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Line Shape Texture Balance Contrast Unity Color

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What is the product or service being advertised? L’Oreal Paris “the super slim” Felt tip Eyeliner Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses LINE. The line in the ad creates a mood of elegance by the whimsical lines framing the eyeliner pen. That draws your attention to the pen along with the highlighted area around the line. The curves and curls also make the very serious looking black and white ad kind of elegant and sophisticated. The line organized the other elements on the page by breaking up the logo of that specific eyeliner and the general brand logo. It also under lines the eyeliner logo and guides your eye down to the product. It does this by bringing the underlining part of the line from under the logo down and behind the product itself. The designer of this ad used line as a way to frame the product and draw your eye straight to the eyeliner. They did this by twisting and curving the line behind the product, which distracts the eye from the rest of the page and brings your eye straight to the eyeliner pen. Its also making a statement of how smooth the eyeliner runs for the “WON’T SKIP, DRAG, OR SMUDGE” caption. It does this by creating a smooth and continuing bold and dark line to show those characteristics of the eyeliner. A quote on the page was “Go subtle…Or striking,” this is also demonstrated with the line showing that it could be thick or thin, curvy or straight but always smooth and clean. The designer is trying to get the reader to look at the product and guide their eyes straight to it, then to look at the picture and see how smooth it is on the model and hopefully buy the product. If the audience is anything like I am, as soon as I turned to this ad my eyes went straight to the product because of the use of the line. Looking at the line makes me feel as though this product is a very good eyeliner because of how the line starts at the tip of the pen and it shows how the product will look when used on the lash line. Which is smooth, bold, and dark; what I’d say most women that use eyeliner would want. I also know that when I first looked at this ad the line drew my eyes away from the rest of the ad for a long time. I think the use of line this way holds the audiences attention to the product so they remember how it looks like. Please describe the effectiveness of the use of LINE in this design. The use of the line was good in this way because of how bold and dark it is against the lighter outline, really gets the audience to look and pay attention to it. And it convinces the audience to think the eyeliner pen has a smooth application and is easy to use thick or thin. Who is the primary audience of the advertisement or website? The primary audience of this ad (in “Glamour” magazine) would probably be woman in their 20s that are into fashion and cosmetics. LINE is being used in the

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design to: (Check all that apply) X Create a mood X Organize other elements on the page _ Create texture through i llustration


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. ___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 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 caramel that is coming out of the split candy bar bends and is the shape of vampire teeth and a drop of caramel represents blood. The Shape is colored and made to look like caramel coming out of the candy bar. It is colored in a way to stand out against the black background. This shape is sustaining the viewer’s interest by imitating the shape of vampire teeth and a drop of blood to entice the audience to buy Halloween candy, through the texture and shape of caramel when it is stretched. In the October issue of this magazine it advertises Halloween products, so having a Halloween themed ad could hold their attention. The shape is helping the viewer understand that this product is needed for trick or treaters on Halloween. Vampires are a well-known symbol of the holiday of Halloween. So when the caramel is shaped into vampire teeth and blood drops, the viewer understands the company is advertising for Halloween candy.

What is the product or service being advertised? The product being advertised is MilkyWay fun sized candy for Halloween.

The stretched caramel is bringing the viewers eyes from one side of the magazine to the other which leads them to the bottom of the ad in the corner. In the corner of the ad is a small package of fun sized MilkyWay candy bars. The designers used shape to create vampire teeth out of the caramel inside of a candy bar, to hint the viewers to buy MilkyWay fun sized candy bars for the Halloween season. The vampire, as a popular figure for Halloween sales, is being used as a way to convince them also. The designers goal was to catch the viewers eyes and keep the audience’s attention long enough to convince them to buy MilkyWay fun sized candy bars. The designer was hoping to sell the product through using elements of the product such as the caramel inside of the candy bar. The shape of the camel impacts the audience to want the candy bar, or buy it for the trick or treaters on Halloween night. The shape of the caramel creates a playful mood making the viewer feel young, hungry, and want the candy bar. The audience’s response to this use of shape may be to go out and buy the bag of candy bars. Please describe the effectiveness of the use of SHAPE in this design. I think this ad utilizes the caramel’s stretchiness and shape as a good way to create the mood for Halloween. Who is the primary audience of the advertisement or website? The primary audience for this ad would probably be mothers and fathers or middle-aged homeowners.

