Graphic design presentation 3
- 1. Think of alignment within a composition as its STRUCTURAL FRAMEWORK A house can contain rooms of widely varied décor, from classic to modern, functional to frivolous. But behind the painted and treated walls of each is a shared frame of wood, metal and plaster. Works of design can vary greatly in their final effect, adhering to common conceptual framework of alignment and structure. Alignment between elements can be used to create a sense of agreement, soundness and unity within a piece, regardless of the tone of its overall message.
- 2. Sometimes a designer follows a structural system that is plainly obvious and strictly followed. Other times, a designer will take advantage of any opportunity to break convention – as long as, in doing so, the piece’s message will be amplified.
- 3. FLUSH LEFT : Safe and sure. Image, type and logo are all aligned along their left edges. Well organized and conservative feel. FLUSH RIGHT : All elements In agreement. Image, type and logo are all aligned along their right edges. Slightly less conventional than the m ore commonly used flush left tactic. VISUAL DISAGREEMENT : Type and logo along the left. Image to the right. The result feels scattered and unsure.
- 4. CENTERED ALIGNMENT : Image, heading and logo each centered horizontally. Common and conventional. JUSTIFIED ALIGNMENT : Through letterspacing adjustments, width of the subhead has been made to match the width of the image above it. Strict alignment technique is paired with a creative typographic solution. SUBTLE VIOLATION : Strongly centered logo and image are paired with a subhead that is aligned flush left. Look is accidental and amateurish.
- 5. STRUCTURE THROUGH ASSOCIATION : Edges of the various elements provide alignment cues for the placement of others. CREATING SOLIDARITY : A sideways logo and tipping chair feel securely anchored because of the strong and clear horizontal and vertical alignment between elements. SUBTLE DISCREPANCY : The right-most edges of the logo and headline are neither clearly aligned nor clearly non-aligned. Visual indecision weakens structure; avoid it!
- 6. A SUBTLE STRENGTH : Legs of chair at the bottom of page provide a cue for the logo’s width at the top. Look for opportunistic relationships such as this if help is needed in conveying a sense of structure. TAKING ADVANTAGE : The crux of angles in the chair’s image provide a strong point-of-focus. An ideal position for the logo’s baseline. THIS WORKS, TOO : Sometimes effective alignment is not a matter of aligning horizontally or vertically, but rather following an edge or contour.
- 7. Don’ts in Alignment… Stair-stepping type. NO. NEVER.
- 8. Don’ts in Alignment… Stair-Stepping Images. Rarely a good idea, and never when paired with other elements of varied alignment.
- 9. Don’ts in Alignment… Flush-left typography paired with an image containing centered content… Be aware of details within elements (photos, illustrations, logos, etc.) that might have an affect on broader alignmenet issues.
- 10. Don’ts in Alignment… Trapped space… An area of confined space exists between the logo, headline and image. The trapped space is particularly irksome since it occurs at the center of the page.
- 11. Don’ts in Alignment… Elements with sharp contours that barely touch the edges of other elements generate tension. Appropriate when tension is desired. Intricate, “busy” images attract notice. When such images are placed in the corner of a layout they tend to distract the viewer and pull their attention away from equally or more important content areas.
- 12. Most elements are tightly held between the left and right margins. Ragged edges of centered text provide a degree of relief to the strict alignment elsewhere while adhering to the overall centered alignment of the layout. Alignment, strictly followed, can be overbearing at times.
- 13. The chair image provides cues for the left and right margins of most of the elements below The second line of the header breaks free. This format-bending element adds a touch of flair to a solid, well-composed layout. Alignment, strictly followed, can be overbearing at times.
- 14. Highly formatted and no-nonsense in its presentation, this flyer gives a slight nod to the creative by interrupting the flow of the justified text with two brightly colored images. . Consider relaxing the rules here and there for good effect.
