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Elements of Design

Brian Packard


Table of Contents -Line -Shape -Texture -Balance -Contrast -Unity -Color -Value


Line:

• What is the product or service being advertised? The product being displayed in this advertisement is Yamalube Motor oil. •

LINE is being used in the design to:

_X_Create a mood

_X_Organize other elements on the page

___Create texture through illustration

• Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses LINE. In this advertisement the author uses many different lines ,spiraling out of the products bottle, to convey a sense of excitement and fun. Among the lines is also a few different line illustrations including a running man, stars, cogs, and hearts. All of these strengthen the implications of enjoyment and also imply that this oil is special. Beyond just using the lines to convey feeling the author also used them to divide up the page in a way that makes the information easier to digest and displayed in a cleaner manner. •

Please describe the effectiveness of the use of LINE in this design.

I feel like the ideas behind the lines were well thought out and properly implemented. They really do express the feelings that they were designed to display, but maybe a little bit too well. Because the illustrations are so condensed and varied I feel that the advertisement is too busy. It attempts to express too many different things to individual details. Instead of using the lines as an overall theme for the the advertisement the author made an attempt to put too many little themes into ad. When flipping through a magazine I don’t stop for very long on advertisements, so they don’t have very long to catch my eye. After looking closely at this ad I did like the details and felt that it was done well, but if I hadn’t been looking for examples of line I never would have given the ad a second look. • Who is the primary audience of the advertisement or website? The primary audience for this ad is motorcycle owners interested in getting more performance out of their engine. Even though this is a product made by Yamaha it is designed for use in all motorcycle engines, and that is explained in the ad.


Shape •

What is the name of the company, organization or individual utilizing this website?

The website being used for shape is www.bawls.com . •

SHAPE is being used in the design in the following way(s):

___Photos and illustrations are creating shape through the actual shape and con tent of the art. ___Line or a line illustration is creating the predominant shape ___Type is creating the predominant shape _X_Shaded or colored areas are creating the predominant shape _X_Shape is sustaining the viewer’s interest. ___Shape is organizing the page ___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 in your own words how this advertisement or website uses SHAPE. In this website the designer utilizes the silhouettes of people to provide shape for the site. As the site cycles through its different customer testimonials a new shape is brought forward. By using just the silhouettes the designer has kept the viewer more interested in the site. The viewer must look closely at the shape to determine what it is. While the viewer is watching the cycling shapes they are also reading multiple testimonials which lead the viewer to further understand the product being sold. •

Please describe the effectiveness of the use of SHAPE in this design.

I believe that the designer of this site used a great designing technique perfectly when designing this site. Not only does the viewer pay more attention to the product but they are also led through the principals of the site and company. •

Who is the primary audience of the advertisement or website?

After viewing this site it is very clear that the company is marketing this product to a very wide audience. The cycling shapes depict four different individuals; a mother, a soldier, a college student, and a bartender. All of these people are quoted as saying how often they drink the energy drink as well as how much they enjoy it. This clearly shows that the company is attempting to reach out to anyone who has the need for more energy in their day.


Texture:

• What is the product or service being advertised? The product being advertised in this two page magazine advertisement is a Chevy Camaro Convertible . • • how

TEXTURE is being used in the design to: _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 this advertisement or website uses TEXTURE.

