Effective Use of Negative Space in Grafic Design

8/11/2019 Effective Use of Negative Space in Grafic Design

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Effective Use oin Graphic Des

Graduate Graphic De

School of Design

College of Imaging A

Rochester Institute o

A Thesis submitted t

of the College of Ima

in candidacy for the

Dong Hyun Lee

June 2007


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Chief Advisor Bruce Ian Meader

Associate Professor, School of Design

Associate Advisor Thomas F. Moran

Associate Professor, Center for Multidisciplinary S

Associate Advisor Lorrie Frear

Assistant Professor, School of Design

Chairperson Patti J. Lachance

Associate Professor, School of Design

Approvals

Effective Use of Negative Spacein Graphic Design


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Table of Conte

Thesis Project Deni

Precedents

Research

Synthesis

Ideation

Intermediate Evaluat

Implementation

Dissemination

Retrospective Evalua

Conclusion

Glossary of Terms

Bibliography

Appendices


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Thesis Project Defnition

Situation and AudienceThe use of negative space as an element of graph

European modern art movements of the early 190

A booklet spread by Lester Beall demonstrating th

forms can be seen in the Dada and Constructivist

deed all the rules of conventional typography and

Similar to the way in which typographic variables

information in a message, effective use of negativ

to control visual hierarchy (emphasizing and distin

and tertiary information). The function of negative

contributing to the effective readability of text typo

Readability is the ease of reading an entire compo

application. Among the many elements that help to

space is crucial in communicating messages with

attempts to further dene the use of negative spac

improved readability.

The primary audience for this thesis is undergradu

design students. The secondary audience is graph

This 1934 booklet

spread by Lester Beall

was produced the

year after the Bauhaus

ceased in Europe. Beall

was comfortable with

negative space, broken

only by accents of type,

graphic elements and

primary colors.


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Rubin, Edgar J.1886 1951

Danish psychologist/

phenomenologist

Figure-ground

perception

Rubin Vase

Journal of Cognitive

Neuroscience 13

(2001): 12-18.

Figure-ground perception as seen in such optical particularly valuable in understanding the relations

space. This example is an excellent and intuitive d

vase and the two faces could be a negative space

emphasized by the corresponding negative space

present the more the emphasis is placed on the p

Impact

Precedents

The parts of a visual image may be considered, anacomponents. The whole of a visual image is greate

When confronted by a visual image, we seem to ne

(a gure with a denite contour) from what our cur

(or ground). An illustration of this is the famous am

psychologist Edgar Rubin.

Our innate senses are challenged in such cases a

over the other. Altering the amount of black or wh

When we have identied a gure, the contours se

appears to be in front of the ground. Figure 1 app

whereas Figure 2 appears as two faces because o

Figure 1 Figu


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Moyer, KarenAssociate Professor

Graphic Design

School of Design

Carnegie Mellon

University.

Pittsburgh, PA

The Typographic

Hierarchy Project

1979

Graduate Typographic

Design Handouts, 2005.

8:00 pm

Carson Auditorium

73 Lomb Memorial Drive

Rochester, New York

Admission Free

Art and Technology Lecturespresents

October 4The Peculiarity of Pictures

Richard L. GregoryDirector, Perception Laboratory

Department of Psychology

Cambridge University

Monday,

ThursdayNovember 24TheIntelligent Eye

Typographic HierarchyThe term hierarchy refers to the vertical system of

importance. In this context, consider the ranking,

of what isprimary,secondaryand tertiary.

Karen Moyer uses the term Visualogicto describe

The Intelligent EyeThursday, November 24


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Tinker, Miles A.Professor Emeritus

Psychology Department

University of Minnesota

Minneapolis, MN

Spatial Arrangements

of the Printed Page

Legibility of Print

Ames, IA: Iowa State UP,

1969.

An exampleillusion: bot

50% of the

area seems

The results s

overestimat

card area by

whether the

white or whi

existence of

illusion undo

the area of t

According to Tinkers study, readers believe 75%

by print. This example supports this thesis by reve

surrounding space are that it is often larger than in

perceive the printed area to be greater than it actu

to achieve dominance on a page, size does not ne

between positive and negative space must be ach

Impact

Samara, Timothy

Principal, Samara Lee

Communication

Design, Inc.

A Graphic Design

Layout Workshop

Making and Breaking

the Grid

Rockport Publishers,

2005.

For designers working in every medium, page layo

important of considerations. Effective layout is ess

the end users to not only be drawn in with innovat

easily. This book is a comprehensive layout design

break the rules of grid-based design one must rs

applied to a range of professional design solutions


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Epstein, David

Graphic Designer

and Illustrator

Negative Space:

The Prominent Void

Step-by-Step Graphics

Dynamic Graphics, Inc

Sept. 1990: 52-61.

This rare page is part of an otherwise very traditio

World War I. The departure from the conservative

the influence of the modern European art moveme

ample negative space at the top and bottom creat

Contrast (direction)

use of negative space


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Part of a series of 1978 designs for a furniture/dec

design is a direct descendent of the Bauhaus style

close proximity are contrasted with massive areas

doubled as an ad and a poster. (Designer: John M

Dynamic,

Asymmetricuse

of negative space


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This 1980 brochure cover for a paper company de

negative space. By having the type and illustration

negative area below becomes a strong, positive p

(Designer: Neil Shakery)

The power of these last 3 examples is all about ex

groups of elements in close proximity with small a

large, expansive, open areas of negative space. Th

visual tension (because of the big contrasts) and t

Impact

Use of Negative space

to focus attention


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Kurmann, David

Swiss Architecture

Federal Institute of

Technology

Sculptor How to

Design Space?

Space and Material

Scientic AmericanOct. 1997: 71-74.

Construction tools enable the modeling of materia

might be even more important (Van de Ven, 1987)

tools. Many architects were and still are proclaimi

1977). Through Frank Lloyd Wright, many architec

teaching of Lao Tzu (Chinese Taoist Philosopher, 6

object is in the void, not in the walls that dene it.

A design tool has to reect this duality. Therefore,

kinds of objects space elements and material eleidentically and should behave simultaneously. The

space, the solid element adds material. Actually, o

denes whether it is a space object or a material o

in understanding spatial compositions.

The duality in architecture consists of :

Space

Void

Room

Volume

Usable

Subtractive

As this source illustrates, (negative) space must b

material in architecture. The same idea can be ap

the same human perception process is used in bo

In addition, this article allowed Kurmann to think a

and negative space could be subdivided.

Impact

Negati

Gutters

Margin

Positive space

Images

Text typography

Materia

Solid

Walls +

Bounda

Buildab

Additiv


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Kearsley, Greg

Adjunct Professor

Engineering Professional

Development

University of Wisconsin

Explorations in

Learning & Instruction

Gestalt Theory

EDIT 704 Mar. 1999.

Proximity

Elements tend to be grouped together according t

As the example shows, four circles to the right ap

circles to the left appear to be in a separate group

a larger gap exists between the two groups than e

Similarity

Items similar in some respect tend to be grouped

Even though all shapes have the same space in be

and four circles form another group. This phenome

similar in line, shape or form.

