Product & Process Design Principles - Synthesis, Analysis & Evaluation_Seader_Seider
Analysis & principles of design
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Transcript of Analysis & principles of design
ANALYSIS
&
PRINCIPL
ES OF DESIGN
E N G L 10 3 F
A L L 20 1 1
3 METHODS OF PERSUASIONEthical- 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.
ETHICAL? EMOTIONAL? LOGICAL?
Barilla Pasta
http://www.youtube.com/watch?v=Gj7ITz-dxMI
Which Method of Persuasion is this ad using?
TARGET AUDIENCERefers 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
STRATEGYRefers 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 .
*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.
PRINCIPL
ES 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.
SELECTED ELEMENTS OF
ART
D E S I GN E
L E M E N T S AR E T
H E BA S I C
U N I TS O
F A V
I SU A L I M
AG E . TH E S E
E L E M E N T S I NC LU D E :
C O L O R - T H E W A Y L I G H T R E F L E C T S O F F A S U R F A C E , O R I N C O L O R E D L I G H T S O U R C E S .V A L U E - R E F E R S T O T H E R E L A T I O N S H I P B E T W E E N L I G H T A N D D A R K O N A S U R F A C E O R O B J E C T A N D A L S O H E L P S W I T H F O R M .F O R M - A N Y T H R E E D I M E N S I O N A L O B J E C T . S H A P E - A N A R E A T H A T S T A N D S O U T F R O M T H E S P A C E N E X T T O O R A R O U N D I T D U E T O A D E F I N E D O R I M P L I E D B O U N D A R Y , O R B E C A U S E O F D I F F E R E N C E S O F V A L U E , C O L O R , O R T E X T U R E .S P A C E - R E F E R S T O T H E D I S T A N C E S O R A R E A S A R O U N D , B E T W E E N O R W I T H I N C O M P O N E N T S O F A P I E C E . T E X T U R E - P E R C E I V E D S U R F A C E Q U A L I T Y
UNITY, HARMONY, & CONTRASTUnity- 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.
REPETITION, VARIETY, & BALANCE Repetition (rhythm, pattern): The recurrence of elements
within a pieceVariety (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.
A1
A2
B
A: RepetitionB: Variety
EMPHASISEmphasis 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.
EMPHASIS IS
CREATED
BY USE O
F:
THE RULE OF THIRDSBy 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.
RULE OF THIRDS
RULE OF THIRDS
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
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1: Entry/pointer2: Sweetspot3: Exit
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VISUAL STRATE
GIES
SHOCK
HUMOR
SEX
HAPPINESS
http://www.youtube.com/watch?v=grB6Hm_NI4Q
http://www.youtube.com/watch?v=vDogw71oGFY
FEAR
SLIDESHOW AV
AILABLE
ON COMPOSE YO
URSELF
103!!!