"Great power, impress people"
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ypography in print advertising
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By Yuanyuan Yao
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Typography in print advertising
"Great power, impress people"
T
ypography in print advertising By Yuanyuan Yao
First Edition Published 2015 Š Yuanyuan Yao Published by Blurb.com Tel: 1-888-988-1605 Email: press@blurb.com All rights reserved. No part of this publication maybe reproduced, stored in a retrieval system in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission from Yuanyuan Yao. Whilst every effort has been made to ensure the accuracy of the information contained in this publication, no guarantee can be given that all errors and omissions have been excluded. No responsibility for loss occasioned to any person acting or refraining from action as a result of the material in this publication can be accepted. This product contains content from typography.com and images independantly sourced from various print advertising. The fonts featured include century schoolbook and a customization of Gill Sans.
6 Introduction
CON TENT
Chapter 1
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Typography in print media
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6 Rules for creating effective advertising
Chapter 2
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Print advertising 3 Companies print ads.
Bibliograprhy
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Intro Typography plays as important a role in advertising as other aspects of ads. like color, shape and location. It is the primary medium through which companies and other entities carry the message they are trying to convey to their target audience and therefore have to be signiicantly positioned in all adverts that it has used. A deinite relationship exists between typography and advertisement. A brief survey of any billboard, newspaper, poster or any other advertisement demonstrates that the use of typography to pass the advertisement’s information is possibly the most important aspect of advertisements of certain types. The main message that a business entity is looking forward to advertise often appears bold, enlarged, colored and highlighted to ensure readers do not miss it. This becomes so appealing and attractive to the target audience drawn to the visual aspect of the advert (Bohn 2001, 20-22). There are several elements that come together to make a good advertisement. These include color, location, design and typography (White 2006, 27-28). It is naïve to assume that visual advertisements would not be without the use of text.
There are certain worldwide brands that have established themselves so well that the appearance of their logo is all that is needed. Nike’s tick, Adidas’ three bars, Microsoft’s lag and Apple’s apple are excellent examples of this. Before further analysis of the relationship between typography and advertisement is carried out, it is important to know the proper deinition of typography. Typography refers to the art of communicating vividly and simply through the use of type (Bergsland 2010, 1-2). Advertising is a non-personal communication for an organization and the products it offers. It is propagated to a target audience by use of mass media such as magazines, television, public transport, newspapers, direct mail, catalogues and outdoor display (Janoschka 2004, 15-17). Most companies often advertise their products as items that meet a certain need of the customer.
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Chapter 1
Typograph
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I. Typography in print media II. 6 Rules for creating effective advertising
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Typography is the art and technique of arranging type, type design, and modifying type glyphs. Type glyphs are created and modiied using a variety of illustration techniques.
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he arrangement of typeography involves the selection of typefaces, point size, line length, leading, adjusting the spaces between groups of letters and adjusting the space between pairs of letters. Typography is performed by typesetters, compositors, typographers, graphic designers, art directors, comic book artists and grafiti artists. Until the Digital Age, typography was a specialized occupation. Digitization opened up typography to new generations of visual designers and lay users. A glyph is an element of writing. More precisely, a glyph is an individual mark on a written medium that contributes to the meaning of what is written. A grapheme is made up of one or more glyphs. In typography, a typeface is a set of one or more fonts, in one or more sizes, designed with stylistic unity, each comprising a coordinated set of glyphs. A typeface usually comprises an alphabet of letters, numerals,
and punctuation marks; it may also include ideograms and symbols, or consist entirely of them, for example, mathematical or mapmaking symbols. The term typeface is frequently confused with font; the two terms had more clearly differentiated meanings before the advent of desktop publishing. The distinction between font and typeface is that a font designates a speciic member of a type family such as roman, boldface, or italic type, while typeface designates a consistent visual appearance or style which can be a family or related set of fonts. A graphic designer is a professional within the graphic design and graphic arts industry who assembles together images, typography or motion graphics to create a piece of design. A graphic designer creates the graphics primarily for published, printed or electronic media, such as brochures and advertising. They are
Typography
also sometimes responsible for typesetting, illustration, user interaces and web design. A core responsibility of the designer’s job is to present information in a way that is both accessible and memorable. Typography is the design and use of typefaces as a means of communication. It is considered to have begun with Gutenberg and the development of moveable type. But typography has its roots in handwritten letterforms.Typography encompasses everything from calligraphy through digital type and type on Web pages. It also includes type designers who create new letterforms as well as designers and calligraphers who use the letters as part of their designs.
