Studio Brief 1 - Wayfinding - Armin Hoffman Graphic Design Manual

Armin Hoffman’s Principles

The Dot

When a dot is within space it becomes light and looks like it is floating, has the effect of weightlessness. The dot can also be used to create transitions throught the use of varying sizes, creating the impression of light and shade within a piece. A dot in a square must be equally proportioned to create balance. If the dot is too large or small for the space it will create disturbance and the feeling of overpowering elements. A dot radiates when in the centre of a space and is passive and static, whereas an off centre dot creates a sense of aggression. It also gives the impression of movement like the dot is travelling through the space. In a triangle of dots there is a flow of movement between the elements. When a dot is made three dimensional, into a sphere it has the same qualities as a dot, however the characteristics are emphasised.

The Line

A line is a dot in motion, it creates a sense of movement from one point to the next. (The line has gone through a process of growth. Does this make it organic?). When a line extends past the field of vision it is hard to comprehend as its physicality has been altered. Knowing the dimensions allows it to be seen as a shape. Colour cannot be seen in thin lines and thicker coloured line need to be extended so they don’t look like plains. A thin black line becomes grey, whilst white holds itself better on black.

Confrontation

Different elements can be brought together in a composition, however contrasting elements are harder to create harmony between. Writing is a form of communication created from signs to portray a message based on metal agreements. A pictures message is not always clear and takes more effort to understand. Can show movement, tone and force which all create responses

Letters and signs

Letters are used too often to take notice of their form however in a design sense they provide a formal element which can be manipulated without losing its original meaning.