Typography
What is typography?
the design, or selection, of letterforms to be organised into words and sentences
What is alignment?
Alignment can both refer to how text is displayed (left to right, in most cases) and how each text block lines up with others.
Define target audience
A specific group of people with shared characteristics who are most likely to be interested in certain products or services.
Using celebrities who appeal to the audience to endorse products.
Celebrity Endorsement
Advertising is most effective when it appeals to _______
Values
What do we call the letter design and how it is delivered?
Font or typeface
What is proximity?
Proximity is also important. Related elements are often closer together with enough white space to make each of them distinct.
Give 5 examples of identifying factors/target audience demographics.
Gender, age, relationship status, income level, hobbies, geography, occupation, desires
Using the word 'you' to create a personal connection.
List two ways an advert may have a call to action.
Showing the product as it would look on the shelf in the stores.
Including a website, phone number, QR code or street address.
Fonts can be different _____ and helps create visual hierarchy.
size
adjusting the space between letters throughout an entire word.
Tracking
What is the Headline and what is Body Copy
A headline in advertising grabs a reader's attention much like a newspaper’s headline. An advertising headline is designed to be the first thing the potential customer reads so it should be bold and attention-grabbing.
Headlines are usually followed by body copy, which refers to the main paragraph or line of text in an ad. It is a small story, separate from the slogan, logo and caption that gives further detail about a product.
Makes the audience interested by listing the features of the product.
Numbered Lists
List five Camera shot types
A font’s _____ determines how thick or thin characters are displayed. Can be displayed as ______ or _____.
Weight
bold, light, thick or think
Visual structure of a composition - how elements are arranged to lead the eye around in a particular way. Gives form and meaning. Creates impact through meaningful sequence.
What is a logo and what is a image in advertising?
Logo - A symbol or design used by a company. Audiences can quickly and easily recognise a company they know by its logo. The logo can be symbolic and present an idea about the company.
Image - Images can reveal information visually without using words. They are usually large and eye-catching. The placement is crucial as readers will scan and digest an ad within seconds.
Using subject specific language to seem like experts in their field.
Jargon
List 6 Camera angle types
What effect does serif, sans serif and script typeface have?
A serif (small decorative edges at the ends of the letters) have a more traditional and sophisticated look.
A sans serif (geometric typeface with no decorative details, additional strokes, or spurs at the end of the letters) have a more modern, minimalist look and are great for titles.
A script font (often linking letters together) can add a certain edge to your design - dynamic and interesting pairing when combined with a sans serif.
4 x terminology to describe composition
What is a slogan and what is a signature.
A slogan is a memorable motto that is used in advertising so audiences can easily identify a company The slogan should be short, catchy and memorable. Positive feelings can be created by using a slogan.
A signature is the name of the advertiser or company which is usually placed at the bottom of an ad. These days web addresses are used more and more as the signature for an ad.
Use these words to make your audience curious.
New or Improved
What should you do when you receive an unseen image? 3 first steps.
GAP it (Identify genre, audience and purpose)
Annotate relevant techniques