Professional Documents
Culture Documents
Production
Illustration
An illustration is a decoration, interpretation or visual
explanation of a text, concept or process, designed for
integration in published media, such as posters, flyers,
magazines, books, teaching materials, animations, video
games and films.
Illustration
Definition:
The actual drawing, painting, photography, or
computer-generated art in the ad.
Purposes:
Illustration Components
Size
Color
Medium
Illustration Formats
How the product or brand will appear as
part of the illustration
Formats include:
Emphasizing the social context or meaning of
the product
More abstract formats
Illustrations
can place the
brand in a
social
context.
Elements
of Design
4) Size
5) Texture
6) Color
Line
The linear marks made with a pen or brush
or the edge created when two shapes
meet.
Shape
A shape is a self contained defined area ex.
Squares, circles, free formed shapes or
natural shapes.
Shape
A positive shape automatically creates a negative
shape.
Shape
A positive shape automatically creates a negative
shape.
Shape
A positive shape automatically creates a negative
shape.
Shape
A positive shape automatically creates a negative
shape.
Direction
All lines have direction Horizontal, Vertical
or Oblique.
Horizontal suggests calmness, stability and
tranquility.
Vertical gives a feeling of balance, formality
and alertness.
Oblique suggests movement and action
Size
Size is simply the relationship of the area
occupied by one shape to that of another.
Texture
Texture is the surface quality of a shape rough, smooth, soft hard glossy etc.
Color
Color is light reflected off objects.
Color has three main characteristics:
Principles
of Design
4) Repetition
5) Contrast
6) Space
Balance
Balance in design is similar to balance in
physics. A large shape close to the center
can be balanced by a small shape close to
the edge.
Balance provides stability and structure to
a design.
Its the weight distributed in the design by
the placement of your elements.
Balance
Is the design
balanced ?
Balance
Balance in graphic
design can be
achieved by
adjusting the visual
weight of each
element, in terms
of scale, color,
contrast, etc.
Balance
balance in
graphic design
can be divided
to two types.
Balance by value
Balance by value
Balance by shape
Created through field of
complex composition
with a flat field.
Complex/more detailed
field will appear in
balance with the flat area
in the opposite side.
Balance by texture
Small area with an interesting
texture looks balanced when
combined with a large flat
area (no texture).
Rippling water has a water
texture which attracts the
focus, appears balanced with
a wider area but not textured.
Proximity
Proximity creates relationship between
elements.
It provides a focal point.
Proximity doesnt mean that elements
have to be placed together, it means they
should be visually connected in someway.
Balance by position
Balance by position
Proximity
Proximity
Proximity
Proximity
Proximity
Proximity
Alignment
Allows us to create order and
organization.
Aligning elements allows them to
create a visual connection with each
other.
Alignment
Alignment
Alignment
Alignment
Alignment
Alignment
Repetition
Repetition strengthens a design by
tying together individual elements.
It helps to create association and
consistency.
Repetition can create rhythm (a
feeling of organized movement).
Repetition
Repetition
Repetition
Repetition
Repetition
Repetition
Repetition
Contrast
Contrast is the juxtaposition of opposing
elements (opposite colors on the color
wheel, or value light / dark, or direction horizontal / vertical).
Contrast allows us to emphasize or
highlight key elements in your design.
Contrast
Simply contrast tells the viewer where to look first
Contrast
Contrast in size
Contrast in value
Contrast in quantity
Contrast in weight
Contrast in placement
Contrast in texture
Contrast
Space
Space in artrefers to the distance or area
between, around, above, below, or within
elements.
Bothpositive and negative spaceare
important factors to be considered in every
design.
Space
Space
Space
Space
Typography
Typography is the art and technique of arranging type to make
written language understandable, readable, and appealing
when displayed.
Art Direction
An art director is someone who is
responsible for the visual style and
images in magazines, newspapers,
product packaging, and movie and
television productions.
They create the overall design and
Production in Cyberspace
Cyberspace is its own medium
The audience is not passive
It is closer to print and TV
Streaming and RSS are improvements
Production Company
Participants:
Director
Producer
Production Manager
Camera Department
Art Department
Editors
Production (shoot)
Activities that occur during filming
Postproduction
Activities that occur after filming to ready the
commercial
Storyboard and
script approval
Budget approval
Creation of a
production timetable
Assessment of directors,
editorial houses, and
music suppliers
Selection of
location,
sets, and cast
Production Process:
Filming the commercial, or the shoot
The shoot involves large numbers of
diverse people:
Creative performers
Trained technicians
Skilled laborers
Record announcer
Record music
(agency)
(advertiser)
Edit offline
Edit online
TV Production Options
Videotape
Film
Digital Video (DV)
Live Production
Still
Production
Animation