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.

Scale can be defined both objectively and subjectively. Objectively speaking, scale refers to the literal dimensions and size of a piece, or the correlation between the representation and the actual thing it depicts, e.g. a map with incremental measures that relate to distances in the physical world. Subjectively speaking, scale refers to one’s impression of an objects size. Designers often utilize scale subjectively to evoke a reaction to the work. A piece whose elements are of all similar size and proportion often feels dull, and static. Establishing scale and contrast is critical to connecting the viewer with the piece by giving it a physical identity, and relating it to a livid experience.

Scale is Relative
Designers can establish relationships between objects by utilizing size, placement, and color. When elements are all the same size the design may feel flat, however, by employing various sized elements a designer can create a sense of tension, depth, and movement. As a rule, smaller shapes recede into space, whereas large objects move forward.

Familiar Objects, Familiar Scale
Throughout our daily lives, we develop expectations for the scale of familiar objects. We expect a paperclip to be small, and an elephant to be large. By playing with the scale of such objects, we can create spatial illusions and conceptual relationships. Contrasts in scale can also imply motion or depth as well as establish hierarchies.

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