new principles of design study guide

7/30/2019 New Principles of Design Study Guide

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2-D Design / Erika Lize / Fall 2012

Principles of DesignStudy Guide

UNITY / VARIETY

UNITY:The degree of agreement existing among the elements of a design.

Unity suggests that parts of a composition are not there by chance, they fit together to form a meaningfulwhole. Unity comes with some degree of variety. Excessive unity can become monotonous, andexcessive variety can become chaotic.

VARIETY: The differences that give a design visual and conceptual interest.Variety can be used within Unity to interrupt the harmony of a design with an element that strays fromthe dominant composition. Variety is seductive, intriguing. Variety breaks up the blandness, thesameness of unity. It turns the predictable on edge.

Similarities between visual elements increases unity, difference increase variety.

Ways to achieve Unity / Variety

PROXIMITY: The degree of closeness in the placement of elements.The elements may even be physically touching each other. Theircloseness can be reinforced with repetition of lines, shapes and color.

REPETITION: Using the same visual element over again within thesame composition.Repetition can be used to create unity in a composition, produce arhythmic movement or emphasize the importance of a visual idea.The eye has a tendency to search for and pick out common shapes,

colors, textures, lines, etc.

CONTINUITY: The visual relationship between compositionalparts.Continuity uses the flow of line or contour or the continuoustransition from one shape to another to lead the viewers eye from onepart of the composition to another.

THE GRID:A network of horizontal and vertical intersecting linesthat divide spaces and create a framework of areas.

The grid is an amazing unifying device--the pattern and repetition oflines of the grid is its strength. The grid holds everything togetherthrough a mathematical sequence.

COLOR/VALUE: Complex designs can be unified through color orvalue. For example by using a monochromatic or achromatic colorscheme.


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Ways to achieve Asymmetrical Balance:

VALUE and COLOR: High contrast values or contrasting colors can provide visual weight.

SHAPE and TEXTURE: Shapes are often used to offset other shapes. Texture can also be used in thisway.

POSITION: The placement of objects of varying visual weights.

Begin by thinking of your format and how that will affect the placement of objects within the frame.Note samples of how to create asymmetrical balance in textbook.

RHYTHM

RHYTHM: The repetition of multiple parts to create a pattern of positive/negative, sound/silence orother contrasting forces.

Think of visual rhythm in terms of musical rhythm:Meter: the basic pattern of sound and silence.

Accents: the emphasis on certain notes.Tempo: the speed at which the music is played.Visual rhythm can be regular or syncopated just like music.

REGULAR REPETITION: A means of creating rhythm in whichelements are duplicated at an orderly or fixed interval.

ALTERNATING REPETITION: A type of rhythm in whichdifferent elements in a work repeat themselves in a predictable,alternating order.

PROGRESSIVE REPETITION: A type of rhythm in which elementsin a work change slightly as they move or progress toward adefined point in the composition.

PATTERN: A design composed of repeated elements that are usually varied to produceinterconnections and implied movement.We worked with pattern during our texture project and the relationship between texture and pattern isstrong. Patterns have the strength to unify a composition and can serve as a background image. Often itis used to decorate or embellish a design. Pattern is used all over the place, wallpapers, books, fabrics,etc. The textile industry is based around patterns, created through the texture of the fabric, or a designedpattern.


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SCALE/PROPORTION

SCALE: The size relationship between two separate objects.The term size is used when we are talking about specificmeasurements. Scale is used when we are talking about something inrelation to something else, either other similar things or things aroundthem. Scale provides a frame of reference, rather than just givingnumbers/measurements. Scale can add meaningmakingsomething larger/smaller than life-size.

PROPORTION: Size measured against other elements or against amental norm or standard.Used most frequently with the reproduction of the human formmaking things looks rightin proportion to the human body. Howyou represent the human figure can affect how the viewer thinksabout that person.

EMPHASIS / FOCAL POINT

EMPHASIS: Special attention given to some aspect of acomposition, which gives it prominence. Emphasis gives part of adesign particular prominence. Emphasis can also be used to draw theviewers eye towards the focal point.

FOCAL POINT: A compositional devise emphasizing a particulararea or object to draw attention to the piece and to encourage closer

scrutiny of the work. The focal point is a particular part of acomposition that holds viewers attentionthe eye continuouslyreturns to that area of design; it is the strongest point of interest.

Ways to create Emphasis / Focal Points

SEPARATION/CONNECTION: Creating and/or breaking visualconnections.Any ANOMOLY (break from the norm) tends to stand out. Visuallywe try to connect things, so when something doesnt conform itdraws attention. Creating a clear pattern and then breaking it up canbe effective.

LOCATION/PLACEMENT: Where objects or elements arelocated/placed within a composition. Placement of objects can drawattention and create a focal point. Pay attention to objects around thatform as well, using lines, shapes, colors to direct the eye (this isemphasis in action) towards the focal point.


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CONTRAST: Contrast is created when two or more forces are inopposition. Using contrast with value or color can be particularlyinteresting. Light areas against dark create instant recognition fromviewer. Use an 80/20 split between the opposing forces you employ,allowing one to dominate and the other to play off it.

ISOLATION: The placement of an image that is separated from agroup of similar/different objects.

DIRECTIONAL LINES: Line can be used to direct the viewers eyeto the focal point of a design.

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