Introduction

The vital role of communication in the development process has long been recognised.
Effective communication with various stakeholders within and outside an organization is a key
factor for organizational success. It is a fact that specialized knowledge is not enough to
guarantee success; communication skills are also vital. Research, spanning several decades,
has consistently ranked communication skills as crucial for managers. Communication is an
exchange of words and meanings, a two-way process of sending and receiving messages. It is
the process by which two or more people exchange ideas, facts, feelings or impressions in a
way that each gains a common understanding of the message.
Over the past years, advertising industry has been rapidly growth in accumulating
profits and primary key player for all forms of businesses and industries. Be it food and
beverage industry, or electronic industry, from semiconductor to fashion type of businesses,
print, electronic and digital advertising are embedded across industries. The revolution of
desktop publishing hence has evolved around with how marketing and advertising
disseminating messages and information to consumers. Thanks to the advent of Apple
Macintosh computer, to the Laserwriter printer, with the mouse, scanner and appropriate
computer software like Microsoft Office and Adobe, communication technologies are
prevalent tools that enhance human’s productivity and efficiency.
Today, almost every personal computer is now capable of producing typeset quality
documents. This means that every business and institution, no matter what its size, has the
capability and potential to produce many of its publications in house for enormous cost savings.
As the cost of hardware continues to fall, the capabilitis continue to rise, more and more offices,
individuals and groups are purchasing the equipment to give them the facility to produce their
own documents to publishable standard. Desktop publishing software is one of the most
popular and faste: browinapplications for personal computers available today. The capabilities
of desktop publishing software allow anyone with a computer toaccess the power of the press
without the prior training given to graphic designers, and often without the skills and
knowledge required to be effective business are spent on printing and desktop, publishing has
provided the impetus necessary to achieve high quality publications for a relatively low cost.

Elements of Graphic Design

Graphic designers for print and web work with images, lines, typography, textures,
color, lighting contrasts, and shapes. They use some or all of these elements to create a cohesive
whole that speaks to an audience to achieve a certain result—usually attracting the viewers'

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attention and sometimes motivating them to take an action. The process and art of combining
text and images and communicating an effective message in the design of logos, graphics,
brochures, newsletters, posters, signs, web pages, books and any other type of visual
communication is the formal, short definition of graphic design.
A graphic designer may do all or almost all these things or specialize in one or more
areas—such as primarily logo design or only web design. Today's graphic designers typically
use publishing software to achieve their goals. Designers are the link between the client and
the audience. On the one hand, a client is often too close to the message to understand various
ways in which it can be presented. Graphic designers learn how to construct a message and
how to present it successfully. Working with the client closely is vital to understand the content
and the purpose of the message and often collaborate with market researchers and other
specialists to understand the nature of the audience. Once a design concept is chosen, the
designers work with illustrators and photographers as well as with typesetters and printers or
other production specialists to create the final design product.

Figure 1 The Relationship of Graphic Designer

Principles of graphic design cultivates solution for communication message to be

distributed and to ensure that the interpretation of visual graphic is relevant with key message
and concept of the message. This means that graphic designer role is not only to assemble the
individual elements into a cohesive whole but it is to enhance the message intepretation and
while one’s must be able to draw the viewer's attention to an important element. Hence,
designing posters, newsletters, flyers, brochures and video in extend, the requirement to
possess high quality design is the graphic designer themselves must be good in communication,

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critical and creative way of thinking. No doubt that the need to be creative and to be able to
come up with new ways to interest viewers and readers are the most difficult area. Time
management skills come inhandy for graphic artists who usually work on multiple projects at
the same time and must manage deadlines. Most graphic designers need to be able to use
specializedg raphic design software.
Indeed, universal design could not be implemented in defragmented world today. As
mentioned by Lupton (2010), the vital on the emergence of second modernism is proliferated
when utopian world view on universal forms is reinvigorated which has marked the rise of
design in academic discoure. And that’s the catch. Who do we mean by everyone? Even when
we have a narrower group in mind, are we stopping to think about what distinguishes them as
individuals? What differences in ability or background might impede their understanding or
compromise the benefit they gain from what we create? Tackling such questions and to achieve
goal is not to prescribe a set of rules for accessible design. Practical guides that try to be
categorical end up being, at best, targets for rebuttal – or simply doorstops. So the aim is to
remind how message and creativity artwork can be produced effectively and understandably
across target audience. All design by definition promotes accessibility. Graphic designers try
to make printed messages clearer, websites more navigable, physical environments easier to
negotiate. As a profession, we’re committed to providing easier access – to information, to
ideas, to public spaces – through smarter, more effective communications engaging the widest
possible audience. Or at least everyone could reach.

The Process of Constructing Poster & Brochure

In essence of producing printing advertisement, the projects are based on my interest in
skincare and cosmetic products. The idea was inspired as I found myself continously have been
collecting many types of print ads from varieties types of businesses. Gradually, I have
collected few promotional ads by international brands including Dior, Chanel and Coach. The
habits on collecting such mock ups in printed version, I indicate is virtue as the world of
digitalisation has conquered the world to pursue digital ads as the main platform.
As in process of gathering information, it was quite difficult when designing the
elements as a beginner user of Adobe Illustrator and Adobe InDesign software. The process on
the construction of noth brochure and poster are interwoven and related to each other. This I
refer as symbiotic relationship whereby the importance of figuring the details of positioning
and types of elements are at the central of delevoping poster and brochure.