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What is the product or service being advertised? Under Armour is introducing a new product called Coldgear. Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses TEXTURE. The multiple textures through out this ad were used to create different feelings or moods. For example looking at the ad, under the Coldgear fabric texture being advertised, is another texture. This texture uses warm colors and repeating lines (which is the pattern inside the fabric) that simulate coils or a heating system, to create the warm, thermal or heated feeling. The use of textures also create an intense mood by how the designer put the foggy texture over the model and used the vibrant colors in the heat pattern. The textures being utilized are mainly being used on the far right area of the ad, off to the side. The texture reinforces the design by playing on the idea of how Under Armour’s Coldgear keeps the warmth in the fabric. The designer used texture in multiple ways in the advertisement. They used the texture of the fabric, repeating line pattern, and a fog texture to create the ad. The fog texture was used over the picture of Tom Brady (the model) that is running to give the audience the idea of how he is running in the cold with the Coldgear on. The designer used the close up of the fabric to bring your eyes from the picture to the texture of the lines, which shows the audience that your body heat stays under the Coldgear. The designer is using the textures in the ad to try and convince the audience that by wearing Coldgear, the runner stays warm even when there is snow on the ground. They are trying to keep the audience’s attention long enough to make them believe Under Armour Coldgear is going to keep them warm and they should buy it. In this ad, the texture is really emphasized to show how the pattern on the inside of the fabric’s texture creates heat. In using these textures the audience is given the idea to buy the product for outside winter activities. The audience members’ eyes are guided through the design of the ad, using the textures that go from the cold feeling to the warm feeling. The thermal and heated feelings that the textures give off, helps to ensure the audience that the product will keep them warm during winter activities. The use of texture in this ad, also contributes to how the audience feels the need to buy Under Armour Coldgear. Please describe the effectiveness of the use of TEXTURE in this design. The use of texture in this ad was very effective. The way the designer took the audience through multiple textures, from cold to hot, guided and showed them what the produce was all about. It also helped focus the attention of the viewer to the more important points in the ad.

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 de sign


What is the product or service being advertised? Origins Plantscription SPF 25 Anti-aging face cream Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses BALANCE. The Balance in the ad gives a clean and serious mood or feeling while also demonstrating an organic element to the design. The design is clean and serious, because of how balance was executed to be very tight and professional. It was also organic and had a sense of unity at the same time. How the elements where used on the page made them fit together harmoniously to form the balance needed to create the ad. All the elements that are used to create the balance through out the design are placed in a certain spot using asymmetry. Asymmetry is used to reinforce the message that is trying to be sent to the audience. This message is not only informational, but also creative. The designer used balance by placing the elements on the page such as the product itself, the beaker, the raspberry plants, text, and background shapes, all in certain places. The objects are staked offset going up the page from the bottom left corner, diagonally up toward the upper right corner. Under the product the beaker is mirrored by the body text and title. Putting all these elements together create the balance used in the ad. The designer’s intent is guide the audience’s eyes up the page from the bottom to the product itself, and back down to the body text, while incorporating actual elements of the product. The designer is trying to get the audience to want to try the anti-aging cream, based on what they see on the page. The use of balance impacts the audience to really look at the ad. Although there is a lot going on, on the page, the way the objects were placed, the produce and body text really stands out. The use of balance is almost relaxing to the audience. It doesn’t make it difficult to find what is trying to be advertised, so it keeps their attention long enough to read the body text and find out about the product. It gives the audience the feeling of organization and shows the feeling of cleanliness. Please describe the effectiveness of the use of BALANCE in this design. The use of balance really draws your attention to what the designer wanted you to look at, and in what order. The use of asymmetry brings your eyes up the page and to what the company actually wants you to look at, which is the product. Who is the primary audience of the advertisement or website? The primary audience is probably mainly woman that are beginning to age, and are starting to see winkles on their face.

