SIMILARITY, PROPORTION, CONSISTENCY, ANOMOLY

REPETITION

REPETITION

This is the reuse of the same or similar elements in a design. Repetition brings unity, consistency, and cohesiveness to a design.

Repetition can be regular or irregular, even and uneven.

It can work in two ways: Radial – in which the elements repeat from one central point Gradation – where the repeated elements become larger or

smallerRepetition also creates rhythm, this is the rate at which the eye can go through a design. It relates to the flow of the design.

Examples of Repetition

SIMILARITY

Is what elements look like and how they are grouped together. Similarity deals with what looks the same of similar to each other.

Similarity can be created by using the following: Size Colour Shape

Size

Using elements at the same or similar size keeps the consistency of the design.

Colour

Colour makes similar elements easy to identify and give them dominance.

Shape

Similarity in shape makes elements more distinct and noticeable.

ANOMALY

Anomaly happens when an element is different from all the others in a design. This allows one particular part of the design to jump out at the audience.

PROPORTION

Refers to the relative size and shape of elements used.

CONSISTENCY

Consistency is used to build trust with and audience and give strength to a design. If there is little to no consistency then a design will become confusing and hard to follow for the audience.

EXAMPLES

http://www.nytimes.com/packages/html/nyregion/1-in-8-million/index.html

http://www.youtube.com/watch?v=_w-xms9h0Dc

sites for type class 02.24.11Gestalt Principles