Design Principles

Question 1

Cropping

Answer 1

An image can be modified by selecting an area of interest to emphasise, to create
dominance or simply to clarify information. The use of cropping can give a dynamic
feel to a composition. It can be achieved by manipulating the borders and/or scale of
a design to increase hierarchy and impact.

Question 2

Contrast

Answer 2

Contrast employs the use of opposite qualities to create visual tension, separate parts
and build hierarchy.

Question 3

Balance

Answer 3

Balance refers to the arrangement of components in relation to a visual central axis.
It may be ‘symmetrical’ where components are mirrored along the axis to create a
centred and stable composition, or ‘asymmetrical’, where components of varying size
and weight are placed off centre to create a dynamic composition.

Question 4

Hierarchy

Answer 4

Visual information can be arranged in order of importance. Attention is drawn to the
most important information or focal point within a composition. Factors determining
hierarchy may be the scale, contrast, colour or the positioning of the visual
components.

Question 5

Pattern

Answer 5

Pattern is the repetition or alternation of one or more components to create a visual
unit. Any visual element can be used to create a pattern. Repetition can be very
powerful in creating a sense of order in a composition. Alternation can create more
complex patterns than those created by repetition alone.

Question 6

Proportion

Answer 6

This is the comparative relationship between the size of components or parts of
components within a composition. Proportion can be evidenced, for example, in
Fibonacci’s Golden ratio and the principles of Palladio’s architecture. Proportion is the relationship of two or more elements in a design and how they
compare with one another. Proportion is said to be harmonious when a correct
relationship exists between the elements with respect to size or quantity.

Question 7

Scale

Answer 7

Scale refers to the relative size of the figure (visual representation) to what it
represents. Its relative size and scale will determine the hierarchy of visual
components within a composition.

Question 8

Figure-Ground

Answer 8

Figure and ground work together to establish the importance of visual information within
a picture plane. ‘Figure’ refers to components that are more visually dominant than the
ground on which they are placed. Figure may also be known as ‘positive space’ or ‘form’.
Ground can be known as ‘background’, ‘negative space’ or ‘counter form’.

Question 9

People Purse Silly Hoops to Cause Cheery Fools to Bellow

Answer 9

Pattern Proportion Scale Hierarchy Cropping Contrast Figure-ground Balance