RMG 452 Lecture Notes - Lecture 2: Stra
2 Mar 2016
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Tension is an arrangement of elements that causes the viewer to wonder if opposing forces will disturb balance or equilibrium in a display. A certain amount of imbalance, subtle humour, or tension can make an image more memorable. Figure 3. 3 - an example of tension: will that top trunk topple? . Once familiar with the array of design elements, it"s easier to apply them strategically within the discipline of the various design principles, so the shopper"s attention is directed to specific items. Balance can be defined as an equality of optical weight and importance that creates a unified presentation. In visual merchandising, you can accomplish informal balance by grouping a variety of objects that have the same optical weight on two sides of a centre line. Figure 3. 4 - a comparison of formal & informal balance. Two images of a fireplace setting are depicted side by side.
