Unit 1: Elements and Principles McKain Badger. Space Space is an element used to indicate the area surrounding something. The poster for the Grand Budapest.

Unit 1: Elements and Principles

McKain Badger

Space

Space is an element used to indicate the area surrounding something. The poster for the Grand Budapest Hotel uses size to make the hotel seem very large. It does this by having a back drop of mountains getting smaller. It also uses overlapping of different layers of the hotel to make it seem even larger. The duller colors on the distant mountains and the placement of them being above the hotel all combine to make the hotel seem large.

The ad was created by some company to promote this movie. The major point being expressed by this poster is how large and vibrant this hotel is in this foreign looking land. It makes the hotel seem like mysterious yet powerful. It looks a bit unrealistic but all the while still majestic.

Balance

Balance is used to create stability though the arrangement of visual elements. The poster has asymmetrical balance but not to a great degree for the most part it is symmetrical. It is the same across almost the entire hotel itself and most the differences are either in front or behind it. The mountains are asymmetrical and so are the parts leading up to the hotel. The hotel is in the very middle of the poster making it the center of attention and creating a great sense of balance.

The main reason for this poster having is because it is because it is film by Wes Anderson, who is a director known for the symmetry in his films. This shows that the film will be similar to other films by him. Also it is very aesthetically pleasing and draws your attention.

Value

Value is the degree of lightness and darkness of colors and greys. The album cover Late Registration creates this by having a teddy bear as the central figure in a dark room but there is light coming from behind him. He is also casting a shadow in front of him. All of this makes the bear the main focus of the picture.

This add was made for Kanye West’s album to make people notice the bear. The bear is somewhat a symbol for Kanye in his earlier years. The lighting behind the bear is to show the importance and make the bear seem like a big deal like how Kanye is a big deal.

Emphasis

Emphasis is where more attention is drawn to something through elements. Contrast is a major principle used here because the only light in the picture is coming from behind the bear. The bear is also isolated being the only actual thing in the picture besides the background. The bear being in the center of the picture also draws attention to it. Lastly the bear is the most in focus part of picture, the surrounding area seems to be just a bit out of focus.

Kanye wants to emphasis this bear because he wants it associated with him. The bear was also on his earlier album which had extreme critical and financial success so he would want people to see this bear and think of the past album. This way people will assume it is another great album.

Color

Color is the character of surfaces created by the response to wavelengths of reflected light. The major color being used in the Skoogies ad is red. The red is used in the lettering and in the hotdog to show the emphasis of it being a hotdog restaurant. There is also colors of green, yellow, and white. All these colors to properly show the ingredients used on the hotdogs.

This logo was made by Skoogies to advertise their hotdogs. They use vibrant colors to make the food seem appetizing while also grabbing your attention. The ingredients being different colors is so that they are easily differentiated from the others to make them obvious.

Unity and Variety

Unity and variety is the combination of elements forming a sense of wholeness. Proximity is the overlapping of objects and this is used in this Skoogies ad. The ingredients are overlapping so that you can tell what they are but they all come together to form one meal. There is also a similarity of colors being used throughout the picture, mostly red. The text being above the hotdog makes the reader recognize the restaurant then associate it with hotdogs.

Skoogies wants the customer to know what they are in for from their logo. The ingredients all being their own but coming together as one hotdog is important because it makes the hotdog the main focus, but still shows the importance of ingredients. The circle around the logo also makes it feel more like one whole thing as opposed to a lot of little things.

Form

Form is a design that seems three dimensional that encloses volume. The form created in the poster for the television show Flight of the Conchords through the main protagonist looking like cut outs. There are 3-D pictures placed in a 2-D, cartoonish world. The characters have depth, height, and width unlike their background.

Having these characters be three dimensional and realistic in a cartoonish two dimensional world is to make them seem out of place. This is because in the TV show the characters seem very out of place and don’t understand a lot of American culture. The cartoonish look of the city is also to emphasize the quirkiness of the characters.

Contrast

Contrast is the differences between elements such as color, texture, value, and shape. The major contrast here is the main characters being 3-D, realistic cut outs in a 2-D cartoon world. This is to make the characters to stand out. There is also a contrast between the city being dark red and blue sky. This makes the city seem more serious than the dream like sky.

The characters being so different form everything is to show that they actually are different from everything. They are not normal in this city and that is probably why it is red. Also the characters being in flight is to go in part with the title but also because they quite literally flew into the city since they are not from the city in the show.

Texture

Texture is the surface quality of something usually through the sense of touch. The texture here is a mixture of denim, metal, and also life like parts of the viper fish. The denim and metal texture is here to show how the jeans will feel. The life like textures are to make the jeans seem more like the viperfish they depict.

Quiksilver made this ad to really capture the attention of the customer with this realistic depiction of a viper fish. The texture is also important because comfort is a major part of selling jeans. This ad shows the texture in an almost intimidating way.

Movement

Movement is the sense of motion through the arrangement of parts. Movement in this ad is made through the progression of the viper fish. It is smaller in darker in the back of the picture but gets larger has more light around it in the front. The viper fish is also coming in at an angle to make the head in the middle of the ad and for it to seem like it is coming closer.

The reason for the movement of this ad is to make customers focus on the head of the viper fish. They will most likely see the back of it but they will always be drawn to the head. The motion always makes it seem more like a living creature with a bit of a swimming motion.

References

Slides 1 and 2 http://www.heyuguys.com/first-trailer-wes-andersons-grand-budapest-hotel/the-grand-budapest-hote

l-uk-quad-poster/

Slides 3 and 4 http://cdn.respect-mag.com/wp-content/uploads/2013/05/Late-Registration.jpg?206228

Slides 5 and 6 http://www.lowcountrytoday.com/cnt/files/Image/aaaaskoonew1(1).jpg

Slides 7 and 8 http://revengeofthefilmnerds.com/wp-content/uploads/2012/04/flight-season-2.jpg

Slides 9 and 10 http://raynomedia.files.wordpress.com/2010/08/deepblue2.jpg?w=640&h=430