PRINCIPLES OF DESIGN

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PRINCIPLES OF DESIGN

• There are four principles of design. These
  principles help to determine how to use the
  DESIGN ELEMENTS. They are

• Balance
• Emphasis

• Rhythm
• Unity

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BALANCE

• Balance is an equal distribution of weight. In
  graphics, this applies to visual weight.
• There are two basic approaches to balance
• Symmetrical
• Asymmetrical

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SYMMETRICAL BALANCE

• Symmetrical Balance can be described as a central
  axis dividing the composition in the middle,
  horizontally or vertically, with the same design
  on both sides. We would think of this as a mirror
  reflection.

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ASYMMETRICAL BALANCE

• Asymmetrical balance is an arrangement of
  unlike objects of equal weight on each side of
  the page. Color, value, size, shape, texture, and
  placement can be used as balancing elements.

Asymmetrical balance with the use of color.
Gauguin, Paul. Two Women on a Beach. 1891. Oil on
canvas, 27 x 35 1/2. Louvre, Paris.
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ASYMMETRICAL BALANCE
Asymmetrical balance with the use of.
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ASYMMETRICAL BALANCE
Asymmetrical balance with the use of..
Degas, Edgar. L'etoile La danseuse sur la scene
(The Star Dancer on Stage). 1878. Pastel on
paper, 23 5/8 x 17 3/8 in Musee d'Orsay, Paris
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ASYMMETRICAL BALANCE
Asymmetrical balance by the use of..
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ASYMMETRICAL BALANCE
Asymmetrical balance by the use of
Degas, Edgar. Dancers Practicing at the Bar.
1877. Oil on Canvas. 29 3/4 x 32. Metropolitan
Museum of Art .
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RHYTHM
Rhythm is a pattern created by repeating elements
that are varied. Repetition and variation are the
keys to visual rhythm. Placing elements in a
layout at regular intervals creates a smooth,
even rhythm and a calm, relaxing mood. Sudden
changes in the size and spacing of elements
creates a fast, lively rhythm and an exciting
mood.
Regular Rhythm
Progressive Rhythm
arts.osu.edu/.../veronica_vizcarra.jpg
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RHYTHM

• Alternating Rhythm

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EMPHASIS

• Emphasis is what stands out or gets noticed
  first. Every layout needs a focal point to draw
  the viewers eye to the important part of the
  layout. Generally, a focal point is created when
  one element is different from the rest.

Emphasis by color and size
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EMPHASIS
Emphasis by contrast
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EMPHASIS
Emphasis by isolation
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UNITY

• Unity helps all the elements look like they
  belong together. We can unify elements by
  grouping elements close together so that they
  look like they belong together. Repetition of a
  color, shape or texture can also be used to
  create unity.