effective use of negative space in grafic design
TRANSCRIPT
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Effective Use oin Graphic Des
Graduate Graphic De
School of Design
College of Imaging A
Rochester Institute o
A Thesis submitted t
of the College of Ima
in candidacy for the
Dong Hyun Lee
June 2007
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Chief Advisor Bruce Ian Meader
Associate Professor, School of Design
Associate Advisor Thomas F. Moran
Associate Professor, Center for Multidisciplinary S
Associate Advisor Lorrie Frear
Assistant Professor, School of Design
Chairperson Patti J. Lachance
Associate Professor, School of Design
Approvals
Effective Use of Negative Spacein Graphic Design
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Table of Conte
Thesis Project Deni
Precedents
Research
Synthesis
Ideation
Intermediate Evaluat
Implementation
Dissemination
Retrospective Evalua
Conclusion
Glossary of Terms
Bibliography
Appendices
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Thesis Project Defnition
Situation and AudienceThe use of negative space as an element of graph
European modern art movements of the early 190
A booklet spread by Lester Beall demonstrating th
forms can be seen in the Dada and Constructivist
deed all the rules of conventional typography and
Similar to the way in which typographic variables
information in a message, effective use of negativ
to control visual hierarchy (emphasizing and distin
and tertiary information). The function of negative
contributing to the effective readability of text typo
Readability is the ease of reading an entire compo
application. Among the many elements that help to
space is crucial in communicating messages with
attempts to further dene the use of negative spac
improved readability.
The primary audience for this thesis is undergradu
design students. The secondary audience is graph
This 1934 booklet
spread by Lester Beall
was produced the
year after the Bauhaus
ceased in Europe. Beall
was comfortable with
negative space, broken
only by accents of type,
graphic elements and
primary colors.
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Rubin, Edgar J.1886 1951
Danish psychologist/
phenomenologist
Figure-ground
perception
Rubin Vase
Journal of Cognitive
Neuroscience 13
(2001): 12-18.
Figure-ground perception as seen in such optical particularly valuable in understanding the relations
space. This example is an excellent and intuitive d
vase and the two faces could be a negative space
emphasized by the corresponding negative space
present the more the emphasis is placed on the p
Impact
Precedents
The parts of a visual image may be considered, anacomponents. The whole of a visual image is greate
When confronted by a visual image, we seem to ne
(a gure with a denite contour) from what our cur
(or ground). An illustration of this is the famous am
psychologist Edgar Rubin.
Our innate senses are challenged in such cases a
over the other. Altering the amount of black or wh
When we have identied a gure, the contours se
appears to be in front of the ground. Figure 1 app
whereas Figure 2 appears as two faces because o
Figure 1 Figu
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Moyer, KarenAssociate Professor
Graphic Design
School of Design
Carnegie Mellon
University.
Pittsburgh, PA
The Typographic
Hierarchy Project
1979
Graduate Typographic
Design Handouts, 2005.
8:00 pm
Carson Auditorium
73 Lomb Memorial Drive
Rochester, New York
Admission Free
Art and Technology Lecturespresents
October 4The Peculiarity of Pictures
Richard L. GregoryDirector, Perception Laboratory
Department of Psychology
Cambridge University
Monday,
ThursdayNovember 24TheIntelligent Eye
Typographic HierarchyThe term hierarchy refers to the vertical system of
importance. In this context, consider the ranking,
of what isprimary,secondaryand tertiary.
Karen Moyer uses the term Visualogicto describe
The Intelligent EyeThursday, November 24
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Tinker, Miles A.Professor Emeritus
Psychology Department
University of Minnesota
Minneapolis, MN
Spatial Arrangements
of the Printed Page
Legibility of Print
Ames, IA: Iowa State UP,
1969.
An exampleillusion: bot
50% of the
area seems
The results s
overestimat
card area by
whether the
white or whi
existence of
illusion undo
the area of t
According to Tinkers study, readers believe 75%
by print. This example supports this thesis by reve
surrounding space are that it is often larger than in
perceive the printed area to be greater than it actu
to achieve dominance on a page, size does not ne
between positive and negative space must be ach
Impact
Samara, Timothy
Principal, Samara Lee
Communication
Design, Inc.
A Graphic Design
Layout Workshop
Making and Breaking
the Grid
Rockport Publishers,
2005.
For designers working in every medium, page layo
important of considerations. Effective layout is ess
the end users to not only be drawn in with innovat
easily. This book is a comprehensive layout design
break the rules of grid-based design one must rs
applied to a range of professional design solutions
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Epstein, David
Graphic Designer
and Illustrator
Negative Space:
The Prominent Void
Step-by-Step Graphics
Dynamic Graphics, Inc
Sept. 1990: 52-61.
This rare page is part of an otherwise very traditio
World War I. The departure from the conservative
the influence of the modern European art moveme
ample negative space at the top and bottom creat
Contrast (direction)
use of negative space
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Part of a series of 1978 designs for a furniture/dec
design is a direct descendent of the Bauhaus style
close proximity are contrasted with massive areas
doubled as an ad and a poster. (Designer: John M
Dynamic,
Asymmetricuse
of negative space
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This 1980 brochure cover for a paper company de
negative space. By having the type and illustration
negative area below becomes a strong, positive p
(Designer: Neil Shakery)
The power of these last 3 examples is all about ex
groups of elements in close proximity with small a
large, expansive, open areas of negative space. Th
visual tension (because of the big contrasts) and t
Impact
Use of Negative space
to focus attention
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Kurmann, David
Swiss Architecture
Federal Institute of
Technology
Sculptor How to
Design Space?
Space and Material
Scientic AmericanOct. 1997: 71-74.
Construction tools enable the modeling of materia
might be even more important (Van de Ven, 1987)
tools. Many architects were and still are proclaimi
1977). Through Frank Lloyd Wright, many architec
teaching of Lao Tzu (Chinese Taoist Philosopher, 6
object is in the void, not in the walls that dene it.
A design tool has to reect this duality. Therefore,
kinds of objects space elements and material eleidentically and should behave simultaneously. The
space, the solid element adds material. Actually, o
denes whether it is a space object or a material o
in understanding spatial compositions.
The duality in architecture consists of :
Space
Void
Room
Volume
Usable
Subtractive
As this source illustrates, (negative) space must b
material in architecture. The same idea can be ap
the same human perception process is used in bo
In addition, this article allowed Kurmann to think a
and negative space could be subdivided.
Impact
Negati
Gutters
Margin
Positive space
Images
Text typography
Materia
Solid
Walls +
Bounda
Buildab
Additiv
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Kearsley, Greg
Adjunct Professor
Engineering Professional
Development
University of Wisconsin
Explorations in
Learning & Instruction
Gestalt Theory
EDIT 704 Mar. 1999.
Proximity
Elements tend to be grouped together according t
As the example shows, four circles to the right ap
circles to the left appear to be in a separate group
a larger gap exists between the two groups than e
Similarity
Items similar in some respect tend to be grouped
Even though all shapes have the same space in be
and four circles form another group. This phenome
similar in line, shape or form.
Closure
Items are grouped together if they tend to comple
The empty space in the middle of the top row imp
Gestalt psychology was founded in 1910 by three
Kurt Koffka and Wolfgang Khler. The goal of the G
that the simpler the visual form, the easier it is to p
of a visual image may be considered, analyzed, an
and the whole of a visual image is different from a
Gestalt Theory: Grouping Laws
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Both the Gestalt theory and simple readability are
human perception. As these principles illustrate (p
and gure/ground), there are a number of areas wh
support good readability. Both the Gestalt Groupin
emphasize that one perceives objects as well-orga
component parts. In addition, the whole (layout)
and cohesive than separate elements (paragraph).
