16. You must be DECISIVE. Avoid a fainthearted approach when making decisions as to which elements will dominate and how.

19. IMPACT is relative. The bowling pin icons in each layout are the same size. LEFT: Pin feels dwarfed by bold typographic elements…function ornamental. RIGHT: Pin dominates through position and comparative sizing. Either solution could be considered “correct.” You as a designer should DECIDE which will be more EFFECTIVE in reaching the target AUDIENCE.

20. D IMENSIONAL elements… elements that appear to have dimension , attract attention because they echo reality in a way that visually flat images do not. Graphic elements contain a virtual lift with a drop shadow effect. Subtle presentation of an embossed pinwheel holds well against a visually active background. A feeling of dimension can be achieved through simple layering of elements. This image teases the eye by appearing to both rise above and disappear beneath the page’s surface. Consider: * Drop shadows * Virtual embossing * Layered elements * Pseudo 3-D effects (embossing, beveled edges, volume, etc.) * Dimensional optical illusions.

23. Original. High contrast image. Tone down value of color of an element. Good technique for large headlines, when visual impact needs to be lessened. Adjust the value of color of the background to reduce contrast. A warm hue in the background keeps the energy of the composition high, while still keeping the overall contrast in check. An expanded border around the element can be used to soften the transition between element and intermediary “visual step.” Subtle and halo-like, this border treatment provides an even softer transition. Contrast is ideal for the conveyance of a message. Normal form or toned down.