Lecture Notes: The 70/30 Rule in Design

Introduction

• 7030 (70/30) Rule: Also known as the rule of thirds.
• Most pleasing ratio in design, composition - scientifically proven to be eye-pleasing.
• Based on the ratio 66/33, but 70/30 is a more commonly used variant.

Importance of Uneven Distribution

• Even distribution in design can appear boring.
• Example: Rectangle is more interesting than a square due to uneven edges.
• Guideline Not Rule: 70/30 is to be used subconsciously, rather than strictly followed.

Practical Application

Splitting Shapes

• Avoid 50/50 splits: Choose uneven proportions like 70/30 or more complex ratios to create interest.
• Example: Dividing a rectangle into large, medium, and small parts (70%, 20%, 10%).

Real-world Examples

• Emerson Tung (Art Director at ID Software): Uses 70/30 to split images into chunks with varying levels of detail.
• Thomas art: Uses 70/30 for positioning characters and color blocks in illustrations.

Analyzing Artworks

• Observe: Big, medium, small elements within paintings; regularly applying the 70/30 principle.
• Hierarchy: Establish importance through size and detail (contrast of shapes, colors, values).

Examples from Other Artists

• Feather: Uses 70/30 rule even within intricately detailed images, differing snowballs for variation.
• Frry Robots: Upper third line focus for elements like eyes; emphasizes negative spaces.

Armor Designer Thomas Work

• Focus on Proportions: Small details crucial in larger areas, e.g., wrists, meeting points of materials.

Gun Designs by Ben Botton

• Apply 70/30 even in object details: Larger components like the barrel and scope contrasted with smaller parts like the magazine.

Concept of Visual Weight

• Visual Weight: Importance of elements determined by detail density, color contrast, and placement.
• Observation and Adjustment: Critical for better line work, composition; flipping and zooming out helps.

Analysis of John Wallen Liberto’s Work

• Color Blocks: Red, blue, and gray areas used to apply 70/30 rule even in vehicle design; red often for mechanical importance.

Practice and Learning

• Form Studies: Recommended for concept designers - helps in understanding proportions and visual weight.
• Software Utilization: Avoid fighting the software; choose the medium you are comfortable with.

Conclusion

• Subconscious 70/30 Application: Embracing the rule to enhance design and composition unconsciously.
• Continuous Practice: Advocating for form studies and constant analysis to improve design sensibilities.