The Elements and Principles

of Design

Advertisment and Website Analysis Project

By: Krystie King

Contents

Line

Shape

Texture

Balance

Contrast

Unity

Color

Value

LINE Line: With a single stroke of a pencil (or a computer mouse) you can call this element into play. You can then manipulate the mood of your design or organize your page, depending on the kind of line you’ve drawn and its placement in your format.

• What is the product or service being advertised?

The product being advertised is a Sonic toothbrush.

• LINE is being used in the design to: (Check all that apply)

_X_Create a mood

_X_Organize other elements on the page

___Create texture through illustration

• Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses LINE.

The lines in this advertisement focus a great deal on the product itself and helps draw your attention to the product by making it glow brighter than the rest of the page. This creates a professional type of mood making the product seem superior to other products. The line use in this advertisement also helps organize the other elements that are on the page. Once the picture of the Sonic toothbrush has caught your eye the line leads you to the name and to the product’s information. The text in the advertisement is written in white and gives you the idea that Sonic brand toothbrushes will leave you with a more powerful clean feeling.

• Please describe the effectiveness of the use of LINE in this design. The use of line in this advertisement is very effective. Even though you could get away with

making the advertisement without that use of line, it makes a stronger point when used. Without those lines there the ad wouldn’t be as connected as it is. The lines take the viewer from one important part of the advertisement to another. The lines also give the toothbrush a more powerful appearance and shows that the brush is a spin brush. The lines show the movement of the toothbrush. I think this use of line works great and really helps explain the product it’s representing.

• Who is the primary audience of the advertisement or website? The primary audience of this advertisement would be teens to adults. It is designed to look like

a professional product instead of looking fun or childlike.

SHAPE SHAPE • What is the product or service being advertised?

The product being advertised here is for Chef Boyardee. Not only is this advertisement selling you their product but it is also advertising a recipe to make with the product.

• SHAPE is being used in the design in the following way(s): (Check all that apply)

_X__Photos and illustrations are creating shape through the actual shape and content of the art. _X_Line or a line illustration is creating the predominant shape ___Type is creating the predominant shape _X_Shaded or colored areas are creating the predominant shape _X_Shape is sustaining the viewer’s interest. _X_Shape is organizing the page ___Shape is helping the viewer understand the concept _X_Shape is leading the viewer’s eye through the design • Please thoroughly explain your answer to the question above and analyze/describe in your

own words how this advertisement or website uses SHAPE. This advertisement is mostly made up of shape. Our biggest shape that makes most of this ad

work is the picture of Chef Boyardee himself holding a pan of lasagna. The pan of lasagna is in full color while the picture of Chef Boyardee is in black and white. This catches your eye from the first minute you look at the advertisement and also tells you a lot about the product. The picture of Chef Boyardee in black in white shows how long his product has been around and also gives off a home-style feel to the product. Within that same shape he holds the pan of lasagna in full color. This makes it easy for the advertisement to bring your attention from the lasagna to the ingredients at the bottom of the page. These ingredients give the viewer the idea that the product is made with real ingredients.

Another shape used in this advertisement is the recipe card. This is a perfect example of a line creating predominant shape. The recipe card also has a real recipe on it to draw you more to the product. The point of the recipe card is to get you to buy their product so you can make the recipe they give you. The whole ad has a homemade feeling to it.

• Please describe the effectiveness of the use of SHAPE in this design. The use of shape in this advertisement is very effective in getting the point of the ad across.

Without the chef holding the pan of lasagna all we would have is a blue background with a recipe card and some text. The impact of the idea this ad is giving you wouldn’t be as strong. If we were to take the recipe card out, the ad would still work but it wouldn’t give viewers as big of an urge to buy this product. The ad also wouldn’t have as homey of a feel to it.

• Who is the primary audience of the advertisement or website?

The primary audience of this advertisement would be parents or adults. Even though children are more likely to enjoy eating Chef Boyardee, the advertisement has an adult feel to it. The fact

TEXTURE Texture: • What is the name of the company, organization or individual utilizing this website?

The company utilizing this website is Keebler. They make cookies and other snack products. www.keebler.com

• TEXTURE is being used in the design to: (Check all that apply)

_X_ Create a particular mood or feeling

_X_ Fill individual shapes or areas

___ Reinforce or support the concept of the design

• Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses TEXTURE.

The texture use in this website creates a friendly mood for every visitor. From the moment you enter this website you are welcomed by the Keebler elf. Right away this gives the viewer a welcoming feeling. The scroll on the left side of the page gives a fairytale feeling to the page. This scroll is neatly organized with links to other pages and also tells you what the site has to offer. The texture of the tree and grass has a cartoony look to it that makes the page seem more playful and fun.

• Please describe the effectiveness of the use of TEXTURE in this design.

