Lecture 1 Principles of Design

1. PRINCIPLE OF DESIGN
The Principles are concepts used to organize or arrange the structural elements of
design. Again, the way in which these principles are applied affects the expressive
content, or the message of the work.
 BALANCE
 PROPORTIONS
 RHYTHM
 CONTRAST
 EMPHISIS
 UNITY
BALANCE
Balance is the concept of visual equilibrium, and relates to our physical sense of
balance. It is a reconciliation of opposing forces in a composition that results in
visual stability. Most successful compositions achieve balance in one of two
ways: symmetrically or asymmetrically. Balance in a three dimensional object is
easy to understand; if balance isn't achieved, the object tips over. To understand
balance in a two dimensional composition, we must use our imaginations to carry
this three dimensional analogy forward to the flat surface.

2. PROPORTION
Proportion refers to the relative size and scale of the various elements in a design.
The issue is the relationship between objects, or parts, of a whole. This means that

3. it is necessary to discuss proportion in terms of the context or standard used to
determine proportions.

4. RHYTHM
Rhythm in design is also called repetition. Rhythm allows your designs to
develop an internal consistency that makes it easier for your customers to
understand. Once the brain recognizes the pattern in the rhythm it can relax and
understand the whole design. Repetition rarely occurs on its own and so it
embues a sense of order onto the design. And because of this, repetition attracts
attention and prompts customers to investigate further.

5. CONTRAST

6. Deliberate placement of elements to create opposition by abrupt transition rather
than gradual. Contrast heightens values/interest through comparison (or
Tension).
EMPHISIS
the creation of dominant and subordinant elements in a composition:
¥ emphisis also involves a temporal element.....certain visual images engage
oneÕs attention before releasing it so that one can attend to other stimuli.

8. UNITY
Unity is the relationship among the elements of a
visual that helps all the elements function
together. Unity gives a sense of oneness to a visual
image. In other words, the words and the images
work together to create meaning.