Harper's Magazine

AD WITHOUT TROPHY

This is the first design I came up with. Since I was not sure how I wanted to start the design, I just started with a kind of oldish background color to start the ad. Additionally, I figured out that the athletes are the well-known for their discipline on and off the court or field, so what a better idea than the greatest tennis player of all the times, Roger Federer. I found an oldish frame for his picture when he was young (writing on its right side "if you want something") and a shinier and better looking frame for a picture of him playing at Wimbledon (which by the way he won 8 times), writing on the left side of that picture, "you better work hard for it." Finally, I finished the ad by writing down the word "discipline" in a big size.

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AD WITH CROPPED TROPHY

Unlike the previous ad, this ad has the pictures closed to each other and inclined. In terms of the phrase, it is all on the right side of the first picture. As something new, this ad has a trophy., which was cropped in Adobe Photoshop (without a complete success as you can see). The addition of the Wimbledon trophy is really essential not only because it covered some of the empty space of the first ad, but also because it enhances the message that the concept "discipline" portrays, since Roger Federer has won 8 of those trophies throughout his career. Finally, I added a kind of goldish color frame to frame the whole ad.

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AD WITH TROPHY AS A TRANSPARENT PICTURE

Since the cropped trophy did not look really good, I figured out that I should change it as a transparent picture for the final ad. So I changed the cropped trophy for a transparent picture.

Description: This Harper's magazine portrays the value of discipline. In the first picture, it could be seen the little Roger Federer doing his first steps in tennis. Down below in the second picture, a way more mature and skillful Roger Federer is appreciated. This shows that the only way to achieve your goals (the trophy) is by having discipline and daily hard work in your life.

Design: Since the background of the first picture is clay, I did start with a similar color. Then, I kept going with a darker tone, finishing with a greenish kind of color. I did finish with that type of color since the second picture was from Wimbledon (which is played on grass) and it is the Grand Slam Federer has won 8 times. In addition, I did incline the pictures to give the ad a more oldish style. Moreover, I did write the sentence, "If you want something, you better work hard for it," which I wrote it in a really old style to keep the oldish design. Last but not least, I did change the cropped picture for a transparent picture in my last ad, since I was not content with my cropping final trophy

Chapter 2. COMMUNICATION DESIGN AND THE DESIGN PROCESS

1. How does communication design work within the constraints of print and media? 2. How does the creative process relate to strategic problem solving?

Often the preferred medium becomes clear (i.e., web, social media, print, or advertising) as does the action you want your audience to take.

A good concept provides a framework for design decisions at every stage of development and for every design piece in a brand or ad campaign.

2. How is the creative process related to the design process?

Designers are responsible for the development of the creative concepts that express the message.

3. What are the critical phases of the design process?

Since many designers define communication design as a problem-solving process, the following sections break the design problem-solving process into four steps. (1) define, (2) research, (3) develop concepts, and (4) implement solutions.

4. How does project research help to define a communication problem?

A project help to define a communication problem, by meeting with the clients to establish initial goals and objectives.

5. What are some examples of brainstorming techniques that generate multiple concepts based on a common message?

This brainstorming can be done in a linear way by developing lists, or in a non-linear way, popular with designers, called concept mapping. Concept mapping is a non-linear approach that allows a designer to see what is known and what still needs to be researched. Concept mapping is also used to generate concepts and to create associations and themes.

6. How does using a metaphoric device generate concepts?

If you applied a metaphor-based approach to each idea in your concept map, you would find many new ways to express your message.

7. How do concepts translate into messages within a visual form?

The development process starts with thumbnails and works through rough layouts and comprehensives to the final solution. Thumbnails are small, simple hand-drawn sketches, with minimal information. These are intended for the designer’s use and, like concept maps, are visuals created for comparison. These are not meant to be shown to clients.