Visual Language Features/Techniques Flashcards
AIDA
attention / interest / desire / action - techniques of a good advertisement
Balance
division of ad into equal parts
Border
frame of advertisement
Central dominant image / Saliant image
main image in centre of advertisement
Color
use of specific color for specific reason
Contrast
use of opposing colors
Dominant feature
main or most important feature which grabs attention
Font
style of writing - look for serif (more old, antique) or sans serif (more modern, simple, “clean”)
Hierarchy
order of importance of items, from big to little, according to importance
Layout
how parts of the advertisement are put together
Logo
identifying graphic of the company or business
Negative space or white space
use of nothing for effect; creating depth or focal points
Proportion
size of various parts of advertisement
Reverse print
white on black as opposed to black on white
Rule of thirds
graphic effect where page is split into imaginary guidelines of thirds
