Famous Artists Course Famous Arists Schools, Inc, Westport, Connecticut Advertising and editorial design Keceen: and layout Albert Dorne Fred Ludekens Norman Rockwell AlPorker Bon Stahl ‘Stevan Dohanos Jon Whitcomb Robert Fawcett Peter Helck George Giusti Harold Von SchmidtAdvertising and editorial design and layout — Gia tosarse cir “The purpose of any advertisement is to convey 8 meuge —one that takes the vewer want wo buy the ents predict ot service “Thie message ie not just the obsions tnterent weit ithe teadline and ep. Te the total meaning of all part of the a the worl of she wat, what the design or ilustracin fuel ays or meats tothe viewer, and the planned impact of the layouts Arrangement of all the elements fn die al, eit not enovgh that the design be handiome or decorative inva convey, clearly, Uhe dominant iden of the advertisers sescage For example,» design that features # sleping Kien ‘Bight be use to symbolize the riding comfort of a rairond each, chien penguin suggests the coolnes of 2 Cigareue “This relationship bexween mesage. art and design must hold true wo mater what the a is used for — whether ie appears in a ational mogarine eth millions of readers or isa pester for the local chive far I the base idea is well conceived the deign ‘om he both besa eflosne, reweatding every see f0 the designer ane! t the people sha receie"hs mess “And this ea most important point. Your Facalsy and bu eds of art directors all aver the country hase lent fom ex perience tine moe ginning designers just don't take the time oask themaeves the move vital quewtion of all from the very state of ther planning: Will my design get che cents bose ides acron t the viewer quickly and convincingly ~ relecting the are caracer ofthe prduct or wervces the er {tll his audience about? [All sce profesional realize that their design anid ay ‘out amunt anne this uestion with 2 oud, clear “Yes” ABy feonsusion a inapprapriatenes ino design, anything that does thot help to snake thie major point, should be eliminated no matter how original or intereat i nay be in iell— no mat {er biow much personal appeal fe may hove forthe arse bill ‘in the preceling Loson you Tend that there ate countess inxiguing techniques, maerals std certs st your diaposal— sve lope youve tied many of them and ll continue exper menting. Ht we ms remind you again that teciaiques al fmuterals ae only tools to express you idea. Don't Become 0 frecinaed hy techniques that you fool yourelf into believing they ean replce thinking 3 design dough ~ hey nese cant “To dewonsiate ow the design ex mast Link directly with the advertner's mewage, lets say 2 manufacturer wants (0 Ton fan ad in a secLindusiry magarne, pointing out that his frm ruts the fade wel for fine precision tools Wi his 2s the these is logical to start off by thinking of something 36 hand 2x eel or harder, This something could then symbolize the soperhardness of his kind of sel. Perhaps a diamond is ‘ese, becuse a the veers of this rade magaaine know ery tig wel ic cut by sate tipped with cny diamond point So the relationship willbe cleat tothe viewers ofthis ad. Having selected the diamond, ether questions come 19 rind Does 3 diamond have »suliietly interesting shape? Certainly the facets ae well handled this could bea very atriking de sign. The ent diamond ie ala geometric enough in form to fest precision and t0 convey an appropriate industria feeling [ets take another problem — ets say am adverts wonts sell the ie that his trsportaion oF distribution stem je the fastest ane most eanvenient. Rather than show teks, planes oF tains in a eral way, proceeding fro aue point wo anotbes, we might conceivably show nn outretched hand with the major ‘ues in the country within its grasp. or pethaps the hand woud cover maplike shape ofthe world, the eownty, or the aca i ‘hich the adver operates Ta third advertiser hav a pret shoe form f wique, then perhaps the designer eon tke that shape, emphasie its charse teri, stip it down to fs baret esendials~ in elect. exag erate dhe fore: or texture ina way that makes the pode both fttractive std easy to recognise. Then ths moti ean be wed in ie se. For ecrmple, 4 cable manufacturers ad would be a