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VISUAL TOOLS

ASSIGNMENT 5 NAYONIKA GHOSH

&

GRID

LAYOUT


VARIATION 1: This example was a simple exploration of exploring the elements of layout by using the principle of alignment. In this example, I tried to achieve hierarchy by placing the text at different positions, such that the message of the article is communicated effectively. The restriction of using one typeface and one type size was challenging but I observed that the order of the alignment can help in achieving visual hierarchy. Also the left alignment of the text provides visual continuity and helps in balancing the composition as well.


THE GREAT EQUALISER With government jobs, the lure of permanent tenure overcomes caste prejudice

“Wanted a government job; caste and class, no bar.”This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again. The figures vary from city to city. Kanpur Nagar, Gorakhpur, Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified. There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “ safai karamcharis” about 19,000 graduates, and above, have applied.


VARIATION 2 : The opportunity of using paragraph space and the introduction of a bold typeface, allowed me to explore the principle of hierarchy efficiently. I used the bold style and upper-case form of the typeface to distinguish the headline from the rest of the article. By using the bold typeface to highlight the word “safai karamchari�, I attempted to explore the principle of repetition within the restrictions of the variation. The division of the text into two columns and the increased leading gives an ease in reading the information of the article.


THE GREAT EQUALISER With government jobs, the lure of permanent tenure overcomes caste prejudice

“Wanted a government job; caste and class, no bar. ”This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again.

The figures vary from city to city. Kanpur Nagar, Gorakhpur, Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified. There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “safai karamcharis” about 19,000 graduates, and above, have applied.


VARIATION 3: In this composition, I tried to explore the space of the page. However, I wanted to work with the principle of balance, thus I decided on maintaining a constant alignment and working with text within the chosen grids. With the liberty of using different type styles I worked on creating hierarchy and also continued with showing repetition of similar words. Also, through the use of “light oblique style” I was able to highlight a dialogue which further helped in emphasizing a different part of the information, making it more interesting. By using the “oblique style” in the sub-heading, I was able to distinguish the content of the text more effectively, thus contributing to the principle of hierarchy as well.


THE GREAT EQUALISER

With government jobs, the lure of permanent tenure overcomes caste prejudice

“Wanted a government job; caste and class, no bar.” This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again. The figures vary from city to city. Kanpur Nagar, Gorakhpur, Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified. There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “safai karamcharis” about 19,000 graduates, and above, have applied.


VARIATION 4: Composing this variation was a little challenging, as we could only use the same style of the typeface to create visual continuity. The liberty to use different type sizes largely contributed in creating a sense of hierarchy in this composition. Again, I worked with two column grids with similar column size to support the ease of reading the text. Also, I centrally aligned the body text to the page such that the element of balance is maintained in the composition. The left alignment of the text also complements the flow of the text and provides visual continuity to this composition.


THE GREAT EQUALISER With government jobs, the lure of permanent tenure overcomes caste prejudice “Wanted a government job; caste and class, no bar.” This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above,have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again.

The figures vary from city to city. Kanpur Nagar, Gorakhpur, Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified. There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “safai karamcharis” about 19,000 graduates, and above, have applied.


VARIATION 5: In the last four variations, I worked with left aligned text. Thus in this variation I wanted to experiment with a different alignment style. In this variation, I worked with right alignment. The eye is used to read text from the left to right, thus working with right aligned text would create some disturbance in the flow of processing the text. Working with this alignment I faced a problem in the rags of the text in paragraphs, which further contributed in disturbing the continuity the text. Eventually, I was able to work with them and reduce the rags which helped in the visual continuity of the composition and also improved its readability. Use of right alignment in body text is challenging but its unevenness also contributes in providing a different movement in the composition of the text which appealed to me.


THE GREAT EQUALISER With government jobs, the lure of permanent tenure overcomes caste prejudice

“Wanted a government job; caste and class, no bar.” This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again. The figures vary from city to city.

Kanpur Nagar,Gorakhpur, Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified. There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “safai karamcharis”about 19,000 graduates, and above,have applied.


VARIATION 6: In this composition, I attempted on distributing the body text equally across the grid I composed. Using a different serif font style helped in differentiating the body text from the heading and sub-heading, most successfully. In this variation I tried to create emphasis within the heading itself by highlighting the word “Great” in “bold style”. Also the wide column space in between the body text adds to the negative space in the composition and makes it more balanced. I also attempted in creating a gradation by decreasing the column length from left to right. Further, I aligned the heading and the body text in opposite alignments to maintain a visual balance throughout the page.


THE GREAT EQUALISER With government jobs, the lure of permanent tenure overcomes caste prejudice

“Wanted a government job; caste and class, no bar. ”This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP).

