Q2 PPT (Pod)

Amity School of Fashion Technology
ASFT
ELEMENTS OF DESIGN (PG)
Module III : Principles of Design
Topic 3.1.1 - Balance
1
5 Principles of design
https://slideplayer.com/slide/10998471/
The basic principles of design include the following:
•Balance
•Proportion (Scale)
•Emphasis
•Rhythm
•Harmony/Unity
BALANCE
A principle of design referring to the arrangement of visual

elements to create stability in an artwork.
Types of Balance
1.Symmetrical
2.Asymmetrical
3.Radial
3
Symmetrical Balance
Elements are equally distributed on either side of a

central axis.
4
Formal/ Symmetrical balance :

Fo
Symmetrical balance is mirror image balance that occurs rm
all
when identical objects are equidistant from a center point. It yB
ala
is easier and safe to create but may not be as interesting as nc
informal balance. A garment with formal balance can be e dG
ar
made more interesting using unusual colors, textures or me
nt
accessories. This relieves the uninteresting aspect from the
garment look. Colour, texture & cut of the garment influence
this balance in creating a feeling of dignity or formality.
A dress with formal balance may emphasize body

irregularities as the eye judges or compares one side of the
body with the other. The upper and lower portions of the
design are so arranged, as to give an effect of balance.
Thus there should not be the effect of too much of weight at
the bottom or a heavy appearance. For Example, dark
colored skirt over lighter shade of pants make a short
person shorter. 5
Asymmetrical Balance
Color
Size Value
6
Informal / Asymmetrical balance : Informal balance occurs

when objects or elements of design are arranged on either
side of a center are equal but not identical in all aspects.
Informal balance is more a visual impact rather than exact
distribution of physical weight. More freedom of expression is
possible with this balance, because it is exciting and has an In
element of interest. But such designs are more difficult to fo
r m
construct, is more time consuming as the parts of the al
ba
garment are to be assembled separately which adds to the lan
ce
cost of manufacturing. Informal balance can be used to Ga
rm
correct the appearance of body irregularities as comparison en
t
of both the sides of the garment is not done by the viewer.
This occurs when objects appear to equalize each other but
not through repetition and the arrangement is in a haphazard
manner. Here design of different sizes and shapes and of
different attraction are arranged. The larger and more
attractive designs are kept as far away from the center as
possible. If used correctly, informal designs can be made
effective and attractive. 7
Radial Balance
Not only do the swirls of the shell and spiral staircase provide visual interest,
but they also naturally lead your eye right to the center of the image.
8
Radial balance : Radial balance occurs

when the major parts of the design radiate
from a central point. Pleats, seams, gathers,
darts, or motifs radiate from the focal point
creating a sunburst effect. This type of
balance is found frequently in necklines. Due
to the intricacy of construction it is found only
in expensive clothing .The radial balance
occurs when major parts of the design
radiate from the central part. Formal balance
is the least expensive method to
produce apparel in mass production.
Informally balanced garment is more difficult
to produce. For each section of the garment,
cutting will have to be probably
handled differently.
Radial Balance in Dress Design
9
• https://www.hamstech.com/blog/a-new-light-on-
principles-of-fashion-design/
• https://study.com/academy/lesson/principles-of-
fashion-design.html
Assignment:
 In a 5”X5” each & draw design pattern using 2
elements along with color medium of your choice
showing different types of balance.
 Also show all 3 balance each in garments draped on
a croqui and color them too(you may use figure
templates). 10
ASFT
Topic 3.1.2 - Rhythm
11
Rhythm
• is the flow of the lines,
shape, space and
texture of a garment
• is a sense of movement
and is necessary to
create interest
• Done by the repetition of
lines, shapes and colour
– to create direction
12
Rhythm- Repetition/Regular
When a design element is repeated.
13
• Repetition or regular repeats of motifs of design, shapes, buttons,

tucks,pleats, laces, edgings, colour, textures, fabric designs etc.
• Parts of the garment having the same shaped edges like squared,
rounded, or scalloped edges also create repetition.
• When colours are used in repetition a good effect can be
created if the colours are distributed in an interesting way.
• Smooth undulating lines impart a peaceful and calming effect while lines
with sharp points and zigzag lines create an exciting rhythm more
suitable for evening wear.
• Care should be exercised with this type of rhythm as it may disturb and
subdue a garment design.
• Pleats, tucks, stitching folds create abrupt rhythm.
• Trimmings like beads, buttons, laces etc. create a variety of rhythmic
effects in a garment.
14
Rhythm-Gradation /Progression
Light Thin to
to Thick
Dark
Small to
Large
• Rhythm is also created by progression or by

