Ex14: Tone & Color

This advertisement for Smart Water is centered around tone and a color pop.

a.) The photograph exhibits a full tonal range from a completely white highlight to the darkest shadow. The use of a black & white photo for this advertisements denotes the product's sophistication and simplicity.
b.) Tone works with the element of dimension in this advertisement. The main focus of the photograph is at eye level, and she is laying on a slightly reflective surface. The edge of this surface is visibly converging in on the horizon, where bushes out of the depth of field of this photograph lie. This is done to give the central figure a sense of space.
c.) The main element of this advertisement is the use of color. Although blue is the only color present in this advertisement, it is very effective in calling attention to the product. The blue is completely saturated, which dramatically contrasts with the black and white photograph that is the rest of this photo.
d.) Color works with the shape element in this advertisement. The largest area of color in the ad is a bright blue teardrop shape with the word “smart” dropped out of it.