Semantics
The search of meaning in our design work. This could stem from doing research to gain a better understanding of something which enables you to approach the task in the most appropriate way. This can take you in many different directions and is an important part of the design process as it can influence your work massively.
Syntactics
"God is in the details"
Syntax of design is made up of many things such as the structure, the grid, the typefaces, the text and headlines etc.
Pragmatics
If the work we create is not understood by the audience then it was a wasted effort. Our initial idea must be evident in our final outcome in order to be successful.
Discipline
Attention to detail requires discipline, every detail is important. We must have a certain level of control in order to create good work.
Appropriateness
Once we have researched what we are going to design we have to define what our possible solutions are going to be. This stops us going in wrong directions and using wrong materials in our work.
Ambiguity
The possibility of our work being read in different ways.
Design is one
Design is one, it is not many different ones. The discipline of design is one and can be applied to many different subjects regardless of its style.
Visual Power
We think good design must be visually powerful, we cannot stand design that is weak in concept, form, colour, texture. We think good design is always an expression of creative strength.
Timelessness
We despise the culture of obsolescence, the culture of waste, the culture of the ephemeral. We want a design that lasts, that responds to people's needs and wants.
Responsibility
Too often we see printed works produced in a lavish manner just to satisfy the ego of designers or clients.
Paper Size
There are two basic paper size systems in the world, international A sizes and the American sizes. The international A series is based on the golden rectangle, the divine proportion. This makes is look nice as well as being practical.
Grids, Margins, Columns and Modules
Helps organise information, nothing could be more useful to reach our intentions than the Grid.
Typefaces The Basic Ones
The computer allowed anyone to create new typefaces which became one of the biggest visual pollutions of all time. In order to over come this Vignelli created an exhibition using only 4 typefaces: Garamond, Bodoni, Century and Helvetica. The aim was to show that a large amount of results could be created with a limited supply of typefaces.
Contrasting Type Sizes
One of the most exciting elements of typography for me is the contrast of scale on a printed page, the play between a very large type size for headline against a much smaller type size.
Scale
Scale is an important element of the design vocabulary. Scale is the most appropriate size of an object in its natural context.
Colour
We mainly use colour as a signifier or as an identifier, it is rarely used in a pictorial manner.
No comments:
Post a Comment