Impact
Continuation
Items appear to be in a continuation of direction if
Three circles appear to be on the same rising line
to perceive continuation in smooth succession rath
Figure / Ground
Some objects take a prominent role (the gure A
background (the ground B). In both examples, th
area within the square is the ground (background)
other. This phenomenon is made possible by cont
A B
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State of Ohio
Ohio Department of
Administrative Services
Visual Communication
for Forms Design
The Seven Principles
of Design
Ohio: State PrintingOfce, 1998.
Design principles are guidelines. Designers follow
compositions. As with an architects plans, design
of a visual message that is strong enough to supp
placed on a blank page. Design principles also he
between information content and the structure, so
communicating a single message. Design principl
are general and can be applied to any situation wh
express a message. In this research, design princ
Contrast
Contrast shows the differences between gure an
be used to emphasize a certain element in a desig
the gure shown is the same size in both illustratio
dominate (or larger) due to the higher contrast in v
Balance
Balance refers to the distribution and visual equilib
the total image to appear balanced or unbalanced
asymmetrical in a design. Asymmetrical composit
symmetrical composition because of the visual te
of negative space around the gure vary.
dominant
Seven Design Principles
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Unity
Unity is a condition or quality of design that is ach
are grouped. Unity helps the design to be seen as
isolated elements in the design.
Rhythm
Rhythm is the tempo of visual movement, achieve
or color. Similar to music, rhythm establishes a vis
perceived as busy or repetitive.
part group
busy repetition
Proportion
Proportion is the relationship of visual elements, o
There are 3 kinds of proportion that are regular, irr
We consider them particularly in relation to size, sh
Differing proportions within a composition can rela
or symmetry, and can help establish visual weight
compositions that range from the static to the dyn
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Similar to Gestalt theory, the Seven Principles of D
readers access and comprehend content more eff
because they not only affect readers but also des
Principles of Design, effective design solutions ca
print media layouts, delivering a more successful
Impact
Movement
Visual movements are used by designers to direct
focal areas. Such movement can be directed alon
within the composition.
Harmony
Harmony means keeping elements in a state of ag
pattern make other sections complete. It is the op
of design. Harmony does not interrupt, but allows
direction
disagreement agreement
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Tinker, Miles A.
Professor Emeritus
Psychology Department
University of Minnesota
Minneapolis, MN
Readability of
Mathematical Tables
Journal of AppliedPsychology 38 (1954):
436 442.
Tinkers landmark 1936 study investigated the reli
research as it applies to reading. One of his prima
articial situation that necessarily accompanied ey
the laboratory caused subjects to alter signicantl
processes. Tinker had 57 college students read on
away from the eye-movement apparatus, and then
version of the test while under typical eye-movem
were encouraging for eye-movement researchers:
and some poorer before the camera, the group asperformance in the photographic situation. Tinke
research can reveal reading behavior which allowe
ndings to their personal lives and situations outs
This investigation involved the design of text and it
All of the attributes listed below were tested and s
to negative space and how readers related each
to the ground (white space).
Type style
Margins
Gutter
Kerning and letterspacing
Leading
Line length / number and width of columns
Type size
Paragraph indentation
Upper and lower case letters
Justied and unjustied typography
Ligatures
Color and background
Appropriate use of Tinkers ndings can lead to de
document that can easily be read and understood
typographic variables in such a way that the restin
Impact
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White, Alex W.
Vice President
Type Directors Club
The Elements of
Graphic Design
Unity and Space
Allworth Press, 2002.
A proposal by White promises to reduce the numb
to improve the optical appearance of the design b
paper was redesigned, resulting in a reduced num
line width, type sizes, and leading. By doing so, th
become a more important part of the design, eleva
Original design. Redes
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In 2004, TheGuardianannounced plans to change
(Berliner is a newspaper format with pages norm
slightly taller but only marginally wider than the for
The advantage TheGuardiansaw in the Berliner fo
easier to be used on public transportation, but its
in page design. Also, because of the new size, the
allowing the paper to run striking double page pic
TheGuardianthe rst UK daily paper to print each
The format switch was accompanied by a compre
On Friday, September 9, 2005, the newspaper unv
by Mark Porter, the new design included a contem
rst redesign since 1988. A typeface family called
Barnes and Christian Schwartz, was also created
used throughout the paper all stylistic variations
The General Excellence category recognizes overa
honoring the effectiveness with which writing, repo
together to command the readers attention and f
mission. The Design category recognizes excellenc
effectiveness of overall design, artwork, graphics, a
unique mission and personality. The Photography
magazine photography, honoring the effectiveness
photo illustration in enhancing a magazines uniqu
Mahr, Jackson
The Guardian
16 Jun. 2006.
http://www.brand
channel.com/features.
22 Mar. 2006.
American Society
of Magazine Editors
(ASME)
2006 National
Magazine Award
Finalists
17 Mar. 2006.
http://www.magazine.
org/Editorial.
24 Feb. 2007.
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To analyze the implication between readability and
selected. The Gestalt Theory is based on typical h
visual perception can be used to determine readab
Laws. Similar to the Gestalt Theory, the Seven De
contribute to helping readers access and compreh
effectively. These principles are the basis for good
digital applications.
After the connections were made, two case studiemagazines, were analyzed and evaluated as to the
the Gestalt Theory and the Seven Design Principle
Synthesis
Synthesis Overview
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The commonalities of denitions and purposes of
parallel theories were synthesized. Within these co
categories emerged.
Interrelationship between Tinkers typographic attr
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Proximity (p11)
Elements tend to begrouped together according to their nearness.
As the example shows, four circles to the right appear to be in one group whereas
two circles to the left appear to be in a separate group of their own.
This is due to the fact that a larger gap exists between the two groups than exists
between each individual circle.
Similarity (p11)
Items similar in some respect tend to be grouped together.
Even though all shapes have the same space in between, four squares form a group
and four circles form another group. This phenomenon is caused by elements
that aresimilar in line, shape or form.
Closure (p11)
Items are grouped together if they tend tocomplete some larger e ntity.
The empty space in the middle of the top row implies a square to complete or close
the outer rectangular perimeter. The human mind tends to enclose spaces by completing
contours and ignoring gaps between shapes.
Continuation (p12)
Items appear to be in a continuation of directionif they align in a linear order.
Three circles appear to be on the same rising line in this example. The human mind tends
to perceive continuation in smooth succession rather than abrupt changes in direction.
Figure / Ground (p12)
Some objects take a prominent role (the figure A), while others recede into the
background (the ground B). In both examples, the circle is the figure and the rest of the
area within the square is the ground (background), but one is more prominent than the
other. This phenomenon ismade possible by contrastof the circle to the ground.
Movement (p15)
Visual movements are us
focal areas.Such movem
within the composition.
Harmony (p15)
Harmony meanskeepingpattern make other sectio
of design. Harmony does
Contrast (p13)
Contrast shows thediffer
also be used to emphasiz
though the figure is the sa
appears more dominate (
Balance (p13)
Balance refers to the dist
the total image to appea
or asymmetrical in a des
symmetrical composition
Unity (p14)
Unity is a condition or qua
grouped. Unity helps the
isolated elements in the d
Rhythm (p14)
Rhythm is the tempo of v
or color.Similar to music
Proportion (p14)
Proportion is the relations
particularly in relation to s
compositioncan relate to
lish visual weight and dep
The theories and practices of the contributing individuals and organizations found
during the research phase of the study were cross-referenced for similarities and
connections. The commonalities of definitions and purposes of each theory and
principles were identified and color-coded.
