Improving your page and ad design -- Kevin Slimp

Transcript

1. Ideas & Tips for Page and Ad Design
2. Fonts
3. Never lose track of the kind of work you're doing. An effect that would ruin a newsletter might be just the thing for a record cover. Know when you can safely sacrifice legibility for artistic effect.
4. Never lose track of the kind of work you're doing. An effect that would ruin a newsletter might be just the thing for a record cover. Know when you can safely sacrifice legibility for artistic effect.
5. Never lose track of the kind of work you're doing. An effect that would ruin a newsletter might be just the thing for a record cover. Know when you can safely sacrifice legibility for artistic effect.
6. Never lose track of the kind of work you're doing. An effect that would ruin a magazine might be just the thing for a record cover. Know when you can safely sacrifice legibility for artistic effect.
7. If you need a condensed font, find one that was designed that way, rather than scaling an existing font down to a percentage. Any scaling distorts a font's design; excessive scaling interferes with legibility - this goes for widening as well as narrowing. Extended faces do exist, although they aren't as common as condensed ones.
8. Futura Shrunk Down
9. Futura Condensed Futura Shrunk Down
10. S t r e t c h e d O u t T r a c k i n g Futura Condensed Futura Shrunk Down
11. Comic Sans may only be used in children’s poems. about unicorns.
12. It is always safest to use a plain serif font for large amounts of text. Serif Sans-Serif
13. It is always safest to use a plain serif font for large amounts of text. Serif Sans-Serif Don't expect anyone to read extensive text set in a condensed font.
14. It is always safest to use a plain serif font for large amounts of text. Serif Sans-Serif Don't expect anyone to read extensive text set in a condensed font. Condensed is so hard to read in your body text that has been set about 100 percent or so to save space. It’s much easier to read when it’s 110 to 120 percent of the font size. Increasing the leading to 110% makes the text much more attractive and easier to read. Leading in your body text has been set about 100 percent or so to save space. It’s much easier to read when it’s 110 to 120 percent of the font size. Increasing the leading to 110% makes the text much more attractive and easier to read. Condensed is so hard to read in your body text that has been set about 100 percent or so to save space. It’s much easier to read when it’s 110 to 120 percent of the font size. Increasing the leading to 110% makes the text much more attractive and easier to read. Leading in your body text has been set about 100 percent or so to save space. It’s much easier to read when it’s 110 to 120 percent of the font size. Increasing the leading to 110% makes the text much more attractive and easier to read.
15. Contrasting Text
17. It’s really not OK to use really short lines in 
 a headline
18. It’s really not OK to use really short lines in 
 a headline It’s also a bad idea to hyphen- ate words in a headline to fit
19. It’s also a bad idea to hyphen- ate words in a headline to fit
20. Turn off ligatures.
22. Use Optical Spacing
24. Examples of Typeface: Times
 Helvetica Futura Examples of Font: Times Italic Helvetica Bold Futura Condensed
25. Example of a Font List: Garamond Garamond Bold Garamond Italic Garamond Bold Italic Garamond Light Garamond Medium Garamond Light Italic
