Archive | November, 2009

The Sacred Made Real at the National Gallery

Posted on 09 November 2009 by Pyro

'Dead Christ' (c1625-30), a sculpture by Gregorio Fernández

If Francesco de Zurbaran’s ‘Christ on the Cross’ were the only work in the National Gallery’s powerful exhibition of Spanish 17th century painting and sculpture you should still move heaven and earth to see it. The 9ft 6in-high masterpiece was painted in 1627 for a Dominican friary in Seville, where it hung in a shallow niche behind a grille, illuminated by natural light from two windows just to the right of the viewer’s field of vision. On loan from the Art Institute of Chicago, it has never been in this country before, and perfectly embodies the show’s theme and title ‘The Sacred Made Real’.

In it, the figure of Christ crucified emerges from a black background, the left hand side of His body cast in strong light, the right in deep shadow.

The strong chiaroscuro pushes the figure forward, to a plane that feels closer to us than either the cross or background, further reinforcing the illusion that it is not flat but three dimensional. At the National Gallery we can see that the dramatic contrasts of light are dark are painted, but a visitor coming upon the image in its original setting would have mistaken them for the effect of natural light pouring in through the windows on the right.

But then the hyper-clarity of every detail – Christ’s strongly modelled musculature, His grey-tinged face, the blue-grey flesh around His wounds, the way light picks out the folds of His white loin cloth – adds to the illusion that the figure has a back as well as a front. Even the crumpled paper with Zurbaran’s signature is painted in trompe l’oeil, leaving the viewer to wonder whether it is attached to the foot of the cross or pinned to the canvas.

That Zurbaran tried to make his picture look as though it had been hewn out of wood and then painted isn’t surprising: he started his career as a painter of statues, not canvases. ‘Christ on the Cross’ was his first commissioned work in Seville, one of the cities in Spain that strictly enforced the medieval system of dividing painters and sculptors into separate guilds.

As a member of the guild of carpenters, a sculptor was allowed to carve a wooden statue and to prepare it with gesso (a mixture of glue and gypsum used as a ground for oil painting) but not to paint it. That could only be done by a member of the guild of painters, who, like Zurbaran, had been specially trained and licensed to add colour (polychrome) to statuary. It is entirely possible that the monks chose Zurbaran because they couldn’t afford to pay for a statue, and so asked the young painter to make the picture look as sculptural as he could.

Next to Zurbaran’s picture hangs a monumental wooden crucifix carved by Zurbaran’s contemporary Juan Martinez Montanes and painted by an artist whose name we do not know. Once again, the aim of both sculptor and painter is to make the figure look as lifelike as possible. Montanes gives the voluminous swath of white drapery around Christ’s hips such mass and volume that I think we are meant to understand it as a hastily improvised loin cloth made by wrapping His winding sheet twice around his hips in a loose knot. The anonymous painter is so meticulous in rendering both texture and colour that even from a distance we can see the blood from the wound in His side has already begun to congeal. In such works the two mediums fuse and it is impossible to say which is more important, the carving or the painting.

Apart from royal and aristocratic portraiture, the imagery in most Spanish painting and sculpture during the Counter Reformation is religious. It is therefore not ‘art’ in the modern sense because it was made neither for visual delight or aesthetic contemplation but as an aid to devotion.

Stimulated by the ‘Spiritual Exercises’ of St Ignatius Loyola, the faithful sought in prayer to form mental images of Christ, the Virgin and Saints. The painter or sculptor’s aim was to make the figure so realistic that it is as though the person to whom the prayer is addressed is standing there before our very eyes.

And so, instead of the idealised face that Raphael might have given to the Virgin, Velazquez gives her the features of a real young woman. In Montanes masterpiece – a full length statue of St Bruno shown preaching in the white habit of the Carthusian order – the superbly carved face is clearly based on that of a real person, perhaps one of the monks shown kneeling under the protection of the Virgin’s blue mantle in Zurbaran’s canvas ‘The Virgin of Mercy of Las Cuevas’. Look at Alonso Cano’s head of ‘St John of God’, where the saint’s stubble is created by smudging the wet brush onto the gesso surface rather than painting it bristle by bristle, and by ‘extending ’ the carved locks of hair with paint so that they appear to trail down over the figure’s forehead, ears and neck.

