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Digital Media

Principles of Design

Principles of Design
Proportion Balance

Rhythm
Emphasis Unity

Proportion
Proportion the relationship between the elements of the whole design A unified design is created by arranging elements in proportion with each other Proportion Can create balance and unity Can express mood or emotion

Balance
Balance equal or unequal arrangement of components Visual feel of equal distribution Compositions that are balanced appear complete Balance can be altered by changing size, color, or placement of components Key to balance is keeping the whole design in mind (seeing the forest not just the trees)

Balance
Types of balance: Formal Balance symmetrical balance Appearance of equal weight
Informal Balance asymmetrical balance Appearance of unequal weight Not a lack of balance

Rhythm
Rhythm - Elements properly placed to create visual movement and direction Rhythm can be achieved through the use of patterns or repetition Patterns can be used to contrast with an element to create rhythm

Images that imply movement or direction give rhythm to a design

Rhythm
Shapes are often used to direct the viewers eye movement Square reflects horizontal & verticle movement Triangle reflects diagonal movement Circle reflects a curve

Rhythm
Rhythm can be created by: Repeating specific element (a line or shape) Alternating several elements Using progression an element gradually changes size, shape, position or color Using directional lines, shapes, forms, movement or color gradations Using a sequence of pictures

Emphasis
Emphasis is used to place specific importance on an element, subject or other aspect of the composition The element being emphasized is referred to as dominate and is usually the focal point Ways to show emphasis:
Placement Color Size Contrast

Contrast
Creates variation and gives meaning to a design Attracts attention to a specific area of an image Contrasting type styles can increase legibility Contrast can create an enhanced relationship between printed and unprinted areas White space, used correctly, creates contrast Use caution when combining contrasting elements too many may create confusion

Unity
Continuity of elements in an image to create an undivided total effect Also referred to as harmony Elements are placed to create a harmonious image Unity of type style is important to achieving unity in a design To achieve unity a designer must look at the image as a whole - not just at the parts

Unity
Unity is affected by: Proximity (creating groups of objects) Similarity (making things similar to each other) Continuation (creating a flow of vision from one object to another) Continuation is used in 2 dimensional and 3 dimensional images

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