Document 10012-3

Lesson 1
Graphic Arts
Graphic Art Design is a creation of visual compositions to solve problems and
communicate ideas through typography, imagery, color and form it is also a creative
process that combines art and technology to communicate ideas.
The Principles of Design is a way that artists use the elements of art in a work of art.
7 Fundamental Principles of Design
1. Emphasis- referring to the focal point of a design
and the order of importance of each element within
a design. It is also a strategy to get the viewer’s
attention to a specific design element.
The purpose of this is to create something that will stand out from the rest of the page.
You can use different elements to highlight a specific part of your design, like lines,
color, positive/negative relationships, and many more.
 Lines create direction on a page by pointing to specific elements that help the

viewer’s eyes know where to go.
 Shapes can also draw attention. Using a group of similar shapes and breaking the
group with a different shape will create tension and draw the eyes.
 Color can create an emphasis in any design. Tend to contrast with the background
to create a sense of urgency and attention.
 Texture can be seen in materials to enhance tactile features. For instance, a
business card can have an emboss or relief on a logo to emphasize it. Texture can
be applied as a drop shadow on a button to appear three-dimensional.
 Space Enough white space around an object can prioritize the focus on a single
element. For instance, Apple has a clean and direct idea of emphasizing products.
2. Balance - it is referring to the way visual elements

that arranged so that their visual weight harmonizes
with the other elements in the design, and the
composition gives an appearance of properly
distributed elements.
Types of Balance
Symmetrical balance - is the simplest to create and involves
placing objects of the same weight, and kind of weight, on
either side of a central line.
Asymmetrical balance - achieves this through the total

weight of the objects, rather than each object corresponding
with another object on the other side of the centre.
3. Unity - in the principles of design is the harmony
produced by all the elements in a design piece. For
instance, using similar colours that match and
integrate elements organically makes it appear as if
they belong together.
4. Contrast - refers to the level of difference between

design elements in order to create visual
hierarchies. The variation makes certain elements
stand out more than others. Apply contrast by using
colours, textures, sizes, and shapes.
5. Repetition - it is repeating single element through
the design. It can call a grid a repetition of lines
because it creates a certain consistency.
A Seamless Pattern - is a repeated set of elements that flows

without a flaw to create a unit. You can see seamless patterns
predominantly in interior design when using tiles. The use of
patterns can enhance the viewer's experience and the look of a
final design.
6. Rhythm - Repetition and pattern are applied to the

same element throughout a design. Rhythm is the
visual tempo of a combination of elements when
used repeatedly, and with variation, it gives the
feeling of organized movement. It is usually hidden
in works of art and is not as obvious as the design
principles of repetition and pattern.
7. Movement – it is referring to the path the viewer’s
eye takes through a composition. The movement in
a composition creates interest and dynamism that
keeps the viewer engaged.
Movement can be created with rhythm when using a variation of an element repeatedly.
Using curved lines and diagonal lines creates more movement compared to straight lines.
Use lines to trace the path to the focal point. Color can help enhance the feeling of
movement, juxtaposing high and low key colours to create energy. A literal way of
showing movement is by using an image that includes motion, like a dancer or hair in the
wind. Some artists use illusions like optical art, in which the repetition and contrast make
our brains want to organize the information.
8. Proportion - It is mostly about scale and size when

two elements are compared. For instance, in art and
drawing, proportion is important for the elements to
look realistic. In proportion the design doesn’t
necessarily refer to the size of one element but to
the relationship of two or more elements.
9. Variety - it is about creating visual interest that
will keep viewers engaged with your design.
Holding their attention and guiding them through
the composition will create a powerful user
experience.

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Lesson 1

 Lines create direction on a page by pointing to specific elements that help the

2. Balance - it is referring to the way visual elements

Asymmetrical balance - achieves this through the total

4. Contrast - refers to the level of difference between

A Seamless Pattern - is a repeated set of elements that flows

6. Rhythm - Repetition and pattern are applied to the

8. Proportion - It is mostly about scale and size when

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