Elements8and

PrinciplesofDesign

by Christopher Gordon

NavigatioN Map

X..........Line

X..........Shape

X..........Texture

X..........Balance

X..........Contrast

X..........Unity

X..........Value

X..........Color

L i n e : With a single stroke of a pencil (or a computer mouse) you can call this element into play. You can then manipulate the mood of your design or organize your page, depending on the kind of line you’ve drawn and its placement in your format.

• What is the product or service being advertised? This advertisement is for the promotion of “Caress” shower gels.

• LINE is being used in the design to: (Check all that apply) X Create a mood X Organize other elements on the page X Create texture through illustration

• Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses LINE. Line in this advertisement is being used to create the mood and feeling of comfort. The line is shown by flowing softly among the page like a sweet fragrance under a gentle breeze. This also organizes some of the other elements on the page and draws attention to the main focal points such as the beauty and softness of the woman and the product in the lower left corner. Additionally, the lines create texture throughout the advertisement by continuing to form a flow of purple and white which complements the woman’s dress and tinted skin.

• Please describe the effectiveness of the use of LINE in this design. I believe the designer used line very intelligently because they thought of how the viewer would react with some of their senses, using sight to bring out the smell and feel of the image.• Who is the primary audience of the advertisement or website? The primary target for this advertisement would be women who want to smell nice and have soft smooth skin.

S h a p e :Shape is another element that can be used alone or in conjunction with line and type to help communicate the concept of a design. Shape can be defined as any element that’s used to give or determine form. Shape can exist as a design ele-ment all by itself, without the aid of line or type. Most flags are designed with nothing but shapes. Even if you remove the color from the American flag, the design survives intact. Likewise, many fabric patterns are the result of designing with shapes; they effectively convey a style or mood, usually without the benefit of type. When shapes contain pictorial information in the form of decorative illustration, such as floral patterns or other subject matter, additional interest is added.• What is the product or service being advertised? This advertisement in for the promotion of “Snickers” candy bar.• SHAPE is being used in the design in the following way(s): (Check all that apply)

X Photos and illustrations are creating shape through the actual shape and content of the art.

X 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. X 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• Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses SHAPE. The advertisement is showing shape through the four small images that are centered in the middle of the page. The images are made so that they can be viewed from two different angles, one normally and the other upside down. When you look at the image normally the viewer feels a grumpy feeling and creates curiosity as to why the charac-ters are grumpy. It also makes the viewer interested in why the shapes look normal but unnatural and easily leads the viewer to the conclusion that they need to turn the image upside down to complete the advertisement. It also leads the user to feel that there is two sides to it, the unhappy side where the consumer is hungry and in need of a Snick-ers, and the other side where the consumer is happy and fulfilled their hunger with a Snickers bar. When the image is upside down the viewer also can still notice the unhappy side and brings a realization that they will grow hungry for a snickers again. This could increase the quantity of Snickers bars bought whether it is all at one particular time or over periods of time.• Please describe the effectiveness of the use of SHAPE in this design. I think the designer uses this use of shape well because it creates a very user friendly advertisement that appeals to many customers interests.• Who is the primary audience of the advertisement or website? The primary audience of this advertisement is the general audience as shown by the typical family members in the advertisement.

T e x t u r e :Texture can be defined as an object’s visual or tactile surface characteristics and appearance, or as something composed of closely interwoven elements (such as a woven cloth). In graphic design, texture is most often used as a secondary element to reinforce an idea, rather than a primary element to communicate a concept. However, it is a powerful addition to your design because it can add depth and interest to an ordinary flat design. Especially in the world of computer design where the effort to design a usable interface often leads to flat color or white backgrounds, the skillful use of texture can add a new dimension to your design.

• What is the name of the company, organization or individual utilizing this website? This advertisement is for the promotion of ROCKSTAR’s new energy drink line called Pure Zero.

