Design Presentation

Shortly before my husband and I were married, he began working nights for the Utah County Sheriff's Department. Across the street from were he worked was a bagel shop. I loved meeting my husband there when he worked and we would get toasted bagels with schmear on them. In looking for advertisements, I was immediately drawn to Elaine's Bagels and reminded of the little bagel shop that my husband and I visited often. The two advertisements that I chose to compare are very different in the aspect of Gestalt principles, but the good one has a much better design to it.

The Good

The design principles in this advertisement are very good. This design uses the Law of Pragnanz, showing the bagel in its simplest form. There is no question that they are trying to sell a bagel. I feel that because of the shape of the bagel it uses the Law of Continuity. It implies a continual motion around the bagel leading the viewer around the bagel. The  merging of the bagel and the onion also uses the Law of Closure. This helps the viewer see the two as one. By looking at this image, I immediately know what this bagel is going to taste like. I am tempted to go out and buy a bagel, after seeing this advertisement. This design is very well done.  It is simple and to the point.

The Bad

This design gives me anxiety, because it is too busy. It is somewhat confusing as to what is exactly being advertised. There is no similarity, it is not simple in its design, and I feel like there is no closure. I feel distracted and uneasy about the message they are trying to get across. Although there is a theme that is used, I feel that there is too much going on with the typography and it does not feel harmonious. In comparison to the first image, I do not get the same feeling of knowing what this bagel will taste like. I also feel that the first image is well balanced, unlike this one. Also in comparison, the contrast in the first image tells that it is a bagel, and is onion flavored. There is also contrast seen in the shadow of the bagel, making me feel like it is sitting on my kitchen cupboard. In this image, I have a hard time placing this somewhere. I am also distracted by a couple of objects that are cutoff at the bottom of the image. It is hard to determine what they are and how they relate to the bagel. I am also bothered by the fact that the entire image is not in focus. Whereas in the first image, I am able to feel and sense the texture of the onion bagel.

Designer Information:

Matt Sicko has been designing advertisements for many popular brands and companies for several years. Some of his clients have included Jeep, Mazda, Lowe’s, Duraflame, Amtrak, and Toyota. He has been involved in campaigns for automotive dealerships, retail products, and outdoor product brands.

He has been employed at several advertising agencies, but is currently employed as the creative director at Cramer-Krasselt. Matt graduated from Oakland University in California. He has had work showcased in the Archive Magazine and also in the One Show Creative Showcase. Matt has won awards from several places including Communication Arts Advertising Annual.

Matt's advertisements for Elaine's

Bagels was featured in the September 2009

Communication Arts Exhibit.

Contrast, Harmony, and Balance

There is a deep psychological feeling when viewing this image. Immediately we can feel the unity, love, and bond shown between the parent and child. A social bond is shown as well. Indicating that the parent is protecting their child. This image shows the role of the parent to the child. There is an unspoken promise to nurture, and shelter them.

In the image there are also several cultural implications. There is obviously a parent/child relationship that is established. Although it is unclear as to the gender of the baby, it can be assumed that it is the hands of the father that are seen. I feel that the cultural element shows that this father will do everything in his power to protect his child. It could also be seen as something a little more, maybe a promise to wait on this child, hand and foot, or in other words to care for their every need.

The context of this image shows the elements of contrast, harmony, and balance. Contrast is seen in many ways within this image. There is contrast in the size of the father's hands to that of the baby's feet. A textural contrast is seen between them as well. The baby's feet are, delicate, wrinkled, yet smooth, and new. The father's hands are rough, dry, used, weathered, and show signs of aging. There is also the contrast of the highlights on the baby's feet possibly indicating new life. The shadows on the father's hands indicate aging through the process of life. Although the father's hands are older and worn they are holding a bright future.

There is a deep sense of harmony in this image. The natural relationship between parent and child can be felt. The absolute dependence an infant has for its parents is depicted in the way the feet are cradled in the hands. Anyone who has held and cared for an infant can relate to the unique relationship that is portrayed.

Balance is seen in many of the design principles of this image. Line is seen in both the hands and the feet. They add a lot of character that give interest to it, and helps the viewer to continually look throughout the image. The lines between the father's fingers imply a lot of energy that guides the viewer's eye up to the baby's feet.

This image being in black and white helps the viewer to focus more on the context of the image rather than be distracted by color. The use of black and white also helps to define the negative and positive space. The negative space being black helps the viewer to focus on the figure. The composition uses the dark negative space to help the viewer focus on the point of interest of the image, which is the baby's feet. The way that this image is positioned is well balanced, and uses the rule of thirds making it more pleasing to the viewer.

All of the design principles and elements come together to make this a pleasing, harmonious image. It is well thought out, well designed, and has overall unity and balance.

The Law of Pragnanz

Upon first glance of this image, the viewer automatically sees an apple. This is an excellent example of the Law of Pragnanz. Even though there is a bite taken from it, the viewer recognizes and reduces this to its simplest form, which is an apple. Apple is well known for the simplicity used in their designs.

Visceral Response

Every time I see a softball, a glove, or even a ball field my mind immediately goes back to my youth. There was nothing better than standing on the pitchers mound, listening to the distant chattering of hey, batter-batter, or the excitement sliding in to home base and hearing the umpire yell, "safe". Most nights were spent at the ball field either practicing, or playing. My fondest memories come from playing softball.

In this image of the softball, the line that is formed by the threads forces the eye around the image. The line implies a sense of energy, which is also felt because of the knowledge of what softball is used for. There is also a curvilinear line where the pieces of leather are sewn together with the threads. At first glance, the eye is drawn to the actual threads, but through closer examination the eye is drawn to the deeper line of the softball.

Although this photograph is not a complete image of the entire ball, most would be able to quickly recognize it by the shape, and size. The shadow around the sphere helps to define its shape. Other shapes seen are the circles where the threads disappear into the ball, and the threads have a triangular shape to them. The light and dark contrasts of this image also help to clarify the shape of the softball.

Most of the image is occupied by the positive space of the softball. Negative space is seen in three of the four corners. The darkness of these negative spaces helps push the viewers eye back to the center and around the image.

While this photograph may not be in color, everyone knows that softballs are white with red threads. I love black and white images. I am drawn to them; they let me use my imagination. I feel that sometimes color gets in the way of the emotion of the image. Seeing this softball in black and white creates a sentimental feeling within me. This image is not just in black and white, it actually contains many shades of gray within it.

The texture on the softball creates a lot of emotion in me. It shows that this softball is well used, and well loved. This softball has been left outdoors and been exposed to the elements as well. The light that is cast upon the softball shows the wear and tear that the ball has endured. This can also be seen in the frayed threads of the softball. There are a lot of different textures around the entire softball that are changed by the way the light hits it. I can imagine holding the softball in my hand, and feel the texture as I rub my fingers across it.

Along with all the elements that are described, there are many of these elements that are related to the game of softball. This image takes me back to the days of hitting the softball, and running the bases. I can also relate the black and white of this image, to the emotion of winning or losing the game.