8. Value
4. Balance
1. Line
3. Texture
2. Shape 9. Visual Hierarchy
6. Unity
5. Contrast
7. Color
This journey allows you to experience the elements and principals of design by seeing popular locations that resemble an element or principal. Each destination is coupled with an advertisement displaying that same element or principal. Design is everywhere you go!
DESTINATION ITINERARY 1. Eiffel Tower, Paris, France.............................Line
2. The Forbidden City, China......................... Shape
3. Grand Canyon, Arizona U.S.................... Texture 4. Stonehenge, Wiltshire, England............... Balance 5. Easter Island, Chile................................. Contrast 6. Chichen Itza, Mexico.................................... Unity
7. The Great Barrier Reef, Australia...............Color 8. Statue of Liberty, New York, U.S.................Value
9. Great Pyramids of Giza, Egypt... Visual Hierarchy
On your journey you will also get to experience the art of Nouveau with examples of Nouveau from each destination.
Table of Contents Line Shape Texture Balance Contrast Unity Color Value Visual Hierarchy
4, 5 6, 7 8, 9 10, 11 12, 13 14, 15 16, 17 18, 19 Back Cover
1. Eiffel Tower, Paris France
PRODUCT OR SERVICE BEINGADVERTISED
Turtle Beach is advertising their Ear Force PX3 headphones.
LINE is being used in the design to: ¢ Line creates a particular mood or feeling. ¢ Line creates dimension in ad. ¢ Line creates texture through illustration.
Analysis
The designer used the red and white wavy lines surrounding the headphones to replicate boisterous vibration, noise, and sound waves in the ad. The designer intended line to be used to create an excitement and an energetic intense feeling simulating an adrenaline rush to show how awesome this product is and to entice the reader to feel like they absolutely need to have the Ear Force PX3! The way the vibrant red and white lines move along the contours of the headset endorses the product by giving it a stylish sharp sleek look or texture. The use of line also adds dimension to the ad making the headphones feel almost 3 dimensional.
Effectiveness
I believe without the use of line in this ad the amplified intensity the ad is trying to convey is lost and the attraction and sense of urgency to procure this particular headset diminishes. This proves to me the use of line is the predominant element and is essential is successfully reaching out and connecting to the target audience. I strongly feel the use of line is pertinent in this ad and delivers the message that Ear Force PX3 in an innovative, superior, unparalleled technology engineered to fulfill and exceed the needs of every gamer. Line displayed as a visual aid here was intentionally and accurately represented and compliments the text in the ad proving in my opinion the product to be “badass” just like the ad states.
Primary Audience
Passport
This cutting edge technology with surround sound audio and wireless capability is targeted to gamers looking to completely immerse them selves into the virtual reality world by using headphones that penetrates earsplitting, pristine clarity to get the most out of their gaming experience. Gamers young and old would love to get their hands on this awesome piece of game ware.
2. The Forbidden City, China PRODUCT OR SERVICE BEING ADVERTISED
Sherwin Williams is advertising their paint products
SHAPE is being used in the design in the following ways: ¢ Illustrations are creating shape through the actual shape and content of the art. ¢ Shaded or colored areas are creating the predominant shape. ¢ Shape is sustaining the viewer’s interest. ¢ Shape is helping the viewer understand the concept. ¢ Shape is leading the viewer’s eye through the design.
Analysis
Shape is brilliantly used in this ad by means of successfully entwining the shape of the dragon with color to cue what product is promoted. The shape of the dragon immediately makes a connection and lures the audiences mind to being transported to far away places in the world such as China. This use of shape to paint a picture of being peacefully whisked away with a sense of being on cloud nine, flying high, intoxicated with the idea that it only takes a painted room/house/office etc. to travel to a desired destination in your mind’s eye. The ingenious method of using color swatches to make up the shape of the dragon really demonstrates the imagination and artist ability of the design. The shape captures the very essence of how visualization can captivate and motivate onlookers. It fulfills the longing one might have to get away and masterfully coaxes the target audience to feel the imperative, absolute need to acquire some Sherwin Williams paint. Also, the way the shape of the dragon’s body moves from left to right with the center portion of body of the dragon vertically displayed starting at the top with the head moving through the torso to the bottom of the page leads the viewer through the ad to the logo and text.
