According to all the readings I have read and also the notes and conversations that were discussed in class..
I came up with my own photo and design analysis...
Photo Analysis - Japan Recovery
This was the photo that I have chosen speak about and analyze. For
several reasons I thought that this photo would be the perfect match in order
to analyze according to what I have read on the chapter about Images. The first
part the book talks about is the “Balance”; it means that “the deluge of images
might therefore create a balance between the left and the right sides of the
brain, between sense and emotions.” (Bergstrom B. pg: 121). And if I understood well in the image I would
say that there is a balance and it is all over the image. Then was the part about “Screen Reality”,
what interested more about this part was what the writer Susan Sontag
mentioned, “ We will soon be living in a screen reality a substitute of real
experiences and may become emotionally stunned, suspicious and narrow minded.
To avoid this you we must constantly mark the border between image and
reality.”(pg:121). The next part spoke about “Amateurism”, I was not aware of
who took this photo, but I know it was sent to the Japanese students at Mcgill
University in order for them to see what has been going on the island since the
earthquake has striked Japan. “Genuine
Quality, the power of how an image or a photographer can “move between sender
and receiver bringing the message to life and making it unforgettable.”
(Bergstrom B. pg: 123).
This photo that we are
looking at is basically a visual image since it is known that “visual image is
created when part of our reality hits the retina.” (Bergstrom B. pg: 124).
Since this is a construction image and we know that buy the fact that it is
obvious for being a photograph. Especially that with all technologies that are
surrounding us, we are able to differentiate between film, photography,
art…etc. To begin analyzing this photo there are many steps that we have to
follow. We will not need the clients’ perspective since this is just an
analysis but we always need to consider what he wants to see from us in order
to achieve the goal. Then comes the message and it is an important part. This
photo is shown to be an expressive photo we can see how the soldier is catching
the baby girl, it shows that he is caring and wants to make sure that she is safe.
His smile on the other hand shows how worried he is but even though the
catastrophe that surrounds them he is happy. Indeed this photo is very
touchable and shows a variety of meanings love, care, sadness and hope. We can
see the rest of the soldiers are marching in front of him and once in
particular is smiling. The person who took this person did not care about that
soldier face but instead he left his smile. I am not quite sure if he is
smiling at the camera of is he smiling at the fact that his colleague is
looking after a baby that he might have rescued. He left the choice to us, and
it depends on how we observe this photo and how can we understand it. Also we
can see the damages that are all over the photo, it reflects that the
earthquake was serious and there might have been a lot of lives that were lost
in that day. This child might have been found and the soldier picked her up in
order to find family. With the reflection of the sunlight in her face, it shows
that she brings hope with her and a happy start. In addition, this photo is
also shown to be a presentative image. It was clear that the person who took
this photo wanted to exemplify a certain message, and what I can visualize from
the photo is that the photographer is trying to show us that there is hope and
there will come better days after the earthquake. And with the soldier holding
the child in a tender way, we can notice a sense of protection and safety.
Next is the context of the photo, the photo is showing us the real thing
about the earthquake and the damages it has caused. It is also trying to show
us the soldiers are helping with the damages that they are surrounded with. And
one of them was able to rescue and help a baby. On the other hand the external
context is obvious, since we can see the catastrophe that happened because of
the earthquake. It is clear and understandable that the image is “harmonized
with its environment or clash with it and has created a contradiction.” (Bergstrom
B. pg: 134).
The photographer’s
perspective from this photo is based upon what he sees through his lens.
“Photographer open the lens like a window on the world around them and record
events without adding very much of themselves.” (Bergstrom B. pg: 136). All in
all what he sees from the lens is what inspires him to capture that photo. So
for him the scene of the soldier carrying the child was very touchable and the
background helped with creating the whole theme. A good photographer is said to
have a good personality, he/she needs to have time and finally needs to be
responsible of this/her actions. I have noticed that the photographer who was
behind taking this photo has actually “allowed his own personality to interact
with the personality of the subject.” In addition to the fact that he was
patient until he found the perfect scene to capture through his/her lens. It is
important for us to know that photographers in general have to be patient in
order to find the perfect picture that they want to capture, and in my opinion this
photographer has accomplished it. He/she also respected the limit that was
supposed to be taken. “There will always be a limit that must not be over
stepped” (Bergstrom B. pg: 137), and that was well respected in the photo.
