‫ﺍﻟﻤﻁﺒﻭﻋﺎﺕ‬ ‫ﺃﻨﻭﺍﻉ‬
:
‫ﹰ‬
‫ﻻ‬‫ﺃﻭ‬
:
‫ﺍﻟﻘﺭﻁﺎﺴﻴﺔ‬ ‫ﺃﻭﺭﺍﻕ‬
)
Stationary
:(
‫ﺍﻷﺤﻴـﺎﻥ‬ ‫ﺒﻌـﺽ‬ ‫ﻓـﻲ‬ ‫ﻭﺘﺴﻤﻰ‬ ،‫ﻤﻌﻴﻨﺔ‬ ‫ﺒﺸﺭﻜﺔ‬ ‫ﺍﻟﺨﺎﺼﺔ‬ ‫ﺍﻟﺭﺴﻤﻴﺔ‬ ‫ﺍﻷﻭﺭﺍﻕ‬ ‫ﻭﻫﻲ‬
)
Corporate ID
(
‫ﻭ‬ ،
،‫ﻴـﻭﻤﻲ‬ ‫ﺒـﺸﻜل‬ ‫ﺍﻟـﺸﺭﻜﺔ‬ ‫ﻤﻭﻅﻔﻲ‬ ‫ﻗﺒل‬ ‫ﻤﻥ‬ ‫ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‬ ‫ﻴﻜﺜﺭ‬
‫ﺍﻟﺘﺎﻟﻴﺔ‬ ‫ﺍﻷﻨﻭﺍﻉ‬ ‫ﺇﻟﻰ‬ ‫ﻭﺘﻘﺴﻡ‬
:
•
‫ﺃﻋﻤﺎل‬ ‫ﺒﻁﺎﻗﺔ‬
)
Business Card
.(
•
‫ﺱ‬
‫ﻭ‬‫ﻤﺭ‬ ‫ﻭﺭﻕ‬
)
Letterhead
.(
•
‫ﺭﺴﺎﺌل‬ ‫ﻤﻐﻠﻑ‬
)
Envelope
.(

•
‫ﺭﺴﻤﻴﺔ‬ ‫ﺃﻭﺭﺍﻕ‬
)
،‫ﻓـﺎﺘﻭﺭﺓ‬ ،‫ﺘـﺄﻤﻴﻥ‬ ‫ﺴﻨﺩ‬ ،‫ﺼﺭﻑ‬ ‫ﺴﻨﺩ‬ ،‫ﻗﺒﺽ‬ ‫ﺴﻨﺩ‬ ،‫ﻓﺎﻜﺱ‬ ‫ﻭﺭﻕ‬
‫ﺘﻐﻠﻴﻑ‬ ‫ﻭﺭﻕ‬
......
‫ﺍﻟﺦ‬
.(
1
(
‫ﺃﻋﻤﺎل‬ ‫ﺒﻁﺎﻗﺔ‬
)
Business Card
:(
‫ﻓـﻲ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﺘﺠﺎﻩ‬ ‫ﻴﻜﻭﻥ‬ ،‫ﻤﻌﻴﻥ‬ ‫ﺸﺨﺹ‬ ‫ﺃﻭ‬ ‫ﻤﻌﻴﻨﺔ‬ ‫ﺒﺸﺭﻜﺔ‬ ‫ﺘﻌﺭﻴﻑ‬ ‫ﺒﻁﺎﻗﺔ‬ ‫ﻭﻫﻲ‬
‫ﺃﻓﻘﻲ‬ ‫ﺍﻟﻐﺎﻟﺏ‬
)
Landscape
(
‫ﻋـﺎﻤﻭﺩﻱ‬ ‫ﺒـﺸﻜل‬ ‫ﺘـﺼﻤﻴﻤﻬﺎ‬ ‫ﺍﻟﻤﻤﻜـﻥ‬ ‫ﻤﻥ‬ ‫ﻭﻟﻜﻥ‬ ،
)
Portrait
(
‫ﺍﻟﺘﺎﻟﻴﺔ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻋﻠﻰ‬ ‫ﺘﺤﺘﻭﻱ‬ ‫ﻤﺎ‬ ‫ﹰ‬
‫ﺓ‬‫ﻭﻋﺎﺩ‬ ،
:
‫ﻤﺜـل‬ ،‫ﺍﻟﻭﻅﻴﻔﻲ‬ ‫ﺍﻟﻤﺴﻤﻰ‬ ،‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﺃﻭ‬ ‫ﺍﻟﺸﺨﺹ‬ ‫ﺍﺴﻡ‬ ،‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﺸﻌﺎﺭ‬
)
،‫ﻤﻬﻨـﺩﺱ‬
‫ﻋﺎ‬ ‫ﻁﺒﻴﺏ‬ ،‫ﻤﺼﻤﻡ‬
‫ﻋﺎﻡ‬ ‫ﻤﺩﻴﺭ‬ ،‫ﻤﺤﺎﻤﻲ‬ ،‫ﻡ‬
(...
‫ﺼـﻨﺩﻭﻕ‬ ،‫ﺍﻟﻌﻨـﻭﺍﻥ‬ ،‫ﺍﻟﺘﻠﻔـﻭﻥ‬ ‫ﺭﻗﻡ‬ ،
‫ﺍﻻﻟﻜﺘﺭﻭﻨﻲ‬ ‫ﺍﻟﺒﺭﻴﺩ‬ ،‫ﺍﻟﺒﺭﻴﺩ‬
)
E-mail
(
‫ﺍﻻﻨﺘﺭﻨﺕ‬ ‫ﻤﻭﻗﻊ‬ ،
)
Website
.(

‫ﻤﻼﺤﻅﺔ‬
:
‫ﻫﻭ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﻟﺒﻁﺎﻗﺔ‬ ‫ﺍﻻﻋﺘﻴﺎﺩﻱ‬ ‫ﺍﻟﻘﻴﺎﺱ‬
5
‫ﺴﻡ‬
X
9
‫ﻴﺠـﻭﺯ‬ ‫ﻭﻟﻜـﻥ‬ ،‫ﺴﻡ‬
‫ﹰ‬
‫ﺎ‬‫ﻤﻨﺎﺴﺒ‬ ‫ﺍﻟﻤﺼﻤﻡ‬ ‫ﻴﺭﺍﻩ‬ ‫ﻗﻴﺎﺱ‬ ‫ﺃﻱ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
.
2
(
‫ﺭﺴﺎﺌل‬ ‫ﻤﻐﻠﻑ‬
)
Envelope
:(
‫ﻭﻫ‬
‫ﻋﻠـﻰ‬ ‫ﻭﻴﺤﺘﻭﻱ‬ ،‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﻗﻴﺎﺱ‬ ‫ﺒﺤﺴﺏ‬ ‫ﻤﺘﻌﺩﺩ‬ ‫ﻭﻗﻴﺎﺴﻪ‬ ‫ﺭﺴﺎﺌل‬ ‫ﻭﺭﻕ‬ ‫ﻤﻐﻠﻑ‬ ‫ﻭ‬
‫ﻭﺍﻟﻌﻨﻭﺍﻥ‬ ‫ﻭﺍﻟﺒﺭﻴﺩ‬ ‫ﺍﻟﻬﺎﺘﻑ‬ ‫ﻭﺭﻗﻡ‬ ‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ‬
.....
‫ﺍﻟﺦ‬
.

3
(
‫ﺱ‬
‫ﻭ‬‫ﻤﺭ‬ ‫ﻭﺭﻕ‬
)
Letterhead
(
:
‫ﻓـﻲ‬ ‫ﻗﻴﺎﺴـﻪ‬ ‫ﻴﻜـﻭﻥ‬ ،‫ﺍﻟﺭﺴـﻤﻴﺔ‬ ‫ﻟﻠﻤﻌـﺎﻤﻼﺕ‬ ‫ﺒﺎﻟـﺸﺭﻜﺎﺕ‬ ‫ﺨﺎﺹ‬ ‫ﻭﺭﻕ‬ ‫ﻭﻫﻭ‬
‫ﺍﻟﻐﺎﻟﺏ‬
)
A4
(
‫ﺍﻷﺤﻴﺎﻥ‬ ‫ﺒﻌﺽ‬ ‫ﻭﻓﻲ‬ ،
)
A3
(
‫ﻤ‬ ‫ﻋﻠـﻰ‬ ‫ﺍﻟﻭﺭﻗﺔ‬ ‫ﻫﺫﻩ‬ ‫ﻭﺘﺤﺘﻭﻱ‬ ،
‫ﻌﻠﻭﻤـﺎﺕ‬
‫ﺍﻟﺸﺭﻜﺔ‬
)
‫ﺍﻟﻌﻨﻭﺍﻥ‬ ،‫ﺍﻟﺒﺭﻴﺩ‬ ،‫ﺍﻟﻬﺎﺘﻑ‬ ‫ﺭﻗﻡ‬
(
‫ﺭﺃﺱ‬ ‫ﻓـﻲ‬ ‫ﺇﻤﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻫﺫﻩ‬ ‫ﺘﻜﻭﻥ‬ ‫ﺒﺸﻜل‬
‫ﺍﻟﺼﻔﺤﺔ‬ ‫ﺭﺃﺱ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﺸﻌﺎﺭ‬ ‫ﻭﺠﻭﺩ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﻤﻊ‬ ،‫ﺫﻴﻠﻬﺎ‬ ‫ﻓﻲ‬ ‫ﺃﻭ‬ ‫ﺍﻟﺼﻔﺤﺔ‬
.

4
(
‫ﺭﺴﻤﻴﺔ‬ ‫ﺃﻭﺭﺍﻕ‬
:
‫ﻤﺜل‬
)
‫ﺘﻐﻠﻴـﻑ‬ ‫ﻭﺭﻕ‬ ،‫ﻓﺎﺘﻭﺭﺓ‬ ،‫ﺘﺄﻤﻴﻥ‬ ‫ﺴﻨﺩ‬ ،‫ﺼﺭﻑ‬ ‫ﺴﻨﺩ‬ ،‫ﻗﺒﺽ‬ ‫ﺴﻨﺩ‬ ،‫ﻓﺎﻜﺱ‬ ‫ﻭﺭﻕ‬
......
‫ﺍﻟﺦ‬
(
‫ﻤﺨﺘﻠﻑ‬ ‫ﻗﻴﺎﺱ‬ ‫ﻭﻟﻜل‬ ،
.

‫ﺜﺎﻨﻴﺎ‬
:
‫ﻭﺍﻟﺘﻌﺭﻴﻔﻴﺔ‬ ‫ﺍﻹﻋﻼﻨﻴﺔ‬ ‫ﺍﻟﻤﻨﺸﻭﺭﺍﺕ‬
:
‫ﻨﻘـل‬ ‫ﺒﻬﺩﻑ‬ ،‫ﺍﻷﻴﺩﻱ‬ ‫ﻤﺘﻨﺎﻭل‬ ‫ﻓﻲ‬ ‫ﻟﻴﻜﻭﻥ‬ ‫ﺍﻟﻭﺭﻕ‬ ‫ﻋﻠﻰ‬ ‫ﻁﺒﺎﻋﺘﻪ‬ ‫ﻴﺘﻡ‬ ‫ﻤﺎ‬ ‫ﺠﻤﻴﻊ‬ ‫ﻭﻫﻲ‬
‫ﻟﻠﺘﻌﺭﻴـﻑ‬ ‫ﺍﻟﻤـﻭﺍﺩ‬ ‫ﻫـﺫﻩ‬ ‫ﺍﺴﺘﻐﻼل‬ ‫ﻭﻴﻤﻜﻥ‬ ،‫ﺨﺩﻤﺔ‬ ‫ﺃﻭ‬ ‫ﻤﻨﺘﺞ‬ ‫ﻋﻥ‬ ‫ﻤﻌﻴﻨﺔ‬ ‫ﺇﻋﻼﻨﻴﺔ‬ ‫ﻓﻜﺭﺓ‬
‫ﻤﺎ‬ ‫ﺒﺨﺒﺭ‬ ‫ﺍﻟﻨﺎﺱ‬ ‫ﻹﻋﻼﻡ‬ ‫ﺃﻭ‬ ‫ﻤﻌﻴﻨﺔ‬ ‫ﺒﺠﻬﺔ‬
.
‫ﺘﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﻴﻤﻜﻥ‬ ‫ﺍﻟﻤﻨﺸﻭﺭﺍﺕ‬ ‫ﻭﻫﺫﻩ‬
:
•
‫ﺒﻭﺴﺘﺭ‬
)
Poster
.(
•
‫ﺒﺭﻭﺸﻭﺭ‬
)
Brochure
.(
•
‫ﻜﺘﺎﻟﻭﺝ‬
)
Catalogues
.(
•
‫ﻤﻠﻑ‬
)
Folder
.(
•
‫ﺍﻟﻁﻌﺎﻡ‬ ‫ﻗﺎﺌﻤﺔ‬
)
Menu
.(
•
‫ﺍﻟﺩﻋﻭﺓ‬ ‫ﺒﻁﺎﻗﺎﺕ‬
)
Invitation Cards
.(
•
‫ﻨﺸﺭﺓ‬
‫ﺇﺨﺒﺎﺭﻴﺔ‬
)
Newsletter
.(
•
‫ﺼﺤﻴﻔﺔ‬
)
Newspaper
.(
•
‫ﻤﺠﻠﺔ‬
)
Magazine
.(
•
‫ﻜﺘﺎﺏ‬ ‫ﻏﻼﻑ‬
)
Book Cover
.(
•
‫ﺍﻵﻟﻲ‬ ‫ﻭﺍﻟﺼﺭﺍﻑ‬ ‫ﺍﻻﺌﺘﻤﺎﻥ‬ ‫ﺒﻁﺎﻗﺎﺕ‬
)
Credit and ATM Cards
.(
•
‫ﺍ‬ ‫ﺇﻋﺎﺩﺓ‬ ‫ﺒﻁﺎﻗﺎﺕ‬
‫ﻟﺸﺤﻥ‬
)
Prepaid Cards
.(
•
‫ﻟﻴﺒل‬
)
Label
.(
‫ﺍﻷﻨﻭﺍﻉ‬ ‫ﻟﻬﺫﻩ‬ ‫ﺘﻔﺼﻴل‬ ‫ﺍﻟﺘﺎﻟﻲ‬ ‫ﻭﻓﻲ‬
:
1
(
‫ﺒﻭﺴﺘﺭ‬
)
Poster
:(
‫ﺍﻟـﺩﻴﻜﻭﺭ‬ ‫ﻓﻲ‬ ‫ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‬ ‫ﻭﻴﻤﻜﻥ‬ ،‫ﺍﻟﻐﺎﻟﺏ‬ ‫ﻓﻲ‬ ‫ﻭﺇﻋﻼﻤﻴﺔ‬ ‫ﺇﻋﻼﻨﻴﺔ‬ ‫ﺃﺩﺍﺓ‬ ‫ﻫﻭ‬ ‫ﺍﻟﺒﻭﺴﺘﺭ‬
‫ﻤـﺎﺩﺓ‬ ‫ﺃﺴﺭﻉ‬ ‫ﻭﻴﻌﺘﺒﺭ‬ ،‫ﻭﺍﻷﻫﺩﺍﻑ‬ ‫ﺍﻷﺤﺠﺎﻡ‬ ‫ﻤﺘﻌﺩﺩ‬ ‫ﻭﻫﻭ‬ ،‫ﺍﻷﺤﻴﺎﻥ‬ ‫ﺒﻌﺽ‬ ‫ﻓﻲ‬ ‫ﻭﺍﻟﺘﺯﻴﻴﻥ‬
‫ﺇ‬ ‫ﺍﻷﻓﻜﺎﺭ‬ ‫ﻟﻨﻘل‬ ‫ﻤﻁﺒﻭﻋﺔ‬ ‫ﺇﻋﻼﻨﻴﺔ‬
‫ﺍﻟﺠﻤﻬﻭﺭ‬ ‫ﻟﻰ‬
.

