Principles of Design. Paul Rand “What is good Art or Design?” “What is good Art or Design?”

Principles of Design

Paul Rand“What is good Art or Design?”

1) Balance

2) Contrast

3) Movement, Direction

4) Economy

5) Emphasis

6) Proportion

7) Rhythm

8) Unity & Variety

8 PRINCIPLES OF DESIGN

Why do we need design principles?

• Our goal - is to learn how to communicate clearly, make design elements work well together to produce clear and concise messaging (a unified whole).

• Design principles are rules that help to structure elements on a page.

In general is seen as equal visual weight (“heaviness” or “lightness” of the forms arranged in a composition).

Balance can help us to decide how to interpret a work of art.

Norwegian Flyer for a Chair Norwegian Flyer for a Chair

BALANCE

Different Types of BalanceSymmetrical Balance: - an even placement of visual weight in the design

Asymmetrical Balance:- creates uneven spaces, a sense of imbalance &

tension - gives a dynamic suggestion of visual movement - refers to a psychological or “felt” balance- space and shapes don’t need to be evenly dispersed on a page

Radial Symmetry:- relates to images emitting from a point (Ex: like ripples from a pebble tossed into a pond)

Symmetrical Balance – The vertical axis is the implied center

of gravity. Forms on either side of the axis correspond to one

another other in size, shape and placement.

Deer’s Skull with Pedernal, Georgia O’Keeffe, 1936

Tibetan Mandala – “world in harmony”

The Two Fridas, Frida Kahlo, 1939

SYMMETRICAL BALANCE

2 sides do not match, but the image seems to be well balanced because the visual weight in the two halves is similar.

Death and Life, Gustav Klimt, 1911

ASYMMETRICAL BALANCE

Why is Balance Important?Balance is vital. A design can be ruined by poor balance!Balance should not be 50/50 in a boring mathematical sense. Different elements should add up to balance.

How to Achieve Balance?Colors: all colors have visual weight

Baby Blue = Light; Brown = Heavy

How to Achieve Balance?Shapes: squares can appear heavier than circles, etc.

Lines: thick lines appear heavier than thin lines

Size: larger = heavier

1. A larger form is visuallyheavier than a smallerform.

2. A dark form is usuallyheavier than a lightform of the same size.

ASYMMETRICAL BALANCE

3. A textured form appearsheavier than a smoothform of the same size.

4. Two or more smallshapes can balancea larger one.

ASYMMETRICAL BALANCE

5. A complex form is visuallyheavier than a simple oneof the same size.

6. A smaller darker formcan balance a largerlight form.

ASYMMETRICAL BALANCE

How do you achieve balance if you don’tplace objects in the center?

1. Apply the Rule of Thirds a) create a grid that tri-sects the image horizontally and vertically

b) objects should be put at points where lines intersect

c) objects should be aligned along common axis

“The Rule of Thirds” - Videohttp://www.peachpit.com/podcasts/episode.aspx?e=3cf32bfb-fb67-4109-9f03-4b000558036e

2. Balance positive & negative space a) pay attention to negative space (it’s weight, mass)

b) negative space defines subject

c) pay attention to the frame (paper edge, image edge)

Contrast – refers to differences in values, colors, textures, shapes, & other elements

- can create visual excitement- can help add interest to the work

If all the art elements - value, for example - are the same, the result is monotonous & unexciting.

The juxtaposition of opposing elements. Ex. opposite colors on the colorwheel - red / green, blue / orange, etc. Contrast in tone or value – light

vs dark. Contrast in direction – horizontal vs vertical.

Death and Life, Gustav Klimt, 1911

CONTRAST

Find 8 Different Types of Contrast Below

Still Life with Apples and Peaches, Paul Cezanne, 1905, oil on canvas

8 Types of Contrast (Ex: Cezanne’s work):

- intricate pattern vs. no pattern - hard edge vs. soft edges - dark, middle and light values- pure colors vs. muted colors - cool colors vs. warm colors- textured surface vs. smooth surface- organic shapes vs. geometric shapes - large shapes vs. small shapes

Use of Contrast in Art and Design…

Use of Contrast in Art and Design…

Emphasis – our attention is drawn to certainparts of the composition or one area.

Focal Point – when the emphasis is ona relatively small, clearly defined area.

Subordination – certain areas of the imageare purposefully made less interesting to allow other, more important areas to stand out.

Emphasis in Graphic Design- is also known as dominance- the first thing the eye sees on a design

- Emphasis is used by artists to create dominance and focus in their work.

- Artists can emphasize color, value, shapes, or other art elements to achieve dominance.

- Various kinds of contrast can be used to emphasize a center of interest.

Emphasis – What is It Used For?

Still Life with Compotier, Pitcher, and Fruit, Paul Sezanne, 1892-94

Helps to create a specific start point on the designand, thus, let the viewer know where to start

looking/reading.

Helps the viewer to follow the correct direction, get information in the correct order, etc.

It gets the viewer’s attention.

Emphasis – Why is it Important?

“The Box” Movie Poster “Amelie” Movie Poster

“NY I Love You” Movie Poster “Fame” Movie Poster

Be careful that your dominant element doesn’t overwhelm the whole image. Too much dominance and the viewer will see nothing else.

Many dominant features in a view tend to be distracting; the eye is drawn from one to another without the opportunity to focus on one major element.

Emphasis – What to Avoid?