Design Post Update: theory

Showing posts with label theory. Show all posts

Thursday, August 11, 2016

Our Top 3 Idea Generation Techniques

SmartGirl brainstorming , concept development

Coming up with ideas is tough so here are our top 3 idea generation techniques

As mentioned in the design process section coming up with an idea for a design, a slogan for a campaign, an image for a poster, a name for a website etc. can be difficult. However, by focusing on fulfilling the key requirements of the brief and allowing your research to inspire you it is possible to generate original designs for your project. Here we discuss our top 3 idea generation techniques.

Brainstorming:

Brainstorming can be useful but only if you relax and let the ideas flow, don't over think things

Brainstorming is often used where a lack of ideas is a problem. There are numerous approaches and theories on brainstorming and the different types and their levels of success are open to interpretation. In design, like many other things, different approaches suit different people and it is up to you to test out some of the brainstorming techniques and decide for yourself which one best suits you.

There is already a large amount of existing resources and lists on brainstorming techniques so it would be fruitless to repeat another one here, instead a selection of recommended links are listed below for your examination. Everyone is different and different different techniques work for different people so browse through all the links below and find a brainstorming approach that works for you - and then stick to it!

Mind Mapping:

A mind map is a diagram used to visually outline information. A mind map is often created around a single word or text, placed in the centre, to which associated ideas, words and concepts are added. Major categories radiate from a central node, and lesser categories are sub-branches of larger branches. The image below is a mind map which is explaining mind maps!

Sample Mind Map

This can be a useful technique when you want to come up with ideas, images, words or anything that you can associate with a particular theme, perhaps given to you by a client. You pre existing connotations of a word, place or colour tend to come out in a mind map easier than they might in a discussion on the topic.

Random Idea Game:

This is my personal favourite, probably because it is the most fun to do. One thing is certain with this technique is your ideas will be original.

What you do will differ slightly depending on the type of idea you need but basically create 5 columns with the headings time, place, person, object and animal. Then as quickly as possible, so as to prevent over-thinking, write down 10 to 15 related items in each column. For example in the time column you could write down anything from 2.45pm to the year 2099 or in place it could range from the corner of your living room to the forest moon of endor! All items can be real or imaginary so don't think just write.

Once you have done that the fun can begin. At random choose one item from each column at random (as quickly as possible) and force yourself (again as quickly as possible) to create a scenario/scene/story that involves them all. You will get some truly weird and wonderful ideas that you can then use as settings for a computer game, the basis of a novel, an image for a poster or anything at all really.

Here's one for you.....

"Arnold Schwarzenegger astride a unicorn carrying a mop in the Colosseum of ancient Rome".

Surreal and weird but also unique and memorable!

http://www.onlinedesignteacher.com/2015/11/what-file-type-should-i-use_24.html

Logo Designs of the Summer Olympics

SmartGirl design history , design theory

Logos of the Summer Olympics - Click to enlarge

The graphic above charts the logos of summer Olympic games from Paris 1924 to Rio 2016 and reads like a graphic design history timeline with historical design trends obvious in many of the logos. Recurring symbols in Olympic logos include the Olympic rings, the laurel leaf, Olympic flame and torch.

Most of the logos adhere to the 5 principles of logo design but some, have been very controversial and highly critiqued, such as the London 2012 logo. Below, each of the logos are described and explained in more detail, with some very interesting facts revealed along the way.

Paris, France, 1924 Olympic Logo

Paris 1924 Olympic Logo

The Games of the VIII Olympiad returned to the city of Paris for a second time after the first in 1908. In contrast to the poster and signboard paintings used to represent the previous Olympics, the 1924 Olympics was the first to create an official logo.

The logo depicts a wooden ship on the ocean in front of cloudy skies through a simple line drawing with serif lettering overlaid. The meaning or relevance of the symbolism of the ship is unclear with no obvious connection to Paris, France or even sport.

