view any image as an abstraction, to understand what is happening in purely visual terms as well as knowing and understanding visual terminology. It involves training the eyes to see minute detail and being sensitive to color, shape, form, and line. It has little or nothing to do with content or style”
or categorization of elements that relate to one another. To understand why, when elements of a similar nature are grouped together the information becomes a visual unit. This provides a viewer with a visual clue as to the concept you are communicating rather than being confronted with a scattering of unrelated graphical elements. When a number of graphic elements are close in proximity a relationship is implied. If elements are logically positioned they connect to form a structure to your design, this is also known as Visual Hierarchy.
their priority within a concept as a whole. To do this you will need to ask yourself what the key elements of your design are, which graphics communicate your concept most strongly? Which graphics support your concept and how could you illustrate them to create a visual structure from most to least important? You may consider displaying your graphics using different sizes and colors to give them visual weight.
combination of opposing elements in a composition that results in visual stability. Most successful compositions achieve balance using symmetry or asymmetry. ! In contrast, design elements that display an unbalanced visual weighting that are made up of elements differing in size, color and shape are organized and positioned against one another to create asymmetry.
enhance and clarify information. Repetition adds visual interest to your design, and helps to identify elements that belong together. It can be considered a way of adding consistency to your design. ! The consistent repetition of graphic elements works to create visual unity. These elements can be as simple as color, spatial relationships, a shape, a texture or a typeface. Sometimes repetitive elements are not identical in appearance but are in fact so similar that their connection is clear.
the principles and elements of design . Unity refers to the combination of all elements successfully working together to achieve a sense of harmony in your design. This can be achieved through the consistent use of graphic elements. Using repetition or patterns is one of the most basic factors in creating a strong sense of unity.
to your design by highlighting specific graphic elements. This will result in a more visually striking composition. To achieve this 'contrast' is employed as a means of creating a visual hierarchy among different graphic elements. It can be applied to graphic elements, as light, dark, warm, cool, large, small; etc.
to suggest the illusion of movement or direction. The effective use of dynamics in a design can add an emotive characteristic to your design making it appear restful and calming or active and energetic.
steady rhythm that creates predictability and order in a composition. ! Arrhythmic: Follows an unstructured rhythm to add visual interest to a composition. ! Random: Without a structured approach or a defined order that creates spontaneity in a composition. ! Directional: The use of graphic elements used in such as way that implies a visual connection to lead the eyes to move in a particular direction.
of a composition. This is an area that is visually dominant and eye-catching that a designer has emphasized through the clever placement of graphic elements. ! Emphasis can be achieved by use of repetition to highlight and draw attention to a repetitive element. When used with 'repetition' the emphasis is usually a break in the basic structure or visual rhythm of a pattern that causes your eye to pause or focus on a particular element.
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