scale ‘skäl n : a distinctive relative size, extent, or degree
we all make scale comparisons on a day-to-day basis relating size, distance and weight based on known and familiar experiences. graphic designers use scale as an effective design principle to create variety, emphasis, and visual hierarchy. when scale is used properly in the design process, it contributes to the stability, visual comfort and memorable aspects.
when used incorrectly, improper scale will create discomfort, dysfunction and a cramped awareness.
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