26. Some fun, newer typefaces for ad design
27. A Few Fun, Popular Typefaces
28. A Few Fun, Popular Typefaces Kelium
29. A Few Fun, Popular Typefaces
30. A Few Fun, Popular Typefaces Autumn Madness
31. A Few Fun, Newer Typefaces
32. A Few Fun, Newer Typefaces Giorgio Sans
33. Do not use fonts that are too plain for all of your ads Helvetica Makes a Very Boring Ad Sometimes Even if it’s Helvetica Bold
34. Do not use fonts that are too fancy for Headlines That’s just kind’ve dumb Never use Chancery It’s reserved for church secretaries
35. Great fonts for page design (some you probably already have) Georgia Georgia Italic Lucida Bold Regular Baskerville, Futura Condensed, Myriad, Univers
36. Great typefaces for ad design (some you probably already have) Zapfino Regular Acumin Pro Acumin Pro Condensed Bold
37. Current Font Trends 
 for Ad Design Geometric Fonts
38. Current Font Trends 
 for Ad Design Geometric Fonts
39. Current Font Trends 
 for Ad Design Geometric Fonts
40. Current Font Trends 
 for Ad Design Geometric Fonts
41. Current Font Trends 
 for Ad Design Geometric Fonts
42. Current Font Trends 
 for Ad Design Geometric Fonts
43. Current Font Trends 
 for Ad Design Geometric Fonts
44. Current Font Trends 
 for Ad Design Geometric Fonts
45. Current Font Trends 
 for Ad Design Handwritten Fonts
46. Current Font Trends 
 for Ad Design Cantoni Pro Handwritten Fonts
47. Current Font Trends 
 for Ad Design Cantoni Pro Bold Handwritten Fonts
48. Current Font Trends 
 for Ad Design Modern Scripts
49. Current Font Trends 
 for Ad Design Modern Scripts
50. Current Font Trends 
 for Ad Design Modern Scripts Olicana Smooth by Adobe Typekit
51. Current Font Trends 
 for Ad Design Modern Scripts Olicana Rough by Adobe Typekit
52. Current Font Trends 
 for Ad Design Retro Slab Fonts
53. Current Font Trends 
 for Ad Design Retro Slab Fonts
54. Current Font Trends 
 for Ad Design Retro Slab Fonts FREE From Retro Supply Company
55. Current Font Trends 
 for Ad Design Retro Slab Fonts Adobe Type Kit
56. Current Font Trends 
 for Ad Design Retro Slab Fonts FREE From Retro Supply Company
57. Current Font Trends 
 for Ad Design Retro Slab Fonts FREE From Retro Supply Company
58. Current Font Trends 
 for Ad Design Retro Slab Fonts $14 From Retro Supply Company
59. Current Font Trends 
 for Ad Design Retro Slab Fonts FREE From Retro Supply Company
60. Current Font Trends 
 for Ad Design FREE Retro Slab Fonts FREE From Retro Supply Company
61. Current Font Trends 
 for Ad Design Retro Slab Fonts FREE From Retro Supply Company
62. Current Font Trends 
 for Ad Design Retro Slab Fonts FREE From Retro Supply Company
63. Current Font Trends 
 for Ad Design Retro Slab Fonts FREE From Retro Supply Company
64. Current Font Trends 
 for Ad Design Retro Slab Fonts FREE From Retro Supply Company
65. Let’s Play A Game ...
66. Let’s Play A Game ... Good Ad or Bad Ad
70. WATKINS CHIROPRACTIC CLINIC
    Dr. Gary Verbovanec—764-3000 Central Avenue * Watkins, MN 320 Maple Ave SE, Richmond, MN Treasured Memories Sunday: Pray the Rosary 8:00 a.m. Nail Care: 1:30 p.m.
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    Watkins* Sportsman’s* Club*to*hold* Snowmobile* training Anyone*wishing*to*take*the*snowE mobile* training* course* is* asked* to* stop* by* Flash’s* Gas* and* Auto* in* Watkins*to*pick*up*a*CD.*The*entire* course* can* be* taken* at* home* with* testing*at*the*end*of*January.
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
     
