¶ … artist synthesis related design elements in a fashion line to create a coherent theme from them. The design of each fashion piece is imbued with intricate meaning to link it with a particular season or theme. For instance, a designer's line that is medieval inspired would represent bodices with layered over peasant blouses, ankle length tunics over long skirts, and long flowing dresses with exaggerated sleeves. These designs replicate the medieval period of dress.
A color story, on the other hand, is one where a palette of colors is used in a line or of visual merchandising in retail stores. Here it is color, rather than design, that connects the fashion piece to season or to theme. Autumn, for instance, may be evoked by brown, green, orange and similar Fall-type colors.
The best sort of compositions combine harmony in idea, treatment, and design. All methods must be related to the message. For instance, returning to our medieval piece, incorporating a shocking red into that design would be jarring to the theme (i.e. medievalism). The artist has to keep in mind the targeted audience, therefore attention must be paid to the layout that each is in harmony one with the other. For, if the product is to appeal to women (for instance), each piece has to 'exhale' femininity; whereas if it were masculine, muscle-power and simplicity would be the defining characteristics. Other factors, such as age, occupation, and degree of culture would be all manifested by the particular product / line.
Fashion designers are recommended to view their basic form of their shape as a simple geometrical shape for instance as a square or triangle this helps them achieve their results more easily by seeing their layout of design more clearly. For the same reason, students are recommended to have a basic croqui as the background and draw their flats on top of that considering negative and positive spaces when found so. This would enable clarity and correctness with proportions, as well as achieving contrast, which is necessary to attract attention.
2. A layout should be simple and direct with color and space breakup otherwise the image becomes too confusing for the eye, disturbing, and it loses its harmonious intent. One unit should dominate the advertisement but it should amplify the message and cooperate with the whole. The intent, then, throughout is harmony. Mixing too many things reduces this harmony.
The commercial artist is not simply an artist but also an artist-salesman and for that reason he/she has to remember that her design has a message to sell. Her intent must be to achieve three objectives:
1. Attracting the viewer's attention
2. Conveying a message
3. Impressing the product on the mind of the reader
Mixing too many components, or if the boards is sloppy and overworked confuses and corrupts that message. The key objective should be attention: i.e. To grasp and retain viewer's attention to the product.
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