Composition And The Principles Of Design

938 words - 4 pages


You will apply principles of design and visual organisation to your
designs using a combination of balance, scale, unity and proportion,
rhythm, symmetry and positive and negative space. By utilising the
elements of line, tone, texture, shape, and emphasis, you will achieve
visual harmony in your composition and layout. As you develop a
working knowledge of the properties of colour, you will apply
appropriate colour schemes that reflect the emotions of various
consumer markets.


Balance-an equal distribution of weight. When a design is balanced we
tend to feel that it holds together, looks unified and feels
harmonious. Understanding balance involves the study of several visual
factors-weight, position and arrangement. Weight can be defined as
creating the illusion of physical weight on a page and can appear
heavy or light.

Focal point and visual hierarchy- what do you look at first when you
look at a design? You probably look at the point of emphasis, the
focal point (part of the design which most stands out). A focal point
is chosen by the designer to attract the viewer to look at important
points within the design. A main focal point can be established along
with supporting secondary focal points, called accents which are not
so strongly emphasised. How can you create emphasis? Make it brighter,
make it larger, make it go in different direction, position it
differently, arrange all the elements to lead to it, isolate it,
reverse it, make it a different colour, make it a different shape than
other elements, make it clear and the other elements hazy.

Rhythm-In music most people think of rhythm as the ‘beat’ a sense of
movement from one chord to another, a flow. In design, you can also
think of rhythm as the beat, but a beat established by visual elements
such as shape, line, colour, texture, than by sound. Rhythm is a
pattern that is created by repeating elements and creating a sense of
movement from one element to another. When you draw evenly spaced
vertical lines on a page you establish a steady rhythm.

Movement-Elements should be arranged so that the viewers eye flows
from one element to another through the design. Movement and rhythm
often go together.

Unity-relies on a basic knowledge of the formal elements(line, tone,
shape, space, texture, colour) and an understanding of design
principles, such as balance, emphasis, and rhythm. Unity is the goal
of composition. Unity allows the viewer to see an integrated whole
rather than unrelated parts. To create unity you must consider the

Correspondence-when you repeat an element like colour, shape, or
texture or establish a style, you create a visual connection or
correspondence among the elements.

Continuity-Continuity is related to correspondence. It is the handling
of line, shapes, textures and colour to create similarities of form.
In other words, if you...


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