Upon turning to this two page advertisement I was immediately met with the scene of a stylish and sporty looking convertible in a large gravel lot. A man sits alone with a determined look on his face as he spins his car in circles, flinging gravel behind him. In the lower left hand corner there is a contrasting white font that reads; “NO SUNDAY DRIVES” in all capital letters. I am brought back to memories of trying to get to work on Sunday morning only to be slowed down by people creeping their way along the road on some kind of Sunday tour of the town. Clearly this car is meant to be all business. The rough texture of the gravel conveys a sense of how rough and strong this car is. The varied shade of the past tire tracks draw my eyes across the ad to the car, as it sits motionless with a torrent of gravel spewing out behind it. The car looks to be in an immaculate condition, seemingly impervious to the rocks and dirt that it passes through. This designer understood that the audience for this car wanted something that was both strong and stylish, and they have shown that here. The striking scene would not be the same if it was depicted in the parking lot of a business park. Instead this layout makes the vehicle seem like an animal, which is reinforced by the statement of horsepower on the bottom of the right hand page. • Please describe the effectiveness of the use of TEXTURE in this design. This advertisement is a perfect example as to how texture should be properly utilized. It does everything from creating mood to moving the reader towards the concept of the product, all while providing a balance to the ad. I believe this is a very effective use of texture. • Who is the primary audience of the advertisement or website? The audience for this ad is a working class man who wants an all business car that has both power and style. The audience is interested in getting the feeling that a car provides, not just its utilitarian use of getting from point A to point B.


Balance: •

What is the product or service being advertised?

The product in this advertisement is set of headphones made by incase.

BALANCE is being used in the design in the following 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. _X_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. Balanced on end in front of a an all white wall is a pair of all black headphones. The only other thing on the page, outside of the company name, are four words centered under the headphones. They read: “Natural sound. Minimal design.”. The nearly symmetrical design of the headphones leads to the feeling of a well balanced product that is both stable and powerful. The conservative design of this ad reinforces how understated and sophisticated the design of the product is. Combine all of these elements with the contrast of the black product on a white background and the reader is almost overwhelmed with thoughts of order and balance. •

Please describe the effectiveness of the use of BALANCE in this design.

Beginning with the product being “balanced” on end this ad uses balance very effectively. It is the key to the overall feeling of this ad, and without it the whole goal would be lost. The product itself uses the balance of its own design as its major selling point so its only natural that the ad campaign would mimic it. •

Who is the primary audience of the advertisement or website?

The primary audience for this ad is anyone who values a clean and minimal design while not compromising on sound quality.


Contrast: •

What is the name of the company, organization or individual utilizing this website?

The company site that I am using is UPS. It is located at http://www.ups.com/ . •

CONTRAST is being used in the design in the following way(s):

_X_Strengthen an idea; support the message. ___To create a contradiction (BIG written in very small type). _X_Contrasting colors ___Contrasting values ___Contrasting shapes ___Contrasting texture _X_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. Navigating to this site greeted me with a plain white page broken only by the UPS logo and a changing lettering that says “We <3 Logistics”. Underneath this is a strip of brown that crosses the whole page and provides a location for a box used to select language. The first thing that I noticed was the prominently displayed UPS logo skirted by their new company statement. The statement changes languages while retaining a heart drawn out of an arrow. The old idea of UPS being brown is also reinforced through the contrast of a large stripe of the UPS signature brown that bridges the whole page. •

Please describe the effectiveness of the use of CONTRAST in this design.

Contrast was the primary element that the designer used in this design. They wanted to make the user feel that UPS is a well put together organization that caters to many different nationalities. I believe that they did this very well through many different types of contrast. The most obvious use is using the different colors to guide the readers to where the primary concepts of the websites lie. One of these concepts is reinforced thru the use of the contrasting languages. The designer ingeniously replaces the previous wording with a new language, forcing the reader to see the contrasting characters. This could have been done by displaying all of the languages at once in a giant wall of text. Instead this concept better enforces the angle that UPS wants to show. •

Who is the primary audience of the advertisement or website?

The primary audience of this ad was hard to discern at first. With so many different nationalities shown as well as the broad customer base of UPS it was not an easy task. After looking at the site closer it became apparent that this is aimed at anyone would needs logistics. They are leaving their customer base as broad as possible to bring in as much business as they can.


Unity: •

What is the product or service being advertised?

