O'Reilly logo

Graphic Designer's Essential Reference by Timothy Samara

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

(RAY)
Job:07-26153 Title:RP-Graphic Designer’s Essential Reference PB Edn
#175 Dtp:204 Page:30
001-035_26153.indd 30 7/12/11 10:32 AM
30
(Text)
GRAPHIC DESIGNER’S ESSENTIAL REFERENCE
{}
Getting type to interact with imagery poses
a serious problem that must always be over-
come, no matter how simple the layout. The
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
(RAY)
Job:07-26153 Title:RP-Graphic Designer’s Essential Reference PB Edn
#175 Dtp:204 Page:30
001-035_26153.indd 30
7/12/11 10:30 AM
6
(RAY)
Job:07-26153 Title:RP-Graphic Designer’s Essential Reference PB Edn
#175 Dtp:204 Page:31
001-035_26153.indd 31 7/12/11 10:32 AM
31
(Text)
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
(RAY)
Job:07-26153 Title:RP-Graphic Designer’s Essential Reference PB Edn
#175 Dtp:204 Page:31
001-035_26153.indd 31
7/12/11 10:30 AM

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required