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Visual Perception Theories Visual Organization Principles
Visual Perception and Organization in Graphic Design
Gestalt Theory
Laws of Proximity
Laws of Similarity
Laws of Closure
Laws of Continuation
Laws of Figure/Ground
Seven Design Principles
Unity (part, group)
Harmony (disagreement, agreement)
Rhythm (busy, repetition)
Balance (symmetrical, asymmetrical)
Proportion (static, dynamic)
Movement (direction)
Contrast (passive, dominant)
Another major component of the synthesis stage was developing a list of graphic design
goals that fall under the main pursuits of negative space. Under each pursuit, a list of
readability goals and its corresponding negative space was generated. As shown below,
each category within multidisciplinary groups can be connected to each other by their
definitions and relevance.
Negative Space
Space for the eye to rest
Signal that there is a break
or end in the communication
Variation of Space
(passive vs dynamic)
Implied Space
Margins, background
2 Dimensional Space
Visual Elements in Graphic D
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Case Study 2
Case Study 1 The comparison between The New York Sunand
of a dense composition with very little negative sp
The comparison between Country Livingand Mar
an example of a sparse composition with ample n
The New York Sun The Gu
Even though both publications are dense with info
typographic elements and appears more opticallynegative space vs. the random presentation of Th
24Case Study 1 : Comparing Newspapers
Elements other than columns have been excluded to demonstrate
th G t lt L f P i it d th D i P i i l f U it /H
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The New York Sun The Guardian
the Gestalt Law of Proximityand the Design Principle of Unity/Harmony.
Proximity
The main article and sub-articles are c
Different colors for the main and sub-a
Unity/Harmony
The Guardianclearly differentiates the
separate the two. Due to this clear diff
unified system of parts and a more ha
a more enjoyable experience to reader
Proximity
Even spaces are used to separate main and sub-articles. The articles presented in
The New York Sunare not as clearly divided as in The Guardian. The New York Sun
example does not clearly denote which article on the page is the lead story, in turn,
adding to its complexity.
Unity/Harmony
Readers may view The New York Sunas a unification of one design. In this layout,
text is not arranged in any observable structure; it is simply a mess of columns.
The articles are not as clearly divided by negative space as in The Guardian.
25Case Study 1 : Comparing Newspapers
Elements other than headlines and sub-headlines have been excluded
to demonstrate the Gestalt Law of Similarity and the Design Principle of Rhythm
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The New York Sun The Guardian
to demonstrate the Gestalt Law of Similarityand the Design Principle of Rhythm.
Similarity
The New York Sunuses three different fonts (color-coded) and uses both caps and lower
case. Heads and sub-heads are horizontally centered to one another but not to each
other, creating random complexity and delivering inefficiency to the reader.
Rhythm
The font styles seem to be randomly chosen, creating a busy, unrelated visual rhythm
from story to story.
Similarity
The same font was used throughout t
In fact, the upper and lower case lette
approach each article in a more efficie
Rhythm
The repetition in type style enhances t
move from one article to another.
.
26Case Study 1 : Comparing Newspapers
Elements other than article body copy have been excluded to demonstrate
the Gestalt Law of Closureand the Design Principle of Balance/Proportion .
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The New York Sun The Guardian
g p p
Closure
Fluctuating column lengths are used. The vagueness of the negative space makes the
readers view scattered across the page.
Balance/Proportion
Different length of articles creates a dynamic composition but also creates a busy
composition difficult to follow.
Closure
It is clear that the articles complete str
clearly divide each article and help the
Balance/Proportion
The similar length and width of the art
However, when the article is reviewed
an asymmetrical form of composition,
27Case Study 1 : Comparing Newspapers
Elements other than graphics and pictures have been excluded to demonstrate
the Gestalt Law of Continuation and the Design Principle of Movement.
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The New York Sun The Guardian
Continuation
Radical differences in the shape of photos can disturb the eyeflow of the reader and
does not allow the reader to have the continuation and flow of the photos.
Movement
Top to bottom, left to right and right to left reading direction in The New York Sun is
random and complex.
Continuation
Photos are relatively similar in shape,
ment and helps the reader to concent
Movement
Top to bottom, left to right reading dir
28Case Study 1 : Comparing Newspapers
Elements other than negative space have been color-coded to demonstrate
the Gestalt Law of Figure / Groundand the Design Principle of Contrast.
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The New York Sun The Guardian
Figure / Ground
With ambiguous perimeters of the spaces, it is difficult to recognize the important
sections because all figures are tied together and there is an inadequate use of
negative space.
Contrast
The scattered spaces along each article deliver a passive feeling.
Figure / Ground
Spaces are clearly divided and comp
By doing so, important sections are h
Contrast
The large negative spaces divide the
29Case Study 2 : Comparing Magazines
All elements are color-coded to demonstrate the Gestalt Law of
Proximityand the Design Principle of Unity/Harmony.
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Country Living Martha Stewart Living
Proximity
Even spaces are used to separate the different text and image elements. It is not clear
which text describes which image in Country Living.
Unity/Harmony
With this even distribution and even use of negative space, there is no unified whole and
no sense of continuity.
Proximity
Big spaces are used t
describes which imag
page. Different colors
emphasize this distinc
Unity/Harmony
Intervals of space are
negative space allow
30Case Study 2 : Comparing Magazines
Elements other than headings have been excluded to demonstrate
the Gestalt Law of Similarityand the Design Principle of Rhythm.
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Country Living Martha Stewart Living
Similarity
Alternating colors and combined flush left (blue) and flush right (red) text are used
to differentiate text. A single typeface is used but a mixture of flush left and flush right
alignments and all lower case characters present a lack of consistency in headings.
Rhythm
A discordant rhythm results from the mixed use of flush left and right justified text.
Similarity
One typeface is used,
upper and lower case
Rhythm
The repetition of the s
are actually more even
31Case Study 2 : Comparing Magazines
Elements other than text have been excluded to demonstrate
the Gestalt Law of Closureand the Design Principle of Balance/Proportion .
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Country Living Martha Stewart Living
Closure
No single column or groups of paragraphs show any relationship to each other
within the composition. The shapes dont aid the reader to follow a specific sequence.
Balance/Proportion
Scattered text components take the form of static balance. They are too evenly
distributed while the proportion of space has some variation, it too is largely static.
Closure
Aligned columns lead
block tends to help th
Balance/Proportion
The variety of large an
32Case Study 2 : Comparing Magazines
Elements other than photos have been excluded to demonstrate
the Gestalt Law of Continuation and the Design Principle of Movement.
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Country Living Martha Stewart Living
Continuation
Each image in the 2-page spread above has unique outer shape, providing no lines of
continuation across the page.
Movement
The items are clustered randomly together, becoming obstacles for the readers
reading direction and eye movement.
Continuation
Each image in the 2-p
of similar rectangular
Movement
Photos are clearly org
across the page.
33Case Study 2 : Comparing Magazines
Elements other than negative space have been color-coded to
demonstrate the Gestalt Law of Figure / Groundand the Design
Principle of Contrast.
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Country Living Martha Stewart Living
Figure / Ground
An ambiguous perimeter caused by inadequate negative space leads to trapped spaces
with in the composition.
Contrast
Less contrast between figure and ground yields a busy composition.
Figure / Ground
Sufficient negative sp
trapped spaces.
