The following is an assignment, targeted at exploration of composition rules and hierarchy within the design of ad images. All images used in this assignment were downloaded from WeLoveAd and is a free site to the general public.
Rules of Thirds
This particular ad makes great use of Linear Lines, as well the Rules of Thirds. Note how there is a direct line created between the liquor bottle on the right and the smaller image of an automobile on the left. The difference in image size between the bottle and the automobile nearly creates a spear shaped image that our minds combine as one, creating the highest level of hierarchy within this ad. As the line of sight scans across the ad, it abruptly ends at the far left edge. At this point, the eyes drop directly to the bottom left of the ad, almost as if our vision were water cascading down a wall. At this point, the audience is presented with the logo for the Don’t Drive Drunk Foundation and catapulted back to the center of the image where you are left to reflect on the man represented. This is when the audience truly absorbs the meaning of the ad and experiences the full impact of this social notice.
This ad image also uses the rule of thirds. The dominant full image takes up the right two thirds of the page, and is balanced by the small image of the automobile, and foundation logo. I also find that the explosion form the back of the man’s head, falls nearly precise on a cross hair of the three by three grid when placed over the image. This creates a very strong focal point for the audience. It is from that point of focus that attention is drawn across the linear line following to the upper right, then flowing down to the left. By having that one portion of the image fall on a cross hair, greater power is impressed upon the overall ad experience.
Symmetry, Visual Balance and White Space
I love the simple elegance of this ad design. The direct diagonal line of silverware, set in the fashion of a piano keyboard creates a sharp liner line of sight. Upon initial glance at the “keyboard”, your eyes move quickly to the upper right third of the page, then fall directly down the page where the audience is presented with an explanation of “Music & Gastronomy” as well as the company logo. This is a great example where the image itself is the dominant hierarchy within the ad, followed by the more subtle representation of the company and theme. This hierarchy is also prominently created by the use of white space. There is no chance of missing the “Music & Gastronomy” text or logo, despite the small sized font used. There is also a great level of balance to the image, nearly being split in perfect halves by the image of the keyboard. The line of focus shifts between two distinct categories that are differentiated by the mind, silverware keys and the text/logo combination.
Rule of Thirds
Balance & White Space
In this particular ad, a dominant feature is use of the rule of thirds. With the larger dog image, falling across several cross hairs on the image. The image of the dog is properly balanced by the text and logo on the right hand side of the page. There are two distinct linear lines that occur. By following the angle of the dogs back, and direction of stare, the audience is immediately brought to the small dog that has been made out of nano blocks. This creates the first linear line.
Once we are focused on the nano block dog, the viewer catches site of the red in the collar of the dog. It is that moment where the eyes seek out more color and catch glimpse of the company logo to the upper right side of the page. Where the dual dogs were the primary hierarchy point of focus, the audience has shifted to the second level hierarch of the logo. The second linear line is created as the eyes move left of the logo to the third hierarchy level, the text quote of “The smaller the blocks, the better the detail”. This line leads us back to the original starting point, seeping back to the nano block dog to observe the detail.
The ad is very effective by using the large amount of white space and creating three distinct focal points within the ad image. Without clutter, the audience easily maneuvers throughout the ad in a circular fashion and feel a calm without chaos.