Analysis Questions - Line
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CGD101—Design Theory – Eric Fisk
What is the product or service being advertised?
The product name is Revlon Age Defying with DNA Advantage. •
LINE is being used in the design to: (Check all that apply) _X_Create a mood _X_Organize other elements on the page ___Create texture through illustration
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Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses LINE. This ad is along the same theme as the other ad I reviewed for “Perricone MD” – “Better life through chemistry.” Much the same way that ad used chemistry iconography in the form of “shape” to convey a thought or an idea. This ad uses the DNA imagery to organize the ad, the DNA is also used to separate and then draw attention to the copy on the left hand side.
The use of line is also going in an upper-right hand direction to signify hope, while also using the polished glass material; the texture of bottle also conveys the sense of safety, smooth and gentleness. There’s also the sense that this foundation uses the most modern chemistry that’s easy to use and gentle on your skin. •
Please describe the effectiveness of the use of LINE in this design. Do you think it works well, and why? This ad works because it is indeed eye catching and uses Line to direct the reader to the text that would have been ignored without the “DNA Strand” in the background. Like the “Shape - “Perricone MD” this Revlon ad sends a message to the reader that this product is something very advanced and brand new. The use of the DNA strand says that this product might be “healthier” than the “Perricone MD” molecule. When we think of “molecule” we might think “chemistry” or “physics” but the “DNA Strand” implies something occurring naturally in nature, not a lab. Yes, it’s “science,” but it implies the “evolution” of cosmetics. If you do not feel it was used well, please explain what you would change. I don’t think that it’s as effective as my other example since the clean white background doesn’t do much to distinguish itself from the rest of the magazine and the other ads with the exception of the polished, smooth glass rod, and the black and red beads on the end of the rods that are used together to create the DNA strand.
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Who is the primary audience of the advertisement or website? This ad and the product is for a broader customer base than the “Perricone MD” ad because it doesn’t seem as “exclusive,” because it seems less lavish that the other ad and doesn’t have the dark sophisticated use of colors. This ad seems more targeted towards lower to upper middle class women in their 30’s, 40’s and beyond.
Texture: •
CGD101 – Design Theory – Eric Fisk
What is the product or service being advertised? This is a print ad for The Salem Office of Tourism & Cultural Affairs, Inc. and their website - Salem.org – with the campaign slogan; “Not A Dull Moment In Four Centuries.”
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TEXTURE is being used in the design to: (Check all that apply) _X_Create a particular mood or feeling ___Fill individual shapes or areas _X_Reinforce or support the concept of the design
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Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses TEXTURE. The texture I’m focusing on in this ad is found on the old book cover that’s in the center and dominates most of the space. The antique pattern that has been goldstamped on the cover, the leather texture, and the stitching convey the idea that this book was hand crafted many centuries ago; bringing the audience in and triggering the feelings and emotions associated with nostalgia for the colonial past. Not the real past, but our idealized version of history that’s been romanticized via the media. The book cover in this ad reminds the viewer of the leather-bound special editions of classic books written by authors like Robert Louis Stevenson, (“Kidnapped,” “Treasure Island,” and “Dr Jekyll and Mr Hyde,”) and Rudyard Kipling (“The Jungle Book,” “Gunga-Din” and “The Man Who Would Be King,”) and Jules Verne (“Twenty Thousand Leagues Under the Sea,” “A Journey to the Center of the Earth,” and “Around the World in Eighty Days,”) and other authors who have written books about travel and adventure in by-gone eras. If this image does not remind the audience of classic novels and works of fiction, than it would appear to be a journal of an actual traveler who has explored many places in the real world in all types of weather and conditions. The deep scratches on the front and the worn edges also help to convey the sense that this book is extremely old and this book has been used consistently through the centuries. The weathering and distressing on the cover says to the viewer that this book not only contains an adventure with-in its covers, this particular book has been on adventures on its own.
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Please describe the effectiveness of the use of TEXTURE in this design.
