9-17. The other principle of layout is eye direction. This refers to the ability
of the visual material to lead the reader through the presentation from the
optical center through the layout to the main message. There are three
categories of eye direction:
• Suggestive eye direction: Uses tones, shadings, and postures of figures
to direct the eye. It is the most effective technique because, when
properly executed, the reader is not aware that his attention is being
manipulated. It is the subtlest form of eye direction.
• Sequential eye direction: Capitalizes on the eye’s ability to follow an
established logical sequence of shapes, colors, and numbers or letters.
The image of a clock face that directs the eye in a clockwise direction is
an appropriate example.
• Mechanical eye direction: The most obvious of eye directions since it
uses guiding lines and arrows to direct the reader’s eye to significant points. This is the most obvious method; however, the reader may realize it and resent being manipulated.
9-18. In addition to the elements and principles of layout, there are physical
characteristics, such as permanency, color, and shape that must be
considered. Permanency is the durability of the product. Permanency is not
necessarily synonymous with indefinite shelf life. A laminated poster that
will last for several months has permanency. However, an unlaminated
poster that will only last a month does not have permanency.
9-19. Colors have significance in many cultures. For example, red to an
American may signify danger; whereas, in communist countries red may
signify loyalty and patriotism. Shapes may convey a message in themselves.
Leaflets printed in the shape of a maple leaf or star are examples. Also,
geometric shapes often have religious meanings.
9-20. If possible, a judicious use of color is important in the appearance of a
visual product. The type of printing equipment available will limit the
number of colors available. When two or more colors can be used, the
following factors should be considered:
• To attract attention, color in a leaflet should usually contrast sharply
with the predominant color of the terrain over which the leaflet is to be
disseminated. On occasions, however, color in a leaflet may be planned
to blend with the terrain in areas where punitive or other sanctions
have been imposed to limit the reading (and therefore the impact) of
enemy leaflets.
• Blended colors give an individual greater opportunity to pick up,
handle, or retain a leaflet. Multicolor or near-photo-quality color
generally present a more attractive and professional look with leaflets,
handbills, posters, and other print media. Cost concerns may prohibit
the free use of color in products such as newspapers or magazines.
• Favorite colors of the TA may be used frequently. For example, canary
yellow is favored in China, and green in Ireland. Colors included in the
national flags of countries are usually “safe” colors to use.
• Colors must be appropriate to the culture of the audience in order to
convey an idea and elicit a behavior.
• Colors may be used to harmonize with the moods of the illustrations or
message within the frame of reference of the TA. In some countries, red
may be used to suggest violence, blue or green for peaceful scenes, and
black or white for death.
• Colors can have religious connotations. Green is universally “the color
of the faithful” in the Moslem world. In the west, it is often associated
with health and nature and generally has no religious significance.
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