‫ﻫﻭ‬ ‫ﻟﻠﺒﻭﺴﺘﺭ‬ ‫ﻗﻴﺎﺱ‬ ‫ﺃﺼﻐﺭ‬ ‫ﻴﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﻴﻤﻜﻥ‬
)
A5
(
‫ﺤﻴـﺙ‬ ،‫ﺫﻟـﻙ‬ ‫ﻤﻥ‬ ‫ﺃﺼﻐﺭ‬ ‫ﺃﻭ‬ ،
‫ﺍﻷﺤﻴـﺎﻥ‬ ‫ﺒﻌـﺽ‬ ‫ﻓـﻲ‬ ‫ﻭﻴﺴﻤﻰ‬ ،‫ﻗﺭﺏ‬ ‫ﻋﻥ‬ ‫ﻟﻤﺸﺎﻫﺩﺘﻪ‬ ‫ﺍﻟﻨﺎﺱ‬ ‫ﺃﻴﺩﻱ‬ ‫ﻤﺘﻨﺎﻭل‬ ‫ﻓﻲ‬ ‫ﻴﻜﻭﻥ‬
‫ﻓﻼﻴﺭ‬
)
Flyer
(
‫ﺯﺠﺎﺝ‬ ‫ﺃﻭ‬ ‫ﺠﺩﺍﺭ‬ ‫ﻋﻠﻰ‬ ‫ﻤﻠﺼﻕ‬ ‫ﻋﻥ‬ ‫ﻋﺒﺎﺭﺓ‬ ‫ﺍﻟﺒﻭﺴﺘﺭ‬ ‫ﻴﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﻭﻴﻤﻜﻥ‬ ،
‫ﺘﺠﺎﺭﻱ‬ ‫ﻤﺤل‬
.
‫ﺃﻥ‬ ‫ﺍﻟﻌﺎﻤﺔ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻗﻭﺍﻋﺩ‬ ‫ﺒﺤﺴﺏ‬ ‫ﺍﻟﻤﻤﻜﻥ‬ ‫ﻭﻤﻥ‬
‫ﺍﻟﺒﻭﺴﺘﺭ‬ ‫ﺍﺘﺠﺎﻩ‬ ‫ﻴﻜﻭﻥ‬
‫ﻋﺭﻀﻲ‬
)
Landscape
(
‫ﻁﻭﻟﻲ‬ ‫ﺃﻭ‬
)
Portrait
.(
‫ﻓﻤﻨﻬـﺎ‬ ‫ﻤﺘﻌـﺩﺩﺓ؛‬ ‫ﻓﺈﻨﻬﺎ‬ ‫ﺍﻟﺒﻭﺴﺘﺭﺍﺕ‬ ‫ﻁﺒﺎﻋﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺴﺘﺨﺩﻤﺔ‬ ‫ﻟﻸﻭﺭﺍﻕ‬ ‫ﺒﺎﻟﻨﺴﺒﺔ‬ ‫ﺃﻤﺎ‬
‫ﻁﻠـﺏ‬ ‫ﺒﺤـﺴﺏ‬ ‫ﺘﺘﻌﺩﺩ‬ ‫ﺃﺨﺭﻯ‬ ‫ﺃﻨﻭﺍﻉ‬ ‫ﻭﻫﻨﺎﻙ‬ ،‫ﻭﺍﻟﺨﻔﻴﻑ‬ ‫ﺍﻟﻨﺎﻋﻡ‬ ‫ﻭﻤﻨﻬﺎ‬ ،‫ﻭﺍﻟﺜﻘﻴل‬ ‫ﺍﻟﻨﺎﻋﻡ‬
‫ﺍﻹﻋﻼﻨ‬ ‫ﺍﻟﺒﻭﺴﺘﺭﺍﺕ‬ ‫ﻷﻏﺭﺍﺽ‬ ‫ﹰ‬
‫ﺔ‬‫ﻭﻤﻼﺌﻤ‬ ‫ﹰ‬
‫ﺎ‬‫ﺸﻴﻭﻋ‬ ‫ﺍﻷﻜﺜﺭ‬ ‫ﻟﻜﻥ‬ ،‫ﺍﻟﺯﺒﻭﻥ‬
‫ﺍﻟـﻭﺭﻕ‬ ‫ﻫـﻭ‬ ‫ﻴﺔ‬
‫ﺠﻼﺴﻴﻪ‬ ‫ﺍﻟﻤﺴﻤﻰ‬
)
Gloss
(
‫ﻨﻭﻋﻴﻥ‬ ‫ﻋﻠﻰ‬ ‫ﻭﻫﻭ‬
:
1
(
‫ﺍﻟﻼﻤﻊ‬
)
Glossy
.(
2
(
‫ﺍﻟﻤﻌﺘﻡ‬
)
Matt
.(
‫ﺍﻟﻤﻁﺎﺒﻊ‬ ‫ﺘﺴﺘﺨﺩﻡ‬ ‫ﺍﻷﺤﻴﺎﻥ‬ ‫ﺒﻌﺽ‬ ‫ﻭﻓﻲ‬
"
‫ﻜﺭﺘﻭﻥ‬
"
‫ﺒﺘﻐﻁﻴﺘـﻪ‬ ‫ﺘﻘـﻭﻡ‬ ‫ﺜﻡ‬ ‫ﻭﻤﻥ‬ ‫ﺴﻤﻴﻙ‬
‫ﺍﻟـﺸﻔﺎﻑ‬ ‫ﺍﻟﻭﺭﻕ‬ ‫ﺘﺸﺒﻪ‬ ‫ﻤﻌﺘﻤﺔ‬ ‫ﺃﻭ‬ ‫ﻻﻤﻌﺔ‬ ‫ﺘﻜﻭﻥ‬ ‫ﺸﻔﺎﻓﺔ‬ ‫ﻤﺎﺩﺓ‬ ‫ﻭﻫﻲ‬ ‫ﺍﻟﺴﻠﻭﻓﺎﻥ؛‬ ‫ﻤﻥ‬ ‫ﺒﻁﺒﻘﺔ‬
‫ﺍﻟﺭﺴﻤﻴﺔ‬ ‫ﺃﻭﺭﺍﻗﻨﺎ‬ ‫ﻟﺘﺠﻠﻴﺩ‬ ‫ﻨﺴﺘﺨﺩﻤﺔ‬ ‫ﺍﻟﺫﻱ‬
.
‫ﻭﻓ‬
‫ﺃﻭﻏﻴﻠﻔـﻲ‬ ‫ﺩﻴﻔﻴـﺩ‬ ‫ﻴﻘﻭل‬ ،‫ﻨﺠﺎﺤﻬﺎ‬ ‫ﻭﺴﺭ‬ ‫ﺍﻹﻋﻼﻨﻴﺔ‬ ‫ﺍﻟﺒﻭﺴﺘﺭﺍﺕ‬ ‫ﺒﻔﻜﺭﺓ‬ ‫ﻴﺘﻌﻠﻕ‬ ‫ﻴﻤﺎ‬
‫ﺸﺭﻜﺔ‬ ‫ﻤﺅﺴﺱ‬
)
Ogilvy
(
‫ﺒﺎﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﺘﺨﺼﺼﺔ‬ ‫ﺍﻟﻌﺎﻟﻤﻴﺔ‬
:
‫ﺇ‬
‫ﻤﻬﻤـﺎ‬ ‫ﺒﻭﺴـﺘﺭ‬ ‫ﺃﻱ‬ ‫ﻥ‬
‫ﻤﻌﺎﺩﻟـﺔ‬ ‫ﺘﺸﻜل‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻌﻨﺎﺼﺭ‬ ‫ﻋﻠﻰ‬ ‫ﻴﺤﺘﻭﻱ‬ ‫ﺃﻥ‬ ‫ﻴﺠﺏ‬ ‫ﻗﻴﺎﺴﻪ‬ ‫ﻜﺎﻥ‬
"
‫ﺍﻻﻨﺘﺒـﺎﻩ‬ ‫ﺠـﺫﺏ‬
"
‫؛‬
‫ﻫﻲ‬ ‫ﺍﻟﻌﻨﺎﺼﺭ‬ ‫ﻭﻫﺫﻩ‬ ،‫ﺘﺼﻤﻴﻡ‬ ‫ﺃﻱ‬ ‫ﻨﺠﺎﺡ‬ ‫ﺴﺭ‬ ‫ﺘﻌﺘﺒﺭ‬ ‫ﻭﺍﻟﺘﻲ‬
:
1
-
‫ﺼﻭﺭﺓ‬
)
Visual
.(
2
-
‫ﺍﻟﺼﻭﺭﺓ‬ ‫ﻋﻠﻰ‬ ‫ﺒﺴﻴﻁ‬ ‫ﺘﻌﻠﻴﻕ‬
)
Caption
.(
3
-
‫ﻋﻨﻭﺍﻥ‬
)
Headline
.(

4
-
‫ﺍﻹﻋﻼﻥ‬ ‫ﻨﺹ‬
)
Copy
.(
5
-
‫ﻭﺍﻟﻌﻨﻭﺍﻥ‬ ‫ﺍﻻﺘﺼﺎل‬ ‫ﻤﻌﻠﻭﻤﺎﺕ‬
)
‫ﺍﻟﺘﻭﻗﻴﻊ‬
.(
‫ﺒﻭﺴﺘﺭ‬
Ogilvy
‫ﻜﺜﻴـﺭ‬ ‫ﻋﻠﻰ‬ ‫ﻴﺤﺘﻭﻱ‬ ‫ﹰ‬
‫ﺎ‬‫ﺘﺼﻤﻴﻤ‬ ‫ﺃﻥ‬ ‫ﺇﻻ‬ ،‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺒﻬﺎﺭﺍﺕ‬ ‫ﻫﻲ‬ ‫ﻭﺍﻟﺭﺴﻭﻤﺎﺕ‬ ‫ﺍﻟﺼﻭﺭ‬
‫ﻤﺎ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﺭﻜﻴﺯ‬ ‫ﺍﻟﻘﺎﺭﺉ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺼﻌﺏ‬ ‫ﻤﻥ‬ ‫ﻴﺠﻌل‬ ‫ﺍﻟﺼﻭﺭ‬ ‫ﻤﻥ‬
‫ﻟـﺫﺍ‬ ،‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻴﻘﻭﻟﻪ‬
‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻟﻔﻜﺭﺓ‬ ‫ﻜﺩﺍﻋﻡ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺩﺍﺨل‬ ‫ﺍﻟﺼﻭﺭ‬ ‫ﺘﻌﻤل‬ ‫ﺃﻥ‬ ‫ﺍﻟﻀﺭﻭﺭﻱ‬ ‫ﻤﻥ‬ ‫ﻓﺈﻥ‬
‫ﻭﻟـﻴﺱ‬
‫ﺍﻻﻨﺘﺒﺎﻩ‬ ‫ﻟﺘﺸﺘﻴﺕ‬ ‫ﻜﻭﺴﻴﻠﺔ‬
.
‫ﻓﻲ‬ ‫ﺍﻟﺼﻭﺭ‬ ‫ﻜﺎﻨﺕ‬ ‫ﺇﺫﺍ‬ ‫ﻤﺎ‬ ‫ﻤﻌﺭﻓﺔ‬ ‫ﻤﻥ‬ ‫ﻴﻤﻜﻨﻨﺎ‬ ‫ﺴﺭﻴﻊ‬ ‫ﻤﻘﻴﺎﺱ‬ ‫ﻫﻨﺎﻙ‬ ‫ﻟﻴﺱ‬ ‫ﺍﻟﺤﻘﻴﻘﺔ‬ ‫ﻓﻲ‬
‫ﺍﻷﻤـﻭﺭ‬ ‫ﻭﻤـﻥ‬ ،‫ﺒـﺎﻟﻔﻁﺭﺓ‬ ‫ﺫﻟﻙ‬ ‫ﺇﺤﺴﺎﺱ‬ ‫ﻨﺴﺘﻁﻴﻊ‬ ‫ﻓﻘﻁ‬ ‫ﻭﻨﺤﻥ‬ ،‫ﻻ‬ ‫ﺃﻡ‬ ‫ﻜﺜﻴﺭﺓ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬
‫ﺍﻟ‬ ‫ﺍﻟﻤﻬﻤﺔ‬
‫ﻤﺎﻴﻠﻲ‬ ‫ﺫﻟﻙ‬ ‫ﺇﻟﻰ‬ ‫ﺘﺭﺸﺩﻨﺎ‬ ‫ﻗﺩ‬ ‫ﺘﻲ‬
:

1
(
‫ﺍﻟﻌﺩﺩ‬ ‫ﺘﻘﻠﻴل‬
:
‫ﻨـﺴﺘﻁﻴﻊ‬ ‫ﺍﻟـﺼﻐﻴﺭﺓ‬ ‫ﺍﻟﺼﻭﺭ‬ ‫ﻤﻥ‬ ‫ﻜﺒﻴﺭ‬ ‫ﻋﺩﺩ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﻤﻥ‬ ‫ﹰ‬
‫ﻻ‬‫ﺒﺩ‬
‫ﻓﻘﻁ‬ ‫ﻜﺒﻴﺭﺘﻴﻥ‬ ‫ﺼﻭﺭﺘﻴﻥ‬ ‫ﺃﻭ‬ ‫ﺼﻭﺭﺓ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﺒﻭﺍﺴﻁﺔ‬ ‫ﺩﻟﻙ‬ ‫ﺘﻘﻠﻴل‬
.
2
(
‫ﻤـﻥ‬ ‫ﻓﺈﻨـﻪ‬ ،‫ﺍﻻﻨﺘﺒـﺎﻩ‬ ‫ﺘﺸﺘﺕ‬ ‫ﻗﺩ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺼﻭﺭ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻌﺩﻴﺩ‬ ‫ﻫﻨﺎﻙ‬ ‫ﻜﺎﻥ‬ ‫ﻤﺎ‬ ‫ﺇﺫﺍ‬
‫ﻭﺩﻟﻙ‬ ‫ﺍﻷﺨﺭﻴﺎﺕ‬ ‫ﻋﻥ‬ ‫ﻭﺍﺤﺩﺓ‬ ‫ﺼﻭﺭﺓ‬ ‫ﻨﻤﻴﺯ‬ ‫ﺃﻥ‬ ‫ﻋﻨﺩﻫﺎ‬ ‫ﺍﻷﻓﻀل‬
‫ﺤﺠﻤﻬﺎ‬ ‫ﺒﺘﻜﺒﻴﺭ‬
‫ﺍﻟﺒﺎﻗﻴﺔ‬ ‫ﺍﻟﺼﻭﺭ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻭﺤﺩﺓ‬ ‫ﺼﻔﺔ‬ ‫ﺇﺒﻘﺎﺀ‬ ‫ﻤﻊ‬ ،‫ﺤﺩﻭﺩﻫﺎ‬ ‫ﺃﻭ‬
.
‫ﻓـﻲ‬ ‫ﻴﻔﻀل‬ ‫ﻭﻟﻜﻥ‬
‫ﻭﺍﺤﺩﺓ‬ ‫ﺼﻭﺭﺓ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﺍﻷﺤﻴﺎﻥ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻜﺜﻴﺭ‬
)
‫ﺃﻭﻏﻴﻠﻔﻲ‬ ‫ﺩﻴﻔﻴﺩ‬ ‫ﻤﻌﺎﺩﻟﺔ‬ ‫ﺒﺤﺴﺏ‬
.(
‫ﺍﻟﺭﺌﻴﺴﻴﺔ‬ ‫ﺍﻟﻌﻨﺎﻭﻴﻥ‬
)
Headlines
(
‫ﺍﻟﺒﻭﺴـﺘﺭﺍﺕ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﻬﻤﺔ‬ ‫ﺍﻷﺸﻴﺎﺀ‬ ‫ﻤﻥ‬
‫ﺍﻟﺭﺌﻴﺴﻲ‬ ‫ﺍﻟﻌﻨﻭﺍﻥ‬ ‫ﻤﻥ‬ ‫ﻓﺎﻟﻔﻜﺭﺓ‬ ،‫ﺍﻹﻋﻼﻨﻴﺔ‬
)
‫ﺍﻟﺘﺼﺩﻴﺭ‬
‫ﻱ‬
(
‫ﻟﻔـﺕ‬ ‫ﻫـﻭ‬ ‫ﺒﻭﺴـﺘﺭ‬ ‫ﺃﻱ‬ ‫ﻓﻲ‬
‫ﻭﺠـﺫﺏ‬ ‫ﺍﻟﻘـﺎﺭﻱﺀ‬ ‫ﺘﺤﺭﻴﺽ‬ ‫ﻋﻠﻰ‬ ‫ﻗﺎﺩﺭ‬ ‫ﺍﻟﻤﺘﻘﻥ‬ ‫ﺍﻟﺭﺌﻴﺴﻲ‬ ‫ﺍﻟﻌﻨﻭﺍﻥ‬ ‫ﺃﻥ‬ ‫ﺤﻴﺙ‬ ،‫ﺍﻻﻨﺘﺒﺎﻩ‬
‫ﻻ‬ ‫ﻓﺈﻨـﻙ‬ ‫ﺍﻟﺭﺌﻴـﺴﻲ‬ ‫ﺍﻟﻌﻨﻭﺍﻥ‬ ‫ﻤﻥ‬ ‫ﺃﻜﺜﺭ‬ ‫ﺍﻹﻋﻼﻥ‬ ‫ﺠﺴﻡ‬ ‫ﻋﻠﻰ‬ ‫ﺘﻌﺘﻤﺩ‬ ‫ﻜﻨﺕ‬ ‫ﻭﺇﺫﺍ‬ ،‫ﺍﻨﺘﺒﺎﻫﻪ‬
‫ﻴﺨﺴﺭ‬ ‫ﺍﻹﻋﻼﻥ‬ ‫ﺼﺎﺤﺏ‬ ‫ﺴﺘﺠﻌل‬ ‫ﻤﺤﺎﻟﺔ‬
80
%
‫ﺍﻟﺒﻭﺴـﺘﺭ‬ ‫ﻫـﺫﺍ‬ ‫ﺘﻜﻠﻔـﺔ‬ ‫ﻨﻘـﻭﺩ‬ ‫ﻤـﻥ‬
‫ﺍﻹﻋﻼﻨﻲ‬
.
‫ﻤﺩﺭ‬ ‫ﻓﻨﻴﺔ‬ ‫ﺃﻤﻭﺭ‬ ‫ﻋﺩﺓ‬ ‫ﻭﻫﻨﺎﻙ‬
‫ﺍﻟﺘﺼﺩﻴﺭﻱ‬ ‫ﺍﻟﻌﻨﻭﺍﻥ‬ ‫ﻜﺘﺎﺒﺔ‬ ‫ﻋﻨﺩ‬ ‫ﺒﻬﺎ‬ ‫ﺍﻻﻫﺘﻤﺎﻡ‬ ‫ﻴﺤﺒﺫ‬ ‫ﻭﺴﺔ‬
‫ﺍﻟﻨﻔـﺴﻲ‬ ‫ﺍﻟﻭﻗـﻊ‬ ‫ﻭﺫﺍﺕ‬ ‫ﺍﻟﻤﻨﺎﺴﺒﺔ‬ ‫ﺍﻟﻜﻠﻤﺎﺕ‬ ‫ﺍﺴﺘﻌﻤﺎل‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺇﻋﻼﻨﻲ‬ ‫ﺒﻭﺴﺘﺭ‬ ‫ﺃﻱ‬ ‫ﻓﻲ‬
‫ﻭ‬ ،‫ﻭﺍﻟﻘﺭﺍﺀ‬ ‫ﺍﻟﻤﺸﺎﻫﺩﻴﻥ‬ ‫ﻟﺩﻯ‬ ‫ﺍﻟﻘﻭﻱ‬
‫ﻤﻨﻬﺎ‬
:
-
‫ﺍﻟﻤﺸﺎﻫﺩ‬ ‫ﻨﻔﺱ‬ ‫ﻓﻲ‬ ‫ﺍﻻﺴﺘﻁﻼﻉ‬ ‫ﻭﺤﺏ‬ ‫ﺍﻟﻔﻀﻭل‬ ‫ﺇﻴﻘﺎﺩ‬
.
-
‫ﺍﻟﻨﺎﺱ‬ ‫ﻤﻌﻅﻡ‬ ‫ﺘﺨﺹ‬ ‫ﻫﺎﻤﺔ‬ ‫ﻟﻤﺸﻜﻠﺔ‬ ‫ﺤل‬ ‫ﻋﻥ‬ ‫ﺍﻟﺘﻠﻤﻴﺢ‬
.
-
‫ﻤﻨﻔﻌﺔ‬ ‫ﻋﻥ‬ ‫ﺍﻟﺘﻠﻤﻴﺢ‬
.
-
‫ﻭﺍﻟﻌﺒﺎﺭﺍﺕ‬ ‫ﺍﻟﺠﻤل‬ ‫ﻓﻲ‬ ‫ﺍﻟﻘﺼﺭ‬ ‫ﺍﻋﺘﻤﺎﺩ‬
.
-
‫ﺍﻹﻋﻼﻥ‬ ‫ﺃﻭ‬ ‫ﺍﻟﻤﻘﺎل‬ ‫ﻟﻘﻭﺓ‬ ‫ﻤﻨﺎﺴﺒﺔ‬ ‫ﺍﻟﻌﻨﻭﺍﻥ‬ ‫ﻗﻭﺓ‬ ‫ﺘﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺤﺭﺹ‬
.
-
‫ﻋﺒﺎﺭﺍﺘﻬﺎ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺒﺎﻟﻎ‬ ‫ﺃﻭ‬ ‫ﺍﻟﺨﺎﺩﻋﺔ‬ ‫ﺍﻟﻌﻨﺎﻭﻴﻥ‬ ‫ﺍﺠﺘﻨﺎﺏ‬
.

