Transcript Design Elements & PRINCIPLES

DESIGN ELEMENTS &
PRINCIPLES
Yr 12 VCAD
What are design elements?
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Design elements are the building blocks that we use
to construct composition. Design principles may
direct how we use these building blocks to develop
a composition but the design elements are the
fundamental components of a composition.
When designing an artwork it is important that you
take into account how you intend to use the elements
of design. They provide you with a variety of
options to enhance the quality of your work.
FOLLOWING THIS OUTCOME,
STUDENTS SHOULD;
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Recognise all design elements and principles
Recognise how these elements and principles are used
to evoke a certain mood or feeling.
Discuss how design elements and principles have been
used in a chosen artwork – “Responding to Art and
Design”
Use appropriate terminology when describing design
elements and principles
Have a basic understanding of Adobe Photoshop -IT
ELEMENTS OF ART & DESIGN – IN
BRIEF
COLOUR
TONE
TEXTURE
LINE
SHAPE/FORM
The visual sensation
dependant on the
reflection or absorption of
light
Means variation in
the lightness or
darkness of colour
used
The surface quality of
materials either actual
(tactile) or implied
(visual).
Our eyes see
boundaries of objects
in terms of lines. Line
delineates shape and
form
Shape is the two
dimension space
created by line or a
boundary of colour,
tone or texture. Form is
a shape of a three
dimensional object.
- Vivid
- Cool
- Warm
- Monochrome
- Complementary
- Subtle
- Muted
- Dark
- Non tonal
- Flat tones
- Fine
- Smooth
- Rough
- Uneven
- Coarse
- Silky
- Delicate
- Complex
- Fine
- Vertical
- Horizontal
- Zig Zag
- Geometric
- Organic
- Figurative
- Abstract form
- Primitive
EXAMPLES
EXAMPLES
POINT
Represented as a dot or other small shape, point
is one of the simplest design elements and is
often used as an indicator to determine or
define features on a map or document.
KEY WORDS
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Point can be used to; differentiate, define,
separate, act as an indicator, create repetition,
create pattern, identify and emphasise
Point can create : map locations, bulleted lists and
dot-point.
LINE
With only a single dimension of length, line is a
versatile design element. In technical drawings, line
is integral to the representation of shape and form.
Linear details such as the outline of a orthogonal
drawing and the appropriate dimension lines are
represented through lines of varying types.
KEY WORDS
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Line can be; broken, flowing, bold, fine, medium,
repeated, organic, eye-catching, dynamic,
directional, static, curved, straight, sketchy,
freehand, precise.
Line can be used to; establish structure, create a
pattern, render, indicate and direct.
Line can create; contrast, pattern, structure,
formality and contour.
COLOUR
Colour is a very powerful element!
For 90% of the population, colour is perhaps the most
dominant and influential of all the design elements.
Colour attracts us – it can be influence our moods and
our behaviour.
Key Words:
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Colour can be: bold, subdued, vibrant, bright
subtle, warm, cool, primary, secondary, tertiary,
contrasting, complementary, eye-catching, dominant,
dynamic, calming, emotive
Colour can be used to: define space, create
contrast, create hierarchy create a mood.
SHAPE
Shape describes representational or abstract
shapes that are two dimensional.
- Simple geometric shapes with the
dimensions of length and width include squares,
triangles, rectangles and circles
- There are limitless irregular shapes or
abstract shapes.
Shape
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Shape may form the ground in the composition,
providing a space for the placement of other
elements.
Shape may be the figure itself in the form of a logo
or symbol.
Shape is an element that is very familiar to us, from
the silhouette of the human figure to the shape of a
Stop or Give Way sign.
What are pictograms?
Pictograms Exercise
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A pictogram is a symbol that is based on a
recognisable set of shapes or on a commonly
recognisable form. For example; the male and
female signage used on public toilets.
Task: Find a number of pictograms to trace in
Illustrator using the PEN TOOL.
PRINCIPLES OF ART & DESIGN
SCALE
SPACE
PROPORTION
BALANCE
EMPHASIS
The overall size of the
work, relative to other art
works of a similar type.
In a 3D work, this is
the area occupied
by the work, height,
width & depth. In a
2D work we refer to
the illusion of space
and depth.
The relation between
the scale of the shapes
and forms within an art
work
Is there a feeling of
evenness in the
distribution of colour,
texture, shape and
form etc?
What catches the
viewer’s eye most in the
art work.
-Large
-Small
-Intimate
-Miniature
-Monumental
- Positive
Space
-Negative
Space
-Linear
-Aerial
-Realistic
-Exaggerated
-Distorted
-Elongated
-Unnatural
- Top Heavy
-Even
-Unbalanced
-Asymmetrical
-Symmetrical
- Focal point
-Zooming in
-Leading lines
PRINCIPLES OF ART & DESIGN
CONTRAST
REPETITION
MOVEMENT
UNITY
Achieved when different
aspects of one element
used side by side to create
interest and variation
Use of repeated
elements, e.g line to
create pattern or
area of visual
interest. Repetition
of subject matter eg
heads in a row.
Use of repetion of
shapes/forms or colours
or use of line to lead
the viewer’s eye in a
particular way. To
create rhythm or visual
movement.
Does the work feel like
its complete? Is it
cohesive or is there
something missing?
Does the work flow?
-Strong
-Dramatic
-Subtle
-Tonal contrast
-Colour contrast
- Continuous
-Even
-Pattern
-Motif
-Symbol
-Swirling
-Flowing
-Rippling
-Stillness
-Flowing lines
-Finished
-Unfinished
-Cohesive
-Not working
-Harmonious
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EXAMPLE EXAM RESPONSE
ANSWERS:
i.
Pattern
ii.
Scale
iii.
Line
iv.
Shape
v.
Texture
vi.
Hierarchy
EXAMPLE EXAM RESPONSE
Analyse ‘context’ & ‘purpose’:
Your Turn:
Analyse the following:
- Target Audience
- Context
- Purpose
- Discuss/define ONE element
AND principle
- Identify ONE METHOD used
In the production of this Vis Comm.
Suggestive Answers: