Week 2: Principles of Design - Part 1
In class, we learnt about the principles of design.
One of the more difficult principles to define.
Simple unity and abstract unity
lines of the same quality
monochromatic, or complementary colours
shapes that are geometric or organic
similar size or textures
line: short strokes. consistency of thickness.
point of interest: moon. direction of sky towards it.
the shapes bring conceptual meaning
discarded. obsolete. bricks. outdated.
something that is different
Problems with unity. too much unity.
Unity vs variety
Unity in brand
Unity across a product line
Everything in the design has a weight. stronger visual weights will stand out more.
achieve balance by size, colour, proximity, shape, textures
visual tension: uncomfortable to look at. Too close to the edge
What is balanced design?
symmetrical or formal balance
biaxial symmetry (many axis symmetry)
asymmetrical or informal balance
relative ratio of elements that make up a composition
The ratio of 1:1.68 is the most naturally pleasing
Page design: Tschchold’s Golden Canon of Page Construction
contrast between foreground and background