Elements of Design PDF
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Uploaded by PraisingJasmine
University of Batangas
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Summary
This document explains the fundamental elements of design, including point, line, shape, form, color, texture, and space. It also covers principles like balance, emphasis, contrast, and movement, which are essential for creating effective visual compositions. The document serves as a helpful guide for understanding and applying these elements.
Full Transcript
ELEMENTS OF DESIGN – the BUILDING BLOCKS / components of a design. – visual tools to construct compositions. POINT – smallest and most basic element of design – no height or width but has a position. – can be used in a group. – acts as the focal point. LINE – used to create perspective and dominan...
ELEMENTS OF DESIGN – the BUILDING BLOCKS / components of a design. – visual tools to construct compositions. POINT – smallest and most basic element of design – no height or width but has a position. – can be used in a group. – acts as the focal point. LINE – used to create perspective and dominant directional lines. – helps with values and density. – basic visual aspects. – add structure, frame and divide information. – add refinement, create hierarchy and attract the eye. – should not overlooked. HORIZONTAL – immobility, peace VERTICAL – towering, grandiose THICK – boldness, force, depth (closer) THIN – detail, credibility, softness, depth (farther) SHAPE – defined by its perimeter, has 2 dimensions: HEIGHT and WIDTH – provides interest and substance to a graphic design GEOMETRIC - made with a ruler or a compass, exact and orderly and instills stability and strength. ORGANIC - irregular and free-flowing and provides a sense of movement, vitality, and expansion. FORM – describes volume, has 3 dimensions: HEIGHT, WIDTH, and DEPTH. – how a shape/physical configuration occupies shape. – aka this one has shadow 2-DIMENSIONAL (2D) ⤷ has length and width but no depth ⤷ ex. sketches, paintings, and prints 3-DIMENSIONAL (3D) ⤷ has all three, weight, width, and depth. ⤷ ex. classical sculpture, immersive installations. COLOR – response of the eye to wavelengths of light – generates emotion and attracts attention – one of the MOST POWERFUL TOOLS a designer has THE COLOR WHEEL – made in 1666 by ISAAC NEWTON – how human eyes perceive various lightwave lengths. – 3 COLOR GROUPINGS: ⤷ PRIMARY: blue, red, yellow ⤷ SECONDARY: green, purple, orange ⤷ TERTIARY: blue-green, yellow-orange, etc. TEXTURE – seen and felt, the material a form/object is made of – surface quality, can be real or simulated – can be ROUGH or SMOOTH, SOFT or HARD SPACE – the area between objects – determines the visual essence and dynamic of a composition. POSITIVE ⤷ can be 2D or 3D. ⤷ the form of items. ⤷ page’s primary focus. NEGATIVE ⤷ white or empty space that exists between visual elements. ⤷ the design’s backdrop colour. PROXIMITY – distance between shapes. – links between shapes. – far apart or close together. OVERLAP – arrangement of shapes by distance. – the illusion makes the upper piece appear close to the viewer. OPACITY – makes elements transparent, blurs the distance between positive and negative space. – dominance and order of closeness in a space. – degrees of opacity make items appear heavy or light. PRINCIPLES OF DESIGN – the combination of art materials to CREATE IMPACT and COMMUNICATE BALANCE – represents a composition’s VISUAL WEIGHT – steady and “feels right” – achieved with SYMMETRY, ASYMMETRY, or RADIAL SYMMETRY SYMMETRY - identical parts or mirroring on both sides of a composition ASYMMETRY - inverse symmetry or balanced due to the contrast of any parts. RADIAL SYMMETRY - evenly distributed around a central point. CONTRAST – difference in values or artistic aspects. – makes one stronger than the other. – draws the viewer's attention. EMPHASIS – VISUAL DOMINANCE in a composition – accomplished with contrast – draws the viewer's attention. MOVEMENT – leading of viewer’s eye to a part of a composition – outcome of using artistic components. – generate a sensation of movement. – uses diagonal or curving lines (line of action). PATTERN – consistent repeating components of art (eg. spirals, grids, waves) RHYTHM – movement using repeated patterns, NOT UNIFORM but ordered pattern. – relies on variability UNITY / VARIETY – uniformity or complexity of visual elements – too much unity = boredom, too much variety = disorder. UNITY - separate pieces working together. VARIETY - provides interest by incorporating juxtaposition and contrasting components. HIERARCHY – organized emphasis of elements to show its significance – seen through the use of scale, color, contrast, alignment, repetition, scale, and brightness. – specific designs features.
