After reading Chapter 6, "What is a grid? When do I need one?" I decided to take on the challenge of finding examples of breaking the grid. As I am still developing an eye for looking at graphic design using the introduced principles, I decided to look up some examples so that I could get a better sense of what "breaking the grid" looks like. I found many great examples, but one that stood out to me was the strategic use of breaking the grid by
apple.
Since apple tools and products are known for their use among creative types, I decided to look more closely at their website and see the ways in which they balance using the grid with breaking the grid to convey their message. In order to analyze their site closely, I took screen shots as I scrolled down, and then cropped the images to focus on one section at a time. Interestingly, each time I cropped an image, the overlaying grid showed the clear organization of the images, as well as the moments when the image clearly broke the grid.
When visiting the iPhone website, the first thing that one might notice is the very clear use three row structure. There is an increase in the balance of white space as the eye travels down the page and the rows become larger. The text is clearly balanced at eye level in the dominant row, so one immediately notices the simple introduction of the iPhone 7. Where apple breaks the grid is in the photo of the phone itself which is both rotated and bleeds right off the margins. The subtle message from apple seems to be - we are clear on who we are, and we cannot be contained.
As the reader continues to scroll down the page, one sees that add images and text vacillate between maintaining and breaking the grid. Many elements remain consistent including the use of white space and clear alleys. In the second image, the use of two columns creates a clean, clear line. Yet, the images continue to bleed off of the page.
The image that follows is focused on one large clear photo encased in clear margins. For the first time a pop of color is introduced into the ad as the consumer is encouraged to support the associated cause. For the third time on the site, the image of the phone bleeds off the grid, although for the first time the phone itself is in line with the column. Perhaps this is meant to evoke an emotion of pride or responsibility in relation to the cause.
Interestingly, the last several images as one scrolls through the website begin to show the product without bleeding the lines, and maintaining a clear grid structure. This gives the viewer a sense of order and may help to develop a trust in the product. In these images there is clear balance between columns and row, and the products are displayed within the alignment of the grid.
As I began this exercise I found that I needed to do some outside research to wrap my brain around the concept of the grid and what it means to "break the grid." Although the few examples in the book were helpful, spending time looking at the design of such a familiar product has had a profound impact on my understanding and perception of the world. At the beginning of this course I felt that I was generally aware of advertising and had a good sense of the messages and images I interpret on a daily basis. Now I see how much I have to learn, and how much thought and expertise goes into what surrounds us everyday. This gives me a new appreciation for media literacy and the importance of design element not only as a creator, but as a consumer.
Sources:
Golombisky, K., & Hagen, R. (2010). White space is not your enemy: A beginner’s guide to communicating visually through graphic, web and multimedia design. Amsterdam: Focal Press/Elsevier.
