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

balance – the language of graphic design

balance – the language of graphic design

 

bal·ance ‘ba-len(t)s n: an aesthetically pleasing integration of elements or harmonious or satisfying arrangement or proportion of parts or elements, as in a visual composition.

balance occurs when visual elements are equally distributed and arranged to communicate a feeling of stability and harmony. we need balance to stand, walk and run and within us, there is always a yearning for balance within our lives.

when viewing a presentation, or communication/information piece – there can often be a distracting force that prevents the reader from taking the intended message – balance within the design helps your message be communicated effectively.

 

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 12, 2013 0

movement – the language of graphic design

movement – the language of graphic design

movement ‘müv-ment n : the suggestion or illusion of motion in a layout or design

in visual communications, the illusion of movement forces our eyes to move constantly and attend to one or more elements within the composition. our eye may be brought to the centre of the composition because there is a bright colour there and then to another location that contains a headline. the goal of an effective graphic designer is to direct the viewer’s attention through a specific sequence of visual experiences – as opposed to letting the eye randomly go from one element to another with no sense of purpose.

 

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 10, 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