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lecture 9 art apparition

The document outlines key principles of design, including proximity, proportion, harmony, and the balance between unity and variety. It emphasizes how these principles affect visual perception and organization in design, using examples from art and practical applications like web design and advertising. The lecture also discusses the design process and the role of the designer in creating effective and aesthetically pleasing works.

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16 views

lecture 9 art apparition

The document outlines key principles of design, including proximity, proportion, harmony, and the balance between unity and variety. It emphasizes how these principles affect visual perception and organization in design, using examples from art and practical applications like web design and advertising. The lecture also discusses the design process and the role of the designer in creating effective and aesthetically pleasing works.

Uploaded by

rfvb5qtxk4
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Creative Awareness

Lecture 9
Dr.Nivin Elrefaey
Principles of
Design – part 2
• Proximity
• Proportion
• Harmony
• Unity & Variety
Proximity .#5

O Proximity in design simply means


that objects near each other are
seen as a unit.

Ad for a Sea-food Festival


Proximity .#5
O On your web page or your business card, related
information is placed closely together and it forms a
visual unit.
Proximity .#5
Similarity, Proximity and Alignment

• Items of similar size, shape and


color tend to be grouped together
by the brain, and a semantic
relationship between the items is
formed. In addition, items in close
proximity tend to be grouped in a
similar way. In the example, notice
how much easier it is to group and
define the shape of the objects in
the upper left than the lower right
:Proximity .#5
O When we look at a painting or a web page or any complex combination of

elements, we see the whole before we see the individual parts that make up

that whole.
Proportion
Proportion is the relationship in
scale between one element and
another, or between a whole
object and one of its parts.
Differing proportions within a
composition can relate to
different kinds of balance or
symmetry, and can help
establish visual weight and
depth.
Proportion .#6
O “Proportion” is the relationship of one part to another or to the

whole with respect to size and weight.


PROPORTIO N

The comparative
relationship of one part to
another with respect to size,
.quantity, or degree; SCALE

Gustave
Caillebotte
PROPORTIONS IN DESIGN:
The Planning of a Design starts with setting on a shape, in
which design elements will be arranged. The dimension or area
of a layout is an important design decision.

The most pleasing shape is a rectangle. We frequently face this


shape in our daily lives.

For ex- Furniture, Layouts, Room, Stationary so on.

The ideal shape known as a Golden Rectangle. We can divide our


layout as a organized, pleasing & accurate.
Proportion .#6
Wine Bottle and Cheese
by John Zacchea
How is this artist, John Zacchea, showing correct
?proportion in Wine Bottle and Cheese

When comparing
the size of the
objects in the
composition, we
see that the
objects are not
too large or too
small compared
to each other.
They all have a
realistic size.
Proportion .#6

Exaggerated Proportions can be used to


convey a message / sentiment
Harmony .#7
O “Harmony” is the visually satisfying effect of combining similar or related elements.

O Adjacent colors

O Similar shapes

O Related textures

Harmony in painting is the visually satisfying effect of combining similar, related


elements. eg. adjacent colors on the color wheel, similar shapes etc.
Harmony .#7
O What are the elements that are giving the following designs a
sense of “Harmony”?
Using similar colours and saturations of those colours, this
.image of a turbulent ocean in a storm is still calming
Calming colours
create the sense of
.harmony and unity
When trying to describe Harmony as a principle in design, color has a
major role. More muted colors are much more calming and this image
using these color against a white background in no way have a busy
.appearance
Unity & Variety .#8
O “Unity” and “Variety” are complementary concerns.

O “Unity” is the appearance or condition of oneness. In design,


unity describes the feeling that all the elements in a work belong
together and make up a coherent and harmonious whole. When
a work of art has unity, we feel that any change would reduce its
quality.

