String Magazine Advert Deconstruction

String Magazine Advert Deconstruction 

The advert is for a modular shelving system designed by Nils Strinning in 1949. In the composition the shelving is deconstructed and given equal visual priority to the other objects along the balance point of the image.

The eye travels:

1. to the large vase of flowers
2. to the shelving components
3. Text across
4. Logo and top right

The weight of image is majority in it’s bottom third, with accents to the side (chandelier, picture) that imply and image beyond the frame.

The focus point of the image is around 1/3 up from the bottom and 1/3 across from the edge, following the rule of thirds. The branding is top right as a final resting place for the eye. A visual juxtaposition between the old world and the new, imply a versatility within the product. There is also a sense of possibility in the composition, many objects are stacked up seemingly at random on the floor. The String shelving offers a possibility to change that and bring order to the chaos. 

There has to be prior knowledge of the product to understand what is being advertised as the product isn’t displayed performing its primary function; creating a sense of the exclusive. This is part of a series of adverts where the shelving system is used in unconventional ways. 

Focus

Balance

Branding

Background

Objects

Journey

Other images from Strings marketing

visually weighted differently and showing the primary function of the shelving. 

same luxury light and shadow, high end objects.