Descibe how formal elements & principles are visible in the work of two major designers - Designer 1

Levi Strauss & Co.

Levi Strauss is an American clothing company who invented and designed the first ever pair of blue jeans. It is mainly well known for Levi's brand of denim jeans. The company was established in 1853 when Levi Strauss came over to California to open his brothers New York 'dry goods' business. The clothing designs by Jacob Davis and the company founder Levi Strauss, recieved a patent in 1873 to make the first invented men's work pants out of denim, which were the first blue jeans.



I have come across many formal elements and principles that are within Levi's work. These elements are important which acts as a big role on selling his products. The way the technique of the product is presented is what attracts our eye the most. For example, if someone had placed a creased pair of jeans on a bed sheet as their 'back drop' to sell their poduct, and had taken a photo of them in a poor lighting area etc. the poduct wouldn't sell or even draw a customers attention. However, if a real-life visual of the jeans were created on the computer or if the product was taken on real people by pofessional photographers, the quality and technique of the image would immediately grab our attention and sell that product.



There are also elements in the products itself which helps them to sell. For instance, one of Levi's jean designs has a large range of elements. This design (slight curve slim jean) has an emphasis of colour which instantly makes the product 'jump out' as a focal point. The light 'patches' that have been designed onto both legs is emphasised in colour because the background colour is a darker shade of blue than the foreground colour.This also relates the design to the element of rhythm as the light blue 'patches' have
been repeated onto both legs which also makes the design balanced and in proportion.



                                                           Levi's 'Slight Curve Slim' Jeans





This is a really good example of how the quality and technique of a product is presented is important. The professionalism, quality and unity of this image brings the whole elements of the products together. Levi's designs of colourful jeans works together as a whole element in this image. Emphasis has been applied, rhythm, unity and so on. The emphasis on the jeans in this image really stands out to us and so does the main message of the design; colour.


The colour acts as a focal point in this image and it immediately directs our eyes to this element as the outburst of colours have been applied onto a black/dark background. This contrasts and isolates the two elements from eachother.


There are also relationships between objects in this image. Such as the relationship of colour between the jeans and the chairs. The designer has used colourful chairs to make the image balanced and in proportion with eachother at a rhythmic pace to make it more exciting, as colour relates to excitement and happiness which gives the customers a positive image on the product.