Contrast
The figure stands out
easily recognize the p
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During the synthesis phase, a preliminary conclus
negative space in accordance with the Gestalt Th
leading to increased readability when applied to d
During this phase, several examples were reviewe
the newspapers, The London Guardian versusThe
Martha Stewart Living versusCountry Living.Base
andMartha Stewart Livingwere considered the m
York Sun andCountry Living were considered mor
The more readable examples tend to contain the m
ndings as described below:
With respect to the laws of Proximity and Unity
examples examined in the synthesis, similar kinds
by minimizing the negative space between them aclearly separated by increased negative space, lea
overall unity and harmony were maintained.
With respect to the laws of Similarity and Rhyth
upper and lower case typography and ush left te
readable examples. This establishes a clean borde
a coherent rhythm. Therefore, the overall page des
repetitive rhythm was created.
With respect to the laws of Closure and Balanc
examples demonstrate aligned paragraphs and co
composition. The negative space becomes aligne
readability. Even thoughThe New York Sunis one
it features an asymmetrical arrangement that reve
proportion. It contributes to the attractiveness of t
With respect to the laws of Continuation and M
examples, the negative space surrounding the ima
bottom and left to right. These directions are the n
being. Therefore, readers are less confused as to
Ideation
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The original concept for the nal application was t
design students that could be used during the des
effective use of negative space. However, this con
reference poster. Among the recommended vehic
textbooks and encyclopedias. However, these veh
or too much imagery. Finally, the reference poster
the Rundel Library on April 20, 2006.
Bruce Algras Healthand Drug Education
Series (Harmful Effects
of Alcohol & Drugs on
the Fetus and Infant)
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Before starting the redesign of the reference poste
Synthesis were addressed. The main goal was to
affects the overall composition or layout. Each cat
the negative space.
Ideation sketches
(more sketches can befound in Appendix B)
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First, by reducing the size of text and images, mo
As a result, the images were reduced, but the size
was enhanced.
Figure / Ground
andContrast
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In the next step, similar information or content are
example below,Alcohol, Smoking, Marijuana, Coc
How Drugs Travelby a horizontal negative space.
the separation of information more apparent.
Proximity
andUnity / Harmony
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The orientation of text, Harmful Effectsis now top
the previous example. Now the titles are separate
Hamful Effects of drugs and How Drugs Travel. To
mother and fetus together are grouped together. N
naturally from top to bottom.
Continuation
andMovement
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By adding typographic rules, the images and text
composition. As a result, the vertical negative spa
and right sections. The heading and column align
continuation and a stable, balanced composition.
Closure
andBalance / Proportion
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In the nal poster, a single font, Univers, was used
limited to two point sizes, all upper and lower cas
ragged right format. As a result, each paragraph h
creating a harmonious, rhythmic visual pattern. Co
By doing so, signicant information is emphasized
the secondary text. This strengthens the similarity
Similarity
andRhythm
HarmfulEffects
(Alcohol, Nicotine, Marij
Medications, Sleeping p
Foods containing caffein
and Chocolate)
The fetus shares almos
body, whether eaten, sm
Drugs and harmful subs
marijuana, cocaine, LSD
and foods containing ca
mothers blood stream
fetusand therefore mu
pass through the placen
blood vessel of the umb
smaller arteries carrying
waste products back to
Alcohol, Drugs, and Htaken by the Pregnantthrough the Bloodstre
Alcohol How Drug
Using alcohol during pregnancyincreases risk of:
Having a baby born with
Fetal Alcohol Syndrome (FAS).A pregnant mother must realize
that if she drinks, then so doesher baby.
FAS babies are abnormally small
at birth and have small heads.
FAS babies brains are smaller andfrequently have behavioral and
learning problems associated withmental retardation.
FAS babies are hyper-active,
jittery and lack coordination.
FAS babies are often born with
noticeable to severe abnormalfacial features.
Fetal Alcohol Syndrome
OtherAbnormalities
Stunting of growth
Liver damage
Heart and Kidney damage
Alcoholic withdrawal
Tremors and Seizures.
Brain
Brain damage
Mentalretardation
Belowaverageability
and intelligence
Hyperactive
Nose
Broad and flat
Upturned nostrils
Ears
Large, possibly
malformed ears
Head
Smallhead size
throughout life
Eyes
Short eye slits
Droopy eye lids
Small, widely
spaced eyes
Lips
Narrow upper lip
Chin
Small, chin
Tobacco
Smoking ReducesFlow of Oxygen andNutrients to Fetus
Using tobacco during pregnancyincreases risk of:
Miscarriage
Premature birth
Causes constriction and damageto the blood vessels of the
umbilical cord, decreasing theflow of blood, oxygen, and nutrient
vital to the developing fetus.
Almost always causes low-birthweight babies.
May cause baby to be born witha small head (and brain), impairs
growth, intellect, and emotionaldevelopment.
Smoking damages blood vessels
Reducesblood,oxygen,andnutrients
tofetus
Marijuana
Low-Birth Weight Baby
Born Three WeeksPremature
Using marijuana during pregnancy
increases the risk of:
Damaged Blood Vesselsof the umbilical cord,
and reduces their ability to transportand supply oxygen and nutrients
to the developing fetus.
Miscarriage
Stillbirth
May cause baby being bornwith a small head (and brain).
Poor Growth
IrritabilityBirth Defects
Deformities
Drug molecules
1
2
11
2
2
6
5
4
3
of A& Dron thand
Pathway of Drugs thro
Intermediate Evaluation
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A presentation describing the overall thesis projec
was given on February 8, 2006, to a group of RocGraduate Graphic Design students and faculty me
the meaning of negative space in print media and
The Rubin Vase example brought up the correlatio
Also, the report was folloewd by questions and co
a design solution that could use negative space to
effective way. This question opened a new line of
positive elements and negative space. The feedba
Some content descriptions required further elabor
Theory diagrams required clarication
Some people (non-designers) dont see negative sp
Thesis Sharing
Interview During the early stages of reseach, Kodak Design
interviewed. Much of the success of this thesis is
understanding of negative space. Ms. Yin states:
Negative space is an important principle of design
novices. White space is nothing. Negative space i
It breaks up text and graphics. It provides visual b
space to make a page less cramped, confusing, o
Implementation
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Headings Text Type
First, the original Algra poster and the redesigned
categories : Headings, Text Type, andImages. By space in the original Algra poster and improved us
are more clearly identied.
1
2
3
4
5
6
Headings Text Type
Original poster
Redesigned poster
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Original poster
Headings
Proximity and Unity/Harmony
Headings and sub-headings spaced too closely t
can prove hard to read.
Similarity and Rhythm
The main and sub heading type style is not differe
relationship is not immediately obvious to readers
Closure and Balance/Proportion
Non-aligned headings make for irregular space be
C ti d M t
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Redesigned poster
Headings
Proximity and Unity/Harmony
Based on the differences in saturation (red to gray
by importance.
Similarity and Rhythm
The information in the same category (left row) wa
In addition, the same vertical interval exists betwe
consistent rhythm. The difference in the point size
Closure and Balance/Proportion
Two rectangular shapes on each side are suggest
sub headings In addition these bars group each
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Original poster
Text Type
Proximity and Unity/Harmony
The information contained in the poster does not
manner. The left portion of the page resembles a g
though they are unrelated sections.
Similarity and Rhythm
The sub heads and text too closely resemble one
that both visual rhythm and readability non-existe
Closure and Balance/Proportion
Several of the categories dont seem to have any
presentation because of textual units in random a
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Redesigned poster
Text Type
Proximity and Unity/Harmony
Smaller gaps help divide the text into groups of in
between the sections to separate the information.
