tone – the language of graphic design

tone – the language of graphic design

 

tone ‘tön n : a colour quality, tint or shade of colour

as a graphic designer and in visual communications in general, tone means the degree of lightness or darkness apparent on the surface of an object. our everyday lives are so dominated by colour and visual stimulus that understanding the effect colours and tones have on our ability to absorb information and how it makes us feel.

as a creative agency (and with our talented graphic designers), our role is to help choose the right colour palettes both for the medium and the message to accurately reflect your brand and communicate your who/what/where/why/how/when.

 

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 16, 2013 0

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

space – the language of graphic design

space – the language of graphic design

 

space ‘späs n : a limited canvas in one, two, or three dimensions: distance, area, volume

as graphic designers and as a creative graphic design company – space is an essential design element in all visual communications. unlike other important elements such as line, shape, form, colour and texture – space cannot be placed or located in a layout or design. space refers to the distance or area between, around, above, below or within all elements.

when clients see initial proofs, ideas and layouts they constantly feel the need to pack in more text, details and “noise” – not realizing that they are detracting from their message rather than adding to. as an experienced graphic design company, one of our critical roles is to help our clients understand what will make their touch points more effective at communicating, more visually appealing and more memorable.

 

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 11, 2013 0

light – the language of graphic design

light – the language of graphic design

light ‘lït n: something that makes vision possible

light is an essential design element in visual communication because it fundamentally allows us to “see” and visually experience our world as we know it.  a graphic designer can use light to create contrast, depth, colour, shade, tone, texture, sense of transparency or the illusion of another dimension to an otherwise flat shape.

 

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 2, 2013 0

the line – language of graphic design

the line – language of graphic design

line ‘lïn  n : the path traced by a moving point, a thin, continuous mark, as that made by a pen, pencil, or brush applied to a surface.

for a graphic designer – a line’s functions are limitless – it can join, organize, divide, direct, construct and move other graphic objects. A line can be read as a positive mark or a negative gap. a line can lead the eye as well as provide movement and energy to any layout/design and when used properly, a line can improve readability and the ultimate meaning of any visual message.

the line is a powerful asset within our tool box as a graphic design agency and we have used it to create striking effects & effective communication pieces.

 

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]

 

November 27, 2013 1

the point. – language of graphic design

the point. – language of graphic design

point ‘point n : a geometric element that has zero dimensions and a location determinable by an ordered set of coordinates.

a point is the the simplest and purest of all geometric elements in a graphic designer’s vocabulary and used as an essential element in geometry & vector graphics. a point can be realized in many ways – a dot, a shape, form, texture, tone, pattern or in a series to create a line.

a point is the focal point, or centre  of any shape or mass (no matter the size or shape) and on a visual plane is often the anchor for a design to which the eye is naturally affixed.

the “point” is a powerful element in graphic design and is often the base from which meaning and purpose radiate out from in a design.

 

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]

 

November 26, 2013 0

the language of graphic design

the language of graphic design

 

one of the biggest learning curves within a creative agency would be how we communicate internally. the main reason – graphic designers, web developers, production staff, project management and lead creative – all think very differently, have very different workflows and processes – and people in those roles are wired very differently.

so we thought it might be fun to share some of the different languages used in each department and perhaps provide you with some ideas for your own projects!

we will start with graphic design, then web development and then production. the other departments don’t really use very polite language…

 

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]

November 25, 2013 0