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Aesthetic Terminology

Lesson 7 from: Symbol Design for Branding

Mitchel Hunt

Aesthetic Terminology

Lesson 7 from: Symbol Design for Branding

Mitchel Hunt

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Lesson Info

7. Aesthetic Terminology

Lesson Info

Aesthetic Terminology

aside from taste and cultural context, we can discuss symbols using aesthetic terminology, designers lien on some of these terms when arguing their design decisions and they're very helpful concepts to know as they can lead us to making better choices and help us understand what might be going wrong in our designs. There are five basic design principles that can help you better understand what goes into a well structured symbol. The first is positive and negative space. This concept refers to how much space is being taken up by a subject versus how much space is left open. We usually visualize negative spaces white and positive spaces black like in this M. C. Escher drawing second we have balance which of course refers to concepts of symmetry, where elements are similarly placed on either side of the composition and then asymmetry where elements would be intentionally imbalanced. Rhythm is another aesthetic principle which relates to repetition and pattern. That creates a sense of move...

ment or timing contrast refers to how different two elements are, whether that's a difference in form, color, weight, size or anything else really. And finally this hierarchy, which is incredibly important hierarchy refers to the order in which you see or read elements of a design. Start using these terms when describing your own work and the work around you. You'll start to understand what goes into making an aesthetically successful design

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