S Elements - Texture, Mass, Space “Rules were made to be broken, of course, but you have to know what they are first.”
S Elements - Texture, Mass, Space 2.04 Texture, Mass & Space Mass Mass equals size. Size can be relative. Each piece you create has a physical mass. The physical mass or size is the actual dimensions of the piece — height, width, thickness/weight (of paper), and depth (3D objects). There is a Physical Size and a Visual Size A Physically small brochure can have a great deal of mass through the use of heavy text and graphic elements A Physically large brochure can appear smaller, lighter by using text and graphics sparingly Texture Texture refers to the characteristics of a surface that can be tactile as well as visual. It’s not only for print. Texture can add an emotional and ‘real-life’ response. Depending on what artistic venue you’re working in, texture should be used differently. For example, logo design should keep texture to a minimum, while web or graphic design can use a lot more. Texture can be related to the context in which it is inserted – complimenting or strengthening. Textures can create a more three-dimensional appearance on a two-dimensional surface. It also helps build an immersive world. Texture acts as a secondary element giving support to the main image, reinforcing the visual concept. Space Space is actually ‘negative space’ – in other words, the gaps and space between graphic elements on a page, so this could actually be any colour. The more graphic elements that are displayed and the closer they are to one another, then the more difficult it is for the viewer to make sense of page (or design). E.G. It takes a lot less time to read a bold headline than an entire paragraph. Legibility Making something clear and easy to read is important. Headlines/Titles - leaving sufficient space around important messages (such as headlines) ensures that they will stand out – it’s a way of providing a visual clue for the reader to know ‘where to start’. Body Text - equally, having enough space between lines of text and between paragraphs keeps the text looking light and approachable – after all, who isn’t put off when faced with paragraphs of tightly spaced text. Aesthetic Generally speaking, most people like things that look beautiful, elegant, uncluttered, even pretty. (White) space does this. It allows a design to breathe. Like a frame around a picture, it helps to give definition to the graphic elements that are displayed. As with type, if you cram lots of images together they can become difficult to distinguish, and the inherent impact of each can become lessened. There will always be an exception. This is as considered as a principle and convention, not a rule.
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