Kathy's Notebook ( I wanted to put these little reminders where I could find them myself :) ) :

Wallace's Theory:

  1. Preparation - Research
  2. Incubation - Get away from it
  3. Illumination - Idea comes to you
  4. Revision - Work out final problems

Considerations for Ideas:

  1. Know your product
  2. Know your audience & how to reach them
  3. Know your limits
  4. Know what is professional

Utilizing Research:

  1. Add to an idea
  2. Subtract from an idea
  3. Modify and adjust
  4. Exaggerate Idea

Categories that Ad Ideas Fall Under:

  1. Work in a series
  2. Unique way to make your point
  3. Play on Another Ad
  4. Play on Words
  5. Famous Person, Place, or Event
  6. Copy
  7. Beautiful Photo or Illustration
  8. Sexual Innuendo
  9. Double Take

Five Basic Elements of Visual Art

  1. Line - Symbol of an Edge
  2. Shape - Line Turned Back in on Itself / Area Defined by a Border
  3. Value - Darks & Lights
  4. Texture - Makes You Want to Touch It
  5. Color - Quality of Light

Elements of Design:

  1. Economy
  2. Scale
  3. Proportion
  4. Balance - Asymmetrical or Symmetrical
  5. Unity
  6. Emphasis
  7. Directional Force - the feeling of a line (S-curves are good; diagonals are dynamic)
  8. Contrast
  9. Rhythm

Rule of Thirds, Golden Proportion = 1.618

Axis Holds Your Ad Together

Stages an Ad Goes Thru:

  1. Research - Preparation
  2. Thumbnail - Rough sketches mainly for your own benefit, so you can work out problems
  3. Rough - Actual size, more refined, type style selected
  4. Comp - As close to the actual ad as possible
  5. Production - overlays, camera work, produce for publication

Characteristics of a Successful Ad

  1. Get attention
  2. Illicit Interest
  3. Informs about product, service or idea
  4. Tells you where to get it

Principals of Art

  1. Balance
  2. Contrast
  3. Gradation - gradual change from one thing to another
  4. Harmony - (colors next to each other on the color wheel)
  5. Alternation
  6. Variation
  7. Dominance- one of a group should be more noticeable; bigger; brighter, more frequent, more value contrast around subject
  8. Unity

Elements of Art

  1. Line
  2. Shape
  3. Size
  4. Direction
  5. Color
  6. Texture
  7. Value

3 Dimension of Color

  1. Value - Light/Dark
  2. Chroma - Bright / Dull
  3. Hue - Family of Color (Red, Blue)

Contrast (or conflicts) generate interest. Use sparingly. Straight lines vs. curved; shapes vs. shapes, horizontal vs. vertical or oblique; dark vs light; soft versus rough texture.

Creating Space:

  1. Overlap
  2. Vertical Placement
  3. Diminished Size
  4. Diminished Detail
  5. Core Dark
  6. Follow the Forms

Basic Guidelines for Photo Compositions:

  1. Simplicity - subject should be clear with uncomplicated background. Move in close. Make sure subject is off center.
  2. Rule of Thirds
  3. Lines - diagonals are dynamic. Use them to lead a viewer down a path. Try using repetitive. S-curves are pleasing to the eye. Geometric shapes add unity to multiple subjects.
  4. Balance - don't let subjects appear separated so that it looks like 2 different photos. Show unity.
  5. Framing - use appropriate foreground to compliment subject. Overhanging trees, for example.
  6. Avoid Mergers - Remember not to allow objects to inappropriately merge. For example, don't let trees grow out of people. Avoid even near-mergers.

Ideas for Logo creation:

  1. Write out name and use the first initial in the design
  2. Use a symbol that represents what the company does
  3. Name within a border - name as the design
  4. All the letters in the name the same except one (example: Mazda)
  5. Screens used for a different effect
  6. Totally abstract design with the name of the company (AT&T)
  7. Contain one letter within another
  8. Try upper and lower case letters
  9. Initial with name over it
  10. Letters Overlap
  11. Have part of one initial look different
  12. Have one of the initials become a symbol
  13. Use stars, circles, borders, stripes, or outlines to enhance design
  14. Block with letters on top (name). The block can contain a symbol
  15. Initial in a circle
  16. Use old-fashioned photograph and lettering (ex. O.L. Simmons)
  17. Combine Typefaces
  18. Use woodcut for the look of the symbol.
  19. Contain the symbol within an initial
  20. Interconnect the letters
  21. If the company uses the same first letter in their name, use it as dominant.

Sources of Inspiration:

The style of Wayang puppetry and the macabre illustrations of Edward Gorey.

I also enjoy the illustrations of Charles Santore and Berkley Breathed.

A very little time shall pass--
A white-crowned sparrow's song or two, a rustle in the grass--
Ere I shall die: ere that which now is grief and sense of loss
And emptiness unbearable shall vanish
As curved reflections vanish with the shattering of a glass.

By the wind shall be scattered
Up and down the land,
By strong waves strewn along the farthest shore;
No part of the dear world shall I not reach and, reaching, understanding,
No thing that I have loved shall I not love and more.

No bird of passage shall fly north or south
Breasting the stiff wind or pushing through the fog,
But I shall be there, feeling the deep urge
That drives it otherwhere at summer's ending,
And otherwhere once more with spring's return;
No creature the world over shall experience love--
Drying its wings impatiently while clinging to the old cocoon,
Leaping the swollen waterfall, yapping to the desert moon,
Looping the loop above some quaking bog,
Pounding out drum music from some rotting log,
But I shall be there in each sound and move--
Now with the victor, now with the vanquished.
A thousand thousand times I shall suffer pain,
And that will be a mere beginning.
A thousand thousand times I shall die,
Yet never finally, never irrevocably,
Always with enough left of life to start again: to be born,
To grow, give battle, win, lose, laugh, cry, sing and mourn, to love,
Never quite losing the feeling of surprise
That it is good to live and die;
Learning to forget the word `finally,'
Learning to unlearn the word `ultimately,'
Learning, the long stretch of eternity having just begun.

George Miksch Sutton




contact: kathy@neonflamingos.com

Copyright © 2018, Kathy Hicks. All Rights Reserved.