Assignment 6 - Visual Analysis

For our final individual assignment, we had to take what we've learnt so far about visual analysis and apply it to two kinds of posters (good and bad) and critique it. It was pair work and i was in-charge of analysing the 'good' example, though both posters were decided by both of us.

We decided on using the following for the 'good' example:

(Image source here)

We chose this poster as it was eye-catching in its simplicity and intended meaning. We thought it was very smart on how they used the iconic features of Margaret Thatcher on the actress and featured it on the poster e.g. the dark red lips, the big hair and the stern but graceful glance. It was also interesting to see how they incorporated the London landscape onto the actress's face, signifying Margaret Thatcher's significance to the UK. Lastly, instead of using Margaret Thatcher's actual name as the movie title, they went for 'The Iron Lady' which was what she was known for during her reign, hence making the entire poster more thought provoking and interesting.

Here is my analysis:

Principles of Interaction

• Unity through rhythm - Repition of sharp pointed buildings towards the left side of the poster which depicts the London landscape
• Contrast in composition - Main image is placed in the centre, pale faced image against a dark blue background
• Visual harmony - There is visual balance as the heavy images and words are placed in the centre while everywhere else is kept simple and empty. Active and negative space are equally shared.
• Attention - There is alot of breathing space aroung the main picture. The image and text stay within and do not trail out of the poster, hence keeping viewers' eyes within the frame. Attention is hence, controlled.
• Colours - The face is in high intensity compared to the background, showing good distinction. However, the left side of the face is still kept in lower contrast compared to the right to not draw attention away from the face. 
• Colour psychology - The lightness and paleness of the face tends to illuminate the surrouding areas and also the colour blue represents power and nobility, which is what Margaret Thatcher was as a political leader.

Gestalts' Principles

• Continuation - Pointed end of the neck leading towards the title of the movie which confirms your thoughts about the poster e.g. I see someone who reminds me a lot of Margaret Thatcher on top of the London landscape on the left and i look down to see "The Iron Lady" which confirms my inferences.
• Closure - The face is incomplete and not enclosed, but it does not cause a misunderstanding as it is still quite clear that it is a woman's face. The other side of the face is also incomplete but understandable as London's iconic landscape with the clock tower Big Ben.
• Proximity - The picture portion is grouped in the centre and furthermore, all elements of the poster are aligned to the centre creating unity.
• Figure & Ground - Elements of the poster can clearly be seen against the blue background, hence giving good distinction between figure and ground. This also provides focus to the central image.
• Similarity - The use of similar and dissimilar buildings on the left provides and interesting aesthetic appeal to the image instead of same height monotony.

Overall, the design and layout is simple with limited areas of focus and it is hence not busy. The elements are kept simple whereby they chose to use her face instead of a whole body. There isn't an excessive and exhaustive use of text, other than the mandatory credits at the bottom of the poster. Lastly, there is unity and organization with the main image in the centre, words above it kept small so as not to grab first attention and the words below the face are bigger than the ones above but not so big that it overwhelms and takes attention away from the main image.