Every picture…Every picture…Every picture…Every picture…

Visual Language Visual Language

Principles of Static Image DesignPrinciples of Static Image Design

What will you learn?What will you learn?What will you learn?What will you learn?

• What What static imagesstatic images are are• The The essentialessential elements involved in effective elements involved in effective

static image designstatic image design• How to How to create effective static imagescreate effective static images

involving involving illustrations and simple textillustrations and simple text to to capture the main theme or focuscapture the main theme or focus of an event of an event or textor text

What are static images?What are static images?What are static images?What are static images?

• They are, literally, They are, literally, visual images that do not movevisual images that do not move• They include: greeting cards; posters; slides; They include: greeting cards; posters; slides;

photographs; paintings; magazine, book, CD or photographs; paintings; magazine, book, CD or album covers; comics; cartoons; print display album covers; comics; cartoons; print display advertisements; collages…advertisements; collages…

• Many static images communicate by combiningMany static images communicate by combining verbalverbal (words)(words) andand non-verbal elementsnon-verbal elements (images, (images, graphics, colour choice, typography, design etc)graphics, colour choice, typography, design etc)

• Combining these elementsCombining these elements can convey a can convey a clear ideaclear idea of of the plot (of a novel or film etc), main character(s), the plot (of a novel or film etc), main character(s), setting, genre, mood/ atmosphere, and main ideas or setting, genre, mood/ atmosphere, and main ideas or themes – themes – without many wordswithout many words..

What is a logo?

• Logo is short for logotype

• A logo is a symbol made up of letters or a name that have been ‘tweaked’ so that is is always used this way and becomes a symbol of the company or brand it represents.

How does this logo represent the brand?

School School colourscolours

Shield Shield of faithof faith

Cross for Cross for ChristianityChristianity

CathedralCathedral

CCCCCC

School School mottomotto Holy Spirit Holy Spirit

(fire) - red also (fire) - red also reinforces thisreinforces this

What about these logos?

Design and Layout GlossaryDesign and Layout GlossaryDesign and Layout GlossaryDesign and Layout GlossaryYou must be able to You must be able to identifyidentify most of, and most of, and use use some ofsome of::• • AssociationAssociation • Axis of Access• Axis of Access• • BalanceBalance • Breaking the Frame• Breaking the Frame• • Call to ActionCall to Action • Colour / colour symbolism• Colour / colour symbolism• • CompositionComposition • Connotation• Connotation• • ContrastContrast • Converging diagonals• Converging diagonals• • CopyCopy • Dominant Visual Image (DVI) • Dominant Visual Image (DVI) • • FontsFonts • Foreground/Background Depth• Foreground/Background Depth• • HarmonyHarmony • Headline• Headline• • LayersLayers • Leading the eye• Leading the eye• ‘• ‘Less is more’ principleLess is more’ principle • Horizons (placement / bridging)• Horizons (placement / bridging)• • MotifsMotifs • Rule of Thirds / Intersection of Thirds• Rule of Thirds / Intersection of Thirds• • S and Z CurvesS and Z Curves • Shape / Size / Weight• Shape / Size / Weight• • SymbolsSymbols • Symmetry• Symmetry• • TypographyTypography • ‘White’ Space …• ‘White’ Space …

• • AssociationAssociationWords, images and ideas are also connected to others by association.Words, images and ideas are also connected to others by association.For example, an image of a rose connects us to ideas of love, the phrase ‘a rose For example, an image of a rose connects us to ideas of love, the phrase ‘a rose among thorns’ and even to English royalty, Rosicrucians, Templars and hence to among thorns’ and even to English royalty, Rosicrucians, Templars and hence to Crusaders and the da Vinci Code. Good writing and design use these associations.Crusaders and the da Vinci Code. Good writing and design use these associations.

• • Axis of Access (reading line)Axis of Access (reading line)English and most Western language users read from left to right and top down. English and most Western language users read from left to right and top down. This creates a diagonal This creates a diagonal axis of accessaxis of access: : top left to bottom right. Smart design top left to bottom right. Smart design works with this to make sure that theworks with this to make sure that theviewer/reader follows the message viewer/reader follows the message without confusion.without confusion.

• • BalanceBalanceWhen we speak about balance in design we mean When we speak about balance in design we mean giving equal weight to giving equal weight to different partsdifferent parts of the design area so that it doesn’t feel top or bottom heavy or of the design area so that it doesn’t feel top or bottom heavy or appear to lean to one side. appear to lean to one side. This means if you have a strong element (large lettering or a bold image, for This means if you have a strong element (large lettering or a bold image, for example) in the top left corner you need to balance it with something of equal example) in the top left corner you need to balance it with something of equal ‘weight’ in the opposite (bottom right) corner. You don’t need to use the same type ‘weight’ in the opposite (bottom right) corner. You don’t need to use the same type of element (eg. Image and Image) – just something equally strong.of element (eg. Image and Image) – just something equally strong.

