Principles Of Design Notes August 30, 2010

1. Balance

1. Visual equilibrium/stability
2. Symmetric balance- equal weight on equal sides of a central point in a composition. Also known as formal balance.
3. Asymmetrical balance- what objects of different visual weight balance each other. Also known as informal balance.

2. Proportion

1. The relationship between objects or parts of a whole (size and scale)
2. The human body’s ideal proportions have changed throughout the centuries (large hips and heavier to extremely slender).

3. Rhythm

1. Timed movement throughout space which helps to create predictability in a composition
2. Depends on pattern and movement
3. Linear rhythm (flow of the line), repetition (use of patterns), Alternation (sequence of repeated motifs), and gradation (motifs that relate to one another based on a progression of steps).

4. Emphasis

1. The location of a composition that most intensely demands the viewers attention. Also called the point of focus.
2. Emphasis can be achieved in a number of ways: color, size, contrast, shape, texture, etc.

5. Unity

1. The sense that all parts of a composition are working together. It essentially summarized all the principles of design.
2. Consistency of form and color help to create unity in a composition.
3. The purpose of an object unifies the design

Elements of Design Notes

1. Point

1. Point of orientation of a piece
2. The mind automatically connects points
3. Gestalt theory- concept that the eye/mind group points into meaning.
4. Closure, continuity, similarity, and proximity

2. Line

1. A mark made with purpose to its direction, weight, and variations in its direction.
2. Can be symbolic and is used in both visual and verbal language
3. Lines can also exist by implication- edges or outlines.
4. Can communicate emotion through its character and direction.
5. Horizontal lines- feeling of rest of repose.
6. Vertical- feeling of loftiness and spirituality.
7. Diagonal lines- feeling of movement and direction.

3. Form

1. When lines are combined they create form and value.
2. Areas or masses that define objects.
3. Two dimensional has width and height
4. Three dimensional has width, height and depth.
5. Organic v. Geometric
6. Irregular/asymmetric v. Naturally occurring
7. Geometric- squares, circles, cubes, etc.
8. Realistic/Naturalistic v. Abstract
9. Everyday objects and environments v. Images that are difficult to identify.
10. Form can also be defined as a change in texture or hue

4. Movement

1. Operates in the 4th dimension (time). Objects are relocated over a period of time to create movement.
2. Can be literal or compositional
3. Motion pictures (literal movement), paintings (implied movement), mobiles (sculptures that actually move).
4. Also consider how the viewers eye moves through a composition (compositional movement).
5. Static (jumps b/n separate compositions) v.  Dynamic (smooth flow of the eye through a composition)

5. Color/Color Psychology

1. There are many cultural traditions tied to colors that vary from country to country.
2. Every color connects to different types of behaviors and emotions (see webpage for descriptions)

6. Pattern

1. A repeating unit of shape or form
2. The “skeleton” of a composition
3. Grids provide a foundation for a structure and depending on the way points are connected on the grid, patterns are made
4. Meander- relates to the idea of flow. Built on the repetition of an undulating line.
5. Branching- mainly seen in the plant world.
6. Packing and cracking- when compacted cells define each others shape.

7. Texture

1. The quality of an object based on touch
2. Can be suggested in an image (implied)
3. All surfaces can be described in terms of texture.