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debbyFlynn debbyFlynn
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4 years ago
Name and describe primary elements of the art director's toolkit for print advertising.
Textbook 

Advertising & IMC: Principles and Practice


Edition: 10th
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enujenuj
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The art director's toolkit for print advertising includes the photos, illustrations, color, typefaces, and layout of the proposed ad.
Illustrations and photos: When art directors use the word art, they usually mean photographs and illustrations. Photography has an authenticity that makes it powerful whereas illustrations are more fanciful. Illustrations eliminate many of the details you see in a photograph, often making it easier to understand.
Color is used to attract attention, provide realism, establish moods, and build brand identity. Print ads with color get more attention than do ads without color. However, black-and-white also lends a dignity and sophistication to the visual. Ads can also use spot color, a color in addition to black and white to highlight important elements.
Typography is the appearance of the ad's printed matter in terms of the style and size of typefaces. Art directors' concerns include fonts, capitalization, column width, and legibility.
Finally, a layout is a plan that imposes order and at the same time creates an arrangement that is aesthetically pleasing. Some common types of ad layouts the art director might use are picture window, all art, panel or grid, dominant type or all copy, circus, and nonlinear. Finally, several design principles guide designers as they lay out an ad, such as direction, dominance, unity, white space, contrast, balance, proportion, and simplicity.
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