Art is Art is Writing
by Karen L. Oberst

  Just as painting is art, and music is art, so writing is an art. There are certain principles that apply to all art, the knowledge of which can help you put, together a piece more deliberately. One way of looking at these principles, is described by Robin Williams (no, not that Robin Williams! This one is a woman) in The Non-Designer's Design Book. They are Proximity, Alignment, Repetition, and Contrast. This article will look at these four principles comparing their use in graphic arts (specifically car ads, since they are ubiquitous), and writing. "There are certain principles that apply to all art..."

  Proximity Proximity
  • Items relating to each other should be grouped close together.
  • Proximity has to do with organization. By grouping like items together, the reader (or observer) is more easily able to grasp the concept being presented.
Car Ad. Automobile ads are divided into three parts: the picture of the car, either alone, or being driven, the copy, and the logo. These, although close on the page, are definite distinct parts of the ad. The copy may further be divided into the descriptive copy telling why the car is so exciting, and the detail copy telling about gas mileage, etc. If present, these two types of copy will be each in their own places.

Writing. Writers relate ideas with words. By outlining, a writer forms his thoughts into logical order, creating themes. In an article, sections are formed, and placed on the paper in such a way as to show they go together, as by spacing and use of different size, weight, and/or faces of type. In a story, characters form groups related by goals, both their own, and the writer's, as well as the story itself being grouped by chapters and/or sections.

  Alignment
  • Nothing should be placed on the page arbitrarily. Every element should have some connection with another element on the page.
  • Alignment has to do with theme. By making sure all the elements of writing are arranged logically, you create a unified whole.
Car Ad. Alignment is created in ads by using the flow of lines to draw your eyes into the ad and ultimately to the company's logo, taking in the sight of the car on the way. Usually there will be a heavy line at the bottom of the ad, either an actual line, or large, heavy type to keep your eyes in the ad. The function of an ad is to get your attention and then keep it.

Writing. Writers align with words. Words connect to other words around them to form sentences. Sentences connect to each other to form paragraphs. Paragraphs connect to form chapters of a story or sections of an article, and chapters or sections connect to form a whole, all related to each other. Authors present information in a logical manner that draws the reader along from beginning to end without getting him lost along the way by stray thoughts, or items thrown in haphazardly. As someone once said, writers blaze a trail for the reader to follow. Notice the logic of this article, with sections clearly marked.

Alignment

  Repetition Repetition
  • Repeat elements of the design throughout the piece.
  • Repetition is used to drive home a theme, and/or to give the reader a framework so she does not have to think about what is going to happen next, but can concentrate on the information.
Car Ad. In ads, repetition is often done by color. Most often, the colors of the company logo are repeated in the graphics of the ad. Chevrolet uses blue; Chrysler uses gold, silver, red, and blue; Land Rover uses earth tones to complement the brown of their logo. Repetition is also done in ads by using the same type face(s) throughout. It may also be in copy, such as "I do not drive to work. I do not drive to get from Point A to Point B. I do not drive to run away from the world. I just love to drive." (Chevrolet ad from May 1997)

Writing. Repetition is done in writing in many ways. You can repeat words or phrase or themes. In an article, sections are done in the same way to provide a framework so the reader can easily follow a thought. In this article, for instance, each section is put together in the same way, with the principle, followed by its definition, then it applied to graphic arts, and to writing. In a story, characters may have certain habits they repeat. A series of similar obstacles may have to be overcome. Repetition is much used in genre fiction. Readers of romances or mysteries have certain expectations for the stories, which writers flout at their peril.

  Contrast
  • Take elements, which are not similar and make them very different.
  • Contrast adds interest by attracting attention.
Car Ads. In ads, color and typeface or weight creates contrast. White type is used on a dark background or vice versa, and important information is put in a different color. The car may be a different color than its surroundings, usually bright red. The logo is made to stand out by color and typeface. Heavy weight type is used for the headline, and the more important parts of the ad are done in larger, bolder type.

Writing. Contrast may be a difference of ideas between two characters or two sides of an issue. It could also be used to look at the same idea in different ways, as this article examines how principles of art apply to both graphic and written art. In a story, the hero is contrasted with others, both other "good guys", and the "bad guys". Contrast helps bring out the strengths and weaknesses of his character. Many stories explore a culture by putting a stranger into it who is not familiar with customs. Fantasy stories often provide contrast by having a "normal" world suddenly invaded by magic, or a person from a normal world thrown into a magical one.

Contrast

  "Learn to use these artist's tools..." Proximity, Alignment, Repetition, and Contrast. Learn to use these artists' tools to strengthen your writing, and to give your readers a more satisfactory experience.


Copyright © 1999 by Karen L. Oberst

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