Define principles of design?Concepts used to arrange the structural elements of a composition
What do the principles of design affect?
Affects the expressive content of the message of the work
What is the principle of repetition?Repeating some aspect or element of the design throughout the entire document
Describe ways that the principle of repetition helps the composition/audience?Helps the viewer navigate through the piece. Helps unify and strengthen separate parts
What are ways that you can incorporate repetition into your designs?Repetitive elements, bold font, thick line, certain bullet, color, design element, particular format, spatial relationship
What should you avoid when working with repetition?Important not to repeat so much that it becomes annoying or 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?Human body because we judge appropriateness of size by that measure
How can the principle of proportion/scale be used as an attention getter?Usually scaled to a size that the makes the viewer look smaller. The proportions of a private gome are more in scale with the human measure. It appears more friendly and comfortable and less intimidating
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 bear greater weight than regular 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. When there are identical elements on both sides of the axis. Creates a secure, safe feeling
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. When both of the central axis are identical. One dominant form that is offset by many smaller ones. More tension
What is the principle of emphasis?Stressing of a particular area of focus rather than the maze of details or equal importance
What happens to a design that has no focus?Nothing stands out
What is a focal point and how is it created?Create a center of interest. Area where the eye tends to go first. Created by making one element dominant with all other areas contributing but subordinate
How many components of a composition can be a focal point?No more than one. When several are used, the emphasis is canceled out
What ways can emphasis be created in a design?Contrasting the primary element with a subordanite
What is the principle of unity?Wholeness of a composition.
What three ways can unity be obtained?
1. Put objects close to one another
2. Make things similar using color or shape
3. Direct vision by a line that travels around the design
What is the principle of variety?Pertains to the differences and diversity. What makes a work of art interesting
What ways can a designer add variety to a design?Vary texture, 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. You have to find the right balance to have a successful design
What is figure?Form, silhouette, or shape is called the figure. The part of a composition that we pay attention to
What is another name for figure?Positive space
What is ground?Surrounding area around in image
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?Depends on the abstract relationship between visual elements. It means the difference between how abstract they are
Why must a designer consider the composition as a whole?The figure/ground relationships are so important
What is the principle of rhythm?Continuity. recurrences, or organized movement in space and time
How is rhythm achieved?Through the orderly repetition of any element, line, shape, value (tone), or 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. Organic, flowing sense of movement
3. Sequence of shapes through a progression of steps
How does rhythm help a composition/design?Can help deliver the messages by controlling the viewers eye movement. Also add life and interaction to an otherwise inanimate layout
What is the principle of contrast?Occurs when two related elements are different. The greater the difference, the greater the contrast
How can contrast help a design?Can draw the viewers eye onto the page and help guide the viewer through it
What is wrong with having too much or too little contrast in a design?Too little can make it monotonous and boring. Too much can make it confusing
What is the key to working with contrast?Make sure that the differences are obvious
What are some common ways of creating contrast?
Size, color, value, type, texture, shape, alignment, direction, and movement
