Chapter 7 - Approaches
Chapter seven explores the different ways that effective, creative, eye-catching, or memorable advertising can be made. I really liked a particular line from the chapter, “To create something fresh, you need to know what already has been done (105).” I think this statement is very true for a number of reasons. Not only does knowing what type of ads already exist help us to avoid overused ideas and concepts, but I also feel as if knowing what already exist can help propel and ignite new exciting ideas that perhaps blend a variety of previous styles or approaches together. I also thought that the distinction between what a lecture and what a drama are was interesting. A lecture was described as a message that is made clear and evident to the audience, while a drama weaves the message in with the acting or presentation of a story. In addition, the chapter also discussed participation, which is when the viewer takes an active role in the marketing message. I personally think this final approach is very effective. People remember things more when they can participate in the outcome.
Chapter 8 - Typography and visualization
This chapter discussed the importance of typography in helping the message of a particular design be conveyed. It talked about how a particular font, the placement of the type, and even color and other treatment can relay a connotative meaning. The chapter went on to discuss the various different types of images that designers can use as well ranging from photography and digital illustrations to paintings, sculpture, or ceramics. Artists can add meaning and convey certain messages depending on how they edit, alter, and present images as well. If a poster is printed off in a very small format, it is clear that it was meant to be seen up close, possibly held, and isn’t as “in your face” than say a giant image on the side of a building which grabs your attention with its sheer mass.
Chapter 9 - Composition
The composition of a design takes in every aspect of the design. For instance, the typography, imagery, wording, balance, color, positive/negative space ratio, visual hierarchy, size, etc. The chapter discusses many of these considerations as basic design principles. A good design will guide the viewer through the composition (by utilizing these principles) and will create a fluid and cohesive flow throughout the work.