1-2 Principles of Design lecture

Basics of Design.
Part 2 of a 2-part lecture.
Lecture Recap
The elements and principles of design are the
building blocks of every design.
• Elements of Design are the things that make up a design.
• Principles of Design are what we do to those elements.

Part 2: Principles of Design
There are SIX basic
Principles
and a lot of ways to use them.
6

6 Principles of Design
1) Balance
2) Unity, Harmony
3) Rhythm, Movement
4) Pattern
5) Proportion, Scale
6) Emphasis
What we do to the design elements

How “successful” will the
design will be?
By the way we apply the principles of design to the elements of design.

Principles Tame the Elements
A designer arranges design elements using design
principles to draw attention to a specific part of the design.
e

Applying the Principles
Understanding the
principles of design is
key in how to create
an effective design.
Learn how to work
with elements to
highlight differences
or similarities with
the goal to create
visual interest or a
focal point.

Design Principle 1. BALANCE
 Balance in design is similar to balance in physics.
 Balance is the way elements are distributed
throughout a design.

Balance
 Good balance lends stability to the design.
 Bad balance leaves it looking off-kilter and skewed.

Balance
It is possible to create designs that are slightly off-
balance, in order to emphasize one element of the
design over others. We’ll explore more of that later…

Balance creates visual interest
Balance is used for all 6 design elements:
Line, Color, Shape, Form, Texture, Space
to create visual interest within a design.

3 Types of Balance
There are three basic
types of balance:
1. symmetrical
2. asymmetrical
3. radial

If your design doesn’t feel right
Pay attention to the balance of
elements.
A feeling of balance results
when the elements are
arranged either
symmetrically or
asymetrically
to create the impression of
importance.
m m
m m
m m
m m

Symmetrical Balance
Symmetrical balance is formal, well-structured, but also boring at times.
Repetition is used to achieve symmetrical balance.

Asymmetrical Balance
Asymmetrical
balance, the
elements are evenly
distributed within
the format.
Like balancing a
large photo with
several small
graphics.

Radial Balance
Radial balance
occurs when design
elements are laid
out in a circular
pattern.
m
m
m
m

Radial Balance
Radial balance can
give a sense of
movement to a
design
It is very easy to maintain a
focal point in radial balance,
since all the elements lead
your eye toward the center.

Design Principle 2. UNITY
UNITY keeps a design in
a sort of HARMONY
All sections of the pattern
make other sections feel
complete.
Unity helps the design to
be seen as one design
instead of randomness all
around your design.

Design Principle 3.
RHYTHM & Movement
 Motion is created by varying
elements.
 Recurring elements direct the
eye to move through the design.
 Directional movement can be
created with a value pattern.
Dark and light areas move
attention through the design.
m
m
m
m
m
m
m
m

Rhythm
Rhythm is repetition of
different quantities or
conditions to create the
movement or variation.
Rhythm is similar to
pattern. It gives the design
a beat or flow.

Movement
Movement suggests an
illusion of motion.

Rhythm and Movement is Dynamic
How to suggest an illusion of motion?
For example, elements going
diagonally from right to left,
can lead the focal point up
and to the right, or down
and to the left.

Dynamic and Static
Composition
Dynamic composition creates the impression of motion and internal dynamics.
Static composition creates the impression of immobility.
We can slow down or speed up the motion with presence of vertical lines in the
composition.

j
j
Arranging one element in the design can create or stop movement.
In the west, we read and write from left to right.
Our movement is perceived easier from left to right.

Design Principle 4. PATTERN
Patterns are simply a
repetition of several
design elements working
in harmony with each
other.

Pattern and Unity
When you consider using patterns in design, consider
the pattern’s complexity.
Keep it simple.
Keep it consistent.
Canyoureadmenow?
Patterns,colors,andtypechoices
canbreakadesign.
Don’t do this.
A poor pattern
choice with a bad
typeface with an
unreadable color
combination.

Design Principle 5.
PROPORTION and Scale
PROPORTION is the size
relationship of parts to a
whole, and to one another.
SCALE refers to relating
size to a constant, such as
a human body.

Proportion and Scale
PROPORTION is the scale of elements in relation to one
another.
Proportion effects the dominance of elements.
Larger elements have a stronger visual impact than
smaller ones, all other things being equal.
vvvvvvv

The proportion of
elements in your
designs is an effective
way to indicate what’s
important in the design
and what isn’t.
The most important
parts of a design
should logically be
larger than the less
important elements.

Notice how your eye
automatically falls on
the largest circle.
This is an example
proportion effects
our impression of
what’s important.

Design Principle 6.
EMPHASIS
EMPHASIS refers
to the created
center of interest,
the place in an
artwork where
your eye first
lands.

Emphasis creates a Focal Point
EMPHASIS can be achieved through
placement, contrast, color, size, repetition.
m m mm mm m m
m m mm mm m m
m m mm mm m m
m m mm mm m m

Arranging Elements
Contrast
Repetition
Alignment
Proximity
Hierarchy

ALL Principles of Design can be achieved by using:

Contrast
• Contrast allows us to
emphasize or highlight
key elements in your
design.
• Contrast is the
juxtaposition of
opposing elements
• Opposite colors on the
color wheel
• Value : light – dark
• Direction :
horizontal - vertical

Repetition
Repetition strengthens a design by tying together
individual elements.
It helps to create association and consistency.
Repetition can create rhythm (a feeling of organized
movement).
Repetition Static Repetition Rhythmic

Alignment
ALIGNMENT allows
us to create order
and organization.
Aligning elements
allows them to
create a visual
connection with each
other.

Alignment & Proximity
Create Unity

Proximity Connects Elements
 Proximity doesn’t mean that elements have to be placed
together
 it means they should be visually connected in someway.

Hierarchy is Super Important
The PRIORITY of elements
within a design can make
the difference between a
bad experience or a good
experience.
HIERARCHY is necessary so
you don’t create confusing
graphics like this.

Hierarchy arranges elements
All the resources in your design — color,
contrast, typography, spacing, and other basic
principles — can be used to organize and
prioritize your content.
Hierarchy can be established in many ways depending
on the project goals.
Following are ways to create clear visual hierarchy with
focus and flow.

Hierarchy Trees
Trees: Arrange Elements in the order of a tree with a trunk, branches and sub-branches.

Hierarchy Nests
Nests: Map
Elements to each
other as parents,
children,
grandchildren.

Hierarchy Weight
Weight: Elements
of the same
weight belong to
the same class of
hierarchical
positions.

Bottom line:
What’s the Main Message?
Everything is important in your design but placing
emphasis on too many elements cancels out movement
through the design.
Everything becomes equal.
When everything stands out, nothing stands out.
The basic foundation of a hierarchy is that some
elements need to be emphasized, while others recede.

Design Principles Conclusion
 There are many other design principles out there.
 These are the establish principles used in the
DSU Fine Arts program.
 Please take time to research and explore
design principles.

End Part 2
Design Principles
How we arrange design elements:
1) Balance
2) Unity, Harmony
3) Rhythm, Movement
4) Pattern
5) Proportion, Scale
6) Emphasis

Design Elements
1) Line
2) Color
3) Shape
4) Form
5) Texture
6) Space

B. Balance.
U. Unity.
R. Rhythm.
P. Pattern.
P. Proportion.
E. Emphasis.
6 Principles

C. Contrast.
R. Repetition.
A. Alignment.
P. Proximity.
Put together using

1-2 Principles of Design lecture

1-2 Principles of Design lecture

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