Podcast #3 Principles of Design

Define principles of design?
Concepts used to arrange the structural elements of a composition

What do the principles of design affect?

The expressive content (the message)

What is the principle of repetition?

Repetition is repeating some aspect or element of the design throughout the entire document.

Describe ways that the principle of repetition helps the composition/audience?

Acts as a visual piece that ties your piece together. It controls the readers eye and helps keep their attention on the piece. It works with patterns to make a composition seem active. Repeating design element helps the viewer navigate through the piece. It also helps unify and strengthen tying together separate parts.


What are ways that you can incorporate repetition into your designs?

Bold font, thick line, certain bullet, color, design element, particular format, and spatial relationship. It can be anything that the reader will visually recognize.


What should you avoid when working with repetition?


Repeating so much that it becomes annoying and 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?


Unusual or unexpected scale


What is the principle of balance?


Distribution of heavy and light elements on the page


Which kinds of elements/shapes visually weigh heavier/greater?

Irregular shapes


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.


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.


What is the principle of emphasis?


Stressing of a particular area of focus rather than the maze of details of equal importance.


What happens to a design that has no focus?


Nothing stands out


What is a focal point and how is it created?


A focal point is an area where the eye tends to go first. It is created by making one element dominant with all other areas contributing but subordinate.


How many components of a composition can be a focal point?


One


What ways can emphasis be created in a design?


Contrasting the primary element with 3 subordinate elements. Sudden change in direction, size, shape, texture, color, tone, and line can create emphasis.


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. The viewers eye is forced to move from one to the nexy inevitable taking in the entire composition.



2. Making things similar. Using similar textures, colors, or shapes tends 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?


Differences and diversity. It's what makes a work of art interesting.


What ways can a designer add variety to a design?


An artist can vary textures, color, and shapes, and alter their contrast, tone and intensity.


Why is it important to find the right balance between unity and variety?


Too much unity can be boring. However, too much variety can look chaotic. It's important to find the right balance to have a successful effective design!


What is figure?


A form, silhouette, or shape is naturally perceived as figure. It's the part of a composition that 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?



The other elements in the composition

Why must a designer consider the composition as a whole?


Figure/ground relationship


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), 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 progression of steps.



How does rhythm help a composition/design?


It can help deliver the message by controlling the viewer's eye movement.


What is the principle of contrast?


Occurs when two related elements are different.


How can contrast help a design?

Can draw the viewer's eye into the piece and help guide the viewer through it.


What is wrong with having too much or too little contrast in a design?
 

Too much similarity becomes monotonous and boring, but too much contrast can be confusing.


What is the key to working with contrast?


To make sure the differences are obvious.


What are some common ways of creating contrast?

Create differences in size, value, color, type, texture, shape, alignment, directions, and movement.