Art & Copy

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The most basic tools of creative advertising. Design and Writing principles and fundamentals

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Art & Copy

  1. 1. THE GOAL ISN’T AGREAT AD, THE GOAL ISBRILLIANT THINKING
  2. 2. ALWAYS STARTWITH A PENCIL
  3. 3. GO FOR QUANTITYOVER QUALITYFIRST Luke Sullivan: Hey Whipple Squeeze This
  4. 4. All art is a series of recoveries from thefirst line. The hardest thing to do is putdown the first line. But you must.*Nathan Oliviera
  5. 5. BEFORE YOU BEGINCREATING:
  6. 6. WHAT IS THEOBJECTIVE?
  7. 7. WHAT NEEDS TO BESAID FIRST? THENWHAT?
  8. 8. HOW DO YOU WANTTHE VIEWERS EYE TOFLOW THROUGHTHE PAGE
  9. 9. WHAT IS THETONE?
  10. 10. LET SOMETHING BETHE HERO
  11. 11. STAY AWAY FROMVISUAL CLICHÉS
  12. 12. ELEMENTS OFDESIGN
  13. 13. USE A GRID
  14. 14. COLOR
  15. 15. ORDER OFPROGRESS:
  16. 16. THUMBNAILS
  17. 17. ROUGHS
  18. 18. COMPS
  19. 19. PROOFS
  20. 20. TYPOGRAPHY
  21. 21. Serif
  22. 22. Sans Serif
  23. 23. WEIGHTLight, Regular, Semibold, Bold
  24. 24. SOLVING THEPROBLEMVISUALLY
  25. 25. SHOW THEPRODUCT
  26. 26. SHOW THE BENEFIT Luke Sullivan: Hey Whipple Squeeze This
  27. 27. SHOW IT IN USE Luke Sullivan: Hey Whipple Squeeze This
  28. 28. SHOWCOMPARISONS
  29. 29. SHOW THENEGATIVE
  30. 30. SHOW THEPOSITIVE
  31. 31. GET PROVOCATIVE
  32. 32. LEVERAGE THEMEDIUM, IF YOUCAN
  33. 33. LEVERAGE THEMEDIUM, IF YOUCAN
  34. 34. NOVELTY +RELEVANCE =CREATIVITY
  35. 35. Don’t let the headline flex its muscles ifthe visuals are doing all of the heavylifting.*Luke Sullivan
  36. 36. YOU MAY NOTNEED COPY
  37. 37. BRING IT ALLTOGETHER:
  38. 38. Does your layout convey the big idea?Did you design with your audience in mind?Did you prioritize the elements?Do your visuals and headlines work?Does your design catch the reader’s eye?Did you keep it simple?
  39. 39. Did you consider alternatives?Did you use the white space effectively?Does your font match the tone?Did you honor the margins?Did you keep it simple?
  40. 40. FIND A DESIGNERFRIEND
  41. 41. LEARN TO WRITEGREAT COPY
  42. 42. YOU MAY NOTNEED ART
  43. 43. HEADLINESUBHEADSBODY COPYTAGLINE
  44. 44. KNOW THE TONE OFTHE MEDIUM
  45. 45. KNOW YOURMEDIUM & WRITESPECIFICALLYFOR IT
  46. 46. SOCIAL MEDIA=ENGAGE
  47. 47. OUTDOOR=MEMORABLE
  48. 48. PRINT=ANYTHING GOES Luke Sullivan: Hey Whipple Squeeze This
  49. 49. KNOW WHEN TO BETECHNICAL
  50. 50. A GOOD HEADLINEDOES THEFOLLOWING:
  51. 51. ATTRACTS ATTENTIONENGAGES THE RIGHT AUDIENCECOMPLIMENTS THE VISUALLURES READERS INTO THE BODY COPYMAKES A CONNECTION
  52. 52. GET THE BAD PUNSOUT OF YOURSYSTEM Luke Sullivan: Hey Whipple Squeeze This
  53. 53. FIVE RULES FROMWINSTONCHURCHILL:
  54. 54. 1. Begin strongly2. Have one theme3. Use simple language4. Leave a picture in the listener’s mind5. End dramatically
  55. 55. DON’T BE AFRAID OFWHITE SPACE
  56. 56. THE BEST COPYFEELS LIKE ACONVERSATION, NOTA SPEECH
  57. 57. WRITE LIKE YOU /THE BRAND TALKS
  58. 58. FINESSE
  59. 59. When you’re done you shouldn’t be ableto take out any word without disruptingthe flow and structure of the entire piece.*Luke Sullivan
  60. 60. REWRITE THE COPYFROM MEMORY
  61. 61. IF YOU NEED TOWRITE ONEHEADLINE WRITE AHUNDRED Luke Sullivan: Hey Whipple Squeeze This
  62. 62. GET TO THE POINTFAST
  63. 63. EMPHASIZE ONEMAJOR IDEASIMPLY & CLEARLY Luke Sullivan: Hey Whipple Squeeze This
  64. 64. READ YOUR COPYOUT LOUD
  65. 65. VARY THE LENGTH& STRUCTURE OFSENTENCES
  66. 66. EDIT, EDIT, EDIT
  67. 67. ALLOW YOURSELFTO COME UP WITHTERRIBLE IDEAS Luke Sullivan: Hey Whipple Squeeze This
  68. 68. THE TRASH CAN ISYOUR BEST FRIEND Luke Sullivan: Hey Whipple Squeeze This

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