Similarity and Rhythm
Each paragraph starts with bold type (sub-headin
among headings. This claries hierarchy within ea
busy composition, one typeface, two type sizes, a
throughout the poster.
Closure and Balance/Proportion
Each aligned paragraph implies a rectangular sha
(Alcohol,Nicotine, Marijuana,Cocaine, LSD,PCP,Heroin,
Medications,Sleeping pills,Sedatives, Aspirin,
Foodscontaining caffeinesuchas Coffee,Tea,Colas,andChocolate)
The fetus shares almost everything the mother takes into her
body, whether eaten, smoked, injected, sniffed, or swallowed.
Drugs and harmfulsubstances such as alcohol, nicotine,
marijuana, cocaine, LSD, PCP, heroine, medications, aspirins,
and foods containing caffeine, are alltransferred from the
mothers blood stream to the blood circulation of the
fetusand therefore must be avoided!The se chemicals easily
pass through the placenta and are transported through the large
blood vesselof the umbil icalcord to the fetus, with the two
smaller arteries carrying deoxygenated blood, containing
waste products back to the placenta.
During the entire
the developing fe
great difficulty in
unprocessed in t
fluid. Exposure to
ofmiscarriage, e
stillbirthp rematu
growth impairme
and withdrawal.
Alcohol,Drugs,andHarmfulSubstancestakenbythePregnantMotherthattravelthrough the Bloodstreamto the Fetus
Using alcohol during pregnancyincreases risk of:
Having a baby born withFetalAlcohol Syndrome (FAS).Apregnant mother must realizethat if she drinks, then so does
her baby.
FAS babies are abnormally smallat birth and have smallheads.
FAS babies brains are smaller andfrequently have behavioralandlearning problems associated with
mentalretardation.
FAS babies are hyper-active,jittery and lack coordination.
FAS babies are often born withnoticeable to severe abnormalfacialfeatures.
Using tobacco during pregnancyincreases risk of:
MiscarriagePrematurebirth
Causes constriction and damage
tothebloodvesselsoftheumbilicalcord, decreasing theflowofblood,oxygen,andnutrientvitalto the developing fetus.
Almost always causes low-birthweight babies.
May cause baby to be born witha smallhead (and brain), impairsgrowth, intellect, and emotionaldevelopment.
Usingmarijuanaduringpregnancyincreases the risk of:
Damaged Blood Vesselsof the umbilicalcord,andreducestheirabilitytotransport
and supply oxygen and nutrientsto the developing fetus.
MiscarriageStillbirth
May cause baby being bornwith a smallhead (and brain).
Poor GrowthIrritabilityBirth DefectsDeformities
Using cocaine during pregnancyincreases risk of:
FetalDeathPremature Labor and DeliveryMiscarriage
Sudden Infant Death Syndrome(SIDS). Babies die in their sleepwithout warning.
Respiratory FailureKidney TroubleVisualProblemsLack of CoordinationRetardation
Blood Pressure Changes, caused
by cocaine use may causeblood vessels in the fetalbrain toburst, resulting in permanentphysicaland mentaldamage.
1
2
Drug enters body through themouth (Drugs also enter the
body through intravenousinjection and by sniffing orsnorting chemicals throughthe nose)
Drug enters the stomach
Drug enters the intestine
Drug is absorbed through theintestine and enters themothers bloodstream
Drug passes through theplacenta and is carried throughthe umbilicalcord to fetus
Drug enters blood circulationof fetus and is pumpedthroughout the infant
Drug moleculesMilk glands and d
Alcohol, drugs, asubstances take
mother are transinfant while breaThese microscoppass through milducts in the breainfant is feeding.The chemicals arabsorbed and puthroughout the in
1
2
3
4
5
6
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Original poster
Images
Proximity and Unity/Harmony
Images appear isolated and independent from on
together because of irregular negative space betw
Similarity and Rhythm
The four images in the upper area of the poster do
each other in shape and size.
Closure and Balance/Proportion
Its difcult to achieve a strong sense of closure o
when all elements are complex organic shapes wi
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Redesigned poster
Images
Proximity and Unity/Harmony
In order to promote uniform negative space throug
were placed between the images.
Similarity and Rhythm
The four images in the left section are the same si
This results in a stronger, more rhythmic similarity.
Closure and Balance/Proportion
The four images on the left side of the page imply
and the three larger graphics also imply a rectang
This results in a stronger grouping of images and
HarmThe following poster is a redesign that demonstrates the effective use of text typography.
With a visual hierarchy now in place, the reader is more engaged with the information and
more likely to retain its content.
50
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Text typography is separated and divided by negative space. By doing so,
the randomness of the original poster was eliminated and the elements are
harmoniously integrated. In addition, the beginning and ending of each
section is clear.
All typographic elements are set in one typeface with proper variation in size
and colors to reveal hierarchy. To create a regular rhythm, the same vertical
distance was applied between each heading.
Balance and proportion of the components were adjusted by grouping text and
photographs together with their own kind. Each paragraph is seen as a
rectangle, making it easier to recognize that there are four important sections.
The order of the components corresponds to the order of their priority.
Unlike the original poster, the reading direction is from top to bottom.
The negative space in the original poster was too dense and distracting,
thus creating unbalanced positive spaces. Clusters of components are now
balanced against large white areas of negative space.
Proximity and
Unity/Harmony
Similarity and
Rhythm
Closure and
Balance/Proportion
Continuance and
Movement
Figure & Ground
and Contrast
EffectAlcohol
Using alcoholduring pregnancyincreasesrisk of:
Having a baby born withFetalAlcoholSyndrome (FAS).Apregnant mother must realizethat if she drinks, then so doesher baby.
FAS babies are abnormally smallat birth and have smallheads.
FAS babies brains are smaller andfrequently have behavioralandlearning problems associated withmentalretardation.
FAS babies are hyper-active,jittery and lack coordination.
FAS babies are often born withnoticeable to severe abnormalfacialfeatures.
Tobacco
Using tobacco during pregnancyincreasesrisk of:
MiscarriagePrematurebirth
Causes constriction and damagetothe bloodvesselsoftheumbilicalcord, decreasing theflowofblood, oxygen,andnutrientvitalto the developing fetus.
Almost always causes low-birthweight babies.
May cause baby to be born witha smallhead (and brain), impairsgrowth, intellect, and emotionaldevelopment.
Marijuana
Usingmarijuanaduringpregnancyincreasestheriskof:
Damaged Blood Vesselsof the umbilicalcord,andreducestheirabilityto transportand supply oxygen and nutrientsto the developing fetus.
MiscarriageStillbirth
May cause baby being bornwith a smallhead (and brain).
Poor GrowthIrritabilityBirth DefectsDeformities
Cocaine
Using cocaineduring pregnancyincreasesrisk of:
FetalDeathPremature Labor and DeliveryMiscarriage
Sudden Infant Death Syndrome(SIDS). Babies die in their sleepwithout warning.
Respiratory FailureKidney TroubleVisualProblemsLack of CoordinationRetardation
Blood Pressure Changes, causedby cocaine use may causeblood vessels in the fetalbrain toburst, resulting in permanentphysicaland mentaldamage.
1
2
Dissemination
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A work-in-progress thesis exhibit was displayed in
Institute of Technology. The display, which describfrom April 3 19, 2006. This panel system was dev
use of negative space in graphic design.
