5th November BALANCE, RHYTHM, EMPHASIS Balance may be considered a challenge, an ideal, and a necessity Rhythm is the underlying force for balance Emphasis is the climax
MEANING OF BALANCE Balance is the distribution of visual weight within a form Balance in apparel considers the weight of units relative to the axis of the body When a form is perceived, the viewer feels the existence of the horizontal and vertical axes The weight of units are balanced against each other on either side of the axes
WAYS TO LOOK AT BALANCE Structural o Integrity of an object o Construction o Intrinsic Cannot be separated from an object Visual o Added ornamentation o Aesthetics o Decorative features
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STRUCTURAL BALANCE Horizontal balance o Left side and the right side are same weight o Balances the beam Horizontal Balance in apparel o Can be visual or physical o Symmetrical (formal) balance Weight and size are identical at both ends o Asymmetrical (informal) balance Weight and size are equal, but not identical Vertical Balance o The relationship between height of an object and weight at bottom of object Radial Balance o Objects that stem out from a central point Dominant or controlling power of influence
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SYMMETRICAL AND ASYMMETRICAL BALANCE Symmetrical or formal o Weight and size of the elements are same on both sides (mirror image) o Conveys order, serenity, formality Asymmetrical or informal o Elements may differ in size, color, pattern, spacing, or distribution o Left side and right side from center have the same visual weight
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BALANCE AS A MERCHANDISING STRATEGY Composite means balancing various elements in an artful formal visual merchandisers combine everything they know about art and business to plan how fixtures will be placed on selling floors and how walls will be set with merchandise they seek harmonious and eye-pleasing balance elements in their store design
DEFINITION OF RHYTHM rhythm o created by movement of the eye across repeating units in the same form series of units repeated in a specific manner repetition of units (lines, colors, shapes, and textures) in layout or surface of design stripes, sequence of buttons, series of pleats
KINDS OF RHYTHM Metric rhythm is achieved through o Repetition o Alternation o Contrast Flowing rhythm o Emanates from the central figure Swirling rhythm o Revolves around a central core o Not always circular Climatic rhythm o Involves an increasing or decreasing of an element
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EMPHASIS Emphasis o Draws attention to important parts of the whole o Catches viewer's attention Point of emphasis may be achieved through
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o o o
Color Light Shape
November 12th THE MEANING OF UNITY The most fundamental of the principles Common factor found in all the parts of a composition or object Like integrity, unity denotes wholeness The "synthesizing of elements into a harmonious whole" *if the final result does not hold together as a convincing sum of all its part, it cannot be considered a successful design* An effective design achieves harmony through a balance of unity and variety Unity and variety are interdependent A metaphysical use of the word "unity" implies the sense of feeling a party of all creation, of being at one with the universe Unity occurs when you have a variety of elements that are put together in a pleasing fashion
ACHIEVEMENT OF UNITY Unity through line o Using line in a repetitious manner Unity through shape o Using shape in a repetitious manner Unity through color o Carious color relationships Unity through repetition
UNITY IN APPAREL Unity in clothing design is also important The "total" look
HARMONY IN HOME Exterior and interior architecture should be consistent Furnishings should be consistent with the background and furnityre should belong to the rest of the room Textures should be compatible Carry out a theme or style o Formal modern, informal modern, formal traditional, informal traditional
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Accessories must belong
The quality or state of having different forms or types Having a number or collection of things
THE ACHIEVEMENT OF VARIETY Contrast o Using elements that have characteristics opposite each other o Light against dark o Rough against smooth o Large against small Variations on a theme o When a particular motif, color, or idea is varied throughout a composition Variety through structure o Using materials in various textures, colors, shapes, sizes, etc
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OPPOSITION AND TRANSITION When two opposite elements exist within a composition Each opposite element draws upon the other Produces visual tension
SYMBOLIC UNITY The relationship between the principles of design and human life, implying the symbolism that unites them
PROPORTION AND SCALE PROPORTION Size and scale of the various elements in a design The relationship of parts within a whole The most universal standard of measurement is the human body. the appropriateness of size and objects is judged by measure Architectural spaces intended to impress are usually on a large scale that dwarfs the human viewer Corporate spaces used to impress customers with power and size
PROPORTION IN APPAREL proportional relationship exist between all units created in an apparel ensemble
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proportional relationship exist between all units including lines, shapes, textures, size, colors and product designs in the home environment
PROPORTION IN HOME FURNISHING when well balanced proportion is achieved, versatility will follow
