Graphics Reference
In-Depth Information
Key elements of design
The elements of design deemed significant within this commentary include colour, light-
dark contrast, line, direction, shape, size, texture and typographic form. As such, these visual
elements represent the visual grammar used to convey information in an image or design.
These elements will be examined within the context of film posters as these are ubiquitous
and familiar forms of visual communication that are easily accessible in the public domain.
In addition, they provide clear examples of imagery linked to communication objectives.
It should be noted that this commentary is offered from a Western, predominantly Anglo-
Saxon, 21 st century perspective and that this perspective does not negate the existence,
validity or relevance of differing perspectives. The process of deciphering implied connota-
tions and meanings within visual images, art and applied design is always open to the influ-
ence of different individual, cultural and contextual perspectives.
Colour
A key element of design, colour is often used to attract attention and create focus within a
visual image. Colour can occur as a single feature (monochromatic colour) or in multi-col-
oured combinations that may include monotone (same tone, different hues), analogous or
contrasting colour combinations. In addition, colour exists in terms of three attributes: hue,
saturation and tonal value. Hue refers to the general category of colour such as red, blue
and yellow. Saturation is the level of intensity or purity of colour from high saturation to
de-saturated or achromatic colour. Tonal value is the lightness or darkness of colour and is
discussed in greater detail below. 38-41
In the film posters for Mystery Road (2013) and The Colony (2013) colour is used to visually
convey information about each film's narrative, plot location and themes; plus, colour con-
trast is strategically used to attract attention to key areas of text.
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