Understanding the Principles of Design

Learning Objectives:

● Identifyanddistinguishhowtheprinciplesofdesignapplyinelementsofarts
● Define and discuss, visual elements and principles of design and their use in art and
visual communication.
● Explain the principles for using visual elements.
● Recognize and evaluate basic principles of design.

INTRODUCTION:
Principles of Design is a lesson that presents the five Principles of Design:
balance, rhythm, proportion and scale, unity and emphasis. The principles are the
manipulation of the design elements. They are used together to send a message
about both form and function of design objects.

The first way to think about a principle is that it is something that can be
repeatedly and dependably done with elements to produce some sort of visual in a
composition. The principles of design help you carefully plan and organize the
elements of art so that you will hold interest and command attention. This is
sometimes referred to as visual impact.

Principles of Design and how it Apply to Elements of Arts

● The elements and principles of design are the building blocks used to create a work of art.
● Elements of Art are the visual “tools” that artists use to create an art work -this is what we
do with the elements- how we arrange them, how we balance, what is being emphasized.
● Visual arts is based on elements and principles that, when used together, create works
that communicate ideas and meaning to the viewer.
● The principles are based on sensory responses to visual input, it helps govern what might
occur
 when particular elements are arranged in particular way.
● Principle is that it is a way to express a value judgment about composition of
arts.
● The principle of design helps you to carefully plan and organize the elements
of art so that you will hold interest and command attention. This sometimes
referred to as visual impact.

I. Design Principles
Design principles are guidelines that help designers create effective and visually
appealing designs.

What are the basic Principles of Design

A. Visual Balance- in visual communication refers to how the elements of art ( line,
texture, form. Value, colors shape and space ) relate to each other, within the
composition in terms of their visual weight to create visual equilibrium .
-The artist arranges balance to set the dynamics of a composition.

Types of Visual Balance

1. Symmetrical balance-
-the exact or near matching of left and right sides of a three- dimensional form or a
two-dimensional composition.

-is the most visually stable, and characterized by an exact-or nearly exact
compositional design on either ( or both sides) of the horizontal or vertical axis of
the plane picture. Symmetry appeals strongly to us, because of the bilateral
symmetry of the human body.
- artist use it to express dignity, stability and endurance. Because formal balance is so
predictable.
-Symmetrical allows you to draw attention to all areas of an image equally. Since
this form of design usually very structured and rigid in nature.

2.Asymmetrical Balance.
● occurs when you have different visual images on other side of a design, and
yet the image still balance.
● to be considred asymmetrical, design needs to have unequal visual weight

weight on the other side, but those unequal visuals needs to balance each
other.
Sample Images of Asymmetrical
Balance Examples of art works that define
asymmetrical balance:
● Caravaggio, The Incredulity of Saint Thomas, 1601-02

● Georges Seurat, A Sunday on la Grande Jatte 1884

 ● Edgar Degas , The Rehearsal 1877

3.Radial
● radial balance is a type of balance based on a circle with its design extending
from a center.
● this is a variation of symmetrical balance in which the elements are arranged
equally around a central point. Thus, radial has a strong focal point.
● radial balance is important if you’re looking to create a strong focal point, it
is an effective technique because your eyes are naturally drawn inwards to
the center. Not only do the swirls of the nautilus shell and spiral staircase
provide visual interest, but they also naturally lead your eye right to the
center of the image.

Sample Images of

Radial balance Examples of art works that define radial

balance:
● Gothic Rose Windows

4. Harmony- is the principle of art that creates cohesiveness by stressing the

similarities of separate but related parts.
- Specifically harmony uses the elements of art as a vehicle to create a sense of
togetherness amongst other wise separate.
-Harmony involves the selection/ design of elements that share a common trait,

How do you Achieve Harmony in art

-harmony is achieved when all elements have unity and cohesion, giving a sense of
completion to an artwork. This does not mean that all elements have to be the
same , but they must relate to each other in a purposeful way.

5. Unity- is a measure of how well each element of your design works together. It
describes the overall design, and whether it’s components work to your message to
your reader, together in harmony to communicate a single idea.

● Unity is the most important principle of design because it brings your design
together as one cohesive unit.
● unity as used in communication conveys the overall message that you want to
resonate with your audience.
How do you achieve Unity in Art
● Unity exists when your elements agree.
● Unity can be seen as the single most important goal of any design, to make
your whole design more than the sum of its parts.
● Use the design principles of repetition, alignment and proximity to add
visual unity to your design and use contrast to add variety and interest.

