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People typically associate a color with an emotion,

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People typically associate a color with an emotion, a culture, a lifestyle, ... Movie trailers. Time, production quality, and concentration. Product placement ... – PowerPoint PPT presentation

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Title: People typically associate a color with an emotion,


1
Creating Messages
2
Video Content
  • First type that comes to mind
  • Omnipresent and powerful
  • We react strongly to commercials
  • Love em or hate em
  • Often the reaction is visceral - from the gut
  • Ability to generate an emotional response speaks
    to their particular power

3
Many Broadcast Ads
  • Radio
  • Theatre of the mind, supporting medium
  • Infomercials
  • Demonstration and explanation
  • Online Videos
  • Invitation not intrusion, viral qualities
  • Movie trailers
  • Time, production quality, and concentration
  • Product placement
  • Inclusion within pop-culture programming

4
Video Messages
  • Use video and audio in combination
  • Use video as main way to deliver concept
  • Visual and motion to drive message
  • Characters, costumes, sets and locations, props,
    lighting, special effects, graphics
  • Use audio in support of video
  • Voice-over, sound effects, and music
  • Focuses attention of audience

5
Video is special
  • Action - movement attracts and sustains interest
  • Emotion - Humor, fear, pride, love
  • Storytelling - Use of dramatic narrative
  • Imagery - Vivid, compelling visuals
  • Characters - familiar faces anchor campaigns
  • Animated graphics - encourages attention

6
Power of Video
7
Campaign Example
8
Creating TV Ads
  • Copywriter - Write script, both dialogue and
    directions
  • Art Director - Develop storyboard and look of
    ad
  • Producers - Handles logistics of production
  • Director - responsible for actual filming/taping
  • Composer - Writes the music, lyrics
  • Arranger - Orchestrates the music
  • Editor - Puts everything together

9
Television Copywriting
  • Script must includes connection among images,
    words, and sound elements
  • Moving pictures, spoken elements, music, and
    effects must be integrated
  • Audiovisual fusion
  • Build around a key visual

10
Automotive Examples
11
Creative Planning
  • Length - 15, 20, 30, 60 seconds
  • Scenes - usually 4 to 6 scenes
  • Pacing - Rate at which action develops
  • Key Frames - Single image - core concept
  • Execution elements - set, location, talent, cast,
    costumes, makeup, graphic design...

12
Developing the Script
  • 2 to 3 words/sec. - 90 words/30 sec.
  • Scripts is merged with storyboard to depict the
    visual elements and action
  • See examples p. 360 - 361
  • Storyboard is the visual plan
  • Shows composition and progression
  • 6 to 8 still frames for 30 sec.

13
Stages of Creative Development
  • Key Frames - basic creative concepts
  • Storyboard - sketches w/ detailed script
  • Photoboard - actual photographs
  • Animatic - frames recorded on video
  • Rushes - raw footage
  • Rough Cut - preliminary edited draft
  • Answer Print - final mixed version

14
Broadcast Production
  • Message Design
  • Preproduction
  • The Shoot
  • Live Recording, Film (35mm), Videotape,
    Animation, Stop Motion
  • Postproduction

15
Radio Commercials
  • Voices, music, and sound effects
  • But no visual
  • Foster an image in listeners mind
  • They construct the details
  • Must use cast, music effects to convey the
    scene and characters

16
Radio is special
  • Personal - use conversational language
  • Interest-based - use appropriate style
  • Inattention - grab in first 3 seconds
  • Retention - repeat name 3 - 5 times
  • Action - key selling idea/call to action

17
Radio Copywriting
  • Use music to set the stage
  • Identify your sound effects
  • Give yourself time - 60s over 30s
  • Consider simplicity
  • Beware of comedy
  • Consider an outrageous premise
  • Keep it simple
  • Tailor it to the audience
  • Present it to the client on tape

18
Web Advertising
  • The Internet broadcast model
  • Visual impact of TV with interactivity
  • Consumers initiate action
  • Beyond banners and keywords
  • Conventional and viral video, games, interactive
    product demonstrations, messaging/chat, extended
    brand contact

