Angel Larson Design

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  • The Nature of Imagery – Overview

    -Angel Larson

    Designers can achieve their communication goals through different forms of imagery.

    • Images are symbolic and emotional in nature and can be representative of real places, people, or objects, or they can be artificially contrived and abstract.
      Images create a visceral connection to experiences described by written language, bringing more context and meaning to a composition.
    • Images can be powerful communicators on their own, but usually they are integrated with other visual elements to enhance their meaning. 
    • Pictorial images show recognizable subjects like objects, figures, and spaces.

    Empirical Pictorial Images

    -depict the characteristics of objects and scenes as they are observed in space.

    • This type of image is usually used to help describe or explain subject matter better and to suggest that the message is grounded in real life.
    • Photographs are the most empirical of any type of imagery.

    For example, in an ad for a photographer, you would want to use real photographs of their work. If they are a wedding photographer, showing a good photo of a wedding couple they have taken would let the viewers know that this is the type of work they do and that they know what they are doing. If you showed an illustrated version of a photo they have taken for a wedding, this would confuse the viewers and send mixed signals because the information of the ad and the photo doesn’t match up.

    Stylized Pictorial Images

    -recognizable to reality but add a conceptual or metaphorical overlay of meaning.

    • This form of imagery is really good for envisioning things that are not naturally occurring.
    • We can envision the world in a way that is very unnatural to us and would be impossible to do filming actual people.

    For example, reality TV & animated shows. In reality TV, the scenes and imagery that are being shown are being stylized by the director to convey certain themes, context, and emotions in the viewer. The scenes are contrived and edited from real life to become a stylized version of reality. Animated shows take this to a whole new level by representing real life or fantasy in a completely stylized way. The characters of animated shows may look more or less realistic depending on the style of the show.

    Reductive Pictorial Images

    -represent real-life places, people, or things in a very simplified way.

    • This would be like graphic translations or icons where the form is very distinct and recognizable right away.

    For example, there is usually always a sign on bathrooms that is either a female icon, male icon, wheelchair-accessible icon, or family icon. These are very easy to identify right away because the symbols are just pictures of people, reduced to the simplest forms.

    Semiology

    -the process of perception and cognition for visual understanding and describes the process of a visual signifier gathering meaning in our brains. This is also referred to as syntax to semantics and explains why different forms create and signify different visual meanings.

    • All forms carry meaning.
    • The shape, size, linearity, and mass of a perceived form tell us what the form is (syntax), while our experiences and prior understanding of these characteristics create the meaning (semantics).
    • Interplay of forms and images also creates additional meaning beyond the base syntax of the form.

    For example, round objects are usually associated with being natural because of our experience and knowledge of other round objects (sun, moon, earth, unity, cycles of nature). Square objects are usually associated with being unnatural or man-made because of our experience of other geometric shapes (architectural, artificial, intellectual, shelter, order, math).

    A designer might choose to represent an idea pictorially by using photographs, illustrations, or a mix of both.

    • Images must provide informational clarity in a way that resonates and delivers secondary and tertiary messages, associational, and branded messages.
    • Images come in different modes, and the correct mode you should use depends on the kind of message you are creating and how you want the viewer to interpret it.

    Icons

    -used when you want to literally represent the subject or idea in a way that will be descriptive and straightforward to the viewer.

    • A photograph can be used as an icon if it exactly represents the subject matter.

    Symbols

    -used when you want the information or idea to be more open-ended for the viewer to interpret.

    • Symbols are interpreted differently depending on the cultural, social, and historical context that the viewer may or may not be aware of.
    • Therefore, symbols must be used carefully to achieve the desired effect on the viewer.

    Indexical signs (indexes)

    -visual signs that point to a signified object indirectly.

    For example, an image of a tree with the leaves falling might be pointing to autumn.

  • The Elements of CopyWriting – Headlines

    While headlines may seem like only a small part when writing copy for an advertisement, the headline makes a big impact on if the viewer will go on to read the rest of the text. There are multiple different ways you can go about writing a headline and some ways will be more effective than others depending on your product or service and your audience. I have highlighted what I find to be the most effective methods when writing a headline.

    1. Use direct headlines when writing about straightforward offers and high-interest products.

    (Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)

    This advertisement for loft tours in downtown Sioux Falls is very direct with its headline. “Loft Tours” is the headline, and right away you know that this is for people who are seeking to move. Having a place to live is essential for everyone, so there is no need to offer deals or display the prices because people will need to find a place to live no matter what. 

    2. Make headlines and visuals work together.

    (Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)

    The headline “MUM FEST” directly relates to the chrysanthemum flower image in the ad, showing you what the ad is about even if you only read the headline. The background also shows lots of chrysanthemums and has a heavy orange color over it. It is good to show the flowers in this ad because some people may be confused by the word “mum” in the headline. Mum can also be another word for mom, so it was a good idea to show the meaning of the word visually. 

