Important colors to match setting

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I found this advertisement in the SAU building, the whole poster directly reflects the setting that the class will take you to. Mostly the use of icons, and direct images. The bright blue color covers 90% of the page and serves two very important roles. First, it is a bright color to capture your attention immediately as you are walking by. Secondly, the blue has waves of different shades of blue to give the connotation of waves on the top of an ocean, and the blue color gets darker as you get lower on the page to bring you into the setting of the “Underwater Imaging”. They also use two samples of underwater images of a reef and a turtle as denotation of the wildlife, at the top of the page to draw you in even closer to examine the details. As your eyes focus more on the images, the largest sized font in bold white print is the first thing your eyes go to read. Rightfully so it is the title of the class you can take, followed underneath by unbolded text of the location of the class. Then they have a list of highlights and an icon of a fish to keep your connotation focused on the ocean wildlife.


Turtle picture:

Connotation: Shows the beauty of the ocean, that one could photograph if they take this advertised course

Denotation: Shows the Turtle in the ocean



Reef picture:

Connotation: Reinforces the beauty and implies peacefulness of the ocean and the serenity one can feel if they take this course

Denotation: Shows the Reef in the ocean


Fish icon:

Connotation: The icon evokes memories of fish for the reader and brings the mental state back to the ocean.

Denotation: Makes reader go back to thinking about a fish.


Shading of blue color:

Connotation: The blue gets deeper in shade as you look lower on the page, and this makes the mind think of the depths of the ocean, as sunlight gets more and more blocked the lower you go in the ocean, therefore it gets darker. Most people know this from experience.

Denotation: The literal meaning is that the blue is getting darker, which denotes


Waves in blue color:

Connotation: Another memory or experience that the reader will relate to. The waves on the top of the ocean break and form a white tint in the water and the lighter shades of blue represent more sunlight getting through.

Denotation: Literally it gives a good transitions or page break to separate the real world image and transition down to the informative part of the ad.


Bold print for important:

Connotation: The bold white letters, bring memories of important messages, as bold print is used all throughout our culture for warning labels, alert messages, etc.

Denotation: Directly is used to bring the attention to these messages first. To relay the key information to the reader.


Unbolded print for lesser:

Connotation: Visually is harder to see, but causes the reader to stop and take a moment to further investigate the ad. If they stop and read the largest to smallest sizes are directly related to the importance of the information.

Denotation: The literal meaning or usage of the smaller font is to fit more information and details on the page for the readers that have been drawn in by the other attributes of the poster, and now are interested in getting the more complicated details.


Overall this poster is a very good example of how attributes like colors, shades of colors, bold and unbold, large and small font, small icons, etc. can all be used to design a poster that brings the reader to a specific mental state of being in the ocean.

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