Podcast #3 Principles of Design

Define principles of design?
Concepts used to arrange the structural elements of a composition.
What do the principles of design affect?The expressive content or the message of the work.


What is the principle of repetition?
Repeating some aspect or element of the design throughout the entire document. A visual key that ties the piece together.

Describe ways that the principle of repetition helps the composition/audience?
It controls the readers eye and helps keep their attention on the piece. Hels the viewer navigate through the piece, helps unify and strengthen different parts.


What are ways that you can incorporate repetition into your designs?
Bold font, thick line, certain bullet, color, design element, particular format, or spacial relationship.


What should you avoid when working with repetition?
Repeating so much that it becomes annoying or overwhelming.


What is the principle of proportion/scale?
The relative size and scale of the various elements in a design.


What is the most universal standard of measure when judging size?
The human body.


How can the principle of proportion/scale be used as an attention getter?
When it's unusual or unexpected scale.


What is the principle of balance?
The distribution of heavy and light objects on the page.


Which kinds of elements/shapes visually weigh heavier/greater?
Large elements, and irregular shapes.


What is another name for symmetrical balance?
Formal balance


Define symmetrical balance?
When the weight of a composition is evenly distributed around a central vertical or horizontal axis.


What is another name for asymmetrical balance?
Informal balance.


Define asymmetrical balance?
When the weight of a composition is not evenly distributed around the axis.


What is the principle of emphasis?The stressing of a particular arc of focus rather than the maze of details of equal importance.


What happens to a design that has no focus?
Nothing stands out.


What is a focal point and how is it created?
Area where the eye tends to go first.


How many components of a composition can be a focal point?
One.


What ways can emphasis be created in a design?
By contrasting the primary element with a subordinate. By sudden change in direction, size, shape, texture, color, tone, or line.


What is the principle of unity?The wholeness of a composition.


What three ways can unity be obtained?
1. Put objects close to one another in a composition.

2. Make things similar.

3. direct vision by a line that travels around the design, this can be a true line or suggested.

What is the principle of variety?
Pertains to differences and diversity, it's what makes a work of art interesting.


What ways can a designer add variety to a design?
They can vary textures, color, and shapes, and alter their contrast, tone, and intensity.


Why is it important to find the right balance between unity and variety?
Too much unity can be boring, but too much variety can look chaotic.


What is figure?
A form, silhouette, or shape.


What is another name for figure?
Positive shape.


What is ground?
The surrounding area around the figure.


What is another name for ground?
Negative space.


When a composition is abstract (has no recognizable subject) what will the figure depend on? What does that mean?The abstract relationship between visual elements.


Why must a designer consider the composition as a whole?
To make sure the figure and ground are working together.


What is the principle of rhythm?
Organized movement in space and time.


How is rhythm achieved?
Through the orderly repetition of any element, line, shape, value/tone, or texture.


What three ways can rhythm occur in a design?
1. Intervals between the elements and the size and length of the elements themselves.

2. With a more organic or flowing movement.

3. With a sequence of shapes through a progression of steps.

How does rhythm help a composition/design?
By controlling the viewer's eye movement. Also adds life and interaction.


What is the principle of contrast?
When two related elements are different.


How can contrast help a design?
Draws the viewers eye into a piece and guides them through it. Adds visual interest.


What is wrong with having too much or too little contrast in a design?
With too much it can be confusing, with too little, it can be monotonous and boring.


What is the key to working with contrast?To make sure the differences are obvious.

What are some common ways of creating contrast?
Creating differences in size, color, value, type, texture, shape, alignment, direction, and movement.