Scale objective and subjective: Objective: scale refers to the literal dimensions of a physical object,

subjectively scale reefer’s to one’s impression of an object’s size. A book or a room a grand or intimate
scale, reflecting how it relates to our own bodies and to out knowledge of other books and other rooms

A object lacks scale when it has no cues that connect it to lived experience, giving it a physical identity. In
a design where all elements are the same, feels dull and static

Scale and context: ordinary paper can contain lettering or images that burst off its edges, a small
isolated element can puncture a large surface, drawing importance form the vast space surrounding it.

Scale is relative: element appear larger or smaller depending on the size, placement and color of the
elements around it. Contrast in size can create a sense of tension and depth and movement. Small
recede, large forward.

Cropping to imply scale, shapes that bleeds off the edges

Familiar objects, familiar scale: some objects to be a particular scale in relation to others, playing with
that can create spatial illusions and conceptual relations
Scale depth and motion: contrasts in scale can imply motion or depth and express difference in

importance

Big Type, Small pages: small trim size of the page contrasts with the large scale type: surprising size of
the text gives the book its loud voice
Scale as a verb: to scale is to change dimensions. Uneven scaling distorts images and typefaces.

Scaling letterforms is uneven looks distorted: too thin or too thick

Full Range Type Family: comes with different proportions: strokes appear uniform, if scaled wrong, looks
uneven

Extreme Heights: scale height of letter to virtually illegible results to create pressure
Transparency

Transparency in design: transparent image or surface is opaque to some degree

Transparency and layers are related, transparent square of color appears pale or faded until it passes
over another surace, view perceives the transparency of one plane in relation to another
Transparency: texture for graphic design

Emphasize values of directness and clarity through adjustment and juxtapositions that maintain the
wholeness or legibility of elements

Build complexity by allowing layers to mix and merge together

Thematically to combine or contrast ideas, linking levels of content

Graphic transparency: translate effects of physical transparency into overlapping layers of lines, shapes,
textures or letterforms.

Traditional patterns such as plaid use colored thread to build up intersecting fields of color. Linear
elements in classical and modern architecture, such as columns and moldings, often appear to pass
through each other.

Typographic Plaid Layers of lines pass in front of a base text. The lines are like a slatted or

perforated surface through which the text remains visible

Linear Transparency The letterforms in this pattern have been reduced to outlines,

rendering them functionally transparent even as they overlap each other

Graphic Transparency In each of these compositions, a photograph has been overlaid with

a field of graphic elements. The graphic layer becomes an abstracted commentary on the

image underneath.

Transparency is used not only to mix two visual elements, but

also to make one image fade out against its background.

Opposites Attract Transparency serves to build relationships between images. Here, male

and female mix and overlap

Life Lines Transparent layers of text and image intersect