‫ﺍﻷﺴـﺌﻠﺔ‬ ‫ﺍﺴـﺘﺨﺩﺍﻡ‬ ‫ﻁﺭﻴـﻕ‬ ‫ﻋـﻥ‬ ‫ﹰ‬
‫ﻼ‬‫ﻤﺜ‬ ‫ﺍﻟﻘﺎﺭﻱﺀ‬ ‫ﻟﺩﻯ‬ ‫ﺍﻟﻔﻀﻭل‬ ‫ﺘﻜﻭﻴﻥ‬ ‫ﺘﺴﺘﻁﻴﻊ‬
‫ﺒﺎﻟﺸﻌ‬ ‫ﺍﻷﺸﺒﻪ‬ ‫ﺍﻟﺠﻤل‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﻁﺭﻴﻕ‬ ‫ﻋﻥ‬ ‫ﺃﻭ‬ ،‫ﺍﻻﺴﺘﻔﺯﺍﺯﻴﺔ‬
‫ﺃﻭ‬ ،‫ﺭﻴﺔ‬
‫ﻁﺭﺡ‬ ‫ﻁﺭﻴﻕ‬ ‫ﻋﻥ‬
‫ﺍﻟﻨﺎﺱ‬ ‫ﻓﺌﺎﺕ‬ ‫ﺠﻤﻴﻊ‬ ‫ﻟﺩﻯ‬ ‫ﻤﺸﻭﻗﺔ‬ ‫ﻓﻜﺭﺓ‬
.
‫ﻭﺠﻭﺩ‬ ‫ﺃﻭﻏﻴﻠﻔﻲ‬ ‫ﺇﻋﻼﻥ‬ ‫ﻓﻲ‬ ‫ﻻﺤﻅ‬
"
‫ﻜﺒﻴﺭﺓ‬ ‫ﺒﻴﻀﺎﺀ‬ ‫ﻤﺴﺎﺤﺔ‬
"
‫ﻫـﺫﻩ‬ ‫ﻤـﻥ‬ ‫ﺍﻟﻬﺩﻑ‬ ‫ﻓﻤﺎ‬ ،
‫ﺍﻟﺒﻴﻀﺎﺀ؟‬ ‫ﺍﻟﻤﺴﺎﺤﺎﺕ‬
‫ﻤـﺼﻁﻠﺢ‬ ‫ﻫﻭ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﻔﺎﻫﻴﻡ‬ ‫ﺃﺼﻌﺏ‬ ‫ﻤﻥ‬ ‫ﺇﻥ‬
)
‫ﺍﻟﻔـﺭﺍﻍ‬
‫ﺍﻷﺒﻴﺽ‬
(
‫ﻴﻌﻨﻲ‬ ‫ﻓﺎﻟﻔﺭﺍﻍ‬ ،‫ﺴﻠﺒﻲ‬ ‫ﺘﺄﺜﻴﺭ‬ ‫ﺫﻭ‬ ‫ﻴﺒﺩﻭ‬ ‫ﻷﻨﻪ‬ ‫ﺭﺒﻤﺎ‬ ،
:
‫ﻭﻏﻴـﺎﺏ‬ ‫ﺍﻟـﻨﺹ‬ ‫ﻏﻴﺎﺏ‬
‫ﺍﻟﺼﻭ‬
‫ﻓـﺈﻥ‬ ‫ﺍﻟـﺴﻠﺒﻴﺎﺕ‬ ‫ﻫـﺩﻩ‬ ‫ﻜل‬ ‫ﻤﻊ‬ ‫ﻭﻟﻜﻥ‬ ،‫ﺨﺎﻟﻴﺔ‬ ‫ﺴﻠﺒﻴﺔ‬ ‫ﻤﺴﺎﺤﺔ‬ ،‫ﻓﺎﺭﻏﺔ‬ ‫ﻤﺴﺎﺤﺔ‬ ،‫ﺭ‬
‫ﹰ‬
‫ﺍ‬‫ﺠﺩ‬ ‫ﻤﻬﻡ‬ ‫ﺍﻟﺒﻴﺽ‬ ‫ﺍﻟﻔﺭﺍﻍ‬
.
‫ﻫﻨـﺎ‬ ‫ﻭﺍﻟﻤﻘـﺼﻭﺩ‬ ‫ﺃﺒـﻴﺽ؛‬ ‫ﺍﻟﻔﺎﺭﻏـﺔ‬ ‫ﺍﻟﻤﺴﺎﺤﺔ‬ ‫ﻟﻭﻥ‬ ‫ﻴﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﺒﺎﻟﻀﺭﻭﺭﺓ‬ ‫ﻟﻴﺱ‬
‫ﻨﺼﻭﺹ‬ ‫ﺃﻭ‬ ‫ﺃﺸﻜﺎل‬ ‫ﻤﻥ‬ ‫ﺍﻟﺨﺎﻟﻴﺔ‬ ‫ﺍﻟﻤﺴﺎﺤﺔ‬
.
‫ﺍﻟﻔﺭﺍﻍ‬ ‫ﺇﻥ‬
‫ﺒـﺼﺭﻴﺔ‬ ‫ﺘـﻨﻔﺱ‬ ‫ﻏﺭﻓﺔ‬ ‫ﺒﻤﺜﺎﺒﺔ‬
‫ﻋﻨ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻨﺘﻘﺎﻟﻬﺎ‬ ‫ﺃﺜﻨﺎﺀ‬ ‫ﺍﻟﻌﻴﻥ‬ ‫ﻴﺭﻴﺢ‬ ‫ﺤﻴﺙ‬ ،‫ﻟﻠﻌﻴﻥ‬
،‫ﻭﻨﺼﻭﺹ‬ ‫ﺼﻭﺭ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺎﺼﺭ‬
‫ﻤﻌﻴﻨﺔ‬ ‫ﺭﺴﺎﻟﺔ‬ ‫ﻨﻘل‬ ‫ﻓﻌﻨﺩ‬ ،‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺘﺼﻨﻴﻑ‬ ‫ﻓﻲ‬ ‫ﻤﻬﻡ‬ ‫ﺍﻟﻔﺭﺍﻍ‬ ‫ﺍﻟﺠﺭﺍﻓﻴﻜﻲ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻭﻓﻲ‬
‫ﻋﻥ‬
)
‫ﺭﻗﻲ‬ ‫ﺃﻭ‬ ،‫ﺭﺯﺍﻨﺔ‬ ،‫ﺴﻠﻁﺔ‬
(
‫ﻤـﻥ‬ ‫ﺍﻟﻜﺜﻴـﺭ‬ ‫ﻴـﻀﻴﻔﻭﺍ‬ ‫ﺒﺄﻥ‬ ‫ﻴﻬﺘﻤﻭﺍ‬ ‫ﺍﻟﻤﺼﻤﻤﻴﻥ‬ ‫ﻓﺈﻥ‬
‫ﺍﻟﻔﺎﺭﻏﺔ‬ ‫ﺍﻟﻤﺴﺎﺤﺎﺕ‬
‫ﺒﻔﻜﺭﺓ‬ ‫ﺍﻟﻨﺎﺱ‬ ‫ﻤﻌﻅﻡ‬ ‫ﺘﺨﺎﻁﺏ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻌﺎﺩﻴﺔ‬ ‫ﺍﻹﻋﻼﻨﺎﺕ‬ ‫ﺤﺎﻟﺔ‬ ‫ﻓﻲ‬ ‫ﺃﻤﺎ‬
‫ﻋﻨﺩﻫﺎ‬ ‫ﻴﺤﺒﺫ‬ ‫ﺒﺴﻴﻁﺔ‬
‫ﺃﻗل‬ ‫ﻓﺭﺍﻍ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
.

‫ﺍﻹﻋﻼﻨﻴﺔ‬ ‫ﺍﻟﺒﻭﺴﺘﺭﺍﺕ‬ ‫ﻤﻥ‬ ‫ﻤﺠﻤﻭﻋﺔ‬

2
(
‫ﺒﺭﻭﺸﻭﺭ‬
)
Brochure
:(
‫ﺍﻟﺘـﺼﻤﻴﻡ‬ ‫ﺼﻔﺤﺔ‬ ‫ﻁﻭﻱ‬ ‫ﻤﻥ‬ ‫ﺘﺘﻜﻭﻥ‬ ‫ﺇﻋﻼﻨﻴﺔ‬ ‫ﻨﺸﺭﺓ‬ ‫ﻋﻥ‬ ‫ﻋﺒﺎﺭﺓ‬ ‫ﻭﻫﻭ‬
‫ﻋـﺩﺓ‬ ‫ﺇﻟـﻰ‬
‫ﺍﻟﻨﻘﻁـﺔ‬ ‫ﻫـﺫﻩ‬ ‫ﻭﻓـﻲ‬ ،‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻤﻥ‬ ‫ﻜﻤﻴﺔ‬ ‫ﺃﻜﺒﺭ‬ ‫ﻋﺭﺽ‬ ‫ﺒﻬﺩﻑ‬ ‫ﻁﻭﻴﺎﺕ‬
‫ﻴﺨﺘﻠـﻑ‬
‫ﺍﻟﺒﺭﻭﺸﻭﺭ‬
‫ﻤﻨـ‬ ‫ﻋﻥ‬ ‫ﻤﻔﺼل‬ ‫ﺸﺭﺡ‬ ‫ﻋﻠﻰ‬ ‫ﻴﺤﺘﻭﻱ‬ ‫ﻗﺩ‬ ‫ﺒﺄﻨﻪ‬ ‫ﺍﻟﺒﻭﺴﺘﺭ‬ ‫ﻋﻥ‬
‫ﺸـﺭﻜﺔ‬ ‫ﺃﻭ‬ ‫ﺘﺞ‬
‫ﺍﻟﻤﺨﺘﻠﻔﺔ‬ ‫ﻭﺍﻷﺸﻜﺎل‬ ‫ﺍﻟﺼﻭﺭ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﺇﻟﻰ‬ ‫ﺒﺎﻹﻀﺎﻓﺔ‬ ‫ﻤﻌﻴﻨﺔ‬
.
‫ﺘـﺴﺘﺨﺩﻡ‬ ‫ﺍﻟﻤﻁﺎﺒﻊ‬ ‫ﺃﻥ‬ ‫ﻜﻤﺎ‬
‫ﻁﻠـﺏ‬ ‫ﻭﺒﺤـﺴﺏ‬ ،‫ﺍﻹﻋﻼﻨﻴﺔ‬ ‫ﺍﻟﺒﻭﺴﺘﺭﺍﺕ‬ ‫ﻁﺒﺎﻋﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺴﺘﺨﺩﻤﺔ‬ ‫ﺍﻟﻭﺭﻕ‬ ‫ﺃﻨﻭﺍﻉ‬ ‫ﻨﻔﺱ‬
‫ﺍﻟﺯﺒﻭﻥ‬
.

