JOURNALISM 232 THE POWER OF THE PAGE Kelley Coppinger, WKU Advertising Program What is design? What is creativity? How? Text: Design Elements A Graphic Style Manual, Timothy Samara
JOURNALISM 232 THE POWER OF THE PAGE Design is: Salesmanship Commentary Opinion Social responsibility Design: Adds value Illuminates Clarifies Dignifies Persuades
JOURNALISM 232 THE POWER OF THE PAGE Caution Design cannot overcome a bad idea or strategy! Example: A great logo doesn’t solve a branding problem! A good ad doesn’t solve a marketing problem! A great design also doesn’t fix a poorly written story!
JOURNALISM 232 THE POWER OF THE PAGE Design has Rules: my top 10 1. Have a concept-think first! 2. Design for your audience NOT you! 3. Use two-three fonts tops 4. Pick colors on purpose
JOURNALISM 232 THE POWER OF THE PAGE 5. Create a visual hierarchy 6. Say it with less, words and image-simplify 7. Negative space is magical 8. It has to be legible
JOURNALISM 232 THE POWER OF THE PAGE 9. Communicate, don’t decorate! 10. Create your own images-don’t scavenge
JOURNALISM 232 THE POWER OF THE PAGE http://www.youtube.com/watch?v= hQPn1GnQXgs So, Do you have to be creative? Creativity refers to the phenomenon whereby a person creates something new (a product, a solution, a work of art, a novel, a joke, etc.) that has some kind of value. What counts as "new" may be in reference to the individual creator, or to the society or domain within which the novelty occurs. What counts as "valuable" is similarly defined in a variety of ways. Thanks Wikipedia!
JOURNALISM 232 THE POWER OF THE PAGE Where does creativity come from? Inside Fear Experiences Desire to express Your unique perspective Desperation It’s emotional, the challenge is to give it image and words.
JOURNALISM 232 THE POWER OF THE PAGE How do you tap it? Do you homework or preparation Be patient-give your mind time for incubation Embrace frustration Risk judgement Risk failure Collaborate, don’t work in isolation, others can expand your creativity
JOURNALISM 232 THE POWER OF THE PAGE Let’s exercise it? You have written a story about a homeless man. You are charged to set up a photoshoot and create a magazine spread.