In this advertisement General Electric is advertising its new weekly wellness blog. •

UNITY is being used in the design to:

_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. In this example advertisement GE utilizes unity to make the reader feel like they are reading an article in the magazine. The first page of this ad begins with a prominent title overlayed on the picture of a translucent human body. Beneath this title lies a small explanation of GE which leads the user to believe there will be more information to follow. When the reader turns the page they are greeted with a very similarly themed page. The image of the human body is repeated along with the previous title, but beneath it there is a wealth of information. This is also tied in by the same font as on the previous page as well as similar lines. All of this guides the reader thru the information presented. •

Please describe the effectiveness of the use of UNITY in this design.

Unity is very well used by the designer of this ad. They tied in just about every aspect of the first page to that of the second. When the reader flips thru the ad they are met with the feeling that this ad is very well organized, and as such they are led to believe that GE is a well put together company. The fact that this advertisement is displayed in a magazine heavily influences the design. Many readers will flip through a magazine and skip over every ad that they see without giving them a second thought. The designer of this ad knew this and decided to take a different approach from the usual, they decided to make it look like an article. Many articles utilize the same elements as any ad will, especially unity. This designer used that to make the readers pay more attention to his ad and I believe that it was very effective, so effective in fact that I had to look for the tell tale title up in the corner that designated it as an advertisement. •

Who is the primary audience of the advertisement or website?

The primary audience for this ad is anybody interested in healthy living. Most of the information presented leads me to believe that the targeted audience may be middle aged people who read health blogs online. This is also reinforced by the products that GE has to offer being primarily geared towards that demographic.


Color: •

What is the product or service being advertised?

Ben & Jerry’s Ice cream at http://www.benjerry.com/ •

COLOR is being used in the design in the following way(s):

_X_Creates a mood or feeling ___Creates visual tension and movement _X_Provides unity and balance ___Provides structure and forms a grid in a design _X_Provides a sense of order ___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. Ben & Jerry’s website is a perfect example of how color can be used to influence a viewer’s feelings towards a product or company. The use of varying shades of the same color in the design as well as the cartoony shapes makes the viewer feel that this is a fun company geared towards making them enjoy the experience of their product. These colors are further used when switching pages on the website. While the colors may not be the same they do utilize the same shades and shapes to unify the design. Each page gets a unique color that pushes the viewer to continue to explore the site. This is also helpful in keeping the site fun and enjoyable. While the site is designed with a cartoony feel it still has a sense of order and organization. •

Please describe the effectiveness of the use of COLOR in this design.

I believe that color is not only used as a design element on this site but is also used to define Ben & Jerry’s as a brand. In a world of bland neat ice cream packaging Ben & Jerry’s comes forth with a new and fun design that stands out on the shelf. This is mirrored by their website which uses it both to define the brand as well as provide organization for the information that they need to provide. •

Who is the primary audience of the advertisement or website?

This website is aimed towards a very wide audience across age groups and social classes. Ben & Jerry’s designed their site to be both friendly for children as well as informative to adults.


Value: •

What is the name of the company, organization or individual utilizing this website?

Yankee Candle http://www.yankeecandle.com/ •

VALUE is being used in the design in the following way(s):

_X_Creates a mood or feeling _X_Creates contrast ___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. Yankee Candle is a company who is defined by they’re products scent, but you cannot smell they’re products through a website, so instead they are left with only sight as a sense. In order to convey the sense of value and quality that they need to really make they’re product shine they use colors and tones throughout they’re site. The first thing that I noticed was the background on the site. It uses shades and designs to give the viewer a sense that this product is a quality item. The contrasting colors used on the multiple pages of the site point the user to Yankee Candle’s multiple different products. •

Please describe the effectiveness of the use of VALUE in this design.

With Yankee Candle being so reliant upon the scent of its products they must use sight very effectively to convey the value of their product. I believe they did this very well thru the use of both colors and shapes. The way that the warm colors were used both in the candles themselves as well as throughout the site as a whole really led to a very profound feeling of value. •

Who is the primary audience of the advertisement or website?

The primary audience for this website is anyone looking to make their home feel warmer and more “homey”. The site is not geared towards any particular sex or age group, but instead it is aimed towards a wide audience interested in making their homes and cars smell good.

Design Elements  

CGD101 Design Elements

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