·      Nine equal rectangles, three across and three down 

·       Focus is usually the central rectangle 

·      Natural lines corollate with the lines the rectangles 

      ·      Look good in square frames

      ·      Architecture and roads look best In this

      ·      reflection (water reflection)

      ·      not always vertical 

·      Depth 

·      Windows, arches, branches, stairs

·      Does not have to surround the frame

·      Centered composition 

·      Creativity with surroundings

·      Leads the viewer to the focal point 

·      This leads to important elements

·      Paths, walls, patterns, rails, walls

·      Symmetry of the surroundings

·      Leading lines do not necessarily have to be straight

·      Also, may use the rules of thirds

·      Dynamic tension 

·      Horizontal and vertical lines

·      Visual tension 

·      Geometrical forms 

·      Aesthetically pleasing to look at 

·      Odd one out 

·      Still uses the rules of thirds 

·      Pattern is broken 

·      Fills the entire frame

·      Little to no space left

·      Main focus 

·      No distractions 

·      Explore the subject 

·      Usually cropped 

·      Good with portrait

·      Good for architecture 

·      Surrounds the subject with empty space

·      Focus on the subject without distracting the eye

·      Simplicity and minimalism 

·      Frames the subject 

·      Rules of thirds

·      Different version of the rules of thirds

·      Phi grid

·      Spiral leads the eye to the subject

·      Natural flow

·      Leading lines

·      Seen in Renaissance art 

·       The subject’s face is divided into halves

·      One side in a a shadow one in the light 

·      Dramatic pictures
·      90 degrees of the subject

·      Butterfly like a shadow underneath the subject’s nose 

·      Light is behind or above the camera 

·      The illusion of a slimmer face

·      Most popular lighting technique 

·      Easy 

·      The nose is reflecting on the subject’s cheek 

·      Nose shadow should never touch the cheek shadow 

·      30-40 degrees above the eye level

·      Noses shadow meets the cheeks shadow

·      Dramatic 

·      Use this on round full faces – sims the face 

·      The light should be above the subject’s head 

·      The subject must turn away slightly from the light 

·      Flattering 

·      It makes the face look slimmer 

·      The subjects face indirect to the camera

·      Sculpting and 3D quantities 

·      Face turned towards the light 

·      Most of face should be in shadows 

·      Most of the face is lit up 

·      Little to no shadow

·      Good on small or slim face

·      Good if the subject had scars or acne on their face 

·      Face turned away from light and towards camera 

·      What company is producing the ad

·      Who is the ad made to appeal to?

·      How would that demographic react and relate to the ad 

·       Setting of the ad 

·       What is the significance between the plot and the product? 

·       Plot may not always be relevant to the product 

·      Words are to either inform or manipulate the audience 

·      Tone of the words 

·      Font 

·      Size 

·      Location 

·      Linguistic signs (words)

·      Iconic Signs (Visual Representations)

·      Non-Representational Signs (graphics)

·      Connotations 

·      Mythic meanings

·      Colors