What do you notice first?

Art direction: Gale Peck. Client: PacBell

Design and Art Direction: Gale Peck. Client: Pacific Bell, La Estrella Catalog

When looking at all kinds of advertising, our eyes notice color first. Then shape. And on through a complex sorting hierarchy that we aren’t even consciously aware of. But we all do it, and it all happens in a fraction of a second.

With all the intense competition for your attention, it’s important to understand how we interpret all that visual information we’re bombarded with each and every day. A successful catalog or any graphic design incorporates these insights into a seemingly effortless resolution that gets attention.

We may not be aware of all the complex calculating that goes on subconsciously, but we instantly know when we see something whether or not it’s worth our consideration.

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