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  1. 1. the GOOD vs the BAD
  2. 2. <ul><li>Coffee and words in same orientation </li></ul><ul><li>Black text of words in centre position, blue text at sides </li></ul>The GOOD | the BAD
  3. 3. <ul><li>Words flow nicely in straight line upwards </li></ul><ul><li>Handles of cups all point towards the right </li></ul>The GOOD | the BAD
  4. 4. <ul><li>Strong colour contrast </li></ul><ul><li>Cups smaller in size </li></ul><ul><li>Cups have more details </li></ul><ul><li>Background is plain, does not compete for attention with figure </li></ul>The GOOD | the BAD
  5. 5. <ul><li>“ the CORPORATE ladder” </li></ul><ul><ul><li>Different font sizes but due to their proximity people read the 3 words together </li></ul></ul><ul><li>1 coffee cup plus adjacent text seen as associated </li></ul>The GOOD | the BAD
  6. 6. <ul><li>Gaps present between each vertical line of words, but the viewer’s mind is able to fill in the missing information to see the ladder. </li></ul><ul><li>Length of text increasing from left to right </li></ul>The GOOD | the BAD
  7. 7. <ul><li>Warm scheme </li></ul><ul><li>Enables viewer to feel a sense of warmth </li></ul>The GOOD | the BAD
  8. 8. <ul><li>Same hue of contents in coffee cup but different colour values show different layers of coffee </li></ul><ul><li>Contrast of hue of background </li></ul>The GOOD | the BAD
  9. 9. <ul><li>Bright red: intense warmth, fire, intense passion, strength and courage </li></ul><ul><li>Brown: lots of spots of brown –peaceful feeling puts viewer at ease. </li></ul>The GOOD | the BAD
  10. 10. <ul><li>Letter of text/ rounded coffee cups </li></ul><ul><li>Gentle and soothing feeling </li></ul>The GOOD | the BAD
  11. 11. <ul><li>Keeps contents within the sheet </li></ul>The GOOD | the BAD
  12. 12. <ul><li>Black background and brown background, display different information </li></ul><ul><li>Contrast in shape of last coffee cup shows top rank </li></ul>The GOOD | the BAD
  13. 13. <ul><li>Eye movement sequence from left to right </li></ul><ul><li>Follows increasing length of text in predictable rhythm </li></ul>The GOOD | the BAD
  14. 14. <ul><li>Different fonts used in headings (1968/2008: Aesthetics of Engagement) </li></ul>The GOOD | the BAD
  15. 15. <ul><li>Different fonts and thickness from same paragraph of words, breaks the flow and continuity of the words </li></ul>The GOOD | the BAD
  16. 16. <ul><li>Bad figure and ground composition due to bad colour contrast </li></ul><ul><li>Fonts too thin </li></ul><ul><li>Background has too many details </li></ul>The GOOD | the BAD
  17. 17. <ul><li>“ June 6 2008 in Harris 108” </li></ul><ul><ul><li>Letters too far apart, </li></ul></ul><ul><li>Text has no line spacing </li></ul><ul><ul><li>Difficult to tell which text belong together </li></ul></ul>The GOOD | the BAD
  18. 18. <ul><li>Red as background colour, warm, but hurting for eyes </li></ul>The GOOD | the BAD
  19. 19. <ul><li>Low colour contrast between text and background, unable to separate them </li></ul>The GOOD | the BAD
  20. 20. <ul><li>“ Aesthetics of engagement” and others quite angular and sharp edges-anger and energetic </li></ul>The GOOD | the BAD
  21. 21. <ul><li>Contents of poster may seem to continue beyond the sheet </li></ul>The GOOD | the BAD
  22. 22. <ul><li>No contrast in composition, paragraphs all lumped together </li></ul><ul><li>Too much contrast in shape of font - too busy, disturbing </li></ul>The GOOD | the BAD
  23. 23. <ul><li>Text too near the frame </li></ul><ul><ul><li>Lead eyes off the edge, can’t hold attention </li></ul></ul>The GOOD | the BAD