THURSDAY CLASS - Design Elements & Principles Notes

GROUP 1

Elements and Principles of Design

Understanding of SIGNIFICANCE, MEANING and TYPES of designing elements

and principles

SIGNIFICANCE

Often difficult to give a reason why we may like or dislike a piece of art or
design because we judge ion its appeal rather than on its articulate subfactors.

A designer who knows the design "Elements and Principles" can evaulate in
terms of line, colour, balance and texture.

A designer can express his or her thoughts and intentions with the elements of
design and does it effectively along with the design principles.

"Elements of design are the components or part which can be isolated and
defined in any visual design or work of art. They structure and carry the work".

7 Basic Elements

Point/Mark: smallest or most basic element. It can vary in size, value, regularit,
irregularity. Can be used alone as a unit or in a group. Marks can be used to
form value or pattern

Line: is a form with width and length but no depth. Artists use lines to create
edges, outlines of objects. Direction of line can convey mood.

Diagnol

Vertical

Horizontal: calm and quiet

Shape

Forms

Space

Colour

Texture

Vertical lines suggest potential for movement

Diagonal lines suggest movement and vitality

-Shapes:

A shape is formed when a line encloses an area

Shapes can be Geometric or free-form

-Forms:

defines volumes and ass

describes 3D mass of object

-Space:

The 3D volume that can either be empty or have objects

illusions are 2D paintings that apprear 3D (give illusion of depth)

several techniques can show visual depth

-Colour:

Colour has 3 properties:

Hue

(primary colours are red, yellow and blue),

secondary colours are made by mixing primary

intermediate colours are a mix of primary and adjacent secondary

Value

ligntness/darkness of hue

high if white, low if dark

Intensity

purity of hue (aka. chroma)

-Texture

refers to the surface quality, both simulated and real, of artwork

Principles of Design: "...the aritistic guidelines used to organise or arrange the

structural elements of design"

Six basic principles:

Balance - arranging objects to create an equal distribution of "weight" around a

particular point. Symmetrical balance = central point; Asymmetrical balance =
non-central

Contrast - using different elements to highlight differences or create a focal

point

Emphasis - to give importance to one or more particular objects through a

contrast in colour, shape, repetition or placement.

Pattern - a very vague description of the design format (i.e. curvy lines, straight
hard edges, etc)

Rhythm/Movement - Repetition of particular patterns or objects to produce a

look and feel of "movement". Achieved through careful placement of repeated
components.

Unity - all parts of a piece of art give the viewer the feeling that all the parts
work together and fit as a whole

GROUP 2

DESIGN ELEMENTS

Thick continuous lines = visible parts of an object, thin dashes = hidden details

Bold line can lead eye through "visual communication"

Soft lines: organic subject matter

Hatching: form and/or tone of object

Shapes in nature more free flowing

Geometric shapes in architecture

2D

Form 3D by tone (shadows and highlights), texture or colour

Colour: emotional impact, concentration, readability vs. eye strain, attention

High Ledgibility: Black on Yellow or Green on White

COLOUR WHEEL

Complementary: Colours opposite for attention

Analogous Colours: side by side; harmonious

Can still achieve high impact in middle ground between two

Triadic colour schemes spaced equally on the wheel.

Monochromatic: One colour or shades of one colour

Design Principles:

Balance: even distribution of the design elements to create harmony within a

composition

Symmetrical: Mirrored

Asymmetrical: Not mirrored but similar weight on both sides of element

Emphasis: created through contrast and proportion

Contrast: two or more elements that have opposite qaulities are placed
together. Tension is created between the opposites that can attract the eye.

Proportion: The comparative relationship between compenents within a visial

communication, Suggests relative scale of objects.

Pattern: repeating, can be used to create order, link a family of visial

communications within a wider whole, create contrast, emphasise ideas through
repetition.

Pattern is used to create decoration,

useful in surface design,

creates visual impact.

Movement - Occurs when an object in an image seems to be moving in a

direction, drawing the eye as it does so.

Dominance - A dominant object is weighted heavily in an image and usually sets

the focal point and establishes space and perspective of the image. Can be used
to direct motion and provides a visual hook.

There are three levels of dominance:

Dominant: greatest visual weight, greatest emphasis

Sub-dominant: secondary dominance, in the middle ground

subordinate: least visual weight, background

Unity - relationship between the elements of the image, similarities in form,

pattern or use of space

GROUP 3

THE PRINCIPLES OF DESIGN

Pattern - A regular / evenly distributed arrangement of alternated or repeated

elements or motifs

Contrast - The juxtaposition of different elements of design in order to highlight

their differences

Emphasis- Special importance is given to one element/section of your work. A

differentiated/focal point of your work.

Balance- elements of a design are presented symetrically or asymetrically to

impress the viewer with a sense of balance

Proportion/Scale- Relationship of objects in size/number including the relation

between the sum parts of the whole

Harmony- Elements give viewer the impression they are part of a

harmonious/peaceful whole

Rhythm/Movement- How elements are arranged to draw the idea to a works focal
point

The element of design (tools to make art)

line- a sigle dimetional in that that can be - straight, diagonal, dotted, broken
thick or thin

shape- 2 dimentional allowing for various shape formations such as squares,

triagles all along a single plan

form - 3 dimention object that allow for a depth of field, this allows you to create
a a more realist object incorperating shadows,

colour - colour can compliment or contrast with various object around it causing
to either blend in or stand out.

we associate colour with preconcieved ideas of what they mean such as orange
being caution and green being organinc or associated with colour.

texture - the feel and appearance

space - the space

value -

GROUP 4

LINES

form the shape of an image

can effect the readability, appearance and message of a design

they can organise, texturise, guide the eye and create movement

They can divide, anchor or unite

Horizontal lines create a feeling of rest in relation to gravity

Vertical lines create a feeling of loftiness

Extended lines create an overpowering grandeur

Diagonal lines create movement and direction which is unstable in relation to

gravity

Curved lines can be

Soft and shallow: comfort, safety and relaxation: used for vehicle ads

deep and acute; confusion and turbulence; violent waves or storms

geometric shapes

natural shapes

leaves, people

can be man made

abstract shapes

symbols, signs

wheelchair sign

simpliefied or stylised shapes

Basic shapes give implied meanings:

square

equality

triangle

action

stability

circle

protection

infinity

Space

positive space

what has been added to the design

negative space

the space around and between what has been added to the design

needed for the eye to rest

Wide space seperate elements

narrow space connects elements

Texture

actual surface of the design (rough, smooth)

implied by use of graphics

Value

light and dark in a design

contrast

colour or black and white

depth and perception

AKA tone

Colour

multipurpose

can be added to any other elements

GROUP 5

Elements & Principles of Design:

Principles:

Unity- How well the design works together

Balance- Symmetrical & Asymmetrical

Repitition- Elements that can be repeated with effectiveness are colors, textures,
fonts, graphics, images, videos, spatial relationships, line thicknesses, headers,
footers,

sidebars, widgets, and on. Repeated elements in a consistent manner help to

promote the organization of the website and reinforce continuity

Variation- the flow of the deisgn- how much the desing develops smoothly and
progressively

Hierarchy- categorise information into importance levels

Contrast - how well does parts of the design stand out- what you want to
highlight

Elements and Principles of design

Line

shape

value - gradient

colour

texture

Combination - creative combination of elements and princibles can greatly

enhance visual effect

Line and repetition = movement

Line + contrast = emphasis and stand out

Shape + unity +hierarchy = order

Shape + repetition + value + variation = abstract