The Design Principles
Definitions and Study Images
To “design” means to plan with deliberate results in mind.
By following effective principles of design, artists are better able to
achieve their desired results.
Principle #1: The Principle of Unity and Variety: All successful works
of art combine both unity and variety, though not necessarily in equal
amounts.
Unity: Sameness; forms and colors that are alike, that have a
sense of oneness and of belonging together.
Variety: Difference; forms and colors that are distinct from one
another
Andy Warhol, Marilyn Monroe Suite, 1967
What gives this work of art unity? Same photo of Marilyn Monroe in a repeating pattern.
What gives this work of art variety? Different colors for each frame.
What gives this painting unity?
Same color across entire background; use of
repeating flower pattern.
What gives it variety?
A single unique figure inserted into the flower
pattern; use of different colors.
Kehinde Wiley, Clevins Browne, 2013
This is an ink-on-paper print meant to
give an impression of the night sky.
What gives it unity?
Uniform black background meant to
look like deep space.
What gives it variety?
Scattered white pinpoints meant to
appear as stars.
Vija Celmins, Untitled (Dark Sky 1), mezzotint, 2016
Your turn:
What gives this drawing unity?
What gives it variety?
Agnes Martin, Untitled #16, ink on paper, 1960
This painting has both
unity and variety, though
not in equal amounts.
Which one as the artist
emphasized more, unity
or variety?
Barnett Newman, The Third, 1964
Principle #2: Balance
Because art can be three-dimensional or two-dimensional, understanding
balance means understanding Actual Weight versus Visual Weight.
Actual weight is the measurable weight of three-dimensional masses.
Visual weight is the apparent “heaviness” or “lightness” of visual forms.
For example: although these two stars are the same size, the
more brightly colored star appears to have more visual weight.
Why do actual and visual weight matter?
If actual weight in three-dimensional masses are not properly balanced,
they will fall over! Look out!
If visual weight in a two-dimensional artwork isn’t balanced, the artwork will look wrong.
In this example, visual weights are not balanced, and the result is very bothersome to the
viewer!
Bad painting courtesy of
The Museum of Bad Art
Imbalanced visual weight in a random photo.
Some rules for balancing visual weight:
Forms of equal size and color will Several smaller forms can appear
appear to have equal visual weight to have the same visual weight as
one large form.
An isolated element (one with a lot of Objects that are darker in color
white space around it) will appear to Will feel heavier than objects
have more visual weight than objects that are lighter in color.
placed close together.
Objects in the upper part of a picture A diagonal orientation carries more
will seem heavier than objects of the visual weight than a horizontal or
same size in the lower part of a picture. vertical one.
Which image is properly balanced?
Common strategies for balancing visual weight:
A. Symmetrical balance: identical or near identical (mirror-like) correspondence
of forms-–and therefore visual weight—on either side of a central vertical axis.
Symmetrical balance:
Symmetrical balance:
Frida Kahlo, Las Dos Fridas, 1939
More examples of
symmetrical balance
B. Asymmetrical Balance: When forms on either side of a central
vertical axis do not match, but the visual weight is still balanced.
Asymmetrical balance:
Examples of asymmetrical balance
Asymmetrical
balance
Katsushika Hokusai,
The Great Wave off
Kanazawa, c. 1830
Asymmetrical balance:
Asymmetrical balance:
Asymmetrical
balance
Paul Cezanne, Fruit and Jug
on a Table, 1890-945
Asymmetrical
Balance
Maggie’s Ponytail, Susan
Rothenberg, 1993
C. Radial Balance: When forms radiate or spiral outward from a central point.
Radial
balance
Radial Balance
Radial Balance
Robert Smithson,
Spiral Jetty, 1970
Principle #3. The Principle of Emphasis and Subordination
Subordinating some areas of an artwork so as to emphasize others can
allow artists to focus attention and create meaning.
Subordination: making certain parts of an artwork less visually
interesting so that areas of emphasis stand out.
Emphasis: drawing attention to certain parts of an artwork more
than others.
Emphasis and Subordination
Emphasis and Subordination
Emphasis and Subordination
Emphasis and
Subordination
Principle #4: Focal Point
A focal point is a single, specific spot in a work of art to which the viewer’s full
attention is directed. Not to be confused with Emphasis and Subordination.
Focal Point
Focal Point
Focal Point
Grant Wood, Parson Weem’s
Fable, 1939
Principle #5: Scale
The size of an object in relation to other objects of its kind, especially
those of “normal” size. Scale is a relative measurement.
Example: a large scale eyeball!
Both are dogs, but….
Small scale Large scale
Scale
Claes Oldenburg and
Coosje van Bruggen, Clothespin,
Philadelphia, Pennsylvania, 1976
Scale
Claes Oldenburg and
Coosje van Bruggen, Plantoir,
Grand Rapids, Michigan, 2001
Scale
Cindy Chinn, Train Carved
In a #2 Carpenter’s Pencil
Scale
Salavat Fidai,
Balancing Elephant,
carved in a pencil’s tip
Scale
Salavat Fidai, van Gogh’s Starry Night
handpainted on a matchbook
Principle #6: Proportion
Proportion refers to size relationships between parts of a whole, or between two or
more items perceived as one unit. Like scale, proportion is a relative measurement.
Example: Joshua Nava,
Proportions of the Hands
and Fingers.
Proportion study of the human figure
Anime eye proportion is much larger than real life.
Proportion
Emil Alzamora, Abyss, bronze
Considering its height, this building
is very thin. The relationship
between the height and width of a
single object is a proportional
relationship.
Similarly, considering the length of this dog, her legs are proportionally short.
But she’s still super cute!
Principle #7: Visual Rhythm. Visual Rhythm occurs when the repetition of
accented and de-accented elements create a visual “beat” in a work of art.
Different types of visual rhythm
Visual Rhythm
in painting
Annie Taylor, Meditation, from
the Rhythm & Flow series
Paintings showing different kinds of visual rhythm.
Visual Rhythm
in architecture
Visual Rhythm in a wall-
mounted sculpture
This rhythmical sculpture by Matt
McConnell is actually made of
drumset-type cymbals.
Visual rhythm is all around us!
In fact, the principles of design
were inspired by nature.
For example, this succulent
has both visual rhythm and
radial balance!
Once you’ve learned the
principles of design, you’ll
see them all around you.