Elements Of Design Series 3 – Size
Welcome back to the third in a series of seven blog posts that highlight examples of work from our Ann Arbor graphic and web design portfolio, and identify and discuss each of the seven elements of design: color, line, shape, direction, size, texture, and value.
Size is a somewhat sensitive subject in the design community. A common misconception by clients is that in advertising, biggest is best. It’s true that a big font or a big mark will attract attention. But attention, when it comes to advertising should be positive. The idea is to attract, not repel.
If a very angular font is used, for example, making it huge will make people feel like they are being shouted at. If that’s not the effect you were looking for, reconsider the size. In the same vein, a humungous logo is not necessarily the best way to make your company known. Sometimes a big mark is so intrusive that the message itself gets lost. Bigger is not always better. Balance is essential for attracting onlookers and relaying important information.
Take a look at the Highscope International Conference Mailer Cover & Fold Out Poster. Both were created with current branding in mind. The goal was to ensure a consistent look that unified them with Highscope’s previous marketing pieces. We used some very large elements but balanced them with smaller images and blocks of copy so that we could highlight the content of the mailer. Notice that although the logo has been downplayed, the poster is still a very recognizable part of the Highscope marketing family.
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