LECTURE 3 - PRINCIPLES OF DESIGN

Prep. by Abubeker B.
April, 2021
Design
principles
 “Everything you have
learned so far is wrong.”
Well, not really wrong, just far from complete.
 Design principles
 Composition
• Arrangement of design elements to express something
 Elements of Design
• Building blocks of compositions

 Principles of Design
• ways of arranging or organizing design elements to
express something.
 Design principles
 The principles of design are the rules a designer
must follow to create an effective and attractive
composition.
 Design principles
• Seven principles encompass an interesting design.
1. Balance and Axis
2. Rhythm and repetition
3. Emphasis and Hierarchy
4. Scale and proportion
5. Datum
6. Harmony and Unity
7. Contrast and Variety
bal Ance
 Balance
• Parts of the design are equally distributed to create
a sense of Stability.
• Both physical and visual balance exist.
• Types
 Symmetrical or formal balance
 Asymmetrical or informal balance
 Radial balance
 Vertical balance
 Horizontal balance
 Diagonal balance
 Balance
Symmetrical or Formal Balance
• The elements within the design are identical in relation to
a centerline or axis. Center line
 Balance
Axis
• The axis is a line established by two points in space, about which
forms and spaces can be arranged in a regular or irregular
manner.
 Balance
Axis
Axis & Symmetry
 Balance
Asymmetrical or Informal Balance
• Parts of the design are not identical but
are equal in visual weight.

Chateau de Chaumont Saone-et-Loire, France

 Balance
Radial Balance
• Design elements radiate outward from the
center.

Galleria Vittorio Emanuele II Milan, Italy Frauenkirche Deresden, Germay

Radial Balance
 Balance
Vertical Balance
• Design elements above & below are symmetrical
 Balance
Horizontal Balance
• The parts on the left and right sides are
symmetrical.

Chi Lin Buddhist Temple and Nunnery

Kowloon City, Hong Kong Building façade Limberg, Germany
 Balance
Diagonal Balance
• Design elements above & below diagonal line are symmetrical
Visual balance
Which one of the following is visually balanced in a
better way?

B
Which one of the following is visually balanced in a
better way?

B
What kinds of Balance do you observe?
What kind of Balance do you observe?
What kinds of Balance do you observe?
 Balance
Quiz
• Write-down the different types of balance, that you
can see on the picture in the next page and illustrate
your answers with sketches and descriptions.
 Exercise 9
 Create a model showing the application of all the different types
of balance by using elements of design you have learned so far.

• A4 base, Max 5-10 cm ht.

• Material: The sky is the limit

• Out put: Creativity & Concept

• Submission Date: Friday/ May 14, 2021

htm
R y h
 Rhythm
• Any unifying movement
characterized by motifs at
regular or irregular intervals.
• The movement may be of our
eyes as we follow recurring
elements in composition.
• These elements provide
continuity and lead us to
anticipate what comes next.
 Rhythm
• Types
 Regular rhythm
 Gradated rhythm
 Random rhythm
 Progressive rhythm
 Rhythm
Regular Rhythm
• An element is repeated at the same repetition/interval each
time.

Cube house design

Rotterdam, Netherlands
Regular Rhythm
 Rhythm
Random Rhythm
• The beats of the element are random or are at irregular
intervals.
Random Rhythm
 Rhythm
Gradated Rhythm
• The repeated element is identical with the exception of one
detail increasing or decreasing gradually with each
repetition.

Left: Stack of rocks used as

focal point in landscaping

Right: The Chinese Tower

English Gardens, Munich,
Germany
Gradated Rhythm
 Rhythm
Progressive Rhythm
• A progressive rhythm shows a sequence of forms
through a progression of steps.
Progressive Rhythm
Rhythm in architecture
 Exercise 10
 Create a model showing the application of the different
types of Rhythm by using the elements and principles of
design.

• A4 base, Max 5-10 cm ht.