O “Variety”, on the other hand, provides diversity. Variety acts to


counter unity. The sameness of too much unity is boring, and the
diversity of uncontrolled variety is chaotic, but a balance
between unity and variety creates life.
• All Parts of a
work of art
are
interrelated,
balanced,
and
organized to
achieve a
quality of
oneness
UNITY

When all the


elements and
principles
work together
to create a
pleasing
image.
Johannes Verm
What do you think Cezanne used to keep this painting, Mt.
?Victoria, unified or working together
Cezanne used blues, yellows and greens. By using related colors
(remember blue and yellow make green), the piece appears to
.work as a whole
Unity & Variety .#8

a good example of how


the principle of “Unity
& Variety” dictates Web
Design
Unity & Variety .#8
O Identify in what way the following Design represents the
principle of “Unity & Variety”?

Book Cover
Unity & Variety .#8
O Identify in what way the following Design represents the
principle of “Unity & Variety”?

Package Design: Tea Package Design: Energy Drink


Unity & Variety .#8

Glass Sculpture

Ad Campaign
variety
Variety can be shown in many ways. In this
necklace, it uses a variety of shapes (circles
and cubes) two dimensional and three
dimensional.
Variety can also be shown and displayed in
differing colours of the same objects,
multiple colours, textures etc.
The use of
differences and
change to increase
the visual interest of
.the work

VAR TY IE

Marc Chagall
Let’s look at Kandinsky’s painting. How is the artist
?showing variety in this work
Kandinsky used a variety of lines, shapes and colors to give this painting
.interest. He also overlapped some of those elements
?Where is the unity

Galatea of the Spheres, 1952


Salvador Dalí by
Jasper Johns Zero-Nine b

?What two things unify this painting


It’s just a
portrait
?right
So what
unifies
?it
Spring, from a Series
Depicting the Four
Seasons, 1573 by
Giuseppe Arcim
boldo
Andy Warhol was the
master of Pop Art, and
often used repeating
images in his works. This
work of Marilyn Monroe is
a pattern repeated but
changed with altering
colours, making the eye
follow around the image,
not making any particular
face the prominent
feature/
Fig. 3-1 p.68 ANDY WARHOL. Ethel Scull Thirty -Six Times (1963). Synthetic polymer paint silkscreen on canvas. 79 3/4” x
.”143 1/4
.……Let’s fresh
What kind of balance is illustrated in this painting
?Oriental Poppies, by Georgia O’Keefe
If you said symmetrical balance, you are correct!

If you could visually divide the paper in half. There would be a poppy on both sides. No one side dominates the pictures.
.Neither poppy appears to be more important than the other
In Francisco Goya’s, The Shootings of May Third 1801,
?where is the area of emphasis
Goya "lights" up the painting in much the same way a spotlight lights up the actors on a stage. Goya creates a very light value around
.the area he wants you to see. The man in the white shirt is the focal point of the painting. He uses value contrast to emphasize this area
What is design? Is it distinct
?from art
What is design?
To design is “to draw; to form a
plan of; to contrive; to intend; to
set apart or destine”
Usually involves conceiving a
mental plan
It covers creating a new object,
making organizational change or
both for a specific use
Aspects of design

?Designing a bridge
Aspects of design

?Designing a bridge
Left brain
Systematic and analytical
Predetermined
Based on mathematics
Precise
Aspects of design

?Designing a T-shirt
Aspects of design

?Designing a T-shirt
Right brain
Creative
Inspirational
Intuitive
Non methodical or
spontaneous
Aspects of design

?What do designers need


Understand fundamental
principles of design
Well-developed aesthetic
appreciation - visual literacy
An understanding of the
users
Technology skills
Aspects of design

Design process
 Define the design and communication
objectives
 Define the target audience
 Research the subject
 Brainstorm ideas
 Develop design strategy
 Evaluate as you go along
 Creative risk taking
Role of the designer

Client / customer
dialogue
Question assumptions
Client is not always right
Who and what are you
?designing for

Products
have symbolic
characteristics
have aesthetic
characteristics
aimed at different
aspirations
people buy for ‘what it says’
Assignment
• Create an artwork which represents at least 5
principles of Design

– Choose from projects listed below:

• Ad campaign
• Web Design (for a luxury or consumer brand)

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