Graphic Design & Illustration Focal Point in Advertising and Graphics 1Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

2 Advertisers as guides Advertisers have spent lots of time and energy determining what consumers like. What to look at and how long a consumer will linger on a page can make all the difference in how well a product sells. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

3 How to guide the eyes Color Viewpoint Negative space Space Size Highlight or shadow Other elements Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

4 Where does the advertiser want you to look? Is this a good place? Does it work? Does it hold the viewer? Does it motivate the viewer? Does it repeal or disgust? Is it successful? Why? Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

5 Magazine ad activity Select three magazine ads. For each ad, determine the focal point desired by the advertiser. Mark the focal point on an acetate overlay. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

6 Design project Create an ad for makeup, coffee, or cheese with a definite focal point. Use full color. Create a heading. Use greeking for copy. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.