Principles of Design

Dominance: There is a main focal point for the eye. The eye is led around the picture to keep the eye in the picture. Usually there are multiple focal points, one being the most dominant, followed by another and another of less and less dominance.

Balance: moderation, nothing overpowering; big attention- getters closer to center, little attention-getters closer to edges.

Contrast: opposing forces used to strengthen each other

Gradation: one element gradually changes

Variation: uniqueness of elements

Alternation/ Patterning

Harmony: similarities

Unity: the entire design looks like it goes together.

Direction: Use of the directions vertical, horizontal, and oblique to guide your audience's eyes.

Closure: The amount of time that it takes for the viewer to "solve" the picture. (Finding just the right amount of mystery and clues will make it just right.)

Elements of Design

Size: proportions, perspective, large and small

Shape: Primary: circle, square and equilateral triangle; Secondary: ovals, curved shapes, rectangles, trapezoids, uneven triangles; Tertiary: mixtures of shapes
Line

Line: dots, long or short, thick or thin, and inferred lines.

Space: Use the space you have effectively. Create the illusion of 3-Dimensional Space

Value: Degrees of Light & Dark from Black, through all shades of Grey, to white.

Color: Color Wheel, Cool & Warm Colors; Analagous: Next to each other on the color wheel; Complimentary: Opposite each other on the color wheel; Split Complimentary: The two colors on either side of the color opposite the first color on the color wheel

Texture: Roughness, softness, silkiness, hardness, smoothness, etc. (3-D or illusion of it in 2-D).