83 MODULE 1: TERM 1 – Introducing the world of design 5. Introducing the primary design principles


Introducing the primary design principles


Different ways to manipulate and use your elements/ingredients


1. Balance 2. Contrast 3. Unity/harmony 4. Rhythm/movement 5. Proportion/scale 6. Focus/emphasis/dominance 7. Composition/layout


By using and manipulating the design elements (line, shape, texture, colour, tonal value), one can achieve the design principles. Because of the nature of modern design, the principles can overlap and vary between different design fields, design schools and individual practising designers. It is therefore never set in stone. To fulfil a specific purpose, the principles are used to organise the relationships between elements and the final composition so that a specific outcome can be achieved.


1. Balance a. An unbalanced or evenly balanced design will communicate a specific mood/look and feel. In other words, the way you structure or organise the use of line, texture, shape, colour and tone will determine a balanced or unbalanced design/composition/layout.


b. Asymmetrical balance is achieved when elements with contrasting sizes, numbers, weight, colour and texture are positioned off centre to one another or to a central point and still create an equilibrium or balance. Tese are usually different elements that ask for the same attention and visual focus, like a huge pumpkin versus a small egg.


c.


Symmetrical balance is achieved when elements are equally positioned and mirrored on either side of a central point.


d. Radial balance is similar to symmetrical balance but achieved in a circular shape or form, like a sphere. Such forms are exactly the same all around a central point, no matter if you cut it horizontally or vertically. Tus the centre of the form is acting as the focal point.


e. A very dominant focal point also provides balance as it doesn’t give the feeling that it is pulling to either side of the composition.


f. Balance creates unity and harmony in a design.


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WHAT IS DESIGN?


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