Visual
order
contents
figure/ground similarity proximity closure continuance translation rotation reflection glide/reflection dilation structured space symmetric balance asymmetric balance ambiguous balance neutral balance
figure / ground the spacial relationship between an object (positive space) and it’s background (negative space).
similarity objects that share similar visual characteristics are often viewed as belonging together.
proximity similar objects that are placed close to one another are often perceived to be in a group.
closure viewing an incomplete object and wanting to mentally complete it.
co nt a g in im rou ua pl p y m of nc fi ov gu em re e en
s t t / ob hr je ou ct gh s t th hat e gr are ou ar p. ra n
ge
d
to
translation the repetition of an object with each repition spaced in uniform sequence and intervals.
rotation turning an object around a predetermined axis often implies movement/ continuance. this causes the viewer’s eye to follow a path created by the object(s).
reflection the placement of a figure on a plane of 180 degrees. achieves the same effect as seeing the duplicate of a figure in a mirror.
glide / reflection mirroring an object and then shifting it down a predetermined axis.
dilation the repetition and change in size of an object coupled with uniform spacing.
structure 1
structure 2
structure 3
structure 4
structure 5
structure 6
symmetric balance a form of balance characterized by similar objects placed on opposite sides of a central axis, but the placement creates a uniform, equal, proportionate composition.
asymmetric balance a form of balance characterized by objects being placed on opposite sides of a central axis but the placement of the items cause the composition to appear unequal and non-uniform. it does not look proportionate.
ambiguous balance a form of balance characterized by its undecided nature.the objects in the composition do not clearly or directly relate to one another.
neutral balance a form of balance characterized by it’s undecided nature. the objects in the composition do not clearly or directly relate to one another.
Š nick howland, 9/21/12 completed as a requirement for visual communication in the graphic design department at the kansas city art institute. michael kidwell, assistant professor.