Brandomains Web Hosting: Contrast, Repetition, Alignment, Proximity - The 4...

Brandomains Web Hosting: Contrast, Repetition, Alignment, Proximity - The 4...: There are 4 Fundamental Principles of graphic design, they are Contrast, Repetition, Alignment and Proximity.  The following will serve as a...

Contrast, Repetition, Alignment, Proximity - The 4 Fundamental Principles of Graphic Design | Brandom Consulting

There are 4 Fundamental Principles of graphic design, they are Contrast, Repetition, Alignment and Proximity.  The following will serve as a breakdown of how each may benefit strong design, while, explaining scenarios whereby each may interact in positive and negative ways to the overall appeal of a particular design.

Contrast - as it relates to design, contrast is the difference between light and dark, big and small, or, simply when elements are just in some way visually different.  Color contrast is one of thee, if not the, most important consideration(s) to examine when creating a design.  For example, if we have a design that has dark blue text on a dark brown background, likely, it would be difficult to distinguish what the text says.  Opposingly, yellow text on a black background would demonstrate excellent contrast and we would see the text clearly.

Shape contrast can also be a very important consideration as well.  This refers to when a design uses 'repetition' of particular elements that possess the same general contours (or specific contours). 

•  An example of great shape contrast would be an example design that, let's say, is for a flyer for "Thomas Construction Services".  This flyer might have a silhouette hammer graphic for the 'T' in Thomas.  To complement this strategy, this hammer graphic could be used a background graphic (maybe a singular color) as to let the foreground elements stand strongly.
• Shape conflict is generally defined as when two or more graphic elements do not display in harmony (visually)
• This leads us into some key points for Repetition

Repetition - generally refers to the repetition of the same graphic element (icon, image, text, other items).  Repetition can sometimes walk the line of too much vs. too little in the way that the effects of the principle should be examined closely.  An example of repetition can be as simple as inserting a line into your design at a 45 degree angle, then, duplicating this line again somewhere on your design (or, simply re-using the 45 degree angle on a different object). 

In a global sense (global as in cross-media), repetition is crucial to the fundamentals of branding.  Just think of a general set of company collaterals.  You might have a website, business card and flyer.  Do we see the repetition of the logo on each of these?  The repetition of the colors?  Of graphics?  We certainly do, this is a term I'm coining as global repetition.

Alignment - in general terms, this refers to elements of a particular design aligned in some ordered structure.  Alignment is the principle that is responsible for the 'clean edge' of a document is left-justified, for example.

The most common use of the principle is for that of text alignment.  The alignment of text is how we visually order information to be read by the reader.  In a 'strict' design, all elements (text, logo, images, other items) would follow the same alignment pattern.

Alignment is a principle that most commonly interacts with Proximity.

Proximity - generally refers to the placement of elements in a design to produce a group or pattern for said elements.

A strong example of proximity would be to examine a business card design.  

With a business card, the most important attribute is the contact information.  A functional business card will have the contact information grouped together (in proximity to one another).  Opposingly, if we were trying to read the address and the P.O. Box was in the top-right and the Postal Code was in the bottom-left, this would be poor proximity.  This example is not easily read by the user.

Overall, the key to strong design is to mix all of these principles into one coherent, harmonic design.  With that said, all or most of the principles should already be in place if you are happy with the design in question.  Don't overthink it, but keep these principles close by in those moments when you are stuck.

This article was brought to you by the good folks at Brandom Design.  Graphic designers in Saskatoon and Humboldt offering logo design, web design, web hosting and much more.

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8 services that creative agencies generally offer in 2022...

Creative agencies, in order to compete for mass creative commerce in 2022, need to be flexible.  Having flexible services allow creative companies to retain much more of the revenue potential as many of the services listed below are relevant to each other.

1. Logo Design - Every design firm offers the first key piece for any business, the Logo. This is the one element that ties all branding elements together.
   
   
   A strong logo should be relative to the topic/ industry.  Additionally, it should be compact using strong proximity to guide the appeal of the logo.
   
   
   
   
   
   
   
   
   
   
   
   
2. Business Card Design - The Business Card is the key piece for networking, even today, as online channels have emerged strongly in recent years.
   
   A successful business card should, again, use proximity in a way that allows the viewer to conveniently scan the most important information first, in general.
   
   Our company, Brandom Consulting, offers graphic design in Saskatoon and surrounding areas.
   
   
3. Flyer/ Poster Design - Another important design media is the Flyer/ Poster design. This type of design is generally a mass media format, meaning, that it can be shared digitally for a mass audience. Similarly, it can be printed and posted on bulletin boards to be viewed by mass audiences.
   
   
4. Web design -  another crucial component of any successful business. Many creative agencies will offer web design as a service as this format allows you to connect your information and content to an audience in an asynchronous manner, meaning, that said information can be seen 24/7/365 unless a page or website is down.
   
   
   Brandom Consulting offers web design in Saskatoon and throughout Saskatchewan.
   
   
   
   
   
5. Social Media - In this day and age, many creative agencies will offer Social Media marketing as there is a wealth of exposure and positivity that can be unleashed through these various channels.
   
   
6. Web Hosting - With Web Hosting, this is a service, yet, many may view this as a recurring 'bill' as most customers who require web hosting will pay on a monthly basis.
   
   
7. Video - In general, has become an ever-growing go-to source of exposure for businesses recently. From social media to website articles, video production has found a home in the online domain.
   
   
8. Printing Services - Most creative agencies possess the ability to Print. From business cards to flyers/ posters to magazines, printing for clients is an accessible way to provide A to Z solutions.
   
   
   
   

In addition to these 8 services listed, there are many sub-category or 'niche' services that companies can offer.  It is the approach by agencies at times to not give excessive information as to not overwhelm clients, as, some of these niche services just naturally fall into place in the creative sales model.

In summary, a creative agency with an abundant selection of services adds the most convenience for the client.

Brandom Consulting

www.brandom.ca

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