Intro to Graphic Design

Ads

THE ASSIGNMENT

Contemporary Graphic Design is always in a flux and evolving as the tide of advertising and marketing a product (and its audience) changes it values. Throughout history design has echoed the time and culture of our world; at times, is has lead our culture and indeed has manipulated ethics, values and consumerism in the world. It is necessary to know where design has been in order to produce something relevant to its future.

This assignment is based on the previous one. It must relate to your carton in its overall visual delivery. You will be advertising the manufacturer's package re-design. You want to make sure that your client's shift to a "green mindset" is the message you're sending to the public, but remember you're "selling" a product in the ad. Show off its new package and its features.

Each of the three sizes of ads must have a relationship to not only each other but also to the product as well. Like learning another language, you must deliberate in its delivery to the public and should not shy away from details or simplicity in order to punctuate its product.

Focus, delivery, continuity and presentation are the essentials for this revelation of what you think and feel eco-friendly design is all about.

Harmony between type and image is crucial. You may decide to use a non-traditional font for the headline, but remember people must be able to read a more extensive body of text easily. Try not to use more than two fonts.

You can use other images than your own in this project.

____Remember that if your product is in an eco-friendly package, than your ad should somehow "say" that as well.

THE SPECIFICS

- Must have at least a real tagline and/or headline, which should mention the new eco-friendly approach, and at least one paragraph of body copy talking about the product and maybe saying that the company is now using eco-friendly papers, and vegetable ink to print and renewable energy to print the new cartons, for example. The tagline/headline must be real, but the text for the paragraph doesn't. It can be generated this way*. However, real copy in your big ad would definitely look better in your portfolio.

- Must have at least one high resolution photograph of the new carton and at least one image of the product. (You might want to show different views of your carton as well as the product, if you want). Remember that images, colors and type also send individual messages. Use them to deliver your ideas.

- The product's logo must be represented in all 3 sizes of ads, however the tagline/headline can change as long as there is some cohesiveness and continuity between these sizes.

- Composition, type, imagery, texture, and color is very important to this ad. You may choose a symmetrical/assymetrical design according to your product and the focus that you bring to it. Examine other ad campaigns such as movie campaigns in newspapers to examine how they convey a central marketing ad strategy yet the sizes of the ads may vary (Calvin Klein cosmetics, Levi Jeans, Gap, Chanel, Banana Republic).

- 8"x10"
Full page ad
Must have:
> Images
> Headline/tagline
> Body copy (at least one paragraph)
> Company's logo
> Company's web address

5"x5"
Square ad
Must have:
> Different images than the ones used before
> Headline/tagline
> Company's logo
> Company's web address

3"x10 1/2"
Side of page ad
Must have:
> Different images than the ones used before
> Headline/tagline
> Company's logo
> Company's web address

***IMPORTANT:
Remember to look at your ads, after you're done, with fresh eyes. Try to see if they make sense to you. It would be even a better thing if you can, show them to someone who has no idea of what you've been working on. The message must be attractive, clear and straight forward.

THE SIZE
Needs to be designed vertically.
8"x10" (first board)
5"x5" (second board)
3"x10 1/2" (second board)
On two 11"x17" boards

CONSIDER:
- Continuity: remember your ad represents your product, so they must have a strong relationship (brand identity).
- Communicate to your audience efficiently.

Clean craftsmanship is a must. The advertisement should look as "real" as possible.

* Lorem Ipsum is simply dummy text of the printing and typesetting industry.

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Monday, December 1st, work in class (brochure).

Wednesday, December 3rd is going to be the last day of mandatory work in class and the brochure's in progress-critique.

Monday, December 8th is a work-from-home day, for those who want. This will allow you to have a little more time to work in your projects, to print, to cut and to make your mock-ups. Absences will NOT be counted.

Wednesday, December 10th is:
- the Brochure's critique;
- the last day to resubmit work;
- when you must submit a cd/dvd with a copy of ALL versions of your files, from beginning to final result for each one of the 5 projects you worked on. Files must be labeled as shown previously in this blog.

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