Visual communication: Principles of design · Visual communication: Principles of design Unity and...

42
Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces contrast repetition and rhythm scale and proportion

Transcript of Visual communication: Principles of design · Visual communication: Principles of design Unity and...

Page 1: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Visual communication: Principles of design�

Unity and variety�Balance�emphasis and subordination�directional forces�contrast�repetition and rhythm�scale and proportion

Page 2: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Unity and variety

— Unity describes a feeling that all elements with in a composition belong together or work in harmony.�

— Variety is diversity, opposite of unity�

* Too much sameness can be boring and predictable, balance between the 2 can make a richer more dynamic composition.

Page 3: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 4: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

107 Lawrence, Jacob. Going Home. 1946

Page 5: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Detail drawing of 107

Page 6: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

108 de Hooch, Pieter. Interior of a Dutch House. 1658

Page 7: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Detail drawing of 108

Page 8: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Balance: Symmetry and Asymmetry

Symmetry / symmetrical balance — represents stability, permanence, motionlessness

* But too much symmetry can be static, boring to look at, and not very dynamic.

Page 9: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

109 Giacometti. Alberto. Chariot. 1950

Page 10: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

110 Hoban, James

Page 11: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 12: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Balance: Asymmetry

Asymmetry / Asymmetrical balance — Left and right sides are not the same. Instead various elements are balanced according to their size and meaning, around a felt or implied center of gravity.

•  Asymmetry does not mean unbalanced. •  As a balancing system, asymmetry works differently than symmetry, but not counter to it.

Page 13: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Asymmetrical balance keys to remember:

1. Larger forms are visually heavier than small ones. — many small forms may balance out one large form

2. Forms gather weight as they approach an edge — a smaller form near and edge can balance a larger form near the center

3. Complex forms are heavier than simple forms. — smaller complex forms can balance larger simple forms

**** Color changes things a bit

4. Warm colors are heavier than cool colors and appear to come forward.

5. Intense colors more heavy than tints and shades

Page 14: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

1. Larger forms are visually heavier than small ones. — many small forms may balance out one large form

Page 15: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

2. Forms gather weight as they approach an edge

— a smaller form near and edge can balance a larger form near the center

Page 16: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

3. Complex forms are heavier than simple forms. — smaller complex forms can balance larger simple forms

Page 17: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

4. Warm colors are heavier than cool colors and appear to come forward.

Page 18: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

5. Intense colors more heavy than tints and shades

Page 19: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

113 Poussin, Nicolas. The Holy Family on the Steps. 1648

Page 20: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 21: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 22: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Emphasis and subordination

Emphasis is used to draw attention to a specific area or focal point.�

Subordination is the opposite, reducing areas to make them less attention getting, less emphasized

•  Asymmetry does not mean unbalanced. •  As a balancing system, asymmetry works differently than symmetry, but not counter to it.

Page 23: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

113 Poussin, Nicolas. The Holy Family on the Steps. 1648

Page 24: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 25: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 26: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Directional forces: actual or implied

Directional forces are simply paths for the eye to follow.

* Implied directional lines may be suggested by a form’s axis, by the imagined connection between similar or adjacent forms, or the implied continuation of actual lines.

Page 27: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

116 Goya, Francisco. Bullfight: The Agility and Daring of Juanito Apinani

Page 28: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Contrast

Juxtaposition of dissimilar elements: color, size, weight, any visual element

* Can be used to balance.

Page 29: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 30: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 31: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

117 Luster-Painted Bowl. Spain. C 1400

Page 32: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Repetition and Rhythm

Repetition of visual elements gives a composition unity, continuity, flow, and emphasis.�

* Can be used to balance.

Page 33: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 34: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Detail drawing of 108

Page 35: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 36: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

119 Korin, Ogata. Cranes. C 1700

Page 37: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Rhythm

Rhythm is created through regular reoccurrences of elements with related variations

— its an organizational device.�

Page 38: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,
Page 39: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

Scale and Proportion

Scale is the size relationship of one thing to another

Proportion is the size relationship of parts to a whole.

Page 40: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

121 Oldenburg, Claes and van Bruggen, Coosje. Shuttlecocks. 1994

Page 41: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

124 Buonarroti, Michelangelo. Pieta. 1501

Page 42: Visual communication: Principles of design · Visual communication: Principles of design Unity and variety Balance emphasis and subordination directional forces ... 108 de Hooch,

125 Boetigen Pieta. 1300 - 1325