tial and efectve ifthe spiral sending of he ies became 9 ‘major design elentent. The entice background of the ad could ven he made up oft repeated spiral patter that sit “cable ‘with clarity and impact. ‘Once you've decide om the general theme or subject that is Cleats appropriate, make a numberof smal thumbnal sketches. Keep thee snple, Use dem to uy out various designs and a. rangement of the layout cleans Some youl diard others will eem more promising. Wark with these, improving and de ‘elping them, Finally you'll ind the one cht bet anes your ailimpertant question? Do T communicate dhe base mesage (qulekly, accurately and consineingiy? Only then ae you eal th begin your nal design and layout ‘In your search forthe right idea there will abe posible slutins. Comer the Tree of Attic Lite onthe op- posite page, Ie snot intended to suggest thatthe Picawo head the op ithe answer to everything, On the canreary — the laaie head atthe foot ofthe tree might be just as good am in Soran tr outclar desig. Uhese alasrations snow eight Of he countless diferent ways to handle one subject ~ all of them equally valid. They are intended (0 remind you that you Ihave a trie range of posible solutions ve any design problem. Make sure tht the design you select expresses the ienelesly 2a props ‘Onl ynvve cn your theme, excite wth all your sil tn this lean yom wil eily mony aspects of designing which will help you to develop ideas into successful layouts You will examine the psyehology of the tect approach. Un dtersanding the use of symbols can help the designer enormously fn the creation of rademark,leerheade designs ofall sort. ‘A cling for an unusual ayout, rather than a conventional one, ‘an determine the sucess of a hascally good aleertning or (otil idea. The ability to use type with imagination and taste is alo of prime importance to the designer ‘AM dhe skills, demoasttated in this lewon, il help you fhe arise to ffl your ideas. ue the msin thing to remem: Der is that is dough creative thinking experiment ana sound evelopment that your iden will achieve is fullest valve,Case history of a design ‘The Container Conporation of Amerie wants ue to design full-color magasine page. Iso be used as an instivtional am pig advertisement in a series called "Great Ileus of Wescemn Man” Now an inetiutionat a does’e ty towel product or serve discly — rather, i seks to gain prestige fot the com pany by auociaring it name with x eordhilecxuse o highly npieations! or educational ie “The cline wants thi to lluseate dhe Rumaniarian phi losophy of Fane Addams the famous America pioneer in soil work. They wis to feature 2 quotation {om her writings: ‘Cvitzaien ia method of Hiving. an aicude of repect forall sen” They ith this menage to appear in the ad with their fires maune wad trademark, Dut have noother specie gestions ‘We ae familin withthe "Great Edens” extmpaign td know dat whatever ne do hast ft nto the general charter of the fther ds ofthis isting seri, Av you cat enor the samples on this page, there fe no rgld pattern the artist must follow. There is aliost complete freedom ~ the client insiss nly thatthe work be unique, original, and in the best taste “To decide un te alimportane theme ol this mesage the fst, thing isto find ost more shout Jane Adams, Her personality ful ier work, This cals or reseoreh in the ple brary, hich Listoss many imerstng sn memorable things about her ‘She had found Hull Howse commanity center in Chicago shore she became (amous lor er socal work with the under Iiilged foeigi-torn, the suns «ken, acd the L869 equiva Tent of joseniedelingvency and its problems. This ex feria ing sary but i doce suggest plete —a visual symbol of Ther work, She sins alsa ander in th fight for women's slrage an interesting campaign but no longer timely enough to be a ncunngfl em We alo len that Jone Adda wom the Nobel Peace Prive Now the main idea forthe advertxement begins to take shape! All her ie ane Adam fought valiantly for peace, aginst the ‘rejidices aimed at she diferent races and eres that make up America. she believed in the brotherheed of man —in equality {or all regarles of race, creed or color of shin. How to symbolize the steagth hae could