CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE

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Advertising and Promotion (MKT621)

Lesson 42

CREATING EFFECTIVE DESIGN

OVERVIEW

In the previous the students have been told about different parameters with regard to the

creation of an effective advertisement and its various components continuing with that the

students will be apprised as the when to use illustrations, language of typography, headlines

and the importance of typestyle its readability. Moreover the use and importance of computer

in designing an ad will also be discussed briefly.

WHEN TO USE ILLUSTRATIONS

As explained before illustrations play a vital role like photographs in an advertisement.

However, following or the situations where illustrations may be used:

· Your product, building or board chairperson is not photogenic.

· You want the reader to visualize an abstract Concept "Look inside the mind of one of our

Software engineers"

· A bold symbol will be more noticeable than a gray toned photo (e.g. in a very small ad).

LANGUAGE OF TYPOGRAPHY:

The use of type is an important component in the body of the ad. Type is measured in points or

point sizes. The larger the point size, the larger the type.

FOR EXAMPLE

This is a 18 point type.

NORMAL.

This is a 18 point type.

BOLD.

This is a 18 point type.

BOLD & ITALIC.

This is a 24 point type.

NORMAL.

This is a 24 point type. BOLD.

This is a 24 point type. BOLD & ITALIC.

This is a 32 point type.

NORMAL.

This is a 32 point type. BOLD.

This is a 32 point type. BOLD

& ITALIC.

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Advertising and Promotion (MKT621)

HEADLINES THAT COMMUNICATE:

The most important point of focus for the reader of the ad headline because it is the major

source of focused communication, the following are the important points with relation to the

headlines.

· Number one selling element in Ad is Headline.

· Only Copy can help in closing the sale.

· Kind of typefaces which make Ad effective.

Let us see! Which can be more effective?

Feel the Heat

FEEL THE HEAT

Feel the Heat

Another important point is the body copy of the advertisement where the viewer of the ad reads

information about the product or service. In this context the readability of the body copy is the

most essential element for maximum impact as is illustrated below:

NON READABLE BODY COPY:

This is an example of non readable body copy the type face is difficult to read and the narrow

spaces make the line congested. This sort of body will not be considered and will be ignored

totally and the ad would be infective.

READABLE BODY COPY:

This is an example of easily readable body copy. The indent and the beginning of the paragraph

give the eye a natural place to start reading

SOME POINTERS ABOUT BODY COPY:

Explaining everything about the body copy following are some pointers to be kept in mind for

creating an effective ad design.

· The typeface should be large enough to be read easily by your audience. The older the

audience, the larger the type.

· A combination of capitals & lower case is easier to read than all capitals.

· Over long line lengths exhaust the eye & discourage reading.

· Copies aligned on the left margin are easier to read than on the right.

· Short paragraphs are more likely to be read.

DESIGNING on COMPUTER:

In this age timing is the essence of performance. In view of the complex nature of advertising

and competitiveness in creativity it is essential that various options of ad design have to be

prepared within a given deadline for this the designing of ad on computer becomes imperative,

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Advertising and Promotion (MKT621)

as this will give lot of flexibility, different options and capabilities to do so. For this you will

need:

· An adequate computer.

· Desktop publishing software.

· Type management program & type fonts.

· Laser printer or ink-jet printer.

IT MAY ALSO BE HELPFUL TO HAVE

· A specialized paint or draw program.

· A scanner with software that allows you to edit images you scan into the system.

In order to achieve the above you should ensure that you select either of the two types of

computers

· Apple Macintosh computers.

· IBM compatible pc's.

SELECTION OF COMPUTER:

In view of the modern day's softwares like operating system, various paint and publishing

software requiring lot of memory, fast speed processor therefore a minimum requirement

computer e.g. in an IMB Compatible category following will be the currently basic

requirements:

1. Processor 3.4GHZ

2. Best brand motherboard

3. Minimum 1GB RAM memory

4. 200GB Hard Disk Drive

5. 128MB AGP Graphic Card

6. Best Power supply with proper cooling system

Besides this you will need other hardware as under:

1. Printer Inkjet / Laser (preferably a color printer with photo smart option)

2. Flatbed Scanner (high resolution for scanning documents, pictures, illustrations etc.).

3. A high speed internet connection to have access to lot of graphics, illustrations etc.

DESKTOP PUBLISHING:

The basic tool for Ad layout will be a reasonable desktop publishing software which should

have the capability of ad layout, paint, graphics, drawing etc. In this connection following are

suggested software:

· CorelDraw full suite

· Adobe Photoshop

· Macromedia Flash

· 3D Studio Max etc.

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