Description
This presentation is explaining focuses on elements of creative design for an ad or brand campaign in terms of Size and shapes, Headline, Illustration, Body copy, Colour, Composition.
Creativity and message design
Elements of creative design
• • • • • • Size and shapes Headline Illustration Body copy Colour Composition
Elements of creative design
• • • • • • Size and shapes Headline Illustration Body copy Colour Composition
• Size of ad – impact and intensity of message • Vertically laid rectangle ad – Dynamic, aggressive • Horizontal – Composed & peaceful message • Line – Speed, motion, direction • Curves – gentle, flow, elegance, grace • Points – used in arrangements for eyes to play • Square – stability and security, balance • Triangle – Warning, caution, Pointing direction • Circle – continuity, eternity
Elements of creative design
• Readership of Headline = 5 x body copy
• • • • • •
Size and shapes Headline Illustration Body copy Colour Composition
• Element of curiosity to read further
• News – “India’s first silverized water..”
• Question – “ Kya aap closeup karte haaainn?” • Narrative – “ The pen the world prefers” • 1-2-3 : Fair and lovely
• How what why? – Do it yourself ads
Elements of creative design
• Attract reader’s attention
• • • • • •
Size and shapes Headline Illustration Body copy Colour Composition
• engage his Visual senses
• Illustration supports the headline promise
• “Story Appeal” • Realism • Immediacy
• Intrinsic beauty
• Believability
Elements of creative design
• first fifty words – Description
• • • • • •
Size and shapes Headline Illustration Body copy Colour Composition
• Come to the point as quick as possible • Informs and educates • Facts and figures • Testimonials and Recommendations • Simple language, small words, small sentences • Make the message memorable
Elements of creative design
• Effects of color
• • • • • •
Size and shapes Headline Illustration Body copy Colour Composition
• Visual : immediate effect
• Expressive : emotions invoked
• Symbolic : Cultural level • Red : Blood, fire, revolution
• Orange : Fire and flames
• Yellow: Sun, light
• Green: vegetation, nature, fertility • Blue: Sky, calm sea, cool • Brown: Earth, age, Masculine • Gold: Majesty, riches, honor • Silver: Purity, moon • White: Day, innocence, peace, truth • Steel grey: maturity, old age • Black : Mighty, Night, elite, sophisticated
Elements of creative design
• Movement
• • • • • •
Size and shapes Headline Illustration Body copy Colour Composition
• Using motion indicating elements
• Fingers and arrows
• Comic strip format • Transition between colors • Gradients • Top left and bottom right • Balance – Symmetry, position of each element • Contrast • Proportion • Unity • continuity • Clarity and simplicity • White space (isolation)
Creativity in Commerce
• Originality • Communication of improvement of customer’s lifestyle • Creativity
– – – – An act of free and independent force inherent in a Personality State of mind for expressing a rational feeling Alternating Convergence (rational) and divergence(imaginative) In advertising – meanings implication and symbolic equivalence
Creative process and personality
• • • • • Preparation >> Incubation >> Illumination >> verification Preparation – Orienting to the problem Incubation – thoughts churned out freely Illumination – One big idea clicks Verification – testing whether it would work
• Creative Personality
– – – – Seeing clearly what others do and what others miss Think randomly and gather logically Defy logic and bring it in the new idea Forming new and relevant connections
doc_745866736.ppt
This presentation is explaining focuses on elements of creative design for an ad or brand campaign in terms of Size and shapes, Headline, Illustration, Body copy, Colour, Composition.
Creativity and message design
Elements of creative design
• • • • • • Size and shapes Headline Illustration Body copy Colour Composition
Elements of creative design
• • • • • • Size and shapes Headline Illustration Body copy Colour Composition
• Size of ad – impact and intensity of message • Vertically laid rectangle ad – Dynamic, aggressive • Horizontal – Composed & peaceful message • Line – Speed, motion, direction • Curves – gentle, flow, elegance, grace • Points – used in arrangements for eyes to play • Square – stability and security, balance • Triangle – Warning, caution, Pointing direction • Circle – continuity, eternity
Elements of creative design
• Readership of Headline = 5 x body copy
• • • • • •
Size and shapes Headline Illustration Body copy Colour Composition
• Element of curiosity to read further
• News – “India’s first silverized water..”
• Question – “ Kya aap closeup karte haaainn?” • Narrative – “ The pen the world prefers” • 1-2-3 : Fair and lovely
• How what why? – Do it yourself ads
Elements of creative design
• Attract reader’s attention
• • • • • •
Size and shapes Headline Illustration Body copy Colour Composition
• engage his Visual senses
• Illustration supports the headline promise
• “Story Appeal” • Realism • Immediacy
• Intrinsic beauty
• Believability
Elements of creative design
• first fifty words – Description
• • • • • •
Size and shapes Headline Illustration Body copy Colour Composition
• Come to the point as quick as possible • Informs and educates • Facts and figures • Testimonials and Recommendations • Simple language, small words, small sentences • Make the message memorable
Elements of creative design
• Effects of color
• • • • • •
Size and shapes Headline Illustration Body copy Colour Composition
• Visual : immediate effect
• Expressive : emotions invoked
• Symbolic : Cultural level • Red : Blood, fire, revolution
• Orange : Fire and flames
• Yellow: Sun, light
• Green: vegetation, nature, fertility • Blue: Sky, calm sea, cool • Brown: Earth, age, Masculine • Gold: Majesty, riches, honor • Silver: Purity, moon • White: Day, innocence, peace, truth • Steel grey: maturity, old age • Black : Mighty, Night, elite, sophisticated
Elements of creative design
• Movement
• • • • • •
Size and shapes Headline Illustration Body copy Colour Composition
• Using motion indicating elements
• Fingers and arrows
• Comic strip format • Transition between colors • Gradients • Top left and bottom right • Balance – Symmetry, position of each element • Contrast • Proportion • Unity • continuity • Clarity and simplicity • White space (isolation)
Creativity in Commerce
• Originality • Communication of improvement of customer’s lifestyle • Creativity
– – – – An act of free and independent force inherent in a Personality State of mind for expressing a rational feeling Alternating Convergence (rational) and divergence(imaginative) In advertising – meanings implication and symbolic equivalence
Creative process and personality
• • • • • Preparation >> Incubation >> Illumination >> verification Preparation – Orienting to the problem Incubation – thoughts churned out freely Illumination – One big idea clicks Verification – testing whether it would work
• Creative Personality
– – – – Seeing clearly what others do and what others miss Think randomly and gather logically Defy logic and bring it in the new idea Forming new and relevant connections
doc_745866736.ppt