JOUR 001 Lecture Notes - Lecture 32: Actual Size, Negative Space
26 Nov 2020
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Document Summary
Balance in an ad is an orderliness and compatibility of presentation. Balance can either be formal or informal. Formal balance emphasized symmetrical presentation components of one side of an imaginary vertical line through the ad are repeated in approximate size and shape on the other size of he imaginary line. Formal balance creates a mood of seriousness and directness and offers the view an orderly, easy-to-follow visual presentation. Informal balance emphasized asymmetry the optical weighing of non-similar sizes and shapes. Components of different sizes, shapes, and colors are arranged in a more complex relationship providing asymmetrical balance to an ad. The proportions within an ad should be pleasing to the viewer. The components within an ad should have an ordered and directional pattern. The designer"s goal is to establish a relationship among elements hat leads the. Order also includes inducing the reader to jump from one space in the ad to another, creating a sense of action.