When Montanes carved his full length statue of the Jesuit saint Ignatius Loyola, he worked from the saint’s death mask. Here, the layer of gesso is so thin that the refinement of the carving of the veins in the forehead and hands is visible even from a distance. Notice too how the painter, Francisco Pacheco, adds painted shadows to real shadows on the cheek bones in order to intensify the three dimensional effect. By the way, the saint’s cassock is made not of wood but of fabric stiffened with glue (size) and is a later, 19th century addition. For a lucid explanation of how these statues were put together, there is a didactic show mounted around Francesco Gijon’s 1675 full length statue of ‘St John of the Cross’ in gallery one, just by the shop.

The curator Xavier Bray argues convincingly that it is not possible to understand the paintings or Zurbaran or Velasquez without taking into account the role sculpture might have played in the way they are conceived and executed. For example, Velazquez’s familiar ‘Christ after the Flagellation contemplated by the Christian Soul’ from the National Gallery is placed next to Gregorio Fernandez’s ‘Ecce Homo’ a life size standing figure showing Christ after the Flagellation. As the artist intended, we see the statue first from the front, where the all but naked figure looks pathetic but not horrifying.

Only when we walk round it to examine the sculpture from the back do we recoil, for the anonymous painter depicted the scourged flesh by removing one layer of gesso from the sculpture’s surface to create a gouge which he then paints blood- red. In Velasquez’s painting, the child kneels before the vision of Christ in such a way that he can see what we can’t – the bloody marks of the whip on his back.

The artists in this show are basically divided into those like Pacheco and Montanes, who used wood and paint to achieve the realistic effects, and ones like Fernandez and Pedro de Mena, who added human hair, ivory teeth and glass eyes to their figures, giving them, to my eyes, a slightly kitsch feel, like waxworks in the London Dungeon. But then, throughout the history of art, the more explicitly realistic the statue or painting, the less it has been valued as a work of art.

What is so original about this show is Bray’s courage and persistence in hunting down works of art that fly in the face of neoclassical notions of good taste. For unless you can enter into the imaginations of those who first saw these works and accept the absolute reality for them of suffering or ecstasy they show, you will miss half their power. This isn’t just a good show – it is one of the best I’ve ever seen at The National Gallery. And the catalogue by Bray brings this extraordinary and little known school of art to life.

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Lexmark Launches New Touch Screen Printers

Posted on 09 November 2009 by Pyro

Lexmark International introduced recently the industry’s first single-function monochrome A4 laser printer with a touch screen, providing businesses the ability to tap into a powerful solutions platform and work more efficiently.

The innovative Lexmark T656dne monochrome laser printer enables customers to expand the usefulness of their device to meet specific needs within their business by utilizing Lexmark’s award-winning Embedded Solutions Framework (eSF).

Lexmark was recently recognized by Buyers Laboratory Inc. with an Outstanding Achievement Award for providing value-added capabilities as a standard offering by leveraging its eSF platform, which enables customizable or industry-specific solutions to streamline paper-based processes, increasing productivity and reducing page volumes.

“Our robust, industry-leading solutions, integrated with our reliable, workhorse monochrome workgroup laser device, will enable the new T656dne to provide large workgroups with greater efficiency and productivity day in and day out,” said Marty Canning, Lexmark vice president and president of its Printing Solutions and Services Division. “In addition, our new color laser, monochrome laser and laser MFPs continue to broaden our product line and provide our customers more choices than ever before for small and large workgroup needs.”

