”See, I have placed before you an open door that no one can shut.

” – Revelation 3:8
 Creative Brief
01 Short guide about the source of inspiration. It contains the
following details: Rationale, Overview, Story, Audience/
Community, and the Context in which we’ll engage.

02 Mood Board
Contain tones, colors, images, materials, pieces of text, etc. intended
to covey the target style or concept.

03 Visual Content Categories

IG is a platform that has a heavy emphasis on visual content like
photos, videos, illustrations, and GIFs. This contain visual content
suggestions to communicate the story and message.

04 Visual Content: Feed Ideas

Other visual content suggestions
 05 Visual Content: Engaging Feed
Engaging with the followers

06 Creative Process
Phases, Flow Chart, and Uploading suggestions

The Psychology of Shapes

07 Just like fonts and colors, shapes are an important aspect of design, capable of
symbolizing ideas, expressing moods, and leading the eye.

The Psychology of Lines

08 Line is the foundation of all drawing. It is the first and most versatile of the visual elements of art.
Line in an artwork can be used in many different ways. It can be used to suggest shape, pattern,
form, structure, growth, depth, distance, rhythm, movement and a range of emotions.
 Brief
• Rationale
• Overview
• The Story
• The People
 In an article written by Jeff Bullas on his website, jeffbullas.com, there are 10 types of Visual Content on Instagram that get shared a lot and
effectively. Business Companies like Coca-Cola ad ModCloth were able to use them effectively.

1. Inspirational quotes - They give warm, fuzzy feeling inside that inspires them to take action and kick start their dreams.
2. Human faces - Human faces create a personal connection to your brand and tap into people’s emotions. In fact, photos showing faces
get 38% more likes than photos without faces.
3. Landscapes and scenery - A well taken photo of a beautiful scene or landscape is sure to catch the eye of someone scrolling through their
feed.
4. Food - Great looking food is something we can all relate to, so it’s no surprise that it is one of the top performers when it comes to visual
content .
5. Historical photos - Historical photos create a feeling of nostalgia, helping us reflect on past generations and sparking emotions that are buried
deep within our subconscious.
6. User-generated content - GoPro users essentially do their marketing for them, with amazing photos and videos taken in extreme situations.
7. Animals - The world is full of animal lovers, and visual content that taps into that raw emotion can go viral in a heartbeat.
8. B ehind-the-scenes - People like to do business with people, not brands. That’s why it’s more important than ever to create a human connection
with your customers. Showing them glimpses of your staff, and the things that go on behind-the-scenes is one really effective way of doing so.
9. Real-time trends - They may not have a long shelf life, but jumping onto newsworthy stories or real-time trends can be a great way to boost
engagement on Instagram.
10. Video stories - Video is the new black. Facebook has started giving video priority in a user’s newsfeed, Periscope, Vine and Snapchat are
gaining massive user numbers, and videos on Instagram attract a lot of attention.

Jeff Bullas is the owner of jeffbullas.com. Forbes calls him a top influencer of Chief Marketing Officers and the world's top social marketing talent.
Entrepreneur lists him among 50 online marketing influencers to watch. Inc.com has him on the list of 20 digital marketing experts to follow on Twitter.
Oanalytica named him #1 Global Content Marketing Influencer. BizHUMM ranks him as the world's #1 business blogger.
Facebook interviewed and surveyed more than 12,000 teens and young adults and offered these recommendations
on how to maximize Instagram’s potential for marketing.

Source: https://www.facebook.com/business/news/insights/growing-up-in-a-visual-world
Overview
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0
CREATIVE BRIEF

The :
A home is "a safe place.” A place where one is free from
attack, a place where one experiences secure relationships
and affirmation. It's a place where people share and
understand each other. Its relationships are nurturing. The
people in it do not need to be perfect; instead, they need to
be honest, loving, supportive, recognizing a common
humanity that makes all of us vulnerable.

