Principles of Design (6)
Repetition:
This Tampax Pearl packaging uses the principle of repetition by repeating the main graphic of the tampons at the focal point. These common features share a similar shape and size, yet the way they are designed gives the impression they are all facing different directions within the box, therefore making them “unifying” yet not completely identical.
Emphasis:
Hibiscus Tea is a natural blend of herbal supplements and heart-healthy Nigerian Blossoms. Therefore, the packaging displays a large hibiscus flower because they want to emphasize the brand’s natural origins. There are many ways a designer can emphasis a specific element including contrast, movement, and white space, however in this case I think scale was utilized the most.
White Space:
The Keurig advertisement uses a large area of negative space to the right of the graphics. This use of white space is just another way of emphasizing other elements of the design, such as the picture and the limited text. Large areas of negative space also helps to create a sense of simplicity that viewers tend to be more receptive too according to Gesalt Theory.
Unity:
Unity is creating a sense of visual similarity between the elements within a composition. Although in my example there are technically three different compositions, the colors, fonts, photo sizes, and crusader logo remain the same throughout all three posters, unifying each piece individually as well as all three as a group.
Balance:
White claws are a great example of designs principle of balance. This is demonstrated by the company’s very symmetrical and aesthetically pleasing layout on their packaging. By placing the elements in a symmetrical fashion, our brains are wired to perceive them as “unified”, making the design that much stronger.
Movement:
Movement means to guide the viewers eye or potentially suggest how other aspects may influence the product. In the case of Jordan’s, the traditional logo of a figure reaching skyward reminds me of a three pointed star. The top of the star being the basketball and the bottom points being the shoes, thus the three most important thing they want you to consider.
Gesalt Theory:
Gesalt Theory is a psychological discovery that attempts to understands how humans process the visual stimuli presented before us. The movement primarily focuses on how our minds tend to perceive the “whole” rather then individual parts, and why we group things in our head as “unified”. Overall Gesalt Theory focuses on the law of simplicity and the attributes that our minds associate with it such as: Figure grounds, proximity, similarity, common fate, symmetry, continuity, closure, common reign, element connectedness, and simplicity.
