ADPR Design Final Exam

How do headlines give clues to content?

By what they say

Underscored words

make them sound louder

Upstanding

such as the above or dropcaps if inserted into text

Organizing Your Print Portfolio

Include your resume Include a table of contents Include from 10 to 16 samples Include your very best pieces ONLY Diversify the contents If you are showing to finalized projects, show them in real use application by using mock-ups Make it easy to update or customize for specific jobs ALWAYS have a copy to show during an interview.

A work in progress

Periodically update your resume and your portfolio. You will continue to grow and build upon your college experience. Be prepared, as you never know when opportunity will knock!

What is a Focal Point?

The element that catches your eye first Part of make one element a focal point is making the other elements less obtrusive (yes, some elements will be small) Alignment works wonders

Guidelines for Banner Ads

- Keep it short and simple with a strong focus (results in higher click through rate). o Each frame of a banner ad...at most 7 words - Animate three times and stop - End with the logo or the name

Print Advertising (cont.)

Use of human or animal faces appeal to readers. Have a strong focal point that will pull the readers eyes into the piece. Break away from center alignment creates interest. Use focal point and alignment to solve the challenge of a lot of information as a way to avoid clutter. An oversized stock photo or piece of clipart adds visual impact. Be brave with type. Show of your fonts.

Headlines and Decks

"Since the purpose of headline type is to be highly visible, the way it looks helps to create or disintegrate the visual consistency and personality of the product."

A Work in Progress

- A career portfolio is considered a very important tool for any job seeker, whether you are a public relations, advertising, creative media or speech communication professional. o Often overlooked until the last minute

Headlines and Decks as "Signals"

- A logical hierarchy of headline sizes, boldness, etc. provides clues to the reader/viewer regarding the structure of the publication. - Headlines give clues to content by what they say and by how they look

Subhead don'ts

- A subhead at the top of a column makes it too interesting and sets it apart as an elemt by itself or it can be mistaken for the start of a new story - Mixing a single-line with a double line is awkward. Use either single line or double line. - Subhead with an underscore. Visually, it splits text and head from each other. - Centering subhead. Breaks the lineal reading flow.

Initials

- Add color - Personality - Grab attention - Implies something new starts

Final tips from text author

- Alignment - Paragraph indents - Not Helvetica! - Readable body copy

- Magazine Must contribute to the readability and comprehension for who?

- All the elements which give your publication its own, unique character. Must feel right for the client/organization.

A Reflection of You

- Any portfolio is a creative product, but these guidelines should spark your imagination and help you: o Develop a complete and user friendly final product o Think about your portfolio as a collection of articles that thoroughly document the work

Contrast subheads to text

- Boldness - Size - Texture - Italics - Typeface - Reverse type - Doubling up the lines

Use of pullquotes

- Break a paragraph - Stagger the placement - Place quotes at the right - Cut the quote into the column - Make it lighter than surrounding text - Place it straddling two columns - Change the color - Place it at the top of a column

Subheads

- Breaking up text - Signposts to meaning

Additional magazine Design elements

- Captions - Pictures - Diagrams - Boxes - Rules - Shadows

What are competencies?

- Competencies are the measurable or observable knowledge, skills, abilities and behaviors (KSABs) critical to successful job performance. - Choose the right competencies allows employers to: o Plan how they will organize and develop their workforce o Determine which job clarifications best fit their business needs o Develop staff to fill future vacancies

Typical elements

- Date, Vol., No. - Cover miniature - Masthead - Indicia - Slogan/mission statement - Logo - Notes - Website - Page numbers - topics - Contact info for editors - Coming next issue - Repeat of coverlines - Pictures to add interest

Newsletter Don'ts

- Do not indent the first paragraph following a headline or subheads - Either add a space after paragraph or indent, but not both. - Don't double-return between paragraphs. - Don't emphasize elements that aren't important. - Don't justify text on a short line.

