design principles and design elements

• - may be determined by the

scale, colour or placement and arrangement

of elements in a composition.

• - Text may be designated according

to visual importance (what the

target audience needs to interpret first).

• HIERARCHY

• SCALE

• CONTRAST

• BALANCE

create contrast

• provide proportion

• create hierarchy

• be expressed as a ratio

• create depth

• SCALE

• HIERARCHY

• PROPORTION

• FIGURE GROUND

strong versus weak

• bright versus dull

• serif versus sans serif

• big versus small

• light versus dark

• organic versus geometric

• feminine versus masculine.

• CONTRAST

• SCALE

• HIERARCHY

• PATTERN

• - Symmetrical or Asymmetrical

• • horizontally balanced

  • vertically balanced

  • centred

• positioned left

  • positioned right

• BALANCE

• CONTRAST

• HIERARCHY

• PATTERN

• create greater emphasis

• focus on a detail

• enlarge an image

• suggest an image

• - change the focus

• CROPPING

• BALANCE

• HIERARCHY

• FIGURE GROUND

assist in creating order

within a composition

• link a set/family of visual communications

such as a range of packaging

• create contrast or assist in the

hierarchy of a composition

• emphasise ideas or meanings through

the repetition of imagery or text

• Be used to create decoration

• Be used to create visual impact

• PATTERN

• CONTRAST

• HIERARCHY

• FIGURE GROUND

Proportion is different to scale.

• Proportion is the comparative

relationship between components

within a visual communication.

• PROPORTION

• PATTERN

• BALANCE

• HIERARCHY

ground dominant

• be figure dominant

• create a dynamic composition

• create a stable composition

• assist in creating a focal

point in the hierarchy of the

composition

• PROPORTION

• FIGURE GROUND

• SCALE

• CONTRAST

HIERARCHY, SCALE, CONTRAST, BALANCE, CROPPING, PATTERN, PROPORTION, FIGURE GROUND

are......

• design principle

• design element

• bright

• dull

• dark

• warm

• cool

• dramatic

• bold

• contrasting

• complementary

(harmonious)

monochromatic

• saturated (indicating

intensity of a colour

– bright and intense)

• muted – weak, soft

or dull

• primary

• pastel

• neutral

• COLOUR

• FORM

• TYPE

• LINE