ART 415 Spring 2012
Art 415 Graphic Design Theory + Application sec S1
Associate Professor Mark Malloy
1.978.542.6859 mmalloy@salemstate.edu
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Assignments
Design Principles and Type Family review
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>>>>> FOR CLASS #2:
Find a "Bad Ad"
>Answer the questions from the handout (the ones that were answered regarding the Harley Davidson ad).
>Draw 10 sketches of better design solutions
>For each sketch:
-- collect images that represent the style of imagery that matches the concept
-- collect type samples that match your concept
Find a hard copy of 2 recent full-page print ads that include an image and at least 2 groupings of copy (e.g.: a tag line and an informational paragraph). These 2 ads should not 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).
Please e-mail me if you are not certain if the ads you have are not good candidates.
>>>>> FOR CLASS #3:
Create a PDF document for each of the "good" ads,that contains 2 parts [note: this material will be part of a larger PDF presentation document (like the one that we saw in class) that you will include in an up-coming class]
PART 1) Design Brief + Design Objectives
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)
PART 2) 10 4.25" x 5.5" sketches for new design concepts.
Based on "Part 1" create 10 4.25" x 5.5" new and very different “concepts” sketches for each of the 2 ads (20 total). These may be rough drawings accompanied with notes about details (text treatments, image styles, etc.)
During class these rough concepts will be reviewed by your peers and 5 sketches for each ad will be chosen to be more fully developed as concepts for presentation to the whole class on Tuesday, 2.8.11
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.
>>>>> Class #4
Using the five concepts chosen from the ones that you developed and collect images to reveal the design inspirations for: type treatments, image solutions, composition (arrangement of elements in the frame) and color.
The results of this collection will guide your design of the concepts. These images will also be placed in a final PDF document that reveals all of the stages on the development of your final ads.
Look anywhere you can find visual inspiration.
Here are some websites that can be useful:
http://www.designworklife.com/
http://www.sagmeister.com/index.html
http://www.arn.com/creative/work
>>>>> Class #5 (2.14)
Design roughs of the chosen concepts.
Roughs are created roughly on the computer to begin the process of translating the sketch and inspiration materials to a final composition. You should try to make key decisions for color, type, images, etc.. We will review these (we will print them during class) and choose 2 to take to the comprehensive design level.
Begin first Package Design Project
>>>>> Class #6 (2.21)
In-progress critique of final Ads and First Package Design Project. Package design should be at concept stage. These can be sketches in sketchbook.
>>>>> Class #7 (2.28)
Comprehensive Ad Designs due printed and mounted
First Package Design projects: printed roughs
>>>>> Class #8 (3.06)
DADA assignment 4 printed abstract drawings from the Efalex package
>>>>> Class #9 (3.20)
GUEST SPEAKER! : Emily Dumas adesigner from Hill Holliday and the owner of flowers in may to talk about her work and to give feedback on yours!
Final Ad Designs due printed from DADA assignment
Revised Efalex Packages printed
Templates for beginning of the package design project
Rough concepts for totally new design of package
>>>>> Class #10 (3.27)
Printed rough of package design in old template
New Design on screen
>>>>> Class #11 (4.3)
DUE: Package design in old template
Beginning of Identity Design Project
>>>>> Class #12 (4.10)
DUE: Package design in new 3D form and initial Identity Design PDF of three concepts
>>>>> Class #13 (4.17)
DUE: Updated Identity Concept PDF and rough printed identity design pieces
>>>>> Class #14 (4.24)
DUE: Work on Identity Design Project
>>>>> Class #15 (5.1)
DUE: Revised printed identity design pieces and Final PDF
>>>>> LAST DATE FOR REVISED SUBMISSIONS (5.8)
A DVD with all final files is REQUIRED along with any other final submissions