All visual elements have the capacity to modify and define each other.

The process, itself, is the element of scale. Color is bright or subdued depending on juxtposition, just as relative tonal values take on enormous visual modifications depending on what tone is next to or behind them. In other words, there can be no large without small. But even when large is established through small, the entire scale can be changed with the addition of another visual modification. Scale can be established not only through relative size of visual clues, but also through relationships to the field or the environment. The visual resuls in terms of scale are fluid and not absolute, since they are subject to so many variables of modification. All that is being observed is true in the context of scale.

Holden Hardcastle

Creating beautiful, exciting, and positive experiences by working with inspired and driven people.

Over the last twenty years, I have produced award-winning strategic marketing campaigns. I am an experienced art and creative director who has led high-performing teams at companies across various industries. Working with inspired and driven individuals, I aspire to create beautiful, exciting, and positive experiences. Whether it is bringing people together through an application or developing a dynamic brand to change the world, I believe that inspired teams yield inspirational results.

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Scale is often used in plans and maps to represent real measurement in proportion.

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Texture has reference to the composition of a substance through minute variations on the surface material.