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ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
ARTDIRECTION BASIC DESIGN PRINCIPLES
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ARTDIRECTION BASIC DESIGN PRINCIPLES

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1ARTDIRECTION BASIC DESIGN PRINCIPLES. 13first. It marks the locations in a
2ARTDIRECTION BASIC DESIGN PRINCIPLES. composition which most strongly draw the
3Principles of Design. The combination viewers attention. ARTDIRECTION BASIC
of design elements. DESIGN PRINCIPLES.
4Principles of Design. What is the 14Emphasis. Principles of Design. There
relationship between Element and are several ways to create the emphasis:
Principle? How did you arrange your Use a contrasting color Use a different or
elements to create a design? The unusual line Make a shape very large or
principles of design are the recipe for a very small Use a different shape Use a
good work of art. The principles combine plain background space Etc.
the elements to create an aesthetic 15Rhythm. Principles of Design. A
placement of things that will produce a pattern created by repeating elements that
good design. ARTDIRECTION BASIC DESIGN are varied. Rhythm is a movement in which
PRINCIPLES. some elements recurs regularly. Like a
5Principles of Design. Here are some dance it will have a flow of objects that
design principles, or design’s rules. Some will seem to be like the beat of music.
creative designers purposely break rules. Rhythm is achieved through orderly
Space Balance Tension Emphasis Rhythm repetition of such elements as line,
Contrast Proportion Unity. ARTDIRECTION shape, tone and texture.
BASIC DESIGN PRINCIPLES. 16Rhythm. Principles of Design. Rhythm
6Space. Principles of Design. “positive can be created by a number of ways;
space” and “negative space” Space is the Repetition: The result of repeating or
interval or measurable distance between doing the same thing over and over.
objects or forms. Space is broken or Variation: A change in the form, size or
divided by negative and positive shapes. position of the elements. Alternation: A
ARTDIRECTION BASIC DESIGN PRINCIPLES. specific instance of patterning in which a
7Balance. Principles of Design. The sequence of repeating motifs are presented
concept of visual equilibrium, and relates in turn.
to our physically sense of balance. It is 17Contrast. Principles of Design.
a way to compare the right and left side Contrast means pictorial elements that
of a composition. Because we tend to see stand out because they are not alike. It
from side to side rather than up to down. is the result of comparing one thing to
Each elements on a layout has visual another and seeing the difference.
weight that is determined by its size, Contrast can be emphasized in many ways.
tone, thickness of lines, etc. 18Proportion. Principles of Design. The
ARTDIRECTION BASIC DESIGN PRINCIPLES. relative size and scale of the various
8Balance. Principles of Design. elements in a design. The issue is the
Symmetrical Balance Radial Balance relationship between objects, or parts, of
Asymmetrical Balance. ARTDIRECTION BASIC a whole. This means that it is necessary
DESIGN PRINCIPLES. to discuss proportion in terms of the
9Balance. Principles of Design. context or standard used to determine
Symmetrical Balance (Formal Balance) The proportions. What is standard proportion?
formal balance is the simplest kind. An ARTDIRECTION BASIC DESIGN PRINCIPLES.
item that is symmetrically balanced is the 19Unity. Principles of Design. It refers
same on both sides – a mirror image. to the coherence of the whole, the sense
Symmetrical balance can be described as that all of the parts are working together
having equal "weight" on equal to achieve a common result; a harmony of
sides of a centrally placed fulcrum. all the parts. Readers need visual cues to
ARTDIRECTION BASIC DESIGN PRINCIPLES. let them know the piece is one unit. Human
10Balance. Principles of Design. Radial mind attempts to make wholes out of parts
Balance Radial balance is to build formal by uniting them (Gestalt’s ). ARTDIRECTION
balance by arranging elements equally BASIC DESIGN PRINCIPLES.
around a central point. The elements 20Unity. Principles of Design. Designers
radiate from the center point and the do this by repeating elements, overlapping
visual weight is distributed collectively, shapes and directing the eye of the viewer
creating the feeling of equilibrium. around the work from one similar element
ARTDIRECTION BASIC DESIGN PRINCIPLES. to the next or along a line or shape. BUT,
11Balance. Principles of Design. however, unity also exists in variety. It
Asymmetrical Balance (Informal Balance) is not necessary for all of the elements
Asymmetrical balance, also called informal to be identical in form providing. They
balance, is more complex and difficult to have a common quality of meaning or style.
envisage but it also more interesting. It Unity can also be a matter of concept.
involves placement of objects in a way ARTDIRECTION BASIC DESIGN PRINCIPLES.
that will allow objects of varying visual 21Choose 1 print ad you like which have
weight to balance one another around a at least 2 Design Principles applied,
fulcrum point. ARTDIRECTION BASIC DESIGN identify what principles are they, and to
PRINCIPLES. what purpose does the designer use each of
12Tension. Principles of Design. Tension them. Choose 1 print ad you dislike,
is created by a lack of balance. Create explain the reason why you don’t like it,
tension only when it is needed. Only when and explain how to make it looks better by
you want to create different moods. using the Design Principle(s). Due date:
ARTDIRECTION BASIC DESIGN PRINCIPLES. In class on November 14th, 2012. Print it
13Emphasis. Principles of Design. out in recycled A4 papers, with your name,
Emphasis is the quality that draws your id number and section Individual
attention to a certain part of a design Assignment (5%).
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