• • Breaking the FrameBreaking the FrameWhen an image ‘breaks the frame’ we mean that it When an image ‘breaks the frame’ we mean that it appears to come out of the appears to come out of the pagepage, cross the border of an area of the page or ‘break out’ in an appearance of , cross the border of an area of the page or ‘break out’ in an appearance of 3D. This adds a sense of depth, movement/action and dynamic tension.3D. This adds a sense of depth, movement/action and dynamic tension.

• • Call to ActionCall to ActionA ‘call to action’ is an advertising term meaning that you A ‘call to action’ is an advertising term meaning that you invite, challenge or invite, challenge or command the reader/viewer to do somethingcommand the reader/viewer to do something e.g. ‘Call Now!’ e.g. ‘Call Now!’ This is a useful tool to engage the audience – it’s mainly This is a useful tool to engage the audience – it’s mainly used for selling.used for selling.

• • Colour / Colour SymbolismColour / Colour SymbolismColour can be used to Colour can be used to highlight an elementhighlight an element of a design: by using a bright colour in of a design: by using a bright colour in only one part of a static image it draws special attention to it.only one part of a static image it draws special attention to it.Colour can also be used to Colour can also be used to establish a themeestablish a theme. For example, if there is anger and . For example, if there is anger and death or violence in a film, red could be used in lettering or images as a way to death or violence in a film, red could be used in lettering or images as a way to convey that idea to the audience.convey that idea to the audience.Almost all Almost all colours have symbolic associated meaningscolours have symbolic associated meanings (CONNOTATIONS) (CONNOTATIONS) eg white = innocence, purity, peace; red = blood, anger, violence, anger etc.eg white = innocence, purity, peace; red = blood, anger, violence, anger etc.

• • CompositionCompositionComposition is how all the elements of the design are arranged on the page: words Composition is how all the elements of the design are arranged on the page: words and images. A good composition has a and images. A good composition has a single focussingle focus and is and is appropriate appropriate to the to the idea or theme, the purpose of the static image and its intended audience.idea or theme, the purpose of the static image and its intended audience.

• • ConnotationConnotationMany words and images have two kinds of meaning: Many words and images have two kinds of meaning: denotativedenotative and and connotativeconnotative. . The The denotation denotation of a word is its literal meaning: the of a word is its literal meaning: the connotationconnotation of a word or of a word or image is its associated, often emotional meaning(s). image is its associated, often emotional meaning(s). For example, For example, NaziNazi has the has the denotative meaningdenotative meaning of a member of the National of a member of the National Socialist Party in 1930s and 40s Germany. However, its Socialist Party in 1930s and 40s Germany. However, its connotative meaningsconnotative meanings are brutal oppressors and sick, twisted Jew killers. To call someone a are brutal oppressors and sick, twisted Jew killers. To call someone a NaziNazi usually usually means that you think they are nasty bullies.means that you think they are nasty bullies.Static image design relies a lot on connotation, in its use of both words and images.Static image design relies a lot on connotation, in its use of both words and images.

• • ContrastContrastContrast is Contrast is a way of highlighting somethinga way of highlighting something – drawing attention to it or making it – drawing attention to it or making it stand out. It can take many forms, in both words and images: light and dark tones; stand out. It can take many forms, in both words and images: light and dark tones; colour vs. monochrome; humour vs. horror; cliché vs. novelty/originality etc.colour vs. monochrome; humour vs. horror; cliché vs. novelty/originality etc.

• • Converging diagonalsConverging diagonalsA lot of A lot of design relies on implied shapesdesign relies on implied shapes. These can be created by typography and . These can be created by typography and the way the words are placed in the image, or by elements of the image, or both. the way the words are placed in the image, or by elements of the image, or both. (See Horizons, Rule of Thirds, Intersection of Thirds).(See Horizons, Rule of Thirds, Intersection of Thirds).Converging diagonals are when Converging diagonals are when implied or even actual diagonal lines in a design implied or even actual diagonal lines in a design meet at a single pointmeet at a single point where a very important element of the design is placed. For where a very important element of the design is placed. For example, a bottle of perfume in advertisement may be held near a point on a example, a bottle of perfume in advertisement may be held near a point on a woman’s body where lines formed by neck, jaw, shoulder, arm and hand etc meet woman’s body where lines formed by neck, jaw, shoulder, arm and hand etc meet so that our eye is drawn to it and we take particular notice of it.so that our eye is drawn to it and we take particular notice of it.

