Chapter 11: Visual Communication
The Production Process
For larger, national commercials, the steps in the TV production process fall into four
Preproduction
The producer and staff first develop a set of production notes, describing in detail
every aspect of the production. These notes are important for finding talent and
locations, building sets, and getting bids and estimates from specialists.
The Shoot
The director shoots the commercial scene by scene, but not necessarily in the order
set down in the script. Each scene shot is called a take, and after all the scenes in the
storyboard have been shot, they are assembled through editing. The director records
the commercial and it is played back immediately to determine what needs correcting.
Film, however, has to be processed before the director can review it. These processed
scenes are called dailies. Rushes are rough versions of the commercial assembled
from cuts of the raw film footage. The director and the agency creative team view
them immediately after the shoot to make sure everything’s been filmed as planned.
Chapter 11: Visual Communication
In some rare cases, an entire commercial is shot as one continuous action rather than
as individual shots edited together in postproduction. Probably the most interesting
use of this approach is “Cog,” an award-winning commercial for the Honda Accord.
Postproduction
For film and video, much of the work happens after the shoot in postproduction,
when the commercial begins to emerge from the hands and mind of the editor. The
objective of editing is to assemble the various pieces of film into a sequence that
Another goal of video editing is to manipulate time, which is a common technique
used in commercial storytelling. For example, condensing time might show a man
leaving work, then a cut of the man showering, then a cut of the man at a bar. The
editor may also extend time. All of these effects are specified by the art director in
the storyboard.
WEB DESIGN CONSIDERATIONS
Visuals are just as important on websites and internet ads as they are in print ads and
outdoor boards. Photos on company websites are particularly important in terms of
what they say about the corporate or brand image. Because websites are often created
on the cheap, viewers may find themselves looking at product images that are fuzzy
or confusing.
Web design includes creating ads that run on the Web as well as the website itself.
Banner ads are designed more like outdoor boards than conventional print ads because
their small space puts intense requirements on the designer to make the ad communicate
Designers know that Web pages, particularly the first screen, should follow the same
layout rules as posters: The graphics should be eye-catching without demanding too
much downloading time; type should be simple, using one or two typefaces and
avoiding all capitals and letter spacing which can distort words. Because there is a lot
Chapter 11: Visual Communication
What makes web design different from print designs is the opportunity to use motion,
animation, and interactive navigation. While attention getting, these can also be
irritating. Even in the highly visual online world, it is still important for the art and
copy to work together to attract attention and build interest.
Usually the illustrations are created by artists but sometimes, for low-budget projects,
the illustrations and photos are obtained from clip-art services, or rather click art. Any
image can be scanned and manipulated to create a web image, which is causing
The combination of interactive navigation, live streaming video, online radio, and
360-degree camera angles creates web pages that may be more complex than
anything you see on TV, which is why ease of use is a factor in website design.
Web designers use a completely different toolbox than other types of art directors.
Animation effects, as well as sophisticated navigation paths, are designed using
For more examples of excellence in website design and reviews of the top websites,
seven websites are listed in the textbook for you to visit.
Action and Interaction
Web advertisers are continuing to find ways to bring dramatic action to the small
screen in order to make the imagery more engaging. Because users can create their
own paths through the website, designers have to make sure that their sites have clear
navigation. Users should be able to move through the site easily, find the information
they seek, and respond.
Online video has also expanded the avenues for action on the small screen on
minicomputers, tablets, and cell phones. Web video is becoming a new business
opportunity for businesses that want to use videos to display their products. The
secret is to plan these videos specifically for a small screen and not just try to use
regular television or film images.
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If a site is well designed, people may want to interact with the organization
sponsoring the site. For example, Texture/Media, a Colorado web design firm,
created a seven-episode series over five months for one of its clients. The objective
was to make the consumer a participant in the client’s brand stories.
END-OF-CHAPTER SUPPORT
REVIEW QUESTIONS
11-3. Explain in what ways visuals add impact to brand communication.
Visual impact in brand communication has the ability to:
Grab attention: Generally, visuals are better at getting and keeping attention than
words.
11-4. What are the responsibilities of an art director?
