Применение правила близости при разработке дизайна

В последнее время дизайнеры стали часто оправдывать неряшливость своих работ заявлениями о творческом замысле и авторской задумке. При этом они забывают о том, что дизайнер – это далеко не художник, поэтому для того, чтобы создаваемый проект пришелся по вкусу целевой аудитории, при его создании необходимо придерживаться ряда разработанных специалистами правил.

Информация в сети, наружная реклама, типографика, печатные издания – способ визуализации и донесения информации до пользователя в более понятном и доступном виде. Сайты и вывески помогают потенциальным клиентам купить понравившийся продукт, связаться с производителем, определиться, как пройти к тому или иному объекту на улице.

Перед сдачей дизайнерского проекта важно не только навести красоту, но и сделать так, чтобы информация действительно была донесена до конечного потребителя. Сегодня мы поговорим о принципах восприятия информации и о правилах, которые помогут улучшить дизайнерский проект.

Теоретические основы

Главным принципом при разработке любого дизайна, будь то типографика или рекламный проспект, является принцип близости, согласно которому любые расположенные рядом друг с другом объекты воспринимаются как единое целое.


На картинке продемонстрирован принцип близости в действии. Вся правая часть рисунка воспринимается нашим мозгом, как три столбика, стоящих отдельно.

Закон близости применим не только к картинкам, но и к текстовой информации. Несоблюдение правил близости провоцирует возникновение нелепых ситуаций.

 

Применение правила близости при разработке дизайна

Осталось рассмотреть теоретическую часть на практике и понять, как расстояние между объектами влияет на общее восприятие дизайна.

Буквы и слова

В качестве примера будем использовать слово AIRPORT. В данном слове внутренним считается пространство внутри букв, а внешним – пространство между буквами всего слова. Когда буквы стоят слишком тесно друг к другу, правило близости нарушается и все слово смотрится слишком громоздко. При этом центральная «О» больше схожа на дырку. Простое увеличение расстояния между отдельными буквами позволяет предотвратить продырявливание.

Применение правила близости при разработке дизайна

Допишем еще два слова, при этом расстояние, и внешнее, и внутренне, оставим неизменным.

Применение правила близости при разработке дизайна

Мозг начинает воспринимать написанное, как единое слово, которое и читается, и воспринимается слишком сложно. Действуем по правилу близости и увеличиваем внешнее расстояние (в данном случае между словами). В итоге получаем следующий результат:

Применение правила близости при разработке дизайна

На первый взгляд вполне неплохо, однако куда выгоднее будет смотреться, если буквы будут более вытянутыми. После замены шрифта обращаем внимание на то, что расстояние между буквами в словах можно немного уменьшить. Конечный результат делает фразу более компактной, привлекательной и легкой для восприятия.

Применение правила близости при разработке дизайна

Для сравнения покажем две фотографии из сети:

Применение правила близости при разработке дизайна

Применение правила близости при разработке дизайна

 

В первом случае нарушены все правила близости, слова и буквы сливаются, читать фразу сложно. На втором фото надпись оформлена с соблюдением всех данных выше рекомендаций.

Блок с текстом и заголовками

В текстовом блоке за внешнее расстояние принимается интервал между текстом и заголовком, за внутренний — между строками. В представленном ниже блоке расстояние между объектами блока равно. В итоге текст не только смотрится некрасиво, но и читать его не совсем удобно.

 

Применение правила близости при разработке дизайна

Изначально увеличиваем внешнее расстояние. Далее немного увеличиваем интервал между строчками текста, но помним о том, что ширина между строками всегда меньше, чем между заголовком и текстом. В итоге получаем следующий результат:

Применение правила близости при разработке дизайна

Картинка, заголовок и текст

Применение правила близости при разработке дизайна

На указанном скриншоте имеются логотипы и блоки с заголовками. При этом автором дизайна сайта допущена существенная ошибка – заголовки более связаны с логотипами, чем с написанной текстовой информацией, при этом блок с текстом болтается сам по себе. В данном случае применим принцип схожести. Согласно данному правилу, схожие элементы воспринимаются, как единое целое.

Начинаем переработку дизайна со сближения заголовка с текстом. Далее соблюдаем правило близости: между заголовком и текстом делаем небольшой интервал, немного увеличиваем ширину и между строками самого текстового блока. Самым большим должен быть интервал между логотипом и заголовком.

Применение правила близости при разработке дизайна

Еще один небольшой пример.

Применение правила близости при разработке дизайна

Действуем по уже знакомому принципу близости. Отодвигаем текст от заголовка, увеличиваем пространство между строчками и убираем лишнюю кнопку «Подробнее». Вместо нее ссылку на полную статью переносим на сам заголовок. В итоге получаем:

Применение правила близости при разработке дизайна

Вывод из всего вышесказанного крайне прост – при разработке дизайна помните о принципе близости, правильно выставляйте внешнее и внутреннее расстояние между объектами.

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