Visual Design Basics: Composition, Layout, and Logo Design
Classified in Arts and Humanities
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Part of the Universal Creative Process
Identify a goal
Gather input and insight
Clarify challenges
Generate ideas
Prototype and strengthen
Plan of action
Implement and evaluate
Composition
Golden Ratio: Fibonacci Number by Leonardo de Pisa
One of the most important elements is the main object. This must be located strategically within the photograph. To achieve this, we determine our framing and how we are going to take our photograph.
It is essential to include the most important elements in our photography, and in the composition, you will see the ordered result of those elements.
Composition Rules
Patterns: When we see something repetitive that we find attractive and satisfying.
Symmetry: Cropping to have an equal amount of content on both sides.
Asymmetry: Cropping to have different amounts of content on each side.
The Rule of Three: Works with everything visual. Divide your canvas into three parts, two times. The intersection points are where the most important elements should be placed (1:2, 2:1 ratio).
Horizon: A background divided into three parts, where each part contains something of interest.
Group of Three: Our brain finds it attractive when three objects/parts are placed together, especially if they are the same or similar.
Leading Lines: Diagonal or curved lines that lead the eye to an important point in the composition.
Layout and Composition
(Think Like a Designer)
- Proximity: Create space between information using white space (negative space) to improve readability.
- Alignment: Be conscious of grids, rules, and symmetry to create organization and visual hierarchy.
- Contrast: Capture the reader's attention using:
- Color: Use a color hierarchy to guide the reader's eye.
- Size: Guide the reader to the most important information.
- Shape: Use different shapes to create visual interest.
- Font Weight: Use bold or italic text to emphasize important information.
- Repetition: Reinforce your design and create consistency. This helps users understand the structure and anticipate what comes next.
Logo: The Base of Marketing
A logo is the visual representation of your company or work. Consider these elements when designing a logo:
- Color
- Inspiration
- Typography
- Logo variations/alterations
Types of Logos
Logotype: Primarily typography-based, identified by its text (e.g., Coca-Cola).
Isotype: Only a symbol or drawing represents the brand (e.g., Apple).
Imagetype: Combines a symbol or drawing with text (e.g., Spotify).
Isologo: Merges the symbol or drawing with the text, and they cannot be separated (e.g., Starbucks Coffee).