Advertising Design Good advertising design doesn’t happen by accident. In this 6-lesson class, you'll learn the principles of the advertising design from both a business and creative visual design perspective. Case studies from print, Web, and TV showcase advertising concepts at work. These concepts include persuasion, color psychology and composition, copywriting and typography, and brand communication—all of which are important aspects in portraying a message and selling a product.
Class projects include ads for newspapers, magazines, subways, and transit/outdoor applications, and a final project in which you create an entire ad campaign. Use this class to build your portfolio and address concepts that every ad designer should know.
Class Projects and Objectives:
This online class is packed with advertising concepts and techniques. Students will meet the following objectives:
- Develop an understanding of the history and evolution of advertising in America and the role of designers in ad agencies and the freelance world.
- Design a persuasive black and white newspaper advertisement, working with copy and typography to create an eye-catching design.
- Identify and apply principles for effective ad design in different media.
- Create two subway ads for a cell phone provider, exploring different approaches to advertising tone.
- Identify and apply design elements such as line, shape, and texture in advertising design.
- Identify and apply principles of composition and layout including space, rhythm, and depth in advertising design.
- Develop a consistent ad campaign using elements that differ based on season and placement.
- Explore and apply tips and techniques for writing ad copy and using typography to enhance the persuasive power of advertising.
- Design a billboard and bus shelter ad using typography to enhance a message.
- Develop an understanding of the ways in which human perception influences ad design.
- Develop a concept for ads in three different media, considering how to present the client's brand and the product's brand in each ad.
- Identify and apply principles for incorporating a brand into a single ad and applying a brand over an entire campaign.
- Draw lessons from case studies of ad campaigns and evaluate their effectiveness.
- Design an integrated advertising campaign using a fictional client's requirements and specifications.
Class Instructor Bio:
Bruce Bicknell is a writer, instructor, illustrator, animator, Web designer, video editor, marketing pro, and graphic designer based in Tampa, Florida. In his career he has worked on projects for Adobe Systems, ATI, Photoshop Elements Techniques, MacTribe, Yellow Machine and Mac Design to name a few. Bruce has degrees in Computer Animation and Web Development from The International Academy of Design and Technology.
LEFT: Image from Advertising Design. Case studies set the stage for creative, portfolio-building exercises.
| Prerequisites: |
- Computer with Internet connection (56 Kbps modem or faster).
- Adobe Photoshop or equivalent digital imaging program.
- Adobe Illustrator or equivalent vector-based illustration program optional.
- Adobe InDesign or equivalent layout program optional.
- Basic experience in graphic design and the software packages needed for this course.
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