‫ﺍﻟﺒﺭﻭﺸﻭﺭ‬ ‫ﺃﻨﻭﺍﻉ‬
:
‫ﺃ‬
-
‫ﺍﻟﻔﻜﺭﺓ‬ ‫ﻨﺎﺤﻴﺔ‬ ‫ﻤﻥ‬
:
1
-
‫ـﻙ‬
‫ـ‬‫ﻭﺭﺍﺌ‬ ‫ـﺭﻙ‬
‫ـ‬‫ﺃﺘ‬ ‫ـﻭﺭ‬
‫ـ‬‫ﺒﺭﻭﺸ‬
)
Leave-Behinds
:(
‫ـﻥ‬
‫ـ‬‫ﻤ‬ ‫ـﻭﻉ‬
‫ـ‬‫ﺍﻟﻨ‬ ‫ـﺫﺍ‬
‫ـ‬‫ﻭﻫ‬
‫ﺍﻟﺒﺭﻭ‬
‫ﻤﺤﺘﻤل‬ ‫ﺯﺒﻭﻥ‬ ‫ﻤﻊ‬ ‫ﺍﻻﺠﺘﻤﺎﻉ‬ ‫ﺒﻌﺩ‬ ‫ﻭﺭﺍﺀﻙ‬ ‫ﺘﺘﺭﻜﻬﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺸﻭﺭﺍﺕ‬
.
‫ﺃﻥ‬ ‫ﻴﺠـﺏ‬ ‫ﻭﻟﺫﺍ‬
‫ﻭﺍﺴـﺘﺨﺩﺍﻡ‬ ،‫ﺍﻟﻤﻨـﺘﺞ‬ ‫ﺃﻭ‬ ‫ﺍﻟﺨﺩﻤـﺔ‬ ‫ﻋﻥ‬ ‫ﻜﺎﻤل‬ ‫ﺘﻠﺨﻴﺹ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺒﺭﻭﺸﻭﺭ‬ ‫ﻫﺫﺍ‬ ‫ﻴﺤﺘﻭﻱ‬
‫ﺍﻨﺘﻬـﺎﺀ‬ ‫ﺒﻌـﺩ‬ ‫ﺍﻟﺯﺒﻭﻥ‬ ‫ﻫﺫﺍ‬ ‫ﻤﺨﻴﻠﺔ‬ ‫ﻓﻲ‬ ‫ﻁﻭﻴﻠﺔ‬ ‫ﻟﻤﺩﺓ‬ ‫ﺘﺩﻭﻡ‬ ‫ﺃﻥ‬ ‫ﺸﺄﻨﻬﺎ‬ ‫ﻤﻥ‬ ‫ﻗﻭﻴﺔ‬ ‫ﺘﻌﺒﻴﺭﺍﺕ‬
‫ﺃﻭ‬ ‫ﻤﻨﺘﺠﻙ‬ ‫ﺸﺭﺍﺀ‬ ‫ﻋﻠﻰ‬ ‫ﻤﻭﺍﻓﻘﺘﻪ‬ ‫ﺇﻟﻰ‬ ‫ﺒﺎﻟﻨﻬﺎﻴﺔ‬ ‫ﻴﺅﺩﻱ‬ ‫ﻤﻤﺎ‬ ‫ﺍﻻﺠﺘﻤﺎﻉ‬
‫ﺨﺩﻤﺘﻙ‬
.
2
-
‫ﺍﻟﺒﻴـﻊ‬ ‫ﻨﻘﺎﻁ‬ ‫ﺒﺭﻭﺸﻭﺭ‬
)
Point-of-Sales
:(
‫ﻋﻨﺩ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻫﺫﺍ‬ ‫ﻤﻼﺤﻅﺔ‬ ‫ﻴﻤﻜﻥ‬
‫ﻫـﺫﻩ‬ ‫ﻤـﻥ‬ ‫ﺍﻟﻜﺜﻴـﺭ‬ ‫ﻫﻨـﺎﻙ‬ ‫ﻴﻜـﻭﻥ‬ ‫ﺤﻴـﺙ‬ ،‫ﺘﺄﻤﻴﻥ‬ ‫ﺸﺭﻜﺔ‬ ‫ﻓﻲ‬ ‫ﺃﻭ‬ ‫ﺒﻨﻙ‬ ‫ﻓﻲ‬ ‫ﻭﺠﻭﺩﻙ‬
‫ﺘﺄﺨـﺫﻫﺎ‬ ‫ﺃﻥ‬ ‫ﺍﻟﻤﻤﻜﻥ‬ ‫ﻤﻥ‬ ‫ﺃﻭ‬ ،‫ﺍﻟﻭﻗﺕ‬ ‫ﻨﻔﺱ‬ ‫ﻓﻲ‬ ‫ﻋﻠﻴﻬﺎ‬ ‫ﻟﺘﻁﻠﻊ‬ ‫ﺤﻭﻟﻙ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺒﺭﻭﺸﻭﺭﺍﺕ‬
‫ﹰ‬
‫ﺎ‬‫ﻻﺤﻘ‬ ‫ﻋﻠﻴﻬﺎ‬ ‫ﻟﺘﺘﻁﻠﻊ‬
.
‫ﻤﻌﺎ‬ ‫ﺍﻟﻤﺼﻤﻡ‬ ‫ﻴﻨﻔﺫ‬ ‫ﺃﻥ‬ ‫ﺍﻟﻤﺴﺘﺤﺴﻥ‬ ‫ﻤﻥ‬ ،‫ﺇﺫﻥ‬
‫ﺍﻟﺘـﻲ‬ ‫ﺃﻭﻏﻴﻠﻔـﻲ‬ ‫ﺩﻟﺔ‬
‫ﺍﻟﺘـﺄﺜﻴﺭ‬ ‫ﻭﺇﺤﺩﺍﺙ‬ ،‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻥ‬ ‫ﺍﻨﺘﺒﺎﻩ‬ ‫ﻟﺠﺫﺏ‬ ‫ﺍﻟﺒﻭﺴﺘﺭﺍﺕ‬ ‫ﻤﻭﻀﻭﻉ‬ ‫ﻓﻲ‬ ‫ﺴﺎﺒﻘﺎ‬ ‫ﺫﻜﺭﻨﺎﻫﺎ‬
‫ﺍﻟﻤﻁﻠﻭﺏ‬
.
3
-
‫ﺍﻟﻁﻠﺒﺎﺕ‬ ‫ﺇﺠﺎﺒﺔ‬ ‫ﺒﺭﻭﺸﻭﺭ‬
)
Respond to Inquiries
:(
‫ﺍﻟﻤـﺴﻤﻰ‬ ‫ﺒﺤﺴﺏ‬
‫ﹰ‬
‫ﺎ‬‫ﺍﻫﺘﻤﺎﻤـ‬ ‫ﺃﺒـﺩﻯ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﺯﺒﻭﻥ‬ ‫ﺇﻟﻰ‬ ‫ﺇﺭﺴﺎﻟﻪ‬ ‫ﺴﻴﺘﻡ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺫﻟﻙ‬ ‫ﻴﻌﻨﻲ‬ ‫ﺍﻟﺒﺭﻭﺸﻭﺭ‬ ‫ﻫﺫﺍ‬ ‫ﻓﺈﻥ‬
‫ﺒﺎ‬ ‫ﻭﻗﺎﻡ‬ ‫ﻤﻌﻴﻨﺔ‬ ‫ﺸﺭﻜﺔ‬ ‫ﺒﻤﻨﺘﺞ‬
‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﺫﻟﻙ‬ ‫ﻋﻥ‬ ‫ﻟﻼﺴﺘﻔﺴﺎﺭ‬ ‫ﻻﺘﺼﺎل‬
.
‫ﻤﻥ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻫﺫﺍ‬ ‫ﻴﻤﺜل‬
‫ﻗـﺭﺍﺭ‬ ‫ﺒﺘﻜـﻭﻴﻥ‬ ‫ﹰ‬
‫ﻼ‬‫ﻓﻌ‬ ‫ﻗﺎﻡ‬ ‫ﺍﻟﻤﺤﺘﻤل‬ ‫ﺍﻟﺯﺒﻭﻥ‬ ‫ﻷﻥ‬ ،‫ﺍﻟﺸﺭﺍﺀ‬ ‫ﻤﺎﻗﺒل‬ ‫ﻤﺭﺤﻠﺔ‬ ‫ﺍﻟﺒﺭﻭﺸﻭﺭﺍﺕ‬
‫ﻤﻨـﺘﺞ‬ ‫ﻟﺸﺭﺍﺀ‬ ‫ﻤﺎﻴﻜﻭﻥ‬ ‫ﺃﻗﺭﺏ‬ ‫ﺍﻟﺯﺒﻭﻥ‬ ‫ﻓﺈﻥ‬ ‫ﺫﻟﻙ‬ ‫ﻴﺘﻡ‬ ‫ﻋﻨﺩﻤﺎ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻋﻠﻡ‬ ‫ﻭﻓﻲ‬ ،‫ﻟﻠﺸﺭﺍﺀ‬
‫ﻤﻌﻴﻥ‬
.
‫ﺍﻟﺘـﻲ‬ ‫ﺍﻟﺒﺭﻭﺸﻭﺭﺍﺕ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻫﺫﺍ‬ ‫ﻤﺜل‬ ‫ﺇﺭﺴﺎل‬ ‫ﻴﺠﺏ‬ ‫ﺍﻟﺤﺎﻟﺔ‬ ‫ﻫﺫﻩ‬ ‫ﻓﻲ‬
‫ﺘﺅﻜـﺩ‬
‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﺫﻟﻙ‬ ‫ﺒﺩﻭﻥ‬ ‫ﺒﺎﻟﺤﻴﺎﺓ‬ ‫ﺍﻻﺴﺘﻤﺭﺍﺭ‬ ‫ﻴﺴﺘﻁﻴﻊ‬ ‫ﻟﻥ‬ ‫ﺃﻨﻪ‬ ‫ﻋﻠﻰ‬ ‫ﻟﻠﺯﺒﻭﻥ‬
.

4
-
‫ﺍﻟﻤﺒﺎﺸﺭ‬ ‫ﺍﻟﺒﺭﻴﺩ‬ ‫ﺒﺭﻭﺸﻭﺭ‬
)
Direct Mail
:(
‫ﻤـﻊ‬ ‫ﻴـﺩﺭﺝ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻭﻫﻭ‬
‫ﺃﻥ‬ ‫ﺍﻟﻤﻌﺭﻭﻑ‬ ‫ﻤﻥ‬ ‫ﺤﻴﺙ‬ ،‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﺒﻴﻊ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻓﻲ‬ ‫ﻓﻌﺎل‬ ‫ﺘﺄﺜﻴﺭ‬ ‫ﻭﻟﻪ‬ ،‫ﺍﻟﺒﺭﻴﺩﻴﺔ‬ ‫ﺍﻟﻁﺭﻭﺩ‬
‫ﺍﻟﻤ‬ ‫ﺯﺒﺎﺌﻨﻬﺎ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﺸﺭﻜﺎﺕ‬ ‫ﺘﺒﻌﺜﻬﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻟﺭﺴﺎﺌل‬
‫ﻓـﻲ‬ ‫ﻓﻌـﺎل‬ ‫ﺃﺜﺭ‬ ‫ﻟﻬﺎ‬ ‫ﺤﺘﻤﻠﻴﻥ‬
‫ﺸـﻜل‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺭﺴﺎﺌل‬ ‫ﻫﺫﻩ‬ ‫ﻜﺎﻨﺕ‬ ‫ﺇﺫﺍ‬ ‫ﻓﻜﻴﻑ‬ ،‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻥ‬ ‫ﻟﺩﻯ‬ ‫ﺍﻟﺸﺭﺍﺀ‬ ‫ﻗﺭﺍﺭﺍﺕ‬ ‫ﺘﻜﻭﻴﻥ‬
‫ﺍﻟﺘـﺄﺜﻴﺭ‬ ‫ﺴـﻴﻜﻭﻥ‬ ‫ﺒﺎﻟﺘﺄﻜﻴـﺩ‬ ،‫ﻤﻌﺒﺭﺓ‬ ‫ﻭﺼﻭﺭ‬ ‫ﻤﺭﻴﺤﺔ‬ ‫ﺃﻟﻭﺍﻥ‬ ‫ﻋﻠﻰ‬ ‫ﺘﺤﺘﻭﻱ‬ ‫ﺒﺭﻭﺸﻭﺭﺍﺕ‬
‫ﺃﻗﻭﻯ‬
.
5
-
‫ﺍﻟﻤﺒﻴﻌﺎﺕ‬ ‫ﺭﺠﺎل‬ ‫ﺒﺭﻭﺸﻭﺭ‬
)
Sales Support Tool
:(
‫ﺍﻟﺒﺭﻭﺸـﻭﺭ‬ ‫ﻭﻫـﻭ‬
‫ﺘﻨ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺒﻴﻌﺎﺕ‬ ‫ﺭﺠﺎل‬ ‫ﻴﺴﺘﺨﺩﻤﻪ‬ ‫ﺍﻟﺫﻱ‬
‫ﺘﻘـﻭﻡ‬ ‫ﺤﻴـﺙ‬ ،‫ﺍﻟﻤﺤﺘﻤﻠﻴﻥ‬ ‫ﺍﻟﺯﺒﺎﺌﻥ‬ ‫ﻋﻠﻰ‬ ‫ﻘﻼﺘﻬﻡ‬
‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﺤﻭل‬ ‫ﺍﻟﻤﺒﻴﻌﺎﺕ‬ ‫ﺭﺠﺎل‬ ‫ﺴﻴﻘﻭﻟﻪ‬ ‫ﺍﻟﺫﻱ‬ ‫ﻟﻠﻜﻼﻡ‬ ‫ﺩﺍﻋﻡ‬ ‫ﺒﻌﻤﻠﻴﺔ‬ ‫ﺍﻟﺒﺭﻭﺸﻭﺭﺍﺕ‬ ‫ﻫﺫﻩ‬
.

‫ﺏ‬
-
‫ﺍﻟﻁﻭﻴﺎﺕ‬ ‫ﻨﺎﺤﻴﺔ‬ ‫ﻤﻥ‬
:
1
-
‫ﻁﻭﻴﺘﻴﻥ‬ ‫ﺒﺭﻭﺸﻭﺭ‬
)
C-Fold
:(
‫ﻟﻪ‬
6
‫ﻭﻫـﻭ‬ ،‫ﻤﺘﻭﺍﺯﻴﺘﻴﻥ‬ ‫ﻁﻭﻴﺘﻴﻥ‬ ‫ﻤﻊ‬ ‫ﻭﺠﻭﻩ‬
‫ﻤﺜـل‬ ‫ﺃﺨـﺭﻯ‬ ‫ﺘـﺴﻤﻴﺎﺕ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻭﻟﻬﺫﺍ‬ ،‫ﹰ‬
‫ﺍ‬‫ﺍﻨﺘﺸﺎﺭ‬ ‫ﺍﻷﻜﺜﺭ‬ ‫ﺍﻟﻨﻭﻉ‬
)
business letter,
letterfold, tri-fold, brochure fold
(
2
-
‫ﺃﻜﻭﺭﺩﻴﻭﻥ‬ ‫ﺒﺭﻭﺸﻭﺭ‬
)
Accordian Fold
:(
‫ﻓﺈﻥ‬ ‫ﺍﻟﺘﺴﻤﻴﺔ‬ ‫ﻤﻥ‬ ‫ﻭﺍﻀﺢ‬ ‫ﻭﻜﻤﺎ‬
‫ﻟﻪ‬
6
‫ﺠﻬـﺎﺯ‬ ‫ﻴـﺸﺒﻪ‬ ‫ﺤﻴـﺙ‬ ،‫ﺍﻻﺘﺠﺎﻩ‬ ‫ﻓﻲ‬ ‫ﻭﻤﺘﻌﺎﻜﺴﺘﻴﻥ‬ ‫ﻤﺘﻭﺍﺯﻴﺘﻴﻥ‬ ‫ﻁﻭﻴﺘﻴﻥ‬ ‫ﻤﻊ‬ ‫ﻭﺠﻭﻩ‬
‫ﺍﻟﻤﻭﺴﻴﻘﻲ‬ ‫ﺍﻷﻜﻭﺭﺩﻴﻭﻥ‬
.
‫ﺍﻟﻭﺠﻭﻩ‬ ‫ﺘﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﻭﻴﻤﻜﻥ‬
8
‫ﺃﻭ‬
10
‫ﺘـﺴﻤﻴﺎﺕ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻭﻟﻬﺫﺍ‬ ،
‫ﻤ‬ ‫ﺃﺨﺭﻯ‬
‫ﺜل‬
)
Z Fold, Zig-Zag
.(

3
-
‫ﺤﻠﺯﻭﻨﻲ‬ ‫ﺒﺭﻭﺸﻭﺭ‬
)
Spiral Fold
:(
‫ﻤـﻥ‬ ‫ﻋـﺩﺩ‬ ‫ﺇﻟـﻰ‬ ‫ﻤﻁﻭﻴﺔ‬ ‫ﻭﺭﻗﺔ‬ ‫ﻭﻫﻭ‬
‫ﺍﻟﻁﻭﻴﺎﺕ‬ ‫ﻫﺫﻩ‬ ‫ﺘﻜﻭﻥ‬ ‫ﺤﻴﺙ‬ ‫ﺤﻠﺯﻭﻨﻲ‬ ‫ﺒﺸﻜل‬ ‫ﺍﻟﻁﻭﻴﺎﺕ‬
2
‫ﻤﺘـﺩﺍﺨل‬ ‫ﺒـﺸﻜل‬ ‫ﺃﻜﺜـﺭ‬ ‫ﺃﻭ‬
.
‫ﻤﺜل‬ ‫ﺃﺨﺭﻯ‬ ‫ﺘﺴﻤﻴﺎﺕ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻭﻟﻬﺫﺍ‬
)
Roll Fold, Barrel Fold
.(
‫ﺍﻟﻔﻨ‬ ‫ﺒﻌﺽ‬ ‫ﺘﻭﻓﺭ‬ ‫ﺍﻟﻀﺭﻭﺭﻱ‬ ‫ﻤﻥ‬ ‫ﻓﺈﻥ‬ ‫ﺍﻟﺒﻭﺴﺘﺭ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺤﺎل‬ ‫ﻫﻭ‬ ‫ﻜﻤﺎ‬
‫ﻓـﻲ‬ ‫ﺍﻟﻤﻬﻤﺔ‬ ‫ﻴﺎﺕ‬
‫ﺍﻟﻔﻨﻴﺎﺕ‬ ‫ﻫﺫﻩ‬ ‫ﻭﻤﻥ‬ ،‫ﺍﻻﻨﺘﺒﺎﻩ‬ ‫ﻟﺠﺫﺏ‬ ‫ﺍﻟﺒﺭﻭﺸﻭﺭ‬
:
-
‫ﺘﺼﺩﻴﺭﻱ‬ ‫ﻋﻨﻭﺍﻥ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
)
Headline
(
‫ﻤﻤﻴﺯ‬
.
-
‫ﻤﻌﺒﺭﺓ‬ ‫ﺼﻭﺭ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
.
-
‫ﺍﻷﺤـﺭﻑ‬ ‫ﺃﻥ‬ ‫ﺍﻟﻤﻌـﺭﻭﻑ‬ ‫ﻤﻥ‬ ‫ﺤﻴﺙ‬ ،‫ﹰ‬
‫ﺎ‬‫ﻤﻌ‬ ‫ﻭﺍﻟﺼﻐﻴﺭﺓ‬ ‫ﺍﻟﻜﺒﻴﺭﺓ‬ ‫ﺍﻷﺤﺭﻑ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
‫ﺍﻹﻋﻼﻨﻴﺔ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺘﺄﺜﻴﺭ‬ ‫ﻤﻥ‬ ‫ﺘﻘﻠل‬ ‫ﺍﻟﻜﺒﻴﺭﺓ‬
.
-
‫ﺍﻟﻌﺭﻴﺽ‬ ‫ﺍﻟﻁﺒﺎﻋﺔ‬ ‫ﻭﺠﻪ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
)
Bold
(
‫ﻋﻨﻭ‬ ‫ﻓﻲ‬
‫ﺍﻟﻔﻘﺭﺍﺕ‬ ‫ﺍﻴﻥ‬
.
-
‫ﻤﻥ‬ ‫ﻴﺯﻴﺩ‬ ‫ﺃﺨﺭﻯ‬ ‫ﺠﻬﺔ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻜﻠﻤﺎﺕ‬ ‫ﻭﺒﻴﻥ‬ ،‫ﺠﻬﺔ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺴﻁﻭﺭ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﻤﺴﺎﻓﺔ‬ ‫ﺯﻴﺎﺩﺓ‬
‫ﺍﻟﻘﺭﺍﺀﺓ‬ ‫ﻭﻀﻭﺡ‬
.
-
‫ﺍﻹﻤﻜﺎﻥ‬ ‫ﻗﺩﺭ‬ ‫ﻗﺼﻴﺭﺓ‬ ‫ﺍﻟﺴﻁﻭﺭ‬ ‫ﺇﺒﻘﺎﺀ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺤﺭﺹ‬
.
-
‫ﺍﻷﺭﺒﻌﺔ‬ ‫ﺍﻟﻭﺠﻪ‬ ‫ﺠﻬﺎﺕ‬ ‫ﻓﻲ‬ ‫ﻤﻨﺎﺴﺒﺔ‬ ‫ﻫﻭﺍﻤﺵ‬ ‫ﺘﺭﻙ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺤﺭﺹ‬
.

