• In this Exercise/Activity we will explore thematic agreement. You will need to utilize all of your conceptual skills Adobe Illustrator and/or Adobe Photoshop, imagery acquired from the Internet and/or magazines.
  • For this Exercise/Activity you will be designing a greeting card by bringing together an image and phrase/greeting to create a visually shocking communication. (See the two potential examples to the right.) The audience often determines the shock - an image of a steak won't be as shocking to a butcher as it will be to a vegetarian.
  • So how do you go about deciding on your greeting card's theme? Do you want to be mischevious? Do you want to say something obscure? Do you want to be simply strange? Perhaps you are a cynical person.
  • The caption on the first example is mischevious - it says "We've been missing you." Perhaps this card would come from a group of fun-loving people from work when someone from their team has been sick.
  • The second image is also about missing someone - but it's a love note, making a visual statement about the desire to do something - but to do what? It's left to the receiver's imagination... The caption makes a different statement that supports the image in a different way - "Wishing we were together..."
  • Your first step is to find an image that will work for you. Often visuals can be found simply by thinking about what you want to say, and by finding an opposite image that answers your need. (See the section on Visual Analogies in this presentation.)
  • Your next decision is regarding colour. What colour scheme (monochromatic, analogous, complementary, triadic, achromatic, clash/discordant, tetradic, or square. ) will work for your theme? This colour scheme needs to be focused on your theme - your card's specific focus, now that you have your conceptual goal.
  • Your next step is your statement/caption - consider not only what the content of the card needs to say, but how you want to say it visually. This is all part of typography - and restraint is vital when it comes to typography - you need to make a person's eyes stop, look, and act. You also need to consider the ease with which you are doing so - therefore, the typeface cannot be too complex and can't take away from the colour scheme or image(s) on the card. But, because it's the statement/caption on the card (the purpose of the greeting) it must be obvious and visually important. Therefore, the typography becomes as vital - if not more so - as the colour scheme and imagery.
  • Now that all of this is said and done - you should consider two completely different ideas for your layout. This would be how you would execute your plans for "real life" in the "real world".

Thematic Agreement Exercise Image Two

Thematic Agreement Exercise Image Three

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