Lexmark T656dne:

Lexmark’s T656dne monochrome laser printer enables solutions capabilities for large workgroups, providing access to preloaded and customizable applications at the simple touch of an icon. Immediately upon powering on the Lexmark T656dne, users will find several unique applications available from the 7 inch, color touch screen:

• Forms and Favorites, which reduces waste associated with preprinted forms
• Eco-Settings, which helps increase energy savings and reduce wasted pages and toner
• Showroom, which demonstrates the possibilities of using the touch screen as a unique communications medium
• Change Background, allowing businesses to display a company logo or personalize the background image
• Change Language, which can be enabled during setup, allows users in multilingual environments to easily change the display language

The Lexmark T656dne, which prints up to 53 pages per minute (ppm), comes equipped with an internal 80+GB hard disk to support tailored software applications and provide ample storage capacity.

Lexmark X546dtn, C546dtn and E462dtn:
Three additional laser products introduced today, aimed at providing greater value to higher-usage customers, expand Lexmark’s award-winning lineup of laser products:

The Lexmark X546dtn is designed for small to midsize workgroups or busy offices that need access to an affordable device.The Lexmark X546dtn is designed for small to midsize workgroups or busy offices that need access to an affordable device.

• Lexmark X546dtn color laser MFP and Lexmark C546dtn color laser printer: The Lexmark X546dtn and Lexmark C546dtn are designed for small to midsize workgroups or busy offices that need access to an affordable device that delivers productivity-enhancing features and professional-quality color printing. Both models feature Lexmark’s Duo Drawer standard, providing up to 900 sheets of standard input capacity. In addition, for customers who need even extended paper capacity (to run different media types and/or to avoid paper reload), a new optional 550-sheet drawer allows for a maximum capacity of 1,450 sheets. The Lexmark X546dtn and Lexmark C546dtn ship with more toner than their leading competitor, up to 4,000 pages for each color, and the 8,000-page extra high-yield black toner cartridge means fewer interventions for the customer and helps reduce the cost of ownership by delivering a low cost per page.

• Lexmark E462dtn monochrome laser printer: Ideal for small and midsize workgroups, the Lexmark E462dtn aids customers in lowering their output costs while remaining friendly to the environment. The 18,000 page aftermarket toner cartridge, which can be recycled free of charge like all other Lexmark toner cartridges, is budget pleasing for customers who desire a low cost-per-page. An extra 250-sheet drawer comes standard to maximize input.

Lexmark X860 Series:

Lexmark also announced six new models in the A3-capable Lexmark X860 Series of monochrome laser MFPs targeted to large workgroups who have demanding document needs. These reliable, departmental MFPs integrate the capabilities of several standalone units and offer high performance with state-of-the art security features, numerous input and finishing options, and print speeds of up to 55 ppm.

Featuring Lexmark’s colorful, easy-to-use e-Task touch screen, the solutions-ready Lexmark X860 Series helps workgroups gain momentum by allowing customization based on business needs to streamline and simplify complicated, multi-step processes.

Hole punching and offset stacking, as well as other advanced finishing capabilities, are optional to help support busy workgroups in print-intensive environments striving to take their productivity to its fullest potential. In addition, a Booklet Finisher option folds documents and allows adjustments for skew and overlaps.

Customers will find that fewer interventions are needed with the Lexmark X860 Series due to the tremendously versatile paper handling and long-lasting toner cartridges. Input capacity can be expanded up to 5,100 sheets with Dual Input and High-Capacity Feeder drawer options, and the toner cartridges come with an impressive 35,000-page yield2.

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HP Unveils New Designs Across PC Portfolio

Posted on 09 November 2009 by Pyro

HP has unveiled new PC designs that reflect its design philosophy of balancing material selection, product usability and sensory input to deliver a superior PC experience. The new products launched included the HP Mini 110 by Studio Tord Boontje, the first companion PC from the critically acclaimed Dutch designer.

HP Mini 110HP Mini 110

“Design is not just about what the computer looks like or even what it does for us. It’s also about the experience of using the PC and ultimately what the computer says about us,” said Anil Kumar, General Manager, PSG Division, HP Middle East. “We look at every opportunity to design the ‘wow’ that people value in a PC – that surprises, delights and fulfills.”

