1. ….. Sheet composition Internship Reporting summary exhibition boards LAR 645 Fall 2012 Lorn Clement

2. Outline Goals Goals Principles/strategies for composition Principles/strategies for composition Visual characteristics of form Visual characteristics of form Other image considerations Other image considerations Typography Typography Ex.: Smithsonian Magazine Ex.: Smithsonian Magazine Ex.: Dwell Magazine Ex.: Dwell Magazine

3. Goals Unity with variety Unity with variety Dynamic equilibrium Dynamic equilibrium Visually engaging, delightful Visually engaging, delightful Clarity, legibility Clarity, legibility Compelling narrative Compelling narrative Comprehensive Comprehensive Research-based Research-based Memorable Memorable

4. Principles/strategies Concept / parti Concept / parti Layering Layering Underlying geometry Underlying geometry Unity, continuity Unity, continuity Balance (symmetry, asymmetry) Balance (symmetry, asymmetry)

5. Principles/strategies Hierarchy (imagery, labeling, text) Hierarchy (imagery, labeling, text) Repetition, rhythm Repetition, rhythm Proportion, scale Proportion, scale Dominance & accent Dominance & accent Strong contrast Strong contrast Alignment, justification Alignment, justification

6. Principles/strategies Compartmentalization (grid) Compartmentalization (grid) Linkage, overlap, clustering Linkage, overlap, clustering Datum Datum Unity of three Unity of three Articulation, detail Articulation, detail Border, frame, margins Border, frame, margins

7. Visual characteristics of form Size Size Shape Shape Position (proximity) Position (proximity) Direction Direction Color (hue, value, chroma) Color (hue, value, chroma) Texture Texture Opacity, transparency Opacity, transparency

8. Other image considerations Center vs. Edge Center vs. Edge Focal points @ 1/3 : 2/3s Focal points @ 1/3 : 2/3s Visual weight/density Visual weight/density Visual movement, gesture Visual movement, gesture Discovery, surprise, chance Discovery, surprise, chance Shapes and lines w/in images Shapes and lines w/in images Value/edge contrasts Value/edge contrasts Value gradations Value gradations Color harmonies and contrasts Color harmonies and contrasts

9. Typographic considerations Visual character of font / type (style) Visual character of font / type (style) Serif / Sans serif Serif / Sans serif Bold, italic, underline, normal Bold, italic, underline, normal Solid or outline, filled or open Solid or outline, filled or open Uniform or gradation / fade Uniform or gradation / fade

10. Errors to avoid Bull’s eye composition Bull’s eye composition Static, boring composition Static, boring composition Too much uniformity (dullness) Too much uniformity (dullness) Too much complexity (chaos) Too much complexity (chaos) Cultural symbols, icons Cultural symbols, icons Inappropriate emphasis Inappropriate emphasis Unintended messages Unintended messages

11. Smithsonian magazine June 2005

12. Background image Contrast Columns Hierarchy Repetition

13. Balance (symmetry) Unity of three Hierarchy Justification

14. Unity of three

15. Visual movement Gesture Overlap Alignment Hierarchy Rhythm (echo)

16. Grid Quadrants Repetition

17. Overlap Linkage Repetition

18. Grid Alignment Hierarchy Repetition Proportion Strong Contrast Analagous Accent Border

19. Polarity (reversal) Alignment Hierarchy Overlap Accent & Dominance Complementary

20. Dwell magazine June 2005

21. Underlying grid Alignment Hierarchy Repetition Overlap Gradation

22. Datum (vertical line) Linkage Proportion Approx. 1/3s

23. Grid Repetition Alignment Radial, pinwheel

24. Expressed grid Repetition Variety

25. Hierarchy Alignment Edges w/in Images

26. Overlap Transparency (Literature!)

27. Overlap Transparency 1/3s (More literature!)

28. Transparency Overlap Repetition Compartmentalization

29. Strong contrast Overlap Gradation 1/3, 2/3s Relation of text to image components

30. Strong contrast Overlap Gradation Articulation Detail

31. Final thoughts Know the rules of composition so you can use them creatively… Know the rules of composition so you can use them creatively… Tell a good story Tell a good story K.I.S. (Keep it simple…) K.I.S. (Keep it simple…) B.M.I.E. (but make it elegant!) B.M.I.E. (but make it elegant!)

32. Resources http://www.dwellmag.com/ http://www.dwellmag.com/ http://www.dwellmag.com/ http://www.metropolismag.com/cda/ http://www.metropolismag.com/cda/ http://www.metropolismag.com/cda/ http://www.smithsonianmag.si.edu/ http://www.smithsonianmag.si.edu/ http://www.smithsonianmag.si.edu/ http://faculty.capd.ksu.edu/lcweb http://faculty.capd.ksu.edu/lcweb http://faculty.capd.ksu.edu/lcweb (click on LAR 645) (click on LAR 645)