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Elements of Design
The document discusses the key elements of design including line, figure and ground, scale and proportion, texture and pattern, rhythm and repetition, direction, weight, balance, and the rule of thirds. These elements are the fundamental building blocks that designers use to create unified compositions and deliver effective visual messages to audiences. When used successfully together, these elements create design harmony.
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Introduction to design elements as building blocks that create unified compositions and control audience messages.
Line defined as a key design element impacting shape and psychological expression. Lines can vary in quality (thick/thin, smooth/jagged).
Exploration of positive (figure) and negative (ground) shapes; white space's role in enhancing visual interest.
Scale and proportion refer to element sizes and their relationships, impacting composition dynamics and advertising effects.
Pattern defined as repetitive design motifs. Texture's qualities, both actual and implied, enhance visual interest in compositions.
Distinction between actual texture (tactile) and implied texture (visual) in flat designs.
Rhythm in design achieved through repetitive elements to create harmony and unity within layouts.
Direction involves lines and forms guiding viewer’s eye through a composition for effective information processing.
Visual weight refers to contrast in thickness that emphasizes certain areas, guiding the viewer's attention.
Contrast highlights variations in weight, size, and texture within compositions for visual impact.
Balance involves the distribution of visual weight; explores symmetrical and asymmetrical balance principles.
Explains how color saturation and positioning impact attention; highlights the importance of viewer's focus.
The concept of dividing compositions into thirds for optimal visual interest and balance.
Golden Mean as a pleasing proportion; illustrated through Fibonacci sequence and omnipresent nature of its patterns.
Design harmony transcends individual elements, creating a visually unified layout where all components work together.
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Elements of Design
- 2. The Elements ofDesign Why are These Elements Important to Design? The elements of design are the fundamental building blocks of any composition. These pieces work together to form a unified composition, and when utilized successfully, create a strong, dynamic visual layout. The designer uses these elements as tools that control how a message is delivered to an audience. These principles can be applied to fine art, photography and graphic design.
- 3. The Elements ofDesign Line Line: One of most important element of design, line defines a subject s form or shape on a flat, two-dimensional surface. Lines can be thick or thin, smooth or jagged, rigid and mechanical or organic and hand drawn. The quality of a line has the ability to express psychological characteristics of a composition to an audience.
- 4. The Elements ofDesign Line Line: One of most important element of design, line defines a subject s form or shape on a flat, two-dimensional surface. Lines can be thick or thin, smooth or jagged, rigid and mechanical or organic and hand drawn. The quality of a line has the ability to express psychological characteristics of a composition to an audience.
- 5. The Elements ofDesign Line Line: One of most important element of design, line defines a subject s form or shape on a flat, two-dimensional surface. Lines can be thick or thin, smooth or jagged, rigid and mechanical or organic and hand drawn. The quality of a line has the ability to express psychological characteristics of a composition to an audience.
- 6. The Elements ofDesign Figure and Ground Also called positive and negative shapes. The actual shapes in a composition are called positive/ figure shapes. The shape that is created as the white space flows around the forms on a page is referred to as ground or negative space. White space on a page helps the eye to flow through a composition and can help to develop visual interest in a composition.
- 7. The Elements ofDesign Scale and Proportion Scale refers to refer to the size of elements in a composition. Proportion refers to the relative size of objects in relation to each other. Size only takes on meaning when compared to other objects of different sizes.
- 8. The Elements ofDesign Scale and Proportion Another way to talk about scale is to consider the size and scale of elements within a design or pattern. In this case, proportions of elements to each other and to the overall dimensions of a canvas that they are created on. Changing the size of elements within a composition changes the overall impact and look of a piece of art.
- 9. The Elements ofDesign Scale and Proportion http://www.magmaweb.com/vwmarketplace/posters/vwbig022702.jpg Unexpected Scale When objects are shown as overly exaggerated or reduced in size, this effect is called unexpected scale. Unexpected scale is often used in advertising in order to draw our attention to a product. Large and small scale forms can be combined together in a composition to create a dramatic effect.
- 10. The Elements ofDesign Scale and Proportion http://www.oldenburgvanbruggen.com/ Unexpected Scale When objects are shown as overly exaggerated or reduced in size, this effect is called unexpected scale. Unexpected scale is often used in advertising in order to draw our attention to a product. Large and small scale forms can be combined together in a composition to create a dramatic effect.
- 11. The Elements ofDesign Texture and Pattern Pattern is often associated with printed fabrics, such as plaids, polka dots, and florals. Pattern is defined as a repetitive design, with the same motif appearing over and over again. Texture is the tactile quality of a surface. It can be actual or implied in two dimensional form. Texture can be rough or smooth, solid or porous, coarse or polished. Pattern and texture work together to create a sense of visual interest.
