The document discusses key principles of two-dimensional design including unity, variety, balance, scale, proportion, rhythm, and emphasis. It defines each principle and provides examples of how they can be applied when combining visual elements into a harmonious whole. Unity involves using techniques like grouping, containment, repetition, and closure to create a cohesive design. Variety introduces a sense of differences. Balance creates a feeling of equilibrium through symmetrical, approximate, radial, or asymmetrical arrangements. Scale and proportion examine size relationships within and between design elements. Rhythm produces a sense of movement through repetition. Emphasis draws special attention through isolation, placement, or contrast.

1. Launching the Imagination
5th
Edition
Chapter Three: Principles of Two-Dimensional Design
1

2. Chapter Three:
Principles of Two-Dimensional Design
Composition or Design: Combination of multiple
parts into a harmonious whole using Elements &
Principles of Design.
Cornerstones of visual communication: Unity and
Variety
 UNITY: Oneness, or wholeness, in a design that
occurs when all parts work together to create a
cohesive whole.
 VARIETY: Sense of differences. 2

3. Unity: Gestalt
Unity Involves Gestalt methods:
 Grouping
 Containment
 Repetition
 Proximity
 Continuity
 Closure:
 Combining Gestalt Principles
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Suggested visual:
Figure 3.7.

4. Patterns and Grids
Pattern: visual elements systematically repeated over an
extended area.
Grid: a series of intersecting lines.
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Suggested visual:
Figure 3.18.

5. Balance
Balance: a sense of equilibrium among
compositional units.
Weight and Gravity: the inclination of shapes to float
or sink; the relative importance of an element.
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Suggested visual:
Figure 3.22.

6. 1. Symmetrical: mirrored imagery on either side of a
central axis.
2. Approximate: similar imagery on either side of a
central axis.
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Balance
Suggested visual:
Figure 3.25.

7. Balance
3. Radial: images are mirrored both vertically and
horizontally.
4. Asymmetrical: imagery is not mirrored.
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Suggested visual:
Figure 3.32.

8. Scale and Proportion
Scale: size relationship between two separate
objects (often our own human size).
Proportion: comparative, or relative, relationship
between the parts to a whole within one image.
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Suggested visuals:
Figures 3.36, 3.38, & 3.39.

9. Rhythm
Rhythm: sense of movement created by repetition of
multiple units in a deliberate pattern.
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Suggested visuals:
Figures 3.40, 3.41.

10. Emphasis
Emphasis: special attention given to some aspect of
a composition (focal point).
• Isolation (anomaly)
• Placement
• Contrast
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Suggested visual:
Figure 3.51.