The role of visual communication
What Can describe something better than words?
What are Visuals?
This person is responsible for turning an advertising “Big Idea” into a visual story using tools like color, layout, and composition.
Who is the art director?
This inexpensive, rough paper used in newspapers absorbs ink quickly and makes it hard to reproduce fine details or perfect color alignment.
What is Newsprint?
In creating a national TV commercial, this person takes the art director’s storyboard and brings it to life through filming or recording.
Who is the Director
In web design, using clear and appealing ones of these is crucial because they shape how viewers perceive a company’s brand or message.
What are photos (or visuals)?
What part of the chapter was the importance of a logo mentioned?
Brand image and position
In advertising, this term refers to the arrangement of elements in a print ad or video shot, guided by principles like balance, contrast, and unity.
What is Layout?
This process allows ads and images to be reproduced and sent electronically to printers or digital screens, even creating glowing transit ads.
What is Digitization?
This filming technique, once done by drawing images frame by frame on acetate, is now sped up with computers to create moving visuals.
What is animation
In web design, this feature helps users move easily through a site, find what they need, and stay engaged—if it’s unclear, viewers often leave.
What is Navigation
This coffee brand’s famous jingle says, “The best part of wakin’ up is ___ in your cup.”
What is Folgers
This term describes how elements in a picture or camera frame are arranged to create a visually pleasing image.
This technology uses printers that extrude materials like plastic or metal to create real objects, and companies like Coca-Cola and Nokia have used it for marketing.
What is 3-D printing
In advertising, this element is used to grab attention, set a mood, or enhance storytelling—sometimes even becoming the commercial itself.
What is music
According to this chapter, in most marketing communication, the main element that grabs attention and works with words to present the creative concept is this.
What are visuals