Vis Com Analysis Task

[pinklemonade]

Hey guys, so for my first vis com sac, we have to analyse a McDonalds billboard (which I've attached here)

I've chosen to write about proportion as one of the principles included in this billboard but all I have written so far is:
The images have been enlarged in order to fit with the scale of the billboard.

Is there anything else I could write in terms of proportion?

Or unless anyone has any other principles to suggest to write about instead? (I've already spoken about cropping and asymmetrical balance, so I just need one more)

[Joseph41]

Hi pinklemonade,

As I'm sure you're aware, the design principles are: figure-ground, balance, contrast, cropping, hierarchy, scale, proportion, and pattern (repetition and alternation). It's important not to confuse these with the design elements, which could equally be analysed in this scenario.

The thing with VCD theory is, if you have a general understanding of each principle, you can essentially apply any of them to any situation. That's what I found, at least. The key is to be able to waffle. So, for example (I'll just use figure-ground, which happens to be the first one listed):

Figure-ground: Through use of the straight colour background, great figure-ground is established to emphasise the McDonald's products. For example, there is a very clear distinction between the foreground of the coffee mug and the plain red background. The impact that this has on the viewer is three-fold: firstly, the viewer's attention is immediately drawn to the products - the primary selling point - due to the clear distinction between foreground and background; secondly, the use of red as the background colour has connotations with the visual brand; and, thirdly, the composition is aesthetically appealing, creating a sense of professionalism for the brand. Figure-ground has also been used effectively in this composition when the target market - probably children and young adolescents - is considered. When passing by the billboard, young people are likely to immediately notice the McDonald's products.

Now, I didn't actually think about any of that^, so I don't necessarily agree with what I've said. But that's the thing: you don't really need to.

If you would like more examples, feel free to request any of the design principles.

Good luck!
Nick.