Why Unity is Important

● Unity holds your design together both visually and conceptually.
● It emphasizes your concept and theme and helps communicate.
● Through unity your elements aren’t competing with each other for attention.
● Through unity your design will be seen a single complete piece, as a whole and
not a group of disparate part.
 Sample images of Unity

6. Emphasis- is defined as an area or object within the artwork that draws

attention and becomes a focal point.
● it is a strategy that aims to draw the viewer’s attention to specific design
element.
● the aim of emphasis is to create a focal point in the design: an eye catching
part that stands out, distinct from the rest of the design elements.

How to create areas of emphasis in your paintings

1. Contrast a shape with its surroundings.
2. Create a contrast of temperature.
3. Use a darker or lighter value
4. Focus attention with converging lines.
5. Isolate the object you want to emphasize.
6. Increase an object’s intensity of color.

Why Emphasis is Important

● Emphasis is used to attract the viewer’s attention to a particular area or object.
 ● This is typically the focal point or main subject of the artwork. For
instance, in a portrait
painting, the artist usually wants you to see the person’s face first. They will use
technique that this area is where your eyes attracted to first.

7. Rhythm- is defined as a strong, regular repeated pattern of movement and sound.

It.is created when one or more elements of design are used repeatedly to create a
feeling of organized movement.

-Rhythm is achieved through linear elements, alternating elements. Gradation.

Types of Rhythm:
1. Random rhythm- repeating elements with no specific regular interval creates
random rhythms.
2. Regular rhythm - like the beating of a heart, the regular rhythm follows the same
intervals over and over again.
3. Alternating rhythm- repeat more than one element design.

Why is Rhythm Important to Artwork

● Rhythm creates some harmony and unity within a work of art. When
employed successfully, it has the ability to create expectation, anticipation
and even surprise.
● Rhythm creates some form of patenting that draws the eye directly to an
artwork’s focal point, and in the process helps the viewer determine the key
aspects central to the overall meaning of an artwork.
● Rhythm also gives the artists room to express themselves in a unique way.
Every artist has a distinct creative style and the manner in which rhythm is
created differs from one artwork to another.
● This makes the design easier and clearer to deduce meaning and as the
ideal tool for uniting the various elements within the artwork.
8. Proportion- refers to the relative size and scale of the various elements in design. The
issue is the relationship between objects , or parts of the whole.. This means that it
necessary to discuss proportion in terms of the of the context of standard used to
determine proportions.

- Proportion is the harmonious relationship between two or more elements of

scale, as example, if one element increase in size, the remaining elements should
also increase at the same rate to remain proportionate,

Several ways in achieving proportion in painting

1. Place like elements together which are similar in character or have a common feature.
2. Create major and minor areas in the design, as equal parts can quickly become
monotonous and boring,
3. Arrangement of space should be in such way that the eye does not perceive a
standard mathematical relationship

How Is Proportion Used in Design

The effective use of proportion in design is often referred to as harmony, a
relationship in which the various elements of the composition appear as if they
belong together in size and distribution.
Why Proportion is Important in Artwork
● Proportion makes an objective difference in many works of art. The
importance of that difference is a subjective determination.
● When the principle of proportion is applied to a work of art it is usually in the
in the relationship of the size. That is, the size of one element as compared
to the size of one element as compared to the size of another related
element within the same composition.
 9. VARIETY- is the principle of art that adds interest to an artwork.
- Refers to the use of different qualities or instances of the visual elements. It is
the opposite of repetitive or monotonous use of the elements.
- Variety adds interest by using contrasting elements within the composition.

Importance of Variety
- Variety makes an artwork. It helps the artist project or invoke a feeling or emotion,
and reinforce the other elements of a design. It create a more interesting and
aesthetically pleasing outcome that improves the user’s experience.

Sample Images of Variety

Some work of arts that define Variety:
1. Tom Thomson, Opulent October, Winter,1915
2. Claude Monet, The Palace of Westminster, The Fog Effect,1903
3. Camille Corot, The Gust of Wind, 1860

10. Repetition- is simply repeating a single element many times in a design. And
can be achieved by using repeated messages.
-it is similar to rhythm and helps create a sense of movement within an artwork.
- it is a recurrence of a particular line, pattern, shape and other visual elements in a
single or part of the series.

Why is Repetition Important

We use repetition to create a sense of unity and consistency throughout a design.
Repetition creates a particular style, creates cohesiveness, creates emphasis, and
strengthens a design.

Sample Image of Repetition