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Mark - "Compulsive Graphic Relativity" is a $5 term coined by Mike Stevens. When he wrote his book he sent me a loose leaf copy before it was published and asked me to critique it. That was one of the terms that I suggested that he change into something people could understand. He thanked me for the advice, but left it in the book. In appreciation he sent me a copy with a "thank you" inscription inside. It is one of my most prized possessions.
As for the meaning - it simply means that whatever something (lettering, graphic, etc.) is closest to is what it will relate to. If there are two words on a sign and they compose one thought (a copy block) but one of the words is closer to the border or edge of the sign than to the other word then it will relate to the border rather than adding to the thought group. The eye sees it as two thoughts rather than one. That is why you can direct the viewer's eye through a layout using negative space and proper combining of similar thought groups. Proper layout is a visual process which has little to do with mechanical procedures.
George - thanks for the nice words. It seems as if you can talk long enough and fast enough you can fool just about anybody. After being in this business for 40 years I still find myself trying to do something cute to a sign, knowing that it is bending the principles too far, and the result is always a failure. It looks good in the shop and terrible on the site.
To those wanting to know more about layout - buy the "bible" - Mike Steven's Mastering Layout and read it about 20 times. It will take that long for it to sink in. Since 1985 I've read it numerious times and still find something that I didn't see before.
I know this is off the subject of the original post, but I couldn't resist talking about one of my passions.
-------------------- Chapman Sign Studio Temple, Texas chapmanstudio@sbcglobal.net
Posts: 6306 | From: Temple, Texas, USA | Registered: Nov 1998
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I would say as sign has to work no matter what the sign is for. Good layout and a good contast work every time. Simple and effective. Just no point in making or selling a sign that is ineffective.
I hate seeing repeats of the same signs over and over. We have a two companies in town that have these screened signs stuck on with duct tape advertising their businesses every third light pole.
How many times does someone have to be reminded about a moving or paintball company before people get the message?
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I think I can add or clarify my comments on "taste" vs. "rules". There are any number of ways to solve a design problem, utililizing the essential rules or guidelines of good design. The variations within those guidelines account for the personal tastes of the designer and the client. What I object to is the idea that any and all of these guidelines are merely an arbitrary matter of "taste", without any basis in objectivity.
Another issue we face as designers is that the preferences of our clients will sometimes clash with the basic rules of good design. My belief is that as professionals, we owe it to our clients and ourselves to create the best possible design, even if it is over the objections of the client. As an example: I recently did a sign for a law firm. The name of the firm is CAPPUCCIO AND CAPPUCCIO, and on their old sign the names were ivory on a pale blue-grey background, all in one line, on an arch, in Times Roman caps condensed to about 40%. It's not difficult to improve on such an obvious mess; I did so by staggering the names on two lines, using Garamond caps extended about 110%, with the initial C's in CAPPUCCIO being slightly larger. The client, however, repeatedly asked me why I couldn't put both names on one line. After repeatedly explaining how this would reduce legibility by having to condense the letters, I finally said, "Look. I'm a professional in my field, just as you are in yours. Now suppose I get arrested for bank robbery and insist that you defend me by claiming I acted in self-defense. Would this make any sense?" He agreed it wouldn't, saw the point I was making, and agreed to my design. The sign is done, paid for, and he's happy - even though it wasn't initially to his taste. The customer is not always right, and when that's the case, I believe we have the responsibility to at least attempt to make things right.
-------------------- "A wise man concerns himself with the truth, not with what people believe." - Aristotle
Cam Bortz Finest Kind Signs Pondside Iron works 256 S. Broad St. Pawcatuck, Ct. 06379 "Award winning Signs since 1988"
Posts: 3051 | From: Pawcatuck,Connecticut USA | Registered: Nov 1998
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