More on nameplates

- Doesn't have to go all the way across. Retaining whitespace can be appealing. - Typefaces can reflect the location, culture and personality of the client. - Nameplate can run vertically

Digital advertising

- Electronic billboard/banner - Web-based marketing - Viral marketing/ social marketing - Audio advertising

Print Newsletters Goal for newsletters

- Encourage people to read it. - Designers job is to attract the reader's eye

Digital media

- Gigantic catalogs have gone by the wayside - Now people can buy merchandise without stepping foot in a store - Direct marketing is an old idea improved though technology

Discussion

- How many of you are interested in magazine editing/publishing? - Did anything surprise you about what he said?

What to do with pullquotes

- Isolate - Imprison - Use with horizontal barriers - Exaggerate with quotation marks - Use strong contrast - Interrupt flowing text - Use an incomplete thought

Mastheads

- Key elements: o Type choice o Type size o Alignment o Proximity, contrast and repetition - Centering the masthead can work within guidelines about centering - Use a smaller point size - Often (but doesn't have to be) mastheads are in tall and skinny blocks because they are squeezed onto a page with advertising, a letter the editor or president, etc.

Designing for social media

- Know the audience of the medium - Understand the concepts of messages/interaction/visuals

Pictures and Illustrations Tips

- Make the significant picture dominant - Cluster little images into an impressive group - Jump the gutter with large elements - Crop irrelevancies out of photos - Place pictures across the top or down the sides - Hide unimportant pictures at the foot - Relate the innate direction of the picture with its placement - Bleed for maximum impact - Align the horizons

Subhead Dos

- Minimum three lines above or below - Flush left - Hanging indent - Flush right - Deep indent - Run-in subhead - Head with a rule with overscore

Elements of a Newsletter

- Nameplate - Body - Table of Contents - Masthead - Page Numbers - Bylines - Continuation Lines - Heads o Kicker o Deck o Subhead - End signs - Pull quotes - Photos - Illustrations - Caption - Mailing panel

Stationary consistency

- Numbers - Descriptors - Parenthesis

Repetition

- One of the most important for a website o Repeating color scheme o Same typefaces o Buttons o Similar-style graphic elements placed in the same position on each page o Branding

Diagrams

- People like functional visuals. Designers can manipulate them to enhance visual character and story-telling. o Focus on vital aspects of the message. o Illustrate nonvisual concepts. o Invent metaphoric or symbolic icons for a subject

What to avoid

- Periods at the end of a headline - Heads with the second line the same length - Underscoring - Vertically set heads - All caps - Centering

Pullquotes

- Pulls the read into the story with attention-getting material - Inexpensive substitute for illustrations, photos, etc. - Designed to be noticed

Covers

- Recognizable from issue to issue (logo and branding) - Emotionally irresistible images - Magnetic and curiosity-arousing - to pull the reader in - Intellectually stimulating - promising benefits - Efficient, fast, easy to scan - introducing the service - Logical - deliberate ranking of what is important

Rules

- Rules organize space and add "color" to the page with simple contrast o Instantly available in a variety of thicknesses and patterns o Rules are functional to spotlight and emphasize significant words o They make the page neat for columns o Rules can be patterning elements

Tips for creating interesting headline design

- Run a key word from the headline in color creating contrast o Although the flipside is better o Rest of the headline in color and the key word in black - Make a key word larger - Small image inserted into the headline helps pinpoint meaning - Image and headline combination

Considerations for Headlines

- Select type that stands out from the text - Use either serif or sans serif

Logical arrangements

- Sequential - Backgrounds in common - Visual themes - Movement - One image split into segments - Effects: dog-eared, dropped on a page, torn edges, frames, words woven with pages

Shadows

- Shadows are used for two reasons: o Create the illusion of dimensionality, enriching images o Create the appearance of layers floating in front of each other in space - Example you see the photo in front and the shadow in the back

Pullquotes

- Stacking - Place between neighboring columns but don't over-narrow the columns - Use tall and thin pullquote

Typical competencies that employers look for

- Teamwork - Critical thinking - Leadership - Personal management - Social responsibility - Technical/scientific - Creativity - Communication

Magazine Elements

- Text - Graphic elements: o Photographs o Drawings o Diagrams o Illustrations

Newsletter nameplates aka flags title of the newsletter

- The banner across the top of the newsletter. - Not all elements carry the same value. Emphasize what is important. - Not necessary to emphasize the volume and issue number. - Make a stronger focal point with the important words. - Make a conscious design with repetition in typeface, color arrangement, or position of information.

