- Emphasis is a concept that is used to make things stand out. To do so, the author will make a certain element bigger than others, or in a different font or color that stands out from the rest. If something is standing out, it is probably important. Emphasis is clearly visible even by just glancing at this concert flyer. The emphasis is on the artist, Travis Scott. To give emphasis to his name, the creator of this text made the words “Travis Scott” quite a bit bigger than everything else, not to mention the interesting font that grabs the viewer’s attention. Our attention is pulled into “Travis Scott” but then after we continue to look at the flyer, we notice more and more information, like the venue.
- Contrast is the difference between elements such as size, color, and shape. In this picture, the colors are contrasted against each other in a bunch of different ways. The white background contrasts with the black, meanwhile, the white words are contrasted by the red words that are also contrasted by the background. Meanwhile, the bodies are being contrasted with the words and also the two different background. Overall this image is extremely contrasted, but it works to create an attractive text.
- Organization is how elements are placed in relation to the whole text. In this example, the elements are organized into a couple different categories. First of all, it is being organized by measurement of time, future, present and past. Secondly, it is being organized by direction to symbolize that the future is ahead, the present is now, and the past is behind. This is effective and the text has a motivational type feel to it. Due to the organization, the text gives off a message that seems something like today counts toward your future, or something along those lines.
- Alignment is how the elements line up to compose a text which we can clearly read and navigate. In this example, we see a very literal use of alignment, but it works well for an example. By showing the stick figure outside of the church, the author is saying that this person does not agree with the church’s beliefs. As for the second image, by having the stick figure aligned HALFWAY into the church, the author is showing that this person only partly agrees with the beliefs, or maybe that the person is only partly committed to the church. By showing the final image of the person in the church, the author is saying that this person is truly who they want at the church, someone who agrees fully with their beliefs and is committed.
- Proximity is how far or close elements are in a text. In this example, the proximity of the dots changes from one side to the other. On the left, you see a big grouping of dots and it’s a little difficult to figure out exactly how many there are, but it still looks clean. As for the right side, there are the same amount of dots, but since they have been changed to be farther apart they make it seem like they are much more organized, and it’s easier to tell exactly how many there are. This could be an effective strategy if you were trying to make someone look far away, you could make them smaller.
- Color is what colors are used in a text in relation to how well they go together, or how bad they clash. Colors can add to the overall theme of a text, or take away from it. In this picture, we see Kanye West with bleached pink/yellow/blonde hair. As you may know, Kanye does not have blonde hair. This is a great example that shows someone using color to add to an overall theme. In this picture, Kanye is wearing clothing from his own line, Yeezy Supply. To add to the aesthetic of the outfit and overall look, Kanye bleached his hair blonde. I think that this is effective to show that sometimes changes must be made so that things can go together.
- Framing is a way to explain how the picture looks to us in relation to the lines that we see and the actual frame.There are a few different ways that a text can be framed to guide our eyes to where they need to go. In this example, we see a very important and famous image, The Falling Man by Richard Drew. Although this is a rather horrific picture, it has very interesting framing. It’s very easy to be guided to the man in the very first instance of looking at the picture. However, the lines add to the effect and you can clearly tell that this man is falling and your eyes try to figure out what’s below him.
- Sequencing is the order that things happen to create a story or timeline of sorts. In this example, we see a music video that is cut quite a bit, and we truly don’t know when certain things actually happened. The elements are put into a sequence so that it matches the words and creates a story, almost. It might be possible to break the video down and figure out when everything actually happens but that would be missing the point and would be useless.
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