Graphics Reference
In-Depth Information
B
Ames Bros.
United States
C
Sergio Gutierrez
Spain
18 Move it! Static equals dull.
As with all the rules, proceed with caution when breaking this one. The primary danger
here is causing viewers to disengage, because it is dynamic visual activity—stimulating
the eyes and brain to move about—that generally holds their attention. Static arrange-
ments of material, however, can be very focused and restful, an alternative to dramatic
movement and deep spatial illusion, and in that sense can be useful at times. As part
of a pacing scheme that alternates with clearly dynamic movement, static arrangements
can provide areas of rest, visual punctuation to aggressive presentation, and contrasting
moments of focus and introspection.
This page spread from a monograph on the work of British design concern WhyNot Associates
offers a contemplative introduction to the topic and a historical overview of their output in recent
years. Low-contrast imagery, printed in muted metallic silver on an absorbent textured paper,
combines with undifferentiated margins and a single type treatment to create a quiet moment of
review before launching into the firm's dynamically colored, textural design work.
