Objectives• Understand design as a
visual language built on fundamental principles and elements.
• Learn how the primary principles of unity, variety, hierarchy (dominance), and proportion affect the design composition as a whole.
Objectives (cont.)
• Learn how the supporting principles of scale, balance, rhythm, repetition, economy, and proximity affect internal relationships of the elements within a design composition.
• Discover the uses of shape, space, line, size, color, texture, and typography as compositional content.
Hierarchy• An arranged order• Principle functions
of hierarchy– Dominance
• Influence of one element over another
– Emphasis• Stressing one
element over another
Proportion
• Size relationship or ratio• Outer dimensions have a relationship to
internal divisions and alignments
Support Principles
• Affect the interaction among elements– Scale– Balance– Rhythm – Repetition– Proximity
Scale• Size comparison of internal parts• Comparison based on a known constant such as
human scale• Helps establish hierarchy
Balance
• Visual distribution of elements– Symmetrical– Asymmetrical– Physical
balance– Radial symmetry
Repetition
• Regular pattern of elements
• Principle function of repetition– Pattern
• Configuration of distributed elements
Space
• Area activated by visual elements
• Shape/space relationships– Figure/ground– Form/counterform– Positive/negative
Color
• Hues found in light and pigment– Convey mood– Enhance pictorial
space– Heighten emotion– Transmit cultural
meaning
Summary• The principles and elements of design function as
a visual vocabulary.• Learning to use them is like learning a new
language. • Study them individually at first and gradually learn
to combine them in more complex ways.– Study the work of contemporary designers and
design through the 20th century. • Chapter exercises stress one or two main
principles, limiting the elements used to solve them.– Once you have mastered the vocabulary of any
language, you can communicate in that "tongue."
Summary (cont.)
• Visual language is complex and fluid.– Influenced by cultural, social,
and technological change.– Using it is an ongoing learning
process.– The principles and elements do
not change.• When you have gained a
working knowledge of them, you possess the means to powerful communication.