Art Administration and Management Lecture 1

 Table of contents 01 02 Course Outline What is Art? Class rules, icebreaking, weekly Meaning and definition of schedule and assessment art 03 04 El...

 Table of contents 01 02 Course Outline What is Art? Class rules, icebreaking, weekly Meaning and definition of schedule and assessment art 03 04 Elements of Art Visual Principles The “tools” that artists use How these elements can to make art. and should go together for the best results  Session 1 Course Outline Class rules, icebreaking, weekly schedule and assessment Ice Breaking 1. Your name and which programme you come from? (e.g.: HE4, T2A) 2. Why you enroll this course? 3. Any art activities did you participated before? Class Rules Be punctual! No excuse for being late; Two "tardiness" equals to one absence. If you are later than 15 minutes, it will be considered as "absence“. If you have to leave class early, inform the lecturer before class. Readings and exercises will be uploaded at least one week before class. Do the readings before class! Summarized PPT will be uploaded to Moodle before class. Weekly Schedule and Topics  Assessment Class Class Participation (20%) participation 20% Attendance (10%): Each tardiness and absence (without any reason) deducts 0.5 and 1 point Written correspondently in the highest of 10; examination 40% Participation (10%): Each sharing in in-class discussion is worth 0.5-1 point in the highest of 10; Online Discussion (Bonus): There will be an online discussion after each field trip and guest lectures. If students participate in the online discussion, bonus points will be given. Group Project * 40%  Group Project (refer to course outline) Session 2 What is Art? Meaning and definition of art What is art to you?  What is Art? Art is a subject of study primarily concerned with human creativity and social life, such as languages, literature, and history etc. Art is a diverse range of human activities in creating visual, auditory or performing artworks, expressing the author’s imaginative or technical skill which is intended to be appreciated for their beauty or emotional power. In their most general form these activities include the production of works of art, the criticism of art, the study of the history of art, and the aesthetic dissemination of art.  What is Art? (i) It is a study of a (iii) It is a product of creative skill the creative skill (ii) It is a process of (iv) It is the audience’s using the creative skill experience with the creative skill. Representation Expression Forms Art’s Definitions in history The oldest documented forms of art are visual arts, which include creation of images or objects in fields including painting, sculpture, printmaking, photography, and other visual media. But throughout the centuries in Western culture from the 11th century on through the end of the 17th century, the definition of art was anything done with skill as the result of knowledge and practice. Music, theatre, film, dance, and other performing arts, as well as literature and other media such as interactive media, are included in a broader definition of art or the arts. Until the 17th century, art was referred to any skill or mastery and was not differentiated from crafts or sciences. In modern usage after the 17th century, where aesthetic considerations are paramount, the fine arts are separated and distinguished from acquired skills in general, such as the decorative or applied arts and the nature of art and related concepts, such as creativity and interpretation, are explored in a branch of philosophy known as aesthetics. What is Art for?  Session 3 Elements of Art The “tools” that artists use to make art.  "Art is form and content" Form means: (1) the elements of art, (2) the principles of design and (3) the actual, physical materials that the artist has used. "Content" is idea-based and means (1) what the artist meant to portray, (2) what the artist actually did portray and (3) how we react, as individuals, to both the intended and actual messages. Additionally, "content" includes ways in which a work was influenced – by religion, or politics, or society in general. All of these factors, together, make up the "content" side of art. Activity: Do you like the following art piece? Describe how you like (or dislike) it.  How would you describe your favorite work of art? Element!  