Principles of Design

Session 2: Principles of Design

Unity

Unity in a composition is achieved when all of the design principles (balance, emphasis, proportion, contrast and movement) have been correctly applied and there is harmony between them. Everything selected for use in a composition must complement the key theme and must also serve some functional purpose within the design. Achieving unity in your compositions will only result from practicing, knowing and selecting the right visual elements and using the best principles of design to relate them.

Unity, sometimes referred to as harmony, is the hallmark of a good design. It's the final result in a composition when all the design elements work harmoniously together giving the viewer a satisfying sense of belonging; You know unity has been achieved when all aspects of the design complement one another rather than compete for attention. It serves to reinforce the relationship between the design elements and relates them to the key theme being expressed.

Unity creates a sense of order. When a design possesses unity there will be a consistency of sizes and shapes, as well as a harmony of colour and pattern. One way this is accomplished is by repeating the key elements, balancing them throughout the composition, and then adding a little variety so that the design has its own sense of personality. Learning to juggle the elements and principles in such a way as to achieve the right mix is a key to good design.

When unity is achieved:

1	The individual elements within a composition will not be competing for attention.
2	The key theme will be communicated more clearly.
3	The design will evoke a sense of completeness and organization.

Vincent van Gogh - Starry Night

Vincent van Gogh - "Starry Night", 1889

Van Gogh was concerned with the unity of his paintings. In this one, the swirling brush strokes and dominance of cool colors tends to unify the surface and create the feeling that everything belongs together.

To create unity you must have a clear objective in mind that you want to communicate to the viewer. You must stay focused on achieving the objective and not deviate from it. If there is an element you are considering adding to a composition and it does not contribute to the overall objective, then it should not be added to the design. You also need to be analytical about your work, maintaining objectivity at all times. You need to be willing to accept critiques from peers, friends, and family members. When the purpose and message you intend to portray is consistently understood the same way by several people then you have succeeded in using the principle of unity.

When you feel your composition is complete, take a step back and observe it with an objective eye. The final test of unity is one in which nothing can be added to or taken away without having to rework the entire composition. The relationship of all the elements should be so strong it would actually hurt the design to add or remove any one thing. When nothing can distract from the whole then you have unity. However, in your efforts to achieve unity you need to keep in mind that too much unity without variety is boring, and too much variation without unity is chaotic.

Black Cat Menu by Dennis Clouse

Target Ad Campaign
Gaby Brink
Templin Brink Design

Nowhere is unity more important than in an an campaign. Creating unity is a form of branding: you must establish a look and attitude that are recognizable even before the content of the ad is read. This particular campaign for Target works quite well in this way. The design is fresh and attention-getting.

This study on the design principles would not be complete without giving some practical guidelines on the use of the principles of design.

Putting the principles into practice

1	The simplest method of making objects appear to belong together is to group them closely together. This allows us to see a pattern.
2	Don't apply the principles equally, because one may be more important than another depending on the mood and purpose of the design. One design may be strong in balance, another in proportion, another in movement and so on.
3	Try to include as many of each principle into each design.
4	You, as the designer, should always add a bit of your own personality into your designs. Without this touch, your work may be well designed, but lack character.
5	As you become more self confident, then you should dare to violate one or more of the principles of design to promote growth in your creativity.

Once the designer has an objective in mind, the effective use of the design principles of balance, emphasis, proportion, contrast and movement will aid in the achievement of unity in your work of art. Whether an artist uses the principles consciously or subconsciously, unity should always be the goal of every artist.

Try This:

While no one but you may see this hands on exercise, take the time to do it just as if you were turning it in for a grade. It will help reinforce what you have learned.

1. Choose a group of objects, like tools or chess pieces, and photocopy or draw them. Then cut them out. Arrange them on the page with type (either type you found from a magazine ad, or hand lettering). To achieve unity, use principles of movement and proportion. For example, repeat colours in the design to create visual relationships among the elements.

2. Select 5 visual compositions of your choosing (movie posters, page layouts, advertisements etc.) and make a note on each of the five principles for each and explain how it assists to create good or poor unity.