visual

order

figure/groundsimilarityproximityclosurecomtinuancetranslationrotationreflectionglide/reflectiondilationstructured spacesymmetric balanceasymmetric balanceambiguous balanceneutral balance

figure/ground we tend to see figures with similar characteristics—eg: shape, color, texture, etc. as belonging together.

figure/ground

The spacial rela-tionship

between an object (positive space)

and it’s background

(negative space)

Similarity

Objects that share similar visual characteristics are often viewed as belonging together.

Similar objects that are placed close to one an-

other are often perceived to be in a group.

P R O x I

MI

TY

Viewing an incomplete object and wanting to

mentally compl te it.

Continuance

A group of figures / objects

that are arranged to imply movement

through the

group.

The repetition of an object with each

repetition spaced in uniform se-

quence and intervals.

Rotatio

nTurning an object around a pre-determined axis often implies move-ment/ continuance. Causes the viewer’s eye to follow a path created by the object(s).

Rotatio

n

Reflection The placement of a figure on a plane of 180 degrees. Achieves

the same effect as seeing the du-plicate of a fig-ure in the mirror.

Turning an object

around a prede-termined axis often implies movement/

continuance. Causes the view-er’s eye to follow a path created

by the object(s).

DilationThe repetition and change in size

of an object coupled with uniform

spacing.

Dilation

Structure 1

Structure 2

Structure 3

Structure 4

Structure 5

Structure 6

Symm

etricB

alance

A form of balance characterized by similar ob-jects placed on opposite sides of a central axis,

but the placement creates a uniform, equal, proportionate composition.

Asymm

etric

Balance

Asymm

etric

Balance

A form of balance characterized by ob-jects being placed on opposite sides of a central axis but the

placement of the items causes the composition to appear unequal and non-uniform. It does

not look proportionate.

Ambiguous

Balance

A form of bal-ance charac-terized by it’s

undecided nature. The

objects in the composition do not clearly or directly re-late to one an-

other.

Neutral Balance

A form of bal-

ance charac-

terized by it’s

random and

haphazard

placement of

objects. There

is no clear em-

phasis.

© nick howland, 9/21/12

completed as a requirement for visual communication in the

graphic design department at the kansas city art institute.

michael kidwell, assistant professor.