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Principles applied to the elements of design that bring them together into one design. How one applies these principles determines how successful a design may be.
According to Alex White, author of The Elements of Graphic Design, to achieve visual unity is a main goal of graphic design. When all elements are in agreement, a design is considered unified. No individual part is viewed as more important than the whole design. A good balance between unity and variety must be established to avoid a chaotic or a lifeless design. [1]
It is a state of equalized tension and equilibrium, which may not always be calm. [1]
A good design contains elements that lead the reader through each element in order of its significance. The type and images should be expressed starting from most important to the least important. Dominance is created by contrasting size, positioning, color, style, or shape. The focal point should dominate the design with scale and contrast without sacrificing the unity of the whole. [1]
Using the relative size of elements against each other can attract attention to a focal point. When elements are designed larger than life, the scale is being used to show drama. [1]
Planning a consistent and similar design is an important aspect of a designer's work to make their focal point visible. Too much similarity is boring but without similarity important elements will not exist and an image without contrast is uneventful so the key is to find the balance between similarity and contrast. [1]
There are several ways to develop a similar environment: [1]
Movement is the path the viewer's eye takes through the artwork, often to focal areas. Such movement can be directed along lines edges, shape and color within the artwork, and more.
In digital imaging, a pixel, pel, or picture element is the smallest addressable element in a raster image, or the smallest addressable element in a dot matrix display device. In most digital display devices, pixels are the smallest element that can be manipulated through software.
Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. The arrangement of type involves selecting typefaces, point sizes, line lengths, line spacing, letter spacing, and spaces between pairs of letters. The term typography is also applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process. Type design is a closely related craft, sometimes considered part of typography; most typographers do not design typefaces, and some type designers do not consider themselves typographers. Typography also may be used as an ornamental and decorative device, unrelated to the communication of information.
Vector graphics are a form of computer graphics in which visual images are created directly from geometric shapes defined on a Cartesian plane, such as points, lines, curves and polygons. The associated mechanisms may include vector display and printing hardware, vector data models and file formats, as well as the software based on these data models. Vector graphics is an alternative to raster or bitmap graphics, with each having advantages and disadvantages in specific situations.
A logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or to include the text of the name that it represents as in a wordmark.
A view camera is a large-format camera in which the lens forms an inverted image on a ground-glass screen directly at the film plane. The image is viewed and then the glass screen is replaced with the film, and thus the film is exposed to exactly the same image as was seen on the screen.
A camera lens is an optical lens or assembly of lenses used in conjunction with a camera body and mechanism to make images of objects either on photographic film or on other media capable of storing an image chemically or electronically.
A telephoto lens, in photography and cinematography, is a specific type of a long-focus lens in which the physical length of the lens is shorter than the focal length. This is achieved by incorporating a special lens group known as a telephoto group that extends the light path to create a long-focus lens in a much shorter overall design. The angle of view and other effects of long-focus lenses are the same for telephoto lenses of the same specified focal length. Long-focal-length lenses are often informally referred to as telephoto lenses, although this is technically incorrect: a telephoto lens specifically incorporates the telephoto group.
Cinematography is the art of motion picture photography.
A reflecting telescope is a telescope that uses a single or a combination of curved mirrors that reflect light and form an image. The reflecting telescope was invented in the 17th century by Isaac Newton as an alternative to the refracting telescope which, at that time, was a design that suffered from severe chromatic aberration. Although reflecting telescopes produce other types of optical aberrations, it is a design that allows for very large diameter objectives. Almost all of the major telescopes used in astronomy research are reflectors. Many variant forms are in use and some employ extra optical elements to improve image quality or place the image in a mechanically advantageous position. Since reflecting telescopes use mirrors, the design is sometimes referred to as a catoptric telescope.
In optical engineering, an objective is an optical element that gathers light from an object being observed and focuses the light rays from it to produce a real image of the object. Objectives can be a single lens or mirror, or combinations of several optical elements. They are used in microscopes, binoculars, telescopes, cameras, slide projectors, CD players and many other optical instruments. Objectives are also called object lenses, object glasses, or objective glasses.
