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Visual principles. What choices do GRAHPIC DESIGNERS make when trying to create an EYE-CATCHING AD ?. Simplicity & Clarity. The brain can recognize an ad or message more quickly and easily if it is SIMPLE .

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Presentation Transcript
visual principles
Visual principles
  • What choices do GRAHPIC DESIGNERS
  • make when trying to create an
  • EYE-CATCHING AD?
simplicity clarity
Simplicity & Clarity

The brain can recognize an ad or message more quickly and easily if it isSIMPLE.

Simple, CLOSED SHAPES are easier to process than more complex lines or OPENdesigns

simplicity clarity1
Simplicity & Clarity

MORE INFORMATION or DETAIL means more information to process.

MORE COLORS and SHAPES make the cover more likely to CONFUSE the viewer.

This example is simple and clear.

how do i apply this to my ad
How do I apply this to My AD?

SIMPLICITY

CLARITY

… help us to recognize the important on a book cover more immediately.

SIMPLE FONTS

SIMPLE COLOR SCHEME

SIMPLE DESIGN

visual hierarchy
Visual hierarchy

When it comes to selling more copies of the book…

What is MOST important?

What is LESS

important?

What is LEAST

important?

visual hierarchy1
Visual hierarchy

What’s MOST important should be IMMEDIATELY visible.

(think about what would “sell” more copies of the book – the title, the author, the award?)

And…

what’s MOST important should be visually EMPHASIZED.

emphasis
emphasis

Emphasis means making things STAND OUT so people NOTICE them!

Emphasize by SIZE

Emphasize by COLOR

Emphasize by PLACEMENT

emphasis1
emphasis

Emphasize by SIZE

Emphasize by COLOR

Emphasize by PLACEMENT

emphasis2
emphasis

Emphasize by SIZE

Emphasize by COLOR

Emphasize by PLACEMENT

(right smack in the middle!)

Hey! The series name is also emphasized by color (blue against yellow).

creating your ad
Creating your ad

SIMPLICITY

CLARITY

VISUAL HIERARCHY

EMPHASIS

  • Identify the HIERARCHYof the information (what do you want viewers to NOTICE first, second, last?)
  • Create a SIMPLE, CLEARdesign that communicates the information using both WORDS and IMAGES
  • EMPHASIZEthe most important information through size, color, or placement
example of simplicity and clarity
Example of simplicity and clarity

Simple colors

Simple fonts

Clear, uncluttered design

example of simplicity and clarity1
Example of simplicity and clarity

Clear, uncomplicated image

Simple colors

(nothing distracting)

Simple font

example of visual hierarchy
Example of visual hierarchy

Biggest font for message you should notice first

Medium font for additional information

Small font for less important details

example of emphasis by size
Example of emphasis by size

Your mind focuses first on the biggest images

Girl

Award

Title

RESULT:

Your mind makes a connection: This title is about this character. It’s gotta be good if it won an award!

example of emphasis by color
Example of emphasis by color

The title stands out in its colorful frame/background

The cheerful colors suggest that it’s going to be a feel-good book

example of emphasis by color1
Example of emphasis by color

The author, title, and award stand out in a bright color on dark background

The dark blues/blacks suggest that it’s going to be a slightly spooky book

example of emphasis by placement
Example of emphasis by Placement

Luke is placed in the front (foreground) so he is emphasized as the main character

example of emphasis by placement1
Example of emphasis by placement

Greg’s sad face is placed in the CENTER of the cover to make you notice his misery

your anti tobacco ad
Your anti-tobacco ad

Your own ad should include

The fact(s) you researched

The image you manipulated

…in a design that uses the principals I showed you in this PowerPoint!