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COMPOSITION AND THE PRINCIPLES OF DESIGN You will apply principles of design and visual organisation to your designs using a combination of balance, scale, unity and proportion, rhythm, symmetry and positive and negative space. By utilising the elements of line, tone, texture, shape, and emphasis, you will achieve visual harmony in your composition and layout. As you develop a working knowledge of the properties of colour, you will apply appropriate colour schemes that reflect the emotions of various consumer markets. PRINCIPLES Balance-an equal distribution of weight. When a design is balanced we tend to feel that it holds together, looks unified and feels harmonious. Understanding balance involves the study of several visual factors-weight, position and arrangement. Weight can be defined as creating the illusion of physical weight on a page and can appear heavy or light. Focal point and visual hierarchy- what do you look at first when you look at a design? ...read more.


Rhythm is a pattern that is created by repeating elements and creating a sense of movement from one element to another. When you draw evenly spaced vertical lines on a page you establish a steady rhythm. Movement-Elements should be arranged so that the viewers eye flows from one element to another through the design. Movement and rhythm often go together. Unity-relies on a basic knowledge of the formal elements(line, tone, shape, space, texture, colour) and an understanding of design principles, such as balance, emphasis, and rhythm. Unity is the goal of composition. Unity allows the viewer to see an integrated whole rather than unrelated parts. To create unity you must consider the following:- Correspondence-when you repeat an element like colour, shape, or texture or establish a style, you create a visual connection or correspondence among the elements. Continuity-Continuity is related to correspondence. ...read more.


centre. Grids Roughly dividing a page into thirds or finding the visual centre are relatively easy and you don't usually have to be exact to achieve your goals. However, constructing the underlying structure of a piece is a bit more complicated - but essential for most designs. Most balanced designs (and even unbalanced ones) rely on a grid. This invisible structure (visible while working in your page layout program) helps ensure that you place all the elements in the right location to achieve balance as well as to help with continuity and consistency of design. Grids can be simple or complex depending on the needs of the design and the designer. Sometimes the use of a grid is obvious. Below: This asymmetrically balanced design uses a simple three column grid to ensure that each text column is the same width and that it is balanced by the nearly empty column on the left. The grid also dictates the margins and ensures that the page number and header appear in the same place on each page. ...read more.

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