its a graphic design theroey pro forma

1. Graphic Design Theory Pro-
Forma
Robbie Hickman

2. Desktop Product

3. Total Film Magazine- Graphical Style
This is the front cover of an interactive iPad version of the latest issue of Total Film Magazine.
There are many references to different films which are bound to appear in the magazine,
particularly Skyfall as the large poster of the James Bond film is the only image appearing on
the page. This poster is edited into black and white, giving the magazine a traditional style.
This type of editing
There are many graphic elements on the page. For example, the large photograph of James
Bond and the complex background graphics put together are able to create a powerful
illustration taking up the entirety of the page. The shapes in the background establish patterns
which are effective as it shows how fairly straightforward it is to create and manipulate
shapes. These particular elements, combined with the traditional style, make the magazine
look eye catching and aesthetically pleasing.
Colour is also a good example of graphic elements used on the page, as colour can
dramatically change any element it is applied to. The image in the background does not
possess any true colours, but it does well to show all the coloured text on the page which talk
about different films, making it stand out (especially the yellow text), but it is also edited into
black and white to provide a dark and slightly unsettling tone and this is effective for
representing the nature of the James Bond character. This tone also gives the magazine a
traditional style which relates to the age of the James Bond character. The different colours
across the page contrast with the traditional style this magazine possesses and also
The page does include conventions of two specific genres: action and adventure. Most of the
text on the page seems to refer to movies of the adventure genre (e.g. the Hobbit and Django
Unchained) as well as the action genre (with Skyfall and Abraham Lincoln: Vampire Hunter).

4. Total Film Magazine- Technical
Elements of ConstructionThe layout of the front cover is mainly cluttered
text which seems to appear behind the image
and also in front of the image, which is in black
and white to give a gothic feel. There is 20%
image and 80% text. This magazine uses a
conventional layout to familiarize the reader
with other magazines and maximise the
effectiveness of the cover. The masthead is
placed at the top of the page just below the
tagline ‘YOUR ESSENTIAL PREVIEW’. This tagline
entices the reader very quickly, making them
want to buy and read the magazine.
Masthead: the image of James Bond hides part
of the word ‘FILM’, but it doesn’t make a
difference as it is still obvious as to what the
word is. The producers make sure that the first
thing the reader’s eyes fall upon is the
masthead, which lets them know what magazine
they are reading. The title ‘Total Film’ clearly
labels the magazine’s key focus, which is films.
Heading: the heading is printed in yellow capital
letters so it stands out against the black and
white background. This third font is used to
make the overall look of the front cover more
interesting as it implies there are many other
media sectors with Skyfall as their main focus.
Cover Lines: the cover lines are also printed
in yellow capital letters, so they stand out,
too. They are featured on the front cover to
reference articles that are to appear within
the magazine.
The graphics, including type, colour, and image,
have all been blended together, but in an
inefficient and seemingly-rushed manner as the
whole page appears too crowded. The graphics
seem clumsily produced and this implies that
the producers wanted to convey the manner of
the action genre: intense, relentless, containing
lots of unexpected twists and turns.
The producers of this front cover clearly made the
decision to use both lights and darks to provide
contrast, as the background is in black and white and
the text is in bright colours. There are no white spaces,
indicating that the producers wanted a highly detailed
front cover for their magazine. They may have wanted
to order the elements according to importance, with
coloured text being at the top and other drab colours
being at the bottom. This is known as hierarchy.
The producers are likely trying to ensure that the audience focuses on the film
Skyfall, which takes up the whole front cover of the magazine. It seems as if, no
matter where you look, the author wants you to be fully focused on the film. The
pieces of brightly-coloured text could also be a point of focus to ensure the
audience views what is underneath the yellow lettering, but these are placed
along the sides of the page so they aren’t noticed straight away. The main focus is
Skyfall. The way the image takes up the vast majority of the front cover makes it
obvious that Skyfall is the main article of this particular issue. There are no other
images in the article as the producers clearly wanted to ensure the audience was
entirely focused on Skyfall. To develop this further, they made the text ‘Skyfall’
larger to convey that the film is the main focus.

