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Gavin LaCasse

Award in Illustrative Design for ‘Paper Art’

Another takeaway from this year’s exhibition was to keep things simple. Gavin Lacasse, shared that “Winning the award for Illustrative Design means a lot to me. I still view myself as a beginner artist and I was hesitant to submit my work in the first place, but I decided to take the opportunity anyway.” His piece ‘Paper Art’ is a minimalist design that utilizes bright colors, an astute eye for lighting, and clean line work to bring his illustrations to life. LaCasse’s design was inspired by the work of paper artist and animator, Eric Power, calling him “an underrated artist worth checking out.”

The young artist went on to say that “I’m trying to do that as much as I can while I’m at RMCAD because I want to grow as an artist and get my work out there. So just having my work accepted into the Philip J. Steele Gallery was an important opportunity. Winning the award is a great accomplishment because it recognizes all the hard work I put into my pieces.”

Kendall Mingo 

Award in Music Production for ‘Life Sentence’

When asked about the process that led them to create their song ‘Life Sentence,’ Kendall Mingo responded “My process has simply been life itself.” Mingo opened up about how their music career was largely influenced by losing their father and the difficulties that followed. Music offered a much needed escape, saying “listening to songs helped for a while, but it wasn’t enough, I needed to create. That’s why I pour everything I have into what I do.”

They shared that “everything I’ve been through comes out in my words. I’ve always been a quiet person, but I’ve learned to speak louder through my art.” The process of bringing this music to life has “been an emotional journey, and through all the breakdowns and challenges, I’ve channeled it all into my music and education.” Mingo wished to thank their band, the jury, and “everyone who took the time to listen.”

Leo Akers

Award in Fine Arts for ‘When They Were Kind (Baby’s First Quilt)’

As a senior in RMCAD’s Fine Arts program, Leo Akers says that Winning the Best in Fine Arts award was “certainly unexpected, but it is a moment I have been hoping for over the past three years.” The piece is certainly a profound culmination of their time at RMCAD as it was a final project for Akers’ Printmaking II class, they even called it “both nostalgic and bittersweet.” The artwork invokes the early years of their life “As the only girl on the paternal side of my family, I was immortalized until the age of 6, when I noticed a distinct loss of kindness shown towards me.”

The 16 by 16 pixel grid quilt depicts Akers’ face as a toddler and includes tags that replicate that of stuffed animals, and 54 screen-printed photos of their childhood. Aker shared that “I have chosen to exclude photos of me with anyone from the paternal side of my family, as their disrespect for me has only grown as I have grown up.” Through this curation of childhood memories, Aker’s rewrote their story to “fill it with love rather than indifference. I have since stepped away from that side of my family, and having this quilt be recognized for its technique and narrative feels gratifying and validating.”

Aerial Celestine 

Award in Fashion Design for ‘Rediscovering Me: A Journey Through Identity’

“Fashion gives me a voice—like a poet uses words or a painter uses paint, I use fabric to tell my story in a way words simply can’t,” says fashion design student, Ariel Celestine. ‘Rediscovering Me: A Journey Through Identity’is a three-piece collection by Celestine. As the name might lead you to believe, the articles that Celestine designed are reflections on her perception of self. “For years, my identity was centered around being a mother and caregiver, but through this collection, I reconnected with the parts of myself I had set aside,” shared the designer. 

Celestine credits the pieces with helping to personally transform and chronicle her “evolution of identity through distortion, confusion, and self-discovery.” She was inspired by famed neo-expressionist painter Jean-Michel Basquiat’s self-portraits. “I used fragmented silhouettes and layered textures to symbolize that journey of reclaiming individuality.

Mackenzie Neuman

Award in Illustration for ‘Messages’

‘Messages’ was originally conceptualized by Mackenzie Neuman for a studio seminar course. In it, she reflects the power of protest through “the bravery and unity of people fighting for their rights through the use of colors.” In the piece, the foundational imagery she learned in her coursework is not only utilized but recontextualized to share a powerful message about using your voice as an artist to enact change in the world.

She shared that “the skills I learned from that studio seminar course, like thumbnail making, really helped my creative process.” Neuman wanted to thank her teacher and her family for the support she received not only during ‘Messages’ but all the projects that led her there.

Olivia McDonough

Award in Photography for ‘Face the Feeling’

Similarly, Olivia McDonough’s ‘Face the Feeling’ series is also a reflection on the artist’s unique “creative processes to expressing thoughts, feelings, and stories.” McDonough, who has always been inspired by everything from makeup and fashion to theatrical techniques, blends media in her photographic work to pay homage to her many inspirations and curate a creative voice full of texture and nuance. 

McDonough’s wealth of inspiration is visible in ‘Face of Feeling’ through both photography and fashion techniques. “Creating art not only on the model but also through a camera is something I will definitely continue to pursue throughout my career.” They also wanted to thank the hard work and support of “Jake Koenig and Leandra Hausle for helping me bring this project to life!”

Laura Molloy

Award in Graphic Design for ‘Marie Curie Poster’

Every so often, a piece of art comes along that not only embodies a single person’s achievements but also an entire discipline. In Laura Molloy’s ‘Marie Curie Poster,’ she captures the achievements and legacy of the titular scientist who made many of the early breakthroughs in the research of radioactivity. “I started with researching Marie Curie, her biography, and her Nobel Prize awards. After a few sketches, I decided on this layout,” stated Molloy.

From there it wasn’t just about creating a likeness of Curie, but representing her innovative research with an engaging visual flourish. “I experimented with fonts and colors to represent her awards related to radioactivity and radium. The illustrations I added help to visualize her scientific achievements while also adding to the visual appeal of my poster. I added “radium” splatters with bright green as a part of the background to emphasize the scientific icons in the center.”

