Podcast #3 Principles of Design

Define principles of design? Concepts used to arrange the structural elements of a composition.

What do the principles of design affect? The expressive content, or the message of the work.

What is the principle of repetition? Repeating some aspect or element of the design throughout the entire document.

Describe ways that the principle of repetition helps the composition/audience? Acts as a visual key that ties your piece together. It controls the reader’s eye and helps keep their attention.
What are ways that you can incorporate repetition into your designs? A bold font, thick line, certain bullet, color, design element, particular format, or spatial relationship. Anything the reader will visually recognize.

What should you avoid when working with repetition? Don’t repeat so much that it is annoying or overwhelming.

What is the principle of proportion/scale? The relative size and scale of the various elements in a design.

What is the most universal standard of measure when judging size? The human body.

How can the principle of proportion/scale be used as an attention getter? Unusual or unexpected scale.

What is the principle of balance? Distribution of heavy and light elements on the page.

Which kinds of elements/shapes visually weigh heavier/greater? Large elements, irregular shapes.

What is another name for symmetrical balance? Formal balance.

Define symmetrical balance? The weight of a composition is evenly distributed around a central, vertical, or horizontal axis.

What is another name for asymmetrical balance? Informal balance.

Define asymmetrical balance? The weight of a composition is not evenly distributed around the axis.

What is the principle of emphasis? Stressing of a particular area of focus rather than the maze of details of equal importance.

What happens to a design that has no focus? Nothing stands out.

What is a focal point and how is it created? An area where the eye tends to go first.

How many components of a composition can be a focal point? One.

What ways can emphasis be created in a design? Contrasting the primary element with its subordinates. A sudden change in direction, size, shape, texture, color, tone, or line.

What is the principle of unity? The wholeness of a composition.

What three ways can unity be obtained?
1. Put objects close to one another. Viewers eye is forced to move from one to the next.

2. Make things similar using similar textures, colors or shapes to visually connect the parts of a composition.

3. Direct vision by a line that travels around the design.

What is the principle of variety? The differences and diversity. It makes a work of art interesting.

What ways can a designer add variety to a design? Vary textures, color, shapes and alter contrast, tone, and intensity.

Why is it important to find the right balance between unity and variety? Too much unity can be boring and too much variety can look chaotic.

What is figure? A form, silhouette, or shape. The part of a composition that we pay attention to.

What is another name for figure? Positive space.

What is ground? The surrounding area around a figure.

What is another name for ground? Negative space.

When a composition is abstract (has no recognizable subject) what will the figure depend on? What does that mean? The abstract relationship between visual elements. The ground.

Why must a designer consider the composition as a whole? If not, the image will be only partially designed.

What is the principle of rhythm? Continuity, recurrence, or organized movement in space and time.

How is rhythm achieved? Through orderly repetition of any element, line, shape, value, or texture.

What three ways can rhythm occur in a design?
1. Intervals between the elements, and often the elements themselves are similar in size or length.

2. With an organic or flowing sense of movement.

3. A sequence of shapes through a progression of steps.

How does rhythm help a composition/design? It can deliver the message by controlling the viewers eye movement. Also add life.

What is the principle of contrast? Occurs when two related elements are different.

How can contrast help a design? Can draw the viewers eye into the piece and guide the viewer through it.

What is wrong with having too much or too little contrast in a design? Too much similarity becomes monotonous and boring. Too much contrast can be confusing.

What is the key to working with contrast? To make sure the differences are obvious.

What are some common ways of creating contrast? Creating differences in size, value, color, type, texture, shape, alignment, direction, and movement.