Design Principles.

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Presentation transcript:

Design Principles

Design Principles Rhythm Proportion Balance Dominance Unity These principles are used to create effective products that communicate an intended message

Rhythm Repetition or alteration of elements Can create a sense of movement Can establish pattern and texture Types of Rhythm Regular Rhythm Flowing Rhythm Progressive Rhythm

Rhythm Regular: Elements similar in size, shape & spacing Flowing: Provides sense of movement & more organic in nature Progressive: Shows a sequence of forms through steps

Proportion relationship in scale between one element and another between a whole object and one of its parts

Proportion Differing proportions within a composition can relate to different kinds of balance or symmetry, and can help establish visual weight and depth

Balance Equilibrium that results from looking at images and judging them against our ideas of physical structure Comes in 2 forms Symmetrical Asymmetrical

Balance Symmetrical occurs when the weight of a composition is evenly distributed around a central vertical or horizontal axis Horizontal symmetry Approximate horizontal symmetry Radial symmetry

Balance Asymmetrical involves the arranging of objects of differing size in a composition such that they balance one another with their respective visual weights Asymmetry

Dominance Relates to varying degrees of emphasis in design Determines the visual weight of a composition, Establishes space and perspective, Resolves where the eye goes first when looking at a design

Dominance Dominant: The object given the most visual weight, the element of primary emphasis that advances to the foreground in the composition. Sub-dominant: The element of secondary emphasis, the elements in the middle ground of the composition.

Dominance Subordinate: The object given the least visual weight, the element of tertiary emphasis that recedes to the background of the composition.

Unity relationship between the individual parts and the whole of a composition.

Dominance It investigates the aspects of a given design that are necessary to tie the composition together, to give it a sense of wholeness, or to break it apart and give it a sense of variety