The use of texture in this website is very effective. However, this website could would look fine without the texture they used. The texture in this website makes the product more interesting. It makes the product seem fun and extraordinary. Also it gives you an old fashioned feeling, like their cookies have been around for years. The texture in this website made the product more interesting.

• Who is the primary audience of the advertisement or website?

The primary audience of this advertisement is children. This website is made to look fun and playful. Children are more likely to be enticed by this than adults would. Also children may be able to relate easier to this website since it is very imaginative.

BALANCE Balance: What is the name of the company, organization or individual utilizing this website?

The company utilizing this website is Coca-Cola. www.coca-cola.com

• BALANCE is being used in the design in the following way(s): (Check all that apply)

_X_To create a mood.

___Symmetrical balance is reinforcing the message—such as; serious, conservative, sophisticated, stable, elegant, etc.

_X_Asymmetrical balance is reinforcing the message—such as; relaxed, informal, freeform, creative, etc.

___To create visual tension by being obviously unbalanced.

• Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses BALANCE.

The use of balance in this website creates a very professional mood. It also gives the viewer a sense of order. Everything on the page is neatly placed and easy to find. The fact that this site is uses asymmetrical balance throughout the page makes it more interesting. Take for example what they did with the logo and the links at the top of the page. They use the color red so that the menu at the top will really stand out to the site’s viewers. This top banner is asymmetrically balanced because even though the Coca-Cola logo and the links aren’t evenly spaced apart, the size difference of the text makes it balanced. The color red is also used throughout this website because red is an iconic color for Coca-Cola products.

• Please describe the effectiveness of the use of BALANCE in this design.

This website's use of balance makes it very easy for you to navigate through pages. You can find what you are looking for with ease and the information they provide to you is neatly placed throughout the page. The red really draws your attention to the important parts of the site. Red is also Coca-Cola’s trademark color that they use for everything. I thought that was very important that they included red so much since red has been their product color since they started out. I feel overall that this website was put together very well and has a great style to it. However, at the bottom of the page there is a soccer ball sitting in grass that lines the bottom of the page. I didn’t really feel this fit well into the design of the website. The rest of this website is themed toward the winter time. There is no link or content to explain why that soccer ball is there.

• Who is the primary audience of the advertisement or website? The primary audience of this advertisement would be adults that like soda products, more specifically Coca-Cola products.

CONTRAST Contrast: • What is the product or service being advertised?

The product being advertised is a Valentine’s day version of M&M’s.

• CONTRAST is being used in the design in the following way(s): (Check all that apply)

_X_Strengthen an idea; support the message.

___To create a contradiction (BIG written in very small type). _X_Contrasting colors

___Contrasting values

_X_Contrasting shapes

___Contrasting texture _X_Contrasting typography

• Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses CONTRAST.

In this advertisement, contrast is being used to support the message. The large picture of the red M&M man draws your attention to the page. It is much darker than the background and practically screams for you to look at it. The background colors are contrasting colors; the pink stands out from the white even though it is much lighter than the red. This advertisement also uses contrasting shapes to send their message to its audience. The bag of M&M's at the bottom of the page is a Valentine's Day version of M&M's. On the bag there is a picture of a red romantic looking M&M man. This tells readers that they are a special version of the product they are selling. Another contrast shape put into this advertisement are the M&M's next to the bag. This shows readers what the actual product looks like so they know what to expect if they were to buy it. There is also contrast in the typography of this advertisement. All the text is in red to emphasize the message that this ad is for their Valentine's M&M's.

• Please describe the effectiveness of the use of CONTRAST in this design. The use of contrast in this advertisement is very effective because it makes the message they are

trying to send more understandable. The bag of M&M's along with the individual M&M's shows you exactly what you are buying. Even without them most people would still know it was an advertisement for M&M's because of the giant red M&M, but we wouldn't have any idea that they were Valentine's day M&M's. Overall I feel contrast was used very well in this advertisement. It helped get the message across and it's an enjoyable advertisement to look at. You could almost eat it!

• Who is the primary audience of the advertisement or website The primary audience of this advertisement would be mostly women. There is a strong feminine look to this advertisement that is more likely to grab the attention of women. This advertisement was found in a Good Housekeeping magazine so

COLOR Color: • What is the name of the company, organization or individual utilizing this website?

http://us.havaianas.com

• COLOR is being used in the design in the following way(s): (Check all that apply)

_X_Creates a mood or feeling

_X_Creates visual tension and movement

_X_Provides unity and balance ___Provides structure and forms a grid in a design

_X_Provides a sense of order

_X_Creates harmony

• Please thoroughly explain your answer to the question above and analyze/describe in your own words how this advertisement or website uses COLOR.

