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Graphic Design for the Advertising Industry

When tackling a graphic design for a commercial purpose, the first thing to do is listen to the client. Far too many designers get carried away with their own vision and completely ignore the needs and wants of the client. As a designer, it is your responsibility to interpret the client's ideas into a marketable design with imagination and punch. Some clients will give you only the vaguest specifications; others will point to an existing advertisement and proclaim "I want something exactly like that!"

Here are some things to think about.

Consider the environment

The approach to print advertising graphics will be quite different from graphics designed for the web. Print pieces generally stand alone, so your design will not be competing with other graphics on a page. For print, it is not your responsibility to be harmonious; your design must simply be striking. For web advertising, the designer must always be mindful of the busy nature of web pages and seek to stand out among the clutter. The most effective design can often be quieter than the surroundings, drawing the eye away from the chaos and into a resting place for the eye.

Range of color

While there are many schools of thought regarding color theory, one constant truism is "less is more". Limit your use of color to two or three at the most and use them strategically to best effect. Product, audience, and message should determine your color choice. Consider what kind of product it is and who the target market will be, and then decide what message the company is trying to convey. Sober, traditional colors like navy, forest green and burgundy convey a message of stability and trust and would be good choices for a lending institution, but to advertise a new mp3 player to a young demographic, colors should be hot enough to jump off the page.

Breaking out of the box

To make a focal image really stand out, break out of your design in some way. Cross a line. For example, position a big central image, say a person holding the product, against a two-color background featuring a curve. If the central image is on the curve, or the image extends above or below your "box", the design will jump right off the page. It's a simple technique to lend dimension to 2-D design.

Trends in advertising

Much like kitchen appliances - remember those avocado green refrigerators from the seventies? - advertising evolves, more slowly perhaps than fashion, where the trendy outfit you bought yesterday might be passé by tomorrow afternoon. It is a good idea to keep your eye on what's happening in the market in order to keep your design fresh and interesting. If your design is out of fashion, your statement will be ineffective and stale. New and innovative is certainly encouraged, but even new design must have some frame of reference to what's happening in today's market.

Reel it in

The mark of a truly inexperienced designer is over-design. Strive for simple, bold, and appealing. You are selling a product or service; stay focused on the task at hand. The one exception to this rule seems to be toys and video game packaging. If you are trying to attract children or gamers, over-the-top design and chaotic color is the trend.

Always remember that what you put out there is more than an advertisement for your client, it is your professional portfolio.


Schools Offering Training Programs in Graphic Design

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            Graphic & Web Design (BS)
            • Alumni have appeared in reality competition shows such as Top Chef and Project Runway.
            • Has a team of about 4,000 faculty members focused on helping students tap opportunities in a marketplace driven by ideas.
            • Offers programs in design, media arts, fashion, and culinary.
            • Provides program coordinators who work with students to ensure they have the learning materials, assignments, facilities, and faculty to get the most out of the program.
            • Over 50 campus locations nationwide.
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            • Flexible Scheduling
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            Design
            ABCO Technology , Inglewood
            Good for Working Adults
            • An accredited computer training academy preparing students to enter the IT industry as Network Engineers, Software Engineers, Web Apps Developer, Website Designers, Programmers, Database Administrators since 2000.
            • Holds A+ certification from CompTIA.
            • Located in Los Angeles, approximately 10 minutes away from LAX.
            • Flexible class schedules offered during day times, evenings and weekends.
            • Helping students start a career in technology within 3 - 9 months.
            • Educates with the mission to serve the needs of the local community and graduates by matching opportunities to skills.
            • Military friendly school.
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            • Flexible Scheduling
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            Graphic Arts (AAS)
            • Offers several scholarship opportunities for students who qualify.
            • Laptop computers are issued to each student at the beginning of their program.
            • Provides programs in health care, business, information technology, and graphic arts.
            • Respiratory Therapy program is accredited by the Commission on Accreditation for Respiratory Care (CoARC).
            • Accredited by the Accrediting Commission of Career Schools and Colleges (ACCSC).

            Our family of non-profit colleges admits students of any race, color, and national or ethnic origin.

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            Master of Fine Arts: Graphic Design
            • Liberty University’s online programs ranked in the top 10 out of more than 2,100 colleges & universities for academic quality, affordability, and accessibility.*
            • 100% online programs at associate, bachelor’s, master’s, and doctoral level.**
            • Transfer up to 90 credits into an undergraduate degree program.
            • Up to 50% of your master’s degree can be transferred in to help you get the most out of your hard work and maximize the credit you previously earned.
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            • Accredited
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            Graphic Design, Bachelor of Science (Online)
            • Push Your Creativity To The Next Level.
            • Full Sail’s curriculum combines elements of creativity, art, business and life skills, technical prowess, and academic achievement.
            • Full Sail offers accelerated programs, so a degree that would normally take four years takes 24 months on average.
            • Students work with industry-standard tools and technologies, allowing them to gain practical knowledge and real-world experience.
            • Join us on Facebook, Twitter, YouTube and Instagram to interact with our community, read about grad success, and see campus images.
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            • Online Courses

            Latest Graphic Design Articles & News

            Designers to submit artwork to wine label contest
            Graphic designers and artists are now able to enter the annual Artist Series Wine Label Design contest for The Capital Grille, and can submit their creations until October 7, according to the Orlando Sentinel.

            Graphic designers fighting against new design opportunity at Huffington Post
            The Huffington Post has recently issued a contest, asking graphic designers to create a new logo. However, the winning individual will not be paid for their design - they will only be recognized by name, rather than compensation, according to AdWeek.

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