Closure

Items are grouped together if they tend to comple

The empty space in the middle of the top row imp

Gestalt psychology was founded in 1910 by three

Kurt Koffka and Wolfgang Khler. The goal of the G

that the simpler the visual form, the easier it is to p

of a visual image may be considered, analyzed, an

and the whole of a visual image is different from a

Gestalt Theory: Grouping Laws


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Both the Gestalt theory and simple readability are

human perception. As these principles illustrate (p

and gure/ground), there are a number of areas wh

support good readability. Both the Gestalt Groupin

emphasize that one perceives objects as well-orga

component parts. In addition, the whole (layout)

and cohesive than separate elements (paragraph).

Impact

Continuation

Items appear to be in a continuation of direction if

Three circles appear to be on the same rising line

to perceive continuation in smooth succession rath

Figure / Ground

Some objects take a prominent role (the gure A

background (the ground B). In both examples, th

area within the square is the ground (background)

other. This phenomenon is made possible by cont

A B


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State of Ohio

Ohio Department of

Administrative Services

Visual Communication

for Forms Design

The Seven Principles

of Design

Ohio: State PrintingOfce, 1998.

Design principles are guidelines. Designers follow

compositions. As with an architects plans, design

of a visual message that is strong enough to supp

placed on a blank page. Design principles also he

between information content and the structure, so

communicating a single message. Design principl

are general and can be applied to any situation wh

express a message. In this research, design princ

Contrast

Contrast shows the differences between gure an

be used to emphasize a certain element in a desig

the gure shown is the same size in both illustratio

dominate (or larger) due to the higher contrast in v

Balance

Balance refers to the distribution and visual equilib

the total image to appear balanced or unbalanced

asymmetrical in a design. Asymmetrical composit

symmetrical composition because of the visual te

of negative space around the gure vary.

dominant

Seven Design Principles


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Unity

Unity is a condition or quality of design that is ach

are grouped. Unity helps the design to be seen as

isolated elements in the design.

Rhythm

Rhythm is the tempo of visual movement, achieve

or color. Similar to music, rhythm establishes a vis

perceived as busy or repetitive.

part group

busy repetition

Proportion

Proportion is the relationship of visual elements, o

There are 3 kinds of proportion that are regular, irr

We consider them particularly in relation to size, sh

Differing proportions within a composition can rela

or symmetry, and can help establish visual weight

compositions that range from the static to the dyn


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Similar to Gestalt theory, the Seven Principles of D

readers access and comprehend content more eff

because they not only affect readers but also des

Principles of Design, effective design solutions ca

print media layouts, delivering a more successful

Impact

Movement

Visual movements are used by designers to direct

focal areas. Such movement can be directed alon

within the composition.

Harmony

Harmony means keeping elements in a state of ag

pattern make other sections complete. It is the op

of design. Harmony does not interrupt, but allows

direction

disagreement agreement


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Tinker, Miles A.

Professor Emeritus



Minneapolis, MN

Readability of

Mathematical Tables

Journal of AppliedPsychology 38 (1954):

436 442.

Tinkers landmark 1936 study investigated the reli

research as it applies to reading. One of his prima

articial situation that necessarily accompanied ey

the laboratory caused subjects to alter signicantl

processes. Tinker had 57 college students read on

away from the eye-movement apparatus, and then

version of the test while under typical eye-movem

were encouraging for eye-movement researchers:

and some poorer before the camera, the group asperformance in the photographic situation. Tinke

research can reveal reading behavior which allowe

ndings to their personal lives and situations outs

This investigation involved the design of text and it

All of the attributes listed below were tested and s

to negative space and how readers related each

to the ground (white space).

Type style

Margins

Gutter

Kerning and letterspacing

Leading

Line length / number and width of columns

Type size

Paragraph indentation

Upper and lower case letters

Justied and unjustied typography

Ligatures

Color and background

Appropriate use of Tinkers ndings can lead to de

document that can easily be read and understood

typographic variables in such a way that the restin

Impact


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White, Alex W.

Vice President

Type Directors Club

The Elements of

Graphic Design

Unity and Space

Allworth Press, 2002.

A proposal by White promises to reduce the numb

to improve the optical appearance of the design b

paper was redesigned, resulting in a reduced num

line width, type sizes, and leading. By doing so, th

become a more important part of the design, eleva

Original design. Redes


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In 2004, TheGuardianannounced plans to change

(Berliner is a newspaper format with pages norm

slightly taller but only marginally wider than the for

The advantage TheGuardiansaw in the Berliner fo

easier to be used on public transportation, but its

in page design. Also, because of the new size, the

allowing the paper to run striking double page pic

TheGuardianthe rst UK daily paper to print each

The format switch was accompanied by a compre

On Friday, September 9, 2005, the newspaper unv

by Mark Porter, the new design included a contem

rst redesign since 1988. A typeface family called

Barnes and Christian Schwartz, was also created

used throughout the paper all stylistic variations

The General Excellence category recognizes overa

honoring the effectiveness with which writing, repo

together to command the readers attention and f

mission. The Design category recognizes excellenc

effectiveness of overall design, artwork, graphics, a

unique mission and personality. The Photography

magazine photography, honoring the effectiveness

photo illustration in enhancing a magazines uniqu

Mahr, Jackson

The Guardian

16 Jun. 2006.

http://www.brand

channel.com/features.

22 Mar. 2006.

American Society

of Magazine Editors

(ASME)

2006 National

Magazine Award

Finalists

17 Mar. 2006.

http://www.magazine.

org/Editorial.

24 Feb. 2007.


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To analyze the implication between readability and

selected. The Gestalt Theory is based on typical h

visual perception can be used to determine readab

Laws. Similar to the Gestalt Theory, the Seven De

contribute to helping readers access and compreh

effectively. These principles are the basis for good

digital applications.

After the connections were made, two case studiemagazines, were analyzed and evaluated as to the

the Gestalt Theory and the Seven Design Principle

Synthesis

Synthesis Overview


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The commonalities of denitions and purposes of

parallel theories were synthesized. Within these co

categories emerged.

Interrelationship between Tinkers typographic attr

21


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Proximity (p11)

Elements tend to begrouped together according to their nearness.

As the example shows, four circles to the right appear to be in one group whereas

two circles to the left appear to be in a separate group of their own.

This is due to the fact that a larger gap exists between the two groups than exists

between each individual circle.

Similarity (p11)

Items similar in some respect tend to be grouped together.

Even though all shapes have the same space in between, four squares form a group

and four circles form another group. This phenomenon is caused by elements

that aresimilar in line, shape or form.

Closure (p11)

Items are grouped together if they tend tocomplete some larger e ntity.

The empty space in the middle of the top row implies a square to complete or close

the outer rectangular perimeter. The human mind tends to enclose spaces by completing

contours and ignoring gaps between shapes.

Continuation (p12)

Items appear to be in a continuation of directionif they align in a linear order.

Three circles appear to be on the same rising line in this example. The human mind tends

to perceive continuation in smooth succession rather than abrupt changes in direction.

Figure / Ground (p12)

Some objects take a prominent role (the figure A), while others recede into the

background (the ground B). In both examples, the circle is the figure and the rest of the

area within the square is the ground (background), but one is more prominent than the

other. This phenomenon ismade possible by contrastof the circle to the ground.

Movement (p15)

Visual movements are us

focal areas.Such movem

within the composition.

