Message design concepts

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COM 637 report in Summer 2010

Published in: Education

Message design concepts

  1. 1. Message design concepts … … involves the careful integration of … words images motion sounds … into a message that easily and clearly conveys an idea to relevant publics.
  2. 2. The Creative Process
  3. 3. Steps in developing a viable creative concept Decide exactly what you want to Evaluate say these ideas from the point of view of how well Analyze the they information communicate Assemble as in light of the the client’s much needs of the purpose as relevant client interpreted information by target as possible publics
  4. 4. Guidelines in writing your message 0 The verbal part of the message is the most important ingredient 0 Seek a consistent look from one message or medium to the next 0 Simplify everything 0 Use as few elements as possible
  5. 5. Symbols 0 Must be used as substitutes for ideas 0 Symbols are either: 0 Words 0 Type 0 Color 0 Sound 0 Images
  6. 6. Image Symbols Images include: 0 Animation 0 Pictures 0 art 0 Logos 0 Trademarks - ™® 0 Graphs
  7. 7. Word Symbols 0 The building blocks of all messages 0 Not ideas themselves but representatives of ideas Types of Words 0 Concrete words 0 Objective 0 Describes an object precisely giving the audience a clear mental image 0 Needs modifiers to give it texture and form 0 Abstract words 0 Subjective 0 Represents abstract ideas and needs descriptors and context to give it clearer meaning
  8. 8. Great writers … • Make ideas clear • Can put words together so ideas seem to come alive • Their dynamism is arresting and stimulating • Remembers to effectively use analogies, metaphors, and other similar devices to give dimension and substance to a message
  9. 9. Type Symbols • A series of letter forms that makes a message visible • Letter forms in a font of type include all of the characters of: • The alphabet: a b c d e f g h I j k l m n o p q r s t u v w x yz • Punctuation marks: . ? ! , ; : - ( ) [ ] / ‘ “” • Numbers: 0 1 2 3 4 5 6 7 8 9 • Special characters: ~ @ # $ % ^ & * _ + = < > |
  10. 10. Typeface vs. Font Typefaces are families of Fonts are variations of a fonts. typeface. 0 Times New Roman 0 Arial 0 Arial bold 0 Arial 0 Arial italics 0 Arial underline Use this sparingly to emphasize parts of a message
  11. 11. Key points in the correct use of type Legibility Old style 0 Do not select a typeface based Modern simply on its appearance. Make sure that your copy is readable. Slab serif Appropriateness Sans serif 0 Concerned with the connotative Script qualities of a type font. Décorative Distressed
  12. 12. Comparing Types 0 Script might be a pretty font but it does not translate well to long lines of text with small fonts. 0 While this font is much clearer, slab serif’s uses are more limited. 0 When in doubt, it is always safe to use Arial (a sans serif font) as it is a generic use font and is easy to read.
  13. 13. Samples of correct use of type
  14. 14. Samples of correct use of type
  15. 15. Samples of correct use of type
  16. 16. 0 Also known as “wordart”, this digitally altered type should be treated like a piece of art 0 It becomes a visual just like a photograph or hand-drawn art 0 DO NOT OVERUSE! You might get carried away and create a visual that is difficult to understand
  17. 17. Logo Symbol A logo is a symbol of an Purposes of a logo: organization, group, or 1. It should make a positive person impression on us 2. It should be recognizable 3. It should be unique 4. It should age well 5. It should translate faithfully across media
  18. 18. Things to remember in creating a logo 0 Simplicity 0 Format 0 Varies from client to client 0 It could be an artwork that evokes an emotional response. 0 It could be a unique (but legible) font type. 0 It could include a trademark or descriptive symbol. A trademark could be a name, symbol, or a combination used to identify the product of a business, 0 Design
  19. 19. Five stages of design 1. Research 2. Clearly define the target publics 3. Design a logo that is usable across different formats 4. Find out if the client has the budget and commitment to use the logo every time as it was designed. 5. Longevity - Always design with the future in mind. Design a logo that will last.
  20. 20. Color Symbols 0 Evokes an emotional response 0 Interpretation of color is subjective 0 Our memories, experiences, and environment influence the associations we make 0 Colors stimulate our calm our nervous system 0 Color preference is influenced by emotional behavior, lifestyle, gender, age, and sense of style and fashion
  21. 21. Psychology 0 Red of Color 0 An exciting color that excites not only the Red bull but people as well. Orange 0 Often associated with aggressive behavior, Blue passion, success, and impulse Violet 0 Orange Yellow 0 A combination of red and yellow Green 0 It is a bright, happy, and festive color that White is not as dramatic as red. Black 0 Blue 0 Associated with tradition, orderliness, and stability
  22. 22. Psychology 0 Dark blue has a calming, relaxing effect of Color 0 Light blue is associated with cleanliness Red 0 Violet Orange 0 Frequently associated with intimacy Blue 0 Purple is thought of as daring and is Violet sometimes seen as royal, elegant, and Yellow expensive Green 0 Yellow White Black 0 Often associated with health and well- being 0 Bright yellow seems to raise our blood pressure
  23. 23. Psychology 0 It is the color of optimism, presumably related to the brightness of a new day of Color 0 Green Red 0 Associated with nature, regeneration, and Orange self-preservation Blue 0 White Violet 0 Symbol for purity and innocence Yellow 0 Black Green 0 Symbol of mourning White 0 It can also have a sinister connotation Black 0 When used in lingerie it can be seen as sexy 0 It may also be thought of as elegant, as in a “black tie” occasion
  24. 24. Qualities of Color • Synonymous with the word color Hue • It is one of the primary colors (red, yellow, blue) or a blend of them Value • Refers to the level of lightness or darkness in a color Saturation • Refers to the intensity or vividness of color
