DESIGN CONCEPT DISPLAY A DTC Project By: Hunter Kronberg

DESIGN CONCEPT:ALIGNMENT As simple as it sounds, alignment in any text means how things line up within the text. Every piece of a text should be lined up with a purpose that controls how the audience looks and perceives the text.

ALIGN THE ALIGNMENT! Take both of these screenshots for example. They are both aligned with a purpose. The WSU homepage makes it easy for viewers to search, see important dates, and the message of the day. All placed so it’s easy to navigate. This screenshot has more enhanced placement. It offers suggestions, account controls on the left, and an easy search bar right up top.

DESIGN CONCEPT: COLOR When a text contains color, it can be on any point of the spectrum including black and white. Color does not just focus on the color itself, it also implies how large and bold colors can be in comparison to others. Let’s look at some examples.

EXPRESSION OF COLOR! Notice how this text represents warm, red, orange, and yellow colors. This represents more elicit emotion and makes one think of fires, summer, or romantics. This text on the other hand, represents more tranquil and calming colors like blue and green. Its makes one become more at peace with the atmosphere inside the picture.

DESIGN CONCEPT:CONTRAST Contrast is known as the difference between multiple elements in which the difference, makes one element stand out more than the other. This can be found in color, size, placement, or shape.

EXPRESSION OF CONTRAST! This visual text expresses contrast through color on opposite sides and the alignment of bridge and tree. This visual text represents contrast in size by comparing a baby’s foot to a mother’s hand.

DESIGN CONCEPT:ELEMENT Every text is composed of individual elements that can include a whole array of symbols, colors, words, or phrases. Every author, designer, or photographer has a decision in using each type of element to convey messages that change how the audience can interpret them.

DIFFERENT ELEMENTS! This visual text can be split into many different elements. The word “Friday”, the bike itself, and even the flag are all elements of this text. From these elements we can see the message that the weekend is here and full of fun things to do like bike rides. It is easy to see that all of the rocks, the open ocean and sky are all elements of the text but what is the photographer trying to convey? Balance! This message is all about finding the balance in life.

DESIGN CONCEPT:EMPHASIS Emphasis can be used not only in speech or writing but in visual concepts as well. Emphasis can give certain elements greater importance, significance, or stress which can guide the reading of the audience.Emphasis can be used not only in speech or writing but in visual concepts as well. Emphasis can give certain elements greater importance, significance, or stress which can guide the reading of the audience.

EMPHASIS. EMPHASIS!!! Take these posters for example. Although they may be completely different, they both emphasize what they want the audience to read. This poster engages the audience to see the words within the picture, having them focus on both. This is a completely different poster made for a different reason. But it still includes emphasis because it only stresses one word; change.

DESIGN CONCEPT:FRAMING Framing is a way to describe how any visual text is presented. The sight lines within a text help us draw and direct our focus.

FOCUS ON FRAMING! Notice how the lines within the text frame the way it wants the audience to capture the image, moving laterally with the biker. Notice how this visual text frames the eyes of the person within. It sights our focus in directly on the eyes rather than the surroundings.

DESIGN CONCEPT:ORGANIZATION Remember the design concept element? Well, those are also incorporated in organization. Organization is the arrangement of individual elements within a text that form a functioning message.

ORGANIZE ORGANIZATION! Notice how this visual text shows organization of kitchen utensils and ingredients. It shows the path that the cook will take to make his dish. This visual text represents old and modern style and grooming together. It represents the actions taken in order to groom one’s self and dress with accessories.

DESIGN CONCEPT:PROXIMITY Proximity can be known as the distance between multiple elements in a text or the closeness in space of a text. It applies to words and images within a text and even music, lyrics, and sound effects.

PROXIMITY! Did you notice the proximity within the proximity above? It is also used in both of these examples, especially this visual text! This text also uses proximity! The great pyramids are always shown in the desert, but who knew how close they were to an actual city!?

DESIGN CONCEPT:SEQUENCE Sequence refers to the order of a series of events, actions, or words that have taken place within a text. It can also refer to any visual text that cuts from scene to scene or image to image.

THE SEQUENCE! Comic strips are a perfect example of sequence! This comic strip below shows an order of actions and words that compel the action within. This text is a perfect example of sequence with words within a visual text! The words help push the action forward and help the audience understand the story.

DESIGN CONCEPT DISPLAY RECAP! 1. Alignment 2. Color 3. Contrast 4. Element 5. Emphasis 6. Framing 7. Organization 8. Proximity 9. Sequence