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Unformatted text preview: Visual alone Headline alone Combo Basic Design Principles-Unity- unified design (copy, art-Harmony: elements compatible (chosen by art director)-Sequence: orderly (L R, Top Bottom) direct the eye (Z or S arrangements)-Emphasis (stress illustration, headline, logo or copy)-Contrast (sizes, shapes, tones, type)-Balance (control size, tone, weight, position)-Formal Balance: Chick-fil-A calendar symmetry- stable and conservative-Informal Balance: optical center is 5/8 way up. Objects placed balanced in relation to each other Psychology of Color Reasons to use color:-Attention-getting (61% read more often)-Realistic -Highlight specific elements (integral, not afterthought) o Example: Nupin only yellow pill-Web (smaller palette) Art Director and photography -Twin disciples -Layout is 1 st-Every ad contains: what you want to say and how you want to say it-Deliver things emotionally not intellectually...
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- Fall '07