The Design Principles

Definitions and Study Images

To “design” means to plan with deliberate results in mind.

By following effective principles of design, artists are better able to achieve their desired results.

Principle #1: The Principle of Unity and Variety: All successful works of art combine both unity and variety, though not necessarily in equal amounts.

Unity: Sameness; forms and colors that are alike, that have a sense of oneness and of belonging together.

Variety: Difference; forms and colors that are distinct from one another

Andy Warhol, Marilyn Monroe Suite, 1967

What gives this work of art unity? Same photo of Marilyn Monroe in a repeating pattern.

What gives this work of art variety? Different colors for each frame.

Kehinde Wiley, Clevins Browne, 2013

What gives this painting unity? Same color across entire background; use of repeating flower pattern.

What gives it variety? A single unique figure inserted into the flower pattern; use of different colors.

Vija Celmins, Untitled (Dark Sky 1), mezzotint, 2016

This is an ink-on-paper print meant to give an impression of the night sky.

What gives it unity?Uniform black background meant to look like deep space.

What gives it variety?Scattered white pinpoints meant to appear as stars.

Agnes Martin, Untitled #16, ink on paper, 1960

Your turn:

What gives this drawing unity?

What gives it variety?

Barnett Newman, The Third, 1964

This painting has both unity and variety, though not in equal amounts.

Which one as the artist emphasized more, unity or variety?

Principle #2: BalanceBecause art can be three-dimensional or two-dimensional, understanding balance means understanding Actual Weight versus Visual Weight.

Actual weight is the measurable weight of three-dimensional masses.

For example: although these two stars are the same size, the more brightly colored star appears to have more visual weight.

Visual weight is the apparent “heaviness” or “lightness” of visual forms.

Why do actual and visual weight matter?If actual weight in three-dimensional masses are not properly balanced,

they will fall over! Look out!

Bad painting courtesy of The Museum of Bad Art

If visual weight in a two-dimensional artwork isn’t balanced, the artwork will look wrong. In this example, visual weights are not balanced, and the result is very bothersome to the viewer!

Imbalanced visual weight in a random photo.

Forms of equal size and color will appear to have equal visual weight

Several smaller forms can appear to have the same visual weight as one large form.

Some rules for balancing visual weight:

An isolated element (one with a lot of white space around it) will appear to have more visual weight than objectsplaced close together.

Objects that are darker in color Will feel heavier than objects that are lighter in color.

Objects in the upper part of a picturewill seem heavier than objects of the same size in the lower part of a picture.

A diagonal orientation carries more visual weight than a horizontal or vertical one.

Which image is properly balanced?

Common strategies for balancing visual weight:

A. Symmetrical balance: identical or near identical (mirror-like) correspondenceof forms-–and therefore visual weight—on either side of a central vertical axis.

Symmetrical balance:

Symmetrical balance:

Frida Kahlo, Las Dos Fridas, 1939

More examples of symmetrical balance

B. Asymmetrical Balance: When forms on either side of a central vertical axis do not match, but the visual weight is still balanced.

Asymmetrical balance:

Examples of asymmetrical balance

Asymmetricalbalance

Katsushika Hokusai,The Great Wave offKanazawa, c. 1830

Asymmetrical balance:

Asymmetrical balance:

Asymmetricalbalance

Paul Cezanne, Fruit and Jug on a Table, 1890-945

AsymmetricalBalance

Maggie’s Ponytail, Susan Rothenberg, 1993

C. Radial Balance: When forms radiate or spiral outward from a central point.

Radial balance

Radial Balance

Robert Smithson,Spiral Jetty, 1970

Radial Balance

Principle #3. The Principle of Emphasis and SubordinationSubordinating some areas of an artwork so as to emphasize others can

allow artists to focus attention and create meaning.

Subordination: making certain parts of an artwork less visually interesting so that areas of emphasis stand out.

Emphasis: drawing attention to certain parts of an artwork more than others.

Emphasis and Subordination

Emphasis and Subordination

Emphasis and Subordination

Emphasis and Subordination

Principle #4: Focal PointA focal point is a single, specific spot in a work of art to which the viewer’s full

attention is directed. Not to be confused with Emphasis and Subordination.

Focal Point

Focal Point

Focal Point

Grant Wood, Parson Weem’sFable, 1939

Principle #5: ScaleThe size of an object in relation to other objects of its kind, especially

those of “normal” size. Scale is a relative measurement.

Example: a large scale eyeball!

Small scale Large scale

Both are dogs, but….

Scale

Claes Oldenburg andCoosje van Bruggen, Clothespin,Philadelphia, Pennsylvania, 1976

Scale

Claes Oldenburg andCoosje van Bruggen, Plantoir, Grand Rapids, Michigan, 2001

Scale

Cindy Chinn, Train CarvedIn a #2 Carpenter’s Pencil

Scale

Salavat Fidai, Balancing Elephant, carved in a pencil’s tip

Scale

Salavat Fidai, van Gogh’s Starry Nighthandpainted on a matchbook

Example: Joshua Nava,Proportions of the Handsand Fingers.

Principle #6: ProportionProportion refers to size relationships between parts of a whole, or between two or more items perceived as one unit. Like scale, proportion is a relative measurement.

Proportion study of the human figure

Anime eye proportion is much larger than real life.

Emil Alzamora, Abyss, bronze

Proportion

Considering its height, this building is very thin. The relationship between the height and width of asingle object is a proportionalrelationship.

Similarly, considering the length of this dog, her legs are proportionally short.But she’s still super cute!

Principle #7: Visual Rhythm. Visual Rhythm occurs when the repetition of accented and de-accented elements create a visual “beat” in a work of art.

Different types of visual rhythm

Visual Rhythmin painting

Annie Taylor, Meditation, from the Rhythm & Flow series

Paintings showing different kinds of visual rhythm.

Visual Rhythmin architecture

This rhythmical sculpture by MattMcConnell is actually made ofdrumset-type cymbals.

Visual Rhythm in a wall-mounted sculpture

Visual rhythm is all around us!

For example, this succulent has both visual rhythm and radial balance!

Once you’ve learned the principles of design, you’llsee them all around you.

In fact, the principles of design were inspired by nature.