gradation.
• Gradation implies a gradual increase or decrease of
similar design elements.
• For eg. colors from light to dark or textures from fine
to coarse; shapes from small to large, and lines may
range from thin to thick or vice versa.
• A gradual change generally provides continuity, giving
a feeling of movement.
• Increasing or decreasing changes in sizes of motifs,
buttons, trims, ruffles, fabric design also create
rhythm.
16
• Transition is the process of changing

from one style, condition, position, etc.
to another without any break point
during modification.
• The curved lines oftransition cause the
eye to change direction gradually rather
than abruptly.
• Transitional lines and shapes lead the
eye gracefully and easily from one area
or direction to another.
• It is found in dropped shoulder designs,
puff sleeves and cap sleeves.
• Transition can also be achieved by
using scarves, shawls, ruffles and
gathers in an outfit.
17
Rhythm- Radiation
Lines flow out from a single point.
• Rhythm by radiation creates a feeling of

movement in different directions.
• This organized movement originates from a central
point of gathers, folds, tucks, darts, pleats and
lines.
• Direction of radiation may be in a similar or one
direction, opposing direction or both the directions.
19
20
Rhythm by continuous line movement
•This type of rhythm is obtained by flowing lines of trims, bands of colour, fabric
designs etc, which make the eye move in a continuous line bringing about
harmony.
•Rhythm is broken when lines, trimmings, or fabric designs are not matched at the
seams or at other construction points. Fabric’s designs with widely placed motifs
may lack rhythm.
https://hhsartdesignprinciples6.weebly.com/rhythm.html
21
Assingments:
Using a series of two to three shapes, compose a design in6”X6” block / grid that
demonstrates the concept of various rhythm.
Steps:
•Draw two to three shapes; try using organic shapes. You will need 8-10 shapes
in all.
•Once your shapes are drawn, place them into a grid structure, but alternate the
shapes. If you are drawing your shapes you will need to plan the grid and layout
before hand. For example, if you choose square and star the sequence would go
as such square, star, square, star, square, star and so on.
•Use color medium of your choice,
22
ASFT
Topic 3.1.3 - Emphasis
23
Emphasis
A principle of design in which one element,
or a combination of elements, create more
attention than anything else in a composition.
Emphasis creates a center of interest.
On the dress you notice the red top. It is where
your eye is drawn first. his is the focal point.
• Emphasis is defined as an area or object within the artwork that draws attention
and becomes a focal point. Focal point refers to an area in the composition that
has the most significance, an area that the artist wants to draw attention to as the
most important aspect. In the example below, it is very clear that the emphasis is
on the red circle. It is the largest object in the composition. Conversely, although
there are many circles, they are small in size, very muted in color, and blend in
rather than stand out from the background.
• Therefore, red, big circle is the focal point
of composition. This portion is called point
of emphasis.
• Emphasis is concentration of interest in one
area called eye arresting area of a design
that acts as center of attention.
It is the center of attention of an outfit.
This implies that some areas require
subordination in order to emphasize that area. 25
Ways to Create Emphasis

Converging Elements Contrast
Other elements in the Create a large difference in
composition point or direct the value, color, texture, line, or
eye to the emphasis. any other element.
Grouping Isolation
Place similar items together to Make the subject the only thing in the
create attention to a particular image.
area.
Creating emphasis in garments:

1. Emphasis may be achieved by grouping rows of tucks, gathers, ruffles,
buttons or trim in one area, or by concentration of jewelry such as rows of
beads, chains or pins
2. Shapes of collars, sleeves, pockets, jewelry, outsized buttons, belts and trims can
be used to create local interest with unusual designs. Unusual and different fabric
designs and texture may attract focus of attention, provided the garment design is
simple and not competing with fabric design or the texture.
3. The placement of decoration on a plain, contrasting background permits the
decoration to be dominated. Trims, embroidery appliqué, jewelry, buttons and belt,
buckles when used on a contrasting background are emphasized and become areas
of interest.
4. Contrast of colour, line, shape, and texture will also create emphasis. Using
contrasts too many times often lose their impact in the design.
5. Contrasts of shapes is more strongly emphasized when they differ from the
background. Yokes, collars, cuffs and shapes will be more noticeable when their
edges are outlined in a contrasting trim. 27
https://www.interaction-design.org/literature/article/emphasis-
setting-up-the-focal-point-of-your-design
http://daphne.palomar.edu/design/emphasis.html
http://www.smashingmagazine.com/2015/02/design-
principles-dominance-focal-points-hierarchy/
28
ASFT
Topic 3.1.4 – Proportion & Harmony
29
Proportion
• Proportion is the
relationship
between objects,
or parts, of a
whole.
• Proportion means the size of a part in relation to the size of the