come from the Inarmonious unity of the four races— red, yellow, white and black? What wold make convincing and arreting design 20 omnvanicate the Hen of brotherhood? ‘On the following pages you can examine several of the ap proaches to this prablem and se the gradual evolution of sis {sign to Hs sueceafel conclusiones 19 Fores ih Coun ‘Advertising and editorial design and layout The first thumbnail sketches — thinking on paper oso tpgteen 19 meus Ati Advertising and editorial design and layout This is itner Corporat Jane Addams Civilization is @ method of living, an attitude of equal respect for all men.Reducing « head to a design Tis demonsraion shows how to cteste si attention ethag ad by starting with x complete sl for and ‘aking change, simplieations snd even distortions a6 so rence it to an efetive and amusing design,even Temon ie Coue 19 ‘Advertising and editorial design and layout Stylizing the figure10 19 @ ship into a symbol= oan Nis Some 19 Maverticing ond editorial design and layout vu res ke thee oft ‘trea abject tote simple enentinl in order ta wack of paper on a desk. or on skide ata priming plant ~ ‘rene at original design shat wil be Uoroughly contemporary ough dhe presen, All these are valid ideas ‘hows pgresive show paper —2 few sheets aranged to form an abstract design I apiricand ill calch Use viewers eye Thu they lack ovginaie his is alo 3 goed example of the important point em: What about the soufce of paper? Pap comes from wood, hasaed on page 3 that you mvt make sire your design re- wood from wees Treost That's it Why not x tre with is cylin Iaics tothe sdverher'sproduet Aineal brmnches ad trunk In this wane he product i paper, There are many says 9 Il is meaty eogeher flog Tolled ap magarine pages? rd unique design iden.12 ‘The evolution of a magazine cover design gasine wants vo symbolize Alea on the ‘aver of an have devoral eo dh cutinent, Our Bs robles, as designers i to discover ah idea, a wot, {hae will do ti dive snd dramatically, Dusing fur reearch we come acossa photograph ofa Masa ‘woman (helo) and learn a great dea} out her tribe, The Masai seem to embody the poplar eon fepton of native Africa, They area handhome tal art group. holding proudly co heir ebal customs. Te tien prove dele courage by spearing Lions lor fun rather than making war gine het neighhor. The women glory in ther coiled copper necklaces «ht sometimes weigh thir pounds 80 this pooHOLIDAYAdvertising and editorial design and layout Fomovs Aria Coune tex 19 4 Simplification in design%1% ‘ih doing ht 1 ne = sing on vi (Be stant oft att tn dns sbre 1B Sos aah Se ee ee ‘veh om ht ned Yo he anal ee of moe he co or an Doodling Were all familiar withthe practice of doodling on memo pas or telephone books. For mast people thi apparently XGnle wring iy way to rele tensions. Ie can be Sore than relang for you a an ast t can help {hse your tnaginaton ant ray allow your subconscious to come up with 4 ative solution to design probe rately prosies the fal snower~ 1 more Hike fpro- bing on the plano while searehing for an organized nel ier way t appre your robles lieey, and no designer should gore is vale. Tei iterating to note that after the cunference of toprevel government pliey ker in Washington, Dy Merah paper collected and destroyed fr fearsome" fone may nconscioney have seveaed some imparant Secret through his doodles. Doodling by she ast $s ‘ually revealing, bo do tdestoy you doodles —t eat fot al youve fad chance to studs them for their pos bites of pracical application to your design problem.‘The indirect approach — and the direct approach ‘he diagranis below symbolize evo diferent approaches — the linet snl the intect which are open to the designer on al ‘moa every penblem he foees. Both are valid — she important thing is to Know when to use one, when the other Lats Gre comider the indent pproucl. You could ay that an jet ot design whieh incldes many element = erties Sonal pctes of dierent sees, or bles of text earamged in 31 Feregular pattem = approseles the problem of communicating Ake mecege in an indirect sey, To cee all she elements such 2 Tayout or to stdy a detailed design Eke ths takes the viewer linegsaned ite Baa the Ge anal Ue iecKnalbon, wc an apr proach i fine. In fact, this method fs often neeetary if the a Nether wants to sow sany eas, or to show a few in great Sets, or lees the nend of Tong copy message. A magazine, booklet or catalog which can be picked sip ant loked tlle Iy igh ll be hauled by de indirect approach. The ditet approach serves dilerent purpose. 