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Los Angeles, USA, 1932 Olympic Logo

Los Angeles 1932 Olympic Logo

Los Angeles was the only city to make a bid to host the 1932 Olympics as the Great Depression hit the global economy. The 1932 Olympic logo was the first to use the Olympic rings in it , which was to become a feature in every Olympic logo which followed it.

As well as the Olympic rings the logo also includes the stars and stripes of the American flag, the Olympic motto and a laurel leaf. Although quite obvious and blunt in its use of symbolism, the logo was at least appropriate and clear in it's purpose unlike the Paris 1924 logo.

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Berlin, Germany, 1936 Olympic Logo

Berlin 1936 Olympic Logo

1936 was a dark chapter for the Olympic Games as Adolf Hitler saw the event as an opportunity to promote his ideals of racial supremacy. The game s would be the last for 12 years due to the outbreak of World War II.

In terms of the logo, the use of line art design, the absence of colours, and the symbolism eagle and bell give a sense of a rigid and stark environment. The Olympic rings are included but are not prominent and serve only as a platform for the eagle. In on way however, the logo was ahead of its time in it's simplicity as it was based entirely on a simple line graphic.

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London, England, 1948 Olympic Logo

London 1948 Olympic Logo

After a 12-year break because of World War II, London was given the opportunity to host the event for the second time, the first being in 1908.

The logo displays the Palace of Westminster and "Big Ben" behind the Olympic rings, which return to prominence as an Olympic logo feature. While black and white still dominates the logo, the logo is the best designed thus far.

There are subtle features such as white space between certain rings to ensure it's dominance, "Big Ben" juxtaposing through the semi-circular headline text to help draw the eye through all areas of the logo. The semi-circular top text and straight line text at the bottom of the design also serve to frame the image.

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Helsinki, Finland, 1952 Olympic Logo

Helsinki 1952 Olympic Logo

The Olympic Games of 1952 were held in Helsinki, Finland, the northernmost city at which a summer Olympic Games has ever been held.

The 1952 Olympic logo design saw a return to the use of colour, albeit just a single one. It depicts the tower and stand of the Helsinki Olympic Stadium in front of the Olympic rings. The design is clean and minimal and is the fist Olympic logo to use negative space.

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Melbourne, Australia, 1956 Olympic Logo

Melbourne 1956 Olympic Logo

After Helsinki being the northernmost city to host the Olympic Games, 4 years later Melbourne became the southernmost city to host the games. The 1956 Games were also the first to be staged in the Southern Hemisphere, as well as the first to be held outside Europe and North America.

The logo was again designed using a single colour and depicted the Olympic rings and the Olympic flame, the first logo to do so, above the silhouette of Australia. We also see a return of the laurel leaf as a symbol after it's previous use in the 1932 logo. Like Helsinki, the Melbourne logo was generally seen as a success.

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Rome, Italy, 1960 Olympic Logo

Rome 1960 Olympic Logo

After missing its first chance to host in 1908, the Olympic games finally arrived in the historic city of Rome in 1960.

The Olympic logo of 1960 is very different to it's predecessors and was the first and only Olympic logo to include an animal. The wolf and children represent the ancient story of Romulus and Remus the twin brothers and main characters of Rome's foundation myth.

The design has reverted back to black and white but is no flat like previous logos with a clear intent towards a 3 dimensional look. The logo is also the first to omit the name of the host city while also using Roman numerals instead of numbers to display the year.

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Tokyo, Japan, 1964 Olympic Logo

Tokyo 1964 Olympic Logo

The 1964 Summer Games were the first Olympics held in Asia. Tokyo had initially been awarded the 1940 Summer Olympics, but it was rescinded after Japan invaded China.

The logo for the 1964 summer Olympics depicts the red circle of Japan’s flag, signifying the sun, which sits atop the Olympics rings. It is a beautiful logo utilising minimal symbols and very effective graphical design. The red circle is not only the symbol of the country, but is also a great focal point with the use of subtle gradients in the red circle and the Olympic rings preventing it from looking too plain, flat or boring.

