Emphasis, Variety, and Proportion3:01 with Nick Pettit
Emphasis and variety can be used to achieve more diversity in a composition. Proportion describes the relationship of elements to one another and to the whole composition.
- Emphasis - A more extreme difference between an element or a principle.
- Variety - Diversity in elements or principles.
- Proportion - The relationship of elements to one another and to the whole composition.
Let's take a look at a few more principles of art and design. 0:00 First up is emphasis, which is also sometimes called contrast. 0:04 Whenever you have a difference between an element or principal, 0:10 it tends to get noticed. 0:13 Our human nature is to compare and quantify everything, even if we do so 0:16 without realizing it. 0:20 So when you have a difference in shape, line, color, and so 0:22 forth, it sticks out, and it gets emphasized. 0:26 Out of all the elements and principles of art and 0:29 design, I personally think that this is the one that's most applicable 0:32 to creating software experiences and webpages. 0:36 This is an extreme example where it's somewhat difficult to look at 0:40 anything else except for this orange circle. 0:44 But if you want to guide the user toward a particular action like getting them to 0:47 pick a more expensive plan or getting them to sign up for a newsletter. 0:51 You can use emphasis to subtly direct their attention. 0:57 Next up is variety. 1:01 If things are too similar in a piece of art or 1:03 design, they can start to feel boring because your brain knows what to expect. 1:07 Mixing things up can be exciting and can consequently make people pay a bit more 1:13 attention because they don't already know what's coming, 1:17 especially when they're scrolling down a web page or an app. 1:21 Variety is achieved through a diversity of elements of art. 1:24 You could add different shapes together, change the quality of lines, 1:28 use different textures, different colors, and so forth. 1:33 If emphasis is about a difference between two elements, 1:36 you can think of variety as the quantification of those differences. 1:40 How many differences are there, and are those differences, and 1:46 the quantity of them pleasing to the eye? 1:50 If there are no differences at all, a design will feel very boring. 1:54 And if there are too few differences, 1:58 one part of a design might overpower everything else. 2:01 And if there's too much variety, you're right back where you started because if 2:04 everything is emphasized, then really nothing is emphasized. 2:09 Because it's all screaming for your attention at the same volume. 2:12 And finally, there's proportion. 2:17 We're going to look at proportion using the same example here. 2:20 And proportion describes a relationship of elements to one another, and 2:23 to the whole composition. 2:28 That can certainly be a difference in scale. 2:29 For example if one shape appears larger than another. 2:32 But it goes beyond that. 2:36 For example, if there's a ratio between two or more colors, and 2:37 a composition has a lot of red, and not a lot of blue. 2:42 They would have a disproportionate relationship. 2:44 Or the colors might be presented in equal parts and 2:48 you could say that it is a proportional relationship. 2:52 This isn't a good or a bad thing either way, it's merely an observation. 2:56
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