The use of grids is important for the development of publication layouts. While grids help to maintain a clean and organized arrangement for both visuals and texts, they are also important in maintaining the arrangement of just images as well. An example of the use of a grid system in such a manner is the online brochure for Burberry. It seems to use the modular grid system, which can "govern the placement and cropping of pictures" (151).
Using the grid system helps to determine the hierarchy of the photographs. The dominant visual that the designers wanted the viewer to focus on is the largest photograph, which is on the bottom left. It is only obvious that the designers would have chosen this photograph as the dominant one because not only does it show the Burberry outfit, it also features all the characters in the photo shoot. The second dominant visual is the photograph on the top right. It features just the three male models, and most of their Burberry outfits are shown. The third dominant visual is the one of the bottom right, which is slightly and almost un-noticeably bigger than the two visuals on the top left. It shows the face of the female model, who is covering the face of the bottom model. Although the majority of their outfits are hidden, the Burberry plaid design is still included in the visual. The top two visuals on the left do not have to do with Burberry, but are still connected to the photo shoot because they are parts of the scenery. The grid system is, therefore, used in a way to clearly define the hierarchy of the visuals and make it known to the viewers that such images are more important than others.
These images do not have to stay confined within only one module. The visuals can occupy more than one of the modules, and clearly obvious examples of such are the most dominant and the second-most dominant photographs.
The grid system helped to keep this online brochure organized and simple. If the photographs had been all over the place, the viewer would not have known where to look. Instead, he or she would have been bombarded with several images that may not have made sense when placed together without organization. Placing the visuals in this particular grid system helped to relate all the visuals together while successfully placing emphasis on the more important photographs. The grid system definitely helped to create a layout for this online brochure that did not overwhelm the viewers.
I like how the images do not stay confined within one module although Burberry makes use of the grid set-up. This helps make the images from the brochure pop out instead of looking flat on the brochure. At the same time, the grid set-up helps give the brochure structure and organization.
ReplyDeleteThis is a great grid system. It uses strong, very captivating images to carry the voice of the ad campaign. Yet, they are just pictures within 5 rectangular boxes. The way the size and placement of the boxes is implemented, however, changes a simple concept and basic grid into a Web site that appears much more complex and sophisticated, something I think Burberry wanted to convey.
ReplyDeleteThis is very pleasing to the eye and makes use of a collection of images without confusing the viewer. It uses structure in a unique way while still adhering to the grid and is an effective advertisement. Kudos to Burberry.
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