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CONTENTS

Task 1: Visual Response to your 1st week at University………………………………………….page 4

Task 2: ‘Less is More’ (Closure) Exercise…………………………………………………………………page 6

Task 3 – Gestalt Exercise……………………………………………………………………………………………page 8Task 4: Visual Analysis of an Advertisement of your Choice……………………………..page 11Task 5: Colour, Shape and Symbolism and evidence of the design process……..page 14Task 6: Designing With Type………………………………………………………………………………………page 16Task 7: Creative Influence – Visit to Southampton City Art Gallery………………….page. 18Task 8: Composition and Layout…………………………………………………………………………………….page 21

Task 9: Corporate Identity and Design………………………………………………………………………….page 24

Task 11: Evaluation……………………………………………………………………………………………………………….page 27References……………………………………………………………………………………………………………………………page 28

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Visual Response to your 1 st week at University :

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REFLECTIVE STATEMENTWe have been introduced to the importance of visual and verbal literacy in our communication with others. There cannot exist a communication between two entities without this two important components. For the message to be completely and successfully transmitted it is very important to use this two techniques, because without body language, facial expressions, hand signs or letters, words, grammar etc. the message cannot be understood.

RATIONALEI have always loved mathematics and physics so the first approach I came up with was a chart. During the process of creating it I made use of Microsoft Office Power Point and also Paint. I first thought about doing the chart in Power Point but I thought it would have been too rigid, so I ended up doing it in Paint. I spent some time browsing the Internet looking for pictures or symbols that would have represented my first week here, and after deliberating which events were most important I completed the chart. I used a smiley face and a sad face for the illustration of my variation in feelings and symbols like the sun, the rain, a picture of a family etc. to mark some of the reasons for my feelings.

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‘Less is More’

REFLECTIVE STATEMENTAfter being introduced to the world of design, we proceeded to learn how to strengthen the communication through advertisements without the risk of sending missed messages. To achieve this goal, the use of the basic elements of visual communication is extremely important. Each of them: colour, type, shape, tone, texture and imagery, can individually modify the message that is supposed to be sent. In starting a process of design, one of the most vital things to be considered are the principles of design. Using diversity, dominance, balance, rhythm and harmony, a perfect balance can be created towards the final purpose, which is creating a design that perfectly sends out the message needed.

RATIONALE:

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I started by searching for an object really interesting that could inspire me. Because of the fact that I didn’t have a very good camera I had to use a picture on the internet. After a while of browsing I finally decided on the picture of a butterfly, which I found to be inspiring enough. Even though my first thought was focusing on the head of the butterfly, I felt more attracted to the pattern of the butterfly so that was what I focused on in the end. The end result was in my opinion, absolutely amazing, looking more like the eye of a tiger rather than the butterfly that it started as.

Gestalt Exercise

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1.FIGURE AND GROUND

This is a representation of the first Gestalt principle, figure and ground.

2.CLOSURE

The second Gestalt principle, closure, is succesfully identified in this picture because the human brain can imagine the parts missing and realize it is a star.

3.SIMILARITYPage 7 of 29

Similarity, the third Gestalt principle, is recognized by the numerous stars present in the picture, similar by shape and colour. Also, in the same picture we can identify another principle, which is proximity. The stars being close to each other, we perceive them as a group.

4.PROXIMITY

In this picture we can identify the principle of proximity. Even though different shapes can be discerned in the image, the fact that they are close to each other compels us to perceive them as a group.

5.CONTINUITY

This principle can be observed in the image because of the fact that the brain perceives the multitude of stars as a whole, seeing the shape of a heart. We can also identify the principle of similarity, the stars being

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the same size and colour, and the principle of proximity, because they are perceived as a group.

GESTALT THEORY

Even though the image is a simple one, it manages to reflect all of the five Gestalt principles. It covers figure and ground, but also closure, because we realize it is a circle, even though the picture doesn’t show it all. Also, similarity, continuity and proximity are obvious, the circles being the same size and colour, grouped together and being perceived as a whole.