     
     
     
      
    
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73. Hair World - Nancy Nicolai, Owner - FAMILY HAIR STYLING and TANNING Call 372-4262 129 S. Main, Worthing Coupons are for new clients ONLY and expire November 31st. Clip a coupon and mention it when scheduling your appt. at Hair World. $12.50 for a shampoo, conditioner, and cut. (add a blow dry and iron style for $10 more) $10.00 MEN’S CUTS FREE wax and style with color service. Nikki’s Specials
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77. Space
78. Notice that some of the most memorable ads use lots of space with just a little text.
84. On Pages, allow enough space between packages that readers can clearly define one package from another. Your front page introduces your reader to your product. Be sure to leave sufficient space between packages on your front page. I’d recommend a minimum of 1/2 inch or 3 picas between packages on a front page.
85. ELements
86. Use Clip Art Sparingly. It looks outdated very easily.
87. Use Clip Art Sparingly. It looks outdated very easily.
       
      
      
     
    
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       w e, e; nd at es m en ee nd ’s er n- ve nd ur m my ot d. ns m- ot ’s ay c, eir nt- to ne ll. me er ed el nd st ly er ct- ell ut ed th at it- ad v- as s” gs nd on to someone watching. I commented that not many women would do this and he agreed. It was really fun. But the fun didn’t stop there. We got this buck on the back of the 4-wheeler, not easily I might add, and in order to keep it from slipping (he had a real long body) I had to get on top of him to hold him on. I was straddling him like I was riding a horse, hold- ing his rack, and hooves to avoid getting anything caught on trees. I slipped, got smacked by branches and laughed my tail off at the whole scenario. Zac would say “low tree” I’d duck, “tree on the left”, I’d pull the hind legs in along with my own, “branches on the right” SMACK, in the face, too late to tuck in my head but I still had to pull in the rack and front feet. We fi nally got the deer back to the truck and loaded it up. I was exhausted. Zac was very grate- ful his momma’s no sissy and I re- alized I am truly a “redneck wom- an”!!! That about does it for this time. I hope you all have a great week ahead. Until next time..................... ..................... see ya!  
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      " !!" Cindy DeMorett, Steve, Brenda Payne, Connor and Evan DeMorett, Elvira DeMorett, Jeremy DeMorett of SCSU and Tracy DeMorett of Prior Lake were Satuday afternoon dinner and evening guests of Sharon DeMorett and Carol Smith. Sharon DeMorett, Elvira De- Morett, Carol DeMorett and Brenda Payne were among those who at- tended the baby shower for Trisha Ross and her baby boy to be on Sunday, at 1:30 p.m. at the Bob and Carol Ross home in Sauk Rapids. Kindness is a virtue given by the Lord. It pays dividends in happiness and joy is its reward, for, if you practice kindness in all you say and do, the Lord will wrap his kindness around your heart and you, and wrapped within His kindness you are sheltered and secure, and under his direction our way is safe and sure.
    
    
    
    
    
    
    
    
    
