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COMPOSITION & GRAPHICS ...

basic structure of the composition

are many elements that comprise a graphical composition. None of them is essential, but each has a specific significance and weight as the required function in every moment of our design. Most graphic communications tend to use more than one item at a time to meet its communicative function.

Let us then determine the basic structure of a composition stopping at each one of its main elements, studying composition and particular function. We will take as a basis for analysis, a fairly common typesetting: the ad, which essentially consists of text, illustrations and white space, combined to a greater or lesser extent depending on the structure assigned.

Text:

Transmits written information of our communication. Has great importance because of its content and the site is usually occupied in the design. Depending on where you locate the different parts of a text, awarded to this greater or lesser relevance and prominence.
Following this, the text of an ad usually consist of:

• heading or title.
• Body text.
• Subtitles.
• Supers and coupons.

Holder

extremely important element in communication, because it summarizes briefly and concisely the general information content. In many cases, is the only element of our beneficiary reaches text to read and discriminate the rest of the written information. Its location is therefore of utmost importance. There are many ways of situation, but given the clear trend in our view to start scanning the page for the top, it is advisable, while making a generalized fact, put it at the beginning of our membership.

We need to care
extremely readability of this item also noting a series of graphic standards that will double the effectiveness of communication. Is holders better to choose short compared to the longest, must also be made as far as possible by short words. And in a single line rather than split into several.

regard to typography, it is much more useful, in order to improve readability, use serif fonts off the stick, and use capital letters combined with lower rather than upper case only. The use of a large body is obviously also improve the overall readability of the holder.

addition, we must ensure that the color will help to highlight our head instead of masking it. Should be worry that the color assigned to the bottom of the design does not create the effect of cannibalization on the holder, thus avoiding the creation of visual tension that ultimately hamper the clear capture of the message contained therein.

Body text

constitutes part of the text that we will provide more detailed information to the terms of our communication. In contrast with the headline and other text such as subtitles or supers, is the part that provides resistance to reading by the recipient. The designer must overcome this barrier by giving it a sufficiently attractive composition.

Given that consists of lines of text, we can not afford a great show of creativity, but what we do we aim is to improve readability.
will have to look the best font, choosing a single family and easy to read.

take care also the length of the line, so that no excessive fatigue to the receiver. We look to the bottom, so as not to interfere, as noticed in the case of the holder, the overall assessment of the text. Assuming

complement explaining the holder should be placed below the latter, always keeping a compositional harmony between them. An appropriate combination of these two elements of the text, you can create a multitude of creative graphic proposals, if properly treat its location and study the proportions correctly.

The other elements which complete the text of our media have a role in a secondary way, without diminishing the importance graph when their presence is required as part of a whole communication. Subtitles, super, coupons, slogans, etc., Proportions and have an assigned place within the compositional scheme general, which is usually held constant. Subtitles or captions add information about any image. consequently, are located along it.

The slogan is the closure element that serves as a reminder and summary of the general concept of communication. Should be placed, therefore, at the end of our composition, right off the page, next to the logo or mark if any

Illustration

is

constituted by the proper illustrations, photographs or graphic forms, can take all kinds of configurations. We shall combine with other graphic elements so that we can achieve maximum visual impact.

The illustrations complement the information provided by the text. Should therefore be harmonized with the rest of the elements, to arrive wait a close relationship with him and are also visually satisfactory and are located in the proper position to maintain a perfect balance with the whole.

We should remember the many configurations that can give them and their issue, insofar as it relates to the role we want to award, and the place where situated, and which in the case of artwork will be significantly more flexible than for other design components. An illustration can take the whole design area, constituting the background of the composition, or appear biased with clearly defined contours.

can even, if we choose a definite form, beyond the limits of the composition, but because of location will ever lose its prominence.

Blanks

Blanks consist of all those parts of composition where we find the absence of any other graphic element. and fulfills a clearly defined role, balancing and compensating the weight of all elements present in the composition.

has

entity in itself, becoming one more element that we must keep in mind and properly assess early on if we are to achieve a harmonious composition, where the presence of an element is offset by the empty space surrounding . Is also intended to frame the rest of the brand elements and spatial boundaries that structure the composition. The ability to dominate the blanks is achieved based on a long-term study, reflective and comparative visual weights of each of the elements.

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