Nakiyah Martin 

Award in 2D Animation for ‘Lights Out Little Star’

For some artists, their work in the 62nd Annual Student Exhibition represents a second chance at perfecting an existing work, such as Nakiyah Martin’s ‘Lights Out Little Star.’ According to Martin, the piece was “a slight rework of a final project in a sound design class. The sound design and characters were inspired by classic cartoons that utilize music to drive the story.” 

Harkening back to some of the first animated shorts such as Looney Tunes’ ‘Merrie Melodies’, Martin imbues an iterative quality into their work, building on the past beautifully. Not only are they showcasing the growth in their own animation but also the evolution of the medium itself over the last century. They share that winning the award in 2D animation has inspired them to keep “working towards my goals of becoming a professional storyboard artist.”

Miles Lopez

RMCAD Award for Creativity for ‘Lavender Lads’

For many RMCAD students, history is a common thread in their work. Miles Lopez, winner of the ‘RMCAD Award for Creativity’ for their piece ‘Lavender Lads,’ shared how the piece was made to “showcase queer joy and the strength that queer people have had throughout history.” The title of the piece is in reference to the bravery of the people who stood up against the ‘Lavender Scare,’ a movement which aimed at blackballing members of the LGBTQ+ community from serving in the government. “I wanted to portray the gift that our queer ancestors have given us through their fight and struggles. Because of their resistance and fights I am able to create queer looks for a runway as a trans hispanic man.” 

By recontextualizing vintage silhouettes to make them modern, Lopez pays tribute to the queer icons of the past and how they led us to the present, without indulging in nostalgia of a turbulent period in history. “The goal of my designs is to remind people of their strength and to urge us to continue our communities’ resilience. I conducted research into the history of the lavender lads and clothing of that era.” Lopez is honored to be recognized for their creativity and research, they will use this win as “momentum to tell more stories.”

Caitlyn Dolphin

Gallery Director Award for ‘Suits and Ranks’

For ‘Gallery Director Award’ winner Caitlyn Dolphin, patience is a virtue. According to her, she was thinking about the piece ‘Suits and Ranks’ “for over two years before I finally got the chance to execute it.” Over that time, she meticulously considered every detail of her take on a classic house of cards, working on getting everything just right. “The ornate blue design is something I created by repeatedly mirroring the pattern of a chip magnet over itself. The faces of the royalty cards were all drawn by me. Our printmaking teacher, Alicia McKim, walked me through making a custom registration system to fit each credit card and easily switch between designs.”

Dolphin says she was inspired to create a piece that encouraged audiences to interact with the space around her work, sharing that at the exhibition’s opening she “saw viewers dance around the pedestal, being careful not to move in a way that would disrupt the house of cards.” Dolphin’s work is so successful because of her keen eye for curation and knowledge of how audiences will interact with art on display. As such, she went on to thank gallery director, Rob Evans, saying, “having my work recognized by someone who consistently curates such high-quality exhibitions meant the world to me.”

Exhibitions aren’t just a celebration of a handful of winners, but a recognition of an entire collective of artists who compete not for an award, but for the sake of inspiring one another. As any one of the winners in the 62nd Annual Student Exhibition will tell you, it takes a village of family, friends, and educators to get an artist to that point. The unparalleled creativity and dedication that goes into each and every show is a testament not only to the students whose work is exhibited but to the communities who have helped them get there. To view the most recent work of RMCAD’s students, head over to the galleries page and check out the virtual exhibitions from the comfort of your home.

Think You Have What it Takes to be a Winner?

If you want to see your work in the next Annual Student Exhibition, you can’t compete if you don’t submit. At Rocky Mountain College of Art + Design, thousands of students are creating new and innovative work everyday to inspire their classmates on-campus and online. Study in one of RMCAD’s Bachelor of Fine Arts programs in areas ranging from Fine Arts and Interior Design, to Animation and Music Production. Learn more about joining this thriving creative community by requesting information today!

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The Role of Graphic Design in Visual Storytelling

You have likely heard the old adage “show don’t tell” a thousand times. While this saying isn’t unique to the medium of film, it is particularly pertinent. For graphic designers, who are responsible for visually communicating details about a film to an audience’s conscience, it is an especially important rule to follow. Designers must set a tone and communicate what kind of story viewers can expect to see.

Setting the Tone Through Visual Elements

There are multiple ways to convey the tone of a movie through movie poster design such as; the title, the tagline, any visible stars, or the imagery itself. If the poster is for an action movie then the tagline could be “the most dangerous thrill ride of the summer.” However, taglines are often only read if a poster has already caught someone’s eye. Consider that phrase “show don’t tell” again. A tagline might “tell” the audience that the movie is a thrill ride but a designer could put an image of a man driving a motorcycle past an explosion and “show” them how thrilling the movie is. By visually setting a tone designers can pull audience members in deeper to convince them to buy a ticket.

Communicating Narrative Through Graphics

Once a tone has been set the next most important thing to do is to show what the story is about. Just because an audience member tends to enjoy action movies does not mean that they will buy a ticket. Narrative, however, can be much more difficult to convey in a poster because it requires the viewer to infer some amount of context. This is where posing actors and creating compelling taglines can inform the audience of the hook of the story. It’s important to note that designers must craft materials that get the audience engaged but don’t show them too much of what’s to come.

Poster Design as a Marketing Tool

Posters are often an audience member’s first impression of an upcoming film, and title sequences are much the same as they serve as the first few minutes in most movies. As such, it is important that movie marketing visuals captivate the audience’s attention and imagination. It’s not enough for posters to read as a standard ad they must be compelling.