I. Typography in Print Media
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6 RULES Creating Effective Typography
II. 6 Rules for Creating Typography
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Pun-Heavy Posters About Graphic Design Will Make Creatives Chuckle (or Groan) Sara Heffernen's fun, hokey series By David Kiefaber
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1 Watching the Kerning
Kerning involves adjusting the spacing between two letters in a given font. Note that this is a separate issue than tracking, which adjusts the space between all letters simultaneously. You might think that an expensive program like Adobe Illustrator would automatically solve all kerning woes for you and that this is therefore not a problem that arises in your artwork.
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2 Be Aware of Font Communication About fonts selection should never be an arbitrary process. Simply looking through your entire library to ind a font that you like will rarely produce an effective result. The reason is that there is an inherent psychology associated with certain types of fonts. Every font communicates certain attributes on both a conscious of the type and subconscious level. Two of the major areas of communication are gender.
Seat Maybelline campaign, by Relex Group, using AW Conqueror Didot as display typeface.
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3 Combine Typefaces Effectively. Combining two or more typefaces can be tricky. The general rule of thumb is to use a neutral serif and san serif combination. It's safe, easy and it works. Set the headline in "Helvetica" and the body copy in "Times New Roman" and you're good to go! If that's too boring for you, try combining an old typeface with a modern typeface. How about a script with a san serif? If you do this, it's important to pay attention to the contrast between the typefaces you choose. Be sure the contrast between them is great enough to separate them. If the typefaces are too similar, they will look awkward and out of place. Combining "Helvetica" and "Arial", for example, will look more like a careless mistake than a conscious design choice.
main font
secondary font
4 Use Typography as Art Stop thinking of typography as simply headlines and body copy and start thinking of it as a design element. Typefaces are meticulously designed and therefore possess an aesthetic that can be a valuable asset to your design arsenal.This of course goes well beyond building faces with letters. If you want to create a typographycentric design, think about how you can incorporate attractive type as the hero. Also, never feel as if you’re conined by the structure of existing fonts. Expand on the font shapes to suit your needs. Try adding swirls, texture, blotches, spats, and anything else you can think of to spice up the look of the type.
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Inspiration can come from any source as there is no limit. For today’s round up what we have gathered for your inspiration is the examples of some typefaces in different print ads that turned out to be too well that they grab the attention on the irst glance. We have already talked about the typography too much, and every one of us is quite familiar with the importance of typography and the use of right fonts for the designs. Therefore, we straightly move to the inspirational print ads that demonstrate creative use of font. Print advertising without a doubt is one of the
best choice to get the word out about a product or a campaign and it is the oldest kind of advertising.Print ads are commonly seen in magazines, billboards and of course newspapers. Even though internet is very popular, newpapers and magazines still have loyal readers.That’s why most businesses still believe the power print media.Print ads can draw attention in many ways.It can either draw attention with an image or with a well thought slogan.You know,typography is an important key to effective communication so do in print advertisement.
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5 Find Good Inspiration
Price Drop
Pringles Cheddar Cheese
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Inspiration
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R
emember that these rules are simply meant to be guidelines to help you create great typography. Along the way you’ll ind that some of your best work blatantly breaks one or more of the principles outlined in this article. As I said before, the moment you fully understand a given rule in design is the moment when you have permission to break it. Just make sure the disregard isn’t arbitrary but executed with purpose and to achieve a speciic goal.
Break the Rules 6
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Chapter 2
Advertisin
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I. Print advertising II. Three Companies print ads: Adidas Beats Coca cola
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Print Ad. Print ads are excellent for solidifying your brand identity. Your ads should have a consistent aesthetic in terms of fonts, colors and types of images to establish brand recognition.
