design principles and elements

Relationships Between Design Principles and Elements

BalanceBalance in design is about how content and design elements are distributed over a page or slide. Page design uses symmetry or asymmetry. A symmetrical design is one with page content such as text, graphics and images balanced on either side of a horizontal or vertical middle line. The shapes on one half of the page create a mirror image of the other half. When design elements do not mirror one another on two halves of the page, it creates asymmetry.

Vertical Symmetry Horizontal Symmetry

Asymmetry

ApproximateVertical Symmetry

Radial Symmetry

Elements of design in Balance

Shape Line and FormShape, line and form can me used to create the content of a design that has weight.

Shape Line Form

Elements of design in Balance

SpaceBalance is created with the use of positive and negative space in a design.

Positive Space in Red Negative Space in Red

Emphasis

The arrangement of elements to focus attention on some aspect of the design, image or meaning. The objects may be enlarged, the colour made brighter, the contrast increased all designed to make something more obvious.

Elements of Design used To Create Emphasis


ProportionComplexity


Tone Saturation

Shape Hue

Line

Dominance

Dominance refers to emphasis in design. It is used to create interest, depth and perspective and directs where the eye goes when looking at a design. Three levels of dominance are used when constructing a design, with different parts either:

• dominant – the part that creates the foreground and receives the most emphasis.

• sub-dominant – the part that is in the middle ground and is secondary to the dominant part or

• subordinate – the part in the background with the least emphasis.

Dominance

Then read me when you get around to it.

Elements of Design use to Create Dominance

These are much the same as those used to create emphasis. The difference being in the creation of a visual hierarchy we would use the elements to a varying degree to create dominant, sub-dominant and subordinate aspects of a design.

Unity (proximity and repetition)

Unity is the relationship among the elements of a visual design that helps all the elements function together. Unity gives a sense of oneness to a visual image. In other words, the words and the images work together to create meaning.

Unity helps organize a visual image, facilitating interpretation and understanding.

Elements of Design used to Create Unity

Unity Shape Unity Pattern Unity Colour

Unity Space/Proximity Unity Line Unity Alignment

Pattern

Pattern is the repetition or alteration of design elements to create a visual unit. Patterns often occur in nature, and artists use similar repeated motifs to create pattern in their work. Pattern increases visual excitement by enriching surface interest.

Pattern Shape Pattern Line Pattern Texture Pattern Colour

Movement

Movement is the suggestion or illusion of motion in a design.

Movement Movement Colour (Tone) Movement Line Movement Shape

RhythmRhythm is the repetition or alternation of elements, often with defined intervals between them. Rhythm can create a sense of movement, and can establish pattern and texture. • Regular: A regular rhythm occurs when the intervals between the

elements, and often the elements themselves, are similar in size or length.

• Flowing: A flowing rhythm gives a sense of movement, and is often more organic in nature.

• Progressive: A progressive rhythm shows a sequence of forms through a progression of steps

Regular - Space Flowing - Line Progressive – Shape & Tone