MOVEMENT

HARMONY
REPETITION
PATTERN
RHYTHM
 Design is the creation of a plan or convention for the
construction of an object or a system. It may be an
architectural blueprints, engineering drawings, business
processes, circuit diagrams or sewing patterns. Design has
different connotations in different fields Design is what links
creativity and innovation. It shapes ideas to become practical
and attractive propositions for users, clients or customers.
Design may be described as creativity deployed to a specific
end.
 The principles of design describe the
ways an artist use different elements of
design in a composition. These ways or
principles are:
 MOVEMENT
Movement is the design element that
operates in the fourth dimension -
time. Movement is the process of relocation of
objects in space over time. We can speak of
movement as literal or compositional.
 MOVEMENT
The physical fact of movement is part of
certain designed objects; we are speaking here
of literal movement. Sometimes the physical
movement is signaled by symbolic forms that
suggest speed and motion. For example, cars,
when first invented met their movement
function, but the form did not suggest
movement. Even after the mass production of
automobiles began, the design had little to do
with the fact of movement.
 MOVEMENT
Another way to think about movement is to consider
how the viewer's eye moves through the composition.
This is what we refer to as compositional movement.
In this case we are not concerned with the presence (or
lack of) implied motion in the image. We are
concerned instead with how the viewer perceives the
composition-- how the components relate and lead the
viewer's attention.
 MOVEMENT
Compositional movement may be
classified as static: that is, movement of
the eye that jumps and hops between
separate components of the image,
attracted by similarities and simply
shifting to shapes with related shape or
color Compositions exhibiting static
movement are characterized
by repetition of closed, isolated shapes
and contrasts of color and/or value.
 MOVEMENT
Movement may also be classified
as dynamic. Dynamic movement is
characterized by movement of the eye that
flows smoothly from one area of the
composition to another, guided
by continuations of line or form, and
by gradations of color or form. Dynamic
movement is characterized by open shapes
or shapes that closely relate to adjacent
shapes.
 MOVEMENT
The eye will always move through the
composition in some way, so there is always
some sort of compositional movement. All
compositions can be described in terms of
one or the other of these concepts - or both.
 HARMONY
Harmony is the visually satisfying effect of combining
similar or related elements.
• Adjacent colors
• Similar shapes
• Related textures
Harmony in a painting or design helps bring about unity.
All harmony and no contrast, however, can become
monotonous. A balance must be struck between areas of
harmony and areas of contrast.
 HARMONY

In this painting the harmonious, repeating rectangles are

relieved by the contrasting round forms of the pots and
flowers. The overall warm color harmony is given relief by
the cool green shutters. Grouping the subordinate, contrasting
organic shapes reinforces the focal point.
 HARMONY
By keeping the area of contrast smaller than the
large harmonious area to be relieved, a visually
 satisfying balance is achieved. Understatement is
usually better – sometimes just a tiny contrasting
mark is all that is needed.
A limited palette will keep a tight color
harmony. Tonal contrast then becomes the main
tool for emphasizing a focal point.
HARMONY
In this mixed media painting, a
limited palette ensures a tight
color harmony. Strong tonal
contrast in the upper right hand
side of the shoe, and a protruding,
frayed shoelace establish an  off
center focal point, breaking
the symmetry of the subject.
 REPETITION
Repetition in design can work in a
number of different ways. Having repeating
design elements within work is not
inherently a flawed approach. Rather,
repetition allows for a single point to be
repeated numerous times throughout. One
of the examples that can clarify the
principle of repetition is the set of stairs:
each step is individual, but is repeated with
similar size/shape in a sequence to form the
stairway itself.
 REPETITION
When thinking of design, we can consider issues including
a core, central message or element in the design layout. Web
design, for example, has a similar concept, where repetition
allows for standardization and consistency in approach.
Where menu options and design elements, including logos,
are repeated allows users a comfortable, known experience in
page navigation – and can provide necessary breadcrumbs for
users. This can be done by using imagery or icons, or colors
or text style, to provide the user with a simplified, consistent
message across the platform.
 PATTERN
Patterns can have multiple meanings and
elements in design. Repetition focuses on the
same object being repeated; patterns are made
up from different components which are then
repeated in the same way throughout the
design. A seamless pattern is one that flows
throughout without flaw in the beginning or
end: the entire pattern is a single, coherent
unit. This approach to design becomes
especially important when thinking about
designs which incorporate significant amounts
of color, texture or depth.
 PATTERN
Using a pattern can be complex. As with the photography
example above, however, patterns can be used to put the user
at ease and to allow them navigation tools throughout the
design. In architecture, patterns in the forms of motifs have
been used to improve the aesthetic quality of the structure, to
stamp design authority, and to provide necessary user
guidance. The use of such patterns can enhance the user
experience, as well as the design and look of the final
product, but must be used wisely so as to avoid a
complicated layout or unattractive design.
 RHYTHM
Unlike repetition and pattern, rhythm has
slightly more complexity to it. Where
repetition and pattern require the same
design element to be repeated throughout
the design in the same way, rhythm requires
the repetition of a variety of design
elements in a specific order. As a result,
individual design elements may not repeat
or be the same at all points; rather, their
repetition is adaptive and changes
throughout the design.
 RHYTHM
This approach to design can be viewed as the
musical approach to design: individual notes are
arranged in different orders at different points, but the
overall finished piece retains design coherence.
Alternatively, a set of waves crashing against the
shore might be said to follow a design rhythm. While
each, individual wave is unique, the overall process
has a design rhythm.
 RHYTHM
Owing to its complexity, rhythm has a number of sub-
divisions in how it can be conceived or implemented.
Regular rhythm is similar to the idea of a pattern: the design
elements are repeated in the same manner throughout the
design. Flowing rhythm allows for a greater diversity of
design elements, but with great diversity in the elements’
size, sequence, nature, and so on. Lastly, progressive rhythm
allows for the greatest amount of diversity. Elements are
repeated, but there is variation in any of the elements
throughout.
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