Effectiveness
Without the shape in this ad, leaving only the color to rely on, I am convinced the entire concept is lost and your visual aid is void. I conclude shape is the element in this ad that speaks and connects to the audience and is absolutely required to convey the ads message. And I might add is superlatively accomplished here with striking resourcefulness.
Primary Audience
The audience is pretty much anyone with a dream of escaping for a short time, traveling, checking out, experiencing the exhilaration of being on a journey meaning is every man, woman or child.
t Passpor
3. The Grand Canyon, US COMPANY UTILIZING THIS WEB SITE
Knauf Insulation is advertising their Earth Wool Insulation and how to make energy efficient homes and locations. http://www.thetownthatcameinfromthecold.com/ - close
TEXTURE is being used in the design to: ¢ Create a particular mood or feeling
Analysis
¢
Fill individual shapes or areas
The entire interactive web site was made up of texture. Knauf Insulation used the coldest town in New Zealand: Ophir as an example of the standards his insulations hold up to. At first glance of the web site, there is this texture of ice completely surrounding this little quaint town. Immediately the audience has a feeling of being chilly and wanting to get out of the harsh arctic weather. As you scroll your way down past the beautifully textured babbling brook through rough surface of the rocks you get a merciless, rough and tough feel of the climates and topography of the land. Texture is everywhere throughout the site, filling in areas with the fluffy clouds, the coarse ground and the rustic cabins as you make your way down to some local shops. Clicking on each shop, a grainy, knotty wood structure pops out like an entrance way that also embodies the soft fleecy surface that is none other than Knauf’s Earth wool insulation. It’s as if you’re being invited into their shops. You get this warm homey feel as if you want to sit back and drink a hot cup of cocoa as the shop’s owners give these video testimonials about the importance and high quality of the Earth Wool insulation. It also hits on the topic of energy efficiency with the eco friendly insulation. The rustic earthy and cold textures reinforce and create a need for this product.
t Passpor
¢
Reinforce or support the concept of the design
Effectiveness
Without the use of texture and the way it was used as tool to aid in the need of the product, then the entire concept is lost and the product would be I would imagine it hard to sell. I credit that texture was masterfully effective in this web site. I reacted much the way I’d anticipated the audience would react by wanting to come in from the cold. What better way with texture to set up a natural ambience and to evoke a necessity to partake in the use of the very best Earth Wool Insulation made by Knauf Insulation? The combination of the texture and use of naturals colors and the interactive animation make this site a favorite of mine.
Primary Audience
The target audience would mostly consist of people living in or near cold climates and anyone interested in looking for eco friendly alternatives for their homes and anyone looking to insulate their homes or businesses to keep warm.
Place Stamp Here
4. Stonehenge, England
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BEING ADV OR SERVICE
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Passport
5. Easter Island, Chile
ORGANIZATION UTILIZING THIS WEB SITE
Contrast Rebellion is dedicating this site to get people to join in their revolt. http://contrastrebellion.com/ CONTRAST is being used in the design in the following ways: ¢ Strengthen an idea; support the message. ¢ To create a contradiction (BIG written in very small type). ¢ Contrasting colors ¢ Contrasting shapes ¢ Contrasting typography
Analysis
This site is a public service announcement completely dedicated to aid the understanding and the concept of contrast in design. They give excellent examples of what to do and what not to do. This rebellion ingeniously made the entire site itself contrast. The Contrast Rebellion logo uses contrast by using opposite black and white space. The site uses big bold text near tiny insignificant text in contrast. They show how different types of contrasting fonts can compliment each other. Also, the site explores complimentary colors that are opposite on the color wheel that support contrast in comparison to colors that don’t work well together. The designer intended the audience to feel inquisitive and what to learn more about design elements, their importance and how to better them selves with this knowledge. Being immersed in this use of contrast also leaves the audience feeling pumped up with determination and a sense of urgency to join the rebellion.