Advertisements are found in many places and in many forms. One of those forms is known as print advertising, which includes those advertisements that are printed on some type of paper handled by the potential audience. This includes offers sent through the mail and posted in newspapers.To reduce the chances of this happening, some advertisers try to interact with people directly with items known as liers. Although there are many different options, print advertising can be negatively affected by a number of factors. There has been a trend lately of using typographic arts or simply typography in advertising to strengthen the way the print advertising campaigns convey their message. Many advertising agency, art directors, creative director, illustrator and other creative people who are part of the team that conceptualize the overall design of print ads are starting to adopt this kind of technique in presenting advertisement design. The meticulous of arts and the extraordinary of a kind techniques which are become collaborates together when typography is used in a certain design whether it is a printed material or digital art are resulting to be inspirational designs
of typography. Creative people like graphic designer, illustrator, web designer, digital painter and other who aspire to venture in using this technique prioritize this form of art to convince their visual audience. It is undoubted very challenging for the various of illustrators and graphic designers to plan, visualize, conceptualize and inally create print ad designs which main concept will based in the art of typography. Creating eye-catching advertising posters is really hard but the fruitful result of the combined hard work and effort will bring you happiness and satisfaction. Here are some of the beautiful examples of print advertising with typographic arts. Browse through this collection of beautiful print ads that used typographic arts in order to create extraordinary print advertising campaigns. In this unusual collection of creative ads, you will ind some of typographic advertisements designs that are simply wonderful and undoubtedly effective in delivering a message through the print advertisements.
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The Worlds First Interactive Print Ad
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A
didas Originals (often stylized as "adidas Originals") is a line of casual sports clothing, the heritage line of German sportswear brand Adidas[1] specializing in shoes, shirts, coats, bags, sunglasses and other accessories. The clothing and the accessories are under the categories Superstar, Adicolor among others,they are designed under the Adidas company. There was also a collection named "Originals Denim" by Diesel a concept being trialled in New York and Berlin.
Adidas Print Ad.
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Adidas Originals as they challenge the deinition of fame and superstardom. The images posted at major centers of the world's entertainment industry like Times Square and Madison Square Garden show stoic portraits of superstars like Pharrell Williams, David Beckham, Rita Ora, and Damian Lillard, with their faces blocked and the word "superstar" boldly crossed out. Why? For decadesTimes Square advertising has been the pinnacle of big name celebrity brand promotion, but this year the location and the stars are being used to give a very different, more deiant message – to challenge what it means to be a superstar in today’s world. Johannes Leonardo New York created a powerful central symbol of the challenge – the universally recognized adidas three stripes to boldly cross out the word superstar. The symbol was then placed directly over portraits of some of the world’s most recognizable entertainers and sports stars. The impactful black and white portraits
photographed by Josh Olins have been shot in a way to reveal the rarely seen and unexpected side of the original superstars.Very minimal styling and retouching speak to the true meaning of the campaign: The subjects stare directly into the lens
adidas originals: Superstar
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giving the viewer the feeling that these celebrities are making this statement directly to the viewer, challenging them and making them question their own perception of superstar.
adidas concept Dire
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Star Wars x Adidas Billboards on Atmos Harajuku
Billboards
Adidas’s All in for every run ad – Dubai – Jan 2012
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Billboards
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adudas training poster
adidas-TheObstacleParis-Poster-11
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Poster Ads.
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B
eats' product line is primarily focused on headphones and speakers, marketed under the brand Beats by Dr. Dre (rendered beats by dr. dre); in particular, its headphone line characteristically places a heavy emphasis on bass, which, in advertising material, Dr. Dre stated allows listeners to hear "all" of the music. Beats' popularity was primarily inluenced by its marketing practices, centered on product placement and branding deals with celebrities that were accessible due to Iovine's professional network.
Beats Print Ad.
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Lil Wayne Billboard Ad for Beats September 10, 2012
Beats Electronics is a division of Apple which produces audio products. Headquartered in Culver City, California, U.S. the company was co-founded by rapper and hip hop producer Dr. Dre and Interscope Geffen A&M Records chairman Jimmy Iovine. In 2012 NPD Group reported that Beats' market share was 64% in the U.S for headphones priced higher than $100, and the brand was valued at US$1 billion in September 2013. For a period, the company was majorityowned by Taiwanese smartphone maker HTC—the company reduced its stake to 25% in 2012, and sold its remaining stake
back to the company in 2013; concurrently, Carlyle Group replaced HTC as a minority shareholder, alongside Dr. Nani and Iovine, in late 2013. On August 1, 2014, Apple Inc. acquired Beats for US $3 billion in a cash and stock deal, marking the largest acquisition in the company's history. Beats have been widely criticised for the average sound quality within their systems at such 'high end' prices. Although quality has improved in new devices, the overall experience is regarded as under-par with rival companies such as Bose Corporation and JBL.
