CONTENTS: Line Shape Textu re B a la n c e Contrast Unity C o lo r Value
L i n e : W h at
i s t h e p ro d u ct o r s e rv i c e b e i n g a dv e rt i s e d ?
The product and service being adver tised is for digital design software by the company “Stampin’ Up!”, which is includes a free 30-day trial online.
LINE
i s b e i n g u s e d i n t h e d e s i g n to :
X Create a mood __ Organize other elements on the page X Create texture through illustration
A n a ly s i s : The designer used line to create a mood. There is an airy quality, achieved by thin, wispy lines, that curl in some areas, par ticularly in the border surrounding the text, to add to the light (less serious) mood to the design. Also, the lines used with the text and shapes are soft, have few angles to them, which feels very relaxed and juvenile. The lines used to divide phrases within the banner at the bottom of the page, gives a sense of organization and structure. Line conveyed a carefree, easy and playful feeling throughout the design and led the eye in the direction intended. The designer didn’t shy away from the use of color to create an ar tistic and visually appealing design to spark interest and make a statement about the new digital design software, as well as increase accessibility and exposure, while aspiring others to be creative. By using the tools and techniques from the digital design software, along with samples of available ar twork, colors and templates, the designer was able to create a fun, ar tistic and colorful design for this adver tisement.
Please
d e s c r i b e t h e e f f e ct i v e n e s s o f t h e u s e o f
LINE
in this design.
The use of line worked very well in this design. There was a wide range of line used throughout the design, which created an interesting look that was easy for the eye to follow. Line helped to define various shapes and serve as a texture, which also adds interest and reinforced the intended message of designing and creating your own scrapbooks, cards, calendars, and more. This design will inspire the audience to use the product to create their own projects.
Who
i s t h e p r i m a ry a u d i e n c e o f t h e a dv e rt i s e m e n t ?
The primary audience for this adver tisement would be scrap-bookers, designers, ar tists, or any person wanting to express creativity or just have using their imagination to design original ideas.
Shape: W h at
i s t h e p ro d u ct b e i n g a dv e rt i s e d ?
Classico Four Cheese Red Sauce
SHAPE
i s b e i n g u s e d i n t h e d e s i g n i n t h e f o llow i n g way ( s ):
X Photos and illustrations are creating shape through the actual shape and content of the ar t. __ Line or a line illustration is creating the predominant shape __ Type is creating the predominant shape __ Shaded or colored areas are creating the predominant shape X Shape is sustaining the viewer’s interest. __ Shape is organizing the page X Shape is helping the viewer understand the concept X Shape is leading the viewer’s eye through the design
A n a ly s i s : The element of shape was used as a conceptual tool to highlight the quality of the product ingredients. The shape of the jar was used to determine form and the use of natural and colorful shapes within the jar create a structure that represents the ingredients that make up the actual product. The various shapes, colors, and textures used to signify the ingredients within the jar, complements the design and works well to illustrate the product and the freshness of its ingredients. It is instantly clear that the jar is the most impor tant element on the page and the designer wants you to look at that image and be sold on the wonderful homemade taste of the tomato sauce. The design is eye catching, creative and conveys a fresh and natural feel. The bright colors of the ingredients clearly stands out against the solid white background, therefore the eye is immediately drawn to it above all other things on the page. This creates a focal point in the design, retains interest from beginning to end and enhance an idea that could be easily understood.
Please
d e s c r i b e t h e e f f e ct i v e n e s s o f t h e u s e o f
SHAPE
in this design.
The use of shape in this design allowed the designer to represent an idea that worked very well and created good form and structure. The use of shape in this adver tisement was visually clear, easy to understand, and leads viewer’s eye in the direction intended.
Who
i s t h e p r i m a ry a u d i e n c e o f t h e a dv e rt i s e m e n t ?
The primary audience for this adver tisement would be anyone who enjoys cooking or is looking for delicious new and traditional dishes made with tomato sauce that tastes just like homemade.
T e xt u r e : W h at
is the name of the individual utilizing this website?
Tim Bur ton - http: //timbur ton.com/
TEXTURE
i s b e i n g u s e d i n t h e d e s i g n to :
X Create a par ticular mood or feeling __ Fill individual shapes or areas X Reinforce or suppor t the concept of the design
A n a ly s i s : The designer uses texture (and sound) to create a design that gives a perfect sense of Tim Bur ton’s unique imaginative world. The design brings outdoor textures to the indoors, by adding hand drawn trees, with twisting branches that have a contor ted appearance, and roots that look like worms along the floor. The crooked door with its dark staircase conveys a feeling of being transpor ted to another world on the other side. Many of the elements in the design are darkly comic and imaginative. Various textures provide a lot of visual substance and makes the design more interesting. The simple lines on the walls taper off into thin spirals at the end with dark shading giving it grimy but funky quality. The shape of the two buttons at the top left side almost blend in with the subtle look of fog that surrounds the page border. The overall design is intended to mesmerize the visitor and encourage them view Tim Bur ton’s ar t gallery. Visitors are invited to click the arrows at the bottom of the screen or use the keyboard to move Stain Boy through areas of the website to view the public gallery.
