Principles of Design 2

Explore the fundamental principles of design including balance, rhythm, emphasis, proportion, and harmony, essential for creating effective visual compositions.

Key Takeaways

Balance is essential for visual stability and can be achieved through symmetrical, asymmetrical, or radial methods.
Rhythm guides the viewer’s eye through repetition and placement of design elements.
Emphasis directs attention to the focal point, making the design meaningful and personal.
The principles of design are universal and have remained consistent across cultures and history.
Applying these principles thoughtfully results in designs that are both aesthetically pleasing and effective.

What the video covers

Design is an ancient human practice that involves arranging parts for a specific purpose or effect.
The five universal principles of design are balance, rhythm, emphasis, proportion, and harmony.
Balance in design can be physical or visual, with visual balance focusing on the spatial distribution of elements.
Symmetrical balance creates mirror images and is associated with stability and natural beauty.
Asymmetrical (informal) balance achieves equilibrium through equal visual weight without identical halves.
Radial balance radiates design elements outward from a central point, like spokes on a wheel.
Rhythm in design is similar to musical rhythm, created by repeating elements to guide the viewer’s eye.
Effective design uses these principles to create compositions that are pleasing, stable, and engaging.
Emphasis or focal point highlights the most important element, reflecting the designer’s intent.
Understanding and applying these principles helps designers create harmonious and impactful works.

Chapters

What are the main principles of design discussed in the video?

The video covers five main principles of design: balance, rhythm, emphasis, proportion, and harmony, which are essential for creating effective and pleasing designs.

How is balance defined and achieved in design?

Balance in design is the equal distribution of visual weight to create stability. It can be achieved through symmetrical, asymmetrical, or radial balance, focusing on how elements occupy space rather than physical weight.

Why is rhythm important in design?

Rhythm in design guides the viewer’s eye by repeating elements or colors, similar to musical beats, helping to create an organized and engaging visual flow.

Full Transcript — Download SRT & Markdown

Speaker A

When we talk about design, what comes to mind? Elegant furniture, delicate artwork, hot fashion trends, cavemen? In fact, those very early sketches on primitive cave walls are humankind's first attempts at this ancient art. Design—we've been designing about as long as we've been standing up.

Speaker A

standing up to design is to arrange the parts or details of our creation for particular purpose or effect it's part of being human which means that design covers a lot of ground interiors buildings clothing gardens machines photography you name it if someone's

Speaker A

To design is to arrange the parts or details of our creation for a particular purpose or effect. It's part of being human, which means that design covers a lot of ground: interiors, buildings, clothing, gardens, machines, photography—you name it. If someone's planning a creation, he or she is a designer.

Speaker A

almost instinctual desire on the part of the viewer to experience balance rhythm emphasis proportion and harmony when looking at a design these five criteria have remained stable throughout the Millennials and among different cultures these are the principles of design they are the

Speaker A

But why does some design succeed in the eyes of others, while some just can't be taken too seriously? The success of a particular design depends upon how well the creation fulfills a universal, almost instinctual desire on the part of the viewer to experience balance, rhythm, emphasis, proportion, and harmony when looking at a design. These five criteria have remained stable throughout the millennia and among different cultures. These are the principles of design. They are the principles we aim for no matter what we choose to design.

Speaker A

of our design are equally distributed to create a sense of stability we're all familiar with physical balance when our weight is evenly distributed we're in balance in the physical world balance works like a pair of scales we may have three oranges on each side or

Speaker A

In this video, we'll study each principle separately to understand what it means and how it contributes to a finished design. The first principle is balance. In design, we achieve balance when the parts of our design are equally distributed to create a sense of stability.

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weight is not important what's important is the size of the balanced items how much space is each taking up if the two sides are taking up approximately the same amount of space and are an equal distance from the center we have what is

Speaker A

We're all familiar with physical balance. When our weight is evenly distributed, we're in balance. In the physical world, balance works like a pair of scales. We may have three oranges on each side, or perhaps we replace one side with a grapefruit, which is roughly the size of the three oranges. Either way, we've balanced the physical weight. This is called physical balance.

