DESIGN

PRINCIPLES
SYMMETRY: Symmetry means that the work of art is the same on one side as the other, a mirror image of
itself, on both sides of a centerline.
RADIATION:

Radiation is a feeling of a movement steadily bursting outwards in all directions from a visible or suggested
central point, the emission of rays from a central source. This suggests a circle, like the spokes of a wheel,
sunburst, or petal of a flower.
RHYTHM: Rhythm refers to the movement within a piece of art that helps the eye travel through the to a point
of focus.Like in music, rhythm in art can vary in its speed ... some works are more calm and relaxed while
others are more energetic and active.
REPETITION:

Repetition is the use of the same thing

more than once, the same thing
arranged in different locations. It is the
simplest fundamental of all principles.
PATTERN: a pattern is an element (or set of elements) that is repeated in a piece of work or an associated
set of works.
DEPTH: In art, depth refers to the perceived distance between the background and the foreground of a
composition. It is a way of manipulating space, which is a key element in art that refers to the distance
around and between subjects and aspects of a composition.
HIERARCHY: Hierarchy is defined as when an element is given more importance in comparison with the
other element. Hierarchy is the control of visual information in an arrangement or presentation to imply
importance. Hierarchy influences the order in which the human eye perceives what it sees.
ORDER
CONTINUITY: The definition of continuity refers to something occurring in an uninterrupted state, or on a
steady and ongoing basis.
CONTINUITY
DIRECTION: Direction may also be used to refer to perspective. Where you place objects or how they're used
in proportion to others can direct a viewer through the art. In this sense, it's related to movement as well.
VIBRATION: Vibrating color, or broken color is a way of enlivening the passages of a painting. Instead of
laying a flat tone like a house painter might, the paint is applied in dots or rice like strokes that the viewers eye
assembles at a distance.
INTRICACY: Intricacy is the fusion of disparate elements into continuity, the becoming whole of components
that retain their status as pieces in a larger composition.
DELICATENESS
FOCAL POINT: The focal point of a painting is an area of emphasis that demands the most attention and to
which the viewer's eye is drawn, pulling it into the painting.
CONTRAST: Contrast is simply defined as difference. Difference between art elements like color, value, size,
texture, and so on can intensify the elements used. As a result, the elements used in a work of art can become
more powerful.
FLUIDITY: Fluid in architecture refers to seamlessness where there is a movement within the space
without any obstruction. It gives a feeling of being in motion while being in a solid, closed matter. It
encompasses factors such as curves, flow, dynamic nature, and flexibility.
FLOW: flow is the natural way your eye will move through an image.
COMPLEXITY: The term complexity in art refers to the visual representation of certain objects which appear
complex. Complexity may be subjective, meaning based on the perception of the viewer or it may be objective
based on artist's judgement. Abstract art is considered to be an example of complexity in art.
PARALLELISM: Elements that are parallel to each other are seen as more related than elements not parallel
to each other.
DATUM: The term datum refers to a piece of information or fixed point of scale that serves as a reference in
defining the geometry of a composition and in measuring aspects of that geometry to assess its relation to
another value in space.
3D EFFECT: A 3d Street Art is a type of artwork designed to create an optical illusion that makes our minds
believe the 2d image is actually three dimensional.
GRADATION: Gradation in art is a visual technique of gradually transitioning from one colour hue to another,
or from one shade to another, or one texture to another.
CONVERGENCE: When lines or other elements draw closer together, they can be used to lead our eyes to a
focal point.
PLAY OF BACKGROUND AND FOREGROUND: The element of the photo closest to you makes up the
foreground. The furthest element away from you is the background, while the middleground makes up the area
in between.
INTERPLAY OF FOREGROUND AND BACKGROUND:
FIGURE AND GROUND: The Gestalt Principle of Figure-Ground refers to space, forms, or shapes within a
specific composition. Basically, what this means, is Figure-Ground is the state in which we view elements as
either the object of focus or the background.
RULE OF THIRD: The rule of thirds is a compositional guideline that breaks an image down into thirds (both
horizontally and vertically) so you have nine pieces and four gridlines. According to the rule, by positioning key
elements along the gridlines, you’ll end up with better compositions.
FIBONACCI SERIES: Artists recognised that the Fibonacci Spiral is an expression of an aesthetically pleasing
principle – the Rule of Thirds. This is used in the composition of a picture; by balancing the features of the
image by thirds, rather than strictly centring them, a more pleasing flow to the picture is achieved.
COMMON REGION/ PROXIMITY: The principle of common region says that items within a boundary are
perceived as a group and assumed to share some common characteristic or functionality.
CLOSURE: Closure is a gestalt concept the refers to the visual tendency to create closed shapes even when
part of the shape is missing. Closure bridges gaps in shapes and implies a complete shape.
DISTORTION:
TILT:
CHROMOSTEREOPSIS: Chromostereopsis is a visual illusion whereby the impression of depth is
conveyed in two-dimensional color images, usually of red-blue or red-green colors, but can also be
perceived with red-grey or blue-grey images.
AFTERIMAGE: A flash of light prints a lingering image in your eye. After looking at something bright, such
as a lamp or a camera flash, you may continue to see an image of that object when you look away. This
lingering visual impression is called an afterimage.
BEZOLD EFFECT : The Bezold effect is an optical illusion, named after a German professor of
meteorology, Wilhelm von Bezold (1837–1907), who discovered that a color may appear different depending
on its relation to adjacent colors.
It happens when small areas of color are interspersed. An assimilation effect called the von Bezold
spreading effect, similar to spatial color mixing, is achieved.
The opposite effect is observed when large areas of color are placed adjacent to each other, resulting in
color contrast.
ADDITIVE AND SUBTRACTIVE COLOR: the easy way to remember the difference between additive and
subtractive color mixing is that additive color mixing is what happens when we mix lights of different colors
whereas subtractive color mixing occurs when we mix paints or other colored material.
BARTLESON-BRENEMAN EFFECT: A related effect appears in the perceived contrast among
areas of different value within an image when the image is viewed against a light or dark valued
background.
PANTONE COLOURS

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