MC4304-Ch5 - 7/28/11 Chapter 5: Design: Unity and Clarity...

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7/28/11 1 Chapter 5: Design: Unity and Clarity MC4304: Advertising Portfolio Emmeline Aguirre, MA Unity All elements work together to make a single impact. Elements should agree by Form Color Position Style Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio Design Elements Space Image Type Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio
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7/28/11 2 Design Elements: Space Unavoidable opposite of fullness or busyness. Background of everything we see. Seeing space is a learned ability. Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio Design Elements: Space White Space Emptiness in two-dimensional design that lies behind type and imagery. Negative Space, Trapped Space, Counterform, Leftover Space Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio Design Elements: Space White Space Works either for or against clarity and usefulness. Communicates quality and elegance. White space can become foreground, and background can become positive shape. Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio
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7/28/11 3 Design Elements: Space White Space Positive and negative become intricately linked. Well-designed white space is well-designed occupied space. Lack of managed white space results in noisy, busy design. Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio Design Elements: Space Figure/Ground Relationship Space only takes on size and meaning when an element is placed in it. Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio Design Elements: Space Figure/Ground Relationship Stable Reversible Ambiguous Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio
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7/28/11 4 Design Elements: Space Stable Figure/Ground Relationship Figure is in front of the ground and dominates it. Symmetrical White space is behind and around figures. Easiest to design. Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio Design Elements: Space Stable Figure/Ground Relationship Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio Design Elements: Space Reversible Figure/Ground Relationship Figure and ground are seen equally and interpenetrate. Tension exists. Dynamic Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio
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7/28/11 5 Design Elements: Space Reversible Figure/Ground Relationship Chapter 5: Design-Unity and Clarity MC4304 Advertising Portfolio Design Elements: Space Ambiguous Figure/Ground Relationship Similar to reversible figure/ground but elements may be in foreground and background simultaneously. Abstract Shapes
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MC4304-Ch5 - 7/28/11 Chapter 5: Design: Unity and Clarity...

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