DESIGN PRINCIPLES

Question 1

CONTRAST

Answer 1

Contrast employs the use of opposite qualities to create visual tension, seperate parts and build hierarchy

Question 2

CROPPING

Answer 2

An image can be modified by selected an area of interest to emphasise, to create dominance or simply to clarify information. The use of cropping can give a dynamic feel to a composition

Question 3

BALANCE

Answer 3

balance refers to the arrangement of components in relation to a visual central axis. It may be ‘symmetrical’ where components are mirrored along the axis to create a centred and stable composition, or ‘asymmetrical’, where components of varying size and weight are placed off centre to create a dynamic composition

Question 4

FIGURE - GROUND

Answer 4

Figure and ground work together to establish the importance of visual information within a picture plane. ‘figure’ refers to components that are more visually dominant than the ground on which they are placed

Question 5

SCALE

Answer 5

Scale refers to the relative size of the gure (visual representation) to what it represents. its relative size and
scale will determine the heirarchy of visual components within a composition.

Question 6

PROPORTION

Answer 6

This is the comparative relationship between the size of components or parts of components within a composition.

Question 7

HIERACHY

Answer 7

Visual information can be arranged in order of importance. attention is drawn to the most important information or focal point within a composition. Factors determining heirarchy may be the scale, contrast, colour or the positioning of the visual components.

Question 8

PATTERN

Answer 8

Pattern is the repetition or alternation of one or more components to create a visual unit. any visual element can be used to create a pattern. Repetition can be very powerful in creating a sense of order in composition. Alternation can create more complex patterns than
those created by repetition alone.