Let's talk about letterhead

- The business card and letterhead should look like they belong together - One element should be a focal point that is dominant - Choose one alignment for all stationery pieces and stick to it. Be creative! Be brave! - For letterhead, make sure to arrange elements so that when the letter is typed the texted fits neatly into the design.

Table of Contents

- The cover and the table of contents are linked - Must be designed so that the target audience understands o What else is there? o By whom? o Where? (immediately) - Design grows out of the needs and finding solutions o How to reach audience objectives?

Tips Covers

- The picture is the eye-catcher - The dominance of cover image selected by characteristics of product, audience and market niche - Standardized format - Rich graphic character with the logo in its own clean, uncluttered space - Logo is in the top left corner - Coverlines sell the issue - The ideal cover color is monochromatic

Boxes

- They pull the product together to give it personality if their format is standardized and consistently repeated. - They enliven, enrich, simplify and clarify the story.

Pictures and Illustrations

- Three kinds of photos/illustrations

Considerations for Decks

- Type font should match the headline but smaller - Type size is larger than text to maintain importance - Decks are best with short lines and ragged-right - Break lines so that they make sense for quicker comprehension - Design with contrast

More Tips Business Cards

- Type size matters o Use 9-8- or 7-point type. - The business card is not a brochure o Eliminate the unnecessary Words like telephone, email and web address - Creating a consistent image... o Design all pieces at once. The design has to work for all pieces and the brand must be consistent.

Newsletter Dos

- Use contrast to emphasize headlines so they can be read easily. - Use pull quotes so it doesn't look too text-heavy. - Use more space above heads and subheads and less space below. - Align every item on the page with some other element. - Find elements that repeat and emphasize their design features. - Use a grid* with several columns for flexibility with your layout.

Designing in the Digital Age

- Websites/microsites - Aps - Catalogs - Ads - Newsletters - Fliers - Coupons - Social media - Presentations

Captions

- Why are picture captions the most important words on the page? o Caption placement and handling should be standardized. o Consistency unifies, but don't be rigid - break it if you need to clarify a point. - Captions should be written first before the rest of the text...why?

Suggested Online Portfolio Resources

- WordPress - Weebly - Wix - Portfoliogen

Grids

- Work on a grid theory. It can help you with complex projects. - The advantage with grids is that it provides an underlying structure upon which to build your layout.

Benefits of having a portfolio

- Write or update your resume more quickly, since all the relevant information will be in one place. - Organize information you've gathered over the years, such as awards, certificates and records of other accomplishments - Showcase your achievements, skills and abilities for an interview - See your career as a collection of skills and talents that you've developed, rather than just a list of job titles

Business card Standards

-Standard size is 3.5 inches wide by 2 inches tall -Vertical format is 2 inches wide by 3.5 inches tall

Benefits of a Hard Copy Portfolio

1. Customize your portfolio for each interview 2. Some interviewers aren't tech savvy 3. Some interviewers may not have had time to see online portfolio ahead of time 4. Show actual produced print pieces

What is a portfolio?

1. Documents and demonstrates your competency areas and accomplishments 2. Shows growth in your skills and understanding over time 3. Documents your results but also how you got there and what you learned in the process

Letterhead tips

1. Don't be afraid to use small type or graphic elements 2. Don't be afraid to use large type or graphic elements 3. Don't be afraid to place in unusual positions 4. Don't be afraid to fill the writing space with a transparency image - Second page - Faxing and copying - Color and budget

Your portfolio: Evidence for employers of your competencies

1. Evidence of prior internship and work experience 2. Specific and relevant pieces 3. Use in an interview to help tell your story 4. Mine for cover letter material

Where do I start?

