Podcast #3 Principles of Design

Define principles of design?
Concepts used to arrange the structural elements of a composition.
What do the principles of design affect?
They affect the expressive content, or the message of the work.
What is the principle of repetition?
Repeating some aspect or element of the design throughout the entire document.
Describe ways that the principle of repetition helps the composition/audience?
It works with patterns to make a composition seem active.
What are ways that you can incorporate repetition into your designs?
By using repetitive elements: bold font, thick line, certain bullet, color, design element, particular element, and spatial relationship.
What should you avoid when working with repetition?
You should avoid repeating so much that it becomes annoying or overwhelming.What is the principle of proportion/scale?
The relative size and scale of the various elements in a design.
What is the most universal standard of measure when judging size?
The most universal standard of measurement is the human body.How can the principle of proportion/scale be used as an attention getter?
Unusual or unexpected scale can be used as an attention getter.
What is the principle of balance?
The distribution of heavy and light elements on the page.
Which kinds of elements/shapes visually weigh heavier/greater?
Irregular shapes bear greater weight than regular shapes.
What is another name for symmetrical balance?
Another name for symetrical balance is formal balance.
Define symmetrical balance?
Symetrical balance occurs when the weight of a composition is evenly distributed around a central, vertical, or horizontal axis.
What is another name for asymmetrical balance?
Another name for asymmetrical balance is informal balance.
Define asymmetrical balance?
Occurs when the weight of a composition is not evenly distributed around the axis.
What is the principle of emphasis?
Emphasis is stressing of a particular area of focus rather than the maze of details of equal importance.
What happens to a design that has no focus?
When a design has no focus, nothing stands out.
What is a focal point and how is it created?
A focal point is an area where the eye tends to go first.  It is ctreated by making one element dominant with all other areas contributing but subordinate.
How many components of a composition can be a focal point?
No more than one component should be used for primary attention.
What ways can emphasis be created in a design?
Emphasis can be created by contrasting the primary element with its subordinate.
What is the principle of unity?
Unity is the "wholeness" of composition.
What three ways can unity be obtained?
1.Put objects close to one another.

2.Make things similar.

3.Direct vision by a line that around the design.

What is the principle of variety?
Variety pertains to differances and diversity.
What ways can a designer add variety to a design?
An artist can vary textures, colors, and shapes, and alter their contrast, tone, and intensity.
Why is it important to find the right balance between unity and variety?
It's important to find the right balance to have a successful, effective design.
What is figure?
Figure is a form, silhouette, or shape.
What is another name for figure?
Figure is also called positive space.
What is ground?
Ground is the surrounding area around the figure.
What is another name for ground?
Ground is also called negative space.
When a composition is abstract (has no recognizable subject) what will the figure depend on? What does that mean?
The figure will depend on the abstract relationship between visual elements
Why must a designer consider the composition as a whole?
It is a mistake to only plan the figure.What is the principle of rhythm?
Rythm is continuity, recurrence, or organized movement in space and time.How is rhythm achieved?
Rythm is achieved through the orderly repetition of any element, line, shape, value, and texture.What three ways can rhythm occur in a design?
1.Intervals between the elements, and often the elements themselves, are similar in size or length.

2.With a more organic, flowing, sense of movement.

3.A sequence of shapes through a progression of steps.


How does rhythm help a composition/design?
Rythm can help deliver the message by controlling the viewer's eye movement.What is the principle of contrast?
Contrast occurs when two related elements are different.How can contrast help a design?
Contrast can draw the viewer's eye into the place and help guide the viewer through it.What is wrong with having too much or too little contrast in a design?
Too much similarity becomes monotonous and boring.  Too much contrast can be confusing.What is the key to working with contrast?
The key to working with contrast is to make sure the differances are obvious.What are some common ways of creating contrast?
The most common ways of creating contrast are by creating differances in size, value, color, type, texture, shape, alignment, direction, and movement.