5. Total Film Magazine- Audience Appeal
The target audience appears to be
those who are fans of action,
particularly males as this genre seems
to apply to them. Teenagers and adults
are targeted as most of the films
mentioned on the cover are rated 12A-
18, therefore they are age-appropriate.
This magazine appeals to the audience in a
number of ways. The front cover has a
unique style; most magazines out there
include links to real life stories on their
covers , but this particular one features
names of new movies rather than stories.
This front cover also features a famous
movie character who is appropriate to the
action genre appearing on the page.
The way the image is edited into black and
white not only adds a feeling of mystery, it
makes the image look a lot more
interesting than it would if it was in full
colour. The use of different colours on the
page e.g. yellows and reds make the
magazine look appealing to the audience;
if the pieces of text were edited exactly
like the background and image, it definitely
wouldn’t be as engaging.
The layout of the magazine attracts
the audience as there is lots of
detail on the front cover. Although it
appears clumsily cluttered and
rushed, it wouldn’t fail to impress
its audience. People who watch
action films don’t want to miss
anything, and the producers of this
magazine wouldn’t have wanted
them to miss anything either, as
there is hardly any empty space on
the page.

6. Total Film Magazine- Constructed
Meaning
Meaning: This particular magazine constructs meaning through various
different ways. To begin with, the graphics featured in the background
image of the Skyfall poster create a mood and atmosphere that is slightly
unsettling, as well as a sense of mystery which best describes the main
character in the film.
Specific audience members may create meaning from the graphics. The dark mood created by the drab colour of the poster in the background
could be describing the James Bond character and the things he has to go through in the movies he appears in. It also gives a gothic feel which
audience members could relate to how old the James Bond character is. The audience may also create meaning through the choice of film. Total
Film is all about blockbuster films that take up more than one screen, these include large, well known franchises. The James Bond series is a good
example, and here we have Skyfall. Instead of being framed, the cover image dominates the look and tone of the cover. The audience may convey
this idea of James Bond being a figure of great significant importance. The audience will also convey that the magazine is making a promise to give
them its complete picture. The lines ‘your essential preview’ and ‘complete global access’ support the fact that the magazine is promising the
reader they will have all the information they need within the magazine. The audience might assume they are being offered a glimpse into the
world of movies through the coloured text at the top of the page. The audience also assumes the text at the top provides authority, declaring in
bold red lettering ‘this is your essential preview’. This claim is unproved, but audiences will always be looking for real opinions in a magazine and
they assume this magazine includes that.
Genre: It is clear as to what genre is being shown on the front cover: action.
In action movies, we would expect to witness various sequences involving
gun fights, car chase scenes, and fair amounts of tension and suspense
throughout. The page features characteristics of the action genre; with a
character holding a weapon and appearing as an authority figure, and
seemingly concentrating on something unknown to the audience,
something which he will attempt to solve.
Ideology: The values which appear to be conveyed in the front page seem
to be personal values, as the many things featured on the page attract
different kinds of people, even though they are in the same audience.

7. Web-Based Product

8. Game Magazine- Graphical Style
This is the home page
of a website called
Game Magazine. The
content all over the
page, as well as the
name of the website,
makes it very clear as
to what media sector
is being shown: Digital
Gaming.
It is also made clear
that this is an E-
Magazine website, as it
features different
articles to select, links
to latest news, and one
large article which is
the latest piece of
news. These aspects
also appear in print
newspapers.
There are conventions of one specific genre: adventure.
Video games utilize graphics and animation to create a
unique experience which many people would never find
in movies, though many video games nowadays are all
aiming for one thing in common: to blur game and film
together. As a result, a highly adrenaline-evoking and
usually adventurous experience is created for the player.
This is a gaming website, and all games follow a
certain style of art. The games shown on the page are
Saints Row: The Third and Battlefield 3. These games
feature almost photo-realistic characters, and thus a
sense of realism is provided. This web page seems to
focus on this particular style of art because of the
choice of images.
The producers of this web page included a large image in the
background, taking up the whole empty space behind the page. The
producers wouldn’t want to have any empty spaces whatsoever
because if video games need a lot of detail during the animation and
development process, then so do the web pages for them.
There is hierarchy on this
web-based product. The
way the word ‘game’
appears in blue lettering
and the other words appear
in white lettering might just
show how much the
producers want the viewers
to understand the type of
media sector that is
appearing on the page, as
‘game’ appears to be
highlighted so attention is
drawn to it.
The content appearing
on the page isn’t
cluttered like the Total
Film Magazine. There
isn’t as much text,
making it easy for
people to locate the
links and view them.
Also, the web page is
interactive unlike a
magazine cover.

