Design

There are principles of design that have evolved through careful observation of nature and art. When these principles are thoughtfully considered and sensitively applied they result in a very pleasing composition for greeting cards, scrapbook pages, book covers, designs suitable for framing and other works of art.

The five principles of design that are helpful to know about are

BALANCE can be formal or bi-symmetrical balance - a mirror image on either side of an imaginary line, or identical objects arranged equally on each side of an imaginary line.

Balance can also be informal or asymmetrical balance. Informal balance can be more interesting because it requires more thought and imagination. The viewer seems to enter into the design process. Two small items can balance one large one, a small shiny object can balance a large duller one, a large item closer to a center point can be balanced by a smaller one farther away. Informal balance is more compatible with nature.

Another form is radial balance. All elements of the design radiate from the center like the spokes of a wheel.

PROPORTION has been a major concern of creative minds throughout the ages. Over 2,000 years ago the Greeks discovered some secrets of good proportion that have been passed down to us. For example, they thought a rectangle was more interesting than a square because of the differences between length and width. Another Greek contribution to our understanding of proportion was that a line is more interesting if it is divided at a place other than the center. Somewhere between one-half and one third its length is the most desirable division. Odd numbers are more pleasing than even ones. This applies to everything from flower arranging to the buttons on your shirt. Observe the things around you and look for good proportions to try in your compositions.

EMPHASIS is the focal point of your design. It is the thing that catches your eye first as you glance at a picture or any composition. Emphasis can be achieved by having the focal point be lighter, brighter or darker than the rest of the design. This would be the dominant color in the composition. Setting the part of the composition that you want to emphasize. Leaving space around an object is another way to create emphasis.

RHYTHM is the component that keeps your eye moving around and through the composition. It can be achieved by repetition of a color, line, texture or form. Also progression of the size of an item in your design will create movement and thus rhythm. Transition lines connecting items in your composition will give rhythm.

HARMONY AND UNITY can be achieved in your design by having a unifying theme or idea in mind when you set out to create a composition. Everything needs to seem to go together and belong there. A tiny touch of surprise or variety thrown in can keep interest in a composition that seems to have too much sameness.

Nature is our best guideline for good design. A snowflake is a perfect example of radial balance, look at a tree to see asymmetrical balance, and study a butterfly for symmetry!