TABLE OF CONTENTS•Line•Shape•Texture•Balance•Contrast•Unity•Value•Color

• Theadisofaneweye-shadowseries,byMaybellineNewYork.Atfirstglanceaseeminglyperfectfemaleinherearlytwen-ties,catchesthereaderseye.Twolinesroughlythreefourthsfromtheedgeofthepageseparatethefemalefromtheeyeshadow.Whiletheselinesseemliketheyareservingassimpledividersforthemake-upandfemaleonthead,theyalsoimitatethedivisionofcolorinatheproductitself.Thisadtoproductrelationisveryimportanttothereader,findingareasonbetweenwhytheadappearsthewayitdoes,andtheproductitselfisacrucialsubcon-scioussellingpoint.Inadditionthelinesserveasaguideforthereaderseyestofollowfromthetopoftheadstartingsmallandthin,tothebottomofthepageincreas-

inginsizeandwidth.Toaddthechangingofthelinessizecaninvokeasleek,andstylishmoodtothe.Ifthelineshadbeenthesamewidthfromtoptobottom,it’sapossibilitythatthereaderwouldnothavebotheredtoevenreadthebrandname,andwouldhavebeendeterredduetotheunorganizedfeeltothead.Butsincethat’snotthecasethereaderseyesfollowtheselinesbytheproductnameandthebrandofitaswell.With-outtheuseofthesesimpletwolinestheaddwouldlosemostifnotallofitsfeelandorganization

LINEMaybelline,EyeStudio“ColorPearlsTM”

• LINEisbeingusedto:

• Analysisofline

• Thelineiscreatingmood.WhilealsokeepingitorganizedwiththeotherelementsoftheAd.

Does it work?Does it work?• TheEffectivenessofthetwosimplelinesgrowinginsizefromtopto

bottomisanoverwhelmingrealization.Thewaythelinesimitatetheshapeoftherightmosteyelidisalsoaveryartisticandcreativeap-proach.Idonotthinktherewouldbeanythingelsethatcouldbeaddtomakeamorevisuallyappealingadvertisement.

• Theprimaryaudienceoftheadvertisement:• Theprimaryaudienceisteenagefemalesandwomenintheirtwentiesandearly

twenties.

LINE

• Theprimaryaudienceoftheadvertisement:

SHAPELastManStanding

• AnalysisofShape

• Shapeisusedfor:• Isbeingusedasthemain

focalpoint,andcreatesthethemeoftheAd.ItisalsoactingasthegluetokeepthereadyontheAd.AndtoexplaintheconceptoftheAd.

• Theadbeforeyouisanexemplaryshowofshapeinanad.Thelargemanstandinginthemiddleofthead,whilethetitlegoingacrossthepage,whileTimAllen’s(themanonthead)headisservingasthespaceinthetitle.Thisspaceindicatestothereaderthatheisclearlythemainsubjectinthisad.Whilethemaniscenteredonthepage,heservesasanotherfocaltool,heistheguidelinewhichthetextiscenteredaround.Thereforemakingthemanseemevenmoreimportanttothead.Besidesbeinga“prettyface”onthepagehisbodyservesasasortof

Does it work?• Althoughtheoveralladisveryeffectiveinitscurrentstate,Ifeel

likeitischoppyandratherunderdone.IpersonallyhavenotseentheshowbutIfeelitwouldhavebeenaniceadditiontohaveasolidblackshadowleadingfromisfeettothe“l”in“Last”.

• Theprimaryaudienceoftheadvertisement:Thegeneralpublicovertheageof17yearsold

SHAPE

TEXTURE TEXTURE• TEXTUREisbeingusedfor:

• Tocreatemoodorfeeling,aswelltofillshipsandreen-forcethemainconceptoftheAd.

• AnalysisofTexture

• Thewebsiteisrepresentingafirstper-sonshooterby“NexonGames”.Thefirstlookyouseeisofawartornmale.Theuseoftextureiskeyhere.Thedesignerdefinedeverarticleofclothingfromtheseemstothefurontheneckofthevest.Theideaofdepthperceptionisanothertoolthedesignerusedtogiveanaddedfeeloftexture.Sincethefirstpersonyouseeinthepageappearsbiggerthanthoseoneithersideofhim,thisinturnmakes

theimagelookthreedimensionalinasense.Bydoingthis,itcreatesmoreroomfortexturetobeseen.Throughoutthewebpagetherearebulletshellsscattereverywhere,butthereisamethodtothemadness.Thesebulletcasingsappeartobemovingcloserthenfatherfromview,bydoingthisitgivesevenmoredepthtotheimageandthusmoretexture.Alsothemixtureoftheoverusedandtornuniformscombinedwiththeartificialdepthsof

thebulletcasingssetsthemoodofaserious,grun-gy,andactionpackedfirstpersonshooter.Theborderssurroundingthegamehighlights,screen-shots,andinteractiveareasofthewebpageappeartobeatypeofconcrete.Onthetopiftheconcreteisabloodstainthatincreasesthetextureoftheconcretebyaddingavariationintheoriginalcoloroftheconcrete.Theconsis-tencyofthetexturekeepsthebalanceoftheimageincheckandontopic.

