Principles of Design

1. Principles of Design

2. Paul Rand“What is good Art or Design?”

3. Balance Contrast Movement 4) Economy 5) Emphasis 6) Proportion 7) Rhythm 8) Unity & Variety 8 PRINCIPLES OF DESIGN

4. Why do we need design principles? • Help us to communicate ideas clearly • Make design elements work well together (to create a unified whole). • Help us to add structure to our designs

5. BALANCE In general is seen as equal visual weight. It can help us to decide how to interpret a work of art. Norwegian Flyer for a Chair Norwegian Flyer for a Chair

6. BALANCE • We have sense of balance since we were kids. We learned how to walk. Lack of balance disturbs us. Sense of balance is innate. • On the left, the shelves don’t extend too left or right, in order to have balance. Give a sense of stability.

7. BALANCE • We always assume a center vertical axis and use it as fulcrum on a scale. • We try to find out if the artwork has sense of equilibrium. • The above design gives audience a vague uneasiness or dissatisfaction result.

8. BALANCE • The center line works as the fulcrum of pendulum • The shapes were hung from this point and settled into an equilibrium

9. Different Types of Balance Symmetrical Balance: - an even placement of visual weight in the design Asymmetrical Balance: - creates a sense of imbalance & tension - gives a dynamic suggestion of movement - space and shapes don’t need to be evenly dispersed on a page Radial Symmetry: - relates to images emitting from a point

10. Symmetrical Balance – The vertical axis is the implied center of gravity. Forms on either side of the axis correspond to one another other in size, shape and placement. Deer’s Skull with Pedernal, Georgia O’Keeffe, 1936

11. SYMMETRICAL BALANCE The Two Fridas, Frida Kahlo, 1939

12. ASYMMETRICAL BALANCE 2 sides do not match, but the image seems to be well balanced because the visual weight in the two halves is similar. Death and Life, Gustav Klimt, 1911

13. ASYMMETRICAL BALANCE • Since black is always heavier than white, the black area occupies fewer space and the white area occupies more space. So that, both are balance • The people line is diagonal and perpendicular to the lines of rain. • Those diagonal rain lines makes white area more spacious. • This kind of photo layout always appears on magazine and newspaper

14. Why is Balance Important? A design can be ruined by poor balance! Balance should not be 50/50 in a boring mathematical sense. How to Achieve Balance? Colors: all colors have visual weight Baby Blue = Light; Brown = Heavy

15. How to Achieve Balance? Shapes: squares can appear heavier than circles, etc. Lines: thick lines appear heavier than thin lines Size: larger = heavier

16. ASYMMETRICAL BALANCE A larger form is visually heavier than a smaller form. • A dark form is usually • heavier than a light • form of the same size.

17. ASYMMETRICAL BALANCE • A textured form appears • heavier than a smooth • form of the same size. • Two or more small • shapes can balance • a larger one.

18. ASYMMETRICAL BALANCE • A complex form is visually • heavier than a simple one • of the same size. • A smaller darker form • can balance a larger • light form.

19. How do you achieve balance if you don’tplace objects in the center? 1. Apply the Rule of Thirdsa) create a grid that tri-sects the image horizontally and vertically b) objects should be put at points where lines intersect c) objects should be aligned along common axis

20. “The Rule of Thirds” - Video

21. 2. Balance positive & negative space a) pay attention to negative space (it’s weight, mass) b) negative space defines subject c) pay attention to the frame (paper edge, image edge)

22. Contrast – refers to differences in values, colors, textures, shapes, & other elements - can create visual excitement - can help add interest to the work

23. The juxtaposition of opposing elements. CONTRAST Death and Life, Gustav Klimt, 1911

24. Find 8 Different Types of Contrast Below Still Life with Apples and Peaches, Paul Cezanne, 1905, oil on canvas

25. 8 Types of Contrast (Ex: Cezanne’s work): - intricate pattern vs. no pattern - hard edge vs. soft edges - dark, middle and light values - pure colors vs. muted colors - cool colors vs. warm colors - textured surface vs. smooth surface - organic shapes vs. geometric shapes - large shapes vs. small shapes

26. Use of Contrast in Art and Design…

27. Use of Contrast in Art and Design…

28. CONTRAST IN CONTENT

29. CONTRAST IN CONTENT

30. CONTRAST IN CONTENT • Small photos on the left and large photo on the right are one kind of balance. • It is contrast, too. Cos small vs. large • In the use of color, the designer used high contrast black and white photos • In typography, one large letter vs. small paragraphs • He used red frame to make small photos more outstanding.

31. CONTRAST IN CONTENT • Loneliness vs. crowd • Black & white vs. colors

32. CONTRAST IN CONTENT • Large colorful photo on the left vs. plain white background on the right. • A small paragraph vs. many paragraphs

33. Emphasis– our attention is drawn to certain parts of the composition or one area. Focal Point– when the emphasis is on a relatively small, clearly defined area. “NY I Love You” Movie Poster

34. EMPHASIS • This picture emphasis the grapefruit at center stage.Why? • Cos the shape is large, centered, light and yellow (compared with darker gray surroundings) • All these elements bring our focus to the main character. This is the concept of focal point.

35. EMPHASIS • Focal pt. = red turtle • Contrast of size and color. Women’s gaze • Very small size can draw attention too. • Need to think of surrounding too. What if the woman has yellow long hair or the blue strip is bright orange color? The focal point will be gone.

36. Subordination– certain areas of the image are purposefully made less interesting to allow other, more important areas to stand out.

37. Emphasisin Graphic Design - is also known as dominance - the first thing the eye sees on a design - to create dominance and focus in an artwork - artists can emphasize color, value, shapes, or other art elements to achieve dominance - various kinds of contrast can be used to emphasize a center of interest Emphasis– What is It Used For?

38. Still Life with Compotier, Pitcher, and Fruit, Paul Sezanne, 1892-94

39. Emphasis– Why is it Important? - by creating a specific starting point on the design you can let the viewer know where to start looking - help the viewer get info in the correct order, etc. - grab the viewer’s attention “Amelie” Movie Poster

40. Emphasis– What to Avoid? • Be careful that your dominant element doesn’t • overwhelm the whole image. • Many dominant features in a view can be distracting; the eye is drawn from one to another without the opportunity to focus on one major element.

41. EMPHASIS • Obviously, the focal pt. is the tree. You can use more than 1 focal point. • At here, the second tree and beetles car are another focal pts. • The dark background of beetles make the car standing out. • But Avoid to use too many focal points. It creates confusion. • REMEMBER: when everything is emphasized, nothing is emphasized.

42. Compare the 2 flyers below