- visual
- headline
- body copy
- logo
Basic design strategies:
- keeping layout simple
- creating balance - symmetrical, asymmetrical
- creating contrast - used to draw attention
- create emphasis through proportion - bigger = more emphasis
Advanced design strategies:
- easy path for eye to follow
- don't be afraid of white space
- strong lines to hold things together
- light & dark = layout interest
- variety
- background selecting to accentuate figures
- golden rectangle
Grouping design strategies:
- similar shapes, sizes, designs, textures
- break up long lists
- ideas - positive, negative
Color design strategies (different colors create different vibes):
(this is a helpful guide)
- no black and white. colour is good
- but no excessive colours
- colors to create emotion
- harmonize colors
- balance colors
- contrast colors
Photo design strategies:
- design & layout: grouping to increase communicability, focus to emphasise
- taking a shot, consider: point of interest, linking images, details, shape, proportion
- cling to one idea
- rule of thirds when photographing (divide into three sections, do not make it center-heavy, 1/3 is better)
- shadows & light for depth
- experiment with lighting (it does wonders)
(watch this cool video: http://vimeo.com/63602119) - background colours shouldn't be strong, grey is best
- visual stepping stones to draw attention to inner details
- objects in photos
- shoot on location
- carefully plan
- when cropping: use principles of 'closure'
- photograph objects as if you are in love with them (nice tip)
- look for special qualities of people to be in your photography, with object
Avoid:
- gimmicky backgrounds (patterns are distracting)
- harsh shadows
Reminders:
- make your ad stand out, cliche is boring
- logo to be placed at upper left hand or bottom right corner
- always remember purpose of ad (don't get carried away)
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