DESIGN PRINCIPLES

Graphic Arts Technology I

DEFINING THE PRINCIPLES OF DESIGN

How you apply these principles determines how effective your design is in conveying the desired message and how attractive it

appears. There is seldom only one correct way to apply each principle.

Balance

Contrast

Unity

Rhythm

Proportion

BALANCE – IMAGINE

Try walking a long distance with a 10 pound dumbbell in one hand and a 30 pound dumbbell in the other.

After awhile you'll be wanting to shift your load around, such as having to equal 20 pound dumbells, making it easier to walk.

This is how balance works in design. Visual balance comes from arranging elements on the page so that no one section is heavier than the other. Or, a designer may intentionally throw elements out of balance to create tension or a certain mood.

BALANCE

Balance refers to equalizing the weight of elements in a design. Formal balance is achieved when all of the elements on the page are of equal weight and are placed symmetrically on the page. If a line were drawn through the exact center, it would divide the design elements in half. Informal balance may be achieved when the value, size, and location of unequal elements on a page are changed.

BALANCE - FORMAL

BALANCE - INFORMAL

CONTRAST - IMAGINE

On the basketball court, one pro team looks much

like another.

But send a few of those players for a stroll down most

any major city street and something becomes

apparent — those players are much taller than your

average guy on the street.

That's contrast. In design, big and small elements,

black and white text, squares and circles, can all

create contrast in design.

CONTRAST

Contrast or emphasis adds variety to a

design. It is the variations of elements in the

printed product. Some elements of a layout

stand out because of contrast. This is

achieved by a difference in size, color, or

appearance. A few contrasts are: round and

straight, ornate and plain, broad and narrow.

Contrast can be used to keep the attention

of the reader and to keep the reader’s

interest moving from one element to another.

CONTRAST - EXAMPLES

UNITY - IMAGINE

Observe a group of people in a room. You can often

learn a lot about who is listening intently to another

person, which are strangers, or who is ignoring who

by how close together they sit or stand.

In design, unity creates a bond between people and

between elements on a page. How close together or

far apart elements are placed suggests a relationship

(or lack of) between otherwise disparate parts.

UNITY

Unity or harmony gives elements the appearance of belonging together. It is the proper balance of all elements so that a pleasing whole results. The image is viewed as one piece, as a whole, and not as separate elements. Using too many shapes or typefaces may cause a design to be unfocused. An organized design can be achieved by using a basic shape which is then repeated.

UNITY - EXAMPLES

RHYTHM - IMAGINE

Think of the worst band that you ever heard or the

worst dancer you have ever seen.

Despite the lack of talent they may not have the

ability to keep rhythm. On the contrary, a good

dancer or great band has a great sense of rhythm

and can keep your attention.

How rhythm is incorporated into a design also

maintains the interest of the audience and may direct

ones attention in an appealing design.

RHYTHM

Rhythm is used to create eye movement and

direction. It occurs when a design element is

repeated. Rhythm acts as guide so the eye

reads important parts of a message.

Numbers can then be used to direct the

reader from one element to another.

RHYTHM - EXAMPLES

RHYTHM - EXAMPLES

PROPORTION - IMAGINE

Can you imagine how difficult it would be to find your car in a crowded parking lot if everyone ignored the parking lot stripes and parked in every which direction and angle?

Imagine trying to get out of there! Alignment brings order to chaos, in a parking lot and on a piece of paper.

How you align type and graphics on a page and in relation to each other can make your layout easier or more difficult to read, foster familiarity, or bring excitement to a stale design.

PROPORTION

Proportion is the relationship between size and shape. It helps to achieve balance and unity in a layout. To obtain good proportion the sizes of the elements must be regulated. To avoid the design from being dull and static, proportion must be balanced by the use of contrast or unity. Proportion is a means of developing an aesthetically pleasing relationship between each of the elements used in the layout.

PROPORTION - EXAMPLES

PROPORTION - EXAMPLES

REVIEW

Balance

Contrast

Unity

Rhythm

Proportion