1.

design principles

THE PRINCIPLES OF DESIGN

BALANCE Balance in design is similar to balance in physics

A large shape close to the center can be balanced by a small shape close to the edge. A large light toned shape will be balanced by a small dark toned shape (the darker the shape the heavier it appears to be) GRADATION Gradation of size and direction produce linear perspective. Gradation of of colour from warm to cool and tone from dark to light produce aerial perspective. Gradation can add interest and movement to a shape. A gradation from dark to light will cause the eye to move along a shape.

REPETITION Repetition with variation is interesting, without variation repetition can become monotonous.

The five squares above are all the same. They can be taken in and understood with a single glance.

When variation is introduced, the five squares, although similar, are much more interesting to look at. They can no longer be absorbed properly with a single glance. The individual character of each square needs to be considered. If you wish to create interest, any repeating element should include a degree of variation. CONTRAST Contrast is the juxtaposition of opposing elements eg. opposite colours on the colour wheel - red / green, blue / orange etc. Contrast in tone or

value - light / dark. Contrast in direction - horizontal / vertical. The major contrast in a painting should be located at the center of interest. Too much contrast scattered throughout a painting can destroy unity and make a work difficult to look at. Unless a feeling of chaos and confusion are what you are seeking, it is a good idea to carefully consider where to place your areas of maximum contrast. HARMONY Harmony in painting is the visually satisfying effect of combining similar, related elements. eg.adjacent colours on the colour wheel, similar shapes etc. DOMINANCE Dominance gives a painting interest, counteracting confusion and monotony. Dominance can be applied to one or more of the elements to give emphasis

UNITY Relating the design elements to the the idea being expressed in a painting reinforces the principal of unity.eg. a painting with an active aggressive subject would work better with a dominant oblique direction, course, rough texture, angular lines etc. whereas a quiet passive subject would benefit from horizontal lines, soft texture and less tonal contrast. Unity in a painting also refers to the visual linking of various elements of the work.

2.

mascot and trade character

The term mascot defined as a term for any person, animal, or object thought to bring luck[1] colloquially (informally) includes anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name. Mascots are also used as fictional, representative spokespeople for consumer products, such as the rabbit used in advertising and marketing for the General Mills brand of breakfast cereal, Trix.

Animals, people, or objects that are used to advertise a good or service, that come to be associated with that good or service. Trade characters are a key element of building the brand for a product or an organization. Examples of types of trade characters include mascots, celebrity spokespersons, or fictional characters developed for the advertising narrative.

3. audio-visual media
The term Audio-Visual may refer to works with both a sound and a visual component, the production or use of such works, or to equipment used to create and present such works. Slide tape presentation,[1] films and television program are examples of audio-visual presentations. Once audio-visual media came into existence, it became a part of people's everyday lives within a few decades.

4. AdvertisingThe activity or profession of producing information for promoting the sale of commercial products or se rvices.

Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

5. personal selling vs non personal selling- The direct presentation of a product to a

prospective customer by a representative of the selling organization is termed as personal selling. Personal selling is the personal communication of information to persuade somebody to buy something. Personal Selling occurs when a company representative comes in direct contact with a customer in order to inform a client about a good or service to get a sale. Personal selling is especially important for business-to-business marketers since products and services are complex and expensive. In many companies, personal selling is the largest single operating expense.

non personal selling

is defined as All selling activities that use some medium as an intermediary for communication,

including advertising, public relations, sales promotion, and collateral materials.

6. branding and brand name- The process involved in creating a unique name and image for
a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Word(s) that identify not only a product but also its manufacturer or producer, such as Apple, Coca Cola, IBM, Mercedes, Shell, Sony, Toyota.

7. corporate advertising- Advertising that is more public relations than sales promotion.
Its objective is to build a firm's corporate image, reputation, and name-awareness among the general public or within an industry. See also institutional advertising.

8. Layout- Master plan or blueprint of a printed or published work (such as an advertisement,

book, magazine, newspaper, or website) that lays out the arrangement of its different graphic elements (such as body copy, colors, headlines, illustrations, scale). It establishes the overall appearance, relative importance, and relationships between the graphic elements toachieve a smooth flow of information (message) and eye movement for maximum effectiveness or impact. Often alternative layouts (called roughs) are prepared to explore different arrangements before the final layout is made for printing or production.

9. concept vs strategy- A briefly stated clear idea around which an ad or marketing

campaign is organized.
A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem.

10. POP display- The location or medium at which a product is purchased by an end-user. A point
of purchase may be a physical location, such as a store, booth, or other retail outlet, or may consist of an electronic sales environment such as a telephone-based ordering service or a website. Transportation of products to points of purchase is an important element ofmarketing and distribution. Also called point of sale. Also Known As: Kiosks, End caps, Point of Sale Display

11. viral advertising- viral marketing

Definition Marketing phenomenon that facilitates and encourages people to pass along a marketing message. Information Viral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles.

12. story board- Storyboards are visual representations that aid in the the creation process of digital storytelling.
Storyboards lay out images in sequential order to create the the flow of the production. They can also include technical aspects and explanations of design.

13. thumbnail sketch-

Thumbnail sketches are drawing quick, abbreviated drawings. Usually, they are done very rapidly and with no corrections - you can use any medium, though pen or pencil is the most common. Thumbnails sketches are usually very small, often only an inch or two high. to give a general idea of the artwork

14. Animation- A simulation of movement created by displaying a series of pictures, orframes.

Cartoons on television is one example of animation. Animation oncomputers is one of the chief ingredients of multimedia presentations. There are many software applications that enable you to create animations that you can display on a computer monitor.

