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Communications Writing and Design.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Somerset :
John Wiley & Sons, Incorporated,
2017.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Communications Writing and Design; Contents; Acknowledgements ; Foreword ; Preface; Objectives; Method; 1 The Connectivity between Research, Writing, and Design; 1.1 The anatomy of a text, a document, and a work; 1.2 Research; Data in action; 1.3 Writing; Linguistic value; 1.4 Design; Form as meaning; Icon, index, symbol; 1.5 Summary; 1.6 Chapter exercises; Chapter references; 2 Writing Technical, Persuasive, and News Communication; 2.1 Writing for "Marcom " touchpoints; 2.2 Effecting persuasion; 2.3 Getting raw material for writing projects.
- 2.4 Marketing communications writing: technical, persuasive, and news2.5 Technical writing; Technical communication; Key rules in technical writing and technical communication; 2.6 Persuasive copywriting; Writing to sell using FAB and USP; Key rules in persuasive copywriting; 2.7 News writing; Identifying and defining news; Key rules in news writing; 2.8 Writing tool belt
- essential skills; Activation of verbs
- voice and tense; Outlining and flowcharting; Chunking and progressive disclosure; "You" viewpoint; Expressing data; Crafting headlines and subheads; Editing and rewriting.
- 2.9 Essential grammar rulesUsage and style for common punctuation marks; Parenthetical punctuation; The Comma; The Semicolon; The em dash; Quotation marks; Apostrophes; 2.10 Five common writing mistakes to avoid; 2.11 Five steps to find writing success; 2.12 Chapter exercises; Technical writing; Persuasive copywriting; News writing; Chapter references; 3 Communication Design; 3.1 Communication design solves problems; Marketing communications problems; Communication design; Graphic and advertising design; 3.2 Design direction; 3.3 Communication design components; 3.4 Layout.
- Grids
- rule of thirds and the law of thirdsBANGPP
- a visual layout rubric; 3.5 Typography; Choosing fonts; Setting type; Two kinds of type: display type and body text; Hierarchy and consistency; Responsible typography in action; 3.6 Images; Photographs; Illustrations; Motion graphics and animation; 3.7 Color; Color sensation and attention; Understanding color terminology; Choosing color using wheel schemes; Color palettes and color harmony; 3.8 Common design mistakes to avoid; Incorrect image proportions and resolution; Uncaring typography; Using color for the sake of color.
- 3.9 Chapter exercisesChapter references; 4 Creative Research Methods; 4.1 Understand, research, then execute; 4.2 Design process-seven steps; 4.3 Briefs: creative, design, and scope; Client creative brief; GACMIST design brief; Project scope document; 4.4 Design and market research methods; Market research; Twenty questions to target your audience; Brainstorming; Concentric circle exercises (CC method); Mind mapping; Design ethnography; 4.5 Creating visual forms on paper; Sketching; Storyboards; Integrated sitemaps; 4.6 Chapter exercises; Chapter references; 5 Design Tools.