|
When we look at different
print advertisements, we
see various elements in them. There are
various components like the visual, caption,
headline, copy, coupon, advertiser's name and contact information. All the
mentioned elements, along with different zones in the visual itself,
form the advertisement's layout. All the zones are in sync with the other
visual zones of the entire composition, otherwise the composition won't
be balanced (though, there are examples, when one component is
intentionally kept out of proportion). So, what is the hidden
geometrical pattern of the print advertisement layouts? How are all the elements
in sync? The elements so arranged have some functional requirements,
but, when they are arranged as a composition, they must be having
some geometrical relationships.
The Webster's Collegiate dictionary defines proportion as "the
relation in magnitude, quantity, or degree of one to another". Ratios are
mathematical concepts. They deal with magnitude, number and degree. It
is easy to ignore the significance of ratio and rhythm in the fascination
of their mathematical and geometric structure. A design is
meaningful only when it expresses the functional necessities. Design can always
be thought of from two points of view. One determinant will be
structural and functional; the other expressive. There need not be conflict
between these. Mathematics and Geometry are our tools for analyzing and
stating the structure of ratios. They can never answer the questions of
rightness and suitability of purpose. |
