AD DESIGN - PRINCIPLES

1. PRINCIPLES OF DESIGN

2. ALIGNMENT
Left Alignment
Right Alignment
Justified
Centre Alignment

3. BALANCE :
Symmetrical

4. BALANCE :
Asymmetrical

5. BALANCE :
Radial

6. CONTRAST
Contrast by
Size
Contrast by
Orientation
Contrast by
Tone/Value
Contrast by
Direction

7. CONTRAST SHOULD ALWAYS BE THOUGHT IN TERMS OF
CREATING TENSION BETWEEN OPPOSITES :
FOR EXAMPLE :
LARGE – SMALL, LIGHT – DARK, SOFT - HARD

8. EMPHASIS
Term emphasis literally
means to give importance
Emphasis in designing refers
to give special attention to
one part of a work of art
It can be through placement,
contrast, colour, size,
repetition etc.

9. UNITY
It refers to arrangement of
elements to give the viewer the
feeling that all the parts of the
design or piece form a
coherent whole i.e. designs
must be in harmony in which all
sections of the pattern make
other sections feel complete

10. RHYTHM / MOVEMENT
Regular repetition of elements to
produce the look and feel of a
movement
Rhythm can be achieved through
the careful placement of
repeated components
Rhythm can be categorized
random, regular, alternating,
progressive and flowing

11. REPETITION / PATTERN
Repetition works with pattern to
make the work of art seem active.
The repetition of elements of
design creates unity within the
work of art.

12. ASSIGNMENT 2:
Look around and take any object you think you
can create a design with, which includes all the
principles.