewer/2022012008/61231fd948977d73a16dfb4c/html5/thumbnails/21.jpg)
© Alexander W. Whitealexanderwwhite.com
Ayers No.1
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© Alexander W. Whitealexanderwwhite.com
Ayers No.1 Partial silhouette
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© Alexander W. Whitealexanderwwhite.com
Ayers No.1 Secondary imagery
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© Alexander W. Whitealexanderwwhite.com
Ayers No.1 Upside down