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

scale – language of graphic design

scale – language of graphic design

 

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.

 

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 9, 2013 0