Visual Techniques

Artwork by Retna.

Balance. Asymmetry. Irregularity. Fragmentation. Intricacy. Exaggeration. Spontaneity. Activeness. Boldness. Neutrality. Variation. Distortion. Flatness. Juxtaposition. Sequentiality. Sharpness. Episodicity.  

Photo from Thomas Ingmire & Manuel Neri's project. 

Visual techniques applied to both facing pages as seen above:

Unbalanced. Asymmetry. Regularity. Fragmentation. Economy. Understatement. Predictability. Stasis. Subtlety. Accent. Transparency. Consistency. Accuracy. Depth. Juxtaposition. Sequentially. Diffusion. Repetition. 

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The first visual technique that is communicated between these two examples are boldness versus subtlety, or neutrality. The contrast created by the close proximity of Retna's artwork is eye catching, while the use of negative space in Thomas Ingmire's book work is empty, and less active. The action in the first piece might make it seem more interesting, but there is a depth in the second that is absent from the other. The details and need for close examination of the book invites a viewer in a different way than the first. I find similarities between the left page of the book and the first example here, in that they are both irregular in technique, and therefore intriguing. The only difference is singularity versus juxtaposition, where the book work has two figures, and the first example has an episodic repetition of foreign characters.

Contrast

Effective Use of Contrast

Design by Luca Barcellona.

In this promotional design by Luca Barcellona, a good use of contrast is used with his gold lettering against black background. At a glance, it is a simple white on black design that provides visual contrast for the letter's readability. This example stood out because of the design work within the background. The black background contains multiple designs and logos, and typography that is displayed subtly. The highlighted message now applies to the content in the background, which is poorly contrasted — purposefully and effectively. Layers of design, layout, and lettering exemplifying an effective use of contrast. The black background can be seen to provide context and make the gold lettering even lighter in tone than it may seem against a white background.

Poor Use of Contrast

Unknown designer.

In this image, we see a yellow sign, with a black line within providing a clear contrasting border. The contrast in yellow and black catches one's eye to read the message in the center, however, in this example white text on a yellow background shows poor use of contrast to deliver a message. If you were to drive past this sign, you would notice the sign and not the intended message of warning. White and yellow are harmonious colors because they are generally light, but they are terrible when used for legibility or contrast because they are of similar tones. These two colors lack any type of "pop out" effect that the black lines provide.

Design Success and Failure & Syntactical Guidelines

This is a screenshot taken from www.google.com. Although it only features basic elements within its design, the simplicity adds to its functionality. Google is today's most talked about search engine and has even become a verb: "Google that" meaning to search that on Google. If you visit www.google.com, you intend on searching and finding something out on the Internet. This makes the landing page convenient, as there are no obstructions like ads, or flashy imagery. All of Google's other features are contained within the top bar, and kept minimal. The layout design is symmetrical, well balanced and therefore conveying the message of stability and trust. This design is successful because it establishes trust, helps you search what you intended to without obstruction, and is easy to understand.

In comparison to the previous, this is a screenshot from the landing page of www.yahoo.com. Also originating as a search engine website, this landing page is full of clutter. The design is asymmetrical, with a stressful layout containing lots of information. If you had something in mind to search and discover, you would easily get distracted by their headlining news, trending topics, advertisements, and various external linking sites viewed on the left navigation column. This design example fails at successfully providing you a convenient search system, simply because it bombards you with information.