• Material: The sky is the limit

• Out put: Creativity & Concept

• Submission Date: Friday/ May 14, 2021

 p
em hasis
 Emphasis
• Reflecting the degree of
importance.
• The star of the show.
 Emphasis
• The visual emphasis can be achieved endowing a form or shape
with:
1. Exceptional size
2. Exceptional color
3. A unique shape
4. A strategic location
 Emphasis
• The feature in a design that attracts one’s eye – the focal point.
• Emphasis can be achieved through size, placement, shape, color,
and/or use of lines.
Emphasis in architecture
 Exercise 11
 Create a model showing all the different methods of making
Emphasis by using the elements and principles of design.
• A4 base for each, Max 5 cm ht.
• Material: The sky is the limit
• Out put: Creativity & Concept
• Submission Date: Friday/ May 14, 2021
hi er r ch y
 Hierarchy
• Way of establishing order from most
dominant to least dominant element.
• It establishes primary and secondary
elements that have a dependent
relationship.
• Achieved by changing size, shape or
location relative to the other forms.
 Hierarchy
• Hierarchy by size

• Hierarchy by shape/orientation

• Hierarchy by placement
Hierarchy in architecture
 Exercise 12
 Create a model showing all the different methods of
making Hierarchy by using the elements and principles of
design.
• A4 base for each, Max 5-10 cm ht.
• Material: The sky is the limit
• Out put: Creativity & Concept
• Submission Date: Friday/ May 14, 2021
 l
sca e
 Scale
• Comparative
relationships between
elements in a design
with respect to size.
How big is this bad guy?
How big is it now?
And here…?
proportion
 Proportion
• The relationship in size of one component (part) of a work of
art to another.
• Some artists choose to show correct proportion in their work
• Some artist choose to distort or exaggerate the proportions
of the subjects involved.
• 3:5 ratio or 1.618 is known as the Golden Mean.
• Golden mean- The natural and god's proportioning method.
The size of their head relative to their body
 Reading assignment
 Read about the different types of proportioning systems in
architecture.
Da um
 Datum
• A reference to which other elements in a composition can relate.
• It organizes random pattern of elements through its regularity,
continuity, and constant presence.
 Datum
• The introduction of one dominant element is needed otherwise
disordered composition will be produced.

• As an effective ordering device, a linear datum must have

sufficient visual continuity to cut through or bypass all of the
elements being organized.
 Datum
• A datum, however, need not be a straight line. It can also be
planar or volumetric in form.
• A linear datum must have sufficient visual continuity to cut
through or bypass all of the elements being organized.
• If planar or volumetric in form, a datum must have sufficient
size, closure, and regularity to be seen as a figure.
 Datum
• Line

• Plane

• Volume
Datum in architecture
harmony
 Harmony
• Pulling different pieces to have a visual togetherness.
 Exercise 13
 Create a model showing harmony as a principle of design
by using different contrasting elements and principles of
design.
• A4 base for each, Max 5-10 cm ht.
• Material: The sky is the limit
• Out put: Creativity & Concept
• Submission Date: Friday/ May 14, 2021
 Unity
• The visual quality of wholeness or oneness that is achieved
through the consistent use of lines, color, material, and/or texture
within a design.
cont rast
 Contrast
• Noticeably different
• Can be created with
• Color
• Proportion and scale
• Shape
• Texture
• Etc.
Contrast in architecture
Variety
Variety
• Variety consists of the
differences in objects that
add interest to a visual
If this is harmony image.

Then variety might be

something like this.
 Variety
• Variety can be achieved through differentiating the objects by
their line type, shape, color, texture, space, etc.
 Quiz
1. What elements of design serve as datum in the following
photo and describe how.
 Quiz
2. What elements of design create harmony in this photo
and describe how.
 Quiz
3. What elements of design shows unity in the following photo
and describe how.
 Quiz
4. What elements of design are contrasted in the following
photo and describe how.
 Quiz
5. What elements of design bring variety in this photo and
describe how.