MMEDIA 1A03 Lecture Notes - Lecture 13: Chip Kidd, Negative Space, Subdominant
28 Sep 2017
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Theme and variation: a simple repetition, even if they are all different there"s a similarity between even at a macro/micro level. Symmetry: evenly distributed even the square has a symmetrical balance. Colour: organize, emphasize the squares not just reading the squares left to right, we are pulled in by the colour of choice. What creates unity: similarity between the components because they share colour, texture. Asymmetry: weight i not evenly distributed through axis points, asymmetry has a sense of balance. Colour: used to emphasize and direct setting the mood in tone creating this overall balance. Closure: looking at a complex arrangement of individual elements we look at a single recognizable pattern, the cross is heightened by the use of red the border of the logo creates this bullseye effect. Gasault: deals with our cumulative perception we subconsciously determine what is figure and what is ground.
