COM 205

The 5 W’s-Questions to Ask

1. what is my story’s driving question?
2. Why does this story need to be told?
3. who is my story for?
4. where and how will I engage them? (medium)
5. What do I want them to remember?

brand archetypes

personality types for consumers

\-12 archetypes (know them)

Defining your brand

Archetype, mission, memorable

archetype

simply defining your brand through an archetype (and a sub-archetype) will already pour you off to a great start3

3 act structure

Act 1: Setup

Act 2: Confrontation

Act 3: Resolution

Act 1

the world as it is now

Act 2

something happens that changes our characters world

\-the midpoint

Act 3

the world as changed4

4 types of conflict

(know each one)

The 12 principles of design

1. contrast
2. balance
3. emphasis
4. proportion
5. re

Contrast

the different of elements to make them stand out from each other

application: light text on a dark background

Balance

creating symmetry with objects

application: if you have something on one side of an image, something should also be on the other side.

Emphasis

causing certain parts of a design to stand out compared to other elements

application:

Proportion

the size of elements in relation to each other

application: similar to emphasis. using proportion to make certain things stand out

Repetition

reinforcing an idea through design

application: using the same colors, headers, making…

Hierarchy

the importance of elements within a design

application: using the previous elements to make the most important things stand out

Rhythm

creating a regular or irregular sense of spacing. 5 types (random, regular, alternating, flowing, progressive)

application: creating a flow for your viewers eyes to follow

Pattern

patterns can refer to repetition, and also standards for how elements are designed

application: setting a standard for communicating ideas.

Negative Space

also referred to as negative space, it is the space where there is no design

application: drawing attention where you want. Avoiding clutter

Movement

the way a person’s eyes travel across a design

application: place the most important elements in order of movement

Variety

having different designs throughout

application: creates visual interest. Using multiple font types or shapes to keep things interesting

Unity

how design elements work together

application: each element should have a clear relationship to the other. They work in unity

Powerpoint instructions

Click Transitions

Turn on on mouse click

After: 20.00 seconds

\

Golden ratio

1:1618

flow of imagery

Rule of thirds

16:9

breaks the image into thirds

Golden Section

breaking image into 4 perfect rectangles

golden cross

center image is the most important part. Lines pointing to the center