design invest 1print

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Design Investigation WHAT IS PRINT ADVERTISEMENT Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various media, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. ***http://en.wikipedia.org/wiki/Advertising*** Advertising is not just to sell products, but is also used to inform the audience. The part of advertising I am going to look at is print. This is because I would like to learn more about this part of the field to be well informed to make a better decision for the future. A BRIEF HISTORY In 1609, an ad appeared in a British newspaper advertising migration opportunities to America. England embraced importation of goods during the 17th century, with advertisements promoting items such as Chinese porcelain, Indian spices and Persian rugs. Print ads often appeared as handbills, and brands did not yet exist. Advertisements often included long text descriptions that explained the origin and use of products. The 19th century marked the age of newspaper expansion and the further evolution of print advertising. Benjamin Day established the Sun newspaper in 1833. It had a circulation of 30,000 by 1837 John Wanamaker established the first full-time advertising job at his department store in 1880. By the close of the 19th century, large corporations had fully embraced print advertising, with Proctor and Gamble budgeting $11,000 to advertise its Ivory soap product. Print advertising had a new outlet with the founding of Life magazine in 1936, which became the first publication to make $100 million per year from advertising. ***http://www.ehow.com/info_7746188_history- print-advertising.html*** One of the effective early adverts is the one for Pears Soap, John Barrett decided that the Well known soap company needed to advertise their brand. The painter Barratt commitioned to Paint The adverts to give it a homely feel, by painting cherub like children in an idilic family setting. These adverts were extremely effective because it was showing the ‘values’ of the company in its adverts, which then made it appeal to the audi- ence in a more personal way. The picture below from left to right are The ‘V’ and ‘P’ stand for Vine Products. This advertise- ment was published in the Picture Post of 13 December 1941, Pears soap advert, Hoyt’s German Cologne 1880.

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***http://www.ehow.com/info_7746188_history- print-advertising.html*** Print advertising had a new outlet with the founding of Life magazine in 1936, which became the first publication to make $100 million per year from advertising. The picture below from left to right are The ‘V’ and ‘P’ stand for Vine Products. This advertise- ment was published in the Picture Post of 13 December 1941, Pears soap advert, Hoyt’s German Cologne 1880. ***http://en.wikipedia.org/wiki/Advertising***

TRANSCRIPT

Design Investigation

WHAT IS PRINT ADVERTISEMENT

Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various media, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages.

***http://en.wikipedia.org/wiki/Advertising***

Advertising is not just to sell products, but is also used to inform the audience. The part of advertising I am going to look at is print. This is because I would like to learn more about this part of the field to be well informed to make a better decision for the future.

A BRIEF HISTORY

In 1609, an ad appeared in a British newspaper advertising migration opportunities to America. England embraced importation of goods during the 17th century, with advertisements promoting items such as Chinese porcelain, Indian spices and Persian rugs. Print ads often appeared as handbills, and brands did not yet exist. Advertisements often included long text descriptions that explained the origin and use of products.The 19th century marked the age of newspaper expansion and the further evolution of print advertising. Benjamin Day established the Sun newspaper in 1833. It had a circulation of 30,000 by 1837John Wanamaker established the first full-time advertising job at his department store in 1880.By the close of the 19th century, large corporations had fully embraced print advertising, with Proctor and Gamble budgeting $11,000 to advertise its Ivory soap product.

Print advertising had a new outlet with the founding of Life magazine in 1936, which became the first publication to make $100 million per year from advertising.

***http://www.ehow.com/info_7746188_history-print-advertising.html***

One of the effective early adverts is the one for Pears Soap, John Barrett decided that the Well known soap company needed to advertise their brand. The painter Barratt commitioned to Paint The adverts to give it a homely feel, by painting cherub like children in an idilic family setting. These adverts were extremely effective because it was showing the ‘values’ of the company in its adverts, which then made it appeal to the audi-ence in a more personal way.

The picture below from left to right are The ‘V’ and ‘P’ stand for Vine Products. This advertise-ment was published in the Picture Post of 13 December 1941, Pears soap advert, Hoyt’s German Cologne 1880.

WHAT’S HAPPENING NOW?

Now agencies use a variety of different models of * communication* persuasion * engagement * participation * facilitation * conversation

With the constant evolution of digital media channels and the rise of social media, these models will be developing rapidlyTechnology is the central theme of our industry. Consumers are increasingly tech-savvy, flocking to new sites, applications, and devices. The digital ad industry is filled with positive-thinking, and innovative minds,If you want to remain competitive in the future, technology will be key to your success. You should consider new types of digital media, when putting together any advertising strategy because traditional media outlets just aren’t as effective as they once were.