Elements The Elements of Art are the “tools” that artists use to make art. They are the basic “foundation” of a good composition. How would you describe your favorite work of art? You describe it by its color, shape, texture, mass, and patterns, There are seven elements of art that we use to precisely describe it. They are the parts of an artwork which an artist plans. Whenever you draw, paint, or sculpt, you are creating and designing an art project. In your art, you are working with elements that you may or may not be aware of. These elements have been broken down into 6 major categories and are called the elements of art.  1. Line Straight: Straight lines on the other hand are more mechanistic and dynamic and rarely found in nature. A line is a path that a point takes through Curved: Curved lines change direction gently with no sharp angles space. Lines are everywhere and you can make and suggest comfort and ease to the viewer. Curved lines most often many different kinds of shapes by joining them relate to the natural world. together. They may be obvious (Straight, horizontal, Horizontal: Horizontal lines create the feeling of stability and calm. Vertical, diagonal) or implied (Not really there but guide the eye or organize the image). Lines are also used to create texture and to define objects. Line can suggest: emotions feelings ideas. Vertical: Vertical lines give the impression of height and strength and often have a spiritual connotation.  2. Shape When lines meet, a shape is formed. Lines create Shapes are 2-dimensional, i.e. they have height and width but no or imply shapes. All shapes are flat, but some are depth e.g. a square. The best way to remember the shape element is to think of an outline. geometric and others are irregular or freeform shapes. Shapes are 2 Dimensional (2-D) which means there are 2 ways they can be measured. You can measure its HEIGHT and its WIDTH. Geometric shapes are squares, circles, triangles, rectangles, and ovals. Positive or Negative Shapes: The object you draw on your page is a shape enclosed in a frame. This frame may be a box you drew to designate the edges of your drawing area or the edge of the page if you didn’t draw a box. The object you draw is the positive shape. The rest of the space in your box (or if you didn’t draw a box then the rest of the page) is called negative shape.  3. Form Forms are three-dimensional. A form has height, A square (shape) vs a cube, a triangle vs a cone etc. etc. Form width, and thickness. encloses volume i.e. height, width as well as depth. Unlike shapes, forms are not flat, plus they take up space. Forms include cubes, spheres, cones, pyramids, and cylinders. In drawing and painting form can only be implied because they are 2-dimesional (flat) media. Artists must use tricks to fool the viewer’s eye so as to create the illusion of the third dimension i.e. depth. This is known as Trompe l’oeil and is achieved using tools like value (shading), colour and contour lines.  Placement: Objects higher up in the picture plane will seem to the viewer’s eye to be further away 4. Space than objects placed low down in the picture frame. Size: Smaller objects look as if they are further away than larger objects. Notice how much smaller the house is in relation to the Space is an empty surface or place in and around a work flowers. of art. This element can be two or three-dimensional and Detail: The further away an it can be a negative and/or positive space. The way an object, the less detail is visible to artist chooses to use space (or not use it) adds a lot to the the viewer. By purposely artwork. reducing the amount of detail in an object it will appear further o Positive space is the space created by an image or a away than an object with greater sculpture. detail. o Negative space is the space around and in between the parts of an image or sculpture. Perspective is also a way of showing space in a work of art. Perspective is when the artist uses a vanishing point on Overlapping: When an object is the horizon and then creates a sense of deep space by drawn or painted on top of showing objects getting progressively smaller as they get another object the viewer’s eye closer to the vanishing point. interprets this as one object being in front of another implying there must be a space between them.  5. Texture Texture is the way the surface of an object actually feels. In the artistic world, we refer to two types of texture: tactile and implied. Artists can create an illusion of texture in their artwork with brushstrokes, shading, and other techniques.  6. Colour Color is very important in our world. Colors allow us to know when to stop and when to go at a traffic light... Colors even influence our moods and emotions. Color is a very important element of art. Artists use color to show feelings, emotions, and moods in their artwork. Primary colors Secondary colors The primary colors are red, blue and yellow. The secondary colors are green, orange and Primary colors cannot be made from other colors. violet (purple). A secondary color is made by Artists create secondary and intermediate colors mixing two primary colors. Each secondary color by mixing primary pigments. is made from the two primary colors on either side of it in the color wheel. Cool colors Warm colors Cool colors are made mostly of green, blue and violet Warm colors are made mostly of red, orange (purple). This family of colors is called cool because they and yellow. This family of colors is called warm remind you of cool things like a cool because they remind you of warm things like the forest or a cold lake. (There is a painting by Claude sun or fire. Warm colors can even make you feel Monet uses cool colors to suggest a quiet pond.) Cool warmer because they can slightly increase your colors can even make you feel cooler because they can circulation and body temperature! slightly decrease your circulation and body temperature.  