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communication process. After sorting through the marketing objectives, choose the best ideas and the language that might be used to "speak" to the consumer. Try to match the ideas and the language with the identified marketing objectives. What ideas and language meets what objective? Having previously ranked the marketing objectives in order of importance, you already have a system for evaluating ideas and language. Don''t let too many ideas, themes, or words convolute the entire advertisement. Three to five words within a space of 20''x20'' works best. Size is key to the content of the sign. The same goes for the other "languages" of signs. You probably don''t want to mix too many media, too many colors, or too many textures. Attraction is the most important step in the process. To attract, the attention of the consumer must be seized-and held. Once someone notices the sign, part of this process is achieved. However, the concern is with getting the attention of the targeted customer. This is when strategy decisions can get tricky. Ploys such as quirky cartoons, bright lights, or loud colors can interrupt the gaze of any passerby. It''s a matter of selecting a visual scheme that will grab the targeted product market. Next it should 8" x 10" transparencies are acceptable for color and grayscale scanning. While 35mm slides may become "grainy" when enlarged, transparencies 2 1/4" size and up will reproduce extremely well in most cases. If possible, specify to your photographer to use 2 1/4" format or 35mm film intended for extreme enlargement. Full Color and Grayscale Scans: Continuous-tone art is most commonly submitted in the form of transparencies, photographs, or negatives taken by a professional photographer. Supplying preprinted artwork such as a magazine page or a printout from a color printer is highly discouraged. "Rescreening" this type of art will result in either a moire pattern and/or a blurry image. Scans for Recreating Artwork: Client supplied artwork is often submitted as black and white "slicks" or printed material such as stationary, decals, promotional pieces, etc. This art is scanned as a "template" with the intention of recreating it in Adobe Illustrator. The finished art can contain one or more colors and varying tones of those colors. While a scanning charge does not usually apply, an art charge to recreate the image may. The complexity of the image as well as the quality of the supplied original will have a direct effect on art charges.
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