Speaker A

balance so important a lot of it has to do with gravity we learn early that losing balance hurts so as creatures that need to stay physically balanced to stay safe our brains are wired seek balance this need for balance is so automatic and so

Speaker A

What we're looking at right now also has visual balance. With visual balance, physical weight is not important. What's important is the size of the balanced items—how much space each is taking up. If the two sides are taking up approximately the same amount of space and are an equal distance from the center, we have what is called visual balance.

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looks like it's going to tip over it's just designing things that are balanced on the other hand strike us as normal and comfortable fortunately there are several ways to achieve balance and design one way is to create symmetrical

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This doesn't mean that each half must be identical, but rather that they must visually balance out. When there's too much on one side, it looks imbalanced—something we generally want to avoid as designers. Why is balance so important? A lot of it has to do with gravity.

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of this composition are mirror images [Music] many things in nature have symmetry including our own bodies the bodies of other creatures and plant forms for this reason symmetrical balance is often associated with the beauty of the natural world symmetrical balance is

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We learn early that losing balance hurts. So, as creatures that need to stay physically balanced to stay safe, our brains are wired to seek balance. This need for balance is so automatic and so important to humans that even looking at something out of balance has a disturbing effect.

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called informal balance this is when the two halves of our design are not identical but are equal in visual weight [Music] notice how the two halves of this Matisse painting are not the same yet the lavender element on the lower

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We're used to balance in building structures. The Leaning Tower of Pisa is a drastic exception. Part of its fame is due to the fact that it looks like it's going to tip over. It's just designing things that are balanced, on the other hand, that strike us as normal and comfortable.

Speaker A

flower on the lower right yet another example of a symmetrical balance the flowers on the left are different from those on the right side look carefully it's not a symmetrical design but it is a balanced composition the design

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Fortunately, there are several ways to achieve balance in design. One way is to create symmetrical balance. Take an object or composition of objects and create an imaginary dividing line through the middle. If the two halves are the same or create a mirror image of each other, you have symmetrical balance.

Speaker A

is compelled to roam over both halves to examine the differences and note their visual weight if balance is achieved then the effect is calming and pleasing a quick review we achieve balance in design when the parts of our design are

Speaker A

Notice the left and right sides of this composition are mirror images. Many things in nature have symmetry, including our own bodies, the bodies of other creatures, and plant forms. For this reason, symmetrical balance is often associated with the beauty of the natural world.

Speaker A

halves are not identical but have equal visual weight less common but equally effective is something called radial balance think of the spokes on a bicycle tire with radial balance the design elements radiate outward from a central point we see this

Speaker A

Symmetrical balance is predictable, stable, serene. We associate symmetry with dignity and formality. In fact, symmetrical balance is often called formal balance. In interiors, architecture, landscaping, and even personal appearance, we see symmetry.

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balanced our design by matching the visual weight of the top half to the bottom half this is called vertical balance horizontal balance means the design is balanced on the left and right sides [Music] to review radial balance spreads out

Speaker A

Another kind of balance is asymmetrical balance, which is also called informal balance. This is when the two halves of our design are not identical but are equal in visual weight. Notice how the two halves of this Matisse painting are not the same, yet the lavender element on the lower left balances the spotted cream-colored object on the lower right.

Speaker A

first principle of design balance the second principle of design is rhythm to get an understanding of how visual rhythm works think of how rhythm works in music rhythm is the repetition of a beat it works the same in design but instead of

Speaker A

The placement and size of these two very different components visually balance the composition. Here, the candlesticks add visual weight to the upper left, but they are balanced out by the clock frame and flower on the lower right.