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Mexico City, Mexico, 1968 Olympic Logo

Mexico 1968 Olympic Logo

The 1968 Summer Olympic Games was the first Olympic Games to be staged in Latin America and the first in a Spanish-speaking country. It was also the first Games to be held in a developing country.

The design by Pedro Ramirez Vazquez, Eduardo Terrazas, and Lance Wyman is said to be inspired by the patterns of the Huichole Indians and simply depicts the city, year and the five Olympic rings with the year. Although if you look closely you can see the XI as a roman numeral 6 and the CO being used to represent a sideways 8, together making up 68, the year of the games.

A different orientation as well as the lack of a graphic sets this logo apart but the placement of the Olympic rings above the year is very questionable. In general, not a good logo.

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Munich, Germany, 1972 Olympic Logo

Munich 1972 Olympic Logo

The 1972 Summer Olympics Games in Munich, Germany mindful of its connection to the Nazi regime, was eager to use the games to present a new, democratic and optimistic Germany to the world, as shown by the Games’ official motto, “Die Heiteren Spiele”, or “The Cheerful Games”.

The logo was designed by Otl Aicher, and depicts a blue solar logo which re referred to as the “Bright Sun”. This design recalls previous Olympic logo designs. Blue reappears as the main colour as it did in the 1928 Amsterdam and Helsinki 1952 Olympics, while there is also is a very similar approach in layout to the 1964 Tokyo design.

The spiral shape utilised in the logo has nice dimensions and visual movement. The full identity of the 1972 Summer Olympics has remained an iconic example of outstanding graphic design.

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Montreal, Canada, 1976 Olympic Logo

Montreal 1976 Olympic Logo

The Olympic games of 1972 took place in Montreal, Canada. Most sovereign African nations, and a few other, boycotted the Montreal Games when the International Olympic Committee would not support the banning from competition of those countries whose athletes had participated in sporting events in South Africa during apartheid.

The official logo of the Montreal Games was designed by Yvon Laroche, Pierre-Yves Pelletier, Guy St-Arnaud and George Huel and much like its predecessor in Munich, is characterised by a minimalist look and feel. This Olympic logo features another strong design. The use of the letter “M” for Montreal on top of the 5 Olympic rings with everything appearing woven together.

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Moscow, Russia, 1980 Olympic Logo

Moscow 1980 Olympic Logo

The 1980 Olympic Games were the first held in a communist country. The games were boycotted by 65 nations because of the Soviet war in Afghanistan. This, in turn, prompted the Soviet-led boycott of the 1984 Summer Olympics.

This logo bears some similarities with it's predecessor with a linear style featuring red as the predominant colour. The star, atop a six line tower, is a domino symbol which is designed to represent Moscow. As well as a tower, the lines can be seen to represent the lanes of a running track.

The logo was not well received however with“Misha”, the official mascot designed by Victor Chizhikov, becoming more popular than the actual logo.

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Los Angeles, USA, 1984 Olympic Logo

Los Angeles 1984 Olympic Logo

The 1984 Olympic Games was hosted in Los Angeles, a second time for the city after the previous games in 1932. In response to the American-led boycott of the 1980 Olympics in Moscow, 14 Eastern Bloc countries decided to boycott the games in Los Angeles.

The official logo is owned by International Olympic Committee. The logo of the games featured five blue, white and red stars arranged horizontally and struck through with alternating streaks placed above the Olympic rings. It was named “Stars in Motion.”

This logo again features a version of the american flag as was done in the logo from 1932. The placement of the United States flag in the logo is very patriotic but also a little obvious and simplistic.

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Seoul, South Korea, 1988 Olympic Logo

Seoul 1988 Olympic Logo

The 1988 Olympic Games took place in Seoul, South Korea. North Korea, and its allies, Albania, Cuba, Madagascar, and Seychelles boycotted the games but larger boycotts, as seen in the previous three Summer Olympics, were avoided.

In the logo the placement and size of the Olympic rings are similar to the ones utilised in the 1984 Los Angeles games but the abstract format of swirls is in contrast to the straight edges of the 1984 logo. There is a sense of movement incorporated into both logos however which embraces the athleticism and dynamism of the Olympics.