The use of this texture - a combination of the gold-leaf pattern, leather material, and the distressing via the worn edges and deep cuts or scratches - is indeed effective for setting the desired mood for this ad. The product they’re trying to sell is tourism in the town of Salem, Massachusetts, which has a rich history that literally dates back centuries. What the artist tried to do with this ad was to tap into a sense of history and it would be hard to think of a better iconic image that represents history other than an old vintage book. The texture utilized here communicates a sense of warmth and comfort with a level of sophistication, and also relies on autumnal colors that are keyed in with the months also associated with the time of year people would most likely go to this New England Town: the month of October or more specifically - Halloween. As an aside, the white “witch’s hat” logo is a wink and nod to the nefarious blight on Salem’s history and salute to that town becoming a beacon to pagans, practicing wiccans and self-proclaimed witches. The texture that is a part of this logo and book cover creates a paradigm; after seeing it the first time it’s hard to imagine using any other image or logo to represent Salem. •
Who is the primary audience of the advertisement or website? This ad is targeted towards upper-middle class to upper-class readers of Yankee Magazine and other travel publications who are also fascinated with history and enjoy leisure travel.
Balance: •
CGD101 – Design Theory – Eric Fisk
What is the product or service being advertised? This is an ad for Wenger – “Maker of the Genuine Swiss Army Knife” and their various other hiking/outdoor sport products beyond just the tool that made them famous.
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BALANCE is being used in the design in the following way(s): (Check all that apply) _X_To create a mood. ___Symmetrical balance is reinforcing the message—such as; serious, conservative, sophisticated, stable, elegant, etc. _X_Asymmetrical balance is reinforcing the message—such as; relaxed, informal, freeform, creative, etc. ___To create visual tension by being obviously unbalanced.
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Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses BALANCE. This ad has a great use of asymmetrical balance with the large photograph on the right-hand side of the outdoors which could be along the side of one mountain overlooking others in the same rage somewhere in the Swiss Alps, I assume. Along the left-hand side of the ad is a vertical series of pictures; first is the Wegner “Swiss Army Knife” logo, then the utility knife itself, and then the watch, boot, and backpack. This is a fun ad, relaxed and informal much like the way most outdoor excursions should be. It’s spontaneous, saying that what awaits us outdoors is important and essential for having an active lifestyle but as sort of an after-thought ‘here are our products that are necessary for you to survive and actually enjoy the wilderness.’ The reason why the graphic designer of this ad chose this layout is to first capture the audience’s eye with an out-door scene that’s vast and captivating. The choice of the time of years is also important; it’s late spring or early summer – a tranquil and safe time of year. It’s not as hazardous as the other times of year when the severe weather might be more of a danger… “Here’s an extreme location, but somewhat safe and comforting… just like how our products will make you feel.”
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Please describe the effectiveness of the use of BALANCE in this design. The reason why this ad and it’s layout works is because it tells me via the proportions of the photographs that they understand the priorities of enjoying the outdoors – the landscape and the location is primary, the products we choose to use is secondary. They sell and we buy these products to get the most out of outdoor adventures... We don’t buy these products because of the image or lifestyle they represent, we buy them because they work well. The message of this ad literally is balance, where we go and what we do there is first and foremost and the products are to enhance the experience and not detract from the destination. The lay out of the products on the left-hand side in the vertical row is also a great way for “Wenger” to introduce their line of products beyond the item they are most famous for. What this ad says to the audience through balance is; “we make more that great pocket knives.”
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Who is the primary audience of the advertisement or website? This ad is focused on hiking, camping and other outdoor sport enthusiasts who are willing to pay more than a little extra for quality gear, and it’s also targeted towards the outdoorsportsman who only associate “Wenger” with the Swiss Army pocket knife and are unaware of the brand’s other products. This seems to be more of a “brand awareness” campaign than an ad for any specific product.
