Content and Background:

This summer, I was lucky enough to intern at one of the country’s most renowned record labels, Atlantic Records. Although the internship was not writing intensive, the work I completed this summer taught me not only the importance of visual rhetoric, but the importance of knowing how to use applications such as Adobe Photoshop and InDesign to not only improve your design, but transfer a message in the most effective way possible.

 

“One sheets”, as Atlantic called them, are poster-like visuals that are submitted to different programmers, publicists, TV/ radio shows, or anyone else who would like a quick look at the artist. This particular one sheet was my absolute favorite form of the many visual rhetoric pieces  I completed through my summer internship. This one, created for Melanie Martinez, was created as a one sheet that could potentially be sent to the Grammys board of trustees. They would later use this sheet and multiple other artists’ to decide the nominations for this upcoming awards show.

 

Rhetorical Decisions:

I approached this project with a focus in visual arrangement, specifically with the four graphic design principles in mind. These include: contrast, repetition, alignment, and proximity. I wanted to create something visually pleasing that also conveyed the greatest amount of information possible.

 

With these three principles in mind, I knew there were four different visual elements that I could use to my advantage: the color, the font, the photos, and the physical textual information. I began with photo choices. I chose to use the photos of her top YouTube videos to provoke readers and to add an element of repetition. Rather than just displaying her top video with a photo, I thought the message would be more effective and visually with a repetition of screengrabs to accompany her hits. Martinez has produced and directed most of her videos, thus setting her apart from many other Grammy contestants, so this was a very important element to incorporate the principles into.I chose the main photo not only because of its perfect alignment with the text on the page, but because the photo furthermore personified the image Martinez wanted to convey to her audience. The photo includes Martinez wearing a bib that states: “Cry Baby”, the title of her newest album. Additionally, the photo emulates the image of “childlike whimsy”, a description she told the label she specifically wanted to model herself upon. This description is the very reason I chose this font color. Not only does it portray childlike whimsy, it is aesthetically pleasing when compared to the alignment of the photos used for the videos. I also made sure that all of the photos and text color contrasted nicely with one another.

 

Completing this one sheet required me to evaluate my audience on a rhetorical level to decide what specific information to include. Apart from including her gold album, her streaming numbers, and the overall value of her album, I made sure that the quotes were completely in regards to Martinez's music accomplishments and goals rather than her personal image and influence; I knew music was what Grammy judges really cared about. I also made sure that the publications were esteemed and legitimate. I believe that this one sheet works because the quotes, facts, and videos completely emulate her music and the image puts Martinez’s personality into play. Purposeful visual rhetoric shines through when looking at the one sheet as a whole; the colors, alignment, and repetition clearly result in a beautiful yet effective image.

Reflection:

Creating this one sheet was one of the first projects that helped me understand the importance of visual rhetoric. All of this information could have easily been typed out in an equally persuasive way. But, there is something about having a cohesive, interactive image that appeals to more than one sense. It makes the information easier to grasp, and when done effectively, can sway another into thinking your way.

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