Sometimes I design by numbers.
Well, one number to be precise. 1.6180339887…
Strange? Not so, people have been using this number in mathematics, geometry, architecture, design, photography, art and music since the ancient Greeks, perhaps even before that.
Ok, so there’s more to it than a number. It’s also ratio, sometimes described as extreme and mean ratio, medial section, divine proportion, divine section (Latin: sectio divina ), golden proportion, golden cut, golden number, mean of Phidias and simply Phi. What is this proportion? It is 1 : 1.6180339887…
It has close links to the Fibonacci sequence (recently featured in Dan Brown’s popular book, the DaVinci Code, and the film adaptation), and it even has its own letter! ‘φ’
What’s so special about the golden ratio?
Two quantities are in the golden ratio if the ratio between the sum of those quantities and the larger one is the same as the ratio between the larger one and the smaller. Confused? I find it easier to understand visually:
So the 2 pieces added together (A + B = C) are in the same proportion to the larger bit (A).
It then works ad infinitum, so C + A (D) is in the same proportion to C.
This only happens when the proportion is 1 : 1.6180339887…
As it is a proportion, it can also be a rectangle:
Which can also be drawn like this:
1. Construct a unit square (red). 2. Draw a line from the midpoint of one side to an opposite corner. 3. Use that line as the radius to draw an arc that defines the long dimension of the rectangle.
Other shapes:
The ratio appears in a number of geometric shapes: Triangle, Rectangle, Pentagon, Hexagon, Dodecahedron, Isosahedron and even a spiral, which in itself is pretty remarkable, but it can also be spotted in nature.
The golden ratio in nature
Phi has been spotted in leaves, flowers, butterflies, waves, shells, hurricanes, spiral galaxies, even in the spiral created by the side profile of a closed fist. It’s not really surprising, given that the Fibonacci sequence is a great way to maintain consistent proportions (approximately Phi to 1), as something grows. If it works for a number series, it’ll work in nature. That said, a quick Google search will pop up an amazing array of natural forms in which Phi can be seen.
So, how do I design using Phi?
As I have already mentioned, the proportion has been employed by a great many artists, sculptors, architects and designers over the years. Examples there the golden section has been spotted include The Parthenon, The Pyramids, The Taj Mahal, The Mona Lisa, Michaelangelo’s David, Credit Cards, The Apple iPhone – the list is long.
When I was working on the design for Archer-Hoblin’s website, Phi came to mind. It seemed appropriate for a construction company that creates beautiful buildings. I used it initially to construct a baseline grid that would not only fit with the hierarchy of type sizes I intended to use, but would allow me to size many of the images to the golden ratio. The gallery or portfolio sections across the group of sites feature thumbnails and large images that comply to the golden ratio, as do the clusters of images on the home pages, the thumbnails on the group home page.
I doubt anyone has actually noticed the golden proportion’s presence in the site, certainly nobody’s mentioned it, so why do I bother? There’s lots of evidence that the golden proportion is appealing to the human eye, and we’ve received lots of positive feedback about the site. Using Phi, a well thought through grid or a whole raft of other techniques that aren’t immediately obvious to the viewer, designers can add depth to a communication that whilst not consciously perceived, adds value to the communication.