July 23, 2023

The Power of Contrast

by Chris Barrineau

Contrast is a potent tool for creating emphasis, guiding the viewer's eye, and adding visual interest. Designers craft visually compelling narratives by combining opposing elements, such as light versus dark, thick versus thin, or large versus small.

Historically, the use of contrast in visual design can be traced to ancient times. Egyptians harnessed the power of contrast in their hieroglyphs, creating a striking difference between the deeply chiseled symbols and light stone, which made the symbols prominently stand out. During the Middle Ages, illuminated manuscripts used gold and silver during production to enhance contrast and to highlight important text and create visually appealing pages.

Egyptian hieroglyphs

Mountnorris Book of Hours, c. 1475-1500

Pablo Picasso's use of contrast in "The Three Musicians," is multifaceted. He used stark contrast in color, with bright, bold hues against darker tones, creating a visual rhythm that guides the viewer's eye across the canvas. Contrast in form is also used, with geometric shapes of the musicians set against an abstract background. This contrast in form not only adds dimension to the painting but also emphasizes the subjects. Furthermore, Picasso uses contrast in texture, with the smooth, flat areas of color contrasting with the more textured areas, adding a tactile dimension to the visual experience. This is a dynamic, complex composition that is both visually engaging and emotionally resonant.

Pablo Picasso's "The Three Musicians"

In the mid-20th century, Saul Bass demonstrated mastery over contrast. Known for his innovative movie poster designs and corporate logos, Bass used contrast to create bold, memorable images. His poster for "The Man with the Golden Arm" uses contrast in the form of different shapes and colors to create a sense of tension and unease, reflecting the film's theme of drug addiction.

Saul Bass's poster for "The Man with the Golden Arm"

Swiss designer Josef Müller-Brockmann, a leading figure in the International Typographic Style, is known for his minimalist, grid-based designs. His poster "Schutzt das Kind" (Protect the Child) is a prime example of his use of contrast. The poster features a stark black silhouette of a child's profile against a bright red background, creating a powerful visual impact. The contrast between the black and red, combined with simple, clean typography, communicates a clear and urgent message. The use of contrast in this design not only captures attention but also underscores the importance of the poster's message.

Josef Müller-Brockmann's "Schutzt das Kind" (Protect the Child)

In the late 20th century, influential designer Paula Scher made bold use contrast in her work. Her designs for the Public Theater in New York City are noteworthy. Scher used contrasting colors, typefaces, and scales to create dynamic, energetic images that captured the spirit of the theater. The large, bold type stands out against the smaller, more detailed elements, creating a sense of movement.

Paula Scher

Morag Myerscough is a British designer known for her vibrant, large-scale installations and immersive spaces. Her work is characterized by an energetic mix of bold colors, patterns, and typography, creating a visual language that is uniquely hers. Myerscough's designs are often installation in local communities and public spaces, transforming them into lively, inclusive environments. Her innovative approach to design, with its emphasis on joy, color, and human interaction, has made her a significant figure in contemporary design.

Morag Myerscough

David Carson, a recent figure in graphic design, is known for his groundbreaking use of contrast and texture. His work creates tension between order and chaos, legibility and illegibility. In his layouts for Ray Gun magazine and Transworld Skateboarding, Carson mixes disparate typefaces, overlaid text on images, and played with scale, creating a visual shock. He is often referred to as the "father of grunge typography."

David Carson's work for Ray Gun

In the age of digital platforms, contrast is not just a stylistic choice but also an accessibility necessity. High contrast between text and background makes content more readable, particularly for those with visual impairments.

It's important to note that contrast can be applied to size, shape, texture, direction, and space amongst other elements, providing options for designers to create diverse and attention-grabbing compositions. By playing with different aspects of contrast, designers can guide the viewer's eye, control the flow of information, and create visual interest.

To stand out in today's world of digital overload, we need to rethink our visual approach. Drawing from Picasso's, Bass's, Müller-Brockmann's, Scher's, Myerscough's, and Carson's use of contrast, we can break through in all of our visual communications: presentations, digital signage, videos, web design, ads, and on and on. Bold and impactful designs inspire us at Show Pixels to create visuals that not only capture attention but also communicate effectively. Be bold and cut through the noise!

Show Pixels is a full-service creative content agency with 20 years of experience supporting the world's biggest businesses at live events. We know what it takes to bring your vision to life. To discuss how we can boost your impact with your audience, contact us at:
hello@showpixels.com