Harmony (p15)

Harmony meanskeepingpattern make other sectio

of design. Harmony does

Contrast (p13)

Contrast shows thediffer

also be used to emphasiz

though the figure is the sa

appears more dominate (

Balance (p13)

Balance refers to the dist

the total image to appea

or asymmetrical in a des

symmetrical composition

Unity (p14)

Unity is a condition or qua

grouped. Unity helps the

isolated elements in the d

Rhythm (p14)

Rhythm is the tempo of v

or color.Similar to music

Proportion (p14)

Proportion is the relations

particularly in relation to s

compositioncan relate to

lish visual weight and dep

The theories and practices of the contributing individuals and organizations found

during the research phase of the study were cross-referenced for similarities and

connections. The commonalities of definitions and purposes of each theory and

principles were identified and color-coded.

22


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Visual Perception Theories Visual Organization Principles

Visual Perception and Organization in Graphic Design

Gestalt Theory

Laws of Proximity

Laws of Similarity

Laws of Closure

Laws of Continuation

Laws of Figure/Ground


Unity (part, group)

Harmony (disagreement, agreement)

Rhythm (busy, repetition)

Balance (symmetrical, asymmetrical)

Proportion (static, dynamic)

Movement (direction)

Contrast (passive, dominant)

Another major component of the synthesis stage was developing a list of graphic design

goals that fall under the main pursuits of negative space. Under each pursuit, a list of

readability goals and its corresponding negative space was generated. As shown below,

each category within multidisciplinary groups can be connected to each other by their

definitions and relevance.

Negative Space

Space for the eye to rest

Signal that there is a break

or end in the communication

Variation of Space

(passive vs dynamic)

Implied Space

Margins, background

2 Dimensional Space

Visual Elements in Graphic D


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Case Study 2

Case Study 1 The comparison between The New York Sunand

of a dense composition with very little negative sp

The comparison between Country Livingand Mar

an example of a sparse composition with ample n

The New York Sun The Gu

Even though both publications are dense with info

typographic elements and appears more opticallynegative space vs. the random presentation of Th

24Case Study 1 : Comparing Newspapers

Elements other than columns have been excluded to demonstrate

th G t lt L f P i it d th D i P i i l f U it /H


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The New York Sun The Guardian

the Gestalt Law of Proximityand the Design Principle of Unity/Harmony.

Proximity

The main article and sub-articles are c

Different colors for the main and sub-a

Unity/Harmony

The Guardianclearly differentiates the

separate the two. Due to this clear diff

unified system of parts and a more ha

a more enjoyable experience to reader

Proximity

Even spaces are used to separate main and sub-articles. The articles presented in

The New York Sunare not as clearly divided as in The Guardian. The New York Sun

example does not clearly denote which article on the page is the lead story, in turn,

adding to its complexity.

Unity/Harmony

Readers may view The New York Sunas a unification of one design. In this layout,

text is not arranged in any observable structure; it is simply a mess of columns.

The articles are not as clearly divided by negative space as in The Guardian.


Elements other than headlines and sub-headlines have been excluded

to demonstrate the Gestalt Law of Similarity and the Design Principle of Rhythm


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to demonstrate the Gestalt Law of Similarityand the Design Principle of Rhythm.

Similarity

The New York Sunuses three different fonts (color-coded) and uses both caps and lower

case. Heads and sub-heads are horizontally centered to one another but not to each

other, creating random complexity and delivering inefficiency to the reader.

Rhythm

The font styles seem to be randomly chosen, creating a busy, unrelated visual rhythm

from story to story.

Similarity

The same font was used throughout t

In fact, the upper and lower case lette

approach each article in a more efficie

Rhythm

The repetition in type style enhances t

move from one article to another.

.


Elements other than article body copy have been excluded to demonstrate

the Gestalt Law of Closureand the Design Principle of Balance/Proportion .


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g p p

Closure

Fluctuating column lengths are used. The vagueness of the negative space makes the

readers view scattered across the page.

Balance/Proportion

Different length of articles creates a dynamic composition but also creates a busy

composition difficult to follow.

Closure

It is clear that the articles complete str

clearly divide each article and help the

Balance/Proportion

The similar length and width of the art

However, when the article is reviewed

an asymmetrical form of composition,


Elements other than graphics and pictures have been excluded to demonstrate

the Gestalt Law of Continuation and the Design Principle of Movement.


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Continuation

Radical differences in the shape of photos can disturb the eyeflow of the reader and

does not allow the reader to have the continuation and flow of the photos.

Movement

Top to bottom, left to right and right to left reading direction in The New York Sun is

random and complex.

Continuation

Photos are relatively similar in shape,

ment and helps the reader to concent

Movement

Top to bottom, left to right reading dir


Elements other than negative space have been color-coded to demonstrate

the Gestalt Law of Figure / Groundand the Design Principle of Contrast.


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Figure / Ground

With ambiguous perimeters of the spaces, it is difficult to recognize the important

sections because all figures are tied together and there is an inadequate use of

negative space.

Contrast

The scattered spaces along each article deliver a passive feeling.

Figure / Ground

Spaces are clearly divided and comp

By doing so, important sections are h

Contrast

The large negative spaces divide the

29Case Study 2 : Comparing Magazines

All elements are color-coded to demonstrate the Gestalt Law of

Proximityand the Design Principle of Unity/Harmony.


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Country Living Martha Stewart Living

Proximity

Even spaces are used to separate the different text and image elements. It is not clear

which text describes which image in Country Living.

Unity/Harmony

With this even distribution and even use of negative space, there is no unified whole and

no sense of continuity.

Proximity

Big spaces are used t

describes which imag

page. Different colors

emphasize this distinc

Unity/Harmony

Intervals of space are

negative space allow


Elements other than headings have been excluded to demonstrate

the Gestalt Law of Similarityand the Design Principle of Rhythm.


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Similarity

Alternating colors and combined flush left (blue) and flush right (red) text are used

to differentiate text. A single typeface is used but a mixture of flush left and flush right

alignments and all lower case characters present a lack of consistency in headings.

Rhythm

A discordant rhythm results from the mixed use of flush left and right justified text.

Similarity

One typeface is used,

upper and lower case

Rhythm

The repetition of the s

are actually more even


Elements other than text have been excluded to demonstrate

the Gestalt Law of Closureand the Design Principle of Balance/Proportion .


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Closure

No single column or groups of paragraphs show any relationship to each other

within the composition. The shapes dont aid the reader to follow a specific sequence.

Balance/Proportion

Scattered text components take the form of static balance. They are too evenly

distributed while the proportion of space has some variation, it too is largely static.

Closure

Aligned columns lead

block tends to help th

Balance/Proportion

The variety of large an


Elements other than photos have been excluded to demonstrate

the Gestalt Law of Continuation and the Design Principle of Movement.


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Continuation

Each image in the 2-page spread above has unique outer shape, providing no lines of

continuation across the page.

Movement

The items are clustered randomly together, becoming obstacles for the readers

reading direction and eye movement.

Continuation

Each image in the 2-p

of similar rectangular

Movement

Photos are clearly org

across the page.


Elements other than negative space have been color-coded to

demonstrate the Gestalt Law of Figure / Groundand the Design

Principle of Contrast.


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Figure / Ground

An ambiguous perimeter caused by inadequate negative space leads to trapped spaces

with in the composition.

Contrast

Less contrast between figure and ground yields a busy composition.

Figure / Ground

Sufficient negative sp

trapped spaces.