7. Value Low Key Painting: If a painting is done on the lower (darker) edge of the value scale it is called a “low key” painting. Low key paintings Value in art refers to the lightness or darkness of give rise to a heavy, mysterious, dramatic, a color. An artist can get different values of color sometimes brooding feeling by mixing its shades (Mixing with black) and tints in the viewer. (Mixing with white). With the element of value an artist can make a two-dimensional piece of work look three High Key Painting: By contrast “high key” paintings dimensional. Have you ever looked at a painting take their range of values from and felt like an object in it was real? That is the the upper end of the value value of the painting working to make you think scale and create emotions of lightness, quickness, the object is three-dimensional. spirituality etc.  Session 4 Visual Principles How these elements can and should go together for the best results “The best designers sometimes disregard the principles of design. When they do so, however, there is usually some compensating merit attained at the cost of the violation. Unless you are certain of doing as well, it is best to abide by the principles.” – William Lidwell  Visual Design Principles The elements of visual design — line, shape, negative/white space, volume, value, colour and texture — describe the building blocks of a product’s aesthetics. On the other hand, the principles of design tell us how these elements can and should go together for the best results. Many of the principles below are closely related and complement one another. Visual Design Principles 1. Balance Balance is the principle governing how we distribute the elements of a design evenly. Balanced designs tend to appear calm, stable and natural, while imbalanced designs make us feel uneasy. Balance can be achieved by having symmetry in the design (for instance, having a webpage with centralised text and images). Visual Design Principles 2. Unity Unity has to do with creating a sense of harmony between all elements in a page. A page with elements that are visually or conceptually arranged together will likely create a sense of unity. A lack of unity in designs can create a sense of unease and chaos. Our eyes govern our judgements. Visual Design Principles 3. Harmony Harmony is the visually satisfying effect of combining similar or related elements. ○ Adjacent colors ○ Similar shapes ○ Related textures Harmony in a painting or design helps bring about unity. All harmony and no contrast, however, can become monotonous. A balance must be struck between areas of harmony and areas of contrast. Visual Design Principles 4. Contrast We use contrast to make an element stand out by manipulating differences in colour, value, size and other factors. If you’re designing for a client in a far-off land, learn about and adjust your work to conform to the cultural considerations. For instance, ask yourself, “Is their red lucky or angry?” or “Is their black businesslike or funerary?” Visual Design Principles 5. Symmetry A form of balance achieved by the use of identical balance compositional units on either side of a vertical axis within the picture plane. Visual Design Principles 6. Gradation Gradation of size and direction produce linear perspective. Gradation of colour from warm to cool and tone from dark to light produce aerial perspective. Gradation can add interest and movement to a shape. A gradation from dark to light will cause the eye to move along a shape. Visual Design Principles 7. Repetition Repetition in art implies the use of two or more of the same or similar elements such as colors, shapes, or lines. Rhythm is one of the methods of repetition used to create space between elements and to create a feeling of rhythm or movement in the user. Why do artists use repetition? Artists use repetition to deviate from traditional art, to warn the public about current issues, to present and create a certain portrait, to increase the sense of tension, or intrigue the audience in an interesting way. Visual Design Principles 8. Proportion Proportion in design refers to the relative size of the elements in the design. In graphic design, you may not necessarily need to worry about the actual size of a specific design element, but you may be much more deeply concerned with the relationship of specific elements to other elements within the design itself. Exercise I: What are the principles applied in the following posters? And why?  Exercise II: Visual Design Elements and Principles on Google’s homepage Google’s homepage is one of the most visited webpages in the world. The raw simplicity of the page is partly why it is so well designed, but here are other factors that make this page work. Can you find them out? Thanks! Do you have any questions? 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