-
‫ﺍﺴﺘﻌﻤﺎل‬ ‫ﻁﺭﻴﻕ‬ ‫ﻋﻥ‬ ‫ﺒﺎﻟﺯﺒﻭﻥ‬ ‫ﺍﻻﻫﺘﻤﺎﻡ‬ ‫ﺇﺒﺩﺍﺀ‬
)
‫ﺃﻨـﺘﻡ‬ ،‫ﺃﻨـﺕ‬
(...
‫ﻤـﻥ‬ ‫ﻭﺍﻟﺘﻘﻠﻴـل‬
‫ﺍﺴﺘﻌﻤ‬
‫ﺎل‬
)
‫ﻨﺤﻥ‬ ،‫ﺃﻨﺎ‬
.(...
-
‫ﻤﺜـل‬ ‫ﺍﻟﻤـﺴﺘﻬﻠﻙ‬ ‫ﻋﻠﻰ‬ ‫ﺴﺤﺭﻱ‬ ‫ﺃﺜﺭ‬ ‫ﻟﻬﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻜﻠﻤﺎﺕ‬ ‫ﺒﻌﺽ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
)
،‫ﹰ‬
‫ﺎ‬‫ﻤﺠﺎﻨـ‬
‫ﺭﺍﺌﻊ‬ ،‫ﺏ‬
‫ﺭ‬‫ﻤﺠ‬ ،‫ﺴﻬل‬ ،‫ﺍﻵﻥ‬ ،‫ﹼﺭ‬
‫ﻓ‬‫ﻭ‬ ،‫ﺠﺩﻴﺩ‬
.(...
-
‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﻟﻤﻭﻅﻔﻲ‬ ‫ﺼﻭﺭ‬ ‫ﺃﻭ‬ ‫ﺍﻷﺴﻌﺎﺭ‬ ‫ﻭﻀﻊ‬ ‫ﺘﺠﻨﺏ‬
.
3
(
‫ﻜﺘﺎﻟﻭﺝ‬
)
Catalog
:(
‫ﻴـﺴﺘﻌﻤل‬ ‫ﻤـﺎ‬ ‫ﹰ‬
‫ﺎ‬‫ﻭﻏﺎﻟﺒ‬ ،‫ﺃﻜﺜﺭ‬ ‫ﺼﻔﺤﺎﺕ‬ ‫ﺒﻌﺩﺩ‬ ‫ﻟﻜﻥ‬ ‫ﺘﻜﻭﻴﻨﻪ‬ ‫ﻓﻲ‬ ‫ﺒﺭﻭﺸﻭﺭ‬ ‫ﺒﻤﺜﺎﺒﺔ‬ ‫ﻫﻭ‬
‫ﻟﻠﺘﻌﺭﻴﻑ‬
‫ﺃﻭ‬ ،‫ﺍﻟﻤﻨﺘﺠـﺎﺕ‬ ‫ﺘﻠـﻙ‬ ‫ﺸـﺭﺍﺀ‬ ‫ﻭﻜﻴﻔﻴـﺔ‬ ‫ﻭﺃﺴﻌﺎﺭﻫﺎ‬ ‫ﻤﻌﻴﻨﺔ‬ ‫ﺸﺭﻜﺔ‬ ‫ﺒﻤﻨﺘﺠﺎﺕ‬
‫ﺍﻟﺤﻔﻼﺕ‬ ‫ﻭﻤﻭﻋﺩ‬ ‫ﺜﻘﺎﻓﻲ‬ ‫ﻤﻬﺭﺠﺎﻥ‬ ‫ﻋﻥ‬ ‫ﻟﻺﻋﻼﻥ‬
...
‫ﻭﻫﻜﺫﺍ‬
.

4
(
‫ﻓﻭﻟﺩﺭ‬
)
Folder
:(
‫ﻭﺍﻟﻤـﺴﺘﻨﺩﺍﺕ‬ ‫ﺍﻷﻭﺭﺍﻕ‬ ‫ﻟﺤﻔـﻅ‬ ‫ﹰ‬
‫ﺎ‬‫ﻤﻠﻔـ‬ ‫ﻟﻴﺸﻜل‬ ‫ﻤﺘﻘﺎﺒﻠﺘﻴﻥ‬ ‫ﺼﻔﺤﺘﻴﻥ‬ ‫ﻤﻥ‬ ‫ﻤﻜﻭﻥ‬ ‫ﻭﻫﻭ‬
‫ﻫﻭ‬ ‫ﻟﻪ‬ ‫ﺍﻟﻤﻌﺘﺎﺩ‬ ‫ﻭﺍﻟﻘﻴﺎﺱ‬ ،‫ﺩﺍﺨﻠﻪ‬
)
A2
(
‫ﺤﻴﺙ‬ ،
)
A3
(
‫ﺠﺎﻨﺏ‬ ‫ﻜل‬ ‫ﻓﻲ‬
.
‫ﺇﻥ‬
‫ﺘ‬
‫ﻴﻤـﺴﻰ‬ ‫ﻤـﺎ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﻋﻠﻰ‬ ‫ﻴﻌﺘﻤﺩ‬ ‫ﻋﺎﻡ‬ ‫ﺒﺸﻜل‬ ‫ﺍﻟﻔﻭﻟﺩﺭ‬ ‫ﺼﻤﻴﻡ‬
)
Stationary
(
،
‫ﻋﻨﻬﺎ‬ ‫ﺍﻟﺤﺩﻴﺙ‬ ‫ﺴﺒﻕ‬ ‫ﻭﺍﻟﺘﻲ‬
.
‫ﻟـﻨﻔﺱ‬ ‫ﻜﺎﺘﺒﺎﻋـﻪ‬ ‫ﻤﻌﻴﻨﺔ‬ ‫ﻟﻘﻭﺍﻋﺩ‬ ‫ﺨﺎﻀﻊ‬ ‫ﺍﻷﺴﺎﺱ‬ ‫ﻓﻲ‬ ‫ﻭﻫﻭ‬
‫ﺍﻷﻋﻤﺎل‬ ‫ﻭﺒﻁﺎﻗﺔ‬ ‫ﺍﻟﺸﻌﺎﺭ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺴﺘﺨﺩﻤﺔ‬ ‫ﺍﻷﻟﻭﺍﻥ‬
‫ﻭﻏﻴﺭﻫﺎ‬
‫ﻨﻔـﺱ‬ ‫ﺍﺘﺒـﺎﻉ‬ ‫ﻴﻌﻨﻲ‬ ‫ﻭﻫﺫﺍ‬ ،
‫ﺍﻟﺘﺼﺎﻤﻴﻡ‬ ‫ﺭﻭﺤﻴﺔ‬
‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﺒﻨﻔﺱ‬ ‫ﺍﻟﺨﺎﺼﺔ‬
‫؛‬
‫ﺍﻟﺘﺼ‬ ‫ﺒﻭﺤﺩﺓ‬ ‫ﻴﺴﻤﻰ‬ ‫ﻤﺎ‬ ‫ﻫﺫﺍ‬
‫ﺃﻜﺜـﺭ‬ ‫ﻓﻲ‬ ‫ﻤﻴﻡ‬
‫ﻤﻁﺒﻭﻋﺔ‬ ‫ﻤﻥ‬
.

5
(
‫ﺍﻟﻁﻌﺎﻡ‬ ‫ﻗﺎﺌﻤﺔ‬
)
Menu
(
:
‫ﺍﻟﻤـﺼﻤﻡ‬ ‫ﻤـﻥ‬ ‫ﻭﻴﺘﻁﻠﺏ‬ ،‫ﺨﺎﺹ‬ ‫ﻨﻭﻉ‬ ‫ﻤﻥ‬ ‫ﺫﻭﻕ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﻁﻌﺎﻡ‬ ‫ﻗﺎﺌﻤﺔ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﻴﺤﺘﺎﺝ‬
‫ﺍﻟﺘـﺼﻤﻴﻡ‬ ‫ﻤﻭﻀﻭﻉ‬ ‫ﻋﻥ‬ ‫ﻤﻌﺒﺭﺓ‬ ‫ﺼﻭﺭ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﻤﻊ‬ ‫ﻟﻠﺸﻬﻴﺔ‬ ‫ﺍﻟﻔﺎﺘﺤﺔ‬ ‫ﺍﻷﻟﻭﺍﻥ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
‫ﺍﻟﻤﺸﺎﻫﺩ‬ ‫ﻟﺩﻯ‬ ‫ﺍﻟﻤﻁﻠﻭﺏ‬ ‫ﺍﻟﻨﻔﺴﻲ‬ ‫ﺍﻟﺘﺄﺜﻴﺭ‬ ‫ﺨﻠﻕ‬ ‫ﻋﻠﻰ‬ ‫ﻭﻗﺎﺩﺭﺓ‬
.
‫ﻫـﻲ‬ ‫ﺍﻟﻁﻌـﺎﻡ‬ ‫ﻗﺎﺌﻤﺔ‬ ‫ﺇﻥ‬
‫ﺍﻷ‬ ‫ﺍﻟﺠﺯﺀ‬
‫ﻨﻭﻋﻴـﺔ‬ ‫ﻋـﻥ‬ ‫ﺘﺘﻜﻠﻡ‬ ‫ﺒﺒﺴﺎﻁﺔ‬ ‫ﻓﻬﻲ‬ ،‫ﻟﻠﺯﺒﻭﻥ‬ ‫ﺍﻻﻨﻁﺒﺎﻉ‬ ‫ﻨﻘل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻓﻲ‬ ‫ﺴﺎﺴﻲ‬
‫ﺍﻷﻭﻟﻰ‬ ‫ﺍﻟﻨﻅﺭﺓ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺯﺒﻭﻥ‬ ‫ﺇﻗﻨﺎﻉ‬ ‫ﻋﻠﻰ‬ ‫ﻭﻗﺎﺩﺭﺓ‬ ،‫ﻤﻌﻴﻥ‬ ‫ﻤﻁﻌﻡ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﻘﺩﻤﺔ‬ ‫ﺍﻟﺨﺩﻤﺔ‬
.
‫ﻤﻥ‬ ،‫ﺍﻟﻁﻌﺎﻡ‬ ‫ﻟﻘﺎﺌﻤﺔ‬ ‫ﺃﻓﻀل‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﺃﺠل‬ ‫ﻤﻥ‬
‫ﺍﻟﺠﻴﺩ‬
‫ﺍﻟﻤﻼﺤﻅﺎﺕ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻻﻨﺘﺒﺎﻩ‬
‫ﺍﻟﺘﺎﻟﻴﺔ‬
:
-
‫ﺍ‬ ‫ﺠﻤﻊ‬ ‫ﻭﺤﺎﻭل‬ ،‫ﺍﻟﻤﻨﻁﻘﻲ‬ ‫ﺒﺎﻟﺘﺴﻠﺴل‬ ‫ﺍﻟﻘﺎﺌﻤﺔ‬ ‫ﺒﻨﻭﺩ‬ ‫ﺭﺘﺏ‬
‫ﻤﺠﻤﻭﻋﺎﺕ‬ ‫ﻓﻲ‬ ‫ﻷﺼﻨﺎﻑ‬
‫ﻤﺜل‬ ‫ﹰ؛‬
‫ﺎ‬‫ﺃﻴﻀ‬ ‫ﺘﺴﻠﺴﻠﻲ‬ ‫ﺘﺭﺘﻴﺏ‬ ‫ﺫﻭ‬
)
،‫ﺍﻟﺭﺌﻴﺴﻴﺔ‬ ‫ﺍﻷﻁﺒﺎﻕ‬ ،‫ﺍﻟﺸﻭﺭﺒﺎﺕ‬ ،‫ﺍﻟﻤﻘﺒﻼﺕ‬
‫ﺍﻟﺤﻠﻭﻴﺎﺕ‬ ،‫ﺍﻟﻤﺸﺭﻭﺒﺎﺕ‬
.(..