Barcelona, Spain, 1992 Olympic Logo

Barcelona 1992 Olympic Logo

The 1992 Olympic Games in Spain were the first to be unaffected by boycotts since 1972. South Africa was allowed to compete in the Olympic Games for the first time since the 1960 Summer Olympics due to its apartheid policy. A reunified Germany sent a single unified team for the first time since 1964 to the games while a dissolved USSR and a separated Yugoslavia also sent their individual teams.

The 1992 Barcelona logo continues the template of the previous years: keeping the rings in the lower part and a graphic or motif above. The abstract forms are reminiscent in style of brush strokes, perhaps referencing Spain's history of producing world renowned painters.

The shapes themselves could represent a gymnast, runner, jumper or even a trace of Spanish bullfighting which would nicely reflect the host country.

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Atlanta, USA, 1996 Olympic Logo

Atlanta 1996 Olympic Logo

In 1996, the Olympic Games was celebrating it's 100th anniversary back in the United States in the city of Atlanta.

The logo depicts the Olympic flame, which blows from a cauldron created by the Olympic rings on a column formed by the number 100. The transition of the flames into the stars, representing America, is smoothly done and is more subtle and aesthetic than the previous American symbols of the 1932 and 1984 logos. One of the very best Olympic logos in history.

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Sydney, Australia, 2000 Olympic Logo

Sydney 2000 Olympic Logo

The 2000 Sydney Olympic Games known as the Millennium Olympic Games was the second time the event was held in Australia, the first being in 1956 in Melbourne.

Overall, the logo depicts a runner holding a flag but included in this vivid logo design are references to the cultural heritage of the Aborigines through it's style and the incorporation of boomerangs (arms and legs). The Sydney Opera House, which is the symbol of Sydney, is incorporated clearly in both the outline of the flag and the white line inside the shape of the legs. A very clever logo indeed.

This Olympic logo design also uses a similar approach to the 1992 Barcelona games with the 3 main layers of shapes in blue, yellow and red/orange creating a human-like form.

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Athens, Greece, 2004 Olympic Logo

Athens 2000 Olympic Logo

With the motto “Welcome Home,” the 2004 Olympic Games returned to its roots in Athens, Greece marking the return of the games to the city where it first began.

This highly effective logo design shows a white laurel wreath drawn on a light blue background with “Athens 2004” and the Olympic rings place below. The more modern take on the symbolic laurel wreath subtly creates almost child like drawings of athletic poses using the leaves (arms/legs), stem (body) and berries (head) of the laurel wreath to make up the human form. Unfortunately, the unnecessarily large trademark symbol draws some attention away from the design.

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Beijing, China, 2008 Olympic Logo

Beijing 2008 Olympic Logo

The 2008 Olympic Games was held in Beijing. The official motto for the 2008 Olympics was “One World, One Dream” (同一个世界同一个梦想).

The official logo of the Games, titled “Dancing Beijing”, refers to the host city by featuring a stylised calligraphic character jīng (京, meaning capital) which resembles a sportsman, runner, gymnast or a Chinese dancer.

The font is also unique and very appropriate, as it has a resemblance to Chinese characters while the 'iji' in Beijing looks like a group of people with the 'e' almost like their shadow.

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London, England, 2012 Olympic Logo

London 2012 Olympic Logo

The 2012 Olympic Games returned to the city of London for the third time, previously hosting in 1908 and in 1948. The London 2012 Games also became the first at which every sport had female competitors.

Despite controversial and negative reactions, this logo by Wolff Olins was chosen to represent London 2012. Abstract shapes are arranged to spell out 2012 with "London" and the Olympic rings been placed inside the shapes. The presentation of the numbers in the design is meant to appeal to today’s Internet generation, although I don't see how.

The official London 2012 Olympic typeface was called Headline 2012 and it too suffered criticism.

Overall this logo is not as strong as previous years and has been criticised at length in the design community.

