Framing &
The Gaze

An artwork can only be seen completed with a reception. The perceiver creates meaning to an art-piece as it accomplishes the transcending of a message. Framing & The Gaze subsequently plays a significant role in this process. Where the work is exhibited and how it is positioned may influence the way it could be perceived. The atmosphere, mood, and tone could turn out totally indifferent to the artist’s intention depending on its placement. By placing objects in a certain way and order, the storytelling aspect of a piece of work could change along its changed structure.

In addition, we see the medium and the ‘gaze’ of an audience also interplaying with the process of this reception. Each individual comes from a different background bringing unique experiences into the way they see. The chosen medium, framing and its intended purpose may differ to each person, and it is exactly these aspects which we as Art Directors need to cognise about. As we plan to prompt change through our creations, we are required to understand the perceptual process in order to magnify our work’s effectiveness.

Understanding Visual Grammar & The Gaze

Composition is a prominent aspect when framing. There are many possibilities of presentation and positioning that could maximise intended influences and effectiveness of an artwork/ design. It is important to understand and cognise each visual design factor in order to create depth and give further meaning to the presented idea. Below shows:

  1. A slider gallery featuring personal thinking processes and notes/ research on understanding the basic principles of design while bringing in its relation and importance to ‘The Gaze’. The research and note-taking has led me inquiring more about subjectivity and how visual grammar could prompt certain effects, but could still be understand differently depending on who the viewer is as they bring in perspectives stemming from different experiences and background.

  2. Class activity to analyse artworks from ‘Tate Modern’ with respect to framing and ‘The Gaze’. Exploring how other artists has made use of space and composition to bring bigger impact towards what they are trying to convey/ communicate.

Visiting Tate Modern

Visiting Tate Modern •

Beijing East Village: Intimate Collaborations

Yasmin Jahan Nupur & Bharti Kher

Overall Thoughts & Application

By allowing ourselves to critically analyse works with perspectives of the Gaze and framing, it made me realise the importance as art directors to put in mind at all times how the work would be received by different people and the context its put in. During this activity, I noticed how some of these works only creates due to the setting its put at. The underlying meaning under each piece could also be perceived differently by people of different backgrounds, gender, or beliefs. Making use of the learning outcomes of this activity, I was able to think more about how the chosen planned mediums for my briefs add meaning to the piece, and whether it can communicate initial idea and rationale successfully. As art directors, it is our role to translate meaning to an audience and initiate change. Framing and considerations of the Gaze comes to fore as one of the many aspects in achieving this goal.

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