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ScaleThe notion of scale is an essential element of thedesign vocabulary. In the previous paragraph Ihave given some examples of the meaning of scalein graphic design. Scale is the most appropriatesize of an object in its natural context. However,it can be manipulated to achieve particularexpression in a particular context - actuallyby being purposely out of scale. To master thenotion of scale is a lifelong search that involvesinterpretation of functions, both tangible andintangible, physical, and psychological. Scaleapplies to everything. It can be right or it can bewrong; it can be appropriate or inappropriate; toobig or too small for the task at hand. In design theissue of scale is continuously present and we haveto master it regardless of the subject because itdoesn’t allow mistakes.The choice of the proper material, its thickness,its texture, its color, its weight, its sound, itstemperature - every detail assails our sensesand provokes a response. Therefore, we must bein control of it because by choosing the mostappropriate one to convey our message we succeedin our intent. Design means to be in control ofevery detail and scale is one of the most relevantones. And so is its opposite, when it is deliberatelychosen. An example which comes to mind isthe sculptures by Claus Oldenburg where thetransformation of scale in a particular contextgives power and life to the object.Manipulation of scale implies knowledge and fullawareness of the meaning of scale.74