9. Game Magazine- Technical Elements of
Construction
The graphics have been
produced in a way that differs
from the Total Film Magazine,
which had text and colour
cluttered everywhere with
the large image that took up
the entire page. This
particular web page is set out
in a much more tidier
manner, thus making it much
easier for the viewers to
locate important aspects.
The graphics also do a great
job to enhance the design
and structure, creating an
experience for internet users.
They also ensure that the
attention grabbed isn’t
distracted in any way as
everything else on the page
fits with the gaming genre.
The producers clearly decided to make a web page that
could intrigue the audience and create an impact. The
impact could be either emotional or entertaining , and
video games usually create those feelings for the players.
The producers of this web page probably wanted to
generate that same feeling within the viewers.
The title ‘Game
Magazine’, as well as the
other pieces of text on
the page, are shown to
have baselines because
of the way in which they
are accurately
positioned. Much of the
text is in block capitals so
it stands out and also
provides a sense of
action. Scans have also
been included.
Two different posters for
two different games have
been placed so they take
up much of the page.
This ensures that no
matter what the viewer’s
eyes focus on, the genre
of gaming still appears.
The centre of the page
seems to be the point of
focus, as the image is in
high-key lighting which
attracts the viewers’ eye.
The producers wanted to create a page that wouldn’t
have too much type and images cluttered together.
Therefore, there are no spaces that are left empty; a
large image of a video game in the background fills
the large space behind the information at the centre
of the page. Although the image is effective as it takes
up the whole background, there is still empty white
space behind it .

10. Game Magazine- Audience Appeal
The target audience for this product is mainly teenagers,
as that particular age group are currently living in a
generation where video games and graphics are
developing. Adults are not targeted as video games
didn’t exist when they were teenagers, while they were
living in a time period where games weren’t invented
yet. Teenagers, on the other hand, are still growing up in
a time period where video games are still developing.
The product appeals to fans
of gaming as it includes
images of two different video
games which not only attract
the viewers’ eye but also take
up the whole space behind
the page and provide an
image for the article in the
centre. The lighting in the
images do well to intrigue the
viewers because it makes
them stand out .
It is clear as to what style is
appearing on the web page. The
images are photo-realistic, from
games which also follow that
particular style of art. The
characters in the images appeal to
the audience as they support the
action genre; that genre also
appears in these games. The way
soldiers and mercenaries are
depicted also evoke a sense of
action within the audience.
The different colours featured in the images, as well as
the colour blue highlighting the word ‘Game’ appeal to
the audience as they make the page look eye-catching.
They also add to the appearance of the characters and
describe the mood of the games they are in e.g. purple is
related to wealth, power, and ambition, whereas orange
is red and yellow combined, thus giving positive and
negative connotations. These connotations could give
the audience ideas as to what the games are about.
The page bears many similarities to a
magazine as it includes a masthead, a
heading, and cover lines for articles.
The style of writing appeals to the
audience because it is in large capital
letters. This style is intriguing and can
attract lots of viewers. The writing
doesn’t reveal any personalities
within the producers, but it does
show how the producers want to
communicate with the audience.
The layout appeals to the
audience because there is
hardly any text and images
compared to the Total Film
Magazine, which had text
cluttered everywhere. This
makes the page much easier
for the audience to read and
find what they are searching
for.

11. Game Magazine- Constructed Meaning
The graphics do well to generate feelings within the audience. The bright colours, lighting, and
camera angles create an atmosphere filled with action and suspense, and audience members
could assume that the page is attempting to convey what will appear in the games featured.
The smoke might also give the impression that the producers are ‘hiding’ any other features
that might otherwise spoil the experience they want gamers to have while playing video
games.
The high-key lighting creates a
light mood which differs from
the Total Film magazine cover,
but the way the two images
feature a dark cloud, obscuring
whatever it is behind the
characters in them, provides an
atmosphere filled with dread.
The smoke also does well to
provide a suspenseful
atmosphere.
The graphics highlight the
characteristics of the action
genre because of the choice of
images and their colours. For
example, the producers chose
an image which features a
group of people seemingly
ready to fight and solve a
situation, and placed it in the
centre of the page.
The values conveyed on
this page are of personal
ideologies, because
gaming attracts one
audience which is
teenagers, who have a
personal interest in
playing video games. The
atmosphere generated
by the graphics seems
slightly comical, because
of the position of the
characters in the central
image, and this might
reflect on other people’s
opinions regarding what
entertains them.

