Olivia’s 2D Stuff

Posters

Emphasis and focal point in everyday life. 

Scale is used to attract our eye in multiple ways. Traditionally, the largest item is the thematic center of the piece. Monumental scale is used in pieces such as The Spiral Jetty, its sheer size and peculiarity demands the attention of the viewer. Artists also use unusual scales to attract the viewers attention. This technique is applied in miniature art as well, as the scale confuses the viewer’s brain. Scale creates urgency because it causes the viewers brain to attempt to rationalize the situation. Our brain wants to know why images we typically see are different sizes than they should be and frantically attempt to find a reason. The first image effectively uses the golden ratio. The golden ratio dictates the placement of the woman’s hand, teapot, and cup. The placement of these objects causes the viewer’s eyes to travel effectively to the important thing being advertised; the tea itself. Line is also used in a very important way in the first piece. There is a multiple intentional lines. First there is the stem of the teapot and the stream of tea, which guides the viewer’s eye from the teapot to the cup. There is a line that is formed by the shadow, which connect the subjects hands, as well as the teapot and cup. Symbols also play an important role in this advertisement. The models ring, is literally an arrow that points to the tea cup. The advertiser purposely placed the ring so that the viewers attention would be directed to the glass. This is a very successful advertisement because it utilizes multiple elements and principles to grab the viewer’s attention and subliminally points them towards the subject of the image. It is also incredibly successful in creating movement because of its execution of the golden ratio. The second composition places two points of interests at the intersections of the rule of thirds lines. The models right shoe runs along the top line. The models left shoe runs along both the rightmost line and bottom line. The bottom right intersection is the most focus part of the photograph and the focal point of the image. It is placed between the logo on the shoe and logo on the tab. The upper left intersection provides a place for the eyes to rest, but only momentarily. The element of value is employed in the socks. Their value matches the value of white on the bottom of the shoes and in the logo, the focal point, and therefore leads the viewers eyes from the top left, to the top right, down the right side and into the focal point. The viewers eyes are then directed upwards to the right shoe, creating continual movement. This piece is successful in creating movement, letting the viewer’s eye land on multiple points of interest, but never letting them become stagnant. Both of these pieces are successful in creating appealing motion for the viewer’s eyes to travel. It is also successful because it lets the viewers pause on focal points, which emphasize what it being advertised.

Artists Researched

Michael Heizer

Jeff Koons

Do Ho Suh

Robert Smithson

Cory Arcangel