Directionality and Scale

Image Source: pierreneumann

Through many elements of design, a piece can manipulate what you see first, second, third and so forth. It can also move your eye from one place to another. When a piece is designed to have movement, it seems to sometimes give the eye an invisible support system, almost like a monorail. As you look into a composition, rather than trying to find information and bouncing back and forth, the design takes you on a journey, leading you exactly where the designer means for you to go. Whether pleasant or not, movement provides an experience for the eye.

In the poster above, thin horizontal lines provide calm places for text to “slide” left and right. The stacked lines bring to mind how we might see distance on the horizon. Some text on the lines are “closer” to you because they’re larger, while some are further back and small. The larger and more prominent text, “Amphitryon” calls a lot of attention and pulls you off to the right. This and all the other elements of the design seem to be moving off to the right. One specific example is the relationship between “Saint-Gervais Geneve,” “Amphitryon,” and the black dot. From top to bottom, they seem to draw a line parallel to the body in the photo, both moving down and to the right.



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