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Design Principles Continued

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Graphic Design -> Design Principles Continued

Principles, continued

Hierarchy: Hierarchy is whatever attracts your attention. First hierarchy in a composition is the focal point. It could be text (headings), image or type (other headings or body copy). What causes this first hierarchy or focal point? Is it scale, colour or cropping, or a range of these elements and principles that causes the focal point (first hierarchy)? What is your eye attracted to next? This is the second hierarchy. What is the third? Why is your eye led around the visual to the hierarchies? Is it because of scale, colour or shape? Write about all the elements that lead your eye around the visual to each hierarchy.

Scale: Scale in a composition can make an image or text small or large, particularly if cropped, and can help to determine hierarchy. It can make something in the visual the focal point by its large scale compared to the other images.

Proportion: The proportion of each component in the visual is important. For example, is the proportion of the image of a car in a visual greater in size than everything else in the composition? If it were, then the car image would have first hierarchy, or be the focal point of the composition. It is the relationship between all the items that make up a visual.

Pattern: Pattern is all about repetition, alternation and making images into patterns. Repetition is when one shape is repeated to make a pattern or an impact; alternation is the repetition of two or more images or components that are reversed (for example, first black and then white); and a pattern is created when images are repeated over and over again.