Contrast

The figure stands out

easily recognize the p


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During the synthesis phase, a preliminary conclus

negative space in accordance with the Gestalt Th

leading to increased readability when applied to d

During this phase, several examples were reviewe

the newspapers, The London Guardian versusThe

Martha Stewart Living versusCountry Living.Base

andMartha Stewart Livingwere considered the m

York Sun andCountry Living were considered mor

The more readable examples tend to contain the m

ndings as described below:

With respect to the laws of Proximity and Unity

examples examined in the synthesis, similar kinds

by minimizing the negative space between them aclearly separated by increased negative space, lea

overall unity and harmony were maintained.

With respect to the laws of Similarity and Rhyth

upper and lower case typography and ush left te

readable examples. This establishes a clean borde

a coherent rhythm. Therefore, the overall page des

repetitive rhythm was created.

With respect to the laws of Closure and Balanc

examples demonstrate aligned paragraphs and co

composition. The negative space becomes aligne

readability. Even thoughThe New York Sunis one

it features an asymmetrical arrangement that reve

proportion. It contributes to the attractiveness of t

With respect to the laws of Continuation and M

examples, the negative space surrounding the ima

bottom and left to right. These directions are the n

being. Therefore, readers are less confused as to

Ideation


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The original concept for the nal application was t

design students that could be used during the des

effective use of negative space. However, this con

reference poster. Among the recommended vehic

textbooks and encyclopedias. However, these veh

or too much imagery. Finally, the reference poster

the Rundel Library on April 20, 2006.

Bruce Algras Healthand Drug Education

Series (Harmful Effects

of Alcohol & Drugs on

the Fetus and Infant)


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Before starting the redesign of the reference poste

Synthesis were addressed. The main goal was to

affects the overall composition or layout. Each cat

the negative space.

Ideation sketches

(more sketches can befound in Appendix B)


40/94

First, by reducing the size of text and images, mo

As a result, the images were reduced, but the size

was enhanced.

Figure / Ground

andContrast


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In the next step, similar information or content are

example below,Alcohol, Smoking, Marijuana, Coc

How Drugs Travelby a horizontal negative space.

the separation of information more apparent.

Proximity

andUnity / Harmony


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The orientation of text, Harmful Effectsis now top

the previous example. Now the titles are separate

Hamful Effects of drugs and How Drugs Travel. To

mother and fetus together are grouped together. N

naturally from top to bottom.

Continuation

andMovement


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By adding typographic rules, the images and text

composition. As a result, the vertical negative spa

and right sections. The heading and column align

continuation and a stable, balanced composition.

Closure

andBalance / Proportion


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In the nal poster, a single font, Univers, was used

limited to two point sizes, all upper and lower cas

ragged right format. As a result, each paragraph h

creating a harmonious, rhythmic visual pattern. Co

By doing so, signicant information is emphasized

the secondary text. This strengthens the similarity

Similarity

andRhythm

HarmfulEffects

(Alcohol, Nicotine, Marij

Medications, Sleeping p

Foods containing caffein

and Chocolate)

The fetus shares almos

body, whether eaten, sm

Drugs and harmful subs

marijuana, cocaine, LSD

and foods containing ca

mothers blood stream

fetusand therefore mu

pass through the placen

blood vessel of the umb

smaller arteries carrying

waste products back to

Alcohol, Drugs, and Htaken by the Pregnantthrough the Bloodstre

Alcohol How Drug

Using alcohol during pregnancyincreases risk of:

Having a baby born with

Fetal Alcohol Syndrome (FAS).A pregnant mother must realize

that if she drinks, then so doesher baby.

FAS babies are abnormally small

at birth and have small heads.

FAS babies brains are smaller andfrequently have behavioral and

learning problems associated withmental retardation.

FAS babies are hyper-active,

jittery and lack coordination.

FAS babies are often born with

noticeable to severe abnormalfacial features.

Fetal Alcohol Syndrome

OtherAbnormalities

Stunting of growth

Liver damage

Heart and Kidney damage

Alcoholic withdrawal

Tremors and Seizures.

Brain

Brain damage

Mentalretardation

Belowaverageability

and intelligence

Hyperactive

Nose

Broad and flat

Upturned nostrils

Ears

Large, possibly

malformed ears

Head

Smallhead size

throughout life

Eyes

Short eye slits

Droopy eye lids

Small, widely

spaced eyes

Lips

Narrow upper lip

Chin

Small, chin

Tobacco

Smoking ReducesFlow of Oxygen andNutrients to Fetus

Using tobacco during pregnancyincreases risk of:

Miscarriage

Premature birth

Causes constriction and damageto the blood vessels of the

umbilical cord, decreasing theflow of blood, oxygen, and nutrient

vital to the developing fetus.

Almost always causes low-birthweight babies.

May cause baby to be born witha small head (and brain), impairs

growth, intellect, and emotionaldevelopment.

Smoking damages blood vessels

Reducesblood,oxygen,andnutrients

tofetus

Marijuana

Low-Birth Weight Baby

Born Three WeeksPremature

Using marijuana during pregnancy

increases the risk of:

Damaged Blood Vesselsof the umbilical cord,

and reduces their ability to transportand supply oxygen and nutrients

to the developing fetus.

Miscarriage

Stillbirth

May cause baby being bornwith a small head (and brain).

Poor Growth

IrritabilityBirth Defects

Deformities

Drug molecules

1

2

11

2

2

6

5

4

3

of A& Dron thand

Pathway of Drugs thro

Intermediate Evaluation


45/94

A presentation describing the overall thesis projec

was given on February 8, 2006, to a group of RocGraduate Graphic Design students and faculty me

the meaning of negative space in print media and

The Rubin Vase example brought up the correlatio

Also, the report was folloewd by questions and co

a design solution that could use negative space to

effective way. This question opened a new line of

positive elements and negative space. The feedba

Some content descriptions required further elabor

Theory diagrams required clarication

Some people (non-designers) dont see negative sp

Thesis Sharing

Interview During the early stages of reseach, Kodak Design

interviewed. Much of the success of this thesis is

understanding of negative space. Ms. Yin states:

Negative space is an important principle of design

novices. White space is nothing. Negative space i

It breaks up text and graphics. It provides visual b

space to make a page less cramped, confusing, o

Implementation


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Headings Text Type

First, the original Algra poster and the redesigned

categories : Headings, Text Type, andImages. By space in the original Algra poster and improved us

are more clearly identied.

1

2

3

4

5

6

Headings Text Type

Original poster

Redesigned poster


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Original poster

Headings

Proximity and Unity/Harmony

Headings and sub-headings spaced too closely t

can prove hard to read.

Similarity and Rhythm

The main and sub heading type style is not differe

relationship is not immediately obvious to readers

Closure and Balance/Proportion

Non-aligned headings make for irregular space be

C ti d M t


48/94

Redesigned poster

Headings


Based on the differences in saturation (red to gray

by importance.


The information in the same category (left row) wa

In addition, the same vertical interval exists betwe

consistent rhythm. The difference in the point size


Two rectangular shapes on each side are suggest

sub headings In addition these bars group each


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Original poster

Text Type


The information contained in the poster does not

manner. The left portion of the page resembles a g

though they are unrelated sections.


