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
- Electronic Product Recovery and Recycling (EPR2) Project
- Electronics Recycling Initiative
- Poster Examples
- Ad Campaign Worksheet
Instructions: Select a score for each outcome below based on the following scale...
0= Clearly does not demonstrate competency.
1= Demonstrates basic understanding of competency.
2= Demonstrates clear understanding of competency.
3= Demonstrates competency with clarity, uniqueness and depth.
4= Demonstrates competency at a professional work level.
1. Research the target audience, demographics, and budget by...
- asking the client specific questions during meetings
- submitting 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 :
- Use a visual metaphor
- Use a visual analogy
0 1 2 3 4
3. Submit a styleboard for each of your rough designs that...
- show thinking as it relates to the design principles
- state the objective and your creative strategy
- clearly shows an industry example
- clearly shows creative usage of typography
- clearly shows usage of a minimum of 3 design elements
(ie: color, line, shape, texture, value, spatial depth)
- 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..
- strategy
- concept
- design,
- copy
0 1 2 3 4
6. corporate the five elements of an ad...
- visual,
- headline,
- body copy,
- claim, and
- 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:
- Visual Analogy
- Visual Metaphor
- Pun
- The problem is the solution
- Real life reasons to use the product
- Make them like the company
- comparison
- Exaggeration
- Insight
- Authenticity
- Motivation
- 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...
- represent the company, service or product in a positive way
- communicates the mood, spirit and/or theme of the product and company
- does not offend people
- appeals to the target audience
0 1 2 3 4
9. Communicate concept / composition using thumbnail sketches that ...
- Are fast and un-detailed
- Drawn in proportion to the dimensions of the finished piece
- Conveys an entirely separate or different creative concept
- Shows emphasis, balance, rhythm, unity
- Conveys composition, sizing and position
- Shows that you can have more than 1 good idea
- Shows the relationship between graphic elements
- 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...
- Working off of one of the previous thumbnail sketches
- Drawing in proportion or actual size
- Conveying type choice
- Conveying type size, spacing and leading
- Indicating usage of color
- Conveying photographic or illustrative imagery
- Creating each rough as an entirely different creative concept
- Computer generated or Hand drawing using pencil, felt tip or colored pencil
Suggestions for improvement: