Analysis & principles of design

1. Analysis&principles of design ENGL 103 FALL 2011

2. 3 Methods of Persuasion • Ethical- Arguments grounded in convincing the audience of credibility and authority • Emotional- Arguments grounded in affecting the audience emotionally • Logical- Arguments grounded in logical reasoning. Advertisers often start by choosing one of these methods for the basis of their strategy, and then expand to a specific approach based on the audience they are targeting.

3. Ethical? emotional? LOGical? Barilla Pasta • http://www.youtube.com/watch?v=Gj7ITz-dxMI Which Method of Persuasion is this ad using?

4. TARGET AUDIENCE • Refers to the group of people an advertiser is intending to affect with the ad. • Advertisers generally rely on STEREOTYPES (broad, common assumptions based on demographics) to affect a wider audience than narrow appeals do. Example: The Barilla Pasta is targeting women, specifically younger, single women. A secondary audience would be men who want to impress young, single women

5. Strategy Refers to the specific approach advertisers employ based on the method of persuasion they have chosen to best affect their target audience. Example: The Barilla ads chose a EMOTION based argument, with a TARGET AUDIENCE of women, with a STRATGEY of promising them romance if they eat/buy Barilla Pasta .

6. *Remember* • When viewing/creating your ads keep the Elements of Narrative, we’ve been working on, in mind. Particularly: Characters, Plot, Setting, & Conflict These elements all serve the advertisements overall aim.

7. principles of design • The principles of design govern the relationships of the elements used and organize the composition as a whole. • The designer's purpose and intent drives the decisions made to achieve harmony between the elements.

8. SELECTED Elements of Art Design elements are the basic units of a visual image. These elements include: Color- the way light reflects off a surface, or in colored light sources. Value- refers to the relationship between light and dark on a surface or object and also helps with Form. Form- any three dimensional object. Shape- an area that stands out from the space next to or around it due to a defined or implied boundary, or because of differences of value, color, or texture. Space- refers to the distances or areas around, between or within components of a piece. Texture- perceived surface quality

9. Unity, Harmony, & Contrast • Unity- refers to a sense that everything in a piece of work belongs there, and makes a whole piece. • Harmony- is similarity of components or objects looking like these belong together. Harmony may be visually pleasing and harmony is when some of the objects like drapes and couches share a common trait. A common trait between objects could be: color(s), shape(s), texture, pattern(s), material, theme, style, size, or functionality. • Contrast- is the occurrence of differing elements, such as color, value, size, etc. It creates interest and pulls the attention toward the focal point.

11. Repetition, Variety, & Balance • Repetition (rhythm, pattern): The recurrence of elements within a piece • Variety (alternation): The use of dissimilar elements, which creates interest and uniqueness. • Balance:A sense that dominant focal points don't give a feeling of being pulled too much to any specific part of the artwork. Balance can be achieved by the location of objects, volume or sizes of objects, and by color. It can also be achieved by balancing lighter colors with darker colors, or bold colors with light neutral colors.

12. A: Repetition B: Variety A1 A2 B

13. Emphasis • Emphasis refers to areas of interest that guides the eye into and out of the image through the use of sequence of various levels of focal points, primary focal point, secondary, tertiary, etc. • Emphasis or dominance of an object can be increased by making the object larger, more sophisticated, more ornate, by placing it in the foreground, or standout visually more than other objects in a project. The primary focus point or area receives the largest emphasis in a room.

14. Emphasis is created by use of:

15. The Rule of Thirds • By dividing an artwork with evenly spaced horizontal and vertical lines - two of each, creating 9 parts -, the intersections of these lines are to be sought after as the most preferred focal points of an artwork or photograph. • at these points, the eye has the best perception of the main object in relation to the surrounding objects. • applying the rule of thirds to an image, stresses the focal point and turns a dull image into something more interesting.

16. Rule of Thirds

17. Rule of Thirds

18. Eye movement Manipulation • The way the viewer’s eyes move across an image. • Entry- The point where the viewer “enters” the image. • Sweetspots- points of highest visual interest • Pointers- points that direct the eyes movement • Exits- Where the eye leaves the image– ideally on the product

19. 1: Entry/pointer 2: Sweetspot 3: Exit 1 2 2 3

20. 1 2 3 4

21. Visual Strategies

22. Shock

23. Humor

24. Sex

25. Happiness

26. Fear • http://www.youtube.com/watch?v=vDogw71oGFY • http://www.youtube.com/watch?v=grB6Hm_NI4Q

27. Slideshow Available on Compose yourself 103!!!