All design fields are highly visual. In the field of architecture there are a vast amount of types of visual communication. Depending on the audience, the content of the visual piece changes. Architecture combines design with practical science and math and this makes it somewhat difficult to decipher to someone who is not educated in that field. Because of this, naturally, advertisements general public are going to be much simpler than communication from one architect to another.
The simplicity of this visual piece by Andre Chiote suggests that it is aimed at people outside a field of design. The piece is an advertisement for a brazilian art foundation. The building on the poster is the institute itself. Though the image of the building and its interesting design suggests architecture, its minimalistic design points to a simpler purpose, which is to advertise the art institute.
The biggest pointer that this is an advertisement is that the only information it gives is the name of the institute. Though it is in portuguese, google translate told me that it is the Iber Camargo Foundation and it was established after the death of the artist, Iber Camargo.
Now, with the knowledge of what the words mean, the aim of the poster becomes much clearer. With the given visual information, we can assume that the poster is designed as an advertisement for the foundation. With only a picture of the building and the name of the foundation housed in the building, the only conclusion that can be made is that the designer of the poster wants people to go to that building.
The imagery says a great deal about the motive of the poster. The fact that the only image is the building draws our focus immediately to the building and its unique design. The building is the attention grabber of the poster. After it grabs the viewer’s attention, it creates enough interest to cause the reader to look at the words.
The designers choice of color is also an interesting factor to analyze. The inclusion of color tells us that the designer wanted to use it to draw the focus of the viewer, but the absence of multiple colors and the absence of any bright color tells us that the designer wanted the color to be a supplement to the imagery of the poster, rather than the primary focus.
The color serves to make the viewer look, the building is where we naturally look first, and its form creates enough interest for us to look at the words. The words provide just enough information to get the point across, but they leave enough out that the viewer has to engage with the poster.
The poster begs the question, “Why should I go here?” And the assumption by the creator that all viewers know what this foundation is and are familiar with this building gives the viewer the sense that it is an important building that they should have experience with. The viewer perceives the institute as a place of prestige that they should go to if only for the ability to say they have. We can tell the designer assumes this because he feels no need to persuade the viewer to go to the institute, his persuasion is the foundation itself.
I would compare this advertisement to ads for the Field Museum in Chicago. It is such a famous museum that simply putting pictures of it up entices people to go there. It is just part of the chicago experience. Though I have never been to Brazil, the attitude of this poster makes me think that the Iber Camargo Foundation is a prominent institution in its city. If this is so, then the only thing necessary to advertise it is its image and name. It has already created a reputation for itself, and therefore, it can advertise itself with a self-important attitude.
The attitude of self-importance given off by the poster transfers to the viewers and makes them want the credibility that familiarity with the Foundation would give them. The poster is subtly persuasive. By saying so little, it says so much. Without realizing it, viewers see it in a positive light. If they are familiar with the foundation, they feel like they are in on something special and if they are not familiar with it, they want to be. It presents itself in this poster as a place that everyone should visit.
The poster is confident. There is a saying that goes, “insecurities are loud, confidence is quiet,” and this saying perfectly describes the effect of the advertisement. It quietly says, “You need to come visit. It’s just part of the experience.” It makes you want to feel included.
Its simplicity appeals to a broader audience by generalizing its topic, while at the same time it makes it so general that a certain knowledge is required to understand it. That is the power of simplistic design.
URL:
http://weandthecolor.com/wp-content/uploads/2013/03/ARCHITECTURE-Brazil-Funda%C3%A7%C3%A3o-Iber%C3%AA-Camargo-Poster-Design-by-Andr%C3%A9-Chiote.jpg
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