1s main job ia tapHl coersmegnion — Ensen pats Wb works bet were auiention is a prime requisite, Billboards, posters, newsstand ‘urine covers diplayn~ all dese aut get thes menage over ft There sony sont time far subleties to be sen, let alos appreciated. Under thew conditions detail would go unnoticed, blocks af copy unresd —only a dee, simple design i effective, ‘The direct approsch is usually the more verse of the wo. 1 is nut by any micans limited co dhe we we Ive mentioned. Th cam be elective im magavince oF nevnpapers, where st sm ilicty and directness make i tand out sharply feom is mere ‘complicated, inireceapproach competitors. Used in this son, itl eerises the sme qick reaction from the page Bipper— Simply because thee fs nothing © fire glance = no copy to ead, no desl o linger over. But the roach does hit bar and i easly remembered dlectAt a glance — translating words into pictures telegram always commands mote attention than a lete. And important sep in designing the ad. Once you have the ides, there ave many tinea when + pietore shold have the dramatic preent Wi snple force On thes two pages We show pos punch of a telegram instead of the let’ detailed persavion. some examples of how w do thi In each eae we take single In advertising clear commpnication is ital. Finding the basic word — it appears atthe start ofeach caption — and interpret it idea hot will wansate worl ito plewres is che Gat and alk ina simple design or pictre eth owen nt aE ors wet9 eit Coun dvertising and editorial design and layout toon 19 ioFomacs Aros Coun 20 “a 19 ‘Advertising and editorial design and layout Creating order or disorder Im the connie of your day-to-day work ax designer, you are cil ont 0lke many Kinds of problems ~ to exeate many Alifeeat effec, Although it may soem that ander i pare af tcerything you do, there are crannatces ‘when you tse the ‘Spposite feeling, diacer 10 eves an Hea. For example, 2 layout might be required 10 comeey the chaos of war, fe, food! ovate canet You sould Bow vst suggest bath onder and donc. The examples below show how simply and directly these contrasting eas cam he expres, and the design prin ‘ples to be hep fn mid creating euch elec.re 19 tones Aes Cue Advertising and editorial design and layout ® Special effects The24 ee 19 Fomeus Ariss Coun Symbols — and how to design them Syubots have been an important means of communication since eatin dass. of istry. A flag fr x symbol that identifies a ‘ation: the chow andthe crescent are prominent examples of Syibls tha identity eigons. Daring the Middle Age when Most people cout’ read ot write, ybols were the ony form ‘of visual communication between the iterate masses ond the tradesmen. Symbols ere hung ouside shops ta each the people's atenion and ident the bakery, taker, blckamith Shop. et. Comsnon survivals ofthis practice are he thee Ball of the pawmuhop and the striped pole owe te burbershop, Many brnenes teday are now by yale or traemarts Symbols have « wie rage of ites design a 2veriing. Tit most commuon characterise fs simply ~ for they uae Tt Advertising and editorial design and layout tlier their message withthe uxmott clarity and dienes Im deceloping « synbol, you selee the most characterise features ofa abjec.Am objet ie recognized by its base sve tue, so yeu stat by leaving out is serondany fentanes and de- tals. You must alo be sure to coo 1 view that reveae this structure. The cairo this page i good example ofthat we sean. AS a symbol, is viewed from the side an i represented by jom thre lines. Anything uuu sone complicated would be s pleture rather than 3 bol Suny the objects on these pages and see ow dhe uecompanye ng simabols some of which go back to medical times, were Aerie fous them. ‘They represent the Kind of thinking yo ‘ust do when you develop symbols in your own work “ih26 Trademarks — corporate symbols “The modevn corporate Moematk is toda's equivalent of the oldie tales’ sgh IC the sume purpose: to Hea the company immediatly. Therefore ite design must catch the {ye of the viewer. an he srl ene for him to remember tnd recognize Wf che wadeatatk cat aso suggest dhe quality of the firs service or precuc, so much the beter. When designing a trademark. yo have comilerable leeway: You can we 3 fatty literal plete ofthe company's roduc, 9 realiie symbol, «logotype of diainetvely designed name or Init, an abstract shape —or any combination of these. But Your rest must be unique original simple. And f nse emily the company with ae wemoxt laity. Renner that your trademark wil have to be auptale to Rejuvenating trademarks With sine company may decide ts trademark needs peat This doce not mean thatthe old sib, with its dearly bought ‘Menifeation vale, shoal! be dacanded tated you mt ret the cuaractr ofthe taemarh, but sake Ht look contemporary 0 smomy diferent wses It suse reproduce well lor packages, si toner, billboards, televise ad ier mel. It Ta sine “upeffectvely in enor a back and white ~ nd retain fs unique deniey even when drastically vedced in ie. AM of he designs Delow meet these equitements ada Tecakera long ne and a lot of advertising money — to teach the public Aen a uadenur, So when you design one, at permanence. Doone that ca apply to any Lae products deel ae thowe the frm not tun ot, The tramarh sould be {a ate that ill set ale, that te compay ca ms for 2 long peeled. Simplicity ages well Some a the trademarks here are more than Tory years old yeu ey see as comtemporary a iT they had boon creat yenerday: might rejuvenate them. Each has great validity in is present orm — we re merely demacnatening tbe aicach Una atight be sed ifthe company wanted redesign the edemaEstablis ing a corporate trademark ‘The problem here was wo introduce anew corporate yam bol for a new division of the Olin Marhieson Chemical Gorporation — Olia Aluminum. The plan was to eke fll atheantage of the poner of repeiion, wing the adler, ise ay the repeated moti This trademark wae be fe 21 toved in all ads of she eampaign—so that the public trou esene file with the symbol. The important point wa to give i impact —se se, olor, sad contrast {0 he lle In ander to pl the imae ithe publi ‘omsctossncss as strongly a posible OLIN. ALUMINUM oes s0 esse28‘adds the right touch to modern INing ng ga4 Light, bright |30 ‘Traditional and contemporary layouts CENTRAL | NATIONAL BANK woncoaia 19 Femous Aria Coun ‘Advertising and editorial design and layout JlMrIHDaAgaaoav es Using type as a major element of design ‘We ateall mse 0 ecing ype in ie familiar roe scopy oF Hg {56 #8 att of a Layout The examples om these two pages show how yet can exploit the inherent character of epi itll to ‘seate effective designs with powerful impact. The fet chat exch letter form iy in ucla design of beautiful balance und shape means thc single levers and words can both be vse by the de: Siquer to enbunce dhe layout aud convey the writen wesage The besity of welldengnel type lors give you ready-made ements which can be major features of» poster or page layout For example, bere the areal ecing of moiumentaly. This sense of enormows sale is ‘reaed by cropping and bleeding the leuer atthe top, botany, an side, The design pics the imprenion that the type ie 10 lange hat it cannot be contained by the borders of che paper. Te contrast uf the auall type in the upper left curuer sa makes the 4 sem lager ingle letter becomes power one withAdvertising designs created with type “These four advertiseinens composed solely of ype, were run ina tage magarine. The seer ie type found: ral the type fis product the thing he wants to sil Arvanged in ntercting desis, i yes his message serois to the special audience ofthe magazine quickly mt sult tha ea he achieved with trig oduct, oe thee ishand. For a llectively The reales us the p company lke this here fe natura design approach, Gogetsg Gog b Jeomattor yt uso, mematterwhat jive ita in Batis American‘TypeBounders'Crnw Monier Bold Anowtypet Craw Modern 3334 Letterheads Leterheads, like any other pe of design, have pipe or fonction. ‘The good ones are alays