Thursday, May 10, 2012

My Photo & Design Analysis...

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.)
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References
            Bergstrom, B. (2008). Essentials of Visual Communication. London, UK.: Laurence King Publishing.
            http://www.tiffany.com/csr/

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