And everybody needs a home team: It’s the people you call
when you get a flat tire or when something terrible happens.
It’s the people who, near or far, know everything that’s
wrong with you and love you anyways. These are the ones
who tell you their secrets, who get themselves a glass of water
without asking when they’re at your house. These are the
people who cry when you cry. These are your people, your
middle-of-the-night, no-matter-what people. And most
importantly, these are the people who celebrate with you in
your success and triumphs – in moments of “Open Doors”.

Quotes from: Shauna Niequist, Bittersweet and Gladys Hunt, Honey for a Child's Heart
This is the story of four people who found “Home” in the friendship they built through New Life The Fort. These four
people usually gather together once a week to share about their life’s updates and testimonies. They also share about
lives of other people they’ve interacted with and the lesson they got from those connections. And they happily discuss
about the latest activities to look forward to in the Church. These four characters represent four main temperaments of
people (Psychology - Four Fundamental Personality Types; Jung Four Archetypes Categories; and Myers-Briggs Type
Indicator/Temperaments MBTI). They represent each one person who has unique personality but get to be connected
and work together in the church.

The Idealists The Rationals

Idealistic, empathetic, people oriented
Relationships and people matter the most
Attuned to people and what people need
Driven to achieve harmony
Driven to help people find their true path
Future oriented
Authentic and Diplomatic
Comfortable with theories, concepts,
abstract thought and complex systems
Logical, analytical, autonomous, ingenious
Future oriented, driven by a vision More big
picture oriented, less detail oriented
Contingency plans, flashes of insight,
brainstorming, new ideas, new possibilities

The Artisans The Guardians

Spontaneous, flexible, adaptable Stable, dependable, practical
Focused on the present, in the moment Driven by duty, honor and service to others
Closely attuned to what is going on around Logical, tactical, detail oriented
them and takes action based on the needs of Driven to make sure things are done right
the moment Looks to the past to see what has worked
Driven to have new experiences before
Generally optimistic and enthusiastic Prefers taking the proven approach
Entertaining and sometimes flashy
 Board
• Feed Style
• Basic Color Palette
• 2019 Color Palette – Year of Open Doors
• Aesthetic Look Inspo
• On Feed Tone
• Font Style
 Seasonal Color Co-ordinated
There is a basic color palette for the setting to create visual consistency but the elements and the colors of the materials that will
be used are seasonal. For example, for summer feed, adding a piece of watermelon will convey the vibe needed. Then all of
the tones and photography on that particular season will be pulled from the colors of a watermelon. So when posting a Text
Feed, a little bit green with pink, and a black details will convey the season’s theme. This needs deliberate strategy and
planning. All of the photos on a particular season must be coordinated.

Autumn Theme Evergreen Theme HD Colors Theme

 Bright & Airy

Egg White Wood Brown Olive Green Tricorn Black

These colors creates feelings of wholesomeness, stability, and peace. It also conveys
connection to life and growth because it is the color of the earth. And color green
stands for balance, nature, spring, and rebirth (seed). It’s the symbol of prosperity,
freshness, and progress. Both of these colors are warm and gives a HOME feeling
which is what New Life The Fort is. A home for everyone.
 Open Doors

Light Teal Honeysuckle Mimosa Violet Tulip

”See, I have placed before you an open door that no one can shut.” – Revelation 3:8
 Look Inspo
www.instagram.com
 Consistency In All Feeds
There should be a consistency in visual theme, despite the photos ranging from food and flat
lays to people. Creating a consistent visual vibe is about way more than just using the
same filter. This is because filters just apply the same effects to each photo, and because
every photo you take will differ in terms of lighting conditions, camera settings, etc., it’s
highly unlikely one filter will yield the same visual result every single time. The one who
will work on the post-process and editing should create the same vibe for the pictures.
 Consistency In All Feeds
Instagram has a feature where you can upload up to 10 photos and videos and share them as a single post in Feed. In Feed,
you'll see the first photo or video from your post with a row of dots below it. People can swipe to see the rest of the photos or
videos you've shared. The first photo could be presented creatively according to the target tone if the rest of the pictures has a
different feel. For example, Sunday activities inside Cinema is dark and will contradict to a bright theme, then the first photo could
be an image that will only represent what the post is about.

