Perhaps one of potent tools a designer can possess, in addition to good typography of course, is a thorough understanding of the Gestalt Principles. Around 1900 German & Austrian scientists began to formulate concepts based on humans tendencies to seek patterns, and specifically how we organize and process graphic data through these patterns. The theory and data they derived is particularly important to those in the visual arts field and most notably Graphic Designers. The Gestalt Theory states: 1) The parts of a visual image may be considered analyzed and evaluated as distinct components. 2) The whole of a visual image is different from and greater than the sum of it’s parts. Read more »
In every piece we create, we must consider scale. Whether it’s a logo that needs to retain legibility and meaning when viewed at both very small and large sizes, or a billboard, which must make an immediate impact at a very large size, determining scale and designing appropriately is a critical step of the process. No matter what size the work is, it should define a sense of scale by contrasting and connecting the elements to real world experiences.
“I pay close attention to the variety of shapes and sizes, and place the objects so that the lines and edges create a rhythm that guides the viewer’s eye around the image and into the focal point.” - Sergei Forostovskii
In her book Graphic Design: The New Basics, Ellen Lupton writes, “In design, balance acts as a catalyst for form, anchoring and activating elements in space. If a design is static, it is usually a result of the proportion and placement of elements in relation to each other, and to the negative space - too big, too tight, too flat, misaligned, etc…” To achieve visual balance, one must evenly distribute the weight of objects evenly and/or proportionally in a given space. Large objects must counter-point small objects, dark objects must counter-point light objects, and so on. Read more »