The golden section as an aesthetic principle.

#### WHAT IS THE GOLDEN RATIO?

As early as antiquity, Euclid established that many natural forms are always in a different ratio to one another - and thus have a particularly harmonious effect on us. The golden section can be easily calculated with a mathematical formula: If you look at a graphic, it should be divided into a larger section (a) and a smaller section (b). The exact calculation of the optimal size ratio to each other is done by the ratio of the smaller partial distance to the larger partial distance in relation to the total distance (a+b). This results in the mathematical calculation formula a / b = (a + b) / a, which is the basis of the golden section.

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What sounds confusing at first is extremely easy to implement in everyday life. Here, the size ratio 1:1.618, or 61.8% to 38.2%, is used to apply the golden ratio to graphics, logo designs, or even typography.

The golden ratio has also given rise to many other formulas and processes that make our work with graphic design and typography easier today. These include, for example, the golden spiral, which is made up of several quarter circles and can be used as the basis for a harmonious design, or the Fibonacci sequence, which applies to almost all growth processes in nature and is used above all in the design of company logos.

#### HOW TO USE THE GOLDEN RATIO?

The golden section can be implemented in many areas. Design, graphics, typography - in all these art forms of design and advertising, the golden ratio plays a supporting role. With the help of a simple number, you can introduce a harmonious structure into your designs, which ensures that your design is perceived as beautiful and harmonious. Of course, it all depends on what form of design you are talking about.

#### THE GOLDEN RATIO FOR GRAPHIC DESIGN AND IMAGES

In order to create harmonious images and appeal to a wide audience with your design, it is important to consider different tastes. It's usually helpful to have several people look at the design and give fresh input and suggestions for improvement. However, if you are short on time, you can use the golden ratio to design graphics and images. By placing the golden spiral over the image, you get instant visual cues about where the center of the design should be, where headings can be placed, and where certain elements should be inserted for maximum impact. The result is a cohesive graphic that follows natural harmonious lines and is perceived by viewers as "beautiful" or even "perfect."

#### THE GOLDEN RATIO IN TYPOGRAPHY

If you want to design advertising, not only harmonious images, but also interesting texts are necessary for a successful external effect. Presentation plays a crucial role here! The harmonious integration of texts into a design is called the hierarchy of the text. The golden ratio also becomes relevant here, as choosing the right font size is essential to convey text harmony. Most text designs use three different font sizes: Very important areas such as headings have a larger font size, slightly less important text is presented with a medium font size, and rather unimportant text areas have a smaller font size. To apply the golden ratio, the smallest selected font size is used as a guide. This is multiplied by 1.618 - the formula for the golden ratio - and all other font sizes are determined on the basis of this value. This approach has been used for many years in the design of book covers and is also playing an increasingly important role in advertising in conjunction with harmonious typography.

#### THE GOLDEN SECTION IN LOGO DESIGN

The logo serves as a representative symbol of a company and should not only carry the corporate identity to the outside world, but ideally also convey the core competence. It is crucial that the logo is remembered. This is best achieved through a harmonious design that is perceived by many people as appealing, beautiful and harmonious. An effective way to achieve this is to use the golden ratio. Numerous well-known brands, such as Pepsi and Apple, have used the principles of the golden ratio to design their logos. It is very likely that thoughtful logo design has also made some contribution to the success of these brands.

This natural order and harmony in form and color finds its place in all creations from the house of Creative Directors.