L12 – Graphic Design 2 – Structure + Organization

To view the lecture slides or to download a .pdf of the lecture, click one of the links below.

• View Lecture Slides
• Download .pdf of Lecture

Lecture Notes for Lecture 12:  Graphic Design 2 – structure + organization

grid systems

anatomy of grids (margins)

• define the active area of the page
• direct the viewer toward visual elements
• they vary in size depending on format
• sometimes contain subordinate elements like footers and folios

anatomy of grids (columns)

• vertical divisions of space used to align the visual elements
• may divide page (multiple columns)
• widths may vary according to function of design
• Design By: Aufuldish & Warinner

anatomy of grids (column intervals)

• sometimes called gutter widths
• inactive negative spaces that separate one column from the next
• prevent textual and visual elements from colliding
• Design By: Aufuldish & Warinner

anatomy of grids (flowlines)

• support vertical columns by dividing page into horizontal intervals
• provide additional alignment points
• Design By: Aufuldish & Warinner

anatomy of grids (grid modules)

• spatial areas that support the textual and visual content of the design
• the number of modules may vary from one design to the next
• Design By: Aufuldish & Warinner
• Design By: Gravica Design/Talisman Interactive

working with basic grids

• to unify and order the compositional space
• the underlying structure should be apparent without being seen
• compose visual elements to balance and contrast the shape of the page
• Design By: Kristin Cullen

working with basic grids

• avoid arbitrary grids
• proportions of grid should be based on page format and complexity of visual elements
• Design By: No.Parking

functions of grids

• control
• dynamism
• organization
• balance
• rhythm
• direction
• harmony
• contrast
• unity
• interaction
• readability
• order
• movement

single column grids

• perfect for large amounts of continuous text
• space is defined by margins, which divides active area into one column
• margins often need adjustments
• Design By: Lichtwitz Design

single column grids (margins)

• Classical:
  • sides & bottom are large
  • top is smaller
  • inner margin is typically 1/2 width of outer margin
  • positions are mirrored in a spread
• Design By: Lichtwitz Design

multiple column grids

• contain several spatial intervals
• nearly endless compositional options
• suitable for complex projects
• can create movement, drama, rhythm, or tension
• Design By: Kristin Cullen

modular grids

• extensions of multiple-column grids with the addition of horizontal flowlines
• the result is a page divided into spatial units (modules)
• Design By: Gravica Design/Talisman Interactive

determining modules

• determined by ideal width (line length) of paragraph
• determined by smallest size of a photograph or illustration
• each case above could span multiple modules
• Design By: No.Parking

modular grids (continued)

• increase compositional flexibility
• grid (modules) must be flexible enough to accommodate changing content over the course of the project
• Design By: Aufuldish & Warinner

alternative grids

• often loose and organic
• rely heavily on intuitive placement of objects
• often they evolve from basic grids (by taking the grids apart, adding, overlapping, shifting, etc.)
• Design By: Gravica Design/Talisman Interactive

alternative grids (continued)

• visual elements define the architecture of the page
• compositional structure is often based on dominant visual element or focal point
• Design By: Kristin Cullen

breaking the grid

• grids provide a base, but don’t be afraid to intelligently break the grid
• use the grid as a guide not a dictator of the layout
• if it is broken too often, it is probably not right for the content
• Design By: Kristin Cullen

the interaction of visual elements

• hierarchical development
• establish a clear focal point that attracts the eye
• meld subordinate visual elements that allow for in-depth view of topic
• lead the viewer through a logical and meaningful journey
• Design By: Kristin Cullen

hierarchical development

• if hierarchy is not established, eye will get distracted (overloaded) and move on…
• Design By: Aufuldish & Warinner

12-6-3-1

• Think in multiple scales to help establish hierarchy
• What do you see at 12 feet?
• 6 feet? 3 feet? 1 foot?
• Design By: Aufuldish & Warinner

hierarchy (getting started)

• Rank visual elements by importance
• Place dominant (high ranking) visual elements in foreground
• subordinate elements will occupy the middleground and background
• Design By: Aufuldish & Warinner

compositional factors

• contrast
• orientation
• scale
• quantity
• linear elements
• depth
• perspective
• position
• color
• graphic shapes
• dimension
• tension
• typography
• space
• repetition

space

• provides visual contrast
• contributes to an effective ordering system
• empty space brings elements alive
• focus on the negative space as well as the positive space
• Design By: Aufuldish & Warinner

space (continued)

• imperative for accessibility and navigation of the eye
• directs the eye to the positive (visual) areas of focus
• Design By: Kristin Cullen

using space

• group elements together to provide a focal point
• centering an object equalizes space around it rendering space ineffective
• placing off center creates a weighted asymmetrical composition
• don’t have too much space
• Design By: No.Parking

scale

• can be used to establish hierarchy
• use consistency and progression when changing scale
• Design By: No.Parking

quantity

• too many elements = visual clutter and lack of order
• make sure all elements have a specific function
• use subtractive or additive method to determine appropriate quantity of elements
• Design By: Gravica Design/Talisman Interactive

orientation + position

• can lead to strong contrasts that enhance hierarchy
• Example: all elements are oriented horizontally, a vertical orientation would stand out (be emphasized)
• don’t forget diagonals
• Design By: Gravica Design/Talisman Interactive

depth, dimension & perspective

• perspective engages the compositional space of the page
• moves composition away from the “flat”
• layering elements also creates depth
• Design By: No.Parking

typography

• don’t forget to pay careful attention to typography
• typography is as important as the other visual elements of the composition
• Think Macro & Micro scales!
• Design By: Aufuldish & Warinner

color

• provides visual interest
• emphasizes specific elements
• can use a comprehensive color palette or just one or two colors
• consider tone of design with regard to colors used
• Design By: Aufuldish & Warinner

graphic shapes + linear elements

• used to support primary content
• often direct the viewer toward important areas
• a bold graphic shape can serve as a background of the composition while still supporting other elements
• Design By: Gravica Design/Talisman Interactive

in review

• The designer must:
  • create a hierarchy
  • order and control the design
  • use contrast to establish focal areas
  • use compositional factors to support design
• Design By: Aufuldish & Warinner