This comprehensive overview of advertising design strategies helps students and professionals understand how to create ads that cut through the clutter. Design principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type and image relationships are thoroughly discussed. Chapters also cover: - Researching your client and your audience
- What makes an ad successful
- Getting the audience's attention in a crowded marketplace
- The importance of branding and identity
- The difference between print design and billboards, television, the Web, and radio
- Advertising design versus editorial design
- Using typography to define personality and convey the message
- How to make type inviting, set perfect text, and relate type to image
Also included is an extensive section on typography with essential information on how type is perceived by readers, typographic history, principles, and practice. Complete with over 1,500 examples and illustrations of outstanding advertising design from around the world, Advertising Design and Typography will change the way you develop visual ideas and train you to see in a more critical and accurate way.
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