- 15. Strict alignment need not appear stodgy. Nearly every element in this composition is tightly anchored to a horizontal or vertical detail of another element. A creative application of the rules of alignment can lead to a dynamic conveyance of variety and verve. . Consider relaxing the rules here and there for good effect.
- 16. Loosened Alignment Compare the previous layout (above) with the layout on the right. Note where and how the alignments have been further relaxed to lend a more informal look while maintaining structural integrity.
- 20. Alignment Realities Alignment, in reality, often requires a judgement call on the part of the designer.
- 26. FLOW; a layout either has it or it doesn’t. Visual Flow = effective visual compositions that carry the viewer’s eye effortlessly through an image or layout. Learning to see and create flow within a piece is a journey without end. Flow assists: Directional elements such as arrows , a sequence of images , strong use of perspective, etc. These can persuade the eye to move along a certain path. Subtle elements such as a tapering of a line , a distribution of elements-of-interest that beckon investigation; a curve that seems to catch the eye before it leaves a piece and gently guide it back toward other elements. Flow can be interrupted to call attention to a shift in content or a message that deserves special notice.
- 27. Certain elements within a layout tend to direct the eye’s attention. It is natural in most cases, to keep the viewer’s interest inside a layout rather than sending it off the edge. There is disagreement between the visual flow of the leftward-moving wave and the flush-right text that pulls the eye in the opposite direction. The direction of the wave is corrected here, but there is still a problem: each element seems to be moving rightward , and there’s nothing to keep the eye from following this movement and sailing off the edge of the card. The wave in this layout nicely directs attention toward the text, but there is still a tendency for the eye to be carried off to the right . The wave is redrawn here to create a more comfortable and circulating flow.
- 28. This consistency established a sound connection between the pieces. * Flush-left type block * Consistent use of the wave motif. Another kind of flow, as much conceptual as visual, involves the way the format conventions are carried between related pieces .
- 29. Here, there are many interruptions to the flow-of-format between items. Typography that is sometimes centered, sometimes flush-left. Typography that is sometimes printed over white and sometimes in white. Letterhead with a wave motif that is featured very differently than the wave image in the other pieces. Discrepancies such as this interfere with associations between the pieces and tend to taint the perceived professionalism of the business itself.
- 30. The GUTTER… the place where two pages meet over a fold. It is an unavoidable interruption to the flow of content within pieces that are folded or are bound into pages. This magazine spread is separated by a gutter.
- 31. Photo and text feel more connected because the image crosses the gutter.
- 32. Which solution would be more appropriate and under what circumstances? Neither are wrong.
- 33. Natural interruption of flow created by the gutter is exasperated by the boy in the image who seems to be jumping out of the spread (and taking the viewer’s eye with him.)
- 34. Problem solved. Now the figure in the image directs the eye toward the text and also encourages the viewer’s eye to cross the gutter .
- 35. This is subtle. Demonstrates the ability that some images have to persuade the eye. Note how the sand ripples in this sample lead the eye in one direction.
- 36. Ripples direct the viewer’s eye elsewhere. Would you choose this layout if you want the viewer to proceed to the next page?
- 38. Those of us who have been exposed to “Western” languages all of our lives have learned to read from left to right. Perhaps this is the reason that we are strongly influenced to perceive visual direction from left to right as being forward and fast and… Movement from right to left as being backward and slow . Keep this in mind when designing artwork or layouts that carry connotations of direction and speed (or lack thereof). Above, the visual flow of the illustration fights with the apparent movement of the typography; the conveyance of movement and speed are greatly impaired. Elements in the image below work in unison toward the presentation of their message.
- 39. Image seems at cross-purposes with the message being communicated. The right-to-left orientation of the pitcher contradicts the natural movement of the text. AGREEMENT: Image has been horizontally flipped and the visual movement of the image and headline are now in agreement. The type in this composition flows in a direction that contradicts what we expect to be the natural flow of water from a pitcher. AGREEMENT: All elements move the viewer’s eye in the same direction.
