"Podcast #3 Principles of Design"

Define principles of design? Concepts used to arrange the structural elements of a composition.

What do the principles of design affect? The way in which these principles are applied affects the expressive content, or the message, of the work.

What is the principle of repetition? Repeating some aspect or element of the design throughout the entire document.

Describe ways that the principle of repetition helps the composition/audience? Repetition acts as a visual key that ties your piece together. Controls the reader's eye and helps keeps their attention on the piece. Works with patterns to make a composition seem active.

What are ways that you can incorporate repetition into your designs? Bold font, thick line, certain bullet, color, design element, particular format, spatial relationship.

What should you avoid when working with repetition? Its important not to repeat so much that it becomes annoying or overwhelming.

What is the principle of proportion/scale? The relative size and scale of  the various elements in a design.

What is the most universal standard of measure when judging size? The most universal standard of measurement is the human body.

How can the principle of proportion/scale be used as an attention getter? Unusual or unexpected scale can be used as an attention getter.

What is the principle of balance? Distribution of heavey and light elements on the page.

Which kinds of elements/shapes visually weigh heavier/greater? Irregular shapes bear greater weight than regular shapes.

What is another name for symmetrical balance? Formal balance

Define symmetrical balance? Occurs when the weight of a composition is evenly distributed around a central vertical or horizontal axis.

What is another name for asymmetrical balance? Informal Balance

Define asymmetrical balance? Occurs when the weight of a composition is not evenly distributed around the axis.

What is the principle of emphasis? Stressing of a particular are of focus rather than the maze of details of equal importance.

What happens to a design that has no focus? When a composition has no focus, nothing stands out. The effective use of emphasis calls attention to important areas.

What is a focal point and how is it created?  The area where the eye tends to go first.

How many components of a composition can be a focal point? Created by making one element dominant with all other areas contributing but subordinate.

What ways can emphasis be created in a design? Contrasting the element with 3 subordinate, by sudden change in direction, size, shape, texture, color, tone and line .

What is the principle of unity? The "wholeness" of a composition.

What three ways can unity be obtained?
1. Put objects close to one another

2. Make things similar

3. Direct vision by a line that travels around a design

What is the principle of variety? Variety pertains to differences and diversity, it's what makes a piece of art interesting.

What ways can a designer add variety to a design? An artist can vary textures, color and shapes, and alter their contrast, tone and intensity.

Why is it important to find the right balance between unity and variety? It's important to find the right balance to have a successful, effective design!

What is figure? The eye differentiates an object from its surrounding area.

What is another name for figure? Positive space.

What is ground? In compositions without recognizable subject matter, the figure will depend on the abstract relationship between visual elements. 


What is another name for ground? Negative space.

When a composition is abstract (has no recognizable subject) what will the figure depend on? What does that mean? The figure will depend on the abstract relationship between visual elements.

Why must a designer consider the composition as a whole? It's a mistake to only plan the figure.



What is the principle of rhythm? Continuity, recurrence or organized movement in space and time.

How is rhythm achieved? Achieved through the orderly repetition of any element, line, shape, value[tone], textures.

What three ways can rhythm occur in a design?
1. Intervals between the elements, and often the elements themselves.

2. With a more organic flowing, sense of movement.

3. A sequence of shapes through a progression of steps

How does rhythm help a composition/design? Can help deliver the message by controlling the viewer's eye movement. Can also add "Life" and interaction to an otherwise inanimate page layout.

What is the principle of contrast? Occurs when two related elements are different.

How can contrast help a design? Can draw the viewer's eye into the piece and help guide the viewer through it. Adds visual interest

What is wrong with having too much or too little contrast in a design? Too much contrast can be confusing.

What is the key to working with contrast? The key to working with contrast is to make sure the differences are obvious.

What are some common ways of creating contrast? By creating differences in..size, value, color, type, texture, shape, alignment, direction, and movement.