15. product packaging- A good, idea, method, information, object, or service that is the end
result of a process and serves as a need or want satisfier. It is usually a bundle of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to a buyer for purchase. Processes (such as cleaning, drying, preserving) and materials (such as glass, metal, paper or paperboard, plastic) employed to contain, handle, protect, and/or transport an article. Role of packaging is broadening and may include functions such as to attract attention, assist in promotion, provide machine identification (barcodes, etc.), impart essential or additional information, and help in utilization. See also packing.

16. Typography- Study of the design of typefaces, and the way in which the type is laid out on a
page to best achieve the desired visual effect and to best convey the meaning of the reading matter.

17. Marketing mix- The marketing mix is probably the most famous marketing term. Its
elements are the basic, tactical components of a marketing plan. Also known as the Four P's,

the marketing mix elements are price, place, product, andpromotion.

18. consumer behavior- The process by which individuals search for, select, purchase, use,
and dispose of goods and services, in satisfaction of their needs and wants. See also consumer decision making.

19. Marketing- The management process through which goods and services move

from concept to the customer. As a practice, it consists in coordination of four elements called 4P's: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy.

20. upper case and lower case-

Uppercase characters are capital letters; lowercase characters are small letters. For example, box is in lowercase while BOX is in uppercase. The term is a vestige of the days when typesetters kept capital letters in a box above the lowercase letters.

21. Slogan- Simple and catchy phrase accompanying a logo or brand, that encapsulates

a product's appeal or the mission of a firm and makes it more memorable. And which (when used consistently over a long period), becomes an important component of its identification or image. Also called catch line, strap line, or tag line.

22. stop motion animation- In animation stop motion animation is a cinematic process, or 23. cultural awareness in terms of design 24. type family- Complete set of related typefaces having

technique used to makes static objects appear as if they were moving. This technique is commonly used in claymation and puppet-based animation. The objects are brought to life by breaking up the figure's motion into increments and filming one frame of film per increment.

identical design characteristics, such as Arial, Helvetica, Times Roman out of tens of thousands of distinctive type families, each with its own name.

25. target audience- Particular group of people, identified as the intended recipient of
an advertisement or message. Also called target population.

26. sales promotion

Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of

27. demographic/geographic/psychographic segmentation

the marketing communications or promotions mix)

Market segmentation based on differences in demographic factors of different groups of consumers. It is one of the five common segmentation strategies, and aims to define specific niches that require custom promotion.
Collecting and analyzing information according to the physical location of the customer or other data source. Geographic segmentation is often used in marketing, since companies selling products and services would like to know where their products are being sold in order to increase advertising and sales efforts there. See also demographic segmentation. Division of a market according to the psychographic characteristics of its constituents.

28.direct mail advertising Contacting carefully targeted prospects with custom tailored offers or
promotional material (such as brochures, circulars, letters, newsletters) on one-to-one basis via ordinary mail or email. These mailings almost always carry a response mechanism such as a toll-free number, website address, and/or a business-reply card. In the US, direct mail advertisingis the largest single advertising medium totaling over $50 billion per year, or about 35 percent of all annual advertising expenditure. See also direct mail and direct response advertising

29. AIDDA and VIPS- AIDA stands for attention, interest, desire and action. It is a step by step

procedure of getting a customer to purchase a product. It is a technique used by marketers in their advertising and promotional campaigns. The concept is to first get the attention of the customer; this is not as easy as it sounds because the customer is bombarded by hundreds of messages everyday.

30. electronic media-Broadcast or storage media that take advantage of electronic technology.
They may include television, radio, Internet, fax, CD-ROMs, DVD, and any other medium that requires electricity or digital encoding of information. The term 'electronic media' is often used in contrast with print media.

Television, radio, ad films, tv show, talk show, corporate films, documentary ,demo cd ,celebrity management

What is advertising?
persuasive language any language that triggers an emotional response in, or attempts to change the attitudes of, a viewer, reader or listener Advertising is the method used by businesses, companies and other organisations to promote their goods and services to the public. The ultimate aim of advertising is to increase sales by showing these goods and services in a positive light. Catchphrases Advertising is designed to make an impression on its audience. Sometimes an ad only has a few moments to grab the audiences attention before they turn the page, change the channel, drive past or click onto a new screen. Some of the most successful advertising campaigns involve catchphrases

or slogans that have become so ingrained in the communitys consciousness that they are almost as well known as the products themselves. Here are some examples you might recognise: Persuasive language Any language that triggers an emotional response or attempts to change the attitudes of a viewer, reader or listener is known as persuasive language. Advertisers often use persuasive language very deliberately in order to get a positive response in the audience. If people feel that the product or service will benefit them, they are more likely to want to purchase it. Compare the following ads. Which do you find most effective? Why?

Animation Animation is any thing that moves on your screen like a cartoon character. it is the visual art of creating the illusion of motion through the successive display of still images with slightly perceptable changes in positioning of images. like cartoon if you wannna make a animation - Pivot is good one !

What is Branding?
There are many different definitions of a brand, the most effective description however, is that a brand is a name or symbol that is commonly known to identify a company or its products and separate them from the competition. A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesse s name or the name of a product, although it can also include the name of a feature or style of a product. The overall branding of a company or product can also stretch to a logo, symbol, or even design features (e.g. Regularly used colours or layouts, such as red and white for Coca Cola.) that identify the company or its products/services.