Visual Analysis of an Advertisement

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ADVERTISMENT ANALYSIS

When launching a new product, one of the most important steps is the advertising part. To make an impact upon the targeted audience, and convince them to be open towards your new product you have to create a perfect balance between design, message and originality, the goal being manipulating the public into favoring your product. This theory doesn’t apply only for certain products, but also for campaigns, services, movies, music.

One of the biggest cinematographic events of 2010 was the release of “Harry Potter and the Deathly Hallows, Part 1”, the 7th movie of the legendary series “Harry Potter”. Being a world-wide viewed movie, the campaign for its release started all over the globe, the original poster being released a year before the movie came out. Even though the targeted audience for the first movie “Harry Potter and the Philosopher’s Stone” was mainly children, during the years it has advanced to a higher level, so as the 7th movie was targeted for people of all ages. The Harry Potter fever has reached every single person in the world, and the expectations for the 7th movie were quite high. In these conditions the advertisement for it had to be of an exceptional quality, reaching for perfection.

A combination of photography and animation, the official poster illustrates an action scene, creating the perfect atmosphere for the publics. The first thing to attract the eye in the image is the main character, Harry Potter, followed closely by the 2 best friends, Hermione Granger and Ronald Weasley. The positioning of these 3 characters as main symbols is extremely significant for the story, reminding the publics of the unbreakable bond between three friends. This bond is very important because it represents the power that leads the story. The next eye-catching element of the poster is the title, a symbol for each of the movies. The typography used is perfect in the context, the silvery nuance of the writing and the edgy shape conveying the message of danger, one of the key elements in the movie. Also, the similarity with a sharp sword reinforces the perils and atmosphere of the story, attracting the publics into a world of unknown. This is a very powerful symbol, which amplifies the continuity of the movie.

The main colours used in the creation of this poster are different shades of grey, blue and white; a perfect choice of colours, sending feelings of coolness, infinity, uncertainty. Also, the use of white in the central part, in the background, illustrates the feeling of hope, reaching the white gate that promises a better place and anticipating Harry’s trip to a world between the living and the dead. The background of the poster is an image of a dark forest, another key element in the movie. Through the journey in escaping the evil, the forest will be a main help for the 3 friends. Thus, the image of a deserted, dark forest is extremely suitable in the anticipation of the environment. The naked trees, with their solitary branches impose a gloomy atmosphere and foresee the mysteriousness surrounding the story.

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We can find quite a few Gestalt principles in the image. On one side, there is a big use of closure elements. Even though the trees and the characters in the second plan are not completely in the picture, we can imagine the missing parts so the effect is even more compelling. Also, similarity and proximity are used in the positioning of the three characters. Their similarity in clothing and their proximity amplify even more the powerful bond between the three and the need for each other. The fact that the poster captures a moving image, the run towards their goal, gives continuity to the creation, as well as giving a powerful dynamic to the image itself.

All in all the poster is quite balanced in its elements. Even though the dominant element is the main character, which is illustrated in bigger size than any of the others, the balance is created by the title of the movie and the use of white in the upper part of the image, giving rhythm and harmony to this creation. Even though there are many elements present in the poster: three characters, trees, roots, branches, they are combined in such a way that the overall result is not a crowded one, and certainly not overwhelming.

Just as John Berger says in “Ways of seeing”, “Seeing comes before words”. A very inspiring quote that sums up the whole amazing effect of the poster for the award winning “Harry Potter and the Deathly Hallows”.

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Colour, Shape and Symbolism and evidence of the design process

REFLECTIVE STATEMENTFor achieving a successful add, there has to be a perfect balance between colour, shapes, symbols and typography. Colours can provoke extremely different reactions. Warm colours will awake feelings of acceptance and happiness, while cold colours will evoke feelings of rejection, hardness. Also, symbols are extremely important because they have to be interpreted in the correct way or else the message isn’t understood correctly anymore.

