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Art & Copy
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Art & Copy

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

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

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  • 1. THE GOAL ISN’T AGREAT AD, THE GOAL ISBRILLIANT THINKING
  • 2. ALWAYS STARTWITH A PENCIL
  • 3. GO FOR QUANTITYOVER QUALITYFIRST Luke Sullivan: Hey Whipple Squeeze This
  • 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. BEFORE YOU BEGINCREATING:
  • 6. WHAT IS THEOBJECTIVE?
  • 7. WHAT NEEDS TO BESAID FIRST? THENWHAT?
  • 8. HOW DO YOU WANTTHE VIEWERS EYE TOFLOW THROUGHTHE PAGE
  • 9. WHAT IS THETONE?
  • 10. LET SOMETHING BETHE HERO
  • 11. STAY AWAY FROMVISUAL CLICHÉS
  • 12. ELEMENTS OFDESIGN
  • 13. USE A GRID
  • 14. COLOR
  • 15. ORDER OFPROGRESS:
  • 16. THUMBNAILS
  • 17. ROUGHS
  • 18. COMPS
  • 19. PROOFS
  • 20. TYPOGRAPHY
  • 21. Serif
  • 22. Sans Serif
  • 23. WEIGHTLight, Regular, Semibold, Bold
  • 24. SOLVING THEPROBLEMVISUALLY
  • 25. SHOW THEPRODUCT
  • 26. SHOW THE BENEFIT Luke Sullivan: Hey Whipple Squeeze This
  • 27. SHOW IT IN USE Luke Sullivan: Hey Whipple Squeeze This
  • 28. SHOWCOMPARISONS
  • 29. SHOW THENEGATIVE
  • 30. SHOW THEPOSITIVE
  • 31. GET PROVOCATIVE
  • 32. LEVERAGE THEMEDIUM, IF YOUCAN
  • 33. LEVERAGE THEMEDIUM, IF YOUCAN
  • 34. NOVELTY +RELEVANCE =CREATIVITY
  • 35. Don’t let the headline flex its muscles ifthe visuals are doing all of the heavylifting.*Luke Sullivan
  • 36. YOU MAY NOTNEED COPY
  • 37. BRING IT ALLTOGETHER:
  • 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. 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. FIND A DESIGNERFRIEND
  • 41. LEARN TO WRITEGREAT COPY
  • 42. YOU MAY NOTNEED ART
  • 43. HEADLINESUBHEADSBODY COPYTAGLINE
  • 44. KNOW THE TONE OFTHE MEDIUM
  • 45. KNOW YOURMEDIUM & WRITESPECIFICALLYFOR IT
  • 46. SOCIAL MEDIA=ENGAGE
  • 47. OUTDOOR=MEMORABLE
  • 48. PRINT=ANYTHING GOES Luke Sullivan: Hey Whipple Squeeze This
  • 49. KNOW WHEN TO BETECHNICAL
  • 50. A GOOD HEADLINEDOES THEFOLLOWING:
  • 51. ATTRACTS ATTENTIONENGAGES THE RIGHT AUDIENCECOMPLIMENTS THE VISUALLURES READERS INTO THE BODY COPYMAKES A CONNECTION
  • 52. GET THE BAD PUNSOUT OF YOURSYSTEM Luke Sullivan: Hey Whipple Squeeze This
  • 53. FIVE RULES FROMWINSTONCHURCHILL:
  • 54. 1. Begin strongly2. Have one theme3. Use simple language4. Leave a picture in the listener’s mind5. End dramatically
  • 55. DON’T BE AFRAID OFWHITE SPACE
  • 56. THE BEST COPYFEELS LIKE ACONVERSATION, NOTA SPEECH
  • 57. WRITE LIKE YOU /THE BRAND TALKS
  • 58. FINESSE
  • 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. REWRITE THE COPYFROM MEMORY
  • 61. IF YOU NEED TOWRITE ONEHEADLINE WRITE AHUNDRED Luke Sullivan: Hey Whipple Squeeze This
  • 62. GET TO THE POINTFAST
  • 63. EMPHASIZE ONEMAJOR IDEASIMPLY & CLEARLY Luke Sullivan: Hey Whipple Squeeze This
  • 64. READ YOUR COPYOUT LOUD
  • 65. VARY THE LENGTH& STRUCTURE OFSENTENCES
  • 66. EDIT, EDIT, EDIT
  • 67. ALLOW YOURSELFTO COME UP WITHTERRIBLE IDEAS Luke Sullivan: Hey Whipple Squeeze This
  • 68. THE TRASH CAN ISYOUR BEST FRIEND Luke Sullivan: Hey Whipple Squeeze This

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