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© 2000 McInnis & Associates
310 Sixth Street, Greenport, NY (631) 477-2505 www.ads-on-line.com. For
online use only. Reproduction is punishable under US and international copyright
laws. Purchase the printable document here. |
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Note:
this is a sample page from Lesson 3: Ad Layout that teaches salespeople
a few basics about scaling artwork. Since this is only a sample, the navigation
bar has been deactivated. |
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Scaling
artwork |
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Here's something else
to think about. When you're gathering up the artwork that the client has given
you and you are sitting down to create the layout, you really need to have
an idea of how that artwork will fit into the ad.
As we discussed in the layout portion, to indicate art, simply draw the outline
of the shape of the original artwork in the dimensions you would like it to
appear. Inside the shape, write "art 1" to label the shape, making
it as easy as possible to read. Remember that you need to keep in mind how
the artwork will look when it's either enlarged or reduced to fit in ad, so
you need to make sure that your original artwork will scale proportionally
to fit in the space you've designated. Here's what you need to know:
Proportional
scaling
Proportional scaling is when both the width and the depth of the artwork
are reduced or enlarged by the same percentage. This is usually easily done
by the artists on their computer systems although some use a copy machine
with reduction capabilities.
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An
example of proportional scaling. Very good. |
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Anamorphic
scaling
Anamorphic scaling is when the width and depth of the artwork is
scaled by different percentages. For example, you may think it's a good idea
to make the image long and narrow down one side of the ad, however, if the image
you're working with is not long and narrow to begin with, then this could severely
distort the image. Imagine a standard 3x5 or 4x6 photo of your family or friends.
Now imagine trying to squeeze that image to fit into a space 1 inch wide by
10 inches deep. The figures in the photo would stretch so much that they would
be unrecognizable to you. The same theory applies to photos of the advertisers
products.
So when you're sketching out your layout for an ad, keep these things in mind
and be sure that the space you've indicated for the artwork will accommodate
it as well. |
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An
example of anamorphic scaling. Very, very, bad. |
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How will my
artwork scale?
Here's an easy way to see what dimensions your artwork would naturally fit into.
See the scaling diagrams on the right. First make a copy of the original artwork
and set the original aside in a safe place. Using the copy only, draw a line
from one corner to the corner diagonally across from it. Then by drawing a horizontal
line and a vertical line from any one point on the diagonal line, you will see
a box that the artwork could be scaled to fit into proportionally. You can then
use this sheet as a guide for drawing the area on your layout sheet and the
artists will be able to see exactly where and how big you would like the artwork
to appear. |
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Determining
how your artwork will scale proportionately:
Illustrated
at right is an easy way to see how your artwork will scale.
1. Make a copy of
your original artwork. Set the original aside.
2. Using the copy
only, draw a line between the two diagonal corners.
3. Draw a horizontal
and vertical line from any one point on the diagonal and you'll have
a scaled version of the original.
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