Hey Visitor do you know where many of modern rules of Graphic Design originates?
Accept the mission to find out.
The Swiss Style, also known as The International Typographic Style, originated in the early 20th Century. It set the foundation for modern graphic design principles. You are going to research Swiss Style design and make not of the key characteristics of the style. You will be expected to demonstrate your mastery of the Swiss Style in your poster design.
- To develop conceptual thinking skills.
- To communicate ideas visually and verbally.
- To explore typography styles.
- To develop systems of visual organization.
This project should take ~3 class periods to complete. If you are done too fast, you probably didn't explore all of your creative options and settled too easy on your first idea.
Create a Pinterest board titled: Graphic Arts 1: Swiss Style Posters. Search online for 10+ samples of Swiss Style Posters. Pin each example to your new Pinterest board. With each pin, write a brief caption noting why you chose it as inspiration.
Visual Hierarchy influences the order in which the human eye perceives what it sees. A good design should grab your attention and be easily read/understood. Visual Hierarchy should guide the eye of the viewer, starting with the element of the highest importance and continuing to those of lesser importance.
Follow along as guest instructor Gareth David discusses the Design Principle - HIERARCHY.
ELEMENTS OF HIERARCHY
- Imagery: People are typically attracted to an image/graphic first, and then the typography. You can usually assume that a good-sized image in a prominent location will be at the top level of the visual hierarchy – but this will depend on the composition of the whole page.
- Positioning: Positioning is one of the most common ways to depict hierarchy. The elements at the top of the page attract more attention than those at the bottom.
- Color: Color is often used with contrast to establish hierarchy. Because brighter colors attract more attention, elements high in the hierarchy should be vivid, while elements of less importance should be darker.
- Size: We are often attracted to the largest item on a page, making size a compelling way to depict hierarchy. This is a familiar tactic, such as when we use a large type size for the title.
PRINCIPLES OF HIERARCHY
Although it varies, a standard Visual Hierarchy consists of three levels of importance—First Read, Second Read, and Third Read:
- First Read: The Hook -- You have three seconds to grab somebody's attention. The First Read is the hook that grabs a reader's attention. It is the most important element on the page. It should complement the dominant visual image and the two should work together to create unified message.
- Second Read: The Details -- This could be bullet points, a sub-headline, a slogan, date & time, etc. After you get them hooked, give them the details. Tell them enough to encourage acting upon the call to action.
- Third Read: Call to Action -- Tells the audience the preferred behavior desired of them. Example calls to action are: visit our website at…, book online at…., etc.
Did you find some good inspiration? Do you have a good idea of what you are going to create? Do you understand Visual Hierarchy If so, click COMPLETE to move on.
You will be be designing THREE Swiss Style Posters to promote your favorite bands or musical artists. Your posters should strongly communicate the unique visual characteristics of The International Typeface Movement and strong compositional skills and visual hierarchy.
Check the following site for specific inspiration for this project. Remember ... DO NOT COPY an existing design, but use these examples as inspiration for your own design. Swissted: Swiss Style Music Posters.
POSTER DESIGN REQUIREMENTS
- Do NOT center anything!
- You MUST use a grid.
- Use ONLY letters, numbers and geometric shapes.
- Use ONLY sans-serif fonts.
- Use ONLY primary and secondary colors.
POSTER INFORMATION REQUIREMENTS
- Band or Artist's Name
- Concert Date: day of the week + date
- Name of Concert Location
- Address of Concert Location
- Name of Two Opening Bands
- Price of Admission
- Admission Requirements: all ages or over 21
- Choose a Swiss Style Color Scheme: Follow the 60-30-10 Rule.
- Create a NEW Custom Inkjet document. Portrait: 22" x 17"; Bleed: .125".
- Save as: period #_last name+first initial_swissPoster01.ai (eg. p1_hayesr_swissPoster01.ai) to your Google Drive.
- Create an odd numbered grid with .10 inch gutter.
- Demonstrate Visual Hierarchy
- Create a NEW project on Behance titled Swiss Style Poster.
- Upload the WEB version of your Swiss Style Poster.
- Document Mastery
- Purpose: Briefly describe the purpose of the project.
- Inspiration: Add the link your Pinterest board for this project
- Process (Programs, Tools, Skills, etc.): What program(s) did you use? What were the main tools? How did you use the tools? Why? What skills? Be specific!!!
- Color Theory: Color Scheme used (monochromatic, analogous, etc.) and colors used.
- Title Font Name & Category:
- Copy Font Name & Category:
- Resources: Link to outside tutorials, brushes, fonts, etc. that you used.
- Submit Project URL to Canvas.
Visitor do your posters demonstrate strong Visual Hierarchy? Are they strong examples of Swiss Style design? Are you not sure? Have a neighbor double check your work before moving on.