Ads – A new Skillshare class!

How to Create an Ad

I created a new Skillshare class on how to create an ad in InDesign. It contains layout, typography, Photoshop color modes, production to print or digital and output to pdf as well as packaging your files for the vendor. Here’s the link if you’re interested. It covers the basics of a few InDesign tools, geared mostly for beginning Designs, but an entrepreneur could also use it to produce a simple ad for print or digital use. Materials are provided for practice, but you could also use your own images, copy and logo to produce the ad. If create ads, you might find these charts helpful. One chart converts fractions to decimals and the other converts inches to picas to points.

Create an Ad

Photoshop’s New Masking Tool

Photoshop Masking ToolIf you haven’t upgraded to the newest Photoshop Creative Suite 2015.5 (June 2016) version, you’re missing out on a great new masking tool it has to offer. You know how tedious and time consuming it is to outline an image to drop out the background in your photo, well Adobe Photoshop has just taken that job and simplified it tremendously. They’ve created a new workspace similar to the filter workspace with some powerful tools and adjustments for you to outline or mask out anything with a great deal of precision. Even hair! You know how difficult that is! Here’s a link to the video with directions on how to use the new tool.

How to use the Photoshop Masking Tool Video.

Producing Advertising Typography

TypographyHi, Here is the second version of a double truck ad. This one leaves no gutter allowance for the typography. I know the design is using the typography to create a texture in the background of the ad, but I think I still would have allowed for the gutter, because you can still read the words even though they are screened back. If the production artist had left 1/8 inch allowance on each side of the gutter (or even 1/32 inch) it would have made all of the words legible. What do you think? Does it matter since the type is being used as a texture? Do you think the designer wants us to read the type? or not?

Producing a Double Truck Ad

A double truck ad is an ad that spreads across the gutter to both pages -usually with a bleed, but not always. When producing a double truck ad, you should make allowances for the type to cross the gutter. A beautifully produced ad will leave the reader unaware that there is a gutter. In the first image below, you can see that the designer left a huge gutter. Much to large for this magazine. This is a rather high end home decor magazine with a high end advertiser placed within the first 10 pages of the publication ( a pricey placement location). The creative in this ad is really sophisticated and beautiful, but the production was poorly executed.

Double Truck Ad info

I know that most times, the designer doesn’t know where in the publication the ad will be placed, but as a rule of thumb, you can use a 1/8″ gutter on each side of the gutter, and be ok most of the time. Usually the publication will have a gutter size in the specifications of the ad. In this case the gutter is much too large, it’s about 3/8″ on each side of the gutter. It’s possible this ad was created for a different publication and then sent to this magazine — maybe the wrong file was picked up and sent to this publication. Either way, you should always print out the ad at 100% and mock it up with the actual gutter size to proof yourself, before sending the ad out for printing. I know it takes more time, but it’s worth it, to make sure your production is as high quality as the product the ad is selling.

The one thing you don’t want to do, is allow the magazine to revise the ad for you, they just don’t have the time. They will more than likely print whatever you send them.

Tomorrow, I will post an ad with the opposite problem. Let me know if you have any questions, I’ll do my best to answer it.