Poster Design

The poster I selected was designed by Equus Red Cell for the Centre for Science and Environment to decrease the use of plastic bags in New Delhi. It was featured in the Communication Arts 2011 Design Annual.

Line
I selected line as the first element to focus on as it plays a big role in this poster. Rather than including a photograph or more realistic illustration of the woman and the hands with guns, the artist chose to use line drawings. Including firearms pointed at a seemingly innocent person is a serious graphic image, but the violent aspect is downplayed by creating a stick figure of sorts. By using line drawings for these parts of the poster, the story is somewhat made into a cartoon or comic and translates as a less serious or frightening topic. If the poster was a photograph of a woman actually being held up it would have a much different affect on the viewer and the actual message would probably be overshadowed. The illustration minimizes the lines in order to maximize the point.

Color
As most of the poster is black, white and gray, the red image stands out and becomes a major focal point. Red is a color that has a history of negative emotional associations including anger, blood, Communism and danger. Generally, red is not used to create a calm environment or message. The saturation of the color also plays a part in the visual communication. If the red was less intense, it might cause a different reaction. The designers intended to make a statement with the color of this image and the result is that the red is associated with something negative.

Texture
The color is helpful in identifying the red image as something "bad," but it's the texture that completes the message being communicated. At first glance, I didn't realize what this poster was trying to say. After looking closer, I realized that the red image was not just an ill fitting dress but a plastic bag. If the artist had drawn the bag in the same way as the other images, it would not have the same impact and the viewer might not be able to determine what it is. Whether or not the bag is a photo used on the poster or an actual bag attached to the poster, the texture is the final association needed to complete the message. Without being able to touch it, if in fact it is a photo, we still recognize what it is based on our previous tactile experience. Without the texture of the plastic bag, the poster would be flat and most likely wouldn't deliver the message that plastic bags are bad to use and could lead to punishment.