The document discusses several key principles of design including rhythm, unity, balance, proportion, emphasis, contrast, movement, dominance, repetition, and gradation. Rhythm refers to the repetition of design elements with defined intervals. Unity describes the relationship between parts and the whole. Balance can be symmetrical or asymmetrical and creates a feeling of visual equality. Proportion compares the size of parts to the whole. Emphasis draws initial attention through contrast, value, color, or placement. Contrast and gradation are used to create visual interest and guide the eye through a composition.

2. ORDERING PRINCIPLES OF DESIGN
 AXIS
 SYMMETRY
 HIRARCHY
 RHYTHM
 DATUM
 TRANSFORMATION

13.  Rhythm is the repetition
or alternation of elements,
often with defined intervals
between them.
 Rhythm can create a sense
of movement.
 Few kinds of rhythm are
regular, flowing,
progressive rhythm etc.

14. datum

16. repetition
datum

19. QUALITIES IN DESIGN
 UNITY
 BALANCE  VARIETY
 PROPORTIONS  MONOTONY
 EMPHASIS  ANOMALY
 CONTRAST  PROXIMITY
 MOVEMENT  CHAOS.
 DOMINANCE
 REPETETION
 GRADATION

20.  The concept of unity describes
the relationship between the
individual parts and the whole
of a composition.
 To give it a sense of wholeness,
or to break it apart and give it a
sense of variety.

21.  It is a feeling of visual equality in shape, form, value, color,
etc. Visual balance comes from arranging elements on the
page so that no one section is heavier than the other
 Balance usually comes in two forms:
Symmetrical and Asymmetrical.

22.  Proportion is the comparison of dimensions or
distribution of forms It is the size of the part of an object
compared to the rest of objects.
 It is the relationship between objects, or parts, of an
object.

23.  Emphasis or Focal Point is
an area that first attracts
attention in a composition.
 This area/object is more
important when compared to
the other objects or elements
in a composition.
 Emphasis is created by
contrast of values, more
colors, and placement in the
format.

25.  Contrast offers some change in
value creating a visual discord in
a composition.
 Contrast shows the difference
between shapes and can be used
as a background to bring objects
out and forward in a design.
 It can also be used to create an
area of emphasis.

26. Directional movement is a visual flow through the
composition. It is with the placement of dark and light
areas that you can move your attention through the
format.

27.  Dominance relates to
varying degrees of
emphasis in design.
 It determines the visual
weight of a composition,
establishes space and
perspective, and often
resolves where the eye
goes first when looking at
a design.

29. Gradation can add interest and movement to a shape
Gradation of size and direction produce linear perspective.
Gradation of color from warm to cool and tone from dark
to light produce aerial perspective.