Tone plays a big part in this poster on the tire. The inside tread marks are actually shapes of animals and nature. If the tonal difference between the black tire and the tread marks weren't as recognizable, the impact wouldn't be the same. If the tire was a lighter color or the tread marks were darker, the context change would make it more difficult for the viewer to see that the shapes represent living things. The poster is a comment on the fact that our need for fuel has negatively impacted the natural world around us. Since black and white have the most dramatic luminance contrast, a light gray on black is almost as extreme. The tone of the tread marks is obviously closely related to the shape elements. The message of this poster would be lost without the symbols of deer, birds, butterflies, leaves and dolphins on the tire.
Although color is only used as a background, it makes a statement. If the designer had used a white background, it would definitely provide contrast with the tire but the relationship to the light gray tread marks would change. The context of light gray against red makes a stronger statement than light gray against white. Red contrasts with both the black tire and light tread marks. The designer could have used blue which would provide enough contrast with the tread but not enough with the tire. Red is also an emotionally charged color. As the poster is communicating the loss of animals, the viewer is likely to associate the red with blood. Red is also associated with the stop sign, possibly communicating that we need to put a stop to our reliance on fuel. The red also serves as the "pop out" element of this poster. The red isn't necessarily directing us to the important element on the page but it is directing us to the poster as a whole.
The color of the background works with the scale that is used on the tire. If the tire was smaller, the same dramatic affect wouldn't be achieved. The designer could've used an actual car with four tires, each having the special tread marks, but the decreased size of the tire wouldn't be as noticeable. The red might still attract attention, but it would take longer for the viewer to realize the importance of the poster.
Based on the opponent channel theory, red and black are two of the colors that are the most distinct and easily identifiable. Using these two colors together creates a bold, eye-catching statement.
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