Principles of Design Design: the process of organizing visual elements and the product of that...

Principles of Design

Design: the process of organizing visual elements and the product of that process

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Unity and Variety

Complementary concernsUnity is the appearance of onenessVariety is diversityUnity describes the feeling that all the elements bring together in harmonyVariety counterbalances unity



Balance

The achievement of equilibriumSymmetrical balance = near or exact matching of left and right sidesAsymmetrical balance = two sides are not the same



Emphasis and Subordination

Used to draw our attention to an area (focal point) Areas of lesser interest that keep us from being distracted from areas of emphasis



Directional Forces

Paths for the eye to follow provided by actual or implied lines



Contrast

Juxtaposition of strongly dissimilar elements



Repetition and Rhythm

Gives a composition unity, continuity, flow and emphasisCreated through the regular reoccurrence of elements with related variationsAny kind of movement



Scale and Proportion

Size relation of one thing to anotherSize relationship of parts to a whole



Principle #1 of Visual Balance

A large form is heavier, more attractive or more attention getting than a small form.

Two small forms can balance one large form.




A form gathers visual weight as it nears the edge of a picture.

A small form near an edge, can balance a larger form near the center.




A complex form is heavier than a simple form.

A small complex form can balance a large simple form.



Color Principle #1

Warm colors are heavier than cool colors.

A single small yellow form can balance a large blue form.



Color Principle #2

Intense colors are heavier than weak (tints & shades) colors

A small bright blue form near the center can balance a large pale form near the edge.



Color Principle #3

The intensity and the weight of any color increases as the background color approaches its complementary hue.

On a green background, a small red form can balance a large complex blue form.



Principles of Design Design: the process of organizing visual elements and the product of that...

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