Achieving Visual Impression in Logo Design

Visual weight refers to the concept that every design element possesses a particular weight. This

concept allows designers to develop symmetry, balance,and visual hierarchy in designs. When

implemented intelligently, visual weight helps designers to guide visitors’ eyes towards intended

elements.

In this post, we will discuss the concept of visual weight and the factors that influence it.

What Does Visual Weight Refer To?

Visual weight emphasizes on the idea that particular elements in any logo or corporate identity

design possess varying heaviness, as compared to other elements. In certain cases, visual weight

is easy to understand. For example, large-scale items appear heavier than small-scale objects

because they occupy greater space.

However, it is not always easy to identify which elements are heavier than others. Let us assume

that few people are asked to compare blue with black, against a white background. While some

people would find the black as visually heavier, others will consider blue as the heavier color.

Factors that Affect Visual Weight

Color

It is true that colors have respective visual weight. Certain colors appear heavier than others.

Also, saturated and darker colors attract more attention than unsaturated and lighter colors. In

general, it is believed that red is the heaviest color, with yellow being the lightest.

Recently, some psychologists have also pointed out hue as another factor affecting visual weight

of a color. For example, if you compare red and blue (both of them possessing similar lightness

and saturation), you would find red heavier than blue. This has encouraged some psychologists

to declare that hue has a powerful impact on the visual weight of a color.

If you want to provide users with an aesthetically appealing experience, avoid using only heavier

colors in your brand logo design. Rather, stick to a single heavier color and balance it by opting

for a lighter color.

Contrast

Contrast can make a design appear heavier, as compared to others. This is because contrast

highlights particular aspects of a design, thus assigning more weight to them.

If one of your designs appear heavier because of its high contrast against the background,

achieve visual hierarchy by taking help of other factors, such as color and size.

Size

Size is another important factor that influences visual weight of a design. As compared to a

smaller design, a bigger design would obviously appear heavier because it would take up greater

space.

This means that if you are planning to incorporate a larger design in your website, balance out

the weight by using a smaller design.

Achieving visual balance in designs may not be an exactly easy task because it highly depends

on instinct of the designer. Still, you can consider these tips for acquiring a basic idea about

visual weight. In case you require professional help, getting in touch with a logo design company

would be the perfect idea.

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PRESENTED BY:

Logo Design India

http://www.logo-design-india.com