AD & WEBSITE A N A LY S I S
8 elements & principles OF DESIGN
Susan Shute
CONTENTS
LINE 1
SHAPE 3
TEXTURE 5
BALANCE 7
CONTRAST 9
U N I T Y 11
VA L U E 1 3
COLOR 15
LINE
H T T P : / / W W W. W O O D B O U N D . C O M
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The Woodbound Inn is an inn and restaurant located in Rindge, NH. Through the use of LINE, its website creates a mood and organizes other elements on the page.
A N A LY S I S
The Woodbound Inn’s website uses line to create a somber and relaxing mood with the “S-curve” at the top. It depicts a calming flow that leads you through the page. What better way to illustrate the topography of the land than by including the feel of a rolling hill in the primary design? It conjures up a pastoral, restive feeling—a place you would want to go to for restoration and relaxation.
This site also uses line through the use of a grid on the home page and throughout the entire website. Each subsequent page or link provides visual continuity from the home page to the others. Repetition of these images within the grid provides a subtle roadmap that calms the reader, reminding them, “This is where I was, this is where I am, this is where I’d like to go.”
The wide graduated line coming into the logo, and then passing through the tag line at the top right of the page, provides a colorful and appealing introduction for the business’s name and it’s essence—”quiet country charm and gourmet dining.” The wide green line, across the lower edge of the home page, provides an apt anchor, drawing the reader into the site further where other pages may be viewed. The bold black line, to the left of the green block below the logo, gives a crispness that also anchors the reader. After enjoying the images and relaxed feel of the home page, it draws you back to the tabs on the left to get more specific information.
E F F E C T IV E NE S S
The flow of the website is incredibly effective. Even the line of the beds on the “RELAXING” image, draw the reader back to other areas of the page like the logo and Mount Monadnock in the upper left. The line of the plate on the “APPETIZING” image mimics the S-curve and draws the reader down to the lower images that link to the other pages. The design encourages the reader to savor the page, to get comfortable with its quiet charm and simplicity, to appreciate its elegance--all features to make the reader want to enjoy the same characteristics of the Inn.
AUDIENCE
The primary audience for this website is a person, family or business looking for a place to get away from it all—for a meal, an overnight stay, an event, or a longer vacation—while also having gourmet dining and easy access to recreational activities nearby.
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SHAPE
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LIGHTLIFE VEGGIE BURGERS AD
The Lightlife Veggie Burgers magazine advertisement uses SHAPE to
sustain the viewer’s interest. The photos emphasize SHAPE through the actual shape and content of the art, helping the viewer to understand the concept.
A N A LY S I S
The Lightlife Veggie Burger ad is playful as it illustrates the concept that a burger can look like a burger in all respects, yet it may be made entirely out of vegetables. The incongruity is striking of a cow made out of carrots, peppers, asparagus, and cucumbers, and standing on a landscape of parsley grass and broccoli trees. The more you look at the ad, the more creative you realize the concept is. Note the garlic cloves for the horns, the mushroom for the nose, and celery leaves for the ears. It draws you in with the pairing of a traditional image of a burger with the more modern concept of a burger—one made of “a new breed of cow.” The burger itself entices you with its savory appearance. It is adorned with condiments common for all burgers. The white text dot to the right reminds you that this burger is “25% bigger than the leading national brands,” which prompts the reader to believe it is not only tasty but it’s filling as well—it will satisfy you.
While this ad does not flow like the Woodbound Inn website, your eye still first goes directly to the cow, then to the burger below it. The product package in the lower left separates the concept image from the remainder of the ad, leading the reader to the product details at the bottom, ending finally with the logo.
E F F E C T IV E NE S S
The concept is the strongest aspect of this advertisement. The breed of this cow is not traditional, using the real shapes of vegetables to illustrate the legs, rump, torso/loin, head, and horns. From that standpoint, the ad is very effective and fun. The shape of the “cow” takes up the majority of the page and draws your eyes right to it.
AUDIENCE
The primary audience for this ad is anyone interested in “eating well and living well”.
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T T TEXTURE WA U S A U PA P E R A D
Wausau Paper uses TEXTURE to advertise its Royal Resource™
Bamboo 80 lb. Cover [FSC & Green Seal™ Certified paper]. In this
example, TEXTURE creates a mood or feeling, fills individual shapes or areas, and reinforces or supports the concept of the design.
