Friday, September 14, 2012

Good and bad design

 Here is a billboard for an insurance company in Georgia.
Clean, simple... boring. While this billboard gets its point across, it lacks any visual interest. Especially when contrasted with this set of billboards from Nationwide Insurance:


This advertising design from TM Design in Texas is much more interesting. In fact, I'm sure it was shocking to people driving by. A large can of bright green paint spilling out of the billboard into the parking lot and onto cars and the attendant's booth. This design advertises insurance in a much more eye catching way.

The billboard spans the face of three buildings and seems to promote a paint company in the first one. However, the law of similarity, and even the law of proximity, create a three piece tableau that we recognize as one very large promotion.

The law of continuity plays a part in this advertisement as our eye follows the spilled paint from the can, to the building, to the parking lot and cars. And because of the law of pragnanz we conclude that even though the paint can is a 2 dimensional image, the paint that has been spilled is still coming from it. We don't over analyze the impossibility of this, we simply accept it.


Wednesday, September 5, 2012

The woman on my wall




I purchased a painting at a yard sale a few years ago. It is a simple portrait of a woman. To some it might not be great art, but I find it breathtaking.
Before being assigned to interpret it in terms of Gestalt principles I often tried to determine what it is about the painting that I am drawn to. It’s probably obvious that it’s the woman herself that appeals to me. She is most likely of African descent; however my friends and I have debated her ethnicity on more than one occasion. My Filipino sister sees her as being possibly from the Philippines, or at least the Asian Pacific. She could also be Puerto Rican, Samoan, or Hawaiian. For me her undefined ethnicity adds to her appeal.
The other thing I love about this picture is the expression on her face. Without any context I have created my own narrative. I see her as having just awakened in a tropical local. She has walked out on the veranda and is basking in the sun and the cool breeze coming from the ocean outside her door. Through this story I imagine myself in her place, and the tranquility I might feel in such a setting.
With all of that in mind, there is a part of me that resists analyzing the painting in Gestalt terms. If I look too hard at the painting I worry that it will lose its mystique.
Nevertheless, here goes:
Figure/Ground
This painting applies a unique perspective in terms of figure ground. Even though the woman is clearly defined she is very close in color to the background. Without the gradating colors surrounding her form she would likely blend into the background. And in fact she does at the bottom as the piece of cloth she is holding fades from blue into brown.
Enhancing the figure ground relationship is the fact that the ground is a simple background. It is not a landscape, a wall, or any kind of scenery. Because it is an undefined background the focus is never drawn away from the figure.
The Law of Continuity
Line is an important element in this painting. In almost all instances the lines are soft and curving. Her hair, face, body, the flower, even the fabric are soft and flowing. I see this as adding intimacy to the photo as the eye traces each line, specifically those in her décolletage area. The curve of her breast, the shape of her shoulder and collar bone, and the highlights and shadows all draw the eye. Even if you begin at her face, ultimately you will trace the line down to the fabric clutched at her bosom.
The other area where lines are used is in her fingers. She has lovely long fingers laid gracefully across her arm with the fingers parallel. Aside from the few pops of color, this is one of the strongest, most eye catching elements of the painting because it uses line so strongly and almost defies the gentle curves of the rest of the painting.
Balance
Stepping away from Gestalt principles I want to address the symmetry of the painting. Even though the subject is in profile with the majority of her features facing the right side, there is still symmetry in the painting. Specifically it is found in the only two occasions of bright colors. The figure and background are comprised of similar shades of brown with her hair being slightly darker. The only real colors used are the pink flower in her hair and the blueness of the fabric. The blue is applied most heavily in bottom right third of the painting. To offset this, the brightness of the pink flower in flower her hair adds balance and symmetry.
This painting hangs above the sofa in my living room. When I enter my home it is almost always the first place my eyes land. When that happens I am awash with the tranquility of her expression and the comfort of finally being home. For that reason it will likely remain in that spot at least for as long as I live in this apartment. 
Although I will probably move it so that it is centered on the couch because right now it’s off center and the lack of symmetry kind of bugs me…