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by ACMB Photography
Billboards
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Beats By Dre Magazine Ad
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Magazine Ads for Beats Audio
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C
oca-Cola Company marked the date May 8th (the Founders Day), that Coca-Cola was irst sold in Atlanta, Georgia in 1886. The company is mark its 125th year in through a series of events and celebrations at both headquarters in Atlanta and over 200 countries where it operates. Coca Cola’s celebration in Europe includes a retrospective TV ad, outdoor ads, an online Retro Poster Maker and iconic graphics on-pack. Each element of the campaign will be inluenced by the brand’s rich and iconic heritage over the decades, as well as bringing to life its enduring appeal and celebrating 125 years of bringing happiness in a bottle to consumers.
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Coca cola Print Ad.
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Captivating outdoor advertising will continue to spread happiness throughout the UK with four creative executions highlighting the 125th anniversary heritage artwork across 96, 48, 12 and 6 sheets as well as digital sites.
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A “Retro Poster Maker� has been designed for Coke Zone, its online loyalty site, which allows visitors to make their own Coca-Cola poster using its advertising archive. The winning design will be displayed on the Piccadilly Sign.
Poster
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Contest for Creative writing. "If you can imagine it, you can write about it."
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Brochure
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END.
BIBLIOGRAPHY images
Page Reference 10
Photography Typography (print), 2013, Deviant Art. http://wasted49.deviantart.com/art/Photography-Typography-print-337276431, (accessed 22th May 2015)
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David Kiefaber, Pun-Heavy Posters, 2015, Adweek, New York. http://www.adweek.com/adfreak/these-pun-heavy-posters-about-graphic-design-will-makecreatives-chuckle-or-groan-162553 , (accessed 22th May 2015)
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Relex Group, Seat Maybelline ads, 2013, Typofonderie, New York. https://typofonderie.com/gazette/post/in-use-the-relex-group-wise-choice-of-aw-conqueror-fortheir-seat-maybelline-ads/ , (accessed 23th May 2015)
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Pete Favat, Jack Daniel's:The best way, 2012, Advertising Agency: ArnWorldwide, USA. http://adsoftheworld.com/media/outdoor/jack_daniels_the_best_way , (accessed 22th May 2015)
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The Worlds First Interactive Print Ad, Wired Magazine, http://materialicious.com/2014/01/the-worlds-irst-interactive-print-ad.html (accessed 23th May 2015)
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Jared Booye, ADIDAS "DIRE", 2013, Zumeo, San Francisco. http://www.zumeodesign.com/adidas-dire . (accessed 23th May 2015)
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Dave Kerr, adidas originals: Superstar, 2015, Best Ads, New York. http://www.bestadsontv.com/ad/68222/adidas-originals-Superstar (accessed 25th May 2015)
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Atmos Tokyo, Star Wars x Adidas, 2010, Tokyo Fashion News, Tokyo. http://tokyofashion.com/star-wars-x-adidas-billboards-on-atmos-harajuku/ . (accessed 23th May 2015)
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Jigs Tinao, Magazine Ads for Beats Audio, 2012, http://jigstinao.blogspot.com.au/2012/06/magazine-ads-for-what-hi-i-july.html (accessed 23th May 2015)
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Duncan Macleod, Coca Cola Celebrates 125 Years, 2011, Coca-Cola Company. http://theinspirationroom.com/daily/2011/coca-cola-celebrates-125-years/ accessed 25th May 2015
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BIBLIOGRAPHY text
Page Reference 7 10 13-21
http://www.tiffanyzhu.com/blog/2013/2/16/typography-inadvertising by Sustainability And Fast Fashion, accessed 22th May 2015 http://designrshub.com/2012/08/examples-of-print-advertisingwith-typographic-arts.html by Manuel Garcia, accessed 22th May 2015 http://designshack.net/articles/typography/8-rules-for-creatingeffective-typography/ by Joshua Johnson, accessed 22th May 2015 http://design.tutsplus.com/articles/10-rules-for-choosing-theperfect-typeface--vector-12548 by Julie Felton, accessed 23th May 2015
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http://designrshub.com/2012/08/examples-of-print-advertisingwith-typographic-arts.html by Manuel Garcia http://www.wisegeek.org/what-is-print-advertising.htm by Wise Geek, accessed 23th May 2015
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http://theinspirationroom.com/daily/2011/coca-cola-celebrates125-years/ by Duncan Macleod, accessed 25th May 2015
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http://galleryhip.com/beats-by-dre-magazine-ad.html by The Hippest Galleries, accessed 25th May 2015
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http://www.bestadsontv.com/ad/68222/adidas-originals-Superstar by Best Ads., accessed 25th May 2015
This book contains seriously cool advertising from three companies and analyses a series of typographic advertising impress people express to the power of typography.