HigherQuestions

GraphicCommunication

DESIGNPRINCIPLES

ANDELEMENTS

Knowledge, understanding, recognition andinterpretation of the application of techniques used in

the production of promotional documents.

For a refreshingisotonic sports

drink choosethe one that

athletesrecommend,

choose Jump Ju

mp

1. A graphic designer has produced three promotional layouts.

(a) (i) State one instance wherealignment has been used inLayout 1.

(ii) Describe the effect thatalignment has on Layout 1.

(b) Describe two ways in which thedesigner has created unity inLayout 2.

1

1

2

JumpFor a refreshing

isotonic sports drinkchoose the one that athletes

recommend, choose Jump

Layout 1

Layout 2

1. (continued)

(c) Describe two methods used tocreate contrast in Layout 3.

Early in the design process, the designer decided it was important to move thebottle away from Position 1 to Position 2 as shown below.

(d) State one reason for doing this.

2

1

Jump

For a refreshing isotonic sports drinkchoose the one that athletes recommend,choose Jump

Layout 3

Position 1 Position 2

Final layout

1. (continued)

In the final DTP layout shown opposite, the designer chose blue for the backgroundcolour.

(e) (i) State whether blue is an advancing or receding colour.

(ii) Describe the effect that the blue background colour has on thebottle.

The colours used on the bottle itself are shades of red and green. The designerwishes to create a more harmonious colour scheme on the bottle and decides tochange the red shade to another colour.

(f) State a tertiary colour the designer should try instead of red.

The ‘Jump’ promotion will be published in a magazine and caring for theenvironment is important to the magazine publisher.

(g) State two ways in which the publisher can reduce the magazine’s impacton the environment.

Using DTP software to produce a magazine brings many benefits to the publishingindustry and its workforce.

(h) State one benefit that DTP has brought to the publishing industry (otherthan environmental benefits).

Total marks

1

1

1

2

1

13

2. An advertising company has produced a promotional graphic to be used at asports stadium. The graphic will be placed on the advertising boards aroundthe pitch.

The initial layout is shown below.

MIN UT

Only time will tellLayout 1

(a) State one instance where harmony has been used in layout 1.

The graphic artist has decided to change the background colour to violet asshown below.

MIN UT

Only time will tellLayout 2

(b) (i) Explain a reason for changing the background colour to violet.

(ii) State whether violet is an advancing or receding colour.

(iii) Describe the effect the violet background colour has on the watch.

1

1

1

1

2. (continued)

The graphic artist wants to change the shade of violet used for thebackground colour as shown below.

MIN UT

Only time will tellLayout 3

(c) Explain how to create a shade of violet.

(d) Describe two examples of unity in layout 3.

Method 1

Method 2

(e) Describe how the desktop publishing technique ‘bleed’ has been used inlayout 3.

(f) Describe how the desktop publishing technique ‘reverse’ has been usedin layout 3.

1

2

1

1

Layo

ut 1

Layo

ut 2

Layo

ut 3

Layo

ut 1

Layo

ut 2

Layo

ut 3

6. Use the three layouts in the Question 6 supplement provided to answer thisquestion.

Three promotional layouts for “One Stop Kit Shop”, a cycling accessorieschain, are shown.

The layouts are aimed at three different target markets and will bedisplayed in three different magazines.

Target market layout 1: (45—65 years) male and female, leisure cycling,working and retired singles and couples, grown-upfamilies, TV influences: gardening and travelshows

Target market layout 2: (25—45 years) male and female, working, keencyclists, adventure cycling, young families or nofamily commitments, TV influences: sport and TopGear

Target market layout 3: (15—25 years) predominantly male, seriousadventure and mountain biking, single,independent, TV influences: reality shows, indieand grunge music

The graphic designer has used a range of design elements and principles ineach of the three layouts to appeal to the different target markets.

(a) Explain why the styles of typeface used in layout 1 will appeal to itstarget market.

(b) Explain how the use of shape enhances layout 2.

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2

6. (continued)

In layout 2, three lines, two blue and one orange, are used.

(c) Explain how each of these lines improves layout 2. Each of yourexplanations should be different.

Advancing and receding colours have been used in each of the layouts.

(d) Select one of the layouts. Identify an advancing colour used in it, anddescribe the impact this colour has on the layout.

In layout the advancing colour is .

The effect this colour has on the layout is:

Different forms of balance have been used in the layouts. In layout 1 thecyclists are placed off-centre, whilst in layout 2 the cyclist is placed in thecentre of the layout.

(e) (i) Explain one challenge that placing a main item in the centre of alayout gives the graphic designer.

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2

1

6. (e) (continued)

(ii) Explain the benefit of placing a main item off-centre in a layout(other than your answer to 6(e)(i)).

(f) Explain three different ways in which the graphic designer has useddesign elements and principles in layout 3 to appeal to its targetmarket.

1

3

Using the “ Autodesk Create” leaflet.

Identify three Design Principles that are used in the leaflet, and describe how they are used.

Design Principle 1 ...........................................................................

Description:

Design Principle 2 ...........................................................................

Description:

Design Principle 3 ...........................................................................

Description:

Total (6)

2

2

2

2

2

2

Total (6)

Using the “ Autodesk Create” leaflet.

Identify three Design Elements that are used in the leaflet, and describe how they are used.

Design Element 1 ...........................................................................

Description:

Design Element 2 ...........................................................................

Description:

Design Element 3 ...........................................................................

Description:

There are three main types of balance used in DTP publications.

In the space below, state and sketch two DTP balances.

(a) Balance: ...........................................................................

(b) Balance: ...........................................................................

Total (2)

1

1