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You are here: Home » Articles » Visual » Designing & Drill » IT

IT

publication date: Jun 26, 2009
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author/source: Michael McIntosh
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THE TRIAD OF EFFECT

ANYTHING YOU CHOOSE HAS AN OPPORTUNITY FOR SUCCESS….SOME MORE THAN OTHERS.  IT IS IMPORTANT TO MAKE THE MOST EFFECTIVE CHOICES.

  1. THE VERTICAL MOMENT IS THE “EVENT” (DEPTH, SIMULTAENOUS RANGE OF VISUAL AND MUSICAL EVENTS) THE “EVENT” SHOULD NOT BE THE CULMINATION OF A PHRASE OR THE LOUDEST OR QUICKEST PORTION OF YOUR DISPLAY. THE EVENT SHOULD ENCOMPASS THE BUILD AS WELL.. THIS EMPOWERS THE EVENT TO BECOME HORIZONTAL IN NATURE. NOW THE MOMENT IS ORGANIC AND INVOLVES MOVING “FROM….TO” YOUR INTELLECTUALLY CONCEPTUALLIZING THE MOMENT…THIS IS YOUR INTELLECTUAL EFFECT.  A)  WHEN WE EXPERIENCE MUSIC WE ARE IN THE HORIZONTAL MOMENT…LISTENING TO  MUSIC YOU REALIZE THE MUSIC IS THE FORM, THE VIRTUOSITY, THE HARMONIC LANGUAGE, THE LYRICS, ETC.  B)EXPERIENCING A GOOD MOVIE (AGONIST, ANTAGONIST, THE SCENERY, THE DIALOGUE, THE ACTION, THE PACING, THE EMOTION, ETC.)
  2. THINKING HORIZONTALLY, THE BUILD THEN BECOMES “THE EFFECT”. THE BUILD, BY DESIGN, GENERATES INTRIGUE AND THE AUDIENCE IS NOW EMOTIONALLY ENGAGED NOT ONLY IN WHAT YOU’RE DOING, BUT WHERE YOU’RE GOING. THEY HAVE OWNERSHIP AND ARE INVOLVED….THIS IS YOUR AESTHETIC EFFECT.
  3. NOW THE BUILD HAS BECOME THE EFFECT, THE CULMINATING EVENT IS NOW NOT THE EFFECT, BUT THE PAY-OFF…THEREBY THE FULL HORIZONTAL EVENT BECOMES EFFECTIVE AND THE CULMINATION OF THE EVENT IS THE REWARD. TO THE LISTENER OR VIEWER. THE AUDIENCE IS EMOTIONALLY ENGAGED AND RESPONDS BECAUSE THE DESIGN HAS CLEARLY LED THEM SOMEWHERE AND THEY ARE REWARDING THE PROGRAM….THIS IS YOUR EMOTIONAL EFFECT.
  4. WHEN A SHOW FIRES ON ALL THREE ASPECTS OF THE TRIAD…IT MAKES THE SUM OF THE WHOLE GREATER THAN THE PARTS. THIS DEFINES THE MOST EFFECTIVE MOMENTS. (FOR BOTH PARENTS AND FIRST TIME LISTENERS/VIEWERS!)



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