ARTDIRECTION BASIC DESIGN PRINCIPLES

PRINCIPLES OF DESIGN The combination of design elements

 What is the relationship between Element and Principle?  How did you arrange your elements to create a design?  The principles of design are the recipe for a good work of art. The principles combine the elements to create an aesthetic placement of things that will produce a good design. PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

 Space  Balance  Tension  Emphasis  Rhythm  Contrast  Proportion  Unity PRINCIPLES OF DESIGN Here are some design principles, or design’s rules. Some creative designers purposely break rules. ARTDIRECTION BASIC DESIGN PRINCIPLES

 “positive space” and “negative space”  Space is the interval or measurable distance between objects or forms.  Space is broken or divided by negative and positive shapes. SPACE PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

 The concept of visual equilibrium, and relates to our physically sense of balance.  It is a way to compare the right and left side of a composition. Because we tend to see from side to side rather than up to down.  Each elements on a layout has visual weight that is determined by its size, tone, thickness of lines, etc. BALANCE PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

 Symmetrical Balance  Radial Balance  Asymmetrical Balance BALANCE PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

Symmetrical Balance (Formal Balance)  The formal balance is the simplest kind.  An item that is symmetrically balanced is the same on both sides – a mirror image.  Symmetrical balance can be described as having equal "weight" on equal sides of a centrally placed fulcrum. BALANCE PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

Radial Balance  Radial balance is to build formal balance by arranging elements equally around a central point.  The elements radiate from the center point and the visual weight is distributed collectively, creating the feeling of equilibrium. BALANCE PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

Asymmetrical Balance (Informal Balance)  Asymmetrical balance, also called informal balance, is more complex and difficult to envisage but it also more interesting.  It involves placement of objects in a way that will allow objects of varying visual weight to balance one another around a fulcrum point. BALANCE PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

 Tension is created by a lack of balance.  Create tension only when it is needed. Only when you want to create different moods. TENSION PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

 Emphasis is the quality that draws your attention to a certain part of a design first.  It marks the locations in a composition which most strongly draw the viewers attention. EMPHASIS PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

There are several ways to create the emphasis:  Use a contrasting color  Use a different or unusual line  Make a shape very large or very small  Use a different shape  Use a plain background space  Etc. EMPHASIS PRINCIPLES OF DESIGN

 A pattern created by repeating elements that are varied.  Rhythm is a movement in which some elements recurs regularly. Like a dance it will have a flow of objects that will seem to be like the beat of music.  Rhythm is achieved through orderly repetition of such elements as line, shape, tone and texture RHYTHM PRINCIPLES OF DESIGN

Rhythm can be created by a number of ways;  Repetition: The result of repeating or doing the same thing over and over.  Variation: A change in the form, size or position of the elements.  Alternation: A specific instance of patterning in which a sequence of repeating motifs are presented in turn. RHYTHM PRINCIPLES OF DESIGN

 Contrast means pictorial elements that stand out because they are not alike.  It is the result of comparing one thing to another and seeing the difference.  Contrast can be emphasized in many ways. CONTRAST PRINCIPLES OF DESIGN

 The relative size and scale of the various elements in a design.  The issue is the relationship between objects, or parts, of a whole. This means that it is necessary to discuss proportion in terms of the context or standard used to determine proportions.  What is standard proportion? PROPORTION PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

 It refers to the coherence of the whole, the sense that all of the parts are working together to achieve a common result; a harmony of all the parts.  Readers need visual cues to let them know the piece is one unit.  Human mind attempts to make wholes out of parts by uniting them (Gestalt’s ) UNITY PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

 Designers do this by repeating elements, overlapping shapes and directing the eye of the viewer around the work from one similar element to the next or along a line or shape.  BUT, however, unity also exists in variety. It is not necessary for all of the elements to be identical in form providing. They have a common quality of meaning or style.  Unity can also be a matter of concept. UNITY PRINCIPLES OF DESIGN ARTDIRECTION BASIC DESIGN PRINCIPLES

 Choose 1 print ad you like which have at least 2 Design Principles applied, identify what principles are they, and to what purpose does the designer use each of them.  Choose 1 print ad you dislike, explain the reason why you don’t like it, and explain how to make it looks better by using the Design Principle(s).  Due date: In class on November 14 th, 2012 Print it out in recycled A4 papers, with your name, id number and section Individual Assignment (5%)