    3. Draw the reader into your body copy.

    (Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)

    The headline, “Manage your social media workflow with Canva,” offers you a solution to managing workflow and prompts you to read the other text of the ad to see what they mean by this. I was personally interested in what they meant with this headline, which prompted me to read the other text, “Design, plan, and schedule your social posts, all in one place. Simplify your workflow with Canvas Teams. Try it free.” 

    4. Appeal to your audience’s self-interest.

    (Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)

    This headline, “Open doors to your wealth’s full potential,” or even just, “Wealth’s full potential,” appeals to the audience’s self-interest by promising the reader a way to reach their full financial potential. This is appealing to many people, as most people are trying to find more ways to make more money to get the things they want, be financially secure, and invest for the future. 

    5. Speak directly to your audience.

    (Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)

    The headline, “Get back into dance with a supportive community,” is speaking directly to an audience of people who are interested in trying dance classes for the first time or for those who used to be in dance classes when they were younger but stopped going. This headline makes it so that the people who are not interested will not read any more than the headline and will move on from the ad, while the target audience that this ad is meant for will stay and read the rest of the add to find out more details.

    6. Deliver a meaningful message.

    (Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)

    The headline, “The anti-stuck-in-bed program,” sums up what this app is about and who it is made for. You will remember this app for what the headline offers. If the headline speaks to you, you may want to try this app and see if it really lives up to what the headline promises. Even if you do not check out the app right away, you may one day discover that this is something you want help with, and “The anti-stuck-in-bed program” headline might stick with you. In that case, you could look up the headline, and it should take you right to this app.

    7. Get your audience’s attention.

    (Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)

    This headline, “What will baby actually need?” gets the audience’s attention by asking them a question that they may have trouble answering. If you are expecting a baby, you may be considering this question already. Especially if you are a first-time parent, you may not know what your baby will need, and require help and assurance to make sure you are fully prepared. There are also things that people say you will need but end up being a waste of money, so for parents who want to save money, this is an even more important parent.

    8. Use appropriate appeals.

    (Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)

    This headline, “Treat yourself,” uses proper appeals by showing the product in a very pleasing way. You could go with an image of someone eating the ice cream or something completely unrelated, but by showing the ice cream shakes in extreme detail in a very appealing manner, you are playing on people’s appeal for sweets or sugar by making the product look as appetizing as possible. The headline encourages the viewer to give into their sweet tooth and get someone very sugary and calorie dense as a treat for yourself. 

    Other methods of making a headline more effective include:

    • Inject news into your headline.
    • Offer to teach the reader something useful.
    • Use the “reason why” approach.
    • Tell customers what you want them to do.
    • Express your sales proposition in a fresh and compelling way.
    • Use a provocative question.
    • Avoid being clever for the sake of being clever.
    • Put the headline in quotation marks.

  • The Importance of Math in Design

    Design is a very creative field, but it also uses math, logic, and reason to aid in designing. For example, a flyer, advertisement, banner, poster, etc. will all be designed within the dimensions of a page. A common dimension for a flyer would be 8.5″ x 11″ (8.5 inches wide and 11 inches tall) This is the common size of a sheet of paper. Print advertisements and posters are more likely to be in custom sizes that require a more specialized printer.

    You can also have dimensions of design in terms of pixels. Pixel sizing is used when you are creating a design that will be displayed on smartwatch, phone, tablet, TV, and computer screens.

    Sizing and math is important in terms of the photos you use in your design, the font size, and the sizes of shapes. From small to large sizing there are different challenges you will face with your designs.

    Designing on small dimensions means that you will have to make sure your design can still be read and noticed. You may have to have less elements in your design, because there is not as much space to work with. Larger designs mean that the elements must be much larger. You also have to take into consideration how close the viewer will be when looking at your design. If they are going to be looking at it from close up (1-2 feet away) you can get away with making the text very small. If they are going to be looking at it from a far distance and for not very long (for example a billboard on the side of the road) you will need to make the elements very large and easy to take in at a glance.

    Sizing is also very important to consistency in your design. You must develop a method to the sizing of your type, shapes, and images. For example you may have a specific size to use for the main heading, sub headings, body copy, and captions within a single design that you will want to stick to.

    If you want an element of your design like an image to take up 1/3, 1/4, 1/2, 2/3, or 3/4 of your design space, you can figure this out easily by taking the total length or width of your design and applying the fraction to it. For example, if a graphic you are making is 400 pixels tall and you want the image to take up 3/4 of the space, take 400 divided by 4 (100) and than multiply that number by 3 (300). So to for the image to take up 3/4 of the space vertically it would need to be 300 pixels tall.

    This is how you can use a basic understanding of math to help aid you in your designs.