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Rio, Brazil, 2016 Olympic Logo

Rio 2016 Olympic Logo

The 2016 Olympic Games will be held in Rio de Janeiro, Brazil. This is the first time the games will be hosted by a South American, Portuguese-speaking country and during the host country’s winter season.

The official emblem for Rio 2016 was designed by the Brazilian agency Tatíl Design. It represents three figures, in yellow, green, and blue the colours of the Brazilian flag. The figures are joined at the arms in an embrace, with the overall shape reflecting that of outline of the Brazilian landmark the Sugarloaf Mountain.

The logo was based on four concepts: contagious energy, harmonious diversity, exuberant nature, and Olympic spirit. However is has been courted by some controversy with some alleging this logo is plagiarised from the logo of US not-for-profit the Telluride Foundation. Tátil’s Fred Gelli put any likeness down to coincidence and noted that the broad concept of people embracing each other is not novel. This is very true and personally I really like this logo and don't feel the likeness is enough to cite plagiarism.

If this review of Olympic logos has inspired you to get creative why not check out our article on the Logo Design Principles and then create a logo of your own.

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5 Must See Infographics for Design Students

SmartGirl design , design theory

An infographic about infographics - click to enlarge

Don't know what an infographic is? Well we have even provided you an infographic on that too! See the example above. A well-designed infographic like the ones below can help you simplify a complicated subject, in case the subject is Design and we have carefully selected 5 must see infographics for any young designer or design student. We hope you find them useful.

Colour Theory Infographic

design colour theory - click to enlarge

The design infographic above from paper-leaf.com covers all the main areas of colour theory for design. When presenting a design or an idea your choice of colours is very important. It is very important for a designer to understand the way colours are put together as this may help in the selection of the right colour scheme for a particular age group. You can learn more about colour design in design by clicking here.

Design Process Infographic

The design process - click to enlarge

The design process is the single most important piece of design theory that a designer needs to know. This design infographic outlines the stages of the design process and the order in which they are to be completed. It also highlights that design can be a cyclical process which is in constant evolution. If you want to know more about each stage of the design process then you can read more >>>

Design Careers Infographic

Careers in Design infographic - click to enlarge

This handy little infographic is from photoshop-plus.co.uk and it outlines some of the main careers in the design area and the salaries available to designers. However the design of the infographic itself can also be used as an educational tool for design students as it's clean and crisp layout combined with the bright colours of each elements contrasting nicely with the light grey background. Click on any of these links to learn more about a career in web design, interior design, graphic design, games design or furniture design.

The Elements of Design Infographic

The elements of design - click to enlarge

The design infographic above simultaneously lists and demonstrates the elements of design.The Design Elements refer to the different types of parts that can be used in the creation of any given composition or design. These elements can be combined and arranged in a variety of ways to create an endless variety of designs, both two and three dimensional. If you would like to learn more about each of the elements of design you can read more >>>

The Principles Of Design

The principles of design - click to enlarge

The design infographic above simultaneously lists and explains the 6 basic concepts or theories in the area of design, collectively known as the principles of design. They are Balance (Alignment), Rhythm (Repetition), Proportion (Proximity), Dominance (Emphasis) Unity (Harmony) and Contrast. Theses principles are sometimes know by different names hence the brackets.They represent the basic rules of how to arrange a composition and create a successful design. In order words they guide us in the way we arrange the elements of design. Sometimes we look at an image or object and we find it aesthetically pleasing or easy on the eye but we may not quite understand why - the reason is that one or more of the principles of design are at work. If you would like to learn more about each of the principles of design you can read more >>>

3D Modelling Basics & Terminology3D

SmartGirl 3d , 3D animation

3D Modelling Software Screenshot

This article on 3D modelling is the first of 5 articles on the topic of 3D Graphics and Animation. In this instance, 3D graphics means computer generated three-dimensional graphics. In 3D graphics, elements are visualized by creating three-dimensional models out of them. The final image is rendered from a virtual scene that utilizes several elements which are familiar from real life such as lights, materials and cameras. 3D graphics can be seen in multiple different forms such as an image, an animation or real time visualization inside of a computer game.

