MC4304-Ch4 - Chapter 4 Design Visual Presentation MC4304...

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7/28/11 1 Chapter 4: Design: Visual Presentation MC4304: Advertising Portfolio Emmeline Aguirre, MA Why is Design Important? To get noticed. To show usefulness of the product. To reveal content and its value. 2 Chapter 4: Design: Visual Presentation MC4304-Advertising Portfolio Layout vs. Design Layout (v.) Process of organizing elements into an attractive composition; close to “order” and “deploy” and with more thoughtfulness than “arrange” or “unsnarl” (n.) Presentation of pieces in a composition 3 Chapter 4: Design: Visual Presentation MC4304-Advertising Portfolio
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7/28/11 2 Layout vs. Design Design (v.) To plan; to simplify message to its essence, to cut away extraneous so that which matters most is revealed (n.) Encompasses layout, or composition, but also connotes content and communication 4 Chapter 4: Design: Visual Presentation MC4304-Advertising Portfolio Principles of Good Design Unity Gestalt Space Dominance Hierarchy Rhythm Balance Color Emotion Memorability Genius Chapter 4: Design: Visual Presentation MC4304-Advertising Portfolio 5 Principles of Good Design Unity: all elements are in agreement Gestalt: all elements make overall impression Space: positive (figure) or negative (ground) Dominance: contrast between size, position, style, color, or shape of elements Chapter 4: Design: Visual Presentation MC4304-Advertising Portfolio 6
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7/28/11 3 Design Example Chapter 4: Design: Visual Presentation MC4304-Advertising Portfolio 7 Principles of Good Design Hierarchy: elements’ inherent order of importance Rhythm: way time is revealed by repetition of elements or space 8 Chapter 4: Design: Visual Presentation MC4304-Advertising Portfolio Design Example Chapter 4: Design: Visual Presentation MC4304-Advertising Portfolio 9
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This document was uploaded on 10/26/2011 for the course MASS COMMU 4303 at Texas State.

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MC4304-Ch4 - Chapter 4 Design Visual Presentation MC4304...

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