The sub heads and text too closely resemble one

that both visual rhythm and readability non-existe


Several of the categories dont seem to have any

presentation because of textual units in random a


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Redesigned poster

Text Type


Smaller gaps help divide the text into groups of in

between the sections to separate the information.


Each paragraph starts with bold type (sub-headin

among headings. This claries hierarchy within ea

busy composition, one typeface, two type sizes, a

throughout the poster.


Each aligned paragraph implies a rectangular sha

(Alcohol,Nicotine, Marijuana,Cocaine, LSD,PCP,Heroin,

Medications,Sleeping pills,Sedatives, Aspirin,

Foodscontaining caffeinesuchas Coffee,Tea,Colas,andChocolate)

The fetus shares almost everything the mother takes into her

body, whether eaten, smoked, injected, sniffed, or swallowed.

Drugs and harmfulsubstances such as alcohol, nicotine,

marijuana, cocaine, LSD, PCP, heroine, medications, aspirins,

and foods containing caffeine, are alltransferred from the

mothers blood stream to the blood circulation of the

fetusand therefore must be avoided!The se chemicals easily

pass through the placenta and are transported through the large

blood vesselof the umbil icalcord to the fetus, with the two

smaller arteries carrying deoxygenated blood, containing

waste products back to the placenta.

During the entire

the developing fe

great difficulty in

unprocessed in t

fluid. Exposure to

ofmiscarriage, e

stillbirthp rematu

growth impairme

and withdrawal.

Alcohol,Drugs,andHarmfulSubstancestakenbythePregnantMotherthattravelthrough the Bloodstreamto the Fetus

Using alcohol during pregnancyincreases risk of:

Having a baby born withFetalAlcohol Syndrome (FAS).Apregnant mother must realizethat if she drinks, then so does

her baby.

FAS babies are abnormally smallat birth and have smallheads.

FAS babies brains are smaller andfrequently have behavioralandlearning problems associated with

mentalretardation.

FAS babies are hyper-active,jittery and lack coordination.

FAS babies are often born withnoticeable to severe abnormalfacialfeatures.

Using tobacco during pregnancyincreases risk of:

MiscarriagePrematurebirth

Causes constriction and damage

tothebloodvesselsoftheumbilicalcord, decreasing theflowofblood,oxygen,andnutrientvitalto the developing fetus.


May cause baby to be born witha smallhead (and brain), impairsgrowth, intellect, and emotionaldevelopment.

Usingmarijuanaduringpregnancyincreases the risk of:

Damaged Blood Vesselsof the umbilicalcord,andreducestheirabilitytotransport

and supply oxygen and nutrientsto the developing fetus.

MiscarriageStillbirth

May cause baby being bornwith a smallhead (and brain).

Poor GrowthIrritabilityBirth DefectsDeformities

Using cocaine during pregnancyincreases risk of:

FetalDeathPremature Labor and DeliveryMiscarriage

Sudden Infant Death Syndrome(SIDS). Babies die in their sleepwithout warning.

Respiratory FailureKidney TroubleVisualProblemsLack of CoordinationRetardation

Blood Pressure Changes, caused

by cocaine use may causeblood vessels in the fetalbrain toburst, resulting in permanentphysicaland mentaldamage.

1

2

Drug enters body through themouth (Drugs also enter the

body through intravenousinjection and by sniffing orsnorting chemicals throughthe nose)

Drug enters the stomach

Drug enters the intestine

Drug is absorbed through theintestine and enters themothers bloodstream

Drug passes through theplacenta and is carried throughthe umbilicalcord to fetus

Drug enters blood circulationof fetus and is pumpedthroughout the infant

Drug moleculesMilk glands and d

Alcohol, drugs, asubstances take

mother are transinfant while breaThese microscoppass through milducts in the breainfant is feeding.The chemicals arabsorbed and puthroughout the in

1

2

3

4

5

6


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Original poster

Images


Images appear isolated and independent from on

together because of irregular negative space betw


The four images in the upper area of the poster do

each other in shape and size.


Its difcult to achieve a strong sense of closure o

when all elements are complex organic shapes wi


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Redesigned poster

Images


In order to promote uniform negative space throug

were placed between the images.


The four images in the left section are the same si

This results in a stronger, more rhythmic similarity.


The four images on the left side of the page imply

and the three larger graphics also imply a rectang

This results in a stronger grouping of images and

HarmThe following poster is a redesign that demonstrates the effective use of text typography.

With a visual hierarchy now in place, the reader is more engaged with the information and

more likely to retain its content.

50


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Text typography is separated and divided by negative space. By doing so,

the randomness of the original poster was eliminated and the elements are

harmoniously integrated. In addition, the beginning and ending of each

section is clear.

All typographic elements are set in one typeface with proper variation in size

and colors to reveal hierarchy. To create a regular rhythm, the same vertical

distance was applied between each heading.

Balance and proportion of the components were adjusted by grouping text and

photographs together with their own kind. Each paragraph is seen as a

rectangle, making it easier to recognize that there are four important sections.

The order of the components corresponds to the order of their priority.

Unlike the original poster, the reading direction is from top to bottom.

The negative space in the original poster was too dense and distracting,

thus creating unbalanced positive spaces. Clusters of components are now

balanced against large white areas of negative space.

Proximity and

Unity/Harmony

Similarity and

Rhythm

Closure and

Balance/Proportion

Continuance and

Movement

Figure & Ground

and Contrast

EffectAlcohol

Using alcoholduring pregnancyincreasesrisk of:

Having a baby born withFetalAlcoholSyndrome (FAS).Apregnant mother must realizethat if she drinks, then so doesher baby.

FAS babies are abnormally smallat birth and have smallheads.

FAS babies brains are smaller andfrequently have behavioralandlearning problems associated withmentalretardation.

FAS babies are hyper-active,jittery and lack coordination.

FAS babies are often born withnoticeable to severe abnormalfacialfeatures.

Tobacco

Using tobacco during pregnancyincreasesrisk of:

MiscarriagePrematurebirth

Causes constriction and damagetothe bloodvesselsoftheumbilicalcord, decreasing theflowofblood, oxygen,andnutrientvitalto the developing fetus.


May cause baby to be born witha smallhead (and brain), impairsgrowth, intellect, and emotionaldevelopment.

Marijuana

Usingmarijuanaduringpregnancyincreasestheriskof:

Damaged Blood Vesselsof the umbilicalcord,andreducestheirabilityto transportand supply oxygen and nutrientsto the developing fetus.

MiscarriageStillbirth

May cause baby being bornwith a smallhead (and brain).

Poor GrowthIrritabilityBirth DefectsDeformities

Cocaine

Using cocaineduring pregnancyincreasesrisk of:

FetalDeathPremature Labor and DeliveryMiscarriage

Sudden Infant Death Syndrome(SIDS). Babies die in their sleepwithout warning.

Respiratory FailureKidney TroubleVisualProblemsLack of CoordinationRetardation

Blood Pressure Changes, causedby cocaine use may causeblood vessels in the fetalbrain toburst, resulting in permanentphysicaland mentaldamage.

1

2

Dissemination


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A work-in-progress thesis exhibit was displayed in

Institute of Technology. The display, which describfrom April 3 19, 2006. This panel system was dev

use of negative space in graphic design.

