Colordance Design

colordance design philosophy

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Structure

Proportion

Emerse your viewer in a casual layout with enlarged type, shapes, and illustrations that bleed off the page. Or, communicate a classic, restrained tone with similarly sized photos, and consistently proportioned white space throughout a document. As you play with the size of your graphic elements, you add aesthetic taste and interest to your design.

A commonly used and visually pleasing proportion is 2/3 to 1/3. These dimensions roughly match the proportions of the Golden Mean. Readily observed in nature, art, and advertising, these proportions illustrate asymmetrical balance.

Hierarchy

Good design creates a visual flow which directs your viewer's eye through your composition. Ask yourself what element should be most dominant? What should come next? Your answer depends on your project. Whatever content is most important becomes a focal point to draw your reader in.

With text, it is essential to determine your hierarchy of information — from most important to least important — by assigning specific typeface styles for heads, sub-heads, and body copy. In this way a viewer can quickly find the details that are most essential.

Visual hierarchy is also created with consistent white space for margins, columns, and rows, and a definitive color scheme.

Balance

Every design contains balance. Balance can be symmetrical, asymmetrical, or sometimes a combination of both. We recognize symmetrical balance when both sides of a composition are equally divided and both sides match.

Symmetrical balance provides a classic, formal, stable, and harmonious impression. The human body, most animals, many buildings and homes throughout the world, exhibit symmetrical balance.

Asymmetrical balance occurs when the visual weight in a design does not fall equally on both sides. Viewers appreciate its unexpected perspective and casual style. It is more interesting to look at, and often holds our attention longer. A snapshot of leaves scattered across the ground reveals asymmetrical balance.

A composition that employs asymmetrical balance requires planning and skill. A designer's task is to arrange unrelated elements into a larger unified design.

Contrast

Every autumn mother nature shows off her vibrant hues. Variegated red and green leaves showcase their organic shapes, contrasting with the dark linear tree trunks. We marvel at the beauty.

Good design occurs through the effective use of contrasting elements—line, shape, balance, size, color, and style. Vary the position and weight of two or more elements in your scene and contrast occurs.

Visual conflict is resolved when a focal point is identified for the viewer's eye to enter the landscape.

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