I have chosen a design page from Avon catalogue which is well known cosmetic product company in the United States. The page is related to an aging skin treatment that help looks younger; it is for ladies at age 40 and above. The space used in this page is closer to be landscape which is a horizontal rectangular that is stretching out to the sides. The reading in this page is easy since it starts from left attracting the eyes to move further to the right, this way of designing the page gives an impression of having a wide page which is comfortable to the eyes as well. This page also can be seen as standard format because it is in reality a half page of A4, and this format is common in printed ads that let the designer feel free to arrange the picture, words, and color in the way that satisfies the designer. Since there is no more pictures or words to make the page crowded, the designer in this page can freely arrange the columns in a way that he or she can combine the picture and the words in one column; for example, if to divide this page into three columns, the first column would be the one on the left in which the picture of the old woman, second column would be the on the middle next to the woman picture in which we have the heading and below it the picture of the product, and the third column would be the one on the right in which we face the logo, below it the discount price and at the very bottom is the old price. The columns are divided in a way that one column can be exhibiting a single picture, the second column shows the picture of the product accompanied with a description about it, and the third column is exhibiting words which are the logo and the price.
Same thing with the margin format, there is the footer which is at the bottom of the page, the header which is the logo, and the inner margin which is the price. Talking about the picture used in this printed ad, the old woman picture is not big covering the page, but that doesn’t mean that it is not attractive; in fact, the picture of the old woman gives more impression about the expertise and professionalism as if it shows the credibility of both the product and the company, so no need to have huge picture to prove to you that this product is effective. However the emphasis in this page is not only on the old women picture, it could be more on the price and the picture of the product; the new discount made should be attractive and that the woman doesn’t forget it that is why the price $20 is in a big font and is shown in a white flashy background to attract the woman looking at it, similar to the font is the product picture that is presented in a big size for the same purpose. Clearly, there is nothing centralized in this page and that creates asymmetry which also creates dynamism and tension and that is why also there is no limits for the colors used in the background. Regarding the optical level in this page, the picture as shown is at the same level with the words and that creates a normal easy path for the eyes, but if the picture of the old woman was in the center, it would create an odd feeling since the product picture would be somewhere in the edges which let the eyes move forth and back which in more cases is seen as nonprofessional. The designer used the contrast technique in here between the size of the pictures presented and that is again for having a dynamic and interesting perception on the receiver, the colors themselves do have some contrast too.
Moreover, I would say that the designer in here is not fully skilled because the page is not 1005 balanced nor is it spread out; I mean there is a balance in this page but it doesn’t comply its function which is to make the page allegiant and harmonious. If to look at Avon catalogue, you would find that the pictures and the words are introduced in almost close or same alignment which is from left to right for both elements. Flipping over the catalogue pages, you would feel that you want to see what is coming on the next page; you cannot feel how quickly you have reached to the last page of it without recognizing that, simply because the rhythm the catalogue follows is spontaneous and easy. The pictures are found in the catalogue seem to be carefully chosen to work as the client and the designer aimed at, the picture can stimulate the receiver; in this picture, a great number of aged women would like to try the product not only for the affordable price but also for the shiny young and attractive skin the aged woman do have in the picture, and so the picture is psychologically affecting receiver choice and business work so.
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