fore than just a plensan piece of Cecoation at the top of the sheet. The} not only identify — they enn reflect the taste, character, and ype of saetviey of a individual or 3» organization Tm the fle column, azuseal Jeseruments and sna design that ie appropiate for 2 tie xoring and sound elects company, fas- fomable Filth Aveave addres fs emphasied by a Tonge bold ype fae, imple deaeing of abit Thames the name and ade of 3 exe maker amd « TY station becomes part of network by Cleveriynsingthenencorkymbolin seal leuers Tv the vighehand chum, 4 designer with « short name enpitalizes ut ict ceatea colinar design, and photographer conveys his sense of taste and design through his use of an illum nase lexteringvtyle. Another (reaied by the vertical arrangement of Fails 2c0% a horizontal ren of type. A photo of a [Pate of delegates es the tone for nts of polit eal conventions Original effects Hike these give a leieshead charecer and distinction. sak design fe (GND) hot ter Sr ar i 50 | | | | |reson BEY torcus aren couse 36 19 Advertising and editorial design and layout Unusual effects with type randomreson 19 Femexs Ati Conse Advertising and editorial design and layout POLI PI Pr rrr A al a al al al at abc 9 b) 9 sd 9 9 9 0 ba b 9 a9 v7prick private secreattary CBS televitsiokn40 Remember — it’s the subject that counts Hes rarer ueia 19 fanart Coue Assignment photographFAMOUS ARTISTS COURSE ‘Student work ‘essen 19 Advertising and editorial design and layout OW 10 PRACTICE AND PREPARE FOR TTS LESSON In this lesson ve demonstrate how to simplity realistic and complicaves pistures into strong, symbolic designs. Apply vhat you leara from thece doxoustrations te your om deeiens -- those dene for practice ac well as these you subait ror eriticisa. Follov these suggestions to get full benefit froa your study and pructice for this less 1. Select photographs of any subjects that interest you and see What you can do to reduce then to simple but effective desigss, 2. Create designs simiter to those shorn on pages 10, 19, 21 and 22, Set yourcelt the Froblea of coumunieating certain effects or subjects through a sinple but, at the sexe ‘time, forceful and interesting sesten. 3, Design pure symbole ouch as those on pages al and 25. ‘choose » variety of subjects -- a tree, factory, farm, steamship -- anything ‘that’ ctimtates your visual imagination. Work fron real objects or photos In magazines oF ewapayers. 4, select » mmber of ets vith treaitional layouts ana create a contemporary veraion of ‘these ads. Aim for a bold, direct quality of design such as you see in the contemporary ex- ‘eaples on pages 30 and 31. Keep working to- vard greater and greater simp) ifieation and impact without losing the all-important qual Sty of recognition. ‘DIE ASSTOMGNTS YOU ARE 70 SRM Iv FOR CRITICISM ASSTGMENT 1. Make four deatgns which express ‘Visually amy four of the folloving holidays, Be sure you create a design, not an illustra ton. ttew Year's Axbor Day. Yan of sy Labor Day Halloween, Thanksgiving Work in eny me@iun you wish using black and fany {wo additional colare. Tae dessane are to measure x 5 inches. ‘Do then ona sheet of 11 x Wisinen paper and be sure to label each design. Mack this sheet -- ASSIGNEND 2, pecortanr: comer of Be sure to letter your name, and student mumbo neatly at the Iower 10 ich aseignzent. ASSIONONT 2, Mako a sizplitiod desien based ‘on the plotagraph of New York Harbor on Pate 2. Before you begin, restudy yogeo 6 through 35, which dmonstsate the principies of sim plirieation in design. Do this assignment in eolor, using either sranaparent oF opaque water color, leneuber this is to be treated as a design, not a realistic {1ustratton. Make your désien 9 inches high by 12 4nckeo wide on a piece of 11 x di-inch itiustration board. Mark this design -~ ASSTGUENT 2. In eriticizing your work, our chief concern wLl be how well you can interpret words oF ideas by seens of clear, foreetul designs. stdeess, hand In the lover sight corior, place the lecon amber and arsigneent number. ‘Your lesson eaxton showld contain: Asoigment 1 Assigment 2 2 Return shipping label Zilled cut completely Mail this carton to: FAYOUS ARTISTS COURSE, WESTPORT, com, ooageA