The Use of Less Color in the Advert - Essay Example

The pixelated image is pushed to the greater part of the lower left corner, leaving a smaller edge on the upper right corner of the image for the print message. A closer look also indicates some form of harmony in the image. For instance, the pixelated part is seen to be the image of a building. To create harmony, the letters on the upper right corner are also fashioned in a way to also reproduce the image. There is also some rhythm in the image achieved through the repetition of the P-shaped figures in the pixelated part of the design. However, the image lacks motion as well as focus because it does not have a basic or obvious flow of direction.

Interpretation
The most striking thing about this ad is its lack of attractive color. The designer uses an image that has been pixelated thus making the image and the whole advert in essence less attractive. In this regard, the advert may be criticized in terms of its ability to attract the audience since people seem to be attracted to crystal-clear images and warm colors. The advert is geared towards generating curiosity as opposed to any other emotion. In this regard, it has used elements that leave the person wanting to know more. A pixelated image is an icon of hidden details and in this case, it shows that there are hidden details that the individual needs to know. The advert is geared towards getting the individual to log into a certain website and thus its ability to cause curiosity is important. It offers little detail as to what it is talking about, only allowing the reader to explore their curiosity to guarantee that the audience will be provoked to visit the website. This method is becoming a modern way of advertising because unlike in earlier days, today’s businesses or any advertising parties have websites where the audience can get more information as well as engage them. The context of the ad is also important in deterring the design. The advert was in a news magazine called Newsweek whose readers are mostly people with business interests.

Evaluation
The advert is geared towards giving the reader or the observer that Berlin (a city in Germany) is new and that it has many possibilities. Specifically, it is advertising a technology firm in Berlin, and therefore the use of computer-like images is well placed. It uses two types of imagery; to begin with, since it is advertising the redefining of Berlin, it uses the computer concept called definition. The image looks like a computer image with a low definition. Regarding computer images, the definition refers to the number of pixels (units of coloring pigment) per unit of the square area. This imagery quite alienates the advertisement from its intended meaning since the definition it is referring to has nothing to do with color. However, the advertisement can be seen as being successful in terms of creating curiosity in the reader who is then left wishing to know more about the advertisement and what it is advertising. The two text messages superimposed on the image are also part of the whole idea. Although they may not look very good, they have been designed to look like alert messages which sometimes may appear on a computer screen. Read More