Tuesday, April 9, 2013

Carey Chapters 1-4, 7-9

I checked back on the blog and for some reason, my reflections disappeared. Glad I checked!

1. This chapter deals with the history and the use of advertising. The chapter does a good job of pointing out all of the basic terms and ways in which advertising effects us. Something I found particularly interesting was the piece about PSAs. I think that PSAs have a tendency to effect us the most. We can remember PSAs and return back to them many years later. I also like that advertising is considered to be a universal entity. It would be hard to get the majority of most states in the U.S. to get along with each other, let alone different countries, but I think it's worth looking into the international need for advertising.

2. This chapter describes the design process. The book notes the 6 phases of taking on new clients for design work: knowledge, comprehension, application, analysis, synthesis, and evaluation. The knowledge phase describes getting to know your client. The strategy phase encourages creating a plan and direction in which to take with the assignment. Phase three calls for ideas that should be numerous and diverse. The ideas from stage four are turned into designs. Phase five is all about production and creation of the designs and ideas. Finally, in phase six the designs are reflected on and suggestions could be made.

3. This chapter encourages the use of sketchbooks and physical records of work to be reflected on and improvements to be made. The record of creative efforts on the part of the designer is helpful and will generate new ideas for the designer in the future.
4. This chapter pushes brand identity. The ability to make brand identity and maintain it is so important and requires a lot of talent. The most famous of logos and brand identities are memorable because of their designs that are usually deceivingly simple.
7. This chapter brings to light the importance of the approach to a project. The knowledge of what's being done and what has been done is so important when trying to make fresh work. Cliches work very rarely and when they do it can become old very quickly. I know that I am not fond of work that calls upon stereotypes or cliche topics because I would prefer to see something new.
8. This chapter cares about typography and the use of type in design. While type was thrown about carelessly in the first advertisements, it has become a major factor in all designs. The major takeaway from this chapter is that type is important and is the vehicle in which your content is delivered. The wrong type will make a consumer turn away from your design.
9. This chapter points to many foundations of art that must be present in a design for it to be considered technically good. I remember in my sculpting class we had to judge our peers work objectively and subjectively. Usually, if it wasn't strong objectively, it wasn't strong subjectively. It is very important to care for the foundations, otherwise the whole thing will fall apart.

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