Hussain Mufhim Anees
Visual elements used in eye care campaigns
1.0 Introduction to visual elements in design
In this day and age, we are surrounded by myriads of information. In this age of information our
Hussain Mufhim Anees
Visual elements used in eye care campaigns
1.0 Introduction to visual elements in design
In this day and age, we are surrounded by myriads of information. In this age of information our synapses are overexposed with an awesome amount of data, most of which is visual. It is hard to discern between the essential needs and the perpetual wants.
In order to differentiate products, brands, or campaigns corporations and institutions have been flexing their marketing muscle in every possible way. Visual elements are one of the most effective forms that advertisers use in their campaigns in order to promote their products or messages.
Visual elements are the elements that people recognize and interact to when they see a particular artwork or an image. (Bartel, 2014)
Visual elements in an advertisement determine the public reaction to the particular brand, product or service.
Visual elements are comprised of many components.
Lines: lines are basic visual elements of reality. They instill in their viewers passivity or activity depending upon the usage. Horizontal lines imply a yielding effect, while vertical lines depict power and assertiveness.
Shapes: Shapes are remarkably effective in gender differentiation as well as portraying emotions. Femininity is represented by curves while stern angles and straight lines represent masculinity.
Closed spherical shapes such as circles denote virtue and perpetuity. The meaning represented by shapes is different for every culture.
Texture: Textures represent distinction between different objects and can reinforce the message being delivered.
Colour: Similar to shapes, colours can be a strong component in gender distinction. Colours can determine the consumer’s feelings towards an advertisement or product. Personality, environment, gender and age, among other aspects, determine a person’s feelings toward particular colours.
Space: Space refers to the proximity of objects within an advertisement. They can be used to indicate depth and nature of the product.
Imagery: A picture is worth a thousand words. Images can create lasting impressions on consumers and advertisers use this utility to create various moods in their advertisements. They can also be used to generate hidden messages and secondary meanings.
2.0 Analysis of samples
For the analysis of samples, I have decided to take a trifold approach. First, I will discuss the colours used in the advertisements and their impact. Second, the visual elements such as lines, shapes, form in the advertisement. Third, the placement of elements and their cumulative impact on the viewer.
The most striking thing about this advert is the hue of yellow. Sarah Tornetta, Tess Fox, Jordan Blackbird writes in the paper Color sells: How the psychology of color influences consumers that yellow hue is a warm colour usually associated with happiness and activity. Fastfood restaurants such as McDonalds and retail stores usher the use of this colour to create a sense of urgency among their customers. (Tornetta, Fox and Blackbird, 2013).
The whole advertisement is based on a yellow analogous colour scheme. Using shades and tints to simulate depth and focus. The use of white on black and vice versa to give emphasis to the text is observed immensely. The colour at the center is lighter than the rest of the picture, attracting attention towards it. Moreover the word eye at the center is of a different hue than the entire colour scheme directing attention towards it.
The imagery used in this advertisement is minimal. There is only a pair of glasses and no lines can be seen through the advertisement. A logo is placed at the bottom third of the advertisement, resembling an eye. However, a noticeable visual cue is the blur in the background while the focus only on the part seen through the glasses.
The lens of the glasses is placed on the power points of the rule of thirds grid so it is the first thing that catches the viewer’s focus. Coupled with the tint of yellow and dynamic focus, it grabs the attention of the viewer. There is content placed at the eyes of the golden rectangle (the magenta dots) (Mize, 2009). These are the areas of focus for viewers. At the top left rectangle where the viewer start there is relevant placed and leads to the center where the campaign name is located. The frame of the glasses is placed near to the viewer; as if how you would actually put on a pair of glasses, creating a personal first person engagement with the viewer.
This advertisement is a campaign that encourages people to check their eyes often. There’s not a universal colour harmony or coordination in the image. The main text is red on white to give emphasis. Red is an active colour that portrays urgency and call to action. (Tornetta, Fox and Blackbird, 2013). So it is fitting to be used here. Otherwise the blue accented logo placed the bottom gives a contrast and this cool colour gives a sense of calmness albeit subtle.
The imagery in this photo is interesting. The photo portrays a mother crossing the street pushing a stroll