Starting at only 1.21-kgs and measuring just over an inch thin, the HP Mini 110 by Studio Tord Boontje features a 10.1-inch, mercury-free LED display and a 92 percent of full-size keyboard that makes it an ideal travel companion.
The HP Mini 110 features the debut of HP Imprint 3-D, the industry’s first 3-D PC surface technology. Multiple layers on the top cover are used to make the art appear to float on the surface while casting shadows onto lower layers.

This new technology brings a depth to Boontje’s intricate pattern of plants and animals. Built-in tools including Windows Live Writer desktop icon for blogging enable quick access to popular social networking sites for staying in sync with friends and family.

The Mini 110 by Studio Tord Boontje with Windows 7 Starter can be personalized with 15 wallpapers, a screen saver and a Stardock MyColors desktop theme – all unique to this product and designed by Boontje to deliver an integrated visual experience. In keeping with HP’s and Boontje’s shared environmental philosophies, the packaging, Quick Setup Poster and User Guide are all printed with soy- or water-based inks while the outer box and cushions are all made from 100 percent recycled material.

A custom microfiber protective sleeve ships with the Mini. Additional accessories are available for purchase including a matching PVC-free wireless mouse and a handbag made in part with natural materials. The Mini 110 features HP QuickSync software that automatically synchronizes files created or edited on the road with a home PC over a wireless connection when connected to the same network. The HP Mini 110 by Studio Tord Boontje with Windows 7 Starter is priced at AED 1,888.

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Call of Duty: Modern Warfare 2: Spec Ops Hands-on

Posted on 09 November 2009 by Pyro

Infinity Ward’s latest Call of Duty offering is debuting an all-new gameplay experience with Special Ops mode. Based on co-op centric, arcade-inspired challenges, Spec Ops mode is broken up into five tiers of missions, each allowing for up to three stars based on difficulty. Players can jump into Spec Ops from the main menu at any time — it’s completely independent from multiplayer or the main campaign mode — and begin earning stars to unlock the next tier of missions, starting with Alpha, and moving to Bravo, Charlie, Delta, and Echo. All in all there are 23 challenges to check out (a few of which are co-op only), for a starting total of 69 stars in all.

Most missions can be taken on solo (we don’t recommend it), but every mission in the bunch supports two player via either split-screen or online on Xbox Live or PSN. PC players don’t have split screen for obvious reasons, but can connect via online as expected. The possibility for expansion in the mode via additional downloadable content has been hinted at by developer Infinity Ward, but with nearly two dozen missions on day one, Spec Ops mode is going to dominate more of your time than you may expect. Then you can prepare for a second round of addiction to Spec Ops when a promised game update releases post-launch which will add online leaderboards.

We’ve had a chance to show off some very limited footage of Spec Ops in action, showcasing three levels during a gigantic hands-on article about a month back, but as a final hurrah before Modern Warfare 2′s release in just a few short days, Activision has hooked us up with an exclusive look into one more mission.

Bomb Squad is set within the Favela locale, inspired by the shanty towns of Rio de Janeiro. Players will take a quick run through a similar marketplace within single player mode, but for Bombing Run Infinity Ward combined the bomb defusal concepts found in multiplayer game types like Sabatoge and Search & Destroy with a co-op, time-based challenge. Each level of difficulty — regular, hardened, and veteran — will yield varying challenges in enemy AI, and also an increasingly tight timeframe for you to work your magic.

The level begins with both players donning akimbo glock 18′s, but there are plenty of weapons to pick up along the way as well including a small set of arms directly available from the outset. Laying on the ground when the mission begins are two sets of thumpers, AA12 shotguns with a heartbeat sensor, P90 w/Red Dot sights, and a set of M240 machine guns. You can swap out weapons right off the bat, or leave the stash for a mid-challenge return trip. I personally stuck with the akimbo G18′s, but would swap out for the P90 when the time was right.