RATIONALEI started thinking about an event that had evoked powerful feelings in me, so that I could represent it through colours and symbols. I decided to go for a recent event, so I chose my birthday, my first birthday away from home. First of all I drew a mind map, in the a wonderful idea will occur to me.

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My first try was a bit too crowded so I went for the “Less is more” principle and simplified it a bit.

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Designing With Type

REFLECTIVE STATEMENTIn visual communication, typography is just as important as images. For the message to reach its publics as it should, these two elements are extremely vital. Typography can be used to transmit a specific emotion or feeling, and can be very effective. Each style of type can send a different message and can sometimes be more expressive than an image, because it can enhances the message. Depending on the target audience, the suitable type font must be chosen, so that the advertisement has a powerful impact.

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I started by thinking of an important message that I could send using typography. After brainstorming for a while I decided a quote would be perfect. I chose a quote written by Jessamyn West: “Fiction reveals truths that reality obscures. ”, because I thought it represented me. I am a very optimistic person and I believe that everything is possible, if you only believe it. I chose the Gyddyup Std type face because I thought I would reveal the fantasy world the quote mentions. Also, I used a sapphire blue colour for the writing itself because it reflects the imaginary world that exists somewhere just beyond our knowledge. I think all in all this visual communication piece expresses perfectly one of my life principles.

Creative Influence

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Edward Matthew Ward, RA (1816-1879)

Leicester and Amy Robsart at Cumnor Hall

The Southampton City Art Gallery has quite a collection of amazing, unique paintings. During my tour I saw many different combinations of techniques and unique combinations of colours , that resulted in extremely beautiful art creations. Out of all the wonderful paintings that I saw the one that inspired me the most was “Leicester and Amy Robsart at Cumnor Hall”, by Edward Matthew Ward. This painting is an exceptional illustrations of the past, the artist capturing the exact feelings and behaviours of the time. The positioning of the women at the feet of the man reveals the position of women in society at the time being. It illustrates the submission of females to the power of men, and their lack of rights. Also, the expressions on the faces of the characters reveal their true feelings. No love or emotion can be observed on their faces, only a passive tolerance towards each other. Once again the portrait reminds us of the customs of the past. Back then, feelings didn’t matter in a marriage; the only important things were social status and wealth. The atmosphere is made perfect for the scene by the presence of the numerous objects present in the image, objects specific to the 19th century.

The layout of the painting clarifies the importance of social status as well. Portraying two very important people, the center of the painting illustrates the two in specific detail. We can observe the use of white space, which again has the role of leading the eye of the viewer towards the two central characters, emphasizing them as the most important things in the painting. The same effect is produced by the lighting, the two being bathed in light while the rest of the room is in semi-darkness. From the Gestalt principles we can find the element of

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closure, in the fact that the painting in the background is only half represented, leaving the viewer to imagine the rest. Also, proximity and continuity are present. The two characters being painted very close to each other makes us think of a bond, and we perceive them as a couple. The woman standing just underneath her husband gives continuity to the image, as well as her long skirt.

REFLECTIVE STATEMENTDuring our lectures and seminars we have learned how to notice and use the basic principles of design, as well as the Gestalt principles. We have discovered how much visual communication between a company and its publics matters and how the perfect balance must be found in design. This course has brought us to a point where, going to visit an art gallery, we could distinguish quite easy the styles and principles used in each of the paintings.

RATIONALEDuring the visit at the museum I have seen many amazing paintings, but the one that inspired me the most was “Leicester and Amy Robsart at Cumnor Hall”, by Edward Matthew Ward. I was impressed by the fact that it showed the reality of the 19th century in delicate, yet very genuine way. The amount of jewelry present in the painting, which demonstrates once again the social position of the two characters, inspired me to create a visual piece of my own, illustrating a unique sapphire, that is unique in the world. Safely cocooned on a red royal pillow, the jewel attracts any person’s eye, because of the use of white space. As well, the colours used are powerful colours which would impress anyone. I think my visual piece would be every woman’s fantasy, because it makes you think of fairytales and Prince Charming’s on white horses.

