PART II

PATTERN
Pattern is the repeating of an object or symbol all
over the work of art.
Patterns are made up from different
components which are then repeated in the
same way throughout the design

A seamless pattern is one that flows

throughout without flaw in the beginning or
end: the entire pattern is a single, coherent
unit.

“color , texture, and depth”

RHYTHM
“Rhythm is the repetition of visual movement of
the elements-colors, shapes, values, forms,
spaces, texture.”
Nice!
Rhythm is created when one or more
elements of design are used repeatedly to
create a feeling of organized movement.
Rhythm creates a mood like music or
dancing. To keep rhythm exciting and
active, variety is essential.
Rhythm is created by movement implied
through the repetition of elements of art
in a non-uniform but organized way.
PROPORTION/
HIERARCHY
Proportion is the feeling of unity created when
all parts (sizes, amounts, or number)
relate well with each other.
Size matters!
By comparing the size of one object to
another, it can give more or less
importance to it. Colour, as an Element, is
also important in Proportion. An equal
distribution of colour is uninteresting to
see.
 “Proportion refers to the relative size and
scale of the various elements in a design. The
issue is the relationship between objects, or
parts, of a whole.”
Allows us to create order and organisation. Aligning
elements allows them to create a visual connection with
each other.
● allows you to arrange
elements in a way
that matches how
people naturally scan
the page
● helps balance your
image so that it’s
visually appealing
● creates a visual
connection between
related elements
2 basic alignment principles

Edge alignment naturally positions elements against a margin that matches up with their
outer edges. This is a quite common technique; even this very article uses edge alignment to
keep the text flush against the left margin.
2 basic alignment principles

Center alignment places design elements so that they line up with one another on their
center axes. Technically every shape has a center axis (though they’re generally easiest to
judge on simple, regular shapes).
Horizontal alignment includes:

1. flush-left (also called left-justified or ragged right),

2. flush-right (also called right-justified or ragged left),
3. centered, and
4. fully justified.
Centered
Center alignment works best when dealing with
just a few short lines of text. You should never
use it for full paragraphs because it makes them
more difficult to read
Flush-left
Flush left alignment is a great
choice whenever you have
large paragraphs of text; the
hard edge on the left naturally
complements the way we
read English. If your
paragraphs are flush left,
remember to keep your
headlines flush left as well.
Flush-right
Flush right alignment is much less common than other types, so it’s often used to
give elements a unique or “offbeat” look and feel.

Like with center alignment, you should avoid using flush right on large paragraphs
since the ragged left edge will make them difficult to read. With shorter lines of
text, it can help give your words extra weight and importance since it requires
more effort to read. It’s more interesting than centering everything, but overusing it
may frustrate your reader.
Justified
You’ve probably seen this technique
used in books, newspapers,
magazines and other publications.
Justification is especially useful when
working with multiple columns of text
because it helps to keep them
visually separate from one another
as well as fit more characters into a
smaller amount of space.
If you’re having these types of
issues with justification, try
using a longer line length, a
smaller font, or shorter words.
VARIETY
 Variety is the use of several elements of
design to hold the viewer’s attention and
to guide the viewer’s eye through and around
the work of art.
Unity and
Harmony
UNITY
Unity is the feeling of harmony between all
parts of the work of art, which creates
a sense of completeness.
Harmony
Harmony in graphic design is the
arrangement of elements such as:
colors, shapes, and symmetry to create
a pleasing image that works all
together.
HARMONY
To achieve this harmonious feeling, the
designer needs to make sure that every
item has a specific place and role in
the composition. Nothing should be out
of place, useless, or random.
Harmony
Can be achieve
through

- Repetition/Rhythm
- Patterns or shapes
Echo Through Color
Echo Through Typography
Echo Through Typography
Echo Through Style
 Too much unity creates monotony, too
much variety creates chaos.

You need both. Ideally, you want areas of

interest in your composition along with places
for your eye to rest.
UNITY
 Unity helps organize a visual
image, facilitating interpretation
and understanding.
2 Kinds of Unity
Visual unity – for example Conceptual unity – for
a group of elements all example an image of a
aligned to a common axis diamond, a mansion, and a pile
of mo ney might be unified
around the concept of wealth
 You first establish what the design will be
about, what the brand will stand for, and
then create elements or make public
statements that reinforce the design or
brand.

Think consistency around a central

message.

Through unity your design will be seen as a single complete

piece, as a whole and not a group of disparate parts.
The goal of your design is
to communicate a single
message or perhaps a
primary and secondary
message.
 Tips
1. Know your message, and goal.
2. All the design should complement the theme and concept and serves
its function.
a. Choice of images, color and style

3. The final and ideal test of unity is to have a design where nothing can
be added or taken away without having to rework what’s left.
 Always be thinking about the elements
you place on the page.

Why are you adding it?

Why did you choose to place it on one

side of the page as opposed to the
Guide other?

questions Why did you choose that color, font,

size, image?

Always be asking yourself these

questions and asking yourself how your
choices are enhancing the overall idea
you want to communicate.
REFERENCE
https://www.smashingmagazine.com/2015/06/design-principles-compositional-balance-symmetry-asymmetry/

https://www.getty.edu/education/teachers/building_lessons/principles_design.pdf

http://char.txa.cornell.edu/language/principl/principl.htm

https://www.wix.com/blog/2018/07/7-principles-of-design-websites/

https://www.designcontest.com/blog/back-to-the-basics-the-elements-principles-of-design/

https://www.thoughtco.com/principles-of-art-and-design-2578740

http://lthscomputerart2.weebly.com/the-elements--principles-of-graphic-design.html

https://visme.co/blog/elements-principles-good-design/

https://www.designorate.com/design-principles-repetition-pattern-and-rhythm/