Top-Down processing is driven from previous knowledge and all associations
connected to that knowledge. When we look at something we start from the bigger
picture and then get into details. Our eye movement is goal directed and so we notice
things based on their importance to us. When a designer makes an aide his/her goal
is to catch our attention with large concept and then make us hierarchically go
down to smaller details to make sense of it.
This advertisement
exhibits the Top-Down process. The key to this image is that the color blue
connects all the dots together and makes the eyes do a circular movement. The face
demands our attention and the points of attraction are eyes and tongue because of
its vibrant blue color that stand out on a pink skin. Tongue color immediately strikes
us with a question “why is it blue?” the tongue of the woman like water slide it
makes our eyes move down. The image of
woman puzzles us; the bottle gives the answers, so our eyes follow the “blue path”
and look for the farther clues and smaller details. Then our attention flow to
the right to the bottle and word SPRITE.
After that all
depends on what kind of individuals we are (more visual or more logical) so we
either get back to the hair style and look at all details such as icicles which
will direct our attention back to the bottle eventually. Or we complete the reading
first and then look for other details on the face. Meanwhile we also derive association
from memory and blue tongue color-ice- and blue bottle will go in a loop and translate
as “fresh” in our minds.
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