- 40. A smooth visual and thematic flow between the cover of a piece and its interior requires some kind of visual connection between the two. Creating a connection is important when it comes to establishing a sense of forethought , cohesion and professionalism in a design. Samples a and b make use of some strategies: Linking cover to interior: consistent use of typography ; margins and/or a grid system ; repeating the same image on the cover and interior of a piece or using images that are related by theme ; repeating graphic devices such as linework, shapes or areas of color. Sample c does not relate well to the cover even though it could be considered an effective design on its own . The lack of connection is the result of several flow-stopping conventions that have been introduced here that do not appear on the cover; addition of linework , a new color scheme for the headline , and the vignetted treatment of the photo’s edge.
- 41. When assembling a piece that includes a variety of content elements, seek arrangements that keep the eye moving within the layout. In this layout to the left, a staggered presentation of elements provide an intriguing and informative pathway for the viewer’s eye while encouraging it to circulate within the ad. In this layout to the left, there is a visual landslide. The eye has a hard time staying engaged with a layout that directs it off the page.
- 42. VISUAL BRIDGE. This layout contains several blocky (and potentially flow-inhibiting) images and text elements. In order to project a feeling of visual fluidity, two “bridging” elements have been added to establish a relation between disconnected areas of the layout. 1. A subtle overlap of the headline into the image area helps connect the upper and lower portions of the ad. 2. The ghosted image of an emblem is placed in such a way that it spans beneath (and brings connection to) the headline, text, logo and lower things.
- 43. Trapped space Disconcerting. Spaces above and below the faucet are hemmed in on all sides by other elements. The space feels “trapped,” as does the viewer’s eye when it encounters this space. Trapped space is especially counter-productive when it lies at the center of a layout-the most natural place for the eye to rest. Viewer friendly. Elements have been moved and re-shaped to avoid creating areas of trapped space.
- 44. There is nothing wrong with blank spaces, but rarely is the center of a piece the ideal place for it. Sense of trapped feeling and a waste of centerstage. A redistribution of elements and a refinement of their surrounding spaces results in a much more comfortable and effective presentation.
- 45. Typographically speaking, avoid placing flush-left (ragged right) text next to a strong vertical division such as an image or block of color. Many tiny areas of visually busy and trapped space are created between the text and the vertical divider. Here, the space between the justified text and the orange band is even and consistent , attracting far less negative attention.
- 46. Evaluating Composition Evaluate your compositions, both while you work and when you reach a point that feels finished. In addition to letting your artistic intuition guide your judgement, ask yourself concrete questions in the areas of: C onnection A lignment P riority
- 47. Ask yourself : Are elements that are thematically connected placed in association with each other visually? Can adjustments be made (large or tiny) to create more relevant connections between elements? C onnection Does the piece feel “scattered?” If so, can changes be made to make fewer and more logically related groups of items within the layout? Should connections between certain elements be cut off to create a visual break or to intentionally interrupt the flow of a piece? If this is a multi-page design, are there strong visual and thematic connections between the pages? Are structural conventions consistently applied?
- 48. Ask yourself : Do I have a clear answer for any question that a client might ask me about the alignment and placement of each component? Have I checked the alignment of each element to make sure nothing has been overlooked? A lignment Are conventions of alignment (flush-left, flush-right, centered, etc.) being consistently followed throughout the piece? Are there exceptions that could be allowed that would enforce the message? Are there areas of trapped space that could be eliminated?
- 49. Ask yourself : How does this piece look from across the room or after a lunch break? Is there a clear and appropriate hierarchy between elements? Should any large elements be made larger or smaller elements smaller? Is there a good balance of color and value and are both acting to bring attention appropriately to their subject matter or area of a design? Is there a pleasing sense of visual flow throughout? P riority Does the eye feel pulled in opposing directions or drawn off the page by the composition? If so, what can be done to fix these problems?