Visual communication is the use of visual elements to convey ideas and information which include signs, typography, drawing, graphic design, illustration, industrial design, advertising, animation, and electronic resources. Visual communication has been proven to be unique when compared to other verbal or written languages because of its more abstract structure. It stands out for its uniqueness, as the interpretation of signs varies on the viewer's field of experience. The interpretation of imagery is often compared to the set alphabets and words used in oral or written languages. Another point of difference found by scholars is that, though written or verbal languages are taught, sight does not have to be learned and therefore people of sight may lack awareness of visual communication and its influence in their everyday life. Many of the visual elements listed above are forms of visual communication that humans have been using since prehistoric times. Within modern culture, there are several types of characteristics when it comes to visual elements, they consist of objects, models, graphs, diagrams, maps, and photographs. Outside the different types of characteristics and elements, there are seven components of visual communication: color, shape, tones, texture, figure-ground, balance, and hierarchy.
The term composition means "putting together". It can be thought of as the organization of the elements of art according to the principles of art. Composition can apply to any work of art, from music through writing and into photography, that is arranged using conscious thought.
In art and design, negative space is the empty space around and between the subject(s) of an image. Negative space may be most evident when the space around a subject, not the subject itself, forms an interesting or artistically relevant shape, and such space occasionally is used to artistic effect as the "real" subject of an image.
Floral design or flower arrangement is the art of using plant material and flowers to create an eye-catching and balanced composition or display. Evidence of refined floral design is found as far back as the culture of ancient Egypt. Floral designs, called arrangements, incorporate the five elements and seven principles of floral design.
Elements of art are stylistic features that are included within an art piece to help the artist communicate. The seven most common elements include line, shape, texture, form, space, color and value, with the additions of mark making, and materiality. When analyzing these intentionally utilized elements, the viewer is guided towards a deeper understanding of the work.
Aerial photographic and satellite image interpretation, or just image interpretation when in context, is the act of examining photographic images, particularly airborne and spaceborne, to identify objects and judging their significance. This is commonly used in military aerial reconnaissance, using photographs taken from reconnaissance aircraft and reconnaissance satellites.
Visual hierarchy, according to Gestalt psychology, is a pattern in the visual field wherein some elements tend to "stand out," or attract attention, more strongly than other elements, suggesting a hierarchy of importance. While it may occur naturally in any visual field, the term is most commonly used in design, where elements are intentionally designed to make some look more important than others. This order is created by the visual contrast between forms in a field of perception. Objects with highest contrast to their surroundings are recognized first by the human mind.
The design of photographic lenses for use in still or cine cameras is intended to produce a lens that yields the most acceptable rendition of the subject being photographed within a range of constraints that include cost, weight and materials. For many other optical devices such as telescopes, microscopes and theodolites where the visual image is observed but often not recorded the design can often be significantly simpler than is the case in a camera where every image is captured on film or image sensor and can be subject to detailed scrutiny at a later stage. Photographic lenses also include those used in enlargers and projectors.
Map layout, also called map composition or (cartographic) page layout, is the part of cartographic design that involves assembling various map elements on a page. This may include the map image itself, along with titles, legends, scale indicators, inset maps, and other elements. It follows principles similar to page layout in graphic design, such as balance, gestalt, and visual hierarchy. The term map composition is also used for the assembling of features and symbols within the map image itself, which can cause some confusion; these two processes share a few common design principles but are distinct procedures in practice. Similar principles of layout design apply to maps produced in a variety of media, from large format wall maps to illustrations in books to interactive web maps, although each medium has unique constraints and opportunities.
Design elements are the basic units of any visual design which form its structure and convey visual messages. Painter and design theorist Maitland E. Graves (1902-1978), who attempted to gestate the fundamental principles of aesthetic order in visual design, in his book, The Art of Color and Design (1941), defined the elements of design as line, direction, shape, size, texture, value, and color, concluding that "these elements are the materials from which all designs are built."