Balancing Art and Advertising

On one hand a movie poster only exists to promote the movie itself. Therefore the advertising details need to be clear, concise, and make the film appear interesting. On the other hand, some of the most creative movie posters are remembered as stand alone works of art that take bold risks. Many movies aim to invoke the nostalgia of some of these iconic film posters to visually communicate to the audience that it is similar to another familiar movie. While this can help in the advertising it may also be considered generic by some film-goers.

Genre-Specific Poster Styles

Most movie poster designs express the genre of a film just through visual cues in graphic design. As previously mentioned, there are many visual markers that can be utilized to communicate genres such as explosions for action or a drippy red font for horror. Diving deeper though there are even well-established norms for utilizing color to establish tone and genre. For example, independent dramedy (drama-comedy) films have a storied history of using yellow to catch the eye and easily communicate a playful nature through off-beat choices.

Designing Title Sequences That Captivate

Title sequences often happen at the beginning of a movie but can also be at the end, or even both. On blockbuster movies and indie productions alike it takes a team of hundreds, and in many cases thousands, of people to bring a film to life. As such, title sequences are just one way to not only thematically highlight the title of a movie but also pay the well deserved recognition to the people and production companies who created it. That may sound drab, but many films have managed to elevate this scrolling of a long list and make it engaging and cinematic.

Historical Evolution of Title Design

Title sequence design has evolved a lot over the last hundred or so years of cinema. They began as simple title cards that communicated the bare minimum, not unlike a slide show. As years went on however title sequences have evolved into their own artform that is able to succinctly communicate their own narrative beats. Think of the end credits for a movie like Wall-E which uses various art styles alongside the credits of the movie to serve as an epilogue to the film.

Famous Examples in Film

Some of the most iconic and legendary title sequences of all time come from the long-running, James Bond film series. Over more than half-a-century, dozens of artists have worked to create exciting visuals that represent the dangerous and exciting world of international spy James Bond. Paired with the classic gun-barrel intro and new song by a popular musical artist, these sequences not only make the title sequence a cinematic experience in its own right, but also help reinforce themes and motifs unique to each individual Bond film.

Visual Branding for Film

Film branding design is important for creating a connection in an audience member’s head between other films. In film, this often looks like utilizing a standardized font, color scheme, and naming conventions so that audience members can discern that a new movie may be part of a franchise or is at least in some way similar to existing films. By curating these particular decisions, production companies can show the audience a cohesive brand for a film with little more than a poster of a title sequence. 

Typography and Color Palettes

Two of the most important tools for any graphic designer to consider are typography and color palette. No place is this more relevant than in poster and title sequence design, as these branding choices are relevant on every single project. These elements can efficiently communicate so much about a movie through the simplest means necessary. Comedy’s often use big bold titles in red to establish a carefree tone where Science fiction utilizes san-serifs and ambient glow to spark whimsy through minimalism. All these poster typography decisions are made to reinforce the imagery used in the poster and the tone of the film itself.

Cohesive Campaigns

In a cinematic landscape that is dominated by sequels, prequels, reboots, reimaginings, and character spin-offs, production companies are always attempting to capitalize on the goodwill that audiences have for previous films. However, this goodwill is useless if audience members are unable to recognize a movie as part of a franchise. This is why marketing campaigns utilize cinematic graphic design elements to signal to consumers that a movie exists in a shared universe. Take the Fantastic Beasts franchise which is a spin-off of the Harry Potter movies but has a brand new cast and setting. By utilizing a similar typography style for the title the designer is able to harken back to the Harry Potter movies while establishing a new tone for the series.

Behind the Scenes: The Design Process

Graphic designers do a lot of visual storytelling beyond just marketing materials. Many films employ graphic designers in the production design department to help build specific elements for the movie. This can range from billboards to t-shirts depending on the scope of the project. A graphic designer working on a film may find themselves working on a truly wide array of projects.

Collaboration Between Designers and Directors

In many films the graphic design can feel like it’s the main character. Take the example of They Live, a 1988 horror/Sci-Fi film that utilized hyper-minimalistic graphic design to satirize 1980s consumer culture with billboards that read “Buy”, “Obey”, “Consume”, “Conform”, and “Submit.” The designs in the film became so iconic in their own right that they later inspired the street wear brand OBEY with the simple yet ominous graphics.

The potential to build a future as a graphic designer is seemingly endless in the world of cinema. Designers are constantly being employed on projects big and small throughout the production process. Whether you are already a graphic designer or are just thinking about getting started, these are just a handful of the tools and techniques you will want to consider if you are looking to begin a career in graphic design for movies. There are a wide variety of opportunities for artists who can harness the power of storytelling to create visually striking and memorable designs.

Telling Your Story Through Design

Looking to break into the film and industry as a graphic designer? Check out Rocky Mountain College of Art + Design, we offer on-campus and online BFAs in Graphic Design. Both programs provide you with an opportunity to learn about typography, color, visual storytelling and other visual branding elements required to succeed as a graphic designer in the film industry. Request more information about our graphic design degree programs today.

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Understanding Grid Systems

Grid systems are tools that designers use to strategically structure their design. There are multiple grid systems in graphic design, requiring designers to understand which systems work best for individual projects and how to best apply those systems during the design process.

What Is a Grid System?

Grid systems form the fundamental framework of any design, and graphic artists widely use them to lay out their designs and create structure for their art. Grid systems enable graphic designers to strike a balance between functionality and creativity, allowing them to create designs that are not only visually appealing but also practical.

At its core, a grid system is a series of horizontal and vertical lines that a graphic designer uses during the planning process. There are a surprising number of grid systems in graphic design, requiring graphic artists to become familiar with the different types of design grids and when to apply them.