Please
d e s c r i b e t h e e f f e ct i v e n e s s o f t h e u s e o f
TEXTURE
in this design.
The visual style, Gothic theme and childlike fantasy is heavily influenced, which makes the website more interesting, and captivates the viewers. Many of the elements used in the design are widely known characteristics of Tim Bur ton’s style. One example is the main characters in Tim Bur ton movies are often outcasts with a pale face and dark hair, similar to the character on this website.
Who
i s t h e p r i m a ry a u d i e n c e o f t h e w e b s i t e ?
The primary audience of this type of website would consist of anyone from filmmakers, ar tists, designers, children, teenagers and adults of all ages that enjoy his many works.
B a la n c e : W h at
i s t h e n a m e o f t h e co m pa n y u t i l i z i n g t h i s w e b s i t e ?
Atlantis, Kerzner International Resor ts Inc. - www.atlantis.com
BALANCE
i s b e i n g u s e d i n t h e d e s i g n i n t h e f o llow i n g way ( s ):
X To create a mood. X Symmetrical balance is reinforcing the message—such as; serious, conservative, sophisticated, stable, elegant, etc. __ Asymmetrical balance is reinforcing the message—such as; relaxed, informal, freeform, creative, etc. __ To create visual tension by being obviously unbalanced.
A n a ly s i s : The design uses approximate symmetry to evoke feelings of formality, tranquility and calmness. Both sets of information in the design are well-balanced and relate to one another creating a sense of solidity and security. Even though the various elements on either side of the design are varied somewhat, they are still similar enough to make their relationship symmetrically balanced. Approximate Symmetry allowed the designer to communicate two equally impor tant sets of information about Atlantis in the Bahamas and Dubai that is simple, structured and clean. For example, the image that appears above Dubai is visually larger than the image placed above Bahamas to help balance the length of the text. Also, the placement of the colored flags below the enter button on the right help to balance the weight of the company identifier at the top right side of the website. By adding these slight variations, the website feels visually equal in weight and interesting to view.
Please
d e s c r i b e t h e e f f e ct i v e n e s s o f t h e u s e o f
BALANCE
in this design.
The designer was able to display two engaging and astounding resor t destinations with equal air time. The two sides of the website are slightly varied and interesting to view. Even though they are varied somewhat, they are still similar enough to make their relationship balanced.
Who
i s t h e p r i m a ry a u d i e n c e o f t h e w e b s i t e ?
The primary audience for this website would include individuals or families looking to vacation on a kid friendly island that is full of fun and adventure.
C o n t ra st : W h at
i s t h e n a m e o f t h e co m pa n y u t i l i z i n g t h i s w e b s i t e ?
Essie - www.essie.com
CONTRAST
i s b e i n g u s e d i n t h e d e s i g n i n t h e f o llow i n g way ( s ):
X Strengthen an idea; suppor t the message. __ To create a contradiction (BIG written in very small type). X Contrasting colors __ Contrasting values X Contrasting shapes __ Contrasting texture __ Contrasting typography
A n a ly s i s : The principle of contrast in this website consists of a single image against a solid white background to create a focal point. The designer makes very good use of color contrast in the design by overlaying a bright, vibrant blue nail polish bottle against an all white background to draw attention to that element on the page. The bright blue clearly stands out and the eye is immediately drawn to it above all other things on the page. It is instantly clear that the nail polish is the most impor tant element on the page and the designer wants you to look at that image and be sold on the fact that the product is of high quality. Several techniques are used to emphasize objects on the page. By adding the small white beach sign on top of the nail polish bottle with the blue polish cascading over the sign, it conveys a sense of the beach, summer time and relaxation. A good amount of white space is also used in the company name that is ver tically aligned on the left side of the page in very large type, which also stands out as focal point.
Please
d e s c r i b e t h e e f f e ct i v e n e s s o f t h e u s e o f
CONTRAST
in this design.
Color and contrast created a great focal point that attracts attention and draws the audiences attention to the most impor tant element on the page - the nail polish. By using large amounts of white space, the website feels relaxed, inviting, and encourage the audience to spend more time learning about the product.
Who
i s t h e p r i m a ry a u d i e n c e o f t h e w e b s i t e ?
People of all ages around the world that want to express themselves and have fun with nail color.
U n i ty : W h at
i s t h e p ro d u ct b e i n g a dv e rt i s e d ?
