Concepts used to arrange the structural elements of a composition
What do the principles of design affect?
How the principles are applied affects the expressive content, or the message, of the work
What is the principle of repetition?
The repeating of some aspect or element of the design throughout the entire document
Describe ways that the principle of repetition helps the composition/audience?
Repetition acts as a visual key that ties the piece together; it controls the reader's eye and helps keep their attention on the piece; repeating design elements helps the viewer navigate through the piece and helps unify and strengthen; makes a composition seem active
What are ways that you can incorporate repetition into your designs?
By repeating elements, using bold font, thick line, certain bullet, color, design element, particular format, spacial relationships, or anything else the reader might recognize
What should you avoid when working with repetition?
It is important not to repeat so much that it becomes annoying or overwhelming
What is the principle of proportion/scale?
The relative size and scale of the various elements in a design
What is the most universal standard of measure when judging size?
The human body!
How can the principle of proportion/scale be used as an attention getter?
When an unusual or unexpected scale is used
What is the principle of balance?
The distribution of heavy and light elements on the page
Which kinds of elements/shapes visually weigh heavier/greater?
Larger elements look heavier when next to smaller objects
What is another name for symmetrical balance?
Formal balance
Define symmetrical balance?
Occurs when the weight of a composition is evenly distributed around a central vertical or horizontal axis (identical elements reflecting across the axis; creates a secure, safe feeling and a sense of solidity
What is another name for asymmetrical balance?
Informal balance
Define asymmetrical balance?
Occurs when the weight of a composition is not evenly distributed around the axis; one dominant form that is offset by many smaller ones; tend to have a greater sense of tension
What is the principle of emphasis?
The stressing of a particular area of focus rather than the maze of detail of equal importance
What happens to a design that has no focus?
Nothing stands out; the effective use of emphasis calls attention to important areas
What is a focal point and how is it created?
A center of interest; the area where the eye tends to go first
How many components of a composition can be a focal point?
The largest, brightest, darkest, or most complex element in a design
What ways can emphasis be created in a design?
Creating a focal point; contrasting the primary element with a subordinate one; with a sudden change in direction, size, shape, texture, color, tone, or line
What is the principle of unity?
the "wholeness" of a composition
What three ways can unity be obtained?
1. Put objects close to one another in the composition, forcing the viewer's eye to move from one to next inevitably taking in the entire composition
2. Make things similar using similar textures, colors, or shapes that tend to visually connect the parts of a composition
3. Direct vision by a line that travels around the design; this line can be a true line or it can be suggested
What is the principle of variety?
Pertains to the differences and diversity; it makes a work of art interesting
What ways can a designer add variety to a design?
By varying textures, color, and shapes, and alter contrast, tone, and intensity
Why is it important to find the right balance between unity and variety?
Too much unity will look boring, while too much variety will look chaotic
What is figure?
A form, silhouette, or shape is naturally percieved as figure; the part of a composition we pay attention to
What is another name for figure?
Positive space!!!
What is ground?
The surrounding area around a figure
What is another name for ground?
Negative space!!!
When a composition is abstract (has no recognizable subject) what will the figure depend on? What does that mean?
It will depend on the abstract relationship between visual elements
Why must a designer consider the composition as a whole?
If not given careful consideration, the picture will only be partially designed
What is the principle of rhythm?
Continuity, recurrence, or organized movement in space and time
How is rhythm achieved?
Through the orderly repetition of any element, line, shape, value (tone), and texture
What three ways can rhythm occur in a design?
1. Intervals between the elements, and often the elements themselves, are similar in size or length
2. With a more organic, flowing sense of movement
3. A sequence of shapes through a progression of steps
How does rhythm help a composition/design?
Can help deliver the message by controlling the viewer's eye movement; can also add "life" and interaction to an otherwise inanimate page layout
What is the principle of contrast?
Occurs when two related elements are different; greater the difference, greater the contrast
How can contrast help a design?
Can draw the viewer's eye into the piece and help guide the viewer through it; adds visual interest
What is wrong with having too much or too little contrast in a design?
Too much contrast can be confusing, whereas too little becomes monotonous and boring
What is the key to working with contrast?
The key is to make sure the differences are obvious
What are some common ways of creating contrast?
Creating differences in size, value, color, type, texture, shape, alignment, direction, or movement
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