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Composition and Layout

Apple is one of the most recognized brands of this century. The main characteristics being elegance and sophistication, they have created an add up to their standards. The use of white space can transform a simple add into a professional, sophisticated one. This is the case with this particular advert as well. The eye of the viewer is directed through use of white space towards the center of the image, which represents exactly the product they are advertising. The plain background attracts the eye even from a distance, the central piece creating an amazing effect this way. The contrast between the simple background and the elegant center piece amplifies the importance of the product, making

the publics wish for it.

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Nike is another very well-known brand. Always coming up with new models, their main characteristic is originality. While in the Apple advertisement white space was used to amplify the impact of the image on its publics, in this particular advert the white space has the

role of creating a balanced and harmonious layout, giving elegance and purity to the design. The intense use of white space for Nike Airmax 360 helps in sending out the necessary message to the publics, it being that wearing the new Nike model will make you feel like floating on air. Also, it give focus and emphasis on the product adverted, directing the viewer’s eye towards the shoe.

Lotus is a new brand of body and face creams, which promises to be excellent because of the use of natural components. The new add for the product uses white space so the eye of the viewer is directed towards the center piece, which is the logo of the company.

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REFLECTIVE STATEMENTDuring our lecture we found out that white space is a very important element of design, which has the purpose of defining and enhancing different elements of the image. The use of white space can help reaching different goals, such as attracting the eye, creating a balanced and harmonious layout, separating the different objects in the image and of course giving focus and emphasis on a particular element of the design. Also, it usually gives a professional, sophisticated image to the design. Used in numerous adverts and designs, white space is one of the most popular design elements.

RATIONALEHaving to analyze two different ads using white space, I started browsing the internet on the search for the ones that fit best. After selecting quite a few that were adequate, I finally decided for Apple and Nike, two of the most known brands in the world, both famous for their originality in advertising. Both ads had a vast use of white space and both accomplished their purpose with the help of this particular element of design. In the creation process of a new advert, after searching for ideas, I finally decided for a brand with a logo that promotes the lotus flower. This way the main characteristics of the product, delicacy, softness, but power as well, have been transmitted to the publics. Using white space, the emphasis has fallen on the flower placed in the middle of the advert, eye catching with its position and powerful color.

Corporate Identity and Design

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McDonald’s Corporation is the biggest chain of fast-foods in the world. The first restaurant being opened in the 1940’s, the logo has remained the same ever since, very few changes being made to it.

This logo is a memorable one, representing one of the favorite places to go to for every family. Even though 50 years have passed, it has not been changed. Even though the general opinion is that the logos have to be in pace with time and fashion, this is one

that will probably always be successful because of its simplicity and loyalty. The corporate colours, red and yellow, are warm, matte ones, especially chosen so that it would send feelings of warmth and happiness. They illustrate the exact atmosphere that you can find in any of the McDonald’s restaurants, where you can feel like home. The typeface, the shape of the M, appeals to the child inside every person. Only seeing this logo you cannot contain the craving for one of their products. This logo could easily be modified, and it would still keep it’s originality and purpose. For example, if we were to cut out the “McDonald’s” inside it, leaving only the yellow M on red, everyone would still recognize it as their favorite restaurant, because of the brand value. Also, if we were to change the colours, for example put green instead of red, the logo would still be recognized. Even though many changes could be made to this particular logo, the general preference is that it should stay the same, it’s originality and simplicity not being overcome by any modern design.