Bomb Squad includes three main bomb sites, each guarded by an opposing terrorist force. Most players will kick the mission off by making their way to point one, located on the Southeast side of the map, but from there have a few different options for the following two sites. The first bomb is located deep within a dead end market street filled with chicken cages, plenty of rooftop overwatches, and a steady stream of ground soldiers.

Remember Rio? You’ll be back there again for a little Bomb Squad in Special Ops mode.


After clearing out the area and defusing the first bomb, players will need to make a quick sprint back up through the spawn and make a tactical decision for the final two points. The middle route will take the team down a main street filled with even more rooftop battles and very little cover. The far defuse area is more enclosed, located within a small storefront donning a makeshift basketball hoop, some high grass, any tiny main square. The team can either opt to break off and tackle one spot each, or continue on as a team.

In our time with the game we’ve found more success moving down the middle street as a team, capturing point two, and then moving to the last area all at once, or even using a side alley to flank the final bomb site. Since you can pick up downed teammates if you’re within direct proximity of them, splitting up is a fairly dangerous tactic, though it’ll reward you with a quicker overall time. Still, it’s a whole lot safer moving through the crowded streets as a group, and while you’re shoving your face into a laptop to defuse a bomb you’ll feel far more comfortable knowing someone is watching your back. Running in blind and hoping for the best may work on regular difficulty, but if you’re looking to collect two or three stars via hardened or veteran difficulties you’ll need a partner, and you’ll need to work together.

If you haven’t already, be sure to check out our footage unveil for Bomb Squad, showcasing a side-by-side look into cross-system online co-op. It’s intense to say the least.

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Creative Announces Inspire S2 Speaker System

Posted on 09 November 2009 by Pyro

Creative Technology Ltd., has today introduced the Creative Inspire S2 speaker system, positioned at the top of the Creative Inspire line of speaker systems. Building on the Creative Inspire tradition of merging high performance and value, this compact yet powerful speaker system is perfect for users who want a dynamic audio system to complement their notebooks, MP3 players or desktops.

Creative Inspire S2 Speaker System.Creative Inspire S2 Speaker System.

The Creative Inspire S2 speaker system successfully combines great sound and innovative technology into a surprisingly compact package that into even small spaces. Each satellite speaker is just slightly larger than the size of a tennis ball, yet delivers full-bodied audio uncommon in speakers of this size and class. Miniaturisation while maintaining performance is a key feature of the Creative Inspire S2 speaker system, and the highly efficient Creative DIRECT-THROW subwoofer delivers dynamic mid-bass while taking up little room.

Completely new, the Creative DIRECT-THROW subwoofer is designed to permit most of the usable bass energy from the subwoofer to reach the listener in an efficient manner. When placed to face the room, its key advantage is that the directional mid-bass accurately reaches the listener, while the rear slotted port tube delivers the deepest non-directional bass notes to fill the room.

This translates to faster delivery of music with deeper impact. Another key benefit is experienced when the subwoofer is placed close to wall boundaries – common in desktop applications – and the unique front driver/rear-firing port tube design utilises acoustic boundary coupling to greatly increase the bass output, allowing a much louder than expected bass from such a compact speaker.

By employing such efficient techniques for optimal bass reproduction, the Creative Inspire S2 speaker system sets itself apart from other subwoofers of similar size and class, which can struggle to generate a powerful but clean bass. A convenient control knob on the Creative Inspire S2 subwoofer allows the bass level to be easily adjusted to suit personal preferences or room conditions.

In addition, the Creative Inspire S2 speaker system comes with dual inputs conveniently located on the satellite speaker: a Line-In input for connecting to notebooks or desktops, and a gain-adjusted AUX-In input for connecting to low-powered handheld music devices.

A Headphone-Out connection caters to private listening. Combining these convenient features together with innovative audio technology and a small footprint certainly makes the Creative Inspire S2 speaker system a perfect companion for notebooks, MP3 players or desktops. The Creative Inspire S2 speaker system is available now at all authorised retailers in the Middle East at the suggested retail price of AED 309

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Vista Launch Sold More PCs than Windows 7

Posted on 09 November 2009 by Pyro

Windows 7 Microsoft managed to move more standalone Windows 7 software units in its first week of sales than it did with Vista, but Windows 7-based PC sales were not as high as they were with Vista, according to Thursday data from the NPD Group.Software unit sales of Windows 7 were 234 percent higher than Vista’s in their first few days of sales, resulting in dollar sales that were 82 percent higher than that of Vista, NPD said. PC hardware sales, however, were “more of an uphill battle,” the group found.