First Photo will be aligned to the agreed Feed Tone

Example 1: Using of a laptop showing the logo of the service.

The setting will be light and bright and according to the tone while the rest of the Sunday service photos may be different.
 Consistency In All Feeds
Example 2: Using the title or tagline of the Sunday Service preaching.
The setting will be light and bright and according to the tone while the rest of the Sunday service photos may be different.

First Photo will be aligned to the agreed Feed Tone

 Consistency In All Feeds
Example 3: Using a mobile phone that shows the actual Sunday service photo.
The setting will be light and bright and according to the tone while the rest of the Sunday service photos may be different.

First Photo will be aligned to the agreed Feed Tone

 Consistency In All Feeds
Example 4: A photo that shows he main bible verse used on the particular Sunday service.
The setting will be light and bright and according to the tone while the rest of the Sunday service photos may be different.

First Photo will be aligned to the agreed Feed Tone

 Consistency In All Feeds
Example 5: An image (metaphor or actual) of the story used in the Preaching. E.g: Seed = The Parable of the Sower
The setting will be light and bright and according to the tone while the rest of the Sunday service photos may be different.

First Photo will be aligned to the agreed Feed Tone

 Futura

Futura Condensed Normal

Futura Book CTT
Futura Book Bold
Futura Light CTT
Font Style:
 Categories
• Text Feed
• Highlights Feed
• Life Feed
 Categories

TEXT FEED HIGHLIGHTS FEED LIFE FEED

Bible Verse, Sunday Sunday Service, Featured Music, Arts, Coffee,
Service Quote, Book Ministry, Featured Milkshake, Tea, Pets,
Quotations, Word for the Lifegroup, Featured OOTD, Sports, Food,
Week, 2019 Tagline, Member, Playlist, Behind Gardening, Writing, DIY,
Announcements The Scene Travel, The City, Etc.
 The Feed
Instagram is all about creative and unique visuals. So when uploading a TEXT FEED, it is important that the style is visually
interesting. Bible verses, greetings, announcements, and other inspirational quotes can be posted creatively by using other
tools and mediums. Instead of just uploading a finished layout of a quote, shot it on a phone, laptop, a tablet, calligraphy,
lettering, or customizable letter signs.

Sunday Service Quote Bible Verse Church Taglines Announcements Greetings

 The Feed
Highlights type of Feed are composed of updates about the activities happening in the church. It could also feature not
just the main Sunday Service but all other activities happening behind the scene. Another way of creatively engage and
encourage church members to check out the church’s website, live stream, youtube is to show them a photos of them.

Behind The Scene Praise & Worship Playlist Sunday Service Ministry Appreciation Post Featured Lifegroup
 The Feed

The LIFE FEED will showcase the testimonies from the members of the church regarding various OPEN DOORS that they received so far.

Promotions Properties Possessions Premises Possibilities

 The Feed
The LIFE FEED can be a way to minister to people through various activities and hobbies that they are doing outside the church.
Celebrating with the people on their milestones and other national / worldw ide events, such as Mother’s Day, Grandparents
Day, Summer, etc…, could also be a helpful way to connect with the people.

Music Sports Arts Milestone Events / Trends

Types

Sunday Service Highlight
Highlights of the messages given
during Sunday ad Midweek
Service.
Advice / Q & A
Church leader or team members of a
ministry will give short advice,
answer question or just speak directly
about an issue or topic.
Example Format: @bigthinkers
https://www.instagram.com/p/Bt3g7JlnZDZ/
Video Clips
Behind-the-Scenes
It’s a great way to highlight the culture
of the church and build excitement
and connection with the people by
showing the people behind the
preparation.
Video Ads
Creative Short Video Ads about the
activities happening to church. Study
shows that people love watching
videos; and data shows sometimes,
even video ads. Of all digital
advertising formats, video ads boast
the highest average click-through
rate, at 1.84%.
 Multiple Photos in 1 Feed
This feature will help in telling a story about a certain post with multiple visuals. It could also help in maintaining the
consistency of the feed tones if the rest of the photos may affect the consistency of the tones of the account.

