1. Elements and Principles of Art & Design
AVI 101

2. The Principles of Design

3. Principles of Design
When two or more elements of art are used in a composition, they begin to interact.
The Principles of Design are the laws that govern the way that line, shapes, colour and/or other elements combine for certain emotional or aesthetic effects.
In other words: the “Principles of Design” are the basic rules we follow to make the painting, drawing, design, look interesting and help explain the artist’s message or idea.

4. Principles of Design 7 principles of design are used to create art:
Balance
Emphasis
Contrast
Rhythm
Movement
Pattern
Unity

5. Principles of Design: BALANCE
Balance is the visual arrangement of the elements of art in such a way that the art seems equal in weight and importance.
Balance makes a design or painting more visually comfortable for viewers.

6. Principles of Design: BALANCE
There are 3 types of Balances.

7. Principles of Design: BALANCE
Symmetrical Balance: The parts of an image are organized so that one side mirrors the other.
“The Last Supper” by Leonardo Da Vinci
“Relativity” by M.C. Escher

8. Principles of Design: BALANCE
Asymmetrical Balance: When one side of an image does not reflect the design of the other.
“The Great Wave off Kanagawa” by Katsushika Hokusai
“Starry Night” by Vincent Van Gogh

9. Principles of Design: BALANCE
Radial Balance: Based on a circle with its design extending from center.
“Lucas II” by Chuck Close

10. Principles of Design: Emphasis
Emphasis is the focal point of an image, or when one area or thing stands out the most.
Emphasis is used by the artist to control what part of the artwork the viewer sees and focuses on the most.
“Follow Your Dreams” by Bansky

11. Principles of Design: Emphasis
There are 3 techniques to show emphasis:
Emphasis = Emphasis of
SIZE
“All Violence” by Barbara Kruger

12. Principles of Design: Emphasis
There are 3 techniques to show emphasis:
Emphasis = Emphasis of COLOUR
“M.C. Escher” by Evelien

13. Principles of Design: Emphasis
There are 3 techniques to show emphasis:
Emphasis of LINE
“Grant Wood 10” by Grant Wood

14. Principles of Design: Contrast
Contrast is created when the artist makes a difference in value, colour, shape, line, form or space.
Contrast points out the differences in the art work.

15. Principles of Design: Contrast
Use of values can create contrast
Kumi Yamashita
“Lucem 2” By Juergen Teller

16. Principles of Design: Contrast
Use of colour can create contrast
“Marilyn Monroe” By Andy Warhol

17. Principles of Design: Contrast
Use of texture can create contrast
Unknown Artist
“Vanita” By: Pieter Claesz

18. Principles of Design: Rhythm
Rhythm is the repeating of elements in an art work to create a visual tempo.
Rhythm is achieved through the careful placement of repeated components which invite the viewer's eye to jump rapidly or glide smoothly from one to the next.

19. Principles of Design: Rhythm
“Campbell’s Soup Cans” by Andy Warhol

20. Principles of Design: Rhythm
“Visual Worlds” by M.C. Escher

21. Principles of Design: Movement
Movement is the use of elements to create the illusion of action.
Movement adds excitement and directs the viewers eye throughout the art work.
“Celestial Movement” by Gillian Short

22. Principles of Design: Movement
Jackson Pollock

23. Principles of Design: Movement
“The Scream” by Edward Munch
“Playing In The Water” by Enzo Penna

24. Principles of Design: Pattern
Pattern is the repeating of any elements in a planned or random order to make the art more exciting.
Patterns can vary in colour, size, and placement.
Giuseppe Arcimboldo

25. Principles of Design: Pattern
Takashi Murakami

26. Principles of Design: Pattern
“Golconda” by Rene Magritte

27. Principles of Design: Unity
Unity is when all the elements and principles work together to make a visually pleasing art work.
Unity encourages the viewer’s eye to move throughout the art work without difficulty.
“Woman Holding A Balance” by Johannes Vermeer

28. Principles of Design: Unity
“Composition” by Wassily Kandinsky

29. Principles of Design: Unity
“Dogs Playing Poker” By Cassius Marcellus Coolidge

30. Principles of Design: Unity
“Street in Agueda, Portugal” By Cristina Ferreira