Contrast:
CGD101 – Design Theory – Eric Fisk
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What is the name of the company, organization or individual utilizing this website? Google.com
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CONTRAST is being used in the design in the following way(s): (Check all that apply) ___Strengthen an idea; support the message. ___To create a contradiction (BIG written in very small type). ___Contrasting colors _X_Contrasting values ___Contrasting shapes ___Contrasting texture ___Contrasting typography
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Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses CONTRAST. There are two brilliant examples of contrast on the internet, and they both use the simplest use of contrast – the black-text on a pure white background with a simple logo in the center of the screen. These two websites are “The Drudge Report” and “Google.com”
For the purpose of this exercise I’ll focus on just “Google.” In his book “I’m Feeling Lucky,” the author Douglas Edwards writes extensively about the debates and heated arguments about the front page of Google and what it should be. In many of those discussions, Mr. Edwards fought with the search engine founders Larry Page and Sergey Brin about their main-page’s design and brand identity. What is “Google” and what should their primary focus? Should they be a portal like “Yahoo” or a strict-search engine site like “Ask Jeeves” which has since evolved into just “ask.com” How can “Google” differentiate itself from other search engine sites? Google founder Larry Page made the argument that “Google” should literally stand out on its own and not rely on gimmicks or other clutter that would distract from its original mission of providing the best search results on the internet. Search should be “Google’s” primary focus and their home page should reflect that. Hence the design of “Google.com” – it has the simple multi-color logo with plain white background, the search entry box, and the two buttons; “Google Search” and “I’m Feeling Lucky.” •
Please describe the effectiveness of the use of CONTRAST in this design. The reason why the contrasting lay-out design of this website works is that it’s commanding, it grabs our attention immediately. There is no ambiguity in this design; even if you’re a child and you have no idea what a website is or what a search engine does it’s clear what you’re supposed to do… write something in that empty space under the logo and click one of the two buttons. Even across the room you know what this iconic page is and what it means with the colorful logo dominating the vast white space. Google’s name has entered the main stream and lexicon; It’s become an noun and verb in our everyday lives and their website reflects that. It’s clean background and colorful logo –which changes occasionally with “google-doodles” – the design of this website is pervasive and might be responsible for their success.
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Who is the primary audience of the advertisement or website? If someone had to narrow Google’s primary audience down to one group, I’m not sure that could be done based on its utilitarian use of color and space. It’s broad appeal and usefulness makes the base audience extremely vast and universal. It would be easy to write “everyone” but if I must narrow the audience down I would have to commit to saying that since it’s so basic and rudimentary its primary target is the every-day unsophisticated internet user who is looking for information without hassles or distractions.
Unity: CGD101 – Design Theory – Eric Fisk •
What is the name of the company, organization or individual utilizing this website? CNN.com
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UNITY is being used in the design to: (Check all that apply) _X_Provide consistency _X_Unify the design with consistent elements (grouped/repeating elements) ___Lead the viewer’s eye through the design
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Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses UNITY. The most obvious use of Unity on this site is the use of the “CNN” logo that is consistent in every header on the top of every page, the use of color in most of the top sections with the exceptions to the links to “Money” and “Sports.” The final two links on the far right-hand side are links to “CNNMoney” and “Sports” which is in fact a link to separate entities. The rest of the website also uses similar lay-outs and distributes the content in comparable grids and the same font styles. All of the internal sections of CNN have the same banner using the bright red (Hexadecial - #ca0002) across the top with the “CNN” logo in the center, followed by the name of the section. Each of these sections - “U.S.,” “World,” “Politics,” “Justice,” “Entertainment,” “Tech,” “Health,” “Living,” “Travel,” “Opinion,” and “iReport” –host headers that combine the iconic “Cable News Logo” with the name of the specific section. For example, the technology section has its own symbol that combines the unique “CNN” emblem and word “Tech” together. Each of the other sections are tied together by repeating the process – the CNN icon, then the title of the section. There are even subjections of the website’s such as the page for the “Dr. Drew” nightly news program that might appear to be totally different from the rest of the site but its unified with the rest of the CNN website using a thinner, less obtrusive banner on the top that still has the iconic logo, and then links to the other sections mentioned earlier. Putting it in another way, the banners on these sections are still much thinner than the other major portal pages or main sections of CNN, but “drdrew.blogs.cnn.com” is obviously a “CNN” page even to an observer on the other side of the room. The logo itself is “a force of unity” on the website since it has been in use since the news organization was founded in 1980 in Atlanta, Georgia by Ted Turner. According to the few websites I read while doing this report, this icon designed by Anthony Guy Bost has stayed virtually unchanged for 30+years. (Source – “Logo
