Graphic Designer's Essential Reference

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GRAPHIC DESIGNER’S ESSENTIAL REFERENCE

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Getting type to interact with imagery poses

a serious problem that must always be over-

come, no matter how simple the layout. The

fi rst step in doing so is to recognize this basic

fact: Just like images, type is made up of

lights and darks, linear motion and volume,

contours, open and closed space, mass, and

texture. Consider type not only the equal of

image with respect to layout

—

but an element

that completes the image. If type can be

removed from a layout and the remaining

image composition still appears strong, type

and image aren’t talking to each other. There

are as many strategies for getting type and

image to meld with each other as there are

ways of mixing vegetables and herbs in soup;

the trick is always to establish not only some

balance and similarity among the elements,

but also a certain degree of contrast.

Creating Visual Dialogue

between Type and Imagery

Type can respond to scale,

directional movement, and

tonal variation. Among

these studies type relates to

the image by virtue of:

[

A

] similarity in general

shape and structure;

[

B

] repetition of linear

movement;

[

C

] alternation

of weight;

[

D

] restating

of proportional division;

[

E

] mimicry of depth and

perspective;

[

F

] angle align-

ments;

[

G

] response to light

and dark value arrangement.

A

D

G

C

F

B

E

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ESSENTIAL VISUAL STRATEGIES

BASIC TECHNIQUES

Type appears to change

spatial relationships when

placed on, in, or next to

an image

—

it either becomes

part of the image or acts

as a “bridge” between

image and external space.

Don’t leave small-sized running

text, captions, and editorial ele-

ments such as folios and runners

off the plate when you serve up the

dramatic headline/picture collage.

Instead, look for ways to bring the

ideas that occur in the big picture

down into how you style the little

stuff. The splicing and layered

transparency of this poster’s image

gives rise to unusual spatial breaks

and details within smaller text

elements.

Tip

Translate Macro-Level Image and Type Treatments

into Text Detailing

STIM Visual Communication

Brooklyn, NY: USA

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