This is my first post as a new member of the Wunderman community, so I would like to share with you something amazing that can help us produce more attractive designs and generally think more about the use of mathematics and geometry in design and marketing.

The „Golden Number“

Phi (or φ) is an infinite number, like pi, and is about 1.6180339.

The ancient Greeks knew about it and Eucleides made a lot of research on it and since then he realized that it is a very special number regarding the whole nature and the way everything is developing in it.

But what is it  ?

The „Golden Cut“ is the point that a line is cut in such a way that the biggest part is φ times than the smaller part and the whole line is φ times the biggest part as shown in the following picture :

When these proportions are used in any way, they give the impression of harmony and attract the human attention.

Some examples that show the use of φ in design are shown below :

There can be many things told about φ . It is present in all nature and the famous Middle Age Mathematician Leonardo  Fibonacci studied them and from his studies came the  „Fibonacci sequence“, which is found in music scales and also is a big tool for the stock exchange specialists and many more.

If you want (and I recommend you should) read more about it, please visit http://goldennumber.net , which is a site dedicated to φ.

I hope you really got interested and will use this info to create more attractive designs.

Yannis Michos