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Contents... Line - pg. 2 Shape - pg. 4 Texture - pg. 6 Balance - pg. 8 Contrast - pg. 10 Unity - pg. 12 Color - pg. 14 Value - pg. 16


Line

· What is the product or service being advertised? The Product that is being advertised is Pedigree brand dog food. · LINE is being used in the design to: (Check all that apply)

X Create a mood

X Organize other elements on the page

___Create texture through illustration

This analysis was taken from an advertisement in a magazine for Pedigree brand dog food. In this article, the designer used line to organize other elements on the page. When you look at the image, you will see various graphics labeled with the benefit that the said product will provide for your dog, and while line is used to point guide the viewer’s eye to where on the benefits take place on the dog itself, it provides some organization for the graphics, making them appear more distinct by connecting them to the dog through the use of these lines, rather than just having the graphics floating out there. In addition, while the lines help organize the images on the page, the varying directions of the lines come out to the viewer in a complex manner, suggesting that the product itself was created with complexity involved, making it more appealing to the audience. Coming back to organization, it’s not just the visible lines themselves that play an importance in this ad, there are also “invisible” lines on the ad as well. These lines are not actually drawn out on the page, but are the empty spaces that separate the texts and images, which can help break down the parts of the advertisement. Now if we were to remove the elements of line from this advertisement, it would first off, lose its ability to catch the viewer’s eye, as the overall image would appear boring. Also even if you were to look at the image for a bit, the message would difficult to get across; The lack of lines would make the image appear messy and harder to read, and there would be nothing to guide your eyes to where the company wants you to look. So as you can see, line plays a number of important roles in this image. It helps make it more organized, therefore making it easier to read. The setup of the lines also serve to grab your attention, and they make the advertisement look more interesting.


Shape

· What is the product or service being advertised? The product being advertised is Campbell’s brand soup. · SHAPE is being used in the design in the following way(s): (Check all that apply)

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

___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.

___Shape is organizing the page

X Shape is helping the viewer understand the concept

___Shape is leading the viewer’s eye through the design

This analysis is based on an advertisement made by Campbell’s, in an attempt to sell a soup product of theirs. They get your attention by using a more simplistic approach, without the use of much background, and focusing more on the element of shape. Right when you see the picture of the soup in a heart shaped bowl, you might have immediately interpreted it as being heart-healthy. Behind the soup bowl is also an Ace of Hearts, which typically being a high value card in card games, suggests that the product being advertised is of high quality. The designer also gave it a very bold appearance, making it stand out better and catching the attention of the audience. If shape wasn’t at all used here, let’s say it was just a round soup bowl without the card in the background, the overall image would lose all of its meaning, and would also be just boring.


Texture • What is the product or service being advertised?

The product being advertised is the Apple iPad mini.

What is the name of the company, organization or individual utilizing this website? Please provide the URL: http://www.apple.com/ Any company, organization, or individual could be utilizing this site.

• TEXTURE is being used in the design to: (Check all that apply)

X Create a particular mood or feeling

___Fill individual shapes or areas

X Reinforce or support the concept of the design The designer used this texture to add a clean, fresh look to the page. You will notice that a lot of the content has a chrome/metallic look, a theme that is often used by Apple, which gives off the impression of looking modern, or even futuristic. The designer uses this theme to send the message of the product being the “new thing”, which appeals to audiences who are always interested in new technology.

• Please describe the effectiveness of the use of TEXTURE in this design. The way texture was used in this design is very effective, as it is easy on the eyes, and is also appealing to the audience for its clear and modern appearance, which promotes the advertised as such. • Who is the primary audience of the advertisement or website? People or companies that would use an iPad.


Balance • What is the product or service being advertised?