As we read, stress lines on traditional status and distinctions are developing yet again.The figures vary from city to city. Kanpur Nagar, Gorakhpur, Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified.

There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “ safai karamcharis” about 19,000 graduates, and above, have applied.


VARIATION 7: Through this composition I primarily wanted to communicate through the principle of movement. The body text has a gradation in its colour as one reads the text from left to right. I placed the darkest shade of black on the left column and further reduced it’s value as the other columns proceed. I made this choice to compliment the eye movement during reading, i.e. from left to right. Maintaining the same column size further highlights this gradation as no other textual element disturbs the composition. I tried to achieve hierarchy and emphasis in the heading as well by grading each word of the heading in a differently.


THE GREAT EQUALISER

With government jobs, the lure of permanent tenure overcomes caste prejudice

“Wanted a government job; caste and class, no bar.” This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are

graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are

developing yet again. As we read, stress lines on traditional The figures vary from city to city. Kanpur Nagar, Gorakhpur, Lucknow, Moradabad have the largest number of “safai karamchari” applicants

from the general category, There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “ safai karamcharis” about 19,000 graduates, and above, have applied.


VARIATION 8: Breaking free from the grid was very challenging for me. I decided to play with the different properties, type styles and opacities of the font to achieve a spontaneity in the composition. In this composition, I primarily worked with different tracking and kerning of the texts. I used colour and size to give provide a visual hierarchy to the heading and the sub-heading of the text. The legibility of the text could be compromised thus, I took the freedom to use the body text as form to create a pattern and also create some interesting negative spaces in the composition.


permanent tenure

overcomes

“Wanted a government job; caste and class, no bar. ”This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again.

A LISER

caste prejudice

GREAT THE The figures vary from city to city. Kanpur Nagar, Gorakhpur, Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified. There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “ safai karamcharis” about 19,000 graduates, and above, have applied.

With

government jobs, the

lure of

EQU


VARIATION 9: In this composition I decided to work with dominating and contrasting colours like red, black and white. To provide a greater emphasis to the text I decided to work with white and black for the text against a tint of red as the background, such that it can support the text without standing out, dominantly. I worked on over-imposing the text on each other to layer the composition. In this exercise I purely treated the text as a form and worked on creating a sense of motion and activeness through the text. Aligning different text pieces in different layouts and imposing them on each other also made the composition more dynamic visually. The composition is very compact which makes it heavy but the large negative space around it helps in providing balance throughout the page and also contributes in emphasizing the text.


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karamcharis” about 19,000 graduates, and above, have applied.

caste and class, no bar.”

w

With government jobs, the lure are some of permanent There PhDs too. Even tenure in sleepy Amroha for overcomes Municipality, the 114 advertised caste prejudice positions of “ safai “Wanted a government job;


VARIATION 10: Placing an image with the text unfolds another layer of layout and alignment. As an introductory exercise, through this composition and I worked on aligning the text correctly with the image. I used a smaller type size as it helped in balancing the big image on the page. I also used a greater kerning to enhance the readability of the text. My purpose of placing the text in around the image was to show an immediate interaction of the text with the image.


THE GREAT EQUALISER

With government jobs, the lure of permanent tenure overcomes caste prejudice

“Wanted a government job; caste and class, no bar. ”This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again. The figures vary from city to city. Kanpur Nagar, Gorakhpur,Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified. There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “ safai karamcharis” about 19,000 graduates, and above, have applied.


VARIATION 11: In this composition, I worked on achieving hierarchy in the composition by altering the sizes of the text. The alignment of the image and the body text on the right hand side of the page balances out the large title on the right hand side of the page. I have maintained an equal gutter space between the image and the body text such that image and information is distributed clearly in this layout.


THE GREAT

EQUALISER “Wanted a government job; caste and class, no bar. ”This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again. The figures vary from city to city. Kanpur Nagar, Gorakhpur,Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified. There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “ safai karamcharis” about 19,000 graduates, and above, have applied.


VARIATION 12: With the liberty to play around with the image, I decided to distort it within the limits of the grid. The distortion of the image makes it dynamic. To maintain this dynamism in the composition, I placed the body text columns on different lines of the horizontal grid such that they begin on different axes. Also, the repeated shadow of the word “Equaliser� adds to the sense of motion and compliments the composition of the layout. Though this layout is balanced as a whole, elements like distortion and asymmetry provide a sense of movement which facilitates in peeking visual interest in the composition.


THE GREAT EQUALISER EQUALISER With government jobs, the lure of permanent tenure overcomes caste prejudice “Wanted a government job; caste and class, no bar. ”This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again.

