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The Guttenberg Design Principle 
The Primary Optical Area 
This shows the start of the 
title in a deep red colour 
which gives an image of 
blood and just underneath 
the head on view of the very 
famous actor Liam Neeson.
Notes 
Primary Optical Area 
This shows the start of the title in a deep red colour which gives an image of blood, which is 
very fitting to the name of the film. Also above the title Is the name of the very famous actor 
Liam Neeson, so before you even recognise his face which is just below you’ve already been 
hooked in my the stars name. 
They have also decided to but the slogan ‘ People are afraid of all the wrong things’ this 
gives you a insight to what the film is going to be like and lures you in wondering what its 
about. 
The Terminal Area 
This area has the release date of the film, which is obviously the thing that the producers 
want you to look at and plan for when you want to see this movie. In the background there 
is a holy cross reflected in a red, bloodlike scene which shows that he’s in some sort of grave 
yard again. 
Strong Fallow Area 
In this area we see the titles red colour fading into a deeper darker red, again symbolising 
blood and death. 
Weak Fallow Area 
We see a gun in the stars hand which again gives us an image of death and action and 
wondering what’s going to happen in this film. To find out why he has this gun and if he’s a 
good or bad character.
Genre Codes and Conventions 
The first codes and conventions we notice are the black and white, dark, gloomy colours of 
the poster. It conveys the theme of the movie and with the splash of red in the title and 
bottom of the picture it makes us think of death and action during the film which is clear 
that this is a dark thriller. 
Anchorage 
The poster hooks us in firstly by the star Liam Neeson faces head on walking towards us. 
This gets the audience excited and intrigued for what’s going to happen and for the famous 
action stars new character. 
Modes of Address

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The guttenberg design principle

  • 1. The Guttenberg Design Principle The Primary Optical Area This shows the start of the title in a deep red colour which gives an image of blood and just underneath the head on view of the very famous actor Liam Neeson.
  • 2. Notes Primary Optical Area This shows the start of the title in a deep red colour which gives an image of blood, which is very fitting to the name of the film. Also above the title Is the name of the very famous actor Liam Neeson, so before you even recognise his face which is just below you’ve already been hooked in my the stars name. They have also decided to but the slogan ‘ People are afraid of all the wrong things’ this gives you a insight to what the film is going to be like and lures you in wondering what its about. The Terminal Area This area has the release date of the film, which is obviously the thing that the producers want you to look at and plan for when you want to see this movie. In the background there is a holy cross reflected in a red, bloodlike scene which shows that he’s in some sort of grave yard again. Strong Fallow Area In this area we see the titles red colour fading into a deeper darker red, again symbolising blood and death. Weak Fallow Area We see a gun in the stars hand which again gives us an image of death and action and wondering what’s going to happen in this film. To find out why he has this gun and if he’s a good or bad character.
  • 3.
  • 4. Genre Codes and Conventions The first codes and conventions we notice are the black and white, dark, gloomy colours of the poster. It conveys the theme of the movie and with the splash of red in the title and bottom of the picture it makes us think of death and action during the film which is clear that this is a dark thriller. Anchorage The poster hooks us in firstly by the star Liam Neeson faces head on walking towards us. This gets the audience excited and intrigued for what’s going to happen and for the famous action stars new character. Modes of Address