The use of both can give a sense of personality to a design, or utilized to create emphasis, rhythm, contrast, etc. For instance, use of rough surfaces can be visually active, whilst smooth surfaces can be visually restful. Specific use of a texture can affect the smoothness that an artwork conveys. Physical texture differentiates itself from visual texture by having a physical quality that can be felt by touching the surface of the texture. These can include - but are not limited to - fur, canvas, wood grain, sand, leather, satin, eggshell, matte, or smooth surfaces such as metal or glass. Contrast also draws and directs the viewer’s attention to specific areas of information.The physical texture (also known as actual texture or tactile texture) are the patterns of variations upon a solid surface. This perception is dependent on the design principle of contrast.Ĭontrast stresses the visual differences in size, shape, and color between the elements to enhance the perception of a message intended. Figure/ground occurs when a viewer can identify an object (figure) as a shape distinct from its background (ground). Grouping happens when elements are close together and visually appear as part of a group. Two such ideas are grouping and figure/ground. Gestalt theory is the psychological process by which a viewer unites disparate design elements into a whole form that is greater than the sum of its parts. Designers use ideas drawn from gestalt theory to help unify their designs. Without it, the viewer will lose interest. A viewer will always seek unity in a message. Unity is achieved when all the design elements relate to one another and project a sense of completeness. The term sequence is used to refer to the viewing order of the elements and to determine the flow of a multipage publication such as a magazine, book or large web site. Rhythm denotes the movement in the way that elements direct our gaze to scan the message for understanding the information. Rhythm is a pattern created by repeating elements. How can you create emphasis in a design? By taking an element and making it bigger, bolder, or brighter, by putting it in a contrasting color, or by surrounding it with white space. The most emphasized visual element in a design is called a focal point because it attracts the viewer’s attention first. It’s the element that stands out and gets noticed first. Asymmetrical elements create a deliberate imbalance to suggest variety or dynamic movement.Įmphasis indicates the most important element on the page based on the message. Symmetrical elements are arranged equally on both sides of a composition to suggest a stable or static motion. There are essentially two types of balance: symmetrical and asymmetrical. The Principles of Designīalance occurs when all the design elements are equally distributed through the design. With the addition of color, you can create and convey a mood to enhance a strong concept. Value adds dimension by creating the illusion of depth in a design. Valueis the relative lightness or darkness of an area or object. Unless there is a scale of reference within a design, it is impossible to discern the relative size of objects and the meaning they represent. Scale refers to the process of making size relationships. Size is how big or small something is in scale to other objects. Space refers to the distance between shapes and forms, but it is best understood in design as white space or negative space-terms used to refer to the empty but often active areas that are void of visual elements. Texture can also refer to pattern, which is visual texture. In two-dimensional form, texture is essentially visual and adds richness and dimension to work. Texture is the look and feel of a surface. An example would be the three basic shapes: the circle, the square, and the triangle, considered to be the fundamental shapes found in all design. Shape refers to the external outline of a form or anything that has height and width. They can join elements or divide them using a rule, which is a line that separates one element in a design from another. Lines can organize, direct, separate, be expressive, suggest an emotion, or create rhythm. Line is the element of length as a mark connecting any two points.
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