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

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