Effectiveness
I am inclined to say this contrast site was extremely effective in conveying the understanding of contrast in design by making the site itself the example and by giving links to research and experiments about contrast. My conviction is the audience definitely can feel the stern stance the designer is taking and is very persuasive with the approached used with contrast. The site supported with the use of contrast evokes and inspires a feeling to participate. I find this tactic is a great way to show knowledge is power with the web, in design and in life in general!
Primary Audience
Anyone who cares about design or interested in making their work aesthetically pleasing is the intended audience. Anyone using the web to display their pages, work, portfolio, etc. is primarily whom this rebellion is reaching out to and encouraging a partnership in position. They are targeting and educating people unfamiliar with principles and elements of design that can turn a bad piece into a good one or even a good piece into an excellent piece to achieve visual hierarchy.
Passppoorrtt Pass
Greetings From...
Easter Island
6. Chichen Itza, Mexico
PRODUCT OR SERVICE BEING ADVERTISED
Motorola is promoting their Moto X smartphone UNITY is being used in the design to:
¢ Provide consistency ¢ Lead the viewer’s eye through the design
¢ Unify the design with consistent elements (grouped/repeating elements)
Analysis
This advertising was done as a campaign of 4 pages. One the 1st page you see this smartphone directly in the center of the ad making it the area you zero in on. It’s sitting on a table with other usual items you might throw down with your phone such as keys, a pen and a camera. No logo is present at all on the page. The phone is where your eyes stay focused. It has a wood panel look and on the bottom of the smartphone it says one word… “Designed”. The designer intended for the audience to be inquisitive and a bit baffled making them wonder, “What is up with this ad? No logo, just the phone and one word.” The reader ultimately gives up and turns the page. To their surprise it’s another page on the same side of the magazine with another smartphone (same one just a different color mind you), void of a logo again and one word on the bottom of the phone, “by”. Now the background is different with a steel look and a volume knob and earplugs plugged in (maybe a the scene of a young adults home). This is still the same set up and same expected response. The audience flips to the next page and the consistency is still there, another phone in the center, without a logo and one word, “you”. This time the color of the phone is different again and it’s a wood table with a wallet, and jewelry (possibly the scene of a woman’s home). However, the focus is still on that phone and the audience has by this time put two and two together and realizes the likeness and similarities on each page and the unity they produce. This queues the audience now to flip that page again and voila! There is a shiny red smartphone, center page, the background is stars on blue fabric with sunglasses (maybe the scene of a patriotic person) and you see for the first time the actual name of the phone is Moto X and there is more than one word on the bottom of the phone that says “Assembled in the USA” with a web site listed under the phone this time drawing the viewers eyes down to the “Sign Off” where the Motorola Logo finally sits at the bottom of the fourth page. And there’s the audiences “Ah Ha” moment putting it all together. “Motorola: Designed by you. Assembled in the USA” and trust assured you won’t forget it now!! The unity and repeating elements continuously moved the audience through the campaign. Each page was different in some ways yet the very similar at the same time just like America. The connection is we are all different in many ways but we are still UNITED because we are proud Americans! There is no better way to visually show unity then that bold statement Motorola made right there!
Effectiveness
I was impressed with how unity was cunningly effective in this web site. It made the audience curious almost in a distressing way that questioned what was going on. I am in awe with the ingenuity and artistic flair of this advertisement that I believe made the audience participate in the campaign by provoking them to be almost probing for answers to put their minds at rest. Individually, the pages were lacking the concept but once you put them together like a jigsaw puzzle, unity slaps you right in the face! You won’t be forgetting Motorola anytime soon!
Primary Audience
In today’s high tech world where communication needs to be right at our fingertips 24/7 for work, home, school, life, a cell phone is imperative to have. For some it’s an extra appendage that never leaves their side. So Motorola is targeting anyone and every one, young, old, man, woman and child because communication is the key success. No one wants to pass up the opportunity for success! Therefore, how can you go without the Moto X?