The opening night allowed meaningful discourse a
with a diverse audience (art and design faculty, st
This photograph was taken on the opening night a
Details of each panel can be found in Appendix C
Gallery Exhibition
Thesis Display
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Retrospective Evaluation
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Final ApplicationFeedback
After several revisions,
the nal posterand
original posterwere
sent to Amanda Green,
Graphic Designer
at Eastman Kodak,
for her feedback.
May 12, 2006.
These are her
written responses
Proximity and Unity/HarmonyThe poster demonstrates a proper use of proximity
feeling of unity. The body copy has a more organiz
The typographic design seems to be more aware o
This makes both the beginning and end more clea
Similarity and Rhythm
The text being set in one typeface is very helpful a
The consistent typeface throughout the poster allo
enjoyable read. There is rhythm made by the dista
the size of the headings and the overall space thro
Closure and Balance/Proportion
The poster seems to be a little unbalanced. Aman
space. However, the scale of the images is much
the other elements.
Continuance and Movement
The ow of the original poster is ineffective. It is lik
impossible. The new poster is a continuous read a
effective. The viewer can clearly read the poster fr
Figure / Ground and Contrast
The poster demonstrates a clear use of negative sThe images are in a good relationship to the text a
images and legibility of the type in the original pos
there is a effective use of negative space which br
hierarchy in the new design that the old design di
Self Evaluation Throughout this thesis process, It was difcult to d
readability and this designer did not initially have relationship. While there is a general understandin
space refers to, there is also ambiguity. And thoug
conversation, it has so far eluded any formal den
ideation, the denition became clearer and therefo
Conclusion
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This thesis expanded the denition of terms and p
the effective use of negative space in printed text expanded meaning to grow from an extensive res
across several disciplines. This thesis successfully
the visual aspects of negative space and the prin
Through this work, a correlation was discovered b
Laws and the Seven Design Principles, and a con
can support readability by providing:
a space for the eye to rest; to be seen as a group,
a signal to cue the begining and ending of a text o
a variation of space to attract attention and develo
an implied space to lead the viewer to the center o
The effective use of negative space is one of the m
The areas of negative space allow a viewers eyes
contemplating the content. A designer should fact
space when designing a layout. Blank, negative s
Dont think of such areas as wasted or unused sp
a design element in and of itself. Properly placed
graphic design operating on a high level of excelle
This thesis provides a set of considerations for gra
consciously making decisions about the use of ne
of this is demonstrating the benets of effective nthesis outcome is the fact that not all theories and
guarantee success. There are design situations in
sense of negative space use. The nal application
a comparative study that demonstrates the many
use of negative space.
Glossary of Terms
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Alignment Arrangement or position in a straight line or in par
always more important than measurable alignmen
Baseline Invisible line on which letterforms sit.
Block Units of text space (paragraphs).
Body copy The primary text of a story. Usually identied by a
of 8 to 12 points. Does not include headlines, sub
Alphanumeric Mixture of letters and numbers.
Bleed Imagery or letterforms that are tangent to the trimm
Body type Type used in the text, as distinguished from displa
Callout Wording placed outside the illustration but attache
part of the illustration it describes.
Centered Alignment in which the midpoints of each element
Asymmetrical A design arrangement in which the space is uneq
Balance The arrangement of various elements on a page o
of the various elements is equal.
Border A rule used to form a box or to contain an image.
Caption A short descriptive block of copy or a phrase that
Glossary of Terms continued
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Counter The space, either completely or only partially close
o, u, and A, B, C, S.
Contents A listing of the subject matter and its location in a
Contrast A feeling of variety without the loss of harmony in
between one tonal value or another that denes ea
Flush-left,
Flush-right
Even or aligned on the left edge or the right edge o
side remaining deliberately uneven.
Display type Type used for headlines, pull quotes, subheads, ca
expressive words, as distinguished frombody typ
Dropout Type appearing in white on black or a pale color a
background. Also calledreverse.
Deck A sub-head appearing just beneath or near the he
Decorative font An ornate typeface that would not be appropriate
Duotone A halftone photographic reproduction printed in tw
usually black.
Element Any unit that makes up a page design. ex. copy, h
border, image, color tint block, caption, blurb, cutl
Flag The name of a magazine or newsletter;also called
Glossary of Terms continued
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Gutter The inner space between two facing pages. Cross
from one page onto the facing page is calledjump
Indent A notch cut in usually from left-hand edge of a bo
from the right or both edges. A paragraph indent a
paragraph (though it should not do so in the rst o
all except the rst line, which is ush left. A runaro
of a neighboring illustration.
Justifed Aligning left and right edges of a column of type fo
Dont justify with fewer than eight words (forty cha
force-justifying or opening up by word-spacing o
and thus jeopardizing smooth, rhythmic reading.
Grouping Arranging pictures so that there is a leader, or foca
Header Recurring copy at the top of the page that helps o
such information as title, issue date, and page num
Headline Prominent display type, intend to summarize the c
Head Margin The white space at the top of a page.
Grid The underlying pattern of lines forming the framew
also, to align elements on a page.
Kerning Removing space between specic letter pairs in o
consistent letterspacing.
Layout The placement of art and text on a page or two-pa
Glossary of Terms continued
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Negative Space The opposite of positive space, which is space ac
in visual elements. Called white space, in letter for
part of the design that isnt there.
Sinkage Area of white space at the top of pages created b
Margins The space between elements on a page or spread
Optical Center A spot two-fths down from the top of the page a
of the live area. This is where the eye will seek tob
rather than at the exact, mechanical center.
Pica A unit of measurement. There are approximately 6
One pica is 12 points.
Ragged Multiple lines of type set with either the left or righ
is constant in ragged setting (ush left or ush righ
Readability The quality of written language that makes it easy
Symmetrical balance Occurs when all elements are balanced down the
either horizontally or vertically.
Weight The boldness of type, based on the thickness of it
Masthead An alternate name for the nameplate of a newspa
Bibliography
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Books
White, Alexander W.Elements of Graphic Design: Space, Unity, Pag
Allworth Press, 2002
This book offers a method for successful designs
He demonstrates how to use scale, color, and pos
of importance. Other concepts include employing
type, and dening dominance in images and text.
Swanson, Gunnar
Graphic Design and Reading: Explorations of a
Watson-Guptill Publications, 2000
The essays offer explanations of traditions of typo
radical interventions that are attacks on or improve
Carmichael, Leonald
Reading and Visual Fatigue
Book, Albert C.
Fundamentals of Copy & Layout
McGraw-Hill Press, 1997
It offers concise information that leads one throug
advertisements in newspapers, consumer magazi
and interactive media.
Tschichold, Jan
The New Typography: (Weimar and Now: Germ
CA: California State UP, 1998
First published in 1928 in Germany and out of prin
recognized as one of the most important statemen
Bibliography continued
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Samara,Timothy
Making and Breaking the Grid: A Graphic Desig
Rockport Publishers, 2005
This book begins with an exposition of basic kind
most common ones used in traditional design wo
shows how these grids organize information apprprovide a framework for composition.
Tinker,Miles A.How to Make Type Readable
Harpers Press, 1974
Results of 12 years of research on readability of p
tests are summarized. Special arrangements of th
pages, margins, single versus double column com
rules, and paragraph arrangement.
Books
Wong, Wucius
Principles of Form and Design
Wiley Press, 1993
This book gives readers the content of three impo
most inuential design writers. This is a class in the
of design that will appeal to a broad audience of g
Wertheimer, Michael
Max Wertheimer & Gestalt Theory
Transaction Publishers, 2004
Gestalt theory allows communicators to predict h
elements. This book briey illustrates the nine Ges
they are applied to create effective gures in textb
Bibliography continued
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Journal Article
Miller, Lawrence M.
