CRAP Analysis: Kaitlin Schmidt

Contrast strikes the viewer first. Because the image is small and the background is large, and the image is white where the background is black, the eye travels to the center of the design. By leaving "white space" (in this case, black), more emphasis lies on the central image, and thus the central image is striking. The text is also white on black; it accomplishes the same thing. Moreover, the text pulls attention because there isn't much of it. In addition, like the business card example we saw in the "CRAP" article, the URL for the website is in bold and a different font. A small image is placed next to the URL. All of this allows the audience's eyes not to drift off the page, but to stop short at the bolded text because it is emphasized beyond the previous line of text.

The repetition of this piece lies in the color. Both the joints and the text are white, providing the ad unity. If the designer had used red (or whatever) for the text, the ad would have survived, but perhaps would be less aesthetically pleasing due to a lack of unity. The repetition works hand in hand with the contrast.

All of the text aligns to the right side of the page. This unifies the whole advertisement, and does not confuse the viewer visually. The unified alignment is controlled, which is psychologically satisfying.

By placing the text together, and below the image, the designer placed more emphasis on the image: the eye moves down the page and hits the image first, rather than the text. If half the text were at the top of the page, it would distract from the image. By placing all of the text in proximity, the designer captures the viewer's attention with the image. After that interest is sparked, many viewers might become interested in what the text has to say.
Also, by placing the text in proximity, the URL is the natural result of the phrase of the preceding line, "join the discussion." It would have been acceptable to place the URL above the line of text, perhaps, but a viewer might skip over it without considering it important or relevant. By placing it immediately after "join the discussion" (in the same alignment), it is implied that in order to join the discussion, go to this website. If A, then B. The designer used the layout to instruct the viewer on where to "join the discussion," rather than using text (i.e. "in order to join the discussion, go to _______") and detracting emphasis from the rest of the advertisement.