Does it work? Does it work?• Theeffectivenessinthiswebpage

isgreat.Idonotthinkthatthereismuchtochange,fromtoptobottomtheuseoftextureiskeptconsistent.

• Theprimaryaudienceoftheadvertisement:• Theaudiencethatthisappliestowouldbefromany

agebutgeneralpeoplewhoplayonlinegames.

TEXTURE• TEXTUREisbeingusedfor:

BALANCEhttp://www.harvard.edu/

• BALANCEisbeingusedinthedesigninthefollowingway(s):

• Byusingboardersandwhitespacetokeepthingsorganized.

• Balance Analysis• Thewebpagegivesthemoodof

strict,structuredandorganizedimage.FromtoptobottomThere'sborders,boxesandhighlightstokeepthewebpagebalanced.Theheadofthepageisasenseofrelieftotheviewers.Byhavingamuchlargerareathatinvolvesmovingslideswithmorecolorandprovidesvisualrelaxationamongtheeyesoftheviewer.Thepageseemstohave

asmoothtransitionbetweenthesizeofthethickboardersonthepagestartingfromlargetosmall,spacedbysixarticlehighlights;eachoftheseinthereownboxes.Mosteverythingonthepageissymmetrical.Theideabehindthestrictboardersofthepageliesinthelogo.TheHarvardsymbolitselfisstruc-turedwell,butitisalsoaveryprestigeuniversity.

Does it work?• Theeffectivenessofbalanceisokay,Ifeellikethereisstilla“wee”bit

tomuchstrainontheeyes.Andnotenoughcolorbutifyoujustlookatbalanceitsperfectlyfine.

• Theprimaryaudienceoftheadvertisement:• Highschoolgraduatesandabove

BALANCE

CONTRAST

Does it work?

http://actofvalor.com/

• CONTRASTisbeingusedinthedesigninthefollowingway(s):

• Bysupportingthemainidea,andcontrastingcolors.

• AnalysisofCONTRAST

• Theimageispresentingawarthemetoitsviewers.ThedisplacementofallthecolorontheNavySealsgivestheviewertheideathatthemoviemayportrayastoryofhardshipandsadness.Since

itsblacksilhouettesagainstablueskytheblueskymightalsoindicateahappyendingorgoodtimesaheadfeelinginthemovie.Thewaythattheshadowinghasnotfullyen-gulfedthefigureofeachNavy

Seal,givesthevieweranideathattheystillhaveindividualpersonalities.Indoingthisthedesignergivestheviewersomeinsightintotheoverallmovieandthethemeitisportraying.

• Itworkswellforthepieceitistryingtopresent.Itgivestheviewerareasontolookintoseeingthemovie,andlearningmoreabouteachofthenavyseals,andwhattheyhadgonethrough.

• Theprimaryaudienceoftheadvertisement:

• Lateteensandoldermen,alongwithhistorybuffs

CONTRAST

UNITY

Does it work?

• http://www.nexon.net/games/#/dn• http://www.nexon.net/games/#/zm• http://www.nexon.net/games/#/at

• UNITYisbeingusedinthedesigninthefollowingway(s):

• Provideconsistency,Unifythedesignwithconsistentele-mentsandleadstheviewer’seyethroughthedesign.

• UNITY Analysis

• NexonGamesispresent-ingmanyoftheirdifferentgamesthroughanumberoflinkedwebpages.Thefirstpagetobeseenisthegame“DragonNest”Thedetaileddragonaboutthepagecontentistheeyecatcher.Themouthofthedragonleadsyoutothenameofthegame.Whiletheclawsitsonthetopofthecontentandmoretowardstheleftsideshowingyouhowtogetthegamewiththebigplaybuttonjustcallingthenameoftheviewertoclickit.Withavideobelowitandratingsandquotesfromreputablegame

thenasectionofscreenshotslayingfromsidetosideinthecontentarea.Thereasonforthisisitbringsyoueyesbackintoarotation,it“slingshots”youeyesbackuptowardsthesocialandfeaturesectionsofthecontentarea.Thisisthelayoutforrestoftheimages,eventhoughthegraphicsandplacementofthemoreminorcontentmightbemoved,butthegridand“placementspots”forthecontentwillstaythesametogiveafeelofunity,andbydoingthatitalsogivesitbalance.

