NEGATIVE – SPACE

            When it come to the principles of deign negative space are the areas in or around elements that form there own shape or illusions. It is found between two or more objects and usually has some distinct form or shape sometime noticeable and sometimes not. When designing a work keeping negative space in mind is very important since in plays a major roles in all aspects of the principles of design all good designers try to follow. Negative in this sense does not mean ever or bad just it is o the background and not the in the positive or active space of the design but that does not mean the space is not significant in optimizing the message the designer is trying to express.

The photo I took that shows great use of negative space is the logo for the Federal Express Company. The negative space inside the “E” and “X” of the logo creates an arrow the possibly subconsciously or consciously creates the feeling of movement and hurriedness exactly what Federal Express the delivery company wants to convey to its costumers. The subtleness and brilliance of this arrow created by the negative space of the “E” and “X” is a wonderful example of how the creativity of and design of negative space and be just as important if not more important that then positive space.

Most people never notice the arrow consciously but once it is pointed out they are always amazed by its brilliance and message it conveys. Even in it logo Federal Express is trying to expresses movement, urgency and speed and this that are vital to and delivery company.

PROPORTION

When understanding proportion as a principle of design we think of the relationships of two or more elements in an artists deign and how those elements compare to one another. Proper proportion brings harmony with all elements of design regarding, setting, degree, color, quantity and size and creates balance throughout the design leaving the viewer feeling complete and even. Proportion can be seen as the balance of harmony and provides equilibrium of elements in a design that line up and feel proportional to the viewer.

The photo I choose was one that I felt demonstrated these elements of portions extremely well and professionally. The image has two vertical red columns that are equal width, height, color, design and feeling to one another. They are separated by and equally Empty Square that is very proportional itself. The square has 4 equal sides that line up perfectly with the red vertical columns and create a bas doe the above sign that also demonstrates the vertical lines already demonstrated by the columns. The Main piece of the design is the back lite vertical lines above the empty square and columns with very simple text that uses a straight font that says “sample sale”. This text is complemented by the text in the columns that use the same fort style. The Vertical side columns are again complimented by the vertical red but thinner columns that flow across the top area of the design. Theses columns are also all exactly the same just repeated over and over with equal spacing, color and alignment. Every element about this design is proportional to the other the thin red lines above are just thinner versions of the columns on the sides and the white text is just the exact opposite of the black text but exactly proportional if the lager text is scaled down. The final piece of the design is what appear to be two eyes that are exactly proportional to the columns, lines, text and Empty Square. They float in the exact cent of the piece and give it a feel on evenness and harmony, that both sides are equal and exactly proportional.

RHYTHM

When most people think of rhythm they think of music, they think of the repetition or the flow of the beats as music while progresses along it path. The same can be said of rhythm when it comes to the principles of design. Rhythm in design can be defined as the repetition or alternation of elements often when defined by the intervals between them.  Rhythm establishes patterns and textures, it can create movement in a design and can evoke different emotion depends on the type of rhythm the designer is trying to capture or create. Rhythm is the flow of a piece in my opinion and how that flow is designed determines how the viewer will feel emotionally. Rhythm is the repetition of shapes forms and lines in a manner that creates movement and is for this reason I selected the photo I took while visiting Chicago this summer while on vacation.

The Picture I shot I feel fairly represents the heart beat of the city of Chicago. The buildings all vertically alike with evenly spaced vertical pillars rise and fall like the lines of an EKG meter measuring ones heart beat in the hospital. The eye travels down between the buildings of through the streets or as I interpret them the blow flow of the or life line of the city. The two cannot live with out one another, without the blood the heart cannot pump and with the heart the blood cannot flow. The traveling cars and streets provide the life force for the buildings and the flow of the heartbeat of the city. But with all life is eventual death in this photo death is resenting by the ending of the buildings into a vast void of open light devoid of any elements of rhythm or life, just emptiness. I feel the angle of the picture fairly represents this rhyme seen in most cities of straight lines and vertical buildings, it may not be the most radical and interesting beat but it is still and beat that represents the overwhelming authority one is shadowed by when living in or visiting a city, one is in awe of its overwhelming power. That is why the rhythm I feel mostly in photo is authority, structure and power.

BALANCE

 

    When discussing balance in the context of graphic design we are talking about the psychological sense of a balanced equilibrium the viewer feels when observing the piece. The designer’s goal in creating balance to place all elements of his design in an aesthetically pleasing manner that creates the arrangement of balance both consciousness and unconsciousness. Balance does not always have to be in such a formal manner. Balance in design can be seen as the distribution of the elements of the design across the entire piece. Larger objects appear heavier and smaller appear lighter. The three major ways to create balance in a piece are symmetrical balance when everything in the design is evenly spaced and balanced out. The next type of balance seen in design is asymmetrical balance, asymmetrical balance is when the disparate elements still give the feeling of balance and appear to the viewer as a balanced design. When one splits the design or image in half the elements do not necessarily align perfectly or at all but still give the feeling of balance because the elements seem to balance on another out. Off Balance element of design makes the viewer feel just that off balance, the placement of elements creates moves and uneasiness to the viewer. The designer should never do this by mistake and always do it purposefully because no one enjoys looking at an off balanced design that can make him or her sick.

The Picture I used to represent balance is a form a symmetrical balance, in the photo you can see every element is spaced evenly on both sides. The distance between couches, pillows, windows, and table with all four elements of the table spaces evenly. One issue with this photo is I wish I had standing a little further to the left so as to show just how symmetrically this room actually is and was done on purpose by the interior designer. When you walk into this room you automatically feel of sense of comfort, that every thing is aligned perfectly and the brain interprets this symmetrical design as calmness and relaxation.  I love going here and just relaxing in it because it takes me to a very peaceful state of mind and the goal of balance is to do just that. To bring the viewer to balance when the viewer is balanced he or she can relax and feel comfortable with the design without even consciously knowing why this is happening to them, this is the real magic of being a good designer.

EMPHASIS

Emphasis in design principles is the area in which an artist uses an object, color or design to draw the viewer eyes to it. It is the focal point of the image that uses emphasis to bring attention to the artists work. It is what makes the viewer stop and examine the image because something is being shouted out them through the use of design emphasis. Emphasis also place a part in he place of a design; where and why the artists choose to place and image and the lines he or she uses to emphasis the message they are trying to project to the viewer. In the image above the artist in my opinion is trying to show the absurdity of war and the killing machines we have created to destroy one another. He uses a lime turned into a attack helicopter to emphasize he argument that war is absurd in modern times and that going to war is never logical option. Just like the absurdity of making a lime an attack helicopter it is just absurd to make flying death machines that only job is to kill people.

In the above photo we have an emphasis on the contrast between the bright green lime and white negative space in the background. We may also notice an emphasis on the overly large size of the lime and the odd fact that the artist decided to attach large machine guns to it making it an attack lime helicopter.

Emphasis is placed on the absurdity of a lemon that is an attack helicopter and the fact that one the right side of the piece is a bleeding heart that is small and obscure which usually represents love with is minuscule compare to the giant killer lime helicopter. This shows a possible emphasis on the silliness of war through the satire of a lemon attack helicopter flying through the streets of lower Manhattan. Notice the Green lemon and grey weapons are emphasized while the heart is not, this is possible because most times in our society we find hate and death emphasized much more the love and togetherness and could possibly be the point the artist is trying to make to the viewer.

Anger

Busyness

Growth

Intimacy

Loneliness

 

 

Serenity

test