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25 Cards in this Set
- Front
- Back
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composition |
whole form, relating to format -type and images in relation to one another and to the format |
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composition format |
-static: vertical and horizontal, order/structure -active: diagonal/curved chaos -closed-within the format -open-past the boundaries |
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illusion of spatial depth |
three dimensional space -trompe l'oeil: overlapping shapes -foreground, middle, background -horizontal line (vanishing point) perspective |
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single static surface |
-type driven: type is dominant -image driven: little type -visual verbal synergy- relationship between title and main visual |
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type and image relationships |
-supporting partner- classic, typeface (works with the star) neutral -sympathetic type- next biggest category (shared, similar qualities) still hierarchy -contrasting type- apparent differences, complementary |
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arrangement |
entry of focal point |
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transitions |
visual hierarchy, connecting one graphic element to another |
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emphasis |
-visual hierarchy -reading direction -color -visual weight all respond to the format |
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headline |
most important element of the layout |
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copy block |
amplifies the headline, helps convince the reader |
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peripheral elements |
required by some products and services peculiar to their functions cigs: warning medicine: side effects lawyers: quality vs other lawyer statement |
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basic layout formats |
-mondrian- visible by black rules dividing the space into multiple abutting rectangular sections -picture window-dominated by one large picture ex-jetskii in ocean -copy heavy layout-copy dominates, big type ex-bubble letters -big type- headline is the visual -frame-newspaper, elements within bounds -circus -multipanel-any picture sequence -silhouette- negative space, opposite of frame layout |
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posters |
two dimensional, single surface -to inform -persuade -produce in multiples -communicate-competes for attention with surrounding posters -reflects subject -memorable |
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poster series |
designed in a set of series, element of continuity, belong to one another |
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guidlines for posters |
-large type -simple layout -important info -one dominant element -most important message emphasized -closely related to message -bold intense colors |
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billboards |
expecially receptive to the product -pressure to stock the product -incentive to have sales -48x14 -always lit -passing automobiles -metropolitan areas -2 or 3 elements -less than 10 words -register in 6 seconds -big and thick -color bold |
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rolling billboards |
back of trucks -10.1 million viewers |
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transit advertising |
car cards either on the inside or outside of moving vehicles |
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point of purchase |
impulse buy -replaced salesmen -on the spot decision 2/3 of sales -last chance advertiser |
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book cover |
-grab attention -communicate substance |
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five phases of designing a cover |
-orientation -analysis -concepts -design -implementation |
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four basic routes of image type |
-all type -type driven -image driven -visual verbal synergy |
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compositional modes |
-modular grid-maintain unity, rectangular, visual hierarchy, subordinate focal points -divisions- achieve consonance, a whole composition that connects parts -transparency- type is postioned over a large image (placed over glass)
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branding |
-proprietary name for a product -sum total of all characteristics and assets of a brand name, product, service, or group -entire development process |
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brand strategy |
-define brands personality -differentiates -conceiving, creating, and postioning |
