1. VISUAL
DESIGN & STYLE
lia s. Associates

2. -Patt Matson & Knapp-
Some key elements of Visual Brand Identity:
1. Name
2. Corporate slogan, tagline and/or descriptor
3. Logo
4. Color
5. Typography
6. Visual Anatomy & Style
7. Graphic motifs (Mascot, etc.)
8. Sound, smell, taste, touch
9. Packaging
10. Merchandise, environments, and signage
VISUAL ANATOMY & STYLE

3. VISUAL DESIGN & STYLE
Print Ad Visual Anatomy
Layout
Visual Image
Copywriting

4. VISUAL DESIGN & STYLE
Print Ad Visual Anatomy
Main
Visual Image
Product
Visual Image
Logo /
Visual Identity

5. VISUAL DESIGN & STYLE
Print Ad Visual Anatomy: Layout
Visual Flow = how readers’ eye follow a layout.
+ Top-down layout
+ Z layout
+ Diagonal layout

6. VISUAL DESIGN & STYLE
Print Ad Visual Anatomy: Layout
Visual Flow = how readers’ eye follow a layout.
+ Top-down layout
+ Z layout
+ Diagonal layout

7. VISUAL DESIGN & STYLE
Print Ad Visual Anatomy: Layout
Visual Flow = how readers’ eye follow a layout.
+ Top-down layout
+ Z layout
+ Diagonal layout

8. VISUAL DESIGN & STYLE
Print Ad Visual Anatomy: Layout
Alignment
Each element
should have a visual connection
to another element.
Nothing should “hang” alone.
Basic tool of alignment:
Lines
Lines are:
+ The edge of visuals
+ The ends of lines of copy
+ The edges of blocks of copy
+ Actual lines

9. VISUAL DESIGN & STYLE
Grid = a systematic way of dividing up space using geometric patterns.
Grid allow us to see how elements of a layout might be organized.
Print Ad Visual Anatomy: Layout

10. VISUAL DESIGN & STYLE
Un-Grid / Chaotic layouts
Not as chaotic as it names,
alignment pulls un-grid together.
The use of lines and proximity
bring organization to chaotic
layouts.
Print Ad Visual Anatomy: Layout

11. VISUAL DESIGN & STYLE
Balance = could be symmetrical and asymmetrical.
How to create balance?
The use of
+ Size + Type
+ Weight + Color
+ Texture + Space
Print Ad Visual Anatomy: Layout

12. VISUAL DESIGN & STYLE
Unity
When a layout is unified, all the elements form a visually cohesive whole.
Two important unities:
+ Unity of the design element
+ Unity of the design work and
the concept
Print Ad Visual Anatomy: Layout

13. VISUAL DESIGN & STYLE
Unity
When a layout is unified, all the elements form a visually cohesive whole.
Two important unities:
+ Unity of the design element
+ Unity of the design work and
the concept
Print Ad Visual Anatomy: Layout

14. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

15. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

16. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

17. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

18. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

19. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

20. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

21. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

22. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

23. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

24. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

25. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

26. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

27. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

28. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

29. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

30. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

31. VISUAL DESIGN & STYLE
Advertising - Design Style
+ Without words
+ Without visual image
+ Mixing matching
+ Vice versa
+ Comparative
+ Repetition
+ Hyperbolic
+ Metaphor
+ Suggestion
+ Optical illusion
+ Time illusion
+ Provocative
+ Comedy
+ Telling stories
+ Literal
+ Play with words/typo
+ Play with symbols/illustration
+ Interactive

32. See you at IG @liasidik with weekly updates and new insights!
lia s. Associates