1. Elements and Principles of Design
Week 3

2. Lecture Overview Elements of Design Principles of Design
Gestalt Principles

3. 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

4. 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

6. 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

7. 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.

8. 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.

9. 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.

10. 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.

11. 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.

12. 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.

13. 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.

14. 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

15. 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

17. 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.

18. Old Voltic
New Voltic