We drew them from Gestalt psychology, graphic design theory and advertising practice.
Techniques
1. To enliven perception and attract attention, use contrast. Without it, the composition becomes dull and boring. For example, make one block on the site light, and the next one dark, etc. This way, the user will subconsciously realize: “this is something new, I need to be more attentive.”
An example of contrasting blocks on the landing page of the frame house manufacturer Ecopan .
2. To be better remembered, use the Restorff effect. This tricky term means that our memory and attention are more successfully captured by an object that stands out from the rest. It is a complex creative task to design an advertisement in such a way as to stand out from other suppliers/manufacturers of similar goods.
The Restorff effect is related to the previous technique – creating contrast.
3. Use long, thin lines to convey beauty. It just so happens that in modern mass culture the association “tall/slender = beautiful” has taken hold. Therefore, if your advertisement is directly or indirectly related to the beauty industry, use thin lines and graceful fonts – this will create the necessary emotional atmosphere.
An example of a gross mistake that can be made is to place a caption uk whatsapp number list in an advertisement that looks like this:
Here the graphic message clearly conflicts with the semantic one.
Another thing:
4. To convey stability, solidity, reliability, use squares and rectangles, as well as horizontal lines. They create a feeling of strength, calm. The most striking example of a company that has been using this principle for many years is Deutsche Bank, one of the largest banks in the world.
First of all, their logo is a dark blue square with a line in the middle.
Secondly, the entire structure of their website consists of horizontal lines, squares and rectangles.