Featured Ministry: PSD Milk and Honey

Other Feed Ideas
Story-Telling Shots of
To keep the people reminded about the church vision for the year, 2019.
Shots of Quotes or Verses
 Recommendation
As a way to promote love for reading and the books we sell in our merchandise area every Sunday.
 Promotion
As a way to promote listening to previous preaching and new life music.
Accounts & Livestream
Engage with the Followers
Occasion/Season/Milestone
If there is another way that the church to connect to the people, it is through celebrating or looking forward to something
that everyone could instantly relate to. A lot of companies jump into bandwagon and trends instantly. They use these
platform to connect with their audience to sell their products.
As church, we will not use this platform to get something from them or sell a particular product, but to
make them feel that the church is with them on various affairs and events. The caption will help them see
the spiritual perspectives in it. Adding questions will also elicit responses from the followers.

E.G: Occasion/ Season – Summer
Summer is here! Take a plunge to cold
water but remain H.O.T in the inside –
Humble, Open, Teachable. Where
would you spend your summer?
E.G: Occasion/ Season – School Days E.G: Occasion/ Season – Rainy Days
Done with enrollment? Remember the Who else loves the rain? Rain reminds
promise of the Lord from Isaiah- You me of the story from the bible…
are the Head and Above!.
Youthful &
Be a Storyteller to engage with the followers. Stories—whether internal experiences from team members or external ones
will help the people feel connected to the church. .
And since people are actively engaging on their personal activities and hobbies, these ca be used not
only to connect to the people but also encourage and making them informed.

E.G: Exercise E.G: Christian Bands Concert Tickets E.G: OOTD (NLTF Shirts)
“She sets about her work vigorously; “Let everything that has breath praise Getting ready for the Sunday Service!
her arms are strong for her tasks.” – the Lord. Praise the Lord.” - Psalm Come with expectations!
Proverbs 31:17 150:6
 Process
• Flowchart
• Uploading Style
 Chart
Revise - Make necessary adjustment after a feedback.

If not approved: Approval Upload

If approved:

Define Goals Research Ideation Propose

Identifying the Gather information Explore and Submission of If approved:
list of events and with research. planning . A Concept Paper
activities . Google, library, period of / Creative
and experience brainstorming. Brief to the If not approved:
could help Organizing the Approving Body.
gathering data and plan for the target Develop Revise - Make
inspirations. feeds. Drafting necessary adjustment
Execute End Product after a feedback.
directions, tasking, and make details final.
and schedules. Production, shooting,
and refining.

Types of Text Feed
7 highlights feed per week
Types of Highlights Feed
Day Feed Category
Schedule Mon Text Feed: Word for the Week
Highlights Feed: Playlist
Life Feed: Events
7 text feed per week
Tue Text Feed: Sunday Quote
Highlights Feed: Sunday Service
7 life feed per week
Life Feed: Sports
4 contingency feeds
Wed Text Feed: Bible Verse / Announcement
Highlights Feed: Featured Ministry
Types of Life Feed Life Feed: Milestone

Sunday Quote Sunday Service Testimonies Thur Text Feed: Announcement

Book Quote Featured Ministry Sports Highlights Feed: Featured Lifegroup
Bible Verse Featured Lifegroup Milestones Life Feed: Arts/Crafts
Word for the Week Announcement Events
Year Tagline Playlist Trend/Occasion Fri Text Feed: Greetings / Announcement
Greetings Behind the Scene Arts/Crafts Highlights Feed: Announcement
City Walk Music / Writing Life Feed: Trend/ Occasion

