Principles of Design

• visual element - line, shape, space, texture, color
• principles of design

  • unite and harmony
  • balance
  • hierarchy
  • scale and proportion
  • dominance and emphasis
  • similarity and contrast
• 3 types of line

  • horizontal
  • vertical
  • diagonal or curvilinear
• 3 types of shape

  • organic
  • geometric
  • open vs closed
• properties of color

  • hue
  • value
  • saturation
• 3 types of balance

  • formal or symmetrical
  • radial
  • informal or asymmetrical
• 3 types of hierarchy

  • trees
  • weight
  • nest
• Line

  • Records boundaries, conveys direction/motion
  • A mark with greater length than width, which can control a viewer's eye movement
• Horizontal line

  • suggests distance/calm
• Vertical

  • suggests height/strength
• Diagonal or curvilinear

  • creates movement/tension
• Shape

  • Result of closed lines
  • A closed line creating a self-contained 2D space
• Organic shape

  • associated with nature
• Geometric shape

  • precise, measurable  
• Space

        - Distance between/around shapes

        - Positive vs negative

  - A closed line creating a self-contained 2D space
•  Space

        - Distance between/around shapes

        - Positive vs negative

  - The empty area between and around objects
• texture

        1. Actual feel or visual approximation

        2. Makes objects seem real

  3.  The surface quality, real or implied
• Color   

        1. Excites, elicits emotion

  2. The hue with its properties of value and saturation
• Unity and harmony

  • combines similar elements
• Unity - Coherence between all parts creating harmony
• Value

  • light/dark of a color
• Saturation

  • intensity
• Formal/symmetrical - equal weight
• Radial - arranged around center
• Informal/asymmetrical - unequal weight
•  Hierarchy

  • implies importance
  •  Order of importance between elements
• Scale - Relative size relationships between elements
• Proportion - Comparative scale relationships between elements 
• Dominance and emphasis

  • highlights focal element
• emphasis

  • Making something stand out to dominate composition
• Similarity and contrast

  • leverages alike/opposite elements
• Contrast - Strong visual differences between elements 
• form - A 3D object with depth
•  Movement - The path the viewer's eye takes across a work 
• Pattern - The repetition of a shape, form or texture across a work
• Rhythm - The regular repetition of elements to create visual tempo 
• Variety - Differences between multiple elements
• Unity - Coherence between all parts creating harmony
• Negative Space - Empty space around or between subjects
• Focal Point - Part designed to attract attention first