-
‫ﺍﺴﺘﺨﺩﻡ‬
‫ﻤﺜل‬ ‫ﻟﻠﺸﻬﻴﺔ‬ ‫ﻓﺎﺘﺤﺔ‬ ‫ﺃﻟﻭﺍﻥ‬
‫ﺍﻟﺒﺭﺘﻘﺎﻟﻲ‬ ‫ﺍﻟﻠﻭﻥ‬ ‫ﺩﺭﺠﺎﺕ‬
‫ﺩﺭﺠﺎﺕ‬ ‫ﻭﺒﻌﺽ‬ ،
‫ﺍﻷﺤﻤﺭ‬
.
-
‫ﻭﺍﻨﺴﻴﺎﺒﻲ‬ ‫ﺴﻠﺱ‬ ‫ﻁﺒﺎﻋﺔ‬ ‫ﺨﻁ‬ ‫ﺍﺴﺘﺨﺩﻡ‬
‫ﻓﻲ‬ ‫ﺍﻟﻁﺒﺎﻋﺔ‬ ‫ﺨﻁﻭﻁ‬ ‫ﺃﻨﻭﺍﻉ‬ ‫ﻤﻥ‬ ‫ﺘﻜﺜﺭ‬ ‫ﻭﻻ‬ ،
‫ﺍﻟﻁﻌﺎﻡ‬ ‫ﻗﺎﺌﻤﺔ‬
‫ﺍﻟﻭﺍﺤﺩﺓ‬
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‫ﺍﻻﻨﺘﺒﺎﻩ‬ ‫ﻟﻔﺕ‬ ‫ﻤﻥ‬ ‫ﻟﻤﺯﻴﺩ‬ ‫ﺍﻷﺼﻨﺎﻑ‬ ‫ﺒﻌﺽ‬ ‫ﻟﺘﻤﻴﻴﺯ‬ ‫ﻤﻌﻴﻨﺔ‬ ‫ﻋﻼﻤﺎﺕ‬ ‫ﻀﻊ‬
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‫ﻋ‬ ‫ﻋﻥ‬ ‫ﺘﺯﻴﺩ‬ ‫ﻻ‬ ‫ﺃﻥ‬ ‫ﻋﻠﻰ‬ ،‫ﺃﻋﻤﺩﺓ‬ ‫ﻓﻲ‬ ‫ﺍﻷﺼﻨﺎﻑ‬ ‫ﺭﺘﺏ‬
‫ﻤ‬
‫ﺍﻟﺼﻔﺤﺔ‬ ‫ﻓﻲ‬ ‫ﻭﺩﻴﻥ‬
‫ﻭﺍﻷﻨﺎﻗﺔ‬ ‫ﺍﻟﺭﺯﺍﻨﺔ‬ ‫ﻋﻠﻰ‬ ‫ﻟﻺﺒﻘﺎﺀ‬ ،‫ﺍﻟﻭﺍﺤﺩﺓ‬
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‫ﺍﻟﺩﻋﻭﺓ‬ ‫ﺒﻁﺎﻗﺎﺕ‬
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Invitation Cards
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‫ﺤﺘـ‬ ،‫ﺃﺸﻜﺎﻟﻬﺎ‬ ‫ﺒﻜﺎﻓﺔ‬ ‫ﺍﻟﺩﻋﻭﺓ‬ ‫ﺒﻁﺎﻗﺎﺕ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﺃﺴﺎﺱ‬ ‫ﻫﻲ‬ ‫ﺍﻟﺒﺴﺎﻁﺔ‬
‫ﺘﻨـﻭﻉ‬ ‫ﻤـﻊ‬ ‫ﻰ‬
‫ﻓﻲ‬ ‫ﺍﻟﺭﺌﻴﺱ‬ ‫ﺍﻟﻌﺎﻤل‬ ‫ﻫﻲ‬ ‫ﺍﻟﺒﺴﺎﻁﺔ‬ ‫ﺘﺒﻘﻰ‬ ‫ﺍﻟﺒﻁﺎﻗﺎﺕ‬ ‫ﺃﻨﻭﺍﻉ‬ ‫ﺒﻌﺽ‬ ‫ﻓﻲ‬ ‫ﻭﺍﻷﻟﻭﺍﻥ‬ ‫ﺍﻷﺸﻜﺎل‬
‫ﺘﺼﻤﻴﻤﻬﺎ‬ ‫ﻓﻲ‬ ‫ﹰ‬
‫ﺔ‬‫ﻨﺎﺠﺤ‬ ‫ﺍﻟﺩﻋﻭﺓ‬ ‫ﺒﻁﺎﻗﺎﺕ‬ ‫ﺠﻌل‬
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‫ﺭﺌﻴﺴﻴﻥ‬ ‫ﻗﺴﻤﻴﻥ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﺩﻋﻭﺓ‬ ‫ﺒﻁﺎﻗﺎﺕ‬ ‫ﺘﻘﺴﻴﻡ‬ ‫ﺍﻟﻤﻤﻜﻥ‬ ‫ﻤﻥ‬
:
‫ﺃ‬
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‫ﺍﻟﺭﺴﻤﻴﺔ‬ ‫ﺍﻟﺒﻁﺎﻗﺎﺕ‬
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‫ﺍﻟـﺸﺭﻜﺎﺕ‬ ‫ﻤـﻥ‬ ‫ﺘﺭﺴل‬ ‫ﻗﺩ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺒﻁﺎﻗﺎﺕ‬ ‫ﺠﻤﻴﻊ‬ ‫ﻭﺘﺸﻤل‬
‫ﻭﺃﻴﻀ‬ ،‫ﻭﺍﻟﺨﺎﺼﺔ‬ ‫ﺍﻟﺤﻜﻭﻤﻴﺔ‬
‫ﻓﺌـﺔ‬ ‫ﻓﻴﻬﺎ‬ ‫ﺘﺩﻋﻭ‬ ‫ﻨﻘﺎﺒﺔ‬ ‫ﺃﻭ‬ ‫ﺠﻤﻌﻴﺔ‬ ‫ﻤﻥ‬ ‫ﺘﺭﺴل‬ ‫ﻗﺩ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺘﻠﻙ‬ ‫ﹰ‬
‫ﺎ‬
‫ﻓﻜﺭﻴﺔ‬ ‫ﻨﺩﻭﺓ‬ ‫ﺃﻭ‬ ‫ﻋﻠﻤﻲ‬ ‫ﻤﺅﺘﻤﺭ‬ ‫ﻟﺤﻀﻭﺭ‬ ‫ﺍﻟﻨﺎﺱ‬ ‫ﻤﻥ‬ ‫ﻤﻌﻴﻨﺔ‬
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‫ﺇﻟﺦ‬
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‫ﺏ‬
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‫ﺍﻟﺭﺴﻤﻴﺔ‬ ‫ﻏﻴﺭ‬ ‫ﺍﻟﺒﻁﺎﻗﺎﺕ‬
:
‫ﻭﺇﻟـﻰ‬ ‫ﻤﻥ‬ ‫ﺘﺭﺴل‬ ‫ﻗﺩ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺒﻁﺎﻗﺎﺕ‬ ‫ﺠﻤﻴﻊ‬ ‫ﻭﺘﺸﻤل‬
‫ﻟﺤﻀ‬ ‫ﺩﻋﻭﺘﻬﻡ‬ ‫ﺒﻬﺩﻑ‬ ‫ﻋﺎﺩﻴﻴﻥ‬ ‫ﺃﺸﺨﺎﺹ‬
‫ﻭ‬
‫ﺭﺍﻗﺼﺔ‬ ‫ﺤﻔﻠﺔ‬ ‫ﺃﻭ‬ ،‫ﺯﻭﺍﺝ‬ ‫ﺤﻔل‬ ‫ﺭ‬
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‫ﺇﻟﺦ‬
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‫ﻟﻜـﻥ‬ ،‫ﻴﻭﻤﻲ‬ ‫ﺒﺸﻜل‬ ‫ﻨﻘﺭﺃﻫﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺭﺴﻤﻴﺔ‬ ‫ﺍﻟﺠﺭﻴﺩﺓ‬ ‫ﻴﺸﺒﻪ‬ ‫ﻤﺎ‬ ‫ﻫﻲ‬ ‫ﺍﻹﺨﺒﺎﺭﻴﺔ‬ ‫ﺍﻟﻨﺸﺭﺓ‬
،‫ﺍﻟﻤﺼﻤﻡ‬ ‫ﺘﺼﻭﺭ‬ ‫ﺒﺤﺴﺏ‬ ‫ﻟﻠﺘﻐﻴﻴﺭ‬ ‫ﺨﺎﻀﻊ‬ ‫ﺤﺠﻤﻬﺎ‬
‫ﻜـﺸﺭﻜﺔ‬ ‫ﻤﻌﻴﻨﺔ‬ ‫ﺒﺠﻬﻰ‬ ‫ﺨﺎﺼﺔ‬ ‫ﻭﻫﻲ‬
‫ﺨﺎﺼﺔ‬ ‫ﺃﺨﺒﺎﺭ‬ ‫ﺃﻭ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻟﻌﺭﺽ‬ ‫ﺩﻭﺭﻱ‬ ‫ﺒﺸﻜل‬ ‫ﺘﺼﺩﺭ‬ ‫ﺤﻜﻭﻤﻴﺔ‬ ‫ﻤﻨﻅﻤﺔ‬ ‫ﺃﻭ‬ ‫ﺘﺠﺎﺭﻴﺔ‬
‫ﻤﻌﻴﻨﺔ‬ ‫ﺒﺸﺭﻜﺔ‬
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‫ﻋﻠﻰ‬ ‫ﺍﻹﺨﺒﺎﺭﻴﺔ‬ ‫ﺍﻟﻨﺸﺭﺓ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﻴﻌﺘﻤﺩ‬
‫ﺃﺴﺱ‬ ‫ﻋﺩﺓ‬
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‫ﺍﻟﻁﺒﺎﻋﺔ‬ ‫ﺨﻁﻭﻁ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻜﺜﻴﺭ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﺒﻌﺩﻡ‬ ‫ﺍﻟﺘﻘﻴﺩ‬
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‫ﺸﺄﻨﻪ‬ ‫ﻤﻥ‬ ‫ﻓﻬﺫﺍ‬ ،‫ﺍﻷﺸﻜﺎل‬ ‫ﻓﻲ‬
‫ﺨﻠﻕ‬
‫ﺍﻟﻤﺸﺎﻫﺩ‬ ‫ﻋﻴﻥ‬ ‫ﻟﺩﻯ‬ ‫ﺍﻟﺘﺸﺘﺕ‬
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‫ﺨـﻁ‬ ‫ﺍﺨﺘﻴـﺎﺭ‬ ‫ﻤﺭﺍﻋـﺎﺓ‬ ‫ﻴﺠﺏ‬ ‫ﻭﻫﻨﺎ‬ ،‫ﺍﻟﻁﺒﺎﻋﺔ‬ ‫ﺨﻁﻭﻁ‬ ‫ﻤﻥ‬ ‫ﻤﻨﺎﺴﺏ‬ ‫ﻨﻭﻉ‬
‫ﻭ‬ ‫ﺍﻟﻨﺸﺭﺓ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺭﺴﻤﻲ‬ ‫ﺍﻟﻁﺎﺒﻊ‬ ‫ﻹﻀﻔﺎﺀ‬ ‫ﻭﺍﻟﻤﺘﺎﻨﺔ‬ ‫ﺒﺎﻟﺭﺯﺍﻨﺔ‬ ‫ﻴﺘﻤﻴﺯ‬ ‫ﻁﺒﺎﻋﻲ‬
‫ﺇﺤﺩﺍﺙ‬
‫ﺍﻟﻤﻁﻠﻭﺏ‬ ‫ﺍﻟﺘﺄﺜﻴﺭ‬
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‫ﺍﻟﺠﻴﺩ‬ ‫ﺍﻟﻤﻅﻬﺭ‬ ‫ﻹﻋﻁﺎﺀ‬ ‫ﺜﺎﺒﺘﺔ‬ ‫ﻫﻭﺍﻤﺵ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
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‫ﺒﻌـﺩﺩ‬ ‫ﺍﻟﺘﻘﻴـﺩ‬ ‫ﺇﻟـﻰ‬ ‫ﺍﻻﻨﺘﺒﺎﻩ‬ ‫ﻤﻊ‬ ،‫ﻤﺘﺎﻨﺘﻬﺎ‬ ‫ﻤﻥ‬ ‫ﻴﺯﻴﺩ‬ ‫ﺍﻟﻨﺸﺭﺓ‬ ‫ﻓﻲ‬ ‫ﺍﻷﻋﻤﺩﺓ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
‫ﺍﻟﺼﻔﺤﺎﺕ‬ ‫ﺠﻤﻴﻊ‬ ‫ﻓﻲ‬ ‫ﺍﻷﻋﻤﺩﺓ‬
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‫ﺍﻟﻤﺘﻘﺎﺒﻠﺔ‬ ‫ﺍﻟﺼﻔﺤﺎﺕ‬ ‫ﺍﻨﺴﺠﺎﻡ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺤﺭﺹ‬
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‫ﺨﻠﻑ‬ ‫ﻭ‬ ،‫ﺠﺎﻨﺏ‬
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‫ﻤﺜل‬ ،‫ﺍﻟﻤﻬﻤﺔ‬ ‫ﺍﻟﻨﻘﺎﻁ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﺄﻜﻴﺩ‬
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‫ﺍﻟﻤـﺭﺍﺩ‬ ‫ﺍﻟﻨﺹ‬ ‫ﺤﻭل‬ ‫ﺤﺩﻭﺩ‬ ‫ﺭﺴﻡ‬ ،‫ﻤﻌﺎﻜﺱ‬ ‫ﻟﻭﻥ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﻨﺹ‬ ‫ﻟﻭﻥ‬ ‫ﻭﺘﺤﻭﻴل‬ ‫ﻏﺎﻤﻕ‬
‫ﻋﻠﻴﻪ‬ ‫ﺍﻟﺘﺄﻜﻴﺩ‬
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‫ﺍﻹﻤﻜﺎﻥ‬ ‫ﺒﻘﺩﺭ‬ ‫ﺍﻹﺨﺒﺎﺭﻴﺔ‬ ‫ﺍﻟﻨﺸﺭﺓ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺴﺘﺨﺩﻤﺔ‬ ‫ﻟﻠﺼﻭﺭ‬ ‫ﻋﻨﺎﻭﻴﻥ‬ ‫ﺇﻀﺎﻓﺔ‬
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‫ﺇﻋﻁـﺎﺀ‬ ‫ﺸﺄﻨﻪ‬ ‫ﻤﻥ‬ ‫ﻓﻬﺫﺍ‬ ،‫ﺍﻟﻨﺸﺭﺓ‬ ‫ﻓﻲ‬ ‫ﺍﻷﻟﻭﺍﻥ‬ ‫ﺒﻌﺽ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﻋﻥ‬ ‫ﺍﻏﻔل‬ ‫ﻻ‬
‫ﺍﻟﻌﺎﻡ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺇﻟﻰ‬ ‫ﻭﺍﻟﺤﻴﺎﻩ‬ ‫ﺍﻟﺠﻤﺎﻟﻴﺔ‬ ‫ﻤﻥ‬ ‫ﻤﺯﻴﺩ‬
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‫ﺍﻟﻨﺼﻭﺹ‬ ‫ﻭﺭﺍﺠﻊ‬ ‫ﺍﻟﻜﻠﻲ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻤﻥ‬ ‫ﺘﺤﻘﻕ‬
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‫ﺍﻟﺼﺤﻴﻔﺔ‬ ‫ﺘﻌﺘﺒﺭ‬
‫ﺍﻟﻘـﺎﺭﺉ‬ ‫ﻤـﻊ‬ ‫ﺘﻅـل‬ ‫ﻓﻬـﻲ‬ ،‫ﻤﺅﺜﺭﺓ‬ ‫ﺠﻤﺎﻫﻴﺭﻴﺔ‬ ‫ﺍﺘﺼﺎل‬ ‫ﻭﺴﻴﻠﺔ‬
‫ﻓﻬـﻲ‬ ‫ﻟـﺫﺍ‬ ،‫ﺒﻬـﺎ‬ ‫ﻭﺜﻴﻕ‬ ‫ﺍﺭﺘﺒﺎﻁ‬ ‫ﻋﻠﻰ‬ ‫ﻭﻫﻭ‬ ،‫ﻴﻭﻤﻪ‬ ‫ﻤﻥ‬ ‫ﻤﺨﺘﻠﻔﺔ‬ ‫ﺃﻭﻗﺎﺕ‬ ‫ﻓﻲ‬ ‫ﻟﻴﺘﺼﻔﺤﻬﺎ‬
‫ﻭﺍﻟﻜﻤﺎﻟﻴـﺎﺕ‬ ‫ﺍﻟﻤﻌﻤـﺭﺓ‬ ‫ﺍﻟﻤﻨﺘﺠـﺎﺕ‬ ‫ﺇﻋﻼﻨﺎﺕ‬ ‫ﻤﻥ‬ ‫ﻟﻠﻌﺩﻴﺩ‬ ‫ﻭﻤﺅﺜﺭﺓ‬ ‫ﻓﻌﺎﻟﺔ‬ ‫ﺇﻋﻼﻥ‬ ‫ﻭﺴﻴﻠﺔ‬
‫ﺍﻟﺘﺠﺎﺭﻴﺔ‬ ‫ﻭﺍﻷﺴﻤﺎﺀ‬
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‫ﺇﻥ‬
‫ﺃﺴﻠﻭﺏ‬
‫ﺍﻟﺼﺤﻑ‬ ‫ﻋﺒﺭ‬ ‫ﺍﻹﻋﻼﻥ‬
‫ﻴ‬
‫ﺍﻟﻤﺎﺭﻜﺎﺕ‬ ‫ﺒﻨﻲ‬
‫ﺍﻟﺘﺠﺎﺭﻴـﺔ‬
‫ﺒ‬
‫ﻭ‬ ،‫ﻔﻌﺎﻟﻴـﺔ‬
‫ﻴ‬
‫ﻘـﻴﻡ‬
‫ﺃﻨﻪ‬ ‫ﻜﻤﺎ‬ ،‫ﺍﻟﻘﺎﺭﺉ‬ ‫ﻤﻊ‬ ‫ﺍﻟﻌﺎﻁﻔﻲ‬ ‫ﺍﻟﻤﺴﺘﻭﻯ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﻭﺍﺼل‬
‫ﻴ‬
‫ﺍﻟﻤﻨـﺘﺞ‬ ‫ﻤﺒﻴﻌـﺎﺕ‬ ‫ﻤﻥ‬ ‫ﺭﻓﻊ‬
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‫ﺒﺭﻴﻁﺎﻨﻴـﺎ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺼﺤﻑ‬ ‫ﺘﺴﻭﻴﻕ‬ ‫ﻭﻜﺎﻟﺔ‬ ‫ﺒﻬﺎ‬ ‫ﻗﺎﻤﺕ‬ ‫ﺤﺩﻴﺜﺔ‬ ‫ﺩﺭﺍﺴﺔ‬ ‫ﺃﺜﺒﺘﺘﻬﺎ‬ ‫ﺍﻟﺤﻘﺎﺌﻕ‬ ‫ﻭﻫﺫﻩ‬
‫ﻋﺎﻡ‬
2006
‫ﻭﻜﺎﻟﺔ‬ ‫ﻤﻊ‬ ‫ﺒﺎﻟﺘﻌﺎﻭﻥ‬ ،
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‫ﺒـﺎﺭﺘﻨﺭﺯ‬ ‫ﺍﻨـﺩ‬ ‫ﻫـﻭل‬
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‫ﺍﻻﺘـﺼﺎﻻﺕ‬ ‫ﻷﺒﺤـﺎﺙ‬
‫ﺤﻴﺙ‬ ،‫ﻭﺍﻟﻤﺎﺭﻜﺎﺕ‬
‫ﺃﺜﺒﺘﺕ‬
‫ﺍﻟﺼﺤﻑ‬ ‫ﺃﻥ‬ ‫ﺍﻟﺩﺭﺍﺴﺔ‬
‫ﻭﻟﻜﻨﻬـﺎ‬ ،‫ﻓﻌﺎﻟـﺔ‬ ‫ﺇﻋﻼﻨﻴﺔ‬ ‫ﻭﺴﻴﻠﺔ‬ ‫ﻫﻲ‬
‫ﺸﺄﻨﻬﺎ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺘﻘﻠﻴل‬ ‫ﺘﻌﺎﻨﻲ‬
.

