One of the first things a designer learns is the idea of Visual Weight. It can be applied to 2D design or 3D projects. It’s application is everywhere, and it is definitely important in the world of crafting.
Visual weight is a way to measure how important something looks in a design. An object with a strong visual weight naturally pulls our eyes towards it. Here’s an example.
In the image above, we have two circles that are exactly the same size and shape. But the one on the right has more visual weight. Why? In this case it’s because the circle on the right has a stronger value than the circle on the left.
But what happens if we change the image up a little?
This image is exactly the same as the first, only the background color has changed. And suddenly the circle on the white circle is looking a bit stronger than the black one. So, we see that it’s not always the strength of the color that gives an item visual weight. It can also be its contrast to its surroundings.
There are, in fact, hundreds of ways an object can have more visual weight. Size can change things, so can shape. Not to mention location, color, texture and pattern. Our projects aren’t typically as simple as adding two dots to a page, so how can you tell what’s holding the visual weight in your project. And, let’s add the question you’re really thinking right now, Why should you even care?
First, let’s talk about how to find visual weight. A good way to test to see what has the most weight is what I like to call the Staring Test. Look away from the project for a moment and then come back and simply stare at it. Where does your eye naturally go first? That item is probably the one with the most weight. A great test is to show your project to someone who has never seen it. Before you show them anything, just ask them to state the first thing they look at when your project is in front of them. Show your project and get their answer. If you do that to 2-3 people and everyone gives about the same answer, you’ll know your weightiest item for sure.
Now that you what visual weight is and how to find it, let’s talk about how this can help you make your projects more beautiful.
A couple years back I made an advent calendar with this adorable, appliqued winter scene on the main panel. I was so proud of it, and began to show it off. The first person I showed looked at it, and mentioned something about the pockets holding the advent pieces. That was odd, but I figured she just didn’t know her stuff. I showed it to another friend and got a question about the numbers on the pockets and nothing more. Weird. After a while, an obvious pattern emerged- people were only talking about the pockets. I wanted to scream- Who cares about the pockets?! Look at that awesome applique that took me FOREVER to finish!
I put the calendar away for a day or two so I could look at it with fresh eyes. When I pulled it out, the problem seemed so obvious. All of my applique was done in light and medium toned fabric, and my pockets were a dark fabric with a busy print. They clearly held the most visual weight, so that’s what got everyone’s attention. I took them off and redid them with a lighter fabric. Then I added a couple small bits of darker fabrics to the applique to add a bit of zing. Then, all of the sudden everyone who saw that advent was amazed with the applique. Which, by the way, had been there the whole time!
This was a great example of visual weight being accidentally assigned to the wrong part of the project. If I want to show off my applique, I need to make sure it gets the most visual weight. As you plan your project, you’ll want to keep that in mind. Find the most important aspect of your project- it could be an intricate design on a quilt, the words on a sign, or the face of a doll- and make sure it gets assigned the most visual weight. You can do so by saving the boldest fabric prints for your favorite quilt squares. You can make all the words on a project plain white so they stand out in contrast to a busy background. Or you can put some extra details on the face of a doll your are embroidering.
If you’re unlucky like I was with my advent calendar, you might have a project that is partially complete, but isn’t turning out the way you’d hoped. Step back and try to find where the visual weight is, you might just be accidentally sending your viewers eyes to a part of your project you wished no one would notice.
Visual weight is everywhere. The trick is simply to assign it to the things you want people to stare at the most. Once you learn that, you’ll find most people will start appreciating your project in just the way you’d hoped they would!
If you enjoyed learning about how professional design skills can improve your projects, check out our other Craft Design University posts!
I love that insight. I will definitely keep it in mind with future projects!