The following is a review of ad design composition, as related to the Denver Ad Club image below. This will reflect Symmetry & Balance, use of the Rule of Thirds, Leading Lines, and the Hierarchy within the composition.
In this Denver Ad Club ad, there are a number of elements at play. There is the effective use of leading lines, the rule of thirds, balance and symmetry, and an effective use of hierarchy.
In this ad image, there are two dominant leading lines that are created. In this ad image, all of the leading lines are ultimately pointing towards the upstairs room that is unseen, presumably representative of the Denver Ad Club, as discussed in class. I view the leading lines to be nearly a spiral beginning with the hiding boy, though taken individually there is an upward movement, as well as an angular movement towards the upper right of the image. From a standpoint of hierarchy, this takes more of a zigzag route.
The upward movement is created through the use of the banister railing posts, the distinct lines where the green and yellow colors intersect, as well as the line where the side and back walls meet. There are also distinct diagonal leading lines. These lines are created from the upper molding seen on the back wall, the banister railing itself, and the lower portion of the staircase (the upper covering of the boy’s hiding space).
Balance and Symmetry:
There is symmetry created with the dominant use of the banister railing and posts. By using the staircase, exit sign and shadow of the man together, this balances out the image in contrast to the lower right portion of the image where we see the boy hiding, and the text message and logo of the organization.
Rule of Thirds:
It also seems that the rule of thirds is effectively used. There is a heavy weight of the overall ad image in the right two thirds of the image, lightly balanced by the shadow and exit sign on the left side of the image. The lower right corner of the image, also falls heavily on intersection points of the rule of thirds grid, while leaving the left lower third free from emphasis.
In regards to hierarchy, it could be debated. My first focal point becomes the boy under the stairs, followed by the “You Cannot Hide It” text element, and catapulting to the room upstairs. I feel that only after your line of site hits the upstairs does your focus move to the shadow on the wall and back down to the “The Five O” text element where you then see the details of what the ad is expressing. This again goes back to my idea of the spiral, though the mind may actually take a more zigzag path as shown by the red lines below. Each of the points of hierarchy follow from the cool blue colors up to the warm orange/brown colors, then balances out to the Green and Yellow that fall between. The choice to begin with the blue portion of the image is due to the dominant image of the boy. The mind leads you from that point.