Do The White Thing
Journal of Essentials 17 (1991): 48 50
Describes white space as a design tool.
Bonsiepe, GuiA Method of Quantifying Order in Typographic
Journal of Typographic Research 2 (1968): 203 2
A journal for research on the design unit of simpli
Berger, Charles
Stoke-width, Form and Horizontal Spacing of N
as Determinants of the Threshold of Recognitio
Journal of Applied Psychology 28 (1944): 208 23
The effect of certain typographical variations upon
of recognition of numerals.
Strizver, Ilene
Spacing and Kerning
AIGA Journal of Typography (2004)
Explains what makes a typeface look the way it do
Tinker, Miles A.
Reader Preferences and Typography
Journal of Applied Psychology 26 (1942): 38 40
To determine the extent of agreement between jud
and judged pleasingness were compared.
Bibliography continued
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Web Sites
Paul Shaw. The Digital Past: When Typefaces W
May 19, 2005
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Index
A Planning Documentation
B Initial Ideation Spreads
C Exhibit Panels
D Final Application
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Effective Use o
in Graphic Des
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Effective Use o
in Graphic Des
Dong Hyun Lee
Thesis Proposal for
Graduate Graphic De
School of Design
College of Imaging ARochester Institute o
Fall 2005
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Table of Conte
Thesis Committee M
Thesis Proposal
Precedents
Mission, Goal, Objec
Explanatory Diagram
Evaluation Plans
Timetable
Glossary of Terms
Bibliography
Thesis Documentatio
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Thesis Commi
Chief Advisor Bruce Ian Meader
Associate Professor,
College of Imaging A
Associate Advisor Thomas F. MoranAssociate Professor,
College of Applied S
Associate Advisor Lorrie Frear
Assistant Professor,
College of Imaging A
Designer Dong Hyun Lee
Candidate for Maste
College of Imaging A
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Rubin, Edgar J.
Precedents
The parts of a visual image may be considered, ana
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, g
1886 1951
Danish psychologist/
phenomenologist
Figure-ground
perception
Rubin Vase
Journal of Cognitive
Neuroscience 13(2001): 12-18.
p g y ,
components. The whole of a visual image is greate
When confronted by a visual image, we seem to ne
(a gure with a denite contour) from what our cur
(or ground). An illustration of this is the famous am
psychologist Edgar Rubin.
Perceptual set operates in such cases and we ten
other Altering the amount of black or white which
Moyer, Karen.
Precedents continued
Hierarchy
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Associate Professor
Graphic Design
School of Design
Carnegie Mellon
University.
Pittsburgh, PA
The Typographic
Hierarchy project
in 1979
Graduate Typographic
Design Handouts, 2005.
8:00 pm
Carson Auditorium
73 Lomb Memorial Drive
Rochester, New York
Admission Free
Art and Technology Lectures
presents
October 4The Peculiarity of Pictures
Richard L. GregoryDirector, Perception Laboratory
Department of Psychology
Cambridge University
Monday,
ThursdayNovember 24TheIntelligent Eye
The term hierarchy refers to the vertical system of
importance. In this context, consider the ranking,
what isprimary,secondaryand tertiary.
Karen Moyer uses the term Visualogicto describe
The Intelligent EyeThursday, November 24
Tinker, Miles A. An example
Precedents continued
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Professor Emeritus
Psychology Department
University of Minnesota
Minneapolis, MN
Spatial Arrangements
of the Printed Page
Legibility of Print
Ames, IA: Iowa State UP,1969.
illusion: bot
50% of the
area seems
The results s
overestimat
card area by
whether the
white or whiexistence of
illusion undo
the area of t
According to Tinkers study, readers believe 75%
This example supports this thesis by providing ce
surrounding space becomes more larger than the
have a 50:50 proportional perception of negative s
Impact
Samara, Timothy.
Principal, Samara Lee
Communication
Design, Inc.
A Graphic Design
Layout Workshop
Making and Breaking
the Grid
Rockport Publishers,
2005.
For designers working in every medium, layout is a
important element. Effective layout is essential to
user to not only be drawn in with an innovative de
This book is a comprehensive layout design works
break the rules of grid-based design one must rs
applied to real-world projects.
Evaluate Use ofNegative Spaceto Enhance ReMission
Mission, Goals, Objectives, Process
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Goal 1 DefneNegative Spacewithin Typography
Objective
Process
Defnition
establish denitions to develop an understanding
ofnegative space
gather information aboutnegative spacethrough rdevelop a set of denitions fornegative spaceterm
Objective
Process
Attributes
identify attributes, function, and consequences of
research attributes that play a important role in rea
collect examples that demonstrate effective use o
Goal 2 Develop Use ofNegative Spaceto Improve Rea
Objective
Process
Purpose ofNegative Space
classify and organize uses ofnegative space
gather examples of uses ofnegative spacefrom a
contact typographic design advocates
extract specic theory related to spaces between
develop matrix ofnegative spaceand theory
Objective
Process
Demonstrating Effectiveness
demonstrate effective use ofnegative space
dene effectivenesscompare and analyze a range ofnegative spacec
evaluate results through case studies
DefneNegative SpaceProblem
Defnition
Explanatory Diagram
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Establish denitionsIdentify attributes, function, and
consequences
Research
Relevant literature
Find experts contact, interview
Collect examples
Analysis
Classify information
(position, direction, form, structure,and size ofnegative space)
Organize information in most
effective way
Demonstrate Effective Use
ofNegative Space
Compare/analyze of the organization
Dene effectivenessEvaluate results through case studies
Sharing New Insight
Categorize the method of success
Determine the best method
Defnition
Synthesis
Implementation
Acquir
Informa
Interme
Evalua
Retros
Evalua
Evaluation Plans
The evaluation plans for this thesis include : ne
id ti i l t d l ti d f l l
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ideation, implemented solutions, and fnal evalu
Preliminary Evaluation
The preliminary evaluation will occur within the ide
Through personal interviews and questionnaires, p
with typographic design and readability awarenes
regarding the thesis project and its application. Th
offer valuable suggestions of effective use of nega
Intermediate Evaluation
The intermediate evaluation will occur within the im
Comments, suggestions, and questions from the t
considered and may be incorporated into the stud
is to evaluate the clarity of communication goals a
evlauation will be reected in the nal solution.
Retrospective Evaluation
The retrospective evaluation will occur after the im
A survey will be given to professional graphic des
nished application.The evaluation will be develop
about the function of negative space.The nal ap
improved understanding of effective negative spa
Timetable
Fall
Winter
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Winter
Spring
October
November
05 Fall Quarter Begins
14 Propo
September
14 Last
08 Election Day
17
15 C
Timetable Continued
Fall
Winter
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Winter
Spring
January
February
15 C01 Research / Analysis
December
09 2006 Classes Beg
1
01 New Years Day
09 Preliminary Writin
02 Presentation to 1st Grads
07 Ideation / Evaluation
14 V
Timetable Continued
Fall
Winter
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Winter
Spring
April
May
14 C01 Implementation
March
16 Ea
05 13 Winter / Spring Break
04 Final Writing
07 Thesis Show Preparatio
03 Gallery Opening 10 Committee Me
Document Structure
Thesis Project
Defnition
Introducing, Identifying, and understanding the na
including history, situation, and goals
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g y, , g
Precedents Describing other existing projects, case studies, a
that have meaningful relationships to study
Research Describing facts, principles, theories, or relations
that have been discovered to help solve the prob
Synthesis Describing interrelationships and patterns
sorting, sequencing, and ordering information or
Ideation Describing the generation of conceptual solutions
and preparation of a range of preliminary design a
Intermediate
Evaluation
Describing testing strategies that were used to ju
and the resulting selection of possible design sol
Implementation Describing how the project was rened, develope
to its nal form or application
Dissemination Describing plans for future audience interaction
how could this product or information be distribu
Retrospective
Evaluation
Assessing the nal product to determine strength
how could future versions be improved?