Middle of the day - Netizen At the end of the day post - – The Sat Text Feed: Book Quote
Post at the start of the day – Like a could check on their breaks and type of feed that is more Highlights Feed: Behind the Scene
battlecry to shout before the day since the feed is familiar, it will touching. Netizen could feel Life Feed: Testimony
starts not be hard to absorb. inspired before they go to bed.
Sun Text Feed: Year Tagline
Highlights Feed: City Walk
Life Feed: Music
 of Shapes
• Geometric
• Polygons
• Organic / Natural
• Spiral
• Abstract
 The Psychology of Shapes:
Triangles suggest excitement and growth:
Triangles can inspire many different ideas, including dynamic power, a
sense of hierarchy, and continuous motion or improvement. It also often
used to represent perseverance and achievement. Its wide base alludes to
the struggle or the journey, while its pointy tip, or the peak, embodies the
goal. In spirituality, triangles represent the union of body, mind, and spirit
or Father-Son-Holy ghost .

Triangles have energy because they’re pushing in a certain direction.

They might not induce feelings of security and comfort like rectangles or
squares, but they could do wonders for showing the innovation behind the
brand.

Masculine, powerful, and brimming with strong edges, triangle shapes

can be tricky to work with. Generally, if you’re going to use a triangle to
indicate direction or motion in a poster, then you need to make sure that
the angles are pointing upwards, or to the right. A triangle that points
downwards or left in Western cultures instantly channels negative
thoughts.
 The Psychology of Shapes:
Use of Triangles in Graphic Design:”
In graphic arts, this versatile shape symbolizes balance and stability.
Apart from the rule of thirds, many photographers (as well as artists) like
to use what’s called the golden triangle rule in their composition. It involves
arranging elements in a triangle to create a harmonious and symmetrical
image.

You can also use the triangle to draw your viewer’s eyes to the image’s
main point of interest. People are so used to seeing it as a symbol for
direction that they instinctively follow where it’s pointing—that's why you
often see them on things like road signs and elevator buttons.

In design, skinny triangles can be used instead of arrows or pointers.

Smaller triangles can be used as shapes in a collage with an interlocking
composition or mosaic effect. Larger triangles are more noticeable, so you
should take into consideration their meaning before using them in larger
sizes. It is always best to use triangles that sit comfortably on a base or
with a point facing to the right, conveying a message of moving forward.
 The Psychology of Shapes:
Circles indicate love, comfort, and inclusion:
If you want to send a message of unity and compassion, then you
could benefit from the emotional connections circles create. Circles
indicate strength and community above all else. Circles seem softer
and more welcoming than harshly-angled shapes like triangles and
squares.

Rings are often connected with the idea of marriage, so they seem to
communicate an important bond when used in a design. Circles are
consistent and sturdy — they don’t have any breaks or turns.

In the psychology of logo shapes, circular designs are often used to

portray a “feminine” essence. Ovals, circles, rings, and ellipses can
all project positive, comforting, and united energies. As an example,
the Olympic rings are used to demonstrate the inclusive nature of the
worldwide sporting event. They highlight that people from any
background or nation can take part in this universal celebration of
human accomplishment.
 The Psychology of Shapes:
Use of Circles in Graphic Design:”
Many consider circle as the symbol for the cycle of life. The circle has
many uses in photography: When arranged in a pattern or other
formation, it makes the photo feel synergetic due to its calming
qualities. And when an image has a lot of lines, introducing a circle in
the scene helps make it more balanced.

In design, circles have different uses for different purposes. In logo

design, for example, circles are the most common and widely seen
shape or background outline for a logo. In websites, they are mostly
used as buttons and small icons. Why is it that we see so many circles
used as accessory shapes in websites, graphics and even infographics?
The reason behind this is that circles are very noticeable, and quite
powerful. Circles represent w holeness, a natural sense of completion.
When we think of things shaped as circles in the world around us,
there are so many things that we can name.
 The Psychology of Shapes:
Squares convey strength, courage, and discipline:
Though squares can sometimes be a little boring, they’re also perfect
when you need to create loyalty. Squares are used to depict ideas of
proportion, balance, and professionalism.

A square or even a rectangle can be enough to inspire trust in an

audience searching for strength and safety. After all, some of the most
“secure” things in the world are rectangular or square in shape, such
as a safe, a house, or a vault.

