Elements and Principles of Design Week 3

Lecture Overview Elements of Design Principles of Design Gestalt Principles

Elements of Design Texture Colour Perspective Dot Line Shape Make dots Use dots to express emotions and ideas Dot, as a basis for line Line Make and Identify different kinds of lines Use lines to express emotions, ideas and concepts Identify their use in nature and manmade objects Shape Identify and draw different shapes Identify their occurrences in nature and manmade objects Texture Actual and simulated texture Colour What is Colour Light vs. pigment Primary, Secondary and tertiary colours Qualities of colour- shade, tint, Perspective One point Two point

Principles of Design/ Visual Organization Proximity Alignment Consistency Contrast Gestalt theory Balance Symmetry (formal balance) Asymmetry (informal balance) Variety - Unity Dominance Harmony Rhythm Regular Flowing Progressive Scale Proportionality

Gestalt theory/Gestalt Principles The power of white space for grouping derives from the Gestalt principle of proximity. Gestalt principles explain how eye creates a whole (gestalt) from parts http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm

Proximity. Elements that are closer to each other are more likely to be grouped together. You see four vertical columns of circles, because the circles are closer vertically than they are horizontally.

Similarity. Elements with similar attributes are more likely to be grouped. You see four rows of circles in the Similarity example, because the circles are more alike horizontally than they are vertically.

Continuity. The eye expects to see a contour as a continuous object Continuity. The eye expects to see a contour as a continuous object. You primarily perceive the Continuity example above as two crossing lines, rather than as four lines meeting at a point, or two right angles sharing a vertex.

Closure. The eye tends to perceive complete, closed figures, even when lines are missing. We see a triangle in the center of the Closure example, even though its edges aren’t complete.

Area. When two elements overlap, the smaller one will be interpreted as a figure in front of the larger ground. So we tend to perceive the Area example as a small square in front of a large square, rather than a large square with a hole cut in it.

Symmetry. The eye prefers explanations with greater symmetry Symmetry. The eye prefers explanations with greater symmetry. So the Symmetry example is perceived as two overlapping squares, rather than three separate polygons.

Gestalt Principles of Grouping The power of white space for grouping derives from the Gestalt principle of proximity. These principles, discovered in the 1920’s by the Gestalt school of psychologists, describe how early visual processing groups elements in the visual field into larger wholes. Here are the six principles identified by the Gestalt psychologists: Proximity. Elements that are closer to each other are more likely to be grouped together. You see four vertical columns of circles, because the circles are closer vertically than they are horizontally. Similarity. Elements with similar attributes are more likely to be grouped. You see four rows of circles in the Similarity example, because the circles are more alike horizontally than they are vertically. Continuity. The eye expects to see a contour as a continuous object. You primarily perceive the Continuity example above as two crossing lines, rather than as four lines meeting at a point, or two right angles sharing a vertex. Closure. The eye tends to perceive complete, closed figures, even when lines are missing. We see a triangle in the center of the Closure example, even though its edges aren’t complete. Area. When two elements overlap, the smaller one will be interpreted as a figure in front of the larger ground. So we tend to perceive the Area example as a small square in front of a large square, rather than a large square with a hole cut in it. Symmetry. The eye prefers explanations with greater symmetry. So the Symmetry example is perceived as two overlapping squares, rather than three separate polygons. http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm

Similarity & unity Similarity. Figure on right becomes focal point because it is dissimilar (anomaly). Proximity. Unity occurs. Squares perceived as a group Squares perceived as separate

Symmetry Reflection symmetry Rotation Symmetry Translation symmetry Mirroring same element around a mirror line/central axis In nature: butterfly Rotation Symmetry rotation of same element around a common centre In nature: sunflower stem & petals Translation symmetry Location of same elements in different areas of space In nature: school of fish

Balance Implies that visual elements have a sense of weight. Large objects generally weigh more than small objects and dark objects weigh more than light colored objects. The position of the elements is also critical. We unconsciously assume the center of a picture corresponds to a fulcrum. A heavy weight on one side can be balanced by a lighter weight on the other side if the lighter weight is located at a greater distance from the fulcrum. Another way to achieve balance is through symmetry. Reflections of the landscape in still water are an example of almost perfect symmetry.

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