MC4304-Ch6 - Chapter 6 Design Words and Pictures MC4304...

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7/28/11 1 Chapter 6: Design: Words and Pictures MC4304: Advertising Portfolio Emmeline Aguirre, MA Creating Interesting Design Developed type, images, and space. Display type can serve as caption. Text appeals to rational thought. Pictures appeal to emotions. Chapter 6: Design-Words and Pictures MC4304 Advertising Portfolio Words and Pictures: Three Fundamental Rules Teammates Flexible Relationship Abstract to Maximize Attention Chapter 6: Design-Words and Pictures MC4304 Advertising Portfolio
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7/28/11 2 Words and Pictures: Create Focal Point Essential to breaking through readers’ barriers. May be visual or typographic. Look different from all other elements. Chapter 6: Design-Words and Pictures MC4304 Advertising Portfolio Words and Pictures: Create Focal Point Developing Similarity Eliminate Clutter Use a Grid Unify Image and Type Adjust Spaces Develop Style Manual Chapter 6: Design-Words and Pictures MC4304 Advertising Portfolio Internal Structure Reveals relationships. Elements have their own inherent structure. Design is organic. Chapter 6: Design-Words and Pictures MC4304 Advertising Portfolio
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7/28/11 3 External Structure Use grid. Organizes space and usually aligns elements. Chapter 6: Design-Words and Pictures MC4304 Advertising Portfolio Relating Type to Image Relate by Position or Proximity Relate by Size or Alignment Relate by Shared Form Chapter 6: Design-Words and Pictures MC4304 Advertising Portfolio
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