The opening night allowed meaningful discourse a

with a diverse audience (art and design faculty, st

This photograph was taken on the opening night a

Details of each panel can be found in Appendix C

Gallery Exhibition

Thesis Display


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Retrospective Evaluation


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Final ApplicationFeedback

After several revisions,

the nal posterand

original posterwere

sent to Amanda Green,

Graphic Designer

at Eastman Kodak,

for her feedback.

May 12, 2006.

These are her

written responses

Proximity and Unity/HarmonyThe poster demonstrates a proper use of proximity

feeling of unity. The body copy has a more organiz

The typographic design seems to be more aware o

This makes both the beginning and end more clea


The text being set in one typeface is very helpful a

The consistent typeface throughout the poster allo

enjoyable read. There is rhythm made by the dista

the size of the headings and the overall space thro


The poster seems to be a little unbalanced. Aman

space. However, the scale of the images is much

the other elements.

Continuance and Movement

The ow of the original poster is ineffective. It is lik

impossible. The new poster is a continuous read a

effective. The viewer can clearly read the poster fr

Figure / Ground and Contrast

The poster demonstrates a clear use of negative sThe images are in a good relationship to the text a

images and legibility of the type in the original pos

there is a effective use of negative space which br

hierarchy in the new design that the old design di

Self Evaluation Throughout this thesis process, It was difcult to d

readability and this designer did not initially have relationship. While there is a general understandin

space refers to, there is also ambiguity. And thoug

conversation, it has so far eluded any formal den

ideation, the denition became clearer and therefo

Conclusion


57/94

This thesis expanded the denition of terms and p

the effective use of negative space in printed text expanded meaning to grow from an extensive res

across several disciplines. This thesis successfully

the visual aspects of negative space and the prin

Through this work, a correlation was discovered b

Laws and the Seven Design Principles, and a con

can support readability by providing:

a space for the eye to rest; to be seen as a group,

a signal to cue the begining and ending of a text o

a variation of space to attract attention and develo

an implied space to lead the viewer to the center o

The effective use of negative space is one of the m

The areas of negative space allow a viewers eyes

contemplating the content. A designer should fact

space when designing a layout. Blank, negative s

Dont think of such areas as wasted or unused sp

a design element in and of itself. Properly placed

graphic design operating on a high level of excelle

This thesis provides a set of considerations for gra

consciously making decisions about the use of ne

of this is demonstrating the benets of effective nthesis outcome is the fact that not all theories and

guarantee success. There are design situations in

sense of negative space use. The nal application

a comparative study that demonstrates the many

use of negative space.

Glossary of Terms


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Alignment Arrangement or position in a straight line or in par

always more important than measurable alignmen

Baseline Invisible line on which letterforms sit.

Block Units of text space (paragraphs).

Body copy The primary text of a story. Usually identied by a

of 8 to 12 points. Does not include headlines, sub

Alphanumeric Mixture of letters and numbers.

Bleed Imagery or letterforms that are tangent to the trimm

Body type Type used in the text, as distinguished from displa

Callout Wording placed outside the illustration but attache

part of the illustration it describes.

Centered Alignment in which the midpoints of each element

Asymmetrical A design arrangement in which the space is uneq

Balance The arrangement of various elements on a page o

of the various elements is equal.

Border A rule used to form a box or to contain an image.

Caption A short descriptive block of copy or a phrase that

Glossary of Terms continued


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Counter The space, either completely or only partially close

o, u, and A, B, C, S.

Contents A listing of the subject matter and its location in a

Contrast A feeling of variety without the loss of harmony in

between one tonal value or another that denes ea

Flush-left,

Flush-right

Even or aligned on the left edge or the right edge o

side remaining deliberately uneven.

Display type Type used for headlines, pull quotes, subheads, ca

expressive words, as distinguished frombody typ

Dropout Type appearing in white on black or a pale color a

background. Also calledreverse.

Deck A sub-head appearing just beneath or near the he

Decorative font An ornate typeface that would not be appropriate

Duotone A halftone photographic reproduction printed in tw

usually black.

Element Any unit that makes up a page design. ex. copy, h

border, image, color tint block, caption, blurb, cutl

Flag The name of a magazine or newsletter;also called



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Gutter The inner space between two facing pages. Cross

from one page onto the facing page is calledjump

Indent A notch cut in usually from left-hand edge of a bo

from the right or both edges. A paragraph indent a

paragraph (though it should not do so in the rst o

all except the rst line, which is ush left. A runaro

of a neighboring illustration.

Justifed Aligning left and right edges of a column of type fo

Dont justify with fewer than eight words (forty cha

force-justifying or opening up by word-spacing o

and thus jeopardizing smooth, rhythmic reading.

Grouping Arranging pictures so that there is a leader, or foca

Header Recurring copy at the top of the page that helps o

such information as title, issue date, and page num

Headline Prominent display type, intend to summarize the c

Head Margin The white space at the top of a page.

Grid The underlying pattern of lines forming the framew

also, to align elements on a page.

Kerning Removing space between specic letter pairs in o

consistent letterspacing.

Layout The placement of art and text on a page or two-pa



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Negative Space The opposite of positive space, which is space ac

in visual elements. Called white space, in letter for

part of the design that isnt there.

Sinkage Area of white space at the top of pages created b

Margins The space between elements on a page or spread

Optical Center A spot two-fths down from the top of the page a

of the live area. This is where the eye will seek tob

rather than at the exact, mechanical center.

Pica A unit of measurement. There are approximately 6

One pica is 12 points.

Ragged Multiple lines of type set with either the left or righ

is constant in ragged setting (ush left or ush righ

Readability The quality of written language that makes it easy

Symmetrical balance Occurs when all elements are balanced down the

either horizontally or vertically.

Weight The boldness of type, based on the thickness of it

Masthead An alternate name for the nameplate of a newspa

Bibliography


62/94

Books

White, Alexander W.Elements of Graphic Design: Space, Unity, Pag

Allworth Press, 2002

This book offers a method for successful designs

He demonstrates how to use scale, color, and pos

of importance. Other concepts include employing

type, and dening dominance in images and text.

Swanson, Gunnar

Graphic Design and Reading: Explorations of a

Watson-Guptill Publications, 2000

The essays offer explanations of traditions of typo

radical interventions that are attacks on or improve

Carmichael, Leonald

Reading and Visual Fatigue

Book, Albert C.

Fundamentals of Copy & Layout

McGraw-Hill Press, 1997

It offers concise information that leads one throug

advertisements in newspapers, consumer magazi

and interactive media.

Tschichold, Jan

The New Typography: (Weimar and Now: Germ

CA: California State UP, 1998

First published in 1928 in Germany and out of prin

recognized as one of the most important statemen

Bibliography continued


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Samara,Timothy

Making and Breaking the Grid: A Graphic Desig

Rockport Publishers, 2005

This book begins with an exposition of basic kind

most common ones used in traditional design wo

shows how these grids organize information apprprovide a framework for composition.

Tinker,Miles A.How to Make Type Readable

Harpers Press, 1974

Results of 12 years of research on readability of p

tests are summarized. Special arrangements of th

pages, margins, single versus double column com

rules, and paragraph arrangement.

Books

Wong, Wucius

Principles of Form and Design

Wiley Press, 1993

This book gives readers the content of three impo

most inuential design writers. This is a class in the

of design that will appeal to a broad audience of g

Wertheimer, Michael

Max Wertheimer & Gestalt Theory

Transaction Publishers, 2004

Gestalt theory allows communicators to predict h

elements. This book briey illustrates the nine Ges

they are applied to create effective gures in textb



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Journal Article

Miller, Lawrence M.