IAMS pet food
UNITY
i s b e i n g u s e d i n t h e d e s i g n to :
X Provide consistency X Unify the design with consistent elements (grouped/repeating elements) X Lead the viewer’s eye through the design
A n a ly s i s : The designer successfully used unity to create two different adver tisements that look like they belong together. Both feature elements that are treated the same way, giving a strong family look. There is a feeling of harmony between all par ts on the two pages, creating a sense of completeness. Both adver tisements repeat cer tain elements, like similar shapes, product logo and footer, as well as the background. Their individuality comes from the cat and dog images, the green and orange color palette, and message, “IAM NOT A__”. Unity holds the design together as the structure, both visually and conceptually. Unity adds organization and creates a strong relationship between elements so the reader does not need to process every element on each page, because they’re recognizable and allows the reader to focus on the primary message of the product. Rhythm is also achieved by placing elements in the same position and repeating the style throughout the two pages in a consistent manner. The images and text are in the same place so you know where to look from page to page. The color selection for each adver tisement represents the specific product type, so you can easily identify that they are from the same brand.
Please
d e s c r i b e t h e e f f e ct i v e n e s s o f t h e u s e o f
UNITY
in this design.
The designer successfully created a consistent brand and identity for the product. The basic design of the adver tisements are identical and all the elements have a clear visual relationship, the composition is unified, and feels connected.
Who
i s t h e p r i m a ry a u d i e n c e o f t h e a dv e rt i s e m e n t ?
The primary audience for the two adver tisements would include cat and dog lovers interested in quality pet nutrition.
C o lo r : W h at
i s t h e p ro d u ct b e i n g a dv e rt i s e d ?
L.A . Girl nail polish
COLOR
i s b e i n g u s e d i n t h e d e s i g n i n t h e f o llow i n g way ( s ):
X Creates a mood or feeling X Creates visual tension and movement X Provides unity and balance __ Provides structure and forms a grid in a design __ Provides a sense of order X Creates harmony
A n a ly s i s : The designer uses warm and cool hues together to create a colorful design that is both fun and playful to look at. Warm colors are inviting, happy and cozy. Cool colors are considered calming and soothing. A smaller area of vibrant color is used on the right side of the design to balance the larger neutral area on the left side of the design. The bulk of colors used in this design are green, orange and purple. These are secondary colors, created from the primary colors. Most of the green is used in the background, so it makes it a good base color and represents harmony, nature and hope. The green background also has lighter shades of green, with a bit of yellow blended in, which makes it feel a bit more cheery and light. The orange color used for the fruity scented nail polish works great as an accent color that is a clean (like citrus), refreshing and warm. Purples gives a sense wealth and luxury and yellow, which is used very little, feels youthful and inviting.
Please
d e s c r i b e t h e e f f e ct i v e n e s s o f t h e u s e o f
COLOR
in this design.
The color choices for the adver tisements add meaning and interest to the objects and overall design. They are bright, vivid and give pops of color that are eye-catching and pleasing. The intensity of the colors are attention-getting and perfect for this type of adver tisement.
Who
i s t h e p r i m a ry a u d i e n c e o f t h e a dv e rt i s e m e n t ?
This adver tisement targets people of all ages that would like to have fun with the hottest new trends in nail color at affordable prices.
Value: W h at
i s t h e n a m e o f t h e co m pa n y u t i l i z i n g t h i s w e b s i t e ?
Warner Bros. Enter tainment Inc. - http: //www.thedarkknightrises.com/
VALUE
i s b e i n g u s e d i n t h e d e s i g n i n t h e f o llow i n g way ( s ):
X Creates a mood or feeling X Creates contrast X Creates movement and direction
A n a ly s i s : The designer did an excellent job of using value to create a mood that is dramatic and sinister, as well as a sense of doom and destruction. The black image of Batman placed on an almost white background stands out considerably more than any other image on the website and creates a focal point for the audience. By using bold, white lettering against the black background of the design, the tone is very strong and forceful. Value is used to create depth and adds realism in this design. As something fades from white to black, the eye sees the objects as having realistic characteristics, giving the impression that objects have depth and actual movement. The designers primary intent was to create an interesting design for the website that relates to the purpose and idea of what the movie is about. Visitors expect to find websites that are graphically rich and informative as well. The website is visually fascinating and will attract the visitors’ attention and persuade them to see this par ticular movie.
Please
d e s c r i b e t h e e f f e ct i v e n e s s o f t h e u s e o f
VALUE
in this design.
Value creates a great deal of visual substance by increasing the contrast between the highlights and shadows, which makes the website more dramatic and interesting. The high areas of contrast creates interest and draws the eye to the main focal point. The design, style and content of this website work perfectly to promote this type of movie.
Who
i s t h e p r i m a ry a u d i e n c e o f t h e w e b s i t e ?
The primary audience for this website would include youthful to middle aged individuals interested in the Batman comic books, have seen the previous Batman series, or just enjoy movies that are dark, violent and suspenseful.