“Microsoft’s program of early low-cost pre-sales, high visibility marketing, and aggressive deals helped make the Windows 7 software launch successful,” Stephen Baker, vice president of industry analysis at NPD, said in a statement. “In a slow environment for packaged software Windows 7 brought a large number of customers into the software aisles.”

The top-selling versions of Windows 7 for the week ending October 24 were Home Premium Upgrade, Pro Upgrade, and Home Premium Family Pack 3 User Upgrade. They had an average sale price of $76, $147, and $149, respectively.

PC sales growth was higher during the Windows 7 launch week than any other week during the back-to-school third quarter. Total Windows PCs were up 49 percent in unit compared to the same time period last year, and they were up 95 percent compared to the week before the Windows 7 launch.

However, PC sales growth was stronger after the launch of Vista, which saw a 68 percent year-over-year growth after its release and a 170 percent weekly growth. Compared to the Vista launch, Windows 7 PC sales were down 6 percent, NPD said.

Nonetheless, NPD was hopeful that the numbers were positive going into the holiday season, especially given the current state of the economy.

“A combination of factors impacted Windows 7 PC sales at the outset, but the trajectory of overall PC sales is very strong leading into the holiday season,” said Baker. “Vista had a slight advantage at launch, as January traditionally has a bigger sales footprint than October. The other hurdle Windows 7 faced was sales of PCs with older operating systems (XP and Vista) were high, making up 20 percent of sales during the Windows 7 launch, compared to just 6 percent of older operating sales during Vista’s launch week.”

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Designing Spaces

Posted on 09 November 2009 by Pyro

Now that you know what negative space is, let’s take a look at some world-class examples of design works that take exemplify notable talent in manipulating the foreground / background virtues of space, field, plane, object and typography.

We begin with the spectacular design works of Hofstede Design in Prahran Victoria, Australia. Established in 1996, this organization specialises in identity, publication and environmental graphic design. They use the term Graphic Design confidently and deliberately. Browsing their portfolio, you can see why.

designing space

In this example, Hofstede leverages space, shape, texture and color by virtue of typography alone. Although this looks terribly simple, it’s not. For this layout to succeed, careful consideration of the negative space was required.

Watch the photos and typography how they enteract

Bushy Beard negative space

In this example, understand that Hofstede could have put that photo and that typography anywhere on the page. Ask why they put it where they did. Is that eye pushing you toward the text? Does the negative space the eye travels make the text more important? This layout is masterfully designed.

Typography makes a face

Andy German of the UK blog “Paper Champion” designed the “Great Big Bushy Beard” as a t-shirt design for scoring at Threadless. He makes wonderfully playful use of the negative space and typography to make the point. Bravo, Andy.

Rhino LOGO

Big, bold, killer space

Von is principal of Glitschka Studios, representing 23 years of simply stunning design work. His work reflects the symbiotic relationship between design and illustration. This Rhino logo is part of a “process” done by Von Glitschka.

The designer says:

QUOTE This shows the before and after negative space of the ‘Rhino R’. Once again it’s important to find these areas you can improve upon as you go about your project. Don’t avoid them, be your worst critique and it’ll make for less changes on the client side. Don’t give your client the opportunity to art direct, do it yourself. I like to say “Clients may be the king but they aren’t the art director.”END QUOTE


Logos utilizing negative space to create an image to reinforce the message

Negative is Positive

From interlocked fish to children with a dove to a knife in the ‘a’ of blade and ‘H’ for hammer, there’s just no end to logos that utilize the left over space, to generate an image to reinforce the message.

