NAJIHAH MY DESIGN: June 2015

BASIC GRAPHIC DESIGN
TASK 1: intro to principles of design

Principles of Design

The elements and principles of design are the building blocks used to create a work of art. The elements of design can be thought of as the things that make up a painting, drawing, design etc. Good or bad - all paintings will contain most of if not all, the seven elements of design.The Principles of design can be thought of as what we do to the elements of design. How we apply the Principles of design determines how successful we are in creating a work of art.

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BALANCE

Balance is the concept of visual equilibrium, and relates to our physical sense of balance. It is a reconciliation of opposing forces in a composition that results in visual stability. Most successful compositions achieve balance in one of two ways: symmetrically or asymmetrically. Balance in a three dimensional object is easy to understand; if balance isn't achieved, the object tips over. To understand balance in a two dimensional composition, we must use our imaginations to carry this three dimensional analogy forward to the flat surface.

Symmetrical balance can be described as having equal "weight" on equal sides of a centrally placed fulcrum. It may also be referred to as formal balance. When the elements are arranged equally on either side of a central axis, the result is Bilateral symmetry. This axis may be horizontal or vertical. It is also possible to build formal balance by arranging elements equally around a central point , resulting in radial symmetry.

There is a variant of symmetrical balance called approximate symmetry in which equivalent but not identical forms are arranged around the fulcrum line

Asymmetrical balance, also called informal balance, is more complex and difficult to envisage. It involves placement of objects in a way that will allow objects of varying visual weight to balance one another around a fulcrum point. This can be best imagined by envisioning a literal balance scale that can represent the visual "weights" that can be imagined in a two dimensional composition. For example, it is possible to balance a heavy weight with a cluster of lighter weights on equal sides of a fulcrum; in a picture, this might be a cluster of small objects balanced by a large object. It is also possible to imagine objects of equal weight but different mass (such as a large mass of feathers versus a small mass of stones) on equal sides of a fulcrum. Unequal weights can even be balanced by shifting the fulcrum point on our imaginary scale

Whether the solution is simple or complex, some form of balance can be identified in most successful compositions. For a further discussion of balance in design see these sites:
Symmetrical balance
Asymmetrical balance

CONTRAST

Contrast is the juxtaposition of opposing elements eg. opposite colors on the color wheel - red / green, blue / orange etc.

Contrast in tone or value - light / dark. Contrast in direction - horizontal / vertical.

The major contrast in a painting should be located at the center of interest. Too much contrast scattered throughout a painting can destroy unity and make a work difficult to look at. Unless a feeling of chaos and confusion are what you are seeking, it is a good idea to carefully consider where to place your areas of maximum contrast.

EMPHASIS/ DOMINANCE AND FOCAL POINT

Emphasis is the part of the design that catches the viewer’s attention. Usually the artist will make one area stand out by contrasting it with other areas. The area could be different in size, color, texture, shape, etc.

Dominance gives a painting interest, counteracting confusion and monotony. Dominance can be applied to one or more of the elements to give emphasis.

Focal points are areas of interest the viewer's eyes skip to. The strongest focal point with the greatest visual weight is the dominant element of the work. Elements of secondary importance could be termed sub-dominant, and elements with the least visual weight subordinate

HARMONY AND UNITY

Harmony in painting is the visually satisfying effect of combining

similar, related elements. eg. adjacent colors on the color wheel, similar shapes etc.

Relating the design elements to the the idea being expressed in a

painting reinforces the principal of unity .eg. a painting with an active aggressive subject would work better with a dominant oblique direction, course, rough texture, angular lines etc. whereas a quiet passive subject would benefit from horizontal lines, soft texture and less tonal contrast.

Unity in a painting also refers to the visual linking of various elements of the work.

MOVEMENT
Movement is the path the viewer’s eye takes through the work of art, often to focal areas. Such movement can be directed along lines, edges, shape, and color within the work of art.

Using art elements to direct a viewer's eye along a path through the artwork, and/or to show movement, action and direction. Also, giving some elements the ability to be moved or move on their own, via internal or external power.

In a still picture such as a painting or photograph, where nothing is actually moving, various strategies can be used to give the viewer a sense of movement and speed, or to move the viewer's eye through the work. These include lines, diagonals and unbalanced elements; blurring; placement; direction; and motion lines and after images.

REPETITION/RHYTHM AND PATTERN

Repetition works with pattern to make the work of art seem active. The repetition of elements of design creates unity within the work of art.

Rhythm is created when one or more elements of design are used repeatedly to create a feeling of organized movement. Rhythm creates a mood like music or dancing. To keep rhythm exciting and active, variety is essential.

Pattern is the repeating of an object or symbol all over the work of art.

PROPORTION AND SCALE

Proportion is the feeling of unity created when all parts (sizes, amounts, or number) relate well with each other. When drawing the human figure, proportion can refer to the size of the head compared to the rest of the body

Proportion is the relationship of sizes between different parts of a work. For example, how wide it is compared to how tall it is. Some proportions, such as the golden ratio and the rule of thirds, are thought to be more naturally pleasing. Scale is the size of something compared to the world in general - an artwork might be termed miniature, small scale, full scale or life-size, large scale or larger than life, or monumental.