The following part I
would want to mention is the cut of the photo.
In this photo we can notice that it is rectangular, and that it is cut
from the top going through one of the soldier’s face and going through the next
soldier’s helmet. Also the main soldier carrying the baby he is just shown from
the half. Since the focal point of this photo is the baby girl, this type of
“horizontal rectangular format” is done for to be able to “best attract the eye
of the receiver” (Bergstrom B. pg: 139). Then there is also the composition
what we see from this photo is that it is “attracting and orienting the
fundamental requirements” (Bergstrom B. pg: 140). Just one glance at the photo
we can understand what the photographer wants to tells us. The color pink among
all the other fading colors attracts us the most, so when looking into the baby
and the soldier holding her we can assume that it is a rescue mission. Also
this photo is asymmetrical composition, since the soldier is seen on the left
of the photo, the photo wanted to create some sort of vitality and strength is
making up that grid.
The contrast an
important element in a photo, the contrast is what captures our eye and allows
us to observe the image the way it is. “Size, shape, strength and color
contrasts are the most common in typography. A powerful and dominant element
that tells us that this is the starting point of the picture.” (Bergstrom B.
pg: 142). The photo is taken in a horizontal rectangular shape, that is its
size and shape. The strength of the photos reflects how influential this photo
is, the strength in this photo is very concrete. We can see the sunlight of the
child’s face, we can see also see the shadows of the soldiers reflected on the
ground. We can notice that there is a balance in the photo from both left and
right sides. But the most attracting point and the focal point is unbalancing
the image especially that the child is covered in a pink blanket. And pink is a
color that reflects softness, tenderness and innocence which is not the case of
what the soldiers and the natural disaster that is surrounding the image. We
can see that the essential point is spread all over the photo and it is focused
on it that’s what we call a large element photo, “everything else in the image
is seen in a kind of a depth relationship to this.” (Bergstrom B. pg: 144). The
light in the image is another important element, and it is obvious in the
photo. The reflection of the sun helped the photographer capture what he was
aiming for, and the light is known to give a “sense of the depth” to the object
or person that the photographer is focusing on, and in this photo when can see
direct light on the face of the child. Then the shadows of the soldiers in the
background are seen as well, as I have mentioned previously. We can see how the
light “comes from the top-right hand corner and the shadow will then be formed
in the bottom left-hand corner.” (Bergstrom B. pg: 146).
We can perceive that in
the photo that the photographer has taken it in a “mid-shot” form. On the other
hand, the photographer has chosen to take this photo in a “bird’s eye form”. It
shows that he raised the arms to capture the child from above, by which he
means that not only the child is important but also the soldier carrying her.
Also we can see that the photo is cropped, the photographer is trying to let
focus on a particular element which for him is important and wants us to notice
it.
To finalize this
analysis there are some more questions that I need to ask myself since I am the
receiver. “What is the picture of?” It is the baby who the soldier is carrying,
holding her with care and protection around his arm, the soldier is smiling and
his smile shows that he is glad to find her but at the same time he is worried.
“How it is built up?” In the center of the photo we can see the baby in the
arms of the soldier, the person behind taking this photo has sure chosen the
bird’s eye view we can see the sun light coming straight to the baby’s eye. And
the way is held creates a way for the viewer to know that she is the focal
point since she is in the center of the photo. “In what context is it shown?” From what I have seen I would say that it is
shown from an external context, since the photo is harmonizing with what it is
surrounded with. “Who is it aimed at?” It is aimed to the Japanese population
showing them that there is still hope, and that the soldiers are doing their
best in order to save everybody. “Who is the sender?” An ordinary photographer
who wants to reflect how the Japanese have survived the earthquake in showing
the world that there is still hope. “What is the purpose?” The purpose of the
picture is to show the world that the Japanese have lost so much due to what
the earthquake has done. By finding this little baby girl in the arms of the
soldier it is showing us that the soldiers are doing their best in order to
make sure that everyone is found and returned to his/her family. It is a call
for rescue and it is a call of hope. (Bergstrom B. pg: 161).
References
Bergstrom, B. (2008). Essentials
of Visual Communication. London, UK.: Laurence King Publishing.