12. Motion-Based Product

13. Skyfall Title Sequence- Graphical Style
This title sequence features conventions of the action and adventure genre. It is similar to the Total Film Magazine cover, which featured the
exact same film on the page. They both share the same conventions, but differ to each other as the title sequence is moving and features
colour, while the image on the magazine features a black and white still image. The various graphic elements appearing throughout the
Skyfall intro not only show aspects of the storyline, they seem to create the whole story and set the scene for the film. Subjects that are not
mentioned and do not appear during the course of the film are explored in this intro, similar to other James Bond intros, and this adds to the
graphical style of the intro. The intro has many mysterious and somewhat strange things appearing, thus it follows many different styles of
art, with pop-art and photo-realistic images appearing. The intro appears visibly stunning, with a wide variety of graphical elements
appearing, one after the other, to create an opening sequence that is visually distinct from any other.

14. Skyfall Title Sequence- Technical
Elements of Construction
In the title sequence, the
graphics have been produced
in a way which mirrors the
storyline of Skyfall. The intro
is supposed to be Daniel
Craig’s journey through the
events of the film, right after
falling into the water at the
opening. A lot of it is CGI, and
like any other James Bond
title sequence, there are
transitions from one
sequence to another.
The producer(s) of this intro would have set out to create
something which differs from previous James Bond film
openings, which were realistic, and create a more graphic title
sequence with Skyfall. For example, the bullet holes weren’t
realistic looking- they looked more like holes in paper. It is
obvious that the only disadvantage of the decision to use
graphical elements was that CGI was heavily relied on to make
this title sequence.
The moving graphics in the intro are presented in a slow motion,
timed with the slow music, and composited in such an effective way
so it appears as though it is all just one, 4 minute-long moving image.
The perspective also changes throughout; some graphic sequences
are made to look further away or closer, and the camera angles
change.

15. Skyfall Title Sequence- Audience
AppealThis product is the
opening title sequence
from Skyfall. The target
audience for the film is
fans of action, which
consist mostly of men,
but the title sequence
could attract another
audience: fans of
horror or mystery,
because the title
sequence gives a
brooding and ominous
tone.
The product appeals to the audience as it features a variety of different colours
throughout the sequence. The colours black and white give a gothic feel to the intro, but
they both have positive and negative connotations, possibly relating to the struggle
between good and bad. Blue is nature’s colour for the sky and water, and it also relates to
peace. The colour red, however, is a colour which evokes a variety of emotions and relates
to love and passion, and blood and death. These emotions also reflect the personality of
the James Bond character.
The gothic style of some of the graphic
sequences also appeal to the audience as they
provide a great deal of information about James
Bond, reflecting on his unsettling personality.
The content of the
title sequence
appeals to the
audience by
adding a sense of
mystery and
tension.

16. Skyfall Title Sequence- Constructed
Meaning Meaning is constructed from
this title sequence. The
graphic elements featured
throughout, including the
firearms and dragons
breathing fire, make the
whole sequence appear
darkly menacing in nature.
The whole scene evokes a
wide range of emotions
including sadness, anger, and
worry. The nature of the
James Bond character is
always displayed in the
opening intro for the films he
appears in, and this one
focuses on his past as well as
the things he will have to deal
with during the course of the
film.
The graphic elements, song, and moving images create
an atmosphere which is brooding, dark, melancholy,
ominous, spooky, and suspenseful. The song ‘Skyfall’ by
Adele has a rather disturbing feel, and this adds to the
mood of the title sequence.
The graphics make the audience feel a wide range of emotions
from the tension, for example, Bond being dragged down into
the unknown generates a feeling of uncertainty. The audience
is made to think they are following the character on a journey
into the darkness, which has connotations of mystery and
suspicion. The graphics have done this primarily though the
low key lighting in most areas, meaning the audience is unable
to see what is happening and this creates tension.