3 elements; type, (not)type and?
There are basically 3 important elements that together create good design. There is type - what style, what colour, what tweaks, how it is affected, what it says, etc. There are non-type elements such as - illustration,photography, graphics, etc. And of course much thought, research and experimentation about these 2 design components - then the decision as to how they are to be ‘played with’, how they will interact with each other. This component is uniquely important.
The purpose of design is to solve problems in an innovative way. Making it ‘pretty’ is only secondary. Remember the old saying - form follows function. According to these statements it is therefore the arrangement of the type element positioned and played with the non-type elements, which will provide both a solution but also due to attention to detail and experimentation, the best creative departure for the specific solution’s needs.
Design’s principles and elements remain the same for any platform: electronic, print, dimensional exhibits, etc. No matter what size or scale of the project, these principles remain.
Seeing type on all devices no matter how small.
Even though the world is predominantly electronic today, still over 90% of all information online is text. We see it in visual representations, it is there within the; presentations, infographics, memes - type and what that text says, plays a key role.
When you take a moment to look around, you see text/copy/type everywhere; on the computer you are working, on the t-shirt you are wearing (check out the inside tag!), on the social media cell phone app you are checking while reading this post, on the water bottle from which you just took a sip, … it’s ubiquitous.
Don’t miss the company branding in the upper right corner, strategically placed.
At a local full-flavoured coffee stop on one of my daily routes, I noticed inside the space was quite ‘clean’ a simple store layout, no clutter, with many folk on their phones and their laptops. When they were ready to shop they would pass a shelf. The message the merchants wanted to convey was reinforced.
First the neon red type, caps, large, spelling COFFEE, hovers over a thin presence of a shelf with curated branding design packaging, placed against an insipid white wall. The hierarchy of the placement of the neon sign and it’s unique treatment draw your eye to what is below - this is one of the ‘play’ decisions (the interactions) which the designer must have chosen. This reminds the viewer it’s about COFFEE. The message is comprehended immediately.
On Instagram this short promo video came to view and caught my eye. With motion the interaction is animated. What a great new twist on the option for play. But, don’t be confused. There are still the same 3 fundamentals are at play. TYPE, NON-TYPE elements and their relationship!
Balance and the interactive play between The Type and the Non-Type elements.
Let’s play ball together!