• TEXTURE is being used in the design to: (Check all that apply) X Create a particular mood or feeling X Fill individual shapes or areas X Reinforce or support the concept of the design

• Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses TEXTURE. Creating this image the designer used texture in this design to create the mood or feeling of a cold refreshing bev-erage. The designer does this by forming ice on and around the product. The designer did this so to intensify the connection of a drink having zero sugar to the thought of the temperature being zero degrees. By doing this the designer hoped to for a theme that would support the idea of having this new beverage. This use of texture would impact the audience by creating a thirst in the viewers mouth and making them with to quench this thirst by getting a Pure Zero energy drink.

• Please describe the effectiveness of the use of TEXTURE in this design. This use of texture’s effectiveness on the viewer hits right on the mark and promotes the drink with an image that is unique among other everyday energy drinks.

• Who is the primary audience of the advertisement or website? The primary audience of this website would be convieniece store owners who wish to buy this product in bulk to sell to their thirsty customers or other consumers of Rockstar Energy drinks that wish to pur-chase this item online.

Imagine yourself sitting at one end of a teeter-totter at your local park: you with the seat you occupy on the ground and the seat across from you empty and lifted off the ground. What kind of weight is required in the opposite seat to balance your weight evenly across the beam? The logical answer—and probably the first one that springs to mind—is that a person of equal size to you would properly balance your weight. However, that’s not your only possibility; for instance, couldn’t two persons, if each weighed half your weight, likewise balance you if they both were to sit at the other end of the teeter-totter? Of course.• What is the product or service being advertised? This advertisement is promoting the sales of the couture line “Double Take” by using the model known as Deep Kailey. • BALANCE is being used in the design in the following way(s): (Check all that apply) 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.• Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses BALANCE. In this advertisement the designer is using balance by showing symmetry. This is done by mirroring the image on the vertical axis and also includes overlaying to show another layer of symmetry. The vision behind the symmetry is to show off the rich style of the couture line. This is used like this to add a fill to the page and create a second focus point to the image, this is very much like seeing the advertisement twice. • Please describe the effectiveness of the use of BALANCE in this design. This use of balance is effective because it creates a clean, but active flowing advertisement. This is also effec tive because of the white background that makes the viewer focus on the clothing rather than a scenic background.• Who is the primary audience of the advertisement or website? The primary audience of this advertisement would be wealthy women from the age of 14-40 due to the couture line being for women and also being very rich quality and expensive. nterests.• Who is the primary audience of the advertisement or website? The primary audience of this advertisement is the general audience as shown by the typical family mem-bers in the advertisement.

Balance:

Contrast:Contrast is an especially important principle in graphic design, and a crucial tool to communicate an idea. It is also one of the most effortless principles to put into action. As soon as you add any element to a blank page, no matter how subtle, you’ve used contrast.• What is the product or service being advertised? This advertisement is being used to promote the cruise line “SilverSea”. • CONTRAST is being used in the design in the following way(s): (Check all that apply) X Strengthen an idea; support the message. X To create a contradiction (BIG written in very small type). X Contrasting colors ___ Contrasting values ___ Contrasting shapes X Contrasting texture ___ Contrasting typography• Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses CONTRAST. In this advertisement the designer uses contrast between the colors on the page to bring greater meaning and values into the image. The sky is completely white and the ocean is a greyish black, this makes a large difference between the top and bottom of the page and centers attention to the middle where you find the cruise liners. The use of the black and white colors also lead the viewing into mystery of what lies beyond the confines of the page which strengthens the idea of a sense of adventure. This brings the viewer to the conclusion that the advertisement must have something to do with traveling far around the world. The designers main intent was to contrast the black and white colors in the image even though there is a bit of red placed on the sails of the ship, which also contradict the black and white flow among the page. • Please describe the effectiveness of the use of CONTRAST in this design. This is a very useful use of advertisement but I find that the designer could of made the company more visible than it is on the page, possibly with a red color or bigger size font. • Who is the primary audience of the advertisement or website? The primary audience of this advertisement would be a family planning to travel somewhere for vacation or wealthy singles that wish to go on an adventure in class.

