- In the foundation course, I discussed the positive
attributes of repetition.
In its most basic form, this is the repeating of the same
shape, image, or typographic letter forms.
Repetition provides rhythm and can add energy
to otherwise dull elements, but what's next?
After I repeat a shape on a page, what else can
repetition achieve?
Beyond simple duplication forms, repetition connects
to pattern and sequence, the danger is creating wallpaper
that doesn't engage the viewer.
To counter that, I think of the page as a setting for sound
a repeating square is a simple drumbeat, but if the shapes
change color the rhythm is enhanced.
When the squares rotate 45 degrees, the composition becomes
a more complicated musical composition.
And simply overlapping them creates an even more dynamic
effect, the same repeating shape with slight variation
is another way to connect multiple to similar images.
A field of photographs from different sources some in color
others in black and white of diverse subjects will be
chaotic and disordered.
As soon as I contain the images in a repeating form,
they become unified.
When I work with images in this way I try to create
variation and point of view in scale.
A series of images all scaled similarly won't ask
the viewer to engage.
I like to use typography repetitively.
The copy is typeset in one typeface size and weight,
the repeating forms of the type create a cadence
and connection to each other.
This is also a great way to get around a poor photograph
that can't carry the design alone.
I'm not partial to repeating sentences or phrases,
to me, this feels like stuttering or someone who won't
stop telling me the same idea repeatedly at a dinner party.
Words in typography can be duplicated and multiplied
in the same typeface and color.
Alternatively the designer might repeat the word or name
in several fonts.
Non-designers will never identify the change from (mumbles)
so the typefaces need to be distinctly different.
Work with sans serifs, slab serifs, scripts,
and decorative fonts.
The resulting layout will give a sense of variety
and quantity.
Combining complex forms is one of the most difficult
approaches to repetition.
If I start with an elaborate shape and repeat it
without an underlying structure to the composition,
I end up with a cluttered mess.
When I align the shapes to a simple grid of squares,
the composition becomes more harmonious.
Now I can add color, combine tones, and create an active
solution, in this instance the choice of color will
create a banal wallpaper effect.
I avoid this working with deeper jewel tones
or brighter colors.
A meaningless form is the most dangerous aspect
of repetition, it's a great tool to create a healthy formal
presence, but like all good design, there must be a concept.
I know a designer who use stripes on every project,
a wedding invitation or menu, stripes, and more stripes.
At first glance the work looked great, but after a while,
it became clear that it was just repeating geometry.
There was no reason or communication beyond stripes.
Use repetition to hammer an idea home, if the concept
is healthy, why not communicate it 20 times?