Artist Statement – RGB: Graphic Design Exhibition
Below is the artist statement of photographic designer, Roey Bannon.
Digital images are a powerful tool which enables the graphic designer to enhance text for the purpose of persuasion.
Design is the result of deliberate choices made to communicate an idea. This exhibition explores the use of digital images in advertising design. To be effective, the design must draw the audience in and communicate the ultimate purpose of the design. It is important to create interest between the viewer and the subject matter. An advertising design should “catch the eye.” It is my desire for the viewer to begin to think of digital images within advertisements as a tool used by designers, and to understand why the subject matter within the image was chosen.
A digital image is a versatile design tool and can be equally successful in different layouts. The content and composition of a digital image is carefully chosen to enhance a particular design layout for the purpose of connecting the viewer to the subject matter and ultimately persuading him or her to either purchase the product or service or to reach the desired conclusion. The graphic designer uses the principles of photography (i.e. depth-of-field) principles of design (i.e. continuation) and elements of design (i.e. value) to create effective layouts. The elements in the layout are chosen carefully and purposefully to create a desired response. For example, the advertisement titled “Pet Recovery” uses minimal depth-of-field to make the subject stand out from the background. The foreground, being out of focus, is an effective way to make the text prominent. Digital images can be used as photographed or can be manipulated to create a desired end result. The advertisement titled “Chaos” is a blend of two different digital images that have been manipulated using Adobe Photoshop to create a visual feeling of chaos. All of the design elements are carefully chosen and placed so that they work together to create a strong, unified, successful advertisement.
Copyright R. Bannon
Typography is an integral part of advertisement design. Although often taken for granted, typography choices are vital to the success of the overall layout. Color and font choices should complement, not contradict the subject. The typographic choices made for this exhibition were done in order to correlate with the digital images and enhance each unique design concept. For example, the advertisement titled “AdventureWorld” would not be as successful if the font color were a muted brown. The vibrant yellow and red are common colors used in theme park advertising and work well with the blue sky and green color of the roller coaster.
Copyright R. Bannon
A graphic designer uses many tools, including computer hardware and software. Digital images are stored, manipulated, and transformed into an end product with the use of these sophisticated tools. Databases are created to organize and catalog the digital images, allowing the designer to search and retrieve specific images or subjects quickly, without having to search through thousands of files. Programs such as Adobe Photoshop allow the designer to improve, manipulate, and even substitute images within a document quickly. In order for an advertisement to be successful, it needs to connect with the viewer. The interactive computer within this exhibition is intended to introduce the viewer to this process. The program Microsoft Expressions Media has been installed for the viewer to experience using an image management program. The scattered stock images crawling down the wall and approaching the computer are intended to engulf the viewer in the experience. Just as a finished advertisement is the sum of its parts, this exhibition is the sum of its parts. Design matters.