Principles of Composition
Graphic design composition is the process of combining individual elements to create a cohesive design. The goal is to arrange the elements in a way that is both visually appealing and functional. 

The Principles: basic assumptions that guide the design practice.

  • Contrast: Refers to the relative difference between elements, including value, hue, saturation, size, interval, etc. Contrast adds variety to the overall composition and creates unity by directing the viewer’s eye with visual hierarchy.
  • Rhythm: Is a repeated pattern, such as what we hear in music. In different art forms, it can be a very complex interrelationship or a regular, steady beat.
    • Repetition: A repeated sequence; occurring more than a few times. In design, repetition can create visual consistency and a sense of unity.
    • Pattern: Unbroken repetition, the repeating of an line, object or symbol.
  • Figure (positive space): The shape of a form that serves as a subject in a composition.
  • Ground (negative space): The space surrounding a positive shape or form; sometimes referred to as ground, empty space, field, or void.
  • Figure/Ground: The relationship between positive and negative space.
    • Obvious (stable):  A figure/ground relationship that exists when a form stands clearly apart from its background.
    • Ambiguous: A figure/ground relationship that challenges the viewer to find a point of focus. The figure and ground seem unclear.
  • Whitespace:  Whitespace provides visual breathing room for the eye and a contrast to the density of elements in a composition.
  • Economy: Using only the elements necessary to communicate an idea, emotion, or formal concept. Less is more.
  • Unity: Refers to the cohesive quality that makes a composition feel complete and  finished. Unity gives it the feeling that all the elements relate to each other in a compatible way to form a unified whole.
  • Harmony: Elements in a composition that share visual qualities (value, hue, saturation, size, interval, shape, texture, etc)
  • Balance is the concept of visual equilibrium or equalized tension, used to create harmony, order, and cohesion. While visual elements don’t have a physical weight. They do have visual weight. Some things that affect visual weight: Size, Color, Density, Value, Whitespace
    • Symmetrical balance can occur in any orientation as long as the image is the same (weight, form) on either side of the central axis. The result is formal, organized and orderly, but it is easy to over emphasize the center axis. Symmetry = PASSIVE, FORMAL SPACE
    • Asymmetrical balance means balance without symmetry. It is possible to achieve balance without symmetry so that the placement of elements of varying “visual weight” will balance one another around a fulcrum point. Use asymmetry to draw attention and create visual interest.  Asymmetry = ACTIVE, DYNAMIC SPACE
  • Alignment: Methods for adjusting the position of objects or text in relation to each other. These are typically left, right, center, top and bottom.
  • Grid:  A framework and planning system that organizes elements in manageable chunks by order of placement, scale, and similarity to help users understand the information presented; like a visual filing cabinet.
  • Frame: This boundary (rectangle, square, circle) is represented by the edges of the paper or the margins drawn within.
  • Visual Hierarchy: The expression of visual and conceptual order that communicates degrees of importance of the various parts of a composition. This can be achieved through proximity, contrast, color, size, etc.
    • Proximity: objects close to one another are perceived to be related or grouped together.
    • Proportion: Relationship between parts of a whole or related units.
    • Scale: Associations of size, related to a constant size, unit of measure, relative whole (such as a the human body, or picture plane)
    • Emphasis: The special attention or importance given to one part of a composition. Emphasis can be achieved through placement, contrast, size, etc.
    • Focal Point: The elements or objects on which the viewer’s attention is focused.
    • Dominance: Elements that command attention and prevail over other elements.
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