Introduction to the world of design through the exploration of the Principles of Design

Principles of Design Your tools for creating an innovative and marketable composition. To be a success in the Computer Graphic World, you need to have an “Eye for Design;” hence, you’re required to know the Principles and building blocks for design.

Elements of Art: ingredients to artwork Color Line Shape/form Texture Space Value

Unity How an artwork ties everything together as a whole.Creating harmony in a design so that no elements are left out of the design. This is the overall goal of the Principles of Design. Scanner Darkly

UNITY continued Similarity, Proximity and Alignment: Items of similar size, shape and color tend to be grouped together by the brain, and a semantic relationship between the items is formed. Photographer Jim DiVatale

UNITY continued Closure is the idea that the brain tends to fill in missing information when it perceives an object is missing some of its pieces.

Andrew Jones, a founder of game developer Massive Black Continuance Unity is the idea that once you begin looking in one direction, you will continue to do so until something more significant catches your attention. Perspective, or the use of dominant directional lines, tends to successfully direct the viewers eye in a given direction.

Balance The visual weight of object to create a sense of equilibrium. Symmetrical balance is when one side of the artwork is exactly like the other side. Asymmetrical balance is where it is not a mirrored image, but it is over all visually weighted evenly. Radial refers to a design that spokes out or radiates from a central point.

Photographer Jim DiVatale

Alessandro Carloni

Illustrator David Singer

VARIETY/CONTRAST Differences and/or extremes of Elements or Principles in a piece of artwork. These create interest and/or emphasis in a composition.

Artist Tacor Tacorian

Advertising for Toyo tires

EMPHASIS Focal point in a composition – where your eyes naturally go first in your design.

MOVEMENT Eye travel directed by visual pathway in art. This does not mean that the design depicts a moving figure or vehicle, instead think where does the design lead your eyes.

Photoshop Expert and Photographer Scott Kelby

Taittinger Mag. Advertisement

Harmony Pulling together a composition by stressing similarities. You often need repetition to create harmony. In turn, repetition can lead to pattern and/or rhythm. Bert Monroy

PATTERN/REPETITION Taking a shape or other element and placing it continuously throughout the artwork in a recognizable consistency.

Eastern Diaojiao Lou, Ke Chen (3D animation)

Photographer Jim DiVatale

RHYTHM A pattern with variation thrown in to create a funky repetition. Flowing: A flowing rhythm gives a sense of movement, and is often more organic in nature. Progressive: A progressive rhythm shows a sequence of forms through a progression of steps.

Photographer Jim DiVatale

ECONOMY Reducing images and the composition to the basic necessities to convey your message. Simplicity is the key.

Advertising for Apple’s iPod

Simple Logos

PROPORTION Refers to the comparative relationship of one part to another or to the whole with respect to size or quantity. Proportion is often used when indicating space or emphasis.

This is an advertisement found in Vancouver during the National Non-Smoking Week. The car was placed at the Vancouver Art Gallery and the message reads ‘Death from car accidents: 370, Death from smoking-related causes: 6,027, Quit now before it kills you.’

Soa Lee