Speaker A

your rhythm with a repeated color your viewers eye immediately registers the color as the beat and will physically follow the beats here the red socks create the beat our eyes Adam Attica Lee move from one pair of socks to the next

Speaker A

Yet another example of asymmetrical balance: the flowers on the left are different from those on the right side. Look carefully. It's not a symmetrical design, but it is a balanced composition. The design elements on each side take up about the same amount of space and are about the same distance from the center.

Speaker A

notice they're creating a vertical visual rhythm they lead our eyes up and down rather than side-to-side maybe you want to set the rhythm up diagonally as we see with the silvers pilots rhythm takes advantage of the viewers instinctive need to receive visual

Speaker A

Because informal or asymmetrical balance offers more variety for the viewer, it strikes us as more exciting and dramatic. The eye is compelled to roam over both halves to examine the differences and note their visual weight. If balance is achieved, then the effect is calming and pleasing.

Speaker A

the same each time graduated rhythm is when the beat speeds up or slows down as you move think of how water ripples form when you throw a rock into the water these ripples have a graduated rhythm it works

Speaker A

A quick review: we achieve balance in design when the parts of our design are equally distributed. Symmetrical or formal balance means the two halves on either side of the center are identical or mirror images. Nature is full of symmetrical balance. We associate it with stability, calm, and dignity.

Speaker A

Omri Rousseau uses the oranges as the beat random rhythm is when your visual beat happens at irregular intervals throughout the pattern as in Van Gogh's Starry Night look at the stars as the beat [Music] random rhythm is sort of the visual

Speaker A

With asymmetrical or informal balance, the halves are not identical but have equal visual weight. Less common but equally effective is something called radial balance. Think of the spokes on a bicycle tire. With radial balance, the design elements radiate outward from a central point.

Speaker A

texture or pattern throughout your design the repeated element becomes the rhythmic beat you create a regular rhythm by placing the beat at regular intervals in random rhythm there's no regularity to the placement of the beat and a graduated rhythm is

Speaker A

We see this frequently in flower formations and other elements of the natural world. Designers may use radial balance to draw our attention either to the center or to the edges of a circular design. Here, the photographer arranges a group photo in a radial composition and also balances the design by matching the visual weight of the top half to the bottom half. This is called vertical balance.

Speaker A

element is identical with the exception of one detail and that detail increases or decreases gradually with each repetition look at the top row of windows they're identical except for one detail height the height increases with each repetition as we move towards the

Speaker A

Horizontal balance means the design is balanced on the left and right sides. To review, radial balance spreads out from the center point like the rays of the sun. Vertical balance stresses top and bottom equality, and horizontal balance means the designer has balanced the left and the right.

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repetition we're not going to suddenly add a little blue or white it's important to be consistent with gradation only changing one element and changing it in the same way and to the same degree with each successive repetitions look at how this works in

Speaker A

Add in the concepts of symmetrical and asymmetrical balance, and you've got the basics of the first principle of design: balance. The second principle of design is rhythm.

Speaker A

shorter here's the same principle of line gradation at work with another Rousseau painting notice the tree-trunks getting taller as our eye follows the beat from left to right or even a pattern or shape can be used in gradation can you see where the artist

Speaker A

To get an understanding of how visual rhythm works, think of how rhythm works in music. Rhythm is the repetition of a beat. It works the same in design, but instead of the repeated beat coming from a drum, it's coming from a repeated line, shape, color, texture, or pattern.

Speaker A

something we can layer into our design gradation may be integrated into regular irregular and or random rhythms the one essential thing to keep in mind about rhythm whatever type we choose is the tremendous control it gives us over

Speaker A

And here's the interesting part: your viewers' eyes will follow your beat, jumping from one beat to the next. If, for example, you've chosen to set up your rhythm with a repeated color, your viewers' eyes immediately register the color as the beat and will physically follow the beats.

Speaker A

long it doesn't matter if the units are inches feet or miles but for this example let's assume it's inches now let's say we want to break the line at the 3 inch mark there are now two segments the first is 3 inches

Speaker A

Here, the red socks create the beat. Our eyes automatically move from one pair of socks to the next. We all scan this image in the same way. We can't help it. It's how our brains respond to visual rhythm.