Unity is the underlying structure of a design. Think of a house: it begins with a foundation from which everything else is built. If your foundation is shaky or poorly constructed, nothing will sit solidly in the rooms above. Unity is important in a design to make everything feel as though it fits together. Repeating elements are also important in design campaigns containing multiple formats so that they in turn fit together. When a company commissions a print campaign or website, the intent is that the viewer should always recognize the identity or product being sold, whether it is a print advertisement or a website.• What is the name of the company, organization or individual utilizing this website? This is an advertisement for Garnier, a hair product company.• 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) X Lead the viewer’s eye through the design• Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses UNITY. The designer used unity in this advertisement by forming a path that leads your through the page with similar shapes that change size. This is a great use of unity because it keeps the viewer interested and leads the viewer through the design. The designer’s intent was to make sure that when the design was being viewed it would maintain a steady flow to keep the viewer enteretained. The impact of unity in this advertisement makes the viewer feel elegant and free but also contained and organized. The designer wished to make the viewer feel clean and beautiful. • Please describe the effectiveness of the use of UNITY in this design. The effectiveness of unity in this design is very useful when it comes to separating the different elements to the page and organizing in to not confuse the viewer. • Who is the primary audience of the advertisement or website? The primary audience for this website is men and women from the ages 14-30 because they are trying to meet eye to eye with the younger consumers

U n i t y :

Value is lightness or darkness of an object. Value exerts as a powerful influence on a design, creating mood, depth, and contrast.• What is the name of the company, organization or individual utilizing this website? This is an advertisement for the company Rolex and their brand of watches.• VALUE is being used in the design in the following way(s): (Check all that apply)X Creates a mood or feelingX Creates contrastX Creates movement and direction• Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses VALUE. In this advertisement the designer wanted to use value in such a way that it would create an attractive image that has both subtle and non subtle hits to the viewer. It creates a mood or feeling of an edgy product, one that would be seen as mysterious or exotic. This is meant to make the viewer feel like if they buy the product they would be more stylish or more attractive to others that see them with the product. The value leads the person through the page, making the watch in the lower left hand corner really stick out and then fades to the right side to finish the view of the design.• Please describe the effectiveness of the use of VALUE in this design. The use of value in this design is very effective because it creates direction on the page and it highlights key factors on the page as well as blending together the elements.• Who is the primary audience of the advertisement or website? The primary audience of this website is wealthy men who have a higher class and sense of fashion from the ages of 18-60.Value is lightness or darkness of an object. Value exerts as a powerful influence on a design, creating mood, depth, and contrast.

• What is the name of the company, organization or individual utilizing this website? This is an advertisement for the company Rolex and their brand of watches.

V a l u e :

Color has the power to override value. Color defines the intent of a design, the feeling, and the structure. Warm colors can make the viewer feel a range of emotions from warm and fuzzy to tense to angry. Cool colors leave us feeling relaxed and calm. Viewers respond to color in part based on cultural and social influences, but color is very subjective and based on personal preference.• What is the name of the company, organization or individual utilizing this website? This is an advertisement for the company Skittles and their line of candy.• COLOR is being used in the design in the following way(s): (Check all that apply) X Creates a mood or feeling X Creates visual tension and movement X Provides unity and balance X Provides structure and forms a grid in a design X Provides a sense of order X Creates harmony• Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses COLOR. In this advertisement the designer uses color to create many different qualities to the image. One would be that the colors create an image that flows and advertises the product and its many different flavors. The colors create more than a visual but also express the sweet taste of each different Skittle and makes the viewer develop a craving for the product. The impact of these colors create a friendly environment for the viewer and makes them feel safe and secure with the product. • Please describe the effectiveness of the use of COLOR in this design. The effectiveness of the use of color in this design is very strong because it brings out the true feeling of the product by using both primary and secondary colors that flow evenly on the page• Who is the primary audience of the advertisement or website? The primary audience of this advertisement is both men and women of all ages, more specifically those who have a sweet tooth for fruity chewable candies.

C o l o r :