Design is where Art meets engagement with a viewer, in many cases to produce advertisements. It’s more complicated than a little fooling around with Photoshop. In fact, it seems to me that there’s a general “anyone can do it” attitude when it comes to design. But, there are certain elements of design that work together and should be studied and practiced over time to create successful design. This article will explore design elements and how they are combined to balance appeal with reader engagement.
Color is probably the most fun and obvious element of design. It creates mood. For example, purity, possibility, and openness may be associated with the color white. Green may provoke feelings of growth or possibility as well. On the flipside, green could provoke a sense of jealousy or illness and white could communicate fear or emptiness. Coupling the color with another element, like value, will further define mood. Value is the lightness or darkness of the color, and can help clarify if you want the kind of green that means growth or the kind that means jealousy, because growth will drawn folks in and jealously will not.
Size matters. This particular element of design is a tricky one. Clients often think that the bigger the font or logo size, the better. This is rarely actually true. A font or logo that is very big, often makes it seem to readers that they’re being yelled at or imposed upon. A logo is already designed to attract the eye, so designers need to be careful with size. You don’t want the message to get in the way of the design.
The element of shape is interesting because for every positive shape created, there is a negative one that automatically comes along with it. There is, in a way, an automatic balance. So the key to good design, is make sure that the appeal is appropriately placed. It may be appropriate to your advertisement to call attention to the negative shape, but it should be purposeful. A clutter of shapes is just that: a clutter, which will confuse and distract from a message. A shape can also communication action because it is a folding of line, the next element I want to discuss. Similar to shape is the element of texture, which is the surface quality. It can be physical or visual and calls upon the viewer to look deeper into the work.
The next element is line. Much like color creates mood and acts like an adjective, line creates action and acts as a verb. Line can be an edge where shapes meet or it can be a linear mark. Because it so much like shape, it communicates many of the same things: hardness or softness, business or sedation, happiness or sadness, nearly anything imaginable. Urgency isn’t always the best thing to communicate with line, though it is popular in advertisement design. When using line, it’s important not to lead the reader’s eye away from the page.
When all the elements are working together, they’ll create appeal as well as engage the viewer, which is what makes advertising work. The message won’t matter and will be overlooked if the design doesn’t attract viewing. Take some time to study ads that work; and practice with working with the elements of design in order to become a successful designer.
Chris Kincaid is a twenty year marketing professional and writes extensively on business including local topics such as graphic design in Michigan and Ann Arbor advertising.
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