While it’s difficult to predict exactly where the trends are headed, when you keep an eye on new technology, you and your products won’t be left behindThe digital age of the 21st century offers advertisers television and Internet venues to place ads in, along with new venues for print advertising. Digital printing technology and new advertising schemes have established new ways to display print ads, such as on entire buses, on personal automobiles, on sidewalks, on airplanes and even on entire buildings.

THE FUTURE OF PRINT ADVERTISING IS UNCERTAIN, HOWEVER ALTHOUGH A LOT OF BILLBOARDS ARE NOW MOVING IMAGES THERE WILL, FOR THE NEAR FUTURE, BE A NEED FOR ADVERTISING IN PRINT FORMS. THERE WILL STILL BE MAGAZINES, POSTERS ETC IN DEMAND, BUT I THINK THAT TO BE ON TOP, THE ADVERTISING AGENCIES NEED TO STAY IN THE KNOW OF ALL THE NEW TECHNOLOGY AND PROCESSES EMERGING, TO SURVIVE IN THE FUTURE.

COCA COLA

Coca-Cola has maintained a strong brand image with instantly recognizable graphics, red and white colour scheme and distinctive logo.As Coca-Cola continues to develop as a brand and creates more products under its iconic name, it will undoubtedly continue finding new ways of speaking to the hearts of consumers through its advertising. What Coca-Cola has learned is that companies must understand what is most important to consumers at a particular point in history and then speak to those desires through effective advertising.COCA COLA HAS HAD A VERY STRONG ADVERTISING BRAND NOW FOR 125 YEARS, HOWEVER RECENTLY COCA COLA HAS REINVENTED ITS IMAGE, COCA-COLA NEVER BACKS DOWN IN ATTRACTING MORE CONSUMERS. AS THE DESIGN WORLD KEEPS CHANGING AND EVOLVING, EVEN BIG COMPANIES HAVE TO CHASE AFTER AND BATTLE OUT IN THIS NEW AGECOCA COLA USES BRIGHT COLOURS AND COMPLETELY DIFFERENT THEMES COMING OUT OF THE TOP OF THE BOTTLE TO TRY TO RELATE THE POSTER TO EVERY TYPE OF PERSON WHO DRINKS COKE.

Design Investigation

What are the roles?

***http://en.wikipedia.org/wiki/Creative_

director***Art Director - The role of the art director is to be in control of the visuals of the project, the art director also has the final say on what elements,motion and artistic style is used.The art director usually uses doesnt work by themselves but collaborates with the copywriter, together they come up with the overall concept. The ability to develop concept to make the product or service that is advertised interesting is one of the qualities that separates an art director from a graphic designer.

Creative Director - The role of Creative director is ensuring that the new branding and advertising fits in with the client’s requirements and the image they wish to promote for their company or product. The main aspects of this role are to interface with the client and interpret their ideas and develop proposed creative approaches

Creative directors initiate creative ideas for and from those involved in the creative process.

My emails (an example)

Dear Karo Akpokiere My name is Catherine Moore, I am currently a student in my second year of BA Graphic Design New Media in University of Creative arts Epsom, I have been looking in depth at what field I would hope to go into when I have finished my degree, I have been interested in Advertising and have been inspired by you work, especially the advertisement for the Toyota Avensis, I am extremely interested in the way that drawing can be applied to all the different types of media and the way it is applied, and I really would be grateful for some enlightenment on this industry I would greatly appreciate if you could please spare a few moments of your time just answering a few of my questions please. I would be very grateful if you could please email me back the answers to these questions or whatever

you feel would be helpful for me to know about this field, as you advice would be very helpful. Looking forward to hearing from you1.How did you get into this field, what skills did you require?2.What is it like to work in collaborations, and does it happen for most of your projects?3.In big projects such as the Toyota do you work in groups to divide the work or is it mostly an individual?4.. Do you feel that print advertisement will change much in the future, where techniques are concerned?5. On the advertisements you create, is there a lot of concepts thought out first or were there experiments carried out to inspire you for the final advert?6. Was the brief for very specific or were you free to think up the idea from scratch?7. Is there a lot of drawing involved on the initial concept, and then digitized after?8. What would you expect from a graduate, or a new designer?

Design InvestigationArchan Nair Seek ProjectArchan Nair

The seek project

The seek project is run by Karo Akpokiere, he used to work in Print advertising but left that field in 2008, however in the email I recieved back from him, he talks about what he learnt in advertising and how it worked for him in the advertising agencey, but he also talks about what he does now which is many different thing, but mainly illustration. The information he provided really did help as he wasn’t just possitive about advertising but also explains why he really wasn’t that happy in that field. This gives me a clear and overall opinion of print advertising, which is really helpful fo me as this was to find out of this field of graphic design would be right for me.