whole. When considering bodies, it would be unusual to have a
head that is bigger than the torso. The same goes with garments. It
would be unusual to have sleeves which are bigger than the whole
outfit.
• Proportion in fashion design is the principle that says various
components of a garment or accessory look good together (i.e. with
balanced size and scale).
• Proportion is used to harmonize, create direction/ Rhythm, and
Build a focal point / Emphasis / Balance. Proportion in any
composition is the comparison and relationship of the parts to each
other and to the whole. Followed are its two types -
31
Proportion
a) Good Proportion - Place together elements which are similar in

character or have some feature in common. Create major and minor
areas in the design, as equal parts can quickly become monotonous and
boring. Arrangement of space should be in such a way that the eye does
not perceive a standard mathematical relationship. Create harmony in the
art work. Harmony is an agreement between the shapes that stresses the
similarities of all parts. In other words, the shape of one part should "fit"
the shape of the adjoining elements. Shapes should” fit" properly in their
positions and spaces.
b) Bad Proportion - Placement of elements which are not similar in

character. Major and minor areas in the design are not balanced. Spacing
between the elements is not same. Elements used are not matching with
each other. Distribution of elements in the design is not balanced.
33
1:2 2:3
Proportion
• Elements seem to be an appropriate size for the space they fill.
• The ratio of one part to the

whole.
• Things just look right.
Proportion & Balance work together

• Trouser works well
because the proportion is
just right! The pleated,
flowy pants are balanced
by broad-shouldered
tops and wide belt.
Harmony
• is the pleasing
arrangement of all the
parts of a garment.
Colours, lines, shapes,
and textures look like
they belong together.
• Harmony is achieved
when Unity and Variety
are effectively
combined.
Ways to Create Unity

• Proximity - Overlap, touch, or place object
close together
• Similarity - Create similar colors, textures,
shapes, etc.
• Continuation - Create a flow of vision directed by
the arrangement of elements.
• Repetition - Repeat the same elements
through the work.
https://thevirtualinstructor.com/blog/unity-harmony-and-variety-
principles-of-art
Harmony- Unity
• The design is seen

as “whole”.
• Unity can be
achieved through
matching and
coordinating
Harmony- Variety
• Variety can relieve

monotony by giving
the eye a number of
different details to
look at.
Conclusion
•The principles of design affect where you place type and
image, and also influence every decision you make when
designing a layout.
•The principles also affect how each piece of image and body
copy relate to each other, what your message is and how you
communicate it.
•When using the design principles one needs to think about
how each principle will enhance the layout, make it visually
appealing to your audience, how it is organized and whether or
not it helps to communicate the message clearly.
http://learn.leighcotnoir.com/artspeak/principles/
http://www.schaubsrote.com/interior-design-
blog/the-principles-of-design-unity-harmony/
42

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Amity School of Fashion Technology

A principle of design referring to the arrangement of visual

Elements are equally distributed on either side of a

Formal/ Symmetrical balance :

A dress with formal balance may emphasize body

Informal / Asymmetrical balance : Informal balance occurs

Radial balance : Radial balance occurs

• Repetition or regular repeats of motifs of design, shapes, buttons,

• Rhythm is also created by progression or by

• Transition is the process of changing

• Rhythm by radiation creates a feeling of

Rhythm by continuous line movement

Ways to Create Emphasis

Creating emphasis in garments:

• Proportion means the size of a part in relation to the size of the

a) Good Proportion - Place together elements which are similar in

b) Bad Proportion - Placement of elements which are not similar in

• Elements seem to be an appropriate size for the space they fill.

• The ratio of one part to the

Proportion & Balance work together

Ways to Create Unity

• The design is seen

• Variety can relieve

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