Reviews” - http://www.logoreviews.org/cnn-logo-review) – the consistent use of the same logo for three decades is one of the best ways to create unity. The other major sections of the website have similar lay-outs, taking advantage of the five column lay out. Many of these pages like “Entertainment” have sections that span more than one column and use montage-graphics to give the page a more “fun” feel, evoking the style of other entertainment sites like “People” and “Entertainment Weekly,” while at the same time remain a true “CNN” page with the same fonts as the rest of the CNN site. Unity is also enforced by the use of font. The main paragraph text is consistent throughout, according to my browsers it’s the standard 9 point Arial font. The links in the menus on all the pages to other news stories is the same rich blue font, while the links under most of the images are reverse-contrast; white text on black banner boxes. •
Please describe the effectiveness of the use of UNITY in this design. The whole point of unity in a website design is to make sure there is no doubt in a viewer’s mind that they are still on a specific web page regardless of what sections or subsections they are browsing. No matter where you go on CNN.com, viewer is defiantly looking at a “CNN” news page regardless of the pages content. By scrolling through each of the websites main sections and then to the minor subsections there is the look and feel that’s unique to CNN that was dissimilar from all other news sites until others started to adopt their look.
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Who is the primary audience of the advertisement or website? CNN has a broad, universal appeal not aimed towards any specific age group; instead its “specific” target is “news hounds” and “information addicts” who are old enough to read.
Value: CGD101 – Design Theory – Eric Fisk •
What is the name of the company, organization or individual utilizing this website? NASA.gov
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VALUE is being used in the design in the following way(s): (Check all that apply) _X_Creates a mood or feeling _X_Creates contrast ___Creates movement and direction
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Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses VALUE. NASA’s main site has one of the best uses of value that I can think of that’s universally known to most users of the Internet. Whenever we think of the word “Space” (that’s not in relationship to graphic design or interior lay-outs) we usually think of darkness, the inky blackness that dominates the infinite realm beyond the veil of our own atmosphere. We think of the color black when we think of “space.” NASA’s homepage uses black and darker shades of gray combined with a subtle nebula in the background behind the main content division (or “div” in the webmasters vernacular,) to convey the same feeling of space. When we’re on the website for the organization that’s most noted for its contribution to space exploration, we are right there with them in the cosmos. With their use of value any picture taken from space and displayed on this site dominates more that it would on a website that features a lighter value since photographs from space would be universally darker than most earth-bound photographs and might not have the same dramatic punch if they were displayed on a website with a white or lighter background. The best comparison I can think of is “NASA.gov’s” sub-site or companion website – “The Astronomy Picture of the Day” (http://apod.nasa.gov) – the pictures taken from space and displayed on that domain seem to lose something with the stark-white background. Darkness, black, and darker shades of gray is also associated with “doom and gloom” and the web designers at NASA have offset that by using a very cool shades of blue for a calming effect. Also, the text areas that are used to display lengthy text is an ultra-shade of gray that’s almost white to avoid eye-strain that’s prevalent in websites that use the reversecontrast lay out of “white text on black backgrounds” that may be associated with migraines or mild headaches.
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Please describe the effectiveness of the use of VALUE in this design. NASA.gov’s use value is very effective since their use of the color black, shades of gray and minimal white to convey the feeling of space, the exploration of “The Final Frontier” and demands that the eye focuses on the images and graphics that are naturally dark because of the location of where they were taken.
This use of value and color is so effective that it’s been borrowed countless times by other webmasters for other “space exploration” themed websites, including my own pages that I’ve created in the past when I’ve discussed real space news items or reviewed science fiction movies on my own website. •
Who is the primary audience of the advertisement or website? NASA’s primary website is the general public of all ages that are interested in space-themed news, educators, and sci-tech news reporters.