Smart Arts - Creative New Zealand

Using graphic imagesIllustrations or photographs used on promotional material should be strong, direct and nottoo detailed. They should enhance the show’s content and not give the wrong impression.For example, use a photo of the musician, orchestra or band to sell a concert and get acrossan important message very quickly. Use the word “music” and you double the impact.It’s a good idea to use the same artwork for your flyer and invitation, if possible. As wellas saving costs, it can also be a branding advantage.Ensure that the use of graphic images complements the cultural values of your targetmarkets. For example, traditional Mäori designs often have specific meanings and canhave particular meanings to different iwi. Be sure you understand those meanings beforeyou use these images. Similar caution should be taken when using images of Mäoritaonga (treasures), whakatauki (proverbs) and puräkau (myths/legends).When you’re deciding whether to use photography or illustration for your graphicmaterial, remember that photography tends to convey an element of reality whileillustration may be more effective for fantasy.Communicating your message4PhotographyBe wary of using non-professionals for photography or design because you may end upspending a lot of extra time and money trying to get a good result.It’s very useful to have eye-catching, good-quality photos that you can pass on to thepress. Suburban papers will often use the photos that you supply while dailies tend to taketheir own photos. However, this isn’t always the case and you should do your researchbefore you begin to spend your dollars. Suburban papers often do features on residents intheir area so keep this in mind when taking photos.Smart arts | Toi huatau33