Historical Development of Grid Systems

Grid-based thinking has been used for centuries to create structure and order. In fact, grid-based thinking was widely used to plan ancient cities, and it even played a role in the development of movable type. Grid systems were also relied upon by forward-thinking artists in the modernist movement. Ultimately, grid systems have served as the foundation for progress for centuries.

Types of Grid Systems in Design

There are several types of grid systems in design, with each system having its own benefits and uses. The four types of design grids include:

Manuscript Grid

The manuscript grid layout is a common, single-column grid system. Graphic designers usually use the manuscript grid layout when they are creating a piece with long chunks of text. It is an orderly grid design that sorts information in a way that makes it easy to read and digest. It is most commonly used for books and other types of long-form content.

Column Grid

The column grid design system builds upon the foundation of the manuscript grid and relies on multiple vertical columns to organize text and information. Traditionally, the column grid system was used most often in print publications, such as newspapers or magazines. Today, however, it is used frequently in grid-based web design. The column grid system is preferred when layout designers need to display text in an organized, user-friendly manner.

Modular Grid

The modular grid design system is a more complex system that blends elements from column grid design and other systems, allowing designers to use a combination of both rows and columns. In a modular grid, the design is first broken up into columns and organized based on the content. From there, it is divided into rows to create a consistent and organized design. It is one of the most flexible and versatile grid systems, often used by web designers and app developers creating responsive layouts. However, it is a more advanced grid system, so graphic designers need to develop a strong foundation in more basic grid systems before working with modular grid design.

Hierarchical Grid

Perhaps one of the most common graphic design grid layout approaches today, the hierarchical grid system allows a designer to organize content based on its importance rather than strictly using rows and columns. The hierarchical grid, a leading layout design principle, uses visual hierarchy to present the most important information first, guiding users through the rest of the page. It’s frequently used in website design and is considered to be a creative grid design system.

Benefits of Using Grid Systems

Grid systems enable graphic designers to quickly create a functional and cohesive structure for their designs, while still providing the flexibility required for creativity. Graphic artists who intentionally and strategically use grid systems can create a visual experience that allows users to appreciate each element in the design while easily navigating from one page to the next.

The leading benefits of using grids in web design and in other modern graphic design approaches include:

Consistency Across Pages and Platforms

Providing structure for the overall design, grid systems promote consistency across all pages and platforms. In many ways, the grid system can be compared to a map, giving the graphic designer easy instructions on how to lay out pages and design elements across an entire project. A consistent design is essential for creating a positive user experience, as it enables users to feel comfortable and confident while navigating the design and consuming the available information.

Improved Readability and User Experience

Whether you are designing a magazine cover or working to create a multi-page website, grid-based design systems ensure that all content in the design is easy to read. In particular, the hierarchical grid design structure is known for its ability to improve readability and enhance the user experience, making it a preferred option for grid-based web design.

Faster Design Process

In many ways, grid systems expedite the design process by giving artists the structure required to develop and implement their overall design quickly. The streamlined process can help artists focus more heavily on the creative design process and on the final user experience.

Applying Grid Systems in Modern Graphic Design

Even the most experienced graphic designers rely on graphic design layout tips to effectively apply grid systems in their projects. Knowing which grid systems to use for particular projects and how to best utilize them can help you make the most of these valuable design tools.

Grids in Web and App Design

Responsive grid design is used frequently in web and app design, as layouts must be able to adapt to the size and orientation of the user’s screen. Grid-based web and app design is more complex. Traditional columns and rows do not work well for responsive design. Instead, designers must use more advanced grid systems to develop user-friendly dashboard layouts.

Print Media Applications

Grid systems continue to be relied on for the graphic design structure of print publications, including books, manuscripts and magazines. The hierarchical nature of grid systems enables designers to create cohesive publication designs that capture the audience’s attention and provide them with the most critical information in a clear and digestible format.

Branding and Marketing Materials

When it comes to branding and marketing, creative grid design can be used to develop a design that stands out and makes a statement. The graphic design structure for these materials is more varied, giving graphic artists the freedom to use grid systems in a way that best suits their needs.

Real-World Examples of Effective Grid Use

Graphic artists across all specialty areas rely on grid systems to create organized, structured designs. While they may use the grid as their foundation, they can also utilize graphic design principles to create aesthetically pleasing layouts.

The New York Times Digital Layout

The New York Times website has a digital layout that mimics the print edition of the paper, giving users a consistent and comfortable experience. The layout itself utilizes a modular grid system, breaking down articles and images into columns and rows, allowing users to navigate the page with ease.

Apple’s Product Pages

Relying heavily on a responsive grid design to create a dashboard for each product, Apple designers create an immersive and engaging experience on the company’s product pages. The Apple Mac product page, for example, uses a grid design to promote visual hierarchy and keep the user’s attention on the dynamic graphics that showcase the products.

National Geographic Magazine

The National Geographic magazine website design uses a hierarchical grid system to guide the user along the page. Black-and-white columns juxtapose one another, allowing different segments and elements to pop out and grab the attention of the user. The magazine, which has long relied on photography to tell the story, incorporates images into the modular grid design to make the page more visually appealing.

Tips for Designing With Grids

Designing with grids allows you to take an organized and structured approach to graphic design. Not to mention, grid-based design can expedite your workflow, allowing you to complete projects in a shorter amount of time.

These graphic design layout tips can help you get started:

Choosing the Right Grid for Your Project

First and foremost, you need to choose the right grid based on the scope of your project and the needs of your client. For example, you likely won’t use a manuscript grid when you are designing an app. Instead, you should choose a responsive, modular grid system.

Knowing When to Break the Grid

Grid systems serve as a valuable foundation — but the rules were meant to be broken. Knowing when to step outside the confines of the grid and rely on creative grid design can help you create distinct designs that stand out from the others.

