Through chapter four of Introduction to Two-Dimensional Design: Understanding Form and Function by John Bowers, we gain a better understanding of the different ways design is presented, its characteristics, and other elements to take into consideration.
If you were to open up a pamphlet of instructions to assemble an Ikea dresser which style of visuals would be the most useful to you: literal, abstract, or symbolic? In this case you’d definitely need something literal for you to assemble that dresser. An abstraction of it would be simply confusing and no one has time to learn symbols that represent different pieces of that dresser. Different forms of presentation are used to communicate specific things to the viewer. It is crucial to identify what needs to be communicated for the best choice.
In the variations of how visuals can be presented we must take into consideration the form of those visuals. Geometric forms can help communicate something modern and organized, while organic forms best represent fluidity in nature. If you were to design a business card for a lawyer, you might want to use more geometric. On the flip side however, if you were to design some business cards for a caretaker you might want to stick to more organic forms. We inherently associate certain characteristics to these forms so it is important to make intentional decisions when designing.
What do dot and line, and plane and volume have in common? Well, not a lot. But they do help us form our actual visuals. Dots can be used as a single indicator to a location or point and line is simply the connections of those points. Plane and volume are used to give us an idea of the overall size of an object as well as size and scale. Shape and texture can also help bring a new sense of life to whatever form we design.
Once an object is designed, it’s time to look at the composition. This encompasses the position and direction of a figure in a given space, as well as the space left around that figure. The negative space in a frame can add depth, give perspective and even provide emphasis to what it is you want the viewers to focus on first. The visual weight of the objects within a frame can be used to create balance or add asymmetry for a more interesting perspective.
This book cover for The Great Gatsby has a great use of line and geometric shape. This creates an emphasis on the title of the book making it easily identified by the viewer.
https://kindlepreneur.com/book-cover-typography-font/
This advertisement uses the different size and scale of these dogs to symbolize that they are the biggest and best.
https://www.adcracker.com/techniques/Exaggeration_Advertising_Technique.htm
Here is another example of an advertisement that uses size and scale to give accuracy to a product they are trying to sell. This shows the actual size of a Cheez-It versus a block of cheese.
https://www.adcracker.com/techniques/Exaggeration_Advertising_Technique.htm
The asymmetry in this advertisement causes the eye to bounce all around the frame. This is an effective way to get the viewer to keep looking at the visuals as well as the typed information to go with it.
https://mrmcleodthe1st.wordpress.com/2014/01/28/symmetrical-asymmetrical-ads/
Book Credit:
Bowers, John. Introduction to Two-Dimensional Design Understanding Form and Function. John Wiley & Sons, 2008.
Haley Locke 