Project 2: Visual Hierarchy

Research

Mission: Carnegie Museum of Art creates experiences that connect people to art, ideas, and one another. The museum is committed to global engagement and regional advancement. We champion creativity and its importance to society with experiences that welcome, inspire, challenge, and inform. Through its programming, exhibitions, and publications, Carnegie Museum of Art frequently explores the role of art and artists in confronting key social issues of our time, combining and juxtaposing local and global perspectives.

Currently on CMOA’s website to advertise the course
  • Crash Course is an ongoing series of topic-specific art history courses hosted by Carnegie Museum of Art. Past courses have focused on artists’ depictions of urban industry, Renaissance and Baroque art, and many others.
  • CMOA has a membership program that allows people to support the causes of the museum and gets them access to members only events, discounts, and unlimited general admission. These benefits incentivizes people to frequently visit the museum and go to their events.
  • This event fits within their mission statement of wanting to inform visitors about art and design and showcasing a group that is marginalized in the field.
  • This course specifically is advertised to all adults, members, and students while some events on the website are only for CMOA members.
  • This event is online, most likely allowing more people to register and attend because it may be more convenient for them. It is also pay what you wish rather than a set price which will also allow more people to attend, most likely college students or people who do not have the means to pay but want to know more about art history.

Reflection

  • The repetition of these exercises provided me with more insight of what information should be grouped together and how to create contrast by seeing what content should recede or stand out.
  • I realize that the content that I wanted to be grouped together were the date, time, and website. In future exercises I could try to separate them if the composition allows for it, but I think that I want them close in proximity to each other for it to be understood quickly because I don’t think that it is the most important information on the poster so there is no need for me to separate them and make it hard for viewers to understand.

Adjectives to describe event:

Inquisitive, Celebratory, Inspiring, Historic, Groundbreaking

Literal Images
More abstract and experimental imagery
Refinements and experiments shown to Yoshi
Refinements and experiments shown to Yoshi 2

Proximity, Scale, Alignment

It was with these experimentations that I realized that regardless of the imagery used, I wanted to keep the “session” clusters together and not scattered across the page. I think it is more effective to have the title have more movement in the alignment but because there are many sessions that are relatively small, having them all scattered creates a look that is disorganized and chaotic. During my crit with Yoshi, he mentioned that the purpose of this project is to manipulate few elements to create hierarchy and in my process currently, I have gone too far with manipulation of stroke weight and proximity that is not working, so I have to decrease the number of weights I’m using and create proximity by grouping elements along a grid. Previously, I was aligning clusters of text with random things on the page but I think I should have a more methodical approach and place text along those lines.

Imagery

I was having a hard time thinking of images that were not chairs and I think that reflected in some of the images I used because they were quite random and not reflective of the content or context. Yoshi suggested that to get away from this, I should do a word association exercise to get my mind thinking about words that related to the content but weren’t exactly chairs.

word association
More experimentations
Final Poster

Takeaways:

  • Printing was very essential in this project and I wish I realized this a little earlier on because when printing, I could see how alignment and scale worked in the poster and especially, in the end the colors were printing weird and the photo was very pixelated and I think that stress could have been avoided if I printed much earlier.
  • The use of a grid is very important. Aligning text to hotspots and leading lines can make the poster effective but when a grid is also used, the poster can be even more effective in capturing the viewer’s attention and drawing their eye throughout the page.
  • I’m glad that I experimented with different compositions, images, and colors, but I think in the beginning, I limited myself on what should be grouped together which is evident in my final poster. I think that this is fine because my final has a nice balance and flow, but if I separated the dates and times or placed different emphasis on the tagline or part of the title, I could have a better idea of the range of effectiveness for my poster.
  • I’m also glad that I didn’t just stick to one idea even when I was satisfied with it but instead focus on the audience context of the poster. I was really satisfied with the chair poster but in retrospect, I’m glad that I didn’t use it because the chairs aren’t in the point of view of being sat on and they look empty so it just looks depressing and I don’t think that I would have come to the conclusion if I used it as my final.
  • Learning visual hierarchy in a way that was step by step was helpful in the long run because I was able to pinpoint why visually something was effective or not which is something that I will take from to future projects.

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