Art 415 Graphic Design Theory + Application
Associate Professor Mark Malloy
1.978.542.6859 mmalloy@salemstate.edu

Click here for Course Policy

Sites worth checking out for ideas/inspriration
http://www.designworklife.com/
http://www.sagmeister.com/index.html
http://pentagram.com/
http://grainedit.com/
http://theheadsofstate.com/

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FINAL SUBMISSIONS:
All final submissions are due on Tuesday December 14th at 9AM in MH 314. Place work in the Portfolio marked "ART 415 Design Theory and Application."

All students are required to submit a DVD with all projects included (please save all documents as PDFs). Printed materials should also be in this portfolio. Refer to this website for the various projects that must be included.

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ASSIGNMENTS:

////////////Assignment for Wednesday September 15th

Bad Ads

Write a design brief for what you consider a "bad ad." Using page 27 from your textbook (I handed out copies), write a set of answers to the same questions that you find there for the Harley-Davidson store, only your answers should be for the client for whom this "bad ad" was produced.

Your ad should have copy included in the design and is not just a large image with a logo.

No handwriting please!

////////////Assignment for Monday 9.20.10

Take Bad Ad and your Design Brief (possibly revised since our last class) and develop 10 very different concepts for how the ad could match your analysis better.

These should be prepared in a PDF containing:

1.The original Ad
2.Your Brief
3.Your Concepts

Each of your Concepts Should be presented with
hand-rendered sketch
typeface suggestion
examples of design source material (from other ads, book design, movies, grocery bags who knows?) that you think are in line with your new concept

////////////Assignment for Wednesday 9.22.10

New Ad Design

Step 1:

This assignment is grounded in what you should have read in Ch. 11 in your textbook.

Find 2 recent full-page print ads that include an image and at least 2 groupings of copy (maybe a tag line and an informational paragraph). These 2 ads do not need to be "bad ads," instead they should be referring to content for which you think you could have some creative ideas. Be sure that the 2 ads are very different from each other in both style and content (e.g.: don't do Dial Soap for one ad and then Dove Soap for the other).

For each ad, create a more thorough Design Brief + Design Objectives (see below). This should be provided in the form of a typed document that you will include in an up-coming PDF document.   

Design Brief----------------------------------
What is the Message?
To Whom are we Speaking?
How do we want to be Perceived?

Design Objectives----------------------------
What is the purpose of the design? (Inform? Persuade? Identify?)
What is the competition? (Provide at least 2 examples in the form of scanned magazine tear-sheets or from the web)
What is the context? (Where will it be seen? Get a sense of the magazine's audience)
What is the “voice”? (What is the personality of the ad? This should guide your work, as you will create the design to match what you describe)
What should be the response? (see the Harley Davidson example)

Step 2:

Based on "Step 1" create 10 new and very different rough thumbnail “concepts” for each of the 2 ads (20 total). These may be very very rough drawings or simply words written down.

During class on 9.22.10, these rough concepts will be reviewed by a group of your peers and 5 for each ad will be chosen to be more fully developed as concepts for presentation to the whole class on Monday, 9.27.10
Please Note: you may add to what text is in the original ad, but you may not eliminate text. I do not want you to get into re-writing copy that already exists.

////////////Assignment for Monday 9.27.10

Step 3:

Based on the in-class responses that you got create a PDF presentation for redesigning the 2 Ads with 5 concepts for each Ad. including a design rough.

Each of the 2 PDF presentations should include:

1. The Original Ad
2. Design Brief and Design Objectives
3. 5 Concepts containing
---a)name of concept
---b)sketch
---c)creative sources
---d)type suggestions
---e)rough design

////////////Assignment for Monday 10.04.10

Package Design 1:

Efamol Package

////////////Assignment for Wednesday 10.13.10

Package Design 2:

Have the template for the package created and all of the raw text for copy entered (you need not have started "creating" the design yet, just have ideas to discuss.

Package A: Create a 3-D new design within old template: Nov 1st

Package B: Create a 3-D new design with entirely new format: Nov 8th

////////////Assignment for Monday 10.18.10

4 Comprehensive Designs
Printed and Mounted on All Black Board

////////////Assignment for Monday 11.10.10

First Identity Presentations to be shown to Professor Malloy on this day and to be shown to group the following class.

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CLICK HERE FOR IDENTITY DESIGN PROJECT SCHEDULE

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CLICK HERE FOR FINAL PROJECT: APPLYING THE BRAND