Speaker A

circles it's called the golden knee as it turns out the golden mean has been used extensively in Western architecture and art for centuries millennium Ziva there are many theories about why this proportion has been so heavily favored in design some believe the golden mean

Speaker A

Now, it's not always color that sets up the rhythm. In this composition, it's a repeated shape—the balloons—that determine the beat. Notice they're creating a vertical visual rhythm. They lead our eyes up and down rather than side to side.

Speaker A

golden mean look how this works the height of the average female is about 8 heads or 8 times the length of her head the natural division of her waist line falls at the 3/8 mark the rest of her

Speaker A

Maybe you want to set the rhythm up diagonally, as we see with the silver spoons. Rhythm takes advantage of the viewer's instinctive need to receive visual direction. Our eye movement is not random; it automatically seeks an organized way to view what's placed in front of it and will take its cue from you, the designer.

Speaker A

the question what's the best size for a particular design element it's not hard to tell when a design element is out of scale take a look what's wrong with this picture poor Alice's neck is out of proportion with the rest of her body and here poor

Speaker A

Regular rhythm is the most predictable. The repeated beat is the same each time. Graduated rhythm is when the beat speeds up or slows down as you move. Think of how water ripples form when you throw a rock into the water. These ripples have a graduated rhythm. It works the same in design. Each time we see the repeated line, color, texture, shape, or pattern, it comes a little sooner or a little...

Speaker A

scale requires that design elements in this case the accessories are the right size in relation to the surroundings the surroundings here would be the people using the accessory so let's review proportion and scale these principles focus on how the parts of the design

Speaker A

relate to the design as a whole the most pleasing proportion is that which approximates the golden need three to five to achieve good scale ask yourself how each proportion of the design relates to the composition as a whole

Speaker A

the distinct elements need to be the right size in relation to the overall presentation we now arrive at our fourth principle of design emphasis emphasis is also referred to as focal point the concept is pretty simple what do you the designer think is the

Speaker A

most important visual element of your design what's the one thing you really don't want anyone to miss that's the focal point now you don't absolutely need one but without a focal point your viewers eye becomes bored restless and

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wanders over the design seeking something to hold its attention when creating a focal the first order of business is deciding what you want to emphasize you need to make sure the important elements look important they should dominate over

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minor elements to create all-important emphasis where you want it you can use size the bigger the feature the more dominant it will be or you might use placement place something center front and you've got a focal point you can

Speaker A

also use a brighter or more intense color against a muted background to create a focal point and remember that a dramatic line such as the diagonal placed amid more sedate lines horizontals and verticals will always call attention to itself and become the

Speaker A

focal point in conclusion when you choose a focal point you've chosen an element you feel is important and want to emphasize emphasis is perhaps the most personal aspect of design it tells us about you after all you've set up

Speaker A

your design to ensure that your viewers eye will rest on this one particular spot your emphasis communicates to the world where your artistic priorities live and what you the designer find important and last but not least we have

Speaker A

the principle of harmony we know harmony and music harmony and design is the visual equivalent however in design harmony is easier to understand as a feeling rather than a technique harmony is what we're striving for in the end product it is the goal of

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all design whether or not we've achieved harmony and design is a two-part question first are the elements of your design the lines colors shapes textures working together in a pleasing fashion second are the principles of design balance rhythm proportion scale and

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emphasis guiding your use of the elements if your answer to both of these questions is yes you will indeed have achieved harmony harmony is one of the most powerful forces in our world it speaks directly to the human spirit as a

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designer this is your goal with these principles as your guide let your imagination take flight and create [Music] [Music] [Music] [Music] [Music]

Topics:principles of designbalance in designrhythm in designemphasisvisual harmonysymmetrical balanceasymmetrical balanceradial balancedesign fundamentalsvisual composition

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