• • Dominant Visual Image (DVI)Dominant Visual Image (DVI)Every static image should have ONE dominant visual image. It is the Every static image should have ONE dominant visual image. It is the biggest, biggest, most noticeable element in the designmost noticeable element in the design. If a design has two or three images of . If a design has two or three images of equal size and ‘weight’, the reader is unsure what the main idea, focus or point of equal size and ‘weight’, the reader is unsure what the main idea, focus or point of the image is. The the image is. The DVI may be a word used as an imageDVI may be a word used as an image. .

• • FontFontA font is a A font is a lettering stylelettering style (this is in Arial font, for example). There are four main (this is in Arial font, for example). There are four main types: types: serifserif (the letters have little tags on the end eg. (the letters have little tags on the end eg. TimesTimes), ), sans-serif sans-serif (the letters (the letters are plain eg Arial), are plain eg Arial), cursivecursive (the letters imitate handwriting eg (the letters imitate handwriting eg Kaufmann Kaufmann and and

decorativedecorative (the letters are in unusual or ‘funky’ shapes eg (the letters are in unusual or ‘funky’ shapes eg JokermanJokerman..

Fonts come in Fonts come in familiesfamilies (Normal, Bold, Italic, Compressed, Extended etc). (Normal, Bold, Italic, Compressed, Extended etc).

It is advisable to use no more than TWO different font families in a design.It is advisable to use no more than TWO different font families in a design.

Serif is the easiest to readSerif is the easiest to read if you have a lot of text; sans serif is good for shorter if you have a lot of text; sans serif is good for shorter copy. Cursive and decorative fonts should only be used for special effects, copy. Cursive and decorative fonts should only be used for special effects, headlines of short phrases.headlines of short phrases.

• • Foreground/Background Depth (perspective)Foreground/Background Depth (perspective)By using proportion and scale, placement in layers (elements overlapping each By using proportion and scale, placement in layers (elements overlapping each other) a static image can create other) a static image can create a sense of depth or three dimensionalitya sense of depth or three dimensionality (3D). (3D).

This can draw the readerThis can draw the reader into the image and gives it more impact.into the image and gives it more impact.

• • HarmonyHarmonyAs in music, harmony refers to As in music, harmony refers to all the elementsall the elements (words and images) in a design (words and images) in a design working togetherworking together to create a pleasing whole, where every element seems to have to create a pleasing whole, where every element seems to have the same focus, style, mood and tone and creates the same focus, style, mood and tone and creates a unified effecta unified effect. . The opposite (The opposite (disharmonydisharmony) is created by contrast – conflicting elements that ) is created by contrast – conflicting elements that seem to fight each other. Sometimes this is deliberately used to create tension or a seem to fight each other. Sometimes this is deliberately used to create tension or a sense of unease (good for horror etc).sense of unease (good for horror etc).

• • HeadlineHeadlineA ‘headline’ is the A ‘headline’ is the largest-sized letteringlargest-sized lettering in a static image. It may be a title or a in a static image. It may be a title or a key phrase that key phrase that sums up the main point of the imagesums up the main point of the image..

• • Horizons (placement and bridging)Horizons (placement and bridging)If a static image contains a real or implied horizon, If a static image contains a real or implied horizon, place it above or below the place it above or below the middle of the imagemiddle of the image or it will tend to make the design look like two separate or it will tend to make the design look like two separate

images. If you must put it across the middle use another overlapping image or text images. If you must put it across the middle use another overlapping image or text to ‘bridge’ the two halves and re-connect them (see Rule of Thirds), unless you to ‘bridge’ the two halves and re-connect them (see Rule of Thirds), unless you have a have a very very good reason..

• • LayersLayersStatic images are usually created in layers ie. there is Static images are usually created in layers ie. there is a background and on top a background and on top of that other layers of lettering or other images are imposedof that other layers of lettering or other images are imposed. This give an . This give an impression of depth so the image doesn’t feel flat and also makes all the separate impression of depth so the image doesn’t feel flat and also makes all the separate elements connect to each other to unify them.elements connect to each other to unify them.

