ADV 3008 Lecture Notes - Lecture 10: A.D. Vision
Document Summary
*writing and design aspects of creating the advertisement. *copy (words in the ad) and the design are both important but visuals are noticed first. *strong design is essential to a good ad. Unified design; the layout is thought of and executed in its entirety. Thought put into visuals, headline, copy, logo, and how they relate to one another: harmony. All the elements in a layout must be compatible. Art directors accomplish harmony by using colors, textures, typefaces that work with each other; the photo should not compete with the headline: sequence. Order arrangement of the ad so that it can be read from left to right and top to bottom. This can help direct the eye with gaze motion. Gaze motion: tendency of the human eye is to begin in the upper left corner, and makes circular diagonal motions down toward the bottom right corner.
