For my advert, I created a Nike advert for a new shoe called the "Nike air zoom spiridon cage 2". After viewing the shoe i decided what the audience for this type of shoe would be and came to the conclusion that teenage boys would the audience that the marketing would most beneficial towards. After that, I chose the colour scheme and based it upon the shoe which was just black so I designed the background black. However when designing the background i realized just a simple black background would be too basic and not catch the attentions of the target audience. Due to this, I decided to go on brusheezy and download a brush to give the background some texturing and make it stand out more and to make sure it was not going over the shoe I moved the layer down so that only the black background was beneath it.  After making the background, I added the shoe into the design and uses the magic wand tool to get rid of the white background on it. Next I added the "Nike" text which I positioned beneath the shoe. I did this as I felt it looked better and was more different and creative than just having it at the side of the shoe. I chose the font for the text as it is a sans-serif font which research shows typically younger generations like. I also chose the font as it is bold and combined with white text on a black background it stands out so immediately people know this is a Nike advert, which is a very popular and trendy brand. Then, I added the slogan of Nike in the bottom big and bold and slightly off center so it fits with the rest of the advert and the shoe and adds to the clear brand recognition. Finally, I added the Nike tick beneath the text and shoes as without out the advert felt very empty and I think it is a nice way to fill the unused space. Additionally, I also put it at the same angle as the shoe so it gives the ad a sleek and clean look which will appeal to the target audience. 

Knowing background skills is important as having a creative and interesting background increases attention of whatever you are making. This is because the background is usually one of if not the most prominent features of an advert, so therefore it is important to create something eye catching or something that fits well with the rest of creation. One way to make your background look better is through the use of filters. Filters help by enhancing user experience and optimizing presentation of products, the filters available in Photoshop include: blur, distort, noise, pixelate, render, sharpen and stylize. All of these are different ways to alter the way of any thing in you want but can also be used to make a background look better or fit the design of whatever it is that you might be creating. Another way to make a background look better is through the use of brushes. Brushes are variants of the paint tool which can be used to create a pattern on your background and add some extra layering or design. Brushes can be downloaded and imported onto Photoshop. For example, in my design, I downloaded the black dots from a website called brusheezy as it is a free and copyright free way of getting brushes. Furthermore, in my design I used the filter pixelate filter and used the option called crystallize to give the green and blue background jagged appearance. After this I added the brushes on top and the background is ready for other things to put over it to create a whole advert.  

Wassily Kandinsky's color theory had emphasis on the emotional and spiritual impact of color, influencing both modern art and the understanding of expression. He believed that colors have psychological and spiritual qualities, which evoked specific emotions and  in the viewer. Kandinsky associated colors with particular sounds and feelings—like blue with calmness and spirituality or yellow with warmth and energy—and this  approach led him to use color as a means of expressing inner states rather than merely representing the physical world.

Joe Hallocks study on colour preferences explores how people from different places understand and what they associate  colours with . His research on colours lead him to the finding that preferences for different colours  depends on factors like age, race and gender.  For example he found out that blue is common favorite colour amongst all groups and purple is colour that tends to be more favored among women. In 2003, Joe Hallock researched colour and shared his insights in his paper Colour Assignment. Although there will always be anomalies the paper highlights some clear preferences in specific colours across gender. Among the most noticeable is that both genders like blue and green. (https://spfwebsites.co.nz/).

Typing around a path allows a designer to creative design a logo by curving the text around a shape. This works better than regular text as it appears more eye-catching and allows the designer to convey the logo differently than the average logo. However, it only works on logos or short words as anything long or multiple makes the design much harder to read and will mean viewers won't bother reading and just move on. In my design, I just simply curved the words "vault 66" around an image of a vault. This simply but creatively creates intrigue into the logo and is bound to get viewers interested in their company. The font of the text is sans-serif, appealing to the younger audiences and the colour is black meaning important. These are both important features for a clothing company as it gives the impression to viewers that wearing their clothes will make them important. 

TRACKING

The circle or ring shape signifies positive emotional message. It also promotes the sense of community love and unity. The circle is one of the most versatile shapes in design as it carries psychological connotations and cultural meanings. The circles characteristics of symmetry, unity and continuity convey a range of psychological aspects. One of these, is wholeness and unity; circles are seen as symbols of completeness as they are continuous with no end or beginning which can convey different ideas of eternity or infinity. Furthermore, they are also seen as symbols of comfort and safety. This is because the shape lacks sharp edges which is why it is seen as approachable, contrasting shapes like squares or triangles. For example, buttons in interfaces are commonly circular as to appear inviting and friendly to users. Rounded shapes tend to lean towards feelings of community and the more social aspects of life – hence ‘circle of friends’ or ‘social circle’. Circles can also be used to create feelings of protection and perfection by appearing bubble-like and without harsh edges. Rings are used to convey love and relationships as they are a visual reminder of wedding and engagement rings (https://www.irondragondesign.com/shape-psychology-circles/).

The square shape elicits stability and balance. It depicts strength, professionalism, and efficiency in logo design. The square in design is often associated with stability, structure and reliability due to its equal sides, which show a sense of logic and order. Its balanced form suggests honesty and professionalism which evokes emotions of trust and emotions of security. Unlike circles, squares are grounded, this makes them effective for designs aiming to establish straightforwardness and consistency. On the other hand, the rigidness of squares can make them feel conservative and therefore unimaginative. Therefore, designers often use them as a way to convey formality and dependability only in contexts where structure is essential. This is presented within the Lego logo, the logo is set out with the rigid strong shape of the square. This could be to show viewers that their products are stable and reliable meaning that the expensive price that Lego is worth now will be worth it as the Lego wont break. 

