Figure and Ground

Usually the figure is the model/product/image used on a page that the eye is immediately drawn to, as the figure defines where the emphasis should be and the 'white space', whatever colour it may be, is the background. Although it is just the space in the canvas left it can be used very cleverly as active space in terms of negative space and a lot of space due to printing costs is considered a luxury. Apple are very spacious in their advertising, which shows confidence in their brand and product and that they can afford to have a lot of ground.

Breathing space is another factor that is very important and something I always consider when designing layouts which is well done in this magazine as it is one of the most well known women's magazines.

The literal figure is Ellie Goulding, but also the text surrounding which is varied in size/typeface/colour to keep the eye bouncing between the sub headings

The figure stands out a lot in this Loreal advert due to there being a lot of active and passive white space, to keep the focus on that idea of having luxurious hair by buying one of their products.

Imagery and shape can also be used in layout to be decorative with its arrangement and negative space and to fit products on a page. It can be frowned upon to layer figures but as they are mostly pattern it works nicely.

This is a good example of using a certain size and typeface to draw the eye in, and is a very minimal but subtly femininely fitting for the article.

The models/figures fill the page really well and is a good way to arrange certain sections, in this for example the colours/textures. This magazine is about getting the information to the readers but being very visual on one side of a double page spread, and then using and filling the space with typography and detail on another. They have a decent balance of both, and enjoy using most of the white space.