Design tips from artists

Contents:

• Tonal contrast
• Separating an object from its surroundings

Previously, graphic design training took place in art schools. Universities. Currently, it is possible to master basic skills in short courses, which allows you to combine studies with work. Many newcomers to this field already have knowledge of software and the basics of branding, but lack drawing skills.

Is drawing skill essential for a designer? This is not a strict requirement. However, mastering artistic techniques can significantly enrich their toolkit and serve as a source of creative ideas. In this context, it is worth paying attention to the basic principles of painting and drawing, which can be useful when developing logos and advertising materials.

Tonal Contrast

Colors can influence the mood and emotional perception of viewers. However, the color spectrum alone is not enough to accurately convey the shapes and boundaries of objects. Therefore, drawing training usually begins with a simple pencil. Even in painting and color graphics, many artists prefer to make sketches in black and white to emphasize the tonal contrast between light and shadow in the final color work.

Let's consider how tonal contrast manifests itself in the works of Titian: on the one hand, we see the original, and on the other, a modified version with a lighter background.

Titian Vecellio was an outstanding Italian artist who became the most important figure in the Venetian art school during the High and Late Renaissance.

Impressionists deliberately avoid sharp contrasts between light and dark shades. By using color spots that are close in tone, they achieve a blurring effect, creating images that seem to vibrate.

Impressionist methods cannot be applied when creating a corporate identity. First of all, the logo must remain clear and understandable on black-and-white materials. Furthermore, the symbol must be designed so that it can be easily recognized even at a quick glance. For example, the figure of Magdalene in Titian's painting immediately attracts attention from afar, whereas in Monet's canvas, it takes considerable time and careful examination to notice the water lilies in the pond.

Oscar Claude Monet was a French artist who was one of the key figures in the development of Impressionism.

Tonal contrast is important for developing a high-quality logo, so it is advisable to start with black-and-white sketches. It is interesting that many famous brands retain their clarity and recognition even in a single-color design.

By reducing the contrast between dark and light shades, the result will be like this:

In theory, it's possible to imagine a situation where tonal contrast is intentionally absent from an advertising design. However, this would create an image that would be difficult to understand. Conventional advertisements function similarly to classical art.

In some advertising shots, the transitions between light and shadow may appear less clear, but they can still be seen if you squint slightly.

Separating an Object from Its Surrounding Space

An artist typically doesn't isolate objects from their surroundings, but shows them in context. Most works of art feature both figures and a background setting. For example, Titian, whom we've already mentioned, used tonal contrast to highlight the Magdalene, but there are other approaches to this task.

Creating a harmonious composition requires tonal contrast, but it's not the only way to help an object stand out from its background. An example is the work of Odilon Redon, where the background is made with broad, expressive brushstrokes, while the vase with flowers is depicted more carefully and has clear outlines.

Painters often employ an interesting technique where the background is depicted as blurry and careless, while the main subject is presented with clear, precise lines. However, in some cases, artists may choose different techniques for both the figures and the background. An example is the work of Klimt:

Gustav Klimt is an Austrian painter who is one of the key figures of Viennese Art Nouveau.

These techniques can be useful in design. For example, this applies to situations where a logo is superimposed on branded graphic components:

Of course, the most common logo design is a single figure that doesn't intersect with other elements. However, in advertising design, emphasizing an object against a background becomes especially important. Since the primary goal of advertising is to attract attention and create a striking visual image, the absence of a background is quite rare. It is in this context that various artistic techniques are used:

Advertising materials containing photographs look familiar and simple, but recently we can increasingly see their harmonious combination with vector graphics.