The figures vary from city to city. Kanpur Nagar, Gorakhpur,Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified. There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “ safai karamcharis” about 19,000 graduates, and above, have applied.


VARIATION 13: Working with a no grid format along with an image gave me a lot flexibility to make the image interact with the text. In this variation, I changed the form of the image into a circle and used that as a graphic element and repeated it to break away from the linearity of it’s original form. I worked with properties like overlapping text and reversed text to create hierarchy and contrast in the composition. I always worked with different opacities to layer the composition. The use of oblique layout over linear layout provides a juxtaposition which compliments the “no-grid� attribute which, the variation demanded.


THE

EQUALISER GREAT

As we read, stress lines on traditional status and distinctions are developing yet again. There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “safai karamcharis” about 19,000 graduates, and above, no have applied. s, ies as il y. cl m cit d a f d to aba ri” an ny ty a te ma ci rad ch ing as or m o m ud t is ; c o f f ro , M a r a c l d . I t e ob g r y ow k in ie as e t j lo va kn fai ry, lif C av in en the es uc “sa go qua led e, h ri” ). e m r L P u rn be gu ur, of at ly d ov ha (U ve ell fi hp er al c igh che ab mc sh h b r d ra e S go w he k a uld y.T ora num ene ally on- an ka rad s i d a te co od r, G st e g tion f n te afa r P an his a t ga rge th ca d o dua “s tta “ W ” T n d i N a l a ro m d u s a n r a o f f U o g I e r. u ur he f on b a i n n p e t n t s a re t h o a re s i t i i t i e s v l Ka ha ica ho at ho po ipa h t pl w ,w e c ap se ted tes r th uni r o o th po ida d f m re n d l i e ca app

A st s w a y t e E et us re fo ven aga an ad, “s r t i in d d s gr af he n s . Th is tres ad ai 11 lee e tin s ua ka 4 a py re ct lin te ram dv A are ion es s, s e m o an cha rti ro som ar n d ri se ha e e d tra ab s” d M P e d ov ab po un hD ve itio s e , ou it ic s lop na ha t ion ipa too in l ve 19, s lit . g ap 0 0 of y, pl 0 ie d.

With government jobs, the lure of permanent tenure overcomes caste prejudice

“Wanted a government job; caste and class, no bar. ”This could well be the logo for many families in India today.The figures vary from city to city. Kanpur Nagar, Gorakhpur,Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category, including those who are educationally highly qualified.It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP).


VARIATION 14: Using colour, I was able to push myself a little bit more in terms of creating contrast and hierarchy in the composition. I decided to work with same colour palette of the image and use graphic elements from the image to maintain visual harmony. In this composition, I worked with reversed text and different alignments for the body text such that break free from the grid. The text behaves like a graphic element and the paragraph style adds to structure of the composition.


“Wanted a government job; caste and class, no bar. ”This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again.

y var res city. u g i f to The city Nagar, from npur khpur, Ka Gora now, k Luc have ad ber b a ad num i” Mor rgest mchar e a a l th the fai kar from ry, ts go sa of “ plican l cate who ap enera hose ally g ing t ation d. ud fie uc incl re ed quali ome a ghly e s r i en h re a . Ev The s too mroha PhDepy A ity, for d al le in s unicip vertise ai M 4 ad “saf of 11 out the sitions is” ab es, po char duat e, m v ra kara ,000 g nd abo ied. a appl 19 e hav

THE

With government jobs, the lure of permanent es tenure com r e ov te cas judice pre

GREAT EQUALISER


VARIATION 15: In this composition, I worked on changing the context of the information. The original article was tagged as “The Great Equalizer” and I used the dialogue “Wanted a government job: caste and class, no bar.” and highlighted the words wanted, government job, caste and class, bar to contradict the meaning of the headline. I used the headline and the subheading of the text as a caption for the image. In this way, I tried to change the context of the information. I wanted to experiment with a different “in grid” composition, so I decided to work with a modular grid for this composition.


“Wanted a government job; caste and class, no bar.” This could well be the logo for many families in India today. It is reported that thousand of non-Scheduled Caste candidates, who are graduates and above, have applied for the position of “safai

There are some PhDs too. Even in sleepy Amroha Municipality, for the 114 advertised positions of “ safai karamcharis” about 19,000 graduates, and above, have applied. The figures vary from

karamchari” in municipalities of Uttar Pradesh (UP). As we read, stress lines on traditional status and distinctions are developing yet again.

city to city. Kanpur Nagar, Gorakhpur, Lucknow, Moradabad have the largest number of “safai karamchari” applicants from the general category.

THE GREAT EQUALIZER: With government jobs, the lure of permanent tenure overcomes caste prejudice


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