Visual Techniques

• Harmony
• Color
• Asymmetric
• Sharpness
• Flatness
• Exaggeration

Contrast
Monochrome

Symmetric

Diffusion
Depth

Understatement

Above are two posters from a kitchen utensils company: WMF and an automobiles company: BMW. By comparing and contrasting the differing results between the two design works produced by the different combinations of techniques, we can see that these two posters actually created by a polar-pair visual technique. In other words, the visual techniques that are applied on these two posters are opposite.

First, the scene in the WMF's poster is very harmony in color while the BMW's poster is in high contrast. For instance, the green and orange color of the carrot in WMF's poster creates a very agreeable and natural feeling. On the other hand, the dark gray BMW automobile appears in a white background creates a very strong contrast in color and tone.

Secondly, the composition of WMF's poster is asymmetrical while the composition of BMW's poster is (almost) symmetrical. This makes the BMW's poster well-balanced, yet the WMF's poster is still visually balanced.

Thirdly, The overall design of the WMF's poster is emphasizing on the sharpness and clearness of the image (product) in the poster while the BMW's poster is more promoting their automobile in a scene that obtains depth. The depth is created by the use of the diffusion visual technique.

Last but not least, The slogan of the WMF's poster: "Sharper than your think" and the image of the poster utilizes exaggeration technique. The image in the WMF's poster implies that their knife is so sharp that it will cut through the cutting board when user is cutting a carrot. Basically, It backs up the slogan that WMF's knifes are very sharp. On the other hand, the slogan and the image of the BMW's poster is relatively understated. It don't have a outstanding slogan or use exaggerated technique.

Contrast

An effective use of contrast

http://www.sleepyskunk.com/movieIdeas/view/?id=277

The use of contrast is contributing to the success of this Ghostbusters III movie poster. The contrast in this poster is operating in three main aspects: contrast in color, contrast in scale and contrast in shape. First, the utilize of the three primary color: red, black and white have a very intense contrast within one and other. The plain white ghost character and the red stop sign appear on the solid black background, which creates an obvious pop-out effect. This provides a particular zone of focal point to this poster, which catches viewers' attention and interest. Other than color, contrast in scale also plays an important role in the success of this poster. When we look at the poster as a whole, the ghost's HUGE three fingers hand sign also has a pop-out effect because of its unbalanced proportion. By comparing the size of ghost's hand to its size of body, we can realize that its fingers are totally out of proportion. This draws viewers' attention in order to indicate them that this is Ghostbusters "III" movie. Last but not least, the contrast in shape is also utilized in this poster, the "rounded" stop sign has a contrast to the "jagged"  fingers of the ghost, which adds extra contrast to this poster. Contrast not only effectively makes this poster stand out, but it also makes this poster rememberable!

A lack of or poor use of contrast

http://indulgy.com/post/er8vq3sr51/to-print-and-read-it-every-day

The lack of contrast is contributing to the failure of this poster. The reason why this is not a successful poster because it lack three main aspects of contrast: lack contrast in color, lack contrast in scale, and lack contrast in depth. First, it is lack contrast of color; the entire poster is using only one color, which is plain pink/purple. This does not provide a pop-out effect to be able to attract viewers' attentions. Secondly, it is lack contrast of scale. There is not any typographic hierarchy in this poster. The size of the front are in same style, and they are all uppercase. Since contrast is a relationship between two discourse segments. Therefore, if the contents of the poster do not have any contrast element, it will be very boring. Lastly, this poster is lack contrast in depth. As I mentioned, this poster is all covered by words without any space/room in between, which creates an extremely wordy and confusing feeling to its viewers. "Confusion and ambiguity are generally not effective in design or communication." In short, because of the lack use of contrast, this poster is a failed example of design.

Movement/Motion

http://www.flickr.com/photos/caz1958/4383207762/

The above image of Newton's collision balls apparatus is an example of implied motion in design. According to gestalt law of continuation, we expect lines to continue. Although it is a 2-dimensional graphic, the diagonal white curved-line swing from the right top corner to the left top corner indicates implied movement. In addition, this photo uses direction (curve derived  from circle shape) to convey the energy of rolling movement. Besides, blurred shadow is presented to indicate fast motion. lastly, the balls in variation of scale also communicate implied movement and sense of depth.

http://zachshaw.wordpress.com/page/2/

In this above graphic image, it contains the element of implied motion. The repeated  shadow is formed and blurred to imply the energy of movement  of the dancers. Even though the dancers are not actually dancing, their movement and elegant posture suggest the motion. This design conveys the energy of movement by using the gestalt law of continuation, which allow us to we expect that the patterns and lines to continue. In addition, the fact that the three groups of dancers are arranged to form a diagonal line also implies movement since diagonals communicate movement and change.