‫ﻤﺜـل‬ ،‫ﻜﺒـﺭﻯ‬ ‫ﺘﺠﺎﺭﻴـﺔ‬ ‫ﺃﺴﻤﺎﺀ‬ ‫ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﺸﻤﻠﺕ‬
)
،‫ﺭﻭﻙ‬ ،‫ﻓﻭﻜـﺴﻬﻭل‬ ،‫ﺘﻭﻴﻭﺘـﺎ‬
‫ﺍﻟﺤﻠﻴﺏ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻤﺸﺘﻘﺔ‬ ‫ﻤﻭﻟﺭ‬ ‫ﻭﻤﻨﺘﺠﺎﺕ‬
(
‫ﻓﻘـﺩ‬ ‫ﻻﻓﺘـﺔ؛‬ ‫ﺃﻤـﻭﺭ‬ ‫ﻋﺩﺓ‬ ‫ﺍﻟﻨﺘﺎﺌﺞ‬ ‫ﻭﺘﺘﻀﻤﻥ‬ ،
‫ﺃﻥ‬ ‫ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﺃﻅﻬﺭﺕ‬
10
‫ﻤﻥ‬
13
‫ﺍﻴﺠـﺎﺒﻲ‬ ‫ﺘـﺄﺜﻴﺭ‬ ‫ﻟﺩﻴﻬﺎ‬ ‫ﺍﻟﺼﺤﻑ‬ ‫ﺃﻥ‬ ‫ﺃﻅﻬﺭ‬ ‫ﺍﺨﺘﺒﺎﺭﺍ‬
‫ﺘﺠﺎﻩ‬
‫ﺒﺎﻟﻤﻨﺘﺞ‬ ‫ﺍﻟﻤﺴﺘﻬﻠﻙ‬ ‫ﺍﻟﺘﺯﺍﻡ‬
.
‫ﻟـﺒﻥ‬ ‫ﻤﻨﺘﺠﺎﺕ‬ ‫ﺇﻋﻼﻥ‬ ‫ﺘﺴﺒﺏ‬ ‫ﻓﻘﺩ‬ ،‫ﺍﻟﻤﺜﺎل‬ ‫ﺴﺒﻴل‬ ‫ﻭﻋﻠﻰ‬
)
‫ﻤﻭﻟﺭ‬
(
‫ﺒﺎﻟﻤﻨﺘﺞ‬ ‫ﺍﻻﻟﺘﺯﺍﻡ‬ ‫ﻓﻲ‬ ‫ﺒﺯﻴﺎﺩﺓ‬ ‫ﺍﻟﺘﻠﻔﺯﻴﻭﻥ‬ ‫ﻓﻲ‬ ‫ﺍﻹﻋﻼﻥ‬ ‫ﺇﻟﻰ‬ ‫ﺇﻀﺎﻓﺔ‬ ،‫ﺍﻟﺼﺤﻑ‬ ‫ﻓﻲ‬
‫ﺒﻤﻘﺩﺍﺭ‬
9
‫ﺃﻀﻌﺎﻑ‬
.
‫ﺘﻔﺤﺹ‬ ‫ﺘﻀﻤﻥ‬ ‫ﺍﻟﺒﺤﺙ‬ ‫ﻓﺈﻥ‬ ‫ﺫﻟﻙ‬ ‫ﺇﻟﻰ‬ ‫ﺇﻀﺎﻓﺔ‬
13
‫ﺩﻋﺎﺌﻴـﺔ‬ ‫ﺤﻤﻠﺔ‬
‫ﺍ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﻌﺭﻑ‬ ‫ﻤﺩﻯ‬ ‫ﻴﻘﻭﻱ‬ ‫ﺍﻟﺼﺤﻑ‬ ‫ﻓﻲ‬ ‫ﺍﻹﻋﻼﻥ‬ ‫ﺃﻥ‬ ‫ﻟﻴﻅﻬﺭ‬
‫ﻟﻤﻨﺘﺞ‬
.
‫ﺍﻟﺴﻴﺎﺭﺍﺕ‬ ‫ﺸﺭﻜﺔ‬ ‫ﻻﺤﻅﺕ‬ ‫ﻓﻴﻤﺎ‬ ‫ﻫﺫﺍ‬
)
‫ﻓﻭﻜﺴﻬﻭل‬
(
‫ﻗﺩﺭﻩ‬ ‫ﺍﺭﺘﻔﺎﻋﺎ‬
39
%
‫ﺯﻴﺎﺭﺍﺕ‬ ‫ﻓﻲ‬
‫ﺍﻟﺼﺤﻑ‬ ‫ﻓﻲ‬ ‫ﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺤﻤﻠﺔ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﺒﺤﺴﺏ‬ ‫ﺫﻟﻙ‬ ‫ﻭﻴﻌﻭﺩ‬ ،‫ﺍﻻﻟﻜﺘﺭﻭﻨﻲ‬ ‫ﻤﻭﻗﻌﻬﺎ‬
‫ﻟﻤﻭﺩﻴل‬
)
‫ﺘﻴﻐﺭﺍ‬
(
‫ﺇﻟﻰ‬ ‫ﺍﻟﻤﺴﺘﻬﻠﻙ‬ ‫ﺩﻓﻊ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺠﺭﻴﺩﺓ‬ ‫ﻓﻲ‬ ‫ﺍﻹﻋﻼﻥ‬ ‫ﻗﺩﺭﺓ‬ ‫ﻋﻠﻰ‬ ‫ﻴﺩل‬ ‫ﻤﻤﺎ‬ ،
‫ﺍﻹﻟﻜﺘﺭﻭﻨﻴﺔ‬ ‫ﺍﻟﻤﻭﺍﻗﻊ‬ ‫ﺘﺼﻔﺢ‬
.
)
1
(
‫ﹰ‬
‫ﺎ‬‫ﺜﺎﻟﺜ‬
:
‫ﺍﻟ‬
‫ﺍﻻﺴﺘﻬﻼﻜﻴﺔ‬ ‫ﻌﻠﺏ‬
)
Package
:(
‫ﺃﺠـل‬ ‫ﻤـﻥ‬ ‫ﺩﺍﺨﻠـﻪ‬ ‫ﻤﻌﻴﻨـﺔ‬ ‫ﺴﻠﻌﺔ‬ ‫ﺃﻭ‬ ‫ﻤﻨﺘﺞ‬ ‫ﻟﻭﻀﻊ‬ ‫ﺍﻟﻤﺨﺼﺹ‬ ‫ﺍﻟﺼﻨﺩﻭﻕ‬ ‫ﻭﻫﻭ‬
،‫ﺍﻟـﻭﺭﻕ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻤﺼﻨﻭﻉ‬ ‫ﺍﻟﻌﺎﺩﻱ‬ ‫ﺍﻟﺒﻜﺞ‬ ‫ﻓﻬﻨﺎﻙ‬ ‫ﺃﻨﻭﺍﻉ؛‬ ‫ﻭﺍﻟﺒﻜﺠﺎﺕ‬ ،‫ﻟﻠﺘﺴﻭﻴﻕ‬ ‫ﺘﺤﻀﻴﺭﻩ‬
‫ﺍﻟﺨﺎﺼـﺔ‬ ‫ﺍﻟﺒﻜﺠﺎﺕ‬ ‫ﻭﻫﻨﺎﻙ‬ ،‫ﺍﻟﺯﺠﺎﺝ‬ ‫ﺃﻭ‬ ‫ﻜﺎﻟﺤﺩﻴﺩ‬ ‫ﺃﺨﺭﻯ‬ ‫ﻤﻭﺍﺩ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻤﺼﻨﻭﻉ‬ ‫ﻭﻫﻨﺎﻙ‬
‫ﺒـ‬
CD's
‫ﻭ‬
Cassettes
.

‫ﻤﺼﻤﻡ‬ ‫ﺇﻥ‬
‫ﺤﻴﺙ‬ ،‫ﺍﻟﺘﺠﺎﺭﻴﺔ‬ ‫ﺍﻟﺸﺭﻜﺎﺕ‬ ‫ﻓﻲ‬ ‫ﺍﻹﻋﻼﻥ‬ ‫ﻋﻨﺎﺼﺭ‬ ‫ﺃﻫﻡ‬ ‫ﺃﺤﺩ‬ ‫ﻫﻭ‬ ‫ﺍﻟﺒﻜﺠﺎﺕ‬
،‫ﺍﻷﺴـﻭﺍﻕ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﺁﻻﻑ‬ ‫ﺒﻴﻥ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﺴﺘﻬﻠﻙ‬ ‫ﺠﺫﺏ‬ ‫ﻋﻠﻰ‬ ‫ﻗﺎﺩﺭ‬ ‫ﺃﻨﻪ‬
‫ﺍﻟـﺴﺒﺏ‬ ‫ﻓﺈﻥ‬ ‫ﻤﻨﺨﻔﻀﺔ‬ ‫ﺃﻭ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﺍﻟﺒﻜﺞ‬ ‫ﺩﺍﺨل‬ ‫ﺍﻟﻤﻭﺠﻭﺩ‬ ‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﺠﻭﺩﺓ‬ ‫ﻜﺎﻨﺕ‬ 
‫ﺀ‬‫ﻭﺴﻭﺍ‬
‫ﺍﻟـﺫﻱ‬ ‫ﺍﻟﺒﺼﺭﻱ‬ ‫ﺍﻟﺘﺄﺜﻴﺭ‬ ‫ﻫﻭ‬ ‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﻤﻥ‬ ‫ﻜﺒﻴﺭﺓ‬ ‫ﻜﻤﻴﺎﺕ‬ ‫ﻟﻨﻔﺎﺫ‬ ‫ﺍﻟﺭﺌﻴﺱ‬
‫ﻋﻨـﺩﻤﺎ‬ ‫ﻴﺘﻜـﻭﻥ‬
‫ﻤﻌﻴﻥ‬ ‫ﺒﻜﺞ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﻤﺴﺘﻬﻠﻙ‬ ‫ﻴﻨﻅﺭ‬
.
‫ﻫـﺫﻩ‬ ‫ﻤـﻥ‬ ‫ﺠﻌﻠـﺕ‬ ‫ﻤﻨﺘﺠﺎﺘﻬﺎ‬ ‫ﻭﺘﻨﻭﻉ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﻓﻜﺜﺭﺓ‬ ،‫ﺴﻬﻠﺔ‬ ‫ﹰ‬
‫ﺔ‬‫ﻤﻬﻤ‬ ‫ﻟﻴﺴﺕ‬ ‫ﻭﻫﺫﻩ‬
‫ﺘﻠـﻙ‬ ‫ﻋﻠـﻰ‬ ‫ﺍﻟﺘﻌﺭﻑ‬ ‫ﻤﻌﻠﻥ‬ ‫ﺃﻭ‬ ‫ﻤﺼﻤﻡ‬ ‫ﻜل‬ ‫ﻋﻠﻰ‬ ‫ﻭﺠﺏ‬ ‫ﻟﺫﺍ‬ ،‫ﺍﻟﺘﻌﻘﻴﺩ‬ ‫ﻓﻲ‬ ‫ﻏﺎﻴﺔ‬ ‫ﺍﻟﻌﻤﻠﻴﺔ‬
‫ﻭﻫـﺫﻩ‬ ،‫ﺍﻟﻤﻁﻠـﻭﺏ‬ ‫ﺍﻟﺘﺄﺜﻴﺭ‬ ‫ﻭﺇﺤﺩﺍﺙ‬ ‫ﺍﻟﻌﻴﻥ‬ ‫ﺠﺫﺏ‬ ‫ﺒﺎﺴﺘﻁﺎﻋﺘﻬﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺴﺤﺭﻴﺔ‬ ‫ﺍﻟﺘﻘﻨﻴﺎﺕ‬
‫ﺍﻟ‬ ‫ﺍﻟﺘﻘﻨﻴﺎﺕ‬
‫ﺒﻘﻭﺍﻋـﺩ‬ ‫ﺘﺎﻤـﺔ‬ ‫ﺩﺭﺍﻴـﺔ‬ ‫ﻋﻠـﻰ‬ ‫ﺍﻟﻤـﺼﻤﻡ‬ ‫ﻴﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﻫﻲ‬ ‫ﻋﻨﻬﺎ‬ ‫ﺃﺘﺤﺩﺙ‬ ‫ﺘﻲ‬
‫ﺒﻌﻠـﻡ‬ ‫ﹰ‬
‫ﺎ‬‫ﻤﻠﻤـ‬ ‫ﻴﻜـﻭﻥ‬ ‫ﺃﻥ‬ ‫ﻴﺠﺏ‬ ‫ﻜﻤﺎ‬ ،‫ﺍﻟﻤﻨﺎﺴﺒﺔ‬ ‫ﺍﻟﻁﺒﺎﻋﺔ‬ ‫ﻭﺨﻁﻭﻁ‬ ،‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻭﻋﻨﺎﺼﺭ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻙ‬ ‫ﻋﻠﻰ‬ ‫ﻨﻔﺴﻲ‬ ‫ﺘﺄﺜﻴﺭ‬ ‫ﻤﻥ‬ ‫ﻟﻬﺎ‬ ‫ﻭﻤﺎ‬ ‫ﺍﻷﻟﻭﺍﻥ‬
.

‫ﺍﻟﻤﺘﻌـﺎﺭﻑ‬ ‫ﺍﻟﺘﺠﺎﺭﻴـﺔ‬ ‫ﺍﻟﻌﻼﻤﺎﺕ‬ ‫ﻤﻥ‬ ‫ﻋﺩﺩ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺒﻜﺞ‬ ‫ﻴﺤﺘﻭﻱ‬ ‫ﺍﻷﺤﻴﺎﻥ‬ ‫ﺃﻏﻠﺏ‬ ‫ﻓﻲ‬
‫ﻋ‬ ‫ﻭﺃﻫﻤﻬﺎ‬ ،‫ﺩﻭﻟﻴﺎ‬ ‫ﻋﻠﻴﻬﺎ‬
‫ﻜﻭﺩ‬ ‫ﺒﺎﺭ‬ ‫ﻼﻤﺔ‬
)
Barcode
(
‫ﺍﻷﺸـﻜﺎل‬ ‫ﻤـﻥ‬ ‫ﻤﺠﻤﻭﻋﺔ‬ ‫ﻭﻫﻲ‬ ،
‫ﺍﻻﺘﺠﺎﻩ‬ ‫ﻁﻭﻟﻴﺔ‬ ‫ﻤﺴﺘﻁﻴﻼﺕ‬ ‫ﺍﻟﻐﺎﻟﺏ‬ ‫ﻓﻲ‬ ‫ﺘﻜﻭﻥ‬ ‫ﺍﻟﺘﻲ‬
1
‫ﺸـﻴﻔﺭﺓ‬ ‫ﺘﻤﺜل‬ ‫ﻤﺘﻌﺩﺩﺓ‬ ‫ﻭﺒﻘﻴﺎﺴﺎﺕ‬
)
Code
(
‫ﺍﻟﻤﻨـﺘﺞ‬ ‫ﻫـﺫﺍ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻗﺭﺍﺀﺓ‬ ‫ﻟﺴﻬﻭﻟﺔ‬ ‫ﺒﺎﻟﻤﻨﺘﺞ‬ ‫ﺨﺎﺼﺔ‬ ‫ﺃﺭﻗﺎﻡ‬ ‫ﻤﻥ‬ ‫ﻤﺘﻜﻭﻨﺔ‬
‫ﺍﻟﻜﻤﺒﻴﻭﺘﺭ‬ ‫ﺒﻭﺍﺴﻁﺔ‬
.
‫ﻨﻅـﺎﻡ‬ ‫ﺍﻟﺘﻘﻨﻴـﺔ‬ ‫ﻫـﺫﻩ‬ ‫ﻭﺘﺴﺘﺨﺩﻡ‬
)
Auto ID Data Capture
(AIDC
(
(
‫ﺍﻟﺤﺎﺴﻭﺒﻴﺔ‬ ‫ﺍﻟﺒﻴﺎﻨﺎﺕ‬ ‫ﻗﺭﺍﺀﺓ‬ ‫ﻓﻲ‬ ‫ﻭﺴﺭﻋﺘﻪ‬ ‫ﺒﺩﻗﺘﻪ‬ ‫ﺍﻟﻤﻌﺭﻭﻑ‬
.
‫ﻫـﺫﻩ‬ ‫ﺘـﺴﺎﻋﺩ‬
‫ﺍﻟﺴﺭﻗﺔ‬ ‫ﺤﺎﻻﺕ‬ ‫ﻤﻥ‬ ‫ﺘﻘﻠل‬ ‫ﺃﻨﻬﺎ‬ ‫ﻜﻤﺎ‬ ،‫ﺍﻟﻤﺨﺎﺯﻥ‬ ‫ﻓﻲ‬ ‫ﻭﺍﻟﺒﻀﺎﺌﻊ‬ ‫ﺍﻟﻤﻭﺍﺩ‬ ‫ﺠﺭﺩ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺘﻘﻨﻴﺔ‬
.

