ANM 104 DESIGN THEORY & PRACTICE

1. ANM 104 DESIGN THEORY & PRACTICE • Quiz • What’s New on the Class Blog • Composition, Rhythm, Balance Review • Critique of Dueling Rhythm • Unity in Visual Communications • Patterns and How The Work • Creating a Pattern for Wallpaper • Wallpaper Assignment • Reflections

3. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEWComposition: Principles of Organization Line: The direction of the line of the visual elements. Shape: The shape and proportion of the visual elements. Contrast: Degree of lightness or darkness of the visual elements. Balance: Position and orientation among the visual elements. Rhythm: Repetition among the visual elements.

4. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEWComposition: Rule of Thirds Rule Of Thirds: The objective is to stop the subject(s) and areas of interest from dividing the image in half. This is done by placing them near one of the lines that would divide the image into three equal columns and rows, ideally near the intersection of those lines. Dividing the parts of an image according to this proportion helps to create a pleasing, balanced composition.

5. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEW Asymmetrical Balance (Informal Balance) Asymmetrical Balance is achieved with dissimilar objects that have equal visual weight or equal eye attraction. Asymmetrical Balance usually has an odd number of visual elements of interest. Emotional Properties: Asymmetrical Balance visually conveys: •ACTIVITY • MOVEMENT • PROGRESSION

6. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEWSymmetrical Balance (Formal Balance) In Symmetrical Balance like shapes are repeated in the same positions on either side of a vertical, horizontal or diagonal axis. Symmetrical Balance has similar negative/positive space relationships on either side of it’s axis. Emotional Properties: Symmetrical Balance visually conveys: •PERMANENCE • STRENGTH • STABILTIY

7. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEWRadial Balance (Symmetrical or Asymmetrical) In Radial Balance the elements radiate or circle out from a common point. Radial Balance is not entirely distinct from Symmetrical or Asymmetrical Balance. It is merely a refinement of one or the other. Emotional Properties: Radial Balance visually conveys: •MOVEMENT • MOTION • ENERGY

8. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEWAllover Balance (Pattern) In Allover Balance there is no beginning and no end and no one area of visual interest or point of emphasis. Allover Balance can be distinguished by a constant, active, repetition of the same motif. Emotional Properties: Allover Balance visually conveys: •NO MOVEMENT • NO FOCUS • VISUAL MONOTONY

9. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEWLegato Rhythm Rhythm as a design principle is based on repetition of elements with similar shapes. Legato Rhythm can be characterized by smooth, soft, transitions of line and shape. Emotional Properties: Legato Rhythm visually conveys: • CONNECTIVENESS • SOMETHING FLOWING • SMOOTHNESS • CALMNESS • NURTURING • SLOW MOVEMENT

10. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEW Staccato Rhythm Staccato Rhythm can be characterized by abrupt changes with dynamic contrast. Emotional Properties: Staccato Rhythm visually conveys: • FORCEFULLNESS • ABRUPTNESS • FAST ACTION • RAPID MOVEMENT

11. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEWProgressive Rhythm Progressive Rhythm can be characterized by repetition of a shape that changes in a regular or anticipated manner. This type of rhythm is often achieved with a progressive variation of size and shape. Emotional Properties: Progressive Rhythm visually conveys: • FORWARD MOVEMENT • BUILDING OF STRENGTH • ANTICIPATED MOVEMENT • PREDICTABILITY

12. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEWAlternating Rhythm (Pattern) Alternating Rhythm can be characterized by a successive pattern made up of the same elements reappearing in a regular order. The elements alternate consistently with one another to produce a regular and anticipated sequence. Emotional Properties: Alternating Rhythm visually conveys: • CONSISITENCY • NO MOVEMENT • NO GROWTH • NO FOCUS • VISUAL MONOTONY

13. ANM 104 DESIGN THEORY & PRACTICELESSON 2 REVIEWPositive/Negative Space Relationships Negative Space is an unoccupied area of empty space surrounding the objects and elements in a composition. Positive Space is made up of the objects and elements in a composition.

