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VISUAL HIERARCHY

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Slide Number 1VISUAL HIERARCHYVISUAL HIERARCHYVISUAL HIERARCHYADVERTISING BASICSADVERTISING BASICSADVERTISING BASICSADVERTISING BASICSADVERTISING BASICSADVERTISING BASICS- ELEMENTSADVERTISING BASICS- ELEMENTSADVERTISING BASICSADVERTISING BASICS- ELEMENTSADVERTISING BASICSADVERTISING BASICS- ELEMENTSADVERTISING BASICSADVERTISING BASICS- ELEMENTSADVERTISING BASICSBRAND IDENTITYADVERTISING BASICSPICTOGRAMSVISUAL HIERARCHYgraphic design 2VISUAL HIERARCHYVISUAL HIERARCHY Establishing an order of elements, a visual structure, to help a viewer absorb the information provided by a design is a crucial part of the design process.– Emphasis “is the idea that some things are more important than others and important things should be noticed.”– Graphic Design Solutions, pg. 24VISUAL HIERARCHY Focal point-– the part of a design that is most emphasizedVISUAL HIERARCHY VISUAL HIERARCHY– The visual organization of elements within a design format to establish focal points based on their importance to the message to be communicated.• Recall the principles of perception discussed before! (Shape, Color, Content) An effective visual structure is crucial to the success of any design.ADVERTISING BASICS VISUAL HIERARCHY– Visual hierarchy is about establishing an order of all the information in a work.– Ask yourself:• Where do you look first?• Where do you look second?• Where do you look third? Visual hierarchy is the most important principle of design. All great designers are masters at structuring their information to better communicate.ADVERTISING BASICS VISUAL HIERARCHYADVERTISING BASICS VISUAL HIERARCHYADVERTISING BASICS VISUAL HIERARCHYADVERTISING BASICS VISUAL ELEMENTS FOR DESIGNS– Visual– Line– Body copy– Sign-off• We will discuss the visual hierarchy, make-up of traditional designs.ADVERTISING BASICS- ELEMENTS Visual– The image utilized in a design. May be a photograph, illustration, graphic, type, or a combination.• For this project utilize an appropriate stock photograph (or make your own!)– The visual is, most of the time, the first element in the visual hierarchy of a design.ADVERTISING BASICS- ELEMENTS VisualADVERTISING BASICS Line– The main verbal message, often referred to as the headline. May be positioned anywhere on the ad.• For this project, I will come up with the lines for you. Traditionally, graphic designers do not create lines. A group, led by the creative director, take care of this aspect.– The line is the second element in the visual hierarchy, traditionally.ADVERTISING BASICS- ELEMENTS LineADVERTISING BASICS Sign-off & Claim– This is usually the logo of the product or service advertised (or at times a picture of such)• In this project, you will use your entity’s brandmark.• The sign-off can be used as a punctuation on the balance of your design.• Claim is the slogan of the company– In the visual hierarchy, it is the third item recognized (traditionally).ADVERTISING BASICS- ELEMENTS Sign-offand ClaimADVERTISING BASICS Body Copy– The text narrative that further explains the design concept, provides more information.• For this project, I will provide you with 3 lines of Lorem Ipsum filler text. – The narrative is usually the last element to be read on the visual hierarchy.ADVERTISING BASICS- ELEMENTS Body CopyADVERTISING BASICS VISUAL HIERARCHYBRAND IDENTITY Designing a visual identity– Follow through on the five phases of design• Orientation>Analysis>Concept>Design>Implementation– Develop a strong concept.– SKETCH, SKETCH, SKETCH, SKETCH– DO MORE SKETCHES– DO EVEN MORE SKETCHES.– SKETCH UNTIL YOUR HAND FALLS OFF.ADVERTISING BASICS You are responsible for creating an idea. Do not feel hampered by your technical skills with regards to the design software.Knowing how to use Illustrator, Photoshop, Quark Xpress DOES NOT make you a designer.A designer formulates concepts, ideas, and makes them function within a specific format and purpose.PICTOGRAMS Homework-– Research, research, research– Have a developed concept. Decide on colors, images, type faces, to be used in your visual identities for next week.– Develop the structure for your identities. Do a minimum of 30, well thought out sketches.VISUAL HIERARCHY Graphic Design Solutions-– Chapter


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