AD DESIGN - PRINCIPLES
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The document discusses several key principles of design including alignment, balance, contrast, emphasis, unity, rhythm/movement, repetition, and pattern. Alignment refers to how elements are positioned in relation to each other. Balance can be symmetrical, asymmetrical, or radial. Contrast creates visual interest through differences in size, orientation, tone, and direction. Emphasis draws attention to particular elements. Unity makes all parts of a design feel coherently connected. Rhythm is created through regular or varied repetition of elements. Repetition and pattern work together to make a design feel active and unified.
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AD DESIGN - PRINCIPLES
- 6. CONTRAST Contrast by Size Contrast by Orientation Contrast by Tone/Value Contrast by Direction
- 7. CONTRAST SHOULD ALWAYS BE THOUGHT IN TERMS OF CREATING TENSION BETWEEN OPPOSITES : FOR EXAMPLE : LARGE – SMALL, LIGHT – DARK, SOFT - HARD
- 8. EMPHASIS Term emphasis literally means to give importance Emphasis in designing refers to give special attention to one part of a work of art It can be through placement, contrast, colour, size, repetition etc.
- 9. UNITY It refers to arrangement of elements to give the viewer the feeling that all the parts of the design or piece form a coherent whole i.e. designs must be in harmony in which all sections of the pattern make other sections feel complete
- 10. RHYTHM / MOVEMENT Regular repetition of elements to produce the look and feel of a movement Rhythm can be achieved through the careful placement of repeated components Rhythm can be categorized random, regular, alternating, progressive and flowing
- 11. REPETITION / PATTERN Repetition works with pattern to make the work of art seem active. The repetition of elements of design creates unity within the work of art.
- 12. ASSIGNMENT 2: Look around and take any object you think you can create a design with, which includes all the principles.