The use of squares in a design can also develop a sense of power and
strength. Combine those harsh elements with rounded contours and
fonts, and you can convey an idea of stability, balance, and reliability.
 The Psychology of Shapes:
Use of Squares in Graphic Design:”
Using squares and rectangles as the base of a composition is good
practice. Experimenting with the way rectangles and squares can be
scaled and put together can serve as a visual exercise when designing
a new graphic. There is one very important design practice called the
rule of thirds. It’s all about how rectangles and lines control the
balance in any composition.

The rule of thirds is essentially a grid that separates your canvas space
into nine equal sections. The idea behind this is that the human eye has
a natural direction in which it prefers to move from object to object. The
most important areas are the intersection points, starting at the top left
and then either the one on the immediate right or straight down. The
bottom right corner is the intersection point that attracts the least
attention.
 The Psychology of Shapes:
Pentagons, Hexagons, Octagons:
The polygon is all about strength and structure. When stacked together
to form a honeycomb, it creates a robust framework. It's such an
impressive engineering feat that even bees use it to build their beehives.

The complexity of this shape also conveys a futuristic aura. That’s why
we see them featured in sci-fi movies every now and again. Of course,
real scientists and engineers also use them for various purposes from
creating silicon chips to constructing experimental structures.

If you want to make a photo that looks different, then better start
hunting for structures with polygons. Since they're not as common as
other shapes, incorporating them into a picture would help capture
people's attention quicker, especially since they're easily drawn to the
unusual. Additionally, the intricate geometric patterns they create also
keep the eyes busy, providing the illusion of infinity at certain angles.
 The Psychology of Shapes:
Use of Polygons in Graphic Design:”
A few simple ways to use any of these polygons is to insert text inside of
them or cut out images as shapes. Using polygons instead of a regular
rectangle or square will give your graphic a different feel from the
usual. Understanding the message behind each of these shapes is key
to choosing the best one for your brand or message.

These shapes can also be used as puzzle pieces to create a larger

composition and organize information, such as in an infographic. With
hexagons, you can design a beehive style composition with analogous
colors. With pentagons and octagons you can design something
similar in either horizontal, vertical and even diagonal directions.

Pentagons, hexagons and octagons can also be separated into smaller

shapes such as triangles to create a progression with a visually circular
motion or a visualization similar to a pie chart.
 The Psychology of Shapes:
Organic / Natural Shapes:
Common meanings: originality, organic, balance, refreshment

Organic shapes are used to refer to the naturally occurring shapes

of nature. All the things created by mother nature have their unique
shape. Leaves, flowers, trees, animals, and many other
representatives of flora and fauna become the source of inspiration
for artists and designers. Natural shapes have clear meanings of the
plants and animals which they symbolize. They often bring the
feeling of refreshment and unity with the natural environment. In
addition, animals and plants can also have their own characteristics
and symbols. For example, a rose is a flower of love and passion.

The key to using organic shapes is making sure that you pick
something that resonates properly with the message of the poster.
 The Psychology of Shapes:
Use of Organic / Natural Shapes in Graphic Design:”
Natural or organic shapes represent things and animals found in
the natural world, such as leaves, flowers, trees, or man-made
things like paint splatter and ink droplets.

You should definitely use these shapes if your design is related to

the environment or ecology. These kinds of shapes also work
great for graphics about the great outdoors, like hiking, camping
and the like.

You can use natural shapes on their own or as part of a larger

composition. But keep in mind that these kinds of shapes have a
clear meaning and message—they are not very subliminal at all.
 The Psychology of Shapes:
Spiral Shapes:”
Spirals can be hypnotizing or centralizing in the right conditions – perfect
for when you want to engage your audience. Looking at the spiral feels
like being tricked by an optical illusion. Because of how it leads the eyes
towards the center of the photo, it feels hypnotic and makes you feel
dizzy at the same time. Through the centuries, it has come to represent so
many different things, and we'll discuss some of the most popular ones
here.

