Key principles of design - Elements and Principles of Design - page 39

Key principles of design
Principles of design drawn from the literature and deemed significant within this comment-
ary include the following: Simplicity-complexity; Unity-variety; Rhythm-movement; Bal-
ance; Contrast; Compositional techniques (Golden Mean, Rule of Thirds, Hierarchy-domin-
ance, and Positive-negative space); and variations between Realism and Abstraction.
In visual imagery, art and design, the aim is to cut through the existing visual clutter. Each
of these principles has relevance and each can be used strategically to draw attention to key
elements within a design project and also to help convey communication objectives.
Proportional placement in visual imagery and design includes the compositional techniques
related to the 'gold mean' grid and the 'rule of thirds', both of which are aimed at achieving
a level of visual cohesion among elements within an image or design. In addition, the notion
of hierarchy among elements in an image or design is related to creating variation terms of
dominance-subordination of elements. Finally, it is common among artists and designers to
manipulate positive-negative space to create respite as a background to visual focus.
These principles can be used in a variety of ways in visual imagery and design to attract
attention and convey information. Examining these principles provide a means of investig-
ating how they are used to analyse and decipher visual imagery in contexts such as graphic
design, advertising, websites plus learning and work-based situations.
Simplicity - Complexity
In visual imagery, a lack of visual clutter creates a visual vacuum thereby drawing attention
to specific visual elements due to their isolation. In addition, simple, uncomplicated and fa-
miliar shapes tend to be easier to perceive and understand. Conversely, complexity makes
perception of visual detail more difficult and can hinder understanding. Neither simplicity
nor complexity is more 'right', and both can be 'wrong' in an inappropriate context 47 .
Renowned for their simplicity, film posters by Saul Bass are simultaneously eye-catching
and cleverly communicative as per Anatomy of a Murder (1959) and The Birds (1963).