creative execution

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Core Competency #5: Creative execution : 

Colors Communication Core Competency #5: Creative execution Iman Fawaz – Leena Kaziz – Yara AlNisani – Fatima Suwaidi – Nourhan Ali – Ghazal Tawil

Core Competency #5: Creative execution : 

Core Competency #5: Creative execution The most important challenge about creative execution is to differentiate the catalogue from competitors. - The six aspects of the creative process are: 1) Pagination 2) Design and layout 3) Color as a design element 4) Copy 5) Photography or illustrative art.

1) Pagination : 

1) Pagination Pagination: planning the overall scheme of the catalogue; it is considered the most important aspect of the creative process. It determines the catalogs organization or what exactly what product goes exactly where and how much space will be given (Ex: product category, mixing product, theme, color, price) Sound pagination: puts the best selling products in the “hot spots” of the catalog. Pagination must provide ambience and ensure that there is flow from page to page, and from product category.

2) Design and Layout : 

2) Design and Layout A catalog is design-driven Two important areas of design: Covers Page or spread layouts The roles of the front and back covers: Attracting customers attention Telling what the catalog is selling Reinforcing the catalogs niche Getting readers inside the catalog Offering a benefit Selling products getting the catalog mailed Offering service information (telephone, fax, website, guarantee, and credibility information) Note: make sure you get the right “feel” on the cover

Slide 5: 

Page or Spread Layouts The 2nd important area of catalog design Layout options have 5 categories: Grid layout Free form (asymmetrical) Single item per page Art and copy separation Product grouping It is important that layouts reinforce the image of the company selling the products Successful catalogers: Make the product the hero Use “hot spots” Remember their customers and how they will use the catalog

3) Color as a design element : 

3) Color as a design element People react differently to different colors. Contrast is important between product and background. White space is a design element. Too much white space might create gaps and too little will get readers confused.

Colors & Meanings : 

Colors & Meanings Red and Yellow: Strong colors, Attract attention. Blue: seldom used with food. White, beige, and gray: are usually preferred background colors by people. Brown: masculinity, warmth, comfort, and mellowness. Green: Health, freshness. Black: sophistication, expensive products. Good for contrast. Orange: edible color, evokes autumn.

4) Typography as a design element : 

4) Typography as a design element Attractive type helps readability and ease of catalogue use. - the use of black on white - writing from left to right - using the left-justified columns - using from top to bottom. Unattractive type can turn off the reader and result in lost sales.

Slide 9: 

Catalogers must remember using the appropriate typography according to their selected target audience. Art directors should not: - overuse reverse type - overprint type on a busy photo - use all capital letters -extend line length and type or calligraphy that is difficult to read.

5) Catalog Copy: Your Salesperson : 

5) Catalog Copy: Your Salesperson Copy closes the sale- it is a salesperson on paper Catalog copy must: Reinforce the catalog’s position Grab reader’s attention with effective headlines Inform, educate , entertain the reader Keep the reader engaged while building credibility The catalog must use the advertising principle AIDA : Attention Interest Desire Action

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