PRINCIPLES OF DESIGN

MODULE 5

Learning Objectives:
 Identify and distinguish how the principles of design apply in elements of arts
 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.

General Education Outcomes:

 Critical Awareness - students will gather, analyze, synthesize and apply information.

 Cultural Awareness - students will compare, contrast and interpret differences and
commonalities among people, ideas and aesthetic traditions.

 Interpersonal Skills - interacting collaboratively to achieve common goals.

 Technology Skills - Using appropriate technology to retrieve, manage, analyze and present
information.

INTRODUCTION:
Principle 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 help govern what might occur
when particular elements are arrange 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.

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 WHAT ARE THE BASIC PRINCIPLES OF DESIGN?
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.
 It 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.
Examples of work of Arts that Define symmetrical Balance

 Frida Kahlo, Self-Portrait 1940

 Diego Rivera, Flower Day, 1925
 Cimabue, Santa Trinita Madonna,1280-90

2. Asymmetrical Balance
 Occurs when you have different visual images on other side of a
design, and yet the image still balances.
 To be considered asymmetrical, design needs to have unequal visual weight on the other side,
but those unequal visuals needs to balance each other.
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 provides visual interest, but they also naturally lead
your eye right to the center of the image.

Examples of art works that define radial balance

 Gothic Rose Windows
 England, 17th Century, Charge of Charles II in the Boscobel Oak 1685
 Melozzo da Forli, St, Mark’s Sacristy 1480’s

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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.

Example of work of art that define harmony ( instructor prepared slides)

 Claude Monet, Water Lilies 1916
 Pablo Picasso, The Old Guitarist 1904
 Claude Monet, The Japanese Bridge1899

UNITY - is a measure of how well each element of your design works together. It describes the
overall design, and whether its 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.

Example of work of art that define Unity:

 Gustav Klimt, The Kiss 1907

 Salvador Dali, Galatea of the Spheres 1952
 Rene Magritte, Golconda 1953

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EMPHASIS - is defined as an area or objects 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.
Examples of work of art that define Emphasis
 Claude Monet, Impression, Sunrise 1872
 Joaquin Sorolla, Research 1897
 Valintin Serov, Iphigenia in Tauris 1893

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.

Examples of work of art that define Rhythm

 Piet Mondarin, Broadway Boogie Woogie, 1942
 Tughra ( Official Signature) of Sultan Sul

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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 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.

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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 creates a more interesting and aesthetically pleasing outcome that
improves the user’s experience.

Example of work of arts that define Variety:

 Tom Thomson, Opulent October, Winter,1915
 Claude Monet, The Palace of Westminster, The Fog Effect,1903
 Camille Corot, The Gust of Wind, 1860

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.

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