A N A LY S I S
Papers may be produced in many different ways—some which are earth-friendly and green or some which are less natural in their processes and product sources. This Wausau Paper advertisement conveys its FSC & Green Seal™ Certified status creatively, infusing it with the natural essance of lemons and limes. The close-up of the lemons shows the fruit’s dimpling and the veins of the leaves—the natural texture of the fruit. The repetition of the lemons in the photograph, and inferring lemons and limes with the printed swath across the page, reinforces this fresh concept.
The photo of the paper swatch, on the lower left, shows the subtle ribbing of the paper surface to convey its surface texture visually. Up close, the paper looks rough, however, the actual paper is very smooth. The details of the printed images, both the lemons and the paper swatch, illustrate the quality of their smooth paper stock while still being earth-friendly—a testament to their FSC & Green Seal™ Certified paper. While the images portray visual texture, this advertisement itself also portrays tactile texture, with the addition of a spot gloss UV coating. The repetition of the lemon/lime shapes across the page adds appealing surface and reflective variety. It emphasizes the versatility of the paper stock—it prints well with many different printing methods. The repetition of this simple fresh fruit across the page, in the images and raised printing, conjures up spunky foods and drinks that add a playfulness to the ad, pushing the envelope for one’s own creativity to be unleashed with the use of Wausau Paper’s Royal Resource Bamboo papers.
E F F E C T IV E NE S S
The overall effect of this advertisement is a very appealing approach. Its design reinforces the versatility of the paper and how it works with various printing processes by using two different types of texture (visual and tactile). It reinforces the simplicity and freshness of the product by using the main premise of lemons and limes. It also draws the reader into the natural essance of the product itself--made out of bamboo with earth-friendly processing.
AUDIENCE
The primary audience for this ad is purchasers of paper products and designers who choose paper products for printing. It especially focuses on those who are interested in sustaining a healthy planet without sacrificing printing quality.
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BALANCE
HTTP://WWW/PITTSBURGHZOO.ORG
Pittsburgh’s Zoo and PPG Aquarium website uses BALANCE to create
a mood. In addition, the symmetrical balance reinforces the message— such as serious, conservative, sophisticated, stable, elegant, etc.
A N A LY S I S
The Pittsburgh Zoo and PPG Aquarium’s website creates an inviting and inquisitive atmosphere. The well-known residents of the zoo, seen at the top in varied colors, seem to be saying hello and inviting visitors to come see them. The pufferfish and balloonfish at the center of the home page seem to be looking at the viewers as if they are the ones being looked at, rather than the other way around. They seem to be saying, “Wow, I’d like to meet you!” and, with a smile, “Hi, my name is balloonfish.” This home page incorporates two different forms of symmetry. The logo at the top center is an example of approximate symmetry. Its complexity unfolds the longer the viewer looks at it. The negative spaces of the tree illustrates a gorilla and wild cat, looking at each other. Although the gorilla is larger, the birds above the tree and the jumping fish at the base of the tree are both slightly to the right to balance the weight of the gorilla’s face. Although it is not exactly symmetrical, it has the feeling of equal weight on each side.
The animals at the top provide a sense of approximate symmetry as well. Each side has three animals of roughly similar size and similar range of colors. This portion is somewhat utilitarian, giving similar emphasis to each animal, to let visitors know there are many different animals to pique one’s interest—and each should be visited. The gold rectangle at the bottom provides a counterbalance with the band of tabs and animals across the top. The bottom block anchors the page, again providing more utilitarian information in a systematic way. The central portion of the home page is the main focal point. The asymmetry helps the design to flow from the larger pufferfish, to the smaller fish in bubbles, and to the text below the bubbles. It’s larger images and asymmetry provide a more dynamic and fresh look at what is new at the the zoo/aquarium, indicating this is a feature at the zoo to be explored.
E F F E C T IV E NE S S
I think the majority of this website works well, relative to balance. The only portion that doesn’t fully work for me is the top portion with the multi-colored animals with the logo in the center. The logo is so striking that I would want to make it larger, and perhaps move it to the left. And the multi-colored animals seem strange. I would either use the photos without the artificial colors, or I would change the photos to be more representational if I wanted to keep the colors. Plus, the equal emphasis of the animals and logo at the top seem too static for my tastes.
