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

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

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

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

hot soup for your businesses’ soul

hot soup for your businesses’ soul

 

 you have a vision to [grow/expand/improve]. all that is missing is a creative agency to help. oh, and financing would be nice too!

in a perfect world with unlimited time and an unlimited budget – we would all be unstoppable forces. but alas, we live in the current world and we all must balance what we wish to do, with what we can afford to do.

in Canada, we are constantly shocked and disappointed with the lack of awareness of what the BDC has to offer businesses and entrepreneurs of all sizes. they want to give you money – and relatively cheap money too.

we share the view that Canadian businesses, especially in BC – just don’t get the value that hiring a marketing/creative/AD/digital agency brings to the table. if you were truly serious about achieving your goals – you would not try and do it yourself. YOU are in the business of making/servicing “widgets” – you went to school to learn about and have experience in making/servicing “widgets”. you live and breathe and practice “widgets” every day.

that is why people value you, your team and your brand.

SO – WHY THE HECK ARE YOU SPENDING YOUR TIME DOING ANYTHING ELSE?

the BDC understands this core concept so deeply, that they have established a funding program solely around helping you hire the right talent, knowledge and support to help you grow within your  market, expand to new (bigger?) markets and implement your 2014 growth strategies.

to learn more about how the BDC can help finance/fund your marketing campaign and how hot soup media can help you execute – please view our 1 pager here.

 

December 10, 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

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

texture – the language of graphic design

texture – the language of graphic design

 

tex·ture ‘teks-cher n : the visual or tactile surface characteristics and appearance of something.

texture is defined as the look and feel of any surface and can be smooth, rough, soft or hard. a visual effect that adds richness and dimension to any visual composition and is seen and experienced by touch or interpreted visually. as a graphic designer, we can describe textures as flat, shiny, glossy, glittery, velvety, wet, feathery, gooey, furry, sandy, leathery, furry, cracked, prickly, abrasive, puffy, bumpy, corrugated, rusty, slimy…all with the intent of trying to achieve a sense of emphasis of emotion or energy within a layout and/or 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]

 

December 4, 2013 0

colour – the language of graphic design

colour – the language of graphic design

 

colour ‘ke-ler n: a visual perception that enables one to differentiate otherwise identical objects.

colour is one of the most powerful and communicative elements in a graphic designer’s vocabulary. it affects all of us by providing visual energy and variety in what we see and experience on a daily basis. colour is used to attract attention, group elements, reinforce meaning and enhance the emotional psychological nuances of any visual message.

colour may be the most complex element of any design when you add in the variable of subjectivity and context. a strong organization chooses its colours as carefully as its words…

 

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 3, 2013 0