The triangle shapes conveys mystery and power. It is often used as a part of sci-fi, religion or law-related companies. In design, triangles are viewed as dynamic and directional often evoking a sense of movement, action and progression due to their pointed angles and ability to guide the eye. Triangles can convey different emotions depending on their rotation, on their base they can symbolize stability or when they are inverted or tilted they can symbolize instability or tension. This versatility gives triangles a unique psychological impact as they can symbolize strength, growth, conflict, or energy. Additionally they are also associated with power and purpose, often used to represent aspirations or achievements. The triangle in this logo effectively conveys a sense of dynamic energy, creativity, and stability, which aligns well with the brand's identity. As a geometric shape, the triangle symbolizes strength and direction, reinforcing a bold and confident brand image. 

Vertical straight lines communicate commitment and strength. When used in logos, it reflects goals and progress. Vertical lines, are associated with strength, growth and stability conveying a sense of height and grandeur. Because of their upwards motion, they signify progress, power and authority which makes them effective in designs where a sense of professionalism or ambition is desired. In the soundcloud logo, they effectively use vertical lines to form both the rest of the cloud and sound waves which show soundclouds purpose of streaming music in a creative way. 

Horizontal straight line gives a flowing through time sense as conveys smoothness, it also conveys futuristic and tech savings in a logo design. Horizontal lines are associated with calmness and relaxation as they mimic the horizon. Unlike vertical lines, horizontal lines convey a balanced feeling implying a sense of equilibrium and security. The IBM logo effectively uses horizontal lines to convey a sense of stability and professionalism. Designed by Paul Rand, the logo features eight evenly spaced horizontal lines that form the letters "IBM." The use of these lines creates the impression of continuity and reliability, which aligns with the brand’s reputation for strength and trustworthiness.

Corresponding designs are designs which are split between two or more picture frames but show different sectors of the chosen image. They often use elements such as symmetry, repetition and alignment which helps the designs look more visually appealing by making the design feel more balanced. They are considered effect in design because they reflect balance and cohesion making the final outcome both aesthetically pleasing and functionally effective. In my design, I made a tranquil nighttime landscape with a large hill and a large moon on each side, I did this because it leaves less empty/unused space when it is put into the two separate portraits. To create this, first, I used the paint bucket tool to make the background black and then i used the paint brush tool to create the stars in the night sky. To make sure the stars the right size and not too big or small I adjusted the point size to the one I felt was the most suitable for the image. As for the hills, I used the lasso tool to create them and the paint bucket tool to give them colour. I chose to use different shades of green on each hills as it further adds to the layering of the image and makes it look more  three dimensional. To add the grass, I downloaded a grass brush from brusheezy and adjusted the size of it and then added it on the hills to give it a more realistic look. Finally, I also downloaded the moon brush from brusheezy and adjusted the size so it fit the image. The limited colour palette (mostly shades of black and green) evokes a sense of calmness and mysteriousness and emphasizes the natural beauty and the elements of the moonlit scene. The arrangement of the elements, with the dark hill leading into the open sky, combined with the soft tones creates a visually soothing image that captures the serenity of a night in nature. However, to critique it, I overdid the grass so therefore i would remove a lot of the grass as it makes it hard to see the layering of the hills and how there is multiple different ones as in the image it only looks like one hill. To show what it would like when finished, I added it into a mockup which presented it well although the shadow on the mockup makes it hard to see what it is. 

For my sustainable advert, I used visual hierarchy to make the important text the biggest as it conveys the information better and allows the viewer to focus on the important information and not be off put by blocks of text. To make the text look more intriguing, I made fade into the tree a little bit. To do this, I duplicated the layer and  removed everything apart from the tree so that the text could slightly be in the tree. This adds mystery to the design and makes it appeal to younger audiences more. For the text, I used a sans-serif font and used the orange and yellow colours from the tree as it makes the design look far better if the text and image both present the warm colour scheme. The warm colour scheme presents to viewers that the improvements are beneficial and will better the environmental status of Barnsley and highlights the summery feeling the picture suggests.

For the Christmas card, I decided to create the Ribblehead Viaduct in a snowy scene ,which is an iconic landmark in Yorkshire which has been used to shoot scenes in movies such as Harry Potter. I chose to do this as it embodies a Yorkshire Christmas to other people across the country and the world as it is a famous landmark. To do this, I used illustrator as I felt the animated look fit the card better rather than a realistic one. This is because it presents the card more simplistic which is a very modern design technique. For the hills, I chose to do different shades of white to give it the look of layering and so that you could see it was multiple hills instead of one. To make the bridge look three dimensional, I used darker shades of grey to show the shade so that it makes the card look more three dimensional and presents the card in a better way. For the sky, I used the paint tool to make it light blue and again used it to create the snow falling down effect. I felt that a lighter sky colour would work better than a darker blue because (even people usually associated Santa with the night) the lighter look uses a bright colour scheme which presents to the viewer a more merry and jolly feel which is what Christmas embodies. For the text font, I used Trajan Color. I used this font as gold is a colour often represented with generosity and giving which is another key value Christmas embodies. Furthermore, the font is a serif font which means it appeals to older audiences and keeps alive the traditional Christmas.