AUDIENCE
The primary audience of this website is visitors of the zoo, including families, educators, donors, future employees, and people interested in conservation.
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CONTRAST
HOW DESIGN CONFERENCE AD
With the use of CONTRAST, the HOW Design Conference ad
strengthens its idea and supports the message, creates a contradiction, and contrasts colors, values, shapes, texture, and typography.
A N A LY S I S
This advertisement for the HOW Design Conference illustrates contrast on many different fronts, exhibiting the varied avenues artists may use to convey their messages. The poster on the telephone pole displays high contrast with its simple design and black and white text. It draws one’s attention immediately to the who/what/when/where of the conference. Overall, there is also another level of contrast in color and value—the angular, stark, black and white design of the pole poster versus the complex, swirling, rich colors of the painted guitar. The two juxtaposed next to each other illustrate the many options available to artists. The texture within the advertisement is varied as well. There is the smooth texture of the poster, the roughly painted and scrappy look of the pole itself, the granular surface of the road, and the natural texture of the trees and ground plants. While exhibiting so many different textures, the ad seems to say, “The sky is the limit. Dare to dream.”
In addition, there is variety in the typography used. The fonts on the pole poster are many, conveying modernity with the font in “HOW” and the past with the remaining fonts and the overall look. As artists grow in their professions, they draw from many avenues in life, some from current times, some from the past, and some from the point of moving forward within this breadth of experience. That might be a stretch, but the world and our lives are our palettes. The text at the bottom invites the reader to explore the details of the conference. Its use of only one font family, seems to provide a singular message—learn more about the conference and explore the possibilities that could take potential attendees to a new level in their professional lives.
E F F E C T IV E NE S S
The overall feel of this advertisement is one of inspiration. If the readers go to the HOW Design Conference, they could come out of it with new ways of understanding their technology, their business, and ultimately their world of art—all of which can rejuvenate their creativity.
AUDIENCE
The primary audience of this advertisement is artists or art departments interested in enhancing their professional skills.
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UNITY
H T T P : / / M I C R O S P E C C O R P O R AT I O N . C O M
Microspec Corporation’s website uses UNITY to provide consistency, to unify the design with consistent elements (grouped/repeating elements), and to lead the viewer’s eye through the design.
A N A LY S I S
The most striking unifying elements about this website are its wonderful use of color as well as using the product itself as an art form. The textures and patterns created by the extruded tubes and wires not only are beautiful but they also illustrate the wide range of sizes, shapes and colors available through Microspec Corporation. Unity is illustrated through the use of shape. The circular logo is repeated on the home page as a “lens” which highlights the various capabilities of the company. The circle repeats itself not only as the logo and lens, but also in the cross sections of many of the company’s extruded tubes—the essence of the majority of their products.
As the viewer moves deeper into the website, one notices repeating home-page elements such as the banner’s logo and category headings. The details of the major headings are then broken down in the lower left column, providing a grid by which the remaining information is conveyed. It provides a unified appearance, from one page to the next, to help the reader learn more about the company and its products. In addition, the colors of the wide rectangular images, that rotate in succession across the top, tie in wonderfully with the photos and timeline art on subsequent pages. On the “Our People” page shown to the right, note how the blues of the horizontal image tie in with the lighter and darker blues of the employee uniforms. On the next page, the art reflects the greens, blues and purples of the timeline. And the browns, blues, whites, and greens at the top are reiterated in the photo of the facility’s façade. The colors in the products draw the viewer to the employees, timeline, and building, and back to the product on each page.
The care with which this website is designed conveys the care and precision needed to create extruded products for the worldwide market of medical devices. The simple circle of the logo in the upper left-hand corner of each page morphs into beautiful and complex images—fitting for an innovative precision-based company that uses raw materials to create products for a complex industry.
E F F E C T IV E NE S S
I think this website uses unity incredibly well. The website ties together the colors of the company’s products in a creative way through the photography. It uses a grid throughout the site, which provides a professional and systematic framework. In addition, the mix of order and innovative design on the site conveys order and innovation as a company.
AUDIENCE
The primary audience of this website includes the scientific industry or any business that would use precision extrusion products.