Do The White Thing

Journal of Essentials 17 (1991): 48 50

Describes white space as a design tool.

Bonsiepe, GuiA Method of Quantifying Order in Typographic

Journal of Typographic Research 2 (1968): 203 2

A journal for research on the design unit of simpli

Berger, Charles

Stoke-width, Form and Horizontal Spacing of N

as Determinants of the Threshold of Recognitio

Journal of Applied Psychology 28 (1944): 208 23

The effect of certain typographical variations upon

of recognition of numerals.

Strizver, Ilene

Spacing and Kerning

AIGA Journal of Typography (2004)

Explains what makes a typeface look the way it do

Tinker, Miles A.

Reader Preferences and Typography

Journal of Applied Psychology 26 (1942): 38 40

To determine the extent of agreement between jud

and judged pleasingness were compared.



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Web Sites

Paul Shaw. The Digital Past: When Typefaces W

May 19, 2005


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Index

A Planning Documentation

B Initial Ideation Spreads

C Exhibit Panels

D Final Application


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Effective Use o

in Graphic Des


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Effective Use o

in Graphic Des

Dong Hyun Lee

Thesis Proposal for

Graduate Graphic De

School of Design

College of Imaging ARochester Institute o

Fall 2005


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Table of Conte

Thesis Committee M

Thesis Proposal

Precedents

Mission, Goal, Objec

Explanatory Diagram

Evaluation Plans

Timetable

Glossary of Terms

Bibliography

Thesis Documentatio


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Thesis Commi

Chief Advisor Bruce Ian Meader

Associate Professor,


Associate Advisor Thomas F. MoranAssociate Professor,

College of Applied S

Associate Advisor Lorrie Frear

Assistant Professor,


Designer Dong Hyun Lee

Candidate for Maste



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Rubin, Edgar J.

Precedents

The parts of a visual image may be considered, ana


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, g

1886 1951

Danish psychologist/

phenomenologist

Figure-ground

perception

Rubin Vase

Journal of Cognitive

Neuroscience 13(2001): 12-18.

p g y ,

components. The whole of a visual image is greate

When confronted by a visual image, we seem to ne

(a gure with a denite contour) from what our cur

(or ground). An illustration of this is the famous am

psychologist Edgar Rubin.

Perceptual set operates in such cases and we ten

other Altering the amount of black or white which

Moyer, Karen.

Precedents continued

Hierarchy


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Associate Professor

Graphic Design

School of Design

Carnegie Mellon

University.

Pittsburgh, PA

The Typographic

Hierarchy project

in 1979

Graduate Typographic

Design Handouts, 2005.

8:00 pm

Carson Auditorium

73 Lomb Memorial Drive

Rochester, New York

Admission Free

Art and Technology Lectures

presents

October 4The Peculiarity of Pictures

Richard L. GregoryDirector, Perception Laboratory

Department of Psychology

Cambridge University

Monday,

ThursdayNovember 24TheIntelligent Eye

The term hierarchy refers to the vertical system of

importance. In this context, consider the ranking,

what isprimary,secondaryand tertiary.

Karen Moyer uses the term Visualogicto describe

The Intelligent EyeThursday, November 24

Tinker, Miles A. An example

Precedents continued


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Professor Emeritus



Minneapolis, MN

Spatial Arrangements

of the Printed Page

Legibility of Print

Ames, IA: Iowa State UP,1969.

illusion: bot

50% of the

area seems

The results s

overestimat

card area by

whether the

white or whiexistence of

illusion undo

the area of t

According to Tinkers study, readers believe 75%

This example supports this thesis by providing ce

surrounding space becomes more larger than the

have a 50:50 proportional perception of negative s

Impact

Samara, Timothy.

Principal, Samara Lee

Communication

Design, Inc.

A Graphic Design

Layout Workshop

Making and Breaking

the Grid

Rockport Publishers,

2005.

For designers working in every medium, layout is a

important element. Effective layout is essential to

user to not only be drawn in with an innovative de

This book is a comprehensive layout design works

break the rules of grid-based design one must rs

applied to real-world projects.

Evaluate Use ofNegative Spaceto Enhance ReMission

Mission, Goals, Objectives, Process


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Goal 1 DefneNegative Spacewithin Typography

Objective

Process

Defnition

establish denitions to develop an understanding

ofnegative space

gather information aboutnegative spacethrough rdevelop a set of denitions fornegative spaceterm

Objective

Process

Attributes

identify attributes, function, and consequences of

research attributes that play a important role in rea

collect examples that demonstrate effective use o

Goal 2 Develop Use ofNegative Spaceto Improve Rea

Objective

Process

Purpose ofNegative Space

classify and organize uses ofnegative space

gather examples of uses ofnegative spacefrom a

contact typographic design advocates

extract specic theory related to spaces between

develop matrix ofnegative spaceand theory

Objective

Process

Demonstrating Effectiveness

demonstrate effective use ofnegative space

dene effectivenesscompare and analyze a range ofnegative spacec

evaluate results through case studies

DefneNegative SpaceProblem

Defnition

Explanatory Diagram


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Establish denitionsIdentify attributes, function, and

consequences

Research

Relevant literature

Find experts contact, interview

Collect examples

Analysis

Classify information

(position, direction, form, structure,and size ofnegative space)

Organize information in most

effective way

Demonstrate Effective Use

ofNegative Space

Compare/analyze of the organization

Dene effectivenessEvaluate results through case studies

Sharing New Insight

Categorize the method of success

Determine the best method

Defnition

Synthesis

Implementation

Acquir

Informa

Interme

Evalua

Retros

Evalua

Evaluation Plans

The evaluation plans for this thesis include : ne

id ti i l t d l ti d f l l


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ideation, implemented solutions, and fnal evalu

Preliminary Evaluation

The preliminary evaluation will occur within the ide

Through personal interviews and questionnaires, p

with typographic design and readability awarenes

regarding the thesis project and its application. Th

offer valuable suggestions of effective use of nega

Intermediate Evaluation

The intermediate evaluation will occur within the im

Comments, suggestions, and questions from the t

considered and may be incorporated into the stud

is to evaluate the clarity of communication goals a

evlauation will be reected in the nal solution.

Retrospective Evaluation

The retrospective evaluation will occur after the im

A survey will be given to professional graphic des

nished application.The evaluation will be develop

about the function of negative space.The nal ap

improved understanding of effective negative spa

Timetable

Fall

Winter


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Winter

Spring

October

November

05 Fall Quarter Begins

14 Propo

September

14 Last

08 Election Day

17

15 C

Timetable Continued

Fall

Winter


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Winter

Spring

January

February

15 C01 Research / Analysis

December

09 2006 Classes Beg

1

01 New Years Day

09 Preliminary Writin

02 Presentation to 1st Grads

07 Ideation / Evaluation

14 V

Timetable Continued

Fall

Winter


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Winter

Spring

April

May

14 C01 Implementation

March

16 Ea

05 13 Winter / Spring Break

04 Final Writing

07 Thesis Show Preparatio

03 Gallery Opening 10 Committee Me

Document Structure

Thesis Project

Defnition

Introducing, Identifying, and understanding the na

including history, situation, and goals


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g y, , g

Precedents Describing other existing projects, case studies, a

that have meaningful relationships to study

Research Describing facts, principles, theories, or relations

that have been discovered to help solve the prob

Synthesis Describing interrelationships and patterns

sorting, sequencing, and ordering information or

Ideation Describing the generation of conceptual solutions

and preparation of a range of preliminary design a

Intermediate

Evaluation

Describing testing strategies that were used to ju

and the resulting selection of possible design sol

Implementation Describing how the project was rened, develope

to its nal form or application

Dissemination Describing plans for future audience interaction

how could this product or information be distribu

Retrospective

Evaluation

Assessing the nal product to determine strength

how could future versions be improved?

