Document Type : Original Article
Authors
1 Faculty member of non-profit higher education institutions Sepehr , Isfahan, Iran
2 associate professor, Department of Graphic, School of Visual Arts, the University of Arts,
Abstract
The content of high visual volume in front of humans makes paying attention to information to convey messages become one of the main problems of graphic designers. One of the solutions that designers face in order to create creativity and attract the audience's attention is to use games and create the Interaction between positive and negative spaces in design. In fact, in these works, the use of creativity and efficiency from a negative space is discussed, which in addition to turning it into a positive form and creating proper coordination between positive and negative spaces, Trying to use principled negative space in presenting concepts.
Therefore, the purpose of this study was to determine how to use the interaction of positive and negative spaces by identifying the main principles of Gestalt theory and the law of role and context and its impact on visual perception. This research is applied in terms of purpose and qualitative and case study in terms of research method. The sample population of this research was the posters designed by the contemporary designer Noma Bar, which were purposefully selected. The study tools were observations and tables designed by researchers. In the present study, after in-depth observation of 38 prototypes, they were visually described and then the descriptions were coded. Then, by developing a sample evaluation table based on a review of Gestalt laws and reaching the results of coding, 14 samples were selected and discussed in the main part of the research from the perspective of the relationship between figure and ground. Also, the volume of prototypes in this section is sufficiently determined; This means that whenever the results of the sample analysis are repeated, further examination of the samples is avoided.
In the composition of visual works in general and consequently in the composition of posters in particular, it is expected that the image surface will always be divided into two independent parts, namely positive space and negative space or figure and ground, but the results This study indicates that in the studied samples, the positive and negative space in Noma Bar posters usually have a two-way function; In designing his posters, Noma bar has avoided creating a 100% distinction between these two spaces as much as possible and has always tried to create a close and inseparable connection between them in his works so that through this technique he can present his concepts with a new visual and creative perspective; So that either all the space around the positive figure or part of this space has become a new figure that despite the borderless connection to the background, they present themselves as a figure or the positive space. In fact, this positive use of the background negative space of the work has been done so well that in some cases, the shape created in the poster background is more in line with the rules of a shape in the theory of figure and Gestalt ground than and the positive space They mostly engage the audience.
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