PRINCIPLES

OF DESIGN
 UNITY AND VARIETY
UNITY is about separate parts working together in
a composition. In an artwork, unity creates a sense
of harmony and wholeness by using similar
elements and placing them in a way that creates a
feeling of “oneness.” VARIETY adds interest by
using juxtaposition and contrasting elements within
the composition.
 CHARACTERISTICS OF UNITY
UNITY: Cohesion: Unity refers to the sense of wholeness and harmony in a
work of art. It is achieved when all the elements and components in a
composition work together to create a sense of oneness.
CONSISTENCY: Unity involves the use of similar or related elements, such as
colors, shapes, or themes, throughout a composition to create a sense of
continuity.
BALANCE: A balanced distribution of elements, whether symmetrical or
asymmetrical, helps achieve unity by creating a visual or auditory equilibrium.
REPETITION: The repetition of certain elements or motifs can contribute to
unity by reinforcing a theme or creating a pattern.
COMMON THEME OR IDEA: Unity often relies on a central theme, concept,
or idea that ties everything together and gives the work a sense of purpose.
 CHARACTERISTICS OF VARIETY
DIVERSITY: Variety involves introducing differences and
contrasts within a composition. These differences can be in terms of
elements like color, shape, texture, or style.
INTEREST: Variety adds interest and excitement to a work of art or
design by preventing it from becoming monotonous or predictable.
CONTRAST: The use of contrasting elements, such as light and
dark, soft and hard, or smooth and textured, can contribute to
variety.
RHYTHM: In music and design, variety can be used to create
rhythms or patterns that add dynamism and interest.
Unity and Variety are fundamental
principles that help achieve balance,
coherence, and interest in various
creative endeavors.

USES OF UNITY AND VARIETY

UNITY VARIETY
BALANCE
Refers to the distribution of visual
elements in a composition to create a
sense of equilibrium.
 CHARACTERISTICS OF BALANCE
APPROXIMATELY SYMMETRY – Involves elements that are not
perfectly symmetrical but are close enough to create a harmonious
composition
VISUAL WEIGHT – How much attention or emphasis a particular element
carries within the composition.
COLOR BALANCE – Complementary or contrasting colors can be
strategically placed to achieve balance within a composition.
TEXTURE AND PATTERN – Created by repetition of individual elements.
NEGATIVE SPACE - Effective use of negative space can complement the
positive elements and contribute to overall balance.
Use to create visual harmony,
direct the viewers eye, and
convey emotion though their
artwork

USES OF BALANCE
EMPHASIS AND SUBORDINATION
Emphasis is the principle of design that
highlights a specific element or area within a
composition to draw the viewer's attention.
Subordination is the complementary principle that
involves making certain elements or areas in a
composition less visually prominent compared to
the emphasized element
 CHARACTERISTICS OF EMPHASIS
FOCAL POINT: Emphasis involves creating a focal point in your
design, drawing the viewer's attention to a specific element or area.
DOMINANCE: The emphasized element should dominate the
composition, making it stand out from the rest.
ISOLATION: Sometimes, emphasizing an element involves
isolating it from the others, creating a visual separation that draws
attention.
CONTRAST: Contrast in color, texture, shape, or value can be
used to make the emphasized element pop.
 CHARACTERISTICS OF SUBORDINATION
SUPPORTING ELEMENTS: Subordination is about making
certain elements in the design less prominent to support the
emphasized element.
HIERARCHY: Establishing a clear hierarchy of elements helps
with subordination
UNITY: Subordinate elements should still contribute to the overall
unity of the design.
CONSISTENCY: Consistency in design elements like
typography, color schemes, and spacing helps to differentiate
between the emphasized and subordinate elements.
Emphasis and subordination are tools
used to control attention, convey
meaning, and create effective
communication and design.

USES OF EMPHASIS AND SUBORDINATION

SCALE AND PROPORTION

Scale is the size of one object in relation

to the other objects in a design or
artwork. Proportion refers to the size of
the parts of an object in relationship to
other parts of the same object.
 CHARACTERISTICS OF SCALE
SIZE RELATIONSHIPS: Scale refers to the size of an
object or element in relation to another object or a standard
reference point.
EMPHASIS: Scale can be used to draw attention to
specific elements within a composition.
DRAMATIC EFFECT: Changing the scale of objects can
create a sense of drama or impact.
HIERARCHY: In design and architecture, varying scales
can help establish a visual hierarchy, indicating the
importance of different elements within a composition.
 CHARACTERISTICS OF PROPORTION
 RELATIVE SIZE: Proportion is about the relationship between
the sizes of different elements within a composition.
 HARMONY: Proper proportion can create a sense of harmony
and balance in a design or artwork.
 DISTORTION OR EXAGGERATION: Artists and designers
sometimes deliberately alter proportions to create a particular
effect or mood.
 GOLDEN RATIO: The golden ratio is a specific mathematical
proportion (approximately 1.618) that has been used in art and
design for centuries to create aesthetically pleasing
compositions.
Scale and Proportion are essential
principles in various fields, helping to
create functional, aesthetically pleasing,
and harmonious designs, structures, and
compositions.

USES OF SCALE AND PROPORTION

RHYTHM
Refers to the visual flow and
repetition of elements within
a composition.
 CHARACTERISTICS OF RHYTHM
REPETITION - The consistent use of shapes, lines, colors, or
patterns throughout a design to create a sense of rhythm and unity.
ALTERNATION - The deliberate interchange of different
elements in a regular pattern, creating a visual rhythm that guides
the viewer's eye.
PROGRESSION - The gradual change or variation of elements in
a sequence, often in terms of size, color, or complexity, leading to
a sense of movement or development.
CONTRAST - The use of differences in elements, such as size,
shape, or color, to create visual interest and dynamic rhythms.
 CHARACTERISTICS OF RHYTHM
FLOW - The arrangement of elements to create a
sense of movement or direction within a composition,
guiding the viewer's gaze.
CONSISTENCY - Maintaining a consistent style or
theme in a design to establish a rhythmic pattern and
reinforce the overall visual message.
GRIDS AND LAYOUTS - Using structured grids or
layouts to create a sense of order and repetition,
enhancing the rhythm of the design.
Rhythm provides a path for
the viewer's eye to follow in
an artwork.

USES OF RHYTHM