VISUAL WEIGHT

So obvious as to be a truism is that we look
most at what interests us. This means that
as we start to look at anything, whether a real
scene or an image, we bring to the task “stored
knowledge” that we have accumulated from
experience. Recent research in perception
confirms this; Deutsch and Deutsch (1963)
proposed “importance weightings” as a main
factor in visual attention. This is crucial in
deciding how photographs will be looked
at, because in addition to the composition,
certain kinds of content will do more than
others to attract the eye. Of course, filtering
out idiosyncrasy is difficult, to say the least, but
there are some useful generalizations. Certain
subjects will tend to attract people more than
others, either because we have learned to expect
more information from them or because
they appeal to our emotions or desires.
The most common high-attractant subjects
are the key parts of the human face, especially
the eyes and mouth, almost certainly because this
is where we derive most of our information for
deciding how someone will react. In fact, research
into the nervous system has shown that there are
specific brain modules for recognizing faces, and
others for recognizing hands—clear proof of how
important these subjects are visually.
Another class of subject that attracts the
eye with a high weighting is writing—again,
something of obvious high-information value.
In street photography, for example, signs and
billboards have a tendency to divert attention,
and the meaning of the words can add another
level of interest—consider a word intended to
shock, as is sometimes used in advertising. Even
if the language is unknown to the viewer (for
example, the image on page 42 for any non-
Chinese speaker), it still appears to command
attention. Ansel Adams, on the subject of a
photograph of Chinese grave markers, wrote,
“Inscriptions in a foreign language can have
a direct aesthetic quality, unmodified by the
imposition of meaning,” but the very fact
that they had any visual quality was because
they represented a language.
As well as these “informational” subjects,
there is an even wider and harder-to-define class
that appeals to the emotions. These include sexual
attraction (erotic and pornographic images),
cuteness (baby animals and pets, for example),
horror (scenes of death and violence), disgust,
fashion, desirable goods, and novelty. Reactions
in this class depend more on the individual
interests of the viewer.
There is no way of accurately balancing
all of these weightings, but on an intuitive level
it is fairly easy, as long as the photographer is
conscious of the various degrees of attraction.
All of this content-based weighting also has to be
set against the complex ways in which the form
of the image—the graphic elements and colors—
directs attention.