D3 LA04 Positive and Negative Form

Summary

Part A of this activity explored the nature of negative space by visually interpreting three subjects. I selected Jaws, Ghost and Smoke, drew 4 thumbnails for each, then explained why the final choice was made. Part B involved sourcing examples of white space across a range of media and describing how this influenced the design.

Introduction

Positive and negative space are powerful and engaging design principles. They are vital tools in a designer's toolbox instrumental in the success of the design. White space is extravagance, less content and more space. High class publications are clear and uncluttered, modern trends shifting newspapers. Negative space can alter the focal point of a design and introduce suggestive meaning. It can have a huge impact on the composition and how the work is received.

• Positive space is the absence of artwork providing no further meaning. It focuses the viewer's attention at the expense of content and is a valuable tool that can make a design prominent.
• Negative space is the area surrounding a shape bound by the framal reference and characterised by the absence of artwork. It offers a further level of artistic meaning and intrigue to a design.
• Rubin's figure–ground distinction highlights feature recognition is overridden by a higher level brain function called shaping. This occurs when the lines between background and image are blurred.
• An afterimage is a result of the environment. It is positive when the eyes are closed, the same colour, and for less than a second. Negative when over stimulated, for much longer, and opponent colours.

Part A : Positive versus Negative Space

Instructions

Choose 3 subjects from the supplied list and develop a range of thumbnails on the template. Select the most effective and briefly discuss why they were chosen. Only the surrounding negative space should be drawn, and cropping and tension points should be considered.

Process

1. Selected 3 subjects from supplied list.
2. Searched Google Images for samples of subjects.
3. Drew 4 thumbnails for each subject in visual diary.
4. Scanned diary and redrew images.
5. Selected best 2 thumbnails for template.
6. Chose best thumbnail for larger box.

Results

Thumbnails	Template

Discussion

Jaws	The first image focussed on the fin, the next two the shark, and the final the jaws. The two shark bodies were more specific to the separation of space and the forth was ambivalent. They made use of framal reference and cropping, the first attempting to create force in the water. I selected the larger image which combined the impact of the jaws with the descriptive body, using proportion to add upwards tension to the scene.
Ghost	The first image used cropping to create presence with less depth between image and frame. The second negative space effectively but the style over rid the subject. The third a figured sheet added lower tension and grounding. The forth a coffin focused attention on an expanding ghost, relying too heavily on white space. I selected the first image due to the large eyes using negative space to reinforce the illusion of depth.
Smoke	The first image focussed on plumes of smoke from a pipe, the next three on a series, using a camp fire, a cigarette and a chimney. The camp fire and cigarette were chosen due to the emphasis of scene and movement, the pipe containing less of the subject and the chimney cropping too prominent. I selected the camp fire because it clearly represented the subject using proportion, illusion of space and upwards force.

Part B : Whitespace

Instructions

Find examples where whitespace has been used effectively in:

• Print-publishing (magazines/ newspapers)
• Street advertising (billboards/ shop-frontage)
• Websites
• Your choice

Process

1. Searched Google Images for examples on each form of media.
2. Chose the most unique for each category.
3. Considered a prominent own choice and selected packaging.
4. Defined the affect white space had on each design.

Results / Discussion

Print-Publishing

This layout appears uncluttered due to the abundance of white space surrounding an ordered flow of elements. The contrasts of text angle draw the viewer's attention and a minimal amount of information is delivered clearly.

Street Advertising

This advertisement uses white space to focus the message. The prominent robot bleeds of the frame adding depth, drawing the viewer to the body of text. This is centred in white space, clear, distinct and readable.

Websites

This layout uses blue white space drawing attention towards the title and purpose. The horizontal image adds meaning flowing across options above and below. Layered clouds create depth and encase animated navigation.

Packaging

This design includes negative components to deliver a product with impact. The upper white space increases the title readability, and negative space reinforces the title and model. The back is spaced to avoid tension points.

Conclusion

The ASM defines space as the distance between shapes where a shape is the external outline of a form. Applied to design it is understood in terms of positive and negative space, the classical yin and yang integrating the two in harmony. This activity reinforced the previous design principles and explored new techniques to apply in logo and layout design. The thumbnails in part A were critically examined for focal points, meaning, dynamics, framal reference, cropping and tension points. With correct placement it was shown to introduce dramatic visual effect to the final composition.

The images in part B provided an insight into the usage of white space in modern design. These images were selected due to their uniqueness and then the principles involved were examined. The packaging example was more effective as a container, the white sides emphasising the positive space. I learnt a process that structures design so fewer thumbnails quickly approach, and more effectively resemble a subject. Successfully distinguishing the subject is vital and fundamental to applying the principles of positive and negative space.

A link to this activity is available here

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References

Positive Space Wiki White Space White Space Negative Space Wiki Negative Space Understanding Negative Space Negative Space Logo Design Image Recognition Wiki Rubin Vase Wiki After Image

Logos 30 Clever Logos with Hidden Meanings 55 Creative Logo Designs with Negative Space Print Publishing White Space in Magazine Design Street Advertising White Space in Street Billboards Websites Culture Code