Explore the Graphic Design Principles that Anchor the Field at Rocky Mountain College of Art + Design

Using grids in graphic design can streamline the design process while enhancing the user experience, allowing artists to create cohesive and effective graphics. Both the on-campus Bachelor of Fine Arts in Graphic Design and online Bachelor of Fine Arts in Graphic Design degree programs at Rocky Mountain College of Art + Design allow students to become proficient in graphic design structure and to explore the hierarchical grid system. Graduates of this program are equipped to create human-centered design solutions, providing them with the opportunity to pursue a diverse range of design career paths.

Request more information about our fine arts degree programs today.

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By moving beyond your “typical” static text to create motion, graphic designers and artists can tell compelling stories, communicate important information and even build stronger brand identities.

The Foundations of Typography in Motion Graphics

So, what exactly does the use of typography in motion graphics entail and what are the key differences between static and motion typography in graphic design? Understanding this is essential to applying some techniques and best practices in kinetic typography to your future career in graphic design.

Understanding Kinetic Typography

Specifically, kinetic typography refers to the practice of using animated text to capture your audience’s attention. Graphic designers can use dynamic text animation to highlight specific words or messages on screen. This can be achieved through various on-screen text movements, such as changing colors, growing or warping.

Many graphic designers use dynamic typography not just to emphasize a point or concept, but to make a connection with an audience or even evoke an emotional response.

Key Differences Between Static and Motion Typography

Graphic designers must also understand how kinetic or motion typography differs from static typography, along with the contexts in which each may be used. Compared to motion typography, static typography refers to text that remains fixed, unmoving and unchanged. This is the type of text you might see printed in a book, used on a website or just about anywhere else you can imagine.

At the end of the day, the difference between static and motion typography, as the names suggest, all comes down to movement.

Choosing the Right Fonts for Motion

When dabbling with motion graphics design, choosing the best fonts for motion graphics is a critical piece of the puzzle. Otherwise, you could have some of the best animations and effects — but your entire message could still be lost due to a lack of readability.

Characteristics of Motion-Friendly Fonts

So, what does it mean for a font to be “motion-friendly,” anyway? In general, fonts suited for animation are those that are:

• Easy to read
• Not overly decorative or complex
• Effective in establishing a visual hierarchy
• In alignment with other aspects of the overall design

When testing different fonts for graphic design and animation, it’s essential to ensure that there’s sufficient space between letters, as words may otherwise appear blurry when in motion. Graphic designers are also encouraged to test fonts in a variety of sizes and weights to ensure that text remains easily readable when animated at different speeds and with various effects.

Serif vs. Sans-Serif in Motion

In general, sans-serif fonts are considered more suitable than serif fonts for kinetic typography design. Because sans-serif fonts tend to be less complex and “busy” with cleaner lines than serif fonts, they may be more legible and visually appealing when they are animated. Some examples of popular sans-serif fonts to experiment with in dynamic typography include:

• Arial
• Helvetica
• Futuro
• Roboto

Animation Techniques That Enhance Typography

In addition to selecting the right font for your design, you can also experiment with different techniques and motion typography trends to make your design stand out as much as possible. While this is by no means a comprehensive list of every animation technique you can try out, it does serve as a good starting point.

Timing and Rhythm

Graphic designers often play around with both timing and rhythm when creating kinetic typography designs. Designers can enhance viewer retention and attention by adjusting the duration and pacing of text movement, thereby emphasizing specific points or messages. Much like rhythm in music, rhythm in typography can establish a visual flow that guides the viewer’s attention and focus in all the right ways.

Transitions and Movement Styles

These days, animation software makes it easier than ever to apply unique transitions and movement styles to text on the screen. Graphic designers are encouraged to experiment with different components in their own work. This may include having text fade onto or off the screen, rotate, flicker or even morph into another message.

3D Typography and Depth Effects

Another effective way to capture a viewer’s attention with the use of animated typography is to use 3D typography and other depth effects to create a sense of realism and make your message appear to pop out of the screen. This can be done using beveling effects, adding depth maps to your design and even using embossing or shadowing to add a sense of dimensionality and realism to your text.

Design Tools and Platforms for Animated Typography

Ready to start playing around with kinetic typography? You might be wondering where to begin when it comes to finding the right software and tools for this type of work. The good news? There are plenty of great tools for typography animation out there, as well as some additional plugins and presets that can help you work more effectively.

Software for Typography Animation

The most common software program used for typography animation in the graphic design world is Adobe After Effects, which offers a large selection of features and ways to customize your designs to your exact liking. If you’re already familiar with Adobe Photoshop and other Adobe tools, you might have an easier time learning how to use After Effects. However, it can be a complex program that requires some getting used to.

Some other programs and apps to explore for typography animation include:

• Blender (a free, open-source platform)
• Cinema 4D
• Renderforest

Plugins and Presets to Speed Up Workflow

Depending on the effect you want to achieve, some software programs offer presets or plugins that you can automatically apply to animate your text with just a few clicks. On After Effects, for example, you can download different presets to achieve such animation effects as:

• Single-character typing (to achieve a “typewriter” effect)
• Character fades
• Color animations
• Foggy and distorted effects

Real-World Examples and Inspiration

Looking for some inspiration as you dive deeper into the world of kinetic typography? There are plenty of great kinetic typography examples that can get those creative juices flowing. Be sure to also check out this inspiring blog post about Tré Seals, who met with RMCAD students in 2023 to discuss the power of fonts in conveying messages.