19
Web Design
  • Can use print and broadcast media elements and
    design style
  • Need to focus on invitation, data navigation and
    ease of use
  • Include interactivity and feedback loops

20
eRules for eDesign
  • Manage your image
  • Simple navigation (K.I.S.S.)
  • Dont waste time - fast info access
  • Keep it fresh - regular updates
  • Give it away - must have value, content
  • Get interactive - move beyond passive
  • Rule of Ten - Keep lists short
  • Promote your site - hybrid marketing
  • Changing rules - no business as usual

21
Creating Print Messages
  • Outline
  • Print advertisements
  • Elements of print ads
  • Newspaper vs. magazine ads
  • Print design
  • Function of color
  • Print production

22
Words and Pictures
  • Importance of visual
  • Art direction
  • Art Director visual image
  • Nature of the visual
  • Copywriting
  • Natural dialogue
  • Simplicity
  • Short words, short sentences
  • Every word counts
  • Specificity gt memorability

23
Print Copy Elements
  • Headlines
  • Underlines and overlines
  • Subheads
  • Body copy
  • Captions
  • Slogans
  • Taglines

24
Headline
Slogan
Tagline
25
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26
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27
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28
In an Absolut World
29
Art Elements
  • Illustrations and photography
  • Typography, logos, signatures
  • Layout

30
Newspaper Ads
  • Serious content context
  • Poor reproduction values

31
Magazine Ads
  • Content tie-in
  • More in-depth content
  • Attention is key
  • High production values
  • Gimmicks
  • Pop-up visuals
  • Scent strips
  • Computer chips

32
Writing for Print
  • Two types of copy
  • Display copy
  • Body copy

33
Display Copy
  • The headline
  • Direct
  • Indirect
  • Subheads
  • Captions
  • Tagline
  • Slogans

34
Body Copy
  • Functions
  • Sales message
  • Evidence/proof
  • Explanation
  • Styles
  • Straight-forward
  • Narrative
  • Dialogue
  • Multiple revisions
  • Key content
  • Lead-in and close

35
Designing for Print
  • Layout and design
  • Responsibility of the Art Director
  • Mock-up layout
  • Developing the layout (production stages)
  • Thumbnail sketch
  • Rough layout
  • Semi-comp
  • Comprehensive
  • Mechanical or keyline

36
Design Principles
  • Functional and aesthetic concerns
  • Organized image
  • Visual order
  • Upper left to lower right
  • Focal point
  • Unity

37
Unity
  • One typeface and artistic style
  • Contiguity
  • White space
  • Contrast
  • Equilibrium
  • Avoiding equal proportions
  • Formal balance
  • Informal balance
  • Simplicity

38
The Creative Messages Relation to Ad Formats
Creative Pyramid
1. 2. 3. 4. 5.
Visual Headline Body copy Slogan Logo/a
ddress
39
Functions of Color
  • Attention
  • Realism
  • Moods
  • Brand identity
  • Spot color
  • Language of color
  • Color and brand image

40
The Psychology of Color
People typically associate a color with an
emotion, a culture, a lifestyle, period of the
day, or object. Here are some observations
RED Symbol for Blood and fire. High action and
masculine appeal.
Blue Exudes decisiveness. Emotes coolness (of
temperature and attitude).
Orange Most edible color. Evokes autumn and
warmth.
Brown Symbol for earth, woods, age, warmth, and
comfort. Can use with most products.
Black Conveys sophistication (fashion,
technology). Eye-catching contrast.
Yellow Associated with exuberance. Eye
catching.
Green Symbol for health and freshness.
41
Print Production
  • Typography
  • Should be consciously noticed
  • Elements of typography
  • The font
  • Serif vs sans-serif
  • Italics, bolding and underlining
  • Color
  • Shape
  • Size
  • Justification
  • Legibility

42
Printing Processes
  • Selective Binding
  • Technological developments
  • Digitization
  • Desktop publishing
  • Inkjet printing
  • Transmission technology
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