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The
Principles of
Design
By Khurram Kamran
06.04.2020

THE PRINCIPLES OF DESIGN.
PATTERN
CONTRAST
EMPHASIS
BALANCE
PROPORTION/SCALE
HARMONY
RHYTHM/MOVEMENT
How to use the tools to make art

Pattern
Natural Pattern
Interior Pattern
Design patterns are divided into
three fundamental groups:
• Behavioral,
• Creational, and
• Structural.

Pattern
Patterns can have multiple meanings and elements in
design.
Repetition focuses on the same object being repeated;
patterns are made up from different components which
are then repeated in the same way throughout the
design.
A seamless pattern is one that flows throughout without
flaw in the beginning or end: the entire pattern is a
single, coherent unit.
This approach to design becomes especially important
when thinking about designs which incorporate
significant amounts of color, texture or depth.

Pattern
Pattern as a principle of design may be defined as
regular arrangement of repeated same elements
i.e. line, shape, colors over and over again.
Pattern usually increases the visual excitement by
supplementing surface interest.

Contrast
• Contrast in art deals with using elements
that conflict with one another.
• In color, using complementary colors gives
objects a sense of contrast.
• In value extreme lights and darks conflict
with each other.
• With shape, large objects conflict with small
objects. Shapes that have smooth organic
lines will conflict with geometrical shapes
with straight structured lines.
• Contrast can be used to create a focal point -
an area that you want to draw your
audiences eye to.
• Using contrast properly in your art work will
make your art more interesting visually.

Emphasis /
Dominance
• The principle of dominance applied to how the
different elements of design can be adjusted to give
emphasis to an object.
• In design, repeated objects that do not have a form of
dominance will make your art work feel boring,
monotonous and confusing.

Emphasis / Dominance
In this video, you will see
how a simple change of
one element of design in
order to give it
dominance helps to
strengthen the image and
add visual interest.
https://youtu.be/VKdYQ-9xNRw

Balance
• A Feeling of balance results
when the elements of design
are arranged symmetrically
or asymmetrically to create
the impression of equality in
weight or importance.

Balance
• In design, balance is how you
arrange or distribute the
elements across your design.
• Balance is a visual
interpretation of gravity in
art. Large objects appear heavy
while smaller objects appear
light.
• Your design can easily feel off
balance when you have arranged
the elements so that one part of
your design overpowers, or
seems heavier than other parts.

Balance
• Symmetrical balance is achieved when
both sides of an artwork carry the same
visual weight.
• Symmetrical balance gives the
impression of stability in a visual sense.
• Asymmetrical balance is achieved when
the visual weight of the objects in the
art work are not the same.
• Radial balance can be the most
difficult to achieve. This type of
balance happens when the
elements are equally distributed
from a center point.
• If these elements are not the same
in visual weight it can lead to the
artwork appearing untidy and off
balance.

Scale / Proportion
SCALE:
• Without consideration of scale, in particular, human
scale, our everyday activities would be more difficult.
Scale refers to the relationship between two or more
objects, one that has a commonly known size.
• In most cases, the size of objects is compared to our
own human scale.
• We can find examples of this in our homes and
workplaces; for instance, standardized heights have
been created for countertops, chairs have been scaled
to fit our bodies, the widths of hallways allow for
people to comfortably pass one another.
• You can see that the way we build our environment is
based on the commonly known anthropometric data of
human scale.

Scale / Proportion
PROPORTION
Proportion is a word often used interchangeably with scale
although there is one subtle difference between the two
definitions.
While the word scale implies the comparison of objects where
the actual size of one object is known, proportion relates to
the general size of two objects without information regarding
their actual sizes (or scales).
While scale is more absolute, proportion is truly relative and
requires the interior designer to understand the interactions
between objects within a 3 dimensional space.
For most designers, it’s a difficult thing to explain when objects
in a room are in proportion – this is what we refer to as having
“an eye for design”.
There is no right or wrong when it comes to this application
of proportion. As it can alter the way our spaces look and
feel, getting proportion “right” all depends on the intent of
the designer.

Harmony
• Harmony is a design principle that is
achieved by using similar elements of design
throughout the artwork.
• If used properly, harmony gives your
artwork an uncomplicated feel and is visually
satisfying.

Harmony
The arrangement of
elements to give the
viewer the feeling that
all the parts of the piece
form a coherent whole.

Rhythm /
Movement
• Repetition of the elements of design such as
line, color, shape, texture or value can help to
unify a piece of artwork. This repetition of the
elements of design also create rhythm.

Rhythm / Movement
• This design principle is created when the artist uses
one or more of the elements of design repeatedly in
order to create a sense of organized movement.
• Variety is key to keep rhythm in art exciting and
active. Rhythm also benefits the artwork by moving
the eye of the audience around your artwork.
This Photo by Unknown Author is licensed under CC BY-NC-ND

References :
• Pocket-Universal-Principles-
Design-Architects
• https://abookapart.com/products
/responsive-design-patterns-
principles
• https://brandingidentitydesign.tu
mblr.com/post/167698371023/ga
radinervi-manfred-maier-basic-
principles-of
• https://youtu.be/VKdYQ-9xNRw
• https://www.hatchdesign.ca/ele
ments-of-design-part-5-scale-
and-proportion/
• https://visual.ly/community/Infog
raphics/education/6-principles-
design

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