I have picked out the important parts of the email back, and the parts that helped me out.“I left my advertising Agency Job in 2008 in order to focus on operating www.seekproject.com and developing my drawing skill in other to be correctly positioned to take advantage of the plethora of opportunities

available online and offline for me as an artist in the areas I am most interested in.”

“Where I come from, advertising happens to be the only industry that has got the structure and resources to absorb and attract creatives in large numbers. “, this is the only reason he got into advertising.

“Beyond Computer skills, research and writing skills would do your career a lot of good. It’s not about writing the best piece of literature but about being able to articulate and communicate your ideas. Researching helps you generate content for your ideas. “ this is great advice as i fiind it a bit hard somestimes getting my idea across.

“Working in collaborations could either be a pleasant or unexciting experience and this is all dependent on the people you are working with and their level of enthusiasm for the project.The key to making the most out of collaborations is to know how to deal and manage the different personalities involved in the project in other for you to fulfill you own part of the deal and also offer assistance where necessary. “

“in the agency, most of the projects I worked on were definitely collaborative in nature : Copywriters +client service + client + designer etc.” as he worked in quite a small agencey he did alot of the work himslef sometimes “The agency was a new one and we didn’t have a truckload of cash to employ people so it wasn’t uncommon for the staff to take different roles. Many times I had to formulate my own strategy, write my own copy, design and meet with the client. I was literally working on some projects singularly from start to finish. “ this is the problem sometimes when it is a small agencey the roles that usually exsist disapear and most of the work is done y one person.

“we have strategy and creative meetings after which Copywriters write and pass the copy to the designers (designers could also write if they wanted to) and the designers design after which presentations are done in house and the ‘best’ designs chosen for client approval.“ this more like work in a lrage advertising agencey.

“Usually, research and strategy sessions are carried

out to make the brief clearer and to arrive at some ideas that the creative team can work with. However, as the creative you still have to turn the idea into words and/or image.“

“Briefs are usually specific and then meetings are held to determine the appropriate solution to the problem. It is during these meetings that the ideas are formed from scratch and that’s why it is important to have an opinion or else you run the risk of working on ideas in which you had little or no input.“

“There is usually a great deal of sketching in the initial stages - well I like to do a lot of sketches because that happens to be a neat way todocument and generate lots of ideas before turning the computer on,“ i feel that drawing is one of the most important elements when coming up with an idea.

“it isn’t uncommon for agencies to hire creatives who are multi-skilled so they can create a lot of the work themselves without need to outsource to freelancers,“ so this point shows that it is better to know, even if it’s a little, alot of the processes just to help.

“Apart from technical skills, have an opinion, be comfortable with research, drawing, reading and writing, be nice to people and be willing to help when necessary.Never be shy or afraid to ask questions if you are in the dark concerning issues.Believe in your ideas and abilities, never look down on your work, always be grateful for where you are and what you have got design- wise and otherwise. There always will be people who know more than you do and people who don’t know as much so be open to learning from those who know more and be open to helping those who don’t know as much.

Keep a blog and never be out of touch with your interests. To be honest, it was my passion for drawing, sneakers, t-shirt graphics that moved me to learn how to use the computer and to develop my work and i took that same passion and employed it for advertising until I had to leave.“

Design Investigation

Design Investigation

Interviews secondary research

I didn’t receive any emails back from the companies I emailed. I did however receive one back from the Kero from the seek project. The answers were helpful but not enough information to make a proper assessment from it, as it was just one opinion, so I did some more research and came across some in depth interviews from a extremely well known graphic designers such as.

Mike Salisbury: Mike Salisbury is recognized by his peers as one of the leading talents in American design and the man behind the imprint on a multitude of diverse products – Levi’s 501 jeans, Michael Jackson’s white glove, Rolling Stone and Playboy magazines, andSteff Geissbuhler: Mr. Geissbuhler’s work was honored with the American Institute of Graphic Arts Medal for his sustained contribution to design excellence and the development of the profession.These interviews were extremely helpful because the questions were well thought out and answered

in-depth. I got a lot more information from this and used this to help influence the creative artifact to come out of this project.

The extracts I took from these two interviews are shown below, i have put them to the questions I sent out.

1. How did you get into this field, what skills did you require?-I always created something visual to get a job- You need to show potential clients or employers or schools what you can actually do.-I wanted to design a magazine so I promoted myself to the editor, John Severson, for the job as the first art director of Surfer magazine.* While helping to start a new graphics department, I was teaching and freelancing. That’s how I started in graphic design.

- Take every opportunity to learn new things and meet new people and network- I couldn’t have working alone.* It was always and it’s still important for me

to be able to bounce things off my partners, colleagues and employees.

*My inspiration comes from many different pursuits. I go to the theater and the movies a lot. I listen to music. I go to a lot of exhibits and partake in all kinds of art related things.