• • Leading the eye Leading the eye Good layout leads the viewer’s eye through the design, makes it ‘read’ in logical Good layout leads the viewer’s eye through the design, makes it ‘read’ in logical order and order and makes its pointmakes its point clearly. Where text and images are placed and their clearly. Where text and images are placed and their size, colour etc is what makes this happen. size, colour etc is what makes this happen. See S/Z Curves, converging diagonals etc.See S/Z Curves, converging diagonals etc.

• ‘• ‘Less is more’ principleLess is more’ principleDon’t try to put too much into a designDon’t try to put too much into a design. Sometimes this works but usually it . Sometimes this works but usually it makes the design hard to follow and the viewer confused. Let the elements makes the design hard to follow and the viewer confused. Let the elements

‘breathe’ by leaving space around them and concentrate on delivering a single, ‘breathe’ by leaving space around them and concentrate on delivering a single, clear clear message. message. See ‘white space’See ‘white space’

• • MotifsMotifsA motif is a A motif is a symbolicsymbolic element that is repeatedelement that is repeated or echoed in the design. This may or echoed in the design. This may be a logo, brand, phrase or image e.g. a crucifix to symbolise Christianity or be a logo, brand, phrase or image e.g. a crucifix to symbolise Christianity or sacrifice; a piece of pounamu to symbolise treasure/taonga/heritage etc. sacrifice; a piece of pounamu to symbolise treasure/taonga/heritage etc. See symbolSee symbol

• • Rule of Thirds/Intersection of ThirdsRule of Thirds/Intersection of ThirdsThe rule of thirds is a design principle first noticed by the Greeks 3000 The rule of thirds is a design principle first noticed by the Greeks 3000 years ago, and is very commonly used in design. years ago, and is very commonly used in design. Dividing an image Dividing an image into thirds has more impact on a viewerinto thirds has more impact on a viewer. . This may be done obviously (e.g. text in 3 columns) or implied in This may be done obviously (e.g. text in 3 columns) or implied in more subtle ways. more subtle ways. Putting important elements where these thirds intersect adds Putting important elements where these thirds intersect adds even more impact to them.even more impact to them.

• • S and Z CurvesS and Z CurvesArranging type and images to form S or Z curves Arranging type and images to form S or Z curves leads the viewer leads the viewer through the designthrough the design..

• • Shape / Size / WeightShape / Size / WeightThese three elements are keys to making clear the key points you want the viewer These three elements are keys to making clear the key points you want the viewer to notice. ‘Weight’ is achieved by using to notice. ‘Weight’ is achieved by using BOLDBOLD lettering or CAPITALS, shadows, lettering or CAPITALS, shadows, large size etc.large size etc.

• • SymbolsSymbolsSymbols are Symbols are images that are used to represent ideasimages that are used to represent ideas e.g. = Christianity. e.g. = Christianity.Colours are also symbolic e.g. red symbolises blood, death, anger, passion.Colours are also symbolic e.g. red symbolises blood, death, anger, passion.

• • SymmetrySymmetrySymmetry is related to balance. Symmetry is related to balance. Symmetry means ‘two halves that are mirror Symmetry means ‘two halves that are mirror images of each other’images of each other’. In other words it means that elements in are of equal . In other words it means that elements in are of equal weight, size, proportion and evenly placed in opposite areas of a design.weight, size, proportion and evenly placed in opposite areas of a design.

• • TypographyTypography Typography is computer or printed Typography is computer or printed letteringlettering and what we do with it. We call a and what we do with it. We call a lettering style a FONT (e.g. Arial) but we also have versions of a font (e.g. Bold, lettering style a FONT (e.g. Arial) but we also have versions of a font (e.g. Bold, Italic, Condensed, Expanded, Outline etc). All of these are members of the FONT Italic, Condensed, Expanded, Outline etc). All of these are members of the FONT FAMILY. We can also vary the spacing between lines (LEADING) or between FAMILY. We can also vary the spacing between lines (LEADING) or between letters (KERNING).letters (KERNING).

• ‘• ‘White’ SpaceWhite’ SpaceThe best way to make The best way to make important words or images stand outimportant words or images stand out in a design is to in a design is to give them give them space around themspace around them. This is called ‘white space’ but sometimes the . This is called ‘white space’ but sometimes the space is not white but some other plain background colour that contrasts well with space is not white but some other plain background colour that contrasts well with the key element you want to stand out e.g. the key element you want to stand out e.g. YELLOW LETTERINGYELLOW LETTERING doesn’t work doesn’t work well on white but stands out well on a black background.well on white but stands out well on a black background.

