Visual weight can be different-sized elements, different numbers of elements, or even different colors. Coffee Hour for MIT by Jacqueline CaseyĪsymmetrical balance is a bit trickier because it involves visual weight. If we’re to draw a line through the center of the poster, we can see that there’s an equal number of elements on the left as on the right side. Such is the case of this poster by Jacqueline Casey. Symmetry involves arranging the elements in a frame equally, divided into two identical halves. There are a couple of ways to go about this: symmetrical balance and asymmetrical balance. The Holy Family of Francis I by Raphael 3.6 Depth of FieldĮvery human eye craves balance because it calms the tension of visual chaos. So the light is on the main subjects, automatically directing our eyes to the center of the painting. The further back, the darker the image gets. In the painting The Holy Family of Francis by Raphael, Jesus and Mary are brightly lit compared to the other subjects. In this case, the chiaroscuro technique in art is a perfect example of how to apply hierarchy. In art, hierarchy can be achieved through the use of light and value-the intensity in which the light hits the subject or subjects. The rest of the information is different theater shows with their respective details, and these are set in a smaller type size. The element of most importance is the name of the theater, the Public Theater. To talk about hierarchy in design principles, we can use this Paula Scher poster example in which there are multiple sizes of type content. There are multiple ways of achieving hierarchy. The rest of the elements come secondary in importance. The most important element (or focal point in photography) is the one that’s going to grab the viewer’s attention first. Visual hierarchy in design principles means arranging elements from most to least important. Personal Values by René Magritte 3.3 Contrast We can see a room with furniture of normal proportions, while the other objects are shown on a bigger scale, creating a visual contradiction. The latter is the case for René Magritte’s Personal Values artwork. Scale can be used for orientation or disorientation. We can assume there’s equal importance between the title of the show and the ballerina. In comparison, the scale of this word is much larger than the details on the top text box and almost matches the body of the ballerina. While the two typography boxes are different sizes, the one with ‘Giselle’ is considerably larger. On the famous Giselle poster by Armin Hofmann, the ballerina is placed on the right side of the page. Scale can be used to create different effects on the viewer through their perception of size. ![]() ![]() Scale is responsible for creating a visual hierarchy. In design, scale refers to the size of an element compared to another element. Those leading lines help us direct our eyes to the main subject. The other figures around her are looking at her, so this is also a great example of imaginary leading lines looking at the focal point. She’s standing on a giant scallop, and this element emulates an altar for the main subject. Now that we know the focal point definition, it's easy to identify it on this image of the Birth of Venus by Botticelli: Venus is the focal point. The focal point is also brought in through the use of color, the bright red being a stronger color against the washed-out green background. ![]() The blurry background and the position of the flower enhance the focal point even more. For example, in this poppy photograph, the focal point is the flower. This focal point definition comes from photography, but it’s also applicable to design. A useful question when designing or composing a photograph or art is: Where do I want my audience to look first? What is a focal point? A focal point is a subject or main element that we want the viewer to look at.
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