1. Unit 2: Identifying design elements when preparing graphics
Design Principles
Unit 2: Identifying design elements when preparing graphics

2. Design Principle: Figure and ground
The Gestalt principle of figure/ground is fundamental to design because this relationship shapes our visual perception. A figure (form or foreground) is always seen in relation to its ground (what surrounds the figure, or background).
We are used to seeing the figure/ground relationship in a certain way, such as black type on a white background, or a person standing in front of a scenic landscape.
We apply meaning to everything we see by organizing our visual fields into figures and grounds. You can create visual interest by changing the typical figure/ground relationship.
Design Principle: Figure and ground

3. Design Principle: Balance, symmetry and harmony
Balance and symmetry work hand in hand. The basic definition of balance in design is the even or proportional distribution of elements within the design landscape.
Balance and symmetry can be used to achieve design harmony: the adaptation of elements in relation to one another to form a pleasing, coherent whole.
Types of symmetry: horizontal/vertical symmetry, diagonal symmetry, and radial symmetry or conversely, asymmetric formations
Design Principle: Balance, symmetry and harmony

4. Design Principle: Alignment and proximity
Alignment is the arrangement of elements in lines. Alignment draws the eye along lines formed by the elements. By using alignment, designers and photographers can focus the viewer’s attention.
Proximity in design is grouping similar elements together. The viewer’s eye sees similarly grouped objects as a single unit. Proximity organizes information and provides structure for the design.
Design Principle: Alignment and proximity

5. Design Principle: Working with a grid
Structure is the plan on which a design is built. (Generally denoted as a grid)
Begins with a measured distance in two directions
Proportional (height-to-width ratio)
A grid is a network of lines; a structured field that divides space into smaller increments.
Acts as a guide for placement of elements in the design
Helps to unify the composition
Enables white (negative) space to actively participate in the design
Design Principle: Working with a grid

6. Design Principle: Rule of thirds
The rule of thirds is applied by aligning the subjects of your design with the guidelines and their intersection points.
The guideline proposes that an image should be imagined as divided into nine equal parts by two equally-spaced horizontal lines and two equally-spaced vertical lines, and that important compositional elements should be placed along these lines or their intersections.
Design Principle: Rule of thirds

7. Design principle: Point, line and plane
Points, lines, and planes are the fundamental elements of design.
A point is a dot, and it marks a position in the design space. A line can be thought of as a string of connected dots. A plane is a two-dimensional flat surface.
A line forms whenever two dots are connected or wherever two planes meet. It can also be the space between planes or shapes.
Design principle: Point, line and plane

8. Design principle: What lines do
Describe form and connect one element to another
Enclose and divide space
Control the viewer’s eye as it moves through a composition or space
In 3D, control both sight and physical navigation through the space
Create a sense of movement and establish direction
Design principle: What lines do

9. Design principle: Shape, form and scale
A closed line forms a shape, which is one type of plane. A visually perceived area is bounded by an enclosed line or designated by a change in edge color and/or value.
A shape is a planar form that has two dimensions: height and width.
Shapes with mathematical definitions—circles, squares, triangles, rectangles, stars, and polygons—are the building blocks of design.
Scale is the relative size of nearby design elements. Scale is a powerful tool for creating a visual hierarchy and visual interest.
Design principle: Shape, form and scale

10. Design principle: Shape relationships
Shapes can be combined to form new shapes.
Detached: Side-by-side; not touching
Touching: Edges meet; no interval (space between)
Overlapped: Top shape hides part of shape underneath
Penetrates: Overlapped; appears transparent
Unites: Overlapped; combines into new shape
Subtracts: Overlapping shape removes part of shape underneath
Intersects: Only the overlapped area is visible
Divides: When shapes overlap, they explode or fragment into multiple shapes, each treated separately
Design principle: Shape relationships

11. Design principle: Positive and negative space
Positive space is occupied. Negative space is unoccupied.
Positive shape is the perceived area that occupies space by some shape or figure.
Negative space is the perceived area surrounding a figure (ground, background).
Design principle: Positive and negative space

12. Design principle: texture
Texture relates to the tactile qualities of a design. Texture can be physical or optical. The feel of paper is its texture. The appearance of roughness or smoothness is a design’s texture.
Texture adds visual interest, establishes a mood, and draws the viewer into the design.
Design principle: texture

13. Design principle: CONtrast
Contrast is the difference between two nearby elements. The difference can be color, texture, scale, or shape.
Contrast gives an image or a design visual interest. A good rule of thumb is to use high contrast if you use it at all. If the design elements look too similar, the visual interest is lost.
Design principle: CONtrast

14. Design principle: white space
White space is also sometimes referred to as negative space because of the lack of content.
White space can be used as a design element to balance and give your eyes a place to rest. It can also be used as a space for other elements to be placed, such as text, logos, and animations.
White space doesn’t have to be white—a sky, ground, or any solid block of color can serve the same purpose.
Design principle: white space

15. Design principle: repetition
Repetition is the reuse of identical or similar design elements throughout a design.
Repetition can be created with color, type, shapes, and/or texture. Repetition conveys unity and organization.
Design principle: repetition

16. Design principle: rhythm
Rhythm is a strong, regular, repeated pattern, usually of movement or sound. Think of a drumbeat or skipping rope.
In design, rhythm is achieved with design elements: color, tone, texture, scale, and so on. Rhythm can be punctuated by sporadic variations in the pattern.
Design principle: rhythm

17. Design principle: movement
In visual design, the illusion of movement is shown by shapes, lines, and curves within the image, which lead the eye in different directions.
Another way to create movement is by combining rhythm and repetition.
Design principle: movement

18. Design principle: Emphasis
When you call attention to a design element, this is called emphasis. It can be created with bold or large type, color or size, or contrast.
The element that is emphasized is called the focal point. Emphasis is used to create hierarchy, which is a way of organizing design elements by relative importance.
Design principle: Emphasis

19. Design principle: hierarchy
Hierarchy is an arrangement of items in order of importance. Hierarchy is expressed by emphasizing the structure of the design.
Hierarchy can be simple or complex, rigorous or loose, flat or highly articulated.
Design principle: hierarchy