Scientific, Functional, and Designed to the T

This advertisement by Sierra Designs is, to me, very effective.  The placement of the jacket in the center of the vertical dominant composition creates an ideal focal point.  This focal point guides the viewer to read the smaller text that uses words to spark their curiosity, like “Drizone”. The designer uses more of contextual directional devices than physical attributes to guide your eye.  The different sizes that are used in the title and body of the text emphasize the hierarchy that they’ve established.

            I would consider this layout to be more image dominant; however it’s considerably well balanced and both elements play an integral part in the overall composition. The designer creates a lot of interesting depth with the different graphic elements throughout the piece. The photograph at the bottom establishes a strong base for the composition and provides some visual weight. This weight is reiterated by the photos placement in the virtual space and acts as a middle ground.  The white negative space around the jacket creates for a strong contrast that allows the jacket to really come alive off the page, further emphasizing it as the focal point.  The designer utilizes repetitive topographic elements very well, to again create depth in a relatively flat composition.  All in all I think this is extremely well done and it entices the viewer to learn more about this product.