These first 8 assignments are techniques used in modern layout for advertising design. You will create thumbnails for each one (four minimum)
1. Modern Layout Techniques - Tilt (Oblique) Axis
Tilt (Oblique) Axis
OBJECTIVES
Use the tilt (oblique) axis properly in layouts
Use angular movement properly in layouts
The oblique axis (tilted line) is a device used in modern layout to create added motion and to attract attention, figure 41-1. In newspapers, programs, and publications, several advertisements are often placed side by side. The usual arrangement is to have every advertisement in an upright position, but an occasional oblique layout will attract attention figure 41-2. When this type of arrangement is used, the design should be interesting. This is done so the reader is not conscious of the oblique arrangement of the layout. The type masses should be arranged on each side of the vertical as in other modern designs, and then placed on a slant. Since we read from left to right, it is best to slant the copy in the same direction, figure 41-1. However, very pleasing arrangements have been made by slanting slanting the copy from right to left. When the copy is tilted too much, the sheet or reader's head must be turned in order to read the message, figure 41-3. THerefore, be sure the slanted copy is easy to read. Another unusual arrangement is shown in figure 41-4. This method is especially appropriate when the designer wishes to give the reader an impression of speed. ASSIGNMENT 1. Make four thumbnails of either copy (A) or copy (B) 2. Arrange the layout, using the oblique axis 3. Use one color and black 4. Show me (instructor) to check for best idea 5. Make the finished layout on computer (Photoshop or InDesign)
Specifications For Copy (A) SIZE: 7 in. wide x 10 in. deep (height) DISPLAY HEAD: Exhibition Of Modern Art TEXT: No definite amount of space needs to be saved for the text, your choice of length. SUBHEAD: First Showing In America SIGNATURE/ ADVERTISER : May Luton Gallery
Specifications Fo Copy (B) SIZE: 7 in. wide x 10in. deep (height) DISPLAY HEAD: Rock Stars! ART: 2 in. wide x 4in. deep ART: 2 in. wide x 1.5 in deep TEXT: No definite amounts of space needs to be saved for the text, your choice of length SIGNATURE / ADVERTISER: World Music Store
2. Repeat Patterns
LEARNING OBJECTIVES
Design an interesting and dynamic modern layout properly.
Use repeat patterns in modern layout properly
Repeat patterns can be created easily by using offset printing and photo mechanical reproduction processes. This feature allows the designer to create many new and dynamic layouts. Lines of type and illustrations can be step and repeat, photographically. The step-and-repeat process can be done with a camera or easily using Photoshop duplication process. It involves using only one line of type, or art and reproducing it many times. Figure 45-1 illustrates a layout in which one line of type is step and repeated many times over. A step-and-repeat illustration is shown in figure 45-2. A variation of this design idea is shown in figure 45-3. In this illustration one line of type is used repeatedly in a progressively heavier weight of image. This effect can be achieved by using tint screens, colored inks, or bold and light face types. Figure 45-4 illustrates a step-and-repeat pattern in which the figure appears to fade in and out of the page. Many different effects can be achieved using Photoshop also. These are frequently used in modern layout.
ASSIGNMENT 1. Make at least four thumbnail sketches of the layout. Use the copy below with additional text of your own 2. Layout can be in full color (4-color process) 3. After you have finished the sketches, Have the instructor check off for best one.
Specifications For Copy Display Card SIZE: 8.5 in. wide x 11in. Height COPY: New Cars Get Better Gas Mileage ART: Photo of new (hybrid) car You can include the car co. logo (Toyota, Honda, etc)
3. Basic Modern Arrangements & Modern Type
4. Movement in Modern Layout
5. Modern Type Groups
6. Ornamentation in Modern Layout
7. Distorted & Bleed Lines (Advanced)
8. Tightly Spaced Lines
9.Folder & Broadside Design
10. The Checkerboard Layout
11. Appropriateness In Display
Before starting to work, the layout artist should always study the copy and consider the type of article to be advertised. The kind of person who would be interested in the product should also be considered. Every ad designed should appeal to the people who buy the article being advertised. The selection of type, illustrations, ornament, and border should be right for the article the advertisement is trying to sell. An advertisement for oil paintings should have an artistic air. The layout might be somewhat ornamental, but not so much that it interferes with legibility. In this case,display lines should have delicate type and be surrounded by white space so the lines stand out, figures 24-1 and 24-2. The border and illustration should not be bold, or dark in tone, but should harmonize with type design selected, figures 24-1 and 24-2. An advertisement to appeal to a prosperous business should be dignified, figure 24-3. To express dignity, the border should be plain rule and the type should be plain, clean cut, legible, and medium weight. The formal type of layout which uses considerable white space aids in expressing dignity. In advertisements displaying trucks, figure 24-4, tractors, iron, steel, and brick, a suggestion of ruggedness should enter into the layout. The type, border, and illustration should be bold to signify strength and durability. Before starting a layout, always decide the character of the article to be advertised and the kind of people it should appeal to. Each article article advertised has it's appropriate style and treatment, and this varies even with the different grades of the same article. In the case of automobiles, figure 24-5, the economy car requires a different treatment from that of the truck.
DIRECTIONS: Make four thumbnails of either copy A or copy B Have the art director (me) check the sketches and help you select the most appropriate one. Make the finished layout and present it appropriately.
