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A 48 page document created for my Visual Communication Class at the Kansas City Art Institute.
Citation preview
visual
order
figure/groundsimilarityproximityclosurecomtinuancetranslationrotationreflectionglide/reflectiondilationstructured spacesymmetric balanceasymmetric balanceambiguous balanceneutral balance
figure/ground we tend to see figures with similar characteristics—eg: shape, color, texture, etc. as belonging together.
figure/ground
The spacial rela-tionship
between an object (positive space)
and it’s background
(negative space)
Similarity
Objects that share similar visual characteristics are often viewed as belonging together.
Similar objects that are placed close to one an-
other are often perceived to be in a group.
P R O x I
MI
TY
Viewing an incomplete object and wanting to
mentally compl te it.
Continuance
A group of figures / objects
that are arranged to imply movement
through the
group.
The repetition of an object with each
repetition spaced in uniform se-
quence and intervals.
Rotatio
nTurning an object around a pre-determined axis often implies move-ment/ continuance. Causes the viewer’s eye to follow a path created by the object(s).
Rotatio
n
Reflection The placement of a figure on a plane of 180 degrees. Achieves
the same effect as seeing the du-plicate of a fig-ure in the mirror.
Turning an object
around a prede-termined axis often implies movement/
continuance. Causes the view-er’s eye to follow a path created
by the object(s).
DilationThe repetition and change in size
of an object coupled with uniform
spacing.
Dilation
Structure 1
Structure 2
Structure 3
Structure 4
Structure 5
Structure 6
Symm
etricB
alance
A form of balance characterized by similar ob-jects placed on opposite sides of a central axis,
but the placement creates a uniform, equal, proportionate composition.
Asymm
etric
Balance
Asymm
etric
Balance
A form of balance characterized by ob-jects being placed on opposite sides of a central axis but the
placement of the items causes the composition to appear unequal and non-uniform. It does
not look proportionate.
Ambiguous
Balance
A form of bal-ance charac-terized by it’s
undecided nature. The
objects in the composition do not clearly or directly re-late to one an-
other.
Neutral Balance
A form of bal-
ance charac-
terized by it’s
random and
haphazard
placement of
objects. There
is no clear em-
phasis.
© nick howland, 9/21/12
completed as a requirement for visual communication in the
graphic design department at the kansas city art institute.
michael kidwell, assistant professor.