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CONCEPT MAP
Lecture 1 Publication Design with Form & Spaces
Advertising
Purpose
Telling and selling product
Function
Marketing communication
Form
Informing
Persuading
Reminding
Publication design
Concept
Layout and graphic design for printed
Materials
newsletters
magazines
books
brochures
......
Form
online
offline
Publication design structure
Cover
Front cover or panel
picture or illustration
title
author
publisher
Bottom edge
Top edge or head
Raised bands
Spine
Joint
Inside
Gutter
Footband
Text block(foot edge)
content
copyright page
who it was published by
when the book was published
dedication
catalog
perface
body
bibliography
index
Lecture 12 Development of Publication
on Interactive Advertising
What is Interactive Advertising
Interactive Media Overview
Interactive Media
advantage
achievements in technology
includes the Internet & all its associated online services
the fastest-growing publication
purpose
better enjoyment
definition
is a method of communication
works with the user's participation.
From Print to Interactive to Share
Advantage: free, easily accessible
Example: Ways of Publications Creating Interactive Experience to Readers (Glacial、Peugeot、Motorola......）
Lecture 6 Advertising theory
Marketing
for creating, communicating, delivering, and exchanging
offerings
have value
the activity
Marketing Communication
PRODUCT
INFORMATION
TARGET AUDIENCE
REMAINING
Persuasive Advertising
PERSUADING
Reminder Advertising
INFORMING
Informative Advertising
Communication
an act or instance of transmitting
a verbal or written message
a system, a process
8 steps
Media
Receiver
Message
Response
Encoding
Feedback
Sender
Noise
a technique for expressing ideas effectively
Definitions of Marketing Communications
4 key elements
PLACE
PRICE
PRODUCT
PROMOTION
Career in Advertising Industry
Brand
Client Service
Planning/Strategy
Creative
Production
Media
Digital
The Promotion (Communication) Mix
Successful IMC Case study
Lecture 2 Typographic Skills for Publication Design
Issues Related to Style
The Justified Setting
Symmetrical text arrangements and Centre-axis text
Style Classifications
Mechanics of Text
Type is Visual
Type acts the same way that dots, lines, squares, fields of texture, and patterns do in any composition.
Density and Hierarchy
Structure and Optics
Shape and Rhythm
Appearance of Type
Typeface and Size
case, weight, contrast, width, posture, style
Classification of Types
old style, script, transitional style, modern style, slab serif, sans serif, sharp serif
Texture and Space
The Performative Quality
Interaction
The Texture of Language
typographic texture—changes in
boldness, size, linearity, texture, and rhythm.
Type as Information
Spacing
Color and Value
Establishing Hierarchy
Lecture8.1&8.2 Advertising and Publication Design
Binding
Wiro, spiral and combo binding
Canadian binding
Self binds
Case binding
Alternative binding
Perfect binding
Substrate
Paper types
Antique
Uncoated woodfree
Newsprint
Mechanical
Art board
Art
Cast coated
Chromo
Cartridge
Greyboard
Attachment (Unusual substrates)
Metal
PVC
Ceramic
Fabric
Human body
Wood
Printing
Washing printing
Silk-screen printing
Lithography and CTP
Letterpress printing
Hot-metal printing
Thermography
Finishing
Lamination
Embossing and debossing
Foil blocking
Foil stamping
Die cut
Perforation
Varnishes
Matt (dull)
Satin (or silk)
Gloss
Neutral
UV varnish
Full-bleed UV
Spot UV
Textured spot UV
Pearlescent
Folding
French fold
Concertina fold
Gatefold
Roll fold
Lecture 3 How to Put Design Elements Together for Publication
Visual Logic
How Every Talks to Each Other
Structuring the Page
Grid System
The golden section
Anatomy of A Page
Columns, Modules grid
Symmetrical Grid
balanced grid
Asymmetrical Grid
Compound Grid
Integrating Type and Image
Types
Proportion
Images
Proportion
Lecture 11 Psychology and style
Psychology in Visual Communication
Main Function
persuade
is communication
is an attempt
involves more than words
is not coercion
can reinforce attitudes
Psychology and Design elements
The Psychology of Space
different shapes stimulate different emotions
Informed Use of Shapes
circles
friendship, love, unity
rings
strength, resolution
curves
flexibility, adaptability, compliance
square
stability, consistency
triangles
power, science, religious
lines
masculinity, endurance, aggression, community, tranquility, clam
The language of colours
warm colours
cold colours
neutral colours
The psychology of typefaces
different fonts depict different stories
Read between the lines
maxing the mood right
meaning behind
Mental models beyond advertising and publication design
more and more ways to connect
example that using E through touch point in Ad/publication design
Lecture 9.1&9.2&9.3&9.3&9.4_Experimental Book Design _Concept & Format
Book Design
Definition of book
is the oldest form of documentations
it stores the world’s knowledge, ideas and beliefs.
a portable container consisting of a series of printed
transmits knowledge to readers across time and space.
Experimental Book Format
Cover & Package
Printing
Packaging
Extending the Experience
Drawing 、Photograph （Artwork）
Fomat
Bingding
Material
Type Evolution
Modern printing technology and craftsmanship
Printing in the Past
Paper Exploration & Engineering
Throw-outs
Concertinas flow
Parallel fold
Cut
Book in East
Book in West
Lecture 5 Design Process and Practices for Publication Design
Design Process
Define
Strategy
Overall strategy
Design approach
Confirmed list of deliverables
Exploration
In Define stage, we obtain inspiration
Develop
Drawing
Thumbnails
Sketchbooks
Development
Further develop ideas
Select a design direction
Refinement
Final design approved
In Develop stage, we constructed ideas via thumbnails and sketches
Discover
Research
Mapping
Understand your client
The Design Brief
Clarify objectives and goals
Identify opportunities
Set broad-based requirements
Project Initiation
Establish Basic Project Parameters
Selection of designer
Deliver
Production
Final Production
Materials for Release
Manufacture/Launch
Design Materials
Complete and in use
Project Completion
Relationship building
Sales opportunity for designer
Begin new project
In Deliver stage, designers collaborate with partners, clients, curators, and fabricators for
the creation of the end product.