Tall Tales & Falsehoods

As we all know concept is key to advertising success. But in order to achieve a great concept one must research, define clear goals and find a unique connection with the audience. The following items helps one define creative strategies to draw upon a great concept.

1. Target Audience: Define exactly who your audience is. Is there multiple audiences?
2. Basic Message: In order to be successful one has to be able to put in words what the message you are trying to get across in one or two short sentences.
3. Benefits:  What is the most important feature of an item? How does it connect with the target audience?
4. Connection: How does the target audience relate to the product? What are their emotional responses to the product.
5. Reaction: What type of reaction do you want your audience to have when interaction with your product (or ad)?
6. Rational: Why? Why create the particular ad in the first place?

Assigmnet:
Poster Design - 16×10 with 1/8 in bleeds
Illustrate a favorite quote, saying, phrase by using only one type family with emphasis typography. Try to keep your color palate limited and imagery minimum. Remember to use basic design elements and principals.
Develop a creative strategy to help you!

Due Date:  Email High resolution PDF 1/28/10 before class. In body of email please tell a little bit about your process, the font family you used and why.

Key Points

• Show and Tell – Client Meetings
• The Basics Of Type
• 8 Basic Types of Printing

Function Of Type

1. Reader-friendly (Easy To Read)
2. Prioritize & Emphasize Important Information
3. Establish Coherent Harmony Amount Elements of Design
4. Attract & Hold Audience
5. Create & Establish Recognition

“Type should be selected and arranged to achieve maximum readability.”

“The type should reflect the tone, attitude and personality of the communication.”

For more great uses of type check out here.

Goodfellas Typeography from David Gray on Vimeo.

Printing Types

• Offset Lithography
• Screen Printing
• Digital Printing
• Gravure
• Flexography
• Letterpress
• Engraving Printing
• Thermography

My favorite type of printing is Letterpress. There are two remarkable Letterpress Printers in Tennessee: Yee Haw Industries (http://www.yeehawindustries.com) and Hatch Show Prints.

Homework: Please read Chapter 3 in your book. It has great information about the history of type and terminology that everyone should know. Prep for a quiz on terminology on Tuesday.

** Exactly one week left before your first assignment is due to the client. You should be well into your design process by now. Remember you want to “WOW” the client next Thursday.