Graphics Reference
In-Depth Information
design tips for AIR applications later in Chapter 11. Until then, the
sections you
'
ll find here are as follows:
Conception
Campaign Goal
Branding and Selling
Designing to Move
Conception
Before you have a final design for a banner, you should create two
or three layouts for the client to choosefrom.Theselayouts,also
known as
concepts
, can generally be viewed as the different direc-
tions in which the final design can go.
Many different techniques can be used to find the best look for
a banner, and each designer will have his or her own individual
ways of coming up with ideas. With that said, one suggestion to try
after reading over the creative brief for the project is to jump right
in and start getting creative. Your first impression and your first
thoughts about the project at this point are oftentimes going to be
very close (if not dead on) to where they need to be for designing
your concepts. Try to use your
Inside Advertising
Every great design that
achieves its goal has
meaning and planning
behind it and that
planning is usually done
by a planner. Although the
job title may differ from
workplace to workplace,
the job itself is essentially
the same: to research
products, brands, target
audiences, clients, and
client competition. The
research may consist
of many different
approaches, such as focus
groups or even getting
your hands on the actual
product to test it out. Once
the research is complete,
a plan is put in place to
create a
emotions to drive the
initial design, or another way to look at it is to follow your first
instincts because they usually work best. Once you get going, you
“
off the cuff
”
'
ll
hopefully find that your work is feeding your ideas as you go.
Now that I
ve offered up the thought of basically flying by the
seat of your pants in your design, I
'
m going to attempt to bring
you back down to Earth a little because there is some thought that
needs to be put in to your designs. While much of that thought
canbefoundinthecreativebrief,someofitwillrequirealittle
research and client/brand interaction of your own.
'
for the
campaign. Included in the
map is a creative brief,
and that
“
map
”
Know Your Client
Knowing your clients on a little bit of a personal level can work
wonders in the design of your work, and you should do your best
to talk directly with them as much as you can without going over-
board. Of course, when you talk to them for the first few times, it
will most likely be all business, but you can usually gauge a per-
son
s where the
design ideas are
generated. The creative
brief is basically a
rundown of all of the
information that pertains to
the audience, the look and
feel of the brand, and the
goal of the campaign.
'
'
s personality somewhat quickly (they might be fun and person-
able or they might be more serious and
). Once you
both get to a point where you start talking about topics that aren
“
corporate
”
t
related to work, you may begin to gain some perspective into their
personality and very possibly some of their likes and dislikes. With
this information, you can get a better idea of the type of design
they might like to see. But don
'
'
tworryifyouaren
'
t a good people
reader because the fact that you
'
ll concept more than one design