This website uses lots of interesting colors and designs to draw the viewers attention to their product. Upon first entering this site you will notice the bright colorful image middle of the page. This image has a picture of a flip-flop on it which tells viewers a little about what this website has to offer them before they really start to look around the site. The colors used throughout this website also give it a tropical nice weather feel.Waves of colors shoot out from under the flip-flop and direct you to important parts of the site. Unity and balance are also created by the color in this website. Even though the colors are bursting out from under the flip-flop in a chaotic manner, the way color is used throughout the page makes an invisible border to separate different content. The colors also show unity because the colors used in the links and content are all colors that are used in the main image. Color provides a sense of order by making the different link menus different colors. This way you can tell them apart at ease. Order is also shown by the flip-flop in the image because it gives you the feeling that the flip-flops have power over the chaotic burst of colors. The colors in this website have a very harmonic feel to them. The colors used for the links on the left side are all colors that are used in the main image.

• Please describe the effectiveness of the use of COLOR in this design.

The color use in this website is very effective because it attracts the viewer’s eye and really makes the website more interesting. The use of the color waves coming from the flip-flop was also very effective. The design looked great while it was also useful for directing you to the different links and content all around the page.

• Who is the primary audience of the advertisement or website?

The primary audience of this website would be women because it has a very feminine feel to it with tis use of soft colors and soft brush strokes. The site itself looks like it would appeal more to the teenage group, but they sell products for all ages.

Unity: • What is the name of the company, organization or individual utilizing this website? www.divinginredsea.com

• UNITY is being used in the design to: (Check all that apply)

_X_Provide consistency

_X_Unify the design with consistent elements (grouped/repeating elements)

_X_Lead the viewer’s eye through the design

• Please thoroughly explain your answer to the question above and analyze/describe how this advertisement or website uses UNITY.

From the moment you enter this website it gives you a very good idea of what the site is about. Upon first look you will notice that this website has an oceanic theme to it and that it the top part of the background actually makes it look like you are under water. This website provides consistency from one page to another giving the whole website an oceanic look and feel to it. The design of the first page follows you through other pages of the website using similar and identical elements.

To unify this design there are many elements throughout the website that stay the same from page to page. The content section where all the information is, is shaped like a piece of paper with some wear on the sides. There is then a border around the content section shaped like a coral reef. At the bottom of this website there is a picture of a fish with bubbles coming from it. Inside these air bubbles are links to related pages on other sites. These things along with the headers and subtitles are elements that carry from page to page throughout the website without changing.

• Please describe the effectiveness of the use of UNITY in this design.

There is a good amount of similar and identical elements used to make the website have an oceanic theme. This is extremely effective because the content of their site and what they are talking about is all ocean related. I really thought the fish with the bubble links at the bottom of the page was very creative. I feel this website has a great design that is fun to and interesting to look around. Everything you would want to find within that website can be easily found and is set up neatly.

• Who is the primary audience of the advertisement or website?

The primary audience of this website would be adults interested in going on a vacation to the Red Sea. This website gives a lot of tourist information and information about different destinations in the area.

VALUE Value: • What is the product or service being advertised?

Invisalign

• VALUE is being used in the design in the following way(s): (Check all that apply)

_X_Creates a mood or feeling

_X_Creates contrast

_X_Creates movement and direction • Please thoroughly explain your answer to the question above and analyze/describe in your

own words how this advertisement or website uses VALUE.

When you first look at this advertisement your attention is immediately drawn to the red rose. You then follow through the advertisement and see a picture in black and white of a woman covering her mouth with her hand and a picture of a rose bud that hasn't bloomed yet next to her in full color. The reason for the woman covering her mouth in this advertisement is that it tells you she isn't comfortable with her teeth. The purpose of the rose bud is that it too is hiding in its own shell. This it meant to show how she is or feels without Invisalign. The next picture is another black and white picture of the same woman, only this time he has a full smile and is not blocking it with her hand. Next to her is another picture in full color of a rose that has bloomed. The combination of these two pictures shows that you can feel beautiful and have a beautiful smile if you use their product Invisalign. They show the woman looking more confident in the second picture than in the first.

This advertisement creates contrast by placing the images in black and white next to the images that are in full color. This makes all four of the images stand out to you so you can get the main idea of their product. Movement and direction are also created by value in this advertisement because the advertisement shows both the rose and the woman growing into something beautiful and showing their full true colors.

Underneath the pictures in this advertisement they explain what exactly Invisalign has to offer to people. The test that stands out the most when you first start reading it says “Your smile says a lot about you. If you let it.” This is telling readers that they can have a perfect smile too if they use this product. At the very bottom they added three pictures of the pros of their product. They show that the product is easily removable, comfortable, and invisible so people won’t even know you’re wearing the product.

• Please describe the effectiveness of the use of VALUE in this design.

The use of value in this advertisement was very effective. The message was very clear to understand and they made it very interesting. The value in this advertisement gives me a feeling a beauty and elegance and I feel it looks very professional.

• Who is the primary audience of the advertisement or website? The primary audience of this advertisement would be adults and possibly teens. This product is meant more for people who care about whether or not they have braces and what they would look like. Kids are less likely to care so much about vanity.