Essential Design Vocabulary

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Principles of Design

Symmetrical balance: The arrangement of elements that have a mirrored relationship on
either side of an axis. Symmetry typically creates a static
composition.
Asymmetrical balance: The arrangement of elements in a dissimilar, non-mirrored
arrangement but which are organized to create equilibrium of the
visual space.
Contrast: The accent or emphasis that sets off elements against each other.
The fluid integration of elements is in opposition to contrast.
Rhythm: Regular recurrence or alteration in sequence; alteration within a
pattern.
Pattern: Repetitive use of an element or elements; Repetition.
Tension: The dynamic energy of a composition as characterized by the space
between elements or the arrangement of elements relative to the
overall format.
Proximity: A relationship between two elements according to their nearness to
one another; Close proximity often results in visual tension.
Figure-Ground: A figure-ground relationship entails a positive-negative or opposing
dynamic between elements in a composition. This dynamic may be
purely perceptual or manifested physically.
Transition: A fluid and sequential change from one position, concept, or
condition to another.
Sequence: A set of changes or movements producing a progression; a chain of
rhythms or transitions creating a linear or spatial movement.
Intersection: The crossing, converging, or penetration of multiple elements.
Density: The arrangement of elements entailing complexity in quantity or in
the resultant lack of space; The opposite of density is sparsity.
Dynamic: Having a sense of visual movement; The opposite of dynamic is
static.
Proportion: The comparative relationship among parts according to their size or
shape.
Scale: The proportional relationship among parts according to their general
size.

Model of Transition:
This model shows transition as the curves which are made from straight line folds change in size. This in turn alters the curvature of the shape. Contrast can also be seen in this model as the differences in plane curvature causes different contrast levels of lightness and darkness.

  
Model of Dynamic:
This model shows the principle of design, dynamic as it portrays a sense of visual movement, yet it is stable. This is due to the angle the paper is folded on and then how the plane sits on the table, dictating the position of the rest of the model.

 Model of Contrast:
 This model shows contrast because of the light and the shadows within the model. The light and dark areas portray opposite feelings, causing contrast to be quite an effective feeling. I feel like contrast could be useful in terms of working not only with models in the future, but also in the spatial area surrounding the model.

 


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I am a designer, currently studying Design Innovation at Victoria University of Wellington. My focus areas are website and mobile media development, interaction design, 3D modelling and animation and audio-visual space. My blog shows my journey through each project as well as my learning experience through university. What do I want to be when I grow up? I have no idea. But I love what I'm learning. Although there have been many bumps along the road in this journey and despite the fact that there are going to be many more, I wouldn't have it any other way.

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