The Study on Expression of Printing Advertisement which is based on Simplicity of Visual Perception

HWANG, SUN-YOUNG(Major in Advertising Design of Industrial Design Graduate School Hong-Ik University Directed by Prof. Lee, Soon-Man)

It's possible observe ourselves through understanding the fact that we live in this visual world. It's true that the information gathered through our visual sensory take bulk of information we need to live. The visual information called graphic design, especially advertisement, influence our daily lives.

People live in busy market place. Due to population increase we are faced with too much advertisements campaign and new products. Everyday, people can face more than 500 ads while community to work. However most of ads don't leave much impression. Ever when we don't count the ones that leave subminimal messages, we can dearly see the fact that advertisement design is trying to reach customer's complete attention.

Simply stated, if ads don't attract customers it is a useless garbage. (people generally think that useless ads better disappear,) Therefore advertisement design for a city needs to be understood simply and fast. Most of advertisement campaigns try to reach customers by using simple and dean concept. But if this concept uses strong and perhaps strong image, the ads may not succeed and produce wrong information and eventually destroy the environment we live in.

The advertisement can affect mass population through visual and emotional influence. Therefore one should not judge ads by economy and marketing technique. Perhaps best way to judge ads is by seeing through eyes that can artistic and aesthetics of ads.

Advertisement is a visual technique that one can use to express the goal and concept of advertisement that can strongly influence customer. Therefore one must consider how the technique and idea of an ad can match and how the combination produce optimal result. In addition one should consider the theory of visual perception. The main idea of this writing is, therefore, to know how the theory of visual perception affect the ad's expression through detailed and scientific method. In addition this paper writes how one can use this theory to improve printing ads for mass media.

This paper focuses on theory of visual conception and its base, theory of simplicity. The following shows the content of this writing.

In first chapter, definite and understandings the idea of visual perception theory, which is based on Gestalt theory's characteristics and variations is studied.

In second chapter, the theory of simplicity and its characteristics, which is the basis of visual conception theory is studied.

In third chapter, the printing advertisement that uses the theory of simplicity is studied through subjective and objective observation.

In fourth chapter, the problem of todays printing material and the ways one can improve is studied by using results from the third chapter,

In last chapter, the whole paper is summarized and discusses the way one can improve designing of printing materials that is based on theory of visual perception and the theory of simplicity.

The successful advertisement induces the idea expressed by the right forms, letters, and colors. This advertisement can, therefore, visually appeal to customers. The successful advertisement should include artistic and aesthetic ideas that can appeal to customers. Because people face now advertisement designed by commercial agencies, compared to arts, we have to realize the importance if advertisement for mass media. Therefore it is imperative that we have to understand the importance of advertisement designer's role.

The paper discusses and provide the way for advertisement to improve while finding the importance of influence the right advertisement can bring by knowing how the combination of the idea and the technique can bring the optimal result in printing advertisements.