Reading Response 2

Still down a text book, but ready to get started, focusing for now on Before & After. My first impression was that it’s pretty awesome how McWade establishes visually the breadth of what elements will effect a design (hint: literally everything). I mean, it wasn’t a surprise; you’d expect that to be the answer if someone asked “Which of my choices affect my design?”, but the visual representation of how each choice, in color, in distance, in size and position, is powerful (meaning good design, I suppose). It’ll definitely make me reconsider every choice in developing future designs. I’m particularly interested by the distinction between a “physical” focal point, and a “phantom” focal point.

What stuck out the most was that this was method for creating a design from an existing picture. What was previously a pretty basic image with a passing suggestion of meaning was dramatically enhanced and turned into a targeted message.

With relation to that change and use of the base image, it really stuck out to me the way that meaningful colors and fonts were derived from the picture, such that when they were all combined,  it seemed like they were made for each other; surely the picture was always intended for that article, right?

It’s interesting to consider that a design should begin before there’s anything on the page. It begins with knowing a) the purpose of the design and b) the audience. Will they be more likely to view the design on a portrait or landscape oriented medium? Do we want them to look at specific things, or taking in a number of things at once?

I can’t say I particularly understood the technique for choosing top and bottom margins. The process made enough sense, but I didn’t see the reason behind it. The color wheel and selection process, on the other hand, was fairly familiar but still a helpful review.



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