TRIGGER 4

Problem
How can a company use visual elements in order to emphasize their brand identity?





LO#1
What are the visual elements? 



Art Element: Color & Schemes
URL: https://www.tes.com/lessons/M0xmFlCOhc1DLA/art-element-color-schemes



LO#2
How can they be used to create reactions, emotions, perceptions?

7 Visual Elements of Art Used in Advertisement

by Walter Johnson, Demand Media

1. Lines
   Lines -> the basic building blocks of all art
   Lines can suggest speed, solidity and purposefulness.
2. Shapes
   Shapes can suggest anything.
   E.g.)
   Curves suggest feminine voluptuousness, while angles suggest masculine practicality.
   A circle can imply eternity and virtue, while a line, like a road leading to a horizon, suggests freedom.
   Triangles focus the mind upward, while squares often suggest practicality and usefulness.
3. FormsMore complex than shapes.
   A form is the synthesis of line and shape, and establishes the groundwork for all the other elements.
4. TextureSmooth -> refined tastes
   Rough -> tough
5. ColorPowerful image builders!
   Red -> youthfulness, power, action
   Blue -> relaxing
   Green -> growth, hope, organic
   Yellow + red -> speed and power
6. ValueValues refer normally to color.
   It refers to changes in the actual color in the "form" of an object, but also can change in intensity.
7. Space
   Space is the most comprehensive of all artistic elements.
   It is the synthesis of all other elements in the campaign.
   It is the stage on which all other artistic elements come together.

Chron
URL: http://smallbusiness.chron.com/7-visual-elements-art-used-advertisement-25752.html



LO#3
How to create a consistent visual identity?
Visual identity

The visual identity is the set of graphics (colors, shapes, words) that symbolize the company. It is disseminated through various communication media (cards, journals, website). As such, it will distinguish yourself from your competitors. The most known is the logo. The visual identity will promote your business in several ways: it conveys the image of your company, its services and its possible values.

The visual identity is at the heart of communication strategies of businesses.


Points to be considered when creating your visual identity

To have an impact, visual identity must have a number of qualities, summarized in 4 points:
Simplicity and clarity: the visual identity must be easy to identify.
Represent your business: it refers explicitly to your field or operation.
Consistency: the identity will be the same on all distribution media used.
Difference: it is unique and must distinguish your business from others.

Creating visual identity

1. Choose the right people
   Depending on the complexity of needs.
2. Define your needs
   The choice of the logo must coincide with your business plan.
3. The target audience
4. Dissemination of visual identity
   Your identity can be diffused via various media channels: flyer, press release, business cards, website, logo, billboard, packaging. To choose the most appropriate support, you must take into account: the target audience and the nature of your communication project.
   

CCM
Creating a visual identity for the company
URL: http://ccm.net/faq/29109-create-a-visual-identity-for-the-company