Visual Heirarcy and Mind Motion in Printed Advertising Research Paper

Visual Heirarcy and Mind Motion in Printed Advertising - Research Paper Example Gestalt psychological theory is the basis upon which the concept of hierarchy is construed. This 20th century German theory recommends that the human intellect has an instinctive organizing propensity that â€Å"structure individual elements, shapes or forms into a coherent, organized whole† (Ian, 2008, p.256). The word Gestalt in English means â€Å"form,† â€Å"shape,† or â€Å"pattern† (Rune, 2010). Ideally, when a visual component set its self apart from the ‘whole’ shaped by a person’s intellect perceptual organization, it becomes very conspicuous in the eye of the observer. Usually, the shapes that are the most conspicuous are those that highly set themselves apart from their surroundings and identified by the viewer through mind motion. As a matter of fact, the human brain uses distinctive physical characteristics to differentiate objects from others. These characteristics can be categorized into four aspects including character, alignment, size and color. The aspect of color, which perceives texture, includes saturation, hue, and value. Size explains the surface area of a structure while alignment is the aspect that describes the array of structures with regards to their orientation, direction, or pattern (Feldsted, 1950). Character is the curvilinearity and rectilinearity of structures. In view of this, a distinction between structures can be drawn from the differences in these characteristics. ... ar is organized with respect to the significance of each concept, the visual hierarchy in print advertisement is organized in a similar manner (Groeger, 2002). Visual hierarchy is one of the most significant concepts behind effective print advertisements. This paper will study why developing a visual hierarchy and mind motion is important when designing a poster, the theory behind it, and how the very principles can be used to put these concepts into practice. Design is equal to communication The basic idea behind a print design is visual communication. As such, an effective advert designer should able to evidently communicate their thoughts to the audience failures to which they can lose their attention. Interestingly, most people are visual thinkers rather than data processors, and that is why they do not pay attention to huge blocks of information. This happens because people categorize what they see based on â€Å"visual relationships†, instead of taking visual information and processing it uniformly. In the above illustration, chances are that a certain person may fail to notice the two circles but rather notice one red circle and one black circle. The reason why this happens is because, when a person is presented with simple things like two circles, they tend to find a way of differentiating them rather than just observing the two circles. Therefore, people use such differences to make a distinction between objects at attach unique meanings to them. In the above figure, since the level of complexity has been increased, the viewer’s desire to categorize the images in respect to the relationship has become even higher. The basis upon which the shapes are viewed through includes the similarities and the differences. The differences in scale imply that one image is

The Time Back Essay Example | Topics and Well Written Essays - 1250 words

The Time Back - Essay Example Michael never told anyone that he was counting the days, weeks, months and years devoid of his mother’s presence. It was as if by counting them, she was still here, still present. The bitter sweetness of constant remembrance took great hold of him and would not let go. He could smell her everywhere around the house, her bedroom still smelled of her perfume, even though uncle Rob and auntie Emma emptied her closets and drawers. He liked uncle Rob and auntie Emma. They were very nice to him, and having no children of their own, came to take care of him in the house where he used to live with his mother. He heard them say one time that it would be good for him to stay in this house, because the move might create more emotional and psychological damage to a thirteen year old boy. And, so they came and stayed. Auntie Emma made the best chocolate chip cookies in the world, that was what even his mother admitted to on several occasions, while uncle Rob worked in a toy factory and wou ld bring a small toy every week. Usually it was little cars, tractors, Rubik’s cubes and similar. Nobody ever mentioned his father. He took off before Michael was born, and his mother decided not to talk about him. Well, not much, that is. She was always polite enough to answer his questions of: Mommy, why do John and Tim, and Bessie and Joanna have dads and not me? She would take him in her lap and explain that their dad is somewhere else, that he had some very important business to take care of and that she was not sure he would be coming back. But, that does not make Michael any different from John, Tim, Bessie, Joanna or anyone else. Having stopped daydreaming, he threw a small rock into the river and went back into the house to have lunch. The whole kitchen smelled deliciously of chicken soup and meat, mash potatoes, fresh salad and for dessert, pecan pie. â€Å"Wash your hands, sweetheart and then come have lunch,† auntie’s voice was soft and melodious, an d if he closed his eyes, he could imagine his mother saying it. The two sisters always looked and sounded very much alike. Having finished lunch, he was told to go to his room and tidy up a bit. His room was not a mess, but nonetheless he was taught that an ordered mind requires an ordered surrounding. He always believed his mother was the smartest person in the world. He started putting things away, and then noticed a stack of cards on the table. You don’t belong here, silly little things, he smiled to himself. It was a stack of cards, which his aunt and uncle borrowed from time to time when they wanted to amuse themselves. Arranging the cards, he noticed that one particular card was bigger than all the others. He took it out and saw that it wasn’t a playing card at all. It was a business card which said â€Å"Need science help† with a phone number. Nothing more. He thought it might be someone looking for an assistant. After a bit of consideration and talking w ith his uncle and aunt to see if they would approve, he decided to dial the number. He was always interested in science and liked knowing how stuff functioned. Maybe this was the person to ask such things. They even allowed him to make the call himself, but of course, they would take him to the place. Happily, he dialed the number and listened to the phone. All he could hear was silence at first, no ring