Conclusion Summarizing overall experience and outcome
what was gained?
Glossary of Terms Dening particular terms that were used within th
to aid in reader understanding
Initial Ideation Sketches
These space related sketches are selected from
It shows how to make important parts stand out f
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Th i D fi iti
Graduate Thesis Exhibition : Panel 1
Bevier Gallery, RIT (April 319, 2006)
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Thesis Definition
Situation and Audience
The use of negative space as an element of graphic design began with
the European modern art movements of the early 1900s. Similar to the way in
which typography review the hierarchy of information in a massage, effective
use of negative space provides a flexible way to control visual hierarchy
(emphasizing and distinguishing primary, secondary and tertiary information).
In addition, negative space helps to prioritize and emphasize unnecessary
elements and allows important elements in a logical structure.These functions
of negative space play a significant role in contributing to the effective
readability of text typography.
Readability is the ease of reading an entire composition for print or for a
digital application.Among the many elements that help to improve readability,
negative space is crucial in communicating messages with typography.
This thesis will expand the definition of terms and principles that determine
the effective uses of negative space in printed t ext typography.
The primary audience is undergraduate sophomore level graphic design
students.The secondary audience will be graphic design educators.
This thesis attempts to improve readability for experienced readers who have
college-level reading ability.
Graphic Design Thesis Con
This thesis project focuses o
effective negative space to im
From the research and synth
to help graphic designers be
and strengthen the readabilit
Outside Content
Newspapers and magazines
forums that present informat
and use of negative space.Th
this information easily and qu
hypothesis, the use of negati
analyzed for effectiveness. N
applied to improve use of ne
Goals and Objectives
This thesis will investigate th
improve the readability of tex
approach to addressing nega
Nega
Existing Reference Poster: Ineffective Use of Negativ
Graduate Thesis Exhibition : Panel 2
Bevier Gallery, RIT (April 319, 2006)
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Existing Reference Poster: Ineffective Use of Negativ
Negative Space Problems
No clear distinctions among different categories of information
No clear typographic hierarchy with respect to type size, type weight, and color
No consistent intervals of negative space among text and photographs
No clear sequence of order
No marginal space for the eye to rest
RIT Web Offset Poster Reference Poster
Research and Synthesis
Graduate Thesis Exhibition : Panel 3
Bevier Gallery, RIT (April 319, 2006)
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Research and Synthesis
The comparison between the London Guardianand the New York Sun
is an example of a dense composition with very little negative space.
Elements other than columns have been excluded to demonstrate the
Gestalt Laws of Proximityand Unity/Harmony.
As shown in the London Gu
are clearly divided by negati
the articles are not as clearly
Narrower spaces tend to ass
separate and disassociate e
To analyze the implication between readability and negative space,
two theories were selected through an extensive research. Gestalt Theory
and Readability are based on typical human perception. Several principles of
visual perception can be used to determine good readability using Gestalt
Theory Grouping Laws.
Similar to Gestalt Theory, the
to helping readers access an
more efficiently. These princ
print or digital applications
Gestalt Theory Grouping Laws
Elements tend to be grouped together according to their nearness,
As the example shows, four circles in the right appear to be in one
group whereas two circles in the left appear to be in a group of
their own. This is due to the fact that a larger gap exists between
the two groupsthan exists between each individual ci rcle in a group.
Proximity
Items similar in some respect tend to b e grouped together.
Even though all shapes have the same space in between,
four squares form a group and four circlesformanother group.
This perceptive processis caused bythe LawsofSimilarity.
Similarity
Items are grouped together if they tend to complete some entity.
A square is implied to fill in the empty space to form a complete
rectangle. Human mind tends to enclose spaces by completing
contours and ignoring gaps between shapes.
Closure
Items appear to be in a continuation of direction if they are aligned a
certainorder. The three circlesappear to be on the samerising line
in this example. Human mind tend to perceive continuation in a smooth,
contours rather than abrupt changes indirection.
Continuation
Someobjectstakeaprominentrole(thefigure)whileothersrecede
into the background (the ground); In this example, circle is the
figure and the rest of the area within the square is the background.
This phenomenon is made possible by contrast.
Figure / Ground
Seven Design Principles
Contrast Contrast means showing differences in two different sections of
the design or showing somehow that the design being created is
very different from other designs because of contrast. Contrast
can also be used to show emphasis in any part of the design.
Balance Balancerefers to the distribution and visual equilibrium of the
elements that causes the total image to appear balanced. Balance
can be either symmetrical or asymmetrical in a design. In the
case of asymmetrical design, the composition is more dynamic.
Unity Unity is a condition or quality of design that is ac hieved when
individual elements are grouped. Unity helps the design to be seen
as one design instead of random, isolated elements in the design.
Rhythm Rhythm is the tempoof visual movement, achieved through
repetition of line, shape, or color. Similar to music, rhythm
minor dominant
symmetrical asymmetrical
part group
busy repetition
Propor
Movem
Harmo
Example of Outside Content: Proximity, Unity/Harmony
London Guardian New York Sun
establishes a visual pattern.
Redesign of Reference Poster: Effective Negative Spa
Graduate Thesis Exhibition : Panel 4
Bevier Gallery, RIT (April 319, 2006)
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Redesign of Reference Poster: Effective Negative Spa
Proximity, Unity/Harmony
Text typography is separated and divided by negative space. By doing so,
randomness of the original poster was eliminated and all contents now forma harmony. In addition, the beginning and ending of each component is clear.
Similarity, Rhythm
All typographic elements are set in one typeface with proper variation in size
and colors to reveal hierarchy. In order to create rhythm, the same distance
was applied between each heading.
Feedinge automatic reel splicer, connects the shorter rolls of paperabout to end to a fresh new roll without stopping the press.e infeed system maintains the proper tension for the webto pass through the printing units.
PrintingIt is an indirect printing process that an image is transferred, oroffset, from one surface to another. e plate transfers the imageto a rubber blanket which offsets the image onto a substratepressed between the impression cylinder and blanket cylinder.
Controle console allows the press operator to do many tasks fromone area on the press, such as adjusting color for image control,speed, moving plates to make proper registration, web tension,automatic plate and blanket cleaning, dryer temp. etc.
Drying
Aer the paper is printed on it travels from the printing unitsto the finishing system. e web is cooled with the EcocoolIntegrated DryerSystem. e system puts moisture back into theweb to improve its strength and color.
Examples of prinnewspapers, magbrochures, postercoupons, and art
Folding
e PCF-1pinless folder is a folding system eliminates timewasting tasks, by eliminating the folder pins that would puncturethe paper, making the punctured area to be trimmed off.e folder system can produce more than 18 different foldingformats. It allows for easy change over from one job to another,and stores the job for future use. Once folded the printedproducts continue across a conveyor belt where it will bepackaged, boxed and shipped. All these advantages help for abetter quality and productive and steady workflow.
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