Spirals are often found in the natural growth patterns of many things, and
they can express ideas of expansion, birth, fertility, and transformation.
Spirals can also be used in the medical industry to symbolize DNA. Also,
in some cultures, spirals may represent the knowledge or information. In
modern society, they are seen as a sign of creativity and a fresh mind.

Common meanings: growth, creativity, calmness, intelligence

 The Psychology of Shapes:
Use of Spiral Shapes in Graphic Design:”
Since it’s found everywhere from the galaxies to seashells, it has
become a good metaphor for life. Due to its configuration, it has
also interested mathematicians, scientists, and artists alike. In fact,
the golden spiral ratio (a.k.a. Fibonacci’s ratio)—which features a
spiral—has been used by artists and even photographers since the
Renaissance to create a mathematically perfect composition.

The “Golden Spiral” can be used to create well-balanced

compositions. However, the spiral also has a sinister side to it.
Sometimes, looking down into it feels haunting and dangerous.

Furthermore, it can also evoke mystery, especially if we can’t see

what lies in the middle or at the bottom. When it's moving, it can
cause dizziness or even vertigo. It's so effective, movies use it as a
device to elicit disequilibrium.
 The Psychology of Shapes:
Abstract Shapes:”
Abstract shapes are depictions of real things without being exact
representations. The icons we see in web design, our phones and in street
signs are abstract shapes that we are quite used to seeing and can easily
recognize. A great example of an abstract shape is a stick figure, which
represents a person. Symbols are also considered abstract shapes.

They are usually visual symbols of abstract ideas or simplified versions of

natural shapes. Some abstract shapes can be too difficult to recognize
because they are stylized and only small details give a hint to what it is.
One abstract shape often has both direct and figurative meanings.

It is often used in graphic design, especially for logos and icons. Abstract
shapes are an effective way to transfer a message quickly without text.

Common meanings: the duality of meaning, uniqueness, elaborate.

 The Psychology of Shapes:
Cross Shapes:”
While most people will immediately connect a cross shape
to religion, that is not the only meaning. Crosses also
symbolize health, hope and balance. A cross shape can
appear in the form of a “t” or “x” or combination of
intersecting lines and spaces.

Vertically-oriented crosses are thought of as strong, while

horizontal options are more peaceful. The shape is mostly
open, but can be connected to other shapes for a more
closed feel. (The female symbol is a common example.)
 The Psychology of Shapes:
Curve Shapes:”
Curves are the most free-flowing of all the shape options.
The shape is associated with movement, pleasure and
generosity. Curves add a hint of the unexpected to
something common.

Curves can also be added to other shapes for richer

meanings. It is a popular technique to add curved edges to
a square when creating an icon, for example. Because of
this, curved shapes take on many of the other properties of
the shape they accompany with the feeling of added
softness.

This shape style can be open or closed and stands in sharp

contrast to shapes with hard edges.
 of Lines
• Horizontal, Vertical, Diagonal, Curve Lines
• Psychological Effect of Lines
 The Psychology of
Vertical Lines :
Vertical lines create a subconscious association with strength and
sophistication, while causing design to appear slimmer. Vertical lines are
powerful and engaging. They draw the eye of the viewer downwards,
often directing the eye towards the brand name. They convey
professionalism, like squares and rectangles, while also expressing an
idea of motion.

Vertical lines simulate height and can create a mood of grandeur or

spirituality. It can communicate a feeling of loftiness and spirituality.
Great examples of this is the vertical line usage in churches and
cathedrals where ceilings are lifted on tall vertical pillars guiding the
eyes upward.

In web design vertical lines tend to represent or create length and

indicate to the user that there is more content below the fold.
 The Psychology of
Horizontal Lines:
Horizontal lines generally create relaxation or a calming mood - a
sense of tranquility and calm. , they tend to be quiet and subtle
whereas vertical lines are more imposing and powerful. They’re
dramatically different from vertical lines when used in design, and can
help to make your customers feel protected, and settled.

Objects parallel to the earth are at rest in relation to gravity. Therefore

compositions in which horizontal lines dominate tend to be quiet and
restful in feeling. One of the hallmarks of Frank Lloyd Wright's
architectural style is its use of strong horizontal elements which stress
the relationship of the structure to the land.

