1. Principles of Design / part two /

2. Balance Contrast Movement, Direction 4) Economy 5) Emphasis
8 PRINCIPLES OF DESIGN
Balance
Contrast
Movement, Direction
4) Economy
5) Emphasis
6) Proportion
7) Rhythm
8) Unity & Variety

3. SCALE – OVERALL SIZE OF THE WORK
In Bed, Ron Mueck, 2005

5. SCALE – OVERALL SIZE OF THE WORK
Mount Rushmore
Two Women, Ron Mueck, 2005

6. PROPORTION – RELATIVE SIZE OF OBJECTS WITHIN THE WORK
Personal Values, Rene Margitte, 1952

7. Campbell Soup, Andy Warhol
RHYTHM – is the repetition of visual movement: colors, shapes or lines.
Campbell Soup, Andy Warhol

8. Through repetition any visual element
can take on a rhythm within a work.
“UCLA” Brochure & “Earth Day” Cover, Paul Rand, 1993

9. Visual Movement – used by artists to direct viewers through their work, often to a focal area.

10. Movement (flow) in Graphic Design
It begins & ends with the dominant element to help keep the eye moving constantly around the design.

11. Why is Movement Important?
- Helps to insure that the viewer sees everything in the correct order
- Helps to retain viewer’s interest and attention for a period of time

12. American Gothic, Grant Wood, 1930
UNITY & VARIETY
Unity is a sense of oneness, of things belonging together and making up a coherent whole.
Visual Unity (based on color, shape, line, etc.)
American Gothic, Grant Wood, 1930

13. Palais de Cristal, Joseph Cornell, 1945. Assemblage.
UNITY
Conceptual Unity (various shapes, objects, etc. are unified through a unity of ideas)
Palais de Cristal, Joseph Cornell, Assemblage.

14. Unity can be a matter of concept.
The purpose of the object unifies the design.

15. HOW TO ACHIEVE UNITY? GESTALT THEORY
Gestalt – a school of thought developed by German and Austrian psychologists to study how our mind perceives and processes visual input.
Gestalt Theory – a set of rules for artists on how to balance visual information, combine distinct parts or elements to form a whole.

16. The Flagellation of Christ, Piero Della Francesca, 1455
The principle of proximity:
Group objects to make them appear as if they belong together.
The Flagellation of Christ, Piero Della Francesca, 1455

17. Use continuity. A more subtle method of unifying a work involves
the continuation of line, edge or direction from one area to another.
The Tub, Edgar Degas, 1886

18. Have an underlying structure.
Example: use a similar grid, composition, etc.

19. Use repetition and variety.
Repeat colors, shapes, textures or objects to tie a work together.
Add some variety to make it more interesting.
Versace Collection

20. Exercises

21. Composition & Balance: Symmetrical, Asymmetrical, etc.

22. Emphasis and Visual Movement

23. Visual Flow / Movement – How Do You Read This Work?
Poster designed by Cassandre, 1924

24. Scale. How does it affect your perception of the piece?
“Cupid’s Span” by Claes Oldenburg and Coosje van Bruggen, was built in 2003 along the Rincon Park area. It resembles cupid’s bow and arrow with the arrow implanted in the ground.

25. Proportion. How does it affect your perception of the piece?
“The Enigma of Hitler”, Salvador Dali, 1939