Context

White space is important in design. Having a periphery to a graphic gives the content somewhere to be...places it in Context to the periphery.

Be aware of the details but don't lose track of the bigger picture - Foreground vs background

"become a Lightbulb not a laser beam" laser precision vs the whole picture.

When there is less we appreciate it more.

Connotations: an idea or feeling invoked in addition to the primary meaning.

For example:Feather represents something light, soft and fluffy. To convey the message of a feathery product these are the images and feelings that need to be shown.

Denotations: the literal or primary meaning of a word in contrast to the feelings or ideas that word suggests. Keep it in context!

Example:VULNERABLE , the word suggests insecurity , though the way the word has been presented suggests it is strong and confident.

When designing it is important how a message is conveyed to the audience. The mood of the image or word should match the intended meaning.

Ambience; suggests mood, all graphics have a mood and are designed to connect with the audience . The feel of a graphic should represent the image, unless the desired effect is the opposite.