tension – the language of graphic design

tension – the language of graphic design

 

ten·sion ‘ten(t)-shen n : a balance maintained in artistic work between opposing styles and elements

the principle of tension (not between YOU and the graphic designer, company or creative agency) in visual communications is critical to effective graphic design. tension is primarily a visual, as well as psychological, attention-getting tactic. for a creative director on an AD campaign as well as the graphic designer and artist – this difficult balance is maintained between opposing formal elements, often causing anxiety, stress, angst, or excitement, exuberance and joy for the viewer.

this is why we generally loathe using stock photography for anything other than story-boarding or proof of concepts. we can have the greatest concept and design execution on an AD, in marketing materials or brand touch points – but if the visual does capture the necessary emotion and achieve an accurate balance – everything falls apart.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

 

December 15, 2013 0

asymmetry – the language of graphic design

asymmetry – the language of graphic design

 

 asym·me·try (,)ä-‘si-me-trë n : lack of balance of symmetry

obviously, asymmetry is the opposite of symmetry and refers to a graphic designer’s ability to create a composition where one dominant form or element is offset by smaller forms or elements. asymmetry is very uncommon in nature, but is often a learned or trained development (humans that are right-handed or left-handed).

asymmetry still requires a creative agency and a talented graphic designer to create a sense of harmony, which is one of the more difficult skills to acquire. asymmetrical layouts and designs require a more disciplined and analytical eye due to their unique and ever-changing spatial requirements and the graphic designer has to consistently evaluate and assess potential solutions based on spatial relationships varying from element to element within the overall design.

well executed AD designs, signage, posters, brochure designs, website designs increase the viewer’s ability to organize, differentiate and interact with a broad range of visual content.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

December 14, 2013 0

symmetry – the language of graphic design

symmetry – the language of graphic design

 

sym·me·try ‘si-me-trë n : balanced proportions; beauty of form arising from balanced proportions

for a graphic designer and graphic design company, symmetry is a fundamental and timeless principle of visual perception. In visual communications, symmetry conveys balance, stability and harmony. when visual elements are completely balanced or centred , they are in a state of equilibrium where all elements have equal weight.

when developing designs and layouts for ADs, Corporate identity, marketing materials, etc.. a creative agency is focused on creating a state of visual balance where design elements are organized within the composition.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

 

 

December 13, 2013 0