Walt Disney has been the leader in family entertainment for over 8 decades. One of the most loved companies by children and parents as well, they never cease to surprise us with different versions of original fairytales.Page 22 of 29

Their logo constitutes of a castle in the background, with the company’s name in front. It is a great representation for the company, which deals with fantasy and dreams come true, the castle summing all this ideas up. The corporate colours are different shades of blue, which usually sends feelings of coldness, but in this case the effect is totally opposite because of the sparkles. The overall effect is one of wonder and joy, taking the viewer into a world of fantasy and lushness. Also, the typeface, just like in the case of McDonald’s, appeals to the children, creating a whole new world for them that will further help their growing into adults. This is one of the most memorable logos because of its uniqueness and importance for all the kids in the worls. Seeing the logo is just like going home after a long time. It makes you feel you belong. It is a logo recognized by everyone as a symbol of childhood. Also, it is transferable across a range of media. Actually it is used for a lot of different objectives. It is used for movies, music, games etc., of course all belonging to Walt Disney Company.

The logo could easily be modified, for example by changing the colours. No matter what colours would be used the effect would be the same as long as the castle and the typeface are kept. Or, another change might me completely removing “Walt Disney” and leaving only the castle. The brand is so well known that people would still recognize it and love it just as much.

All in all, both logos represent very well the heart of the companies they stand for, being extremely effective by their memorability and their overall design.

REFLECTIVE STATEMENTCorporate identity is the element that gives the publics the answers to questions such as “Who we are?” and “What are we doing?”. Usually, the best way to do this is through brand logos, which are the elements representing the core of the company and helps in promoting instant public recognition. A logo has to be meaningful and relevant, has to give the publics confidence in the company and has to bring originality to the image of the company. It might have a long history or be a new one, but the important thing is to have a powerful impact on the publics and be memorable.

RATIONALEDuring the search for two efficient logos, I found many interesting designs, some very effective, some not quite. There are thousands of models existing and each brings something new in the world of design. In the end I chose to work with the logos for McDonald’s and Walt Disney, two of my favourite companies and two of the most successful ones in the world. Even though they are very different in structure and design, they both appeal to a large public and are extremely effective in attracting new publics as well. I found it a very interesting process analyzing these two logos, the two of them evoking sweet memories of home and childhood.

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Evaluation

This unit has been amazing! Even though I am not a particularly creative person I have learned how to understand better and use my imagination towards discovering the meanings behind designs. The theory has been combined with practical work in a perfect balance so that we could develop a perfect understanding of principles and basic elements used in design and creativity. We have learned how to enhance the publics opinion on a company using visual communication and I am absolutely sure I will use everything I have learned in my future career.

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REFERENCES http://www.hiren.info/desktop-wallpapers/animals-birds-pictures/gold-

butterfly-12a

http://screencrave.com/2010-10-01/new-harry-potter-and-the-deathly- hallows-poster-the-end-begins/

http://www.google.co.uk/imgres? q=SMILEY+FACE&um=1&hl=en&sa=N&biw=1366&bih=600&tbm=isch&tbnid=xH7m52kyZJQuPM:&imgrefurl=http://swanboroughgardens.co.uk/un-smiley-face-emotions.php&docid=sCCMvsC5pDRZEM&imgurl=http://edtech2.boisestate.edu/hermanb/edtech521/images/smileyface.jpg&w=273&h=303&ei=tOTUTq2-HIu68gPT7cn5AQ&zoom=1&iact=hc&vpx=300&vpy=190&dur=654&hovh=237&hovw=213&tx=133&ty=120&sig=117103238643839995991&page=5&tbnh=114&tbnw=103&start=101&ndsp=25&ved=1t:429,r:1,s:101

http://www.google.co.uk/imgres? q=birthday+hat&start=29&num=10&um=1&hl=en&biw=1366&bih=600&tbm=isch&tbnid=YgdRBAeQhV6wzM:&imgrefurl=http://www.clipartelek.com/birthday-clipart.htm&docid=VUNomEunCiN9XM&imgurl=http://www.clipartelek.com/wp-content/uploads/2010/02/birthday.jpg&w=279&h=385&ei=-uTUTtKYKdDJ8gOs1OmVAg&zoom=1&iact=hc&vpx=740&vpy=224&dur=