Design Analysis - Tiffany & Co. Packaging
The product that I have chosen to analyze is the Tiffany’s and Co. box. The
way the packaging is formed gives it a wonderful touch. Tiffany’s has always
known to be unique, prestigious and bring glamour along with it. The company
always tries to make the best out of its products, they tend to reflect and
show love, happiness, joy and celebration in every way. To be able to
understand well the design of the company’s packaging we should go through
several steps in order to understand and sense the quality and look for the
package itself. Tiffany’s & Co. always tends to put its products that a
client purchases in a blue box tied with a white ribbon that gives the product
its final touch. As the author Bergstrom B. said “What is the aim and what is
the message all about?” (Pg. 170). I was able to find the answer to this
question on the official website of the brand. “Tiffany & Co. looks to the
beauty of the natural world for design inspiration. We also look to the bounty
of that world for the precious materials that give form and life to our designs.”
(http://www.tiffany.com/csr/).
Let us start by the way
the brand has planned and before that it is important to know that Tiffany’s
and Co. had always been known for its “Strong brand name and customer loyalty,
in particular the Infamous Tiffany Blue Box” (Aragon J. & Bradley R.). For
that reason discussing the design constraints, budget and goals are essential.
I would say that Tiffany’s knew well what it was doing from the start since the
product here know one of the most luxurious brands they have not faced any
design constraints the brand produces almost everything from “precious
gemstones to sterling silver.” The budget on the other hand satisfies all needs
the prices start from 100 dollars to thousands of dollars and all the products
can be seen along with the prices on their website. The goal of the brand to
mix both prestigious products and silver made products is to “One of Tiffany’s
main goals is to ensure the long-term integrity of the company’s brand by creating
a “feel good” experience.”( Aragon J. & Bradley R.). There is always
“something for everyone” which made it unique in all ways
Concerning the weeding,
Tiffany’s and Co. is outstanding. It is able to make the customer satisfied in
all ways even if the product bought was simple. And again its costing strategy
is made to fit all groups and classes of customers. On the other hand, the cost
is another matter that should be discussed, the brand has always acknowledged the
fact that Tiffany’s and Co. “experienced large growth for the past thirty
years. The jewelry industry relies
heavily on consumer spending, which in turn relies on a strong economic
climate.” (Aragon J. & Bradley R.). Also it was stated that the “Even
during this highly volatile economic downturn, Tiffany and Co. is a highly
attractive company and the leading competitor. The strong position that they
have established in the marketplace is not likely to disappear, and it will
only continue to grow once they counteract the changing environment with
implementing a strategy that reiterates their founding vision.” (Aragon J.
& Bradley R.).
Tiffany’s & Co. has
a big advertising campaign; they tend to focus in all aspects to attract people
to them. Speaking about the A&O design, it is essential to focus on how to
attract and orient the clients. For as I have mentioned previously the
packaging of the brand is set to attract and create a sense of love just from
looking at the package. “The Blue Box” says it all with the name on the brand
titled in the middle brings all the joy with it. In addition to the ribbon that
the receiver gets to open the look of the way the ribbon is tied is very
attractive. Also the orienting part is obvious and clear to the receiver.
The four design
principles contrast, balance, alignment and rhythm are all important elements
to have a perfect design. Taking the case of Tiffany’s & Co. I find the
alignment well structured and situated in the middle of the box and the package
itself. The unique blue gives it a nice and calm contrast that is not eye
disturbing and represents uniqueness and so is the packaging as a whole in
terms of balance. The rhythm on the other hand, it has a impact on the memory.
The designers designed this particular way of packaging so the receiver will
fall in love with his/her gift. And the box is a symbol meant to be kept to
always remember the gift. They famous “Blue Box” cannot be thrown away, it is
meant it stay memorable. I think that
Tiffany’s & Co. focused on the “simple design” for their products
packaging. Leaving the blue color spread all over the box and even the bag,
keeping the name of the brand titled in the middle gave it the perfect look.
And according to Mies van der Rohe he “expressed this approach in the classic
statement “Less is more”, which means taking away everything that is surplus to
requirements.”(Bergstrom B.)
.
References
Bergstrom, B. (2008). Essentials of Visual Communication.
London, UK.: Laurence King Publishing.
http://www.tiffany.com/csr/
