Page 105 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Creation of the illusion of texture is also an important element in many paintings, drawings,
textile designs, and other surface designs. This can be observed and discussed separately from
the tactile qualities of the actual materials and surface of the work.

Self Assessment

State whether the following statements are true or false:
8. A line is a mark made by a moving points and having psychological impact according to
its direction, weight, and the variations in its direction and weight.

9. Forms and shapes can be thought of only positive not negative.
10. Three-dimensional form has width and height.
11. Two-dimensional shape has depth as well as width and height.

12. Value is defined as the relative lightness or darkness of a colour.
13. Hue is the term for the pure spectrum colours commonly referred to by the colour names
– red, orange, yellow, blue, green violet – which appear in the hue circle or rainbow

5.3 Principles of Design

Design elements and principles describe fundamental ideas about the practice of good visual
design that are assumed to be the basis of all intentional visual design strategies. The elements
form the ‘vocabulary’ of the design, while the principles constitute the broader structural aspects
of its composition. Awareness of the elements and principles in design is the first step in creating
successful visual compositions. These principles, which may overlap, are used in all visual
design fields, including graphic design, industrial design, architecture and fine art.
The principles of design are the recipe for a good work of art. The principles combine the
elements to create an aesthetic placement of things that will produce a good design.
Centre of Interest: Centre of interest is an area that first attracts attention in a composition. This
area is more important when compared to the other objects or elements in a composition. This
can be by contrast of values, more colours, and placement in the format.
Balance: Balance is a feeling of visual equality in shape, form, value, colour, etc. Balance can be
symmetrical or evenly balanced or asymmetrical and unevenly balanced. Objects, values, colours,
textures, shapes, forms, etc., can be used in creating a balance in a composition.

Harmony: Harmony brings together a composition with similar units. If your composition was
using wavy lines and organic shapes you would stay with those types of lines and not put in just
one geometric shape. (Notice how similar Harmony is to Unity - some sources list both terms.)
Contrast: Contrast offers some change in value creating a visual discord in a composition.
Contrast shows the difference between shapes and can be used as a background to bring objects
out and forward in a design. It can also be used to create an area of emphasis.
Directional Movement: Directional Movement is a visual flow through the composition. It can
be the suggestion of motion in a design as you move from object to object by way of placement
and position. Directional movement can be created with a value pattern. It is with the placement
of dark and light areas that you can move your attention through the format.
Rhythm: Rhythm is a movement in which some elements recur regularly. Like a dance it will
have a flow of objects that will seem to be like the beat of music.

100 LOVELY PROFESSIONAL UNIVERSITY