The creation of 3D graphics is a complicated process and therefore is, in my opinion, easier to understand when discussed in small pieces, hence the 5 article series. First up it's 3D Modelling which refers to the creation of the 3D model itself.

3D Modelling - The Parts...

A 3D model is a mathematical representation of an object. 3D modelling can be compared to sculpting. Artist builds or moulds a 3D object by taking into account all different sides and angles. 3D models consist of smaller elements (vertex, edge, face, polygon) which can be manipulated individually in whatever software you are using to model your 3D object, such as Blender, Maya or 3D Studio Max.

Vertex:

vertex

Vertex is the smallest building block of a 3D model. Vertex is a point where two or more edges meet and where corners of faces or polygons meet. In a 3D model a vertex is shared between all connecting edges, faces and polygons. Transforming a vertex affects all connected edges, faces and polygons.

Edge:

edge

Edge is a line between two vertices. Edges are border lines of faces and polygons. In a 3D model an edge is shared between two adjacent faces or polygons. Transforming an edge affects all connected vertices, faces and polygons.

Face:

face

Face is a triangle. Face is a surface between three corner vertices and three surrounding edges. Transforming a face affects all connected vertices, edges and polygons.

Polygon:

polygon

Polygon is an even surface which has four or more corners and is made of two or more faces. A polygon is surrounded by edges and has a vertex in each corner. Animated high quality 3D characters are often made mostly of four-sided polygons. Polygons with 5 or more sides can cause problems in deforming surfaces such as a human face.

3D Modelling - The Techniques...

3D models can be created in many different ways. The choice of modelling technique depends on the requirements and the complexity of the object. The following list describes some of popular 3D modelling techniques:

Standard Primitives and Modifiers:

Primitives and Modifiers

Many 3D software packages include tools for creating standard objects such as boxes and spheres easily. One of the simplest 3D modelling techniques is to combine these standard objects to create complex 3D models. 3D Studio MAX includes standard objects such as sphere, cube and tube. These standard objects can be modified through their parameters (radius, height etc.) or through special modifiers (stretch, bend etc.). By combining several different standard objects and by modifying them, one can create complex 3D models.

Polygon Modelling:

Stages of Polygon Modelling

Complex objects are often modeled polygon by polygon. 3D software packages include many efficient tools for creating and manipulating polygons.

Subdivision surface means a surface which is created by dividing the original 3D model into smaller polygons. At the same time 3D model's corners become rounder and the surface becomes smoother. Subdivision surfaces is a very popular modelling technique. The advantage of a subdivision surface is the fact that one can create a coarse 3D model which is then automatically subdivided into a smoother surface.

A Polygon Model Before and After Subdivision

Boolean Operations:

The starting point of Boolean operation is two overlapping 3D objects. Boolean operations are prone to error and the resulting geometry might have underlying problems.

Boolean Modelling

Boolean operation has four possible results:

The 4 Possible Outcomes of a Boolean Operation

Union: Two 3D models are combined and the unnecessary geometry inside of the Models is removed.

Intersection: Overlapping a part of the two 3D objects.

Subtraction (A-B): Object A is subtracted from object B.

Subtraction (B-A): Object B is subtracted from object A.

NURBS:

NURBS stands for Non-Uniform Rational B-spline. In NURBS modelling, lines and surfaces are not manipulated by moving vertices, edges, faces or polygons. Instead NURBS surfaces and lines are manipulated by special control points. The following 2 techniques make use of NURBS.

Solid of Revolution:

A cross section and the object created by a solid of revolution

Solid of revolution is made of one line. The line represents a half cross-section of the object. Solid of revolution is created by revolving the line around a specified axis which then creates the form of the object in 3D.