1. Prepare your resume and draft a cover letter (can you effectively describe examples of what you say you can do on your resume?) 2. Focus on your competency areas. 3. Start saving initial assignments such as those specified in this class to the Cloud, Box or a special folder on your computer. 4. Collect and assess what you have available a demonstration pieces. • What are your best pieces? • What should you write reflections about? 5. Prepare to do both an online and hard copy portfolio - explore sites and find examples that you can relate to and that fits your personality. 6. Continue to collect and archive your work.

A four-stage process

1. Putting ideas on paper - Site mapping 2. Concepts 3. Refining design 4. Production

What goes into a good portfolio

1. Table of Contents 2. Statement of professional goals, philosophy and competencies you possess 3. Resume 4. Narrative description of experiences you want to highlight 5. Internship experiences 6. Letters of recommendation

Where are three places you can find whitespace in a newsletter?

Around headlines, margins, space between columns, paragraph indents, between and around subheads, leading between lines of type, etc.

According to our text book author, what are two time saving ways to design a postcard?

Be different (odd shapes/sizes) Think "series" (design for a series of sends) Be specific (exactly how/what they need to do to benefit) Keep it brief (front for most important, back for less) Use color (attracts the eye/draws attention)

Special tips about newspaper ads

Contrast with lots of white space will stand out on the page. Use a creative type face that stands out. Type choice against porous, course newsprint is important. Avoid reverse type

Where should captions be placed?

Directly under the photo is best NEVER in a single-unit text box

o Informers:

Documentary, Factual, realistic

Don't Brochure

Don't use 12-point type for body copy Don't set the copy too close to the fold.

What are signals in publications?

Elements that speak directly to the audience and tells them what they are looking at and where they are in the publication: page numbers, arrows, logos, artwork, section headings, etc.

What are the spaces used in newsletters at the beginning of copy called?

Em spaces Either use em spaces or indents, but never both

o Mood shots:

Exciting conceptual

When testing your web page design, when should you involve a programmer?

For every completed section

What are three things you can do with pull quotes?

Isolate, imprison, exaggerate quotation marks, change the color, cut the quote into a column, break a paragraph, etc.

What are five elements of a newsletter?

Nameplate, Body, Table of Contents, Masthead, Page numbers, Bylines, Continuation Lines, Heads, kicker, deck, subheads, photos, illustrations, captions, mailing panel, etc.

When should you use a period or exclamation point at the end of a headline?

Never

For print advertising, how many dominant visual elements should you use?

One

Print Advertising

One dominant visual element. Visuals and text elements are integrated with a logical path when moving from picture to headline to copy. All necessary information is included.

Why is a picture caption the most important words on the page in a magazine?

Photos capture attention and you want the most valuable information with the photo so the reader will want to read on

When looking for information, readers usually follow this hierarchy (order 1 to 4) Headlines Pictures Body Copy Deck

Pictures Headlines Deck Body Copy

Decks

Provide a bridge to the story in a three step sequence. 1. Headline gives basic idea 2. The deck discusses significance of the article 3. First paragraph explains the usefulness of the article

Tips for captions

Put the caption where people look for it. Every picture deserves its own explanation. Use a font that will contrast with text. Always use a sticky edge. Use proper alignment.

What design principle is most important for designing a website?

Repetition

- What are signals in publications?

Signals and labels are all the elements that speak directly to the audience and tell them what they are looking at and where in the publication they are at 1. Recognition definers 2. Locators 3. Navigation aids

What are the components of the four stage process for web page design?

Site mapping, concepts, refining the design, production

Designers try to enhance readability and comprehension for whom?

The audience

What is one of the most important features of a flier?

The focal point

When designing banner ads, what should you end with?

The logo or business name

What's the most noticeable feature of a newsletter?

The nameplate

What is the banner across the top of a newsletter called?