- 12. The Elements ofDesign Texture and Pattern Pattern is often associated with printed fabrics, such as plaids, polka dots, and florals. Pattern is defined as a repetitive design, with the same motif appearing over and over again. Texture is the tactile quality of a surface. It can be actual or implied in two dimensional form. Texture can be rough or smooth, solid or porous, coarse or polished. Pattern and texture work together to create a sense of visual interest.
- 13. The Elements ofDesign Actual Vs. Implied Texture Actual texture refers to a texture that we can reach out and physically feel. Implied texture refers to texture created on a two dimensional surface that actually has a smooth surface when touched. Example- a photo or painting.
- 14. The Elements ofDesign Rhythm and Repetition Rhythm is the repetition of design elements at regular intervals. This helps to give a composition visual harmony by creating unity in a layout. Examples include the repetition of similar shapes, colors or textures.
- 15. The Elements ofDesign Direction The lines and forms that lead the viewer s eye through a composition are referred to as direction. Direction can help to create flow of how information is processed.
- 16. The Elements ofDesign Weight Weight refers to the contrast in thick and thin lines within a layout. Variation in visual weight can add interest to selected areas of a composition and can help draw the viewer s eye through a piece of art, emphasizing important areas of information and deemphasizing others.
- 17. The Elements ofDesign Contrast Contrast refers to any variation between elements within a composition, such as difference in weight, size and texture of a composition.
- 18. The Elements ofDesign Balance Balance refers to the distribution of visual weight within a composition. Lack of balance disturbs the harmony of a composition. A work that is unbalanced visually creates tension.
- 19. The Elements ofDesign Symmetrical vs. Asymmetrical Balance Symmetrical Balance is when elements are arranged in a mirror image of one another on the vertical or horizontal axis of a page. Also known as formal balance. This type of balance is often seen in the architecture of buildings. This is the most familiar type of balance to the viewer.
- 20. The Elements ofDesign Symmetrical vs. Asymmetrical Balance Asymmetrical balance occurs when elements in a design are not arranged as mirror images on a page. Also known as informal balance. Can be created through the use of value, texture and size of elements within a composition.
- 21. The Elements ofDesign Symmetrical vs. Asymmetrical Balance Piet Mondrian, Composition in Red, Yellow, and Blue (1930) Very dark or saturated areas of color demand attention within a composition. An area of high contrast, even at a small size, will automatically draw the viewer s eye. Forms placed near the edge of a page can also draw more visual attention than forms placed directly in the center of a page.
- 22. The Elements ofDesign The Rule of Thirds The Rule of Thirds refers to the idea of dividing a composition into thirds based on a grid. The most important elements of the composition fall on the lines in between to create a strong composition. A slightly off center balance is more visually interesting and harmonious than an evenly centered composition.
- 23. The Elements ofDesign The Golden Mean Golden Mean: Relationship between sizes that is pleasing to the human eye. This concept was first formally recognized by the ancient Greeks, and examples of the golden mean can be observed through Greek artwork and architecture. This principle is based on the Fibonacci sequence, which is a series if numbers to denote proportions: 2,3,5,8,13,21,34,55,89,144,233, etc. The each number in this series is the sum of the two numbers proceeding it.
- 24. The Elements ofDesign The Golden Mean The Fibonacci Sequence is also one of the most elemental building blocks found in nature. The golden mean appears in everything from atomic structures to galaxies. Graphic designers can use these proportions to create work that instinctively looks right.
- 25. The Elements ofDesign The Golden Mean Image Source: http://bit.ly/570o4l The Fibonacci Sequence is also one of the most elemental building blocks found in nature. The golden mean appears in everything from atomic structures to galaxies. Graphic designers can use these proportions to create work that instinctively looks right.
- 26. The Elements ofDesign The Golden Mean Proportions are based on the number Pi, in which measurements are approximately 1.618 times one another in a layout. In the example above, segment A is 1.618 times the size of segment B, and segment B is 1.618 times the size of segment C. B and C added together equal the approximate length of segment A. This principle is based on the Fibonacci sequence, which is a series if numbers to denote proportions: 2,3,5,8,13,21,34,55,89,144,233, etc. The each number in this series is the sum of the two numbers proceeding it.
- 27. The Elements ofDesign Design Harmony Design Harmony: The overall effect of design that is visually unified and in which elements flow together to make a successful layout. When all the elements of design work together in tandem, harmony is achieved.