Samsung Washer and dryer

• 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. The designer uses approximate symmetry, which gives a more serious, and structured tone. The designer’s intent was to make the product have a sophisticated look, and the structure of the symmetrical approach the designer used makes the product more appealing to the audience in the sense of looking organized, which suggests that the product may have ease of use and/or works effectively. • Please describe the effectiveness of the use of BALANCE in this design. The way balance was used gives the product a more solid and organized appearance, and makes it easier to pass along the message of the product’s quality. • Who is the primary audience of the advertisement or website? Homeowners who are looking for a new appliance to add to their home, or to replace their old washer/dryer.


Contrast • What is the product or service being advertised?

fantastik cleaning products

• CONTRAST is being used in the design in the following way(s): (Check all that apply)

X Strengthen an idea; support the message.

___To create a contradiction (BIG written in very small type).

___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. The designer uses contrast with texture. The textures being used are a clean surface vs. a dirty one, which is shown by an image of cartoony-looking scrub brushes at the front of the page with a clean and smooth trail behind them, and to the both sides of this clean are a filthy grime. This use of contrast shows the effectiveness of the product, by showing an awful grime that you could have, and then showing you the cleanliness you will get after using the product. • Please describe the effectiveness of the use of CONTRAST in this design. \The way the designer used contrast was clearly effective in showing two contradictory textures. It is effective because the way the textures contradict can catch the audiences attention, and at the same time, pass the message along. • Who is the primary audience of the advertisement or website? Most anybody in charge of cleaning, whether it’d be a member of a household, or in a work environment.


Unity • What is the name of the company, organization or individual utilizing this website? Please provide the URL: http://www.coca-cola.com/en/index.html The Company utilizing this site is Coca-Cola.

• 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. Unity was used as a means to remain consistent with the concept of the advertisement, making it easier for the audience to understand the message. It makes constant use of the same color; red, which is the theme color for the company. At the bottom of the page you’ll also notice the designer placed a series of images, all of which use similar elements, but also send different messages, and the way they are aligned guides the viewer’s eyes through them. • Please describe the effectiveness of the use of UNITY in this design. The way the designer used unity was very effective. The consistent use of color gave the webpage a simple look, and the alignment of the advertisements at the bottom allowed the viewer to notice them all, and possible take in their messages. • Who is the primary audience of the advertisement or website? There isn’t a specific audience that this webpage is geared to.


Color · What is the name of the company, organization or individual utilizing this website? Please provide the URL: http://skittles.com/?utm_source=google&utm_medium=cpc&utm_ term=skittles&utm_content=Skittles&utm_campaign=Int_Brand The company that is utilizing this website is Mars Inc. • 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

___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. The use of color in this website creates a sense of excitement, and happiness. The designer used the rainbow theme to express this, and the intent of the design was to make the audience that the company’s product will make them feel this way. On the website the designer makes use of the rainbows to show movement, and you will notice one of the rainbows riding along the vertical edge of the website, guiding the audiences eyes downward so that they’ll see more of the content. Sections of this page are also broken up into their own different colors, in order to make it easier for the audience to distinguish them. • Please describe the effectiveness of the use of COLOR in this design. The way the designer used color was very effective. It had multiple purposes, while not being too hard on the eyes, which not only created the mood the designer wanted, but also helped with organizing the website. • Who is the primary audience of the advertisement or website? People who consume candy.


Value • What is the name of the company, organization or individual utilizing this website? Please provide the URL: http://www.panerabread.com/

The company that is utilizing this site is Panera Bread. • VALUE is being used in the design in the following way(s): (Check all that apply)

X Creates a mood or feeling ___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.

The way the designer of this site used value gave it a warm feel. The designer added bright, but also soft tones the present the restaurant as welcoming, and comforting. It also has an impact on the sandwich’s on the webpage by bringing out their fresh appearance.

• Please describe the effectiveness of the use of VALUE in this design. Value was used well, because it added to the warmth of the webpage, and explains to the audience about the feel of a Panera Bread restaurant. • Who is the primary audience of the advertisement or website? This webpage is geared towards people planning to eat out.

8 Elements ans Principles of Design  

This is my submission for the book assignment for CGD 101.

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