     
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89. Use Clip Art Sparingly. When using it, use interesting art.
90. Use Clip Art Sparingly. When using it, use interesting art.
91. Use Clip Art Sparingly. When using it, use interesting art.
92. Ad Design Tips
93. Ad Design Tips The first thing you need to do before creating your ad is make sure you understand the message you want to get a c r o s s . Are you selling a product, a service, a brand? Don’t put your time into creating an eye-catching ad that everyone will remember, if they won’t remember what the ad was for. Choose one or two ideas that should be clearly visible in the ad and memorable to the viewer. That may be a brand name, a product image, or a tagline. One or two ideas are plenty when you consider the amount of time the average viewer will spend on your ad. Focus in on your key ideas before going any further.
94. Ad Design Tips The first thing you need to do before creating your ad is make sure you understand the message you want to get a c r o s s . Are you selling a product, a service, a brand? Don’t put your time into creating an eye-catching ad that everyone will remember, if they won’t remember what the ad was for. Choose one or two ideas that should be clearly visible in the ad and memorable to the viewer. That may be a brand name, a product image, or a tagline. One or two ideas are plenty when you consider the amount of time the average viewer will spend on your ad. Focus in on your key ideas before going any further.
96. Choose one or two ideas that should be clearly visible in the ad and memorable to the viewer. That may be a brand name, a product image, or a tagline. One or two ideas are plenty when you consider the amount of time the average viewer will spend on your ad. Focus in on your key ideas before going any further.
97. Ad Design Tips Focus in on your key ideas before going any further.
99. Ad Design Tips Create Image Appeal Match good slogans with strong images Look for images that leave a strong impression on your reader.
101. Ad Design Tips Create Image Appeal Remember that everything about your ad should point back to the same message you are trying to get across.
102. Ad Design Tips Stick with One Color Scheme Bright colors can be good, but a rainbow is overdoing it. Once you have your images ready, create your color scheme around the images. If your ad features a woman in a red dress with black shoes, make your text red or black. If you have a company logo, start with the logo colors to create your scheme. Clashing colors will detract from your ad. Too many colors, even if they don’t clash, will take the viewer’s focus away from your message. You can also match your color scheme to your product and intended audience by understanding the intuitive responses that people have to different colors.
103. Ad Design Tips Stick with One Color Scheme Bright colors can be good, but a rainbow is overdoing it. Once you have your images ready, create your color scheme around the images. If your ad features a woman in a red dress with black shoes, make your text red or black. If you have a company logo, start with the logo colors to create your scheme. Clashing colors will detract from your ad. Too many colors, even if they don’t clash, will take the viewer’s focus away from your message. You can also match your color scheme to your product.
105. Ad Design Tips Short, simple text. Offer Short, Simple Text What is the fewest number of words you can use to get your message across? This is what you should be aiming for when adding words to your print ad.
107. Leave Them Wanting More As you’re probably realizing by now, you are limited in how much information you can get across in a print ad. Your goal should not be telling a company’s entire history, or listing all the details of the product. Your goal should be to leave enough of an impression on the viewer that they want to look for more information on the product. Ad Design Tips
109. Think Outside the Paper Ad Design Tips
112. Think Outside the Paper Ad Design Tips The human eye fills in the gaps when you give it a chance. Use the border of your ad as another great tool in your design arsenal
113. Ad Design Tips Develop an eye and the skills to give simple elements a little PIZAZZ! Even a drop shadow can look elegant with a little extra word.
114. Ad Design Tips Develop an eye and the skills to give simple elements a little PIZAZZ! Even a drop shadow can look elegant with a little extra work.
115. A nice shadow
116. A nice shadow A nice shadow
117. A nice shadow A nice shadow A nice shadow
118. A nice shadow A nice shadow A nice shadow A nice shadow
119. A nice shadow A nice shadow A nice shadow A nice shadow A nice shadow
120. A nice shadow A nice shadow A nice shadow A nice shadow A nice shadow A nice shadow
121. Ad Design Tips Location ... Location ... Location
126. A few ad award winners from recent contests
134. Critiquing Publications: What Ed and I look for
135. Critiquing Newspapers: What Ed and I look for Interesting fonts in headlines: Use variants of the headline typeface to keep it interesting.
136. Critiquing Newspapers: What Ed and I look for Interesting fonts in headlines: Use variants of the headline typeface to keep it interesting. Stories: Limit stories to no more than 12-15 inches. That’s the limit for most readers.
137. Critiquing Newspapers: What Ed and I look for Interesting fonts in headlines: Use variants of the headline typeface to keep it interesting. Photos: Often too many small pics. Major stories should have a dominant photo Stories: Limit stories to no more than 12-15 inches. That’s the limit for most readers.
138. Critiquing Newspapers: What Ed and I look for Interesting fonts in headlines: Use variants of the headline typeface to keep it interesting. Photos: Often too many small pics. Major stories should have a dominant photo Body Type: It’s often too small and in a font that is hard to read. Stories: Limit stories to no more than 12-15 inches. That’s the limit for most readers.
139. Critiquing Newspapers: What Ed and I look for Interesting fonts in headlines: Use variants of the headline typeface to keep it interesting. Photos: Often too many small pics. Major stories should have a dominant photo Body Type: It’s often too small and in a font that is hard to read. Stories: Limit stories to no more than 12-15 inches. That’s the limit for most readers. Consistency: A consistent look from page to page, story to story.
140. Ask yourself Is it clear? Is it easy to read? Is it interesting Does it leave the impression I want?
141. newspaperacademy.com