Lines:

A 3D object and the cage of lines used to create it

3D objects can be created by creating a cage of lines which can be then be converted to a solid 3D surface. This can be a difficult technique to master as it can be hard to visualise the outcome of the lines once they are solidified but once mastered it allows for very quick modelling of objects.
Now that you understand the basics of 3D modelling, why not give it a try, it won't cost you a penny either! We recommend the free software Blender to get you started but there are many other great free 3D modellling softwares. The tutorials linked to below are also a good place to learn the basics of modelling 3D objects.
Or, if you're not ready for that yet, read the next tutorial in the 3D Modelling and Animation series - 3D Lighting techniques.

Principles of Design

SmartGirl balance , contrast

The Principles of Design

It is recommended that you read the notes on Design Elements before reading these notes as some of the terms used here are explained in that section.

There are 6 basic concepts or theories in the area of design, collectively known as the principles of design; they are Balance (Alignment), Rhythm (Repetition), Proportion (Proximity), Dominance (Emphasis) Unity (Harmony) and Contrast. Theses principles are sometimes know by different names hence the brackets.They represent the basic rules of how to arrange a composition and create a successful design. In order words they guide us in the way we arrange the elements of design. Sometimes we look at an image or object and we find it aesthetically pleasing or easy on the eye but we may not quite understand why. The reason is that one or more of the principles of design are at work. These principles can be applied regardless of the style or genre of the design being created..

Balance:

Balance refers to the arrangements of design elements within a composition, how they relate to each other and the overall composition. Elements can have different visual weights dependent on their size, shape or colour and if positioned poorly they can unbalance a composition. There are two types of balance - symmetrical and asymmetrical.

Symmetrical balance

Symmetrical balance is where the weight of a composition is evenly distributed either side of the centre point of the composition, usually horizontally or vertically (although radial symmetry is also possible).

Asymmetrical balance

Asymmetrical balance is where the weight of a composition is not equally distributed (but is still visually balanced). This is much harder to judge than symmetrical balance but can be more visually interesting.

Contrast:

Contrast refers to the arrangement of opposite elements in a piece so as to create visual interest, excitement and drama. This can be done in a variety of ways such as through light vs. dark colours, rough vs. smooth textures, large vs. small shapes, etc.

contrast

Dominance / Emphasis:

Dominance (also known as emphasis) may seem similar to proportion but is actually more to do with the visual weight of an element. The dominant part of a composition is the one that stands out the most or appears closest to you. There are 3 stages of dominance: dominant, sub-dominant and subordinate.

dominance in weight and positioning

Dominant is the primary object/area, the one with the most visual weight, usually appearing in the foreground.

Sub-dominant refers to the secondary object/area, usually found in the middle ground of the composition.

Subordinate objects/areas carry little visual weight and usually appear to recede into the background of the composition.

Rhythm:

Rhythm can create a sense of movement in a composition by repeating or alternating elements (often but not always in a pattern). There are 3 main types of rhythm, each defined by their suggested meaning or the feeling they evoke in the viewer.

Progressive Rhythm

Progressive rhythm shows a progression of lines or forms to create a sense of moving forward or up.

Flowing Rhythm

Flowing rhythm implies a more natural sense of movement in a composition through the use or wavy lines or fluid forms usually or unequal size and length.

Regular Rhythm

Regular rhythm is where the elements used are of the same or similar size, length and weight and are positioned in a pattern (usually but not always).

Scale / Proportion:

Proportion (also known as Proximity) is simply the comparative size of elements (usually shapes) relative to each other or the overall composition. Proportion can be used in a composition to create a sense of distance or demonstrate a size difference. Proportion can also be used to create or unhinge the balance in a composition as their visual size and weight will automatically establish themselves in the composition.

Unity / Harmony:

Unity refers to the relationship or connection between the various parts within a composition and their relationship or connection to the composition as a whole, it is often achieved by utilising a number of the aforementioned principles. Unity can give a sense of entirety or wholeness to the composition or equally break it up and create a sense of variety or disharmony.

Unity

An image with good unity will draw the viewer in and focus them around the one area or a few connected areas and generally get the point across very quickly, so are therefore ideal for advertising. Images/compositions without unity can be difficult to read or visually awkward.

Disharmony

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