Graphics Reference
In-Depth Information
Sagmeister
United States
13 Distribute light and dark like firecrackers and the rising sun.
Subtle tonal shifts, like consistent spatial rhythm, are a strong vehicle for messaging.
Among competing visual material with strong contrast, a tonally quiet, soft presentation
in which contrast between light and dark, or between chromatic relationships such as
value and intensity, might be just as effective in garnering attention and creating space
that helps separate viewers from surrounding visual activity. Low-contrast images and
typography tend to be perceived as more contemplative and elegant, rather than urgent
or aggressive.
