CONTRAST

contrast refers to the arrangement of opposite elements and effects.

For example, light and dark colors, smooth and rough textures, large and small shapes.

Contrast in Colour

Contrast in Scale Contrast in Shapes and Colour

Contrast in Type
and Colour
BALANCE
Balance is the distribution of the visual weight of objects, colors, texture, and space.

If the design was a scale, these elements should be balanced to make a design feel stable.

Balance are of mainly three types:

1. Symmetrical BALANCE
2. Asymmetrical BALANCE
3. Radial Balance

In symmetrical balance, the elements used on one side of the design are similar to those on the other side.
In asymmetrical balance, the sides are different but still look balanced.
In radial balance, the elements are arranged around a central point and may be similar.
In this example of contrast in art, created a scene of action contrast using the elements of art line, value, and shape
and energy by contrasting both light/dark and directional contrast of emotion showing the despair of the mother,
lines. the heart on the chair in the background.
EMPHASIS

Emphasis is the part of the design that catches the viewer’s attention.

Usually the artist will make one area stand out by contrasting it with other areas.
The area could be different in size, color, texture, shape, etc.
 MOVEMENT

Movement is the path the viewer’s eye takes through the work of art, often to focal areas.

Such movement can be directed along lines, edges, shape, and color within the work of art.

PROPORTION
Proportion is the feeling of unity created when all parts (sizes,
amounts, or number) relate well with each other.

When drawing the human figure, proportion can refer to the size
of the head compared to the rest of the body.
PATTERN
Pattern is the repeating of an object or symbol all over the work of art.

REPETITION
Repetition works with pattern to make the work of art seem active.

The repetition of elements of design creates unity within the work of art.
RHYTHM
Rhythm is created when one or more elements of design are used repeatedly to create a feeling of
organized movement.

Rhythm creates a mood like music or dancing. To keep rhythm exciting and active, variety is essential.

VARIETY
Variety is the use of several elements of
design to hold the viewer’s attention and to
guide the viewer’s eye through and around
the work of art. .
UNITY
Unity is the feeling of harmony between all parts of the work of art, which creates a sense of
completeness. .

PARALLELISM
Not necessarily their symmetry or the simple repetition of Parallelism in nature
shapes but parallelism between the various elements of
the construction of an image.
FORESHORTENING
Foreshortening is a technique used in perspective to create the illusion of an object
receding strongly into the distance or background.

The illusion is created by the object appearing shorter than it is in reality, making it seem
compressed.
FLUIDITY
fluidity is given a solid form to stand across the environmental barriers and functional
demands.

It can be achieved in a small piece of furniture or can be spanned across huge public spaces.
DEPTH
create a sense of depth, and an illusion that your design expands beyond the second
dimension.
HARMONY
Harmony is the visually satisfying effect of combining similar or related elements.
Harmony in a painting or design helps bring about unity.
FOCAL POINTS & EMPHASIS
Focal points are areas of interest, emphasis or difference within a composition that
capture and hold the viewer's attention.

The focal points in your design should stand out but should be noticed after the element with
the most dominance
VIBRATION

CONVERGENCE
A process in which similar characteristics evolve independently in multiple
systems.
1 OR 2 POINT PERSPECTIVE
Perspective is used to make an object appear to have dimensions.

Point 1 perspective: Only one vanishing point on the horizon line.

Point 2 perspective: Has two vanishing points on the horizon line and is used for
drawing buildings or interiors, so this line could be the corner of a building.

GRADATION
Gradation of size and direction produce linear perspective.
Gradation of color from warm to cool and tone from dark to light produce aerial perspective.
Gradation can add interest and movement to a shape. A gradation from dark to light will cause
the eye to move along a shape.
 FIGURE-GROUND
figure-ground is the state in which we perceive elements as either the objects of
focus or the background.

Like closure, figure-ground works through the use of positive and negative space.

HIERARCHY

Hierarchy in graphic design utilizes several key principles,

including size, color, contrast, alignment, repetition, and
brightness, to emphasize certain characteristics of the design.
COMPLEMENTARY COLORS
Colors from opposite positions on the color wheel are considered to be
complementary.

Red and green, yellow and violet and blue and yellow-orange are complementary
colors.

ANALOGOUS
The analogous color scheme uses colors that are adjacent to each other on the
color wheel.
DATUM
A datum is a form which ties together or anchors all other elements of the design.

It can be a line, like a road with houses arranged along its length, a flat plane, or even
a 3D space.

TRANSFORM
A form that repeats can also be said to show transformation if
it looks a little different each time. Sometimes shapes
transform by getting bigger or smaller but they might also
rotate, stretch, or morph into a different shape.
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