| DESIGN ELEMENTS & PRINCIPLES DESIGN ELEMENTS: point line shape form tone texture colour letterform FOR TEACHERS DESIGN PRINCIPLES: figure-ground balance contrast cropping hierarchy scale proportion pattern |
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| DESIGN PRINCIPLE FIGURE-GROUND FIGURE and GROUND The eye differentiates an object from its surrounding area. A form, silhouette, or shape is naturally perceived as figure (object), while the surrounding area is perceived as ground (background). Balancing figure and ground can make the perceived image more clear. Using unusual figure/ground relationships can add interest and subtlety to an image. In a visual presentation, the viewer needs to differentiate between what they are supposed to be looking at - the information content - and the 'non-information' areas. The designer, to ensure that this happens, must be aware of and apply the FIGURE/GROUND PRINCIPLE. Objects that stand out against their backgrounds are called 'figures', and their backgrounds are 'grounds'. For a more detaled explanation go to www.bastoky.com/Organize.htm The principle of figure/ground is one of the most basic laws of perception and one that is used extensively to help us design. In its basic sense, it refers to our ability to separate elements based upon contrast - that is, dark and light, black and white. It also means consideration of the abstract concept of positive/negative space. Figure-ground refers to the relationship between an object and its surround. Sometimes the relationship is strong, meaning that it is easy to pick out the figure from the ground. Other times the relationship is weak, meaning it is difficult to pick out the figure from the ground. Rarely, the relationship is ambiguous, meaning that the figure could be the ground or vice-versa. This latter tendency is exploited in reversible figure-ground figures like the vase/two faces figure (left). You can see the drawing as either a central vase, or two faces that are looking at each other. Generally when you see one of the images, the other image forms a background and is not seen, so to see both images requires switching back and forth. M. C. Escher used to take advantage of this characteristic of perception in his art. Escher often designed art which played around with figure and ground in interesting ways. Go to www.worldofescher.com/gallery/SkyAndWaterLg.html and www.usask.ca/education/coursework/skaalid/theory/gestalt/figround.htm Can you see the ambiguity in the Fedex logo (left)? Hint: Look for the arrow What is white space? and what has this got to do with FIGURE/GROUND? Well, white space isn't even necessarily white. White space is simply empty space ..... Click here for more EXAMPLE 1 EXAMPLE 2 www.creativepro.com/story/feature/19211.html?origin=story Fixing an Indistinct Logo by Using Figure-Ground Left: the two logos referred to Your company's logo should be a distinctive stamp, not a weak symbol. In this inaugural column from the folks at the design magazine "Before & After", follow along as a just-OK logo is transformed into a powerful personal brand by following the concepts of figure-ground. Details are explained in a PDF document EXCELLENT Go to www.creativepro.com/img/story/040903_BALogo.pdf http://painting.about.com/library/weekly/aanegativespace.htm Negative Space: What Is It? http://artsillustration.com/negativespace.htm Negative space There are several ways you can improve your drawing skills. One of them is learning how to draw the negative space. Negative space is the space around an object. If you look at that space closely and draw it accurately you can wind up with a pretty accurate positive drawing. If attention is paid to negative spaces, the forms will take care of themselves. The objects and the spaces around them fit together like pieces in a puzzle. www.apogeephoto.com/mag1-3/mag1-3mf1.shtml Composition… A Primer on Positive and Negative space By Michael Fulks ..... The average photography student probably didn't learn what most other artists learn in their basic classes ..... In many basic drawing classes students learn that there are three basic elements of a composition: the frame, the positive space and the negative space. The positive space is easiest to understand. Generally, it is the space occupied by your subject. Conversely, negative space is the space that is not your subject. Sounds easy doesn't it? Not quite. www.electricscotland.com/art/rightside2.htm NEGATIVE SPACE: Exercise Gather some objects-scissors, keys, anything small enough you can trace around on a sheet of paper. What you have traced around is called the POSITIVE SPACE. The space outside the object is called the NEGATIVE SPACE. In order to see this better take a black marking pen and fill in the Negative space. www.posterpage.ch/exhib/ex58_kun/ex58_kun.htm Here are some very interesting boxing posters (example on left) that are very good examples of figure/ground/positive/negative/whitespace (remember that 'whitespace' doesn't always mean white) HOME |
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| ESCHER For more about Escher click here |