Design Principles

1. Design Principles Advertising Designing Techniques for Branding

2. ACCT-GDP-4 – Students will understand and demonstrate the fundamental basic elements and principles of design. • ACCT-GDP-5. Students will identify and demonstrate a working knowledge of elements and principles. • ACCT-GDP-6. Students will identify and demonstrate a working knowledge of illustration as it pertains to the design field. • ACCT-GDP-7. Students will continue to explore different outlets for typography and define its role in design. • ACCT-GDP-8. Students will continue to develop communication skills. Standards:

3. Communication • The sharing of information, thoughts, or ideas.

4. Communication Requirement Receiver Sender

5. Branding • The American Marketing Association (AMA) defines a brand as a, “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” Laura Lake - About.com Guide

6. Graphics

7. Things to Consider when Creating an Ad • AUDIENCE • CONTENT • FORM

8. AUDIENCE

9. CONTENT What goes in the ad

10. FORM • How will the ad look • Where to put each part of the content to create Salience. • Salience – a striking point or feature

11. FORM • Form is accomplished by using the basic Graphical Design Elements: • Line • Color • Shape • Texture

12. Graphic Design Principles • These are ways in which elements are used together to create: • Movement • Unity • Balance • Rhythm

13. MOVEMENT • This can be created by using lines or shapes • By adding a blue circle to this graphic, movement is created in graphic.

14. UNITY • Proper display of the content so all parts are functional.

15. BALANCE • The even distribution of the content to create a pleasing visual effect or psychological effect • Steadiness

16. BALANCE • Formal – all the content is equally weighted and symmetrically aligned. • Informal – content is asymmetrical by using different sized letters, pictures, lines, line weight, etc.

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18. RHYTHM • Repetition, repeating certain parts of the content.

19. Other Techniques Used • Bleed • Drop Cap • Drop Out • Overprint • Reverse • Propaganda

20. Bleeding • Allowing a graphic to flow off the edge of the page • DON’T CUT OFF TOO MUCH OF THE PICTURE!

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22. Drop Cap • A larger letter is used at the beginning of a body text Four people dressed in painters' outfits march into the busy lobby of Manhattan Trust, a cornerstone Wall Street Branch of a worldwide financial institution. Within seconds, the costumed robbers place the bank under a surgically planned siege, and the 50 patrons and staff become unwitting pawns in an airtight heist. NYPD hostage negotiators Detectives Keith Frazier and Bill Mitchell are dispatched to the scene with orders to establish contact with the heist's ringleader, Dalton Russell, and ensure safe release of the hostages.

23. Dropout • Removing a portion of the picture to add depth and illusion

24. Overprint • Text printed over a graphic • MUST BE IN BLACK

25. Reverse • White copy on a colored background $19.95 Open 9 to 5 7 days a week!

26. Propaganda • Information or the lack of information given by media to make a point and to sell a product.

27. Propaganda Testimony Ego Trip Emotional Generalization Band Wagon Exaggeration

28. References • Lake, L. (n.d.). What is branding and how important is it to your marketing strategy? [Web log post]. Retrieved April 3, 2010, from http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm • www.adobe.com