  25. 25. Paper Color 0 Provides a background color for your message 0 Paper stock can enhance or detract from a message in a printed piece
  26. 26. Pantone® Color 0 Pantone was a printing company that started in the 1950s 0 Pantone matching system is the standard in ink color matching 0 An international color language that lets you specify colors by numbered ink colors
  27. 27. Photographs and Art 0 Should be selected first Functions of Photography because they are and Art appropriate to the 0 Get the attention of readers or viewers message 0 Impart information 0 Appropriateness of a photograph or art is a Should never be used merely judgment call. You need to dress a presentation. It to have a very clear idea should contribute of what the message is specifically to the purpose of supposed to say. the message
  28. 28. Infographics 0 The use of visual devices intended to communicate complex information quickly and clearly 0 May appear as a chart, diagram, graph, table, map, or list.
  29. 29. Infographic Devices 0 Summarizes statistical 0 Illustrated graphics information 0 Pictures 0 Bar graph 0 Tables 0 Column graph 0 Maps 0 Chart 0 Bulleted (unordered) list – 0 Pie charts – usually seen as used when you need to circles or ovals in which the show related items that are slices or wedges show data not sequential as parts of a whole 0 Numbered (ordered) list – 0 Diagrams – used to show used when items have to how a system works appear in a specific order 0 Organizational chart 0 Systems flowchart
  30. 30. Sound and Motion
  31. 31. Radio and other audio 0 Create the script sheet 0 Public domain = free 1. Write the message first 0 Copyrighted material = 2. Write production cues pay royalties on the left 0 Original material 3. Break the message into chunks so what is said Most audio are now corresponds to produced digitally. Digital production cues sound bytes are cleaner and 0 Copy sound effects from represent cutting edge sound libraries technology. 0 Music
  32. 32. Television, Film, Video, and the Internet Develop a storyboard 0 It shows rough sequential sketches of major scenes. The script appears below or adjacent to each frame of the board so it is easy to connect verbal content to the visual
  33. 33. Television, Film, Video, and the Internet 0 If your message is longer than a traditional spot or public service announcement, then you may construct an image in production script form. 0 Try to maximize a major asset – the ability to show movement. 0 Avoid talking heads because they don’t exploit this quality. 0 Don’t use action for the sake of action, use if for a purpose. Make it fit what is being said. 0 Production cost is high. 0 Carefully check the copyright status of everything
  34. 34. Qualities of a good message design 0 Clear creative concept 0 The creative way that you decide to interpret the strategy 0 The tactical way you finally shape the message 0 It affects all elements in the message 0 Getting and holding attention. 0 This calls for the careful integration of words, visuals, and designs. 0 Understanding publics 0 This signifies the degree to which you are limited by your knowledge of the publics beliefs and behavior. 0 Good organization 0 Your message should be organized so that it seems to flow naturally from point to point.
  35. 35. Visual Principles 0 Balance Balance 0 Formal or symmetrical Visual weight 0 Message elements are equal in visual Lines weight on both sides of an imaginary line Contrast 0 Connotes stability, security, authority, Movement leadership, and thoughtfulness Harmony 0 May be seen as unexciting, unimaginative, Unity and lacking tension or movement Proportion 0 Readers or viewers don’t have to work hard to see relationships between message elements
  36. 36. Visual Principles 0 Informal or asymmetrical Balance 0 Message elements are unequal in visual Visual weight weights on either side of an imaginary line Lines 0 Offers less stability but is generally seen as Contrast being more interesting and exciting Movement 0 Requires more effort in readers and viewers Harmony to perceive the whole message Unity 0 Seen as dynamic, fresh, inviting, casual, Proportion creative, and friendly 0 Visual weight
  37. 37. Visual 0 Lines Principles 0 Horizontal and vertical Balance 0 Tend to stabilize our visual perception of a Visual weight message Lines 0 Diagonal Contrast 0 Create visual or dynamic tension Movement 0 Tend to jar readers and viewers Harmony 0 Use with restraint and they can be effective Unity 0 Contrast Proportion 0 Primary way to indicate differences as opposed to similarities
  38. 38. Visual 0 Builds interest and stimulates our Principles attention Balance 0 Helps anchor the eye so it can see a visual more clearly Visual weight 0 It exaggerates, emphasizes, accents, Lines dramatizes, and excites, and attracts Contrast attention Movement 0 Movement Harmony 0 It is a good idea to place key elements in Unity the general area of the optical center Proportion 0 Arrangement of elements creates the illusion of movement and keeps the message from being seen as static and uninteresting
  39. 39. Natural Eye Movement
  40. 40. Visual 0 Harmony Principles 0 All the pieces fit together in what appears Balance to be a natural, cohesive way. Visual weight 0 They collectively convey a clear message Lines that is enhanced by the Contrast type, visuals, color, and paper or screen. Movement 0 All the pieces “speak” with a single voice Harmony 0 Unity Unity 0 Where all of the elements are Proportion complementary 0 Relationship between elements is more than spatial
  41. 41. Visual Principles 0 Techniques to unify a message include: Balance 0 Use of borders, screens, background Visual weight colors, and overlapping elements Lines 0 Grouping - this gives the impact of a larger Contrast visual without taking away from the content Movement of each. Harmony 0 Proportions Unity 0 Refers to the size of an element in relation Proportion to other elements
  42. 42. Thank you.

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