Visual Communication - Principles
SPATIAL ORGANIZATION
SPATIAL ORGANIZATION
SPATIAL ORGANIZATION
SPATIAL ORGANIZATION
SPATIAL ORGANIZATION
PATTERN
SYMMETRY
PROPORTION
It is necessary for beginning art, architecture, and design students to understand and be able to use a structural ordering system in resolving form organization problems in order to achieve the primary objective in the design process-visual order or unity.
Designs consist of three major components : subject matter, content, and form.
The subject matter is the general category of information or topic that is to be communicated,
the content is the specific message with an intended meaning and function, and
the form is the visual and physical structure of the communication itself.
By manipulating these three components designers are able to vary their emphasis in order to change the communicated message.
Designers generate forms with an intent to communicate. The level or complexity of the communication also varies according to the selected format (two or three dimensions) and the controlled arrangement of the visual elements ( point, line ,plane, value, texture, color, and so on ).
The principles of organization provide structural guidelines of the ordering and treatment of visual elements and components so a predefined audience recognizes and understands the message idea or intent.
Centralized Organizations
Centralized organizations are characterized by a single dominant compositional figure, space or component, about which a number of secondary ( subdominant ) and tertiary (subordinate ) compositional figures or spaces or components are arranged.
In two- and three-dimensional compositions the primary figure, component or form attracts the attention of the viewer.
Perfecto,
spine handbags, Karim Rashid, 1999 |
Linear Organizations
Linear organizations are characterized by the arrangement of several compositional figures or spaces or components into a linear sequence or series. Elements relates to one another through the repetition of physical, visual, and structural attributes such as size, shape, color, dimension, texture, and proportion.
Linear organizations convey a feeling of movement.
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| T-bird tea tea-brewing machine.Design Stream,2000 |
Radial Organizations
Radial organizations are characterized by a centralized axes and figure. Other compositional components or forms or spaces are positioned so that they are radiating about the central axis or figure.
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| Oxo Juicer, Oxo International, NY, 2000 | Th!nkcar Kiosk, Ford Motor Co. Frog NY 2000 |
Clustered Organizations
Clustered organizations are based on the relationships of space and the relative placement of one compositional form, or component to another. A visual perception principle is proximity, discussed on the visual perception principles chapter.
A clustered organization is the most flexible grouping because it does not require a centralized component, or form or space that is more dominant than any other. The elements have a common shape, size, form, or common surface attributes.
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Java Station,1998 |
Trimm technologies,FrogDesign, 1998 |
Grid/Lattice Organizations
A grid is a structural system consisting of a series of equal spaces in two or three dimensions. Other terms for grids are lattices or networks. Grids , lattices, and networks are characterized by the use of congruent components, spaces or sizes, positions, and orientations. They establish a visual and structural relationships between forms, components, and spaces.
 Chao
Show Tequida, pc tower, 1999 |
Most compositions have a structure that governs the position and arrengement of components and forms to bring about visual order and harmony. Designs that consist of a number of similar compositional components or forms are called patterns
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| pattern study for a radio speaker, Traudel Hölzmann,1966 |
The term symmetry comes from the Greek roots syn, meaning with or together, and metron meaning measure. Symmetry deals with the relationship of parts within a group, or, in direct translation, "to measure together".
In symmetry studies the relationships of the parts or components are described in terms of the arrangement on the format, their size, and their measurements or proportions.
Symmetry theory refers to the group theory and figure transformations. In symmetry, figure transformations, or symmetry operations as they are called, refer to the movement and repetition (mapping) of a figure in one-, two-, and three-dimensional space.
Symmetry provides an important basis for grouping and figure organization in the generation of objects, compositions, and structures.( Figure 1)
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Figure 1 Nike equipment, 1998 |
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Symmetry can be used to organized pattern in two- and three-dimensional space. Symmetry operations and transformations may be used in art , architecture, and interior, product, and visual communication design.
Proportion is a comparison of two or more equal ratios. (Ratio is a comparison of two equal quantities. Ratios are generally expressed as fractions a/b or a:b). Euclid defines proportion "as magnitudes which have the same ratio". There are two types of proportion : continuous and discontinuous. A continuous proportion compares equal ratios that do not have a common quantity between them. Figure illustrates the concept of proportion.
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Fibonacci series , Graduated drawer proportions - a formula or two that seem to work