Graphic Design Fundamentals

Lesson 33 of 36

Contrast & Hierarchy

 

Graphic Design Fundamentals

Lesson 33 of 36

Contrast & Hierarchy

 

Lesson Info

Contrast & Hierarchy

Difference is good. All these kinds of contrast that I've been hinting at and sort of mentioning are kinds of difference or differentiation in form that you want to be able to bring to elements in a composition for two reasons. First, difference creates visual interest, whereas sameness creates visual boredom. When everything is the same, there's really nothing to look at. And second, when things become different from each other, they can be understood as different in meaning or different in importance, and that means that contrast affects how we perceive the hierarchy of information. So, there are a lot of strategies for creating difference or contrast between things. That is, you can contrast the quality of dot against quality of line or curve against angle, or light against dark, or hard against soft, large against small, planar versus a volumetric, flat or textural, active and restful, simple and complex, orthogonal or diagonal, and so on. In addition, adjacent versus overlapping, ...

uniform versus differentiated, texture against pattern, ordered against disordered, continuous or interrupted, and there are a number of these kinds of strategies being used in the poster example on the right. And then you also want to sort of think about those contrasts as also relating to each other. That is, creating contrasts between the contrasts, so that there are different kinds of contrasts brought to bear against each other, and that they also happen to different degrees, or at different levels of energy. And that kind of quality of different levels of contrast of a certain kind, and different kinds of contrast in kind of confluence is called tension. So, you always want some tension. So, we get different kinds of things going on. We have first the contrast of angle to curve, which we also see here in a different way of curve against angle, and of angle against curve, but the tension results because of different spatial relationships. This is flat and overlapped, but here it seems transparent or next to the object with which it contrasts in terms of angle versus curve. You have different kinds of pointing mechanisms, that is, the contrast of tight angle against open or oblique angle, we have pointing at dot, pointing at dot, or circular, but solid versus arc, alignment relationships between very, very small elements that compete against this sort of massive kinda presentation, so it's a very, very tense, very active, very involved kinda set of contrasts interacting with each other. And also here, the dot in combination with the end of this line creates an optical line that points to the exiting point of this curve, and that invisible line is the same angle as this physical line. So, when we talk about logic in a composition, is that's what you're after. You're after all the parts having kind of a reason for being in the way that they are, regardless of how they're organized. So, difference creates hierarchy, and there are a bunch of different ways you can create hierarchy by enforcing difference between one element and others, or one group of elements against another group, and even within one of those groups, difference between an element in the group and the group that it's in. So, in this first situation, we have essentially an undifferentiated field of objects, and without the benefit of this dot being filled in, this circle being filled in to become a dot, is that basically it's a pattern, and there's no focal point. As soon as one thing becomes different, and it's an extreme difference, that thing is the most important thing. That's the thing that everyone will look at first, and everything else is secondary. Now, what if my information, whether it's images or text, is gonna be a little bit more complex than that? Then I need a more complex hierarchy. I need to create groupings. So, in this situation we have a group of heavier circles against the lighter ones, still the focal point of that dot, but within this group, there are one, two, three, four subgroupings that are differentiated by much subtler kinds of contrast. So you get a one two punch there, and then inside you get one, two, three, four. Foreground background space, that is, scale relationship, is that this thing is more different than everything else around it, even though this dot and this dot are larger than these dots, all the dots are not as large, by any means, as this cluster of these two main ones. So, the difference between one group and another being extreme allows then for a little bit greater differentiation. Proximity, that is, how close together things are and how far apart they are. Two things that are close together seem related to us. Two things that are far apart seem unrelated. Now, similarity or parity of shape creates a suggestion that these two things and these two things might be related. And then as you start breaking internally into groups, creating proximity in one grouping, versus proximity in one grouping but spatial difference is that you get, again, more complexity. Separating elements can create kind of a hierarchy in terms of weight, but then also allowing them to integrate with each other. Because these elements are so different in their individual qualities is that the groups will actually read as units, even though they pass through each other. So you do have some flexibility in being able to arrange things. I mean, you don't have to put all the stuff of one kind in one place, simply because you want people to know that it's all related, while this other stuff isn't. You can spread that stuff out a little bit, as long as that stuff has an identity that's really clearly different than the other stuff. On the last, the hierarchy and contrast will allow you to kind of move the viewer's eye in any direction that you like. So you create a path from the most contrasting or differentiated thing to that thing which is slightly less different than the surrounding field, and then to other elements, which are much more similar or exhibit much less contrast. So, because that's true and the eye will focus on something and then try to find the thing that is the most similar to it, and if it finds something that's kinda like it but not quite, it'll go there. It doesn't matter where those things are positioned in space, even if it's blocks of text, the eye will read them in that order. This is just a, just, this is a diagram, this is a poster and a diagram of kind of the major hierarchic elements in kind of three basic levels, based on their individual textures, how small or large the elements are, so you can kinda sorta compare each of those three levels. First level of the hierarchy, second level of the hierarchy, that is, what we read second, and then third.

Class Description

You don’t need to be a trained pro to make great designs. In this class, Timothy Samara will explain the basic concepts behind graphic design and help you get started. You’ll learn about:


  • The skills essential for graphic design
  • Which tools designers use
  • How to manage the creative process
Timothy will demonstrate a design project from start to finish and provide a thorough introduction to the design principles professionals rely on everyday. You’ll learn the basics of: 

  • Space and form
  • Color theory
  • Typography
  • Layout and compostion
You’ll see how these theories apply to real-world projects and how they impact the overall design.

Whether you want to design a poster, flyer, or logo – Graphic Design Fundamentals will give you the insights you need to design with confidence.

Reviews

photo_dj
 

This is more about all of your courses - It would be really nice for instructors to answer questions during break times or even after the class. There a lot a fabulous questions that I see that never get answered. I would like to go back even the next day and see a short note for at least some of those questions. Just an idea to help out this wonderful format that you have going. I am sure to make use of the promote question when I see an interesting one.

user-1f91d5
 

I LOVED this class! I learned so much and since I had the foresight to purchase it, I can go back for a refresher anytime I want. Plus, the downloads are spectacular! Almost a book's worth and so helpful! Thank you Timothy, you are great teacher!

a Creativelive Student
 

This was an outstanding course, would love to see a more in depth typography course from this guy. I'm a proffesional photographer with a formal education in design, I hardly ever use it, so I forget things, this was great both as a review, and to pinpoint things I didn't know or thought I knew. thanks once again! well done!!