principles of design

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Principles of Design

Design is a visual language built on fundamental principles and

elements

The elements of design refer to “what” are used.

The principles of design refer to “how” they are used.

The Gestalt Theory of Visual Perception

The principles of design are based on the Gestalt Theory of

Visual Perception

The Gestalt Theory of Visual Perception

The whole is different from the sum of its parts.

The Gestalt Theory of Visual Perception

The Gestalt Theory of Visual Perception

Which of those two pictures is easier to remember?

The Gestalt Theory of Visual Perception

A greater image may be very different from the components

The Principles of Design

Unity

Variety

Hierarchy & Focal Point

Balance ProximityRhythm & Repetition

Scale

Unity or Harmony

To group similar elements visually and try to find the relationships that exist between them.

A design that is void of unity is usually chaotic and uncomfortable to view.

Left: Unity. Right: Lack of unity.

Variety

Too much unity is boring. The great design needs adding

different elements for visual interest or variety.

But too much variety can cause confusion.

Left: Too much variety. Right: Too much unity.

Typography in the same style and size, and a pastel color palette helped to unify.

But the central image on each is unique, helping to create variety and differentiate one title from the next.

Hierarchy and Focal Point

Hierarchy is achieved by determining dominance or

emphasizing one design element over another

It is important that one element be dominant to give the

viewer’s eye a focal point

The most dominantelement is the typography

The photograph is the most dominant element

The Indian and horse represent the largest group of shapes

Lack of clear visual hierarchy is the reason many designs fail to attract and hold a viewer’s attention

All have equal emphasis

Balance

Balance in a design refers to the equal distribution of visual weight

in a layout

Left: Balance, Right: Imbalance

Balance

Symmetrical

Asymmetrical

Radial

When one side of a design is exactly the same as the other side, it is called

symmetrical balance or classical balance or formal balance.

In an asymmetrical layout, balance is achieved with an unequal

arrangement of elements

symmetrical (left) and asymmetrical (right)

Interior Design

Symmetrical

Radial balance can be described as balance that radiates out from a central focal point. This type of balance is commonly used when a dynamic focal point is required.

Radial balance can be either symmetrical or asymmetrical depending on the location of its focal point.

Left: Asymmetrical radial balance. Right: Symmetrical balance.

Proximity

Proximity is a spatial relationship between items.The closer things are to one another, the more they must be related.

Rhythm and Repetition

Rhythm is created by repeating exact or slightly different elements

in a predictable manner. It differs from repetition in the

degree of duplication of elements and a feeling of pacing.

Repetition (left) and Rhythm (right)

Rhythm Examples

Interior Design

Scale

Scale is the size relationships between the various elements in a layout and can be used to control emphasis and hierarchy. A sense of perspective, or the illusion of depth, is an aspect of scale.

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Deadline: 5 April 2011Send to: coky.fauzi.alfi@gmail.com

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