PRINCIPLES OF DESIGN

Design - composition or organization to satisfy the artist’s intent

Unity and Variety

Unity - sense of oneness of things belonging together and making up a coherent

whole Repeating forms and spaces unite the work

Can be achieved by holding some of the visual elements constant and varying others
Visual rhyme - may be achieved through repetition of shapes

Visual unity - based on the elements of shape, line, color, etc.

Conceptual unity- based on the unity of ideas

Balance

Visual weight - apparent heaviness or lightness of form arranged in a composition, as gauged by

how insistently they draw our eyes

Symmetrical balance - the implied center of gravity is the vertical axis, an imaginary line drawn
down the center of the composition. Forms on either side of the axis correspond to one another in
size, shape, and placement.

Relieved symmetry- when the correspondence is very close but not exact
Asymmetrical balance - two sides do not match

Principles of Visual Balance

*A large form is visually heavier than the smaller form.

*A dark value form is visually heavier than a light form of the same size.

*A textured form is visually heavier than a smooth form of the same size.

*A form placed close to the central axis may be visually heavier than a similar form placed near
the outer edge of the composition.

*Two or more small forms can balance a larger one.

*A smaller dark form can balance a larger light one.

Note: Balance encourages our active participation in looking. It also helps communicate a mood
or meaning.

Emphasis and Subordination - complementary concepts

Emphasis- attention more drawn to certain parts of the composition than to others
 Focal point- emphasis on a relatively small, clearly defined area

Subordination - certain areas of the composition are purposefully made less interesting, so that
the areas of emphasis stand out.

Ways to create emphasis:

Size

Placement

Scale and Proportion - both have to do with size

Scale - size in relation to a standard or “normal “size (Normal size is the size we expect
something to be)

Proportion - size relationships between parts of a whole, or between two or more items
perceived as a unit

Hierarchy of scale - use of scale to indicate the relative importance

Rhythm - based on repetition