GRDSN 201: Design Process IV

Project : Advertising Campaign

Terminology: TBA
Resources:
Graphic Design Solutions by Robin Landa, Chapter 11

Exercises: Thinking Creatively Exercises by Robin Landa

Client Research:

Electronic Product Recovery and Recycling (EPR2) Project

Electronics Recycling Initiative

Poster Examples

Exercise:

Ad Campaign Worksheet

Instructions: Select a score for each outcome below based on the following scale:

Performance Objectives: (Things you will be able to learn...) and Criteria (This is how well it has to be done...)

1. Research the target audience, demographics, and budget by...
   a) asking the client specific questions during meetings
   b) submiting a creative brief
   
   0 1 2 3 4
   
   
2. Collect and gather examples of ad campaigns to clarify conclusions in design thinking by looking through trade journals and collecting examples of ad campaign solutions that :
   1. Use a visual metaphor
   2. Use a visual analogy
      
      
      Examples
      

0 1 2 3 4

3. Submit a styleboard for each of your rough designs that...
   a) show thinking as it relates to the design principles
   b) state the objective and your creative strategy
   c) clearly shows an industry example
   d) clearly shows creative usage of typography
   e) clearly shows usage of a minimum of 3 design elements
   (ie: color, line, shape, texture, value, spatial depth)
   f) is linked to the roster page with your rough design
   
   0 1 2 3 4
   
   
4. Create a concept for the ad campaign that is the foundation of the advertising message; it answers the question, "What's in it for me?" and promotes the benefit through the creative solution or headline.
   
   0 1 2 3 4
   
5. Incorporate the four components of an ad...
   a) strategy b) concept, c) design, d) copy
   
   0 1 2 3 4
   
   
6. Incorporate the five elements of an ad...
   a) visual, b) headline, c) body copy, d) claim, and e) sign-off.
   
   0 1 2 3 4
   
   
7. Develop creative headlines/photographic solutions for the ad campaign by using one of the following creative techniques:
   1. Visual Analogy
   2. Visual Metaphor
   3. Pun
   4. The problem is the solution
   5. Real life reasons to use the product
   6. Make them like the company
   7. comparison
   8. Exaggeration
   9. Insight
   10. Authenticity
   11. Motivation
   12. Lifestyle image

   0 1 2 3 4
   

8. Produce visual elements for the ad campaign that are appropriate / effective in representing the client / product / service that...
   1. represent the company, service or product in a positive way
   2. communicates the mood, spirit and/or theme of the product and company
   3. does not offend people
   4. appeals to the target audience

   0 1 2 3 4

9. Communicate concept / composition using thumbnail sketches that ...

   1. Are fast and un-detailed
   2. Drawn in proportion to the dimensions of the finished piece
   3. Conveys an entirely separate or different creative concept
   4. Shows emphasis, balance, rhythm, unity
   5. Conveys composition, sizing and position
   6. Shows that you can have more than 1 good idea
   7. Shows the relationship between graphic elements
   8. Shows general shapes of graphic elements

   0 1 2 3 4
   

10. Develop creative design solutions that demonstrate effective use of the elements and principles of design by incorporating it into the roughs for the ad campaign
    
    0 1 2 3 4
    
    
11. Communicate refined concept, detailed composition and typographic formatting using tight roughs through...
    1. Working off of one of the previous thumbnail sketches
    2. Drawing in proportion or actual size
    3. Conveying type choice
    4. Conveying type size, spacing and leading
    5. Indicating usage of color
    6. Conveying photographic or illustrative imagery
    7. Creating each rough as an entirely different creative concept
    8. Computer generated or Hand drawing using pencil, felt tip or colored pencil

0 1 2 3 4

Suggestions for improvement: