Build Your Own Brand (prop) by Robin Landa

Author:Robin Landa
Language: eng
Format: epub
Publisher: Adams Media
Published: 2019-11-13T16:00:00+00:00

Shared Characteristics

Type and image share similar defining characteristics. The agreement in form produces consonance.

Congruence relies on agreement in shape, form, treatment/visualization of form, proportion, weight, width, thin/thick strokes, lines, textures, positive and negative shapes, and time period.

Contrast

Type and images possess apparent differences, contrasting characteristics. The goal of contrast between type and image characteristics is to produce a unique communication that couldn’t exist without the contrast.

Two basic ways type and images work in contrast:

Complementary. Type works in opposition to or in juxtaposition to images, relying on contrasts in shape, form, proportions, weights, widths, thin/thick strokes, lines, textures, positive and negative shapes—for example, geometric versus organic, streamlined versus rough, refined versus sloppy, detailed versus loosely rendered. Mixing styles and historical periods also creates contrast.

Ironic. Typeface and image(s) are incongruous for an ironic effect.

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