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1648&hovh=264&hovw=191&tx=137&ty=182&sig=117103238643839995991&sqi=2&page=2&tbnh=117&tbnw=90&ndsp=30&ved=1t:429,r:15,s:29

http://www.google.co.uk/imgres? q=present&um=1&hl=en&sa=N&biw=1366&bih=600&tbm=isch&tbnid=7410LwyVPSmrHM:&imgrefurl=http://www.craftyjenny.com/free-clip-art-download-present-pink.html&docid=wYYwioNelzXkZM&imgurl=http://www.craftyjenny.com/images/clipart/present-pink-download.gif&w=300&h=300&ei=eCrVTtneNMS58gP-lZyJAg&zoom=1&iact=rc&dur=449&sig=117103238643839995991&page=2&tbnh=115&tbnw=122&start=24&ndsp=25&ved=1t:429,r:17,s:24&tx=110&ty=21

http://www.google.co.uk/imgres? q=birthday+cake&um=1&hl=en&sa=N&biw=1366&bih=600&tbm=isch&tbnid=c3CJ4yCRDinVKM:&imgrefurl=http://www.expressgiftservice.co.uk/index.php/cakes/birthday-cake-sponge-blue.html&docid=AJzgEWh6ieoAHM&imgurl=http://www.expressgiftservice.co.uk/media/catalog/product/cache/1/image/300x/5e06319eda06f020e43594a9c230972d/b/i/birthday-spoge-cake.jpg&w=300&h=300&ei=5SrVTq3ABsPR8gPnvoGTAg&zoom=1&iact=rc&dur=443&sig=117103238643839995991&page=2&tbnh=110&tbnw=162&start=27&ndsp=26&ved=1t:429,r:25,s:27&tx=102&ty=6

http://www.google.co.uk/imgres? q=heart&um=1&hl=en&sa=N&biw=1366&bih=600&tbm=isch&tbnid=Ep9UhEURcaFzqM:&imgrefurl=http://www.freeimagesarchive.com/details.php%3Fimage_id%3D2719%26sessionid%3D4d8f32e662b8fea2ec45e0535ac3058f&docid=VhchDYpI4QsdWM&imgurl=http://www.freeimagesarchive.com/data/media/67/2_heart.jpg&w=300&h=300&ei=iCzVTrunFc_m8QOUo-CoAg&zoom=1&iact=hc&vpx=455&vpy=157&dur=1252&hovh=225&hovw=225&tx=105&ty=158&sig=117103238643839995991&page=1&tbnh=108&tbnw=122&start=0&ndsp=24&ved=1t:429,r:2,s:0

http://naldzgraphics.net/design-2/11-reasons-why-white-spaces-are-good- in-graphic-design/

http://www.canistercreative.com/newsletter/october_09/white_space.html

http://www.google.co.uk/imgres? q=fairytale+castle&um=1&hl=en&biw=1366&bih=600&tbm=isch&tbnid=CG7juDjqhkhUdM:&imgrefurl=http://muralswallpaper.blogspot.com/&docid=tm3FIr1ZW8WU0M&imgurl=http://2.bp.blogspot.com/_Lm8XLPWJKRw/S97buvgfhcI/AAAAAAAAACQ/WwkF3vNVAqo/s1600/kids-wallpaper-large-13.png&w=759&h=493&ei=2g7VTqe2BYTLhAfHnIx_&zoom=1&iact=rc&d

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ur=320&sig=117103238643839995991&page=5&tbnh=112&tbnw=164&start=100&ndsp=25&ved=1t:429,r:5,s:100&tx=61&ty=19

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