Did you know that we also read images in a sequence just like texts? Posters, billboards, and sometimes headlines that catch our eyes… Even though we act with our free will, there is a roadmap created by both the artist and our brain in how we view art. Our eyes, brain, and perception create a composition from the image we encounter. Just like written works, composition can also be found in photography, painting, digital art, and even music. In this article, we will discuss how an image is read, how our brain and eyes guide us, and the impact of this art technique in the marketing industry.
When we look at an image, our eyes and brain work together and as a result, we extract a story from the image. To extract this story, there must be a sequence of focus point, structure, and balance within the composition. The first thing that catches our eye when we start to read the work is the focus point. There is always a focus point in every work we look at. There are many graphic and design factors that affect the focus point. These include; high contrast, geometry, the color palette of the image, and contrast.
After the focus point, we perceive the whole structure. The structure conveys the composition that is intended to be conveyed in the work. The story is created through the structure. Lastly, for the work to be aesthetically pleasing, all of these must be presented in balance. The balance of the image must be consistent with the intended hierarchy, meaning the order of the story being told. The hierarchy and structure, in other words, the mathematics and rules within the image. There are many beautiful examples of this technique in our industry.
So, how do we see this technique in the marketing world?
When we first look at the image, we see a pine tree. The pine tree is the focal point of our image. Then we see that the tree is made up of Heinz ketchup at the bottom, and finally, at the top, we see the brand’s logo. It is a very simple, plain, balanced and message delivering job. Through visual reading and art, we can clearly say that design is one of the key points in marketing. Even if we are not designers, as communicator we must be able to read and understand the visuals. Because, in the end, we are all users and customers.