Charlie B. Johnson writes in his Design Blog and shares his discoveries of 35 Logos brilliantly using Negative Space. Charlie writes:

QUOTE Creating logo designs is not a big deal anymore, anyone can do it but what makes them different is your creative approach. Every designer wants his artwork to stand exclusively so people remember it in the long run. To achieve this goal always think out of the box and come up with brilliant creations. Specifically, while logo designing, try to be conceptual and utilize exclusive trends for your designs such as Negative Space … It takes a designer’s clever eye to balance the negative and positive space of a design.END QUOTE

Designing Negative Space

These are just a few examples. There are tens of thousands out there on the naked web. Many of the ‘trendy’ blogs now do nothing more than gather these resources and line them up for your pleasure and design inspiration. When creating your next publishing or graphic design layout, consider the empty space. What can it become? How can they subliminally deliver your message?

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Negative Space: nothing says a lot

Posted on 09 November 2009 by Pyro

Graphic designers deal with visual elements that must come together for form a composite message. However, those who hone their vision and skills to a fine level, understand that they are dealing with more than just shapes, colors, images and typography. Making a visual “window of approach” also deals with designing the space where nothing appears — the negative space.

Fed Ex logo features a white arrow hidden in the EX

Good design utilizes the negative space as if it were a solid visual element in the design. Where this space occurs, its shape, and what it affects becomes of paramount importance in leading the reader or viewer to the intended result. Designing negative space is also designing the reverse space left behind by other elements, as in the vision of a white arrow hidden in the typography of the FedEx* logo. Some succeed, and some fail.

Original Think Small ad by Bill Bernbach

Probably the most well known use of negative space, aside from logos, is Bill Bernbach’s* famous “Think Small” ad. Bill knew that by leveraging the negative white space of the ad he would a) grab anyone’s attention by virtue of so much white space, and b) force every reader to enter the content well and READ the “Think Small” headline. Notice how the negative space seriously reinforces the whole message of the ad without actually having to read the ad. This ad has been credited with launching Volkswagen into the U.S. market with huge success — and awarded the top advertising campaign of the 20th century.

Visual Gulp

When the human is presented with a ‘visual gulp’ they do more than concentrate on form, image and texture. The mind begins analyzing and sifting through the visual elements deciding what they are, how they relate to each other, and where they fall in space. The notion of 2-dimensional space is almost never considered. As soon as the very first visual element is placed in a blank visual gulp, it affects that space and the eye alters it. The challenge for graphic designers is placing all visual elements into that space so it not only relates to other graphic elements — but relates to the empty space itself. The negative space.

What do we see?

In its investigation of elements in space, the human eye works to make sense out of the elements and their positions in relation with each other even before recognition and understanding take place. So, the elements suggest location, movement, importance and relationships without their individual meaning. The process seems to follow what scientists and Gestalt psychologists refer to as parsimony*, or ‘less is better’. Those who follow the Gestalt* Principles know the extensive research that established the way humans interpret visual stimulus. Vsions perceived by the eyes are grouped in two ways — the brain selects what it considers to be the most obvious foreground and background. Then with each of the elements of foreground and background, the brain has a tendency to further group them as follows: proximity, similarity, connectedness, continuity of patterns, and closure. The Gestaltists saw this as the mind organizing many into a single whole.

Foreground and Background

Without going into a full-scale dissertation on the Gestalt Philosophy, and design axioms — you can study those until you are quite literally ill, we can focus on two elements in all visual perceptions as foreground and background. More precisely defined as what’s in front, and what’s in back. That’s what negative space is all about — which element is closer to you, and which element is further away. Within this established realm of “space” the next focus is:

  • what is it?
  • how important is it?
  • what does it relate to?
  • what comes next?

This subliminal test takes place in milliseconds, unnoticed by the recipient, when the viewer’s eye is called upon to analyze any given ‘visual gulp’ or window of approach. Which is closer, the stop light, or the car in front of you? Which is more important? How do we know this?

Now, let’s apply this to the science of utilizing negative space in visual communications.

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