The nameplate or the flag

• General/comprehensive portfolio

The portfolio that represents the varieties of experiences you have.

What is the most important advantage of digital advertising?

The potential for interactivity

What is a magazine cover typically linked to?

The table of contents

Where are logos typically found on magazine covers?

The top left corner

• Targeted/focused portfolio

This type of portfolio consists of wisely picked samples if you're applying for a specific job offer.

"Give" and "leave" portfolios -

This type of portfolio is something that you're willing to leave after interviews or meetings and never get them back, just like business cards. Note: Depending on your major, you may require a comprehensive hard-copy to turn in as a part of your capstone.

How many lines of copy at minimum must you have at the top of a column or below a subhead at the foot of a column?

Three

Business card Tip

Use the Principle of contrast

Postcards

Use bright colors, either in ink or the card stock. Use striking graphics Contrast is a main principle. Headline in strong contrast to rest of text White space creates contrast Colors contrasted to each other and the paper stock

Do Brochure

Use contrast in the typefaces, rules, colors, spacing and size of elements. Repeat elements to create a unified look with colors, typefaces, rules, spatial arrangements, bullets, etc. Consistent alignment with strong, sharp edges to create a sharp impression. Group similar items close together, especially where you have a variety of subtopics within on main topic.

Magazine Design

Usually a weekly or monthly publication. They are often heavily illustrated and can have a variety of design features.

Magazine Ads

Very strong visual, either a photo or illustration A caption for the visual, if needed Headline Well-written copy A signature - logo and contact information for the product/company

Magazine Ad Layout Guideline

Visual (the main photo or illustration) -65% (top portion of ad where readers look first) Headline - 10% (Succinct, contrasts with the page, set in large type) Ad Copy - 20% (benefits of what you are promoting/selling) Logo - 5% (Bottom right of the ad, where the eye is drawn last)

A commonly suggested formula for print advertising is the Ogilvy method. Match the suggested percentages of space with the appropriate element Visual Headline Ad copy Logo 5% 10% 20% 65%

Visual - 65% Headline - 10% Ad Copy- 20% Logo- 5%

What are four types of standard headlines?

Wall-to-wall, straddle, centered, stacked flush left or right, hanging indent, kicker, cut-in, on its ear, split, tombstoning, key word, patterned, jumping the gutter, bimodal

Newspaper Ads

White space Clever headline and design Be clear/specific Be brief, simple and to the point Use color when you can

Tips for Good Pre-Press

Working with a print shop or printing internally Proofing Take press limitations in to account Pre-flighting the document Check everything and check it again Once it has gone to a print shop...

1. Benefits of an online portfolio

a. Readily accessible from anywhere b. Links to social media: LinkedIn c. Easy to update d. Great format to showcase social media and blogging skills e. Easy to place statement of goals. Philosophy, competencies and also reflection pieces f. A photograph is worth a thousand words g. Showcase for multiplatform media: audio and video h. Link from resume or cover letter

o By-the-ways:

mediocre images that are not worthy of playing up - make them small

- Good designers are:

o Functional - if it contains facts o Persuasive - If it conveys opinions o Effective - if clear and fast o Useful - if it focuses on comparisons

- Skill and abilities competencies

o Natural or learned capacities to perform acts

- Behavioral competencies-

o Patterns of action or conduct

- Knowledge competencies

o Practical or theoretical understanding of subjects

- The design function of a magazine includes:

o The creation of the physical appearance of the magazine and o Ensuring that all the elements enhance and support the text, so that... o The magazine is a coherent and attractive product.

- The design and layout of a magazine is tied with its

purpose and style.

Good web design

repetition and clarity and readability

More on Organization

• By Skill or Competency • Tailored by the top skills required for a specific position you are applying for • Chronologically • By Item • By Client/Project • Best First and Last • By media type

Tricky Portfolio Pieces for Hard Copy Portfolios

• PR/Advertising Plans • Social Media • Blog Posts and Multi-platform media • Special Events • Presentations and Speeches • Related Extracurricular Activities/Hobbies