Conclusion Summarizing overall experience and outcome

what was gained?

Glossary of Terms Dening particular terms that were used within th

to aid in reader understanding

Initial Ideation Sketches

These space related sketches are selected from

It shows how to make important parts stand out f


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Th i D fi iti

Graduate Thesis Exhibition : Panel 1

Bevier Gallery, RIT (April 319, 2006)


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Thesis Definition

Situation and Audience

The use of negative space as an element of graphic design began with

the European modern art movements of the early 1900s. Similar to the way in

which typography review the hierarchy of information in a massage, effective

use of negative space provides a flexible way to control visual hierarchy

(emphasizing and distinguishing primary, secondary and tertiary information).

In addition, negative space helps to prioritize and emphasize unnecessary

elements and allows important elements in a logical structure.These functions

of negative space play a significant role in contributing to the effective

readability of text typography.

Readability is the ease of reading an entire composition for print or for a

digital application.Among the many elements that help to improve readability,

negative space is crucial in communicating messages with typography.

This thesis will expand the definition of terms and principles that determine

the effective uses of negative space in printed t ext typography.

The primary audience is undergraduate sophomore level graphic design

students.The secondary audience will be graphic design educators.

This thesis attempts to improve readability for experienced readers who have

college-level reading ability.

Graphic Design Thesis Con

This thesis project focuses o

effective negative space to im

From the research and synth

to help graphic designers be

and strengthen the readabilit

Outside Content

Newspapers and magazines

forums that present informat

and use of negative space.Th

this information easily and qu

hypothesis, the use of negati

analyzed for effectiveness. N

applied to improve use of ne

Goals and Objectives

This thesis will investigate th

improve the readability of tex

approach to addressing nega

Nega

Existing Reference Poster: Ineffective Use of Negativ




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Existing Reference Poster: Ineffective Use of Negativ

Negative Space Problems

No clear distinctions among different categories of information

No clear typographic hierarchy with respect to type size, type weight, and color

No consistent intervals of negative space among text and photographs

No clear sequence of order

No marginal space for the eye to rest

RIT Web Offset Poster Reference Poster

Research and Synthesis




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Research and Synthesis

The comparison between the London Guardianand the New York Sun

is an example of a dense composition with very little negative space.

Elements other than columns have been excluded to demonstrate the

Gestalt Laws of Proximityand Unity/Harmony.

As shown in the London Gu

are clearly divided by negati

the articles are not as clearly

Narrower spaces tend to ass

separate and disassociate e

To analyze the implication between readability and negative space,

two theories were selected through an extensive research. Gestalt Theory

and Readability are based on typical human perception. Several principles of

visual perception can be used to determine good readability using Gestalt

Theory Grouping Laws.

Similar to Gestalt Theory, the

to helping readers access an

more efficiently. These princ

print or digital applications

Gestalt Theory Grouping Laws

Elements tend to be grouped together according to their nearness,

As the example shows, four circles in the right appear to be in one

group whereas two circles in the left appear to be in a group of

their own. This is due to the fact that a larger gap exists between

the two groupsthan exists between each individual ci rcle in a group.

Proximity

Items similar in some respect tend to b e grouped together.

Even though all shapes have the same space in between,

four squares form a group and four circlesformanother group.

This perceptive processis caused bythe LawsofSimilarity.

Similarity

Items are grouped together if they tend to complete some entity.

A square is implied to fill in the empty space to form a complete

rectangle. Human mind tends to enclose spaces by completing

contours and ignoring gaps between shapes.

Closure

Items appear to be in a continuation of direction if they are aligned a

certainorder. The three circlesappear to be on the samerising line

in this example. Human mind tend to perceive continuation in a smooth,

contours rather than abrupt changes indirection.

Continuation

Someobjectstakeaprominentrole(thefigure)whileothersrecede

into the background (the ground); In this example, circle is the

figure and the rest of the area within the square is the background.

This phenomenon is made possible by contrast.

Figure / Ground


Contrast Contrast means showing differences in two different sections of

the design or showing somehow that the design being created is

very different from other designs because of contrast. Contrast

can also be used to show emphasis in any part of the design.

Balance Balancerefers to the distribution and visual equilibrium of the

elements that causes the total image to appear balanced. Balance

can be either symmetrical or asymmetrical in a design. In the

case of asymmetrical design, the composition is more dynamic.

Unity Unity is a condition or quality of design that is ac hieved when

individual elements are grouped. Unity helps the design to be seen

as one design instead of random, isolated elements in the design.

Rhythm Rhythm is the tempoof visual movement, achieved through

repetition of line, shape, or color. Similar to music, rhythm

minor dominant

symmetrical asymmetrical

part group

busy repetition

Propor

Movem

Harmo

Example of Outside Content: Proximity, Unity/Harmony

London Guardian New York Sun

establishes a visual pattern.

Redesign of Reference Poster: Effective Negative Spa




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Redesign of Reference Poster: Effective Negative Spa

Proximity, Unity/Harmony

Text typography is separated and divided by negative space. By doing so,

randomness of the original poster was eliminated and all contents now forma harmony. In addition, the beginning and ending of each component is clear.

Similarity, Rhythm

All typographic elements are set in one typeface with proper variation in size

and colors to reveal hierarchy. In order to create rhythm, the same distance

was applied between each heading.

Feedinge automatic reel splicer, connects the shorter rolls of paperabout to end to a fresh new roll without stopping the press.e infeed system maintains the proper tension for the webto pass through the printing units.

PrintingIt is an indirect printing process that an image is transferred, oroffset, from one surface to another. e plate transfers the imageto a rubber blanket which offsets the image onto a substratepressed between the impression cylinder and blanket cylinder.

Controle console allows the press operator to do many tasks fromone area on the press, such as adjusting color for image control,speed, moving plates to make proper registration, web tension,automatic plate and blanket cleaning, dryer temp. etc.

Drying

Aer the paper is printed on it travels from the printing unitsto the finishing system. e web is cooled with the EcocoolIntegrated DryerSystem. e system puts moisture back into theweb to improve its strength and color.

Examples of prinnewspapers, magbrochures, postercoupons, and art

Folding

e PCF-1pinless folder is a folding system eliminates timewasting tasks, by eliminating the folder pins that would puncturethe paper, making the punctured area to be trimmed off.e folder system can produce more than 18 different foldingformats. It allows for easy change over from one job to another,and stores the job for future use. Once folded the printedproducts continue across a conveyor belt where it will bepackaged, boxed and shipped. All these advantages help for abetter quality and productive and steady workflow.


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Effective Use of Negative Space in Grafic Design

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