ITAP Lecture Three

Visual Hierarchy

Visual hierarchy is all about what you see first when looking at a piece of artwork or information. If done correctly you can portray the message across and draw people in to then go on the read or find out about more information on the subject. If done incorrectly you can bore a viewer and even make the information difficult to understand. An example of a good visual hierarchy is the Vanity Fair covers of Lady Gaga showing, a full-page picture which is one of the first things you notice about the page. Next you see the headline, being in the block capitals it stands out on the page, with the white letters against the grayish background. This is all very visual appealing towards a viewer, which gains interest from the person looking at the page. The colour theme running though out helps draw everything together, with nothing ‘fighting’ again the other for dominance of the page; everything is clearly laded out and in a readable order.

A bad example of visual hierarchy would be this would be the screen shot I have made of a website for the Yale School of Art home page. This comes across as very unprofessional as you look at the website they have obviously had to ‘tile’ they’re background image, which repeats numerous times. Also the text boxes aren’t appealing or fitting within a colour scheme, as the gradient colours are garish and detract you away from the information being presented. The layout doesn’t fit the screen correctly and there is no title for the page.

Tone of Voice

What makes an image stand out is the tone of voice used within each piece of art or information given. Everything that is used to convey a message should be done on purpose, styles, fonts, layouts, image sizes, graphic placements. If done correctly you can give the exact right message across to your viewer making them feel connected to the information. If this isn’t done correctly, the information wont be understood and the work will be useless. An example of a posters showing strong messages is this one of the US war posters stating that they want more people to join the army. The layout is simple but very effective as it gets the message across, without  ‘fluffing out’ a poster with extra writing that wasn’t needed or extra images that weren’t relevant to the message.

This advertisement for a perfume fragrance by Calvin Klein is perfect as it shows the title ‘escape’ which can be taken many ways, I believe it is the escape of inhabitations when it comes to the opposite sex, showing the man and women in an intimate scene and the complimentary scents from the perfume and aftershave, which then conveys a message of ‘if I wear this perfume something like this might happen to me’ the loss of the nervous inhabitations, keeping you from ‘making a move’ towards a member of the opposite sex.

Bibliography –
Vanity fair poster –,r:15,s:0&tx=68&ty=73
Yale Arts Page –
USA war poster –,r:3,s:0Calvin klein Ad –,r:0,s:23&biw=1195&bih=706

ITAP Lecture Two – Illustration Viewpoint

The notion of ‘inspiration’ derives from constant inquiry,based on research, observation, recording, and experimentation

Recording of work, and the observation of the places seen through your travels are a great was to document places in which have impacted you on a personal level. The best way to make sure you have always got a clear reminder of a place or person is to note down what parts of the subject. Whether it be through photographs or illustration you can document a feeling or time of day through your actions.

One of the best people for showing her inspiration within her work through her constant research and experimental drawings would be Jill Calder, who uses hot pressed Fabriano paper of Moleskin notebooks as he basis for her work, she will constantly carry with her a note-book with a vast amount of paints and colours ready to draw with a variety of different media, so to collaborate the best outcome for her sketches.

The idea is that to find inspiration, you shouldn’t look to hard, but look everywhere, as you can’t just wait for something to come to you, you must go looking for your next big thing to hit you. Experiment with everything around you, never leave anything out, and constantly question everything you don’t know.

An understanding and knowledge of ‘an audience’ can enhance and focus the communication

It is to my understanding that an audience is the most important part of design for an artist, as if the creature gets the theme wrong for the age range it can make everything go wrong. The visual development for each era of person is different, for instance the design features a children’s book would have be completely different from that of an adults graphic novel. The theory behind looking at what your audience would want, is so that you can relate to the views, and not have your work so ‘out there’ that it isn’t accessible to the viewers. Visual is the best way to engage people with your work so you want to make sure it is done correctly. From the colours used to the simplicity of the images of writing styles. Colours and themes help keep a constant through out your work, relating one image to another, if your audience doesn’t understand or cant work out your message, you have nothing and should just start again. if it doesn’t work for them it never will.

Gaia Bordicchia is an Italian illustrator for children’s books but also freelance work, her style is contemporary but also has a strange edge to it, with the mixture of the modern spots and stripes with patchwork colours as part of the background images. She used very earthy colours most of the time with the use of bright vibrant injections now and again, but with a constant theme running through her images.


Jill Calder –

Gaia Bordicchia –

ITAP Lecture One – Connectivity

Notions of Originality

One of the key principles noted in the first ITAP lecture was about the notion where nothing in this present day is in any point ‘original’ showing examples of cases where to someones unknowing eyes, the image presented in front of them could very well look like one of a kind, but that wouldn’t be the case. Throughout time people have taken inspiration from others and in doing so created their own interpretation of others work.

Andy Warhol – Marilyn 1962 was created after the death of the infamous Marilyn Monroe in August 1962. he spoke of the fact that the image is a ‘carefully structured illusion’ of which he believes the lady herself was just like. His work giving out the feel of Marilyn Monroe as ‘high gloss, yet transient; bold, yet vulnerable; compelling, yet elusive. Surrounded by a void, it is like the fadeout at the end of a movie.’

This style of imagery can be seen again later on with the work of Matteo Bertolio for Tank Magazine in 2004, where he recreated the same style with not just this one image but others also, with the same flamboyant colours and extreme differences from realty.

Representation of time as a concept in a medium

The idea that we are seeing a series of events portrayed within a single canvas or photograph, just like within this image Eadward  byMuybridge, called ‘Women walking downstairs’ from the human figure in motion in 1887. This image shows us the movement of the womens steps as she descends down the stairs. Muybridge started out by using this tecnique for trying to desipher if when a horse runs there is a time in which all its hoves leave the floor, this was discovered to be true and the argument settled due to Muybridge’s idea. He later went on to trying the same tecnique with different sources.

Another example of this is Massacio’s ‘The Tribute Money’ created in 1425 and later on completed by Filippino Lippi in the 1480’s. In a way this image is not as clear with its message, there would seem to be three states within the one canvas, showing us a story timeline as it were. The middle image is the first to be looked at, as it takes up the most room and seems to be demanding the most attention within the whole canvas. This image shows Jesus telling Peter where he can go and find the money to be given to the tax collector. The first image set the the left hand side of the canvas is the portrayal of Peter collecting the fish from the sea and taking out of its mouth the gold coins which are to be given to the taxi collect. Then the final image which sits on the right hand side of the canvas shows peter handing over the money to the collect. This idea of showing a story would seem to take  slightly more imagination from the view compared to the stylings of Eadward Muybridge.