Wednesday, April 23, 2008

Gestalt Principles

for lecture 08, we learnt about Gestalt Principles where we were taught about the concept of figure and ground, proximity, similarity, continuity and closure. we were then expected to use this knowledge to analyse 2 posters; a good one and a bad.


good poster

bad poster

Analysis of Vantage Point Poster using Gestalt Principles

Figure and ground

Similar elements are contrasted with dissimilar elements to give the impression of a whole. In Vantage’s Point poster, the man holding a gun stands out as the figure while the negative space is perceived as ground

Contrast is present with the black figure against the white background.

There are more details in the figure than the ground.

The relationship between the figure and ground is stable as it is easy to pick out the picture of the man from the background.

Closure

Closure suggests a visual connection or continuity between the different elements that are not touching one another. The picture of the man is not complete. We perceived the picture of the man even though what are present in the poster are just blocks of shapes. This is because, the different blocks are arranged in a way to lead user to perceive that the picture should be connected.

Within the perceived figure of the man, there are several sub small pictures that exhibits closure. We perceived some pictures as being together even though they are not joined.

Proximity

Even when the shapes of blocks are different, they are close to one another to appear as a group. The collective presence of elements becomes more meaningful than when they are viewed as separate.

Symmetry/Order

There is a sense of rhythm and continuance. There is an orderly arrangement of elements which creates harmony. Figure of the man is divided into logical patterns that allows user to make sense out of the poster.

In addition, the leading introduction, “8 strangers, 8 point of views, 1 truth” give a sense of continuance. In the perceived figure of the man, there are 8 different small pictures featuring different characters. Hence, it is in order with the leading introduction.

The leading introduction leads viewer to view picture from the top to the bottom.


Good use of Gestalt Principles
This poster is organized. The placement of the pictures makes the poster looks orderly and there is a sense of continuance.

In addition, the placement and usage of fonts are neatly done. This is pleasing to the eye. Viewers see the picture from the leading introduction (head) to the title (body).

The picture is unified and simple, yet providing details to viewers.

Visual Characteristics

As mentioned, less than four colours should be used in a poster so that poster would not look cluttered. Vantage Point’s poster used mainly 3 colours; black, white and red.

The title of the movie stands out in the poster as red stands out from the monochromatic scheme.

In addition, the picture is proportionate.



Analysis of Monster Truck Advertisement using Gestalt Principles

Figure and Ground

There is no distinctive element in the picture plane as the elements are all over the place thus there is no visual center in this advertisement.

There is no stark contrast as the elements in this advertisement are competing for attention. There are too many details in the advertisement that distracts the viewer from focusing on one element.

The concept of negative and positive space is not applied here.

Proximity

All the elements are cluttered. The elements are disorganized.

Similarity

There is no sense in harmony in this advertisement. There are inconsistencies in the typography, the colours used and the types of visuals. There is too much going on that the concept of contrast is being overlooked.

Continuity

There is no direction or flow in this advertisement. There is no sense of rhythm amongst the elements due to the clutter of elements in various parts of the advertisement. The advertisement seems “busy”.

Improvements

The designer could have used the concept of visual center to create a focal point so that the attention of the reader could be directed towards it. The interplay between positive and negative space can assist in this contrast between elements.

The use of dominance between elements can create a difference in proportion. The designer could have played with difference in sizes in the typography and visuals.

The advertisement could also be improved by applying the concept of visual or colour harmony. This is to create a sense of unity between the elements.

The organization of the elements can be arranged to give it a sense of direction and flow to direct the attention of the reader in a continuous form.




this [d]ude deliberated @ 2:09 AM 0 criticisms