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Principles of Design

The document outlines the principles of graphic design, which include balance, movement, dominance, proportion, contrast, and unity, serving as a framework for effective communication. Each principle is explained in detail, highlighting how visual elements can be arranged and emphasized to create meaningful designs. The goal is to achieve coherence and harmony among the elements while guiding the viewer's perception.

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10 views

Principles of Design

The document outlines the principles of graphic design, which include balance, movement, dominance, proportion, contrast, and unity, serving as a framework for effective communication. Each principle is explained in detail, highlighting how visual elements can be arranged and emphasized to create meaningful designs. The goal is to achieve coherence and harmony among the elements while guiding the viewer's perception.

Uploaded by

jaincharvi0809
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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PRINCIPLES OF DESIGN

The principles of graphic design are the framework of using


elements most appropriately and effectively to create meaningful
and understandable communication

◦ Balance
◦ Movement (Rhythm)
◦ Dominance
◦ Proportion
◦ Contrast
◦ Unity
BALANCE
◦ Balance is stability or equilibrium created by an even distribution of visual weight on each
side of a central axis, as well as by an even distribution of weight among all the elements of
the composition.
Interrelated Visual Factors
◦ Visual Weight- the relative amount of visual attraction, importance, or emphasis the element
carries in a composition
◦ Position- Where you position the elements
◦ Arrangement- How you arrange the elements
TYPES
◦ Symmetry- is a mirroring of equivalent elements, an equal distribution of visual weights, on
either side of a central axis; (Approximate Symmetry)
◦ Asymmetry is an equal distribution of visual weights achieved through weight and
counterweight by balancing one element with the weight of a counterpointing element
without mirroring elements on either side of a central axis
◦ The position, visual weight, size, value, color, shape, and texture of a mark on the page must
be considered and weighed against every other mark
◦ Radial balance is symmetry achieved through a combination of horizontally and vertically
oriented symmetry.
MOVEMENT
◦ Movement refers to a representation or suggestion of motion.
◦ Guide the eye of the viewer through and around any visual message
◦ A strong and consistent repetition, a pattern of elements can set up a rhythm
◦ Regular: A regular rhythm occurs when the intervals between the elements, and often
the elements themselves, are similar in size or length.
◦ Flowing: A flowing rhythm gives a sense of movement, and is often more organic in
nature.
◦ Progressive: A progressive rhythm shows a sequence of forms through a progression of
steps.
DOMINANCE
◦ Creates visual hierarchy
◦ Varying degree of emphasis given elements in design
3 Levels
1. Dominant: The object given the most visual weight, the element of primary emphasis that
advances to the foreground in the composition.
2. Sub-dominant: The element of secondary emphasis, the elements in the middle ground of
the composition.
3. Subordinate: The object given the least visual weight
How to Achieve?
1. ISOLATION- Isolating a shape focuses attention on it
2. PLACEMENT- How viewer moves visually through a spatial composition
3. SCALE – size of the visual element
4. CONTRAST
5. DIRECTIONS, POINTERS
PROPORTION
◦ Systematic relationship of one thing to another in any given composition
◦ Integral relationship of sizes within a composition.
◦ Proportion also represents the critical relationship between one part of a composition
and another or between the whole of a composition and its size, quantity, or degree.
◦ Goal of any proportional system is to produce a sense of coherence, harmony, and
integrity among the elements.
CONTRAST
◦ Contrast is a visual principle that fundamentally provides the eye with a noticeable
difference between two things or objects
◦ It can be achieved by exaggerating the visual differences in size, shape, color, and
texture between compositional elements
◦ Enhances and makes a message more immediate and understandable to a viewer.
UNITY
◦ The concept of unity describes the relationship between the individual parts and the
whole of a composition.
◦ all the graphic elements must look as though they belong together
◦ Unity is a concept that stems from some of the Gestalt theories

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