halftone screens convert photos to a series of dots or lines, which vary in size and concentration.

ex: 101010 on a computer.  it is made of little tiny dots but you looking at it from a far you do not see the dots

• COVER: should reflect the "Big Idea" of the theme of the report and concurrently reinforce the company image.
• table of contents; if longer than 20 pages
• letter to shareholders; should discuss concerns. Brief and clear and reader friendlt
• financial highlights of the year
• text; straightforward review of the year or thematic approach
• financial statements; explanation of the numbers
• stock price data, financial notes, certification of the accountant's report, a management report, a section that discusses the long-term company projects and/or directions

• nameplate
• folio line
• newsletter cover
• typography

should clearly identify the newsletter and impact its image, but not overpower the other elements of the page. (shouldn't exceed 20% of the page)

-nameplate typography should contrast the text and the header type

whom, where, and when the publication is produced.

-include volume number, issue number and date in folio/ date line below nameplate or logo.

-less is more

two or three typefaces

the aura, image, and associations that an audience has about a product, company, or organization

-Charlie Robertson of Red Spider "brands are trust marks, not trademarks"

recognized as the world's leading source of training in advertising planning and branding. Branding and advertising can break down in 3 basic stages: strategy, concept, and execution.

-labels convey meaning and tap into emotions, often steering one's affinity toward a particular brand.

a graphic representation of a company's product or service.

logotypes (signatures or trademarks)

-a logo identifies a company, implies quality, and differentiates them from their competitors.

typographic legibility is central to effective logo design.

the logo should be adaptable enough to fit all the company's materials

involves balancing the function of the product and defining its audience.

ex: Dave Ogilvy "positioned" Dove as a beauty bar

Ex: Marlboro positioned as a man cig

• Artwork
• Headline
• Body Copy
• Tagline

usually photography-dominates advertising.

• art must possess a great idea, be visually interesting, employ appropiate camera angles and structure its composition deftly
• art is what we see first and what leaves the indelible impression upon us
• artwork can also reinforce a headline designed to flag the audience

the single most important typographic element in an advertisement.

its primary function is to hook the audience- flag the audience

• headlines set the premise, bring the news about a brand or product feature, reflect or reinforce the art and have a good recall
• *establish the right voice and tone in your headline; remember that all communication- particularly advertising- is a one-to-one proposition.
• typically good headlines ar generated from a mix of things= research, creative strategy, intuition, honesty, inspiration, and perspiration.

-the block of text that follows the outline, the message, or gut of the ad.

• great copy uses words that stop you in your track-attention grabber
• the copy text should speak concisely and clearly; it should entertain, inform, and motivate you
• there are no formulas
  
• lead is more important to adv that editorial writing
  
• do your research, know your audience
  
• write in active comvincing voice
  

the last line of copy in an ad.

• critical to branding, promote product identity and branding.
• they sum up what a company wants you to think about is product
• ex: Nike "Just Do it"

a series of ads that communicate or underscore one basic message. they must be cohesive in order for the ads to reinforce one another and function not just singly, but together over the long haul.

*continuity is the most important quality of adv. campaigns

literary or political in nature, tended to be independent and unusual.

The Bauhaus and de Stilj spirit and design philosophies affected magazine design.

-In 1930, despite the Great Depression, Henry Luce founded the Fortune magazine.

-magazine design is about "visual storytelling"

the arrangement of the magazine pages and components-cover, table of contents, advertising, front of book, departments, features, and other material printed in the magazine.

*an invaluable planning strategy that reveals where all the elements of a magazine's logistics are at any time.

1. Traditional approach- locks in the standing components of the book at the beg. and end of the publications.

2. Front to back system- features and new articles are jockeyed around the publication, along with the magazine's other parts, save the table of contents, normally in the front.

artwork (or type) that straddles two pages.

added cost

addresses all typographic components of the magazine; text, captions, pull quotes, crossing heads, by lines

-the physical appearance of the magazine should reflect the editorial content and appeal to the audience which its attended.

A binding method that nests and collated and trimmed pages atop one another, and staples are applied to the center of the pages.

• Function
• Formula
• Format
• Frames

produced by printers rather than journalists or publishers. Utilized a two-column layout.  Its columns were seperated by white space rather than column rules.

-newspapers resembled book page formats

reduced the large margins in order to get more news and advertisements on the pages.  Body Copy was set in smaller type. 6-point type was the norm

-decreased gutter sizes, replaced column spacing withthe vertical rules.

-When decks of more than one like were composed, the practice was to center each line.  This lead to the inverted pyramid. Then cross line

-adopted downstyle headlines. cut down the number of columns per page. Switched from standard 8pt to 9pt type

columns were widened for reading ease and speed

1. attract the reader and increases readability
2. better organize and sort the content so the reader knows at a glance which information is the most important and what each part if the newspaper contains
3. create an attractive and interesting package of pages
4. establish clear recognition so the paper can be readily identified

involves facets of design as simple as organizations, legibility, readability, and good planning- and more technical aspects take platforms, navigation, timeliness, and audience match into consideration.

-refers to function, convenience, and the elimnation of any barriers for your audience. usability refers literally to how user friendly a web site or interactive media are to their audience.

present yet another facet of the multi-media nature of the internet. (software programs available to users via a Web download)

-may prove to be a hindrance bc useres might not have the latest version...etc

(site blueprints)

help flesh out a rough layout and also plot different pathways for user experience and arrangement of the content.

-they are usually monotonal-gay-blueprints are blue: to emphasize structure and architecture of the site