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The purpose of this study is to propose a new design principles and to analyze the pattern of art and architecture applying fractal concepts. As this study is based on fractal geometry as a natural science, I intented to explain the concepts and provide some methods of generating fractal properties. Two major aspects are discussed. Frist, fractals are geometric shapes that are self-similar, in other words, they iterate a basic shape at ever increasing a decreasing dimensions. Self-similarity, irregularity, and scaling are fundamental characteristics of fractal geometry. Second, the fractal concepts of art and design can be analyzed and used as a critical tool. In both criticism and design, fractals provides a tool In fine, fractal geometry can be provided endless possibilities for artists and designers intended in expressing the more complex underlying rhythms and organic patterns of nature.