Visual Analysis and some thoughs

The subject of the visual analysis is a photograph taken by Nick Knight for Craig Green’s A/W 2015 ad campaign.

The photograph depicts two men - probably karate experts or dancers of modern dance - who jump on or next to each other with their limbs spread. They wear complex, rugged and layered costumes in intense colours - one in black and one in red - with trailing straps. Even though men are seen from the front and are in the center of the photograph, they are hidden under the garments, we are able to see only a few body parts of theirs. The background of the picture, as well as the floor, is white and because of that models seem to be flying in the air. Shapes in the whole picture are completely random and chaotic, there is no repetitions or specified patterns. The photograph consists of three extreme and contrasting colours - black and red - which are put together and intersperse each other and white, which emphasizes the contrast between those two colours and simplifies the reading of the entire picture. Not only the colours are contrasting, but also the meanings of them are. Red and black are often associated with power, fight, aggression, and strength when white represents innocence, purity and virginity. Even though the photograph shows one view, we can see lots of movement. Usage of an enormous amount of flying trailing straps, jumping models and the impossibility to distinguish the background and the floor makes the picture immensely active and dynamic.

The lack of form, white background, and mixed colours can be easily associated with abstract paintings or even stains of red and black inks, which are completely random and chaotic. The fact that we cannot see any shadows of models makes the picture look even less realistic as if they were cut and paste into a white piece of paper.

The fabrics and limbs of models in the photograph create a shape resembling Japanese traditional dragon with long, colourful incoherently twisted body in paintings of Yoshitsuya Ichieisai.

In Japanese culture, these beautiful creatures symbolize strength used to do good for mankind. To emphasize strength associated with the photograph, we need to go back to colours of it. Both, red and black – often used in Japanese art - represent power and action, especially in Japan red signifies strength.

Going back to the colours of Knight’s photograph, black and red have lots of physical effects on human’s body. Red elevates blood pressure and raises the energy level when black increases the sense of possibility, evokes strong emotions and as well as red – boosts confidence. These reactions are often seen and experienced by sportsmen in the middle of competitions. Red, the colour of blood and black, colour of seriousness, mystery and death can symbolize demanding rivalry. The models in the picture could be karate experts fighting to the death. White background behind them shows how important this fight is for them, how much they want to achieve a target of theirs. They are completely focused on each other and nothing else around them matters. Living in the moment is the way to win their fight. On the other hand men in the picture behave like models in fashion shows, walking through the runway, doing everything to show garments in the best light. They leave their personalities in the backstage, the apparel plays the main role. Men are hidden inside the costumes, even though they put those fabrics into motion, they are not imperative. The garment consumes model, who wears it. Regardless of chosen interpretation, conclusion always go to immense amount of movement, strength and, by extension, masculinity in Craig Green’s ad campaign. Contrast between pure white and aggressive black and red makes the picture more expressive. The lack of the background makes viewer focus on the chaos, explosion of colours and story behind them. Even though the movement is easily visible and the whole image comes to life via video, it is hardly possible to predict the results of it and gives it mysterious aura.

What do I think about the whole experience of writing Visual Report?

I really enjoyed doing research, going through books and internet to find connections and to develop my own associations. Even though at first I could not understand the picture, after the research, not only I have understood the picture, but also found loads of different ways to look at it and interpret it. Researching changes everything.

Every picture has million meanings, everything depends on your own knowlegde and experience, the more you experience, the more you can share with others.