The person most responsible for creating visual impact as well as brand identification
elements is the art director. The art director is in charge of the visual look of the
advertisement, both in print and TV, and how it communicates mood, product qualities,
and psychological appeals. The art director and copywriter team usually work together to
come up with the Big Idea, but the art director is responsible for bringing the visual side
of the idea to life.
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The film crew includes a number of technicians, all of whom report to the director. For
both film and video recording, the camera operators are the key technicians. Other
technicians include the gaffer, who is the chief electrician, and the grip, who moves props
and sets and lays tracks for the dolly on which the camera is mounted. The script clerk
checks the dialogue and other script details and times the scenes. A set is a busy and
crowded place that appears at times to be total confusion and chaos.
The audio director records the audio either at the time of the shoot or, in the case of more
high-end productions, separately in a sound studio. If the sound is being recorded at the
time of shooting, a mixer, who operates the recording equipment, and a mic or boom
person, who sets up the microphones, handles the recording on the set. In the studio,
audio is usually recorded after the film is shot, so the audio has to be synchronized with
the footage.
11-11. Create a list of guidelines to use in designing a website.
Designers know that web pages, particularly the first screen, should follow the same
layout rules as posters:
The graphics should be eye-catching without demanding too much downloading time.
Type should be simple—using one or two typefaces—and avoid words in all capitals
and letter spacing that distorts the words.
DISCUSSION QUESTIONS
11-12. One of the challenges for designers is to demonstrate a product whose main
feature cannot be seen by the consumer. Suppose you are an art director on an account
that sells shower and bath mats with a patented system that ensures that the mat will not
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11-13. Choose one of the following design critique problems:
a. Print: What principles govern the design of a magazine ad? Collect two sample ads,
one that you think is a good example of effective design and one that you think is not
effective. Critique the two ads and explain your evaluation based on what you know
about how design principles work in advertising layouts. Make suggestions for how
the less effective ad could be improved.
The principles that govern magazine ad design are the same as those that govern all
good design. Direction creates a visual path for readers. A dominant element establishes
b. Television: Find a television commercial that you thought was creative and
entertaining. Then, find one that you think is much less creative and entertaining.
Analyze how the two commercials work to catch and hold your attention. How do the
visuals work? What might be done to make the second commercial more attention
getting? Compare and contrast the messages in the two commercials. You can also
use online sources to find commercials at http://www.adcritic.com.
11-14. You have been asked to design a web page for a local business or organization
(choose one from your local community). Go to www.flickr.com and choose a visual to
illustrate the website by trying to match the personality of the organization to a visual
image. Then, identify the primary categories of information that need to be included on
the page. Develop a flow chart or map that shows how a typical user would navigate
through the site. What other image could you find that might be used on inside pages to
Chapter 11: Visual Communication
provide some visual interest to this business’s online image? Now consider interactivity:
How could this site be used to increase interactivity between this company and its
customers? Create a plan for this site that includes the visual elements and a navigation
flow chart.
11-15. You have a new client who has a new hand lotion for men, one that is designed to
help men whose hands take a beating in their jobs. One of your colleagues, a
photographer, believes the only way to visualize a product and its use in an ad is through
photography. Another colleague, an artist, argues that there are times when art is a much
better way to illustrate a product than photography, and that this production is a good
example. Analyze the differences between using an illustration and using a photograph.
What are their roles and how do they create different types of effects? Are there certain
product categories where you would want to use an illustration or a photograph and vice
versa? Which would work best for this new product? Develop a quick presentation for
your class that explains which approach you would use for this assignment.
TAKE-HOME PROJECTS
11-16. Portfolio Project: Select a product that is advertised exclusively through print.
Examples of such products are business-to-business and industrial products, school
supplies, many over-the-counter drugs, and some food items. Your objective is to
develop a 30-second television spot for this product. Develop a creative brief (see
Chapter 9). Elements of the creative brief should include: Identification of the problem,
target audience, key insights, brand positioning, communication objectives, proposition
or selling idea, media considerations and creative direction. Brainstorm about ways to
develop a creative idea for the commercial. Then write a script and develop a storyboard
to present your idea for this product. In the script, include all the key decisions a producer
and director would make.
