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- The goal of this project is to create two ads using InDesign.
- Both ads should be designed for inclusion in the Fullerton College schedule.
- The first one is a half-page ad explaining the overall structure of the Computer Graphics program.
- The second one is a small, 1-column-wide ad attracting attention to one specific class of your choice.
- In this first session of the project:
- Devise appropriate design elements for the two ads. These will be combined in later steps to arrive at the final layouts.
- Plan ahead to solve the communication problems involved in the project:
- Different functions of the two ads.
- The half-page ad is primarily meant to inform--clarity is its main goal.
- The small ad should attract readers, while still providing factual info on the class. A bolder design is warranted.
- Different contents.
- The half-page ad provides a number of details, both textual and graphical.
- You need to research the contents and relationships of the various classes.
- The smaller ad conveys the essence of the class--primarily through graphics.
- You need to research the activities and imagery peculiar to the class.
- Different audience.
- The half-page ad appeals to students who already have an interest in Computer Graphics and need to know programs and prerequisites.
- You may assume at least a basic knowledge of computer terms and imagery.
- The smaller ad is primarily directed at undecided students who may be looking to pick up a class--generally less motivated and/or knowledgeable regarding Computer Graphics.
- Make sure that your graphics and copy convey the correct meaning to nontechnical readers.
- Check your design ideas against the constraints of reproduction:
- Ad dimensions:
- The schedule uses letter-size pages (notice the margins!). Measure the column width for the smaller ad (the height varies between approx. one third and one half of the column height).
- Number and choice of colors:
- The schedule is printed as a two-color job: black and one spot color (you have no control over exactly which color will be used).
- Quality of the paper:
- The newsprint used for the inside pages precludes the use of fine halftones and hairlines. Watch out also for type with thin strokes and small counters, especially if reversed.
- Explore InDesign tools and commands to create and modify design elements
- Some common design ingredients you might want to consider (list adapted from The Design of Advertising by Roy Paul Nelson):
- Line--conveys mood through its orientation and quality.
- Straight vs curved; heavy vs. light; smooth vs. rough; continuous vs. broken; actual vs. implied.
- Tone--area elements contrasting with linear features.
- Black vs. gray vs. the color of the paper. May appear in solid areas or within halftoned pictures.
- Color--a major influence on the mood of the design.
- Any additional colors besides black create additional opportunities for tonal variations--even when, as in this case, the designer has no control over the choice of hue.
- Texture--any discernible pattern, whether even or irregular.
- Hard vs. soft; smooth vs. rough; loose vs. dense; The paper itself contributes to the textural effect.
- Shape--collections of features which merge into a distinct unit.
- Positive vs. negative; recognizable vs. abstract; angular vs. rounded; opaque vs. transparent; actual vs. implied.
- Direction--thrust within the design.
- Vertical vs. horizontal vs. diagonal; centripetal vs. centrifugal; uniform vs. variable.
- Size--a major influence on the prominence of the design.
- Absolute vs. relative; global vs. local. The dynamics of scale (how different in size objects are) may have a greater impact than actual dimensions.
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