onlyonly 50c50c

Freshly Freshly

squeezedsqueezed LemonadeLemonade

onlyonly 50c50c

Freshly Freshly

squeezedsqueezed LemonadeLemonade

A Basic DesignA Basic DesignA Basic DesignA Basic Design

FlashcardsFlashcardsFlashcardsFlashcards

Star StruckStar StruckStar StruckStar Struck

He Waka TapuHe Waka TapuHe Waka TapuHe Waka Tapu

CCC Media CCC Media CCC Media CCC Media

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Design principles – Review 1Design principles – Review 1Design principles – Review 1Design principles – Review 1• Less is moreLess is more

White spaceWhite spaceFew (1–2) different fontsFew (1–2) different fontsStandardised coloursStandardised coloursAvoid clutter…Avoid clutter…

• Bold, eye catching, dramaticBold, eye catching, dramatic

• Read from Read from Top Left to Bottom RightTop Left to Bottom Right (UNLESS there’s a very good reason)(UNLESS there’s a very good reason)

• Basic elementsBasic elements: : – Headline – Headline (hook)(hook)

– Dominant Visual Image – Dominant Visual Image (illustration)(illustration)

– Body Copy (for ads, promotional material – – Body Copy (for ads, promotional material – with a Call to with a Call to Action)Action)

– Contacts/addresses – Contacts/addresses (for advertising)(for advertising)

Design principles – Review 2Design principles – Review 2Design principles – Review 2Design principles – Review 2

• HorizonsHorizonsLow or high, not across the middle Low or high, not across the middle Bridge with something that crosses the horizon to connect the two Bridge with something that crosses the horizon to connect the two parts of the imageparts of the image

• Rule of thirdsRule of thirdsThe human brain responds better to images with uneven The human brain responds better to images with uneven (2:1 or 5:3) divisions and proportions(2:1 or 5:3) divisions and proportions

• Intersection of thirdsIntersection of thirdsThe human eye and brain take more notice of visual elements at the The human eye and brain take more notice of visual elements at the points where imaginary thirds divide an imagepoints where imaginary thirds divide an image … …

Design principles – Review 3Design principles – Review 3Design principles – Review 3Design principles – Review 3

Questions?Questions?Questions?Questions?

Telstra Big PondTelstra Big Pond

Lip glossLip gloss

Elizabeth ArdenElizabeth Arden

NestléNestlé

Design principles – 3Design principles – 3Design principles – 3Design principles – 3

• Lead the eyeLead the eyeDVIDVITypography weight/size, Typography weight/size, ‘S’ or ’Z’ curves‘S’ or ’Z’ curvesStandout colour…Standout colour…

• BalanceBalancee.g,e.g,If you have a strong visual element in the Top Left corner, If you have a strong visual element in the Top Left corner, balance it with something in the opposite (Bottom Right) cornerbalance it with something in the opposite (Bottom Right) corner

• ContrastContrastUse colours, images, words that contrast with other elements to Use colours, images, words that contrast with other elements to make them stand out.make them stand out.

NescaféNescafé

Tiger BeerTiger Beer

BickfordsBickfords

Posters Posters && Ads –  Ads – main elementsmain elementsPosters Posters && Ads –  Ads – main elementsmain elements

• HeadlineHeadline~ Title of event, book, film, play, game, show, product etc~ Title of event, book, film, play, game, show, product etc~ Catch line~ Catch line

• Dominant Visual ImageDominant Visual Image~ Covers most of the space~ Covers most of the space~ Communicates WHAT the event, book etc is about~ Communicates WHAT the event, book etc is about~ Communicates appropriate ATTITUDE or EMOTION~ Communicates appropriate ATTITUDE or EMOTION~ Uses COLOUR, DRAMATIC ACTION or other APPEALS~ Uses COLOUR, DRAMATIC ACTION or other APPEALS

• Copy (Text)Copy (Text)~ Keep copy short and punchy~ Keep copy short and punchy~ ‘Sell’ the event, book etc: persuade your Target Audience to go to ~ ‘Sell’ the event, book etc: persuade your Target Audience to go to the event, read the book, buy the product, get a ticket…the event, read the book, buy the product, get a ticket…~ Name stars, provide brief review quote or give other reasons to ~ Name stars, provide brief review quote or give other reasons to ‘buy’ N.B: Use emotive, colourful language‘buy’ N.B: Use emotive, colourful language

• Essential Details Essential Details ~ Manufacturer ~ Where ~ When~ Manufacturer ~ Where ~ When ~ Director/Author ~ Cost ~ Director/Author ~ Cost ……

Star StruckStar Struck

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More samplesMore samplesMore samplesMore samples

Refuel (magazine)Refuel (magazine)

Reading eBayReading eBay