visual features used in advertising colour size and positioning of objects symbols (objects/body...
TRANSCRIPT
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Visual Features used in Advertising
ColourSize and Positioning of Objects
Symbols (objects/body language/clothing)ShapesTexture
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USE OF COLOUR
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RED
Red, the single most dynamic and passionate colour symbolizes:
• love,
• rage and
• courage.
Demanding attention, red has great emotional impact.
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BLUE
The colour of tranquility, blue is:
• Cool
• soothing
• and orderly.
• The colour of royalty, blue brings comfort and serenity to our lives.
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WHITE
White suggests:
• Goodness
• Purity
• innocence.
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GREEN
Green is the color of:
• Life and represents freshness security and tranquility.
• Green creates an atmosphere that is calm and restful, and characterizes the intense power of nature.
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GREY
Grey keeps it:
• foreign, remote and distant.
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YELLOW
• Yellow is truly joyous and virtuous in its purest form.
• Yellow exudes warmth, inspiration and vitality, and is the happiest of all colors.
• Yellow signifies communication, enlightenment, sunlight and spirituality.
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USE of Symbols
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Symbols through OBJECTS
• Many objects have both an obvious meaning and a hidden meaning. For example if we look at a picture of a lion we see a magnificent animal, but we also see a symbol of power.
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Symbols through BODY LANGUAGE
• Many images get their message across because they show people expressing feelings through their body language. We can often show how we feel without speaking a single word. Instead we communicate through:
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• Posture
• Distance from other people
• Hand gestures
• Facial expressions
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Symbols through CLOTHING
• The clothes we wear reflect our personality, and can also be a symbol. We wear certain clothing to show the rest of the world what we think of ourselves. Clothing is also a symbol of belonging to a particular group.
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SIZE and POSITION of Objects
• Convention dictates that an important object is large and FOREGROUNDED in the picture. Conversely, small objects in the background can be seen as less important.
• The position of objects, shapes, people/animals influence the reading of an image and aid in positioning the viewer. Where they are in the foreground, background, close together or far apart, influence how we read images.
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SHAPES
• Shapes may be defined as the outlines of objects, or they may be composed from parts of different adjacent objects, they can exist as gaps, or negative shapes between objects.
• The square can be read as dull, straight forward or stable.
• The triangle as action, conflict and tension.• Circular shapes suggest warmth, security,
continuity.
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TEXTURE
• Texture refers to the apparent feel of the surface depicted in the image. Texture is achieved by manipulating line and colour.
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LINE
• For illustrated images, line is very important. Variations in line length, thickness, strength or heaviness create varying moods and feelings.
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