Visual hierarchy and grid design are pivotal parts of any composition. When dealing with a traditional method of printing technology such as letterpress, the limitations of creating a visual hierarchy and grid design become evident. Letterpress provides a beautiful hand made aesthetic but it is full of constraints. To create a viable layout, you need to find appropriate frame sizes, choose the correct typeface, mix the right colour and ensure that your woodblock or lead letters are facing the right direction and will not move. At the same time you need to take into consideration spacing between words and any ornamentation used. Using multiple colours is also difficult and if you make any mistakes, you find out only after you have printed. It is a time consuming and arduous process, albeit the end result is well worth the effort.
In comparison, digital technology, for example in the form of editing programs such as InDesign have made designing so much simpler. Layouts, grids and visual hierarchy's can be constructed in a matter of minutes. Size, typeface, kerning, images and so on can be tried and tested until an appropriate composition has been created. As there are no constraints, compositions have become more daring and interesting. 'Photoshopping' allows the imagination of designers to run wild, as anything is possible.
A great example of the contrasts between traditional and digital technology can be seen in these two National Geographic front covers. The first cover is from 1906. The background is plain and all the text is centre aligned and obviously reflects the 'prim and proper' nature of the time in which it was published. The ornamentation is the only decoration or visual element on the page and is reminiscent of Art Nouveau, however it does not convey any of the interior articles that are listed on the front. In comparison, the second cover is from 2011 and is clearly trying to grab your attention. As National Geographic is now a well known and established magazine, the designer has used their artistic license to take attention away from the title by hiding half of it and focusing it instead on the bold "Yosemite" which is accompanied by the fantastic and almost collaged image of the man standing on the side of the mountain in the Yosemite National Park. Although this version slightly conforms to the notion of a grid, with the other articles listed below the main article heading, it is much more daring and visually interesting than the first and this is due to the possibilities available due to modern day digital technology.
In comparison, digital technology, for example in the form of editing programs such as InDesign have made designing so much simpler. Layouts, grids and visual hierarchy's can be constructed in a matter of minutes. Size, typeface, kerning, images and so on can be tried and tested until an appropriate composition has been created. As there are no constraints, compositions have become more daring and interesting. 'Photoshopping' allows the imagination of designers to run wild, as anything is possible.
A great example of the contrasts between traditional and digital technology can be seen in these two National Geographic front covers. The first cover is from 1906. The background is plain and all the text is centre aligned and obviously reflects the 'prim and proper' nature of the time in which it was published. The ornamentation is the only decoration or visual element on the page and is reminiscent of Art Nouveau, however it does not convey any of the interior articles that are listed on the front. In comparison, the second cover is from 2011 and is clearly trying to grab your attention. As National Geographic is now a well known and established magazine, the designer has used their artistic license to take attention away from the title by hiding half of it and focusing it instead on the bold "Yosemite" which is accompanied by the fantastic and almost collaged image of the man standing on the side of the mountain in the Yosemite National Park. Although this version slightly conforms to the notion of a grid, with the other articles listed below the main article heading, it is much more daring and visually interesting than the first and this is due to the possibilities available due to modern day digital technology.
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| Cover from 2011 |
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| Cover from 1906 |
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