Blog Assignments

Blog No. 2: Elements and Principles of Design in Use

Elements

Line

In the poster below, lines are used to create an abstract image of a cat. It creates the cat with lines alone, as opposed to several shapes. The smaller lines also make up one large line that’s just bended and manipulated, making it even more interesting visually.

Shape

Several unexpected shapes in a variety of sizes make up this Heineken bottle. Though at first glance the shapes appear to be random and ambiguous, it’s clear that you’re looking at a beer bottle. It simultaneously looks abstract and almost 8-bit.

Mass

The element of mass is used in this poster by making the sheet of paper massive compared to a tiny space shuttle. There’s obviously a metaphor here — words could literally “jump” off the page — but they also use mass to designate importance.

Texture

When you look at the ampersand graphic below, you know it feels fuzzy even though it’s not a real object. It uses texture to get your attention by forcing your brain to reconcile the shape and its surface.

Color

This poster for Mission to Mars evokes a feeling that isn’t typical of space movies with its use of pastel colors. Space movie posters usually use lots of black, bold colors, some sort of intensity, and/or heavy shadows; see Interstellar, Gravity, The Martian, Armageddon, and the like. I personally associate anything space-related to that kind of imagery, so the light airiness and the sort of creamy, unsaturated color palette feel weird to me — but I think that might be the intent.

Type

This graphic is made up of type alone. But the type itself demonstrates the message it bears: each word is connected, the image seems fluid, and the text is continuous as if nothing can stop it.


Principles

Balance

This poster uses balance to distribute weight evenly. The pink apple is smaller than the grapefruit under it and the blue background is slightly larger than the pink background, making the whole image feel fairly even.

Proximity/Unity

This poster is only made up on type, but you can tell from how close together they are positioned that the words are associated. On their own, they’re just ingredients, but grouped together the words have a larger meaning.

Alignment

It’s only black Helvetica on a white background yet it makes the viewer uncomfortable. It does so using only alignment (or maybe lack of), and some horrible kerning. It’s easy to show how proper alignment looks correct to the eye, but proper alignment doesn’t necessarily evoke an emotion. This, however, is chaos. This poster is an abomination. Kill it with fire.

Repetition/Consistency

This poster uses repetition/consistency by repeating the same colors, shapes, style, and font. Even though not every gem is exactly the same, each gem appears more than once and you can tell they are all a group.

Contrast

The contrast here is between the black and white photo of a face and the pink drawn hands and background. The pink parts are sort of cartoonish, they feel almost happy next to the somber black-and-white subject looking down.

White Space

This poster uses the negative space to not only create the image of four small hands and one large hand, but also to communicate their mission. It’s like the small hands are reaching out for help, and the large hand is Amnesty International — there to “lend a hand.”

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