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Office Products now at FedEx Kinkos
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Its hard not to look at this Ad again and again, but why is that? What makes this Ad stand out more that any other around us. We are used, at least those who live or have lived in the city, to see hundreds if not thousands of different Advertisements around us trying to sell or better yet stand out more than others. In this image FedEx has gone beyond paper and ink, playing with our perception by using scale. Typically, our minds use a combination of perceptual cues to interpret visual information. Overlap, Relative Size, Atmospheric, Linear Perspective, Texture Gradient etc. We are familiar with the size of a highlighter, the depth+size cue "Familiar size" telling us that the highlighter should be further away from the person walking by, but other information conflicts, making no logical sense and therefore making it more interesting and confusing. Conflicting cues cause excitement and/or confusion.
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