Graphics Reference
In-Depth Information
Formal Variation As noted earlier, a designer's understanding of the internal logic of
the visual language he or she is creating is paramount; one variable a designer can look
at to create flexibility is variation in the visual language's internal logic. The first step is
to consider what the components of that visual logic are, and, if necessary, make a writ-
ten list of them. Asking simple questions of oneself is a great way to begin the evalu-
ation process—and answering such questions as simply as possible is equally important.
“What are the visual components of this project?” “What kind of images am I using?”
“Is geometry important in the shapes or relationship?” “Is there spatial depth, and, if so,
what creates it—transparency, scale change, overlap?” “Do I sense movement, and, if
so, is it lateral, vertical, frenzied, calm and repeated?” Once the designer has answers to
these questions, focusing on one or two of the variables—scale change and color fam-
ily, for example, or texture, organic shapes, and overlapping—might lead to establish-
ing rules for how these variables might be altered without changing their fundamental
character.
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