Studio Brief 01 - How Do You Read? - Research Information for small publication

In this blog, presents the information that I will put in my small publication based on the major factors of Design Principles. 

The elements of design

• LINE – The linear marks made with a pen or brush or the edge created when two shapes meet.
• SHAPE – A shape is a self contained defined area of geometric (squares and circles), or organic (free formed shapes or natural shapes). A positive shape automatically creates a negative shape.
• DIRECTION – All lines have direction – Horizontal, Vertical or Oblique. Horizontal suggests calmness, stability and tranquillity. Vertical gives a feeling of balance, formality and alertness. Oblique suggests movement and action
• SIZE – Size is simply the relationship of the area occupied by one shape to that of another.
• TEXTURE – Texture is the surface quality of a shape – rough, smooth, soft hard glossy etc.
• COLOUR – Colour is light reflected off objects. Color has three main characteristics: hue or its name (red, green, blue, etc.), value (how light or dark it is), and intensity (how bright or dull it is).

The principles of design

1. BALANCE – Balance in design is similar to balance in physics. A large shape close to the centre can be balanced by a small shape close to the edge. Balance provides stability and structure to a design. It’s the weight distributed in the design by the placement of your elements.
2. PROXIMITY – Proximity creates relationship between elements. It provides a focal point. Proximity doesn’t mean that elements have to be placed together, it means they should be visually connected in someway.
3. ALIGNMENT – Allows us to create order and organisation. Aligning elements allows them to create a visual connection with each other.
4. REPETITION – Repetition strengthens a design by tying together individual elements. It helps to create association and consistency. Repetition can create rhythm (a feeling of organized movement).
5. CONTRAST – Contrast is the juxtaposition of opposing elements (opposite colours on the colour wheel, or value light / dark, or direction – horizontal / vertical). Contrast allows us to emphasize or highlight key elements in your design.
6. SPACE – Space in art refers to the distance or area between, around, above, below, or within elements. Both positive and negative space are important factors to be considered in every design.

Figure and Ground

The eye differentiates an object from its surrounding area. A form, silhouette or shape is naturally perceived as figure (object), while the surrounding area is perceived as ground (background).

Figure

The word "Figure" above is clearly perceived as a figure with the surrounding white space ground. It is usually the smaller of the elements in visual field.

Ground

Everything that is not figure is "Ground". As attention shifts from figure to figure the ground also shifts so that an object can go from figure to ground and back.

Ground is sometimes thought of as a background but this is not always true. In a flat composition there is nothing behind the figure (if there was there would be the illusion of depth). The shapes are side by side.

White Space

White space refers to the canvas/page space left in between different elements of your design. This could be also referred to as a negative space. It is significant because it keeps your design from being too cluttered or too confusing.

There are two main types of white space in Graphic Design:

• Active White Space
• Passive White Space

Active White Space

This is the space that you make a conscious effort to add to your design for emphasis and structure. Active white space is often asymmetrical, which makes the design look more dynamic and active.

Passive White Space

This is the white space that occurs naturally, such as the area between words on a line or the space surrounding a logo or graphic element.

Alignment

Alignment brings order to chaos. How you align type and graphics on a page and in relation to each other can make your layout easier or more difficult to read, foster familiarity, and/or bring excitement to stale design.

Repetition / Consistency

Repeating design elements and consistent use of type and graphics style within a document shows a reader where to go and helps them navigate your designs and layouts safely. Ensure that your document utilises the principles of repetition, consistency, and unity in page design.

Grid & Layout 

The design of the front page is radical, elegant and striking. The vertical masthead allows the long logotype to be a prominent and unapologetic element without getting in the way of the content. The composition includes a 12 column grid system, which allows photographs and copy room to breathe.