SPECS FOR COPY A: SIZE: 7' wide X 10" deep DISPLAY HEAD: Vulcan, The Reliable Steel ART: 18 picas wide X 21 picas deep SUBHEAD: America's Best Construction Beams TEXT: No definite space is required for the text. SIGNATURE: United Steel Beams
SPECS FOR FOR COPY B: SIZE: 7" wide X 10" deep DISPLAY HEAD: Charm In Glassware ART: 2" wide X 4" deep ART: 1 1/2 wide X 2" deep TEXT: No definite space is required for the text. SIGNATURE: Florence Crystalware
12.Booklet Design (Second year)
13. Creating Shape in Layout
Design interesting layout shapes.
Use the four-point method in layouts
The shape of a layout deserves more attention than it usually gets. Shape is the outline formed by the outside edges of the layout. Interesting, unfamiliar shapes, figure 36-1 tend to hold a person's attention and interest longer than a familiar, ordinary shape such as a rectangle 36-2 A layout might be arranged so that the type and art form a square, touching the top, sides, and bottom repeatedly. figure 36-3. The result is uninteresting, ordinary shape, which eliminates practically all white space. The same copy could be arranged so that the layout shape is interesting and pleasing, figure 36-4, holding the reader's attention longer. The mass effect is better.
THE FOUR-POINT METHOD There are various methods of arranging a layout to create an interesting shape. One of the most popular is the four-point method. In the four-point method the top, sides, and bottom of the type page are touched once and only once, figure 36-5. If an illustration touches the top measure, no other part should do so. If the display head touches both sides, the other parts should be kept narrower. If the signature touches the bottom of the type page, no other part should be allowed to go as low. The four-point method can be applied to practically any type of printed layout. It should not be used in every case, however, as there are time when a squared arrangement gives a piece of printing a dignified, conservative appearance.
DIRECTIONS: Make four thumbnail sketches of the what kind of layout you would like to do using the four-point method. Have the art director (me) check for the best one
SPECS FOR A MAGAZINE ADVERTISEMENT: SIZE: 7" wide or deep X 10" wide or deep DISPLAY HEAD: Announcing A New Stereo System ART: 3" wide X 4 " deep TEXT: The copy is written after the layout has been completed. Therefore, no definite amount of space needs to be saved for the text. SIGNATURE: Galaxy Sound Systems
14. Three Phone Book Ads - 60 points (3@20pts ea)
Make THREE separate ads using these specifications. Make three thumbnails for each. Sizes are in Picas for this assignment. Size: 28 picas X 28 picas - 300 Resolution Ad # 1- Maggie's Flowers Fast Delivery To All Of San Diego County ROSE * BALLOONS * FLOWERS Affordable Prices Since 1983 PHONE ORDERS ACCEPTED (310) 745-1416 1222 S. Kalima Blvd., Escondido (Between 2nd St. & Grand Ave.) Hours: Mon - Sat 7:30 a.m. to 9:00 p.m. Sun. 9:00 to 5:30 p. m. Use clip art of roses, balloons, or flowers, your choice Use a border in the design. Make this ad all GRAYSCALE
Size: 50 picas w X 14 picas d Ad # 2- Edwards Elegant Dining Since 1969 - Fine Dining at Family- Friendly Prices BREAKFAST * LUNCH * DINNER Friday & Saturday 11 AM - 10 PM Sunday, Monday Tuesday 11AM - 9 PM CATERING - FOOD TO GO - BANQUET ROOMS UP TO 100 PERSONS (626) 674-1558 31861 Mission Trail Road, Mission Hills Create a small map with these street names : ORCHARD, HWY 11, 1st STREET, MISSION TRAIL Use a photo of fine food or people dining in this ad Make this ad all DUOTONE
Size: 19 Picas w X 14 d Ad # 3 - STAR HAND CAR WASH The newest computerized high-tech hand/machine car wash in the San Gabriel Valley Sheltered Drying Professional Detail Center SERVICE IS NUMBER ONE Commercial Accounts Welcome Open 8-5 7 days a week Located on the corner of Peck Road & Valley @ The 10 Fwy 3447 N. Peck Road, El Monte,CA (626) 452-0007 Use a clip art of a clean, shiny, happy car (i.e The Chevon Character cars) Include VISA, MasterCard, American Express logos in the ad. Make this ad FULL COLOR All ads will be printed on yellow paper
15. Movie Poster from a book.. See description below
16 b. Adobe InDesign -Newspaper Front Page Design - Part 2 - 50 points
Create three thumbnail ideas first. Then Design your front page to go with your nameplate design. Create at least 5 "stories" to fill the front page in a 4 column format. Write real headlines for the articles but you can use "jibberish" for the text of each article.
Open Adobe InDesign Go to New Document Use the guide below to set-up your page. After you see the blue margin lines, place your nameplate design done in Photoshop across the top portion in the margins created.
Use photos that coincide with your articles.If using Google find good quality or "large size" photos so you can then reduce them for better quality. Use only 3 or 5 photos total!
17. Design a DVD Cover for a current or up-coming Movie
To be turned in in a DVD jacket.
17.(a) -Make the DVD art for disc.
18. Custom snowboard designs - 60 points
One page Essay.
As a part of finishing your second term in ROP graphic design, You will have many new skills to work with and know the software program (Adobe Photoshop) much better. As your final exit to this class I would like you to write one page of what is the role of a graphic designer, what procedures do they use to create work for their clients and how do they become successful. Also include what you've learned (by doing) throughout your first and second term in my class. Impress me, But be truthful!
Finally: Turn in your binder / Portfolio
Include ALL your work in your binder and now change the order to what you liked the best first to your least favorite assignments to make your portfolio the most impressive it can be.