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Creating Contrast

• Value and Color

• Large and small: placing mass in space
• Shapes and lines
• Angles and
diagonals
• Dimension: expand the space
• Mood and emotions


Angles and Diagonals

Simulating Movement

  • Once upon a time, all page elements had to be placed on a matrix of straight angles, because of the restrictions of metal production processes.

  • The use of diagonals today rose out of lithography posters, as a way to create powerful, attention-getting statements.

  • Angles create drama; strong diagonals are generally not suited for everyday use. Think of a fist punching into a blank space, or an arrow diving into a column of type. Too many angles divert us from a message.

  • Be aware of decreased readability for any amount of text placed on a diagonal — even the simplest headline


Production Yearbook, 1950
Designer: Lester Beall (5)


next: Dimension