Film Title Sequences

In film, you don’t have to look far to find some incredible examples of kinetic typography in title sequences. Check out these examples below to see the art of dynamic typography design at work:

• Catch Me If You Can
• Se7en
• Skyfall

Advertising and Social Media Videos

In the world of social media marketing and digital advertising, dynamic typography has also been especially effective in conveying messages to (and eliciting emotions from) audiences. Check out these examples for yourself to see the power of motion typography at work in these contexts:

• Nike “You Can’t Stop Us”
• Spotify Wrapped Campaign
• Apple Event Promos
• Mailchimp’s rebrand videos

Music Videos and Lyrics Visualizations

Kinetic typography is also regularly used in music videos and visualizations of song lyrics, adding a dynamic component that captures the attention of audiences. On YouTube, many users will even create and upload their own visualizations of their favorite song lyrics for users to enjoy. Meanwhile, bands like Ok Go are known for their creative use of typography and other design elements to create memorable music videos.

Best Practices and Common Pitfalls

Ultimately, the best way to master kinetic typography is to practice, practice and practice some more. And as you embark on this journey of continuous improvement through experimentation, here are a few tips and best practices to keep in mind.

Maintaining Legibility

Perhaps above all else, make sure that the fonts you choose are easy to read regardless of the types of animations you’re applying. Besides opting for sans-serif fonts, be careful about other aspects of legibility, such as weight and spacing.

Aligning Typography With Brand Voice

When using kinetic typography as a marketing tool for a brand, remember that your design choices should always align with the overall brand voice and image. Otherwise, your message may become disjointed, and your design may fail to engage your target audience. Try choosing fonts already in regular use on the brand’s website or in other marketing materials, as this can help establish a stronger brand connection in your design.

Testing Across Devices and Platforms

Finally, be sure to test your designs across a wide range of devices, platforms and even operating systems. After all, an animation that may appear perfect on your screen at home may look distorted or otherwise “off” on a friend’s mobile device. Compatibility across devices is critical to keeping your brand message on-point and reaching your target audience, so you can’t afford to miss this step.

Learn More About Typography in a Graphic Design Degree Program

While motion typography may not be something everybody thinks about when they think of graphic design, the reality is that it’s an important skill to have in a world where brands are constantly competing for audiences’ attention. With the right motion typography skills under your belt, you can more effectively communicate your artistic message while getting creative with animation styles, transitions and more.

Eager to learn more about motion typography and all that comes with it? Rocky Mountain College of Art + Design is proud to offer a Bachelor of Fine Arts in Graphic Design program that covers essential coursework in typography and visual storytelling. This program, which is offered both online and on-campus, offers plenty of hands-on experience with flexible scheduling options and diverse learning modalities. Contact us to request more information or start your application today!

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Understanding Minimalism in Graphic Design

Minimalism can be defined in the context of an artistic style, a lifestyle, or an aesthetic. According to research published in the American Research Journal of Humanities Social Science, the minimalist movement operates under the belief that “less is more.” With an emphasis on simplicity, minimalism as a graphic design approach has become more common in recent years, with many graphic artists and brand managers recognizing its powerful role in art, marketing, and more.

Origins and Evolution

According to the Tate Museum, minimalism as an artistic movement first emerged in the mid-20th century. As abstract artists worked to create minimalist paintings and sculptures, graphic designers quickly discovered that minimalism was an effective approach in their field as well. Aesthetic minimalism continued to evolve throughout the 20th century, and today, many graphic designers find that the minimalist approach is an excellent way to communicate information, increase engagement, and promote consistency in branding.

Key Principles of Minimalist Design

Minimalist graphic designers turn to the principles of minimalism in graphic design to create images, event marketing materials, logos, website designs, and more. Core principles of minimalist graphic design include:

• Prioritizing negative space. Negative space in graphic design is the empty space surrounding a subject. Used correctly, purposeful negative space can attract the viewer to the subject of the image and help convey the overarching meaning of the design.
• Using visual hierarchy to highlight key elements of the graphic. A minimalist graphic design should rely on hierarchy to emphasize the most important information, as there are fewer elements to work with in these graphics.
• Emphasizing the importance of functionality. When working with fewer design elements, minimalist graphic designers have to ensure that every component conveys meaning and enhances the user experience.

Balancing Aesthetics and Functionality

As you continue exploring graphic design ideas for minimalist logos, website designs, and branding elements, you will want to strive to balance aesthetics and functionality within your designs. With fewer design elements to work with, minimalist graphics should be visually appealing, but every element has to serve a greater purpose. Drawing from the key principles of minimalism in graphic design, you can effectively balance the visual appearance of your design as well as its functionality.

Purpose-Driven Simplicity

At its core, minimalism is intentional. Whether you’re adopting a minimalist lifestyle to promote sustainability and resist consumerist culture or choosing to prioritize minimalism in your art, move forward with intention. Purpose-driven simplicity anchors the practice of minimalism in graphic design, with each element being integral to the overall user experience. The color you choose, the fonts you incorporate, and the information you include must have an intentional purpose within the design.

Avoiding Oversimplification

Less is more in minimalism, yet you also should avoid oversimplifying your design. Graphic designers who are trying to create a minimalist design may inadvertently eliminate an essential element from the brand logo or website design. Oversimplification can detract from the design’s message and decrease its effectiveness overall.

Applying Minimalism Across Design Media

As one of the leading trends in modern graphic design, minimalism can easily be applied across all design media. No matter if you are interested in graphic design for beginners or an experienced artist, minimalism can be leveraged in print design, branding, and website design.

Print and Editorial Design

Traditionally, print and editorial design have relied heavily on typography to create visual hierarchy, and in recent years, print and editorial designers have actively worked to incorporate graphic design into marketing materials, magazine articles, and more. According to Stills, minimalism plays a pivotal part in minimalist print design, with many graphic designers aiming to:

• Intentionally use negative space in graphic design to attract and retain the attention of the target audience.
• Reduce the number of layouts used to help prevent confusion and chaos.
• Rely on monochromatic or neutral color palettes to create a visually appealing product.

