Ch 6: Design Principles

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Ch 6 Design Principles

• Copywriting
• Art Direction Process
• Design Principles re Layouts
• Types of Layouts
• Case Mental Health
• (see Cassies)
• Creative Execution
• Art Copy
• Copywriting
• Art Direction Process

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Components of a Print Advertisement
1. Headline 2. Subheadline 3. Body Copy 4
Illustration 5. Signature All elements must
blend together so that the elements of balance,
unity, and flow are established.
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The Creative Messages Relation to Ad Formats

• Exhibit 12-3
• See Page 382

Creative Pyramid
1. 2. 3. 4. 5.
Visual Headline Body copy Slogan Logo/a
ddress
Slide 70
4
Subheadlines
Headline
Subheadline
The subheadline is a transitional statement
that explains the promise, and moves the reader
to the body copy
Body Copy
5
Body Copy

• Informative prose that elaborates on the central
  theme.
• Body copy provides proof of promise or product
  claims.
• How much body copy is needed is always an issue.

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Signature
Often referred to as a tagline, the signature
usually includes a slogan and logo. The purpose
of the signature is to

• Summarize central theme
• Position product in customers mind

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Porsche
Review Figure 6.3 in the text Figure 6.4 above
visit discuss Porsches website. How effective
is each of the components of the advertisements?
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Achieving Distinctiveness in Design

• Some factors to consider include
• Balance, unity, and flow
• Colour and contrast
• Size
• Bleeds
• Artwork versus photography
• White space
• Clarity and simplicity

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Body Copy Clarity

• 1. Font style serif u/lc - line along bottom
  easy reading
• 2. Font weight-normal, demi bold
• 3. Size min 11pt usually 12pt depends on line
  length
• 4. Paragraphs and white space
• 5. Justification flush left ragged right
• 6. Short words, sentences, paragraphs

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Types of Layouts

• Poster
• Vertical Split
• Horizontal Split
• Multiple Illustration
• Long Copy
• Insert Layout

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Designing Banner Ads
The goal is to get people to click on a website
banner. Tips for improving response include

• Choose words wisely
• Offer an incentive
• Add some humour
• Be specific

• Choose right colours
• Consider animation
• Size helps
• Change frequently

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Web Site Design
Information on the Net should be interesting,
useful and compelling. If the experience isnt
enjoyable, visitors wont be back.

• Have a focused concept
• Have a consistent look
• Keep scrolling simple
• Make graphics clear
• Plan for expansion

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DRTV

• DRTV now accounts for over 25 of all TV
  commercials
• Projected to grow with email and online
• MBNA, Capital One and Amex integrate DRTV into
  their acquisition efforts

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Citi DRTV Campaign

• Attractive cash back credit card
• 5 at supermarkets, grug stores gas station
• Key Results
• - Spike in inbound traffic
• - 60 conversions to application
• - CPA improved by 38

Citi Dividend Card Comb Over Source DMA
International Echo Awards
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Steves Creative Brief Format

• Whats the Business or Marketing Problem we are
  Trying to Solve?
• Target audience
• Demographics age,gender,occupation, income,
  education, geographic location.
• Psychographics Activities, Interests, Opinions,
  VALS, Goldfarb
• Creative objective In simple terms, what is it
  that you want your ad to accomplish
• Key consumer benefit statement
• 25 words or less stating the single greatest
  benefit to the consumer.
• Supporting reasons for the benefit statement
• One of Demonstrated or physical proof, Proof of
  consumer preference, Proof by association,
  Subliminal proof . Describe
• Personality or feeling of Your Ad
• affectionate energetic mysterious warm deliberate
  cocoon
• alluring friendly polite brash effervescent daring
  
• authoritative generous romantic enchanting intelli
  gent hip
• believable genteel sensuous kindhearted jovial sci
  entific
• clever home-oriented sexy zany unabashed hedonisti
  c
• conventional idealistic sophisticated zesty ventur
  esome exaggerated
• considerate impeccable sympathetic logical excitin
  g safe

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Write the Following when Viewing Videos

• Background
• company info
• Date Period of Advertising
• Product Concept
• name sector
• key features
• Target Audience
• behaviour
• demo
• Theme
• key messages
• boom factor
• Literary Form
• autobiographical, narrative, drama (see Exhibit
  1-3 p14)

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Copy Writing for Print Advertisements

• Synthesized by Geoff Linton

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Parts of an Advertisement

• Headline
• Subheads
• Illustration
• Body Copy
• Logo
• Signature
• Slogan
• Border
• White space

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Selected Advertising Appeals

• Exhibit 11-1
• See Page 347

Slide 65
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Target Market Benefit or Incentive Statement

• To (user group), (name of brand) is the (product
  category)
• that (benefit of brand).
• To adult breakfast eaters, Shredded Wheat is the
  brand of cereal that gives you more nutrition
  than any other cereal.

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Product Benefit Statement

• As an exercise, think of several brands. For
  each of them fill out the following positioning
  statement
• ______________ is better than _______________ for
• (brand)
  (competition)
• _________________ because it _______________ as a
  
• (target)
  (buying incentive)
• result of ______________________
• (product support)

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Components of Product Benefit Statements

• the claim
• the evidence
• communications
• feedback adjustment
• Value proposition compelling reason to buy
• Can you explain your idea the time it takes to go
  up an elevator?

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Individually Write a Benefit Statement Support
Facts for

• Conestoga College School of Business
• Your Group Product