Chap13: Art Direction
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Pt 1: Intro
Pt. 2: Strategic Plan
Pt. 3 Media
Pt. 4 Creative

Chapter 13:  Art Direction

  • ____________________________
  • ____________________________
  • ____________________________
  • Emphasizes ____________________________
  • Creates ____________________________
  • ____________________________ readers
  • Helps to ____________________________
  • Tells the ____________________________
  • Touches people ____________________________
  • Logically ties into the "____________________________"

    • Criteria used to select visuals

    Size

    Color

    • drawings
    • photos = emphasize d____________________________
    • computer graphics = creativity

    Ways to use visuals

  • ____________________________
  • ____________________________
  • ____________________________
  • ____________________________
  • ____________________________ and ____________________________
  • ____________________________
  • ____________________________
  • ___________________________
  • ____________________________

    • Principles of Design

  • Balance
  • Proportion
  • Sequence or Order
  • Unified
  • Emphasis

    • Layout

    ____________________________

    Purpose of the Layout

  • ____________________________
  • ____________________________
  • ____________________________
  • Helps to ____________________________

    • Layout Stages

  • Thumbnail
  • Rough
  • Comprehensive
  • Dummy
  • Mechanicals

    • Layout Formats

    • Omnibus or Circus
    • Frame
    • Rebus
    • Picture-window
    • Copy-heavy
    • Multi-panel
    • Big Type
    • Alphabet
    • Mondrian

    No part of this site may be reproduced or used as original work,  without permission in writing from the author.

    Copyright © 1998
    Published by: Cynthia M. Frisby, Ph. D
    University of Missouri-Columbia
    Missouri School of Journalism
    Department of Advertising
    76F Gannett Hall
    Columbia, MO  65211