At a time when people are inundated with advertisements and attention spans are dwindling rapidly, minimalist graphic design can be critical to the success of print and editorial products.

Branding and Logo Design

Minimalist logo design is used by brands spanning all sizes and industries because it allows them to create a compelling image that forges a lasting connection with their client base. Minimalist logos typically feature geometric shapes and simple typography.

According to Adobe, a common misconception about minimalist branding is that it’s a simple approach that leaves users wondering if the work is unfinished. While minimalist logos may be simple, they are not simplistic; in many ways, they are more powerful because the frilly, unnecessary design elements have been stripped away, allowing the focus and values of the brand to take center stage.

Web and UI/UX Design

More than any other graphic design medium, website design needs to effectively balance aesthetics with functionality. Although it’s important to have a visually appealing website, it’s the user experience that primarily contributes to its overall success. Negative space, contrast, and typography are key in minimalist website design, which enables designers to create a website that is visually attractive yet easy to navigate and use.

Minimalistic website design began gaining traction in the early 2000s, right around the time that Internet usage became widespread in households, schools, and businesses around the world. Today, one of the most prominent displays of minimalist user interface design can be found on the Google home screen, which features only two central elements: the brand’s search bar and its iconic logo. 

Tools and Techniques for Achieving Minimalist Design

As you weave the minimalism design theory into your graphic design work, the following tools and techniques can help you create intentionally simple designs that prioritize functionality and user experience above all else.

Typography Choices

Typography has long been essential in the field of graphic design, but it’s particularly foundational to minimalist design. Given that minimalist designs often strip away the extras, the typography you choose is one of the most prevalent elements of the overall design. Minimalist typography tends to prioritize fonts that are simple and streamlined and can be paired with other fonts to create a sense of visual hierarchy within the piece.

Color Usage and Theory

Similar to typography, color usage and theory techniques are used in minimalist graphic design to attract attention, convey meaning, and create a sense of hierarchy. In minimalist design, bright and bold colors are not used as frequently. In general, graphic designers will use black typography or other neutral tones in order to simplify the design and hold the target audience’s attention.

Mastering Negative Space

Negative space in graphic design might be empty, but “empty” doesn’t mean useless. In fact, white space in graphic design has a crucial role in the functionality and appeal of a logo, website design, or print product. This blank space can set the stage for the intended visual hierarchy and direct the attention of the user, ultimately boosting its effectiveness.

Keep in mind, though, that negative space does not necessarily have to be white space. Any color can be used to create negative space, as long as it is used strategically within the design to highlight its meaning and message.

Challenges and Common Misconceptions

When it comes to effective design communication, minimalism is often an ideal approach. While it is trending across the graphic design field and playing an integral role in educational settings, minimalist graphic designers and graphic design students should be aware of certain challenges and misconceptions.

Minimalism as an “Easy” Approach

Graphic designers who are new to the field and developing their style may misconstrue minimalism as an easy approach to design work because they do not have to worry about an extensive array of design elements. However, leveraging minimalism principles in graphic design calls for an intentional and strategic approach. Minimalist designers may study this design aesthetic extensively to successfully create logos and branded materials that balance aesthetics with functionality.

Balancing Client Expectations

When working with clients who want to adopt a minimalist approach, graphic designers must communicate clearly and effectively during the planning process to manage expectations. Designers should involve their clients in some of the design process, such as making minimalist font choices or finalizing color selections. By partnering with your clients, you can help them understand the benefits of minimalism in graphic design.

Explore Emerging Modern Graphic Design Trends at RMCAD

Modern minimalist design is central to the evolving field of graphic design. At Rocky Mountain College of Art + Design, both our on-campus Bachelor of Fine Arts in Graphic Design degree and online Bachelor of Fine Arts in Graphic Design degree touch on minimalism in graphic design. The creative, skills-based curriculum for these programs allows aspiring graphic designers to develop foundational skills while examining the emerging trends shaping the graphic design industry.

Request more information about our fine arts degree programs today.

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Understanding Visual Hierarchy

Considered one of the key principles of visual design, visual hierarchy plays an essential role in the graphic design field. Anyone who intends to specialize in graphic art or work as a graphic artist should develop an advanced understanding of visual hierarchy and its role in this creative and dynamic field.

What Is Visual Hierarchy?

Visual hierarchy is defined as the process of arranging information within a design in order from most important to least important. In graphic design, visual hierarchy creates a sense of order and enables users to easily navigate the design to glean the information they need.

Why It Matters

Graphic designers and illustrators need to be able to use visual hierarchy expertly because:

• It directs the attention of the user.
• It improves the composition of the graphic.
• It ensures that the user is able to track elements in the correct order.

Core Principles of Visual Hierarchy

While other forms of visual art are created as vehicles for representation or expression, graphic design is a visual art that is commonly used as a communication tool. Thus, visual hierarchy is used within graphic design to effectively communicate with the target audience. Main principles of visual hierarchy include:

Size and Scale

Size and scale are used to convey the importance of particular elements within a design. For example, a graphic designer creating an advertisement may make the price of the product larger in order to attract attention and ensure that the target audience quickly sees the cost.

Color and Contrast

Both color and contrast play a pivotal part in visual hierarchy, as these elements can have a significant impact on the user experience. Naturally, people will be attracted to specific colors, so graphic designers must be able to leverage the power of color psychology within their designs. For example, the color blue may be incorporated to create a sense of peace or tranquility, while orange may be used in contrast to draw attention to another area of the design.

Position and Alignment

Position and alignment can help create a structure for the design. Given that graphic designs are primarily used as communication tools, it’s crucial to be aware of the impact that position and alignment can have on a design’s success. Similar to reading a book, many people will naturally scan a design from the left to the right, so graphic designers should often position the most important elements in the design according to this pattern.

