Principles of Design

Balance

Visual and physical balance the distribution of elements within a design

Symmetrical Balance

The elements within the design are identical in visual weight in relation to a centerline or axis.

Asymmetrical Balance

The elements within the design are not identical but are arranged to provide a balanced visual weight.

Radial Balance

Distribution of components in a circular pattern around a center point.

Emphasis

*Used to draw attention to one area
*Focal point - feature in a design that attracts the eye.

Contrast

The degree of relative difference between elements.

The three types of contrast are

• Color
• Value
• Direction

Color

Complementary colors.

Value

Lights and Darks positioned next to eachother.

Direction

Horizontal and vertical.

Rhythm

*Repeated use of line shape color texture or pattern
* A harmonious pattern or sequence.

Regular Rhythm

An element is repeated at the same repetition or interval.

Random Rhythm

The reptition of elements is random or situated at irregular invervals.

Graduated Rhythm

The repeated element is identical with the exception of one detail increasing pr decreasing with each repetition.

Graduated Rhythm

The repeated element becomes closer or further apart.

Unity

The consistent use of design elements.

Unity of Ideas

Reinforced by relating the design to the idea being expressed.

Visual Unity

Linking visual elements of the work.

Harmony

The effect of combining similar, related elements.

Economy

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