Passport
7. Great Barrier Reef, Australia THE COMPANY UTILIZING THIS WEB SITE TecRoc is a web site that is offering their roc solid web designing skills.
http://tekroc.com/ COLOR is being used in the design in the following ways: ¢ Creates a mood or feeling ¢ Creates visual tension and movement ¢ Provides unity and balance ¢ Provides a sense of order ¢ Creates harmony
Analysis
TecRoc uses a brilliant palette technique of black, white and a vibrant cyan to emphasize their company’s importance. Those colors together create a solid and bold statement giving the audience an intense feeling to discover, ascertain and ingest this incredible limitless craft TecRoc is offering. Choosing the black, white and cyan combination was purposely used to convey the message this is a headstrong, advanced design firm dedicated to the constant exploration and discovery in the ever-changing world of Technology. The repetition of the black then white banners and boxes gives the site the tension and helps guide the audience from one section to the next. The repetition of the black and white used in the site also provides just the right counter balance to link the whole thing together. The site is bursting with electrifying cyan that stimulates a feeling of energy and zealousness. The fully saturated cyan is used to direct your attention to the most significant material making the site a marvel to look through with some beautiful choices of illustrations including game ware, explosive cars/ideas, AI technology, space and the future. All were perfectly accented in the details of the illustrations with the vivid cyan thus achieving harmony and mixed with an underlying element of unity throughout the site.
Effectiveness
TecRoc’s color choice is so aspiring in my assessment that it leaves the audience with no hesitation and all the comfort and confidence that this company is no joke. They are professional at achieving excellence that my impression is the audience has no choice but to bow down to their superior skills and feel safe and secure in the hands of TecRoc, knowing that TecRoc IS the ONLY Company you want to use because of their “Roc Solid” help and expertise. The colors say it all: bold, strong and a force not to be reckoned with.
Primary Audience
TecRoc is reaching out to anyone who has a business or anyone in need of putting themselves or their products out there to promote with help from a web site, graphic design, multimedia, software and/or content development, and search engine optimization.
Passport
8. Statue of Liberty, NY, US
THE COMPANY UTILIZING THIS WEB SITE The Evan Williams Bourbon Company is peddling their vast
selection of historic and Kentucky native spirited bourbons. http://www.evanwilliams.com/ VALUE is being used in the design in the following ways: ¢ Creates a mood or feeling ¢ Creates contrast ¢ Creates movement and direction
Analysis
The value throughout this site is elegantly placed and sets just the perfect mellow mood creating warmth and an inviting ambiance that signals the audience into feeling they are among friends. On the left corner of the site sits a static image of The Evan Williams logo; strikingly bold and white against a dimmed down bottle of one of their famous bourbons gives perfect contrast forcing the logo to be remarkably prominent as to make sure you won’t forget who they are. The site is dark done mostly in black, dimmed down with low lighting giving it that after hours charm along with these splashes of vibrant orange text that almost illuminates against the darkness causing more contrast also helping guide the viewer with ease in combination with the perfectly executed moving panels through this elaborate site. This web site is so aesthetically pleasing to the eye. Also, value is cleverly used to promote each, individual bourbon. Example: Clicking on the flavored bourbons causes the “Honey Reserve” bourbon to pop to the foreground with two other bourbons in the background. The value on “Honey Reserve” is completely illuminating the bottle making your eye go directly to that light source. However the value on the bourbon bottles in the background is very low and dimmed down creating depth, making the message clear that these bottles aren’t where the attention should be. They do this technique strategically and repeatedly throughout the entire site throwing the element of unity into the mix as well.
Effectiveness
Value was the most pronounced and essential element used in this design from what I viewed. The value created the warm atmosphere of the site making it alluring and captivating. Value in this design set the tone as the site carried you through this historic and majestic story about the company. This method or use of value was meant to entice or seduce the audience into feeling an intense need to acquire these flavorful spirits that would undoubtedly sooth the soul.
Primary Audience
The web site is designed for adults 21+ that are just looking to relax and have good time and quench their parched palettes.
Passport