- There is a lot of stuff going on in graphic communications today. Unique and modern concepts and looks and a lot of creativity inspired by other periods.There is almost too much good design. Is it the computer? That’s the tool to get it done—the look and the finish –and it is the resource to explore and experiment and learn.

* You can’t just succeed on talent most of the time; you have to understand things and be able to make the transition and keep up with modern technology. Hopefully, you can remain flexible and open to new things.

- I work by first developing concepts to my instincts re: the project and then work from the clients’ input and from research about the market, the product, the customer.- I still draw for the preliminary stages of working. With my sketches I have something to communicate to the people who work with me. And it doesn’t take a computer.

-You need to show people what you can actually do. And you need to do it well, even if you’re only creating samples for portfolio pieces.* you need to let the client know that you are here to learn about their business and not to push design on them without a complete understanding of what they are doing.

* Producing quality work is the essence of it all. Word gets around. When you do a good job for somebody, people who are usually in the same business category find out about you.Mike

Salisbury

Design Investigation

Points shortened

I have taken the replys that I got from the interviews both the one I got back and the ones I found. I wanted to make the interviews into points so it is easier to make sense of.

* It is important to be yourself* to take notes and plan the work all the time* to constantly try to learn and better you knowledge* to promote yourself by showing what you can do, even if that means making something for that interview.* Promoting is presentation and this business of advertising and design is presentation, presentation, presentation* Create visuals to promote yourself* Show potential employers what your capable of* take every opportunity to learn, throughout life* collaborate with other designers to learn* get inspirations to help with your work, music, movies, travel, exhibitions

* remain flexible and learn to adapt to and keep up with modern technology* don’t forget that drawing is still extremely important to the preliminary stages of a project* the computer is the tool, a resource to explore, experiment and learn* use your instincts to make your initial concepts, then work from the client input.* Research is the key* you need to let the client know that you are here to learn about their business and not to push design on them* Producing quality work is the essence of it all* Communicate your ideas clearly and concisely.

Ideas for Artefact*Create an advert with the answers that are sent back from the designers*Create an advert on what its like being in advertising company on illustrator*Create artwork using the inspiration from some of the designers work with the answers*Create a poster with the answers, just important words from answer

*Show the process that goes into the advertisement from sketches to illustrator*create poster from answers with inspirations from cola, archan, and seek project, my favorite agencies i sent to

I think for my creative artifact i am going to create a poster with a Manifesto type of writing on it with the point answers I have gotten and also from the information i have found out about print advertising, although I had a reply back from Seek Project, It was extremely hard to get any response from any of the big agencies, but the smaller ones are interested in helping out up and coming graduates. I will use a lot of the information I have found out my self and use the interview I found. I think I am going to incorporate illustrations to have the style like the Archan Nair and Seek project because they are the ones that interest me the most, I want to make something with drawing involved and also to inform with my manifesto type writing.

Design Investigation

Artefact

This is the artefact I have made for the design investigation, I took inspiration from many different sources including the new Coca cola advertising campaign, Archan Nair and the Seek project, as well as my own style added in.

I drew my ideas first, doing each part seperatly I then took a picture of it and followed the lines in illustrator, i put different elements in the drawing to represent Advertising.

The scroll is to represent the banners used to advertise on, the Ipad to represent the technological aspect of advertising, and the magazine to represent the print advertising.

I then added a pencil because drawing is extremely important to designers and always will be, the paintbrush because creativity is important, the paint brush is painting the coy fish because it is designing it.

The stars are on it because it is important to follow your dreams and you instincts.

I did try putting colour on the lines and also filling it in with colour but I didn’t like it very much I wanted it to look like it hs been drawn, and shadded with cross hatching.

Next I am going to put the points I have taken from the interviews into the poster in the gaps I have left to mke it an informative poster about Print advertising.

On the nex page I have added the points from what I gathered from the interviews. I didn’t add to both of the mgazine pages as i thought that would be too much.

Design Investigation

Conclusion

This is the final artefact I have made for the design investigation, I think as an artifact that devolped throughout the investigation it has turned out well and I am pleased with the outcome.

I wanted it to feel like I had drawing it so I kept the colours in light greay with the lines being tapered to give the look of line drawings. I did experiment with colour on this illustration but it didn’t look right, it looked a bit cluttered.

The writing that I have added to the designe were taken from the interviews that I have. I chose that type becuse it is simple, and doesn’t take away from the design.

Overall I am pleased with the design, if I had a bit more time I think I may have extended the design to fill the whole page, but for this brief I think the size of it works well.

The design brief was extremly helpful for finding out about print advertising and the role of the designer in the advertising agencies, and how the agencies work.