PRINCIPLES OF DESIGN

 

Good design should not be confused with taste, which involves personal choice or preference. Any design is judged on a set of principles that include: balance, emphasis, proportion, rhythm and harmony. In the case of visual presentations, these principles of design must be considered along with the store’s merchandising concept, image, type of customer, location and company philosophy.

 

BALANCE

Balance describes an equality of weight. Think of a scale. In order to give equal importance to objects in a display, they should be placed on either side of an imaginary line.

Symmetrical Balance: Formal balance. Equal weight across the display, to each half of the design. Gains effectiveness if the merchandise is appealing, has rich colors and the two halves do not feature identical items, otherwise this arrangement can be uninteresting. The formality of the design is in the shapes employed rather than in the duplication of designs and colors.

Asymmetrical Balance: Informal balance. More relaxed and allows for better use of creative talents. In this design, the total weight on each side is about equal, but the shapes used to balance each other are different, such as two small pieces used to balance one larger piece. This simple concept is used in complex ways. Each half of the design represents equal mass without using objects of the same density, shape or size.

 

EMPHASIS

Focal point. The central point of the display. It may be a piece of merch, a concept, a prop, or a feature. The viewer should notice the focal point immediately as the central focus and then retain the image as motivation to purchase. If a presentation has too many focal points, the result is confusion. Emphasis is achieved by using a variety of techniques:

Size: In design, dominance is easy to achieve with something large. Large graphics are commonly used in conjunction with traditionally scaled merchandise to draw attention.

Repetition: Repetition of color, shape, pattern or texture allows dominance. The eye is quick to focus and follow the repetitive element and signifies their importance to the customer.

Contrast: Portraying dominance or emphasis with a color, texture or concept that is the complete contrast to the other elements of the display. Certain concepts are frequently used to achieve contrast in design, the most commonly used are size, lights and darks, shapes, textures, and directions.

Size Contrast: Interest is achieved by placing an oversized object in the display. It overshadows all other elements, making it the focal point.

Lights and Darks: Including a single light object in a dark display, or the opposite, creates an immediate visual force. Gives dramatic effect.

Shape Contrast: Including various shapes make a display more artistic and visually pleasing.

Textural Contrast: Using unusual or unexpected textures in a display capture interest.

Directional Contrast: Including an element that seems to move in the opposite direction from all the others draws the eye.

Unique Placement:Unexpected placement of an item can immediately capture attention and make a point. Suspension in air, for example.

 

PROPORTION

Involves the comparative relationship of the design elements to each other. Often, scale, is used when discussing proportion.

 

RHYTHM

The flow of the design. How the eye moves from one side of the presentation to the other. Movement. Making sure the eye takes in all aspects of the presentation before it focuses and rests on a specific emphasis.

Repetition: The eye is led in one direction by multiples of the same shape. The placement of identical forms in a row moves the eye across a disply.

Continuous Line: Use of moldings or borders is common. Linear devices lead the eye around the installation.

Progression: Employing gradation of line, shape, size or color. Using shape in increasing or decreasing size; using color in increasing or decreasing tints or shades.

Radiation: Rhythmic movement radiating from a central point, like rays of the sun. Moving the eye outward from a central point.

Alternation: Using shapes or colors alternately. Alternating light and dark, cool and warm colors.

 

HARMONY

Achieved when all the elements in a design properly blend together to form a unified picture. The unity of the various elements is essential for a positive, overall production. Remember, monotony can be just as improper as using too many variables.

 

-Contemporary Visual Merchandising & Environmental Design by J.Diamond & E.Diamond