Advertising Design Principles

ENG1D – MS. CAMERON

Advertising Design Principles

Unity through Repetition

Classic design theory discusses unity. Unity is the need to tie the various elements of a work of art or of media together. Unity is a measure of how the elements of a page seem to fit together - to belong together. A unified work of art or ad or page represents first a whole, then the sum of its parts.

You want stuff to fit together to make a whole! Repetition: a way to create unity is through the use

of repetition. Repetition of color, shape, texture or object can be used to tie a work together or unify it.

Unity through Repetition

Unity by Proximity

Proximity: Another simple method of making objects appear to belong together is to group them closely together. This allows us to see a pattern and creates a sense of the objects belonging together and being unified as one.

Proximity works with words or ideas too. You can make lists of like things to group them together to make them seem unified. How could we use this idea in an ad?

Focal Point

One way to attract attention in the design of a page is the use of a focal point. A focal point draws your attention to the most important thing on the page. There are several techniques that can be used to emphasize the most important object on a page.Focal Point: the point on the page that you focus on!

Emphasis by Isolation

If most of the elements on a page are grouped closely together, an object by itself stands out as a focal point and draws our interest

How could we use this principle to advertise? Perhaps we show a well dressed person standing apart from the crowd in an ad for a new clothing line.

Emphasis by Placement

An object placed in the center of a page will often be seen as a focal point. If all eyes in an image look at one object, or if an object is placed at the center of the lines of perspective, that object will be seen as the focus of the work and will draw the viewer’s attention.

Emphasis by Placement

This man is the focal point because he is emphasized by his placement in the centre of the room, and all eyes are on him. So we look too! What ideas do you have about how this could be used in an ad?

Emphasis by Contrast

You can put emphasis on something by making it different from what surrounds it. If most of the figures are horizontal, a vertical element will stand out as a focal point. If the rest of the elements are irregular, a geometric shape will stand out. If most of the elements are dark, a splash of light color will catch the eye.

How does this picture show emphasis by contrast? What makes the one raindrop contrast with the others? How can you apply this design principle in an ad?

Balance and Asymmetrical Tension

To understand balance, think of the balance beam. When objects are of equal weight, they are in balance. If you have several small items on one side, they can be balanced by a large object on the other side. Visual balance works in much the same way. It can be affected not only by the size of objects, but also by how light or dark they are (their value.)

When you are designing an ad, you may want to create balance with your text and images.

Symmetrical Balance

Symmetrical balance is mirror image balance. If you draw a line down the center of the page, all the objects on one side of the screen are mirrored on the other side. Symmetry means the same on both sides of a division, like a centre line.

Asymmetrical Balance

Asymmetrical balance occurs when several smaller items on one side are balanced by a large item on the other side, or smaller items are placed further away from the center of the screen than larger items. One darker item may need to be balanced by several lighter items.

Asymmetrical Tension

Asymmetrical balance may appear more casual and less planned, it is usually harder to use. An unbalanced page or screen creates a feeling of tension, as if the page or screen might tip, or things might slide off the side, just as the unbalanced balance beam would tip to one side. This is called Asymmetrical Tension.

Asymmetrical Tension

Do you see how something about this ring just seems off or almost wrong? This is an example of asymmetrical tension. We have the impression that the diamond will fall or be crushed.