visual communication: principles of design · visual communication: principles of design unity and...
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Visual communication: Principles of design�
Unity and variety�Balance�emphasis and subordination�directional forces�contrast�repetition and rhythm�scale and proportion
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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.
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107 Lawrence, Jacob. Going Home. 1946
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108 de Hooch, Pieter. Interior of a Dutch House. 1658
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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.
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109 Giacometti. Alberto. Chariot. 1950
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110 Hoban, James
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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.
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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
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1. Larger forms are visually heavier than small ones. — many small forms may balance out one large form
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2. Forms gather weight as they approach an edge
— a smaller form near and edge can balance a larger form near the center
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3. Complex forms are heavier than simple forms. — smaller complex forms can balance larger simple forms
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4. Warm colors are heavier than cool colors and appear to come forward.
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5. Intense colors more heavy than tints and shades
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113 Poussin, Nicolas. The Holy Family on the Steps. 1648
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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.
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113 Poussin, Nicolas. The Holy Family on the Steps. 1648
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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.
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116 Goya, Francisco. Bullfight: The Agility and Daring of Juanito Apinani
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Contrast
Juxtaposition of dissimilar elements: color, size, weight, any visual element
* Can be used to balance.
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117 Luster-Painted Bowl. Spain. C 1400
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Repetition and Rhythm
Repetition of visual elements gives a composition unity, continuity, flow, and emphasis.�
* Can be used to balance.
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Detail drawing of 108
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119 Korin, Ogata. Cranes. C 1700
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Rhythm
Rhythm is created through regular reoccurrences of elements with related variations
— its an organizational device.�
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Scale and Proportion
Scale is the size relationship of one thing to another
Proportion is the size relationship of parts to a whole.
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121 Oldenburg, Claes and van Bruggen, Coosje. Shuttlecocks. 1994
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124 Buonarroti, Michelangelo. Pieta. 1501
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125 Boetigen Pieta. 1300 - 1325