Modern Practice


Modern Practice

25.00 50.00

Red & Black
IGEPA ‘Velour’ 1.5 200g/m2
950 x 635mm
Edition 50

Designed by Modern Practice

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Visual Grammar is a broad subject, and despite its very theoretical and academic connotation, this concept applies to everything we see. Every person possesses and builds its own visual grammar which is created by everything that person has seen and undergone throughout his life. We believe there is no ‘universal’ visual grammar, where people see and feel exactly the same things when confronted to an image.

For this brief, we decided to concentrate on a specific phenomenon which strongly correlates with the subject of the exhibition: illusion. Whatever your visual grammar may be, we can safely argue that everyone has already experienced the power of illusions.

The thing that really intrigued us is that there is something about illusions where our expectations are violated in some pleasing way. ‘When we go to a magic show and it has an unexpected twist, something we didn’t expect, we curiously find it to be a joyful experience. If the magic trick is unveiled, the joy we felt before completely vanishes. The same can be experienced with jokes or with movies…’[1]

There are many kinds of tricks that creates different illusions. For this poster we wanted to play with form and meaning, using ‘figure – ground’, one of the basic principles of the Gestalt Theory. On the poster, within the ‘white rectangles compositions’, the viewer can read two words from opposite meaning (in / out). Even though they are visually bound together, they can’t be read at the same time.

[1] Seckel, A. ‘Our brains are mis-wired’,, 2004

Text by Modern Practice