GOLDEN MEAN also known as the Golden Section of Extreme Rectangle Golden Mean: the most "aesthetically perfect" relationship or proportion between two objects Golden Mean says that a:b= b: (a+b) Has of ratio 2:3 or 3:5 Constructed by using a simple line as mean between two other lines and a rectangle Is created The proportion of side A to side B is the same of the proportion of side B to side A PLUS side B Extreme rectangle forms the basis for temple plans, for the composition of vases and for construction of sculptures
THE SPIRAL Spiral was another form in which the greek saw the meaning of the universe The square forms the basis of the spiral Spiral become a basis for artists' creation Composition is defined as the organization of space All of the visual elements of the image relate to each other in a harmonious fashion Having a strong center of interest, or focal point is the element to which all other elements will direct the viewer
FIBONACCI SERIES Discovered by Leonardo Fibonacci o AKA Leonardo da Pisa o Italian Mathematician Series of sums that share the Golden Mean o 0,1,1,2,3,5,8,13,21
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SYMBOLISM OF PROPORTION SCALE Size in relation to an accepted unit of measurement The relative size of one object compared to another Applicable to both interiors and apparel o The scale of a garment is enlarged for a large sized person and reduced for a petite The symbolism of proportion carries psychological connotations as well as sociological ones
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o Textile designs are scaled according to end use Home furnishings o When the person who is larger than most, the scale of furnishings is adjusted to make them more comfortable Variable height sinks Taller countertops Larger beds Symbolic Scale o A structure that was not designed to be on a human scale but rather to transcend it o Taj Mahal was built as a memorial to the beloved wife of Shah Jaha, the Moslem emperor of India o Sole purpose was to house remains of the Shah and his wife o Human scale was no issue and its enormous scale reflects that o Scale as emphasis: the opposition to elements of a diff size. Commercial artists
VISUAL MERCHANDISING What is creativity? o "The quality of being marked by the ability or power to produce through imaginative skill" Merriam Webster Dictionary o "Creativity is like a muscle. The more you exercise it, the more it grows" Jerry Allen o "To live a creative life, we must lose our fear of being wrong" Joseph Chilton Pearce The essence of retail o The ability to compel prospective customers to stop, look and buy Informed, knowledgeable consumers look beyond basic merchandise o Want product and experiences which satisfy their wants, needs, and desires o Demand selection and quality Successful retailers emphasize life-style presentation of merchandise Store environment serves as selling stage Visual merchandising is the language that retailers use to communicate with the targeted customer The store environment is a selling mechanism It is the first tactile representation of merchandise that customers see Contributes to the development of a retail image
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WHY WE DISPLAY Encourage the shopper to enter the store Get the customer to pause and "shop" Establish, promote, and enhance the store's visual image Entertain customers and enhance their shopping experience
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Introduce and explain new products Sell by showing and promoting, educate customers Increase sales!! The basic goals of display are o Attract attention o Stimulate interest o Create desire o Motivate action o The bottom line is to INCREASE SALES
ELEMENTS OF STORE IMAGE Signage Cleanliness Quality of advertising Quantity of advertising Aroma of store Price lines Store dcor Sales clerks and quality customer service
DISPLAY TYPES Plan-o-grams o Detailed and precise instructions for how displays should look o Gives layout of products and quantity of products o Sent from corporate headquarters o Advantages Uniformity, consistent image, comparable quality of display from store to store o Disadvantages Not much creativity, not entertaining, must work with empty spaces Store fronts o The exterior store front provides the very first impression of your store o Varies among companies and among same company stores o Types of windows Closed back: wall separates window from store Opened back: no wall or partition to separate from store Floors o Must be clean, visually merchandised too Back of window o Should not see entrance into the window used by merchandiser Ceiling o Should not see lighting fixtures unless they are part of the display
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Shadow Box o Small display windows designed to show smaller merchandise May be portrait or landscape Allows a better, closer look at product One-item display o features a single item for sale One category display o Shows items from one category that features diff patters, color, styles, etc in the same price range Line-of-goods o Shoes one item of merchandise in a range of prices, colors, or styles Related merchandise o Features related merch that tells a complete merchandise story Variety or assortment display o A potpourri of anything and everything Series display o Several windows will employ a common theme Special event or seasonal o The window uses the central theme of a holiday or upcoming event, may or may not feature merchandise sold in the store
MERCHANDISE PLACEMENT GUIDELINES - Categorize by end use - Further divide each category by fabrication - Sort the items by style - Separate the style by color
FABRICATION Usually in conjunction with end use Example o End use: jackets o Fabrication: leather, shearling, denim o End use: vases o Fabrication: crystal, glass, porcelain
MAKING A SMALL WINDOW LARGER Mirrors o Mirrors create the illusion of a continues space beyond wall
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Tiering o Layering merchandise to create the sense of depth