Chapter 17

The Total Concept:

Words and Visuals

Kleppner’s
Advertising
Procedure, 18e

Lane * King * Reichart

 Learning Objectives

• Define concepts and executional ideas.

• Discus left- and right-brain ideas.
• Explain how a creative team works.
• Explain visualizing the idea.
• Identify the principles of design.
• Discuss types of visuals.

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 Exhibit 17.1 Visuals Support Words

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 Executional Idea

• An executional idea is a rendering in words,

symbols, shapes, forms, or any combination
thereof of an abstract answer to a perceived
desire or need.

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 Exhibit 17.3 A Simple Idea

• Creative ideas
– Make the prospect consider your product first.
– Implant the brand name indelibly in the prospect’s
mind and connect it to positive attributes of
product.

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 Finding Inspiration for an Idea

• Is there an idea in the packaging?

• How is the product made? Where is it made?
• How about the product’s history?
• Can you show what happens with the product?
• Any new ideas from the product’s old
advertising?

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 Layout and the Elements of an Ad

• Headline • Layout is the total

• Illustration appearance of the
• Copy ad, its overall design,
and composition of
• Logotype its elements
• Subheadline • Layout also means
• Illustrations the physical
• Supporting materials rendering of the
such as a coupon design of the ad

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 Exhibit 17.4 Effective Layout

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 Means of Attracting Attention

Using the visual alone

Using the headline alone

Using a combination

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 Contrast

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 Visual

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 Unity?Balance?Harmony?

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 Basic Design Principles

• Unity • Contrast
• Harmony • Balance
• Sequence • Formal balance
• Emphasis • Informal balance

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 Unity

• Comprise all ad structure

• Must relate one another, give one/unified
effect
• -visual confusion

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 Unity?

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 Harmony

• Not too many typefaces or sizes,

illustrations
• -just like waking up in morning – dressing
– some items (clothing) must go together

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 Harmony
• Not too many typefaces or sizes,
illustrations
• -just like waking up in morning – dressing –
some items (clothing) must go
together
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 Harmony
•Not too many typefaces or sizes,
illustrations
• -just like waking up in morning –
dressing –some items
(clothing) must go together
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 Harmony
•Not too many typefaces or sizes,
illustrations
• -just like waking up in morning –
dressing –some items
(clothing) must go together
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 Harmony?

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 Harmony?

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 Sequence

• Arrange in orderly manner

• -left to right, top to down
• -direct the eye movement – where to
start, where to end
• Z and S paths are common

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 Emphasis

• Focus on an element
• Make the ad stands out
• Easy for reader to catch your appeal,
ideas
• May emphasis illustration or logo or
headline or the copy
• Equal emphasis is no emphasis

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 Emphasis

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 Emphasis?

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 Empahsis

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 Emphasis

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 Emphasis?

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 Emphasis

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 Contrast

• Different in size, type, tone

• Altering type to bold or italic – to bring
attention
• Create contrast

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 Contrast

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 Contrast?

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 Contrast?

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 Balance

• Controlling size, tone

• Manipulating weight and position of the
ad structure
• Make it natural
• Examine the relationship between the
right and left sections in the
advertisement

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 Balance

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 Exhibit 17.6 Formal Balance

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 Formal Balance
• Equal balance – weight, size, shape on the left
and right (top and bottom) sections in the
advertisement
• Could be symmetrical and asymmetrical
• Symmetrical balance is achieved when the
weight of the elements on both halves of the
design is even, given a centre line.
Asymmetrical balance is achieved by the use
of contrast. A dark element would need to be
balanced by several lighter elements.

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 Informal Balance

• Objects – in random positions

• But related to one another

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 Balance?

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 Balance?

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 Balance?

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 Balance?

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 Balance?

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 Balance?

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 Unity?

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 sogood

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 sogood
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 sogood

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 Color Attracts Attention and Affects Mood

• Increases brand recognition by up to 80

percent.
• Improves readership as much as 40 percent.
• Accelerates learning from 55 to 78 percent.
• Increases comprehension by 73 percent.
• Increases readership to 42 percent more than
similar ads in black and white.

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 • Personal and cultural associations affect
our experience of colour
• High arousal colours - ?
• Low arousal colours - ?
• Association of colour is often more
meaningful than visual experience

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 • Colour – is an attention getting device
• -some products can be presented
realistically only in colour
• -colour highlights specific elements

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 White Space.

• Blank space can be just as important as

colour
• The basic rule for white space is to keep
it to the outside of the ad
• Too much white space in the centre of
the ad can be confusing and push the
eye to the outside.

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You are a hu hu

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You are a ku ku

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 Pantone Color Institute

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 Exhibit 17.8 Color Affects
the Feel of a Message

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 Stages of Layout Development

Thumbnail Sketches

Rough Layouts

Comprehensive Layouts

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 Type Font Formats

PostScript Type 1

TrueType

OpenType

Dfont

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 Exhibit 17.10 Percentage of
Top Scoring Ads

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 Exhibit 17.12 Some Shots Require
Photography Specialists

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 Reasons for Using Stock Photography

• Time pressure
• Budget restraints
• Quality, choice, variety
• Ease of accessibility

More than 80% of graphic designers use

stock photography in their work.

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 Exhibit 17.13 Some Art
Requires an Illustrator

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 Exhibit 17.14 Typical Model Release

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 Exhibit 17.15 Model Selection is Important

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 Digital Marketing Changes Things

• SEO (search engine optimization)

• SEM (search engine marketing)
• GUI (graphical user interface)
• IA (interconnection agreement)
• Experiential design
• Social networking
• Mobile
• Gaming
• Analytics
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 For Discussion

• What are the basic means of attracting

attention?
• What is the executional idea?
• What do art directors and copywriters do?

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 Homework – to submit

• Newspaper/Magazine cutting
1) 4 types of headlines (promises)
2) 3 types of body copy approach
3) 2 types of appeals
4) 1 example of invitation
5) 2 examples of proof
6) 5 examples of basic design principles

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