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Design Element 3 - "Space"
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- 2. Define Space asa Design Element Space can be looked at the area of the page that is utilized Positive Space is the placement of elements within whitespace Negative space is the inverse where design is created by removing elements and shapes from color allowing white space to become the design Shading can cause an 2D space to look more like a 3D area Linear perspective can also provide the appearance of 3D space in an otherwise flat work document The space and its appearance can also be described as the “Form” of the design
- 3. Positive Space Themain area where design is applied Some form of material is being applied to the work surface Ink, toner, coating, vinyl Uses contrast between the applied design area and the background to catch the viewers attention Dark areas of the design are stronger and more visible than light areas of the design
- 4. Negative Space Partof a design created by the removal of positive content Etching, laser removal Connects to the background of a design Generally a more subtle design component Negative space is different than just adding white on top of a positive design component
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- 6. Positive and NegativeSpace in Contrast What do you see in each?
- 7. What is thepositive / negative design trying to communicate?
- 8. Positive vs Negative Positive design links directly to the subject and tends to be more active, dynamic, and motivating. Ex. Think of the flowers in a landscape Negative design links to the background and area around the subject and tends to be more subtle Ex. Think about the opening in between a mug and its handle
- 9. Why have negativespace? A design can be thought of negatively if there is too much stuff and appears busy or confusing (people don’t like it when design is too crowded) Negative space gives the subject content room and greater definition You can’t have one without the other: Think “Ying and Yang”, creates balance
- 10. Too busy –not enough negative space
- 11. Too empty –not enough content (positive)
- 12. Good balance of positiveand negative space
- 13. What do yousee?
- 14. Gestalt Principles Theseare the laws that define our Perception and work to create “Unity” Define the following: Proximity – Continuity – Closure – Similarity – Figure/Ground - The relationship between negative and positive is influenced by the proximity of elements to each other. Proximity refers to the principle of grouping; when we see objects close to each other we tend to relate them to each other and classify them as a group even if things are different. Negative space can help define a group and change how the audience associates what is together or apart. The perception of elements that are on a line or curve are more related than elements that are not on a line or curve. The use of spaces or gaps in between positive spaces to create the illusion of an existing image. It is like giving clues to the viewer, allowing them to fill in the gaps themselves to get the message. If elements are too vague they can lose their effectiveness. The linking of objects that are similar to one another, and the concept that they serve a similar funciton This directly relates to the relationship between positive and negative space where the “Figure” is the focus or Positive and the “Ground” is the surroundings or Negative. Our eye is generally draw to positive shapes automatically, proper use of negative space can make the positive more effective
- 15. Gestalt in Action– “Proximity” How is Walmart applying the principle of Proximity on their website?
- 16. Gestalt in Action– “Proximity” How is Vice applying the principle of Proximity on their website?
- 17. Gestalt in Action– “Continuity” What shape doe the lines create? Draw them on the board.
- 18. Gestalt in Action– “Continuity”
- 19. Gestalt in Action– “Closure” Do we need all of this object to make sense of it?
- 20. Gestalt in Action– “Closure”
- 21. Gestalt in Action– “Similarity” How many groups of do you see in each sample set? #1 #2
- 22. Gestalt in Action– “Figure-Ground” What is the positive (Figure) and what is the negative (Ground) here?
- 23. Gestalt in Action– “Figure-Ground” What part is supposed to be the foreground and get your attention?
- 24. What principles arebeing applied? 1) 2 distinct pieces of information, blue text are all links
- 25. Which Gestalt Principlesare being used in the graphic below: