Journey from Concept to Creation

Media (Part One).

Adman4 — 2008-05-02T17:00:22-04:00

I am convinced that there are gazillions (possibly even googillons) of dollars totally wasted by those who are not educated on a few basic principles of media planning and buying.

Typography (Part Three).

Adman4 — 2008-03-18T12:06:06-04:00

A long, long (really long) time ago I promised to offer some tips on typography. At long last, here they are. I hope they were worth the wait. My blog had to take the back seat for a few weeks...ok,...

Typography (Part Two).

Adman4 — 2007-10-02T20:14:34-04:00

From Johannes Gutenberg's time (c.1400-1468) -- basically credited with the invention of moveable type printing -- to the eighteenth century, type designs were calligraphic (based on handwriting). The character and flow of handwriting was the result of the shape of writing instruments (reeds, brushes, wax tablet styluses). When letters were first cut and punched in metal, they were inspired by the broad-nibbed pen that was used at the time for writing. The pen would be turned at a slight angle resulting in thick and thin markings on the writing surface. These markings were the inspiration for Roman typefaces which are based on ancient stone carvings.

Typography (Part One).

Adman4 — 2007-08-17T12:01:56-04:00

Although the typesetting equipment we had was quite obsolete, I am extremely grateful that I had the opportunity to experience it. I am even more grateful that I was never burned by the hot molten lead. I’ve heard some horror stories.

Color.

Adman4 — 2007-06-26T14:35:12-04:00

While any color can be combined (as in nature) if you choose the correct value and intensity, aesthetically pleasing color combinations have been found to lie with colors on opposite ends of the color wheel (complements), equidistant from each other (triads), those that lie on either side of the color (blended) or on either side of the complementary color (split complementary).

"Divine Proportion."

Adman4 — 2007-05-25T14:45:46-04:00

One of the best ways to understand the last of my five principles of design -- proportion -- is to study nature. When you look across a landscape, you don’t typically see one tree that is precisely one half as high as another… or one cloud that is one quarter the size of the next one… or stars and galaxies that are equidistant from each other. Nature cares little about such obvious mathematical relationships and good design follows the examples of nature in this regard.

Balance.

Adman4 — 2007-04-23T14:42:51-04:00

With informal balance, all of the elements are still balanced, but the balance can be distributed in terms of color, value, shape, position, texture and direction. The use of informal balance requires a higher level of artistic ability than does formal balance. The study of classical art is invaluable in helping to develop a better understanding of informal balance.

Sequence (eye travel).

Adman4 — 2007-01-16T15:53:13-05:00

In addition to my interest in reading company mission statements as mentioned in a previous blog, as an advertising executive, I also can’t help myself when it comes to evaluating the visual design of television commercials and corporate videos, magazine...

Emphasis.

Adman4 — 2006-12-11T19:47:49-05:00

As I mentioned in my last blog, I consider the principle of unity to be the most important principle of design. I want to reiterate that it extends beyond the unity of shapes to include color, typography, visuals, copy and...

Unity.

Adman4 — 2006-11-20T15:15:41-05:00

Back in the day, when I played tournament foosball, there were five basic principles that were critically important. The table had to be in excellent shape. If it wasn’t, it was a waste of time and I wouldn’t bother with...