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ORIENTATION Orientation is the overall shape of the media text. It can be horizontal, vertical, round, square and any other shape. The shape influences how the media text is received, for example: HORIZONTAL VERTICAL SQUARE
TYPOGRAPHY Typography is the fonts used to write the language. Some characteristics of typography are: WEIGHT COLOUR SIZE
BORDERS Borders are visual frames that set some elements apart from others. They can be decorative and sometimes add extra information with symbols and pictures. They break the design into sections and make the design easier to read. Borders can be created with: CONTRAST LINE NEGATIVE SPACE
MOTIF A motif is a repeated shape or symbol that is intended to express a particular meaning. A symbol is only a symbol if it is interpreted as having specific meaning. Some symbols are universally understood - heart meaning love. Designers use motifs and symbols to suggest additional meanings that expand on the words of a media text.
COMPOSITION Composition is the way the various elements of a media text are organized. Designers use frameworks or structures to create additional meaning in media texts. Analysing the content and the design allows us to have a deeper understanding of how media texts persuade and influence us.
INFORMATION ZONES are the areas where visual elements are placed. Elements can be located in the upper and lower sections, to the right or left sides, or in the centre. Composition is the way the various elements of a media text are organized
FRAMING Framing is used to draw attention to specific elements. Frames narrow the viewpoint and present information in a particular context. The designer decides what to include and what to leave out presenting information from a specific point of view.
MODALITY Modality is how realistic or unrealistic an image is. High modality images are more realistic and lifelike. Low modality images are more unrealistic and imaginary.
SALIENCE Salience is how important an object is in the image. It creates a hierarchy of what is important in the image and draws attention to something the designer wants the viewer to focus on. Salience can be created by: RELATIVE SIZE COLOUR CONTRAST FOCUS