Design Terms Flashcards
Balance & Hierarchy
Equal distribution of weight or force among
visual units
Hierarchy leads the reader through each element in order of significance, sometimes referred to as a “suggested movement”
Visual Weight
the relative importance of a visual element
within a design
[Used to create depth, layer, organize and group various sets of information, brings clarity and dynamics to composition]
Asymmetrical
balance
creates equilibrium among visual elements
that do NOT mirror each other on either side of the axis
Unity &
Variety
The intentional combination and application of…
Unity [similarity, oneness, togetherness] to
create cohesion
and Variety [difference in scale, color, shape, orientation]
to create difference and interest.
Grouping
we immediately try to create order and make connections through grouping by orientation, location, shape, color, etc.
Repetition
use the same visual element or effect over
and over
Proximity
the distance between visual elements. Close
proximity helps to create unity. More distant shapes read as separate events
Continuity
fluid connection among compositional parts.
Skillful use of continuity can add visual movement and deliberately create visual pathways to direct attention to areas of interest, or to explore the entire frame.
Grid
is created through a measured series of
interesting lines. Pattern is created when any visual element is systematically repeated over an extended area.
A grid does not have to be the ONLY rule, but use of a grid at the right amount can bring order to a “fragmented” or random design
Regulating
Lines
underlying structure that controls and
maintains the location of elements within a
composition
Provides a reason to help organize and make compositional decisions
Rule of Thirds
proportional relationship has been used to
create a dynamic form of balance, rather than a static one
Proportional
the relative size of visual elements to each
other within an image
relationship between parts of a whole
Emphasis
and Focus
Gives prominence to part of a design.
A focal point is a compositional device used to create emphasis, attract attention, and increase visual and conceptual impact.
Anamoly
break from the norm
Figure
the subject[s] that are distinct from the
background
(positive shape)
Contrast
Contrast is created when two or more forces operate in opposition.
Potential adversaries = static/dynamic, small/large, solid/textured, curvilinear/rectilinear
contrast can be in scale, shape, color, etc.
Background
the area around the subject. Both should be
considered and have equal importance to the success of a composition
The negative space can be just as dynamic, static, or visually present as the subject
Composition
the total organization of any work of art or
design
Elements of Design
tools designer uses to build composition:
Point
Line
Plane
Shape/Mass
Space (2D/3D)
Texture/Pattern/Materiality
Color
Light
Principles of Design
tools designer uses to organize elements:
Rhythm
Emphasis
Hierarchy
Balance
Proportion & Scale
Variety and Unity
Contrast and Juxtaposition
Order/Disorder
Harmony/Disharmony
gestalt
essence or shape of an entity’s complete form stemming from the form-generating capacity of our senses
perception of a form dependent on its entirety rather
than individual elements
gestlat uses…
Similarity
Proximity
Closure
Continuity
Figure/Ground
Rhythm
the movement or variation characterized
by the regular recurrence or alternation of
different quantities or conditions
emphasis in repetition or pattern
Emphasis
aspect of work that makes it seem important
point of emphasis: primary location that draws attention
Bilateral
Symmetry
elements arranged equally on either side of a central axis
mirror image
Imbalance
placement of objects in a way that allows
objects of varying visual weight to balance on another around a focal point
asymmetrical balance
Scale
uses the relative size of elements against each other to attract attention to a focal point
Harmony &
Disharmony
Harmony: individual elements come together as visually compelling and a meaningful whole
Disharmony: enhances the emotional
complexity, challenges the viewer, and gives
contrast within the overall composition
Contrast &
Juxtaposition
Contrast: distinguishing by comparing/
creating differences
using color, sizes, shapes, locations, relationships, etc
Juxtaposition: placement of two things near
each other
Simplicity &
Complexity
Simplicity: freedom from complexity, intricacy, or division into parts
Complexity: characterizes something with
many parts in intricate arrangement and detail
Order &
Disorder
Order: refers to the coherence of the whole, where all elements are working towards a common result
Disorder: individual elements come together as a visually compelling and meaningful whole
