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?
 Expressive content, or 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?
 It helps to control the reader's eye and helps keep their attention on the piece. It works with pattern 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, or spatial relationship.

What should you avoid when working with repetition? 
Don't repeat too much or it will become overwhelming or annoying.

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 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 heavy and light elements on a page.

Which kinds of elements/shapes visually weigh heavier/greater?
Large elements look heavier than smaller elements. 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. It exists when there are identical elements on both sides of the axis. It creates a secure, safe feeling and sense of solidity.
 
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, when both sides of the central axis are not identical, and when one dominant form that is offset by many smaller ones. They tend to have a greater sense of tension.

What is the principle of emphasis?
 Stressing of a particular area of focus rather than the maze of details of equal importance. 
 
What happens to a design that has no focus? 
Nothing stands out. However, 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? 
No more than one.

What ways can emphasis be created in a design? 
By contrasting the primary element with a subordinate or by sudden change in direction, size, shape, texture, color, tone, or 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 in a composition.
2.Make things similar using similar textures, colors, and shapes.
3.Direct vision by a line that travels around the composition.
 
What is the principle of variety?
 Pertains to the differences and diversity. It is what makes the wrk of art interesting.

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

Why is it important to find the right balance between unity and variety? 
Too much unity can be boring and to much variety can be chaotic.

What is figure?
The part of the composition we pay attention to.

What is another name for figure? 
Positive space.
 
What is ground?
 Surrounding area around a figure.

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 base, it means you have to consider it as a whole.

Why must a designer consider the composition as a whole? 
The entire area of the format must be given careful consideration or the image will be only partially designed.

What is the principle of rhythm? 
Continuity, recurrence, or organized movement in space and time.
 
How is rhythm achieved? 
Through the orderly repetition of any element, line, shape, value, tone, or texture.

What three ways can rhythm occur in a design?
1.When the intervals between the elements, and often elements themselves are similar in size or length.
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? 
It helps move the reader's eye through a layout directly or subtly.
 
What is the principle of contrast? 
Occurs when two related elements are different.

How can contrast help a design? 
Can draw the reader's eye into the piece. 

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

What is the key to working with contrast?
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, or movement.