Typography and Font Weight

Typography hierarchy refers to the visual organization of written content within a design. According to Smashing Magazine, hierarchy in typography is a concept that is exclusive to the graphic design field — requiring aspiring graphic designers to study it closely and to practice working with various fonts and font weights throughout their careers. Variables that should be considered when choosing typography for a particular graphic design include:

• Proximity within the font
• Font weight
• Font size
• Font color
• Visual punctuation

Negative Space (White Space)

Negative space, also commonly referred to as white space, is the space that exists around the focal point of the design. While negative space in design may seem like it lacks purpose, it actually has a central role in the user experience. Graphic design tips that can help you improve your use of white space in design include:

• Use negative space to your advantage in order to guide the user from one design element to the next.
• Utilize the proper ratios to avoid creating a chaotic or unorganized design that is difficult to digest.

Techniques for Building Effective Visual Hierarchies

Relying on the leading web design principles and practicing building visual hierarchies throughout your career, you can perfect the art of leading the user from one element to the next. Consider these layout design tips and improve your visual hierarchies by:

Establishing a Clear Focal Point

Every graphic design element, regardless of its size, scope, or intended purpose, needs to have a clear focal point that attracts the attention of the user. You can create a focal point in design through the use of visual weight. Ideally, any graphic design element will have three different levels of visual weight, with the largest item being the focal point of the piece.

Using Repetition and Rhythm

Repetition and rhythm can create emphasis within your design, encouraging the user to focus on key elements. For example, you can use the repetition of specific fonts or colors within a design to create a coherent graphic that is easy to scan and digest. In addition, you may leverage both repetition and rhythm to stress essential elements within the design so that users can quickly access the most critical information.

Visual Weight and Balance

Along with helping establish a focal point for your piece, visual weight can yield a sense of balance and harmony within a design when executed strategically. As defined by Smashing Magazine, this is “a measure of the force that an element exerts to attract the eye.” By creating different levels of visual weight, you can gently guide the user through the design while creating a visually appealing and engaging piece.

Applying Visual Hierarchy Across Design Fields

Visual hierarchy can be applied across several design fields, including:

Graphic and Web Design

The fields of graphic design and web design both rely heavily on visual hierarchy in order to display information in a way that is digestible and visually appealing. Visual hierarchy enables graphic designers and web designers to guide users and direct them to the most pivotal information, allowing for a seamless experience.

Illustration and Fine Art

While illustrators and artists do not always use their art to communicate with people, they are often hoping to convey meaning. As a result, visual hierarchy is widely used to direct the viewer to the focal point of the piece — and to encourage them to navigate to the key details that are strategically included in the composition.

Editorial and Print Design

In the editorial and print design sector, graphic designers leverage the power of visual storytelling in design by using creative techniques that allow the reader to access the most important information first. Guided by visual design principles, they can create a print product that attracts the attention of readers and provides them with the most relevant information as quickly as possible.

Common Mistakes and How to Avoid Them

As you seek to improve balance and proportion or incorporate other components of visual hierarchy, you may inadvertently make mistakes that can compromise the final design. Among the most common include:

Overcomplicating the Design

Hierarchy in graphic design is best achieved through simplicity. Remember that white space in design adds value, particularly when you are trying to prioritize particular components of the design.

Misusing Color or Typography

Typography errors — such as trying to use too many fonts or choosing the wrong font colors — are incredibly common. You can avoid these pitfalls by choosing two to three primary fonts to use and being extra mindful about font weight and space when working to establish a visual hierarchy.

Ignoring User Behavior

Graphic designers can easily become so consumed with their composition in visual art that they forget about the needs and preferences of the user. However, user experience should be a high priority when creating a visual hierarchy, so always consider user behavior when making design decisions.

Real-World Examples and Case Studies

In addition to studying the visual design principles that anchor the graphic design field, you may also explore and evaluate case studies to better understand the real-world applications of visual hierarchy.

Effective Website Interfaces

According to the Design Rush, the best interactive website designs are engaging and organized, effectively delivering content through entertaining design elements. For example, Spotify relies on visual design principles to create a dynamic user experience that is tailored to the individual needs of the user, allowing people to quickly access the music that interests them most.

Poster and Advertisement Designs

Visual hierarchy is essentially a requirement for anyone creating a poster or advertisement design, as the sole purpose is usually to promote a product, service, or event. Graphic designers who create movie posters have to use typography hierarchy to quickly convey information about the movie’s tone, plot, location or time period. For instance, the movie poster for the 2018 Oscar-nominated film Dunkirk used line weight and kerning to attract the attention of moviegoers.

Branding and Packaging Design

Designers who focus on branding and packaging design have to utilize the key principles of visual hierarchy to create product packaging that informs the consumer but also motivates them to make a purchase. For example, BRIANNAS Home Style Dressings utilizes labels that rely more heavily on images to provide product information than typography. The labels are similar from one dressing style to the next, creating a sense of brand consistency. The only aspect that changes is the large image in the center, which features a food item that highlights the flavor of the dressing.

Explore the Role of Visual Hierarchy in Graphic Design at Rocky Mountain College of Art + Design

As one of the fundamental visual design principles, hierarchy plays a powerful role in graphic design. At Rocky Mountain College of Art + Design, we offer an on-campus Bachelor of Fine Arts in Graphic Design as well as an online Bachelor of Fine Arts in Graphic Design degree, both of which feature a rigorous, skills-based curriculum focused on modern graphic design techniques. Graduates from this program can walk away with an advanced understanding of visual hierarchy in design to create cohesive and effective graphic illustrations throughout their careers. Request more information about our fine arts degree programs today.

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