Horizontal lines express a feeling of rest or calm. This feeling comes from our understanding of our relationship with gravity. For example, if I set a ball on a horizontal surface, it will not roll anywhere. It will be still and calm.
Planes are made of a combination of points, lines,
and space, and can be categorized into two types
of shapes: organic, meaning irregular and often
asymmetrical; or geometric, indicating regularlynamed
shapes like squares, circles, etc. Also, relating
again to Gestalt Theory, just as two points create an
implied line, three points create an implied triangle.
That said, keep in mind that planes can also be implied
or made of negative space.
Space
Space is either positive or negative. Positive space is
seen as a main element appearing to be in front of
the empty space that surrounds it. This empty space
is negative space.
Texture is defined as the surface characteristics of a
shape. Texture can be tactile and experienced through
touch, or visual and created as an illusion. Texture
qulaites include rough, smooth, soft, hard, glossy,
matte, etc.
Design Principles
The core design principles are contrast, relationship, implied grid, and rhythm and unity. These principles provide a foundation for effective usage of design elements in a composition and supply a framework for organizing information in a way that is natural and easy for the brain to interpret.
Contrast
Contrast is what makes items look clearly different
from each other via use of different sizes, shapes,
colors, values, etc. It is important that contrast be
clear and pronounced, otherwise elements will look
too similar and create conflict in the composition.
Well-defined contrast aids in organizing and attracting
attention to a design because the eye knows exactly
where to look first.
Hierarchy
Hierarchy is one of the most important design
principles. In order for a poster to capture attention,
its design needs to break down information into
accessible levels. This is done by creating hierarchies
by which emphasized elements are made to contrast
unmistakably with less prominent elements. Emphasis
is determined by contrast in visual weight, which
allows some information to look more important
than others.
Visual Weight
Visual weight is defined by the visual influence of
an element as it relates to other elements. A good
question to ask yourself is, “which element looks
heavier?” This will help you determine what has more
visual weight and therefore more emphasis. The
“heaviness” of an element depends on several factors
including size, color, value, compactness, complexity,
and contrast. Just because something is bigger, doesn’t
mean it is heaver, just like a large block of foam may
not be heavier than a fist-sized rock. Understanding
visual weight is key to developing a solid hierarchy in
your design.
Negative space
Negative Space enhances that which it surrounds.
Good layouts are defined by how they distribute
negative space. It should be balanced, leave room to
breathe and room for the eye to rest. Intense and
uncomfortable moments in a design can be avoided
by just giving it some space, like margin
Balance
Balance keeps the design composition comfortable
and stable. It is made up of three types: symmetrical,
asymmetrical, and radial. Symmetrical balance
occurs when elements on the poster directly mirror
themselves. Asymmetrical balance does not mirror
itself, but has the same visual weight on each side
of the poster. Radial balance is where all elements
radiate from a central point in a circular fashion.
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