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VALUE
H T T P : / / K I M B E R L Y P E C K P H O T O G R A P H Y. C O M Kim Peck’s photography website uses VALUE to create a mood or feeling, to create contrast, and to create movement and direction.
A N A LY S I S
As the images scroll from one to the next on the home page of Kim Peck’s website, they reinforce her tagline of “organic free-range photography.” The greens and browns of the first two images elicit the natural focus of her photography—the richness of the setting. They conjure up warm summer days in our rural New Hampshire countryside where healthy living is part of our lives.
The subsequent images that scroll on the home page include a more playful spirit and higher contrast. Siblings show their natural personalities as they smile for the camera. The focus goes from an organic free-range setting to an organic free-range lifestyle where kids can be kids. The last image that scrolls on the home page includes a black and white image of a mother and her daughter. The black and white nature of this image elicits a timeless, classic quality— simplicity that is sustainable through the decades. These images also create movement and direction. The plants growing, with the bright top sides of the leaves, imply growth toward the light. The dark trees of the second image create a line of contrast between them and the grass, leading the viewer to the mom and baby, and ultimately to the brighter sky in the distance. The spontaneity of the kids’ faces, along with the grass, trees, and bright sky in the background, also convey movement but on a more philosophical level. These shots capture a moment in time that is as fleeting as childhood. The remaining shot contrasts the closeness of a hug with the vastness of the outdoors. One can almost imagine the child having just run to the mother for love and security with her embrace.
E F F E C T IV E NE S S
This site captures the strengths of Kim Peck’s photographic style very well. Her natural sense of composition is highlighted with her image of the plants growing. Those colors are also repeated in her site’s color scheme, reinforcing the earthy nature of her photography. The tonal contrast of her logo draws the viewer’s eyes to the circles on the left. The simplicity of the font and the crude nature of the circles, perhaps depicting a lens, illustrate her ability to get down to the basics. She is able to see the unique in the everyday sights we all see.
AUDIENCE
The primary audience for this website is people who want to document a day in the life of their family or farm, or people who are promoting their organic food products and lifestyle.
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COLOR
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Y U P O S Y N T H E T I C PA P E R A D
Yupo Synthetic Paper uses COLOR in its advertisement to create a
mood or feeling, to create visual tension and movement, and to provide unity and balance.
A N A LY S I S
This Yupo advertisement uses vibrant color to showcase their paper’s ability to capture strong colors. The colors of the subject’s full-arm tattoo are crisp and clear. The complementary nature of the orange sun, around the tattoo goddess’s head, and her blue skin make the colors pop. There is nothing subtle about this tattoo artwork. It exudes sassiness from the start. The bright orange in the sun is replayed in the model’s front bangs. Even the greens and blues of her tattoo are repeated in her eye shadow, and the red of her lips is reflected in the reds of her tattoo. The colors on the model’s face highlight how the colors may be as subtle or as vibrant as one’s creativity chooses to put into practice. The repeating of colors throughout the face and tattoo also serve to unify and balance the color usage in this ad. The reddish-orange spot, which is part of the Yupo logo, also serves to counterbalance some of the oranges in the rest of the image. The colors create movement by drawing the viewer from the dark eyes, to the vibrant goddess sun, to the green Lilies of the Valley, to the lips, and to the eye makeup, among other points of interest in this photograph.
Most tattoos actually are not this vibrant, but the point of this advertisement is to say there is a product better than paper to convey one’s message. The colors in the image are an in-yourface statement about what this paper can do. This synthetic paper ad even goes one step further to get this message across to the audience with the addition of a satin aqueous coating on the model’s arm. The result is beautiful, rich colors on a new kind of canvas. Overall, the feeling is one of warm colors because of the hues in her face, lips, hair and tattoo. However, there is a contrast of cooler greens and blues to balance the composition. Also, as a resting place, there is a neutral background between the model’s face and arm that seems to recede into oblivion and not call attention to itself.
EFFECTIVENESS
This Yupo ad is very effective in using color. It is enhanced by the product’s smooth surface and lack of ink absorption. Thus, it not only enhances the vibrancy of the colors, but illustrates a logical use for this paper—one where the designer wants the colors to really stand out.
AUDIENCE
The primary audience for this ad is designers and printers, especially those who want to maximize their printing vibrancy and crispness.
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