ITAP Lecture 3- Tone of voice and Visual Hierarchy

Tone of voice-

Tone of voice is an aspect of Visual Communication that needs to be used in the correct way to portray the meaning effectively. This technique, when used correctly is what allows the viewer to create a subconscious link to the piece of work, therefore making this valuable within the world of advertising. 

Buried Theatrical Film Poster

Above is an example of how text has been manipulated in order to give it the desired voice that can be conveyed to the audience. Here the text has been given a gritty feel as this automatically creates the link to the nature of the film. They have also adapted the text by replacing the "i" with the flicker of a flame. Taking a key component of the film and incorporating it into the title once again improves what they have already built upon. 

Looking at the bigger image, you can see how they have tried to make it as uncomfortable as possible by blurring the image of the actor. Also, with the main chunk of the poster confined to the middle of the page, a sense of being claustrophobic can be conveyed to the viewer.

Shrek The Third Theatrical Poster

Tone of voice is only effective in the correct circumstances though. This is visible with the example I have incorporated above, as you must know what the tone is in order to create the best possible advertisement. My reason for showing the Shrek poster, is to show that a film such as this wouldn't be able to use the same artwork as the "Buried" poster. This is due to the differences in the both, therefore having a irrelevant tone of voice and not building that vital link to the audience.  


Visual Hierarchy-
  
When reading magazines, papers, and advertisements, many of us don't notice the use of visual hierarchy as it is created for us to instinctively read what is of most importance. The use of size, colour, font are only a few different factors that are used to when designers are trying to create a clear order for the text to be read. A hierarchy is also used as a way to attract people to their product. For example, if you had a big name intrview for your magazine, you clearly display it on the front cover, not hide it away with small inadequate text. 

Empire Magazine

 Above is an example of a good piece of visual hierarchy, for the film magazine "Empire". It hits you with the most important aspect of this months issue, this being the release of Iron Man 2. The designers involved with this have included an unmistakable image of Iron Man that engulfs a large portion of the page. This is the quickest way to connect to the buyers of the magazine and furthermore attracting Iron Man fans who may not usually purchase "Empire". 

The other aspect that catches the eye of the viewer is the modified version of the Empire logo that once again links to the Iron Man theme. Moving on from this, your eye is attracted to the smaller print/images such as the other film reviews, a review of 2009, an Oscar film review  and even lower down, aspects such as the date, price and issue number.