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BALANCE is being used in the design in the following way(s): (Check all that apply) X To create a mood. ___Symmetrical balance is reinforcing the message—such as; serious, conservative, sophisticated, stable, elegant, etc. X Asymmetrical balance is reinforcing the message— such as; relaxed, informal, freeform, creative, etc. ___To create visual tension by being obviously unbalanced.


What is the product or service being advertised? Apple iTunes ads Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses CONTRAST. The advertisement for iTunes is using contract to strengthen the idea to buy music, gift cards, and products from iTunes by having the black figure of a person dancing to music coming from the white iPod. This is also using contrasting colors to really bring the attention of the audience to the iPod. The designer used contrast through color, by having the iPod be the element that stands out the most against other darker colors. The designer’s intent was to advertise iTunes using a simple approach that really stands out and gets the message or idea across. The designer utilizes contrasting colors to bring the attention of the audience straight to the iPod, then to the dancing person. The designer was hoping to sell the product through simplicity of the contrast of just color. The ad impacts the audience to look straight to the iPod, and instantly know whom this ad is advertising for. It catches the eye of the viewer and interests or engages them into buying the product from iTunes. How the designer used contrast, with contrasting colors of the iPod and the black person, against the bright colored background, catches the attention of the audience. This color contrast is annoying to the brain, but makes the audience want to look at the ad. This could make the audience buy the produce. Please describe the effectiveness of the use of CONTRAST in this design. This ad is very effective because of how it instantly catches and keeps the attention of the viewer though contrast. The white against the black and other darker background colors really bring out the product and get the point across. Who is the primary audience of the advertisement or website? The primary audience of this advertisement would most likely be anyone using an Apple product that is looking to buy music, gift cards or other Apple products.

CONTRAST is being used in the design in the following way(s): (Check all that apply) X Strengthen an idea; sup port the message. ___ To create a contradiction (BIG written in very small type). X Contrasting colors ___ Contrasting values X Contrasting shapes ___ Contrasting texture ___ Contrasting typography


What is the name of the company, organization or individual utilizing this website? Polecat is using this website to showcase the process, development, and projects their company is working on. http://www.ipolecat.com/ Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses UNITY. The website shown provides consistency through out the website by using similar elements such as type, texture, color, and theme. By having planes, using the same color scheme, and same type in all three slides the website guides the audience from slide to slide without confusing them and keeps their interest. The designers used unity by including the same elements and effects on each slide so they all have a relationship with one another. They have utilized unity in this design by having they same theme that includes cartoon planes on each slide. Each slide ties to the next by going step by step in what they do. The first slide shows the “process” which includes half a drawn plane and half a build plane. The next slide that shows “development” illustrates a plane in pieces and lines that direct how the plane fits together. Lastly, the end slide shows two planes with a playful background for their “projects” page. All these are brought UNITY is being together by a few different elements within the designs. used in the design to: (Check all that The intent of the designer was to pull the audience’s attention apply) from one slide to the next, while showing them what each link X Provide consistency was going to show them through the pictures above. By using unity in X Unify the design with consistent this way, the designer hopes to bring the audience to drawn into the elements (grouped/repeating elements) website and view their projects they are working on. X Lead the viewer’s eye through As the audience of the website looks through the slides, their the design Interest is caught by the design and makes them continue with the rest Who is the primary audience of the of them. As the first slide was described, the half drawn, half built plane advertisement or website? catches the eye of the viewer and leads him to the next slide, which The primary audience for this shows how it is built. This represents how the iPhone and iPad apps website would be iPhone or iPad users, are created. By showing this representation the audience understands that need apps such as a meal tracking, location-based reminder, or Russian interior service apps.

what each link means. The use of unity impacts the audience in multiple ways. Not only does it guide them like describe, it also keeps the interest of the viewer to keep them longenough to look at the process and eventually the project or product. The use of unity makes the audience feel connected to the website through consistency shown in the website design. If the website had a different theme for each slide, the audience may become confused about if the process, development, or project pages are even connected at all. The response to the use of unity is the length of time the audience spends looking at the website. In this case it is longer, because of the designs ability to keep the attention of the audience. Please describe the effectiveness of the use of UNITY in this design. The unity in this design is effective because of how the audience’s attention stays through the whole design from start to finish. This design uses unity well and is effective because of how consistent it is through out the website.

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What is the product or service being advertised? Valspar Paint is advertising for their “Love your color” Guarantee. Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses COLOR. The designer uses color to create a playful or energetic mood by using a color purple called “Cosmic Berry 4001-10c” in the ad. They also use a green, which is an analogous color to purple, meaning they are neighbors on the color wheel. The use of color also creates movement from the top of the chameleon, which is green down through the gradient to purple on the lower half of it. It brings your eyes down the page to the product that the chameleon is standing on. The consistency and symmetry of the colors used creates unity and balance within the ad. Also harmony is created through the use of color by how the colors make the ad flow and come together. The designer used color by making half the chameleon green and the other half purple to make it seem like it was in the process of changing color. It was used to stand off the page and grab the audience’s eye as they flip through the pages on the magazine. The designer also used the color purple to brighten up the ad, which other wise would be dull. The designer also uses very vibrant colors to not only advertised for the guarantee, but also for the color of the paint and how nice it is. The designer’s intent was to play off of how a chameleon changes color to show the audience how they can use the “Love your color” guarantee. They were hoping that through the concept they created, the viewer would understand what they mean. The impact of the use of color on the audience really drives the point across that they are able to change the color of their paint if they don’t love it. The vibrant colors also catch the eye of the audience to draw them into the ad and make them read the body of text. The use of color in the design uses energetic colors in the design to make the audience interested. The ad attracts the viewer by the bright colors, but holds their attention through the idea of the chameleon changing color so they can change the color of their paint. Please describe the effectiveness of the use of COLOR in this design. The use of color in this design was effective because it gets the attention of the audience long enough to get the message across and inform them about the “Love your color” guarantee. Who is the primary audience of the advertisement or website? The primary audience of this ad would probably be homeowners that read Better Homes and Gardens magazine and are looking to paint.

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 ten sion and movement X Provides unity and balance ___ Provides structure and forms a grid in a design ___ Provides a sense of order X Creates harmony


What is the name of the company, organization or individual utilizing this website? Casey Britt is using this webpage as a Portfolio. http://caseybritt.com/ Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses VALUE. The design of the home page of Casey Britt, gives the audience an intense and curious feeling because of the value. The same use of value creates contrast by how dark the shape of the person in the center of the page is. Also other elements of the page creates movement and direction by using other objects with different values to guide the viewers eyes though the design, for example the contrast of the line toward the top of the page. The designer utilized value as a way to draw the audience into exploring his website. He used value in multiply ways through out the homepage. For example besides the main shape of the dark person the contrast of the white line brings the viewer to scroll over the words that seem to be hidden because of the color. Once they scroll over the words, contrast is used again and the words are a contrasting white so the viewer can read it. The designer’s intent was to use value to draw the audience’s attention into the website by the contrast of the dark shadow across the face of the person. Then to guide the eye around the rest of the home page the designer uses value through ¬contrast and direction. For example the next strongest elements on the page would be the words “Casey Britt” and the logo in the top left corner. This is because the contrast of the objects is so strong against their backgrounds. These examples show how value is used to guide the eye and interest the audience. The webpage also uses value again to impact the audience instantly by the contrast between the dark shadow person, and the bright white background. This element instantly grabs the attention of the viewer. It helps the designer to get the viewer to be impacted enough to stay on the site and look through their work. The website gives the audience an intense feeling because of the amount of contrast used through value. Between the dark and light colors on the page the audience’s eyes are drawn to just where the designer wanted them to go first. Then other uses of contrast are used to direct the audi ence’s eyes go to other parts on the page and create movement. Please describe the effectiveness of the use of VALUE in this design. This was an effective use of value because of how strongly it impacted the audience and how it makes the viewer interested in the rest of the work, to see if it has the same effect. Who is the primary audience of the advertisement or website? The primary audience would probably be companies or customers interested in using Casey Britt as their designer for ads, branding, promotional videos, etc.

VALUE is being used in the design in the following way(s): (Check all that apply) X Creates a mood or feeling X Creates contrast X Creates movement and direction



The DNA of Design