Set: SAFE EFFICIENT
Visual Language (VOICE)
Contrast of Space 60-90% white space
Shape of Forms Square 1×1″ and rectangles up to 7″
Orientation of Forms 90 degrees
Size of Forms varies
Placement of Form center
Space between Forms varies
Objective Rules (assignment rules)
#1 symmetrical around center line
#2 Minimize black-to-white ratio
Interpretation of Visual Language
I tried to achieve simplicity of form by using mostly 1×1 squares, leaving 60-90% free white space, and creating symmetry around the center line.
Set: WHIMSICAL
Visual Language (VOICE)
Contrast of Space 50-90% white space
Shape of Forms Square 1×1″ and rectangles up to 9″
Orientation of Forms 30 degrees, 60 degrees
Size of Forms varies
Placement of Form usually off center
Space between Forms varies
Objective Rules (assignment rules)
#1 Use “soft” angles like 30/60 degrees
#2 Nothing off the page
Interpretation of Visual Language
I avoided the rigid parallelism of the Safe-Efficient set. I avoided parallel lines, restricting myself to mostly using 30, 60 and occasionally 45 degree angles
Set: DYNAMIC
Visual Language (VOICE)
Contrast of Space 40-80% white space
Shape of Forms Square 1×1″ and rectangles up to 10″
Orientation of Forms 45 degrees
Size of Forms varies
Placement of Form sometimes off the page
Space between Forms varies
Objective Rules (assignment rules)
#1 Use diagonals
#2 Often off the page
Interpretation of Visual Language
I focused on exploiting the dynamic feeling of the diagonal line, and often had shapes go off the page. I used a higher density of black-to-white than in the other sets.