Before we begin here is a quick overview of what has been covered in this series and what we will be covering in the coming weeks so that you may reference any previous post.

• The Design Process
• Unity in Design
• Emphasis and Focal Point in Design
• Scale and Proportion in Design(This Post)
• Balance in Design
• Rhythm in Design

Scale and Proportion are terms that refer to size. We reference size by describing something as ‘big’ or ‘small’ or also known as ‘large scale’ and ‘small scale’. I am sure that you have heard someone strike up a conversation by proclaiming, “That house is so big!“ By definition what is big? Scale and Proportion is relative to other elements around it. Therefore, that house can be ‘large scale’ in comparison to an average-sized house.

Proportion

Proportion refers to relative size that is measured against other elements or against some mental norm or standard. As designers we must consider the size and scale of elements within a design or pattern. To say an element is ‘out of proportion’ within a composition can evoke a negative emotion. However, it is possible that this reaction is precisely what the artist desires. Let’s take a look at the example below.

In this example, we see three of the same shapes applied differently within their respective compositions. All three reflect a different use of proportion, creating different visual denotations. The image in the far left denotes movement towards the top left corner. The second image (in the center) reflects greater meaning within the square. The visual relationship of the triangle creating an arrow allows the box to have great importance. The last image (on the far right) visually engages the viewer to maintain focus on the left side, which brings out the importance of the arrow.

Scale

In this image the proportion of the model’s hand is equivalent to the proportion of her face. Neither the hand nor face is drastically larger than the other. Welcome to the concept of scale. Scale is defined as the usage of proportion through the context of what the designer believes will attract attention.

Scale can also be achieved through exaggeration. For example, you would increase the size of an object that would otherwise be small or you can create the visual of a small object that would otherwise be considered large.

We know that in nature most tree trunks are large. In the image above, the tree trunks appear to be small, which places focus on the rock. In this instance the trees are considered small-scale by acknowledging the ‘norm’ size.

In this scenario the viewer is introduced to three elements that have commonality. The viewer understands that a slice of lime is not half the size of the martini glass. The lime and ice are substantially larger in scale then the martini glass – denoting a different visual effect also known as large-scale.

By utilizing scale and proportion within your designs you can evoke a emotional response. Lets take a look at a couple more examples with the use of typography. My college professor used to always say that ‘type is art’ – so I decided to use that phrase in the examples below.

Please leave your comments on both of these solutions on why they both are great examples of scale and proportion. Feel free to use terms from the other posts within this series. I will of course, post the most viable comments along with my own. Of, course. ☺

Tune in next week when we discuss Balance In Design.