• Theeffectivenessismorethanstellar.Iespeciallylikehowtheyusedthetwoarrowsonthetopofeverypageandthenbringthemdownintothecontentareaslikethepressandscreenshotssections.Alsoineverygraphicatthetop,theyhaveaBrightlightrootingfromthecenterareaoftheimagewhichisanothercoolsenseofunity.

• Theprimaryaudienceoftheadvertisement:• Youngteensandadults,Theownersandusersofcomputers.The

gamesvaryintheagetheyappealtosoitreallycannotbenar-roweddown

UNITY

VALUE

Does it work?

iStockphoto

• VALUEisbeingusedinthedesigninthefollowingway(s):

• Bycreatingmovementanddirectionmood.Contrast.

• VALUE Analysis• IStockPhoto

(itsreallyiStock-photo)ispromot-ingtheirwebsiteforphotosharing.TheIdeaissharedthroughthepage.Ifyoustartontherightitisamorevibrantandcolorfilledareawithagirlina“holiday”costumetooagirllosingherballoonswhilebeingheldupbyherfather.Theimagesinthatareaoftheadarehighin

colortonesbecauseitgivesyouasenseofsimilarityintheviewerseverydaylifeandtheunpre-dictableoflifeisrepresentedintheseconcepts.Asyoumovemoretowardsthecenteryouthatthemarketinthebackgroundbecomesmorevisibleandnoticeableduetothechangeinvalue,andwhenitbecomesmorenoticeableatonasingleareaof

theimageandislessvisibleonanotherareaitcreatesthefeelof3-Dimen-sionalityinsideofa2-Dimensionalimage.AlsothefocalpointoftheMarketplacebeingmadeoutofwoodandsellingallvegetablesandgreenerysendsthereadtheideathatiStockphoto’sisanEco-friendlycompany;notonlythat,butitactslikeamarginseparat-

ingtheworldofbusinessfromtheworldofsociallife.Theworksideoftheaddropsalotofthevalueandcolorthatitscounterpartcon-tained.Alsothewaytheemployeesareplacedinasinglefilelineindicatesorderandstructure,whichisaneverydaynecessityintheworkworld.

• Theuseofvaluegivesthispicturethedepthnecessarytomakeitwork,itslowlydecreasesinvalueandcolorandshapeasitmovesfromtherighttotheleftoftheimage

• Theprimaryaudienceoftheadvertisement:

• Theworkingclass,Eco-friendlyPhotographersandhealthnuts,andeventhesoccermomanddad.

VALUE

PICTURE ON NEXT

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Color

Does it work?

Shutter-StockImages

• COLORisbeingusedinthedesigninthefollowingway(s):

• Bycreatingfeeling,visualmovement,unity,orderandstructure

• AnalysisofCOLOR• ToPromotetheirwebsiteandwhattheydoasabusiness,Shutter-StockImages

madeanadforyogurtusingtheirstockimages.TheCowisplacedatthecenteroftheimagewithanoesthatjuststandsoutattheviewer.Theideabehindthenoesstandingoutisthatitrelatestothecolorcherryyogurt,andisusedasthefontcolorinthebarredoffareaatthebottomofthead.Behindthecowisablueishgraycircle.ThecirclelooksSphericalbecauseofthewayblueandgrayarebeingblendednearthecenteraxisofthecircle.Evenfurtherbackisa“ex-plosion”ofcherryyogurt,theamountofcolorishuge;evenintheyogurtitself,bymakingtheyogurthaveatleastthreedifferentshadesofpinks,Itsendsthemessageofablastofflavor.Bymakingtheyogurt'soriginappearlikeitsbehindthecow,itgivesyouthesenselikethecowisheavilyinvolvedinthemakingofthisyogurt.Themilk-likeyogurtcontainersittingabovetherightsideofthecowistheproduct,butitsplacementiskeyandthecolorsnearestthebottomhelpcarrytheadevenfurtherbacktothevortex-likerainbowbackground.Thegreensonthecontainerareusedinthebackgroundandthefontforthecompanynearestthebottomright;aswell,itleadsyoueyeuptowardsthequoteatthetopIftheimage.Theformoftheyogurtbringsyoueyesbackdowntowardsthebottomofthepageshowingyouwhatpictureswhereusedtomakethead.

• Yesbecauseitseverywhere,butitistonedandplacedappropriatelyenoughthatitdoesnotstraintheeyes.

• Theprimaryaudienceoftheadvertisement:

• Graphicdesignartists

Color

FINZAIJIANVoltooi

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