CRAP Analysis, Molly Rupp

I found this to be a very effective advertisement. There is a good amount of contrast found in this ad, both within and without the main object portrayed. Between the solid black background and the “tree”, the contrast is created through color and texture. It is interesting to point out, however, that the edges of the “tree” fade somewhat into the black – the edges are blurred slightly and in parts it’s somewhat difficult to tell exactly where the foreground ends and the background begins. There is also contrast within the “tree” itself. The values here are very defined, with the extremes of the value spectrum amplified while the middle values are minimized, giving a sharpness and detail that draws the eye aesthetically. The white letters which give us the message also, obviously, contrast with the black background, drawing the eye to them. Finally, there is contrast in the two pieces that make up the “tree”, which is part of the message. You have the very human hand (extremely realistic and wrinkle-laden) against the dense nature of the leaves, two parts of the world that contrast while still forming together to look like the object they wish to portray – very clearly, a tree.

This brings us to the proximity factor – by placing them so closely together that they seem to meld into one, the advertisers put through the message that they belong together, “Humanity and Nature are one”. The black of the background is repeated in the tree, giving a sense of unity through the piece while still preserving the contrast. As far as alignment goes, I feel that it is satisfactory – the text is not placed arbitrarily, and while the url is placed in the lower right hand, which threw me for a minute, on further inspection I think it works because it grounds the page, especially considering that the arm “falls off” the bottom edge. Without the link, the eye would fall off unpleasantly, and not push the audience back up to the main picture. It is also sometimes rather risky to place the object directly in the middle; however, it works because the edges are cut off on all sides, which creates visual interest. Additionally, the text on the right prevents it from becoming symmetrical to distraction.