‫ﻟﻴﺸﻤل‬ ‫ﻴﻤﺘﺩ‬ ‫ﻭﺇﻨﻤﺎ‬ ،‫ﺍﻻﺴﺘﻬﻼﻜﻴﺔ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﻋﻠﺏ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺒﻜﺠﺎﺕ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﻴﻘﺘﺼﺭ‬ ‫ﻻ‬
‫ﺍﻟﻜﻬﺭﺒﺎﺌﻴ‬ ‫ﺍﻷﺠﻬﺯﺓ‬ ‫ﻤﺜل‬ ‫ﺼﻨﺩﻭﻕ‬ ‫ﺩﺍﺨل‬ ‫ﻓﻲ‬ ‫ﻴﻭﻀﻊ‬ ‫ﻤﻨﺘﺞ‬ ‫ﺃﻱ‬
‫ﻭﺍﻟﻁﺒﻴﺔ‬ ‫ﺔ‬
.
‫ﻓـﻲ‬ ‫ﻭﻴﺩﺨل‬
‫ﺍﻟﺘﺠﻤﻴـل‬ ‫ﻤﺴﺘﺤﻀﺭﺍﺕ‬ ‫ﻭﻋﻠﺏ‬ ‫ﺍﻟﻤﺸﺭﻭﺒﺎﺕ‬ ‫ﺯﺠﺎﺠﺎﺕ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﹰ‬
‫ﺎ‬‫ﺃﻴﻀ‬ ‫ﺍﻟﺒﻜﺠﺎﺕ‬ ‫ﺘﺼﻤﻴﻡ‬
‫ﺍﻟﻤﺨﺘﻠﻔﺔ‬ ‫ﺍﻟﺴﻠﻊ‬ ‫ﻓﻴﻬﺎ‬ ‫ﺘﻭﻀﻊ‬ ‫ﺍﻟﺘﻲ‬ ‫ﻭﺍﻷﻜﻴﺎﺱ‬ ‫ﻭﺍﻟﻌﻁﻭﺭ‬
.
‫ﹰ‬
‫ﺎ‬‫ﻋﺎﻟﻤﻴـ‬ ‫ﺘﻨﺘﺸﺭ‬ ‫ﺒﻜﺠﺎﺕ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﻴﺤﺎﻭﻟﻭﻥ‬ ‫ﺍﻟﻌﺎﻟﻡ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺒﻜﺠﺎﺕ‬ ‫ﻤﺼﻤﻤﻴﻥ‬ ‫ﻤﻌﻅﻡ‬ ‫ﺇﻥ‬
‫ﺯﺠﺎﺠﺔ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﺫﻟﻙ‬ ‫ﻓﻲ‬ ‫ﻤﺘﺒﻌﻴﻥ‬
)
Coca Cola
(
‫ﻭ‬ ‫ﺍﻟﻤﻤﻴﺯ‬ ‫ﺒﺸﻜﻠﻬﺎ‬
،‫ﹰ‬
‫ﺎ‬‫ﻋﺎﻟﻤﻴ‬ ‫ﺍﻟﻤﻌﺭﻭﻑ‬
‫ﻜﻭﻜﺎ‬ ‫ﻤﻨﺘﺞ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﻌﺭﻑ‬ ‫ﺘﺴﺘﻁﻴﻊ‬ ‫ﻓﺈﻨﻙ‬ ‫ﺘﺫﻫﺏ‬ ‫ﺃﻴﻨﻤﺎ‬ ‫ﺃﻨﻪ‬ ‫ﺤﺘﻰ‬
‫ﺍﻟﻨﻅﺭ‬ ‫ﻤﺠﺭﺩ‬ ‫ﻤﻥ‬ ‫ﻜﻭﻻ‬
‫ﺍﻟﺯﺠﺎﺠﺔ‬ ‫ﺇﻟﻰ‬
.
‫ﹰ‬
‫ﺎ‬‫ﺭﺍﺒﻌ‬
:
‫ﺍﻟﺤﺠﻡ‬ ‫ﻜﺒﻴﺭﺓ‬ ‫ﺍﻹﻋﻼﻨﻴﺔ‬ ‫ﺍﻟﻠﻭﺤﺎﺕ‬
:
‫ﺍﻟﻬـﺩﻑ‬ ‫ﺒـﺎﺨﺘﻼﻑ‬ ‫ﺘﺨﺘﻠـﻑ‬ ،‫ﺍﻹﻋﻼﻨﻴﺔ‬ ‫ﻟﻠﻭﺤﺎﺕ‬ ‫ﻋﺩﻴﺩﺓ‬ ‫ﻭﻤﻘﺎﺴﺎﺕ‬ ‫ﺃﺸﻜﺎل‬ ‫ﻫﻨﺎﻙ‬
‫ﺍﻷﺸﻜﺎل‬ ‫ﻫﺫﻩ‬ ‫ﻭﻤﻥ‬ ،‫ﻟﻺﻋﻼﻥ‬ ‫ﺍﻟﻭﻅﻴﻔﻲ‬
:
1
(
‫ﺍﻟﻘﻴ‬ ‫ﻜﺒﻴﺭﺓ‬ ‫ﺍﻟﻠﻭﺤﺎﺕ‬
‫ﺎﺱ‬
)
Billboard
:(

‫ﻭﻫـﻲ‬ ،‫ﺤﺠﻤﻬـﺎ‬ ‫ﺒﻜﺒـﺭ‬ ‫ﻭﺘﻤﺘﺎﺯ‬ ،‫ﺍﻟﺒﻨﺎﻴﺎﺕ‬ ‫ﻭﺃﺴﻁﺢ‬ ‫ﻭﺍﺠﻬﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻫﺫﺍ‬ ‫ﻴﺴﺘﺨﺩﻡ‬
‫ﻤﻌﻴﻨﺔ‬ ‫ﺴﻠﻌﺔ‬ ‫ﺃﻭ‬ ‫ﻟﻤﻨﺘﺞ‬ ‫ﺍﻟﺘﺭﻭﻴﺞ‬ ‫ﺒﻬﺩﻑ‬ ‫ﺇﻋﻼﻨﻴﺔ‬ ‫ﹰ‬
‫ﺎ‬‫ﺃﻏﺭﺍﻀ‬ ‫ﺘﻬﺩﻑ‬
.
‫ﺍﻟـﺴﻴﺎﺭﺍﺕ‬ ‫ﺘﺴﺘﻁﻴﻊ‬
‫ﻭﺍﻀﺢ‬ ‫ﺒﺸﻜل‬ ‫ﺍﻟﻠﻭﺤﺎﺕ‬ ‫ﻫﺫﻩ‬ ‫ﺭﺅﻴﺔ‬ ‫ﻭﺍﻟﻤﺸﺎﺓ‬
.
‫ﻟﻭﺤﺔ‬ ‫ﻋﻠﻰ‬ ‫ﻤﺜﺎل‬
)
Billboard
(
‫ﺍﻟﻠﻭﺤﺎ‬ ‫ﻫﺫﻩ‬ ‫ﻤﺜل‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﺃﻥ‬ ‫ﺒﺎﻟﺫﻜﺭ‬ ‫ﺍﻟﺠﺩﻴﺭ‬
‫ﻟﻘﻭﺍﻋـﺩ‬ ‫ﻴﺨـﻀﻊ‬ ‫ﺃﻥ‬ ‫ﻴﺠﺏ‬ ‫ﺍﻻﻋﻼﻨﻴﺔ‬ ‫ﺕ‬
‫ﻤﻥ‬ ‫ﻤﻌﻴﻨﺔ‬
‫ﺒﻴﻥ‬ ‫ﻭﻤﻥ‬ ،‫ﺒﻔﻌﺎﻟﻴﺔ‬ ‫ﺍﻟﻤﻨﺸﻭﺩ‬ ‫ﺍﻟﻬﺩﻑ‬ ‫ﺘﺤﻘﻴﻕ‬ ‫ﺃﺠل‬
‫ﺃﻫـﻡ‬
‫ﺍﻟﻘﻭﺍﻋـﺩ‬ ‫ﻫـﺫﻩ‬
‫ﺃﻥ‬
‫ﺒﻌـﻴﻥ‬ ‫ﹰ‬
‫ﺍ‬‫ﺁﺨﺫ‬ ‫ﺍﻟﻠﻭﺤﺔ‬ ‫ﻤﺴﺎﺤﺔ‬ ‫ﺩﺍﺨل‬ ‫ﺍﻟﻌﻨﺎﺼﺭ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺘﻘﻠﻴل‬ ‫ﺍﻻﻤﻜﺎﻥ‬ ‫ﻗﺩﺭ‬ ‫ﺍﻟﻤﺼﻤﻡ‬ ‫ﻴﺤﺎﻭل‬
‫ﺍﻟﻤﺸﺎﻫﺩ‬ ‫ﺍﻥ‬ ‫ﺍﻻﻋﺘﺒﺎﺭ‬
–
‫ﺍﻟﺴﻴﺎﺭﺓ‬ ‫ﺭﺍﻜﺏ‬ ‫ﹰ‬
‫ﺎ‬‫ﻭﺨﺼﻭﺼ‬
-
‫ﻟﻘـﺭﺍﺀﺓ‬ ‫ﻁﻭﻴل‬ ‫ﻭﻗﺕ‬ ‫ﻴﺤﺘﺎﺝ‬ ‫ﻟﻥ‬
‫ﺘﻔ‬ ‫ﺠﻤﻴﻊ‬ ‫ﻭﻤﺘﺎﺒﻌﺔ‬
‫ﺍﻹﻋﻼﻥ‬ ‫ﺎﺼﻴل‬
.
‫ﻋـﺎﻟﻡ‬ ‫ﻓـﻲ‬ ‫ﺍﻻﻋﻼﻨـﺎﺕ‬ ‫ﺠﻤﻴﻊ‬ ‫ﺘﺸﻤل‬ ‫ﺍﻟﻘﺎﻋﺩﺓ‬ ‫ﻫﺫﻩ‬
‫ﺍﻟﻜﺒﻴﺭﺓ‬ ‫ﺍﻟﻠﻭﺤﺎﺕ‬ ‫ﻓﻲ‬ ‫ﻋﻠﻴﻬﺎ‬ ‫ﺍﻟﺘﺄﻜﻴﺩ‬ ‫ﻴﺠﺏ‬ ‫ﻟﻜﻥ‬ ،‫ﺍﻟﺘﺼﻤﻴﻡ‬
)
Billboard
.(

2
(
‫ﺍﻟﺘﺠﺎﺭﻴﺔ‬ ‫ﺒﺎﻟﻤﺤﺎل‬ ‫ﺍﻟﺨﺎﺼﺔ‬ ‫ﺍﻹﻋﻼﻨﻴﺔ‬ ‫ﺍﻟﻼﻓﺘﺎﺕ‬
)
Signage
(
:
‫ﺃﻤـﺎﻡ‬ ‫ﻭﺘﺴﺘﺨﺩﻡ‬
‫ﻫـﺫﺍ‬ ‫ﻴﻤﺎﺭﺴـﻪ‬ ‫ﺍﻟـﺫﻱ‬ ‫ﺍﻟﺘﺠﺎﺭﻱ‬ ‫ﺍﻟﻤﺸﺎﻁ‬ ‫ﻨﻭﻉ‬ ‫ﻋﻠﻰ‬ ‫ﻟﻠﺘﺩﻟﻴل‬ ‫ﺍﻟﺘﺠﺎﺭﻴﺔ‬ ‫ﺍﻟﻤﺤﺎل‬
‫ﺍﻟﻤﺤل‬
.
3
(
‫ﺍﻟﻁﺭﻕ‬ ‫ﺇﻋﻼﻨﺎﺕ‬
)
Highway Signage
(
:
‫ﺃﺜﻨـﺎﺀ‬ ‫ﺘﺭﺍﻫـﺎ‬ ‫ﺍﻟﺘـﻲ‬ ‫ﺘﻠﻙ‬ ‫ﻭﻫﻲ‬
‫ﹰ‬
‫ﺍ‬‫ﻨﻅﺭ‬ ‫ﺍﻟﺘﻔﺎﺼﻴل‬ ‫ﻗﻠﺔ‬ ‫ﻋﻠﻰ‬ ‫ﻭﺘﻌﺘﻤﺩ‬ ،‫ﺍﻟﺩﺍﺨﻠﻴﺔ‬ ‫ﺃﻭ‬ ‫ﺍﻟﺨﺎﺭﺠﻴﺔ‬ ‫ﺍﻟﻁﺭﻕ‬ ‫ﻋﻠﻰ‬ ‫ﻗﻴﺎﺩﺘﻙ‬
‫ﻟﻤﺸﺎﻫﺩﺘﻬﺎ‬ ‫ﺍﻟﻼﺯﻡ‬ ‫ﺍﻟﻭﻗﺕ‬ ‫ﻟﻘﻠﺔ‬
.
4
(
‫ﺍﻟﺩﺍﺨﻠﻴﺔ‬ ‫ﺍﻟﻠﻭﺤﺎﺕ‬
)
Internal Signage
(
:
‫ﺃﻜﺜﺭﻫـﺎ‬ ،‫ﻜﺜﻴـﺭﺓ‬ ‫ﺃﺸـﻜﺎل‬ ‫ﻭﻟﻬﺎ‬
‫ﻴﺴﻤﻰ‬ ‫ﻤﺎ‬ ‫ﻫﻭ‬ ‫ﺍﺴﺘﺨﺩﺍﻤﺎ‬
)
Roll-up
(
‫ﻤﺎ‬ ‫ﻭﻻ‬ ،
‫ﻋﻠـﻰ‬ ‫ﺘﺤﺘـﻭﻱ‬ ‫ﻜﺎﻨـﺕ‬ ‫ﺇﻥ‬ ‫ﻨﻊ‬
‫ﻋﻠ‬ ‫ﺍﻟﻤﻭﺠﻭﺩﺓ‬ ‫ﺘﻠﻙ‬ ‫ﻤﻥ‬ ‫ﺃﻜﺜﺭ‬ ‫ﺘﻔﺎﺼﻴل‬
‫ﻷ‬ ،‫ﺍﻟﺤﺠـﻡ‬ ‫ﻜﺒﻴﺭﺓ‬ ‫ﺍﻻﻋﻼﻨﻴﺔ‬ ‫ﺍﻟﻠﻭﺤﺎﺕ‬ ‫ﻰ‬
‫ﻟﻔـﺕ‬ ‫ﺍﻟﻤﺼﻤﻡ‬ ‫ﻋﻠﻰ‬ ‫ﻭﺠﺏ‬ ‫ﻫﻨﺎ‬ ‫ﻭﻤﻥ‬ ،‫ﻟﻘﺭﺍﺀﺘﻬﺎ‬ ‫ﺍﻟﻜﺎﻓﻲ‬ ‫ﺍﻟﻭﻗﺕ‬ ‫ﻴﻤﻠﻙ‬ ‫ﺍﻟﻤﺸﺎﻫﺩ‬
‫ﻨﻔـﺱ‬ ‫ﻓـﻲ‬ ‫ﻴﺤـﺭﻙ‬ ‫ﺤﺘـﻰ‬ ‫ﺍﻟﻠﻭﺤﺎﺕ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻫﺫﺍ‬ ‫ﻤﺜل‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﻤﺸﺎﻫﺩ‬ ‫ﻨﻅﺭ‬
‫ﺍﻹﻋﻼﻥ‬ ‫ﻗﺭﺍﺀﺓ‬ ‫ﻟﻴﺘﺎﺒﻊ‬ ‫ﺍﻟﺤﻤﺎﺱ‬ ‫ﺍﻟﻤﺸﺎﻫﺩ‬
.
5
(
‫ﺍﻟﻴﺎﻓﻁﺎﺕ‬
:
‫ﻭﻫ‬
‫ﻭﺘـﺴﺘﺨﺩﻡ‬ ،‫ﺍﻟﺒﻼﺴﺘﻴﻙ‬ ‫ﺃﻭ‬ ‫ﺍﻟﻘﻤﺎﺵ‬ ‫ﻤﻥ‬ ‫ﻤﺼﻨﻭﻋﺔ‬ ‫ﺍﻟﻐﺎﻟﺏ‬ ‫ﻓﻲ‬ ‫ﻲ‬
‫ﻤﺅﻗﺘﺔ‬ ‫ﺇﻋﻼﻨﻴﺔ‬ ‫ﻷﻏﺭﺍﺽ‬
.
‫ﻁﺭﻴﻕ‬ ‫ﻟﻭﺤﺔ‬ ‫ﻋﻠﻰ‬ ‫ﻤﺜﺎل‬