15. ANM 104 DESIGN THEORY & PRACTICEASSIGNMENT SPECIFICATIONSDueling Rhythms Assignment: Portfolio Piece Create a design that successfully integrates: • Asymmetrical Balance • Line Weight Variations • Legato Rhythm • Staccato Rhythm • Positive/Negative Space Creative Process • 12 Legato Concept Thumbs • 12 Staccato Concept Thumbs • 3 Dueling Rhythm Compositional Thumbs • Best Redraw on 7.5” by 7.5” Grid Final Design Production • 7.5” by 7.5” • On Bristol Board • With Black Marker

17. ANM 104 DESIGN THEORY & PRACTICE Dueling Rhythms Critique • How well does the composition: • demonstrate the use of Asymmetrical Balance? • demonstrate the use of the Rule of Thirds? • demonstrate the use of Line Weight Variation? • demonstrate the use of Legato Rhythm? • demonstrate the use of Staccato Rhythm? • demonstrate the use of Positive/Negative Space? • Unsatisfactory • Satisfactory • Good • Exemplary

18. ANM 104 DESIGN THEORY & PRACTICE Dueling Rhythms Critique 2. Are the Creative Process pieces complete? • 12Legato small (concept) thumbnails? • 12Staccato small (concept) thumbnails? • 3Dueling Rhythm large (compositional) thumbnails? • Yes • No

19. ANM 104 DESIGN THEORY & PRACTICE Dueling Rhythms Critique 3. Were the Assignment Production Specifications followed? • Is the Dueling Rhythm Composition 7.5” by 7.5”? • Is the Dueling Rhythm Composition on the Construction Grid? • Was Black Marker used? • Yes • No 4. How do you rate the Craftsmanship? • Unsatisfactory • Satisfactory • Good • Exemplary

20. ANM 104 DESIGN THEORY & PRACTICE Dueling Rhythms Critique Assessment Criteria • Unsatisfactory: Below Average • Satisfactory: Average • Good: Above Average • Exemplary: Worthy to Use as an Example

22. ANM 104 DESIGN THEORY & PRACTICELESSON 3 OVERVIEW Unity in Visual Communications Patterns and how they work Creating a Pattern for Wallpaper Wallpaper Assignment

23. ANM 104 DESIGN THEORY & PRACTICELESSON 3 What is Unity? and why is it important in the field of visual communications?

24. ANM 104 DESIGN THEORY & PRACTICELESSON 3Unity in Visual Communications Unity means that an agreement exists among the visual elements in a composition. The Visual Elements look like they belong together. There is some sort of connection among the visual elements. The word Harmony is often used to describe Unity in a composition by saying the visual elements are in Harmony with one another.

26. ANM 104 DESIGN THEORY & PRACTICELESSON 3 Patterns and how they work.

27. ANM 104 DESIGN THEORY & PRACTICELESSON 3A Pattern is an Allover Balanced Composition In Allover Balance there is no beginning and no end and no one area of visual interest or point of emphasis.

28. ANM 104 DESIGN THEORY & PRACTICELESSON 3A Pattern is an Alternating Rhythm Composition Alternating Rhythm can be characterized by a successive pattern made up of the same elements reappearing in a regular order. The elements alternate consistently with one another to produce a regular and anticipated sequence.

29. ANM 104 DESIGN THEORY & PRACTICELESSON 3Pattern – a Definition Pattern means the repetition of an element (or elements) in a composition. An artist achieves a pattern through the use of colors, lines and shapes.

30. ANM 104 DESIGN THEORY & PRACTICELESSON 3Pattern – how it works A successful pattern is made up of the same elements reappearing in a regular anticipated order. A successful pattern should be able to be repeated both horizontally and vertically to continue in a uninterrupted sequence.

31. ANM 104 DESIGN THEORY & PRACTICELESSON 3Pattern – how it works

32. ANM 104 DESIGN THEORY & PRACTICELESSON 3Pattern – how it works

33. ANM 104 DESIGN THEORY & PRACTICELESSON 3Pattern – how it works

35. ANM 104 DESIGN THEORY & PRACTICE Reflections What is Composition in Visual Communications? What are the types of Balance and what emotional properties do they visually convey? What are the types of Rhythm and what emotional properties do they visually convey? What is Negative Space and Positive Space in a composition?