Design by gloria scholbe

A visual work, regardless of whether it is a piece of art, a logo, a brochure or a website originates with a concept and is composed of two basic parts: content and form.

From concept...

Concept is how a work begins. It is generated by an idea or a message that someone wants to communicate to others. Messages can be as diverse as: “War is Bad”, “I Sell Beautiful Flowers ” or “Eat Vegetables For Health ”. Each of these ideas can use words and images to convey the truth and importance of the message.

Content is what the work contains. All of the elements of the piece, such as text and images, make up the content. Content is usually what the customer provides for the website, brochure or ad.

To design

Form is how content is arranged. It is also called composition or design.

The purpose of design is to lead the viewer's eye around the piece in an orderly fashion so all of the important elements will be noticed and the most important elements will be remembered. Effective arrangement of elements in a piece is accomplished by a designer.

Designers are trained to employ a variety of compositional techniques

  • Color psychology
  • Shape
  • Texture
  • Direction
  • Size
  • Intensity

so the message will perform several functions, including:

  • Target a specific market. (children, women, men, pet owners, etc.)
  • Grab the viewer's attention.
  • Hold the viewer's interest.
  • Create a general impression/feel/ambiance of the message.
  • Organize the elementse into hierarchical order.
  • Focus the viewer's attention on the most important point.
  • Lead the viewer's eye through the piece so other important parts of the message will be noted.
  • Provide a lasting memory that will remain in the viewer's mind.

 

home : articles : graphics portfolio : web portfolio
flash portfolio : holisticbird : about : contact