The+Visual+Toolbox

TYPO GRAPHY ~ All alphabets differ from each other only through the variation of five aspects: weight, width, posture, contrast, and style. Within these variables exists a limitless array of textural, spatial, and expressive possibilities.



Colour  ~ There are few visual stimuli as powerful as colour. It is a profoundly useful communication tool. With colour comes a variety of psychological messages that can be used to influence content, both imagery and verbal meaning of typography. Colour is relative - the perception of hue, temperature, value, and saturation of a given colour all change depending on the colours adjacent to it. Where color pigments come from...

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Image  ~ Image making is perhaps one of the most complex human activities. An image is a powerful experience - a symbolic, emotional space that replaces physical experiences. The presentation of images falls on a spectrum defined at one end by representation and at the other by abstraction. Images that lie closer to the representational end of the continuum are more literal; images that approach abstraction are more interpretive.



Layout  ~ Design solutions really come together when all the components are clearly interrelated. The selection of images and type styles should support each other stylistically, reciprocally reinforcing mood and concept.  Pacing and sequencing material helps the audience understand and assimilate it; in addition, it provides opportunities to create rhythm and surprise from part to part or from page to page.