Principles of Design Design: the process of organizing visual elements and the product of that process © Charné M. Tunson Enterprises cmtunson@me.com .
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Principles of Design
Design: the process of organizing visual elements and the product of that process
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Unity and Variety
Complementary concernsUnity is the appearance of onenessVariety is diversityUnity describes the feeling that all the elements bring together in harmonyVariety counterbalances unity
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Balance
The achievement of equilibriumSymmetrical balance = near or exact matching of left and right sidesAsymmetrical balance = two sides are not the same
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Emphasis and Subordination
Used to draw our attention to an area (focal point) Areas of lesser interest that keep us from being distracted from areas of emphasis
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Directional Forces
Paths for the eye to follow provided by actual or implied lines
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Contrast
Juxtaposition of strongly dissimilar elements
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Repetition and Rhythm
Gives a composition unity, continuity, flow and emphasisCreated through the regular reoccurrence of elements with related variationsAny kind of movement
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Scale and Proportion
Size relation of one thing to anotherSize relationship of parts to a whole
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Principle #1 of Visual Balance
A large form is heavier, more attractive or more attention getting than a small form.
Two small forms can balance one large form.
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Principle #2 of Visual Balance
A form gathers visual weight as it nears the edge of a picture.
A small form near an edge, can balance a larger form near the center.
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Principle #3 of Visual Balance
A complex form is heavier than a simple form.
A small complex form can balance a large simple form.
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Color Principle #1
Warm colors are heavier than cool colors.
A single small yellow form can balance a large blue form.
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Color Principle #2
Intense colors are heavier than weak (tints & shades) colors
A small bright blue form near the center can balance a large pale form near the edge.
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
Color Principle #3
The intensity and the weight of any color increases as the background color approaches its complementary hue.
On a green background, a small red form can balance a large complex blue form.
© Charné M. Tunson Enterprises • cmtunson@me.com •
www.charnemtunson.com
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