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 Recurrence to my habit of collecting printed media, the main pillar on the concise of
my poster and brochure was designed to promote a new edition of beauty skincare product of
a brand and this targeted to brand’s loyal consumer- for example, the membership promotion.
Technically, the audience of mass market is purposely for women and young adults who have
problem with eye-fatigue symptoms such as dark circle and pigmentation around eyes. In other
words, it is a skincare company to promote new product which benefits for women, from the
age of 30 to 50. By narrowing target audience via demographic characteristic thus had provided
the process of designing in identifying the main key elements in both printed media to be used.

Orientation Analysis Concept Design Implementation

Figure 2 The Process of Developing Brochure & Poster (Landa, 2014)

Target audience (i) Young and adults women from 30 years old to 50 years old who live
in urban area.
(ii) Women who have skincare problem, particularly eye fatigue.

Product and La Rouge Advance Eye Cream by Louvré

company

Objective : (i) To promote new skincare product to loyal customer of the brand.
(ii) To serve as skincare solution for women who suffer eye-fatigue
problems (dark circle and pigmentation)

Communication Print media

tool (i) Poster
(ii) Brochure

Figure 3 Summary of Target Audience

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 Figure 4 La Rouge Firming Eye Cream
(the Product)

Figure 5 The company logo

Developing Brochure
Brochure is a widely used tool, a multiplepage format for communicating information or for
promotion in sales and marketing. Other than brochure, it is known as a booklet, depending on
binding and trim size, or called as pamphlet. Brochures are utilized for their efficiency and
content, whether in print or PDF, whether external or internal business communication. A
project may involve the design of a single brochure or a brochure system, a series of related
brochures. A cohesive brochure system serves two main functions: to increase brand or group

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recognition and to provide comprehensible information or communication in digestible
amounts, with each brochure covering a different topic, service, or product. The process of
designing brochure, according to Landa (2014), the design process has five phases including
orientation, analysis, conception, design and implementation. It is integrated media project,
consisting deliverables graphics such as logo, visual identity, desktop web and mobile, package
design, sales kits, and others.

Objective The presentation of brochures is used to inform loyal customer (the

memberships) on the usage of firming eye cream
Key Convenience to be used
message
Concept Modern contemporary women
Element (i) Lead in white and red photograph evokes a sensual desire as women’s best
companion (no matter how busy they are, Rouge Firming Eye Cream helps to
take care of women’s eyes)
(ii) The grid is used for greater width in order to accomodate content
(iii) Font : Bodoni 72 is used to emboldened corporation’s identity (formality)
(iv) Size of paper : US Letter
(v) Software : Adobe Illustrator CC 2019
Benefit The design is included a sample of the cream inside.

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Figure 6 Outside of the Brochure

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 Sample
eye cream

Figure 7 Inside of the Brochure

Font : Bodoni
72
Size 20mm
Explanation of
using firming
eye cream
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Developing Poster
Posters are an effective method of presenting academic work or research in progress
and, because some information is better presented visually, a poster may be more memorable
than a verbal presentation. A poster presentation may be a required assessment task for
undergraduate or postgraduate students. Posters are often included in the scientific program of
a conference, and are usually displayed during a conference with times allocated for presenters
to be available to discuss their content with attendees. The purpose of any poster is to
communicate a message. To do that, a poster must first grab a viewer’s attention. A poster is
must be engaging enough to capturea person’s attention amid all the other visual clutter
introduce their work to their peers. This also allows for valuable networking opportunities.
A poster is a two-dimensional, single-surfaceformat used to inform (display
information, data, schedules, or offerings) and to persuade or promote (people, causes, places,
events, products, companies, services, groups, or organizations). Producedin multiples and
(usually) widely circulated, posters are often posted in numerous locations around
town and are seen more than once by the public. Ubiquity and multiple viewings reinforce
messages for any single viewer. In public spaces, we see posters promoting events such as
films, plays, concerts, lectures, and conferences. Theatrical or musical events, public service
advertising, sporting events, rallies, protest causes, messages of dissent, politics and politicians,
propaganda, wars, museum exhibits, and brand advertising are all subjects for posters. If a
poster is not well designed or is dull, surely it will be ignored when surrounded by other visual
communication or an interesting environment.
An appealing poster design can capture our attention and imagination and perhaps
provoke us like no other graphic design application. When words and visuals are effectively
combined, a poster hasthe potential to communicate and become more than just a fleeting
visual communication; it can become an object to return to, again and again, for contemplation,

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enjoyment, or provocation. It is fascinating that in this age of moving images such as flash
graphics, a still form of visual communication, a poster—continues to hold our attention.

Objective The presentation of poster is used to promote wide range of audience about new
product.
Key The new firming eye cream is a must possession for every modern women.
message
Concept Modern contemporary women
Element (i) Lead in white and red photograph evokes a sensual desire as women’s best
companion (no matter how busy they are, Rouge Firming Eye Cream helps to
take care of women’s eyes)
(ii) The grid is used for greater width in order to accomodate content
(iii) Font : Bodoni 72 is used to emboldened corporation’s identity (formality)
(iv) Size of paper : A3
(v) Software : Adobe Illustrator CC 2019
(vi) The petals : Red rose (flower) is the extracted ingeredient of the cream
Additional This is purposely for magazine and digital banner ads

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Figure 8 Poster

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Reference:
Landa, R. (2011). Graphic Design Solutions. Boston: WADSWORTH CENGAGE Learning.

Lupton, E. (2004). Thinking with type: A critical guide for designers, writers, editors, &
students. New York: Princeton Architectural Press.

The International Rice Research Institute. (1991). Training and Technology Transfer Course:
Performance Objectives Manual. Manila: International Rice Research Institute.

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