DESIGN NOTES
Design is a visual language built on fundamental principles and elements. Design
principles use organizational rules in conjunction with the elements to create order
and visual interest.
Primary Principals: affect design as a
whole: unity, variety, hierarchy and proportion
Support Principles: affect the internal relationships of the design: scale, balance,
rhythm, repetition, and proximity
Elements: constitute the content of graphic design they can be seen and exist on the
surface or picture plan; shape, space, line, size, color, texture, and typography.
Primary Principles
UNITY AND VARIETY
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objective of any design plan is to create a sense of unity through the
organization of compositional parts.
unity controls variety
variety is necessary to create visual interest; it is the art of balancing visual
contrasts
combining elements that do not appear to have much in common
too much variety or random use can cause confusion
HIERARCHY
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arranged order, importance, emphasis, movement given to visual elements from
dominate to subordinate
determines the path the viewers eye takes as it first scans or studies a design
areas of high contrast, faces, or unusual shapes attract the eyes
need to be sensitive to viewer partiality in visual orientation, which is primarily
influenced by the way written language is read
PROPORTION
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size relationships in composition
outer proportion or dimensions have an important relationships to the internal
divisions and alignments
Supporting Principles
SCALE
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related to proportion
a. proportion = size relationships of the whole design
b. scale = relationship of size or comparisons of size from one element to
another
used to create variety and emphasis
establish visual hierarchy
BALANCE
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visual distribution of elements in a composition
a. Symmetric – same or very similar on either side of central axis
b. Asymmetric – dynamic symmetry creating balance using uneven numbers,
sizes, or kinds of elements
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managing the relationship between negative and positive space
lack of balance can create tension – not necessarily a bad thing. Could be used
to direct attention to area where something will change
normally darker images give more weight to the graphic
Rule of Thirds – divide into three equal vertical or horizontal parts. Commonly
used in advertising and now media
RHYTHM AND REPETITION
Rhythm – alternating occurrence of form and space
Repetition - follow a pattern of related or juxtaposed elements (to put side-by-side or
close together)
pattern takes form of arrangement, giving movement and natural flow to related
elements - use linear elements and varying shapes, sizes, and colors
PROXIMITY
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position and space given to placement of elements in a composition
space between two or more elements affects their relationship
closeness can cause a visual tension
touching shapes can form new hybrid shapes
farther apart causes disassociation
Elements
SHAPE AND SPACE
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figure or mass
shape possess width and length in two-dimensional designs
volume is created in three-dimensional designs
configuration of shape determines meaning:
curved = softer
angular = structured
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shapes must reflect intent of message
space – area activated by other elements
LINE
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moving path of a point
path determines quality and character of the resulting line:
straight
meandering
curve around itself
follow precise arc
line quality also determined by line tool used
also think of line as an edge
also imply lines
SIZE
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serves scale and proportion
physical dimensions
COLOR
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intrinsic hues found in light and pigment
heightens the emotional and psychological dimensions of any visual images
carry cultural meaning that immediately communicates without aid of words or
pictures
convey attitude or mood
create emphasis and variety
support an established hierarchy
cannot function as a design element on its own
TEXTURE
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quality and characteristic of the surface
creates variety and depth
enhances other elements
using direction texture can be arranged to create a pattern
patterns can then be used to create movement
TYPOGRAPHY
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dual role a. function as shape, texture, point, and line b. verbal meaning
critical that word forms communicate a verbal message as well as function
effectively as graphic elements in a composition
when type is manipulated the message is enhanced and perceived on a sensory
level
does not have to be left to right
Assignment #1 – Redesign one or create a fourth Nameplate based on the
above design principles.
Assignment #2
Helpful Links
Color Wheel Info:
Color Psychology Quiz
Color Wheel (basic)
Color Matters
Scheme Designer
Rule of Thirds:
Rule of Thirds
Digicam Help
Digital Photography Tips
Example images