teppo räisänen school of business and information management oulu university of applied sciences

GOLDEN RATIO

Teppo RäisänenSchool of Business and Information ManagementOulu University of Applied Sciences

Golden Ratio

At least since the Renaissance, many artists and architects have proportioned their works to approximate the golden ratio believing this proportion to be aesthetically pleasing.

Golden ratio appears in the nature a lot

Other names golden ratio, golden mean

Golden Ratio

Golden Ratio

Greek letter Phi

1.61803398874989484820458..

ϕ

Golden Ratio

Mathematicians have studied the golden ratio because of its unique and interesting properties. E.g. 1 / Phi = Phi – 1 (= 0.61803398874…) In Fibonacci sequence if you divide a

number by its predecessor the results converge to Phi 0,1, 1, 2, 3, 5, 8, 13, 21, 34, …

Golden Ratio

Golden Ratio

Golden Ratio

Golden Ratio

Golden Ratio

See more http://www.goldennumber.net/

Direction

In western world people read from top left to lower right

In Asia people read from top right to lower left

This must be taken into account in design

Direction

Photos have also direction Always leave more room ”in front”

of the photo E.g. leave room to the face side/direction

of gaze More room in front of a car than in

behind

Direction

Direction

When you have text and pictures, make sure the pictures face the text

Look at newspapers and how pictures are used in stories!

Direction

There is also depth in pictures

Balance

In graphical design balance plays an important role Layout must be in balance

Balance does not need to be symmetrical

Every page/image has a focal point

Balance

When arranging elements on a page you must consider their visual weight Size, value (dark weigh more than light

objects), density of the texture Don’t use too much contrast

Cropping images

With cropping you can improve picture balance

The rule of thirds can be used as a guideline http://www.lunacore.com/photoshop/

tutorials/tut023.htm

Break the rules

You can always break the rules But you must know what you are doing