In web design horizontal lines are also known for their ability to
organize content. When you look at gridded layouts you’ll notice that
horizontal lines are the elements creating balance and organization —
even though grids are generally laid vertically.
 The Psychology of
Diagonal Lines:
These are straight lines, but their direction has both a vertical and a
horizontal direction.

Diagonal lines are the greatest way to create movement and direction.
Where horizontal lines suggest gravity and are stable, diagonal lines
are more unstable. These lines don’t lay down or stand up in a restful
position, they are in motion and you can actually create a sense of
speed just by simply adjusting the pitch of the lines: the steeper, the
faster. (Normally an object that is diagonal is not stable and probably
about to fall or is in movement).

Diagonal backgrounds and slanted lines also create an off-center

appearance to the layout. It creates a wonky feeling that draws the eye
across the whole composition. It also creates natural “breaks” in page
content and even offers a gridless feeling to the layout.
 The Psychology of
Curved Lines:
The majority of curved lines create familiarity and comfort,
they also suggest relaxation. Curved lines are very easy on
the eyes and are interesting to follow. Curvy lines are
associated with nature — they feel very organic.

Curved lines do vary in meaning, however. Soft, shallow

curves suggest comfort, safety, familiarity, relaxation. They
recall the curves of the human body, and therefore have a
pleasing, sensual quality.

Deep, acute curves, on the other hand, suggest confusion,

turbulence, even frenzy, as in the violence of waves in a
storm, the chaos of a tangled thread, or the turmoil of lines
suggested by the forms of a crowd.
 Psychological of Lines
Aspect Variation Appearance Psychological Effects
Path Straight Stiff, direct, rigid, precise, dignified, tense, masculine, unyielding, sure, austere

Restrained Curve Soft, gentle, flexible but controlled, graceful, feminine, flowing, passive, subtle, loose

Full Curve Dynamic feminine, unrestrained, exuberant, youthful, active, forceful, unstable

Bent This and restrained curve are the ones most often found in nature: rivers, trees, hills. Can be
forceful and gentle depending how used.
Jagged Abrupt, nervous, jerky, busy, unstable, erratic, spasmodic, excited

Looped Swirling, active, soft, feminine, busy, springy, unsure

Wavy Feminine, undulating , soft, flowing, graceful, sensuous, flexible, uncertain

Scalloped Curves provide softness and femininity, sharp points provide crispness and liveliness, youth

Zigzag Sharp, busy, regular, masculine, jerky, abrupt, intense, stiff

Crimped Involved, complex, rough

 Psychological of Lines
Aspect Variation Appearance Psychological Effects
Thickness Thick Forceful, aggressive, assertive, sure, masculine

Thin Delicate, dainty, feminine, passive, gentle, calm, subtle

Evenness Uneven Wobbly, unsure, unsteady, insecure, questioning

Even Consistent, definite, sure, flowing, firm, certain, elegant, smooth

Continuity Unbroken Consistent, definite, sure, flowing, firm, certain, elegant, smooth

Broken Less certain, staccato, interrupted, casual, sporty, playful

Dotted Also less certain, staccato, interrupted, playful, suggestive, casual

Edge/ Sharp Definite, precise, certain, assertive incisive, sure, hard

Sharpness Fuzzy Soft, uncertain, indefinite, suggestive

 Psychological of Lines
Aspect Variation Appearance Psychological Effects
Contour Smooth Suave, smooth, simple straightforward, sure

Sharped Complex involved, busy, active, devious, intriguing, informal

Consistency Solid , Closed Smooth, sure, assertive, strong

Parous Open, delicate, weak, less certain

Length Long Suggest continuity, grace, flow

Short Gives a more staccato, abrupt effect

 New Life
The Fort

2019 YEAR OF OPEN DOORS

”See, I have placed before you
an open door that no one can shut.”
– Revelation 3:8
0

2019 Year of Open Doors

”See, I have placed before you an open door that no one can shut.” – Revelation 3:8